A Report on Organizational Study and Study of Below the Line Marketing activities of ING Vysya Bank, Bangalore

Submitted in Partial fulfillment for the award of Masters in Business Administration of Bangalore University Submitted by K. Rashmi Reg. No: 05XQCM6035 Under the Guidance and Supervision of Prof. Nandini Vaidyanathan

M.P.BIRLA INSTITUTE OF MANAGEMENT ASSOCIATES WITH BHARATIYA VIDYA BHAVAN #43.RACE COURSE ROAD, BANGALORE-560001

2005-07

PRINCIPALs CERTIFICATE
This is to certify the internship project report entitled AN ORGANISATIONAL STUDY AT ING VYSYA Bank and the project titled Study of Below the Line Marketing activities of ING Vysya Bank has been prepared by K. Rashmi bearing the registration No. 05XQCM6035 under the guidance and supervision of Prof. Nandini Vaidyanathan of M. P. Birla Institute of Management (Associate Bharatiya Vidya Bhavan), Bangalore. This has not formed the basis for the award of any degree/ diploma for any university.

Place: Bangalore Date: 07/10/2006

Principal (Dr. N. S. Malavalli)

M. P. Birla Institute of Management.

GUIDEs CERTIFICATE
This is to certify that the Internship Project Report entitled An Organization Study at ING Vysya Bank and the project titled Study of Below the Line Marketing activities of ING Vysya Bank done by K. Rashmi bearing Registration No.05XQCM6035 is a bonafide work done

under my guidance during the academic year 2005-06 in partial fulfillment of the requirement for the award of MBA degree by Bangalore University. To the best of my knowledge this report has not formed the basis for the award of any other degree.

Place: Bangalore Date: 07/10/2006

Prof. Nandini Vaidyanathan

M. P. Birla Institute of Management.

Company Certificate

M. P. Birla Institute of Management.

DECLARATION
I hereby, declare that this internship report entitled An Organization Study at ING Vysya Bank and the project titled Study of Below the Line Marketing activities of ING Vysya Bank submitted in partial fulfillment for the award of Master of Business Administration of Bangalore University is a record of independent work carried out by me under the guidance of Prof. Nandini Vaidyanathan faculty member, M. P. Birla Institute of Management Studies, Bangalore. I also declare that this report is a result of my own effort and has not been submitted earlier for the award of any degree or diploma of Bangalore University or any other University.

Place: Bangalore Date: 07/10/2006

K. Rashmi REGD.NO: 05XQCM6035

M. P. Birla Institute of Management.

ACKNOWLEDGEMENT
It is my special privilege to extend words of thanks to all of them who have helped me and encouraged me in completing the internship successfully.

I owe a special debt of gratitude to Mr. Alok Duggal, Head Marketing & Projects- Liabilities, ING Vysya House who has been kind enough to permit me to take up INTERNSHIP STUDY at ING VYSYA BANK LTD. and guide me constantly throughout my project.

I extend my sincere gratitude to Mr. Vishal Bhan, (HR) ING Vysya House for giving me the opportunity to do the project at ING Vysya Bank.

I am indebted to my internal guide Prof. Nandini Vaidyanathan for her encouragement and support for the completion of study.

I extend my sincere gratitude to our Principal Mr. Nagesh Malavalli.

I also wish to express my gratitude to every one who directly and indirectly helped me through this Internship.

M. P. Birla Institute of Management.

Executive summary
The MBA course offered by the Bangalore University has its own unique syllabus which requires its MBA students to undertake an internship with any of the leading business houses for a period ranging from 6 weeks to 8 weeks during the second semester. The purpose of this internship is to enable the students to appreciate and understand the nuances of the practical world vis--vis the theoretical input administered during regular academic sessions. This helps in creating Managers who are equipped with the experience of linking the theoretical inputs with those of practical exposure and come out with creative solutions / ideas in enhancing the business In partial fulfillment of MBA degree of Bangalore University I took up an Organizational Study at ING Vysya Bank, and a study about its Below the Line Marketing activities.

The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. The banking industry worldwide has been showing steady progress since 2002. In India total asset size of the retail banking industry grew at a rate of 120% to reach a value of $66 billion in 2005. This growth in retail banking sector has helped in the growth of the overall banking sector. This Project deals with Organization study of ING Vysya Bank and Study of its Below the line marketing activities analysis with respect to ING Vysya Bank. Below the line activity is loosely classified as non-media advertising. a trade exhibition or a sponsored sports event, this is referred to as below the line activity. BTL is necessary When Buyer awareness of the product is low and When Industry sales are rising rather than remaining stable or declining and when The product has features which are not obvious to the buyer and when ever the opportunities for product differentiation are strong., And when ever a new product or a service is launched.

M. P. Birla Institute of Management.

Contents
S. No 1 2 3 4 5 6 7 8. 9. 10. 11. 12. 13. 14 Part A About ING Vysya Bank Milestones Vision Introduction to Indian banking system Origin of ING Group Performance of Bank over decades ING Vysya reach and coverage in India Organization structure Functional departments Practices followed by branches Financial results Other key Initiatives SWOT analysis Part B Topic- Study of Below the Line Marketing activities of ING Vysya Bank Objectives and Limitations of the study Industry profile- Retail banking Forms of advertising and their advantages and disadvantages Marketing communication process Difference between Above the Line and Below the line Various Products for which BTL is done Regions where BTL activity has been done Sales Process Tangible benefits Recommendations Bibliography Page No. 10 11 12 13 14 16 20 25 39 40 47 48 49 50

16. 17. 18. 19. 20. 21 22 23 24 25 26

51 52 55 57 58 59 71 78 79 80 81

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Part A

About ING Vysya Bank

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ING Vysya Bank Ltd., is an entity formed with the coming together of erstwhile, Vysya Bank Ltd, a premier bank in the Indian Private Sector and a global financial powerhouse, ING of Dutch origin, during Oct 2002. The origin of the erstwhile Vysya Bank was pretty humble. It was in the year 1930 that a team of visionaries came together to found a bank that would extend a helping hand to those who weren't privileged enough to enjoy banking services.

It's been a long journey since then and the Bank has grown in size and stature to encompass every area of present-day banking activity and has carved a distinct identity of being India's Premier Private Sector Bank. In 1980, the Bank completed fifty years of service to the nation and post 1985; the Bank made rapid strides to reach the coveted position of being the number one private sector bank. In 1990, the bank completed its Diamond Jubilee year. At the Diamond Jubilee Celebrations, the then Finance Minister Prof. Madhu Dandavate, had termed the performance of the bank 'Stupendous'. The year of 2005 was the 75th anniversary or Platinum Jubilee year.

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Milestones of the Bank

1930 1948 1985 1987 1988 1990 1992 1993 Set up in Bangalore Scheduled Bank Largest Private Sector Bank The Vysya Bank Leasing Ltd. Commenced Pioneered the concept of Co branding of Credit Cards Promoted Vysya Bank Housing Finance Ltd. Deposits cross Rs.1000 crores Number of Branches crossed 300

Signs Strategic Alliance with BBL., Belgium. Two National Awards by Gem & 1996 Jewellery Export Promotion Council for excellent performance in Export Promotion Cash Management Services, & commissioning of VSAT. Golden Peacock Award for the best HR Practices by Institute of Directors. Rated as Best Domestic Bank in 1998 India by Global Finance (International Financial Journal - June 1998) State -of - the -art Date Centre at ITPL, Bangalore. 2000 RBI clears setting up of ING Vysya Life Insurance Company 2001 ING-Vysya commenced life insurance business. The Bank launched a range of products & services like the Vys Vyapar Plus, the range of loan schemes for traders, ATM services, Smartserv, personal assistant service, Save & Secure, an account that provides accident hospitalization and insurance cover, Sambandh, the International Debit Card and the mi-b@nk net 2002 banking service. 2002 ING takes over the Management of the Bank from October 7th , 2002 RBI clears the new name of the Bank as ING Vysya Bank Ltd, vide their letter of 2002 17.12.02 Introduced customer friendly products like Orange Savings, Orange Current and 2003 Protected Home Loans 2004 Introduced Protected Home Loans - a housing loan product Introduced Solo - My Own Account for youth and Customer Service Line Phone 2005 Banking Service 2006 Saral Savings - No Frills Account for the common man

Vision
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INTRODUCTION TO INDIAN BANKING SYSTEM

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The effective growth in Indian economy indicates the efficient banking system in India. The banking system of India should not only be hassle free but it should be able to meet new challenges posed by the technology and any other external and internal factors. For the past three decades Indias banking system has several outstanding achievements to its credit .The Indian banking system has a large geographic and functional coverage

HISTORY:
The first bank in India, through conservative, was established in 1786. From 1780 till today, the journey of the Indian banking system can be segregated into three distinct phases. They are: 1. Early phase from 1786 to 1969 of Indian bank. 2. Nationalization of Indian bank and upto1991 prior to Indian banking sector reforms. 3. New phase of Indian banking system with the formulation of Indian financial & banking sector reforms after 1991.

The origin of ING Group

On the other hand, ING group originated in 1990 from the merger between Nationale M. P. Birla Institute of Management. 13

Nederlanden NV the largest Dutch Insurance Company and NMB Post Bank Groep NV. Combining roots and ambitions, the newly formed company called Internationale Nederlanden Group. Market circles soon abbreviated the name to I-N-G. The company followed suit by changing the statutory name to ING Group N.V..

Profile
ING has gained recognition for its integrated approach of banking, insurance and asset management. Furthermore, the company differentiates itself from other financial service providers by successfully establishing life insurance companies in countries with emerging economies, such as Korea, Taiwan, Hungary, Poland, Mexico and Chile. Another specialization is ING Direct, an Internet and direct marketing concept with which ING is rapidly winning retail market share in mature markets. Finally, ING distinguishes itself internationally as a provider of employee benefits, i.e. arrangements of non wage benefits, such as pension plans for companies and their employees.

Mission
ING`s mission is to be a leading, global, client-focused, innovative and low-cost provider of financial services through the distribution channels of the clients preference in markets where ING can create value.

The New identity

The immediate benefit to ING Vysya Bank ltd is the pride of having become a member of

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global financial services giant, with an asset base of 1159 billion euros (Rs.6490 thousand crores), net profit of 72.10 billion euros (Rs 40.76 thousand crores) as of December 31st 2005. Further, the presence of the group in over 50 countries, employing over 117000 people, serving over 60 million customers across the globe, only multiplies the credibility, not only across the country but also across the globe. The pride of this global identity, the back up of a financial power house and the status of being the first Indian International bank, would also greatly enhance productivity, profitability resulting in improved performance for the bank to translate into higher returns, to all the stake holders. 1 Euro = Rs.56/- (Approx.)

PERFORMANCE OF BANK OVER DECADES

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In terms of pure numbers, the performance over the decades can be better appreciated from the following table:

Net worth Year 1940 1950 1960 1970 1980 1990 2000 2001 2002 2003 2004 2005 2006 0.001 1.4 1.6 3 11.5 162.1 5900 6527 6863.24 7067.9 7473.2 7094 1019.67 0.4 5.3 20.1 91.5 1414.3 8509.4 74240 81411.1 80680 91870 104780 125693.1 133350 0.4 3.8 13.5 62.8 813.7 4584.8 39380 43163.1 44180 56120 69367.3 90805.9 102320 0.001 0.09 0.13 0.74 1.13 50.35 443.1 371.9 687.5 863.5 590.01 -381.8 90.6 4 16 19 39 228 319 481 484 483 456 523 536 575 Deposits Advances Profits Outlets

* Outlets comprises of 374 branches, 57 ECs, 28 Satellite Offices and 101 ATMs. Additionally bank also has Internet Banking mi-b@nk and Customer Service Line for Phone Banking Service.

No of Outlets
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600 500 400 300 200 100 0 2001 2002 2003 2004 2005 2006 Outlets

Deposits and advances

140000 120000 100000 80000 60000 40000 20000 0 2001 2002 2003 2004 2005 2006 Deposits Advances

Net worth

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8000 7000 6000 5000 4000 3000 2000 1000 0 2001 2002 2003 2004 2005 2006 Networth

ING Vysya reach and coverage in India

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ING Vysya Reach and Coverage in India

Delhi Punjab Haryana Rajasthan

. . . . . .

Uttar Pradesh

Gujarat

Maharashtra

Goa

South is our Home ING Vysya House

Kerala

. ..... ....... . ... . . .. .... . . . ........... . . ... .... .. ..... . . . .. ... ..... . ........ ..................... ... . .. . . ........ ..... . . .. ... .............. .. . . . .
Madhya Pradesh Orissa Andhra Pradesh Karnataka Tamil Nadu

Bihar

.
West Bengal

Organization Structure

Board
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Audit

Secretarial

C & IB

HNI

RCEOs N&E

DIST & MKTG

Treasury

Bank & FGs

RCEOs SeAP

Products & Sales

Backoffice

Emerging Corporates

RCEOs AP

SME

Derivatives

RCEOs WEST

ASB SBU

Finance & A/Cs

HR

Legal

CRM

CAPU

CMS

IT

Call centre

WB

Credit Risk : Wholesale banking

Market Risk

C&IB : Coroprates and Investment banking M. P. Birla Institute of Management. 20

HNI

: High Networth Individual

SME : Small and Medium Enterprise CRM : Credit Risk Management ASB : Agricultural and Social banking CAPU : Credit Asset Processing Unit CMS : Cash Management Service IT HR : Information Technology : Human Resource

Wholesale banking structure

MD & CEO

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Regional CEO Wholesale Banking Wilfred Nagel Regional Head of Corporate Clients Malcolm Brown

Country Head

Corporate and investment Banking

Bank & FIs Head

Emerging Corporate Head

Clients

Products

Western India Northern India Eastern India

Client Coverage Head-India (TBA)

Credit Admin

GL Credit Products Head Structured Finance Head Trade Finance Marketing

Western & Eastern India

Chennai / Kerala Andhra Pradesh Karnataka

Northern India

Southern India

Cash Management

Investment Banking Local Debt Products

Marketing department structure

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CEO

RETAIL COUNTRY HEAD

DISTRIBUTION AND MARKETING HEAD

MARKETING

BRANDING

BTL CAMPAIGN MANAGEMENT

CORPORATE COMMUNICATIONS

Retail Banking Structure

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MD & CEO

RCEOs

Regional Head

Branch Manager

Branch Ops manager

Branch Associate

Functional Units

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In order to have a focused approach in exploiting the business opportunities in various business segments, the bank has constituted these business units 1. Retail banking 2. NRI banking services 3. Whole sale banking 4. Financial markets

1. Retail banking
a. Accounts and deposits. b. Loans c. Wealth management d. Cards e. Payment services f. Private banking g. Small and medium enterprises h. Agricultural and social banking

a. Accounts and deposits.

ING Vysya Bank has a portfolio of banking solutions and a range of offerings for people from all walks of life, whether they require a simple savings account or a sound banking partner.

1. Savings Accounts

Orange savings account Mpower corporate salary account Solo savings accounts Saral savings account 2. Current accounts

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Orange current account Advantage current account General current account 3. Term deposits Fixed deposit Cumulative deposits Akshaya deposit 4. Demat Account The ING Vysya Bank Demat Account offers a secure and convenient way to keep track of shares and investments, how much you've bought and sold over a period of time, without the hassle of handling physical documents that get mutilated or lost in transit.

b. Loans Personal Loan Home Loan Home Equity Loan NRI Home Loan c. Wealth Management ING Vysya Bank, through its 100% subsidiary ING Vysya Financial Services (IVFS) caters to the investment needs of retail individual investors, small & medium enterprises, corporates, trusts and associations. Their Wealth Management services provide a full spectrum of integrated financial services to our clients who get access to an array of investment avenues like Insurance, Mutual Funds and Government of India Bonds.

Investment products

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1. Mutual Funds As a distributor of Mutual Funds, they have tied up with almost all the Asset Management Companies thereby assisting the clients to invest in mutual fund schemes, which meet with their investment requirements 2. Life Insurance ING Vysya Financial Services is actively engaged in selling ING Vysya Life Insurance products ING Vysya Life Insurance provides a range of products including endowment, pension & unit linked plans. More details on ING Vysya Life Insurance products are available at the link www.ingvysyalife.com

3. Government of India and tax savings bonds Their clients can invest through them in 8% Government of India bonds as well as in tax savings bonds like REC, NHAI and NHB.

d. Cards ING Vysya Bank's Credit and Debit Cards give convenient access to our account at any place and any time. 1. Credit card Their International Credit Card is accepted at 30 million establishments worldwide! This card also entitles to a reduced service charge on cash withdrawals from ATMs & no petrol transaction fee

2. Debit card The ING Vysya Bank's International Debit Card, powered by MasterCard,. This card lets you access your bank account from anywhere, any time through a wide range of ATM networks and use at merchant establishments for purchases

e. Payment services

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This feature is to make payments conveniently and promptly with Demand Drafts, Pay Orders, and Payable at Par cheques, Telegraphic Transfers and the RTGS scheme. 1. Bill Pay This is their payment service - Bill Pay. With this facility customers will never have to go through queues to pay their bills. All they need to do is instruct the bank and the bill amounts will be deducted from their account.

2. Smartserv Smartserv is a comprehensive personal assistance service brought by ING Vysya Bank in association with Les Concierges. Designed exclusively for customers of ING Vysya Bank, Smartserv runs day-to-day errands and completes mundane chores. This facility is available free of charges with the Orange Savings account.

f. Private Banking The Private Banking Program offered through ING Vysya Bank is an exclusive Wealth Management Service offered to a select group of individuals and institutions with a minimum portfolio size of Rs.50 lakhs and above. ING was the first bank to offer private banking services in the country and is amongst the top 20 banks worldwide offering private banking services* ING Private Banking is a global network of over 2000 private banking professionals, managing 55 Billion euros for their clients in 15 countries, ING Vysya Bank combines sound investment philosophy, total transparency and a comprehensive range of products and services to give customers an end-to-end solution to all their wealth management needs. ING Vysya Bank Private Banking aims to give the best advice on your portfolio by giving customized solutions and exclusive client management. The 3-stage process followed by their wealth managers is: Wealth Creation Wealth Preservation Wealth Transmission

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g. Small & Medium Enterprises

ING Vysya Bank has a track record of serving SME Customers for over 75 years. They understand how much of hard work goes into establishing a successful SME and that establishing and running a successful business takes hard work, money and planning. ING Vysya Bank looks not only at immediate banking requirement, but also the long-term needs of business as it expands. Their solutions are designed to meet varying needs. They offer a complete range of banking services to small & medium sized corporates such as Business Accounts, Working capital, Cash Management Services, Trade Finance, Other Non Funded Facilities and Term Loans for Business Expansion. In addition they also offer specific structured products to SSI's, Traders, Distributors and other SME customer

1. Business Loans - MPower Business Loans Trade Small business entrepreneurs often encounter problems regarding finance. ING Vysya Bank presents a unique banking loan, specially customized for Small & Medium Business Enterprises.

These loans are available for Small Business Entrepreneurs, Retailers, Shop owners, Contractors, Commission Agents and Transport Operators as well as practicing professionals like Doctors, Lawyers, Consultants, Women Entrepreneurs and any others with a credit requirement ranging from Rs. 5 lakhs upto Rs. 50 lakhs

2. Business Loans Rent The MPower - Rent offers loans against the security of rent receivables. Individuals, proprietary concerns, partnership firms, public and private limited Companies, trusts and registered bodies who meet the eligibility criteria will be able to secure fast finance for their businesses.

3. Business Loans - Small Scale Industries Loans (SSI)

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ING Vysya Bank offers loans to Small Scale Industries at competitive interest rates without any collateral security.

Credit Guarantee Fund Trust for Small Industries [CGTSI] ING Vysya Bank is one of the member lending banks for CGTSI. ING Vysya Bank Ltd offers loans of up to Rs.25 lakhs to SSI units under CGTSI at competitive interest rates without any collateral security and / or third party guarantee. In addition the guarantee fee payable to CGTSI would be debited to the account.

4. MPower Business Account (MBA) Business Enterprises, Traders, Exim Houses, Wholesalers, Commission Agents, Contractors, Transport Operators, Professionals and Mid-sized companies including manufacturing / processing units.

h. Agricultural & Social Banking 1. Term Loans They have redefined Rural Banking in terms of products and services. Providing a boost to the potential existing in the rural sector, term loans are categorized into these segments. Poultry. Dairy Wells. Pump sets. Tractors/Power Tillers. Plantation Crops. Horticulture Crops. Rural Godowns / Cold storage units. Rural Housing. Microfinance Institutions / Self Help Groups

2. Short Term Loans M. P. Birla Institute of Management. 30

Providing a boost to the potential existing in the rural sector, they provide short term loans to the rural sector short terms loans are categorized into these segments

KISSAN CREDIT CARD / Crop Loans. Working Capital Loans to Poultry / Fisheries etc. Gold Loans for Agriculture / General Purposes. Produce loans against Warehouse Receipts / against pledge of Stocks of Agri Produce.

2. NRI BANKING SEVICES

They have special banking services and products for Non Resident Indians to help them Investment in securities/shares and deposits of Indian firms/companies maintenance of bank accounts in India Investment in immovable property in India Investment in Mutual Funds in India 1. Accounts and Deposits a. Rupee Savings Accounts This account is for NRIs if they have any investments to be made both on a repatriable and non-repatriable basis, NRE savings account NRO savings accounts

b. Rupee Current Accounts

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NRE and NRO Rupee Current Accounts that come with a host of convenient Banking options. NRE current accounts NRO current accounts c. Rupee Fixed Deposits Deposits in Indian Rupees, which can be fully repatriated at any time. Twin advantages of affordability and higher earnings

NRE fixed deposit NRO fixed deposit NRE akshaya deposit NRO akshaya deposit NRE cumulative deposit NRO cumulative deposit d. Foreign Currency Deposits These deposits are to earn Indian Interest Rates on Foreign Currency deposits with their Foreign Currency Non-Resident Deposits FCNR fixed deposit FCNR akshaya deposit e. Accounts for Returning Indians RFC Savings account, Fixed Deposit and Akshaya Deposit allows holding deposits in any one of four currencies (USD, Pounds Sterling, Euro) RFC savings accounts RFC fixed deposit RFC akshaya deposit

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2. NRI HOME LOANs

ING Vysya Bank's NRI Home Loans are offered to all NRI's on their return to India for the purchase, construction, repair/renovation/alteration of a house or a composite loan for self occupation.

a. Loan Amount - Minimum amount of the loan is Rs.5 Lakhs and Maximum amount is Rs.100 Lakhs.

3. Remittances - Mi-remit Mi-remit is a quick and easy way of remitting funds to India. All that is needed to do is access the internet, choose the mode of transfer and remit funds online. This user-friendly service saves time and money transferring funds to over 350 locations across in India.

3. Wholesale Banking Wholesale Banking is a reflection of ING Vysya Bank's ability to provide its corporate clients in India a full range of commercial, transactional and electronic banking products. The bank offers a wide array of client-focused corporate banking services, including working capital finance, trade and transactional services, foreign exchange and cash management. A well-integrated approach to relationship management and innovative product development helps the bank achieve the above. The offerings take into account a client's risk profile and specific needs. The bank has made significant inroads into the formal banking consortia of a number of Indian companies including multinationals, domestic business houses and prime public sector companies, based on our superior product delivery, industry benchmark service levels and strong customer orientation.

a. Credit Products and Structured Finance The bank understands the importance of providing working capital finance and structured finance facilities to their clients. Which is why, they have special groups, working on newer, better ways to help manage money of their clients.

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With the bank's strong capabilities in lead managing, underwriting and syndicating foreign currency loan offerings, they excel at external commercial borrowings, particularly offshore foreign currency loans to large Indian clients. They have two teams Origination and execution teams based in India The strong distribution team based in Singapore. c. Investment Banking, Local Debt Syndication and Securitization The bank is uniquely positioned to be able to advice, lead manage and place, thus giving the customer the advantage of being a full fledged Commercial Bank along with investment banking. As a Category I merchant banker registered with SEBI, the bank has an advanced product portfolio that includes the following:

Financial advisory services for mergers and acquisitions, capital and debt structuring and restructuring, private capital raising and structured financing. This includes onshore as well as offshore Local debt distribution, both in loan and bond forms, including plain vanilla debt and structured debt. Securitization - We advise our clients on securitizing their assets with a view to sell them. Our services include advisory, structuring portfolios, assist in obtaining ratings for the portfolios & sell-down of the portfolio.

The investment banking services are provided to a range of Indian as well as offshore clients. For cross border transactions involving global clients, the investment-banking group works closely with ING Bank's global corporate finance and investment banking offices

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d. Trade Finance and Commodities As an innovative solution provider of international and domestic trade flows of their clients, they offer an entire range of trade finance products. The product suite, offered in close coordination with the ING global network of structured trade finance units includes documentary credit, guarantees, bills/ invoices discounting, supply chain financing, pre/post-export finance and structured trade/commodity finance.

1. Letters of Credit: Letter of credit facilities (inland/ foreign) are provided to the customers for meeting working capital requirement needs as well as for capital equipment purchases.

2. Guarantees: Guarantees are issued on behalf of the domestic and international customers in favour of corporations and government authorities. In addition, as a part of their project financing activity, they issue guarantees to foreign lenders, export credit agencies and domestic lenders on behalf of the clients.

3. Bill Discounting: Bill discounting involves financing of short-term trade receivables through negotiable instruments/ invoices discounting. This has gained considerable importance in recent past in view of self-liquidating nature.

4. Supply Chain Financing (SCF): SCF refers to trade credit extended by the Bank to partners involved in comprehensive supply chain process (commodities to cash) commencing from conversion of raw material into parts/ components, consumed by big manufacturers and thereafter sold to ultimate consumers through dealers. Core objective is to provide integrated financial solution to the supply and distribution channels of their corporate clients.

5. Export Credit: ING Vysya provides extensive export credit for pre-shipment and postshipment requirements of exporter borrowers in rupees and foreign currencies. They also arrange discounting of bills under export LCs by overseas banks at competitive pricing with/ without recourse to the exporters.

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6. Import Finance: import finance (buyers / suppliers credit) under LCs opened by various Indian banks for import of raw material as well as capital equipment e. Cash Management Services Understanding the customer's need for prompt and efficient cash management services, the bank has come out with a variety of solutions to meet the complex collection and payment requirements of various businesses.

The bank has field specialists who guarantee a flexible response to customer's needs as and when required. Expert advice from them also ensure that the products and solutions decrease interest costs, help manage funds efficiently and keep a trail of transactions through webenabled support

4. FINANCIAL MARKETS
Management of risk continues to be one of the most important aspects of running successful businesses. They mainly concentrate on providing solutions and services for managing different risks in business, dealing in foreign currency for import/export or short term assets or liabilities. a. Market Making & Trading The Market Making unit provides competitive prices on all major currency and interest rate products to the client facing Financial Market Sales teams as well as to other market participants. The product range includes the Indian Rupee, all major currencies, FX Swaps, Government of India Securities, Corporate Debt and most Rupee Interest Rate benchmarks including the Overnight Index Swaps and MIFOR. ING Vysya Bank is one of the largest and most competitive price makers in Indian Rupee.

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b. Asset Liability Management The ALM unit of Financial Markets plays a pivotal role in the formulation and implementation of the bank's Asset Liability Management strategy. The ALM team manages the banks statutory and investment portfolios. It is also responsible for managing liquidity and interest rate risk and plays an active role in the management of Transfer Pricing within the bank. c. Financial Market Sales Financial Markets Sales team offers solutions to clients for their varied risk management needs. The Sales team is geographically distributed across offices in Delhi, Mumbai, Bangalore and Chennai. Strong client relationships acquired over the bank's 75 years of service in the Indian markets augment their understanding of customer needs and risk management requirements. The sales team is supported at each location by information systems providing comprehensive and up-to-date market information, tools for analysis and access to research from the ING Group and ING Vysya Bank. The sales teams use some of the most advanced pricing systems so as to be able to structure and price across a wide range of products. To aid this the Sales team is supported by a niche Structuring desk that, apart from helping in product structuring based on both client needs and market opportunities, helps in efficient execution of mandates

d. Products and Services Foreign Exchange Transactions They offer currency conversions, trading, hedging and investment solutions in G-10 and other emerging currencies for all business needs. ING Vysya Bank is one of the leading players and best price makers in the India Rupee Spot market

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e. Money Market Products They assist their clients in their liquidity and cash flow management through a number of instruments, which include Certificates of Deposit Corporate Bonds Commercial Paper Repurchase Agreements OTC deposits

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PRACTICES FOLLOWED BY BRANCHES:

1. Display business hours. 2. Renders equitable and courteous services. 3. Attending to all customers present in the banking hall at the close of business hours. 4. Provides separate 'Enquiry' or 'May I Help You' services with dedicated Customer Care Officers at select branches. 5. Offers nomination facility to all deposit accounts (i.e. account opened in individual capacity). 6. Displays prevailing interest rates for various deposit accounts. 7. Notifies change in interest rates on advances through specific communication to borrower. 8. Provides details of various deposit schemes/services of the Bank 9. Issues Demand Drafts, Pay Orders, Mail Transfer, Telegraphic Transfers, etc. 10. Completes the transactions within reasonable time. 11. Provides complaint or suggestion box in the premises of branch. 12. Displays address of Customer Care Unit and Regional office dealing with customer grievances/complaints. 13. Make available the product literature / brochures of the products / services offered by the bank.

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FINANCIAL RESULTS Significant business performance

The total deposits the Bank stood atRs.13,136 crore as on 30 June 2006, compared toRs.12,606croreas on 30 June 2005, recording a growth on-Y) of 4.20% . (Y-

Net Advances stood at Rs.9,578 crore as on 30 June 2006, compared toRs.9,011croreas on 30 June 2005, recording a growth (Y-on-Y) of 6.29%

Investments of the Bank stood atRs.4,268 crore as on 30 June 2006, compared toRs.4,319croreas on 30 June 2005.

The number of branches as on 30 June 2006 stood at 392 and the Banks ATM network stood at 123 (including 11 Self Bank ATMs)

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Key figures

2005-06 Net Interest income Other Income Total income Operating Costs Pre provision profit Provisions and contingencies Profit before tax Provision for tax Profit after tax
481.19 190.31 671.50 518.79 152.71 131.19 21.52 12.46 9.06

2004-05
356.76 122.67 479.43 380.10 99.33 172.77 (73.44) (35.26) 38.18)

% change
34.88 55.14 40.06 36.49 53.74 -24.07 129.30 135.34 123.73

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Other Key Initiatives

The Bank opened eight new branches, including the conversion of an existing extension counter (EC) to a branch, bringing the total number of branches and ECs of the bank to 377 and 56 respectively. The bank also operates 28 satellite offices. With the increased emphasis on automation, a total of 368 offices are now connected to the networked core-banking platform. The ATM network of the bank reached 114 machines, which is inclusive of nine Self Bank outlets opened in Bangalore. These Self Banks are a unique concept introduced by ING as a first in the country. The bank also launched Mi-remit, an Inbound Money Transfer Service from the U.S.A. The service offers a secured online mode of remitting money by any non-resident Indian in the U.S.A. to a beneficiary in India -24 hours a day, 7 days a week. It is offered by the Bank in association with TimesofMoney Limited, which has provided the technology and back-end services. CRISIL has reaffirmed its rating of AA+/Stable for the Bonds raised by the bank. It has also rated the Certificate of Deposit Programme as P1+ and Fixed Deposit Programme as

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SWOT Analysis
Strength
1. Long standing relationships with clients 2. History of reliable banking 3. Has a good product line with various features 5. Has a reliable and secure internet banking facility 6. Merger with ING group has made it India first International bank, world wide presence of ING, has helped in increasing the credibility of Vysya bank

Weakness 1. No strong brand power 2. People still associate it with traditional Vysya bank and are not completely aware of all its latest facilities 3. Its presence is mainly concentrated in south India 4. Visibility of the brand is less when compared to other banks

Opportunities
1. The economy is booming and an increasing openness to International firms. India is having a growing consumer class. 2. The retail banking sector is expected to grow at 120%, so it offers good opportunities to grow and increase the customer base 3. Tremendous opportunity in Salary accounts of companies to increase transactions

Threats
1. Banks like ICICI, UTI etc. that is all new generation private sector banks 2. Most of these banks offer similar products and facilities and features

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Part B

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Study of Below the Line Marketing activities of ING Vysya Bank

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Objectives:
The main objective of the study is to gain an insight in to the Below the Line Marketing activities of ING Vysya Bank. To analyze how the marketing of a particular product or service takes place.

Limitations:
The project is limited by the period of study. The project is based on the information provided by the employees of the organization and other primary organizational documents. Some information is not revealed in this report because of confidentiality to be observed during the stay at the organization. The project is based on secondary data.

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Industry profile Retail banking

With a jump in the Indian economy banking as a whole is undergoing a change. A larger option for the consumer is getting translated into a larger demand for financial products and customization of services is fast becoming the norm than a competitive advantage. With the Retail banking sector expected to grow at a rate of 30% players are focusing more and more on the Retail and are waking up to the potential of this sector of banking. At the same time, the banking sector as a whole is seeing structural changes in regulatory frameworks. Firstly, it is now undeniable that the face of the Indian consumer is changing. This is reflected in a change in the urban household income pattern. The direct fallout of such a change will be the consumption patterns and hence the banking habits, which will now be towards Retail products. At the same time, India compares pretty poorly with the other economies of the world that are now becoming comparable in terms of spending patterns with the opening up of our economy. For instance, while the total outstanding Retail loans in Taiwan is around 41% of GDP, the figure in India stands at less than 5%. The comparison with the West is even more staggering. Another comparison that is natural when comparing Retail sectors is the use of credit cards. Here also, the potential lies in the fact that of all the consumer expenditure in India in 2001, less than 1% was through plastic, the corresponding US figure standing at 18%.

Competition is fierce, particularly from local private banks such as HDFC and ICICI, in the business of home, car and consumer loans. So over the past few years, in spite of the entry of MNCs in many industries, Retail Banking has seen a flurry of panicky exits. In India total asset size of the retail banking industry grew at a rate of 120% to reach a value of $66 billion in 2005. This growth in retail banking sector has helped in the growth of the overall banking sector. In future the retail banking industry in India is likely to reach a value of $300 billion by 2010

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Marketing-Definition
Marketing, as suggested by the American Marketing Association, can be defined as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Two major aspects of marketing are The recruitment of new customers (acquisition) The retention and expansion of relationships with existing customers (base management)

Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that made the buyer interested in the first place, improving the product/service continuously to protect their business from competitive encroachment

Businesses need to advertise for the following four main reasons: To raise customer awareness. To remind customers about existing facilities. To persuade customers to switch from rival businesses. To improve and maintain the image of the business.

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The ultimate aim of these reasons is to attract more customers. The places where businesses advertise depends on three things Its audience. The size of their market. The size of their advertising budget From the study of buyer Behavior it was noted that Maslow described the different needs of human beings as being hierarchical in nature. At the bottom of the pyramid physiological needs such as hunger and thirst are of primary concern to the individual, almost to the exclusion in fact of anything else Only when these basic, but important, physiological needs are satisfied will the individual turn his or her attention to the next category of need in the hierarchy. Their next need is safety and that of their family. In modern society these needs are reflected in goods and services such as burglar alarms, car locks and alarms, double glazing, external lighting, insurance, saving schemes etc

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Forms of Advertising and their advantages and disadvantages:

Newspapers and Magazines Advantages - A lot of information is known about the people who read certain papers Disadvantages - Often not in color and are static and silent Posters and Billboards Advantages - High visual impact for a long time and will be seen by a lot of different people Disadvantages - Are only seen for a few seconds by drivers and are vulnerable to weather and graffiti

Media
Television Advantages - Can reach millions of people all over the country Disadvantages - Very expensive Radio Advantages - Cheaper than T.V, can be used to reach certain listeners Disadvantages - Sound only, smaller audiences

Communications
Leaflets and direct mail Advantages - Cheap to produce and distribute Disadvantages - Are easy to ignore

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Telephone Advantages - Direct to customer, interactive, receive instant feed back. Disadvantages - makes some customers feel their privacy has been violated, sometimes has negative results.

Websites Advantages - High visual impact, interactive and can link directly to buying the product, is relatively cheap Disadvantages There is a lot of competition so getting people's attention may be difficult, needs to be continually updated, can become expensive

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Marketing Communication Process

In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company. Buyers perceptions of market offerings are influenced by the amount and type of information they receive as well as their reaction to that information. There must be a good flow of information between seller and buyer to assist decision-making that precedes a purchase. An effective marketing communications system also allows feedback from the consumer to the seller.

Action

Conviction

Comprehension

Unawareness

Unawareness/ awareness: The advertisement tries to make potential customers aware of the
products existence. Comprehension: The customer recognizes the brand name and also knows what the product is and what it does; knowledge gained from the advertisement Conviction: The customer has a firm attitude, preferring a particular brand over all others. Preferences may have an emotional rather than rational basis. Action: Some move is made towards purchase, thus the activity has been acted upon.

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Difference between Above the Line and Below the line activity
What differentiates Above the line activity from Below the line activity is a somewhat arbitrary division. Below the line activity is loosely classified as non-media advertising. Basically if an advertisement is submitted to a publication and a commission is paid to the advertising agency to feature the piece then this is deemed to be above the line communication. If no commission has been paid, for example in the case of a public relations press release, a trade exhibition or a sponsored sports event, this is referred to as below the line activity. This distinction is accepted by most and is the distinction adopted here. Various types of ATL activity Television Radio Magazine Outdoor Newspaper Various types of BTL activity Kiosks Umbrella stalls Leaflets Direct marketing Event sponsorship BTL is necessary When Buyer awareness of the product is low When Industry sales are rising rather than remaining stable or declining When The product has features which are not obvious to the buyer When The opportunities for product differentiation are strong A new product or new service idea is being introduced.

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Various products for which BTL is done

Savings accounts like Orange savings accounts, Solo savings account, Saral savings account, Mpower savings account Current accounts like Orange current account, Advantage current account, General current account Term deposits like Fixed deposits ,Cumulative deposits,Akshaya deposit

Orange Savings Bank Account

Key features Quarterly Average Balance of Rs. 5000/- to be maintained in the account. Unlimited ATM transactions on all ING Vysya ATMs. Free Unlimited ATM transactions in over 10,000 (Cirrus) ATMs in India Shopping convenience at over 74,000 merchant locations, with the ING International Debit card. Zero commission on P.O/D.D up to Rs. 2 lakhs p.a. (calendar year) Free Personal Accident Insurance Cover of Rs. 3 lakhs for a year. Free usage of Payable at Par (PAP) Cheques within the overall remittance remittance limit of Rs. 2 lakhs per annum. Free Electronic Bill Payment service at select centres. Vysya

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Free Transfer of funds across all networked branches. Free Personal Assistance Service - Smartserv at select centers* Free Statement of Account through E-mail at no charge. Customer RTGS (Real Time Gross Settlement) transactions at concessional rates. Free issue of personalized chequebooks. Mi-b@nk - Internet banking facility Customer Service Line facility * Free for life Credit Card based on the applicants eligibility. Penalty for non-maintenance of the quarterly average balance is Rs.300/- per quarter. Up gradation from any other savings account of the Bank to the Orange Savings account at no additional cost.

Benefits
Personal Accident Insurance for Rs.3 Lakhs for a year. Free unlimited access to 10,000+ other bank ATMs - enhanced Free Multi branch, Multi-city banking convenience. Payable at par Cheques. Free DDs / POs up to Rs.2 Lakh per annum. Smartserv Personal Concierge Services accessibility.

Eligibility
Individuals above the age of 18. Upwardly mobile tech savvy professionals, entrepreneurs in metros and urban areas. Guardians on behalf of minors. Salaried individuals. Trusts / Societies and Charitable Institutions

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Mpower savings account Features

Zero Balance Account Salary of the employee needs to be credited in to this account. Joint Account status with one other family member. Joint Account status with one other family member. 4 Free ATM transactions per month at 10,000 (Cirrus) ATM's. (No carry forward option) Shopping convenience at over 90,000 merchant locations, with the ING Vysya International Debit card. Free 2 DD's / PO's note exceeding a value of Rs.10,000/- per month Checkout facility (Temp Overdraft) to an extent of 50 % of the last salary credit Free PAP Cheques for all employees without restrictions. Free Transfer of funds across all networked branches. Free Bill Payment service - at select centers. Free Statement of Account through E-mail at no charge. Demat accounts for the electronic custody of shares. Free issue of Personalized chequebooks. Mi-b@nk - Internet banking facility. Customer Service Line facility * Investment advisory service at select centers. (Currently at all Metro's).ee for life ING Vysya Credit Card to eligible employees.

Benefits
Zero Balance account - No restrictions on the minimum balance to be maintained Free access to other bank ATM's four times a month - Enhanced accessibility. Free Multi branch, Multi-city banking convenience. Minimum documentation supported by an official communication from the Company No restriction in the number of transactions in the account Privileged Customer status for retail loan products M. P. Birla Institute of Management. 61

Eligibility
The minimum number of employees whose salary accounts are to be opened should be 10 The average salary credit of the employees should be Rs.7500/- per MPower account Preferably Corporate to have a Current account with ING Vysya Bank. Solo account

Features
Quarterly Average Balance - Rs.500/- to be maintained in the account Penalty for non-maintenance of QAB will be Rs.150/- per quarter. Free International Debit Card, above 18 years of age, which affords shopping convenience at over 90,000 shopping outlets across the country Free & unlimited access to all ING Vysya Bank ATM's Free 30 transactions per annum at HDFC & Corp Bank ATM's. Free Multi branch, Multi-city banking convenience Free Fund transfers within the Profile network through E-banking channels Internet Banking through Mi-b@nk. Free access to the Customer Service Line. Personalized Cheque book above 18 years of age. Smartserv & SMS Alerts at Rs.100/- per annum. No restriction in the number of transactions in the account. Bill Pay facility. Financial transactions at the branch will be charged at Rs.50/- per transaction In the course of normal operations, if the account is overdrawn, interest will be charged at 13 % per annum, for the number of days overdrawn Demat Account for electronic storage of shares

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Saral savings account

Key features Quarterly Average Balance of Rs.200/- to be maintained in the account. Penalty for non-maintenance of QAB will be Rs.45/- per quarter. Free issue of personalized cheque-book. Free 4 Cash transactions per month at the base branch through withdrawal Over and above 4 transactions per month, every additional transaction during the month will be charged at Rs.20/- per transaction. Additional value added services at a cost Debit Card - Rs.100/- per annum. Internet Banking - Rs.100/- per annum. Customer Service Line - Rs.100/- per annum. All AAA cash deposits and withdrawals are charged at Rs.50/- per Ad-hoc / Additional statement of accounts will be charged at Rs.50/- per transaction. Up gradation from any other savings account of the Bank to the Orange Savings account at no additional cost. transaction. slips.

Benefits
Very low quarterly average balance. Basic banking facilities - with a view of financial inclusion. For the reach of banking facilities to a vast section of the population. Benefits of technology extended at a negligible cost.

Eligibility
Individuals above the age of 18. Customers at Rural & Semi Urban locations. Guardians on behalf of minors. Any individual. Trusts / Societies and Charitable Institutions. M. P. Birla Institute of Management. 63

Orange current Account

Features and benefits Free remittance limit (DD /PO /PAP /RTGS /EFT / NEFT) of Rs.2 crores per month; power packed feature with potential to save upto Rs.4.8 lakhs per annum. Free collection of outstation cheque instruments are to be lodged with ING Vysya Bank branches at drawee locations, directly. Free unlimited Net Banking for checking balances in accounts Free unlimited account to account Funds Transfer in networked branches Easy anywhere cash deposit and withdrawal (upto specified limit) Free cash pickup and delivery including access to ING Vysya Bank's state of the art "Self Bank" Free personalized cheque book with "At Par" cheque leaves Free SMS alerts at select locations Avail safe deposit locker facility (where available) on a preferential basis Free ATM cum debit card with free access to any ATM of any bank on cirrus network Free 24 hours Customer Service Line (toll free) Multiple channels to access your account. Free standing instructions facility for regular payments and many more

Eligibility
Resident Individuals Hindu Undivided Families Sole Proprietorship Firms Partnership Firms Limited Companies Trust Accounts Association / Clubs / Societies

* It is needed is to maintain an average balance of Rs.1,00,000/- per quarter

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Advantage current account Feature and benefits

Free remittance limit (DD/ PO/ PAP/ RTGS/ EFT/ NEFT) of Rs.50 lakhs p.m.; power packed features with potential to save upto Rs.4.8 lakhs p.a. Free collection of outstation cheque instruments are to be lodged with ING Vysya Bank branches at drawee locations, directly. Free unlimited Net Banking for checking balances in accounts Free unlimited account to account Funds Transfer in networked branches Easy anywhere cash deposit and withdrawal (upto specified limit) Personalized cheque books and personalized payable at par cheques Free SMS alerts at select locations Free standing instructions facility * for regular payments Free ATM cum debit card with access to any ATM, of any bank * on cirrus network Avail safe deposit locker facility (where available) on a preferential basis Free 24 hours Customer Service Line (toll free)

Eligibility
Resident Individuals Hindu Undivided Families Sole Proprietorship Firms Partnership Firms Limited companies Trust accounts Association clubs

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General current accounts

Features and benefits Access your account from any of the networked branches across India Deposit cash at any of the branches (networked) across India International debit card cum ATM card to access your account from the wide network of ING Vysya bank ATMs and self banking across the country Enjoy FREE 24- hour Phone Banking and Net Banking facilities that helps you check your balance and other details

Attractive rates for inter-city/inter-branch transactions (Please refer Service Charges chart for details) Utilize a safe deposit locker (available at selected branches) for your valuables and important documents Personalized cheque book for enhanced security

Eligibility Resident Individuals Hindu Undivided Families Sole Proprietorship Firms Partnership Firms Limited companies Trust accounts Association clubs

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Fixed deposits

Tenor based Rate of Interest Higher interests can be accrued for longer periods of deposits Compounded Interest can be earned by reinvesting the principal amount along with the interest earned during the period. Premature withdrawal allowed at a nominal penalty Option to place deposits in multiples of Rs.1000 as units under Vysunits, enabling withdrawal as per need, in multiples of Rs.1000. Higher rate of interest on Fixed Deposits for Senior Citizens Option to draw interest by way of DD / PO / Credit to own SB account with ING Vysya Bank, Monthly (at a discount) or Quarterly, as per choice. Loans upto 90% of the deposit would be available at 2% above the underlying interest rate on Fixed Deposit. Nomination facility is available Free transfer of deposit between branches is available.

Eligibility
Resident Individuals Hindu Undivided Families. Sole Proprietorship Firms Partnership Firms. Limited Companies. Trust Accounts / Associations / Clubs Minors An Initial deposit of Rs.10000 is required to open a Fixed Deposit M. P. Birla Institute of Management. 67

Tenor
Minimum 15 days to maximum of 10 years. For deposit above Rs.15 lakhs, the minimum period is 7 days.

Interest rates
A. Domestic term deposits

Interest rates (%) per annum for deposits from 01.09.2006 For deposits For deposits of Rs.15 lakhs & below Rs.15 lakhs above & below Rs.1 crore NIL 4.50% 5.00% 6.25% 6.50% 7.00% 3.50% 4.50% 5.25% 6.50% 6.75% 7.00%

Period 7 days to 14 days 15 days to 45 days 46 days to 90 days 91 days to 180 days 181 days to 224 days 225 days to one year Above one year to less than two years Two years to less than three years

7.00% 7.00%

7.00% 7.00%

Three years to ten years 7.25% 7.25% For deposits of Rs.1 crore & above, the rates are furnished by the Corporate Office from time to time depending upon the market conditions.

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The Country operations are divided into 12 regions namely

1. Anantapur 2. Bangalore 3. Chennai 4. Coimbatore 5. Delhi 6. Ernakulam 7. Hubli 8. Hydrabad 9. Kolkata 10. Mumbai 11. Vijaywada 12. Vishakapatnam

According to category wise like Metro, Urban, Semi Urban, Rural. There are a total of 422 branches included Extension Counters

12 regions,422 branches
20% 22%
Metro Urban Semi Urban Rural

24% 34%

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The ideology behind BTL

The main purpose behind BTL is 2Cs that 1. Collect the leads 2. Convert the leads

Collect the Leads

Convert the leads

Reach out maximum people across branches. Involve the branch people and sales team actively in prompting any new offers and in increasing the existing customer base Target a particular segment with the aim of raising a desired set of responses within that market segment. That is Concentrate only on Solo accounts, when ever the Crowd around the activity centre is college going or consists of only youth. Measure the effectiveness of the activity. The effectives of the activity can be measured by the response generated Helps in cross selling, that is the activities, showcase various products of ING Vysya which a customer can choose according to his or her needs. Increase the customer base. This is the main intention behind BTL ,is to increase the customer base

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Regions where BTL activity has been conducted

N o o f A c t i v it ie s

N o o f A c t i v it ie s
2

0 An a n t a p u r

Co imba t o r

Hu b l i

Mu m b a i

Some of their BTL activities conducted 1. Umbrella stalls 2. Stalls at exhibitions 3. Campaigns for lead collection 4. Distribution of fliers and leaflets 5. Customer Get customer Campaign (Ongoing campaign) 6. Innings with Ponting Campaign (Forthcoming Campaign)

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1. Umbrella stalls The sales team puts up the umbrella, ING Vysya, at strategic locations to solicit enquires and they mainly educate the public about the product offerings of ING Vysya. They collect the phone numbers of interested people for following up on the leads

Khar team

RMZ Chennai team

a. Conducted promo at Khar Education Society, Mumbai on 14th Aug 06. 55 leads of solo and 4 OSB leads were captured. They conducted Promos for 2 days for FD's and OSB near Khar Station & Other Banks ATM's through which they gathered 30 leads and on spot closed 2 CA & 2 OSB.

b. Did a promotional activity at RMZ Millenia IT Park, Chennai. This is a recently opened IT park where the likes of Aviva, Cognizant, Ford and EDS etc have opened their offices. Stall Leads : : umbrella stall Collected 50 enquiries 5 OSB

Accounts opened :

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2. Stalls at exhibitions The stalls were put up strategically at the various exhibitions in various cities, generally in these exhibitions provide a very good opportunity to collect leads and also increase accounts.

a. Participated in Ideal Home Exhibition held in Rathinavel Gounder Kalyana Mandapam from 21/07/06 - 23/07/06 - 3days .Good numbers of leads were generated at all locations, where the spot conversions went up to 20 accounts.

On the spot opening

: 15 OSB, 3 CA & 2 Solo.

At the exhibition in salem

Bhuvaneshwari Trade exhibition

b. Bag an Orange Campaign at Bhuvaneswari Trade Fair's Exhibition inauguration on 5th April 2006. Crowd Total walk-ins Prospective Leads Accounts opened : : : : Huge crowd due to pilgrims visiting the temple 419 166 (81 Tirupathi), 85 (other places) 30 OSB, 5 Current Accounts

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3. Campaigns for lead collection: In this type of activity, the main aim is to collect leads, that is informing people about the various products of ING Vysya and Benefits of Products. The sales team is very active in this type of campaign because they need to go and approach people and get the people to be interested in the ING Vysyas product offerings. Some times when ever they have this kind of campaign they also conduct a lucky draw of the names and offer any ING Vysya take away. So as to increase the number of people to participate, the only thing they expect is to get the lead form filled.

Activity at APMC Market (Vashi) on 5th August. They called the activity as CARPET BOMBING. The entire sales team went from shop to shop explaining the current account products and got good response. Fair numbers of leads were generated at the locations

Segment Leads Accounts

: Traders and business. : Collected 180 enquiries : 7CA, 10 OSB.

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4. Distribution of fliers: In this type of activity at Vassi, is only to increase the visibility. They undertook this activity on August 15 and distributed sweets and flags and Fliers (Information of all ING Vysya products and latest offers).

1. Vassi team did a stall activity and distributed flags and chocolates and fliers. Segment Activity Accounts : General Public : distributing fliers and flags : 6 OSB, 5 OCA (Vassi)

2. Indore team have done promo at Institute of Engineering Science & Management distributions of fliers was the main agenda and they concentrated only on Solo accounts in this activity Segment Activity Accounts : Students : distributing fliers : 70 Solo, 6 OSB

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5. Customer get customer Campaign (Presently on going)

This campaign is aimed at generating leads from existing customers for the Orange Savings account all they need to is to give the names and valid telephone numbers of any three people who would be interested in opening an Orange Savings Account and they automatically qualify for the reward

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6. Innings with Ponting Campaign (Forthcoming Campaign)

They have an activity with Ricky Ponting in cities of Jaipur, Chandigarh, and Mumbai. Starting October 11th 2006 which is happening with the main purpose of collecting leads, increasing brand visibility. As a part of this activity they have various events happening 1. Leadership meet with Ricky Ponting Rendezvous with Ricky 2. Cricketing tips to selected children (children are given a lead slip and asked to fill up, lucky draw is taken out and 150 lucky children are selected)

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Sales process
Lead Generation Lead Nurturing Lead conversion

They have a dedicated call center and a toll free line for the customers and potential customers to call. The leads that are collected through various BTL activities are given to the call center teams to do the follow-up. Here they have a concept known as lead nurturing where they nurture the leads that are generated by informing them about the latest offers about various products and various services and features available and encourage them to try a relationship with them. Thus they convert the leads into customer

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Tangible Benefits of BTL activities

Minimal cost Vis--Vis Hoarding can be extremely cheap when compared with the cost of hoardings if they have to be put up at strategic locations. Increased visibility, These BTL activities help in increasing the visibility because they take place at Strategic places and important events. Word of mouth publicity is generated at every activity Sales Team is motivated to perform better Easily measured response, the response to the activity can be measured easily Quick achievement of objectives , that is the results are immediate Flexible application, The activity can be done as when required .That is when ever a major event is happening ,A stall can be put up

Realistic Facts about BTL

They should fit in with broader corporate objectives. They should be realistic, taking into account internal resources and external opportunities, threats and constraints. They should be universally known within the company, so that everyone can relate them to his or her own work and to the broader corporate objectives. They need to be flexible, since all business decisions have to be made in conditions of partial ignorance. They should be reviewed and adapted from time to time to take account of changing conditions

Factors to be considered for BTL

The amount to be spent on a particular campaign The content and presentation of the advertisement The most appropriate media The frequency of display of advertisements or campaigns Any special geographical customisation of effort The best methods of evaluating the effects of the advertising.

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Recommendations
1. Presently the activities are concentrated in metros and urban areas only. They should extend these activities to rural and semi urban areas. 2. They can have a solo month an orange month type of activity where the sales team can concentrate on a particular type of a/c only. Or alternatively can have a dedicated team for a particular account which can completely concentrate on the particular target segment which they want to target. 3. They should have a system in place to check how many of the leads generated are actually converted into sales. For this they would have to document all the leads collected after a particular activity before giving the leads to the call center team 4. Concentrate on only those types of activities which have maximum conversions. 5. Document the reasons which the leads, which are not getting converted, are giving for not starting a relationship with ING Vysya Bank. E.g. X says that I like this particular feature of my bank and I am unwilling to change my bank. 6. Have activities which involve existing customers that is more activities like customer get customer campaign. 7. They have launched a new facility known as self bank, which is a unique concept and they should market it aggressively, and include its fliers and information when ever they undertake an activity

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Bibliography
Websites 1. http://www.ingvysyabank.com 2. http://www.moneycontrol.com 3. http://economics.about.com/cs/finance/a/india_banking.htm 4. http://www.google.com. 5. http://www.banknetindia.com/banklinks.htm Books 1. Principles of Management by Philip Kotler

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