PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH, INDORE

SUMMER PROJECT REPORT ON

MARKETING SCENARIO IN INDIAN BANKING INDUSTRY
BANK OF INDIA
Submitted In Partial Fulfillment Of Requirement For Degree Of Master Of Business
Administration (Marketing Management)

Submitted By :SURBHI JAIN

Company guide :Mr.O.P Kabra

MBA MM III sem

Faculty Guide :Dr.Ajit Upadhyaya

CERTIFICATE

This is to certify that Ms. Surbhi Jain student of MBA (Marketing

Management) program has completed her training of Marketing Scenario In Indian
Banking Industry and prepared her report under my guidance.

Title Of Project Report :- MARKETING SCENARIO IN INDIAN BANKING

INDUSTRY

Dr. Ajit Upadhyaya

Faculty Guide
(HOD-Marketing)

ACKNOWLEDGEMENT

Words can never express the extent of indebtness. But I wish to express my deep sense of
gratitude to all of the people who helped me in the completion of this project report.
I am very glad to submit my project work entitled Marketing Scenario In
Indian Banking Industry at Bank Of India. I am thankful to Mr.O.P Kabra for allowing
me to do the project at prime division.
I also want to convey my regards to Mr.Mantri (Marketing Head Zonal Office
Bank Of India) for his continuous guidance and encouragement throughout the project.
I am very grateful to Dr.Ajit Upadhyay (faculty guide) for his valuable guidance
given to me for making project successfully.
I thank all staff members of bank from whom I receive valuable suggestions
and co-operation in my project.

Surbhi Jain
MBA MM III sem

DECLARATION

I do hereby declare that the Summer Training Project entitled

Marketing Scenario In Indian Banking Industry at Bank Of India in an authentic
work done by me. The project was undertaken as a part of the the course curriculum of MBA
(Marketing Management) program at Prestige Institute Of Management Research.
(Indore).

SURBHI JAIN
MBA MM III sem

EXECUTIVE SUMMARY REPORT:The project was undertaken to study the Marketing Scenario in Indian Banking
Industry. To make study, a survey was conducted among customers with the help of questionnaire. It has

been found that people (customers) are least aware of many facilities or services provided by bank.
Customers still prefer of using ATMs, Credit Cards and also in using Mobile Banking and Internet Banking
facility.
It has been observed that there is a need to make people aware of various services and even
products available with bank. So there is a great scope of Marketing in Indian Banking Industries. Banking
in India is very vast sector and can come up with lots of innovation with a little effort.
If one properly adopts the rules of Marketing and implement them properly with various
products and services it can bring the boom in the Indian banking Market.

CONTENTS

Chapter 1 Introduction

History of Organisation And Objective

Organisation Structure
Financial Performance
Personnel
Production/Operation
Marketing
Strengths And Weakness
Suggestions Discussion With Management
Special Point

Chapter 2 Methodology
Study Of Project And Its Objectives
The Sample
The Tools (i) For Data Collection
(ii) For Data Analysis

Chapter 3 Results

Chapter 4 Discussion / Interpretation Of Results

Chapter 5 Suggestions And Conclusions

Chapter 6 Implication Of The Study

Refrences
Appendices

1. History of The Organistion and Objectives :(a) History :Bank of India was founded on September 7, 1906 by a group of eminent businessmen from Mumbai.
In July 1969 Bank of India was nationalized along with 13 other banks.
Beginning with a paid-up capital of Rs.50 lakh and 50 employees, the Bank has made a rapid growth
over the years. It has evolved into a mighty institution with a strong national presence and sizable
international operations. In business volume, Bank of India occupies a premier position among the
nationalized banks.
Presently, Bank of India has 4000 branches in India spread over all states/ union territories including
93 specialized branches. These branches are controlled through 50 Zonal Offices.
Bank of India has several firsts to its credit. The Bank has been the first among the nationalised
banks to establish a fully computerised branch and ATM facility at the Mahalaxmi Branch at
Mumbai way back in 1989. It pioneered the introduction of the Health Code System in 1982, for
evaluating/ rating its credit portfolio. Bank of India was the first Indian Bank to open a branch
outside the country, at London, in 1946, and also the first to open a branch in Europe, Paris in 1974.
The Bank has sizable presence abroad, with a network of 29 branches (including three representative
office ) at key banking and financial centres viz. London, New York, Paris, Tokyo, Hong-Kong, and
Singapore.

WE BELIEVE IN NATION BUILDING,

WE BELIEVE IN ETHICS AND INTEGRITY,
WE BELIEVE IN VALUE FOR OUR CUSTOMERS,
WE BELIEVE IN PRIDE FOR OUR EMPLOYEES,
WE BELIEVE IN PROFITABLE GROWTH,
WE BELIEVE IN CONTRIBUTING TO SOCIETY,
WE BELIEVE IN ONE BANK OF INDIA.

CORE VALUES OF BANK OF

INDIA

(b) Objectives :- The Objectives of Bank Of India are as follows:-

To help the weaker section of the society with the help of various schemes.

To help in Rural Development.

To increase Employment

To finance small Enterpreneurs.

To help farmers in Agriculture Development.

To give support to Village and Cottage Industries.

2. Organisation Structure :Head Office

(Chairman Cum Director)

Executive Director

Executive Director

Agriculture

Marketing

Retail

General

Department

Department

Department

Operations

SME
Department

Human
Resource
Department

Reports To General Manager

FIVE NBGS ( NATIONAL BANKING GROUPS DIVIDED IN 50 ZONES )

Zonal
Manager

Zonal
Manager

Zonal

Zonal

Zonal

Manager

Manager

Manager

(Various Branches)

(Manager of Various Branches- Branch Manager)

Probationary Offices

Various Clerks

3. Financial Performance Including Quantitative Aspect And Position,Costing

Methods And Analysis Of Statement.
Statement of Analysis :-

Deposits :- From the last five (5) years Bank has shown continouous progress in its deposits which
indicates its growth clearly.

Business :- Balance available with bank or Money at call has also increased in last five (5) years.But at
the same time their Cash Keeping capacity with RBI has decreased.

Profit Growth :- There is a tremendous increase in profit earning of bank this indicates the good
financial position of Bank.

Assets Quality :- Assets with the bank has also increased and also the loan providing facility i.e total
borrowings given to customers has increased.This thus indicates good position.

Earning Analysis :- The book value is also improving over last few years.

Capital adequacy ratio :- Capital Adequacy Ratio has come down slightly.Proper chech needs to be
kept for maintaining or increasing Capital Adequacy Ratio.

4. Personnel: Recruitment Process , Personnel Policies Training And Development ,

Welfare Activities
Bank of India, Nationalised bank with a presence in all the major trade centers of the world.
The bank has branches in all the city of India and its also fully computerized. The bank has all the
latest technologies in banking such as Phone Banking, Net-banking, Online Banking and RTGS &
NEFT facility in all the branches of the Bank. BOI has recently invited online applications for the
post of Clerks for Clerical jobs in Banks, Candidates whos age is not more then 28 years and having

qualification of Graduate/ Post Graduate Degree from the university/ Institute recognized by the
Government of India with relevant experience (if any) are eligible to apply for the post.

Recruitment Process :(a) For Clerks and Probationary Officer :IBPS (Institute Of Banking Personnel Selection) conduct exam for various vacancies in 19
Nationalizes Bank.Bank Of India is among them.Exam is conducted by them separately for
Clerical,Probationary Officer and other posts.Candidates clearing the exam gets Score Card which is
valid for certain fixed duration.
At the time when Bank of India has Vacancies they set certain Eligibility Criterion or say cut off marks
and issued a notification to call candidates for interview.

Eligibility Criterion :Age (for general candidates) :- 28yrs

(for reseved category)

:- set as per Government Rule.

Education :- Graduation in any stream with 50% marks.

Course on Computer Awarness
Office Automation Course (with minimum 3 months)
IBPS Score :- 24 and above marks in each subject with minimum 120 marks(for general candidate)
21 and above in each subject with minimum 105 marks (for reserved candidate)

(b) Bank also go for Direct Recruitment Process from Colleges and other Consultancy for recruiting
persons for the post of Agriculture Officer,Security Officer,HR Manager,Marketing
Manager,Technical Staff etc.

Training And Development :Bank has various training programmes for training of Staff.Training Institutions are located at various zones
and regions.
For MPCG ( Madhya Pradesh and Chhattisgarh ) Training Office namely STAFF TRAINING COLLEGE
is located at Bhopal.

Additional And Advance Training :For Additional and Advance Training candidate or Staff are often send to IIMs & other institutes.

5. Production/Operations: Products/Services Offered , Layout of Facility , Quality

Control , Material Planning And Control , Future Plans
Products/Services Offered:- All the products offered by Bank of India gets designed at its
Head Office.Change Management Officer is the one who designs and implementsit after taking
approval from its governing body (Board Of Directors).

(a) Products/Services offered by Bank of India are :Saving Account

Current Account
Recurring/Term Deposits
Term Deposits

Retail Loans
Personal Loans
Loans to farmers & Traders
Business Loans
(b) Other Products Offered By Bank of India are: Gold Coins
Mutual Funds
Demat Accounts
Life Insurance
General Insurance Products (Health Insurance & Assets/Property Insurance)

6. Marketing :- Areas of Operation , Competitors , Market Share , Advertising And

Sales Promotion
(i)

Advertising And Sales Promotion :-

Advertisement of products and services is done at and by Head Office Level.Following are
being done for Advertisement: Gift Items distribution in villages and to other customers.
Customer Meet at Zonal /Branch Levels to give information regarding services and products
to customer.
Camps/Seminars at Colleges and Universities for advertising Educational Loan & Other
products,
Kisaan Sammelan to educate them about facilities provided by the bank for their benefits,
proper use of fertilizers and to encourage them to get Krishi Loans.
Bank Of India (Indore) had sponsored Ahvaan,the Annual Managemnt Fest in Indore
Institute Of Management (IIM) Indore.
Bank in Indore also sponsored various programmes of Indian Institute of Techonology,Indore

(ii)

Areas Of Operation :- Bank Of India is a Nationalised Bank and so it has

branches in almost all Metros,Tier I cities , Tier II cities , Tier III cities and even in
small towns and villages.The working and management is divide in 5zones known as
National Banking GroupUnder these 5 zones various branches work.These
branches are headed by Zonal Manager.For Madhya Pradesh and Chhattisgarh Zonal
Office is at Indore from where all the MPCG works get finalize and done.

(iii)

Competitors :- There are number of Competitors of Bank Of India.These includes

other Nationalised Banks, Private Banks,Financial Institutions.There are number of
parameters for comparing between Bank Of India with other Banks.
NAME

LAST
PRICE

MARKET
CAPITAL

NT
PROFIT

TOTAL
ASSETS

138,319.12
25,513.02
27,157.77
390.97
5288.99

NET
INTEREST
INCOME
106,521.45
36,428.03
29,673.72
19149.50

SBI
PNB
BOB
UTI-GOLD
CENTRAL
BANK
UNION
BANK

2061.25
752.20
658.55
2816.40
71.85

11,707.29
4884.20
5006.96
533.04

1335,519.24
458,194.01
447,321.46
229,799.74

170.45

9384.11

21,144.28

1787.13

235,984.44

This shows the competitor of Bank Of India in terms of Market Share and Price of Capital.

7. Strength And Weaknesses :Following are the Strengths of Bank Of India :

Man Power
Trust of Customers.
Permanent and Loyal Staff
Good Customer Service

Following are the Weaknesses of Bank Of India :

Slow Decision Making Process

Staff Shortage at Branches
Lack of awareness about various products amongs staff & customers.

8. Suggestion Discussion With Management

Following are the points that came into light while discussing with Management :

Improvement in number of Staff at branches should be made.

Proper Training must be given to whole staff.
One Marketing team member must necessarily be posted at each branch to give information
regarding products and services to its customers.
One Relationship Manager must be posted at each branch to deal with Diamond Category or
Premium Customers.

9. Any Other Special Point Observed By You:The Special point which I observed during my training tenure is that Services given to Customers
is of Top level.And also for last many years Bank Of India has been ranked as Indias topmost
Nationalised Bank in providing services and serving customers.
The Other feature which gives Bank a special feature is STAR UNION DAICHI
STAR UNION DAICHI is a subsidiary Company of Bank of India.It is Life Insurance
Company.This Company is a joint venture of Bank of India,Union Bank and Daichi (A Japenese
Company).Their shares are as follows :BANK OF INDIA
UNION BANK
DAICHI

51%
23%
26%

Bank of India is the first Nationalised Bank to start such a venture Internationally.Thus it differentiate it
from other Banks and thus becomes the Special feature of and for Bank.

(i)

The Study And Its Objectives :-

Customer Satisfaction
Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing products
perceived performance in relation to his/her expectations.
As this definition makes clear , satisfaction is a function of perceived performance and
expectations.If the performance matches the expectations , the customer is highly satisfied or
delighted.
Many Companies are aiming for high satisfaction because customers who are just satisfied still find
it easy to switch when better offers comes along.Those who are highly satisfied are much less ready
to switch high satisfaction or delight createsan emotional affinity with the service outlet not just a
rational performance.The result is high customer loyalty.
Customer Satisfaction can be defined in many ways one of which is a persos feeling of pleasure or
disappointment from comparing a products perceived performance in relation to his or her
expectations. (Philip Kotler , 2000) A simpler definition could be given as the customers after
purchase judgement or evaluation of specific product or service.(Stank Theodore ,
1997)Satisfaction is the customers fulfillment response.It is a judgement that a product or service
feature , or the product of service itself , provided (or is providing) a pleasurable level of
consumption-related fulfillment , including levels of under or over fulfillment.(Oliver,1997)
The outcome of customer satisfaction yields not only from perceived quality and customer
expectations but also from discontinuation.Satisfaction or dissatisfaction results from experiencing a
quality of service encounter that encounters with what is expected.
Those who are highly satisfied with offers quality and value are much less ready to switch.The fact
is that high satisfaction or delight creates an emotional affinity with the brand not just a rational
performance , and this creates high customer loyalty.(Business India May , 1998).
The challenging of implementing TCS is to create culture in which everyone within company aims
to delight the customer.UNISYS , the information management company recently introduces the
term customaries in its ads and defined it as follows.
To make a company more responsive to its customers and better able to attract new ones.UNISYS
sees customizing as a matter of extending information system capabilities to field locations and other
points of customer contact and support.But customizing a company calls for more than providing
good information and customer contact.Ultimately it may require customer linking staff pay to
customer satisfaction.

Characteristics Of Services :-

a. Intangibility :- Services are intangible.One cannot touch them.It is not a physical object but it
has mental connotations.A service by nature is an abstract phenomenon.while selling or
promoting the sale of a services ,we have to concentrate on the benefits and satisfaction: a buyer
can derive after buying that service.We can emphasize the service itself.

b. Perish Ability :- A service has a high degree of perish ability,like our labour services are
perishable.Here the time element assumes a significant position.If we do not use it today,it is lost
forever.Utilized or services are economic waste.

c. Inseparability :- Services are not seperable.Generally the services are created and supplied
simuntaneously.In other words services and their providers are the same goods are produced sold
and consumed whereas the services are sold and then produces and consumed.

d. Ownership :- An important feature of the services is that of ownership.In the sale of goods
after the completion of the goods are transferred in the name of buyers and he becomes the
owner of the goods.In the case of services we do not find same thing.The users have only an
access to the services.

e. Simultaneity :- Services cannot be delivered to the customers or users.services do not move

through the channels of distribution.hence either user is brought to the services or the providers
go to the users.

The main objectives of the study are as follows : To Test Marketing Strategies:- The main objective is to test the marketing strategy of Bank
that whether it is useful and having some impact on customers or not and to make improvement in
them if required.

 To Test Customers Knowledge :- The other object was to check the customers knowledge
regarding various products and services offered by bank.

Scope Of Marketing :- It is being conducted to assess the scope of marketing in banking sector
as the sector is becoming very vast with number of products and services.

To Create Awarness :- One reason is also to create awareness among customers regarding
various products and services as when they will read different products name they will ask for it and
avail its use if they feel so.

To Bring Customers Closer :- Bank wants the customers to establish good relations with
them.This will not only help bank to know customers expectation but also helps in doing something
creative and new for customers.

RESEARCH METHODOLOHY
Research Methodology is a strategy thats guides a researcher in providing answer to researchers question
and for this research survey is done.The researcher has to decide the method to used which helps him get a
direction in a systematic way.Here study has been done into the following ways :-

Stage I

COLLECTION OF DETAILS ABOUT THE

PRODUCT AND ORGANISATION

Details about the organisation were collected from the management and administrative staffs in the various
departments.Collection of the information regarding various products and services offered by Bank is done.

Stage II

DESIGNING THE QUESTIONNAIRE

The questions were designed in a very understandable way that every respondent may not have any
difficulty in answering them.Questionnaire mainly contains different factors regarding Customers
knowledge and Satisfaction.

Stage III

SELECT THE SAMPLE

The sample of 25 respondents were selected from the Customers of Bank Of India (Kanchan Baugh)
Branch.

Stage IV

DATA COLLECTION

All respondents were said to fill the questionnaire requirements or give response of questions asked.

Stage V

DATA ANALYSIS

Once the data has been collected , the raw sources were tabulated by analyzing critically.

ANALYSIS :1. Accounts

Saving Account 23
Current Account 5
Recurring Deposit/Term Deposit 5

it

Te
rm

D
ep
os

Cu
rre
nt
Ac
co
un
t

Sa
vi
ng

Ac
co
un
t

25
20
15
10
5
0

2. Loans
Retail Loans 1
Personnal Loan 3
Housing Loan 5
Education Loans 5
Autofin 3

Au
to
fn

Lo
an
s

Ed
uc
at
io
n

H
ou
si
ng

Lo
an

Pe
rs
on
na
lL
oa
n

Re
ta
il

Lo
an
s

6
5
4
3
2
1
0

3. Third Party Products

Mutual Funds 5
Insurance 10
Gold Coins 20

25
20
15
10
5
0
Mutual Funds

Insurrance

Gold Coins

4. Other Products
Internet Banking - 5
RTGS/NEFT - 10
Mobile Banking - 1
E-Pay - 2
E-Remit - 5
Credit Card - 10
ATM cum Debit Card - 23
Remittance / DD 15
Payment of Taxes 0
Demat Services and Online Trading 0
25
20
15
10
5

en
to
fT
ax
es

it
-

Pa
ym

ERe
m

In
te
rn
et
Ba
nk
in
g

5. Number Of Years With BOI

Less Than 1 Year 1
1 year and above 3
6 10 years 6
11 years and above 15

ye
ar
s
11

an
d

10

ye
ar
s

ab
ov
e

ye
ar
an
d
1

Le
ss

Th
an

ab
ov
e

Ye
ar

16
14
12
10
8
6
4
2
0

6. Reason For Choosing Baking with Bank Of India

Proximity To Home/Work Place 5
Company Tie Up Salary Account 10
Good Customer Service 8
Excellent Reputation Of Bank 3
Convinient Business Hours 2

H
ou
rs

7. Number Of Visits to Branch

2-3 times a month 20
10 times a month 5

Co
nv
in
ie
nt
Bu
si
ne
ss

Pr
ox
im

ity

G
oo
d

To

H
om

Cu
st
om
er

e/
W
or
k

Pl
ac
e

Se
rv
ic
e

12
10
8
6
4
2
0

23

10

tim

tim

es

es

on
th

on
th

25
20
15
10
5
0

8. Awareness regarding CBS Yes 10

15

10

Yes
No

No 15

9. Awareness regarding Account Portability Yes 18

No 6

Yes
No

18

10. Awarness regarding Alerts on Mobile

Yes 20
No 5
5

Yes
20

No -

11. Customer Experience on Premises And General Banking

a. Whether premises and services rendered friendly
Yes 13
No 12

12

13

Yes
No -

b. Are basic aminities like drinking water / toilet available

Yes 25
No 0

Yes
No 25

c. Is cleanliness and general inward / outward appearance of premises satisfactory

Yes 10
No 15

Yes
12

No -

d. Is there adequate area for customer to sit?

Yes 12
No 13
5

Yes
12

No -

e. Are adequate challan form available?

Yes 20
No 5

Yes
12

No -

f. Is Enquiry/May I Help You counter prominent?

Yes 5
No 20
5

Yes
12

No -

g. Are you aware and using information contained comprehensive notice board?
Yes 08
No 17

Yes
No -

12

12. Loans and Advances

a. Are you aware about all loans of BOI?
Yes 05
No 20

Yes
No -

12

b. Have you availed any loan from BOI?

Yes 2
No 23
5

Yes
12

No -

c. If not,interested in taking any loan from BOI?

Yes 3

No 22

Yes

5
12

No -

d. Guidance given by staff regarding loan helpful?

Yes 15
No 10

Yes

5
12

No -

e. Have you also visited website for any information?

Yes 2
No 23

Yes
No -

12

f. Do you think BOI offers competitive rate of Interest?

Yes 10
No 15
5

Yes
No -

12

13. Third Party Products

a. Are you awre bank is also selling Mutual Fund Products?
Yes 20
No 5

Yes
12

No -

b. Have you taken any HDFC,Kotak Mahindra,ICICI Prudential,UTI or any other party
product?
Yes 8
No 6
No Reply 10
Yes

5
5
12

No -

No
Reply

c. Do you receive statement of account anually?

Yes 19
No 6

Yes
12

No -

d. Have you availed Swastha Bima Yojana(National Insurance Plan)?

Yes 11
No- 14
5

Yes
12

No -

14. Phone And Internet Banking

a. Are you awre of BOI Phone and Internet Banking/Mobile Banking?
Yes 16
No 9
5

Yes
12

No -

b. If yes,are you using these facilities?

Yes 3
No -22
5

Yes
12

No -

c. Were these services activated quickly after applying it?

Yes 2
No 1
5

Yes
12

No -

d. Are these services carried out satisfactorily?

Yes 3
No 0

Yes
12

No -

e. IT officer assistance / website assistance for understanding services is useful?

Yes 3
No -0
5

Yes
12

No -

f. Are you aware of ATM facility?

Yes 25
No -0

Yes
12

No -

g. Are you using ATM?

Yes 20
No 5
5

Yes
12

No -

h. ATM cards issued speedly or promptly?

Yes 15
No 10
5

Yes
12

No -

15. Overall Experience

a. Are you satisfied with Bank Of India products/services?
Yes 20
No 5
5

Yes
12

No -

b. Is BOIs Brand Image reliable?

Yes 18
No 6

Yes
12

No -

c. Are you satisfied with process of KYC norms and Customer Information?
Yes 12
No 13
5

Yes
12

No -

d. Do you think BOI is in step with time in updating products and services and adoption of
latest techonology?
Yes 10
No 15
5

Yes
12

No -

e. Would you recommend BOI to others?

Yes 12
No 5
No Reply 5

Yes

5
5

12

No No
Reply

1. Of total survey 92% account holdersare saving accounts holders and clears majority account holders
use bank as a source of investment.

2. Of total survey regarding loan 12% majority seems to have taken loan for house purpose and 12%
for education,also limited amount of 7% were loan takers for personal loan or autofin loan.
3. Of third party product by bank gold coins clear majority from preference of customers i.e 80%
defeating insurance and mutual funds.
4. Of other products and services like ICICI Prudential products,Kotak Mahindra Products,UTI
products including NEFT/RTGS,ATM cun Debit cards and DD/Remittance cleans majority of
preference by customers.
5. On a study regarding satisfaction from services and relationship years majority customers were long
term service takers i.e. more than 11 years.This highlights the satisfaction and service quality to
customer.
6. Of various reasons for customers choosing Bank Of India for the transaction and investments,the
company tie ups salary account and good customer services provided by bank were at priority.
7. Of the total customers visiting branch,visiting priority is 2-3 times a month,various few are those
who visits bank that frequently visitors are current account holders and mutual fund investors.
8. Majority of customers seem to not have information regarding core banking services provided which
unites one bank to all.
9. Also awareness regarding account portability is 73% of surveyed customer were aware of
process,terms,conditions of account portability.
10. Majority customers i.e 89% seems aware of alerts on mobile of credits and alerts on mobile of
credits and debits in your account.
11. On the question regarding infrastructure facilities and availability of challans,water,
sitting,ventilation etc majority is 74% seems satisfied whereas 26% had a few complains which were
taken into actions promptly.
12. Majority is not aware about various variety of loans available with bank ,but yes a few basic loans
like car,education,housing were availed by customer.Also customers are not ready to avail loan from
bank in future.
13. Survey indicates that customers are aware about mutual Fund Products but they have not availed any
of them or in very less amount.

14. Majority customers of this surveyed were not a part of internet and mobile banking and of the ones
who opted for these services seems to report that services were activated quickly without any
hassels.

15. The majority of the surveyed were satisfied and contended by bank services.also it was an added
advantage to the banks goodwill and market share.also an efficient KYC and Customer Satisfaction
was built up by bank.

In todays competitive environment relationship marketing is critical to banking corporate success.

Banking is a customer oriented services industry and Indian banks have started realising that business
depends on client service and the satisfaction of the customer. This is compelling them to improve customer
service and build relationships with customers.
To conclude my study I would like to say that Bank is really a vast sector. Customers are
least aware of various products and services also they fear to avail facilities like Credit Cards, ATms
,Mobile Banking, Phone Banking and Internet Banking etc.
Customers still believe in Traditional Banking rather than Modern Banking. To make people
aware regarding various services and their utility and importance for the future Bank needs to apply proper
Marketing Strategies.

SUGGESTIONS :Following are the points that came into light while discussing with Management :

Improvement in number of Staff at branches should be made.

Proper Training must be given to whole staff.
One Marketing team member must necessarily be posted at each branch to give information
regarding products and services to its customers.
One Relationship Manager must be posted at each branch to deal with Diamond Category or
Premium Customers.

REFERENCES :www.bseindia.com/downloads/BankingSector.pdf
www.bankofindia.com

APPENDICES

CUSTOMER SATISFACTION SURVEY

BANK OF INDIA
CUSTOMER PROFILE
1.
2.
3.
4.
5.

NAME :GENDER :- Male/Female

AGE :EDUCATION :- (a) Upto Matriculate (b) Undergraduate (c) Graduate (d) Post Graduate
OCCUPATION :- (a) Salaried (b) Business (c) Professional (d) Self Employed (e) Student
(f) Retired (g) Housewife (h) Others (Specify)

6.

BANKING ACTIVITY ROUTINE :- (a) Personal Visit to Branch (b) Internet Banking

(c) Delegated to Spouse/Children/Employee (with Instructions)

7. Gross Income :- (a) Upto 1 lakh (b) 1 lakh to 3 lakh (c) 3 lakh to 5 lakh
(d) 5 lakh to 6 lakh (e) over 6 lakhs

BANKING PROFILE
1.Type of Services Used and frequently Used Services
(a) Saving A/C

(b) Current A/C

(c) Term Deposit/Recurring Deposits

(d) Retail Loans :- 1. Personal 2. Housing 3. Education

4. Autofin 5. Others (specify)

2.Third Party Products :- (a) Mutual Funds (b) Insurance (c) Gold Coins
3.(a) Internet Banking (b) RTGS/NEFT (c) Mobile Banking (d) e-pay (e) e-remit
(f) Credit Card (g) ATM cum Debit Card (h) Payment of Taxes (i) Demat Services and Online
Trading (j) SDV (k) Safe Custody (l) Remittance DD/MT (m) Others (Specify)

NUMBER OF YEARS WITH BOI

(a)Less than 1 yr (b) 1yr-3yr (c) 4yr-5yr (d) 6yr-10yr (e) 11yrs and above
REASON FOR CHOOSING TO OPEN ACCOUNT WITH BOI
1. Proximity to work place/home 2. Convinient Business Hours 3. Company tie up Salary A/C
4. Recommended by someone 5. No other Banks nearby 6. Good Customer Service
7. Good Products and Services 8. Excellent Reputation of Banks 9. Others Specify.
4. Number of visits to Branch Per Month
5. (a) Are you aware that all our branches are networked (CBS) anywhere banking and there is Cash Withdrawal
limit while drawing cash at other than at parent Branch. YES/NO
(b) Are you aware of Account Number Portability (Account transferable without change of A/C number.)
YES/NO
(c) Are you aware about Alerts given for clearance of cheques / credit and debit cards in your mobile if
registered with us. YES/NO
6. Our Banks Rating comparison to performance of other Banks you deal with
(a) Better than other banks (b) Similar to other banks (c) Poorer than other banks
7. CUSTOMER EXPERIENCE ON THE PREMISES AND AMBIENCE AND GENERAL WORKING OF
BRANCH
A. Third Party Products

S.
NO
1

2
3
4
5
6
7
8
9

PARAMETERS

YE
S

NO

Are you aware Bank is also selling Mutual Fund Products?

Have you taken any Franklin Templetion,HDFC,Kotak Mahindra Produt,ICICI Prudential,UTI or
any othet Third Party Product?
Do you have Demat A/C with our DPos?
Are you satisfied with Demat Services?
Have availes Star Share Trade for Online Trading/are you satisfied with the same?
Have you received proper advices and assistance?
Do you receive statement of account annually?
Have you availed Swasthya Bima Yojana (Low Premium Plan) of National Insurance?
Have you availed Star Domestic Travel Insurrance?

B. Loans And Advances

S.No
1

Parameters
Have you availed any loan from BOI(If Yes answer the questions below.If no move to C

Yes

No

2
3
4
5
6
7
8
9
10
11
12
13

Are you aware of major retail loans ( Star Home Loan,Personal Loan,Education Loan,Holiday
Loan,Star Auto fin)
Are you or would you be interested in availing one/more loans from BOI?
Guidance given by branch staff regarding loan is helpful?
Have you also visited the website for further details?
The loan availed was sanctioned in time?
The documentation work was done quickly.
I was able to receive loan as per my requirement.
BOI offers competitive rate of interest
There is an easy repayment schedule
The charges,fees,calculation of interest were explained upfront and are reasonable.
There is timely issue of statement of account
Any changes in Terms and Conditions / Charges are advised one month in advance

C. Phone/ Internet/Mobile Banking

S.No
1
2
3
4
5
6
7
8

Parameters

Yes

No

Yes

No

Are you aware of BOI Phone and Internet Banking/Mobile Banking

Are you using the Phone and Internet and Mobile Banking Facility
Were these services activated quickly after applying for it?
Are these services carried out satisfactory?
Are you currently not using but would like to use them?
I.T officers assistance/website assistance for understanding the products is useful?
Are you using our E-Pay/E-Remit?
Are you using your E-Pay Bill Desk for payment of any essential services like electricity/gas/phone
etc.

D. Overall Experience of with Marketing Strategy

S.No
1
2
3
4
5

Parameters
Are you satisfied with the services/products of BOI?
In your opinion Brand Image of BOI is of a reliable bank?
Are you satisfied with the process of updation of customer information and adherence to KYC
norms
Do you think BOI is in step with times in updating its products and services and adoption of latest
techonology?
Would you recommend BOI to your friends and relatives?

Customer Sign :-

Customer A/C No. :-

THANK YOU FOR YOUR TIME AND CO-OPERATION.

Are you looking for any new products/services with any special feature in any specific segment.Please
specify.

Standalone

Consolidated

Print/Copy to Excel :
Balance Sheet

------------------- in Rs. Cr. -------------------

Balance Sheet of Bank Of India

Mar '12

Mar '11

Mar '10

Mar '09

Mar '08

12 mths

12 mths

12 mths

12 mths

12 mths

Total Share Capital

574.52

547.22

525.91

525.91

525.91

Equity Share Capital

574.52

547.22

525.91

525.91

525.91

Share Application Money

0.00

0.00

0.00

0.00

0.00

Preference Share Capital

0.00

0.00

0.00

0.00

0.00

19,151.38

15,423.99

12,275.46

11,258.72

8,300.38

1,235.89

1,319.47

1,428.62

1,710.29

1,763.10

Net Worth

20,961.79

17,290.68

14,229.99

13,494.92

10,589.39

Deposits

318,216.0
3

298,885.81

229,761.94

189,708.48

150,011.98

Borrowings

32,114.23

22,021.38

22,399.90

9,486.98

7,172.45

Capital and Liabilities:

Reserves
Revaluation Reserves

Total Debt

350,330.2
6

320,907.19

252,161.84

199,195.46

157,184.43

Other Liabilities & Provisions

13,243.43

12,974.69

8,574.63

12,811.39

11,056.16

Total Liabilities

384,535.4
8

351,172.56

274,966.46

225,501.77

178,829.98

Mar '12

Mar '11

Mar '10

Mar '09

Mar '08

12 mths

12 mths

12 mths

12 mths

12 mths

Cash & Balances with RBI

14,986.71

21,782.43

15,602.62

8,915.28

11,741.85

Balance with Banks, Money at Call

19,724.54

15,527.56

15,627.51

12,845.97

5,975.54

Advances

248,833.3
4

213,096.18

168,490.71

142,909.37

113,476.33

Investments

86,753.59

85,872.42

67,080.18

52,607.18

41,802.88

Gross Block

4,628.22

4,020.12

3,790.81

3,578.23

3,448.44

Accumulated Depreciation

1,905.26

1,654.19

1,504.07

1,156.75

1,049.28

Net Block

2,722.96

2,365.93

2,286.74

2,421.48

2,399.16

48.64

114.81

65.07

110.45

26.92

Other Assets

11,465.69

12,413.22

5,813.63

5,692.02

3,407.32

Total Assets

384,535.4
7

351,172.55

274,966.46

225,501.75

178,830.00

Contingent Liabilities

165,173.0
7

143,699.22

118,535.87

107,155.08

100,486.14

Bills for collection

45,255.10

32,505.88

28,372.75

11,490.74

20,181.00

343.79

292.26

243.75

224.39

168.06

Assets

Capital Work In Progress

Book Value (Rs)

Bank Of India

Previous Years

------------------- in Rs. Cr. -------------------

Mar
'11

Mar '10

Mar '09

Mar '08

Mar '07

10.00

10.00

10.00

10.00

10.00

--

--

--

--

--

68.07

43.77

72.98

43.26

28.95

Net Operating Profit Per Share (Rs)

434.33

377.51

350.52

262.10

204.12

Free Reserves Per Share (Rs)

167.38

129.61

116.87

96.35

57.85

--

--

--

--

--

--

--

--

--

--

Adjusted Cash Margin(%)

10.80

9.08

16.20

14.04

11.38

Net Profit Margin

10.43

8.78

16.23

13.57

10.58

107.16

112.66

126.01

121.05

119.14

Return on Net Worth(%)

15.58

13.73

25.84

22.00

18.85

Adjusted Return on Net Worth(%)

15.25

13.35

25.19

21.94

18.62

Return on Assets Excluding Revaluations

298.58

247.85

227.47

169.62

120.58

Return on Assets Including Revaluations

322.72

275.05

260.04

203.19

123.65

Interest Income / Total Funds

7.57

7.94

9.16

8.62

7.83

Net Interest Income / Total Funds

3.11

3.07

3.74

3.52

3.50

Non Interest Income / Total Funds

0.20

0.21

0.30

0.43

0.42

Investment Valuation Ratios

Face Value
Dividend Per Share
Operating Profit Per Share (Rs)

Bonus in Equity Capital

Profitability Ratios
Interest Spread

Return on Long Term Fund(%)

Management Efficiency Ratios

Interest Expended / Total Funds

4.46

4.87

5.41

5.10

4.33

Operating Expense / Total Funds

1.93

2.15

1.84

2.10

2.39

Profit Before Provisions / Total Funds

1.34

1.09

2.17

1.80

1.45

Net Profit / Total Funds

0.79

0.70

1.50

1.23

0.89

Loans Turnover

0.12

0.13

0.14

0.14

0.13

Total Income / Capital Employed(%)

7.77

8.15

9.46

9.04

8.25

Interest Expended / Capital Employed(%)

4.46

4.87

5.41

5.10

4.33

Total Assets Turnover Ratios

0.08

0.08

0.09

0.09

0.08

Asset Turnover Ratio

5.84

5.16

5.08

3.97

5.73

63.96

67.59

66.28

65.75

61.50

2.58

2.59

3.21

4.71

5.05

24.77

26.35

19.43

23.16

29.03

0.25

0.26

0.18

0.22

0.42

Capital Adequacy Ratio

12.24

13.00

13.08

12.97

11.88

Advances / Loans Funds(%)

74.41

74.71

80.24

80.09

75.22

Credit Deposit Ratio

72.22

74.27

75.48

73.58

70.29

Investment Deposit Ratio

29.21

28.77

27.83

28.69

31.59

7.08

5.86

6.09

7.02

5.98

18.36

17.70

15.92

16.88

20.40

Financial Charges Coverage Ratio

1.31

1.23

1.41

1.36

1.35

Financial Charges Coverage Ratio Post

Tax

1.19

1.16

1.29

1.25

1.22

0.04

0.02

0.03

0.02

0.02

18.02

21.93

12.52

11.65

10.11

Profit And Loss Account Ratios

Interest Expended / Interest Earned
Other Income / Total Income
Operating Expense / Total Income
Selling Distribution Cost Composition
Balance Sheet Ratios

Debt Coverage Ratios

Cash Deposit Ratio

Total Debt to Owners Fund

Leverage Ratios
Current Ratio
Quick Ratio
Cash Flow Indicator Ratios

Dividend Payout Ratio Net Profit

17.48

23.99

15.92

12.54

17.77

Dividend Payout Ratio Cash Profit

16.53

22.60

15.56

12.09

16.34

Earning Retention Ratio

82.15

75.34

83.66

87.42

82.02

Cash Earning Retention Ratio

83.13

76.81

84.05

87.88

83.48

113.75

124.65

61.72

74.14

100.60

Adjusted Cash Flow Times

Source : Dion Global Solutions Limited