PRESTIGE INSTITUTE OF MANAGEMENT

AND RESEARCH

PRESENTATION ON SUMMER TRAINING

PROJECT ON
MARKETING SCENARIO IN INDIAN BANKING
INDUSTRY
AT BANK OF INDIA
GUIDED BY :Dr. AJIT UPADHYAYA

SUBMITTED BY :SURBHI JAIN

MBA MM II sem

INTRODUCTION
BANK OF INDIA:FOUNDED ON SEPTEMBER , 07 ,1906
GOT NATIONALIZATION ON JULY,1969
INITIAL CAPITAL 50 lakhs
NUMBER OF ZONAL OFFICES 05 (for over all control of branches)
SPECIALISED BRANCHES 93
NUMBER OF BRANCHES ABROAD 29
PLACES London , New York , Paris , Tokyo , Hong Kong , Singapore.

PRODUCT/SERVICES OFFERED
BY BANK
Main Products Offered By Bank :Saving Account
Current Account
Recurring/Term Deposits
Term Deposits
Retail Loans
Personal Loans
Loans to farmers & Traders
Business Loans
Other Products Offered By Bank of India are:Gold Coins
Mutual Funds
Demat Accounts
Life Insurance
General Insurance Products (Health Insurance & Assets/Property Insurance)

INTRODUCTION OF STUDY
CUSTOMER SATISFACTION :Customer Satisfaction is a persons feeling of pleasure or disappointment from
comparing a products perceived performance in relation to his / her expectations.
KOTLER
Satisfaction is the customers fulfillment response.
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.

OBJECTIVES OF STUDY
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 METHEDOLOGY
Stage I

COLLECTION OF DETAILS ABOUT THE

PRODUCT AND ORGANISATION

Stage II

DESIGNING THE QUESTIONNAIRE

Stage III

SELECT THE SAMPLE

Stage IV

DATA COLLECTION

Stage V

DATA ANALYSIS

RESULTS
Of total survey 92% account holders are saving accounts holders and clears majority
account holders use bank as a source of investment.
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.
Of third party product by bank gold coins clear majority from preference of customers
i.e 80% defeating insurance and mutual funds.
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.
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.
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.

CONTD
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.
Majority of customers seem to not have information regarding core banking services provided
which unites one bank to all.
Also awareness regarding account portability is 73% of surveyed customer were aware of
process,terms,conditions of account portability.
Majority customers i.e 89% seems aware of alerts on mobile of credits and alerts on mobile of
credits and debits in your account.
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.

DISCUSSION AND
INTERPRETATION OF RESULTS
Customer Satisfaction is the crux of any business today whether it be Service Industry or
Manufacturing Industry.So,customers must be treated as God at all places whether Market or
any Service Industry like Bank,Insurance company etc.
Customers are highly satisfied with the Bank and they are associated with bank for more than
11 years.For many years Bank has been awarded as the Best Nationalized Bank in India.
Customers needs to be make aware of various products and services offered by bank so that
they can get benefit of various other facilities besides the basic ones.
Management needs to be proper at branch.Customers must be at ease at branch.
Bank is lacking in giving the customers full knowledge of various products.
Third Party products are not known to all customers and if they know they are not using it as
they are not getting proper information.

CONCLUSION OF RESULTS
In todays competitive environment relationship marketing is critical to banking
corporate success. Banking is a customer oriented services industry and Indian banks
have started realizing that business depends on client service and the satisfaction of the
customer. This is compelling them to improve customer service and build relationships
with customers.
To conclude my study I would like to say that Bank is really a vast sector.
Customers are least aware of various products and services also they fear to avail
facilities like Credit Cards, ATms ,Mobile Banking, Phone Banking and Internet Banking
etc.
Customers still believe in Traditional Banking rather than Modern Banking. To
make people aware regarding various services and their utility and importance for the
future Bank needs to apply proper Marketing Strategies.

SUGGESTIONS
Improvement in number of Staff at branches should be made.
Proper Training must be given to whole staff regarding all the services provided by
Bank.
One Marketing team member must necessarily be posted at each branch to give
information regarding products and services to its customers.
One Relationship Manager must be posted at each branch to deal with Diamond
Category or Premium Customers.
Customers must be emphasized from bank staff to avail various other facilities besides
other basic facilities.

LEARNINGS
I have learned about the Corporate Culture.
I have learnt about the mannerism one needs to have in banking sector.
I have learned how to manage the customers in branch.
I have learned to manage rush during pick hours.

IMPLICATIONS
This study will help Bank to judge Customers perceptions and
opinion regarding banks products and services so that they can work on
it.My study will definitely help bank to understand the Customers wants
and try to satisfy them which is the main object of conducting the study.

THANKS
AND
QUERIES..!!!!!!!