KOTAK MAHINDRA BANK LTD.

SUMMER INTERNSHIP PROJECT REPORT SUBMITTED BY SAKSHAM UPADHYAY 7/10/2011

TITLE OF PROJECT:EFFECTIVNESS OF VARIOUS MARKETING ACTIVITY IN A BANK

ACKNOLEDGEMENT

It is said, the most important single word is we and the zero important Single word is I. This true even in today s modern era. It is absolutely Impossible for a single individual to complete the assigned job without help And assistance from others. It is my greatest pleasure to acknowledge sincere gratitude towards Mr. Rahul Wadhwa (Sales Manager) Kotak Mahindra bank Ltd. for the completion of the project work. The satisfaction and euphoria that accompany the successful completion of any task would be incomplete without mentioning the people who made it possible, whose consistent guidance and encouragement crowned the efforts with success. I would consider it my privilege to express my gratitude and respect for having accorded me the opportunity to learn in their organization. I cannot forget the contribution of the staff of Kotak Mahindra Old Mutual Life Insurance Ltd., as I troubled them through my queries at every stage of their work... Through this Project I understood various principles in practice and this will help me in coming future very much as it opens the first gate for me towards the Insurance sector by giving me the basic knowledge of the Insurance market. .

EXECUTIVE SUMMARY

The objective of the project was to do Market Research and customer Satisfaction for Kotak Mahindra Life Insurance for that we have to Understand the customer needs, Income, constraints, response and emotions So that they can contribute their time for becoming Life advisors for the Company. The objective of this study was to analyze consumer satisfaction Of mechanical splicing in Pune city with respect to the performance, sales Effort and sales service. As the company was new and it was yet to be marketed to a large number of Customers, it was essential to know the feedback of customers in order to Formulate effective marketing and sales strategies in future and improve the Quality of service to achieve better consumer satisfaction. The site visits and companing made us possible to measure the satisfaction Of consumer by identifying the attributes, which gave consumer-varying degrees of satisfaction.

Questionnaire based on company format some attributes like requirement of Customer and sales services offered by company were identified as critical (Motivational) factors for providing satisfaction to consumers, while other Factors like excisable deposit center, premium collocation was time to time And also intimation regaining before the collocation of premium. But Absence of such hygienic factors definitely results in a dissatisfied consumer.

CONTENTS

Introduction Summary on Summer Training Area Methodology Results Conclusions Appendices

INTRODUCTION

Kotak Mahindra views corporate social responsibility as an investment in society and its own future. Kotak uses the power of its human and financial capital to help in transforming communities into vibrant, desirable places for people to live. The group leverages its core competencies in three areas:

An integral part of all Kotak Mahindra bank group activities is to be consistently responsible to shareholders, clients, employees, society and the environment. Economic development By helping people achieve their financial goals, Kotak strengthens the fabric of communities and helps them overcome unemployment and poverty to help them shape their future. Doing my bit A growing number of employees are committed to civic leadership and responsibility with the support and encouragement of the Kotak group. A number of employees have been involved in strengthening communities through voluntary work, payroll giving and management inputs. Since the inception of the erstwhile Kotak Mahindra Finance Limited in 1985, it has been a steady and confident journey leading to growth and success. The milestones of the group growth story are listed below year wise

Since the inception of the erstwhile Kotak Mahindra Finance Limited in 1985, it has been a steady and confident journey leading to growth and success. The milestones of the group growth story are listed below year wise

201

Ahmadabad Derivatives and Commodities

Exchange, a Kotak anchored enterprise, became operational as a national commodity exchange.

200 o Kotak Mahindra Bank Ltd. opened a 9 representative office in Dubai o Entered Ahmadabad Commodity Exchange as anchor investor.

200 o Launched a Pension Fund under the New 8 Pension System.

200 o Bought the 25% stake held by Goldman Sachs 6 in Kotak Mahindra Capital Company and Kotak Securities.

200 o Kotak Group realigned joint venture in Ford 5 Credit; their stake in Kotak Mahindra Prime was bought out (formerly known as Kotak Mahindra Primus Ltd) and Kotak groups stake in Ford credit Kotak Mahindra was sold. o Launched a real estate fund.

200

Launched India Growth Fund, a private

equity fund.

200 o Kotak Mahindra Finance Ltd. converted 3 into a commercial bank - the first Indian company to do so.

2001

o o o

Matrix sold to Friday Corporation. Launched Insurance Services. Kotak Securities Ltd. was incorporated

200 o Kotak Mahindra tied up with Old Mutual 0 plc. For the Life Insurance business. o Kotak Securities launched its on-line broking site. o Commencement of private equity activity through setting up of Kotak Mahindra Venture Capital Fund.

Entered the mutual fund market with the launch of Kotak Mahindra Asset Management Company.
o

199 o The Auto Finance Business is hived 6 off into a separate company - Kotak Mahindra Prime Limited (formerly known as Kotak Mahindra Primus Limited). Kotak Mahindra takes a significant stake in Ford Credit Kotak o Mahindra Limited, for financing Ford

vehicles. The launch of Matrix Information Services Limited marks the Group's entry into information distribution.

199 5

Brokerage and Distribution businesses incorporated into a separate company - Securities. Investment banking division incorporated into a separate company - Kotak Mahindra Capital Company
o

1992

Entered the Funds Syndication sector

199 o The Investment Banking Division was started. 1 Took over FICOM, one of India's largest financial retail marketing networks

1990

The Auto Finance division was started

198 o Kotak Mahindra Finance Ltd entered the Lease 7 and Hire Purchase market

198 o Kotak Mahindra Finance Ltd started the activity 6 of Bill Discounting

SUMMARY ON SUMMER TRAINING AREA As a intern of kotak mahindra bank I have understood the work framework system of kotak mahindra bank by working as a summer trainee in the company. I have participated in various activities such as in the field of event management by organizing the events such as the PUC activity in baner petrol pump and the other event for the health checkup for senior citizens in socities. I have also understand the negotiation process with a customer by going to sales calls with experties and have understood the marketing strategy of selling of an product. followed by the passing of title (property or ownership) in the item and the application and due settlement of a price, the obligation for which arises due to the seller's requirement to pass ownership, being a price the seller is happy to part with ownership of or any claim upon the item. The purchaser, though a party to the sale does not execute the sale, only the seller does that. To be precise the sale completes prior to the payment and gives rise to the obligation of payment. If the seller completes the

first two above stages (consent and passing ownership) of the sale prior to settlement of the price the sale is still valid and gives rise to an obligation to pay. It can be performed by some techniques: * Direct sales, involving person to person contact ** Buying Facilitation Method * Pro forma sales * Agency-based ** Sales agents (real estate, manufacturing) ** Sales outsourcing through direct branded representation ** Transaction sales...

METHODOLGY Research always starts with a question or a problem. Its purpose is to question through the application of the scientific method. It is systematic and intensive study directed towards a more complete knowledge of the subject studied. Marketing research is the function which links the consumer, customer and public to the marketer through information- information used to identify and define marketing opportunities and problems generate, refine, and evaluate marketing actions, monitor marketing actions, monitor marketing performance and improve understanding of market as process. Marketing research specifies the information required to address these issues, designs, and the method for collecting information, manage and implemented the data collection process, analyses the results and communicate the findings and their implication.

The Marketing Research Process As marketing research is a systemic and formalized process, it follows a certain sequence of research action. The marketing process has the following steps: Formulating the problems Developing objectives of the research Designing an effective research plan Data collection techniques Evaluating the data and preparing a research report There are two types of data collection method use in my project report. Primary data Secondary data For my project, I decided on primary data collection method for observing working of company and approaching customers directly in the field, tele-calling, cold calling, campaigning and through references to know their interest in business with company 20 in my project and also make questionnaire for creating database of Business class people are Pune city for company. I decided on Secondary data collection method was used by referring to various websites, books, magazines, journals and daily newspapers for collecting information regarding project under study.

DATA COLLECTION

After the research methodology, research problem in marketing has been identified and selected; the next step is together the requisite data. There are two types of data collection method primary data and secondary data. In our live project, we decided primary data collection method because our study nature does not permit to apply observational method. In survey approach we had selected questionnaire method for taking a customer view because it is feasible from the point of view of our subject & survey purpose. We conducted 200 sample of survey in our project.

RESULTS As the result from the 200 sample size we got 98 respondents for the data collection and other 95 for the primary data collection (customer feedback form) and 98 sample size for PUC activity. Out from which the sample size from the 98 in numbers we conducted an event in pimple saudagar in Roseland society for the free health checkup for senior citizens from which we got many positive responses and also helped in creating business for the company. It also helped in economic growth for the people living in the society and also it was benefit for the growth of our industry @19% Long term funds for Infrastructure

 For GDP to grow at 8 to 10%, qualitative improvement in Infrastructure is essential. Estimates of funds required for development of infrastructure Vary widely. An investment of 6, 19,600 core is anticipated in the next 5 years (Source: SSKI India) Tenure of funding required for infrastructure Normally ranges from 10 to 20 years. Major portion of these funds are routed through debt/private Equity participation SPECIAL FEATURES Tax clubbing of various savings short term and long term into Same bracket have a bias towards short term savings. Distinction between the short term savings and long term savings is critical from investors point of view. More prone to inflationary pressures. Clearly, long term savings more than 10 years deserve special consideration under tax regime consideration under tax regime.

CONCLUSIONS FINDING AND SUGGESTIONS

According to the survey only 42% of the people are insured in pune so reaming other part is potential for marketing sector

Among that 42% people who having interest in taking fixed deposit from our bank they are 40% for

themselves 28% for spouse 21% for children8% for their parents and 1% for all Family member also it is very helpful for taking insurance sector so they should take necessary step for capture this potential. Only 42% people having insurance in pune in that 42% There are 82 % people are under insured and other 18%people are fully insured according to their income so that is also plus point for insurance sector to capture the market CONCLUSION All the insurance company must advertise more in the market Because not all people know more about life Insurance Policy. Most number of people wants Guaranteed Returns so Company must focus on this for the customer investment. Make insurance policy which can buy any one so we can insured them through this type of life insurance policy APPENDICES ICAI Award Excellence in Financial Reporting under Category 1 - Banking Sector for the year ending 31st March, 2010 Asia money Best Local Cash Management Bank 2010 IDG India Kotak won the CIO 100 'The Agile 100' award 2010 IDRBT Banking Technology Excellence Awards Best Bank Award in IT Framework and Governance among Other Banks' - 2009

Banking Technology Award for IT Governance and Value Delivery, 2008 IR Global Rankings Best Corporate Governance Practices - Ranked among the top 5 companies in Asia Pacific, 2009 Finance Asia Best Private Bank in India, for Wealth Management business, 2009 Kotak Royal Signature Credit Card was chosen "Product of the Year" in a survey conducted by Nielsen in 2009 IBA Banking Technology Awards Best Customer Relationship Achievement - Winner 2008 & 2009 Best overall winner, 2007 Best IT Team of the Year, 4 years in a row from 2006 to 2009 Best IT Security Policies & Practices, 2007 Euro money Best Private Banking Services (overall), 2009 Emerson Uptime Champion Awards Technology Senate Emerson Uptime Championship Award in the BFSI category, 2008 BIBLIOGRAPHY In order to obtain more information regarding the present study and to substantiate with theoretical proof the following references were made:-

Websites visited www.kotak.com www.google.com