PROJECT REPORT

ON
IDENTIFICATION OF SEGMENT OF CASA, FD AND HOW TO
INCREASE PROFITABILITY
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
MASTERS OF BUSINESS ADMINISTRATION

SUBMITTED TO:

SUBMITTED BY:

Dr. M.A. NAQVI

RIYAZ AHMAD KHAN

(Director)

MBA IIIrd Semester

Roll No. 0705070037

Acknowledgement
This project is a culmination of task undertaken by me after the First year during my summer
Training. Acknowledgement is not a mere formality or ritual but a genuine opportunity to

express the indebtedness To all those without whos active support and encouragement this
project wouldnt have been possible. My Special thanks to Mr. Sunil Yadav (Branch Operation
Manager ICICI Bank Aminabad Lucknow), who gave me the proper guidance. I have used
questionnaire method to collect data and had analyzed them. I got some findings by analyzing
Data as in the end I have also given the recommendations to the company, which I thought would
help the Company in some way. I used direct interview from the customers for collecting data.

RIYAZ AHMAD KHAN

MBA IIIrd Semester
Roll No. 0705070037

CERTIFICATE

This is to certify that the Project Report/Dissertation/Thesis entitled

Identification of Segment of CASA, FD & How to Increase Profitability
Submitted in partial fulfillment of the requirement for the Degree
MASTER OF BUSINESS ADMINISTRATION
To the U.P. Technical University, Lucknow for the session 2007-2009 and is a record of bonafide
research work carried out under my supervision and guidance by
Miss. ANANDITA

And no part of this report has been submitted for the award of any other Degree, Diploma,
Fellowship or other similar titles or prizes that the work has not been published in any scientific
or popular journal or magazine
ATTESTED & CERTIFIED
Dr. M.A.NAQVI
Prof. & Director (CMS)

DECLARATION

I, Riyaz Ahmad Khan, student of College OF Management Studies, Kanpur ,studying in

MBA IIIrd Semester, hereby declare that, I have completed the report the report on
Idententification of segment of current account ,saving account, fixed deposits and how to
increase profitability at icici bank aminabad lucknow in academic year 2009-10.
This information submitted is genuine and practical to the best of my knowledge.

RIYAZ AHMAD KHAN

MBA IIIrd Semester
Roll No. 0705070037

PRECFACE

The project has been undertaken in a renowned bank ICICI. The main objective behind the
project is to know the consumer perception about the CASA & FD and to get an insight a bout
the various product offerings of the bank. To find the various reasons because of which the
company is able to survive the edge cutting competition and what are the other marketing
strategies of the company. A survey has been done and data has been collected from various
customers all over Lucknow & Unnao region and thus a report has been prepared. In the survey
the customers were interacted in order to find out their knowledge about the products & schemes
of ICICI Bank.

RIYAZ AHMAD KHAN

MBA IIIrd Semester
Roll No. 0705070037

CONTENTS

TABLE OF CONTENTS

1: Preface...6
2: Company Profile....8

3: Recruitment...38
3.1 Human Resource Management ....38
3.2 Recruitment Process......41
3.3 Types of Recruitment....42
Internal Recruiting..42
3.3.1 Job Posting..42
3.3.2 Job Bidding ....43
3.3.3 Former Employees .43
3.3.4 Former Applicants ..43
3.3.5 Employee Referrals ....44
External Recruiting....45
3.3.a Media Advertising...46
3.3.b College and School Recruiting47
3.3.c Labor Unions ......48
3.3.d Employment Agencies ...48
3.3.e Temporary Employment Agencies .49
3.3.f Customers . .50
3.3.g Suppliers and Competitors..50
3.3.h Professional and Trade Associations..50

3.3.i Walk-Ins..51
3.3.j Job Fairs and Special Events...51

3.3.k Internet52

3.3.l Outplacement Firms54

3.4 Advantages and Disadvantages of Internal Versus
External Recruiting54

3.5

Evaluating

Recruitment

Effectiveness..55
3.6 Recruitment Process Modal. 59
4: Selection and Placement.61
4.1 Selection...61
4.2 The Selection Process...63
4.2.1 Initial applicant contact ..65
4.2.2 Prescreening....65
4.2.3 Application forms ...66
4.2.4 Applicant testing .67
4.2.4 Interviews.69
Types of Interviews..69
a. Structured Interview...69
b. Directive Interview70
c. Behavioral Interview..70
d. Situational Interview..70
e. Stress Interview..71
f. Mass Interview....71
g. 360 Interview71
h. Panel Interview...71
4.3 Background and reference checking 75

4.4 Evaluation of the Selection Process..76

4.5 Making the Decision and Offer76
4.6 Making the job offer.77
4.7 The offer letter..77
4.8 Placement..85
5: Research Methodology.90
5.1 Introduction91
5.2 Objectives of the research..92
5.3 Importance of the research.93
Conclusion....95
Recommendations.....96
Appendix/Annexure
Bibliography

INTRODUCTION

COMAPANY 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 banks 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).

Vision of ICICI Bank:

10

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. With the recent addition of insurance, the proposition of ICICI Bank is now fulfilled.
Going forward, the challenge for ICICI will be to continue innovating to improve market shares
and maintain its competitive edge. In this endeavour, ICICI will continue to benchmark with
global best practices to ensure optimum utilization of its resources and the finest exposure to its
work force. The speed with which it has been able to transform the organization and successfully
start so many new businesses is almost singularly owing to the skills, enterprise and the depth of
its human resources.

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. talented individuals, working in teams and riding on the backbone of world class
technology

HISTORY
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution,
and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46%
through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs
listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an allstock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors
in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the
Government of India and representatives of Indian industry. The principal objective was to create
a development financial institution for providing medium-term and long-term project financing
to Indian businesses. In the 1990s, ICICI transformed its business from a development financial
institution offering only project finance to a diversified financial services group offering a wide
variety of products and services, both directly and through a number of subsidiaries and affiliates

11

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

12

GROWTH OF THE INDUSTRY

1955: The Industrial Credit and Investment Corporation of India Limited (ICICI) incorporated
at the initiatives of the World Bank, The Government of India and representatives of Indian
Industry, with the objectives of creating a development financial institution for providing
medium-term and long-term project financing to Indian Businesses. Mr. A. Ramaswami
Mudaliar elected as the first chairman of ICICI Limited. ICICI emerges as the major source of
foreign currency loans to Indian Industry. Besides funding from the World Bank and other multilateral agencies, ICICI was also among the first Indian companies to raise funds from
International markets.

1956: ICICI declared its first dividend of 3.5%.

1958: Mr. G.L. Mehta appointed the second chairman of ICICI Limited.
1960: ICICI Building at 163, Backbay Reclamation, inaugurated.
1961: The first West German Loan of DM 5 Million from Kredianstalt obtained.
1967: ICICI made first its first debenture issue for Rs. 6 Crore, which was oversubscribed.
1969: The first two regional offices in Calcutta and Madras set up.
1972: The second entity in India to set up merchant Banking services.
1972: Mr. H. T. Parekh appointed the third chairman of ICICI.

13

1977: ICICI sponsored the formation of Housing Development Finance Corporation, Managed
its first equity public issue.

1978: Mr. James Raj appointed the fourth chairman of ICICI.

1979: Mr. Siddharth Mehta appointed the fifth chairman of ICICI.
1982: ICICI became the first ever Indian Borrower to Raise European Currency Units.
1982: ICICI commences leasing business.
1984: Mr. S. Nadkarni appointed the seventh Chairman and Managing Director of ICICI.
2000: ICICI Bank became the first commercial Bank from India to list its stock on NYSE,
ICICI Bank announces merger with Bank of Madura.

2001: The Boards of ICICI Ltd. And ICICI Bank approved the merger of ICICI with ICICI
Bank.

2002: ICICI Ltd. Merged with ICICI Bank Ltd. To create Indias second largest bank in terms of
assets.

2002: ICICI assigned higher than sovereign rating by Moodys.

2002: ICICI Bank launched Indias first CDO (Collateralized Debt Obligation) Fund named
Indian Corporate Collateralized Debt Obligation Fund (ICCDO Fund).

2002: E Lobby, a self service banking centre inaugurated in Pune. It was the first of its kind
in India.

2002: ICICI Bank launched Private Banking.

2002: 1100-seat Call Centre set up in Hyderabad

14

2002: ICICI Bank Home Shoppe, the first-ever permanent aggregation and display of housing
projects in the county, launched in Pune,

2002: ATM-on-Wheels, Indias first mobile ATM, launched in Mumbai.

2003: The first Integrated Currency Management Centre launched in Pune.
2003: ICICI Bank announced the setting up of its first ever offshore branch in Singapore.
2003: The first offshore banking unit (OBU) at Seepz Special Economic Zone, Mumbai,
launched.

2003: ICICI Banks representative office inaugurated in Dubai.

2003: Representative office set up in China. : ICICI Banks UK subsidiary launched
2003: Indias first ever "Visa Mini Credit Card", a 43% smaller credit card in dimensions
launched.

2003: Temasek Holdings acquired 5.2% stake in ICICI Bank.

2003: ICICI Bank became the market leader in retail credit in India.
2003: ICICI bank subsidiary set up in Canada.
2004: Max Money, a home loan product that offers the dual benefit of higher eligibility and
affordability to a customer introduced.

2004: Mobile Banking Service in India Launched in association with Reliance Infocomm.
2004: Indias first multi-branded credit card with HPCL and Airtel launched.
2004: Kisan Loan Card and innovative, low-cost ATMs in rural India launched.

15

2004: ICICI Bank and CNBC TV 18 announced Indias first ever awards recognizing the
achievements of SMEs, a pioneering initiative to encourage the contribution of Small and
Medium Enterprises to the growth of Indian economy.

2004: ICICI Bank introduced partnership model wherein ICICI Bank would forge an alliance
with existing micro finance institutions (MFIs). The MFI would undertake the promotional role
of identifying, training and promoting the micro-finance clients and ICICI Bank would finance
the clients directly on the recommendation of the MFI.

2004: ICICI Bank introduced 8-8 Banking wherein all the branches of the Bank would remain
open from 8a.m. to 8 p.m. from Monday to Saturday.

2004: ICICI Bank introduced the concept of floating rate for home loans in India.
2004: ICICI Bank opened its 500th branch in India.
2005: First rural branch and ATM launched in Uttar Pradesh at Delpandarwa, Hardoi.
2005: Free for Life Credit Cards launched wherein annual fees of all ICICI Bank Credit
Cards were waived off.

2005: ICICI Bank and Visa jointly launched mChq a revolutionary credit card on the mobile
phone.

2005: Private Banking Masters 2005, a nationwide Golf tournament for high net worth clients
of the private banking division launched. This event is the largest domestic invitation amateur
golf event conducted in India.

2005: First Indian company to make a simultaneous equity offering of $1.8 billion in India, the
United States and Japan.

2005: Acquired IvestitsionnoKreditny Bank of Russia.

16

2005: ICICI Bank became the first private entity in India to offer a discount to retail investors
for its follow-up offer.

2005: ICICI Bank became the largest bank in India in terms of its market capitalization.
2006: ICICI Bank subsidiary set up in Russia.
2006: ICICI Bank became the first Indian Bank to issue hybrid Tier-1 perpetual debt in the
International markets.

2006: Introduced a new product - NRI smart save Deposits a unique fixed deposit scheme
for nonresident Indians.

2006: Representative offices opened in Thailand, Indonesia and Malaysia.

2006: ICICI Bank became the largest retail player in the market to introduce a biometric
enabled smart card that allows banking transactions to be conducted on the field. A low-cost
solution, this became an effective delivery option for ICICI Banks micro finance institution
partners.

2006: Bhoomi puja conducted for a regional hub in Hyderabad, Andhra Pradesh.
2006: Financial Counseling Centre Disha Launched. Disha provides free credit counseling,
financial planning and debt management services.

2007: ICICI Banks USD 2 billion 3-tranche international bond offering was the largest bond
offering by an Indian bank.

2007: Sangli Bank amalgamated with ICICI Bank.

2007: ICICI Banks GBP 350 million international bond offering marked the inaugural deal in
the sterling market from an Indian issuer and also the largest deal in the sterling market from
Asia.

17

2007: ICICI Bank raised Rs. 20,000 crore (approx 5 billion) from both domestic and
international markets through a follow-on public offer.

2007: Launched Indias first ever jewellery card in association with jewellery major Gitanjali
Group.

2007: ICICI Bank became the first bank in India to launch a premium credit card- The Visa
Signature Credit Card.

2007: Foundation stone laid for a regional hub in Gandhinagar, Gujarat.

2007: Introduced SME Toolkit, an online resource centre, to help small and medium enterprises
start, finance and grow their business.

2007: ICICI Bank signed a multi-tranche dual currency US$ 1.5 billion syndication loan
agreement in Singapore.

2007: ICICI Bank became the first private bank in India to offer both floating and fixed rate on
car loans, commercial vehicles loans, construction equipment loans and professional equipment
loans.

2007: ICICI Bank Eurasia LLC inaugurated its first branch at St Petersburg, Russia.
2007: Launched Bank@home services for all Savings and Current Account customers residing
in India.

2007: In a first of its kind, nation wide initiative to attract bright graduate students to pursue a
career in banking, ICICI Bank launched the Probationary Officer Programme.

2008: ICICI Bank enters US, launches its first branch in New York
2008: ICICI Bank enters Germany, opens its first branch in Frankfurt

18

2008: ICICI Bank launched I Mobile, a breakthrough innovation in banking where practically
all internet banking transactions can now be simply done on mobile phones.

2008: ICICI Bank concluded India's largest ever securitization transaction of a pool of retail
loan assets aggregating to Rs. 48.96 billion (equivalent of USD 1.21 billion) in a multi-tranche
issue backed by four different asset categories. It is also the largest deal in Asia (ex-Japan) in
2008 till date and the second largest deal in Asia (ex-Japan & Australia) since the beginning of
2009

PRESENT STATUS OF THE ORGANIZATION

Technology
19

Our technology driven banking system ensures a wide reach, instant online transactions and
faster dealings.

Product range
Our products spectrum includes easy loans, phone banking, doorstep banking, etc. We also have
products targeted at specific groups. The zero balance roaming current accounts caters
specifically to entrepreneurs. It offers remittance, export, import and advisory services. Besides,
being a zero balance account it enables our customers to utilize their financial resources more
effectively.

Size & Network

We have a wide customer base. Our Click and Brick' distribution network includes branches,
ATMs, internet banking, phone banking and mobile banking.

Customer relationship.
We believe in establishing a personal relation with our customers so that we can understand their
needs better and provide effective customized service
We have received several prestigious national and international awards in recognition of our
innovation in banking, customer service, technology focus and human resource practices.
These include:

1. Triple AAA Best Cash Management Country Award in India 2005

The Asset

20

2. Best Bank in India - 2004 Euro money

3. Travel and Tourism India 's Most Customer Friendly Bank - 2004
Outlook Money
4. Best Bank 2004 Business India
5. Best domestic commercial bank Asian money
6. Best emerging bank in India Global Finance
7. Best multi - channel strategy 2003 The Banker Magazine UK
8. Bank of the Year 2003, in India The Banker Magazine , UK

9. Excellence in Retail Financial Services 2003 Asian Bankers Journal

PRODUCTS OF ICICI BANK LIMITED:

21

ICICI Securities Indias Leading Investment Bank:

IICICI Securities Limited is Indias leading full service investment bank with leadership position
in all segments of its operations Corporate Finance, Fixed Income and Equities. It is a
subsidiary of ICICI Bank, the largest private sector bank in India and operates out of Mumbai
with offices in Delhi, Chennai, Calcutta, New York, London and Singapore.
22

ICICI Securities today is Indias leding Investment bank and one of the most significant players
in the Indian capital markets. This is reflected in the number of award that our teams in Fixed
Income, M&A and equity capital markets win.
Our Fixed Income team for the last two years (CY 2004 and 2005) has been adjudged as the
Best Bond House in India by both Asia money and Finance Asia. The equities team was
adjudged as the Best Indian Brokerage House- 2003 by Asia money. The Corporate Finance
team, according to Bloomberg topped the M&A league tables in 2003.
Our wholly owned subsidiary, ICICI Brokerage Services Limited (IBSL), we buy and sell
equities for our institutional clients. ICICI Securities has a U.S. subsidiary, ICICI Securities Inc.,
which is a member of the National Association of Securities Dealers, Inc. (NASD). As a result of
this membership, ICICI Securities Inc. can engage in permitted activities in the U.S. securities
markets. These activities include dealing in securities markets transactions in the United States
and providing research and investment advice to U.S. investors.
ICICI Securities Inc. is also registered with the Financial Service Authority, UK (FSA) and the
Monetary Authority of Singapore (MAS) to carry out Corporate Advisory Services.
ICICI Securities is registered with SEBI (SEBI Merchant Banking Number: MB/INM 00000113)
and IBSL is registered with NSE (SEBI Registration Number on NSE: INB 230773037) and
BSE (SEBI Registration Number on BSE: INB 010773035).

ICICI Lombard General Insurance:

ICICI Lombard General Insurance Company Limited is a 74:26 joint venture between ICICI
Bank Limited and the US- based $ 26 billion Fairfax Financial Holdings Limited. ICICI Bank is
Indias second largest bank; while Fairfax Financial Holdings is a diversified financial corporate
engaged in general insurance, re insurance, insurance claims management and investment
management.

23

Lombard Canada Ltd. A group company of Fairfax Financial Financial Holdings Limited, is one
of Canadas oldest property and casually insurers. ICICI Lombard General Insurance Company
received regulatory approvals to commence general insurance business in August 2001.

Indias number one private general insurance company

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

Simple and fast documentation.

Lightning fast claims settlement.

Instant online policy issuance.

Comprehensive product line.

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

First company to provide digitally signed documents through an online interface.

Achieved financial breakeven in first full year of operations.

Achieved underwriting breakeven in second year of operations.

All set to implement Five S management initiatives.

ICICI Venture
ICICI Venture is the largest and one of the most successful private equity and venture capital
management companies in India with aggregate funds under management in excess of USD 650
million.
ICICI Venture is a subsidiary of ICICI Bank, The largest private sector financial services group
in India with assets of over USD 30.0 Billion (Sep 2004) and market capitalization of about USD
5.3 billion (Feb 2005).

24

Over the years, ICICI Venture has built an enviable portfolio of companies in the sectors of
information technology, pharmaceuticals, biotechnology, media and retail thereby delivering
value consistently to its investors.
ICICI Venture has the distinction of managing a large number of exits in the country. With over
100 liquidity events, the organization has reaped rich experience and is well positioned to handle
IPOs, strategic sale and/or mergers.
ICICI Venture has a wide network of third party investors, which include domestic investors such
as public sector banks, financial institutions and insurance companies. A significant portion of
the funds corpus is also from international development financial institutions and international
funds.
The company has over 40 qualified professionals with experience across sectors and functions.
The capabilities of the team, structure of the organization, emphasis on value creation and
performance evaluation matrices enable ICICI Venture to extract superior returns from its
investments.
ICICI Venture is currently investing out of the India Advantage Fund with a corpus of USD 245
million. The funds investment philosophy is to pursue investments in established companies that
are leaders or potential leaders in their respective markets and where there is a clear proposition
for clear creation.

ICICI Prudential Life Insurance Company Limited:

Incorporated on July 20, 2000 it is a 74:26, joint venture between ICICI and Prudential plc of
U.K.. In November 2000, ICICI Prudential Life Insurance was granted certification of
Registration for carrying out life insurance business by the Insurance Regulatory & Development
Authority of India.Thew Company issued its first policy on December 12, 2000.

25

ICICI Prudential has consolidated its position as the leading private life insurer in India. ICICI
Prudential has consolidated its position as the leading private life insurer in India. ICICI
Prudential annualized premium grew more than three fold over the previous year.
Continuing with its Customer First philosophy, ICICI Prudential has significantly expanded its
presence to 29 operational Branches (2001-2002:16), with the Advisor.
Force growing to over 18,000. Its has also strengthened its Alternate Distribution channels, i.e.
Banc assurance, Corporate Agents and Direct Marketing, making purchase of purchase more
accessible. Banc assurance and Direct Marketing channels have contributed over 18% of the
Annualized Premium.
ICICI Prudential was amongst the first to identify the emerging opportunity in the Pension
segment and launched two linked pension products- Life Time Pension and Life Link Pension,
which have been well received in the market.

26

MARKETING STRATEGIES

MARKET STRATEGY OF ICICI BANK

ICICI Bank uses the concept of Universal Banking.

Universal Banking Concept
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

27

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.
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 banks
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.

28

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 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 banks
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.
Banks 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.
29

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.

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.

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

30

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.

COMPETITORS

31

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 oneproduct 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.
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:

32

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

33

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.

PRODUCT AND SERVICE PROFILE OF THE ORGANIZATION

COMPETITORS.

Products & services include:

SAVING ACCOUNT
-

NORMAL

SILVER

GOLD

TITANIUM

OTHER SERVICE
34

Tax Payment

Insurance

Investment

ICICI Bank cross-border strategies and custom-designed solutions our customers receive quick
payments and have easy access to information details. Others also have better control over
foreign receivables and experience improved cash flows. ICICI Bank export, import, remittance,
inland, advisory and online trade services extend to all industries.

Also provide comprehensive banking solutions for industries that include

Automotive

Construction

Pharmaceuticals

Travel and Tourism

Gems and Jewelry

Apparel

Transport

Educational Institutions

Some of the features that give our customers a value-added banking

experience include:

Technology
The technology driven banking system ensures a wide reach, instant online transactions and
faster dealings.

35

Productrange
The products spectrum includes easy loans, phone banking, doorstep banking, etc. They also
have

products

targeted

at

specific

groups.

The zero balance roaming current accounts caters specifically to entrepreneurs. It offers
remittance, export, import and advisory services. Besides, being a zero balance account it
enables the customers to utilize their financial resources more effectively.

Size & Network

ICICI Bnak have a wide customer base. They Click and Brick' distribution network includes
branches, ATMs, internet banking, phone banking and mobile banking.

Customer relationship
They believe in establishing a personal relation with the customers so that they can understand
their needs better and provide effective customized service
They have received several prestigious national and international awards in recognition of our
innovation in banking, customer service, technology focus and human resource practices.

These include:

10. Triple AAA Best Cash Management Country Award in India 2005
The Asset

36

11. Best Bank in India - 2004 Euro money

12. Travel and Tourism India 's Most Customer Friendly Bank - 2004
Outlook Money
13. Best Bank 2004 Business India
14. Best domestic commercial bank Asian money
15. Best emerging bank in India Global Finance
16. Best multi - channel strategy 2003 The Banker Magazine UK
17. Bank of the Year 2003, in India The Banker Magazine , UK

18. Excellence in Retail Financial Services 2003 Asian Bankers Journal

37

PRODUCT OFFERINGS

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.

38

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.

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.

39

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 advantagesaffordability 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) CARDS

ICICI Bank offers a variety of cards to suit different transactional needs of its customers. ts 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:

40

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

b) Travel Cards:
The travellers 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.

ALLIANCE PEODUCTS

1) Wells Fargo, USA

ICICI Bank has joined hands with Wells Fargo to bring customers unprecedented convenience
for sending money to India. Customers can just call or walk into any Wells Fargo branch and
send money to anyone having an eligible ICICI bank account.Customers just need to enrol in the
Wells Fargo Express Send Global Remittance Service to India to be able to transfer money from
your eligible Wells Fargo checking or savings account to the beneficiary's ICICI bank account.
Clients transferred funds will be available in the beneficiary's ICICI bank account as soon as the
next business day.To avail of this economical, convenient and dependable way to send money
41

home to India, just open a Wells Fargo Express Send Service Agreement and ensure that the
beneficiary has an eligible account with ICICI bank.

2) Lloyds TSB - India Banking Service

India Banking Service is collaboration between ICICI Bank and Lloyds TSB, offering people of
Indian origin living in the UK access to a wide network of branches and ATMs across India and
the UK. Customers can now manage their accounts in the UK and India from a single,
convenient location.

a) Convenience of opening ICICI Bank NRE Accounts at participating Lloyds TSB

branches.
b) Access to the ICICI Bank account to family members in India
c) Easy Money Transfers at nominal costs
d) Fast transactions - within 4 working days

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.

42

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
bordertransactions 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 aftercomprehensive
Research of the risks a corporate body is exposed to, e.g., Interest Rate, Forex, Commodity
Credit Risk, etc.

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 customers 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.

43

6) ICICI support customers 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 customers 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. ICICIs current
roaming accounts empower people with 'Anytime, Anywhere Banking'. They are designed for
the customers convenience. The comprehensive collection and payment services span
India'slargest 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.

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 sector.Under this umbrella, the Bank
caters exclusively to the needs of:
1) Different domestic financial Institutions

44

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.

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.

45

SME BANKING:
Clients 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.

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

46

 Classic
Premium
Gold
Gold Plus
Platinum

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
businessrequirements. 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 customers account should be
unique too. ICICI Bank offers people a range of RCAs to meet varying banking requirements.

47

Anywhere cheque, national reaches

Issue a cheque from customers 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!

Bank anytime anywhere

Customers always had one bank branch. Now every ICICI Bank branch becomes peoples
branch. Every branch manager is the personal manager. People can get personal attention
wherever their business takes them.

Better cash flows

ICICI ask the customers to deposit the cheques at the nearest ICICI Bank Branch, and they will
see to it that the cheque reflects in customers account fast. The bank helps customers money
work harder for them.

48

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 customers 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 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 customers 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 customers 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

49

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 customers business. ICICIs 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.

Overdraft
Easy Access Money
Working capital as Overdraft facility
Validity of 12 months

50

 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%

Business Instalment Loan

Seize growth opportunities

Credit facility in the form of Term Loan / Business Instalment Loan
Payment in the form of equated monthly instalments
Repayment tenure of 12-36 months
Plan and control your cash flows- Interest Rate (IBAR + Term Premia + 3.5%)*
Processing Fees of 2.5%

Advantages

51

 Faster loan sanctions with minimum documentation

One stop solution with a bouquet of products
Attractive rate of interest
Query resolution at local branches

Other benefits
Facility to deposit cash in the current account**
Online repayment facility**
Availability of local cheques
Flexibility to open accounts at local branches

Eligibility

Income Tax Payee

Good business track record

52

 Comfortable business vintage

Working Capital Finance

Managing finance is arguably the most important component of any business. Two key business
needs are access to funds at reduced, more competitive rates and managing the balance sheet as
effectively as possible.
ICICI Bank has a team of experienced customer-focused relationship managers with wide sector
experience who can offer customers working capital finance by way of cash credit/working
capital demand loans suitably structured to their needs and their risk profile. Non fund based
facilities such as bank guarantees and Letter of Credit are also offered at competitive rates. The
bank also facilitates working capital finance with other products such as trade finance, forex,
derivatives and cash management.

Office Equipment Loans

Technological empowerment is an important and critical factor for the growth of small and
medium enterprises (SME). SMEs need to invest in sophisticated and state of the art office
equipment to increase productivity and efficiency. Considering these varied requirements of our
SME customers, the bank have created ICICI Bank's Office Equipment Financing product as a
convenient and hassle-free way to procure the equipment they need. The simplified procedures
and minimum documentation ensures fast and easy funds.

Office equipment financing product features include:

1) Loan amount (minimum) is Rs 30000 onwards.
2) Loan to value (LTV) is up to 80% of invoice value.

53

3) Tenure of 12 to 36 months
4) Equipment to be hypothecated to ICICI Bank till the time loan is repaid.
5) Flexible repayment option through post dated cheques and auto debit mandate.
6) Door step service.
7) Competitive rates

Office Equipment Loans are available to:

1) Proprietors
2) Partnership Firms
3) Companies
4) Trust & Societies

Trade:

Letter of credit
The companies customers do business with undoubtedly have impeccable credentials. But why
to take a chance. ICICI Banks Letter of Credit facility arms clients with a guarantee of payment,
especially useful while transacting with companies who they have had limited exposure to in the
past.

54

A Letter of Credit is a letter from ICICI Bank guaranteeing that a buyer's payment to a seller will
be received on time and for the correct amount. This guarantee of payment helps clients to
transact with companies with whom they have had limited interaction and are unsure of their
credit history.
ICICI Bank offers two types of LCs, Sight and Usance LCs, both inland and foreign. The banks
LCs get sanctioned and issued quickly, and are competitively priced.
A sight LC is a letter of credit that is payable immediately on presentation along with the
necessary documents.
A usance LC is a letter of credit that is payable after acceptance of presented documents and at a
specified future date.

An ICICI Bank Letter of Credit offers following:

a) A limit per client of up to Rs.1 crore (Limit for usance L/- Rs.50 Lakhs).
b)Period of up to 180 days
c) Security requirement.
d)25%-35% cash margin.
e) 100% collateral security in the form of residential.
f)First charge on current assets.
g)Assessment based on a parameterised model

55

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.

SAVING ACCOUNT
An ICICI Bank Savings Account offers you a valuable banking experience.

Debit-cum-ATM Card

Money Multiplier Facility

Internet Banking

Customer Care

Mobile Banking

Standing Instructions

Nomination facility

DD Call and Collect

56

Minimum Balance*
Type of Account
Savings Account

Balance
Rs 10,000 in metro and urban locations
Rs.5,000 in semi-urban and rural locations

Debit-cum-ATM Card
With an ICICI Bank Savings Account you will get a debit card that you can use to
withdraw cash from any ATM. Charges are applicable if you use a non-ICICI Bank
ATM. You may also use your debit card to directly make purchases through a Visa
POS (Point of Sale) machine available at most stores! This will help you access your
high interest account from anywhere.

Money Multiplier Facility

Allow to take care of your idle money by moving it into high interest savings

account earning.

57

Internet Banking
Banking could not have been more convenient. Just log in with your user ID and
password and make banking a hassle-free routine. For details, or for the list of
transactions that you can do online, If you have forgotten your Internet Banking
password or user ID and wish to access your high interest savings account,

Customer Care
Our 24-hour Customer Care is always available to answer any query or take your
instructions.

Mobile Banking
Transferring funds or getting to know your balance is as easy as sending an SMS.

StandingInstructions
ICICI Bank accepts and supports Standing Instructions. You dont have to worry
about the chore of carrying out a routine transaction. Just set up a Standing
Instruction and leave it to us to manage.

58

Nomination Facility
You may nominate a person as beneficiary to your account proceeds.

DD Call and Collect

Dont waste even a minute in a queue to collect a Demand Draft or Pay Order. On the
way to the branch, just call Customer Care, provide details of the DD to be prepared
and collect it ready and signed at the branch!

Specials in Savings Account

Comprehensive Banking

Solutions with added features

Supplementary Savings

Ideal for tax-exempt entities

Anywhere Banking

Inward Remittance

Free personalized cheque book

Free business banking debit card

Free unlimited fund transfers

Free Internet/Phone/Mobile banking

Banking Made Easy

59

Corporate Internet Banking

Corporate Internet Banking keeps you in complete control of your account. You can even save up
to 80% of your branch costs on key transactions. You can bank anytime, anywhere, and have
total knowledge of account details all the time. So you are able to use your funds to the fullest
and maximise your cash flows. Plus, you and your accounts department save a lot of valuable
time. Just login and view and download account statements, transfer funds, carry out bulk /salary
payments and more. All the while, you can rest assured that our high-level 128-bit data
encryption ensures high security banking.

Key features include:

Anytime access to account details

Wherever you are in the world just login and view your mini/detailed account statement. You can
also download them as Excel/Text files and even integrate them with your MIS.

Email statements in your inbox.

60

Sign up to receive account statements in your inbox daily, weekly or monthly as per your
requirements.

Online funds transfer.

No more writing and signing cheques or visiting the bank branch. No more delay in remitting
money. Online funds transfers are instant and help you maintain good trade relationships. You
can make linked account and inter-bank funds transfers.

Bulk upload through SEFT/EFT

Do bulk salary uploads, make vendor payments and collect from dealers using Special Electronic
Funds Transfer (SEFT) and Electronic Funds Transfer (EFT). Cut out the hassles of writing
individual cheques and receipts and benefit from drastically reduced cheque clearance time.
SEFT credits funds the same day while EFT takes three working days.

Online bill payment

Pay all your utility and credit card bills online.

Online requests--from cheques to LC Applications.

Everything from cheque books to LCs is yours for the asking. Login and request for a Letter of
Credit or cheque book, open a fixed deposit or quantum optima account, or stop cheque payment.

61

Phone Banking
You need to know what's happening in your account all the time. Keep track of, and control, your
account from miles away, with just a phone call. ICICI Bank offers Phone banking, a 24/7
automated service with multiple language options. Get account details, check your cheque status,
ask for product details and do more. Its highly convenient and saves time.
Key features include:

Anytime access to account details.

Just call and know your account balance or outstanding balance anytime.

Track cheque status.

Now call and know the status of your cheques anytime.

Transaction information for trade services.

Stay informed and in control of your transactions anywhere in the world. Track outstanding
forward contract, know the status of inward/outward bills and get more information.

62

Requests.
Ask for anything from cheque books to email statements. Whenever you want to get a DD, create
an FD or link it to another, stop cheque payment, just call.

Details of new products and solutions.

Know about new products and services immediately. You can also get details of our entire range
of innovative products and services.

Block Debit Cards.

Need to block or unblock ATM/debit cards? Just call.

Mobile Banking
For better cash flows you have to stay in control of your account. ICICI Banks Mobile Banking
frees you of all the hassles of physical banking and keeps you updated through your mobile.
Know your account balance, get alerts and reminders at the right moment and more.

SMS alerts
You dont have to call or ask for your account details. Know the moment your account is credited
or debited. Receive SMS alerts and stay informed. Get alerts for:End-of-day account
balance.Debit/credit above certain limit.Insufficient funds to honor a cheque.

63

Request
Wherever you are in the world you just call and ask for specific information about your account.
Request for:Cheque status.Last 5 transactions.Account balance.Stop inward/outward cheque.

E-Mail Statemants
With so many transactions happening in your account you need to keep track of it constantly.
Now, you dont have to do a thing to get your account statement. Everyday you and your
accountant can receive your account statement by email. You can ask for account statements on a
daily, weekly or monthly basis. Whats more,

Anywhere Deposit and Withdrawal

At ICICI Bank, youre not tied down to one branch. Every branch is your branch. You can
deposit or withdraw from any of the branches. Get personal attention wherever your business
takes you. Wherever you are, with over 600 branches all over India ICICI Bank is always close
at hand.
Key features include:

Upcountry cheque collection.

64

Stay connected to your customers in any part of the country. Ask your customers to deposit their
cheques at their nearest ICICI Bank and ensure quick remittance and faster cash flows.

At par cheques
Issue a local cheque from anywhere. With ICICI Banks at par cheques, payments clear faster
and your vendors remain happy.

Deposit or withdraw anywhere

Deposit cheques at and withdraw cash from any of the over 600 branches of ICICI Bank. You
can do the same at any ICICI Bank ATM.

Electronic Funds Transfer

With your business on the rise you have to get more from your accounts team. Simplify bulk pay
outs or payments, optimise performance and reduce workload with ICICI Bank's Electronic
Funds Transfer (EFT) and Special Electronic Funds Transfer (SEFT). Transfer funds from one
location to another in no time. No more making, signing and dispatching cheques. Benefit from
quick and easy bulk salary uploads, vendor payments, etc.Key features include:

Transactions with other banks

Go electronic and conduct all your business transactions through your RCA. Make and receive
payments to/from banks other than ICICI Bank through EFT.

65

Reduced transaction time

Get the advantage of drastically reduced cheque clearance time. SEFT clears funds the same day
while EFT takes three working days. Pay vendors and collect from dealers quickly and
efficiently.

Bulk uploads.
Your accountant can do a bulk upload of salaries, payments and save time.

Card-to-Card Transfer
Bid goodbye to DDs, cheques and pay orders. Transfer funds without going to a bank branch.
Use ICICI Banks Card-to-Card Transfer for quick and easy remittance. Save time and cut costs.
Just step into an ATM,

Extended reach.
Transfer funds to a Visa Card holder anywhere in India.

Speedy transactions.
Cut down on transaction time as funds are remitted to the suppliers or dealers account within 3
working days. Card-to-Card transfers are faster than sending a draft/cheque for encashment.

Bill payment.

66

No need to write a cheque, or put it in a drop-box. Just pay your credit card bills with your
Current Account Debit card.

Made 2 Order
Imagine the powerful ICICI Bank Roaming Current Account tailored for you.Avail of unmatched
flexibility in your current account with an M2O account. It allows you to customize your current
account by selecting the kind of services/facilities that are pertinent to your specific type of
business. You, therefore, have the facility of getting a product tailor-made for your business and
can avail of Free Limits for different transactions as per your business needs.

Special Made 2 Order services:

Flexible cash deposit limits at both base and non-base branches.

Free cash withdrawal at non-base branches.

Avail of higher Free Limits on transactions at non-RBI(Category B)locations.

Extra cheque leaves.

Customized DD/PO limits.

Multiple fund transfers.

Outstation cheque collection options.

FIXED DEPOSITE

Wide range of tenures

Choice of investment plans

Partial withdrawal permitted

Safe custody of fixed deposit receipts

Auto renewal possible

67

Loan facility available

Features
customer can deposit any amount of money in Fixed Deposit for as long as you wish between
15 days to 10 years.
All fixed deposits come with a set choice of investment plans. Fixed Rate Deposit accounts also
provide Fixed Loans. Re-investment Fixed Deposit rates do not change but work like a
Recurring Debit Account transaction. In other words, Re-investment Plans are compounded
over traditional deposits and hence are more lucrative over different time periods.

Benefits
Fixed Deposits at ICICI Bank comes with nomination facility. offer online access to Fixed
Deposits through Internet Banking channel. Internet Banking at ICICI Bank allows to connect
Credit Card, Loan and Fixed Deposit with savings account.
In re-investment deposits, the interest is compounded quarterly and reinvested with the principal.
Traditional term deposits provide tax shelter and shield from factors affecting fixed deposits in
India over longer periods of

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RESEARCH

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STATEMENT OF RESEARCH OBJECTIVE

Introduction:
Research is an art of scientific investigation. Research covers the research for and retrieval of
information for a specific purpose. Research has many categories from medical research to
literacy research. A research paper is a piece of academic writing that requires a more abstract,
critical and thoughtful level of inquiry than you might be used to.
The dictionary meaning of research is a careful investigation or inquiry specially through search
for new facts in any branch of knowledge.
Basically research is search of truth with the help of some study, observation, comparison and
experiments. It is a search for knowledge with the help of objective and systematic method of
finding solution to a problem. Research is a voyage of dictionary of knowledge lead by
inquisitiveness of human nature.

Objective of research:
All research aim at finding answer to questions by applying certain scientific procedures.
Research investigates the truth, which is hidden and tries to final solution to existing problem,
which have not been discovered yet. Different purposes depending on nature and type of
research. Generally we have following categories of objectives of research:

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1. Become familiar with an existing phenomenon or achieve new insight into existing
phenomenon. Such studies are termed as exploratory or formulative research studies.

2. To accurately determine the real features or characteristics of individuals, situations or

groups. Such studies are termed as descriptive studies.

3. To ascertain the frequency of occurrence of something or ascertain association of

something with something else. Such studies are known as diagnostic research study.
4. To test a hypothesis of a casual relationship between variables. Such studies are known as
hypothesis testing research studies.

Importance of research:
1. Research forms the fundamental base on which the economic and legislative policies can
be build.
2. Research assists in solving various operational and planning problems of business and
industry.
3. Research helps to establish social relationship and solve social problem.
4. Research is used in all field of applied mathematics etc.
5. Research facilitates scientific and methodological and logical thinking of all.
6. Research assists in Ph.D. thesis of students.
7. Research philosophers and thinkers to establish their viewpoint.
8. Assists analysis and intellectuals to develop new theories and ideas.

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RESEARCH DESIGN AND METHODOLOGY

1) Secondary Research
2) Management Interviews
3) Qualitative Customer Research
4) Quantitative Research

1) Secondary Research
Some firms might argue against the necessity of this stage, stating that vast quantities of such
research had already been performed, oftentimes yielding no more information than they had had
before. However, one reason firms often do not benefit from such research is that its focus tends
to be scattered. One study might look at concepts of customer loyalty, while another looks at
current attitudes of store personnel, and still another asks customers to focus on aspects of instore
shopping. Our purpose in performing secondary research is to build upon and synthesize prior
research thereby gaining the maximum information available from it.

2) Management Interviews
Interviewing management personnel across relevant areas of businesses is also critical to
synthesizing useful information which might otherwise remain isolated. These interviews aid in:

Understanding a heterogeneous customer base

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 Identifying current business issues viewed as relevant by management personnel

Developing a substantive knowledge of the competitive environment
Designing the qualitative interview guidelines for in-depth interviews with customers
Determining how performance measures will be represented in the subsequent model

3) Qualitative Customer Research

The need to talk with customers to uncover issues salient to them has become increasingly
obvious over the past several years. What has not become obvious, however, are the techniques
needed to uncover such issues accurately and in-depth. CFI Groups system utilizes qualitative
one-on-one customer interviews specifically designed to cover both issues identified as relevant
by management personnel and to allow customers to voice their opinions, concerns and desires
which might otherwise be left unknown to management.While management would likely be able
to predict a large percentage of the components and issues salient to customer satisfaction, there
is still a reasonable amount of information to be gained from customers which would go unsaid if
customer interview structures were too rigid. Further, management personnel might also be
unaware of the language that customers tend to use (i.e., voice of the customer) when discussing
such issues or, quite importantly, all the aspects of a particular issue, even if correctly identified
by management, relevant to the customer. CFI Groups qualitative system applies a combination
of current social-psychological techniqueswhose power and scope exceed common research
methods utilized by other firms. CFI Groups system employs the following techniques:
One-on-one interviews.

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While focus groups can be useful in certain cases, typically what happens in such settings is that
one or two strong voices emerge only to be followed by the rest of the group. The resulting
information is highly biased and skewed toward the morevocal customers in the group. Although
interviewers often try to avoid such biases by requiring focus group attendees to talk in turn,
they may still miss subtle (and not-so subtle) pressures which come from group meetings.
Valuable information may be lost in such settings where the interview is highly structured.

Open ended, semi-structured interview approach. This approach allows us to ask

customers about issues mentioned in secondary research and management interviews, while still
leaving the opportunity for each customer to discuss top-of-mind issues during the course of
the interview, thereby identifying salient factors which might otherwise go undetected.

Metaphors and narrative accounts.

By giving customers the opportunity to tell stories and use metaphors to describe and the various
experiences they have had, we also encourage the identification of new and valuable
information. Given innovative social-psychological research techniques, and a more
conversational style interview, customers can relax and converse as they might with a friend
during the interview. A skilled interviewer can keep a respondent focused on the relevant topics
while still allowing them to recall experiences regarding which could be very useful to
management and other personnel. Similarly, simply asking someone why they like or dislike
some aspect of , will not get at the real ways in which people think about things and make
purchase decisions. CFI Groups qualitative system utilizes techniques which help customers to
identify and discuss issues relevant to their purchasing behaviors, unlike most other consulting
firms where customers are asked only to confirm or rank pre-identified and ultimately

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incomplete factors relevant to decision making. Customer interviews performed by CFI Group
are recorded and transcribed verbatim ensuring maximum reliability and validity in performing
the analysis. Qualitative research techniques are then applied to the subsequent analysis of each
transcript as well as the transcripts as a group. Unlike other firms who rely on frequency of
response coding to identify relevant factors (thereby only increasing interviewer created bias),
CFI Groups system relies on a narrow lens approach a social-psychological analysis process
which allows us to identify and categorize salient factors and re-group all relevant information
into a subsequent model, thereby maximizing the information gained from the interviews. CFI
Groups qualitative analysis allows us to specify a hypothetical model of customer satisfaction,
and makes certain that attributes of each component are preserved utilizing the language of the
customer. The subsequent questionnaire we develop is based on the voice of the customer and
ensures that the information we gather from it means what we intended it to mean.

4) Quantitative Research
Ultimately, the power and precision of the hypothetical model is proven in the quantitative phase
of CFI Groups system. Understanding our methodology requires an understanding of three
distinct points:
i.

Estimating Importance, Utility, and Impact

ii.

ii. Estimating Derived Importance

iii.

iii. Causal Models: comparing covariance structure analysis (e.g., LISREL) and partial
least squares (e.g., Worlds PLS system), the two major approaches to causal models.
Our objective is to identify those quality dimensions whose improvement offers the
greatest returns, as measured in customer satisfaction, retention rate (and potentially
related measures of individual behavior, such as spending level) and corporate financial
performance. That is, if the level of performance on a quality attribute improves by a
given amount, how much will satisfaction (and, subsequently customer retention or
financial performance) improve? In evaluating a methodology, the most important
criterion is whether a method can quantify the return-on-quality.

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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 CASA &FD;
This was done to find out that what the customers think about various kinds of products.

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.

BEFORE ASSIGNING THE PROJECT

Being unknown from the Banking sector and its various procedures I had given training about
the ICICI Banks core products, different schemes & policies going on currently. I had received
training about the various product (CASA & FD) offerings & schemes so that during my survey,
I can convince the valuable customers of ICICI Bank.

RESEARCH WORK

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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 eight weeks among various valuable customers. The survey was about
market segament of CASA & FD. I made the customers aware of various products & schemes of
ICICI Bank. I gave them information about the FD and the market risks present in todays
scenario. Many customers are convinced about investing their money in ICICI deposits schemes.
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.

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 thats why it was a tough job to take
appointments. It proved a challenge for me to get appointments.

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2) View of the customers:

I interacted with all the customers to know about their views related to the savings & deposits. I
asked them that what kind of knowledge they possess about products of savings & deposits and
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 different savings & deposits scheme & how to achieve 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 due to different maket link investment . I
told them about the various secure policies of the ICICI bank and how those policies can be
properly used.I convinced them that the investments through to savings & deposits , made by the
ICICI bank are much more secure & profitable.

5) Query solutions:

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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 savings ,invest in the
deposits schemes of ICICI bank.

ANALYSIS

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ANALYSIS OF SURVEY
Sample Size:100 (As per companys 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 FD as it has a
lucrative market these days and 37 % in Mutual Funds. Only few of the customers were
interested in Real estate., Direct Equity and Gold investments.
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Q6) Which do you think is more profitable?

69% of the customers think that FD is more profitable as it is the most lucrative market at
present.10% think that gold equity is more profitable and 21% feels Real Estate as more
profitable.

Q4) which investment style do you prefer most?

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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.

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

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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.

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RESULTS & DISCUSSION

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.

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
increase the awareness among customers about the products of ICICI Bank
and about the recent policies and schemes of ICICI bank.

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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 then
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.

Conclusion & Recommendation:

Following segmentation approach have been of immense advantage but as we did not have
data for other segments of people barring Saving Accounts, a lot of time and effort was lost
in arranging for and collection of data. Prior collection of databases and working on them
would have been more beneficial.
1. All possible tools and techniques were found to be responsive. But as the same time
targeting individuals understanding their requirements and then approaching him for
getting converted as the financial advisor was challenging.

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2. As it has been already stated the limitation of the entire project was mainly the fee
structure therefore it can be concluded that reduction or completed withdrawal of the fees
would give a boost to the whole concept of recruitment.
3. Spreading awareness about the agency business would increase the number of walk in by
prospective advisors. This will further improve the conversion rate of recruitment of the
company.

1.Rdeduce the paper work and time on opening of new account

2.Reduce the maintenance charge and hidden cost.
3.Presence of semi-urban and rural area introduce the customer awareness
programme.
4.Motivate to customer by attracvtive offer of intrest.
5.Devlope the micro finance.
6.Increase the credit of limit.

BIBLIOGRAPHY

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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) Research Methodology (Kothari C.R.)

WEBLIOGRAPHY
5) ICICI Bank website: www.icicibank.com
6) Amfi India website: www.amfiindia.com
7) Google website: www.google.com

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ANNEXURE

QUESTIONAIRE:

Name:
Gender:
Age:
Email-id:
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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 .
Q4) which investment style do you prefer most?
a) Growth
b) Value
c) Others .

Q6) Which do you think is more profitable?

a) F.D.
b) Real Estate

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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 .

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