A Project report On “IN WHICH AREA MORE FOCUS MARKETING OR OPERATION”
UNDERTAKEN IN
Under the Supervision of: Mr. Alok Shukla (Assistant Manager)
Submitted By: Ankita Singh PGDM 2008-2010
DECLARATION I hereby declare that I have carried out Summer Training Project on the topic entitled “IN WHICH AREA MORE FOCUS MARKETING OR OPERATION” at SMS, Varanasi. I further declare that this project work is based on my original work and no part of this project has been published or submitted to anybody. Ankita Singh
CONTENTS CHAPTER Chapter 1 1.1 1.2 1.3 1.4 Chapter 2 2.1 2.2 2.3 2.4 2.5 2.6 Chapter 3 3.1 3.2 3.2.1 3.2.2 3.3 Chapter 4 4.1 4.1.1 4.1.2 4.2 4.2.1 4.2.2 4.3 4.4 4.5 4.6 Chapter 5 Chapter 6 6.1 6.2 Chapter 7
PARTICULARS Acknowledgement Introduction The Topic Reason for Selection of this Topic Importance to The Company Learning from the Study Organization Profile Company History Product Scope Product and Services at a glance Milestones in the history Merger Quality Policy Research objective and Scope of research Problem Definition Objective of research project Primary Objective Secondary Objective Product Scope Research Methodology and Limitations Research Plan Preliminary Investigation Exploratory Study Research Design Developing the research plan Collection of data Sampling plan Sample Size Data collection instrument development Research limitations Data analysis, Interpretations and Presentation Conclusions and Suggestions Conclusions Suggestions Limitations ANNEXURES BIBLIOGRAPHY
Pg .No. i 1 1 1 1 1 1…13 1…7 7 7…10 10…12 12…13 13 13…14 13…14 14 14 14 14 14…16 14 14 15 15 15 15 15 15 16 16 16…19 19…20 19…20 20 20 21…22 23
Acknowledgement I, Ankita Singh, PGDM Student in SMS, Varanasi is highly greatful to all those who guided me in completing this project. First of all, I would like to pay my heartiest thanks to entire family of HDFC BANK especially Mr. Himanshu Tandon, Branch manager, who provided me such a wonderful opportunity to do Summer Training and provided their valuable suggestions in understanding the work of Research Project. Last but not the least, I would like to thanks all faculties of SMS, Varanasi, who gave me the useful tips and suggestions regarding project. I would like to thanks my project manager, Mr. Alok Shukla for imparting his valuable guidance to me. Words can never express the deep sense of gratitude, I feel for HDFC BANK employees, who has been a constant source of inspiration and encouragement for me.
Ankita Singh (PGDM 08-10)
i
CHAPTER 1- INTRODUCTION 1.1 THE TOPIC: “IN WHICH AREA MORE FOCUS MARKETING OR OPERATION” At HDFC Bank, I was assigned with the topic as “In Which Area more focus Marketing or Operation” for my project work. I joined the company as a Personal Banker. The selection of the topic was to know how the company generates business through them. Personal Banker are those sources of a company who have their own relations and personal contacts among common public that they use to generate business through. 1.2 REASON FOR SELECTION OF THIS TOPIC: The financial sector is one of the booming and increasing sectors in India. The Personal Banker are one of the most powerful, efficient and effective channel through which the company sales its various types of financial products and company takes operational work also. It is really difficult to convince customers and sell a single product and accomplish operational work. Whereas in my entire project work I found my interest in working in a team, dealing with customers and finally convincing them to buy a product. 1.3 IMPORTANCE TO THE COMPANY: The ultimate purpose of giving me this topic was to know about the customer’s perceptions about the different products of the bank, and to know about operational process. how these products can attract them and how the company can generate maximum profit by convincing them through personal banker and to better understand customer requirement and to understand operational methodology. 1.4 LEARNING FROM THE STUDY: The process of bank related transaction, bank related various terms, work environment of HDFC Bank. Different products and services provided by the bank. Customers’ perception about the different products. The brand image of the bank. What are the problems faced by customer on daily basis. How to communicate with the customers. Different techniques of dealing with the customers. How to convince and convert a customer into a real customer. and at the last how to better response to the customer problem. CHAPTER 2-ORGANIZATION PROFILE 2.1 COMPANY HISTORY: The Housing Development Finance Corporation Limited (HDFC) was amongst the first to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank in January 1995.
PROMOTER HDFC is India's premier housing finance company and enjoys an impeccable track record in India as well as in international markets. Since its inception in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling units. HDFC has developed significant expertise in retail mortgage loans to different market segments and also has a large corporate client base for its housing related credit facilities. With its experience in the financial markets, a strong market reputation, large shareholder base and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian environment. BUSINESS FOCUS HDFC Bank's mission is to be a World-Class Indian Bank. The objective is to build sound customer franchises across distinct businesses so as to be the preferred provider of banking services for target retail and wholesale customer segments, and to achieve healthy growth in profitability, consistent with the bank's risk appetite. The bank is committed to maintain the highest level of ethical standards, professional integrity, corporate governance and regulatory compliance. HDFC Bank's business philosophy is based on four core values - Operational Excellence, Customer Focus, Product Leadership and People. CAPITAL STRUCTURE The authorized capital of HDFC Bank is Rs550 crore (Rs5.5 billion). The paid-up capital is Rs424.6 crore (Rs.4.2 billion). The HDFC Group holds 19.4% of the bank's equity and about 17.6% of the equity is held by the ADS Depository (in respect of the bank's American Depository Shares (ADS) Issue). Roughly 28% of the equity is held by Foreign Institutional Investors (FIIs) and the bank has about 570,000 shareholders. The shares are listed on the Stock Exchange, Mumbai and the National Stock Exchange. The bank's American Depository Shares are listed on the New York Stock Exchange (NYSE) under the symbol 'HDB'.
DISTRIBUTION NETWORK HDFC Bank headquartered is in Mumbai. The Bank at present has an enviable network of over 1229 branches spread over 444 cities across India. All branches are linked on an online real-time basis. Customers in over 120 locations are also serviced through Telephone Banking. The Bank's expansion plans take into account the need to have a presence in all major industrial and commercial centers where its corporate customers are located as well as the need to build a strong retail customer base for both deposits and loan products. Being a clearing/settlement bank to various leading stock exchanges, the Bank has branches in the centers where the NSE/BSE has a strong and active member base. The Bank also has a network of about over 2526 networked ATMs across these cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American Express Credit/Charge cardholders. STRONG NATIONAL NETWORK
WORK PLACE TRANSFORMATION
FIVE “S” PART OF KAIZEN Focus on effective work place organization believe in
“Small changes lead to large improvement” Every successful organization have their own strategy to win the race in the competitive market. They use some technique and methodology for smooth running of business. HDFC BANK also acquired the Japanese technique for smooth running of work and effective work place organization. Five ‘S’ Part of Kaizen is the technique which is used in the bank for easy and systematic work place and eliminating unnecessary things from the work place.
BENEFIT OF FIVE “S” • • •
• •
It can be started immediately. Every one has to participate. Five “S” is an entirely people driven initiatives. Brings in concept of ownership. All wastage are made visible. FIVE ‘S’ S-1
SORT
SEIRI
S-2
SYSTEMATIZE
SEITON
S-3
SPIC-N-SPAN
SEIRO
S-4
STANDARDIZE
SEIKETSU
S-5
SUSTAIN
SHITSUKE
1. SORT: It focus on eliminating unnecessary items from the work place. It is excellent way to free up valuable floor space. It segregate items as per “require and wanted”.
2. SYSTEMATIZE: Systematize is focus on efficient and effective Storage method. That means it identify, organize and arrange retrieval. It largely focus on good labeling and identification practices. Objective: “A place for everything and everything in its place”. 3. SPIC- n - SPAN: Spic-n-Span focuses on regular clearing and self inspection. It brings in the sense of ownership. 4. STANDERDIZE: It focuses on simplification and standardization. It involves standard rules and policies. It establish checklist to facilitate autonomous maintenance of workplace. It assigns responsibility for doing various jobs and decides on Five S frequency. 5. SUSTAIN: It focuses on defining a new status and standard of organized work place. Sustain means regular training to maintain standards developed under S-4. It brings in self- discipline and commitment towards workplace organization. COLOR CODING In the HDFC BANK each department has their different color coding apply on the different file. Due to this everyone aware about their particular color file which is coding on it and they save their valuable time. It is a part of Kaizen and also included in the system of the Five ‘S’. Logic behind it that, the color coding are always differentiate the things from the similar one.
DEPARTMENT
Welcome Desk
Personal Banker Teller Relationship Manager Branch Manager Demat Others
HUMAN RESOURCES The Bank’s staffing needs continued to increase during the year
particularly in the retail banking businesses in line with the business growth. Total number of employees increased from 14878 as of March31, 2006 to 21477 as of March 31, 2008.The Bank continues to focus on training its employees on a continuing basis, both on the job and through training programs conducted by internal and external faculty. The Bank has consistently believed that broader employee ownership of its shares has a positive impact on its performance and employee motivation. The Bank’s employee stock option scheme so far covers around 9000 employees. MANAGEMENT Mr. Jagdish Capoor took over as the bank's Chairman in July 2001. Prior to this, Mr. Capoor was a Deputy Governor of the Reserve Bank of India. The Managing Director, Mr. Aditya Puri, has been a professional banker for over 25 years and before joining HDFC Bank in 1994 was heading Citibank's operations in Malaysia. The Bank's Board of Directors is composed of eminent individuals with a wealth of experience in public policy, administration, industry and commercial banking. Senior executives representing HDFC are also on the Board. Senior banking professionals with substantial experience in India and abroad head various businesses and functions and report to the Managing Director. Given the professional expertise of the management team and the overall focus on recruiting and retaining the best talent in the industry, the bank believes that its people are a significant competitive strength. TECHNOLOGY HDFC Bank operates in a highly automated environment in terms of information technology and communication systems. All the bank's branches have online connectivity, which enables the bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also provided to retail customers through the branch network and Automated Teller Machines (ATMs). The Bank has made substantial efforts and investments in acquiring the best technology available internationally, to build the infrastructure for a world class bank. The Bank's business is supported by scalable and robust systems which ensure that our clients always get the finest services we offer. The Bank has prioritized its engagement in technology and the internet as one of its key goals and has already made significant progress in web-enabling its core businesses. In each of its businesses, the Bank has succeeded in leveraging its market position, expertise and technology to create a competitive advantage and build market share. HDFC BANK business strategy emphasizes the following: Increase market share in India’s expanding banking and financial services industry by following a disciplined growth strategy focusing on quality and not on quantity and delivering high quality customer service. Leverage our technology platform and open scaleable systems to deliver more products to more customers and to control operating costs. Maintain current high standards for asset quality through disciplined credit risk management.Develope innovative
products and services that attract the targeted customers and address inefficiencies in the Indian financial sector. Continue to develop products and services that reduce bank’s cost of funds. Focus on high earnings growth with low volatility. 2.2 PRODUCT SCOPE: HDFC Bank offers a bunch of products and services to meet the every need of the people. The company cares for both, individuals as well as corporate and small and medium enterprises. For individuals, the company has a range accounts, investment, and pension scheme, different types of loans and cards that assist the customers. The customers can choose the suitable one from a range of products which will suit their life-stage and needs. For organizations the company has a host of customized solutions that range from funded services, Non-funded services, Value addition services, Mutual fund etc. These affordable plans apart from providing long term value to the employees help in enhancing goodwill of the company. The products of the company are categorized into various sections which are as follows: • • • • • •
Accounts and deposits. Loans. Investments and Insurance. Forex and payment services. Cards. Customer center.
2.3 PRODUCTS AND SERVICES AT A GLANCE 1. PERSONAL BANKING SERVICES A. Accounts & Deposits Savings Account • • • • • • • • • • • • •
Regular Savings Account Savings Plus Account Savings Max Account Senior Citizens Account No Frills Account Institutional Savings Account Payroll Salary Account Classic Salary Account Regular Salary Account Premium Salary Account Defence Salary Account Kid's Advantage Account Pension Saving Bank Account
• Family Savings Account • Kisan No Frills Savings Account • Kisan Club Savings Account Current Account • Plus Current Account • Trade Current Account • Premium Current Account • Regular Current Account • Apex Current Account • Max Current Account • Reimbursement Current Account Fixed Deposit • Regular Fixed Deposit • Super Saver Account • Sweep-in Account Recurring Deposit Demat Account Safe Deposit Locker B. Loans • Personal Loans • Home Loans • Two Wheeler Loans • New Car Loans • Used Car Loans • Overdraft against Car • Express Loans • Loan against Securities • Loan against Property • Commercial Vehicle Finance • Working Capital Finance • Construction Equipment Finance C. Investments & Insurance • Mutual Funds • Insurance • Bonds • Financial Planning • Knowledge Centre • Equities & Derivatives • Mudra Gold Bar
D. Forex Services • Trade Finance • Traveler’s Cheques • Foreign Currency Cash • Foreign Currency Drafts • Foreign Currency Cheque Deposits • Foreign Currency Remittances • Forex Plus Card E. Payment Services • Net Safe • Prepaid Refill • Bill Pay • Direct Pay • Visa Money Transfer • E-Monies Electronic Funds Transfer • Excise & Service Tax Payment F. Access Your Bank - One View • Insta Alerts • Mobile Banking • ATM • Phone Banking • Branch Network G. Cards • Silver Credit Card • Gold Credit Card • Woman's Gold Credit Card • Platinum plus Credit Card • Titanium Credit Card • Value plus Credit Card • Health plus Credit Card • HDFC Bank Idea Silver Card • HDFC Bank Idea Gold Card 2. WHOLESALE BANKING SERVICES • Funded Services • Non Funded Services • Value Added Services • Internet Banking • Clearing Sub-Membership
• • • • • • • • • • •
RTGS – sub membership Fund Transfer ATM Tie-ups Corporate Salary a/c Tax Collection Financial Institutions Mutual Funds Stock Brokers Insurance Companies Commodities Business Trusts
3. NRI BANKING SERVICES • Rupee Saving a/c • Rupee Current a/c • Rupee Fixed Deposits • Foreign Currency Deposits • Accounts for Returning Indians • Payment Services • Net Safe • Bill Pay • Insta Pay • Direct Pay • Visa Money • Online Donation • Remittances 2.4 MILESTONES IN THE HISTORY HDFC Bank began its operations in 1995 with a simple mission to be a "World-class Indian Bank". They realized that only a single-minded focus on product quality and service excellence would help us get there. Today, they are proud to say that they are well on our way towards that goal. It is extremely gratifying that their efforts towards providing customer convenience have been appreciated both nationally and internationally.
2009
Asia Money 2009 Awards 'Best Domestic Bank in India'
IBA Banking Technology Awards 2009 'Best IT Governance Award Runner up'
Global Finance Award 'Best Trade Finance Bank in India for 2009
IDRBT Banking Technology Excellence Award 2008 'Best IT Governance and Value Delivery'
Asian Banker Excellence in Retail Financial Services 'Asian Banker Best Retail Bank in India Award 2009 '
2008
Finance Asia Country Awards for Achievement 2008 'Best Bank and Best Cash Management Bank' CNN-IBN 'Indian of the Year (Business)' Nasscom IT User Award 2008 'Best IT Adoption in the Banking Sector' Business India 'Best Bank 2008' Forbes Asia Fab 50 companies in Asia Pacific Asian Banker Excellence in Retail Financial Services Best Retail Bank 2008 Asiamoney Best local Cash Management Bank Award voted by Corporates Microsoft & Indian Express Group Security Strategist Award 2008 World Trade Center Award of honour For outstanding contribution to international trade services. Business Today-Monitor Group survey One of India's "Most Innovative Companies" Financial Express-Ernst & Young Award Best Bank Award in the Private Sector category
2007 Dun & Bradstreet – American Express Corporate Best Bank Award 2007 'Corporate Best Bank' Award The Bombay Stock Exchange and Nasscom Foundation's Business for Social Responsibility Awards 2007 'Best Corporate Social Responsibility Practice' Award Outlook Money & NDTV Profit Best Bank Award in the Private sector category. The Asian Banker Excellence in Retail Financial Services Awards Best Retail Bank in India Asian Banker Our Managing Director Aditya Puri wins the Leadership Achievement Award for India
2.5 MERGER
HDFC Bank and Centurion Bank of Punjab merger at share swap ratio of 1:29 The Boards of HDFC Bank and Centurion Bank of Punjab met on 25 February, 2008 and approved, subject to due diligence, the share swap ratio for the proposed merger of Centurion Bank of Punjab with HDFC Bank. The Scheme of Amalgamation envisages a share exchange ratio of one share of HDFC Bank for twenty nine shares of Centurion Bank of Punjab. The combined entity would have a nationwide network of 1,148 branches (the largest amongst private sector Banks) a strong deposit base of around Rs. 1,200 billion and net advances of around Rs. 850billion. The balance sheet size of the combined entity would be over Rs. 1,500 billion. Commenting on the proposed merger, Mr. Deepak Parekh, Chairman, HDFC said, “We were amongst the first to get a banking license, the first to do a merger in the private sector with Times Bank in 1999, and now if this deal happens, it would be the largest merger in the private sector banking space in India. HDFC Bank was looking for an appropriate merger opportunity that would add scale, geography and experienced staff to its franchise. This opportunity arose and we thought it is an attractive route to supplement HDFC Bank’s organic growth. We believe that Centurion Bank of Punjab would be the right fit in terms of culture, strategic intent and approach to business.” Mr. Aditya Puri, Managing Director, HDFC Bank said, “These are exciting times for the Indian banking industry. The proposed merger will position the combined entity to significantly exploit opportunities in a market globally recognized as one of the fastest growing. I’m particularly bullish about the potential of business synergies and cultural fit between the two organizations. The combined entity will be an even greater force in the market.” Mr. Rana Talwar, Chairman, Centurion Bank of Punjab stated, “Over the last few years, Centurion Bank of Punjab has set benchmarks for growth. The bank today has a large nationwide network, an extremely valuable franchise, 7,500 talented employees, and strong leadership positions in the market place. I believe that the merger with HDFC Bank will create a world class bank in quality and scale and will set the stage to compete with banks both locally as well on a global level.” Mr. Shailendra Bhandari, Managing Director and CEO, Centurion Bank of Punjab said, “We are extremely pleased to receive the go ahead from our board to pursue this opportunity. A merger between the banks provides significant synergies to the combined entity. The proposed merger would further improve the franchise and customer proposition offered by the individual banks.” 2.6 QUALITY POLICY SECURITY: The bank provides long term financial security to their policy. The bank does this by offering life insurance and pension products. TRUST: The bank appreciates the trust placed by their policy holders in the bank. Hence, it will aim to manage their investments very carefully and live up to this trust. INNOVATION: Recognizing the different needs of our customers, the bank offers a range of innovative products to meet these needs.
INTEGRITY CUSTOMER CENTRIC PEOPLE CARE “ONE FOR ALL AND ALL FOR ONE” TEAM WORK JOY AND SIMPLICITY CHAPTER 3- RESEARCH OBJECTIVES AND SCOPE OF RESEARCH PROJECT 3.1 PROBLEM DEFINATION: Personal Banker were with good background human being and through rigorous process of recruitment but still not able to perform up to the expectation level of company, HR is not able to sort out the problem why the performance is not coming even after giving the full marketing and operational support. The communication technique and dealing with the customers is also a problem to the personal banker. 3.2 OBJECTIVES OF RESEARCH PROJECT: 3.2.1 PRIMARY OBJECTIVES: • • • •
To acquire new customer by convincing them and to promote the benefits of those which are provided by the bank. To find the different way of convincing customers. To study brand image of the bank. To increase the business of the bank.
3.2.2 SECONDARY OBJECTIVES: • • •
To determine the need and purpose of a personal banker. To understand the deciding criteria for people to become a personal banker. To offer suggestions based upon the findings.
3.3 PRODUCT SCOPE: Studying the increasing business scope of the bank. Market segmentation to find the potential customers for the bank. To study how the various products are positioned in the market. Corporate marketing of products. Customers’ perception on the various products of the bank. CHAPTER 4- RESEARCH METHODOLOGY AND LIMITATIONS All the findings and conclusions obtained are based on the survey done in the working area within the time limit. I tried to select the sample representative of the whole group during my summer training. I have collected data from people linked with different professional at Gorakhpur. 4.1 RESEARCH PLAN:
4.1.1. PRELIMINARY INVESTIGATION: • •
In which data on the situation surrounding the problems shall be gathered to arrive at. The correct definition of the problem. An understanding of its environment.
4.1.2. EXPLORATORY STUDY: To determine the approximate area where the problem lies. 4.2 RESEARCH DESIGN: Research was initiated by examining the secondary data to gain insight into the problem. By analyzing the secondary data, the study aim is to explore the short comings of the present system and primary data will help to validate the analysis of secondary data besides on unrevealing the areas which calls for improvement. 4.2.1 DEVELOPING THE RESEARCH PLAN: The data for this research project has been collected through self Administration. Due to time limitation and other constraints direct personal interview method is used. A structured questionnaire was framed as it is less time consuming, generates specific and to the point information, easier to tabulate and interpret. Moreover respondents prefer to give direct answers. In questionnaires open ended and closed ended, both the types of questions has been used. 4.2.2 COLLECTION OF DATA: 1: SECONDARY DATA: It was collected from internal sources. The secondary data was collected on the basis of organizational file, official records, news papers, magazines, management books, preserved information in the company’s database and website of the company. 2: PRIMARY DATA: All the people from different profession were personally visited and interviewed. They were the main source of Primary data. The method of collection of primary data was direct personal interview through a structured questionnaire. 4.3 SAMPLING PLAN: Since it is not possible to study whole universe, it becomes necessary to take sample from the universe to know about its characteristics. • •
Sampling Units: Different professionals. Chartered Accountants, Tax Consultants, Lawyers, Business Man, Professionals and House Wives of Gorakhpur. Sample Technique: Random Sampling.
• •
Research Instrument: Structured Questionnaire. Contact Method: Personal Interview.
4.4 SAMPLE SIZE: My sample size for this project was 50 respondents. Since it was not possible to cover the whole universe in the available time period, it was necessary for me to take a sample size of 50 respondents.
4.5 DATA COLLECTION INSTRUMENT DEVELOPMENT: The mode of collection of data will be based on Survey Method and Field Activity. Primary data collection will base on personal interview. I have prepared the questionnaire according to the necessity of the data to be collected. 4.6 RESEARCH LIMITATIONS: It was not possible to understand thoroughly about the different marketing aspects of the Financial Consultant within 60 days. As stipend, money was not given it was difficult to continue the project work. All the work was limited in some limited areas of Gorakhpur so the findings should not be generalized. The area of research was Gorakhpur and it was too vast an area to cover within 60 days. CHAPTER 5-DATA ANALYSIS, INTERPRETATION AND PRESENTATION Q1.Your Age? Ans. 1. 18-23 Years 2. 24-29 Years 3. 30-35 Years 4. 35 Years and above
10 Person 20 Person 10 Person 10 Person
Base 50 respondents : Interpretation From above response it can be seen that • 20% respondent’s age are 18 to 23 years. • 35% respondent’s age are 24 to 29 years. • 30% respondent’s age are 30 to 35 years. • 15% respondent’s age are 35 to above years. Q2. Marital Status? . • Married □
• Single □
No. of Children: __________ Ans.
• Married 32 Person • Single 18 Person • No. of Children Nil Interpretation From above response it can be seen that • 70% respondents are married. • 30% respondents are unmarried. Q3. Educational Qualification? • Undergraduate □ • Graduate □ • Postgraduate □ 9Ans. • Undergraduate 10 Person • Graduate 22 Person • Postgraduate 18 Person Interpretation From above response it can be seen that. • 25% respondents are Under graduate. • 40% respondents are Graduate. • 35% respondents are Post graduate. Q4. Number Of year’s Are You in Gorakhpur? • Less than five year’s □ • More than five year’s □ Ans. • Less than five year’s 17 Person • More than five year’s 33 Person Interpretation From above response it can be seen that. • 39% respondents are in Gorakhpur for less than five years. • 61% respondents are in Gorakhpur for more than five years. Q5. Your Occupation? • Business • Profession • Service Ans. • Business 13 Person • Profession 17 Person • Service 20 Person Interpretation From above response it can be seen that. • 20% respondents Occupation is Business. • 26% respondents Occupation is Profession. • 54% respondents Occupation is Service.
Q6. Your annual household income? • Less than 2 lacs • Between 2 to 5 lacs • Between 5to 8 lacs • More than 8 lacs Ans. • Less than 2 lacs 32 Person • Between 2 to 5 lacs 13 Person • Between 5to 8 lacs 3 Person • More than 8 lacs 2 Person Interpretation From above response it can be seen that. • 49% respondent’s annual household income is less than 2 lacs. • 31% respondent’s annual household income is between 2 to 5 lacs. • 15% respondent’s annual household income is between 5 to 8 lacs. • 5% respondent’s annual household income is more than 8 lacs. Q7. What is your perception about different products/services provided by HDFC bank? • Lucrative □ • Not lucrative □ • No idea □ Ans. • Lucrative 12 Person • Not lucrative 33 Person • No idea 5 Person Interpretation From above response it can be seen that. • 25% respondent’s perception about different products is lucrative. • 60% respondent’s perception about different products is not lucrative. • 15% respondent’s have no idea. Q8. Do you want to open an account with HDFC bank? • Yes • No • Will tell later Ans. • Yes 8 Person • No 5 Person • Will tell later 37 Person Interpretation From above response it can be seen that. • 80% respondents are not interested to open an account with the bank. • 5% respondents are interested to open an account with the bank. • 15% of the respondents say that they will tell later.
Q9. Do you have all the documents which are required to open an account? • Yes • No Ans. • Yes 15 Person • No 35 Person Interpretation From above response it can be seen that. • 60% respondents have all the documents which are required to open an account with the bank. • 25% respondents do not have all the documents which are required to open an account with the bank Q10. Are you aware that the bank provides you free phone banking & net banking services. If you open a new savings account with HDFC bank? • Yes □ • No □ Ans. • Yes 32 Person • No 18 Person Interpretation From above response it can be seen that • 20% respondents are aware of it. • 40% respondents are not aware of it. Q11.Are you aware of different terms and conditions which are very much essential to maintain an account at HDFC Bank? • Yes □ • No □ Ans. • Yes 15 Person • No 35 Person Interpretation From above response it can be seen that. • 12% respondents are familiar with different terms and conditions which are very much essential to maintain account with the bank. • 88% respondents have no idea about it. Q13. Do you know about HDFC Bank’s recruitment policies related to personal banker? • Yes □ • No □ Ans. • Yes 38 Person • No 12 Person Interpretation From above response it can be seen that.
• •
41% respondents are known about HDFC Bank’s recruitment policies related to personal banker. 59% respondents are not known about HDFC Bank’s recruitment policies related to personal banker.
CHAPTER 6- CONCLUSIONS AND SUGGESTIONS 6.1 CONCLUSIONS: HDFC Bank, the banking arm of HDFC is expected to go on stream. The bank already has good number of employees on board and is recruiting personal banker heavily to take the headcount to many more. It is on the brim of increasing its customers through its attractive schemes and offer. The project opportunities provided was market segmentation and identifying prospective customers in potential geographical location and convincing them to attract more customers so that new business opportunities of the bank can be explored. Through this project, it could be concluded that people are not much aware about the various products of the bank and many of them not interested to open an account, to invest money at all. services was considered as unsought good which require hard core selling, but in changing trend in income and people becoming financially literate, the demand for banking sector is increasing day by day. So, at last the conclusion is that there is tough competition ahead for the company from its major competitors in the banking sector. Last but not the least I would like to thank HDFC Bank for giving me an opportunity to work in the field of Marketing and Operation. I hope the company finds my analysis relevant.
6.2 SUGGESTIONS: Finally some recommendations for the company are as fallows:•
To make people aware about the benefit of becoming a customer of HDFC Bank, following activities of advertisement should be done through
1. Print Media. 3. Stalls in Trade Fares
2. Hoarding & Banners. 4. Distribution of leaflets containing details information.
Other facilities must be provide to the customer: • The bank should provide life time valid ATM card to all its customers.
• • • • •
Minimum balance for savings account should be reduced from Rs 10000 to Rs 1000, so that people who are not financially strong enough can maintain their account properly. The company should provide a pass book to all its customers. Make people understand about the various benefits of its products. Company should organize the program in the society, so that people will be aware about the company and different products of the bank. Company should open more branches in different cities.
CHAPTER 7- LIMITATIONS Every work has its own limitation. Limitations are extent to which the process should not exceed. Limitations of this project are: • The project was constrained by time limit of two months. • Mindset of people may very depending upon their age, gender, income etc. • Getting appointment from the concern person was very difficult. • People mind set about the survey was obstacles in acquiring complete Respondents were very busy in their schedule. So it was very time consuming for information & positive interaction, them to answer all the questions properly.
ANNEXURES 1. QUESTIONNAIRE DearSir/Madam, Name: ……………………………………………………………………….. Address: …………………………………………………………………….. Contact No :®………………( O)……………… (M)……………………… City: ………...............Pin: ………………….State: ……………………… I am a student of Mangalmay Institute of Management Studies presently doing a project on“IN WHICH AREA MORE FOCUS MARKETING OR OPERATION”.I request you to kindly fill the questionnaire below and I assure you that the data generated shall be kept confidential. 1. Your Age: ____________________ 2. Education Qualification. 1. Undergraduate □ 2. Graduate □ 3. Postgraduate □ 3. Marital Status . • Married □ • Single □ No. of Children: __________ 4. Number Of year’s Are You in Gorakhpur. • Less than five year’s □ • More than five year’s □ 5. Occupation. • Business • Profession • Service (Please mention below the type of business/profession you are in incase of service please mention your organization name and designation) 6.Your annual household income. • than 8 lack □ 7. What is your perception about different products and services offered by HDFC Bank?
• • •
Lucrative □ Not lucrative □ No idea □
9. Do you want to open an savings account with HDFC Bank? • Lucrative □ • Not lucrative □ • No idea □ 10. Do you have all the documents which are required to open an account? • Yes □ • No □ 11. Are you aware of that HDFC Bank provide you free phone banking & net banking services. If you open a new savings account with HDFC bank? • yes □ • No □ 12. Are you aware of different terms and conditions which are very much essential to maintain an account at HDFC Bank? • Yes □ • No □ 13. Do you know about HDFC Bank’s recruitment policies related to personal banker? • Yes □ • No □ Date: Place: Thank You
Signature
BIBLIOGRAPHY 1. BOOKS Marketing Management (10th Edition), Marketing Management (3rd Edition), Research Methodology (2nd Edition), Research Methodology(3rd Edition). AUTHORS: Philip Kotler ,V.S. Ramaswamy, C.R.Kothary, S.P. Kasande 2. NEWS PAPERS
• Times of India
3. WEBSITES www.hdfcbank.com, www.google.com
• Financial Express
