OVERVIEW:

Marketing strategy is essential for the success of business. When any

organization have to devote to the task of promoting business and then consider the
fact that advertising media options are rapidly changing and are very often
presented in a confusing manner, it is easy to see why most business owners love
the promise but hate the actual execution of a successful marketing strategy.

As a result, many business owners often find themselves chasing after an

array of marketing tactics instead of implementing a cohesive marketing strategy.
Unfortunately, without a marketing strategy in place, the marketing tactics which
result in great success for one business may fail miserably for the next. When the
underlying principles create a successful marketing strategy and successful
marketing message, then it will be the right marketing tactics which help the
organization to achieve its marketing objectives.

Before analyse the marketing strategy of ICICI Bank firstly, we have to

know what is marketing, what are the different marketing strategies. Let we start
with marketing.

What is marketing strategy?

Marketing strategy is a process that can allow an organization to concentrate

its limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. A marketing strategy should be centred on the
key concept that customer satisfaction is the main goal.

Marketing strategy is a method of focusing an organization's energies and

resources on a course of action which can lead to increased sales and dominance of
a targeted market niche. A marketing strategy combines product development,
promotion, distribution, pricing, relationship management and other elements;
identifies the firm's marketing goals, and explains how they will be achieved,
ideally within a stated timeframe. Marketing strategy determines the choice of

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target market segments, positioning, marketing mix, and allocation of resources. It
is most effective when it is an integral component of overall firm strategy, defining
how the organization will successfully engage customers, prospects, and
competitors in the market arena, corporate strategies, corporate missions, and
corporate goals. As the customer constitutes the source of a company's revenue,
marketing strategy is closely linked with sales. A key component of marketing
strategy is often to keep marketing in line with a company's overarching mission
statement.

Marketing Strategy Process-

The marketing strategy analysis, planning, implementation and management

process is described further. The strategic situation analysis considers market and
competitor analysis, market segmentation, and continuous learning about markets.
Designing marketing strategy examines customer targeting and positioning
strategies, marketing relationship strategies and planning for new products.
Marketing program development consists of product, distribution, price, and
promotion strategies designed and implemented to meet the value requirements of
targeted buyers.

Strategic Situation Analysis

Marketing management uses the information provided by the situation

analysis to guide the design of a new strategy or change an existing strategy. The
situation analysis is conducted on a regular basis after the strategy is under way to
evaluate strategy performance and identify needed strategy changes.

Market Vision, Structure and Analysis

Markets need to be defined so that buyers and competition can be analysed. For a
market to exist there must be (1) people with particular needs and wants and one or
more products that can satisfy buyers' needs, and (2) buyers willing and able to
purchase a product that satisfies their needs and wants. The term product is used to

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indicate either a physical good or an intangible service. Analysing product-markets
and forecasting how they will change in the future are vital to business and
marketing planning. Decisions to enter new product-markets, how to serve existing
product-markets, and when to exist in unattractive product-markets are critical
strategic choices. The objective is to identify and describe the buyers, understand
their preferences for products, estimate the size and rate of growth of the market,
and find out what companies and products are competing in the market.

Segmenting Markets

Market segmentation looks at the nature and extent of diversity of buyers' needs
and wants in a market. It offers an opportunity for an organization to focus in
business capabilities on the requirements of one or more groups of buyers. The
objective of segmentation is to examine differences in needs and wants and to
identify the segments within the product-market of interest. Each segment contains
buyers with similar needs and wants for the product category of interest to
management.

Continuous Learning about Markets

One of the major realities of achieving business success today is the necessity of
understanding markets and competition. Sensing what is happening and is likely to
occur in the future is complicated by competitive threats that may exist beyond
traditional industry boundaries. For example, CD-ROMs compete with books.

Designing Market-Driven Strategies

The strategic situation analysis phase of the marketing strategy process identifies
market opportunities, defines market segments, evaluates competition, and assesses
the organization's strengths and weaknesses. Market sensing information plays a
key role in designing marketing strategy, which includes market targeting and
positioning strategies, building marketing relationships, and developing and
introducing new products.

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Market Targeting and Strategic Positioning

Marketing advantage is influenced by several situational factors including industry

characteristics, type of firm (e.g., size), extent of differentiation in buyers' needs,
and the specific competitive advantage(s) of the company designing the marketing
strategy. The core issue is deciding how, when, and where to compete, given a
firm's market and competitive environment.

The purpose of the marketing targeting strategy is to select the people (or
organizations) that management wishes to serve in the product market.

Marketing Relationship Strategies

Marketing relationship partners may include end user customers, marketing

channel members, suppliers, competitor alliances, and internal teams. The driving
force underlying these relationships is that a company may enhance its ability to
satisfy customers and cope with a rapidly changing business environment through
collaboration of the parties involved. Relationship strategies gained new
importance in the last decade as customers became more demanding and
competition became more intense. Although building collaborative relationships
may not always be the best course of action, this avenue for gaining a competitive
edge is increasing in popularity.

Planning for New Products

New products are needed to replace old products because of declining sales and
profits. Strategies for developing and positioning new market entries involve all
functions of the business. Closely coordinated new-product planning is essential to
satisfy customer requirements and produce products with high quality at
competitive prices. New-product decisions include finding and evaluating ideas,
selecting the most promising for development, designing the products, developing
marketing programs, use and market testing the products, and introducing them to
the market. The new-product planning process starts by identifying gaps in

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customer satisfaction.

Market-Driven Program Development

Market targeting and positioning strategies for new and existing products guide the
choice of strategies for the marketing program components. Product, distribution,
price, and promotion strategies are combined to form the positioning strategy
selected for each market target. The marketing program (mix) strategies implement
the positioning strategy. The objective is to achieve favorable positioning while
allocating financial, human, and production resources to markets, customers, and
products as effectively and efficiently as possible.

Strategic Brand Management

Products (goods and services) often are the focal point of positioning strategy,
particularly when companies or business adopt organizational approaches
emphasizing product or brand management.

Product strategy includes: (1) developing plans for new products, (2) managing
programs for successful products, and (3) deciding what to do about problem
products (e.g., reduce costs or improve the product). Strategic brand management
consists of building brand value (equity) and managing the organization's portfolio
for overall performance.

Value-Chain, Price, and Promotion Strategies

One of the major issues in managing program is deciding how to integrate the
components of the mix. Product, distribution, price, and promotion strategies are
shaped into a coordinated plan of action. Each component helps to influence
buyers in their positioning of products. If the activities of these mix components
are not coordinated, the actions may conflict and resources may be wasted. For
example, if the advertising messages for a company's brand stress quality and
performance, but salesperson emphasize low price, buyers will be confused and
brand damage may occur.
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Implementing and Managing Market-Driven Strategy

Selecting customers to target and the positioning strategy for each target moves
marketing strategy development to the action stage. This stage considers designing
the marketing organization and implementing and managing the strategy.

Designing Effective Market-Driven Organizations

An effective organization design matches people and work responsibilities in a

way that is best for accomplishing the firm's marketing strategy. Deciding how to
assemble people into organizational units and assign responsibility to the various
mix components that make up the marketing strategy are important influences on
performance. Organizational structures and processes must be matched to the
business and marketing strategies that are developed and implemented.
Organizational design needs to be evaluated on a regular basis to assess its
adequacy and to identify necessary changes.

Strategy Implementation and Control

Marketing strategy implementation and control consist of: (1) preparing the
marketing plan and budget; (2) implementing the plan; and (3) using the plan in
managing and controlling the strategy on an ongoing basis. The marketing plan
includes details concerning targeting, positioning, and marketing mix activities.
The plan spells out what is going to happen over the planning period, who is
responsible, how much it will cost, and the expected results (e.g., sales forecasts).
The marketing plan includes action guidelines for the activities to be implemented,
who does what, the dates and location of implementation, and how implementation
will be accomplished. Several factors contribute to implementation effectiveness
including the skills and commitment of the people involved, organizational design,
incentives, and the effectiveness of communication within the organization and
externally.

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INTRODUCTION OF ICICI BANK

ICICI Bank is India's second-largest bank with total assets of about Rs. 1
trillion and a network of about 540 branches and offices and over 1,000 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-Banking , venture capital, asset management and information technology.
ICICI Bank's equity shares are listed in India on stock exchanges at Chennai,
Muzaffarnagar, Kolkata and Vadodara, the Stock Exchange, Mumbai and the
National Stock Exchange of India Limited and its American Depositary Receipts
(ADRs) are listed on the New York Stock Exchange (NYSE). ICICI Bank limited
is major banking and financial services organization in India. The bank is the
second largest bank in India and the largest private sector bank in India by market
capitalization. They are publicly held banking company engaged in providing a
wide range of banking and financial services including commercial banking and
treasury operations. The bank and their subsidiaries offers a wide range of banking
and financial services including commercial banking, retail banking, project and
corporate finance, working capital finance, insurance, venture capital and private
equity, investment banking, broking and treasury products and services. They offer
through a variety of delivery channels and through their specialized subsidiaries in
the area of investment banking, life and non-life insurance, venture capital and
assets management. The bank has a network of 2035 branches and about 5518
ATMs in India and presence in 18 countries. They have subsidiaries in the United
Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain,
Hong-Kong, Srilanka, Qatar and Dubai International finance centre and
representative offices in United Arab Emirates, China, South Africa, Bangladesh,
Thailand, Malaysia and Indonesia. Our UK subsidiary has established branches in
Belgium and Germany. The bank equity shares are listed in India on Bombay
Stock Exchange and National stock
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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 all-stock 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 10 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
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.

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 MARKETING MIX IN ICICI BANK:
PRODUCT MIX:

1. DEPOSITS:

Savings Account
Senior Citizen Services
Fixed Deposits
Recurring Deposits

2. INVESTMENTS

3. LOANS:

Home Loans
Personal Loans
Car Loans
Farm Equipment Loans
Loan against Property
Farmer Finance
Rural Education Loan

4. CARDS:

Credit cards
Commercial cards
Business Card
Travel Card
Debit Cards

5. DEMAT SERVICES

6. MOBILE BANKING

7. NRI SERVICES
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PRICING MIX:

The pricing decisions or the decisions related to interest and fee or

commission charged by banks are found instrumental in motivating or influencing
the target market. The RBI and the IBA are concerned with regulations, The rate of
interest is regulated by the RBI and other charges are controlled by IBA. The
pricing policy of a bank is considered important for raising the number of
customers' vis-a vis the accretion of deposits. Also the quality of service provided
has direct relationship with the fees charged.
Thus while deciding the price mix customer services rank the top position.
The banking organizations are required to frame twofold strategies. First, the
strategy is concerned with interest and fee charged and the second strategy is
related to the interest paid. Since both the strategies throw a vice- versa impact, it
is important that banks attempt to establish a correlation between two. It is
essential that both the buyers as well as the sellers have feeling of winning.

PLACE MIX:
This component of marketing mix is related to the offering of services. The
services are sold through the branches. The 2 important decision making areas are:
• Making available the promised services to the ultimate users
• Selecting a suitable place for bank branches.
The number of branches of ICICI in India is 1900. The branch office and the
ATM's are the main places of bank. The selection of a suitable place for the
establishment of a branch is significant with the view point of making place
accessible. The safety and security provisions should be Convenient to both the
parties, such as the users and the bankers.

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PROMOTION MIX:

The different components of promotion help bank professionals in

promotion the banking business.

Advertising: Television, radio, movies, theatres. ICICI uses this component of the
promotion mix with the motto of informing, sensing and persuading the customers.

The advertising professionals bear the responsibility of making the appeals,

slogans, messages more creative.

Print media: Hoardings, newspaper, magazines. There are a number of devices to

advertise, such as broadcast media, telecast media and the print media

Publicity: road shows, campus visits, sandwich man, Sponsorship Sales

promotion: Gifts, discount and commission, incentives, etc. ICICI also thinks in
farther of promotional incentives both to the bankers as well as the customers. The
banking organizations make provisions for incentives.

Personal selling: The personal selling is found instrumental in promoting the

banking business. It is just a process of communication in which an individual
exercise his/her personal potentials, tact, skill and ability to influence the impulse
buying of the customers. Since ICICI gets immediate feedback, the personal selling
activities energies the process of communication very effectively.

Telemarketing: ICICI one sterile Call centre.

PROCESS MIX:

Flow of activities: All the major activities of ICICI banks follow RBI Guidelines.
There has to be adherence to certain rules and principles in the banking operations.
The activities have been segregated into various departments accordingly.

Standardization: ICICI bank has got standardized procedures got typical

transactions. In fact not only all the branches of a single-bank, but all the banks

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have some standardization in them. This is because of the rules they are subject to.
Besides this, each of the banks has its standard forms.

Customization: There are specialty counters at each branch to deal with customers
of a particular scheme. Besides this the customers can select their deposit period
among the available alternatives.

Number of steps: Numbers of steps are usually specified and a specific pattern is
followed to minimize time taken.

Simplicity: In ICICI banks various functions are segregated. Separate counters

exist with clear indication. Thus a customer wanting to deposit money goes to
'deposits' counter and does not mingle elsewhere. This makes procedures not only
simple but consume less time. Besides instruction boards in national boards in
national and regional language help the customers further.

Customer involvement: ATM does not involve any bank employees. Besides,
during usual bank transactions, there is definite customer involvement at some or
the other place because of the money matters and signature requires.

PHYSICAL EVIDENCE:

Physical evidence is the material part of a service. Strictly speaking there are
no physical attributes to a service, so a consumer tends to rely on material cues.
There are many examples of physical evidence:
• Internet/web pages
• Paperwork
• Brochures
• Furnishings
• Business cards
• The building itself (such as prestigious offices or scenic headquarters)
The physical evidences also include signage, reports, punch lines, other tangibles,
employee's dress code etc.

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Signage: each and every bank has its logo by which a person can identify the
company. Thus such signage is significant for creating visualization and corporate
identity.

Financial reports: The Company's financial reports are issued to the customers to
emphasis or credibility.

Tangibles: bank gives pens, writing pads to the internal customers. Even the
passbooks, chequebooks, etc reduce the inherent intangibility of services.

Punch lines: punch lines or the corporate statement depict the philosophy and
attitude of the bank. Banks have influential punch lines to attract the customers.

Employee's dress code: ICICI bank follows a dress code for their internal
customers. This helps the customers to feel the ease and comfort.

PEOPLE:

All people directly or indirectly involved in the consumption of banking

services are an important part of the extended marketing mix. Knowledge Workers,
Employees, Management and other Consumers often add significant value to the
total product or service offering. It is the employees of a bank which represent the
organization to its customers. In a bank organization, employees are essentially the
contact personnel with customer. Therefore, an employee plays an important role
in the marketing operations of a service organisation. To realize its potential in
bank marketing, ICICI is conscious in its potential in internal marketing -the
attraction, development, motivation and retention of qualified employee-customers
through need meeting job-products.

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 INTRODUCTION OF HDFC BANK

The Housing Development Finance Corporation Limited (HDFC) was

amongst the first to receive an 'in principle' approval from the 11 Reserve Bank of
India (RBI) to set up a bank in the private sector, as part of the RBI's liberalization
of the Indian Banking Industry in 1994. The bank was incorporated in August 1994
in the name of 'HDFC Bank Limited', with its registered office in Mumbai, India.
HDFC Bank commenced operations as a Scheduled Commercial Bank in January
1995. HDFC is India's premier housing finance company and enjoys an impeccable
track record in India as well as in international markets. Since its inception in
1977, the Corporation has maintained a consistent and healthy growth in its
operations to remain the market leader in mortgages. Its outstanding loan portfolio
covers well over a million dwelling units. HDFC has developed significant
expertise in retail mortgage loans to different market segments and also has a large
corporate client base for its housing related credit facilities. With its experience in
the financial markets, a strong market reputation, large shareholder base and
unique consumer franchise, HDFC was ideally positioned to promote a bank in the
Indian environment.

HDFC Bank began operations in 1995 with a simple mission: to be a 12

"World Class Indian Bank." We realized that only a single minded focus on
product quality and service excellence would help us get there. Today, we are
proud to say that we are well on our way towards that goal.

HDFC Bank Limited (the Bank) is an India-based banking company

engaged in providing a range of banking and financial services, including
commercial banking and treasury operations. The Bank has a network of 1412
branches and 3295 automated teller machines (ATMs) in 528 cities and total
employees are 52687, HDFC BANK LTD was incorporated in August 1994 in the
name of 'HDFC Bank Limited', with its registered office in Mumbai, India. HDFC
Bank commenced operations as a Scheduled Commercial Bank in January 1995.

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 If ever there was a man with a mission it was Hasmukhbhai Parekh,
Founder and Chairman- Emeritus, of HDFC Group. HDFC BANK LTD was
amongst the first to set up a bank in the private sector. The bank was incorporated
on 30th August 1994 in the name of 'HDFC Bank Limited', with its registered
office in Mumbai. It commenced operations as a Scheduled Commercial Bank on
16th January 1995. The bank has grown consistently and is now amongst the
leading players in the industry. HDFC is India's premier housing finance company
and enjoys an impeccable track record in India as well as in international markets.
Since its inception in 1977, the Corporation has maintained a consistent and
healthy growth in its operations to remain the market leader in mortgages. Its
outstanding loan portfolio covers well over a million dwelling units.

PRODUCTS OF HDFC BANK

Deposit Product
• Saving a/c
• Current a/c
• Fixed deposit
• Demat a/c
• Safe Deposit
• Locker

Investment & Insurance

• Mutual Fund
• Bonds
• Knowledge Centre
• Insurance
• General and Health
• Insurance
• Equity and
• Derivatives
• Mudra Gold Bar Loan Product
• Auto Loan
• Loan Against Security
• Loan Against
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 • Property

Personal loan
• Credit card
• 2-wheeler loan
• Commercial vehicles finance
• Home loans
Cards
• Credit Card
• Debit Card
• Prepaid Card
Payment Services
• Net Safe
• Merchant
• E-Monies
• Electronic Funds
• Transfer
• Online Payment of Direct Tax
Access to Bank
• Net Banking
• Mobile Banking
• ATM
• Phone Banking

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 Business Strategy of HDFC Bank
HDFC BANK mission is to be "a World Class Indian Bank",
benchmarking themselves against international standards and best practices in
terms of product offerings, technology, service levels, risk management and audit
& compliance. The objective is to build sound customer franchises across distinct
businesses so as to be a preferred provider of banking services for target retail and
wholesale customer segments, and to achieve a healthy growth in profitability,
consistent with the Bank's risk appetite. Bank is committed to do this while
ensuring the highest levels of ethical standards, professional integrity, corporate
governance and regulatory compliance. Continue to develop new product and
technology is the main business strategy of the bank. Maintain good relation with
the customers is the main and prime objective of the bank.

HDFC BANK business strategy emphasizes the following

• Increase market share in India's expanding banking and financial services
industry by following a disciplined growth strategy focusing on quality and
not on quantity and delivering high quality customer service.
• Leverage our technology platform and open scalable systems to deliver
more products to more customers and to control operating costs.
• Maintain current high standards for asset quality through disciplined credit
risk management.
• Develop innovative products and services that attract the targeted customers
and address inefficiencies in the Indian financial sector.
• Continue to develop products and services that reduce bank's cost of funds.
Focus on high earnings growth with low volatility.

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RESEARCH OBJECTIVE
 To study of market share in banking sector of ICICI and HDFC.
 To study the consumer satisfaction with ICICI and HDFC.
 To know about the position of ICICI bank in market.
 To analyse the decision making process of the consumers.
 To know about the Marketing Strategy of ICICI and HDFC Bank and how
effective it is for the bank.
 To study the customer's perception towards these two Bank.

Sources of data:-
•The data is basically primary in nature
•It was obtained from the customers

Data Collection Method:-

Our communication approach was basically structured questioning, that
is personal Interview with the aid of printed questionnaires.

Limitations of the Study:-

1) The study is limited to a particular branch of HDFC and ICICI bank.
2) Since the time is less the researcher has taken a sample of 60 people and it
will not Reveal the whole population of a country.

RESEARCH METHODOLOGY
Sampling design:-
Target population:-
 The target population in this research refers to the bank customers who are
having an Account in HDFC bank and ICICI bank due to the convenience in
collecting the data. The Respondents can be any gender, any income level
Any occupation and any education Level.

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Sampling unit:-
 The sampling units are customers of ICICI bank and HDFC bank.

Sampling method:-
 For this research we use non-probability sampling. Zikmund (1997) stated
that in non probability sampling, the probability of any particular member of
the population being chosen is unknown. The element in the population does
not have any probability attached to their being chosen as sample subjects.
Snow ball sampling will be applied in this research. Snow ball sampling
is used to collect the data from the customers. Snow ball sampling refers to
the procedure that involves the selection of additional respondents based on
referrals of initial respondents.

Sample size:-
Ghauri (2002) stated that sample size depend on the desired precision from
the estimate. Precision is the size of the estimating interval when the problem is
one of estimating a population parameter. This research selects 60 respondents as
the sample size due to limited of time by asking them that they are having an
account in HDFC bank and ICICI Bank due to the convenience in collecting the
data. The respondents can be any gender, any income level, any occupation and
any education level.

Sampling plan:-
The researcher is going to collect the data from the ATMS and also
by visiting the bank.

Sources of data:-
•The data is basically primary in nature
•It was obtained from the customers

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Data Collection Method:-
Our communication approach was basically structured questioning, that
is personal Interview with the aid of printed questionnaires.

Limitations of the Study:-

1) The study is limited to a particular branch of HDFC and ICICI bank.
2) Since the time is less the researcher has taken a sample of 60 people and it
will not Reveal the whole population of a country.

SWOT Analysis of ICICI Bank

STRENGTHS:
1) Online Services: ICICI Bank provides online services of all its banking
facilities. It also provides D-Mart account facilities on-line, so a person can
access his account from anywhere he is. [D-Mart is a dematerialized account
opened by a salaried person for purchase & sale of shares of different
companies.]
2) Advanced Infrastructure: Branches of ICICI Bank are well equipped with
advanced technology to provide the customers with taster banking services.
All the computerized machines are located in suitable manner & are very
useful to the customers & staff of the bank.
3) Friendly Staff: The staffs of ICICI Bank in all branches are very friendly &
help the customers in all cases. They provide faster services along with
bonding & personal relationship with the customers.
4) 12 hrs. Banking services: Compared to other bank ICICI bank provides long
hrs. of services i.e. 8-8 services to the customers. This service is one of its
kinds & is very helpful for the customers who are in urgent need of money.

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Weakness:
1) High Bank Service Charges: ICICI bank charges highly to customers for the
services provided by them when compared to other bank & that are why it is
only in the reach of higher class of society.
2) Less Credit Period: ICICI bank provides credit facilities but only up to
limited period. Even when the credit period is not over it sends reminder
letters to the customers which may annoy them.

OPPORTUNITIES:
1) Bank -Insurance services: The bank should also provide insurance services.
That means the bank can have a tie-up with an insurance company. The
bank will advertise & promote the different policies introduced by the
insurance company & convince their customers to buy insurance policies.
2) Increase in percentage of Returns on increase: The bank should provide
higher returns on deposits in comparison of the present situation. These will
also up to large extent help the bank earn profits & popularity.
3) Recruit professionally guided students: Bank & Insurance is a special non-
aid course where the students specialize in the functioning & services of the
bank & also are knowledge about various tax policies. The bank can recruit
these students through tie ups with colleges. Such students will surely prove
as an asset to the bank.
4) Associate with social cause: The bank can also associate itself with social
causes like providing relief aid patients, funding towards natural calamities.
But this falls in the 4th quadrant so the bank should neglect it.

THREATS:
1) Competition: ICICI Bank is facing tight competition locally as well as
internationally. Bank like CITI Bank, HSBC, ABM, Standard Chartered,

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 HDFC also provide equivalent facilities like ICICI do and also ICICI do not
have consistency in its international operation.
2) Net Services: ICICI Bank provides all kind of services on-line. There can be
easy access to the e-mail ids of the customers through wrong people. The
confidential information of the customers can be leaked easily through the e-
mail ids.
3) Decentralized Management: Each branch manager is given the authority of
taking decisions in their respective branches. The decisions made by
different managers are diverse and any one wrong decision can laid to heavy
losses to the bank.
4) No Proper Facilities to Uneducated customers: ICICI Bank provides all
services through electronic computerized machines. This creates problems
to the less educated people. But this threat falls in the 4th quadrant so it's
negligible. The company can avoid this threat.

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 SWOT Analysis of HDFC Bank:
STRENGTH:
• Right strategy for the right products.
• Superior customer service vs. competitors.
• Great Brand Image
• Products have required accreditations.
• High degree of customer satisfaction.
• Good place to work
• Lower response time with efficient and effective service.
• Dedicated workforce aiming at making a long-term career in the field.

WEAKNESSES
• Some gaps in range for certain sectors.
• Customer service staff needs training.
• Processes and systems, etc
• Management cover insufficient.
• Sectoral growth is constrained by low unemployment levels and
competition for staff

OPPORTUNITIES
• Profit margins will be good.
• Could extend to overseas broadly.
• New specialist applications.
• Could seek better customer deals.
• Fast-track career development opportunities on an industry-wide basis.
• An applied research centre to create opportunities for developing
techniques to provide added-value services.

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THREATS
• Legislation could impact.
• Great risk involved
• Very high competition prevailing in the industry.
• Vulnerable to reactive
• attack by major competitors
• Lack of infrastructure in rural areas could constrain investment.
• High volume/low cost market is intensely competitive.

DATA ANALYSIS AND INTERPRETATION:

1:- Survey regarding having a Bank Account-
The researcher has conducted a survey regarding having a Bank A/c. As per
this survey 36 people responded in favour of having Bank A/c in ICICI Bank, 21
people responded in favour of HDFC Bank and 43 people responded in favour of
having in other Bank which is clear from the table 4.6.1 given below.
Table 4.6.1 Showing having Bank A/c in a particular Bank.
Attribute No. of Respondent Percentage
ICICI Bank 54 36%
HDFC Bank 32 21%
Others 64 43%
Total 150 100%

4.6.2:- Survey regarding people who influenced customer to open an A/c in

particular bank-
The researcher has conducted a survey regarding influencing factor. As per
this survey 19 people influenced by Relatives, 17 people influenced by Friends, 33
people influenced by Agent and 31 people influenced by the Media which is clear
from the table 4.6.2 given below.

Page 24
Table 4.6.4 Showing Factor considered by customer before opening an A/c.
Attribute No. of Respondent Percentage
Minimum Deposit 47 31%
Brand(Goodwill) 27 18%
Location 22 15%
Services 54 36%
total 150 100%

4.6.5:- Survey regarding Good Return given by Bank-

The research has conducted a survey regarding having a Bank A/c. As per
this survey 54 people responded that their Bank gives good return and 46 people
responded that their Bank gives sufficient return which is clear from the table 4.6.5
given below.
Table 4.6.5 Showing Good Return given by Bank.
Attribute No. of Respondent Percentage
Yes 81 54%
No 69 46%
total 150 100%

4.6.6:- Survey regarding Marketing Strategy Adopted by Bank-

The research has conducted a survey regarding Marketing Strategy adopted
by Bank. As per this survey 58 people responded that ICICI Bank's Marketing
Strategy influenced them most and 42 people responded that HDFC Bank's
Marketing Strategy is least which is clear from the table 4.6.6 given below.
Table 4.6.6 Showing Marketing Strategy adopted by ICICI Bank is influenced
more to the people.
Attribute No. of Respondent Percentage
ICICI Bank 87 58%
HDFC Bank 63 42%
Total 150 100%
Page 25
4.6.7:- Survey regarding Marketing Strategy gives all information about
products or not-
The research has conducted a survey regarding Marketing Strategy gives all
information about product or not. As per this survey 63 people responded that their
Bank gives all information about products and 37 people responded that their Bank
not provide all information which is clear in the table 4.6.7 given below.

Table 4.6.7 Showing Marketing Strategy provides information about product.

Attribute No. of Respondent Percentage
Yes 95 63%
No 55 37%
Total 150 100%

4.6.8:- Survey regarding Schemes provided by Bank-

The research has conducted a survey regarding Schemes provided by Bank.
As per this survey 34 people responded that ICICI have better schemes, 23 people
responded that HDFC Bank have better schemes and 43 people responded that
other Bank have better schemes which is clear from the table 4.6.8 given below.

Table 4.6.8 Showing Better schemes provided by Bank.

Attribute No. of Respondent Percentage
ICICI Bank 51 34%
HDFC Bank 34 23%
Others 65 43%
Total 150 100%

Page 26
4.6.9:- Survey regarding CRM.
The research has conducted a survey regarding CRM. As per this survey 35
people responded that ICICI Bank having good CRM, 26 people responded that
HDFC Bank having good CRM and 39 people responded that Other Bank having
good CRM which is clear from the table 4.6.9 given below.

Table 4.6.9 Showing Bank having good CRM

Attribute No. of Respondent Percentage
ICICI Bank 53 35%
HDFC Bank 39 26%
Others 58 39%
Total 150 100%

4.6.10:- Survey regarding Provide Mobile Banking Services-

The research has conducted a survey regarding provide Mobile Bank
services. As per this survey 63 people responded that their Bank provides and 37
people responded that their Bank does not provides Mobile Banking Services
which is clear from the table 4.6.10 given below.

Table 4.6.10 Showing service of Mobile Banking provided by Bank.

Attribute No, of Respondent Percentage
Yes 95 63%
No 55 37%
total 150 100%

4.6.11:- Survey regarding Provide E-Banking Service-

The researcher has conducted a survey regarding Provide E-Banking Service. As
per this survey 76 people responded that their Bank provides E-Banking Service
and 24 people responded that that their Bank does not provides this service which
is clear from the table 4.6.11 given below.

Page 27
Table 4.6.11 Showing Service of E-Banking provided by Bank.
Attribute No. of Respondent Percentage
Yes 114 76%
No 36 24%
150 100%

4.6.12:- Survey regarding Provides Information about new Schemes-

The researcher has conducted a survey regarding Provides Information about
new Schemes. As per this survey 56 people responded that their Bank provides
information about new schemes and 44 people responded that their Bank does not
provides information about new schemes which is clear from the table 4.6.12 given
below.
Table 4.6.12 Showing provides information about new schemes.
Attribute No. of Respondent Percentage
Yes 84 56%
No 66 44%
Total 150 100%

4.6.13 Survey regarding Relies Bank on Investment Purpose-

The researcher has conducted a survey regarding Relies Bank on Investment
Purpose. As per this survey 32 people relies on ICICI Bank, 25 people relies on
HDFC Bank and 43 people relies on other Banks which is clear from the table
4.6.13 given below.
Table 4.6.13 Showing people relies on Bank for Investment.
Attribute No. of Respondent Percentage
ICICI Bank 48 32%
HDFC Bank 38 25%
Others 64 43%
Total 150 100%

Page 28
4.6.14:- Survey regarding Acquiring New Technology-
The researcher has conducted a survey regarding Acquiring New Technology. As
per this survey 53 responded that their Bank adopt new Technology and 47 people
responded that their Bank does not adopt new Technology which is clear from the
table 4.6.14 given below.

Table 4.6.14 Showing New Technology adopted by Bank.

Attribute No. of Respondent Percentage
Yes 80 53%
No 70 47%
Total 150 100%

4.6.15:- Survey regarding people is aware about new Technology or not-

The research has conducted a survey regarding people are aware about new
Technology. As per this survey 63 people responded that they are aware about new
Technology and 37 people responded that they are not aware about new
Technology which is clear from the table 4.6.15 given below.

Table 4.6.15 Showing people aware about new Technology.

Attribute No. of Respondent Percentage
Yes 95 63%
No 55 37%
Total 150 100%

4.6.16:- Survey regarding Use of new Technology-

The research has conducted a survey regarding Use of new Technology. As
per this survey 61 people responded that they use new Technology and 39 people
responded that they do not use new Technology which is clear from the table
4.6.16 given below.

Page 29
Table 4.6.16 Showing people use new Technology.
Attribute No. of Respondent Percentage
Yes 92 61%
No 58 39%
Total 150 100%

4.6.17:- Survey regarding Customers involvement in Promotional Program of

Bank-
The research has conducted a survey regarding Customers involvement
in Promotional Program of Bank. As per this survey 56 people responded that their
Bank involve them in their Promotional Program and 44 people responded no
which is clear from the table 4.6.17 given below.

Table 4.6.17 Showing customers involvement in Promotional Program of

Bank.
Attribute No. of Respondent Percentage
Yes 84 56%
No 66 44%
Total 150 100%

Page 30
RESEULT AND ANALYSIS
5.1 Survey showing having a Bank A/c in a particular Bank.

36%
43%
ICICI BANK
HDFC BANK
OUTHERS
21%

From the above chart it is clear that 36% people having A/c in ICICI Bank,
21% people is having A/c in HDFC Bank and 43% people having A/c in
other Bank.

5.2 Survey showing people who influenced customer to open an A/c in

particular bank.

19%
31%

RELATIVE
17%
FRIENDS
AGENT
33% MEDIA

From the above chart it is clear that 19% people influenced by Relatives,
17% people influenced by Friends, 33% people influenced by Agent and
31% people influenced by Media.

Page 31
5.3 Survey showing Services preferred by Customer.

29%
48% ATM SERVICES
MOBILE BANKING
7%
E- BANKING
16%
CORE BANKING

From the above chart it is clear that 29% people preferred ATM service, 7%
people preferred Mobile Banking service, 16% people preferred E-Banking
service and 48% people preferred core banking service.

5.4 Survey showing Factor considered by customer before opening an A/c.

36% 31%
MINIMUM DEPOSIT
BRAND (GOODWILL)
LOCATION
15% 18%
SERVICES

From the above figure it is clear that 31% people consider Minimum
deposit, 18% consider Brand Value, 15% consider Location and 36%
consider Services.

Page 32
5.5 Survey showing Good Return given by Bank.

46% YES
NO
54%

From the above figure it is clear that 54% people responded that their Bank
gives good return and 46% people responded that their Bank gives sufficient
return.

5.6 Survey showing Marketing Strategy Adopted by Bank.

From the above figure it is clear that 58% people responded that ICICI
Bank’s Marketing Strategy influenced those most and 42% people
responded that HDFC Bank’s Marketing Strategy is least.

42%
ICICI BANK
HDFC BANK
58%

Page 33
5.7 Survey showing Marketing Strategy gives all information about products or
not.

37%
YES
NO
63%

From the above figure it is clear that 63% people responded that their Bank
gives all information about products and 37% people responded that their
Bank not provide all information.

5.8 Survey showing Schemes provided by Bank.

34%
43%

ICICI BANK
HDFC BANK
OTHERS
23%

From the above figure it is clear that 34% people responded that ICICI have
better schemes, 23% people responded that HDFC Bank have better
schemes and 43% people responded that other Bank have better schemes.

Page 34
5.9 Survey showing CRM of Bank.

39% 35%

ICICI BANK
HDFC BANK
OTHERS
26%

From the above figure it is clear that 35% people responded that ICICI Bank
having good CRM, 26% people responded that HDFC Bank having good
CRM and 39% people responded that other Bank having good CRM.

5.10 Survey showing Mobile Banking Services Provided by Bank.

37%

YES
NO

63%

From the above figure it is clear that their Bank provides and 37% people
responded that their Bank does not provide Mobile Banking Services.

Page 35
5.11 Survey showing Provide E-Banking Service.

24%

YES
NO

76%

From the above figure it is clear that 76% people responded that their Bank
provides E-Banking Service and 24% people responded that their Bank does
not provides this service.

5.12 Survey showing Provides Information about new Schemes.

44%
YES
NO
56%

From the above chart it is clear that 56% people responded that their Bank
provides information about new schemes and 44% people responded that
their Bank does not provides information about new schemes.

Page 36
5.13 Survey showing relies on Bank for Investment Purpose.

32%
43%

ICICI BANK
HDFC BANK
OTHERS
25%

From the above that it is clear that 32% people relies on ICICI Bank, 25%
people relies on HDFC Bank and 43% people relies on other Banks.

5.14 Survey showing Acquiring New Technology.

47% YES

53% NO

From the above chart it is clear that 53% responded that their Bank adopts
new Technology and 47% people responded that their Bank does not adopt
new Technology.

Page 37
5.15 Survey showing people is aware about new Technology or not.

37%

YES
NO

63%

From the above chart it is clear that 63% people responded that they are
aware about new Technology and 37% people responded that they are not
aware about new Technology.

5.16 Survey showing Use of new Technology.

39%
YES
NO
61%

From the above chart it is clear that 61% people responded that they use new
Technology and 39% people responded that they do not use new
Technology.
Page 38
3. LIMITATION

.
These are listed below:

(i) Generally the respondents were busy in their work and were not interested in
responding rightly.

(ii) Most respondent were not maintaining proper knowledge of various facilities
provided by their bank. So they were unable to provide right information.

(iii) Some of respondent were using the first time of their bank and they were not
properly differentiate among their product.

(iv) Due to human behavior information may be biased.

Page 39
4.RECOMMENDATIONS

Making the existing customers aware of the other products of ICICI BANK and
take their interest feedback for the same timely. Proper description of charges
debited from the account should be made in the account statement.

Improved technical infrastructure in the form of

uninterrupted internet connectivity and orderly working
of ATMs 24 x 7 of ICICI BANK & HDFC BANK.

ICICI bank is recommended to adopt passbook system

which might be helpful to increase reliability.

Both the banks are recommended to see availability of

free parking while choosing any location for a branch.

A bank can differentiate itself with weekends and

extended working hours.

Page 40
CONCLUSION

 Most of the people of Raipur those who are in job or any service having
Account in ICICI Bank.
 Promotion Strategy of Banks is so effective. It attracts people.
 Mostly people prefer core banking services and ATM service from the Bank.
 Most of the people think about the services and minimum deposit before open
an A/c in a particular bank.
 Most of the Bank gives good return.
 Marketing Strategy adopted by ICICI Bank is good.
 ICICI Bank gives all information about its products and services to its
customer.
 Most of the people think that schemes of ICICI Bank are good.
 ICICI Bank having good relation with its customer.
 Most of the Bank in Raipur provides Mobile Banking and E-Banking
Services.
 ICICI Bank gives information about new schemes to its customer.
 Most of the people give first preference to ICICI Bank for investment.
 Most of the Bank updated with new technology.
 People take advantage of new technology.
 ICICI Bank having more ATM as compare to HDFC Bank.
 ICICI Bank having good Infrastructure.

Page 41
REFERENCES
Citation from journals:
 G. D. Gopen and J. A. Swan, “The Science of Scientific Writing”, J. of American Scientist,
vol. 78`, pp. 550–558, 1990.
 C. H. Lee and Y. K. Lee, “An Adaptive Digital Image Watermarking Technique for
Copyright Protection,” IEEE Trans. on Consumer Electronics, Vol. 45, No. 4, pp. 1005-
1015, November 1999.

Citation from proceedings of conferences/Seminars/Workshops:

 [A] C. K. Yang, D. C. Wu, C. S. Huang, “A study of Robust Watermarking Using Block
Based and Determinant Concept,” Proceedings of 2001 IPPR Conf. On CVGIP, Ken-Ding,
Taiwan, pp.201-209, 2001
 [D] R. G. van Schyndel, A. Z. Tirkel, and C. F. Osborne, “A digital watermark,” Proc. IEEE
Int. Conference on Image Processing, vol. 2, pp. 86- 90, 1994.
 [F] D. Smith (Ed.), "Information Overload," Second International Workshop, IH'98,
Portland, Oregon, USA, April 1998, Proceedings. Lecture Notes in Computer Science, vol.
1525, Springer-Verlag (1998)
 Citation from Technical report:
 [AA] Caulkin, S. (Ed.). (1990). Drucker, Ohmae, Porter & Peters. Management briefings.
(Management Guides. Special report No.1202). London: The Economist.
 [BC] I. M. Boier Martin and D. C. Marinescu, Graphics for Macromolecular
Crystallography and Electron Microscopy, Technical Report, Department of Computer
Sciences, Purdue University, CSD TR-96-009, 1996.
 Citation from Patent:
 [DD] A. Sibbald, “Method and Apparatus for Fingerprint Characterization and
Recognition using Auto-correlation Pattern”, U S Patent 5633947, 1994.

Citation from Thesis:

 D. Kundur, “Mulitresolution Digital Watermarking: Algorithms and Implications for
Multimedia Signals,” Ph.D. Thesis, University of Toronto, 1999.

Citation from Books:

 D. Thompson, ed., The Concise Oxford Dictionary of Current English. Oxford, UK: Oxford
University Press, 9th ed., 1995, ISBN No.: 0987654.
 D. Lindsay, A Guide to Scientific Writing, Melbourne, Chapter 2, Australia: Addison
Wesley Longman Australia, 2nd ed., 1997, ISBN No.: 12345678.
 H. White. “Economic Prediction using Neural Networks: The case of IBM Daily Stock
Returns”. In Neural Networks in Finance and Investing, chapter18, pages 315–328.
Probus Publishing Company, 1993, ISBN No.: 987789987.

Citation from Website:

 Anonymous, unZign, “Tool for Evaluating a Variety of Watermarks”,
http://altern.org/watermark/, (23rd September 1997)
 Publication of the University of Geneva (on digital watermarking): <http://
 cuiwww.unige.ch/˜vision/Publications/watermarking_publications.html> (Browsing
Date: 4th January 20

V
Page 42
QUESTIONNAIRE

Respected Sir/Madam,
I am conducting a survey report entitled “Customer Satisfaction towards
Various Services Provided by ICICI Bank & HDFC Bank”. I need your help in
conducting this study. Kindly, provide me your valuable opinion to fill this
questionnaire your opinion will be kept confidential and will be used exclusive for
academic purpose.

Personal Information:-
Name ________________________________________________________________
Age _______________________________ Gender:- M F
Education __________________________ Occupation __________________________
Annual Income
(a) Below 100000 (b) 100001-200000
(c) 200001-400000 (d) above 400000
Type of A/c (a) current (b) saving (c) recurring (d) salaried

Q.1 In which banks do you have an account?

(a) ICICI (b) HDFC (c) Both a & b

Q.2 Who influenced you to open an account in this/these banks?

(a) Relative (b) Friends (c) Agent (d) Media

Q.3 What type of service do you prefer the most?

(a) ATM services (b) e-banking
(c) Mobile banking (d) Core banking

Page 43
Q.4 Are you aware about the different product of the bank?
(a) Yes (b) No
Q.5 What are the factor which you consider before opening an account in a
particular bank?
(a) Minimum deposit (b) Brand (Goodwill) (c) Location ( d) Services

Q.6 Does your bank gives more return?

(a) Yes (b) No

Q.7 If you have an account in HDFC/ICICI why have you not chosen
HDFC/ICICI?
(a) Variety of Product (b) Interest rate
(c) No. of ATM (d) Services

Q.8 Which bank’s marketing strategy influenced you most?

(a) ICICI (b) HDFC

Q.9 Does this marketing strategy give your all information about the product &
services offered?
(a) Yes (b) No

Q.10 Which bank provides better schemes?

(a) ICICI (b) HDFC (c) Others

Q.11 Which bank is having good CRM?

(a) ICICI (b) HDFC (c) Others

Q.12 Do you think your bank is having enough no. of ATM?

(a) Yes (b) No

Page 44
Q.13 Does your bank provides mobile banking service?
(a) Yes (b) No
Q.14 Does your bank solves your quarries?
(a) Yes (b) No
Q.15:-Does your bank provides Net banking facilities?
(a) Yes (b) No

Q.16:- Are you satisfied Net banking facilities?

(a) Yes (b) No

Q.17:- Do you think your bank provides higher security for Net banking?
(a) Yes (b) No

Q.18:- Do you think the minimum balance criteria is highr?

(a) Yes (b) No

Q.19:- Do you think your bank is improveing the facilities?

(a) Yes (b) No

Q.20 Rate the bank from 1-5

1. Very Good 2. Good 3. Average
4. Poor 5. Very Poor
S.No. Particular ICICI HDFC
1. Core banking service
2. e-banking service
3. Mobile banking service
4. ATM service
5. Availability of ATM
6. CRM
7. Promotional strategy
8. Product
9. Visibility
10. Infrastructure

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