Académique Documents
Professionnel Documents
Culture Documents
CERTIFICATE
ACKNOWLEDGEMENT
Words can never express the extent of indebtness. But I wish to express my deep sense of
gratitude to all of the people who helped me in the completion of this project report.
I am very glad to submit my project work entitled Marketing Scenario In
Indian Banking Industry at Bank Of India. I am thankful to Mr.O.P Kabra for allowing
me to do the project at prime division.
I also want to convey my regards to Mr.Mantri (Marketing Head Zonal Office
Bank Of India) for his continuous guidance and encouragement throughout the project.
I am very grateful to Dr.Ajit Upadhyay (faculty guide) for his valuable guidance
given to me for making project successfully.
I thank all staff members of bank from whom I receive valuable suggestions
and co-operation in my project.
Surbhi Jain
MBA MM III sem
DECLARATION
SURBHI JAIN
MBA MM III sem
EXECUTIVE SUMMARY REPORT:The project was undertaken to study the Marketing Scenario in Indian Banking
Industry. To make study, a survey was conducted among customers with the help of questionnaire. It has
been found that people (customers) are least aware of many facilities or services provided by bank.
Customers still prefer of using ATMs, Credit Cards and also in using Mobile Banking and Internet Banking
facility.
It has been observed that there is a need to make people aware of various services and even
products available with bank. So there is a great scope of Marketing in Indian Banking Industries. Banking
in India is very vast sector and can come up with lots of innovation with a little effort.
If one properly adopts the rules of Marketing and implement them properly with various
products and services it can bring the boom in the Indian banking Market.
CONTENTS
Chapter 1 Introduction
Chapter 2 Methodology
Study Of Project And Its Objectives
The Sample
The Tools (i) For Data Collection
(ii) For Data Analysis
Chapter 3 Results
1. History of The Organistion and Objectives :(a) History :Bank of India was founded on September 7, 1906 by a group of eminent businessmen from Mumbai.
In July 1969 Bank of India was nationalized along with 13 other banks.
Beginning with a paid-up capital of Rs.50 lakh and 50 employees, the Bank has made a rapid growth
over the years. It has evolved into a mighty institution with a strong national presence and sizable
international operations. In business volume, Bank of India occupies a premier position among the
nationalized banks.
Presently, Bank of India has 4000 branches in India spread over all states/ union territories including
93 specialized branches. These branches are controlled through 50 Zonal Offices.
Bank of India has several firsts to its credit. The Bank has been the first among the nationalised
banks to establish a fully computerised branch and ATM facility at the Mahalaxmi Branch at
Mumbai way back in 1989. It pioneered the introduction of the Health Code System in 1982, for
evaluating/ rating its credit portfolio. Bank of India was the first Indian Bank to open a branch
outside the country, at London, in 1946, and also the first to open a branch in Europe, Paris in 1974.
The Bank has sizable presence abroad, with a network of 29 branches (including three representative
office ) at key banking and financial centres viz. London, New York, Paris, Tokyo, Hong-Kong, and
Singapore.
To help the weaker section of the society with the help of various schemes.
To increase Employment
Executive Director
Executive Director
Agriculture
Marketing
Retail
General
Department
Department
Department
Operations
SME
Department
Human
Resource
Department
Zonal
Manager
Zonal
Manager
Zonal
Zonal
Zonal
Manager
Manager
Manager
(Various Branches)
Probationary Offices
Various Clerks
Deposits :- From the last five (5) years Bank has shown continouous progress in its deposits which
indicates its growth clearly.
Business :- Balance available with bank or Money at call has also increased in last five (5) years.But at
the same time their Cash Keeping capacity with RBI has decreased.
Profit Growth :- There is a tremendous increase in profit earning of bank this indicates the good
financial position of Bank.
Assets Quality :- Assets with the bank has also increased and also the loan providing facility i.e total
borrowings given to customers has increased.This thus indicates good position.
Earning Analysis :- The book value is also improving over last few years.
Capital adequacy ratio :- Capital Adequacy Ratio has come down slightly.Proper chech needs to be
kept for maintaining or increasing Capital Adequacy Ratio.
qualification of Graduate/ Post Graduate Degree from the university/ Institute recognized by the
Government of India with relevant experience (if any) are eligible to apply for the post.
Recruitment Process :(a) For Clerks and Probationary Officer :IBPS (Institute Of Banking Personnel Selection) conduct exam for various vacancies in 19
Nationalizes Bank.Bank Of India is among them.Exam is conducted by them separately for
Clerical,Probationary Officer and other posts.Candidates clearing the exam gets Score Card which is
valid for certain fixed duration.
At the time when Bank of India has Vacancies they set certain Eligibility Criterion or say cut off marks
and issued a notification to call candidates for interview.
(b) Bank also go for Direct Recruitment Process from Colleges and other Consultancy for recruiting
persons for the post of Agriculture Officer,Security Officer,HR Manager,Marketing
Manager,Technical Staff etc.
Training And Development :Bank has various training programmes for training of Staff.Training Institutions are located at various zones
and regions.
For MPCG ( Madhya Pradesh and Chhattisgarh ) Training Office namely STAFF TRAINING COLLEGE
is located at Bhopal.
Additional And Advance Training :For Additional and Advance Training candidate or Staff are often send to IIMs & other institutes.
Retail Loans
Personal Loans
Loans to farmers & Traders
Business Loans
(b) Other Products Offered By Bank of India are: Gold Coins
Mutual Funds
Demat Accounts
Life Insurance
General Insurance Products (Health Insurance & Assets/Property Insurance)
Advertisement of products and services is done at and by Head Office Level.Following are
being done for Advertisement: Gift Items distribution in villages and to other customers.
Customer Meet at Zonal /Branch Levels to give information regarding services and products
to customer.
Camps/Seminars at Colleges and Universities for advertising Educational Loan & Other
products,
Kisaan Sammelan to educate them about facilities provided by the bank for their benefits,
proper use of fertilizers and to encourage them to get Krishi Loans.
Bank Of India (Indore) had sponsored Ahvaan,the Annual Managemnt Fest in Indore
Institute Of Management (IIM) Indore.
Bank in Indore also sponsored various programmes of Indian Institute of Techonology,Indore
(ii)
(iii)
LAST
PRICE
MARKET
CAPITAL
NT
PROFIT
TOTAL
ASSETS
138,319.12
25,513.02
27,157.77
390.97
5288.99
NET
INTEREST
INCOME
106,521.45
36,428.03
29,673.72
19149.50
SBI
PNB
BOB
UTI-GOLD
CENTRAL
BANK
UNION
BANK
2061.25
752.20
658.55
2816.40
71.85
11,707.29
4884.20
5006.96
533.04
1335,519.24
458,194.01
447,321.46
229,799.74
170.45
9384.11
21,144.28
1787.13
235,984.44
This shows the competitor of Bank Of India in terms of Market Share and Price of Capital.
Man Power
Trust of Customers.
Permanent and Loyal Staff
Good Customer Service
9. Any Other Special Point Observed By You:The Special point which I observed during my training tenure is that Services given to Customers
is of Top level.And also for last many years Bank Of India has been ranked as Indias topmost
Nationalised Bank in providing services and serving customers.
The Other feature which gives Bank a special feature is STAR UNION DAICHI
STAR UNION DAICHI is a subsidiary Company of Bank of India.It is Life Insurance
Company.This Company is a joint venture of Bank of India,Union Bank and Daichi (A Japenese
Company).Their shares are as follows :BANK OF INDIA
UNION BANK
DAICHI
51%
23%
26%
Bank of India is the first Nationalised Bank to start such a venture Internationally.Thus it differentiate it
from other Banks and thus becomes the Special feature of and for Bank.
(i)
Customer Satisfaction
Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing products
perceived performance in relation to his/her expectations.
As this definition makes clear , satisfaction is a function of perceived performance and
expectations.If the performance matches the expectations , the customer is highly satisfied or
delighted.
Many Companies are aiming for high satisfaction because customers who are just satisfied still find
it easy to switch when better offers comes along.Those who are highly satisfied are much less ready
to switch high satisfaction or delight createsan emotional affinity with the service outlet not just a
rational performance.The result is high customer loyalty.
Customer Satisfaction can be defined in many ways one of which is a persos feeling of pleasure or
disappointment from comparing a products perceived performance in relation to his or her
expectations. (Philip Kotler , 2000) A simpler definition could be given as the customers after
purchase judgement or evaluation of specific product or service.(Stank Theodore ,
1997)Satisfaction is the customers fulfillment response.It is a judgement that a product or service
feature , or the product of service itself , provided (or is providing) a pleasurable level of
consumption-related fulfillment , including levels of under or over fulfillment.(Oliver,1997)
The outcome of customer satisfaction yields not only from perceived quality and customer
expectations but also from discontinuation.Satisfaction or dissatisfaction results from experiencing a
quality of service encounter that encounters with what is expected.
Those who are highly satisfied with offers quality and value are much less ready to switch.The fact
is that high satisfaction or delight creates an emotional affinity with the brand not just a rational
performance , and this creates high customer loyalty.(Business India May , 1998).
The challenging of implementing TCS is to create culture in which everyone within company aims
to delight the customer.UNISYS , the information management company recently introduces the
term customaries in its ads and defined it as follows.
To make a company more responsive to its customers and better able to attract new ones.UNISYS
sees customizing as a matter of extending information system capabilities to field locations and other
points of customer contact and support.But customizing a company calls for more than providing
good information and customer contact.Ultimately it may require customer linking staff pay to
customer satisfaction.
Characteristics Of Services :-
a. Intangibility :- Services are intangible.One cannot touch them.It is not a physical object but it
has mental connotations.A service by nature is an abstract phenomenon.while selling or
promoting the sale of a services ,we have to concentrate on the benefits and satisfaction: a buyer
can derive after buying that service.We can emphasize the service itself.
b. Perish Ability :- A service has a high degree of perish ability,like our labour services are
perishable.Here the time element assumes a significant position.If we do not use it today,it is lost
forever.Utilized or services are economic waste.
c. Inseparability :- Services are not seperable.Generally the services are created and supplied
simuntaneously.In other words services and their providers are the same goods are produced sold
and consumed whereas the services are sold and then produces and consumed.
d. Ownership :- An important feature of the services is that of ownership.In the sale of goods
after the completion of the goods are transferred in the name of buyers and he becomes the
owner of the goods.In the case of services we do not find same thing.The users have only an
access to the services.
The main objectives of the study are as follows : To Test Marketing Strategies:- The main objective is to test the marketing strategy of Bank
that whether it is useful and having some impact on customers or not and to make improvement in
them if required.
To Test Customers Knowledge :- The other object was to check the customers knowledge
regarding various products and services offered by bank.
Scope Of Marketing :- It is being conducted to assess the scope of marketing in banking sector
as the sector is becoming very vast with number of products and services.
To Create Awarness :- One reason is also to create awareness among customers regarding
various products and services as when they will read different products name they will ask for it and
avail its use if they feel so.
To Bring Customers Closer :- Bank wants the customers to establish good relations with
them.This will not only help bank to know customers expectation but also helps in doing something
creative and new for customers.
RESEARCH METHODOLOHY
Research Methodology is a strategy thats guides a researcher in providing answer to researchers question
and for this research survey is done.The researcher has to decide the method to used which helps him get a
direction in a systematic way.Here study has been done into the following ways :-
Stage I
Details about the organisation were collected from the management and administrative staffs in the various
departments.Collection of the information regarding various products and services offered by Bank is done.
Stage II
The questions were designed in a very understandable way that every respondent may not have any
difficulty in answering them.Questionnaire mainly contains different factors regarding Customers
knowledge and Satisfaction.
Stage III
The sample of 25 respondents were selected from the Customers of Bank Of India (Kanchan Baugh)
Branch.
Stage IV
DATA COLLECTION
All respondents were said to fill the questionnaire requirements or give response of questions asked.
Stage V
DATA ANALYSIS
Once the data has been collected , the raw sources were tabulated by analyzing critically.
it
Te
rm
D
ep
os
Cu
rre
nt
Ac
co
un
t
Sa
vi
ng
Ac
co
un
t
25
20
15
10
5
0
2. Loans
Retail Loans 1
Personnal Loan 3
Housing Loan 5
Education Loans 5
Autofin 3
Au
to
fn
Lo
an
s
Ed
uc
at
io
n
H
ou
si
ng
Lo
an
Pe
rs
on
na
lL
oa
n
Re
ta
il
Lo
an
s
6
5
4
3
2
1
0
25
20
15
10
5
0
Mutual Funds
Insurrance
Gold Coins
4. Other Products
Internet Banking - 5
RTGS/NEFT - 10
Mobile Banking - 1
E-Pay - 2
E-Remit - 5
Credit Card - 10
ATM cum Debit Card - 23
Remittance / DD 15
Payment of Taxes 0
Demat Services and Online Trading 0
25
20
15
10
5
en
to
fT
ax
es
it
-
Pa
ym
ERe
m
In
te
rn
et
Ba
nk
in
g
ye
ar
s
11
an
d
10
ye
ar
s
ab
ov
e
ye
ar
an
d
1
Le
ss
Th
an
ab
ov
e
Ye
ar
16
14
12
10
8
6
4
2
0
H
ou
rs
Co
nv
in
ie
nt
Bu
si
ne
ss
Pr
ox
im
ity
G
oo
d
To
H
om
Cu
st
om
er
e/
W
or
k
Pl
ac
e
Se
rv
ic
e
12
10
8
6
4
2
0
23
10
tim
tim
es
es
on
th
on
th
25
20
15
10
5
0
15
10
Yes
No
No 15
Yes
No
18
Yes
20
No -
12
13
Yes
No -
Yes
No 25
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
g. Are you aware and using information contained comprehensive notice board?
Yes 08
No 17
Yes
No -
12
Yes
No -
12
Yes
12
No -
No 22
Yes
5
12
No -
Yes
5
12
No -
Yes
No -
12
Yes
No -
12
Yes
12
No -
b. Have you taken any HDFC,Kotak Mahindra,ICICI Prudential,UTI or any other party
product?
Yes 8
No 6
No Reply 10
Yes
5
5
12
No -
No
Reply
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
Yes
12
No -
c. Are you satisfied with process of KYC norms and Customer Information?
Yes 12
No 13
5
Yes
12
No -
d. Do you think BOI is in step with time in updating products and services and adoption of
latest techonology?
Yes 10
No 15
5
Yes
12
No -
Yes
5
5
12
No No
Reply
1. Of total survey 92% account holdersare saving accounts holders and clears majority account holders
use bank as a source of investment.
2. Of total survey regarding loan 12% majority seems to have taken loan for house purpose and 12%
for education,also limited amount of 7% were loan takers for personal loan or autofin loan.
3. Of third party product by bank gold coins clear majority from preference of customers i.e 80%
defeating insurance and mutual funds.
4. Of other products and services like ICICI Prudential products,Kotak Mahindra Products,UTI
products including NEFT/RTGS,ATM cun Debit cards and DD/Remittance cleans majority of
preference by customers.
5. On a study regarding satisfaction from services and relationship years majority customers were long
term service takers i.e. more than 11 years.This highlights the satisfaction and service quality to
customer.
6. Of various reasons for customers choosing Bank Of India for the transaction and investments,the
company tie ups salary account and good customer services provided by bank were at priority.
7. Of the total customers visiting branch,visiting priority is 2-3 times a month,various few are those
who visits bank that frequently visitors are current account holders and mutual fund investors.
8. Majority of customers seem to not have information regarding core banking services provided which
unites one bank to all.
9. Also awareness regarding account portability is 73% of surveyed customer were aware of
process,terms,conditions of account portability.
10. Majority customers i.e 89% seems aware of alerts on mobile of credits and alerts on mobile of
credits and debits in your account.
11. On the question regarding infrastructure facilities and availability of challans,water,
sitting,ventilation etc majority is 74% seems satisfied whereas 26% had a few complains which were
taken into actions promptly.
12. Majority is not aware about various variety of loans available with bank ,but yes a few basic loans
like car,education,housing were availed by customer.Also customers are not ready to avail loan from
bank in future.
13. Survey indicates that customers are aware about mutual Fund Products but they have not availed any
of them or in very less amount.
14. Majority customers of this surveyed were not a part of internet and mobile banking and of the ones
who opted for these services seems to report that services were activated quickly without any
hassels.
15. The majority of the surveyed were satisfied and contended by bank services.also it was an added
advantage to the banks goodwill and market share.also an efficient KYC and Customer Satisfaction
was built up by bank.
SUGGESTIONS :Following are the points that came into light while discussing with Management :
REFERENCES :www.bseindia.com/downloads/BankingSector.pdf
www.bankofindia.com
APPENDICES
6.
BANKING ACTIVITY ROUTINE :- (a) Personal Visit to Branch (b) Internet Banking
BANKING PROFILE
1.Type of Services Used and frequently Used Services
(a) Saving A/C
2.Third Party Products :- (a) Mutual Funds (b) Insurance (c) Gold Coins
3.(a) Internet Banking (b) RTGS/NEFT (c) Mobile Banking (d) e-pay (e) e-remit
(f) Credit Card (g) ATM cum Debit Card (h) Payment of Taxes (i) Demat Services and Online
Trading (j) SDV (k) Safe Custody (l) Remittance DD/MT (m) Others (Specify)
S.
NO
1
2
3
4
5
6
7
8
9
PARAMETERS
YE
S
NO
S.No
1
Parameters
Have you availed any loan from BOI(If Yes answer the questions below.If no move to C
Yes
No
2
3
4
5
6
7
8
9
10
11
12
13
Are you aware of major retail loans ( Star Home Loan,Personal Loan,Education Loan,Holiday
Loan,Star Auto fin)
Are you or would you be interested in availing one/more loans from BOI?
Guidance given by branch staff regarding loan is helpful?
Have you also visited the website for further details?
The loan availed was sanctioned in time?
The documentation work was done quickly.
I was able to receive loan as per my requirement.
BOI offers competitive rate of interest
There is an easy repayment schedule
The charges,fees,calculation of interest were explained upfront and are reasonable.
There is timely issue of statement of account
Any changes in Terms and Conditions / Charges are advised one month in advance
Parameters
Yes
No
Yes
No
S.No
1
2
3
4
5
Parameters
Are you satisfied with the services/products of BOI?
In your opinion Brand Image of BOI is of a reliable bank?
Are you satisfied with the process of updation of customer information and adherence to KYC
norms
Do you think BOI is in step with times in updating its products and services and adoption of latest
techonology?
Would you recommend BOI to your friends and relatives?
Customer Sign :-
Standalone
Consolidated
Print/Copy to Excel :
Balance Sheet
Mar '11
Mar '10
Mar '09
Mar '08
12 mths
12 mths
12 mths
12 mths
12 mths
574.52
547.22
525.91
525.91
525.91
574.52
547.22
525.91
525.91
525.91
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
19,151.38
15,423.99
12,275.46
11,258.72
8,300.38
1,235.89
1,319.47
1,428.62
1,710.29
1,763.10
Net Worth
20,961.79
17,290.68
14,229.99
13,494.92
10,589.39
Deposits
318,216.0
3
298,885.81
229,761.94
189,708.48
150,011.98
Borrowings
32,114.23
22,021.38
22,399.90
9,486.98
7,172.45
Reserves
Revaluation Reserves
Total Debt
350,330.2
6
320,907.19
252,161.84
199,195.46
157,184.43
13,243.43
12,974.69
8,574.63
12,811.39
11,056.16
Total Liabilities
384,535.4
8
351,172.56
274,966.46
225,501.77
178,829.98
Mar '12
Mar '11
Mar '10
Mar '09
Mar '08
12 mths
12 mths
12 mths
12 mths
12 mths
14,986.71
21,782.43
15,602.62
8,915.28
11,741.85
19,724.54
15,527.56
15,627.51
12,845.97
5,975.54
Advances
248,833.3
4
213,096.18
168,490.71
142,909.37
113,476.33
Investments
86,753.59
85,872.42
67,080.18
52,607.18
41,802.88
Gross Block
4,628.22
4,020.12
3,790.81
3,578.23
3,448.44
Accumulated Depreciation
1,905.26
1,654.19
1,504.07
1,156.75
1,049.28
Net Block
2,722.96
2,365.93
2,286.74
2,421.48
2,399.16
48.64
114.81
65.07
110.45
26.92
Other Assets
11,465.69
12,413.22
5,813.63
5,692.02
3,407.32
Total Assets
384,535.4
7
351,172.55
274,966.46
225,501.75
178,830.00
Contingent Liabilities
165,173.0
7
143,699.22
118,535.87
107,155.08
100,486.14
45,255.10
32,505.88
28,372.75
11,490.74
20,181.00
343.79
292.26
243.75
224.39
168.06
Assets
Bank Of India
Previous Years
Mar
'11
Mar '10
Mar '09
Mar '08
Mar '07
10.00
10.00
10.00
10.00
10.00
--
--
--
--
--
68.07
43.77
72.98
43.26
28.95
434.33
377.51
350.52
262.10
204.12
167.38
129.61
116.87
96.35
57.85
--
--
--
--
--
--
--
--
--
--
10.80
9.08
16.20
14.04
11.38
10.43
8.78
16.23
13.57
10.58
107.16
112.66
126.01
121.05
119.14
15.58
13.73
25.84
22.00
18.85
15.25
13.35
25.19
21.94
18.62
298.58
247.85
227.47
169.62
120.58
322.72
275.05
260.04
203.19
123.65
7.57
7.94
9.16
8.62
7.83
3.11
3.07
3.74
3.52
3.50
0.20
0.21
0.30
0.43
0.42
4.46
4.87
5.41
5.10
4.33
1.93
2.15
1.84
2.10
2.39
1.34
1.09
2.17
1.80
1.45
0.79
0.70
1.50
1.23
0.89
Loans Turnover
0.12
0.13
0.14
0.14
0.13
7.77
8.15
9.46
9.04
8.25
4.46
4.87
5.41
5.10
4.33
0.08
0.08
0.09
0.09
0.08
5.84
5.16
5.08
3.97
5.73
63.96
67.59
66.28
65.75
61.50
2.58
2.59
3.21
4.71
5.05
24.77
26.35
19.43
23.16
29.03
0.25
0.26
0.18
0.22
0.42
12.24
13.00
13.08
12.97
11.88
74.41
74.71
80.24
80.09
75.22
72.22
74.27
75.48
73.58
70.29
29.21
28.77
27.83
28.69
31.59
7.08
5.86
6.09
7.02
5.98
18.36
17.70
15.92
16.88
20.40
1.31
1.23
1.41
1.36
1.35
1.19
1.16
1.29
1.25
1.22
0.04
0.02
0.03
0.02
0.02
18.02
21.93
12.52
11.65
10.11
Leverage Ratios
Current Ratio
Quick Ratio
Cash Flow Indicator Ratios
17.48
23.99
15.92
12.54
17.77
16.53
22.60
15.56
12.09
16.34
82.15
75.34
83.66
87.42
82.02
83.13
76.81
84.05
87.88
83.48
113.75
124.65
61.72
74.14
100.60