Download - A Study on Banking at Hdfc Bank
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PROJECT FINAL REPORT
Summer Internship Project
PROJECT TITLE
A project report on
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COMPANY GUIE FACULTY GUIE
!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!
"r#nch M#n#$er I"MRAhme%#%'#p#%(#nj)
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Acknowledgements
If words are considered to be signs of gratitude then let these words
Convey the very same My sincere gratitude to HDFC BANK for
roviding me with an oortunity to wor! with BANK and giving
necessary directions on doing this ro"ect to the best of my abilities#
I am highly indebted to Mr)#$ Branch Manager and
comany ro"ect guide$ who has rovided me with the necessary
information and also for the suort e%tended out to me in the
comletion of this reort and his valuable suggestion and comments
on bringing out this reort in the best way ossible#
I also than! $ IBM&'Ahmedabad$ who has
sincerely suorted me with the valuable insights into the
comletion
of this ro"ect#
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I am grateful to all faculty members of IBM&'Ahmedabad and my
friends who have heled me in the successful comletion of this
ro"ect#
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CONTENTS
(r# No# (ub"ect Covered )age No#
* Ban!ing (tructure in India +,-
. Indian Ban!ing Industries /,0
1 2coming Foreign Ban! in India *3
4 HDFC BANK **,*.
5 Comany )rofile *1,*5
+ 6echnology used *+,*0
- )roduct and Customer segments .3,.1
/ Business (trategy .4,.5
0 Inside Hdfc Ban! .+,1*
*3 &uee 7arned 8 &uee (ent 1.,11
** &ecent Develoment 14,4*
*. (9:6 Analysis 4.,4/
*1 )ro"ect on )lastic Money 40,55
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BANKIN; (6&2C62&7 IN INDIA
Sche%u*e% "#n+s in In%i#
,A- Sche%u*e% Commerci#* "#n+s
Pu&*ic sector"#n+s
Pri.#te sector"#n+s
Forei$n"#n+s in
In%i#
Re$ion#* Rur#*"#n+
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"#n+s ,//- "#n+s ,01-
Here we more concerned about rivate sector ban!s and cometition
among them# 6oday$ there are .- rivate sector ban!s in the ban!ingsector? *0 old rivate sector ban!s and / new rivate sector ban!s#
6hese new ban!s have brought in state,of,the,art technology and
Aggressively mar!eted their roducts# 6he )ublic sector ban!s are
Facing a stiff cometition from the new rivate sector ban!s#
6he ban!s which have been setu in the *003s under the guidelines
of the N#r#simh#m Committeeare referred to as N79 )&I@A67
(7C6:& BANK(#
Ne( Pri.#te Sector "#n+s
(uerior Financial (ervices
Designed Innovative )roducts
6aed new mar!ets
Accessed ow cost N&I funds
;reater efficiency
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INIAN "AN'ING INUSTRIES
6he Indian ban!ing mar!et is growing at an astonishing rate$ with
Assets e%ected to reach 2(* trillion by .3*3# An e%anding
economy$ middle class$ and technological innovations are all
contributing to this growth#
6he countrys middle class accounts for over 1.3 million eole#
In correlation with the growth of the economy$ rising income levels$
increased standard of living$ and affordability of ban!ing roducts
are romising factors for continued e%ansion#
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6he Indian ban!ing Industry is in the middle of an I6
revolution$Focusing on the e%ansion of retail and rural ban!ing#
)layers are becoming increasingly customer , centric in their
aroach$ which has resulted in innovative methods of offering new
ban!ing roducts and services# Ban!s are now reali>ing the
imortance of being a big layer and are beginning to focus their
attention on mergers and acuisitions to ta!e advantage of
economies of scale andEor comly with Basel II regulation#
Indian ban!ing industry assets are e%ected to reach 2(* trillionby
.3*3 and are oised to receive a greater infusion of foreigncaital$G
says )rathima &a"an$ analyst in Celents ban!ing grou and authorof
the reort# 6he ban!ing industry should focus on having asmall
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number of large layers that can comete globally rather thanhaving
a large number of fragmented layers#
2)C:MIN; F:&7I;N BANK( IN INDIA
By .330 few more names is going to be added in the list offoreign
ban!s in India# 6his is as an aftermath of the sudden interestshown
by &eserve Ban! of India aving roadma for foreign ban!s inIndia
greater freedom in India# Among them is the worlds best rivateban!
by EuroMone2 m#$#3ine$ (wit>erlands 2B(#
6he following are the list of foreign ban!s going toset
u business in India45
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&oyal Ban! of (cotland
(wit>erlands 2B(
2(,based ;7 Caital
Credit (uisse ;rou
Industrial and Commercial Ban! of China
6E UNERSTAN YOUR6ORL
6he Housing Develoment Finance Cororation imited
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commenced oerations as a (cheduled Commercial Ban! inJanuary
*005#
HDFC is Indias remier housing finance comany and en"oysan
imeccable trac! record in India as well as in internationalmar!ets#
(ince its incetion in *0--$ the Cororation has maintained
a
consistent and healthy growth in its oerations to remain themar!et
leader in mortgages# Its outstanding loan ortfolio covers well over a
million dwelling units# HDFC has develoed significant e%ertisein
retail mortgage loans to different mar!et segments and also has a
large cororate client base for its housing related creditfacilities#
9ith its e%erience in the financial mar!ets$ a strong mar!et
reutation$ large shareholder base and uniue consumer franchise$
HDFC was ideally ositioned to romote a ban! in the Indian
environment#
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HDFC Ban! began oerations in *005 with a simle mission ? to bea
8 6or*% C*#ss In%i#n "#n+)9 9e reali>ed that only a single
minded
focus on roduct uality and service e%cellence would hel usget
there# 6oday$ we are roud to say that we are well on our way
towards that goal#
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C:M)AN )&:FI7
STRONG NATIONAL NET6OR'
:FC "AN'
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As of March 1*$ .33/$ the Ban!s distribution networ! was at-+*
Branches and *0-- A6Ms in 1.- cities as against +/4branches
and *$+35 A6Ms in 1.3 cities as of March 1*$ .33-#
Against the regulatory arovals for new branches in hand$the
Ban! e%ects to further e%and the branch networ! by around*53
branches by June 13$ .33/# During the year$ the Ban! steedu
retail customer acuisition with deosit accounts increasingfrom
+#. million to /#- million and total cards issued
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..L for the year ended .33-,3/$ the Ban!s net advancesgrew
by 15#*L with retail advances growing by 1/#+L andwholesale
advances growing by 13L$ imlying a higher mar!et share inboth
segments#
6he transactional ban!ing business also registered healthy
growth
9ith cash management volumes increased by around /3L and
trade services volumes by around 43L over the reviousyear#
)ortfolio uality as of March 1*$ .33/ remained healthy withgross
nonerforming assets at *#1L and net non,erforming assetsat
3#4L of total customer assets# 6he Ban!s rovisioning oliciesfor
secific loan loss rovisions remained higher than regulatory
reuirements#
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TEC:NOLOGY USE IN :FC "AN'
In the era of globali>ation each and every sector faced the stiff
cometition from their rivals# And world also converted into the flat
from the globe# After the olicy of liberali>ation and &BI initiatives to
ta!e the ste for the rivate sector ban!s$ more and morechanges
are ta!ing the art into it# And there are create cometitionbetween
the rivate sector ban!s and ublic sector ban!#
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)rivate sector ban!s are today used the latest technology for the
different transaction of day to day ban!ing life# As we !now that
Information 6echnology lays the vital role in the each and every
industries and gives the otimum return from the limited resources#
Ban!s are service industries and today I6 gives the innovative
6echnology alication to Ban!ing industries# HDFC BANK is the
leader in the industries and today I6 and HDFC BANK together
combined they reached the s!y# New technology changed the mindof
the customers and changed the ueue concet from the history
ban!ing transaction# 6oday there are different channels areavailable
for the ban!ing transactions#
9e can see that the how technology gives the best results in the
below diagram# 6here are drastically changes seen in the use of
Internet ban!ing$ in a year .33* ed )rocessing 2nits Derived 7conomies of(cale
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7lectronic (traight 6hrough)rocessing
&educed 6ransaction Cost
Data 9arehousing $ C&M Imrove cost efficiency$
Cross sellInnovative 6echnology
Alication)rovide new or sueriorroducts
HDFC BANK is the very consistent layer in the New rivate sector
ban!s# New rivate sector ban!s to withstand the cometition from
ublic sector ban!s came u with innovative roducts and suerior
service#
;
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"r#nches @0B
ATM @B
ATM @/B
Phone "#n+in$
1;B
Internet ;/B
Mo&i*e 1B
< L customer initiated 6ransaction by Channel =
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:FC "AN' PROUCT AN CUSTOMERSEGMENTS
PERSONAL "AN'ING
Loan Product Deposit Product Investment & Insurance
Auto Loan
Loan Against
Security
Loan Against
Property
Personal loan
Credit card
2!"eeler loan
Co##ercial
$e"icles %inance
&o#e loans
'etail (usiness
(an)ing
*ractor loan
+or)ing Capital
,inance Construction
-.uip#ent
,inance
&ealt" Care
,inance
Sa$ing a/c
Current a/c
,ied deposit
e#at a/c
Sa%e eposit
Loc)ers
utual ,und
onds
no!ledge Centre
nsurance
eneral and &ealt"
nsurance
-.uity anderi$ati$es
udra old ar
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-ducation Loan
old Loan
Cards Payment Services Access To Bank
Credit Card
e(it Card
Prepaid Card
Fore Services
Product
Ser$ices
*rade Ser$ices
,ore ser$ice
ranc" Locater
' uidelines
etSa%e
erc"ant
Prepaid 'e%ill
illpay
isa illpay
nstaPay
irectPay
isaoney
*rans%er
e:onies
-lectronic ,unds
*rans%er
;nline Pay#ent
o% irect *a
etan)ing
;neie!
nstaAlert
o(ilean)ing
A*
P"one an)ing
-#ail State#ents
ranc" et!or)
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6:OLESALE "AN'ING
Corpor#te Sm#** #n% Me%iumEnterprises
Fin#nci#* Institutions#n% Trusts
Funded(ervices
Non Funded(ervices
@alue Added(ervices
InternetBan!ing
Funded (ervices
Non Funded(ervices
(eciali>ed
(ervices @alue added
services Internet Ban!ing
"AN'S
Clearing (ub,Membershi
&6;( 8
submembershi Fund 6ransfer
A6M 6ie,us
Cororate (alary aEc
6a% CollectionFin#nci#* Institutions
Mutu#* Fun%s
Stoc+ "ro+ers
Insur#nce Comp#nies
Commo%ities"usiness
Trusts
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B!SI"#SS $I%
Total Deposits ross Advances "et
'evenue
Ret#i* 6ho*es#*e
HDFC Ban! is a consistent layer in the rivate sector
ban! and have a well balanced roduct and business
mi% in the Indian as well as overseas mar!ets#
Customer segments
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NRI SERICES
Accounts D eposits Remitt#nces
&uee (aving aEc
&uee Current aEc
&uee Fi%ed Deosits
Foreign Currency Deosits
Accounts for &eturningIndians
North America
2K
7uroe
(outh 7ast Asia
Middle 7ast Africa
:thers
uic+ remitIn%i#Lin+
Cheue Loc+"oTe*e$r#phicH 6ire Tr#nser
Fun%s Tr#nserCheuesHsHTCs
In.estment D Insur#nces Lo#ns
Mutual Funds
Insurance
)rivate Ban!ing
)ortfolio Investment(cheme
Home oans
oans Against (ecurities
oans Against Deosits
;old Credit Card
P#2ment Ser.ices Access To "#n+
Net(afe
Bill)ay
Insta)ay
Direct)ay
NetBan!ing
:ne@iew
InstaAlert
A6M
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@isa Money
:nline Donation
)honeBan!ing
7mail (tatements
Branch Networ!
B2(IN7(( (6&767;
HDFC BANK mission is to be # 6or*% C*#ss In%i#n "#n+$
benchmar!ing themselves against international standards and best
ractices in terms of roduct offerings$ technology$ servicelevels$
ris! management and audit comliance# 6he ob"ective is to build
sound customer franchises across distinct businesses so as to be
a
referred rovider of ban!ing services for target retail andwholesale
customer segments$ and to achieve a healthy growth inrofitability$
consistent with the Ban!s ris! aetite# Ban! is committed to dothis
while ensuring the highest levels of ethical standards$rofessional
integrity$ cororate governance and regulatory comliance#Continue
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to develo new roduct and technology is the main businessstrategy
of the ban!# Maintain good relation with the customers is themain
and rime ob"ective of the ban!#
:FC "AN' &usiness str#te$2 emph#si3es theo**o(in$ 4
Increase mar!et share in Indias e%anding ban!ing and
financial services industry by following a discilinedgrowth
strategy focusing on uality and not on uantity and delivering
high uality customer service#
everage our technology latform and oen scaleablesystems
to deliver more roducts to more customers and tocontrol
oerating costs#
Maintain current high standards for asset uality through
discilined credit ris! management#
Develo innovative roducts and services that attract the
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targeted customers and address inefficiencies in the Indian
financial sector#
Continue to develo roducts and services that reduce ban!s
cost of funds#
Focus on high earnings growth with low volatility#
IN(ID7 HDFC BANK
FI@7 (G $ )A&6 :F KAI7N
9:&K )AC7 6&AN(F:&MA6I:N
Focus on effective wor! lace organi>ation
Believe in
8 Sm#** ch#n$es *e#% to *#r$e impro.ement 9
7very successful organi>ation have their own strategy to win the
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race in the cometitive mar!et# 6hey use some techniue and
methodology for smooth running of business# HDFC BANK also
auired the Jaanese techniue for smooth running of wor! and
effective wor! lace organi>ation#
Five O( )art of '#i3enis the techniue which is used in the ban!
For easy and systematic wor! lace and eliminating unnecessary
things from the wor! lace#
B7N7FI6 :F FI@7 (G
It can be started immediately#
7very one has to articiate#
Five (G is an entirely eole driven initiatives# Brings in concet of ownershi#
All wastage are made visible#
FI@7 O( Means ?,
(,* (:&6 (7I&I
(,. ((67MA6I7 (7I6:N(,1 ()IC,N,()AN (7I&:(,4 (6ANDA&DI7 (7IK76(2(,5 (2(6AIN (HI6(2K7
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e and arrange retrieval#
It largely focus on good labeling and identification ractices#
:b"ective ?, A lace for everything and everything in its laceG#
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It focus on simlification and standardi>ation# It involve standard
rules and olicies# It establish chec!list to facilitates autonomous
maintenance of wor!lace# It assign resonsibility for doing
various "obs and decide on Five ( freuency#
ed wor! lace# (ustain means regular training to
maintain
standards develoed under (,4# It brings in self, disciline and
commitment towards wor!lace organi>ation#
LA-LL ; ,L-
,L- =-'
S=
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B(% LAB#L
,or -a#ple
* E 1 E A E +
* 8 9or! (tation
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'elations"ip anager
ranc" anager
e#at
;t"ers
In the HDFC BANK each deartment has their different colorcoding
aly on the different file# Due to this everyone aware about their
articular color file which is coding on it and they save their valuable
time# It is a art of Kai>en and also included in the system of theFive
O(# ogic behind it that $ the color coding are always differentiate the
things from the similar one#
H2MAN &7(:2&C7(
6he Ban!s staffing needs continued to increase during theyear
articularly in the retail ban!ing businesses in line with the business
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growth# 6otal number of emloyees increased from *4/-/ asof
March1*$.33+ to .*4-- as of March 1*$ .33-# 6he Ban! continues
to
focus on training its emloyees on a continuing basis$ both on the"ob
and through training rograms conducted by internal ande%ternal
faculty#
6he Ban! has consistently believed that broader emloyeeownershi
of its shares has a ositive imact on its erformance and emloyee
motivation# 6he Ban!s emloyee stoc! otion scheme so far covers
around 0333 emloyees#
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&2)77 7A&N7D , &2)77 ()7N6
It is more imortant for every organi>ation to !now about fromwhere
and where to sent money# And balanced between these twothings
ruee earned and ruee sent are reuired for smooth running of
business and financial soundness# 6his tye of watch can control
and eliminate the unnecessary sending of business# In thisdiagram
it include both things from where Ban! earned &uee and where to
sent#
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HDFC BANK earned from the OInterest from Advances 5*#*4 L $
OInterest from Investment .-#*. L$ ban! earned commission
e%change and bro!erage of *5#.5 L# 6hese are the ma"or earning
sources of the ban!# Ban! also earned from the Fore% and
Derivatives and some other Interest Income#
Ban! sent 10#-5 L on Interest 7%ense$ 13#.- L on :erating
7%ense and *4#5/ L on )rovision# Ban! also sent Dividend and
6a% on dividend$ oss on Investment $ 6a%#
As we discuss above that balancing is must between these two for
every organi>ation esecially in the era of globali>ation where there
are stiff cometition among various mar!et layers#
&7C7N6 D7@7:)M7N6
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6he &eserve Ban! of India has aroved the scheme of
amalgamation of Centurion "#n+ o Punj#& Lt%) with :FC "#n+
Lt%) with effect from May .1$ .33/#
All the branches of Centurion Ban! of )un"ab will function as
branches of HDFC Ban! with effect from May .1$ .33/# 9ith &BIs
aroval$ all reuisite statutory and regulatory arovals for the
merger have been obtained#
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6he combined entity would have a nationwide networ! of **+-
branchesP a strong deosit base of around &s#*$..$333 croresand
net advances of around &s#/0$333 crores# 6he balance sheet si>eof
the combined entity would be over &s#*$+1$333 crores#
Mer$er (ith Centurion "#n+ o Punj#& Limite%
:n March .-$ .33/$ the shareholders of the Ban! accorded their
consent to a scheme of amalgamation of Centurion Ban! of )un"ab
imited with HDFC Ban! imited# 6he shareholders of the Ban!
aroved the issuance of one euity share of &s#*3E, each of HDFC
Ban! imited for every .0 euity shares of &e# *E, each held in
Centurion Ban! of )un"ab imited# 6his is sub"ect to receit ofArovals from the &eserve Ban! of India$ stoc! e%changesand
:ther reuisite statutory and regulatory authorities# 6heshareholders
Also accorded their consent to issue euity shares andEorwarrants
convertible into euity shares at the rate of &s#*$513#*1 eachto
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HDFC imited andEor other romoter grou comanies onreferentialbasis$ sub"ect to final regulatory arovals in this regard#
6he
(hareholders of the Ban! have also aroved an increase inthe
authori>ed caital from &s#453 crores to &s#553 crores#
isit min)&*o$spot)comor more
)romoted in *005 by Housing Develoment FinanceCororation
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as a leading layer in retail ban!ing$ wholesale ban!ing$ andtreasury
oerations$ its three rincial business segments#
6he ban!s cometitive strength clearly lies in the use of technology
and the ability to deliver world,class service with raid resonsetime#
:ver the last *1 years$ the ban! has successfully gained mar!et
share in its target customer franchises while maintaining healthy
rofitability and asset uality#
As on March 1*$ .33/$ the Ban! had a networ! of -+* branchesand
*$0-- A6Ms in 1.- cities# For the year ended March 1*$ .33/$the
Ban! reorted a net rofit of IN& *5#03 billion
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)ublications have recogni>ed the ban! for its erformance and
uality#
Centurion Ban! of )un"ab is one of the leading new generation
rivate sector ban!s in India# 6he ban! serves individualconsumers$small and medium businesses and large cororations with a full
range of financial roducts and services for investing$ lending and
advice on financial lanning# 6he ban! offers its customers an array
of wealth management roducts such as mutual funds$ life and
general insurance and has established a leadershi osition#
6he ban! is also a strong layer in foreign e%change services$
ersonal loans$ mortgages and agricultural loans#
Additionally the ban! offers a full suite of N&I ban!ing roductsto
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:verseas Indians# :n .0th August .33-$ Centurion Ban! of)un"ab
merged with ord Krishna Ban!
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ACHI7@7M7N6 IN .33-
usiness *oday
onitor roup
sur$ey
;ne o% ndia>s ?$ost Innovative Companies?
,inancial -press
-rnst @oungA!ard
est an) A!ard in t"e Private Sector category
lo(al &'
-cellence A!ards
Asia Paci%ic &'
)#mployer Brand o* t+e ,ear -../ 0-..1)A!ard ,irst 'unner up #any #ore
http://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/default.htm#%23 -
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CongressB
usiness *oday )Best Bank) Award
un radstreet :
A#erican -press
Corporate est
an) A!ard 2007
)Corporate Best Bank) Award
*"e o#(ay Stoc)
-c"ange and
assco#
,oundation>s
usiness %or Social'esponsi(ility
A!ards 2007
)Best Corporate Social 'esponsi2ility
Practice) Award
;utloo) oney
* Pro%it
est an) A!ard in t"e Pri$ate sector category
*"e Asian an)er
-cellence in 'etail
,inancial Ser$icesA!ards
est 'etail an) in ndia
Asian an)er &,C A anaging irector Aditya Puri !ins t"e
Leaders+ip Ac+ievement Award *or India
http://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/dun_awards_07.HTMhttp://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/default.htm#%23http://openwindow%28%22/common/bestbank07.htm%22,%22%22,%22width=640,height=450,scrollbars=yes%20,menubar=no,location=no,left=0,top=0%22)http://www.hdfcbank.com/aboutus/awards/award_2006.htmhttp://www.hdfcbank.com/aboutus/awards/award_2006.htmhttp://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/dun_awards_07.HTMhttp://www.hdfcbank.com/aboutus/awards/default.htm#%23http://www.hdfcbank.com/aboutus/awards/default.htm#%23http://openwindow%28%22/common/bestbank07.htm%22,%22%22,%22width=640,height=450,scrollbars=yes%20,menubar=no,location=no,left=0,top=0%22)http://www.hdfcbank.com/aboutus/awards/award_2006.htmhttp://www.hdfcbank.com/aboutus/awards/award_2006.htm -
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S6OT ANALYSIS
STRENGT:
&ight strategy for the
right roducts#
(uerior customer
service vs# cometitors#
;reat Brand Image
6EA'NESSES
(ome gas in range for
certain sectors#
Customer service staff need
training#
)rocesses and systems$ etc
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)roducts have reuired
accreditations#
High degree of customersatisfaction#
;ood lace to wor!
ower resonse time
with efficient and
effective service#
Dedicated wor!forceaiming at ma!ing along,term career in
the field#
Management cover
insufficient#
(ectoral growth isconstrained by lowunemloyment levels andcometition for staff
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Opportunities
)rofit margins will be good#
Could e%tend to overseas
broadly#
New secialist alications#
Could see! better customerdeals.
Fast,trac! career
develoment oortunities
on an industry,wide basis#
An alied research centre
to create oortunities fordeveloing techniues torovide added,valueservices#
Thre#ts
egislation could imact#
;reat ris! involved
@ery high cometition
revailing in the industry#
@ulnerable to reactive
attac! by ma"or cometitors
ac! of infrastructure in
rural areas could constrain
investment#
High volumeElow cost
mar!et is intenselycometitive#
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C:M)76I6I@7 (9:6 ANA(I( 9I6H ICICIBANK
(6&7N;6H( 97AKN7((7(
:)):&
62NI6I7(
( 8 : (trategies
(trength? arge Caital base#
:ortunity? Mar!et 7%ansion#
(trategy? Dee )enetration into
&ural Mar!et#
9 8 : (trategies
9ea!ness? 9or!force
&esonsiveness#
:ortunity? :utsourcing of Non 8 Core Business#
(trategy? :utsource Customer Care other 7,Hels#
6H&7
A6(
( 8 6 (trategies
(trength? ow oerating costs
6hreat? Increased Cometitionfrom others )vt# Ban!s#
(trategy? (tes to 7nsure oyalty by old
Customers#
9 8 6 (trategies
9ea!ness? Not 7ual to International (tandards#
6hreat? 7ntry of many Foreign Ban!s#
(trategy? Consider additional
benefits
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et#i*e% An#*2sis4
i) Stren$th 5 Opportunit2 An#*2sis)
Stren$th4
It is well !now that ICICI Ban! has the largest Authorised Caital
Base in the Ban!ing (ystem in India i#e# having a total caacity to
raise &s# *0$333$333$333 ens
has given a huge rise in savings deosits 8 from the above ointit
is clear that there is a huge mar!et e%ansion ossible inban!ing
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sector in India#
Str#te$24
From the analysis of (trength :ortunity the simle and
straight ossible strategy for ICICI Ban! could be , toenetrate
into the rural sector of India for e%anding its mar!et share aswell
as leading all other )vt# Ban!s from a great ga#
ii) Stren$th 5 Thre#t An#*2sis)
Stren$th4
ICICI Ban! is not only !nown for large caital but also for havinga
low oerations cost though having huge number of branchesand
services rovided#
Thre#t4
After showing a significant growth overall$ India is able toattract
many international financial ban!ing institutes$ which are!nown
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for their state of art wor!ing and !eeing low oerationcosts#
Str#te$24
6o ensure that ICICI Ban! !ees going on with low oerationcost
have continuous business it should simly romote itself well
rovide uality service so as to ensure customer loyalty$
therefore
guaranteeing continuous business#
iii) 6e#+ness 5 Opportunit2 An#*2sis)
6e#+ness4
It is well !nown that wor!force resonsiveness in ban!ing sectoris
@ery low in Indian ban!ing sector$ though ICICI Ban! hasbetter
resonsible staff but it still lac!s behind its counterarts li!eH(BC$
HDFC BANK$ CI6I BANK$ 7( BANK etc#
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Opportunit24
In the resent world$ India is referred one of the best laces
for
out 8 sourcing of business rocess wor!s and many more#
Str#te$24
As international comanies are reaing huge benefits afterout,
sourcing there customer care B):s$ this same strategy should
be imlemented by ICICI Ban! so as to have roercustomer
service without hindering customer e%ectations#
i.) 6e#+ness 5 Thre#t An#*2sis)
6e#+ness4
6hough having a international resence$ ICICI Ban! has notbeen
able to !ee u the international standards in rovidingcustomer
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service as well as ban!ing wor!s#
Thre#t4
In recent times$ India has witnessed entry of manyinternational
ban!s li!e CI6I Ban!$ 7( Ban! etc which osses ane%ternal
entrant threat to ICICI Ban! 8 as this Ban!s are !nown for theirart
of wor!ing and maintain high standards of customerservice#
Str#te$24
After having new entrants threat$ ICICI Ban! should come u
with
More additional benefits to its customer or may be evenreduce
some fees for any additional wor!s of customers#
)&:J7C6 :N )A(6IC M:N7
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PLASTIC $(" #,PLASTIC $("#,
I give the ro"ect on )lastic Money to ban!# 6he ob"ective behindthis
ro"ect is to increase the rich customers list in a ban!# )lasticMoney
title itself says the use of Credit Card and Debit Card in day today
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transaction of the business# I reared the resentation on itand
submitted to ban! and Ban! already started wor! on this ro"ect#
Idea behind this ro"ect is to sale the bul! roduct# 6arget customer
:f this ro"ect are two arties one is 9holesaler and second is
&etailer# Due to this idea ban! also sell their swie machineto
wholesaler and create brand image in the mar!et#
6he idea behind this$ ban! give the credit card swie machineto
wholesalers and retailers use the credit card of the ban!# Ban!gives
the 53 days credit to their credit card holders# (o here retailerscan
get benefit of long credit eriod and on the other side wholesalerscan
get the benefit of same day ayment# As a result ban! got thewide
list of customers of wholesalers and retailers#
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):97&):IN6 )&7(7N6A6I:N :N )A6ICM:N7
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(B3#CTI4#(B3#CTI4# !se o* Plastic!se o* Plastic
$oney$oney
Target customersTarget customersare 5+olesalers andare 5+olesalers and
'etailers'etailers
Bulk sales surelyBulk sales surely
possi2lepossi2le
isit min)&*o$spot)comor more
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ID#AID#A
5e sale our product to w+olesalers and 'etailers5e sale our product to w+olesalers and 'etailers
and create group transactions6and create group transactions6
Credit CardCredit Card andand De2it CardDe2it Card as a medium o*as a medium o*
transaction6transaction6
Bot+ t+e parties get 2ene*it *rom it 6Bot+ t+e parties get 2ene*it *rom it 6
Bank got t+e new customers as a result6Bank got t+e new customers as a result6
Idea behind it$ to convenience both the arties and create the grou
transaction between them so ban! can got the ma%imum benefitfrom
it# 7ach wholesaler has more than *5 to .3 retailers$ so by this way
ban! sell the bul! roducts#
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isit min)&*o$spot)comor more
7ow it works7 ow it works
2eet to2eet to w+olesalersw+olesalers %irst%irst
Collect details o% t"eirCollect details o% t"eir 'etailers'etailers
Con$ince (ot" t"e parties and s"o!ing t"e# aCon$ince (ot" t"e parties and s"o!ing t"e# a
(ene%its(ene%its %ro# it%ro# it
,orce to open a (an) account in,orce to open a (an) account in 7DFC Bank7DFC Bank
to (ot" t"e partiesto (ot" t"e parties
6his ower oint slide shows the how idea wor!s behind this
ro"ect#
Meet the wholesaler first and get the details about their retailers and
convince both arties and shows the benefit of using this tye of
transaction by lastic money#
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Bene*it to BankBene*it to Bank
BulkBulkproduct sellingproduct selling
Because w+olesalers and retailers are in aBecause w+olesalers and retailers are in a
groupgroup
Indirect way toIndirect way to marketingmarketing
Ban! always find those customers which are more involve inthe
ban!ing transaction# 6hese tye of grou transaction betweenthe
wholesalers and retailers maintain the well account in a ban!#
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$arketing Strategy$arketing Strategy
5t>s s"o! ti#e and it>s a(out one t"ing5t>s s"o! ti#e and it>s a(out one t"ing
co##unicating t"e (ene%its o% your product orco##unicating t"e (ene%its o% your product or
ser$ice in suc" a !ay t"at prospects orser$ice in suc" a !ay t"at prospects or
custo#erscusto#ers wantwant your solution to t+eiryour solution to t+eir
pro2lem666pro2lem666
isit min &*o$spot com or more