PROJECT REPORT

ON
IMPORTANCE OF EFFECTIVE BRAND
BUILDING AND SEGMENTATION WITH
RESPECT TO ICICI CREDIT CARDS.

PREPARED BY:-
ALOK BISHT

Institute Of Business Management And Research

GURGAON, HARYANA
 IMPORTANCE OF EFFECTIVE BRAND BUILDING AND

SEGMENTATION WITH RESPECT TO ICICI CREDIT CARDS is

submitted in Partial fulfillment of the requirement for the award of the Degree of

Master of Business Administration.

Name of the Candidate : ALOK BISHT

Reg.No. :

Name of the Specialization : MARKETING

Partner Institution : INSTITUTE OF BUSINESS MANAGEMENT &

RESEARCH GURGAON

Under the guidance of

Mrs. NEHA

Head of Department

Centre for Participatory and Online Programs

Bharathiar University

Coimbatore – 641 046

(2009-11)
 DECLARATION

I hereby declare that this project work titled IMPORTANCE OF

EFFECTIVE BRAND BUILDING AND SEGMENTATION WITH
RESPECT TO ICICI CREDIT CARDS is a record of Original work
done by me under the guidance of Mrs. NEHA and that this
project work has not formed the basis for the award of any
Degree/Diploma/Associate ship/Fellowship or similar title to any
candidate of any University.

Signature of the candidate

Name : ALOK BISHT
Result :

MBA IN MARKETING
Course with
Specialization
Date :
Countersigned by
Signature of the Guide
 CERTIFICATE

This is to certify that the project work entitled IMPORTANCE OF

EFFECTIVE BRAND BUILDING AND SEGMENTATION WITH
RESPECT TO ICICI CREDIT CARDS submitted to Bharathiar
University in partial fulfillment of the requirements for the
award of the Degree of Master of Business Administration in
IBMR GURGAON is a record of the original work done by ALOK
BISHT under my Supervision and guidance and that this
project work has not formed the basis for the award of
any Degree/Diploma/Associate ship/Fellowship or Similar title to
any candidate of any University.

Signature of the Guide

Mrs.
NEHA

Head of Department

Name and Designation

Forwarded by
Director/Principal
Partner Institution
Centre for Participatory and Online Programmes
Bharathiar University
Coimbatore -46
Submitted for University Examination held
on______________________________
Internal Examiner External
Examiner

ACKNOWLEDGMENT

I would like to thank my project guide Mr.ROHIT TIWARI,

ASSITANT Manager, New-Delhi for guiding me through my
summer internship and research project. His encouragement,
time and effort are greatly appreciated.

I would like to thank Mrs. NEHA for supporting me during this

project and providing me an opportunity to learn outside the class
room. It was a truly wonderful learning experience.

I would like to dedicate this project to my parents. Without their

help and constant support this project would not have been
possible.

Lastly I would like to thank all the respondents who offered their
opinions and suggestions through the survey that was conducted
by me in New-Delhi.
 ABBREVIATIONS

(POS) - POINT-OF-SALE

(ADRs) - AMERICAN DEPOSITARY RECEIPTS

(NYSE) - NEW YORK STOCK EXCHANGE

(ICICI) - INDUSTRIAL CREDIT AND INVESTMENT

CORPORATION OF INDIA.
(GDP) - GROSS DOMESTIC PRODUCT.

(AMC) - ASSET MANAGEMENT COMPANIES.

 TABLE OF CONTENTS

CERTIFICATE

ACKNOWLEDGEMENT

ABBREVIATIONS

CHAPTER 1:- 1

1.1 EXECUTIVE SUMMARY 2-3

1.2 OBJECTIVES AND LIMITATIONS 4

1.3 INTRODUCTION 5-6

1.4 REVIEW OF LITERATURE 7 - 12

CHAPTER 2:- 13

2.1 COMPANY PROFILE 14 - 23

2.2 HISTORY OF CREDIT CARDS 24 - 30

2.3 CREDIT CARD FEATURES 31 - 37

2.4 SEGMENTATION OF CREDIT CARDS 38 - 43

CHAPTER 3:- 44

3.1 DATA ANALYSIS 45 - 49

CHAPTER 4:- 50

4.1 FINDINGS 51

• CONCLUSIONS 52

• QUESTIONNAIRE 53 - 55

• BIBLIOGRAPHY 56