Executive Summary: Project Title

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF
RAVIWAR PETH
EXECUTIVE SUMMARY
PROJECT TITLE:
RAVIWAR PETH
OBJECTIVES OF THE STUDY

The main objective of the project is to find out market potential
of current account for traders in Belgaum, which helps ICICI Bank to finds out their
potential market for current account in this area.
Further, other objectives are to understand customer perception about
current account, their exception from new banks like ICICI Bank. By understanding
customer perception and exceptions, bank can frame their strategy to make their position
more strong in the market.
METHODOLOGY OF THE STUDY

Sample Profile
For the survey, 100-sample size was to be covered as a small number of
employees made up the whole work force.
Tools for data collection
The research instrument used for the study was a structured questionnaire with a
mix of a majority of close-ended questions and a few open-ended questions. Close
ended question asked users to respond on a scale, excellent, best, good,
average, poor. The business entities did not have feeling of insecurity towards the
questionnaires as they were not asked to write down their names and that gave them
freedom to come out with true feelings and suggestions.
Babasabpatilfreepptmba.com
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Data analysis
A simple grid was prepared to collate the data provided in the completed
questionnaires. A simple coding system was designed as the questions were ranked
according to a numerical scale and the same scale was used as a code. To evaluate openended questions, responses were viewed and categorized into sufficiently small set of
broad categories, which are then coded and various graphs are used to represent the
results.
Limitations
1. Study was conducted at selected areas in Belgaum city.
2. Study was based on the opinion of the customers.
3. Time and other factors.
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INDEX
Sl.No
Topics
Page No.
1. ICICI Group
01
2. History of ICICI
3. Overview of the Bank
02
05
4. Board of Members
5. Board of Committees
07
09
6. Risk Management
7. ICICI Banking
12
15
8. Current Account
22
9. Roaming Current Account
27
10.Theoretical Background
32
11.Market Research
35
12.Research Methodology
36
13.Research Objectives
37
14.Sources of Data
38
15.Measurement Technique
39
16.Findings of Survey
40
17.SWOT Analysis
43
18.Problems & Recommendations
45
19.Summary of the Project
46
20.Annexure
47
Graphical Analysis
51
Data Analysis
63
Bibliography
69
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ICICI GROUP
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HISTORY OF ICICI
1955: The industrial Credit and Investment Corporation of India Limited (ICICI)
incorporated at the initiative of the World Bank, the Government of India and
representatives of the Indian Industry, with the objective 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 multi-lateral agencies, ICICI also among
the first Indian companies to raise funds from international markets.
1956: ICICI declared its first Dividend at 3.5%.
1958: Mr. Mehta was appointed as the second Chairman of ICICI Ltd.
1960: ICICI building at 163, Back Bay Reclamation was inaugurated.
1961: The first West German loan of DM 5 million from Kredianstalt was obtained by
ICICI.
1967: ICICI made its first debenture issue for Rs.6 crore, which was oversubscribed.
1969: First two regional offices in Calcutta and Madras were opened.
1972: Second entity in India to set-up merchant banking services.
Mr. H .T. Parekh appointed as the third chairman of ICICI.
1977: ICICI sponsors the formation of Housing Development Finance Corporation.
Managed its first equity public issue.
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1978: Mr. James Raj was appointed ass the fifth Chairman of ICICI.
1982: Becomes the first ever Indian borrower to raise European currency Units.
ICICI commences leasing business.
1984: Mr. S.Nadkarni appointed as the sixth Chairman of ICICI.
1985: Mr.N.Vaghul appointed as the seventh Chairman and Managing Director of ICICI.
1986: ICICI first Indian Institution to receive ADB Loans. First public issue by an Indian
entity in the Swiss Capital Markets.
ICICI along with UTI sets up Credit Rating Services of India Limited, (CRISIL)
Indias first professional credit rating agency.
ICICI promotes Shipping Credit and Investment Company of India Limited.
(SCICI)
The Corporation made a public issue of Swiss Franc 75 million in Switzerland, the
first public issue by any Indian equity in the Swiss Capital Market.
1987: ICICI signed a loan agreement for Sterling Pound 10 million with Commonwealth
Development Corporation (CDC), the first loan by CDC for financing projects in India.
1988: ICICI promotes TDICI Indias first venture capital company.
1993: ICICI sets up ICICI Securities and Finance Company Limited in joint venture with
Mr. J. P. Morgan.
ICICI sets up ICICI Asset Management Company.
1994: ICICI sets up ICICI Bank.
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1996: ICICI becomes the first company in the Indian financial sector to raise GDR.
ICICI announces merger with SCICI.
Mr. K.V. kamath was appointed as the Managing Director and CEO of ICICI Ltd.
1997: ICICI was the first intermediary to move away from single prime rate to three-tier
prime rates structure and introduced yield-curve based pricing.
1998: Introduced the new logo symbolizing a common corporate identity for the ICICI
Group.
1999: ICICI launches retail finance- car loans, house loans, and loans for consumer
durables.
ICICI becomes the first Indian Company to list on the NYSE through an issue of
American Depository Shares.
2000: ICICI Bank becomes 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: Moodys assign higher than sovereign rating to ICICI.
Merger of ICICI Ltd, ICICI Capital Services Ltd and ICICI Personal Financial
Services Ltd with ICICI Bank.
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OVERVIEW OF THE BANK

ICICI Bank is Indias second largest bank with total assets of Rs 1, 12,024 crores and a
network of more than 540 branches and offices and more than 1800 ATMs. 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 specialized subsidiaries
and affiliates in the areas of investment banking, life and non-life insurance, venture
capital, asset management and information technology. ICICI Banks equity shares are
listed in India on stock exchanges at Chennai, Delhi, Kolkata, and Vadodara Stock
exchange, Mumbai and the National Stock exchange of India Limited and its American
Depository Receipts (ADRs) are listed on the (NYSE).
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial
institution, and was its wholly owned subsidiary. ICICIs shareholding in ICICI Bank was
reduced to 46% through a public offering of shares in India is fiscal 1998, an equity
offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Banks
acquisition of Bank of Madura limited an all stock amalgamation in fiscal 2001 and fiscal
2002. ICICI was formed in 1995 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 a long-term project
financing to Indian businesses. In the 1990s, ICICI transformed its business form a
development financial institution offering 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, ICICI become the Indian
company and the first Bank or financial institution form non-Japan Asia to be listed in 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
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entities, and would create the optimal legal structure for the ICICI groups universal
banking strategy. The merger would enhance value for ICICI shareholders through the
merged entitys access to low-cost deposits, greater opportunities for earning fee-based
income and the ability to participate in the payments system and provide transactionbanking services. The merger enhance value for ICICI Bank shareholders through a large
capital base and scale of operations, seamless access to ICICIs strong corporate
relationships built up over five decades, entry into new business segments, higher market
share on various business segments, particularly fee-based segments, 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
financial subsidiaries, ICICI Personal Finance Services Ltd and ICICI Capital services
Ltd, with ICICI Bank. Shareholders of ICICI and ICICIBSNK approved the merger in
January 2002. Consequent to merger, the ICICI groups financing and banking
operations, both wholesale and retail, have been integrated in a single entity.
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BOARD OF MEMBERS
Mr. N. Vaghul, Chairman
Mr. Uday M. Chitale
Mr.P.C.Ghosh
Dr.Satish C. Jha
Mr.S.B. Mathur
Mr.L.N.Mittal
Mr.Anupam Puri
Mr.Vinod Rai
Mr. Somesh R. Sathe
Mr.P.M.Sinha
Mr.M.K.Sharma
Prof. Marti G. Subrahmanyam
Mr.V.Prem Watsa
Mr.K.V.Kamath, Managing Director and Chief Executive Officer
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Mrs.Lalita D. Gupte, Joint Management Director

Mrs. Kalpana Morporia, Deputy Management Director
Ms.Chanda Kochhar, Executive Director
Dr.Nachiket mor, Executive Director
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BOARD OF COMMITTEES
Agricultural & Small Enterprises Business Committee
Mr. N. Vaghul
Dr.Satish C.Jha
Mr.Somesh R. Sathe
Mr. P.M.Sihna
Mr. M.K.Sharma
Audit Committee
Mr. Uday M. Chitale
Mr. Somesh R. Sathe
Mr. M.K.Sharma
Business Strategy Committee

Mr. N.Vaghul
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Mr.Anupam Puri
Mr.M.K.sharma
Mr.P.M.Sinha
Mr.K.V.Kamath
Risk Committee
Mr.N.Vaghul
Prof. Marti G.Subrahmanyam
Mr.Uday M.Chitale
Mr.V.Prem Watsa
Mr.K.V.Kamath
Board Governance & Remuneration Committee

Mr.N.Vagul
Mr.P.M.Sinha
Mr.Anupam Puri
Credit Committee
Mr.N.Vaghul
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Mr.Somesh R.Sathe
Dr.Satish C. Jha
Mr.K.V.Kamath
Share Transfer & Shareholders/Investors Grievance Committee

Mr.Uday M.Chitale
Mr.Somesh R.Sathe
Ms.Kalpana Morporia
Ms.Chanda D. Kochhar
Committee of Directors
Mr.K.V.Kamath
Ms.Lalita D.Gupte
Ms.kalpana Morporia
Dr. Nachiket Mor
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Asset-Liability Management Committee

Ms.Lalita D.Gupte
Ms.Kalpana Morporia
RISK MANAGEMENT
Risk is an a inherent part of ICICI bank business and effective Risk Compliance and
Audit Group is critical to achieving financial soundness and profitability . ICICI bank has
identified Risk compliance and Audit Group as one of the core competencies for the next
millennium. The Risk Compliance and audit Group (RC and AG) at ICICI bank
benchmarks itself to international best practices so as to optimize capital utilization and
maximize shareholder value. With well defined policies and procedure in place, ICICI
bank identifies, assesses, monitors and manages principal risks, such as
CREDIT RISK (THE POSSIBILITY OF LOSS DUE TO CHANGES IN THE
QUALITY OF COUNTER PARTIES)
CREDIT RISK MANGEMENT:
Credit risks, the most significant risk is faced by ICICI bank, is managed by Credit Risk
Compliance and Audit Department (CRC and AD), which evaluates risks at transaction
level as well as in the portfolio context. The industry analysts of the department monitor
all major sectors and evolve sectoral outlook, which is an important input to the portfolio
planning process. The department has done detailed studies on default patterns of loans
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and prediction of defaults in the Indian context. Risk-based pricing of loans has been
introduced.
MARKET RISK (the possibility of loss due to changes in the market prices and rates
securities and there levels of volatility)
Market Risk Compliance and Audit Group:
ICICI bank is exposed to all kind of market risks, viz,
Interest rate risk (risk due changes in the interest rates)
Exchange rate risk (risk due to changes in the exchange rates)
Equity risks (risk due to changes in equity prices).
Liquidity risk (risk due to deterioration in the market liquidity for tradable
instruments)
The Market Risk Compliance and Audit department evaluates tests and approves and
market risk methodologies developed by Treasury. It also participates in the new product
approval process on a firm-wide basis and evaluates all new products from a market risk
perceptive.
OPERATION RISK (The potential for loss arising from break downs in policies and
controls, human errors contracts, systems and facilities)
Operational Risk Management:
The ICICI bank, like all large banks, is exposed to many types of operational risks. These
includes potential losses costs by events such as break down in information,
communication and transaction processing and settlement systems/procedures.
The audit department, and integral part of risk compliance and audit group, focuses on
the operational risks within the organization. In recent times, there has been a shift in the
audit focus from the transactions to controls. Some examples of this paradigm shift are:
Adherences to internal policies, procedures and documented processes
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Risk based audit plan.

Widening of treasury operations audit coverage
Use of computer assisted audit techniques (CAATs).
Information system audit Plan to develop/buy software to capture the work flow of the
audit department. The audit Department conceptualizes and put into operation a risk
based audit plan during the year 1998-99. The risk based audit plan envisages allocation
of audit resources in accordance with the risk constituents of ICICI banks business.
The ability to implement analytical and statistical models is the true test of a risk
methodology. In addition to three departments within risks compliance and audit group
handling the above risks, an analytics unit develops quantitative techniques and models
for risk measurements.
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ICICI BANKING
1)
SAVING ACCOUNT
Features:
The ICICI bank N cash debit card is debit come ATM card providing you with
the convenience of acceptances at merchant establishments and cash
Withdrawals at ATMs
Auto invest account
Internet banking is offered free of costs.
Any where banking: This facility entitles the account holder to withdraw or
deposit cash up to limit of RS 50000 across all ICICI bank branches.
You can give us various types of standing instruction like transferring to fix
deposit accounts at regular intervals.
An average quarterly balance of Rs 5000 only
Nomination facility is available.
Interest is payable half yearly.
2)
FIXED DEPOSIT:
Wouldnt you like a fixed deposit that allows you to deposit your money for just as long
as you wish? Our fixed deposit allows just that-deposits can be opened for a periods
ranging from 15 days to 10 years.
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Other feature includes:

Choice of two investments plans:
TRADITIONAL
Interest payable monthly, quarterly or half yearly as per your
Convenience Maturity period ranges from 15 days to 10 years.
REINVESTMENT:
Interest is compounded quarterly and reinvested with a principal amount.
Maturity period ranges from 6 months to 7 years.
MINIMUM BALANCE:
You can avail of ICICI bank fixed deposits for a minimum deposit of Rs
10000 and there after in multiples of just Rs 1000.
3)
EASY FIXED DEPOSIT
Easy fixed deposit is an ICICI bank fixed deposit schemes having benefits of debit cum
ATM card. The depositors shall be provided with a debit card for transacting in fixed
deposit. Transactions which are allowed are:
Part withdrawal of fixed deposit
Full withdrawal of fixed deposit
Generation of mini statements
The card will issue in the name of primary depositor. No separate card will be issued to
joint applicants. Deposits can be made in the two modes.
1. Easy withdrawals.
2. Easy loan.
A customer has to offer one of these at the time opening the account. Tenure of the
deposit varies between 1 to 10 years. All deposits under this deposit schemes will be
commutative (reinvestment) in nature. Minimum deposit amount under the deposit
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schemes is Rs 45000 and additionally deposits can be made in multiples of Rs

5000.Nomination details are as in the case of normal fixed deposits.
Easy withdrawals
Under this option fixed deposit shall be linked to debit card directly.
The debit card can be used to withdraw money from the ATM, by breaking the FD, as and
when required. If the deposits are prematurely withdrawn, The interest rate for the period
for which deposit was with the ICICI bank prevailing on the date of deposit made, shall
be payable.
Easy Loan
The depositors shall be provided with an overdraft facility against the easy FD and can
draw up to 75% of the easy FD value. The interest rate on over draft will be 2 % higher
than the rate on the FD.
The depositors shall be required to execute all loan facility documentation as specified
that ICICI bank for these purposes. Check book will be issued to the deposit holders.
4)
RECURRING DEPOSIT
ICICI banks recurring deposits are the ideal way to invest small amount of money every
month and end up with a large saving on maturity.
Features:
Encourages your savings without any stress on the finances.
High rate of interest (identical to the fixed deposit rates)
Non applicability of tax deduction at sources (TDS)
Minimum balance: The minimum balance of deposit is Rs.1000 per month and
Thereafter, in multiples of Rs 100
Multiples of 3 months
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5)
PRIVATE BANKING
Comprehensive range of products and services

Saving account, fixed deposits, Recurring deposits, Quantum optima, Current accounts,
Resident Foreign currency (Domestic) accounts etc
Asset products-Home loans, Car and personal loans, Loans against securities etc
Investment-Government of India bonds, Mutual funds, Capital gain bond etc.
Insurance:
Web trade and demat accounts
Gold coins and bureau de change
International Debit and credit cards
And many more
Exclusively and convenience
Dedicated officers
Separate interaction area in the branch
Anywhere banking facility
Exclusive phone banking services
Competitive pricing
Reduced rates for products services
Several complementary offers
Value-linked benefits
6)
ROAMING CURRENT ACCOUNT:
Only roaming current account from ICICI bank travels the distance with your business.
With advanced technological features such as NCC & LCC, your banking needs well
taken care of. You can access your account for 540 network banks across the country. So
while you take care of your business, let the ICICI banks current account simplify the
banking for you.
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7)
YOUNG STARS:
Features:
Young stars is a banking service for the children, aged 1 to 18 years, brought
You buy ICICI bank to help the parents to meet the present and future aspiration
that they hold for their child It offers various savings and
Investment option to the parent along with teaching the child to mange his/ her
Personal finance in a more responsible and independent manner
To make the experience a pleasure bank offer:
1.
Option of saving bank account, fixed deposit account or recurring deposit

account.
2.
Minimum balance at Rs 500 per quarter for saving bank.
3.
A special recurring deposit account with the additional feature as below

i) The parent would put forward the decide amount to be earned at the end of
the tenure.
ii) Based on the prevailing rate of interest, bank staff would than bank
calculate the installments to be deposited now till maturity.
Other RD type savings options that are possible for the parent include investing
sums periodically and than receiving sums back from the bank periodically. The
various RD options would be available through the Annuity to Annuity product
already developed by the bank.
4.
Free personalized check book.
5.
Free domestic debit card * For the child above the age of 10 years with the
features as below:
a)
Daily withdrawal limit of Rs.1000
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b)
Daily spend limit of Rs 1000
c)
Special privileges across all alliance partners outlets
6.
Facility to invest in GOI Relief bonds and Mutual bonds.
7.
Free internet banking.

a)
A separate user IDs and password for both parents and childrens.
b)
Special shopping powers up to Rs 1000 for the children above 10 years of

age.
c)
Access to special zones and links to related websites for making internet
banking a memorial experience.
8.
Facility to transfer funds from parent account to kind account to enable parents to
inculcate savings habit amongst children.
9.
Facility of setting up a sweep account from the young stars accounts to the RD to
enable the parents to let their child earn more.
10.
Alliances with various partners to meet the childs needs in varied interest areas
such as clothing, computers, books, music, toys etc.
*Available for children above the age of 10 years only.

8)
BANK @ CAMPUS:
Benefits:
Technology-enabled services, through automated channels, without physical branch
access
Benefits to the student
Free internet- banking
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Free phone banking (in select cities)

ICICI N Cash Debit card.
Other benefits
Benefits to parent
You can transfer funds from your ICICI bank account to your sons/daughters account
free of charge, so that his /her college fees, tuition, living expenses etc. are taken care of.
If you have an ICICI bank Credit card, you can give your son/daughter a supplementary
card and even specify a pre-determined spending limit.
9)
SALARY ACCOUNT:
ICICI bank Salary Account is a benefit-rich
payroll account for Employers and
Employees.
As the organization, you can opt for our Salary Account to enable easy disbursement of
salaries and enjoy numerous other benefits too.
With ICICI bank Salary account your employees will enjoy the convenience of having
the largest network of ATMs at their command, free 24 hour banking, and free internet
banking.
10)
WOMENS ACCOUNT:
The features of the account have been specially been designed keeping in minds a
womans financial requirements. These include:
a) Recurring deposits.
b) Financial planning of children.
c) Family shield insurance.
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CURRENT ACCOUNT
Every business requires efficient banking facilities to support its business activities.
ICICI bank offers premium quality services, unfolding a wide array of class products.
With our technology leadership and services, bank is able to meet some of the most
challenging financial needs of clients. Some of our general banking products like
Current account, Roaming current account ,made 2 order current account, Escrow
account services, fixed deposit and salary account have a host features to suit the
needs of different client segments
.
WHAT IS CURRENT ACCOUNT?
A running account supporting unlimited withdrawals and deposits
A current account is meant for convenience and not save money.
WHO NEEDS ACURRENT ACCOUNT?
Businessmen, Joint stock companies, Institutions, Public corporations, etc Any
business that has numerous banking transactions needs current account.
HOW TO OPEN A CURRENT ACCOUNT?
Requirements of current account:
Completely duly signed AOF
AOA AND MOA
A form32 for change in director
Certificate of incorporation
Certificate of commencement
Board resolution in bank format
Photograph of each authorized signatory
List of directors with residential address
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Proof of PAN or completed Form 60
Declaration if no credit from other banks

NOC from other bank if the customer enjoys credit from other bank.
Benefits of current account
Unlimited withdrawal and Deposit
Unlimited Cheque book
Demand Drafts and pay orders
Funds transfer (Local or any anywhere)
Collection of cheques/Drafts
Statements, advices, daily statement by e-mail
Call centre
Internet Banking
Added features of current account
Multi city cheque payment facility at over 540 branches
Anywhere Banking facility
Doorstep Banking pick up and delivery of cash/ cheque
Mobile Banking
What is Made 2 Order current account?

Made 2 order current account, unlike the normal current account, which is based on the
quarterly balance, allows to have customized current account based on the business
requirement.
The made2 order current account is totally flexible and can adapted to changing business
requirement, without having the requirement to current accounts have specific
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requirement of Quarterly Average Balance(QAB) maintenance and in turn offer various

facilities free of cost to the customer based on the QAB.
A personalized schedule of changes is derived for the each customer based on
Service Required
QAB as to be maintained in the account
Float expected in the account
The m2o customers based on the services required maintain the required
QAB or pay scaleable volume driven fees for the services utilized.
Some of the other facilities offered under made2 order current account are as mentioned
below:
Anywhere Banking Facility:With an unparalleled set of networked branches across India, ICICI Bank
offers you Anywhere Banking in the trust sense of the term. Your roaming current
account in one centre can be operated from any other designated branch across any other
centre.
Therefore, a cheque deposited in your account in any other centre will be credited to
your account much faster. Likewise, you can deposit or withdraw cash from designated
ICICI Bank branches up to a prescribed limit. You can also transfer funds across accounts
in ICICI Banks.
Phone Banking Facility:With this facility you can carry out your banking transactions over the phone. You can
make Balance Enquiries, Request for a Cheque Book, Request For stop payment, make
an Fixed Deposit, Request for a DD and do much more.
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Facility in selected centres.
Internet Banking Facility:ICICI Banks Internet Banking Facility allows you to access your account from
anywhere, anytime. You can.
Cheque Account Balances
Transfer Funds
Request for Cheque Books and DDs
Pay utility bills online

Request for Fixed Deposit* and much more
You can also get free # burglary / personal accident insurance by registering yourself
Corporate Internet Banking.
# Applicable only from Premium accounts.
* Facility in selected centres for select customers.
Debit ATM Card:This facility is available for sole proprietorships and partnership concerns. You can use
the debit/ATM card for the following transactions:
Cash Withdrawal
Cash Deposit
Balance Enquiry
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Cheque book request

Mini account statement
More Useful Facilities: Free monthly account statement

Free standing instructions
You can also opt for power pay to make your salary payments to employees absolutely
hassle free
Free daily statement on e-mail
*conditions apply
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ROAMING CURRENT ACCOUNT

Only roaming current account from ICICI Bank travels the distance with your business.
With advanced technological features such as Multi City Cheque and zero DD
commission, your banking needs is taken care of. You can access your accounts at over
540 branches across the country.
So while you take care of your business, let ICICI Banks roaming current account
simplify banking for you. Refer terms and conditions, schedule of charges
Product Features:Chose your account

ICICI Bank offers you a suite of current account products that meet all your banking
requirements. Choose a current account that fits your budget for quarterly average
balance (QAB).
Account
Quarterly Average Balance Requirement
Standard
Rs. 10,000
Classic
Rs. 25,000
Premium
Rs. 50,000
Gold
Rs. 1, 00,000
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Gold Plus
Rs. 3, 00,000
Platinum
Rs. 5, 00,000
Multi City Cheque Facility:With this facility, all cheques issued by you will be payable at par at various ICICI Bank
branches across the country. This unique facility, which gives you the power to issue
cheques that are treated as local cheques at over 100 centres across India.
Anywhere Banking Facility:With an unparalleled set of networked branches across India, ICICI Bank offers
You Anywhere Banking in the trust sense of the term. Your roaming current account in
one centre can be operated from any other designated branch across any other centre.
Therefore, a cheque deposited in your account in any other centre will be credited to your
account much faster. Likewise, you can deposit or withdraw cash from designated ICICI
Bank branches up to a prescribed limit. You can also transfer funds across accounts in
ICICI Banks.
Upcountry Cheque Collection:Next time your buyer sends a cheque payable at a remote location, do not worry. ICICI
Banks reach coupled with its correspondent bank network will ensure that the cheque is
credited to your account extra fast.
Pay Orders and Demand Drafts:-
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With the ICICI Bank Roaming Current Account, you can draw pay orders in more than
153 centres and Demand Drafts in more than 540 centres.
Phone Banking Facility:With this facility you can carry out your banking transactions over the phone. You can
make Balance Enquiries, Request for a Cheque Book and Request for Stop Payment,
make an Fixed Deposit, Request for a DD and do much more.
Facility in selected Centres.
Doorstep Banking Facility:Now cash pickup/delivery and cheque pickup is available at your doorstep. To avail this
facility*, please contact nearest ICICI Bank.
Facility in selected centres for select customers.
Internet Banking Facility:ICICI Banks Internet Banking Facility allows you to access your account from
anywhere, anytime. You can.
Cheque Account Balances
Transfer Funds
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Request for Cheque Books and DDs
Pay utility bills online

Request for Fixed Deposit* and much more
You can also get free # burglary / personal accident insurance by registering yourself
Corporate Internet Banking.
# Applicable only from Premium accounts.
* Facility in selected centres for selected customers.
Debit ATM Card:This facility is available for sole proprietorships and partnership concerns. You can use
the debit/ATM card for the following transactions:
Cash Withdrawal
Cash Deposit
Balance Enquiry
Cheque book request
Mini account statement
Mobile Banking:Your account balance will be communicated to via SMS everyday, whats more, in case
account has insufficient balance when a cheque hits, we will send you SMS alert
immediately.
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More Useful Facilities: Free monthly account statement

Free standing instructions
You can also opt for power pay to make your salary payments to employees absolutely
hassle free
Free daily statement on e-mail
*conditions apply
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THEORETICAL BACKGROUND
Marketing:
Marketing is a social process by which individuals and groups obtain what they need and
want through creating, offering, and freely exchanging products and services of value
with others.
Marketing management:
Marketing management is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges that satisfy
Individual and organizational goals.
Marketing management takes place when at least one party to a potential exchange thinks
about means of an achieving desired response from the parties. We see marketing
management as the art and science of choosing target markets and getting, keeping and
growing customers through creating, delivering, and communicating superior customer
value.
Demand Forecasting:
One of the companys major reasons for undertaking a marketing research is to identify
market opportunities. Once research is complete, the company must carefully evaluate
opportunity before choosing its target market specifically, the company needs to measure
and forecast size, growth and profit of each opportunity. Sales forecasts are used b
finance to raise the needed cash for investment and operation; by the manufacturing
department to establish capacity and output levels; by purchasing to acquire the right
amount of supplies; and by human resource to hire and needed number of workers.
Marketing is responsible for preparing the sales forecasts. If its forecast is far-off the
mark, the company either will be saddled with excess capacity and inventory or will lose
money because of inadequate inventories.
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RAVIWAR PETH
Measures of market demand:

As part of their ongoing, companies prepare many estimates of market size.
Demand can be measured for six different products levels, five different space levels, and
five different times levels.
Each demand measure serves a specific purpose. A company might forecast short-run
demand for a particular product for the purpose of ordering raw-materials, planning
production and borrowing cash.
Potential Market:
The potential market is a set of consumers who profess a sufficient level of interest in a
demand market offer.
Consumer interest is not enough to define a market, however potential consumers must
have income for the product, and they must have access to the product offer. If the
product is not distributed in certain areas, potential consumers in those areas are not
available to marketers.
Market potential:
The market forecast shows expected market demand, not maximum market demand. For
the later, we have to visualize the level of market demand for a very high level of
industry marketing expenditure, where further increases in marketing effort would have
little in stimulating further demand. Market potential is the limit approached by market
demand as industry marketing expenditures approach infinity, for a given environment
Total Market Potential:

Total market potential is the maximum amount of sales that might be valuable to all firms
in an industry during a given period, under given level of industry marketing effort and
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RAVIWAR PETH
given environmental conditions. The common way to estimate total Market potential is as
follows.
Q=NOP
Where,
Q=total market potential.
N=number of buyers in the specific product/market under given assumptions.
O=quantity purchased by an average buyer.
P=price of an average unit
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MARKET RESEARCH:
The essence of marketing is that a firm will make what it can sell, rather than sell what it
can make. Marketing therefore requires an assessment of customer needs through market
research and the orientation of all the firms activities towards satisfaction of those units.
The key technique of marketing is that of market research. Information about firms
market and its customer is collected and analyzed in order to determine who buys the
firms products, why, when and under what circumstances. On the basis of this analysis
the marketing policy is evolved. Marketing research is not substitute for management
decision; it is an aid to making better decisions by providing additional information
relative to specific marketing problems. Marketing research is a formalized means of
obtaining information to be used in making marketing decisions. The official American
Marketing Associations definitions of marketing research reflects the themes but in
greater detail. Marketing research is a function, which links the customer and public to
the marketer through information, which is used to identify and evaluate marketing
actions, monitor marketing performance and improve understanding of marketing as a
process. Marketing research specifies the information required to address these issues,
design the method for data collection. Manages and implements the data collection
method, analyses the result and communicates the finding and there implications
Customer value:
The key to generating high customer loyalty value. Customer delivered value is the
difference between total customer values and total customer cost. The total customer
value is the bundle of benefits customer coat is the bundle of costs customer expect to
incur in evaluating, obtaining, using, and disposing of the product or services.
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RESEARCH METHODOLOGY
Marketing research
It is a systematic design, collection and analysis and reporting of data and findings
relevant to specific marketing situation facing company.
Need for the research

The need for the research is to find sales potential for current account, as current account
is mainly maintained for the business sector. They are important source of business for
any bank. So, it is important to find out sales potential level for current account. Further
this survey helps to know bank, what type of services are expected, traders perception
and which helps ICICI Bank to find out their sales potential in this sales.
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RESEARCH OBJECTIVES
The main objective of the project is to find out market potential of current account for
traders in Belgaum, which helps ICICI Bank to find out their sales potential for current
account in this area.
Further the main objectives are to understand customer perception about current account,
their exception from new banks like ICICI Bank. By understanding customer perception
and exceptions, bank can frame their strategy to make their position strong in the market.
Research Design
After defining the research problem and setting out of objectives a plan specifying the
sources of selection of data analysis of needed information formulated.
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SOURCES OF DATA
Primary Data
Primary data was collected by conducting a survey of the firms, with the help of
questionnaire and by interviewing proprietors and partners of different firms about their
current account.
Secondary Data
Internal secondary data:
Mr.Naveen Dodamani of ICICI Bank Belgaum helped in setting out

objectives for my project and he provided me all the relevant information
about company and its products and services.
External secondary data:
External secondary data relating to the company is collected from the

following
Websites
www.icicibank.com
www.icicidirect.com
www.indiainfoline.com
www.google.co.in
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MEASUREMENT TECHNIQUE
Sampling Method
: Convenience sampling
Sample size
: 100, including Traders, dealers and distributors
Sampling Technique
: Personal interview.
Sampling Unit
: Sole proprietors, partnership firms and Pvt. Ltd Co.
Area
: Raviwarpeth
Duration
: 15th April to 15th June.
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FINDINGS OF THE SURVEY

From the survey conducted following things were found:
1.
60% of the respondents are from sole proprietorship.

38% of the respondents are from partnership.
2% of the respondents are from Private Limited Company.
0% of the respondents are from Public Limited Company.
0% of the respondents are from H.U.F.
0% of the respondents are considered from any other sector.
2.
0% of the firms are into Manufacturing Business.

76% of the firms are into Trading Business, which include Wholesaling and
Retailing.
16% of the firms are into Dealers or Distributors.
8% of the firms are into Automobiles.
0% of the firms are into Textiles.
3.
10% of the firms have their annual Turnover between 10-25 Lakhs.
28% of the firms have their annual turnover between 25-50 Lakhs.
42% of the firms have their annual turnover between 50 Lakhs- 1 Crore.
20% of the firms have their annual turnover between 1 Crore-10 Crores.
0% of the firms have their annual turnover more than 10 Crores.
4.
61% of the firms enjoy Credit Facility.

39% of the firms do not enjoy Credit Facility.
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RAVIWAR PETH
5.
90 % of the Firms enjoy cash Credit Facility.

7% of the Firms enjoy Over Draft Facility.
0% of the Firms enjoy Bill Discounting Facility.
3% of the Firms enjoy Bill Collection Facility.
0% of the Firms enjoy Letter Of Credit Facility.
0% of the Firms enjoy Other Facilities.
6.
51% of the Firms do their business within the city of Belgaum.

36% of the Firms do their business within the state of Karnataka.
13% of the Firms carry out their business all over India.
0% of the Firms carry out their business outside India.
20% of the Firms have their Current Account in ICICI Bank.
80% of the Firms have their Current Account in other Banks.
7.

24% of the Firms have their Current Account in Union Bank Of India.
18% of the Firms have their Current Account in Unit Trust Of India.
38% of the Firms have their Current Account in Other Banks.
8.
5 of the Firms quoted that the Hospitality provided is Excellent, but major 10 of the
firms quoted that Hospitality is Best, the other 4 Firms quoted that the Hospitality
provided is good,1of the Firm feels that the Hospitality provided is Average and no
Firm quoted that Hospitality is Poor.
9.
0 firms quoted that the Communication Skill provided is Excellent, 4 Firms quoted
that Communication Skill provided is Best, but major 9 Firms quoted that
Communication Skill provided is Good, 5 Firms quoted that Communication Skill
provided is Average and minor 2 Firms quoted that Communication Skill provided
is Poor.
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10.
Major 8 Firms quoted that Working Speed provided is Excellent, 6 Firms quoted that
Working Speed provided is Best, 3 Firms quoted that Working Speed provided is
Good and 3 Firms quoted that Working Speed provided is Poor.
11. 1 Firm quoted that Attending Query is Excellent, 7 Firms quoted that Attending
Query is Best, 8 Firms Quoted that Attending Query is Good, 3 Firms quoted that
Attending Query provided is Average and 1 Firm quoted Attending Query is Poor.
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SWOT ANALYSIS
STRENGTHS
ICICI Bank charges are very low rate of commission for DDs on Standard
A/Cs (Rs.10,000) and Classic A/Cs (Rs.25,000).For Premium (Rs.50,000),
Gold (Rs.1,00,000), Gold Plus (Rs.3,00,000) and Platinum (Rs.5,00,000)
accounts commission on DDs are not charged till a specified limit.
ICICI offers 12 hour banking to its customer that is 8 A.M to 8 P.M.
ICICI Bank offers ATM facility where the customers can withdraw and
deposit the money 24 hours a day and 365 days a year.
ICICI Bank has recently started to provide the cash credit facility to the
manufacturers with the minimum amount of Rs.1crore.Another thing to be
noted is that the ICICI Bank is preparing to start to provide the Over Draft
facility to the Traders with the amount ranging from Rs.10 Lakhs to Rs.15
Lakhs.
WEAKNESS
Cash deposits are charged on Denominations.
Very few number of branches in cities like Belgaum & Hubli.
ICICI Bank has very few branches in Rural & Remote locations.
Even though the ICICI Bank has started providing cash credit facility to the
manufacturers, the lending amount is comparatively very high which cannot
be accommodated by small manufacturers.
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OPPORTUNITIES
Gradually Customers mentality is changing, i.e. they prefer Modern banking
to Traditional system of banking.
ICICI Bank was early in the Belgaum market so this is an opportunity to grab
more market than UTI Bank and HDFC Bank.
THREATS
ICICI Banks competitors like UTI, HDFC & Corporation Banks are
expanding their networks.
UTI and Corporation Bank have already established ATMs.
SBI Bank is also providing all the facilities, which are provided by ICICI
Bank.
UTI Bank is not charging Denominations on Cash Deposits.
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PROBLEMS AND RECOMMENDATIONS

Denominations wise charges for each cash deposits
ICICI Bank is no doubt providing better services as compared to other banks
in this area, but it is charging denomination wise charges for this cash deposits from its
customers. These charges may be borne by customers in metro cities like Mumbai and
Bangalore, where most of the companies have a huge turnover and most of the transactions
involve Cheques and DDs but these charges are not suitable for the customers in cities like
Belgaum. This is one of the most important reasons given by the firms for not opening
their account with ICICI Bank. So ICICI Bank should at least remove these denominations
charges for customers at cities like Belgaum.
Location of the Bank
ICICI Bank in nearly two years has achieved remarkable progress but it has
only branch in Belgaum city. So if it wants to capture potential areas in Belgaum like the
market yard it has to open a few more branches in Belgaum. Many traders in market yard
are not interested in ICICI Bank as it is not near to them. Furthermore, the traders find it
difficult to carry cash to a long distance.
Cash Credit facility
Cash credit is very important form of loan facility for any firm to carry out
its business. It is one of the important factors which determine a firm to bank with a
particular bank. Even though ICICI Bank has started giving cash credit facility to the
manufacturing of high limits, but the small manufacturers require low limits of cash
credit facilities at a competitive rate.
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SUMMARY
Banking is one of the most important parts of any countrys economy.
ICICI Bank, which is a private bank has became the second largest bank in
India and is providing various type of services to industries and business out of which
Roaming Current Account is one. It is also one of the most important source of income for
the bank. So this service is conducted to find out potential of current account in Belgaum.
On the basis of this survey bank can find out who is their potential customer is and what
new strategies are required to implement and attract more customers.
From this survey we conclude that if ICICI Bank wants to improve
its competitive position it should abolish or reduce the denomination charges on cash
deposit, provide cash credit facilities to the small manufacturers at the reasonable limits,
should start the Over Draft facility to the traders as soon as possible and also open few
more branches near the potential markets of Belgaum.
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ANNEXURE
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QUESTIONNAIRE
1. Name of the organization _______________________________________
2. Address
_____________________________
_____________________________
3. Contact persons Designation ________________________________

4. Contact Number ____________________
5. Type of the Organization
Sole Proprietor
Partnership Firm
Pvt. Ltd. Co.
Public Ltd Co.
H.U.F.
Others____________________________
6. Nature of Organization
Manufacturing
Traders
Dealers & Distributors
Automobiles
Textile
7. Annual Turn Over
10-25 lakhs
25-50 lakhs
50 lakhs 1 crore
1-10 crore
More than 10 crore
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8. Do you have any credit facility?

Yes
No
If yes, which of the following facilities do you enjoy?

Cash Credit
Overdraft
Bill Discounting
Bills Collection
Letter of Credit
Others ____________________
9. Transactions
Within the city
Within state
All over India
Overseas Transactions
10. Do you have current account in ICICI Bank?
Yes
No
If Yes how will you grade services provided by ICICI Bank?

Excellent
Best
Good
Average
Poor
Hospitality
Communication Skill
Working Speed
Attending Query
If No, please go to question 12.
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11. How do you rate the following facilities provided by different Banks?
(5 for HIGH & 1 for LOW)
SBI
UTI
HDFC
ICICI
Anywhere Banking
Multi City Cheque
Collections
Bank Timings
ATM Facility
Nearness
Internet Banking
Phone Banking
Mobile Banking
12. Please specify the reason/s for not having an account with ICICI Bank?
_________________________________________________________
13. Suggestions ________________________________________________
________________________________________________
THANK YOU
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GRAPHICAL
ANALYSIS
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TYPE OF THE ORGANIZATION
From the above graph it is seen that:

60% of the respondents are from sole proprietorship.
38% of the respondents are from partnership.
2% of the respondents are from Private Limited Company.
0% of the respondents are from Public Limited Company.
0% of the respondents are from H.U.F.
0% of the respondents are considered from any other sector.
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NATURE OF THE ORGANIZATON

0% of the firms are into Manufacturing Business.
76% of the firms are into Trading Business, which include Wholesaling and
Retailing.
16% of the firms are into Dealers or Distributors.
8% of the firms are into Automobiles.
0% of the firms are into Textiles.
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ANNUAL TURNOVER
10% of the firms have their annual Turnover between 10-25 Lakhs.
28% of the firms have their annual turnover between 25-50 Lakhs.
42% of the firms have their annual turnover between 50 Lakhs- 1 Crore.
20% of the firms have their annual turnover between 1 Crore-10 Crores.
0% of the firms have their annual turnover more than 10 Crores.
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CREDIT FACILITY
61% of the firms enjoy Credit Facility.
39% of the firms do not enjoy Credit Facility.
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TYPE OF THE CREDIT FACILITY

90 % of the Firms enjoy cash Credit Facility.
7% of the Firms enjoy Over Draft Facility.
0% of the Firms enjoy Bill Discounting Facility.
3% of the Firms enjoy Bill Collection Facility.
0% of the Firms enjoy Letter Of Credit Facility.
0% of the Firms enjoy Other Facilities.
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TRANSACTIONS

51% of the Firms do their business within the city of Belgaum.
36% of the Firms do their business within the state of Karnataka.
13% of the Firms carry out their business all over India.
0% of the Firms carry out their business outside India.
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CURRENT ACCOUNT IN ICICI BANK

80% of the Firms have their Current Account in other Banks.
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CURRENT ACCOUNTS IN DIFFERENT

BANKS

20% OF THE Firms have their Current Account in ICICI Bank.
24% of the Firms have their Current Account in Union Bank Of India.
18% of the Firms have their Current Account in Unit Trust Of India.
38% of the Firms have their Current Account in Other Banks.
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CUSTOMER SATISFACTION OF ICICI BANK

5 of the Firms quoted that the Hospitality provided is Excellent, but major 10 of the
firms quoted that Hospitality is Best, the other 4 Firms quoted that the Hospitality
provided is good,1of the Firm feels that the Hospitality provided is Average and no
Firm quoted that Hospitality is Poor.
0 Firms quoted that the Communication Skill provided is Excellent, 4 Firms
quoted that Communication Skill provided is Best, but major 9 Firms quoted that
Communication Skill provided is Good, 5 Firms quoted that Communication
Skill provided is Average and minor 2 Firms quoted that Communication Skill
provided is Poor.
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RAVIWAR PETH
Major 8 Firms quoted that Working Speed provided is Excellent, 6 Firms quoted
that Working Speed provided is Best, 3 Firms quoted that Working Speed provided
is Good and 3 Firms quoted that Working Speed provided is Poor.
1 Firm quoted that Attending Query is Excellent, 7 Firms quoted that Attending Query
is Best, 8 Firms Quoted that Attending Query is Good, 3 Firms quoted that Attending
Query provided is Average and 1 Firm quoted Attending Query is Poor.
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COMPARISION OF VARIOUS BANKS
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DATA
ANALYSIS
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BIBLIOGRAPHY
Book Title
Author
1. Marketing Management
Philip Kotler
2. Marketing Research
Tull and Hawkins
Websites
www.icici.com
www.google.com
www.indiainfoline.com
www.icicidirect.com
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MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

OBJECTIVES OF THE STUDY

METHODOLOGY OF THE STUDY

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

9. Roaming Current Account

18.Problems & Recommendations

19.Summary of the Project

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

OVERVIEW OF THE BANK

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Mrs.Lalita D. Gupte, Joint Management Director

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Business Strategy Committee

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Board Governance & Remuneration Committee

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Share Transfer & Shareholders/Investors Grievance Committee

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Asset-Liability Management Committee

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Risk based audit plan.

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Other feature includes:

EASY FIXED DEPOSIT

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

schemes is Rs 45000 and additionally deposits can be made in multiples of Rs

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Comprehensive range of products and services

ROAMING CURRENT ACCOUNT:

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Option of saving bank account, fixed deposit account or recurring deposit

Minimum balance at Rs 500 per quarter for saving bank.

A special recurring deposit account with the additional feature as below

Free personalized check book.

Daily withdrawal limit of Rs.1000

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Daily spend limit of Rs 1000

Special privileges across all alliance partners outlets

Facility to invest in GOI Relief bonds and Mutual bonds.

Free internet banking.

Special shopping powers up to Rs 1000 for the children above 10 years of

*Available for children above the age of 10 years only.

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Free phone banking (in select cities)

ICICI bank Salary Account is a benefit-rich

payroll account for Employers and

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF

Completely duly signed AOF

AOA AND MOA

A form32 for change in director

Board resolution in bank format

Photograph of each authorized signatory

List of directors with residential address

MARKET POTENTIAL OF CURRENT ACCOUNT FOR TRADERS OF