SUMMER TRAINING REPORT

STUDY OF CUSTOMER SATISFACTION TOWARDS ICICI BANK

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (BANKING AND INSURANCE (BBA-B & I) (2009-2012)

UNDER THE GUIDANCE OF MRS. SHILPI AGGARWAL PROJECT CO-ORDINATOR , MAIMS

SUBMITTED BY KAMYA KANDHARI ENROLLMENT NO- 03414701809 BBA (B &I)

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22, Rohini Delhi 110086

STUDENT UNDERTAKING
This is to certify that I have completed The Project titled CUSTOMER SATISFACTION OF ICICI BANK in under The guidance of Mrs. Shilpi Aggarwal in partial fulfillment of The requirement for The award of degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work & I have not submitted it earlier elsewhere.

KAMYA KANDHARI ENROLLMENT NO.: 03414701809

ACKNOWLEDGEMENT
With The blessings of almighty I was able to undertake and complete my project work on Customer Satisfaction of ICICI Bank. I would like to thank all those who were always by my side to make my efforts fruitful. My sincere thanks to my course coordinator, Mrs. Shilpee Aggarwal who helped me in completion of the project, without whose help the project would not have been completed. I, Therefore, acknowledge my in debtness to all who generously helped by sharing their valuable time and experience with me, without which this project would have never been completed. In The outset, I convey my sincere Thanks to all those who spared Their precious time for me. For giving me once again a great opportunity to work on The project and solving our problems, doubts, queries, which I had during The making of my project.

CERTIFICATE
This is to certify that The project titled Customer Satisfaction of ICICI Bank is an academic work done by KAMYA KANDHARI submitted in The partial fulfillment of The requirement for The award of The degree of Bachelor Of Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance and direction. To The best of my knowledge and belief The data and information presented by him/her in The project has not been submitted earlier.

Mrs. Shilpee Aggarwal

EXECUTIVE SUMMARY
No professional curriculum is considered complete without practical study. Every individual who is doing management studies undergo this phase of practical study before he/she can consider himself/herself fully qualified as potential manager. As a part of this, I have undertaken the Project titled Customer Satisfaction of ICICI Bank which involves the study of customer satisfaction and services provided by ICICI Bank. The main objective of the project is to find customer reaction towards various products and services provided by ICICI Bank. To know the customer reaction and viewpoint towards the bank I approached various customers of the bank and get questionnaire filled by them. In this project the number of respondent (Sample size) is 150. In this project I had used convenience sampling method as I have chosen customers near to me. I had collected data for my project from Brochures, websites and various books as mentioned in bibliography. On the basis of analysis and interpretation of the filled questionnaire it is found that ICICI bank has a good image in the mind of their customers and the bank enjoys goodwill in the market. It provides good products and services and also charges reasonable amount from its customers for providing such facilities. All the working of ICICI Bank has been incorporated in the report in details with the services provided by them to customers. I have tried to give maximum data regarding the services available by ICICI Bank. In the end, it is recommended that ICICI Bank should increase number of ATMs machines and branches as various customers replied in the questionnaire that the bank branches are not near to their houses and they face problems while transacting with the bank. Banks should have more schemes to attract more customers.

TABLE OF CONTENTS
STUDENT DECLARATION. CERTIFICATE FROM GUIDE... CERTIFICATE FROM COMPANY.... ACKNOWLEDGEMENT.. EXECUTIVE SUMMARY. CHAPTERS 1. INTRODUCTION 2. RESEARCH METHODOLOGY RESEARCH OBJECTIVES RESEARCH DESIGN DATA SOURCES o PRIMARY DATA o SECONDARY DATA QUESTIONNAIRE DESIGN/ FORMULATION o SAMPLE DESIGN LIMITATION 3. COMPANY PROFILE 4. COMPARITIVE ANALYSIS 49 5. DATA ANALYSIS AND INTEREPTATION 60 6. CONCLUSION 76 7. RECOMMENDATION 77 6 1 37

8. ANNEXURE 9. BIBLIOGRAPHY

80 85

INTRODUCTION
ABOUT INDUSTRY ICICI BANK
ICICI was established by the Government of India in the 1960s as a Financial Institution with the objective to finance large industrial projects. ICICI was not a bank - it could not take retail deposits; and nor was it required to comply with Indian banking requirements for liquid reserves. ICICI borrowed funds from many multilateral agencies (such as the World Bank), often at concessional rates. These funds were deployed in large corporate loans. All this changed in 1990s. ICICI founded a separate legal entity - ICICI Bank which undertook normal banking operations - taking deposits, credit cards, car loans etc. The experiment was so successful that ICICI merged into ICICI Bank ("reverse merger") in 2002. At the time of the reverse merger, there were rumors that ICICI had large proportions of Non Performing Loans ("NPA", as they are known in India) on its books - in particular to the steel industry. Since 2002, there has been a general revival in Indian industry (and metal based industry in particular). It is widely believed that the proportion of NP As has come down to prudent levels (even if it were high earlier). ICICI Bank now has the largest market share among all banks in retail or consumer financing. ICICI Bank is the largest issuer of credit cards in India [citation needed]. It was the first bank to offer a wide network of ATM's and had the largest network of ATM's till 2005, before SBI caught up with it. On October 7: The State Bank of India tied up with two major private sector banks, ICICI Bank and HDFC Bank, to create the largest domestic ATM network. ICICI bank now has the largest market value of all banks in India, and is widely seen as a sophisticated bank able to take on many global banks in the Indian market. The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in United Arab 1

Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. UK subsidiary has established branches in Belgium and Germany. business. ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE). The bank is aggressively targeting the NRI (Non Resident Indian) population for expanding its

Public Sector Banks

Among the Public Sector Banks in India, United Bank of India is one of the 14 major banks, which were nationalized on July 19, 1969. Its predecessor, in the Public Sector Banks, the United Bank of India Ltd., was formed in 1950 with the amalgamation of four banks viz. Comilla Banking Corporation Ltd. (1914), Bengal Central Bank Ltd. (1918), Comilla Union Bank Ltd. (1922) and Hooghly Bank Ltd. (1932). Oriental Bank of Commerce (OBC), Government of India Undertaking offers Domestic, NRI and Commercial banking services. OBC is implementing a GRAMEEN PROJECT in Dehradun District (UP) and Hanumangarh District (Raiasthan) disbursing small loans. This Public Sector Bank India has implemented 14 point action plan for strengthening of credit delivery to women and has designated 5 branches as specialized branches for women entrepreneurs.

The following are the list of Public Sector Banks in India

Allahabad Bank Andhra Bank Bank of Baroda Bank of India Bank of Maharastra

Canara Bank Central Bank of India Corporation Bank Dena Bank Indian Bank Indian Overseas Bank Oriental Bank of Commerce Punjab & Sind Bank Punjab National Bank Syndicate Bank UCO Bank Union Bank of India United Bank of India Vijaya Bank

List of State Bank of India and its subsidiary, a Public Sector Banks

State Bank of India

o o o o o o

State Bank of Bikaner & Jaipur State Bank of Hyderabad State Bank of Indore State Bank of Mysore State Bank of Saurastra State Bank of Travancore

Private Sector Banks

Private banking in India was practiced since the beginning of banking system in India. The first private bank in India to be set up in Private Sector Banks in India was IndusInd Bank. It is one of the fastest growing Bank Private Sector Banks in India. IDBI ranks the tenth largest development bank in the world as Private Banks in India and has promoted a world class institutions in India.

The first Private Bank in India to receive an in principle approval from the Reserve Bank of India was Housing Development Finance Corporation Limited, to set up a bank in the private sector banks in India as part of the RBI's liberalization of the Indian Banking Industry. It was incorporated in August 1994 as HDFC Bank Limited with registered office in Mumbai and commenced operations as Scheduled Commercial Bank in January 1995. ING Vysya, yet another Private Bank of India was incorporated in the year 1930. Bangalore has a pride of place for having the first branch inception in the year 1934. With successive years of patronage and constantly setting new standards in banking, ING Vysya Bank has many credits to its account. LIST OF PRIVATE BANKS IN INDIA

Bank of Punjab Bank of Rajasthan Catholic Syrian Bank Centurion Bank City Union Bank Dhanalakshmi Bank Development Credit Bank

Federal Bank HDFC Bank ICICI Bank IDBI Bank IndusInd Bank ING Vysya Bank Jammu & Kashmir Bank Karnataka Bank Karur Vysya Bank Laxmi Vilas Bank South Indian Bank United Western Bank UTI Bank

4 Ps of Marketing
Marketing decisions generally fall into the following four controllable categories:

Product Price Place (distribution) Promotion

The marketing mix approach to marketing is a model of crafting and implementing marketing strategies. It stresses the "mixing" or blending of

various factors in such a way that both organizational and consumer (target markets) objectives are attained. The model was developed by Neil Borden (Borden, N. 1964) who first started using the phrase in 1949. Borden claims the phrase came to him while reading James Culliton's description of the activities of a business executive: (An executive is) "a mixer of ingredients, who sometimes follows a recipe as he goes along, sometimes adapts a recipe to the ingredients immediately available, and sometimes experiments with or invents ingredients no one else has tried." (Culliton, J. 1948)
When blending the mix elements, marketer(s) must consider their target market. They must understand the wants and needs (see Maslow) of the market (customer) then use these mix elements in constructing (formulating) appropriate marketing strategies and plans that will satisfy these wants. The mix must also meet or exceed the objectives of the organization. As Borden put it,"When building a marketing program to fit the needs of his firm, the marketing manager has to weigh the behavioral forces and then juggle marketing elements in his mix with a keen eye on the resources with which he has to work.". A separate marketing mix is usually crafted for each product offering or for each market segment, depending on the organizational structure of the firm. Borden goes on to suggest a procedure for developing a marketing mix. He claims that you need two sets of information; a list of important elements that go into the mix, and a list of forces that influence these decision variables The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact-

finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below: These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.

PRODUCT
A good product makes its marketing by itself because it gives benefits to the customer. We differentiate product on the basis of design, features, packaging, services, warranties, return and so on. In general, differentiation is mainly related to: The design: it can be a decisive advantage but it changes with fads. For example, a fun board must offer a good and fashionable design adapted to young people. The packaging: It must provide a better appearance and a convenient use. In food business, products often differ only by packaging. The safety: It does not concern fun board but it matters very much for products used by kids. The "green": A friendly product to environment gets an advantage among some segments.
Therefore, term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:

Brand name Functionality Styling 7

Quality Safety Packaging Repairs and Support Warranty Accessories and services

PRICE DECISIONS
Price means the pricing strategy you will use. You have already fixed, as an hypothesis a customer price fitted to your customer profile but you will have now to bargain it with the wholesalers and retailers. Pricing strategies you have to choose between three strategies:
Competitive pricing: If your product is sold at the lowest price regarding all your competitors, you are practicing competitive pricing. Sometimes, competitive pricing is essential. For instance, when the products are basically the same, this strategy will usually succeed. Remember that the success of competitive pricing strategy depends on achieving high volume and low costs. If your prices are lower than your costs, you are going straight to bankruptcy! To avoid such a mistake, you have to take notice of the break-even ratio that you will find below.

Cost-plus-profit: It means that you add the profit you need to your cost. It is also called cost-orientated strategy and is mainly used by the big contractor of public works. The authority may have access to the costing data and should like to check if the profit added to the cost is not too high. In fact, this strategy is only good for a business that the customers are public collectivities or government agencies.

Value pricing: It means that you base your prices on the value you deliver to customers. For example, when a new technology has a very large success, you can charge high prices to the customer. This practice is also called skimming. It is easy when you are in the introductory phase of the product life cycle. Some examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price discrimination

DISTRIBUTION (PLACE) DECISIONS

Selling to the customers: Whether you sell by yourself ( as retailer) whether you employ a sales force, you are in these cases in front of the final customer. There are not intermediaries between you and him. Unfortunately, except for the retailer business, this situation is far to be the general case. Distribution is about getting the products to the customer. Some examples of distribution decisions include:

Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Distribution centers
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Order processing Transportation

PROMOTION DECISIONS
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:

Promotional strategy (push, pull, etc.) Advertising Personal selling & sales force Sales promotions Public relations & publicity Marketing communications budget

Advertising, public relations and so on are included in promotion and consequently in the 4Ps. sometimes, packaging becomes a fifth P. As promotion is closely linked to the sales, I will mention here the most common features about the sale strategy. The function of promotion is to affect the customer behavior in order to close a sale. Of course, it must be consistent with the buying process described in the consumer analysis. Promotion includes mainly three topics: advertisement, public relations, and sales promotions.

ADVERTISEMENT:
It takes many forms: TV, radio, Internet, newspapers, yellow pages, and so on. You have to take notice about three important notions:

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 Reach is the percentage of the target market, which is affected by your

advertisement. For example, if you advertise on radio you must know how many people belonging to your segment can be affected.
Frequency is the number of time a person is exposed to your message.

It is said that a person must be exposed seven times to the message before to be aware of it. Reach*frequency gives the gross rating point. You have to evaluate it before any advertisement campaign.
Message: Sometimes, it is called a creative. Anyway, the message must:

get attraction, capture interest, create desire and finally require action that is to say close the sale.

PUBLIC RELATIONS:
Public relations are subtler and rely mainly on your own personality. For example, you can deliver public speeches on subjects such as economics, geoeconomics, futurology to several organizations (civic groups, political groups, fraternal organizations, professional associations)

SALES PROMOTION
It includes fair trades, coupons, and discounts and is linked to the sales strategy.

SUMMARY OF ICICI BANK

The four Ps, product, place, price and promotion are the elements of the marketing mix used to establish a detailed and final marketing plan. After the product which is a paramount, the place is very important because it describes how you reach the consumer and what distribution channel you are going to choose: Margins and image are quite important features in this matter.

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According to your product and place, the pricing strategy will have heavy consequences on the promotion campaign and on success or failure of your business as a whole.

CUSTOMER SATISFACTION
Customer satisfaction is equivalent to making sure that product and service performance meets customer expectations. It is the perception of the customer that the outcome of a business transaction is equal to or greater than his/her expectation. Customer satisfaction occurs when the acquisition of products and /or services provides a minimum negative departure from expectations when compared with other acquisitions and when the marginal utility of a transaction is equal to or greater than preceding acquisitions. Customer satisfaction occurs when the perception of the reward from the purchase of goods or services by the customer meets or exceeds his/her perceived sacrifice. The perception is a consequence of matching past purchase and consumption experience with the current purchase.

CUSTOMER SERVICE AND SATISFACTION

We must cultivate our garden. Voltair When we talk about customer service and/or satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on rather in the process of conducting the everyday business. We talk about how, or what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers Want? We want to know if our customers are satisfied? Satisfaction, Of course, means that what we delivered to a customer met the customers Approval. We want to know if customers are delighted and willing to come Back, and so on. Fleiss 2 and Feldman 3 present examples of that delightfulness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldman has

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discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are:

Employees must adhere to a rigid chain of command Employees are closely supervised Conflictin whatever formis not allowed Rewards are based on carrot-and-stick principles Wrong objectives are measure. We must understand customer expectation levels concerning quality. We must also understand the strategy for customer service quality, and next we must understand the measurement and feedback cycles of Customer satisfaction. The customer is the person or unit receiving the output of a process on the system. In fact, it is worth emphasizing that a customer can be the immediate, intermediate, or ultimate customer. Also, a customer may be a person or persons, or a process or processes. Customer satisfaction, however, is when the customer is satisfied with a product/service that meets the customers needs, wants, and expectations. There are at least three levels of customer expectations about quality: Level 1. Expectations are very simple and take the form of assumptions, must have, or take it for granted. For example, I expect the airline to be able to take off, fly to my destination, and land safely. I expect to get the correct blood for my blood transfusion and I expect the bank to deposit my money to my account and to keep a correct tally for me. Level 2. Expectations are a step higher than that of level 1 and they require some form of satisfaction through meeting the requirements and/or specifications. For example, I expect to be treated courteously by all airline personnel. I went to the hospital expecting to have my hernia repaired, to be in some pain after it was done, to be out on the same day, and to receive a correct bill. And I went to the bank expecting the bank teller to be friendly, informative, and helpful with my transactions. 13

Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some kind of delightfulness or a service that is so good that it attracts me to it. For example, an airline gives passengers traveling coach class the same superior food service that other airlines provide only for first-class passengers. In fact, I once took a flight where the flight attendants actually baked cookies for us right there on the plane. When I went to the hospital, I expected staff to treat me with respect and they carefully explained things to me. But I was surprised when they called me at home the next day to find out how I was doing. And at my house closing, the bank officer, representing the bank holding my mortgage, not only treated me with respect and answered all my questions about my new mortgage, but just before we shook hands to close the deal, he gave me a housewarming gift.

CUSTOMER SATISFACTION SURVEYS HELP TO:

Improve customer, client, or employee loyalty. React quickly to changes in the market. Identify and capitalize on opportunities. Beat the competition. Retain or gain market share. Increase revenue. 1. Reduce costs.

RANGE OF PRODUCT
ICICI Bank offers wide variety of Deposit Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of Echannels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Select any of our deposit products and provide your details online and our representative will contact you for Account Opening.

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SAVING ACCOUNTS

ICICI Bank offers you a power packed Savings Account with a host of convenient features and banking channels to transact through. So now you can bank at your convenience, without the stress of waiting in queues

SENIOR CITIZEN SERVICES

We understand that as you reach the age to retire, you do have certain concerns whether your hard earned money is safe and secure whether your investments give you the kind of returns that you need. That's why we have an ideal Banking Service for those who are 60 years and above. The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in your life.

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YOUNG STARS

It's really important to help children learn the value of finances and money management at an early age. Banking is a serious business, but we make banking a pleasure and at the same time children learn how to manage their personal finances.

FIXED DEPOSITS

Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank

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RECURRING DEPOSITS

When expenses are high, you may not have adequate funds to make big investments. But simply going ahead without saving for the future is not an option for you. Through ICICI Bank Recurring Deposit you can invest small amounts of money every month that ends up with a large saving on maturity. So you enjoy twin advantages- affordability and higher earnings

LOANS
ICICI Bank offers wide variety of Loans Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of Echannels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Select any of our loan product and provide your details online and our representative will contact you for getting loans

HOME LOAN

The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans offers some unbeatable benefits to its customers - Doorstep Service, Simplified Documentation and Guidance throughout the Process. It's really easy! 17

PERSONAL LOANS

If you're looking for a personal loan that's easy to get, your search ends here. ICICI Bank Personal Loans are easy to get and absolutely hassle free. With minimum documentation you can now secure a loan for an amount up to Rs. 15 lakhs

CAR LOANS

The NO 1 financier for car loans in the country. Network of more than 1500 channel partners in over 780 locations. Tie-ups with all leading automobile manufacturers to ensure the best deals. Flexible schemes & quick processing. Hassle-free application process on the click of a mouse.

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COMMERCIAL VEHICLE LOANS

Range of services on existing loans & extended products like funding of new vehicles, refinance on used vehicles, balance transfer on high cost loans, top up on existing loans, Extend product, working capital loans & other banking products

TWO WHEELER LOANS

Avail attractive schemes at competitive interest rates from the No 1 Financier for Two Wheeler Loans in the country. Finance facility up to 90% of the On Road Cost of the vehicle, repayable in convenient repayment options and comfortable tenors from 6 months to 36 months. Ride home on your Dream Two Wheeler with our hassle free finance.

FARM EQUIPMENT LOANS

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Preferred financier for almost all leading tractor manufacturers in the country. Flexible repayment options in tandem with the farmer's seasonal liquidity. Monthly, Quarterly and Half-yearly repayment patterns to choose from. Comfortable repayment tenures from 1 year to 9 year

CARDS
ICICI Bank offers a variety of cards to suit your different transactional needs. Our range includes Credit Cards, Debit Cards and Prepaid cards. These cards offer you convenience for your financial transactions like cash withdrawal, shopping and travel. These cards are widely accepted both in India and abroad. Read on for details and features of each.

CREDIT CARDS
ICICI Bank Credit Cards give you the facility of cash, convenience and a range of benefits, anywhere in the world. These benefits range from life time free cards, Insurance benefits, global emergency assistance service, discounts, utility payments, travel discounts and much more.

DEBIT CARDS
The ICICI Bank Debit Card is a revolutionary form of cash that allows customers to access their bank account around the clock, around the world. The ICICI Bank Debit Card can be used for shopping at more than 100,000 merchants in India and 13 million merchants worldwide.

TRAVEL CARD
Presenting ICICI Bank Travel Card. The Hassle Free way to Travel the world. Traveling with US Dollar, Euro, Pound

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Sterling or Swiss Francs; Looking for security and convenience; take ICICI Bank Travel Card. Issued in duplicate. Offers the Pin based security. Has the convenience of usage of Credit or Debit card.

PRE PAID CARDS

ICICI Bank brings to you a complete bouquet of pre-paid cards providing

payment solutions at your fingertips. ICICI Bank pre-paid cards are a safe & convenient way for associate payments, disbursements, gifting & small ticket transactions. Pre-paid cards are available on a VISA platform thus providing accessibility to over one lakh merchant establishments & cash withdrawal from all VISA ATMs in India.

INVESTMENTS

At ICICI Bank, we care about all your needs. Along with Deposit products and Loan offerings, ICICI Bank assists you to manage your finances by providing various investment options ranging from ICICI Bank Tax Saving Bonds to Equity Investments through Initial Public Offers and Investment in Pure Gold. ICICI Bank facilitates following investment products:

ICICI Bank Tax Saving Bonds

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Government of India Bonds Investment in Mutual Funds Initial Public Offers by Corporate Investment in "Pure Gold" Foreign Exchange Services Senior Citizens Savings Scheme, 2004

You can invest in above products through any of our branches. For select products ICICI Bank also provides the ease of investing through electronic channels like ATMs and Internet (ICICIdirect.com)

DEMAT SERVICES

ICICI Bank Demat Services boasts of an ever-growing customer base of over 11.5 lacs account holders. In our continuous endeavor to offer best of the class services to our customers we offer the following features:
e-Instructions: You can transfer securities 24 hours a day, 7 days a week through Internet & Interactive Voice Response (IVR) at a lower cost. Now with "Speak to transfer", you can also transfer or pledge instructions through our customer care officer. Consolidation Demat Account: Dematerialize your physical shares in various holding patterns and consolidate all such scattered holdings into your primary demat account at reduced cost Digitally Signed Statement: Receive your account statement and bill by email.

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Corporate Benefit Tracking: Track your dividend, interest, bonus through your account statement. Mobile Request: Access your demat account by sending SMS to enquire about Holdings, Transactions, Bill & ISIN details Mobile Alerts: Receive SMS alerts for all debits/credits as well as for any request, which cannot be processed Dedicated customer care executives specially trained at our call center, to handle all your queries. Countrywide network of over 235 branches, you are never far from an ICICI Bank Demat Services outlet

PRIVATE BANKING

The chosen few know that the secret to success in life is living it. To the fullest on your terms. Then life's luxuries follow naturally at home, at work, at play. Not as an exception, but as the rule. At ICICI Bank, we believe, it should be the same when it comes to banking. A world where talented people, synchronized processes and innovative products come together to create seamless global banking solutions. Solutions that go beyond wealth management. Solutions that are uniquely tailored to your specific needs.

PRICE
Growth due to increase in advances, net interest income Lower provisioning and a healthy growth in net interest income enabled ICICI Bank to report a 44 per cent growth in the fourth quarter net profit. The largest private

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sector bank in the country reported a net profit of Rs 1,452 crore against Rs 1,006 crore in the year ago period. Operating profit was 4 per cent lower at Rs 2,305 crore (Rs 2,399 crore) .For the year ended March 31, 2011, the net profit was up 28 per cent at Rs 5,151 crore (Rs 4,025 crore). The board has proposed a dividend of Rs 14 a equity share for FY2011 (Rs 12 for FY2010). The quarterly and full year figures are not comparable with the year ago period as the bank acquired Bank of Rajasthan in August 2010. In the fourth quarter, provisions dropped 61 per cent to Rs 384 crore from Rs 990 crore. Net interest income (the difference between interest earned and interest paid) grew 23 per cent to Rs 2,510 crore from Rs 2,035 crore. Non-interest income, however, declined 13 per cent to Rs 1,641 crore (Rs 1,891 crore).We are through with the consolidation phase.We have resumed on the growth path. Most of the bank's specific parameters showed improvement in FY2011, said Ms Chanda Kochhar, Managing Director and CEO. This fiscal, the bank's business growth will be in line with the growth of the banking industry, which is expected to grow upwards of 20 per cent. Recently, ICICI Bank shares closed up 0.92 per cent at Rs 1,117.55 on the BSE.

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PROMOTION
In recent times, many banks have unveiled a slew of attractive schemes, loans, special accounts and credit cards customized for women. Citibank and ICICI Bank's `Woman's Account' Women comprise an integral part of our client profile," explains Girish Kundan, Branch Manager at ICICI, Nehru Place, and New Delhi. ICICI's Women's Account allows one to deposit small sums in the form of a recurring deposit. What differentiate it from normal savings account is the value-added features. For the recurring deposit the minimum amount is Rs 500, against the normative Rs 1,000. Also, there are no tax deductions at source on the recurring deposit

ICICI BANK ROPES IN SHAHRUKH KHAN

ICICI Bank has once again decided to resort to the celebrity endorsement route to promote its brand. Almost two-and-a-half years since superstar Amitabh Bachchan endorsed the brand, the company has signed up Shah Rukh Khan as its global ambassador. In a press release issued by the bank, Mr K.V. Kamath, Managing Director and CEO, ICICI Bank, said, "We are proud to have Shah Rukh Khan as our global brand ambassador. Having established our leadership in the retail business over the last five years, the bank is now poised to scale new heights in the global arena." Ms Lalita D. Gupte, Joint Managing Director, ICICI Bank, said, "ICICI Bank is happy to be associated with Shah Rukh Khan whose increasing global popularity brings synergy to our growing global presence". ICICI Bank has a presence in 12 countries including the UK, Canada, the US and West Asia.

ICICI Bank plans new-age ATMs for rural markets

ICICI Bank proposes to modify the technology behind ATMs that determines how the money-dispensing machine works. A

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project taken up in association with IIT, Chennai is looking at ways of dealing with a host of critical issues that may seem pretty run-of-the-mill in an urban neighborhood but insurmountable in a typical Indian village. Dr Nachiket Mor, Deputy MD of ICICI Bank, is working towards introducing futuristic machines as part of its plan to reach out to more customer segments, especially those in non-metros. New machines the new machines are likely to have security features not found in the ones commonly used. These may be able to recognize old, used notes as well. It is not known at this stage as to how many of such machines may be rolled out. ICICI Bank has already installed many new ATMs in the recent past as part of its programmed to provide greater off-site access to customers. The idea is to allow more people to use ATMs - which would eliminate their need to physically visit bank branches. "The technology we plan to use here is smarter. The plan is to overcome what is proving to be a major challenge for some of our customers," said Dr Mor.

PLACE
MONITORING The Banking Codes and Standards Board of India whose directors include members of the Governing Council monitor the Code. The contact details are as follows: The Banking Codes and Standards Board of India Reserve Bank of India Building, C-7 , 4th floor , Bandra Kurla Complex, Mumbai-400051 Telephone: 26573716 ; Fax: 26573719 Email : ceo.bcsbi@rbi.org.in ; Website: www.bcsbi.org.in Getting Help If you have any enquiries about the Code, you should contact us at our designated telephone helpdesk or customer service number or contact the Indian Banks Association at the following address. 26

Indian Banks' Association Stadium House, Block II & III Veer Nariman Road, Mumbai 400 020 Tel. No. 022-22844999 Fax: 022-22835638 Email: ibastadium@vsnl.net Website: www.iba.org.in

Main Branches Of ICICI Bank Reach us around the clock Visit us at write to us at www.icicibank.com customer.care@icicibank.com 022-28307700 20, banjara hills p.o, hyderabad 500034, India
24 hour customer care nos

email us at

call us at our 24hr ph nos

fax us at

(number below)

Ahemdabad 5530 9890 Banglore Coimbatore Chennai Cuttack 41131877 1800 345 3499 4208 8000 1800 345 3499

Chandigarh 505 5700 Delhi Mobile 9818178000 Delhi 4171 8000 Hyderabad 2312 8000 Darjeeling 1800 345 3499 Guwahati 1800 345 3499 Kochi 238 4500

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Indore 402 2005 jamshedpur 1800 345 3499 Mumbai 2830 7777 Kolkata 98313 78000 lucknow 229 4577 Ranchi 1800 345 3499 Patna 1800 345 3499 pune 2610 3333 Chattisgarh 98932 08000 Siliguri 1800 345 3499 andhra pradesh 98495 78000 Haryana 98961 78000 Goa 98904 78000 98982 78000 Madhya pradesh 98932 08000 Karnataka 98455 78000 Kerala 98954 78000 Rajasthan 98292 22292 Maharashtra 98904 78000 Punjab 98155 58000 UP West 98973 08000 Tamil nadu 98944 78000 UP East 1800 345 3499 Bhibanshwar 1800 345 3499 Uttranchal 98973 08000

ICICI BANK HEAD OFFICE:

ICICI Bank 9th Floor, South Towers ICICI Towers

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Bandra Kurla Complex Bandra (E) Mumbai Phone : +91-022-653 7914 E-Mail: wecoveru@icici.com ; lifeline@icici.com

SOME ABROAD BRANCHES

Bahrain Branch ICICI Bank Ltd. Manama Centre Manama Kingdom of Bahrain Tel: + 973 17 576 161 Fax: + 973 17 221 200 Bangladesh Representative Office ICICI Bank Ltd. Suite 11-01, Level 11 Unique Trade Centre, 8 Panthapath Kawran Bazar, Police Station Tejgaon, Dhaka Bangladesh Tel: + 88 02 912 4985 Canada Subsidiary ICICI Bank Canada Exchange Tower, 29

130 King Street West, Suite 2130 Toronto ON M5X 1B1 Canada Tel: + 1 416 360 0909 Fax: + 1 647 436 1178 China Representative Office ICICI Bank Ltd. 2805-2806,Bank of China Towers 200 Yincheng(M) Road Pudong Shanghai 200 120 P.R. China Tel: + 86 21 5888 2413 Fax: + 86 21 5888 2347

Dubai Representative Office

ICICI Bank Ltd. Suite No. 404, The Business Centre Building Khalid Bin Al Waleed Street Near Burjuman Dubai U.A.E. Tel: + 971 4 396 5333 Fax: + 971 4 396 6994

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POLICIES OF ICICI BANK Objectives of ICICI Bank

Promote good and fair banking practices by setting minimum standards in dealing with you Increase transparency so that you can have a better understanding of what you can reasonably expect of the services; Encourage market forces, through competition, to achieve higher operating standards; Promote a fair and cordial relationship between you and your bank; Foster confidence in the banking system

To Help You To Understand How Our Financial Products And Services Work By:
a. Giving you information about them in any one or more of the following languages:

Hindi, English or the appropriate local language.

b. Ensuring that our advertising and promotional literature is clear and not misleading c. Ensuring that you are given clear information about our products and services, the

terms and conditions and the interest rates/service charges, which apply to them.
d. Giving you information on what are the benefits to you, how you can avail of the

benefits, what are their financial implications and whom you can contact for addressing you queries and how.

To Help You Use Your Account Or Service By:

a. Providing you regular appropriate updates. b. Keeping you informed about changes in the interest rates, charges or terms and

conditions.

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Information
You can get information on interest rates, common fees and charges through any one of the following: a. Looking at the notices in our branches ; b. Phoning our branches or help-lines; c. Looking on our website; d. Asking our designated staff/help desk ;or e. Referring to the service guide/Tariff Schedule. Before You Become a Customer we will: give you clear information explaining the key features of the services and products you tell us you are interested in; give you information on any type of products and services which we offer and that may suit your needs; tell you if we offer products and services in more than one way [for example, through ATMs, on the Internet, over the phone, in branches and so on] and tell you how to find out more about them; tell you what information we need from you to prove your identity and address, for us to comply with legal, regulatory and internal policy requirements.

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Advertising, Marketing and Sales We will make sure that all advertising and promotional material is clear, and not misleading. In any advertising in any media and promotional literature that draws attention to banking service or product and includes a reference to an interest rate, we will also indicate whether other fees and charges will apply and that full details of the relevant terms and conditions are available on request. If we avail of the services of third parties for providing support services, we will require that such third parties handle your personal information (if any available to such third parties) with the same degree of confidentiality and security as we would. We may, from time to time, communicate to you various features of our products availed by you. Information about our other products or promotional offers in respect of our products/services, will be conveyed to you only if you have given your consent to receive such information/ service either by mail or by registering for the same on our website or on our phone banking/customer service number. We have prescribed a code of conduct for our Direct Selling Agencies (DSAs) whose services we may avail to market our products/ services which amongst other matters requires them to identify themselves when they approach you for selling our products personally or through phone. In the event of receipt of any complaint from you that our

representative/courier or DSA has engaged in any improper conduct or acted in violation of this Code, we shall take appropriate steps to investigate and to handle the complaint and to make good the loss.

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Privacy and Confidentiality We will treat all your personal information as private and confidential [even when you are no longer a customer], and shall be guided by the following principles and policies.

S.W.O.T. ANALYSIS OF ICICI BANK Strength

Good for new investor as the fund has to be managed by specialized fund manager. Only product which invests in money market, debt market and equity market at same time. Investment needed is comparatively less than other investments. During the stack market boom periods all ICICI bank funds have performed fairly well thereby increasing investors expectations.

Weakness
Customers do not prefer it because of risk attached to it that is market risk. Fund manager if makes a wrong prediction then customer will bear the brunt therefore it depends on funds managers analysis. Sometimes the age factor affects the investment preference of the investors. People are afraid of investing in the equity market.

Opportunities
Creating positive image about the fund and changing the nature of the market itself.

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 Market of mutual fund is expanding as many foreign companies are coming in this. Great scope of new investment due to the budget announcement this year. The objective of investing in ICICI bank is Tax-saving apart form returns third main objective is growth.

Threats
Now there are many other investment instruments which are more lucrative than ICICI bank. (real estate , gold) Unawareness among investors regarding ICICI bank. Also in India most of the people lack of awareness about ICICI bank. They dont know anything about what is ICICI bank, how it works. How fund managers invest peoples money in different portfolios and provide the better returns to the customers Lack of promotions, advertising by ICICI bank industry

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RESEARCH METHODOLOGY

RESEARCH OBJECTIVE
To study about ICICI as a company and a group To study about the products and services offered by ICICI To study the customer satisfaction in ICICI bank

RESEARCH DESIGN
Type of Research: - Descriptive research Descriptive research includes Surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs, as it exists as the present. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

DATA SOURCES
During preparation of the Project Report many different kinds Of Data were Required which Included both Primary and Secondary Sources. Primary Sources Questionnaire - A sample questionnaire was provided to around 50 different people which was used to Derive Results and Analyze customer needs for Insurance and ho far they have been satisfied with the Services and Returns Provided by ICICI prudential as well as other companies . A sample of the questionnaire along with Results from Findings and Analysis are given Later in the Project

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Secondary Sources Journals Various Journals published by B-Schools as well as Business houses have provided vital statistical as well as Theoretical Data which have been very helpful Newspapers and Magazines Economic Times as Well as Magazines such as Business Today have provided useful Information on Developing Indian Insurance Sector as well as how the trend and demand of customers has changed over a period of time . Internet and Other Media Sources WWW has the latest data and interviews which helped me in determining the scope pf my project as well as make it as up to date as possible.

QUESTIONNAIRE DESIGN / FORMULATION

Questionnaires: - A questionnaire consists of a set of questions presented to respondent for their answers. Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate. TYPES OF QUESTIONS USED IN THIS PROJECT: Close ended Questions To know the choice of the people regarding various matters Dichotomous Questions Which has only two answers Yes or No. Multiple Choice Questions Where respondent is offered more than two choices. This is done to know the choice of the customers regarding different matters.

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SAMPLE DESIGN
Sampling Unit: - The marketing researcher must define the target population that will be sampled. Sample Size/ Population Size: - I have cover entire Delhi city for the survey. Sample size Sample size of 150 was used for questionnaires out of which everyone responded. Time Frame It is the period of time for which the survey or study is to be done. I have done survey for 8 weeks.

Sampling Technique Used Since the information required was not of a very technical nature and also looking at the scope of the project and the extent of the target segment, the sampling technique employed was Convenience Sampling. I administered the questionnaires.

LIMITATIONS OF THE RESEARCH:

By working on this project I gained a lot of knowledge over the banking sector in India. But there are a certain no. of problems which I faced while working on this project. These problems can be illustrated as limitations of study which are as followed: Reliability on the primary source of data. Most of the contents collected was difficult to understand because it was new for me to work in this field. It was tricky and time consuming to understand the mysteries of marketing. Response of customers could be biased.

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COMPANY PROFILE
ICICI Bank (formerly Industrial Credit and Investment Corporation of India). ICICI Limited, was established in 1955 by the World Bank, the Government of India and the Indian Industry, for the promotion of industrial development in India by giving project and corporate finance to the industries in India. ICICI Bank has grown from a development bank to a financial conglomerate and has become one of the largest public financial institutions in India. ICICI Bank has financed all the major sectors of the economy, covering 6,848 companies and 16,851 projects. As of March 31, 2000, ICICI had disbursed a total of Rs.1,13,070 crores, since inception.

ICICI BANK FACT FILES

Total assets: Rs.146,214 crore (December 31, 2004) Network: 530 branches ATMs: Over 1,880 Abroad Subsidiaries: United Kingdom and Canada Abroad branches: Singapore and Bahrain Representative offices: United States, China, United Arab Emirates, and Bangladesh And South Africa. ICICI Bank is India's second-largest bank with total assets of about Rs. 2,513.89 bn (US$ 56.3 bn) at March 31, 2006 and profit after tax of Rs. 25.40 bn (US$ 569 mn) for the year ended March 31, 2006 (Rs. 20.05 bn (US$ 449 mn) for the year ended March 31, 2005). ICICI Bank has a network of about 614 branches and extension counters and over 2,200 ATMs. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialized subsidiaries and affiliates in the areas of

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investment banking, life and non-life insurance, venture capital and asset management. ICICI Bank set up its international banking group in fiscal 2002 to cater to the cross border needs of clients and leverage on its domestic banking strengths to offer products internationally. ICICI Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in Singapore, Bahrain, Hong Kong, Sri Lanka and Dubai International Finance Center and representative offices in the United States, United Arab Emirates, China, South Africa and Bangladesh. Our UK subsidiary has established a branch in Belgium. ICICI Bank is the most valuable bank in India in terms of market capitalization. ICICI Bank's equity shares are listed in India on the Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE). ICICI Bank has formulated a Code of Business Conduct and Ethics for its Directors and employees. At June 5, 2006, ICICI Bank, with free float market capitalization* of about Rs. 480.00 billion (US$ 10.8 billion) ranked third amongst all the companies listed on the Indian stock exchanges. ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial Institution, and was its wholly owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46% through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of The World Bank, the Government of India and representatives of Indian industry.

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The principal objective was to create a development financial institution for Providing medium-term and long-term project financing to Indian businesses. In the 1990s, ICICI transformed its business from a development financial institution offering only project finance to a diversified financial service group offering a wide variety of products and services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia to be listed on the NYSE. After consideration of various corporate structuring alternatives in the context of the emerging competitive scenario in the Indian banking industry, and the move towards universal banking, the managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and would create the optimal legal structure for the ICICI group's universal banking strategy. The merger would enhance value for ICICI shareholders through the merged entity's access to low-cost deposits, greater opportunities for earning fee-based income and the ability to Participate in the payments system and provide transaction-banking services. The merger would enhance value for ICICI Bank shareholders through a large capital base and scale of operations, seamless access to ICICI's strong corporate relationships built up over five decades, entry into new business segments, higher market share in various business segments, particularly fee-based services, and access to the vast talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and two of its wholly owned retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the

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merger, the ICICI group's financing and banking Operations, both wholesale and retail, have been integrated in a single entity. *Free float holding excludes all promoter holdings, strategic investments and Cross holdings among public sector entities.

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ICICI GROUP

ICICI VENTURE
ICICI Venture is the largest and one of the most successful private equity and Venture capital management companies in India with aggregate funds under Management in excess of USD 2 billion. ICICI Venture is a subsidiary of ICICI Bank, Indias secondlargest bank with total assets of about US$ 56.3 bn (March 31, 2006) and market capitalization of about USD 10.8 bn (June 2006). Over the years, ICICI Venture has built an enviable portfolio of companies in the sectors of information technology, pharmaceuticals, biotechnology, media and retail thereby delivering value consistently to its investors.

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ICICI Venture has the distinction of managing a large number of exits in the Country. With over 100 liquidity events, the organization has reaped rich Experience and is well positioned to handle IPOs, strategic sale and/or mergers. ICICI Venture has a wide network of third party investors, which include Domestic investors such as public sector banks, financial institutions and Insurance companies. A significant portion of the funds corpus is also from International development financial institutions and international funds. The company has over 40 qualified professionals with experience across sectors and functions. The capabilities of the team, structure of the organization, Emphasis on value creation and performance evaluation matrices enable ICICI Venture to extract superior returns from its investments.

ICICI SECURITIES INDIAS LEADING INVESTMENT BANK

ICICI Securities Limited is Indias leading full service investment bank with a Dominant position in all segments of its operations - Corporate Finance, Fixed Income and Equities. It is a subsidiary of ICICI Bank, the largest private sector bank in India and operates out of Mumbai with offices in New Delhi, Chennai, Kolkata, New York, London and Singapore. Under the able leadership of Mr.S Mukherji, Managing Director and CEO, ICICI Securities continues to grow as reflected in its performance over the past couple of years. The Corporate Finance team has consistently been among the top players in M&As and fund raising from domestic and international capital markets. The Equities team is a major Indian brokerage house and its research covers over 90% of Sensex market capitalization. The bond research of the Fixed Income team is a benchmark for the industry. The eminent position of ICICI Securities is reflected in the number of awards that our teams in the Fixed Income, M&A and Equity Capital Markets win. Our Fixed Income team for the last two years (CY04 and CY05) has been adjudged as the Best Bond

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House in India by both Asia money and Finance Asia. The Equities team was adjudged as the Best Indian Brokerage House-2003 by Asia money. The Corporate Finance team tops the M&A/Capital markets league tables regularly. Our wholly owned subsidiary, ICICI Brokerage Services Limited (IBSL), buys and sells equities for our institutional clients. ICICI Securities has a U.S. subsidiary, ICICI Securities Inc., which is a member of the National Association of Securities Dealers, Inc. (NASD). As a result of this membership, ICICI Securities Inc. can engage in permitted activities in the U.S. securities markets. These activities include dealing in securities markets transactions in the United States and providing research and investment advice to US investors. ICICI Securities Inc. is also registered with the Financial Services Authority, UK (FSA) and the Monetary Authority of Singapore (MAS) to carry out Corporate Advisory Services

PRUDENTIAL ICICI
Prudential ICICI Asset Management Company enjoys the strong parentage of Prudential plc, one of UK's largest players in the insurance & fund management sectors and ICICI Bank, a well-known and trusted name in financial services in India. Prudential ICICI Asset Management Company, in a span of just over eight years, has forged a position of pre-eminence in the Indian Mutual Fund industry as one of the largest asset management companies in the country with assets under management of Rs. 23559.60 crores (as of March 31, 2006). The Company manages a comprehensive range of schemes to meet the varying investment needs of its investors spread across 68 cities in the country.

PRUDENTIAL LIFE INSURANCE

India's Number One private life insurer, ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank-one of India's foremost financial services companies-and Prudential plc- a leading international financial services group

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headquartered in the United Kingdom. Total capital infusion stands at Rs. 15.85 billion, with ICICI Bank holding a stake of 74% and Prudential plc holding 26%. We began our operations in December 2000 after receiving approval from Insurance Regulatory Development Authority (IRDA). Today, our nation-wide team comprises nearly 120,000 insurance advisors, 18 banc assurance partners and 200 corporate agent tie-ups. ICICI Prudential was the first life insurer in India to receive a National Insurer Financial Strength rating of AAA (Ind) from Fitch ratings. For three years in a row, ICICI Prudential has been voted as India's Most Trusted Private Life Insurer, by The Economic Times - AC Nielsen ORG Marg survey of 'Most Trusted Brands'. As we grow our distribution, product range and customer base, we continue to tirelessly uphold our commitment to deliver world-class financial solutions to customers all over India.

ICICI LOMBARD
ICICI Lombard General Insurance Company Limited is a 74:26 joint venture between ICICI Bank Limited and the US-based $ 26 billion Fairfax Financial Holdings Limited. ICICI Bank is India's second largest bank, while Fairfax Financial Holdings is a diversified financial corporate engaged in general insurance, reinsurance, insurance claims management and investment management. Lombard Canada Ltd, a group company of Fairfax Financial Holdings Limited, is one of Canada's oldest property and casualty insurers. ICICI Lombard General Insurance Company received regulatory approvals to commence general insurance business in August 2001.

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WHY ICICI LOMBARD?

India 's number one private general insurance company

First general insurance company in India to be ISO 9001:2000 certified

Assigned the iAAA rating by ICRA indicating highest claims paying ability

Simple and fast documentation

Lightning fast claims settlement

Instant online policy issuance

Comprehensive product line

Highest security level offered through 128-bit encryption in case of online data exchange

First company to provide digitally signed documents through an online interface

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 Achieved financial breakeven in first full year of operations

Achieved underwriting breakeven in second year of operations

Adjudged amongst the top three in the Insurance Website of the Year category at the 9th Asia Insurance Industry Awards function held in Singapore during September, 2005

WHAT IS MARKETING?

Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors? This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. :"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." by Boone and Kurtz. Dryden Press. In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E.

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Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language

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COMPARATIVE ANALYSIS
COMPARISON OF ICICI WITH SBI
ICICI bank is the largest private sector bank in India and the second largest commercial bank in India. It has branches all over India and even in smaller towns in South India after the takeover of Bank of Madurai . The bank also has foreign subsidiaries like ICICI bank, Canada in Canada, Britain and Russia ,representative offices in USA, China, UAE, Bangladesh, South Africa and branches in Bahrain, Singapore . It offers a platform for online share trading through ICICI Direct and insurance services - ICICI Prudential. NRI services include money transfer through Money2India, which offer better foreign exchange rates for lower amounts compared to other services. Like most private sector banks, all ICICI bank branches in India are networked. You can access your account from any ICICI bank branch in India. Anyone can also deposit cash/local cheque in your account at any branch of ICICI bank.

Also they have very convenient bank timings and are open for 12 hours from 8.00 a.m to 8 p.m from Monday to Saturday. When you deposit a cheque at their branch, they will readily give you a stamped acknowledgement for deposit. You can only deposit cash in your own account at the ATM, for depositing cash into a third party account, you have to visit the branch. You have to select the deposit cash option, you will get an envelope for depositing cash, which you can then fill in the details and deposit it back. At locations where ICICI bank does not have a branch, the queue at the ATMs are very long. Just after office hours , between 6 pm - 7.30 pm , customers sometimes have to wait for 15-20 minutes on some days, to access the ATM. Since ICICI bank was established after 1991 it offers online banking where you can check the balance in your account any time. The interface for savings accounts is much better and user friendly compared to that for their roaming current account

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However, unlike other banks like HDFC bank, their online bank statement does not indicate the branch at which the amount is deposited. The information is available in the email statement sent to you the next day. You have to contact phone banking , enter CRN and TPIN, during working hours to get this information. Very often, the system is slow, so you have to hold on for 10 minutes.

For savings account, up to 3 cash deposits per quarter (3 months) at the non base branch can be made at no cost. For additional cash deposits, the bank charges the recipient Rs 100 (+ service tax) per deposit, irrespective of the amount deposited. When the bank implemented this change, the ICICI bank customers were not informed about the revision in the charges. For outstation cheques, ICICI bank charges a minimum of Rs 30 (+ service tax) for savings accounts . This is very inconvenient for account holders in small towns, who receive the dividend warrant payable in major cities only. These warrants can be for small amounts like Rs 20. For salary accounts, the minimum AQB required is zero and you retain the account even after you leave the job. If your AQB is more than Rs 100000, you get a free at par chequebook. For an AQB of more than Rs 500000 (fixed deposit + savings account balance), you are eligible for private banking services. For non maintenance of average quarterly balance, not only do they deduct Rs 750 from your balance, they also deduct an additional service tax.

Many of the ICICI bank customers are salary account holders, who are forced by their employers to open an account with ICICI bank to receive their salary. The account is opened at a branch which is convenient for the employer, but extremely inconvenient for the employee. If want any clarification or information, their customer support (through phone banking or email) will instruct you visit the nearest branch - where the concerned person may or may not be available. For savings account customers if you send an email asking for clarifications, it is usually answered after a week.

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 They have discontinued the auto sweep-in facility (earlier called Quantum Optima ) , where the amount in savings account was automatically converted into a fixed deposit, if it exceeded Rs 15000. With the decline in interest rates for loans, providing this facility is no longer profitable for the bank. You now have to give an application at the branch if you wish to continue with this facility now. The form for making the application was sent along with the monthly bank statement. You can alternately open a recurring deposit, where a fixed amount is added to your fixed deposit every month. Making a new Fixed Deposit with ICICI bank for current accounts is extremely time consuming , especially when compared to HDFC bank. They will insist that you withdraw cash from your account for making the FD. Since withdrawals of amounts more than Rs 25000 are subject to cash withdrawal tax, for larger amounts , you will have to split the fixed deposit and visit the branch on 2 different days. ICICI bank is probably the only bank in India where they will not accept a ICICI bank cheque for making a fixed deposit. We had given a cheque with the fixed deposit form , but the bank officer insisted that we pay cash. She said she would fill the form for us, but she did not select the options which were initially indicated, causing further problems for us.

(SBI) IS THE LARGEST PUBLIC SECTOR BANK IN INDIA

SBI has branches and ATMs all over India , details of which are available at their website. State Bank of Hyderabad, State Bank of Patiala, State Bank of Saurashtra, State Bank of Bikaner and Jaipur ,State Bank of Indore, State Bank of Mysore and State Bank of Travancore are the seven subsidary banks of SBI. As of March 2006, SBI holding in these banks varies from 74% to 100% , but is likely to decrease in future. SBI has one of the largest network of ATMs in the Asia Pacific region. Many branches of State Bank of India are computerised. In places where the Reserve Bank of India, (RBI) the central bank of India does have an office, SBI carries out many of

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its functions. SBI timings vary according to location, for example the Powai, Mumbai branch of State Bank of India is open between 10.15 am to 2pm (Monday-Friday You can open a public provident fund (PPF) account at any State Bank of India branch. PPF accounts are one of the few savings instruments which offer a high tax free interest rate of 8% per year. All deposits made on or before 5th of a month earn interest for the entire month. If you deposit a cheque in your PPF account on the 5th of the month, you will get interest for the month, though your account may be debited at a later date. The interest is credited to the account at the end of the accounting year in India. If you know an agent who is registered with that particular branch of State Bank , he will pay you back, a part of the commission he receives from the bank. So you can get back 0.5% - 0.6% of the amount deposited immediately by cash. Usually larger the amount, the higher the commission paid back by the agent (it is negotiable) . The pay-in slip for PPF has 3 sections - depositors copy, agents copy and bank copy. The agents copy has to be given to the agent and he will give part of the commission. Earlier financial services firm like Bluechip in Mumbai, would also give a commission of 0.25% , but they have stopped in the last 2 years. The minimum amount that can be invested in one year is Rs 500 and maximum amount is Rs 70000. This investment has a lock in period of 15 years. No withdrawals are allow till 6 years after account opening and one withdrawal is allowed per year there after. It offers rebate under section 80C and the interest is tax free under section 10C. For cash withdrawals, you can either use a withdrawal slip or cheque. If an account is inactive for a long time, State Bank of India does not charge any fee for reactivation. However, they have a verification process, which may take a long time. Payment of income tax , advance tax , sales tax can be done at SBI branches. Foreign currency drafts can also be obtained at the branches. Since SBI offers a variety of banking services, their branches are usually very crowded. State Bank of India has increase home loan interest rates by 25-75 basis points. Also no fixed rate loans will be available for periods more than 10 years. These changes have come into effect from March 1, 2006. 53

 SBI Railway Visa Card allows booking of railway tickets online at the Indian Railways website at zero transaction charges. Users of this credit card can get back up to 10% of ticket fare as railway points. These points can be redeemed later, like frequent flyer miles offered by airlines. State Bank of India is the largest issuer of debit cards (Maestro) in India State Bank customers who have to wait a long time to process a bank transaction can register their complaint through a touch screen device for customer feedback service at the branch. The information is recorded and processed in the central server. As of March 2006, it is implemented in 10 branches of SBI in Mumbai.When SBI employees go on strike, the Reserve Bank of India takes over all clearing operations. However, banking operations are affected since SBI has nearly 30% of the total customers of banks in India. Cheques/DD drawn on SBI were not cleared due to the strike. All government taxes like income tax, sales tax, service tax can be paid at any branch of SBI. State Bank of India has 52 foreign offices in 34 countries including Australia, UK, USA, Canada, Bahrain, Nigeria, Bangladesh, Nepal, Bhutan Sri Lanka. These are useful for foreign trade transactions like opening of Letter of Credit

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STATE BANK OF INDIA

Contact Information State Bank of India Madame Cama Road Mumbai 400 021, India Tel. +91-22-20-22-426 Fax +91-22-28-52-708 Type: Public On the web: http://www.statebankofindia.com Employees: 205,515 Employee growth: (0.7%) State Bank of India is the nation's largest bank. Tracing its roots back some 200 years to the British East India Company (and initially established as the Bank of Calcutta in 1806), the bank operates more than 13,500 branches and over 5,000 ATMs within India, where it also owns majority stakes in seven associate banks. State Bank of India has more than 50 offices in nearly 35 other countries, including multiple locations in the US (California), Canada, and Nigeria. The bank has other units devoted to capital markets, fund management, factoring and commercial services, and brokerage services. The Reserve Bank of India owns about 60% of State Bank of India. Key numbers for fiscal year ending March, 2005: Sale: $12,456.0 One year growth: 11.6% Net income: $1,301.4 Income growth: 3.8% Officers: Chairman: Arun Kumar Purwar Managing Director and Group Executive (Corporate Banking): Tara Shankar (T.S.) Bhattacharya Deputy Managing Director and Chief Development Officer: Abhijit Datta

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STATE BANK OF INDIA

State Bank of India

Type: Founded:

Public (BSE, NSE:SBI) & (LSE: SBID) Calcutta, 1806 (as Bank of Calcutta) Corporate Centre, Cama Road,

Headquarters: Madam Mumbai 400 021 India

Chairman [Om Prakash Bhatt] industry = Banking Key people: Insurance Capital Markets and allied industries Products: Revenue: Website: Loans, Credit Cards, Savings, Investment vehicles, SBI Life (Insurance) etc. USD 13.775 billion (2005) www.statebankofindia.com

State Bank of India (SBI) (LSE: SBID) is the largest bank in India. It is also, measured by the number of branch offices and employees, the largest bank in the world. Established in 1806 as Bank of Bengal, it remains the oldest commercial bank in the Indian Subcontinent and also the most successful one providing various domestic, international and NRI products and services, through its vast network in India and overseas. With an asset base of $126 billion and its reach, it is a regional banking behemoth. The bank was nationalised in 1955 with the Reserve Bank of India having a 60% stake. It has laid emphasis on reducing the huge manpower through Golden handshake schemes and computerizing its operations 56

ROOTS
The roots to the State Bank of India are traceable to the first decade of 19th century, when the Bank of Calcutta, later renamed as the Bank of Bengal, was established on 2 June 1806. The Bank of Bengal and two other Presidency banks, namely, the Bank of Bombay (incorporated on 15 April 1840) and the Bank of Madras (incorporated on 1 July 1843) were amalgamated on 27 January 1921, and the reorganized banking entity was named the Imperial Bank of India. All these Presidency banks were incorporated as joint stock companies, and were the result of the royal charters. The Imperial Bank of India continued to remain a joint stock company. Until the establishment of a central bank in India the Imperial Bank and its early predecessors served as the nation's central bank printing currency. The Reserve Bank of India, which is the central banking organization of India, in the year 1955, acquired a controlling interest in the Imperial Bank of India and the Imperial Bank of India was christened on 30 April 1955 as the State Bank of India. This acquisition of the controlling interest was done pursuant to the provisions of the State Bank of India Act 1955, an Act enacted by the Parliament of India.

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TIMELINES

Offices of the Bank of Bengal

June 2, 1806: The Bank of Calcutta established. January 2, 1809: redesignated as Bank of Bengal. April 15, 1840: Bank of Bombay established. July 1, 1843: Bank of Madras established. 1861: Paper Currency Act passed. January 27, 1921: all three banks amalgamated to form Imperial Bank of India.

July 1, 1955: State Bank of India formed; becomes the first Indian bank to be nationalised.

1959: State Bank of India (Subsidiary Banks) Act passed, enabling the State Bank of India to take over eight former State-associated banks as its subsidiaries.

Associate banks
There are seven other associate banks that fall under SBI. They all use the "State Bank of" name followed by the regional headquarters' name. These were originally banks belonging to princely states and were nationalised in 1959. In tune with the first Five Year Plan, emphasizing the development of rural India, these banks were integrated with the State Bank of India, to expand its rural outreach. The State Bank group refers to the seven associates and the parent bank. All the banks use the same logo of a blue keyhole. There has been a proposal to merge all the associate banks into SBI to create a "mega bank" and streamline operations.

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State Bank of Indore State Bank of Bikaner & Jaipur State Bank of Saurashtra State Bank of Hyderabad State Bank of Mysore State Bank of Patiala State Bank of Travancore

GROWTH
State Bank of India has often acted as guarantor to the Indian Government, most notably during Chandra Shekhar's tenure as Prime Minister of India. With more than 9400 branches and a further 4000+ associate bank branches, the SBI has extensive coverage. State Bank of India has electronically networked most of its metropolitan, urban and semi-urban branches under Core Banking System(CBS). The bank has one of the largest ATM networks in the region. The State Bank of India has had steady growth over its history, though it was marred by the Harshad Mehta scam in 1992. In recent years, the bank has sought to expand its overseas operations by buying foreign banks. It is the only Indian bank to feature in the top 100 world banks in the Fortune Global 500 rating and various other rankings. According to the Forbes 2000 listing it tops all Indian companies.

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GROUP COMPANIES

SBI Capital Markets Ltd SBI Mutual Fund (A Trust) SBI Factors and Commercial Services Ltd SBI DFHI Ltd SBI Cards and Payment Services Pvt Ltd SBI Life Insurance Co. Ltd - Bancassurance (Life Insurance)

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DATA ANALYSIS AND INTERPRETATION

AGE GROUP

AGE GROUP

D, 9% C, 19% A, 47%

A B C D

B, 25%

INTERPRETATION: If we closely look at the pie-chart, we can say that the people between the age group of 25 to 55 are the main customer of the bank, which contributes almost 75% of the banks customers. But the old age and the young people have been less attractive on this leading product of ICICI Bank, which is a matter of concern. So more focus should be given to them as they have the huge

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OCCUPATION

OCCUPATION
OTHERS 10% STUDENT 7% BUSINES S 32%
POTENTIAL. OCCUPATION
INTERPRETATION: This pie chart clearly shows that service holder and the business people are the main customer of the bank. Reason for this could be as per interviewed was working hour and anywhere banking which suits them. 8 to 8 banking give them the freedom to do banking work after the office. Students contribution is less as student account is not available in Patna and 5000 as minimum balance is not possible for them. Other section should be increased by creating awareness about the banking products

SERVICE SERVICE 51% BUSINESS STUDENT OTHERS

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ANNUAL INCOME

ANNUAL INCOME
MORE THAN 4 LAKHS, 33% LESS THAN 1 LAKH, 8% 1-2 LAKH, 22% 3-4 LAKH, 37% LESS THAN 1 LAKH 1-2 LAKH 3-4 LAKH MORE THAN 4 LAKHS

INTERPRETATION: Higher income or we can say that more than 34 LAKHS earning people are contributing 70% of the transactions. But it is advisable to penetrate more in the lower income group not only in terms of accounts but also in other banking products because they contribute a major part of the society. Target should be on that every section of the society should open saving account or other account in ICICI Bank.

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DO YOU EXPECT FROM A BANK WHILE OPENING AN ACCOUNT

FEATURES / ATTRIBUTES
VARIETY OF PRODUCTS, 6% LESS FORMALITIE S, 8% WORKING HOUR, 28% QUICK SERVICE , 44% QUICK SERVICE PROPER INFO WORKING HOUR LESS FORMALITIES VARIETY OF PRODUCTS

PROPER INFO, 14%

INTERPRETATION: When a customer visits a bank the first and foremost thing he looks, that how quickly he is served, how his problem is entertained by the bank employee and what is the working hour of the bank. Thats why these three things contribute the maximum of this pie chart. Less formalities and variety of products although contributes less but it has a major impact on the customer. So bank should follow on these things also. Service sector like banking, preference should be given to make.

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WHICH OF THE FOLLOWING ATTRIBUTES COMPELLED YOU MOST TO OPEN SAVING ACCOUNT IN ICICI BANK

SAVINGS A/C ATTRIBUTES

PHONE / INTERNET BANKING, 10% CHEQUE BOOK, 16% VALUE ADDED S. A/C, 48% ATM CUM DEBIT CARD ATM CUM DEBIT CARD, 26% VALUE ADDED S. A/C CHEQUE BOOK

PHONE / INTERNET BANKING

INTERPRETATION: As we found in our finding that majority of the people like the saving account, this chart reveals that what are the factor and their contribution making their product really leading product of ICICI Bank. VALUE ADDED SAVING ACCOUNT is undoable a unique sub product of

ICICI Bank. Since it has the appeal catch maximum customer as it provides
the facility of FIXED deposit in saving account ATM cum debit card is also a major attributes as it made the banking easy. Personalized chequebook is also a major attraction in this section. As far as other factors are concern they are showing less appearance in this chart.

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WHAT TYPE OF ACCOUNT DO YOU HAVE IN ICICI BANK?

ACCOUNT TYPE
OTHER 5% NRI 8% FIXED 15% CURRENT 18% SAVING 54% SAVING CURRENT FIXED NRI OTHER

INTERPRETATION: Saving account is the leading and attractive product for the ICICI Bank as it has occupied a major chunk in this chart. This number and percentage clearly shows that this product has all the quality to give the customer best services and ability to satisfy them. On the second and third position current and fixed deposit has also been helpful to increase the customer base but still their performance needs to be improved. As far as NRI and other accounts are concerned they have less appearance. So majority of the business is moving around few leading products. Reason could be either people are not aware about the various products of the bank or bank has limited range of products. So bank must ascertain that where things are going wrong and for that what sort of necessary step could be taken.

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WHICH FACTOR AMONG THE FOLLOWING INFLUENCED YOU MOST TO OPEN AN ACCOUNT IN ICICI BANK?

IN FLU E N C E D FAC TO R
PROSPECT US 11% BANK E M P LO YE E 12% A D V E R T IS E MENT 33% F R IE N D S / R E LA T IV E 44% F R IE N D S / R E LA T IV E A D V E R T IS E M E N T B A N K E M P LO Y E E PROSPECTUS

INTERPRETATION: It has been said a satisfied customer is the best medium for an advertisement since in this chart friend / relative have played a key role in opening the accounts of others. Which implies that banks real customers are satisfied enough with facilities available on the products and services enjoyed by them. On the other hand advertisement also plays a vital role in influencing the customer. As their behavior not only please the customer but also attract the customer. Well maintained prospectus is also a major attributes of attracting the customer. Main focus of the bank should be no satisfaction of customer.

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IN COMPARISION TO OTHER BANKS HOW WOULD YOU RATE ICICI BANK?

CO PA M RISO N
CN SY A 'T A 7% P O O R 5% AE A E VRG 14% G O O D 47% E C LLE X E N T 27% E C LL N X E E T G O O D AE A E VRG P O O R CN SY A 'T A

INTERPRETATION: Comparison with other banks depends on its overall performance in the eyes of the people. In this chart it is clearly showing that 74% of the people are satisfied with ICICI Bank. In a short span of time of its existence in this city with strong competition from major public sector bank like SBI and other private players bank has done well it has occupied a different position in the peoples mind.

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WOULD YOU RECOMMEND ICICI BANK TO OTHERS?

R EC OMMAN D ATION
NO 5% YES NO YES 95%
INTERPRETATION: As per the chart we show that 5% of the people dont want to recommend ICICI Bank to others. Bank must find the reason of their dissatisfaction because in this competitive world we have to achieve this target.

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Q.

Are you interested in products offered by the ICICI PRUDENTIAL ?

Yes No Will think

61% 22% 17%

17%

22%

61%

Yes No Will think

INTERPRETATION The good thing is that atleast the corporates were quite eager to find out what ICICI PRU has to offer whereas the major 39 % of the corporates were not even interested in the products as they are quite satisfied by the LIC and they are not in breaking their long relationship with them. The private players will have to play a long battle in order to ensure that they are serious player in the market.

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2). Are you satisfied with your present insurer? YES No 95% 5%

95%

5% 5%

Yes No

INTERPRETATION Here is where the challenge is. Inevitably most of the players are very satisfied with their present insurer which makes it more tough for the private players to attract the corporates. The remaining 5 % are also not very dissatisfied by the services but they are just open to new avenues and are looking forward that private companies come with good offers so that they may shift to them. Thus private players will have to be very proactive and in this regard since LIC is the leader and ICICI PRU is lagging behind its competitors in terms of competition.

3). Where would you like to insure if given chance?

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LIC ICICI BAJAJ ALLIANZ HDFC SBI KOTAK MAHINDRA

60 15 5 10 8 2

70 60 50 40 30 20 10 0

60

15 8 10 5 2

LIC

SBI

HDFC

ICICI

BAJAJ

KO TAK MAHINDRA

INTERPRETATION Thus we see that the companies are comfortable in having business with govt. owned companies as they feel its safe & secure to have business with them which is followed by SBI as it is the biggest bank and then followed by

4). What is peoples main concern while taking a insurance policy? A) Security 70%
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B) Returns C) Tax rebate

10% 20%

SECURITY TAX REBATE 10% 20%

SAVINGS 70%

INTERPRETATION: People invest in insurance mainly because of security concern.

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Very Low 9% Low 10% Very High 40% Moderate 11%

High 30%

INTERPRETATION: Here we found that 40%people are very highly satisfied, 30% of people are highly satisfied, 11% are moderate, 10% of people are low satisfied, 9% are very low satisfied.

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6). Are you satisfied with the incentives associated with your policy?
40% 40% 35% 30% 30% 25% 20% 15% 15% 10% 10% 5% 5% 0% Highly satisfied Satisfied Moderate Unsatisfied Highly Unsatisfied Highly satisfied Satisfied Moderate Unsatisfied Highly Unsatisfied

INTERPRETATION: 30% people are highly satisfied, 40% satisfied, 15%are moderate, 5% are unsatisfied 10%are highly unsatisfied.

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7). What other plans or flexibility you expect from Insurance companies?
More returns 30% Complementary gifts 50% 20% Investment Pattern

INTERPRETATION: 50%people are satisfied with investment pattern, 30% are satisfied with more returns and Only 20% people expect complimentary gifts.

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CONCLUSION
More than a bank you need a trusted partner- is the core principle on which Private Banking at ICICI Bank is structured. Though products have been added and modified in the past but the motto has not changed which is to grow and develop relationship with top end client age and generate returns for the bank. Private banking at ICICI Bank has been a great success lately thanks to their expertise in financial advisory, skilled team of Relationship Managers and being proactive in approach right from the beginning. The analysis of the research shows that around two-third of their client age are banking with them from more than two years which is commendable in terms of client retention. Also for nearly all of their clients ICICI Private banking is the only solution provider. From a high net worth individual aspect the private banking is truly a brilliant experience to be recognized and treated as a priority customer. Relationship Managers need to be more proactive in approach and concentration should be on enlarging the customer base of HNI clients and also stress should be given on client retention techniques. To sum up ICICI is going great guns with its Private Banking division but this business model is still at its growing stage of life cycle in India and there is still a lot more to be achieved by everyone involved with this.

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RECOMMENDATIONS
Since the customer and his needs remain in focus in banking, it would be appropriate to have a view of the customers banking needs which include financial security, convenience, quick service, personalized service, investment counseling, return of investment, support by way of credit prestige, wide range of service, etc. and to be the best on these aspects ICICI Bank has and is trying its best, and has been successful too, but still there is some scope for improvement, which I observed during my training in this bank.

CUSTOMIZED SERVICE
Nowadays, customers are more service driven than product driven and are not homogeneous in their behavioral pattern, attitude, needs and expectations. Therefore, a through understanding of the customer is a pre requisite to offer him satisfaction through providing services. ICICI Bank should also focus on to have the provision to make some changes in its core products on the basis of region, purchasing power of the people etc. because customers want that their special case must be considered, for that branches need to be empowered. In other word it can be said bank should alter its existing service to satisfy the customer needs, as and when it is needed in special cases. Bank should begin a clear understanding of the entire customer base in particular, of those customers are the most profitable.

SINCERE PRICING OF THE CORE PRODUCT

Pricing is in fact a very critical and sensitive issue while launching any product or inducing more features in existing product in such a highly competitive market of banking before the management of any bank. Because, price driven competition is one of the significant emerging trend in bank marketing. ICICI Bank should also be very careful while reconsidering the price of any core and leading product by closing understanding the behaviour up to what extent customers are in the position to tolerate it, since customers price sensitivity is not same across product categories. Price of any product is kept same across the country but for the some places is always not 78

correct, like New Delhi where delta increase in the price of any product matters for the customers. As it has been seen in the case of increase in charges of QAB of savings account that resulted in many closures of the account. The reaction of this increment in the charges from the customer was aggressive. So bank must price any product by keeping the view of region factor too-where people needs, attitude and purchasing power must be closely understood by the management of the bank. For this, branches also needs to be empowered to the some extent-where they can make necessary changes in the price of some selected core products, as they have better understanding of the behaviour of their customers than the policy makers of the bank. There should be effective publicity of new products of new products and relaunching of existing one too. Monitoring and customer feedback of all the new and old products should be one regular basis.

CUSTOMER AWARENESS
Bank should provide effective publicity of new product launched and educate the customer to go in for these products by highlighting the advantages of the products. Because if banks aim is to provide service matching the best in the banking industry so that it can get the most effective publicity, especially through word of mouth for this at the same it is inevitable to educate the customer about banks product and facilities available on it. As the products and services of the ICICI Bank are almost technology oriented where most advanced softwares are used and most of the banking work are executed on computer through Internet. In such situation where more technicalities is involved in both products and services there is a need to educate the customers so that they can easily use and avail all the facilities available on all the product. During my training, I observed that many customers, not to ask about Internet banking, Phone Banking even dont know how to use ATM, which is really a area of concern. Customers do not know the complete rules and regulations and procedures of banks and bankers preserve them for themselves and do not take interest in educating the customers because if you are giving a product in the hands of the customers keeping the view to serve them better, it is equally important to aware not only about the facilities that are available on any product but also how to use them. Until and unless this thing is practices as a campaign, it would be difficult to

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retain existing customers as it is said retaining the existing customers is less expensive than creating new one. For this bank need to educate the customer from the grass root of banking.

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ANNEXURES
QUESTIONNAIRE
Dear Sir / Madam, I am conducting a survey on ICICI. I shall be very thankful to you to give your few minutes to me for answering my few questions below.
Name Address

Sex Occupation

Q1) Which attributes, while opening an account do you expect from a bank? (a) Quick Service (b) Varity of Product (c) Less formalities of Documents (d) Working Hours (e) Proper Information

Q2) which of following banks do you have account? (a) ICICI Bank (b) IDBI Bank (c) HDFC Bank (d) UTI Bank (e) other

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Q3) If in ICICI BANK , which features compelled you most? (a) Quick Services (b) Variety of Products (c) Less Formalities of Document (d) Working Hour (e) Proper Information

Q4) Who influenced to open an account in ICICI Bank? (f) Bank Employees (g) Prospectus (h) Advertisement (i) (j) Friend other

Q5) What kind of account do you have in ICICI Bank? (k) Saving Account (l) Current Account

(m) Fixed Deposit (n) N.R.I. Services Q6) If you have a SAVING ACCOUNT ,Which of the following attributes compelled you most while opening a SAVING Account? (o) ATM Cum Debit Card (p) Cheque Book Facility (q) The Internet Banking (r) Value Added Saving Account (s) Phone banking

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Q7) would you recommend ICICI Bank to other? (a) YES (b) NO

Q8). Do you have any life insurance policies? Yes If Yes: Name of the Company Name of the plan Term of plan A) YES ________________ _________________ _________________ B) NO No

Annual Amount of premium _________________ Are you satisfied with present insurer?

Q9) Which are the main issues that you take into consideration while purchasing any life insurance policy? A) Security B) Returns C) Tax saving D) Others please specify_________ Q10) A) C) TATA AIG E) LIC G) MAX NEW YORK Are you aware of Unit Linked Insurance Plans offered by various companies in India? ICICI B) OM KOTAK MAHINDRA D) BAJAJ ALLIANZ F) BIRLA SUNLIFE

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Q11) Do you have a life insurance policy from ICICI Prudential ? a) Yes [ ] b) No []

Q12) If yes, which policy have you taken? _________________________________________________ Q13) Does this policy satisfy your financial needs? (Please rate on the scale of 1 to 10 with one being least satisfied)

Q14) Please express your opinion for the premiums paid for the above policy? a) Very high b) High c) Moderate d) Low e) Very Low [] [] [] [] []

Q15) How do you come to know about this policy? (Please tick). a) Advertisements b) Friends and relatives c) Direct selling agents [] [] [ ].

d) Others (please specify)_____________________. Q16) Are there any incentives (tax benefits or Bonuses) associated with this policy? (Please give appropriate details about it). _______________________________________________________________ ___________________________________________________________ Q17). Are you satisfied with the incentives associated with your policy? a) Highly satisfied b) Satisfied c) Moderate d) Unsatisfied e) Highly Unsatisfied 84 [ ]. [] [] [ ] [ ].

Q18) If you are given a choice, which one you take: A) ICICI B) OM KOTAK MAHINDRA C) TATA AIG D) BAJAJ ALLIANZ E) LIC F) SBI Q19) What other plans or flexibility you expect from Insurance companies? A) More returns B) Complementary gifts C) Investment Pattern D) Other (please specify) __________

THANK YOU

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BIBLIOGRAPHY
Books
Kotler & Armstrong; Principles of Marketing Management, Prentice hall India, 2003. Gupta, S.L., Marketing Research, Excel Books, 2004. Kothari, C.R. Research Methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd., New Delhi. Kotler, Philip Marketing Management, 13th edition, 2009, Dorling Kindersley (India) Pvt. Ltd., South Asia Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005. Aaker; Marketing Research, John Willey & Sons, 2001.

Newspapers And Magazines

Times of India, 04/05/10, New Delhi Times of India, 06/10/11, New Delhi Business Magazines June & July issue of IBA Bulletin Brochures of ICICI BANK LTD.

Websites
http://icicibank.com/aboutus/corp-profile.html http://content.icicidirect.com/newsitecontent/Home/Home.asp

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