HDFC BANK

WE UNDERSTAND YOUR WORLD

Presented BY-
Jitender Singh Parihar
Piyusha Bharti
Contents:
• Financial Industry in India
• ITS HISTORY
• PRODUCT & SERVICES
 MAJOR PLAYERS
• 7 P’s
• Porter’s Five forces analysis
• STP
• Service Marketing Triangle
• SWOT analysis
• Marketing Challenges & Recommendations
BANKING IN INDIA
• Banking in India originated in the last decades of the 18th
century.
• The first banks were THE GENERAL BANK OF INDIA,
which started in 1786, and BANK OF HINDUSTAN, both of
which are now defunct.
• The oldest bank in existence in India is the STATE BANK OF
INDIA, which originated in the BANK OF CALCUTTA in June
1806.
• The first fully Indian owned bank was the ALLAHABAD
BANK, established in 1865.
HISTORY

• Housing Development Finance Corporation

• Founded in 1977 by Hasmukh bhai Parakh
• HDFC Bank was incorporated in August 1994
• Among the first in new generation commercial banks
• Registered office in Mumbai, India
• Promoted by HDFC, the parent company
• IPO in India in 1995
• Listed in NSE, BSE, NYSE(ADR)
Product & services
• Travellers Cheques
• credit card
• home loan
• personal loan
• Foreign Currency Cash
• Foreign Currency Demand Drafts
• Cheque Deposits
• Remittances
• Trade Services
• Mutual funds
• Insurance
Major players in India
• State Bank of India
• HDFC Bank
• ICICI Bank
• HSBC Bank
• IDBI Bank
• City Bank
• Axis Bank
• Punjab national Bank
• ING Vysya Bank
• Union Bank of India
Segmentation strategy
• Demographics variables
 Location
- Metros & divisional cities
 Occupation
- Business person
- Salaried class (both govt. & private)
 Age
- Senior citizens
- Minor
• psychographic variables
 Lifestyle
- People who believes in modern banking with higher set of service i. e.
internet banking (incontact, mobile refill, travel currency card etc.)
Targeting strategy
• Target market
• Corporate banking market : this market target the industries &
fulfill their financial needs.

• Capital market : this segment is targeted on the long term needs

of the individual as well as of industries.

• Retail banking market : this segment is for retail investors &

provide them short term financial credit for their personal, house
hold needs.
Positioning strategy
• HDFC Bank has positioned itself as a bank which gives
higher standard of services through product innovation for
the diverse need of individual & corporate clients. So they
want to highlight following points in their positioning
segment :

-Customer centric

-Service oriented

-Product innovation
SWOT analysis
Strengths
• Support of various promoters
• High level of services
• Knowledge of Indian Market

Weaknesses
• Weak presence in rural areas
• Focuses mostly on high end clients
• Share price fluctuations
CONTINUE…….

Opportunities
 Growing Indian banking sector.
 People are becoming more service oriented
 In the global market.
Threats
 From various competitors
-Foreign banks
-govt. bank

• Future market trends.

Seven P’S :
1.Place: 5130 branches in 2764 cities/towns Personnel Selling
Online portals (June 2009)

2. Product: Advices Direct Equity Mutual funds Fixed Income

Products Insurance Private Equity Funds Structured Products
Estate Planning.

3. Price: Processing fees (may vary as per product, client)

4. Promotion: Personnel selling Unsolicited calls Web chat

Sponsorship Advertisements:
Television ads Predominant theme: Can’t wait
Continue…
5.People: Employees-Qualified & experienced personnel,
Customers-Youth and young professionals, Farmers

6. Physical: Uniform settings- Outlays, furniture, colour

7. Process: Instant processing, approval & synchronization

INDUSTRY 5 FORCES
Challenges:
• 1. Commoditization
• 2- a way to track brand value & brand equity
• 3-more accurate customer value
• 4-setting better ROI & performance measurements
• 5-better understanding of the consumer relationship cycle
• 6-more consistent brand messaging
• 7-better understanding of customer’s touch points
• 8-Regulations
Recommendations:
 Understand the gaps in customers 'brand experience, and work
with employees to close them.
 Develop a thorough understanding of all customer touch points
across the entire customer relationship lifecycle (CRL).
 Develop a brand and marketing performance measurement
strategy, and apply it consistently over time.
 Ensure consistent implementation of the visual and verbal
elements of the brand identity through careful oversight, and
with the help of technology.
 data upon which to base brand and marketing decisions.
Continue…
• Take some simple steps to increase the speed of deployment and
the efficacy of the brand and marketing processes.
• Make the right brand and marketing investments in the right
customers not all customers are created equal.
• Systematize the gathering of customer opinion, experience and
needs information to ensure more accurate.
• Identify, and take steps to close any internal brand performance
gaps between management’s vision and the organization's
internal culture.
THANK YOU