A Comparative Study of Marketing Strategies of HDFC With Icici Bank

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PROJECT WORK REPORT ON

A COMPARATIVE STUDY OF MARKETING STRATEGIES OF


HDFC WITH ICICI BANK
BY
(ASHIF)
(ROLL NO. 13MMCXX613)

Submitted To
RAJASTHAN TECHNICAL UNIVERSITY
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION


Under the guidance of
Internal Guide

Project Guide

External Guide

Mrs. Shikha Sodhi

Mrs. Sweety Dubey

Mr. Nipun Gupta

(Asst. Professor)

(Asst. Professor)

(HDFC Manager)

Submitted to
Mr. Vikas Mahalawat
(Head- Department of Management Studies)
Modern Institute of Technology & Research Centre 6th mile stone, Tijara-Delhi
Highway Sirmoli Road Alwar, Rajasthan
(Affiliated to Rajasthan Technical University, KOTA)

(Batch 2013-15)

CERTIFICATE

This is to certify that Ashif bearing Roll No 13MMCXX613, is a bonafide student of Master
Administration course of Modern Institute of Technology & Research Centre Alwar Rajasthan ,
2013-2015, affiliated to Rajasthan Techincal University,Kota.
Project Work report on A Comparative study of Marketing Strategies of HDFC with ICICI
Bank is prepared by him under the guidance of Mrs. Shikha Sodhi, in partial fulfilment of the
requirements for the award of the degree of Master of Business Administration of Rajasthan
Technical University , Kota , Rajasthan.

Signature of Internal Guide

Signature of HOD

Signature of Principal

DECLARATION
I, Ashif, hereby declare that the project work report entitled A Comparative study of Marketing
Strategies of HDFC with ICICI Bank prepared by me under the guidance of Mrs. Shikha Sodhi,
faculty of M.B.A. department, modern institute of technology and research centre, Alwar (raj.) and
external assistance by Mr. Nipun Gupta, Manager, HDFC.

I also declare that this project work is towards the partial fulfilment of the university regulations for
the award of degree of master of business administration by Rajasthan Technical University, Kota.
I further declare that this project is based on the original study undertaken by me and has not been
submitted for the award of any degree/diploma from any other University/Institution.

Place:
Date:

Signature of the student

ACKNOWLEDGEMENT
I express my sincere thanks to my internal guide Mrs. Shikha Sodhi, project guide Mrs. Sweety
Dubey and Mr. Vikas Mahalawat Head, Department of Management Studies at Modern Institute of
Technology and Research Centre for guiding me right from the inception till the successful
completion of the report. I sincerely acknowledge them for extending their valuable guidance,
support for literature, critical reviews of report and the report and above all the moral support he had
provided to me with all stages of this report.
I would also like to thank the supporting staff of HDFC, Alwar, for their help and cooperation
throughout this report.

(Signature of Student)
Ashif
MBA 4th Sem.

TABLE OF CONTENT
S.No. Contents

Page No.

Chapter 1

INTRODUCTION TO THE TOPIC

1.1 Need of the Study

1.2 Scope of the Study

1.3 Objectives of the Study.

1.4 Research Methodology

1.4.1 Research Design

1.4.2 Sample Design

1.5 Review of literature

Chapter 2

INDUSTRY PROFILE

2.1 Industy Profile

2.2 Banking Structure in India

2.3 HDFC Company Profile

2.3 ICICI Company Profile

11

2.4 ICICI Bank: Organizational Structure

13

Chapter 3

14

THEORITICAL BACKGROUND OF STUDY

14

3.1 Indian Banking Industries

14

3.2 Conceptualization

15

Chapter 4

16

DATA ANALYSIS AND INTERPRETATIONS

16

Chapter 5

22

FINDINGS

22

Chapter 6

24

CONCLUSION

24

Chapter 7

25

SUGGESTIONS

25

7.1 Suggestions

25

7.2 Limitations

25

BIBLIOGRAPHY

26

Annexure (Questionnaire)

27

EXECUTIVE SUMMARY
Banking is the backbone of a modern economy. Health of banking industry is one of the most
important pre-conditions for sustained economic progress of any country. The world of banking has
assumed a new dimension at the dawn of the 21 st century with the advent of tech banking, thereby
lending the industry a stamp of universality. In general, banking may be classified as retail and
corporate banking. Retail banking, which is designed to meet the requirements of individual
customers and encourage their savings, includes payment of utility bills, consumer loans, credit
cards, checking account balances, ATMs, transferring funds between accounts and the like. Corporate
banking, on the other hand, caters to the needs of corporate customers like bills discounting, opening
letters of credit and managing cash.
The Indian banking scene has changed drastically with the private sector making inroads in an area
hitherto dominated by large public sector banks. Growing disinvestment is likely to impact the
banking industry as well. There is every possibility of privatization of public sector banks, leading to
greater operational autonomy.The development of the Indian banking sector has been accompanied
by the introduction of new norms such as Income Recognition and Capital Adequacy, by the
government. The latter implies that banks can lend on the basis of their respective capital base. These
norms have caused banks to construct equity on their own, before going in for debt.
Disintermediation is a real threat for banks. Of late, banks are adopting the EVA (Economic Value
Added) concept wherein revenues are viewed in the context of the risk associated with them. The
New World order has ensured "Survival of the Fittest". New services are the order of the day, in
order to stay ahead in the rat race. Banks are now foraying into net banking, securities, consumer
finance, housing finance, treasury market, merchant banking and insurance.

DEFINITION AND NOTATIONS


1- Marketing Mix The term "marketing-mix," was first coined by Neil Borden, the president of the
American Marketing Association in 1953. It is still used today to make important decisions that
lead to the execution of a marketing plan. The various approaches that are used have evolved
over time, especially with the increased use of technology.[1] The marketing mix is a business
tool used in marketing and by marketers. The marketing mix is often crucial when determining a
product or brand's offer, and is often associated with the four P's: price, product, promotion, and
place.[2] In service marketing, however, the four Ps are expanded to the seven P's[3] or Seven P's
to address the different nature of services. In the 1990s, the concept of four C's was introduced as
a more customer-driven replacement of four P's.[4] There are two theories based on four Cs:
Lauterborn's four Cs (consumer, cost, communication, convenience), and Shimizu's four Cs
(commodity, cost, communication, channel). In 2012, a new four P's theory was proposed with
people, processes, programs, and performance.
2- Marketing Strategy Marketing is communicating the value of a product, service or brand to
customers, for the purpose of promoting or selling that product, service, or brand. Marketing
techniques include choosing target markets through market analysis and market segmentation, as
well as understanding consumer behavior and advertising a product's value to the customer. From
a societal point of view, marketing is the link between a society's material requirements and its
economic patterns of response. Marketing satisfies these needs and wants through exchange
processes and building long-term relationships. Marketing blends art and applied science (such as
behavioural sciences) and makes use of information technology. Marketing is applied in
enterprise and organizations through marketing management.
3- Private Banking is banking, investment and other financial services provided by banks to highnet-worth individuals who enjoy high levels of income or invest sizable assets. The term
"private" refers to customer service rendered on a more personal basis than in mass-market retail
banking, usually via dedicated bank advisers. It does not refer to a private bank, which is a nonincorporated banking institution.

LIST OF TABLES
Table Name

Page No.

Table 2 Table showing scheduled commercial banks in india

Table 3.2 Table showing scheduled cooperative banks

Table 2.1 Table showing HDFC Banks Statistics from 2012-14

10

Table 4.1 Table showing respondent having a bank account or not

16

Table 4.2 Table showing where the respondent open an account

17

Table 4.3 Table showing what respondent think that bank is giving good return

18

Table 4.4 Table showing Respondent planning to get account or loan from any company

19

Table 4.5 Table showing in which company respondent looking to invest

20

Table 4.6 Table showing if the respondent get opportunity getting attached with private bank

21

LIST OF CHARTS
Chart Name
Figure 1.1 Chart showing flow chart of research methodology

Page No.
5

Chart 4.1 Chart showing respondent having a bank account or not

16

Chart 4.2 Chart showing where the respondent open an account

17

Chart 4.3 Chart showing what respondent think that bank is giving good return

18

Chart 4.4 Chart showing Respondent planning to get account or loan from any company

19

Chart 4.5 Chart showing in which company respondent looking to invest

20

Chart 4.6 Chart showing if the respondent get opportunity getting attached with private bank 21

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