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A

PROJECT REPORT

ON

COMPARITIVE ANALYSISOF

STANDARD CHARATERED

BANK

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INTRODUCTION

Standard Chartered is the world¶s leading emerging markets bank. It employs 32000 people in over 500 offices in more than56 countries in the

Asia Pacific region, South Asia, the MiddleEast, Africa, United Kingdom and

Americas.

The bank serves both consumer and wholesaler bankingcustomers. The consumer

bank provides credit cards, personalloans, mortgages, deposit taking activity and

wealthmanagement services to individuals and medium sizedbusinesses. The

wholesale bank provide service to themultinational, regional and domestic

corporate and institutionalclients in trade finance, cash management, custody,

lendingforeign exchange, interest rate management and debt capitalmarkets.

With nearly 150 in emerging markets the bank has unmatchedknowledge and understanding of its customers in its markets.

Standard Chartered recognizes its responsibilities lies to its staff

and to the communities in which it operates

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BUSINESS OF BA NKING

Banking, in an additional sense is the business of accepting

deposit of money from public for the purpose of lending andinvestment. Thesedeposits can have a distinct feature of beingwithdraw able by cheque, which no

other financial institutioncan offer.

In additional to this banks offer various other financial services

also which include:

Issuing Demand Draft and Travelers Cheque

Collection of Cheque, Bills of Exchange

Safe Deposit Lockers

Issuing Letter of Credit & Letter of Guarantee

Sale and purchase of Foreign Exchange

Custodial services

Investment services

The business of banking is highly regulated since banks dealwith money offered to

them by the public and ensuring thesafety of this public money is the primeresponsibility of anybank. That is why banks are expected to be prudent in

theirlending and investment activities. The major regulations andacts that govern

the banking business are:

Banking regulation Act

Reserve Bank of India Act

Foreign Exchange Regulation (amendment) Act, 1993Indian Contract Act

Negotiable Instrument Act

Banks lend money either for productive purposes to individuals,firms, corporate,

etc. or for buying house property, car and otherconsumer durable and for

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investment purposes to individualsand others. However banks do not finance any

speculativeactivity. Lending is risk taking. The risk should be covered byhaving

prudent norms for lending. The depositors of banks arealso assured of safety of

their money by deploying some %ageof deposits in statutory reserve like SLR &

CRR.

V A RIOUS TYPES OF DEPOSITS

BANK DEPOSIT

Banks basically offer two types of deposits:

Demand Deposit

Term Deposit

Demand Deposit - by its nature, are payable as and when the

depositor makes demand to pay.There are two types of

accounts which are demand deposit in nature. These are:

Saving AccountCurrent Account

Any amount can be deposited in these accounts at any time. Theamount deposited

or a part of it can be withdrawn any time byusing a cheque. However, banks

normally stipulate a minimumbalance to be maintained in this account.

Saving Account - is offered only to individuals and non trading

entities. Banks also pay interest on saving account. The interest

is paid on the minimum balance held in the account between the

10th and the last day of the month. The interest is paid on aquarterly basis. The rate of interest is determined by RBI.

Current Account - can be opened in the name of individual or

any firm or a company. No interest is paid on the balances held

in this account.

Term Deposit ± are the deposit where a fixed sum of money is

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kept for a specific period and the money is repaid only of theexpiry of this period.

The interest offered on these depositsdepends upon the period of the deposit.

Banks accept termdeposits for periods ranging from 15 days to 10 years.

However,our bank accept deposit for a maximum period of 5years. Banksare free

to determine the interest rates on the deposits. Theinterest is normally paid outevery quarter. But at the request ofthe customer, the interest is paid every month

but at a discountrate of interest.

Three most common forms of terms deposit are:

Fixed deposits

Reinvestment deposits

Recurring deposits

Fixed deposits ± are those where a fixed amount is deposited by

the customer for a certain period and interest on it is paid by thebank every quarter.

On the expiry of the term, the principalamount is paid back to the customer or the

deposit is renewed atthe request of the customer.

Reinvestment deposit ± are similar to the fix3d deposit with the

difference that the interest is payable every quarter iscompounded with the

principle amount. In effect, the interest on areinvestment is paid along with the principle on maturity only.

Recurring deposit ± is the deposit where a certain amount says

1000 is deposited every month as a monthly installment for acertain period ranging

from 6 months to 5 years. The totalamount deposited over the period is paid with

accrued intereston maturity.

SCB¶s Deposit Products

Standard chartered bank offers the following deposit products in

the addition to above conventional deposits.

Cluster Deposit ± this is fixed or Reinvestment Deposit. The

amount deposited, say Rs. 10,000 each. The deposit thus offers aflexibility of

partial withdrawal in multiples of Rs.1000. thepenalty is charged only on theamount withdrawal.

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Two in One Deposit ± this product has features of a fixed

reinvestment cluster deposit and a saving / current account. Thecluster deposit is

linked to a savings account or current account.Thus, the customer can withdraw

partial amount from his clusterby issuing a cheque or using ATM card. He can alsofund eitherof these accounts. However, a subsequent term deposit can madewith

Rs. 10,000 or more. In case there more than one deposits inthis account, the last

deposit is uplifted in caseof withdrawal.When ATM is used to withdraw from this

account, the customercan withdraw only 75% of his deposit or Rs. 25,000 /-

whichever is lower. Two-in- one account with savings accountcan be opened with

a minimum amount of Rs.60,000 /- whilethat with a current account can be opened

with minimum Rs.1,10,000 /-

Easy save / easy current account ± these saving and current account offer special benefits to customers. At customer¶srequest the bank sends

representative to the residence or workplace of the customer to complete the

account openingformalities. After opening the account, room service is providedfor

picking up the cheque to be deposited in the customer¶saccount from any place.

Similarly, customer can request to deliver cash to self up to20,000 by debiting the

account against a cheque to be handedover at the time of receipt of the cash. In

case the cash to bedelivered to the third person, maximum up to Rs. 10,000 /- is

delivered only at the residence after identification. Request todeliver Demand Draftand pay orders issued by debiting theaccount are also accepted.

While there no service charges for opening the account underroom service, other

services provided is charged. The servicesare provided only if the average balance

maintained by thecustomer in savings account is Rs. 10,000 and in current

accountis Rs. 25000. these services are available in two-in-one accountonly if the

link savings account has the average balance of Rs.5000 along with 50,000 in the

deposit account. In case of two-in-one with current account the balance

requirements are Rs.100,000 in deposit account.

Business plus account - this is a current account which offers

following services to the customers. For this account the

monthly average balance should be Rs 50,000 or more.

Multicity Cheque books : These cheque are payable are payable

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at par at Mumbai, Chennai, Calcutta and New Delhi branches.

This virtually facilitates the customer to conduct banking at anyof these cities.

National Clearing Speed Service : Cheque deposited forNational Clearing

(drawn ay any of the four metro cities) by 4p.m. are credited within four working

days.

Free Draft and Pay Orders : Two drafts drawn in SCBand two pay orders

free of charge per day subject to a draft and20 pay orders per quarter.

Other Free Services : Cheque book, Certificate ofBalance, FIRC and

standing instructions for fixed payments.Also if the balance is above Rs.1, 00,000,free stop payment andOutward Clearing Cheque returns.

O BJ ECTI V ES

The main objective of this project report is to make an analytical

study of Standard Chartered Bank.

It includes the following:

SWOT Analysis

Services

Bank¶s Savings Account Comparison of the savings account with other leading

bank¶s of India.

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REASEARCH METHODOLOGY AND

LIMITATIONS

Data collection has been done from both sources primary as well

as secondary and also by questionnaire.

Primary data: by meeting various managers of the Standard

Chartered bank, Kotak Mahindra, ABN-AMRO bank, ICICI, and

HDFC.

Secondary data: from newspaper, magazines, Internet.

Questionnaire: questionnaire was filled by both account holder

of Standard Chartered bank as well as by non account holder of Standard Chartered bank.

Limitations: in the meetings manager were not ready to give the

correct figure as regards turn-over of the company

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History

The name Standard Charter ed comes from the two original banks from

which it was founded and which merged in 1969 ± The Charter ed Bank of

India, Australia and China, and The Standard Bank of British South

Africa.[3]

y Chartered Bank

Main article: Chartered Bank of India, Australia and China

The Charter ed Bank was founded by Scotsman James Wilson following the

grant of a Royal Charter by Queen Victoria in 1853.

Charter ed opened its fir st branches in Mumbai, Kolkata and Shanghai in1858, followed by Hong Kong and Singapor e in 1859.[3] The Bank started

issuing banknotes of the Hong Kong dollar in 1862. With the opening of the

Suez Canal in 1869 and the extension of the telegraph to China in 1871,

Charter ed was well placed to expand and develop its business.[3]

y Standard Bank

Main article: Standard Bank (historic)

The Standard Bank was a British bank founded in the Cape Province of

South Africa in 1862 by another Scotsman, John Pater son.[3] Havingestablished a considerable number of branches, Standard was prominent

in financing the development of the diamond fields of Kimberley from 1867

and later extended its network further north to the new town of

Johannesburg when gold was discover ed ther e in 1885.[3] Half the output of

the second largest gold field in the world passed through The Standard

Bank on its way to London.

Standard expanded widely in Africa over the year s, but from 1883 to 1962

was formally known as the Standard Bank of South Africa. In 1962 the bank changed its name to Standard Bank Limited, and the South African

operations wer e formed into a separate subsidiary which took the par ent

bank's pr evious name, Standard Bank of South Africa Ltd.

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SWOT A N ALYSIS

STRENGTH

Market position is strong Aggressive foreign bank Shareholders return has grown more than 7 times

Maintain a position as a leading Asian cash management provider

Brand ± SCB¶s modern and dynamic look appeals to the growing middle income earners

On of the most profitable MNC in India Improved product proposition Better geographic balances Multi-cultural organization that offers opportunities to good managers

WEAKNESS

HDFC, ICICI, ABM-AMBRO, KOTAK and HSBC are dominant players Has disadvantage due to last entry Fewer locations as compared to other MNC banks Service delivery reception is weak

OPPORTUNITIES

Branch expansion for rapid growth Increase focus on value creation in whole banking Improve shareholders return Build market share in consumer banking as consumer

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banking continues to offer highest potential for growth

Broadening of the demographic base Tie ups with master card networks

Integrated sales and service approach Can offer a complete corporate package into under proposed corporate relationship

THREATS

IDBI is pitching in quite aggressivel

Citibank is expanding in new markets Competitive products and offers from ICICI and HDFC Proposed networking of all branches in next 6 months

Reduced business in OECD business

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Services provided by standard chartered

Through the network of over 500 offices in more than 50

countries, standard chartered offers personal financial solution

relevant to you as an individual, standard charteredtreasure

building a relationship with the customer, developing an

understanding of customers changing financial needs at different

stages of your life. Their long heritage of nearly 150 years has

enabled them to change with time, offering quality products by

means that are convenient to customer.

Standard chartered offer includes:

Personal finance. Credit cards.

Priority banking.

Investment advisory services.

Personal investments.

Insurance.

Deposits and Retail services Retail FX products.

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PERSONAL FINANCE.

M ortgages

In many of the markets where standard chartered operate,

especially in key markets of Hong Kong, Singapore, Malaysia,they are reported to be the market leader for mortgages. Their

experienced and dedicated teams will guide the individual in

every single step to enable him a smooth and hassie-free

experience, offering him rates and repayment packages most

suitable, start by trying our ³instant approval´ service.

Unique features:

Low interest rates, option of flat or reducing interest rates.

Low EMI (equated monthly installments). No hidden costs like processing charge. Everything is

done up front.

Quick approval and realization. Tax benefits.

No unfair collateral demands.

A simple mortgage process.

Personal loans

Standard Chartered bank helps the customer to de in control of his/her

own finances. Personal loans, without any guarantees or collaterals, are

available to customer to meet specific credit needs. Choose installment

loan or Revolving loan, whatever suits best. Whether planning a vacation,

re-decorating home, paying for child¶s college education, or simply wish

to have a standby line of credit for unforeseen expenses, Standard

Chartered Bank¶s personal loans can help fulfill the dreams.

Personal loan is specially designed to get the money need in time,without having to

answer unnecessary questions, and without anycollateral or mortgages.

Unique features:

Choose the repayment plan most convenient, ranging from a compact 12-months period to a comfortable 36-month

span.

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Free to use the money for renovating house or meeting some unexpected

expenses etc. No collateral or security.

Quick and easy processing.

2. CREDIT CARDS

Standard Chartered visa and MasterCard credit cards

Standard Chartered credit cards provide financial flexibility,

worldwide acceptance, and round- the- clock convenience.

Benefits:

Welcomed at the largest number of merchant outlets across the world.

Revolving credit facility, allowing repaying card outstanding over time, at a convenience.

Cash withdrawal in local currency at Visa and MasterCard linked ATMs across the world.

Platinum, Gold or Classic cards to suit lifestyle and needs.

Smart credit cards with special privileges and security. Attractive rewards programs

Affinity and co branded credit cards that give additional

benefits from our partners.

World-class service assistance and 24-hour customer help line.

3.PRIORITY BANKING

Experience new Standards in banking. And lead a life of privilegeand preferred

financial solutions tailored perfectly for you ± withpriority banking from Standard

Chartered.

Designed specially for those who appreciate only finest things in

life, priority banking offers the very highest levels of personalized

banking to match unique status.

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By embracing a holistic approach to financial well being and

commitment to personal Wealth Management with a full range of

innovative products and services, a customer will find banking

with a reassuring and secure experience.

Bank is committed to helping a plan, build and protect wealth byoffering individual attention as well as international and

investment opportunities to meet current and future needs.

Standard Chartered bank priority banking is created specifically

for a chosen few individuals, who will settle for nothing but the

best and demand the highest Standards of services in all your banking relationships.

Unique features:

Personalized priority card will give instant recognition of priority status at all branches of Standard Chartered

bank, worldwide.

A dedicated customer relationship Manager trained to understand specific financial needs and help to manage

assets at home and abroad. It is as personalized as can

be.

Preferential pricing on our various products.

Entitled to exclusive benefits. A complimentary pre-approved Gold Standard credit card.

Special foreign exchange rates. Special invitations to exclusive events. Many account facilities, which are absolutely free of charge.

4. INVESTMENT ADVISORY SERVICES

The Standard Chartered investment advisory services is

comprehensive process that assists in planning for future. With

this service, they can help to review financial goals, conduct a

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financial health check, evaluate risk profile and asset allocation

plan to realize financial aspirations.

5. PERSONAL INVESTMENTS

Standard Chartered is the leading independent distributor of unit

trusts and mutual funds in Asia. Because they don¶t actually

manage their own investment funds, they are absolutely objective

in fund evaluation process. Bringing unmatched around the

world, it can be assured of different investment options and a

wealth of informative and relevant updates.

With trained investment services consultants from countries

around the globe, they can help to make the right investment

decisions. Using a unique risk evaluation to gauge the level of risk customer can be comfortable with, coupled with a proprietary

fund evaluation process to identify funds, assess risks and

shortlist top-performing funds; customer can be ensured of a

personalized investment portfolio catered to needs Standard Chartered Bank

investment services puts a whole new whole new world of possibilities within the

reach of people who would like to achieve their financial goals but have manyother demands on their time.

Unique features:

A one-stop offering a wide range of investment options to grow your wealth.

Available across 8 cities. Trained investment services counselors. Sophisticated research franchise. Impartial and unbiased analysis on options best suited. Tailor made investment plans suited to risk taking

ability.

6. INSURANCE

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Standard Chartered recognizes the things important to customer

and his family. They are dedicated to protecting the customer, his

family, and his hard earned assets and even his future earning

giving him the assurance he needs.

Their strategic alliance with prudential and CGU insurance putsus in a very strong position to provide for life and General

Insurance needs. With a comprehensive range of products,

Standard Chartered is set to protect the world.

7. DEPOSITS AND RETAIL SERVICES

Deposits

Standard Chartered offers a wide array of deposit products in both

local and foreign currencies to help to earn competitive interestrates. Their international network offers an extra convenience

while abroad. In some countries, they offer premium interest

savings plans like Higher Education Funds to turn the dreams into

reality.

Retail services

Standard Chartered offers a comprehensive range of retail

services in many countries. These includes:

Automated banking services.

Demand drafts.

Foreign exchange services.

Local and foreign currency chorus. Safe deposit boxes.

8. RETAIL FX PRODUCTS

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Standard Chartered is now offering valuable customers an easy

and flexible way to invest in foreign currencies. They provide

high flexibility to enable sophisticated investors to capitalize onopportunities in the currency markets.

Some of the Retail FX products include:

FX Margin Trading. Currency Trading. Premium Currency Deposit. Principle Protected Currency Deposit.

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ADDITIONAL SERVICES

1. INTERNET BANKING

You¶re banking needs now taken care of at the click of a mouse.With secure Internet ID and Password, a customer can login and

take care of his/her banking and credit card needs at his/her

convenience and time. No more queues, no more waiting.

2. PHONE BANKING

As part of commitment to meeting all needs, Standard Chartered

offer Phone Banking ± A service that enables you to access awealth of financial information, 24 hours a day, 7 days a week.

Through Phone Banking:

Check your account balance. Get details about specific transactions. Inquire about the status of a particular cheque. Order demand drafts. Transfer funds amongst your linked accounts. Get information on deposit rates, lending rates, exchange rates

and bank charges.

Access information an any of our products and services. Call room services to open your account. Make complaints and suggestions.

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3. MOBILE AND E-MAIL ALERTS

Standard Chartered always try and make life simple. µMobile and

E-mail Alerts¶ service is designed just for that.

4. SMART FILL DEBIT CARD Smart fill Debit card, launched in association with Bharat

Petroleum, will help to save on fuel purchases and even gets you

free fuel.

Unique features:

Earn reward points every time you use the card to make purchases anywhere, which you can then redeem for fuel at

select Bharat Petroleum outlets.

When the card is use to make purchases at select Bharat Petroleum outlets, the customer don¶t have to pay the 2.5%

surcharge levied on most credit or debit cards.

Smart fill debit card is globally valid. It gives access to 12 millions merchant establishments worldwide and over 55,000

in India. A customer can access over 3500 ATMs in India for FREE* and over 750,000 ATMs worldwide through the Visa ATMnetwork.

The card gets an exclusive discount of 5% at select In & Out stores at Bharat Petroleum outlets, besides benefits at leading

retail outlets and restaurant.

5. ATM

Standard Chartered ATMs give the freedom to conduct most of

the banking transactions 24 hours a day, 365 days a year.

The ATM card is and absolutely free. There are no transaction

charges on the use of the card.

What¶s more, use ATM card at any of the 70 ATM centers across

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the country.

6. CREDIT CARD HELP-LINE

As part of commitment to meeting all needs, Standard Chartered

offer the facility of calling them over the phone to access a wealthof information on credit cards, 24 hours a day, 7 days a week.

7. ELECTRONIC CLEARING SYSTEM

Standard Chartered introduces ECS (Electronic Clearing system),

an innovation facility for busy people. With this facility, card bill

amount automatically gets debited from your saving bank account.

So that customer doesn¶t have to worry about last minute

payment rush, since this entire process happens through the

Reserve Bank of India electronic clearing mechanism, customer

can enjoy the advantages of ECS.

8. FAX BANKING

It¶s the most efficient way to stay on top of the business finance.

Every day, Standard Chartered fax a report of all transaction

made the previous day, customer will still receive his/her regular monthly statements.

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M A INT A INING ACCOUNTS WITH ST A ND A RD

CH A RTERED

DEPOSITS

DEMAND DEPOSITS

TIME DEPOSITS

SAVINGS A/C

CURRENT A/C

FIXED DEPOSITS

A X CESS PLUS A/C

SUPER VALUE A/CPARIVAAR A/CSARAL A/C

DE M A ND DEPOSITS

SAVINGS ACCOUNT

Standard chartered introduces aXcess plus ± a revolutionarysavings account that

provides with unparallel access to money.An account primarily opened for and

operated by individuals,wherein the numbers of transactions are few and whichgive thecustomer liquidity with the facility to earn some interest on theresidual

balance.

With the aXcess plus account the customer can now aXcess cashat over 1800

ATM¶s in India to free and at over 6,50,000 ATMworldwide through the visa

network. Besides he can use hisaccount to shop for goods and services at over

25,000 outlets inIndia and at 10 million outlets worldwide, without ever handlingto

carry cash.

The aXcess Plus account provides with a globally valid debit cardthat provides these and a host of other exciting benefits.

Unique features

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There are several unique features about the standard charteredbank¶s aXcess Plus

account, each designed to provide the mostconvenient banking experience can ever

get!

Free aXcess to cash at over 1800 ATM¶s in 35 cities in

India Globally valid debit card The debit can be used to make purchase at over 25,000 merchant outlets in India and at over 10 million outlets

worldwide.

Phone banking, internet banking, Multicity banking and 365 days branches, extended banking hours, lockers facility

and doorstep banking.

Unique free insurance benefits ± lost card insurance,

purchase protection and personal accident cover. Exciting usage benefits such as travel cash back discount on air fair, rasoi ± ongoing privileges in restaurants,fabdeals special privileges for shopping at select merchantoutlets etc.

2 ±in -1 Account

A unique account that offers you double advantage letting you

earn the high interest rate of a fixed deposit while you enjoy the

flexibility of a savings and current account.

Unique features:

Earn fixed deposit interest rates Enjoy the flexibility of a saving or a current account Free personalized cheque book and ATM card Flexibility of withdrawing money wherever you need it Deposit more money in your account to earn higher rate of

interest by simply filling a subsequent deposit slip

Phone banking for current account related information at your fingertips.

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2-in-1 Account interest rates

Tenor

Rate of interest (% p.a.)15 days ±29 days 3.75%

30 days ± less than 46 days 4.00%

46 days ±less than 2 months 4.00%

2 months ± less than 3 months 4.00%









60 months 4.50%

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term wealth building tools that allows customers to invest afixed amount of money

every month in specific mutual fund.This comes with a direct debit facility and

avoids the need toremember dates and write cheque every month

Globally valid ATM-cum-debit card can be used at 55000

merchant outlets in India and 12 million outlets worldwide Up to 4 free cash withdrawals per account every month at other

bank¶s ATMs in India through the visa ATM network.

Unlimited free transaction at all SCB¶s ATM.

CURRENT ACCOUNT

An account opened and operated primarily by corporate for

commercial use wherein the numbers of transactions are much

higher than a normal savings account.

Unique features:

High liquidity Unlimited transaction Zero interest Any branch banking

TERM DEPOSITS

A term deposit is a deposit held for a contracted period of timeand a contracted rate

of interest. The rate of interest for termdeposits is higher than the applicable for a

normal savingsaccount and penal rates of interest is applicable if the depositiswithdrawn before the contracted period.

An account opened and operated primarily by corporate for commercial use wherein the numbers of transactions are much

higher than a normal savings account.

Unique features:

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High liquidity Unlimited transaction Zero interest Any branch banking

TERM DEPOSITSA term deposit is a deposit held for a contracted period of timeand a contracted rate

of interest. The rate of interest for termdeposits is higher than the applicable for a

normal savingsaccount and penal rates of interest is applicable if the deposit

iswithdrawn before the contracted period.Term deposit rates:

Tenor Rate of interest (% p.a.)

15 days ± 29 days 3.75%

30 days ± less than 46 days 4.00%

46 days ± less than 2 months 4.00%










60 months 4.50%

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CONCLUSION With years of banking experience, Standard Chartered is

undoubtedly in a strong position to help growing business sail

through the complexities they may face.Standard Chartered Bank offers one of the widest range of

banking products and services in the market today. Managing a

growing business demands most of your time and energy. That is

why working with the right bank can help one¶s business sail

more smoothly and Standard Chartered Bank helps in doing that

as it understands today¶s business requirements.

The bank provides the right kind of services and accounts at the

right time and according to the need of market.

The expertise of Standard Chartered with over 150 yearsexperience, global network of 500 offices in 56 countries making

it one of the leading providers of treasury financial services.

As the largest independent distributor of third party funds,

Standard Chartered gives investors choice, unbiased evaluation of

funds and a portfolio management account that matches your risk profile and investment goals.

Not only this, the bank provides the widest range of foreign

currencies for your investment needs plus other products such as

housing loan, insurance and unit trusts.

Standard Chartered Bank well developed remote channels foryour banking

convenience through our 24-hour phone bankingand internet banking.

Foreign banks in India are subject to the same regulations as

scheduled banks. Currently about 25 foreign banks are licensed to

operate in India. Foreign bank branches in India finance trade

through their global networks.

All commercial banks including Standard Chartered face stiff

restriction on the use of both their assets and liabilities. Forty

percent of loan must be directed to ³priority sectors´ and the high

liquidity ratio and cash reserve requirements severely limit theavailability of deposits for lending. Since July 1993, foreign

banks like Standard Chartered have been require to make 32

percent of their loans to the priority sector. Within the target of 32

percent, two sub targets for loans to the small scale sectors

(minimum of 10 percent) and exports (minimum of 12 percent)

have been fixed.

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. RECOMMENDATIONS

1. STRONG NEEDS OF BRAND BUILDING

The bank needs to make a lot of marketing efforts. The level of

recognition that may be desired by any brand has not been

achieved by Standard Chartered Bank. A lot of noise is made

whenever a child is born and as long as that noise is not made the

doctors are not sure about life of that child. Same is the case in

marketing. Whenever a new branch comes into existence it is

necessary that they announce there birth. Here comes the pre-

launch exercises, and in similar in the case after the birth, thename has to be taken again. Boast about yourself , about the

strong points that you have over and above your competitors. Pull

the customers towards you. As said earlier it is a relationship of

trust and this trust can be generated through the better and better

performance of the bank. Now as working with the bank for some

time the fact have come out that they believein low costing and

want to keep low profile. So better way of marketing can be

sought which are low of cost. These are discussed further

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Promotional strategies

Press publicity:

Paper inserts

Advertisements in newspaper (local and national)

Interest cards distribution

Mailers/personal invitations to selective section of society

Leaflets

Outdoor publicity

Banners in commercial areas and prime sites

Air balloons at shopping complexes

Bus stand shelters

Off site ATM for developing business

Advertisements on dividers and railings

Media

Local channel advertisements (cable TV scrolls) Advertisements in news and business channels

Face to face

Through personal interaction of marketing executives.

Meeting

Detailing about schemes and updating them from time to time

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Events sponsoring in local clubs and social gathering

Road shows

Contacting senior citizens in parks in morning and evening

Contacting office goers in the morning and evening at stop lights by distribution of interest cards

Advertisements strategies segmented according to the

target customer

Senior citizens, housewives , students, service class

Personal mailers

Contacting at parks during morning and evening walk

Contacting at stop lights

Road shows at market side

Cable TV advertisements during prime time

Stick on the newspaper Leaflet on the wiper of the vehicles in the parking slots

Educational bodies

Sponsoring events in schools and colleges Meeting the top management for opening salary account and fee payment system of the students

Local clubs like young clubs, laughter club, senior

citizen club, ladies club, etc

Event sponsoring

Temporary banners

Advertisements in club magazines

Opening of extension counters (in case of large clubs)

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www.rbi.org.inwww.economictimes.indiatimes.com

www.indianfoline.com

www.finance.indiamart.com/investment_in_india/banks

www.standard.chartered.broacher.and.mannuals

www.finance.indiamart.com/investment_in_india/banks.html

www.indianfoline.com/nevi/bank.html

www.finanace.indiamart.com/investment_in_india/standard _chartered_bank.html

www.abn_amrobank.com

www.hdfc.com

www.icicibank.com

www.standardchartered.com

www.standardchartered.com/in

http://economic.indiatimes.com/banking/bn11299.html

8/6/2019 wov


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