A

SUMMER TRAINING PROJECT REPORT

ON

Submitted to

Kurukeshtra University , Kurukshetra

In Partial fulfillment of Master of Business Administration

Under guidance of:- Submitted By:

Dr. MONICA BANSAL PRIYANKA BANSAL

Lecturer Roll No. -8629

Department of Management Studies

Jan Nayak Ch. Devi Lal College of Engineering, Sirsa

(2008-10)1

Jan Nayak Ch. Devi Lal College of Engineering

Post Box 81, Barnala Road , Sirsa-125055,

Ph: 01666-248800-01, Fax : 248802

GUIDE CERTIFICATE

This is to certify that Miss.Priyanka Bansal, Roll no. 8629, a student of

Master of Business Administration in Department of Engineering, Sirsa has

successfully completed the summer training project report on i” under my

guidance towards the partial fulfillment of Master of Business

Administration.

(Dr. Kuldeep Singh) (Dr Monica Bansal)

Prof and Head Lecturer

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STUDENT DECLARATION

I, Priyanka Bansal, hereby declare that Summer Training Project Report

Entitled submitted in the partial fulfillment of the requirement, of Master

of Business Administration to Kurukshetra University, Kurukshetra through

Jan Nayak Ch. Devi Lal College of Engineering, Sirsa, is my original work

and the same has not been submitted to any other institute for the award

of any other degree and the suggestions as approved by he Training Guide

and Supervisor are duly incorporated.

(Priyanka Bansal)

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ACKNOWLEDGEMENTS

I take this opportunity to thank Mr…………………., Managing Director for

allowing me to undergo summer training in the company and for his able

supervision and guidance.

Words fail me to pay my sincere regards towards Dr. , Lecturer, Department of

Management Studies for his superior guidance, supervision and constructive

criticism.

I would be failing in my duties, if I don't thank the other faculty members of the

department, for their moral support and encouragement.

I am also thankful to all the employees of the organization who has spared their

valuable time in sharing their knowledge and has helped me with valuable

information needed, for the completion of this project.

Last but not least, I would like to thank the Omnipotent, without his blessings,

this project would not have been completed.

Priyanka bansal

4

Table of Contents

1) Introduction....................................................................................6

Company Profile…….

…………………………………………………………..7

Vision of the Bank……………..

…………………………………………………...8

History......................................................................................9

2) Market Strategies of ICICI

Bank.............................................................................................11

Universal Banking………………………………..

…………………………..12

Global Market Strategy………………………………………..

………………….14

Advertising Strategy…………………………………………….

…………….15

3) Competitors..............................................................................16

ICICI Vs HDFC…………………………………………………..

………..17

ICICI Vs

Axis…………………………………………………………….18

4) Product

Offerings.................................................................................20

5

Alliance

Products.......................................................................26

Corporate

Banking……………………………………………………..28

Transaction

Banking…………………………………………………….29

SME

Banking…………………………………………………….30

Services……………………………………………………38

Demat

Services……………………………………………………42

Mutual

Funds………………………………………………………43

Insurance

Policies…………………………………………………… 7

Wealth

Management………………………………………………53

Investment

Planning………………………………………………….. 55

5) Objective of Research………………………………………….57

6) Research

Methodology.......................................................................58

7) Analysis..............................................................................60

Findings & Analysis……..……………………………...61

6

Results & discussion………………………………….71

Conclusion & Recommendation…………………….73

8) References........................................................................75

9) Annexure………………………………………………………..76

Questionnaire………………………………………….…..77

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CHAPTER-1

INTRODUCTION

Company Profile

ICICI Bank is India's second-largest bank with total assets of Rs.

3,997.95 billion (US$ 100 billion) at March 31, 2008 and profit after tax of

Rs. 41.58 billion for the year ended on March 31, 2008. ICICI Bank is the

second amongst all the companies listed on the Indian stock exchanges

in terms of free float market capitalisation. The Bank has a network of

about 1,308 branches and 3,950 ATMs in India and a presence in 18

countries. 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 specialised subsidiaries and affiliates in

the areas of investment banking, life and non-life insurance, venture

capital and asset management or wealth management. The Bank

currently has its subsidiaries in the United Kingdom, Russia and Canada,

branches in Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka,

Qatar and Dubai International Finance Centre and representative offices

in United Arab Emirates, China, South Africa, Bangladesh, Thailand,

Malaysia and Indonesia. The bank’s UK subsidiary has established

branches in Belgium and Germany.

ICICI Bank's equity shares are listed in India on Bombay Stock Exchange

(BSE) and the National Stock Exchange of India Limited and its American

Depositary Receipts (ADRs) are listed on the New York Stock Exchange

(NYSE).

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Vision of ICICI Bank

9

Over the last few years, the ICICI Bank has taken rapid strides in

developing new businesses in line with its proposition to offer complete

financial services to both corporate and retail customers.

ICICI Bank is committed to enriching this valuable resource which in turn,

will allow it to bring innovative practices to the world of financial services

in India. With technology playing the key role mainly.

The vision is to develop ICICI Bank into an organization that is

empowered by bright and talented individuals, working in teamsandriding

on the backbone of world class technology.

History

The 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 year 1998, an equity offering in the form of

ADRs listed on the NYSE in fiscal year 2000, ICICI Bank's acquisition of

Bank of Madura Limited in an all-stock amalgamation in fiscal year 2001,

and secondary market sales by ICICI to institutional investors in fiscal

year 2001 and fiscal year 2002. ICICI was formed in year 1955 at the

initiative of the World Bank, the Government of India and representatives

of Indian industry. The principal objective was to create a development

financial institution for providing the medium-term and long-term project

financing to Indian businesses. In the 1990s, the ICICI transformed its

business from a development financial institution offering only single

project finance to a diversified financial services group offering a wide

variety of products and services, both directly and through a number of

subsidiaries and affiliates like ICICI Bank. In 1999, the ICICI become the

first Indian company and the first bank or financial institution from non-

Japan Asia to be listed on the New York Stock Exchange (NYSE). 10

MARKETING STRATEGIES

Market Strategy of ICICI Bank:

ICICI Bank uses the concept of Universal Banking

In universal banking, large banks operate extensively in networks of

branches, provide many different services, hold several claims on firms

(including equity and debt), and participate directly in the corporate

governance of firms that rely on the banks for funding or as insurance

underwriters. It means the ability to offer i.e. sell and underwrite all the

types of products and services to any set of clients, either through a

single or through a group of companies. The practice of Universal

Banking varies across several countries. India faces a very high

regulatory burden although now a conglomerate structure of the universal

banking has already been permitted .Many international players like ABN-

AMRO, Citigroup, HSBC, Deutsche Bank, JP Morgan Chase, Lehman

Brothers have realized the benefits of Universal Banking. The ICICI Bank

has also joined these international players. The ICICI Bank functions as a

universal bank through itself and its associate companies in the areas of

corporate finance, commercial banking, personal banking, investment

banking, asset management, investor services and insurance. The

Universal Banking provides competitive advantage in the current scenario

through large product suite, diversified resource base, Economies of

scale and scope, Optimization of human and financial capital.

In a span of just four years, the ICICI Bank has emerged as a consumer

banking behemoth. With a retail book of over Rs 56,000 crores (Rs 560

billion) and a market share that is the envy of competition -- it has a share

of over 30 per cent – The ICICI Bank today has reached a commanding

position.

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The bank boasts of the widest integrated technology platform in the

country and only a fourth of its business takes place at its branches and

subsidiaries.

Its legacy of non-performing assets (NPAs) -- for which it has been rated

below its peers earlier -- is now almost history with net NPLs (non-

performing loans) down to 2 per cent.

Armed with a much stronger balance sheet, the ICICI Bank is

aggressively foraying into overseas markets and also has an eye on the

rural India.

Rural India is an opportunity, somewhat premature, but in the next 12-18

months the bank’s strategy will be seen there. Bank is looking at new agri

lending as something that is directed; it's a viable business proposition,

but it has to be driven very carefully. The bank can't have branches there

because that is not workable in terms of costs.

The solution to this problem is to partner with the micro-credit institutions,

corporate providing inputs or buying products from the farmer and self-

help groups.

Major Steps Taken:

In 2001 ICICI acquired the Bank of Madura (est. In 1943). The Bank of

Madura was a Chettiar bank, and had acquired the Chettinad Mercantile

Bank (est. In 1933) and the Illanji Bank (est. in 1904) in the 1960s.

In 2007 ICICI amalgamated the Sangli Bank, which was headquartered

in Sangli, in Maharashtra State, and which had 158 branches in

Maharashtra state and another 31 in Karnataka State. ICICI also received

permission from the government of Qatar to open a branch in Doha and

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from the US Federal Reserve to open a branch in New York city. ICICI

Bank Eurasia opened a second branch in St. Petersburg.

In 2008 the ICICI Bank launched iMobile, a comprehensive Mobile

banking solution. iMobile is considered to be a breakthrough innovation in

the Indian Banking which allows a customer to do all possible

transactions through a GPRS-enabled mobile phone easily and

conveniently.

Global Market Strategy:

The global opportunity spectrum is changing dramatically, and in the next

three years, the bank’s global business will contribute one-third of the

book top line and bottom-line. Today it's about only 10-12 per cent. The

NRI (people living abroad) is a great customer and the other is the Indian

corporate who is globalising -- either in the trade business or is setting up

businesses abroad.

Bank’s USP (unique selling proposition) is a unique technology; it can get

customers to talk to his constituents online. The NRI is an interesting link

because today he has tremendous needs in India; he wants to remit

money, purchase a commodity, buy a home, especially the H1 visa guys.

This year 10 per cent of the home loans will be lended to NRIs.

In the United Kingdom the ICICI bank have a partnership with Lloyds

Bank and are present in 30 branches there, promoting joint products, and

they get new customers.

In the United States the ICICI bank have a tie-up with Wells Fargo and

their customers can start a remittance into India from any channel.

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Advertising Strategy :

Amitabh Bachchan as brand ambassador of ICICI:

Under the agreement, Mr. Amitabh Bachchan endorsed and promoted all

the products and services offered by ICICI and its Group companies for a

period of two years.

During his term as the brand ambassador, he played a key role in all

major brand and product communication by ICICI. He endorsed the ICICI

brand through corporate and product campaigns on television, print and

outdoor medium. Mr. Bachchan also participated in select events such as

new product launches, various campaigns, and customer reward

programmes etc.

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ShahRukh Khan as global brand ambassador of ICICI:

After Mr. Bachchan the ICICI Bank has decided to resort to the celebrity

endorsement route to promote its brand. Almost two-and-a-half years

since superstar Amitabh Bachchan endorsed the ICICI brand, the

company has signed up Shah Rukh Khan as its global ambassador. Shah

Rukh Khan whose increasing global popularity gives synergy to the

growing global presence of ICICI Bank.

Shahrukh Khan is a truly global Indian who embodies the Indian winning

spirit in a true sense. The energy and innovation which Shahrukh Khan

represents coupled with his popularity both in India and abroad make him

the ideal choice for the ICICI Bank, particularly as the Bank makes its

global forays. Within a short span of four years, the ICICI Bank has

established its presence in 12 countries including UK, Canada, US and

the Middle East.

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Competitors of ICICI Bank:

Its nearest competitors in the private banking sector are HDFC Bank and

AXIS (UTI) Bank.

As compared to ICICI Bank HDFC is frenetically seeking to shrug off the

image of being a one-product company (home loans), by using synergies

that exist with its bank to foray into various areas like e-broking, mutual

funds, and insurance. For ICICI Bank, it is imperative that it moves away

from the high-risk, low-return business of project finance.

Universal Banking, ICICI Style

ICICI: Bonds, loans, corporate

finance, and infrastructure

finance.

ICICI Web Trade: Online stock

trading

ICICI Bank: Retail and corporate

banking, and cash management

ICICI Home: Housing finance

ICICI Capital: Financial products

marketing and distribution

ICICI Securities: I-Banking,

corporate finance, and advisory

ICICI Prudential: Life Insurance

joint venture

ICICI Brokerage: Broking and

equity research

ICICI Lombard: General

Insurance joint venture

ICICI Venture: Private equity

investments

ICICI Infotech: Software

solutions and IT-enabled

services

ICICI Kinfra: Infrastructure

financing in Kerala

ICICI Personal Financial ICICI Winfra: Infrastructure

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Services: Retail loan distribution financing in West Bengal

ICICI International: Offshore

investment and fund

management

ICICI Knowledge Park:

Infrastructure and support facilities

ICICI is still puny when compared to HDFC but the objective is very

clear : grow the business, even if it has come at HDFC's cost. Kalpana

Morparia, Executive Director, ICICI, maintains that they got into home

loans simply because it's one of the safest businesses to be in, given the

low default rates. ''Besides, the market is growing and there's space for all

those who wants to enter.

HDFC Bank:

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The HDFC House

HDFC Housing finance

HDFC Asset

Management

Mutual funds

HDFC Reality Online property solutions

(JV with Mahindra’s)

HDFC Standard

Life

Life insurance joint venture

HDFC Securities Internet and phone broking

Gruh Finance Home loans for repair and

reconstruction

AXIS Bank:

In the case of Axis Bank, retail loans have declined from 30 per cent of

the total loan book of Rs 25,800 crores in June 2006 to around 23 per

cent of loan book of Rs.41,280 crore (as of June 2007). Even over a

longer period, while the overall asset growth for Axis Bank has been quite

high and has matched that of the other banks, retail exposures grew at a

much slower pace.

Why ICICI Bank Leads:

ICICI bank envisaged retail banking as a key area of strategic emphasis

for it — with the share of the retail business (both on the funding and

asset sides) growing strongly year after year— the share of retail

business, particularly retail assets.

It appears to be following a business strategy that is quite different from

the high-volume and commodity-style approach of AXIS Bank and HDFC

Bank. That strategy also has its pluses in terms of the relatively higher

margins in some segments of the retail business and the in-built credit

risk diversification (and mitigation) achieved through a widely dispersed

retail credit portfolio. ICICI Bank has been able to maintain the quality of

its loan portfolio for a decent time period now.

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PRODUCT OFFERINGS

1) DEPOSITS

ICICI Bank offers wide variety of Deposit Products to suit the

requirements of the customers. Convenience of networked

branches/ ATMs and facility of E-channels like Internet and Mobile

Banking.

a) Savings Account : A Savings Account for everyone with a

host of convenient features and banking channels to transact

through. So now people can bank at their convenience, without

the stress of waiting in queues. ICICI service savings accounts

with 8 to 8 banking and ‘out of branch’ banking.

b) Life Plus Senior Citizens Savings Account :

ICICI Bank understand that a Savings Account needs to do

more after people reach the age of seniority; the bank

understand customers concerns for safety and security. The

bank has an ideal Savings Bank 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 their life.

c) Young Stars Savings Account :

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 ICICI make banking a pleasure and at the same

time fun. Children learn how to manage their personal finances.

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d) Fixed Deposits :

ICICI provides Safety, Flexibility, Liquidity and Returns in the

case of fixed deposits.

A combination of unbeatable features of the Fixed Deposit from

ICICI Bank.

e) Recurring Deposits

When expenses are high, people may not have adequate funds

to make big investments. An ICICI Bank Recurring Deposit

lets the customers invest small amounts of money every month

that ends up with a large saving on maturity. So the customers

enjoy twin advantages- affordability and higher earnings.

f) Easy Receive Savings Account :

Easy receive account is a unique savings account that caters

to domestic banking needs, while offering additional benefits for

remittances received in the account from abroad.

2 Loans:

ICICI Bank offers wide variety of Loans Products to suit your

requirements. Coupled with convenience of networked

branches/ ATMs and facility of E-channels like Internet and Mobile

Banking, ICICI Bank brings banking at customer’s doorstep.

a) Home Loans:

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.

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b) Personal Loans:

If customers wants personal loan that's easy to get with the help

of ICICI Bank. ICICI Bank Personal Loans are easy to get and

absolutely hassle free. With minimum documentation people can

now secure a loan for an amount up to Rs. 15 lakhs.

c) Car Loans:

ICICI Bank is the No. 1 financier for car loans in the country. It has

network of more than 2500 channel partners in over 1000

locations. It has tie-ups with all leading automobile manufacturers

to ensure the best deals. A number of flexible schemes & quick

processing are available. Hassle-free application process is

available on the click of a mouse.

d) 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

Customers can avail attractive schemes at competitive interest rates from

the No 1 Financier for Two Wheeler Loans in the country. There is

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.

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e) Farm Equipment Loans:

ICICI is the preferred financier for almost all leading tractor

manufacturers in the country. There is flexible repayment options in

tandem with the farmer's seasonal liquidity. They can choose from

Monthly, Quarterly and Half-yearly repayment patterns. There are

comfortable repayment tenures from 1 year to 9 years.

f) Business Instalment Loans:

Business Instalment Loan (BIL) by ICICI Bank helps the entities

take giant strides by fulfilling their business requirements, be it

working capital requirement, business expansion or to grab that

once in a lifetime business opportunity.

3) CARDS:

ICICI Bank offers a variety of cards to suit different transactional needs

of its customers. Its range includes Credit Cards, Debit Cards and

Prepaid cards. These cards offer customers convenience for their

financial transactions like cash withdrawal, shopping and travel. These

cards are widely accepted both in India and abroad.

a)Credit Cards:

Credit Cards give customers a smart way to shop, and offer

them flexibility and convenience in managing their finances. ICICI Bank

credit cards provide a host of exciting offers and benefits to the

customers such as low interest rates, rewards programs, and a high

credit and cash limit. The bank offer different types of credit cards to suit

the different needs and requirements for added features

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b) Travel Cards:

The traveller’s card is the Hassle Free way to Travel the world.

Customers travelling with US Dollar, Euro, Pound Sterling or Swiss

Francs; Looking for security and convenience; can opt for ICICI Bank

Travel Card. It is issued in duplicate. It offers Pin based security and has

the convenience of usage of Credit or Debit card.

Corporate Banking:

ICICI Bank offer corporate a wide range of products and services, the

technologies to leverage them anytime, anywhere and the expertise to

customize them to client-specific requirements.

From cash management to corporate finance, from forex to acquisition

financing, ICICI bank provide the customers with end-to-end services for

all your banking needs. The result is an overall financial solution for the

company that helps customers accomplishes their objectives.

1) ICICI Bank can guide people through the universe of strategic

alternatives - from identifying potential merger or acquisition targets

to realigning their business' capital structure.

2) ICICI Bank has been the foremost arrangers of acquisition finance

for cross border transactions and is the preferred financer for

acquisitions by Indian companies in overseas markets.

3) The Bank has also developed Forex risk hedging products for

clients after comprehensive Research of the risks a corporate body

is exposed to, e.g., Interest Rate, Forex, Commodity Credit Risk,

etc.

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4) ICICI bank offer the customers global services through their

correspondent banking relationship with 950 foreign banks and

maintain a NOSTRO account in 19 currencies to Service people

better and have strong ties with the neighbouring countries.

5) ICICI Bank is the leading collecting bankers to Public & Private

Placement/ Mutual Funds/ Capital Gains Bonds issues.

Besides, the bank have products specially designed for the

financial intermediaries to meet their unique requirements.

6) ICICI support customer’s international business by meeting working

capital requirements of export and import financing. The Bank also

has a host of non-funded services for their clients.

7) Whatever customer’s industry, size or financial requirements, ICICI

Bank has the expertise and the solutions to partner them all the

way.

Transaction Banking

The Bank delivers world class banking services to the financial sector

clients. ICICI’s current roaming accounts empower people with 'Anytime,

Anywhere Banking'. They are designed for the customer’s convenience.

The comprehensive collection and payment services span India's largest

CMS network of over 4,500 branches. The bank provides correspondent

banking tie-ups with foreign banks to assist them in their India-related

businesses.

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Loan Syndication

The bank ensures the participation of banks and financial institution for

the syndication of loans. Some of the products syndicated are:

       • Project Finance

       • Corporate Term Loans

       • Working Capital Loans

       • Acquisition Finance, etc.

Sell Down

ICICI Bank is a market leader in the securitisation and asset sell-down

market.

From its portfolio, it offers different products to its clients in this segment.

The products are:

       • Asset-Backed Securities (ABS).

       • Mortgage-Backed Securities (MBS).

       • Corporate Loan Sell-down.

       • Direct Loan Assignment.

Buyouts

As a part of a risk-diversification and portfolio-churning strategy, ICICI

Bank offers buyouts of the assets of its financial sector clients.

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Resources

The Bank also raises resources, from clients, for internal use by issuing a

gamut of products, which run from Certificates of Deposit (CDs) to Term

deposits to Term Loans.

Financial Institution:

ICICI Bank services the financial sector for the entire set of banking

requirements and provides a complete range of solutions. The Financial

Institutions and Syndication Group (FISG) are responsible for ICICI

Bank's relationship with the financial sect

Under this umbrella, the Bank caters exclusively to the needs of:

1) Different domestic financial Institutions

2) Banks

3) Insurance Companies

4) Mutual Funds

5) Fund Accounting

The FISG has built strong relationships through various interactive

measures, like seminars, training programs, sharing of market information

and views with clients, organizing the Bank CEOs' Forum, etc.

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Government Sector:

The Bank aim to leverage their superior technology platform and on

their ability to deliver solutions customized to meet the specific needs of

each client to emerge as the preferred banker for all government

departments and government corporations.

Services to the Government Sector:

ICICI Bank acts as bankers to several government organisations. They

have a wide range of services designed to serve the government sector.

Their dedicated relationship managers have the requisite experience and

training to look after their unique needs.

SME BANKING:

Client’s business now has end to end solutions on which one can

depend. From the anytime anywhere convenience of Roaming Current

Account to forex remittance services that simplify and speed up the

business.

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Current Account:

Roaming Current Account:

With the Roaming Current Account (RCA), customers can enjoy the

convenience of Anytime Anywhere banking. They can operate their RCA

from any ICICI Bank branch in any city. RCA offers a wide range of

variants that include:

• Standard

• Classic

• Premium

• Gold

• Gold Plus

• Platinum

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These variants are based on committed Quarterly Average Balance with

differential charges applicable to each variant. Customers can choose the

variant most suitable for their business requirements. They even have the

flexibility of changing their current account variant every quarter based on

their changing business needs. It also offers the facilities of International

Business Banking Debit Card, Internet Banking, Phone Banking, E-mail

Banking & Mobile Banking.

Accounts for businesses, big and small

The business needs and requirements are unique. This is why

customer’s account should be unique too. ICICI Bank offers people a

range of RCAs to meet varying banking requirements.

AccountQuarterly Average

Balance Requirement

Standard Rs.10,000

Classic Rs.25,000

Premium Rs.50,000

Gold Rs.1,00,000

Gold Plus Rs.3,00,000

Platinum Rs.5,00,000

Anywhere cheque, national reaches:

Issue a cheque from customer’s place of business. The suppliers can

encash it at over 249 centres all over India. When the cheque is `local'

everywhere, the business goes national!

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Bank anytime anywhere.

Customer’s always had one bank branch. Now every ICICI Bank branch

becomes people’s branch. Every branch manager is the personal

manager. People can get personal attention wherever their business

takes them.

Better cash flows.

ICICI ask the customer’s to deposit the cheques at the nearest ICICI

Bank Branch, and they will see to it that the cheque reflects in customer’s

account fast. The bank helps customer’s money work harder for them.

Banking on call.

Banking has never been so convenient before. Now customers can use

the phone to make Balance Enquiries, Request for a Cheque Book, Stop

Payment and more.

Corporate Internet Banking.

Customers can do all the banking they want without getting up from their

chair. With ICICI Bank's Internet Banking customers can access their

account from wherever they are, by logging in to their account at

www.icicibank.com. The customers can check their balance, pay their

bills, transfer funds or even pay their taxes sitting at their desk.

Card Power.

For customer’s convenience, ICICI Bank's RCA comes with a powerful

Debit/ATM card that allows the customers to deposit and withdraw cash

at over 2000 ICICI Bank ATMs, plus over 10,000 VISA ATMs. The

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customers can also check their balance, view mini account statement,

and transacts at various 90,000 merchant establishments across the

country.

Mobile Banking.

Now the entire customer’s need to keep in touch with their account

through their mobile. Sign up for alerts on daily balance, cheque clearing

alerts or bounced cheque alerts!

Card-to-Card Transfer

Transfer funds for free from the customer’s existing ICICI Bank account to

any Visa Card (debit or credit) in India. They can even pay their Visa

credit card bill through this facility available on www.icicibank.com

Free daily email statement

Customers can get a daily email detailing your their ICICI Bank current

account transactions and balance. Sub scribal to this service is free.

Business Loans:

Money, just when customer needs it

As a growing entrepreneur, ICICI know how valuable time is for people.

People are constantly thinking of growth and managing their business. At

ICICI Bank, they think of the same when it comes to customer’s business.

ICICI’s Smart Business Loan is the easy access to money. Customers

can get up to Rs. 25 lacks as an Overdraft or a Business Instalment Loan

with no collaterals and faster turnaround time.

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Overdraft:

Easy Access Money

Working capital as Overdraft facility

Validity of 12 months

Interest to be levied on the amount utilized

Enjoy the flexibility to pay a minimum amount every month

Interest Rate (IBAR + Cash Credit Premia + 2.75% )

Processing Fees of 2.5%

Bank Guarantee:

Our Bank Guarantees are competitively priced with few requirements like

cash margin and collateral security, and will be made available to

customers in the shortest possible time. There is an upper limit of up to

Rs.1 crore with a tenor of guarantee of up to 18 months, and security

requirement of 25% cash margin and 100% collateral security in the form

of residential property or liquid securities.

ICICI Bank also issues Bank Guarantees in foreign currency on behalf of

our exporters for approved purposes as defined under FEMA, subject to

availability of credit limits or against 100% cash margin.

Services:

ICICI Bank offers products and services tailored to meet customer’s

industry's unique needs.

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1) Automotive:

The automotive sector in India is booming as Indians take to cars and

two-wheelers like never before. The world’s biggest brands are already

here, with many more to follow. India is also fast becoming an important

manufacturing hub for the major players in the world. Their OEM

suppliers are also following in their footsteps to set up base in India.

Recognising the unique needs of automotive & auto component

manufacturers, ICICI Bank has set up a team of automotive specialists

who can tailor-make a solution that suits customer’s business.

The bank’s long-term relationships with leading auto-manufacturers

ensure customers get the quickest turnaround times possible, with the

network of more than over 600 branches and 1800 ATMs giving them

24/7 accessibility. A single-window access to all the banking solutions

customers may need ensures quick approvals and minimal paperwork.

ICICI’s modern approach to business banking backed by their superior

technology helps provide swift anytime, anywhere banking services via

our branch/ATM network, phone, mobile and Internet.

With a Relationship Manager always at customer’s beck and call, there

will be nothing to stop customer’s business from speeding ahead.

2) Construction:

The Indian economy is growing at a rapid pace. Predictably, the

construction sector estimated at Rs. 3, 00,000 crores is booming as well,

be it infrastructure or commercial retail and residential space. An outlay of

over Rs. 18, 00,000 crores is projected over the next 10 years.

33

ICICI Bank has pulled out all stops to ensure customers get all the

financial support they need to take advantage of the opportunities and

face the unique challenges in this sector. The bank’s in-house

construction industry specialists will customize end-to-end solutions for

customer’s right from the bidding process and implementation of the

project through to the defect liability period. These range from

Performance & Financial Guarantees to term loans for Equipment

Financing & working capital facilities to buy raw materials.

ICICI’s modern approach to business banking backed by our superior

technology helps provide swift anytime, anywhere banking services via

the branch/ATM network, phone, mobile and Internet. Whether customers

are a small contractor striving to grow, or an established player seeking to

grow globally, ICICI Bank provides the foundation to grow their business.

3) Pharmaceuticals:

Whether it's the challenges of Schedule M or awareness of best

practices, nobody understands the fundamental issues of the pharma

business better than customers. Except, perhaps, ICICI Bank.

Recognising the need to stay abreast of the latest developments in this

rapidly evolving sector, the bank’s team of pharma specialists bring to the

table just the expertise customer’s business needs. Whether customers

are involved with formulations or APIs – for local or global markets, what

customers get is a potent mixture of industry understanding backed by

working capital facilities, forex services and special lending programs

customised for you.

It is a platform to provide value to the pharmaceutical manufacturing

customers of ICICI Bank through focus, innovation and sharing. The

bank’s modern approach to business banking backed by their superior

34

technology helps provide swift anytime, anywhere banking services via

their branch/ATM network, phone, mobile and Internet.

4) Apparels:

The export quota regime has been dismantled ushering in an era of open

competition. China may be the leader by far in terms of sheer volume. But

there are plenty of value opportunities both as a mass manufacturer and

as a leading player in the value-added premium segments. Many Indian

suppliers are already modernizing and diversifying their operations to

meet pressures of scale and speed of delivery.

The Indian domestic market too is witnessing a huge transformation and

growth in organized retail space across malls, departmental stores and

premium boutiques. Customers are brand-hungry and ready to pay

premiums to make lifestyle and personal statements. New players are

emerging in regional and national markets.

ICICI Bank is geared to meet customers’ requirements in the apparel

sector through strong solutions for all their needs:

1) Term loans in rupee and foreign currency with TUFS benefits for

financing of expansion and modernisation plans.

2) Competitively priced working capital and other products (including

export finance in foreign currency) in order to optimise costs of

lending.

3) Sophisticated derivative product delivered in a simplified and

convenient manner as a source of hedging and optimising profits.

Finally, ICICI Bank has cut down approval time by standardising the

assessment process through use of scoring models.

35

5) Transport:

Indian road transport industry is witnessing a sea-change. Infrastructure

investments in highways and ports, entry of professional 'outsourced'

logistics service companies in the corporate sector, introduction of

tracking technology, better quality and more choice of vehicles - all this is

opening up new opportunities and challenges.

The growth of domestic tourism and migration is leading to increase in

travel while the growth of connectivity is creating new paths of commerce

and business.

ICICI Bank offers those in the transport business a host of advantages.

From faster sanction due to parameters-based approach, to interest cost

savings according to usage. A Relationship Manager is the single point

contact for all customers needs.

ICICI Bank's Roaming Current Account makes a powerful difference to

customer’s business. Bank and withdraw money in any branch or ATM

across the country. Bank anytime from 8 a.m. to 8 p.m. at any of the

branches. It helps in transferring funds without a cheque or a DD, through

a phone call or through Internet Banking. It uses the cash management

services for collections and payments across the country.

6) Gems & Jewellery:

The Gems & Jewellery industry in India is witnessing downstream

integration into the retail space, alliance marketing with end customers in

36

the export arena, and overall dynamic growth in domestic and

international markets, across the B2B and B2C space.

ICICI Bank has been serving firms in gems and jewellery sector with

comprehensive services and in-depth expertise.

ICICI have a range of credit facilities and derivative products at

competitive rates. The bank’s Gems and Jewellery experts know exactly

the customer’s business needs. Or, if it's convenience customer’s require,

bank’s vast network of branches and ATMs are just the thing for the

customers. Additionally, ICICI Bank's international experience and

expertise in the global jewellery trade gives customers the most complete

forex products and advisory services you need to stay ahead of

competition.

7) Travel & Tourism:

ICICI Bank’s industry-specific solutions help customer leverage every

opportunity for growth and maximize their profits. Bank’s team of industry

experts customizes solutions designed to fit customer’s unique business

requirements. Customer’s leverage the ‘anytime anywhere’ business

banking advantage to manage their finances efficiently and easily. With

the national reach and global network, the bank can now take the

business places.

Industry solutions

Funding solutions for Hotels, Travel & Tourism sector: ICICI provide

project finance in the form of term loans or working capital against card

receivables. Rapid Travellers Cheque Program: The bank purchase TC's

from Money Changers on prefixed transaction exposure/volume. Special 37

Foreign Currency Tour Operators Account: The bank handle collections

of foreign currency and remittances from the outbound tour operators and

inward remittances, for hotels and tour reservation made abroad.

Derivatives for Risk Mitigation: ICICI help customers hedge jthe foreign

currency inward remittances and local currency outward remittances

through our forex services.

ICICI’s customers include

Hotels

Aviation Training Institutes

Money Changers

Tour Operators

Ticketing Agents Consolidators

Travel Vocational Training Institutes

Travel Portal

Educational Institutions:

Whether the customer’s companies are govt. aided or privately managed,

in primary, secondary or higher education, they need a bank that

understands your special needs.

Be it long-term loans for infrastructure expansion or cash credit, ICICI

Bank works with accredited & recognized educational institutions all over

India, and offers the clients some of the best options for growth and

expansions.

DEMAT SERVICES:

38

Demat Services

ICICI Bank Demat Services boasts of an ever-growing customer

base of over 11.5 lacs account holders. In ICICI’s continuous

endeavour to offer best of the class services to the customers the

bank offer the following features: 

e-Instructions:

Customers 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", customer can also transfer or pledge instructions

through our customer care officer.

Consolidation Demat Account:

Customers can dematerialise the physical shares in various holding

patterns and consolidate all such scattered holdings into the primary

demat account at reduced cost.

Digitally Signed Statement: Customers can receive the account

statement and bill by email.

Corporate Benefit Tracking: Customers can track the dividend,

interest, bonus through the account statement.

Mobile Request: Customers can access the demat account by sending

SMS to enquire about Holdings, Transactions, Bill & ISIN details.

Mobile Alerts: Customers can receive SMS alerts for all debits/credits

as well as for any request which cannot be processed.

39

1) Dedicated customer care executives specially trained at the bank’s

call centre, to handle all their queries.

2) Countrywide network of over 235 branches, customers are never

far from an ICICI Bank Demat Services outlet.

Mutual Funds:

A Mutual Fund is a trust that pools the savings of a number of investors

who share a common financial goal. The money thus collected is then

invested in capital market instruments such as shares, debentures and

other securities. The income earned through these investments and the

capital appreciation realised are shared by its unit holders in proportion to

the number of units owned by them. Thus a Mutual Fund is the most

suitable investment for the common man as it offers an opportunity to

invest in a diversified, professionally managed basket of securities at a

relatively low cost. The flow chart below describes broadly the working of

a mutual fund:

40

There are many entities involved and the diagram below illustrates the

organisational set up of a mutual fund:

Domestic Mutual Funds

Mutual Funds pool money of various investors to purchase a wide variety

of securities while pursuing a specific goal. Selection of Securities for the

purpose is done by specialists from the field. Returns generated are

distributed to the Investors. At ICICI Bank NRI services, they help the

customers to determine which types of funds customers need to meet

their investment goals.

Advantages of Mutual Funds:

The advantages of investing in a Mutual Fund are:

Professional Management

Diversification

Convenient Administration

Return Potential

Low Costs

41

Liquidity

Transparency

Flexibility

Choice of schemes

Tax benefits

Well regulate

Insurance

1) LIFE INSURANCE:

Investment and Saving Plans

Endowment policies are a good way of putting aside the savings today for

a future goal - whether it's to buy a house in India or fund the

entrepreneurial vision. ICICI’s savings-oriented policies are designed to

make the savings grow and have them available to the customers at the

end of a fixed number of years or through the term of the plan.

Life Time II

Presenting Life Time & Life Time II – unit –linked plans that meets the

changing needs over a lifetime. These solutions have been

developed to meet the savings, protection and investment needs at

every stage in life.

Protection

-Choose a specified level of protection (available only with LifeTime).

- Two levels of Sum Assured to choose from (available only with

LifeTime II).

42

- Flexibility to increase or decrease the sum assured.

- Add-on riders to protect clients against any eventuality.

Saving:

- Flexibility to increase or decrease your contribution.

- Facility of Premium Holiday, wherein the policy continues even if there is

a temporary break in the payment of annual contribution (available only

with LifeTime).

- Facility of Automatic Cover Continuance, wherein the policy continues

even if there is a temporary break in the payment of annual contribution

(available only with LifeTime II).

- Facility to top-up the investment any time customers have surplus funds.

- Additional allocation of units on a periodic basis.

- Loans against the policy.

Investment:

- Choose from among four funds, based on the investment objective and

risk appetite.

-- Choice to switch between investments options (4 free switches every

policy year).

Invest shield Gold

A unit-linked insurance plan with an assurance of Capital Guarantee,

which offers the benefit of a limited premium payment term. An ideal plan

43

for protection with wealth creation that offers the flexibility of a limited

premium paying term.

- Flexibility to choose a premium payment term of 5, 7 or 10 years for a

maturity term of 10, 15 or 20 years respectively.

-Flexibility to choose a specific level of protection (Sum Assured), based

on a multiple of the annual premium.

- At the end of the term (maturity), the higher of the value of units or the

guaranteed value* is paid. On death, Sum Assured along with the higher

of value of units or the guaranteed value is payable.

- Additional credits payable as a percentage of the initial annual premium

are paid along with the death or maturity benefit.

- Facility to make withdrawals from the 6th policy year onwards till the end

of the policy term. Every year withdraw up to 10% of the value of units.

- Flexibility to make additional investment with the help of the top-up

facility.

- Flexibility to increase / decrease the annual premium amount

- Total transparency with the premium allocations, and other charges

declared upfront.

The guaranteed value of the unit fund is the value of all invested

premiums (premiums net of all charges) along with the declared bonus

interests.

44

Premier Life:

The key features of the plan are:

- Limited premium payment option: Choose from among a 3, 5, 7 or 10

year premium paying term.

- Choice of sum assured: Choose a sum assured, which is a minimum

multiple of 1 and a maximum multiple of 25 times the annual contribution.

- Additional allocation of units on a periodic basis.

- Facility to top-up the investment any time customers have surplus funds.

- Choose from among four funds, based on the investment objective and

risk appetite.

- Choice to switch between investments options (4 free switches every

policy year).

- Flexibility to decrease the sum assured.

- Add-on riders to protect against any eventuality.

- Loans against the policy.

Retirement Plans

Many of the customers picture themselves enjoying the fruits of their

labour after retirement - going on a dream vacation, or helping our child's

career take wing. Financing all this will depend on their personal savings

and investments, so it’s important to save for the future from today. These

45

retirement plans are designed to help customers systematically save, so

that they can enjoy all the things they have dreamed of when they retire.

Life Time Pension-II

Life Time Pension II gives the freedom to choose the amount of

premium, and invest in market-linked funds, to generate potentially higher

returns. On the future retirement date, the accumulated value of the units

will be used to purchase an annuity - to provide clients with regular

income for life.

Power to choose the protection level: Choose from either a Zero

sum assured or a sum assured, which will be equal to the product of

annual contribution and term.

Power to choose the retirement date: Take advantage of market

movements by choosing a vesting age between 45 - 75 years of age.

Power to increase your investments: Use your surplus funds to top-

up the investments during the deferment period.

Power to invest in a plan based on the priorities: Choose from

among four funds, based on investment objective and risk appetite. If at a

later stage the financial priorities change, clients can switch between the

various fund options, absolutely free, 4 times a year.

Power to increase / decrease your contribution: Based on the

requirements, increase or decrease the contribution.

Child Plans

As a responsible parent, people want to ensure a hassle-free, successful

life for their child. However, life is full of uncertainties and even the best-

46

laid plans can go wrong. Smart Kid Education Plans are designed to

provide flexibility and to safeguard the child's future education and

lifestyle, taking all possibilities into account. Smart Kid Child Plans has a

bouquet of three products which can help the clients secure their child's

education.

- Unit-linked Regular Premium

- Unit-linked Single Premium

- Regular Premium Smart Kid

3) GENERAL INSURANCE:

Rishtey Health Insurance - for the parents and other family members

in India

2 Years comprehensive medical cover for family

    Advanced treatment covering technologically advanced surgeries

    Re-imbursement of return Air Fare

    Nursing care benefit and free health checkups with 'Cashless' benefit

Overseas Travel Insurance - for the parents and other family

members visiting abroad

Covers both structure and contents of home

    Provides protection against natural and manmade calamities

    Protection against fire, burglary, gas cylinder, seepage etc.

    Avail 25% discount on 5 year and 15% discount on 3  year policy

Car Insurance - for the four-wheelers in India

Transfer no claim bonus (NCB)

    Cashless claims facility

47

    No Documentation. Instant Policy issuance

    Also covers PA and third party legal liability

Two-wheeler Insurance - for the two-wheeler in India

No documentation. Instant policy issuance

    Effective cover against theft and insurance

    Guaranteed safety for yourself and your two wheeler

    Lightening fast claims service No documentation. Instant policy

issuance

    Effective cover against theft and insurance

    Guaranteed safety for client & its two wheeler

    Lightening fast claims service

Student Medical Insurance - for staying abroad during studies

Pay in Rupees, save in Dollars

    Plan meets foreign universities insurance requirements

    No documentation. No health check-up. Instant policy issuance

    Policy is renewable for the second year

Home Safe+ Insurance - for the most prized possession, Home

Secure home and the loan against it

 Loan Liability cover exclusive to ICICI Bank Home Loan customers

Critical Illness, Accidental Death and Disablement Benefit

Protect Home - Structure * Contents

48

Investment Planning

Based on the customer’s investment goal, wealth requirements,

investment horizon and risk profile, the bank construct a suitable asset

allocation plan for the clients. During this exercise, the bank also

evaluates and realigns their existing investments as per the suggested

asset allocation, in case required by the customers.

Portfolio Construction

the wide range of investment avenues, the bank construct appropriate

solutions to implement client’s investment plan and evolve a tailor-made 49

portfolio for the specific requirements. This would involve execution of

investments in debt, equity, structured products or alternative asset

classes as per the suggested asset allocation.

Portfolio Maintenance

The bank monitors customers investments and periodically suggest

rebalancing in the portfolio for maintaining the asset allocation or aligning

their portfolio to changes in macro-economic factors that might affect the

investments.

Portfolio Review

As the customer’s investment preferences or financial goals change over

a period of time, the banks reviews their portfolio periodically with the

clients to discuss and implement any changes in asset allocation or

portfolio strategy. All with a view to keeping the portfolio healthy at all

times.

Products:

Online Trading

Mutual Funds

Life & General Insurance

50

CHAPTER-1

RESEARCH

Objective of Research:

There were basically two objectives of the Market Research that was

conducted among the valuable customers of ICICI Bank. These two

objectives were:

1) To know about the customers perception about Market Linked

Investments;

This was done to find out that what the customers think about various

kinds of market Investments.

2) To find out the knowledge of customers about the various

product offerings of ICICI Bank.

This was done to find out that how much knowledge do the customers

have about the various products of the ICICI Bank of Delhi City.

Before assigning the project:

Being unknown from the Banking sector and its various procedures I had

given training about the ICICI Bank’s core products, different schemes &

policies going on currently. I had received training about the various

51

product offerings & Mutual fund schemes so that during my survey I can

convince the valuable customers of ICICI Bank.

Research Work:

In the survey work the method of Questionnaire is being used. The

questionnaires are then studied properly to find out about the various

valuable customers of ICICI bank & their knowledge about the product

offerings of ICICI bank.

Field Work:

I conducted a survey for two weeks among various valuable customers.

The survey was about market investment policies. I made the customers

aware of various Mutual Fund schemes & Insurance Plans of ICICI Bank.

I gave them information about the Equity market and the market risks

present in today’s scenario. Many customers are convinced about

investing their money in ICICI mutual funds.

Step by step procedure of the survey:

1) Scheduling appointments:

Making telephone calls to all the customers for the appointments.

Many a times customers were busy, sometimes they told me to

reschedule the appointments. Many of the customers were high

profile customers so they were busy all through the week that’s why

it was a tough job to take appointments. It proved a challenge for

me to get appointments.

52

2) View of the customers:

I interacted with all the customers to know about their views related

to the market investments & the risks associated with them. I asked

them that what kind of knowledge they possess about Insurance

Policies such as Life stage pension plans & how much they know

about the various schemes of the ICICI bank. I came to know How

they previously invested their money in different schemes & what

kind of profit they gained earlier.

3) Lack of knowledge:

After this interaction I came to know that some of the people do not have

adequate knowledge about market risks & how to achieve superior

returns. Many people were confused about the proper investments &

their returns. They were confused about the securing their future using

various investment plans. Some of the customers were happy by not

investing in the schemes as they thought that they will loose their

principal amount because they do not have proper knowledge.

4) Explanation:

Then I explained them about the market risks & returns. I told them

about the various profitable policies of the ICICI bank and how

those policies can be properly used. I explained them to take the

help of wealth managers of ICICI bank for the proper investments. I

made them aware about the efficiency and capabilities of the

wealth managers of ICICI bank. I convinced them that the

investments made by the ICICI bank are much more secure &

profitable.

53

5) Query solutions:

I solved their queries about the various policies & schemes. I told

them that why the policies & schemes of ICICI bank are more

profitable as compared to policies of other financial institutions.

6) Agreed for Investment:

After the solution of the queries some of the customers get

convinced to invest in the Mutual funds of ICICI bank.

Limitations of the Study

Shortage of time was the biggest road block in the way of the study.

Most of the customer were hesitating in providing their personal as

well as general data.

It was a quite fagging job to travel in summer in Delhi and to obtain

data from the consumers.

Due to some of the customer's personal relations with ICICI Bank staff

possibility of biased results can not be ruled out.

54

CHAPTER-3

ANALYSIS

Analysis of Survey

Sample Size: 100 (As per company’s instructions)

Q1) How would you like to invest your savings?

During the survey it was found out that the 42% of the customers are

interested in Real Estate as it has a lucrative market these days and 37 %

55

in Mutual Funds. Only few of the customers were interested in F.D.,

Direct Equity and Gold investments.

Q2) How much comfortable are you to invest in equity (or market

risk) products?

Nearly56 % of the customers were not interested in investing in market

risk products because of the threat of capital loss. 42 % of the customers

were just comfortable (who are risk takers) and rest are not at all

comfortable in investing.

56

Q3) what are the major threats in investing money in mutual funds or

direct equity

The major threats according to 82% customers are Capital loss and

according to 12 % Low Returns. Customers mainly do not invest their

money because of these two threats. Rest 4 % and 2% customers think

that less expertise & stock collection are major threats.

57

Q4) which investment style do you prefer most?

During the survey it was found that 79% of the customers prefer Growth

kind of investment style and 19% of the customers prefer Value kind of

investment style. Only 2% of the customers prefer others.

58

Q5) What do you expect from your investment in various portfolios?

82% of the customers expect Superior returns from their investments.

Such customers want their returns to be more & more. 9% expect

principal protection as they do not want to loose their principal amount,

6% prefer Wealth creation and only 2% prefer store of value.

59

Q6) Which do you think is more profitable?

69% of the customers think that Real Estate is more profitable as it is the

most lucrative market at present.10% think that gold equity is more

profitable and 21% feels FD as more profitable.

60

Q7) What time horizons are you looking to do investment?

Most of the people (82%) want to invest their money for a period of 3-5

years. 11% of the people want to invest for 1-3 years. Only 5% customers

want to invest their money for more than 5 years. 2% customers want to

invest for 1 year.

61

Q8) Which Market Cap do you think is more profitable?

Most of the customers (92%) want to invest their money in Mid Cap as

they have been among the best performers in the equity diversified

category. Only 5% of the customers want to invest their money in Small

Cap and 3% customers want to invest money in Large cap.

62

Q9) Are you willing to take assistance of wealth manager to manage

your portfolio?

79% of the customers wanted to take assistance of the wealth managers

as they think that the wealth managers would be more helpful in

increasing their returns. 13% of the customers told that they will think

about the assistance.5% of the customers told that they do not require

any assistance and 3% of the customers were not sure about it.

63

CHAPTER-4

RESULTS & DISCUSSION

Challenge:

Basic challenge of ICICI is the business growth by addressing the more

lucrative and growing segment of middle-class consumers and emerging

corporate.

Objective of ICICI Bank:

“Our objective of creating a universal bank providing end-to-end financial

services, clearly required solutions which were based on new-generation

technology, offered end-to-end functionality and were highly flexible and

scalable. Finacle offered all this and much more.”

Chanda Kochhar

Joint Managing Director

ICICI Bank Limited

Main challenge faced by the company is retention of clients as well as

increasing its number of clients. The major objective of the survey was to

64

increase the awareness among customers about the products of ICICI

Bank and about the recent policies and schemes of ICICI bank.

Possible Solution:

Strategic adoption of technology to ensure that ICICI transforms into a

universal bank, which will provide fast and efficient customer service

besides offering the whole gamut of banking and financial services.

The retention of clients can be done with better relationship building,

proper interaction and proper care of clients. By understanding the basic

needs of the customers & by analysing the financial situation of the

customers the clients can be easily retained. The approach of the

company should not be product centric. It should primarily focus on

clients and their needs. The risk appetite of the customers should be

calculated properly. The company should understand that when and

under what circumstances the clients need money. The company should

target on fulfilling the short as well as long term goals.

The company should review the portfolio of clients time to time. By proper

monitoring and rebalancing the portfolio at regular intervals the clients

should be retained without any problem.

From the survey ICICI bank gained the knowledge about their various

customers & that there is lack of knowledge among some customers.

Through this survey the customers came to know about the schemes &

policies of ICICI bank and also various product offerings of ICICI bank.

65

With the help of my survey it was found that most of the customers were

interested in investing their money in Real Estate. Principal protection is

their main target & the main risk according to the Clients is Capital loss.

They expect superior returns from the portfolios in which they invest. And

a lot of the clients were interested in taking the help of the Wealth

managers from ICICI bank.

CHAPTER-5

CONCLUSION & RECOMMENDATION:

Dedicated workforce to serve people:

Across India, ICICI Bank has Regional Sales Managers to look after

Indian & NRI Requirements and the Region has a dedicated Investment

Officer. Before being deputed, the officers complete a comprehensive

Knowledge Belt Certification program and, once deputed, they receive

thorough instructions in financial planning skills and techniques.

Throughout their careers officers also attend programs to update their

skills.

To Service people, when you are abroad, ICICI bank have an ETC Team

(Email, Telecalling & Chat Team) which can help people invest in India

MutualFunds.

All officers in charge of Mutual Funds are certified professionals by AMFI

(Association of Mutual Funds in India)

Many of these officers also hold professional degrees like MBA, CA,

ICWA, CFA etc.

Therefore, People should invest their money in ICICI Bank with the help

of Wealth Managers.

66

These wealth managers not only help in achieving superior returns; they

also help the customers from Capital loss.

REFERENCES

1) Toor, N.S(2005). Handbook of Banking Information

2) David Aaker, Kumar, George Day. Market Research(2001), John

Willey & Sons.

3) Philip Kotler. Marketing Management(2002), Prentise Hall Inc, A

pearson Education

Company

4) Product Offering Brochures, ICICI Bank

5) ICICI Bank website: www.icicibank.com

6) Amfi India website: www.amfiindia.com

7) Google website: www.google.com

67

\

Questionnaire:

Name:

Gender:

Age:

Email-id:

Contact No:

Address:

Q1) How would you like to invest your savings?

a) F.D.

b) Direct Equity

c) Real Estate

d) Mutual Funds

e) Gold

68

Q2) How much comfortable are you to invest in equity (or market risk)

products?

a) Very

b) Just

c) Not

Q3) What are the major threats in investing money in mutual funds or

direct equity?

a) Capital Loss

b) Low Returns

c) Less Expertise

d) Stock Collection

Q4) which investment style do you prefer most?

a) Growth

b) Value

c) Others

Q5) What do you expect from your investment in various portfolios?

a) Principal Protection

b) Wealth Creation

c) Superior Returns

d) Store of Value

69

Q6) Which do you think is more profitable?

a) F.D.

b) Real Estate

c) Gold

Q7) What time horizons are you looking to do investment?

a) 1Year

b) 1-3 Years

c) 3-5 Years

d) >5 Years

Q8) Which Market Cap do you think is more profitable?

a) Large

b) Mid

c) Small

Q9) Are you willing to take assistance of Wealth manager to manage your

portfolio?

a) Yes

b) No

c) Will Think

70

d) Don’t Know

71