A PROJECT REPORT

ON
“ANALYSIS OF SALES PROCESS AND OPERATIONS

OF RETAIL BRANCH BANKING SYSTEM IN HDFC

BANK”

A report submitted to U.P. Technical University for the partial

Fulfillment of MBA Degree 2009-2011

Submitted to:- Submitted by:

Prof.R.K.Agrawal Sandeep Kumar
Director – MBA MBA – IIIrd Sem
RollNo. 0727270119

UNITED COLLEGE OF ENGINEEING &

MANAGEMENT, ALLAHABAD

Page no 1
 ACKNOWLEDGEMENT

We need the support of the people to achieve any worthwhile goal.

As we persevere, we go on leading ….. We cross out paths

with so many persons and we seldom remember most of
them.

But when I consider for acknowledgement the motivation and help offered to me in the

completion of this project some name remains at the top of my mind.

I would like to place my deep sense of heartfelt gratitude and sincere thanks

to Mr. Harsh Kumar, Dy.Vice President Human Resource Mumbai for providing me

a golden opportunity to work in his organization.

At the outset, I express my sincere thanks to Mr. Rajesh Chandra, Branch

Manager, Wanourie, Fatima Nagar branch for his valuable guidance, support, and

motivating me for making this project a learning and wonderful experience.

Also thanks to Mr. Rahul Mone Cluster Head and all the members of the branch

including Mr. Manish Pathak Personal Banker Sales for giving me freehand in

choosing my course of action.

Page no 2
 I also acknowledge my sincere thanks to Prof. Atul Sinha, Director of United

College of Engineering & Management, Allahabad for his valuable guidance,

suggestions, and for providing me an opportunity to work on this project.

I also would like to thanks Mr. Amit Kumar my project mentor for his

valuable guidance and support.

I would like to take this opportunity to thanks all the corporate for there

valuable cooperation in the successful completion of this project.

Servar Alam

Page no 3
 INDEX

S.NO PARTICULARS

1. Introduction

2. Executive Summery

3. Objective of the Research

4. Company Profile

5. Product Profile

6. Modus Operandi of Retail branch

7. Target and Task assigned

8. Research Methodology

9. Steps of Research Process

10. Data analysis and Interpretation

11. Observation and Findings

12. Learning from the Executive Training

13. Problem and Limitation

14. SWOT Analysis

15. Conclusion

16. Suggestions & Recommendations

17. References

18. Annexure

Page no 4
INTRODUCTION

Page no 5
INTRODUCTION OF THE PROJECT

HDFC Bank is one of the few private banks in India with profit

maximization as its sole priority competing against government controlled banks with

possibly multiple priorities in one of the premier growth markets. As Indian economy is

achieving new heights the people in India are getting more and more aware of financial

planning and are making more and more investments in various sectors viz. Insurance,

Mutual Funds, Equity Market etc. As India is a diversified country, people of different

cultures, background and class stay in India. Thus, they differ from each other in their buying

behavior and investment patterns. Therefore, the research was carried out to study the

different investment patterns of these people on the basis of three factors viz. risk, rate of

return and time of investment

The main idea of this project is to carry out a research for the account holders of HDFC bank

Ltd. The bank attained market leadership in savings accounts and second largest seller of

regular savings account in record time in private sector, which was dominated by ICICI bank

and other players when HDFC bank entered into the market. The situation is similar now.

Will the company be able to repeat the same performance for all the category of this project?

Page no 6
Within a short period of time of 14 years, HDFC Bank has been able to become No 1 bank of

India on the parameter of profit. Not only that, it has developed its products with better

services, new and best management information system and the project aims to find out the

response of the corporate through a research process.

The project was done in various phases:-

 The first phase comprises gathering information related to 7 P’s product, price, place,

promotion, process, physical evidence and population.

 In second phase, a survey is to be conducted on regular and classic customers of

PUNE Wanourie Branch.

 The findings and representations of the research is done in third phase.

 And in the last phase all the findings and analysis along with conclusion and

recommendations has been submitted in report for further use.

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EXECUTIVE SUMMARY

Page no 8
EXECUTIVE SUMMARY

HDFC Bank operates in three segments:

1. Retail banking

2. Wholesale banking

3. Treasury services

The retail-banking segment serves retail customers through a branch

network and other delivery channels. The wholesale banking segment provides loans and

transaction services to the corporate and institutional customers. The treasury services

segment undertakes trading operations and the account, foreign exchange operations and

derivatives trading. The Bank offers derivative product to its customers, who use them to

hedge their market risk, within the framework of regulations as may apply from time to time.

The Bank also deals in derivatives on its own account and also for the purpose of its own

balance sheet risk management.

The operations of HDFC Securities Ltd. have been classified under the retail banking

segment.

Page no 9
 The project title “Analysis of sales process and operations of retail branch

banking system in HDFC Bank” is basically a Branch sales based project .The main

motive behind choosing this project are to do a Product mapping of Regular and Classic

customers and increase product holding ratio, competitor analysis, focus on cross

selling customer get feedback from them about the various functional aspects and customer

satisfaction analysis vis a vis competitors. And generate new leads for personal banker and

relationship managers.

I have recommended future option plan for increasing business of HDFC Bank Ltd. This can

be helpful to increase customer base and to retain customers.

 Concentrate more on Brand awareness.

 Only no. accounts should not be the criteria for retail banking, banding of the

customer should also be considered.

 Necessity to decrease processing time.

 Weekly performance mapping and feedback to each and every Personal Banker.

 Need to make documentation process more flexible.

 Necessity to motivate team to improve their performance.

 Preferred customer should be given more relaxation from the branch side else the

facilities provided by the company.

Page no 10
In this entire process of assessing the market potential, more than 345 new leads were

generated for HDFC bank, Wanowarie branch.

Research Approach used for this project is survey method. The methodology used is

descriptive research. The research instrument used is structured questionnaires. The

analysis is done through various graphical representations for simplicity of understanding.

According to survey HDFC bank is the largest bank in terms of number of branch after the

merger of Centurion bank of Punjab in private sector and second largest bank in terms of

market share. ICICI Bank is the largest share holder in this segment.

Work process in both bank are very different. HDFC bank is having potential to

compete with ICICI bank but they need to improve their working style and process. They

have very big and complicated process of documentation and in this scenario each and every

company wants less documentation and less complication. Where as ICICI bank, CITI bank

are the bank which don’t take much time to do it. It is also a fact that HDFC bank are having

strong customer base and tie up with most of the big companies of India included TCS,

TATA Moters, Reliance communications, EXL logistics, EDS, Accenture, Pyramid,

Shoopers stop, etc. And customer satisfaction level is also high as compare to other banks.

Due to these tie up the potential of the bank is increasing which results in the strong base of

preferred customer and long term relationship.

This report was passed on to the respective sales team for further follow up with the

customers. The information collected through questionnaire will act as an input for the sales

team for their preparation before meeting the customer.

Page no 11
OBJECTIVE

OF

THE PROJECT

Page no 12
SCOPE AND OBJECTIVE OF THE PROJECT

Every project has scope, which defines the areas of research and

the parameters that need to be studied. The scope also tells us the purpose of the project.

Branding is an important issue in the strategy formation process.

Poor firms ignore their competitors; average firms copy their competitors; winning

firms lead their competitors.

Philip Kotler

The above quote from the marketing guru aptly sums up the importance of the study of

competition in the present world. The various steps involved in it are mentioned below:

 Proper understanding and analysis of “HDFC BANK” and their operational channels.

 To know about how bank does their sales promotion.

 To know the knowledge of corporate culture & work environment.

Page no 13
 Analysis of the which is got from survey.

 Proper understanding of Segmentation Targeting Differentiation and Positioning.

 To collect the data from regular, existing & new customers for feed back and
generate more business from them

 To Do A deep Study Between Consumer Opinion Regarding HDFC Banks

Products & Services

 To study the customer satisfaction regarding direct marketing instruments like (SMS
Banking, Internet Banking, and Phone Banking etc.)

 To know about the investment of the customer in bank i.e. in which sector they
mostly invest such as Retail banking (Saving account, Current account, Third Party Deposits
etc).

 Designing the competitive intelligence system

 Setting up the system

 Collecting the data

 Evaluating data and analyzing the data

 Disseminating information and responding

Finally the performances of the various companies are analyzed and SWOT analysis has
been done.

Page no 14
OBJECTIVE
To understand the Retail Branch Banking and sales process of
retail products and increasing organization as well as customers profitability by
Cross Selling different products.

Primary objective:-
 To understand the retail branch banking and sales process of retail products.

 To increase organization as well as customers profitability by cross selling

different products

Secondary objective:-

 To create awareness about Direct Banking Channels.

 To analyze the parameters considered for the sale of these products.

Page no 15
 To identify customers wants, need, and desires and cross selling of the

products for sales incensement accordingly.

 To study the awareness level of banking services provided by the HDFC Bank

 To understand the various stages that goes into the making of loyal customer.

 To provide investment advice to customer in a proper way.

 To understand buyers behavior.

 To Study On Which Points The Company Needs To Improve Its Services.

 Mapping And Profiling of Wanourie area regarding sales promotion activity.

 To recommend HDFC Bank some strategies to increase the span of customers.

Page no 16
COMPANY PROFILE

Page no 17
COMPANY PROFILE

HDFC Bank was incorporated in August 1994 in the name of 'HDFC Bank

Limited', with its registered office in Mumbai, India. The Bank commenced operations as a

Scheduled Commercial Bank in January 1995. The Housing Development Finance

Corporation Limited (HDFC) was amongst the first to receive an 'in principle' approval from

the 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.

PROMOTER

Page no 18
 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. 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.

Mission and Business Strategy

HDFC Bank’s mission is to be "A World Class Indian

Bank", benchmarking their selves 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.

Business strategy emphasizes the following:

 Increase our 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.

Page no 19
 Leverage our technology platform and open scaleable systems to deliver more

products to more customers and to control operating costs.

 Maintain our current high standards for asset quality through disciplined credit risk

management.

 Develop innovative products and services that attract our targeted customers and

address inefficiencies in the Indian financial sector.

 Continue to develop products and services that reduce our cost of funds.

 Focus on high earnings growth with low volatility

Board of Directors

The Composition of the Board of Directors of the Bank is governed by the

Companies Act, 1956, the Banking Regulation Act, 1949 and the listing requirements of the

Indian Stock Exchanges where the securities issued by the Bank are listed. The Board has

strength of 9 Directors as on March 31, 2008. All Directors other than Mr. Aditya Puri are

non-executive directors.

The Bank has four independent directors and five non-independent directors. The

Board consists of eminent persons with considerable professional expertise and experience in

banking, finance, agriculture, small scale industries and other related fields.

None of the Directors on the Board is a member of more than 10 Committees and

Chairman of more than 5 Committees across all the companies in which he/she is a Director.

All the Directors have made necessary disclosures regarding Committee positions occupied

by them in other companies.

Page no 20
 Mr. Jagdish Capoor, Mr. Aditya Puri, Mr. Keki Mistry, Mrs. Renu Karnad and Mr.

Vineet Jain are non-independent Directors on the Board.

 Mr. Arvind Pande, Mr. Ashim Samanta, Mr. Gautam Divan and Mr. C. M. Vasudev

are independent directors on the Board.

 Mr. Arvind Pande, Mr. Ashim Samanta, Mr. Gautam Divan and Mr. C. M. Vasudev

are independent directors on the Board.

 Mr. Vineet Jain is nominated by the Bennett, Coleman Group on the Board of the

Bank

Capital Structure

The authorized capital of HDFC Bank is Rs.450 crore (Rs.4.5 billion).

The paid-up capital is Rs.311.9 crore (Rs.3.1 billion). The HDFC Group holds 22.1% of the

bank's equity and about 19.4% of the equity is held by the ADS Depository (in respect of the

bank's American Depository Shares (ADS) Issue). Roughly 31.3% of the equity is held by

Foreign Institutional Investors (FIIs) and the bank has about 190,000 shareholders. The

shares are listed on the Stock Exchange, Mumbai and the National Stock Exchange. The

bank's American Depository Shares are listed on the New York Stock Exchange (NYSE)

under the symbol "HDB".

Distribution Network

HDFC Bank is headquartered in Mumbai. The Bank at present has an

enviable network of over 1229 branches spread over 444 cities across India. All branches are

linked on an online real-time basis. Customers in over 120 locations are also serviced

through Telephone Banking. The Bank's expansion plans take into account the need to have a

Page no 21
presence in all major industrial and commercial centers where its corporate customers are

located as well as the need to build a strong retail customer base for both deposits and loan

products. Being a clearing/settlement bank to various leading stock exchanges, the Bank has

branches in the centers where the NSE/BSE has a strong and active member base.

The Bank also has a network of about over 2526 networked ATMs across

these cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic and

international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American Express

Credit/Charge cardholders.

Technology

HDFC Bank operates in a highly automated environment in terms of

information technology and communication systems. All the bank's branches have online

connectivity, which enables the bank to offer speedy funds transfer facilities to its customers.

Multi-branch access is also provided to retail customers through the branch network and

Automated Teller Machines (ATMs).

The Bank has made substantial efforts and investments in acquiring the

best technology available internationally, to build the infrastructure for a world class bank. In

terms of software, the Corporate Banking business is supported by Flexcube, while the

Retail Banking business by Finware, both from i-flex Solutions Ltd. The systems are open,

scaleable and web-enabled.

The Bank has prioritized its engagement in technology and the internet as one of its key

goals and has already made significant progress in

Page no 22
 Web-enabling it’s core businesses. In each of its businesses, the Bank has succeeded in

leveraging its market position, expertise and technology to create a competitive advantage

and build market share.

Times Bank Amalgamation

In a milestone transaction in the Indian banking industry,

Times Bank Limited (another new private sector bank promoted by Bennett, Coleman &

Co. /Times Group) was merged with HDFC Bank Ltd., effective February 26, 2000. As per

the scheme of amalgamation approved by the shareholders of both banks and the Reserve

Bank of India, shareholders of Times Bank received 1 share of HDFC Bank for every 5.75

shares of Times Bank. The acquisition added significant value to HDFC Bank in terms of

increased branch network, expanded geographic reach, enhanced customer base, skilled

manpower and the opportunity to cross-sell and leverage alternative delivery channels

HDFC Bank and Centurion Bank of Punjab merger at share swap ratio of
1:29

The Boards of HDFC Bank and Centurion Bank of Punjab met today and

approved, subject to due diligence, the share swap ratio for the proposed merger of Centurion

Bank of Punjab with HDFC Bank. The Scheme of Amalgamation envisages a share

exchange ratio of one share of HDFC Bank for twenty nine shares of Centurion Bank of

Punjab.

The combined entity would have a nationwide network of 1,148 branches (the largest

amongst private sector Banks) a strong deposit base of around Rs. 1,200 billion and net

Page no 23
advances of around Rs. 850 billion. The balance sheet size of the combined entity would be

Over Rs. 1,500 billion The share exchange ratio approved by the respective Boards was

based on the recommendations made by M/s Dalal & Shah, Chartered Accountants, and

Ernst & Young Private Ltd. who acted as independent joint valuers to the transaction.

The bank's competitive strength clearly lies in the use of technology and the

ability to deliver world-class service with rapid response time. Over the last 13 years, the

bank has successfully gained market share in its target customer franchises while maintaining

healthy profitability and asset quality.

Credit Ratings

 Credit Rating

The Bank has its deposit programs rated by two rating agencies - Credit Analysis &

Research Limited (CARE) and Fitch Ratings India Private Limited. The Bank's Fixed

Deposit programme has been rated 'CARE AAA (FD)' [Triple A] by CARE, which

represents instruments considered to be "of the best quality, carrying negligible investment

risk". CARE has also rated the bank's Certificate of Deposit (CD) programme "PR 1+" which

represents "superior capacity for repayment of short term promissory obligations”. Fitch

Ratings India Pvt. Ltd. (100% subsidiary of Fitch Inc.) has assigned the "tAAA (Ind)" rating

to the Bank's deposit programme, with the outlook on the rating as "stable".

This rating indicates "highest credit quality" where "protection factors are very high".

The Bank also has its long term unsecured, subordinated (Tier II) Bonds rated by CARE and

Fitch Ratings India Private Limited and its Tier I perpetual Bonds and Upper Tier II Bonds

Page no 24
rated by CARE and CRISIL Ltd. CARE has assigned the rating of "CARE AAA" for the

subordinated Tier II Bonds while Fitch Ratings India Pvt. Ltd. has assigned the rating "AAA

(ind)" with the outlook on the rating as "stable". CARE has also assigned "CARE AAA

[Triple A]" for the Banks Perpetual bond and Upper Tier II bond issues. CRISIL has

assigned the rating "AAA / Stable" for the Bank's Perpetual Debt programmer and Upper

Tier II Bond issue. In each of the cases referred to above, the ratings awarded were the

highest assigned by the rating agency for those instrument.

• Corporate Governance Rating

The bank was one of the first four companies, which subjected itself to a Corporate

Governance and Value Creation (GVC) rating by the rating agency, The Credit Rating

Information Services of India Limited (CRISIL). The rating provides an independent

assessment of an entity's current performance and an expectation on its "balanced value

creation and corporate governance practices" in future. The bank has been assigned a

'CRISIL GVC Level 1' rating which indicates that the bank's capability with respect to

Page no 25
wealth creation for all its stakeholders while adopting sound corporate governance practices

is the highest.

Business

HDFC Bank offers a wide range of commercial and transactional banking services

and treasury products to wholesale and retail customers. The bank has three key business

segments:

 Wholesale Banking Services

The Bank's target market ranges from large, lue-chip manufacturing

companies in the Indian corporate to small & mid - sized corporate and agri - based

businesses. For these customers, the Bank provides a wide range of commercial and

transactional banking services, including working capital finance, trade services,

transactional services, cash management, etc. The bank is also a leading provider of

structured solutions, which combine cash management services with vendor and distributor

finance for facilitating superior supply chain management for its corporate customers. Based

on its superior product delivery /service levels and strong customer orientation, the Bank has

made significant inroads into the banking consortia of a number of leading Indian corporate

including multinationals, companies from the domestic business houses and prime public

sector companies. It is recognized as a leading provider of cash management and

transactional banking solutions to corporate customers, mutual funds, stock exchange

members and banks.

 Retail Banking Services

Page no 26
 The objective of the Retail Bank is to provide its target market

customers a full range of financial products and banking services, giving the customer a one-

stop window for all his/her banking requirements. The products are backed by world–class

service and delivered to the customers through the growing branch network, as well as

through alternative delivery channels like ATMs, Phone Banking, Net Banking and Mobile

Banking, Demat, Bill Receivable, Debit Card Registration, Credit Cards, Auto Loan,

Personal Loans, HSL Accounts, Loan against Securities, Term Deposits, Savings Accounts,

Current Accounts, Mutual funds, Insurance, RBI bonds, Forex, insta-alert, Gold Bars, ATM

Usage. The HDFC Bank Preferred program for high net worth individuals, the HDFC Bank

Plus and the Investment Advisory Services programs have been

Designed keeping in mind needs of customers who seek distinct financial solutions,

information and advice on various investment avenues.

The Bank also has a wide array of retail loan products including Auto Loans, Loans against

marketable securities, Personal Loans and Loans for Two - wheelers. It is also a leading

provider of Depository Participant (DP) services for retail customers, providing customers

the facility to hold their investments in electronic form.

HDFC Bank was the first bank in India to launch an International Debit Card in association

with VISA (VISA Electron) and issues the MasterCard

Maestro debit card as well. The Bank launched its credit card business in late 2001. By

September 30, 2006, the bank had a total card base (debit and credit cards) of 5.2 million

Page no 27
cards. The Bank is also one of the leading players in the "merchant acquiring" business with

over 50,000 Point–of– sale (POS) terminals for debit / credit cards acceptance at merchant

establishments.

 Treasury

Within this business, the bank has three main product areas - Foreign

Exchange and Derivatives, Local Currency Money Market & Debt Securities, and

Equities. With the liberalization of the financial markets in India, corporate need more

sophisticated risk management information, advice and product structures. These and fine

pricing on various treasury products are provided through the bank's Treasury team. To

comply with statutory reserve requirements, the bank is required to hold 25% of its

deposits in government securities. The Treasury business is responsible for managing the

returns and market risk on this investment portfolio.

HDFC Bank was the first bank in India to launch an International Debit

Card in association with VISA (VISA Electron) and issues the MasterCard

Maestro debit card as well.

Page no 28
PRODUCT PROFILE

Page no 29
PRODUCT PROFILE

Accounts & Deposits

Savings Accounts
Regular Savings Account
Savings Plus Account
Savings Max Account
Senior citizen Account
No Frills Account
Institutional Savings Account
Salary Accounts

Payroll
Classic
Regular
Premium
Defense
Reimbursement Current Account

Kid's Advantage Account

Pension Saving Bank Account
Family Savings Group

Page no 30
 Kisan No Frills Savings
Kisan Club Savings
Current Accounts
Plus Current Account
Trade Current Account
Premium Current Account
Regular Current Account
RFC - Domestic Account
Flexi Current Account
Apex Current Account
Max Current Account

Loans

Personal Loans
Home Loans
Two Wheeler Loans
New Car Loans
Used Car Loans
Express Loans Plus
Gold Loan
Educational Loan
Loan Against Securities
Loan Against Property
Loans Against Rental Receivables
Health Care Finance
Tractor Loans
Commercial Vehicle Finance
Working Capital Finance
Construction Equipment Finance
Warehouse Receipt Loans

Page no 31
Investments & Insurance

Mutual Funds
Insurance
General & Health Insurance

Bonds
Knowledge Centre
Equities & Derivatives
Mudra Gold Bar

Forex Services

Products & Services

Trade Services
Forex Services Branch Locator
RBI Guidelines

Page no 32
Forex Limits

Cards

Page no 33
Credit Cards
Silver Credit Card
Value Plus Credit Card
Health Plus Credit Card
Gold Credit Card
Titanium Credit Card
Woman's Gold Credit Card
Platinum Plus Credit Card
Visa Signature Credit Card
World MasterCard Credit Card
Corporate Credit Card
Business Credit Card
Debit Cards
Easy Shop International Debit Card
Easy Shop Gold Debit Card
Ea y Shop International Business Debit Card
Easy Shop Woman's Advantage Debit Card
Easy Shop NRO Debit Card
Kisan Card
Prepaid Cards
Fore Plus Card
Gift Plus Card
Food Plus Card
Money Plus Card

Page no 34
Payment Services

Net Safe
Merchant Services
Prepaid Refill
Bill Pay
Visa Bill Pay
Instant Pay
Direct Pay
Visa Money Transfer
e-Monies Electronic Funds Transfer
Excise & Service Tax Payment
Online Payment of Direct Tax
Religious Offerings
Donate to Charity

Access Your Bank

Page no 35
 Net Banking
One View
Insta Alerts
Mobile Banking
ATM
Phone Banking
Email Statements
Branch Network

Features and benefits in tabular form of SB a/c

FEATURES KID’S SAVING SAVING SAVING

AND ADVANTAG REGULAR PLUS A/C MAX A/C
BENEFITS E A/C A/C

AQB 5,000/- 5,000/- 10,000/- 25,000/-

Requirement(Rs.
)
FD Requirement 10,000/- 50,000/- 50,000/- 1,00000/-
for NIl AQB
(Rs.)
International Free maestro 100/- Free(for all Free(for all
Debit card Debit Card(for applicant) applicant
Charges p.a (Rs.) the kid)
Woman’s X 150/- 150/- Free(for all
Advantage Debit applicant
Card Charges

Page no 36
p.a(Rs.)

Gold Debit Card X 500/- 500/- Free for

Charges p.a.(Rs.) primary
applicants.
250/- for the
other
applicants
Free Account Quarterly Quarterly Quarterly Monthly
Statement
Free usage up Free usage up Free usage up
to Rest. to Rs. 50,000/- to Rs. 1,
PAP(Free X 50,000/-per per 00000/-per
Issuance) month.AboveRs month.AboveR month.Above
.50,000/-charge s.50,000/- Rs.1,00000/-

of Rs.2.90 per charge of charge of

thousand for the Rs.2.90 per Rs.2.90 per
entire amount. thousand for thousand for
the entire the entire
amount. amount.
Free DD/MC (at X X Free up to Free up to
home branches) Rs.25,000/- per Rs.50,000/-
DD/MC on per DD/MC
HDFC Bank on HDFC
Locations Bank
Locations
Free transactions X 3 per month 2 per month Unlimited
on SBI/Andhra
Bank ATMs

Free transactions X X 3 per month Unlimited

on other Bank
ATMs

Bill pay Charges Rs.100/- Rs.100/- Free Free

p.a

Page no 37
DOCUMENTATION FOR RESIDENT INDIVIDUALS

In HDFC bank, documentation means perfect documentation

some times it seems to be very pathetic and customer gets irritated.

Documents for establishing proof of identity:

1. Passport{not expired}

2. MAPIN Card {issued by NSD

3. PAN Card

4. Election/voter’s card-subject to being accompanied by a self-signed Cheque drawn on

Nationalized/private sector/Foreign Banks.

Page no 38
5. Photo ID card issued by any of the following Organizations/Institutions.

i) Central Government or any of its Ministries

ii) Statutory/Regulatory authorities.

iii) State Government or any of its Ministries.

iv) Public Sector Undertaking(established under GOI or state Government)

v) State Government of J&K

vi) Bar Council

vii) Senior Citizen Card issued by State/Central Government.

viii) Government of India to Persons of Indian Origin(PIO)

ix) Defense Department/Minister of Defense for Defense personnel & their

dependents

x) Public Financial Institutions.

6. Permanent Driving License (not expired)-subject to being accompanied by a self-signed

Cheque drawn on Nationalized /Private sector/Foreign banks.

7. Arms License issued by the State/Central Government of India (containing photograph of

the applicant).

8. Pension Payment Card issued by State/Central Government of India with photograph of

the applicant.

9. Ration Card containing IRIS scan along with photograph.

10. Photo Credit Card (not expired) of Primary holder (signature to match with AOD) subject

to being accompanied by a self-signed Cheque drawn on Nationalized / private

Sector/Foreign Banks.

11. Banker’s Verification as per bank’s existing format subject to being accompanied by a

self-signed Cheque drawn on Nationalized/private Sector /Foreign Banks.

Page no 39
 -ID Card issued by the State Govt. of J$K is acceptable if they carry the

connotation-‘Government of Jammu & Kashmir, Civil Secretariat, Srinagar/Jammu’.

 -Currently issued only by AP State Government IRIS scan-indicate that retina of the

eye is scanned which establishes the identity of the name mentioned in the Card.

List of Competitors

HDFC Bank is a huge organization with presence in rural as well as urban

areas. Hence, the competitors of HDFC Bank consists of both public as well as private sector

banks. Some of the major competitors of HDFC Bank:

1. ICICI Bank

2. CITI Bank

3. HSBC Bank

4. AXIS Bank

5. SBI

Achievements of HDFC Bank

Page no 40
1. London-based Euro money magazine gave HDFC Bank the award for "Best Bank -

India" in 1999, "Best Domestic Bank" in India in 2000, and "Best Bank in India" in 2001 and

2002

2. Asia Money magazine named HDFC Bank the "Best Commercial Bank in India

2002".

3. For the use of information technology HDFC Bank has been recognized as a

"Computerworld Honors Laureate" and awarded the 21st Century Achievement Award in

2002 for Finance, Insurance & Real Estate category by Computerworld, Inc., USA.

4. HDFC Bank technology initiative has been included as a case study in their online

global archives. The Economic Times has conferred on HDFC Bank,

The Economic Times Awards for Corporate Excellence as the Emerging Company of

the Year 2000-01.

5. Leading Indian business magazine Business India named HDFC Bank “India's Best

Bank" in 2000.

6. In the year 2000, leading financial magazine Forbes Global named HDFC Bank in its

list of "The 300 Best Small Companies" in the world and as one of the "20 for 2001" best

small companies in the world.

7. Business Today ranked HDFC Bank as the best private sector bank continuously for

four years in a row from 2003-2006.

8. Forbes Magazine named HDFC Bank as One of Asia Pacific's Best 50 companies, in

the year 2006.

Page no 41
9. HDFC Bank got the Best Retail Bank Award at The Asian Banker Excellence in

Retail Financial Services Awards in the year 2007.

10. HDFC Bank got Asia money Awards of Best Local Cash Management Bank in

Large and Medium segments for the year 2004-2006

List of Branches and offices in PUNE Region

There are 18 branches situated at different locations of Pune according to customer

convenience, these are as follows

 Aundh

 Bhandarkar Road

 Boat Club

 East Street

 FC Road

 Kalyani Nagar

 Khadki

 Kondawa Khurd

Page no 42
 Kothrud

 Laxmi Road

 Magarpatta

 Nanapeth – Pune

 Pashan

 Pimpri

 Sahakar Nagar

 Shankersheth Road

 Wanowrie

 Viman nagar

Hierarchy of marketing channels

Page no 43
 MD

GROUP
HEAD

NSM

RSM RSM

ASH MD ASH

EAST HEAD SM WEST HEAD SM NORTH HEAD SOUTH HEAD

BRANCH BRANCH BRANCH BRANCH

TL TL
RBM

CSE CSE

ZONAL
HEAD

CLUSTER
HEAD
Company Hierarchy

BM

Page no 44

PB
Page no 45
MODUS OPERANDI

OF

RETAIL BRANCH

BANKING

Modus Operandi of retail branch banking

Page no 46
The sales process is the backbones, which support the

organization for smooth running of business in this competitive

era.

In HDFC bank sales are done through direct marketing channels and branch itself. The

products are backed by excellent service and delivered to the customers through the growing

branch network, as well as through alternative delivery channels like ATM's, Phone Banking,

Net Banking and Mobile Banking.

The main idea of doing this project was to know the different channel of sales and have

a practical experience of sales process and retail branch banking system.

STEPS IN THE SALES PROCESS

1. Know Your Product Or Service.

2. Mapping and Profiling:

3. Make Initial Contact.

4. Exchange Information.

5. Propose a Solution.

6. Confirm the Sale

7. Deliver

8. Follow up

 BRANCH BANKING

Page no 47
 1. Customer’s queries

2. Account opening

3. Investment

4. Insurance

5. Loans

6. De mat account

7. Deposits and withdrawal

SALES PROCESS OF HDFC BANK

The sales process of financial product is done through….

 Direct Marketing channels

 Branch sales

SALES PROCEES THROUGH DIRECT MARKETING CHANNELS

 It is done through marketing team, which consists of SALES MANAGER, TEAM

LEADER, and EXECUTIEVES.

STEPS IN THE DIRECT SALES PROCESS

Page no 48
 Understand the basics of the actual sales process, and customizing them for your

business, are critical in building customer relationship. Whatever you are setting, and

whether you sell product or service, the following steps are there one should use.

1. Know your product or service

Before you even have a preliminary conversation with a prospect, it is

essential that you should clearly understand the attributes and benefits of your product or
service .sales people must know what people want because HDFC bank have a huge product
range 47 financial product .

2. Mapping and profiling

Mapping and profiling is the way to aware about the area for
marketing of products. The area like Wanowarie has huge market potential where an
executive has a great opportunity for sales. This process is helpful to know the area like
society where a team can go and interact with people for sales promotion activity likes
canopy, brochure distribution and so on.

3. Make initial contact

The actual sales conversations with people in your target market begin when
you start letting them get to know you, and vice versa. For my experience, firstly I made
aware my friends and others about my job and then start to find prospect for the business.

4. Exchange information

This step consists of meeting with your prospects, asking them

questions, uncovering their needs, giving them information about your product or service,

Page no 49
and determining how it might fill those stated needs. Don't be afraid to acknowledge gaps in
your knowledge or understanding; such sincerity comes through in a positive way.

5. Propose a solution

Once you have ascertained that there is a good fit between you and the
prospect, you can propose how your product or service would specifically solve a problem or
handle a need. By understanding the features and benefits of competing products or services,
you can also prove at this point how what you offer is better.

6. Confirm the sale

Rather than focusing on "closing the sale," a term that indicates the end of the
process, confirming the sale means you are reviewing the customer's willingness and ability
to make a commitment. It is a natural extension of a sales relationship built on a foundation
of trust, respect and rapport.

7. Deliver

Although actually delivering your product or service is not technically part of the
sales process, it is a very critical step. If you don't deliver, you don't have a sale .In addition,
during this step you have an excellent opportunity to continue to build trust and cement your
relationship with your client.

OTHER DIRECT MARKETING CHANNELS

Page no 50
• ATM'S

• NET BANKING

• PHONE BANKING

• MOBILE BANKING

BRANCH BANKING

Branch banking helps to retain the bank’s position as the premier Indian

financial services group, with world-class standards and significant global business

committed to excellence in customer, shareholder and employee satisfaction and to play a

leading role in the expanding and diversifying financial services sector while continuing

emphasis on its development banking role.

SALES THROUGH THE BRANCH

It starts when a customer inters into the bank premises, customer may

be an existing account holder or new customer. Branch sales process is taken care by PB

sales (Personal banker)

Existing customer

Page no 51
 An existing customer act an important role for the productivity of organization if

customer is satisfied he will act as a tool for the promotion of sales Because the customer

may generate leads and make people aware (Word of mouth) about the product and services

provided by the branch.

A banker go for cross sell of product with existing customer like if a customer

having a account with the bank ,banker make him aware about other product and some value

added free services which give dual benefit firstly increase sales and secondly customer

satisfaction.

New customer

Customer who is new to the bank is very important for the branch. They must be

handled with great care and responsibility. New customers are not known to the branch so to

give him best service, proper guide and right product according to their need is the best way

to retain customer.

For the convenient of the customer there are some specialized desks in the branch

that involves for providing world class service to the customer.

 Welcome Desk

 Personal Banker

 Personal Banker Authorizer

 Relationship Manager

 Teller

Page no 52
 Teller Authorizer

 Personal banker Authorizer

Welcome desk

The customers coming in the branch are firstly get service through welcome

desk. Here the entire query are solved or extended to a particular counter for further

assistance, some of the problem and queries are solved by welcome desk.

Bifurcation of Activities – Welcome Desk

CHANGE IN THE ACCOUNT

 Change of Name
 a] Addition
 b] Deletion
 CHANGE in Address / Telephone Number
 CHANGE in Signature
 CHANGE in Directors
 CHANGE of Operations Instructions
 CHANGE in Constitution
 CONVERT Minor into Major

VERIFICATIONS
 Signature Verification / Attestation
 Photo Verification
REQUEST / SUBMISSION OF DOCUMENT / INSTRUCTIONS
 Cheque Book Requisition
 Statement Requisition
 Clearing Exception – Documents Delivered
 Submission of Letter of Authority
 Submission of Nomination Forms
 Balance Certificate
 Interest Certificate
 Sweep-in Instructions / Super Saver
 FIRC Request
 Submission of 15AA

Page no 53
 Submission of Mobile Facility, Bill Pay, Phone banking Forms
filled
 15 H Submission
 Add-on Form

DELIVERABLES
 ATM Card Delivery
 Cheque Book Delivery
 Welcome Kit Handover
 Hold Statements Delivered
 Duplicate Statements Delivered
 Welcome Kit Inquiry
 ATM / Debit Card Status
 Debit Card Request

INQUIRIES / QUERIES
 TDS Queries
 Balance Inquiry
 Details of Cheque Deposits
 Details of Cheques Debited
 Details of Charges
 Details of Interbranch Transactions
 LAS Limits
 LAS Balances
 Cheque not credited to the account
 Why cheque was returned
 Signature difference - cheque returned
 Cheque deposited in ATM not credited
 Cash deposited in ATM not credited
 How service charges have been levied on AQB
 Details of charges
 Query on account closed
 Account Transfer Query
 Interest Certificate Query
 Demat Charges Query
 Debit Card Charges Query
 Status of cheques sent on collection
 Status of Foreign Funds remitted
 ATM card not received
 PIN not received
 Cheque Book not received

Page no 54
 Account Number forgotten
 Customer ID inquiry
 Status on Loan
 Why Cheque was returned despite balance
 Details of credits not reflecting in account
 Inquiry about 'Sorry Cards'
 Inquiry about CARD returned in Offsite
 Information on DBC
 Request to honour cheque against cash deposited
 ATM withdrawal - correct cash not received
 Credit Card details / payments
 TDS certificate not received
 Details of account opened recently
 Details of cheque returned
 Account closed cheque not received
 Request to honour cheque
 Phone banking problems

FIXED DEPOSIT
 Fixed Deposit maturity instructions
 Fixed Deposit interest not received
 Fixed Deposit advice not received
 Details on Fixed Deposits
 Rate
 Maturity
 Tenor
 Names
 Nomination
 Maturity Proceeds
 FD instructions to be charged
 FD Maturity proceeds not received
 Query of FD in different branches
 FD Booking
 FD Breaking

LOST
 Stop Payment Instruction
 Debit Card Lost - Hot listing

Page no 55
DEMAT
 Demat details
 Demat Instructions
 Depository on Net
 DP opening query
 Demat Closure

OTHER
 Relief Bonds - query; change of address / instruction
 Mutual Fund
 Locker operation

To get a practical experience I accompanied with welcome desk and personal

banker to get knowledge of the customer dealing and their queries and solutions.

Page no 56
Queries

All the Queries of the customers are solved in welcome desk of branch. This is an important

desk where every customer approach regarding their problems and need.

In my practical experience, I learnt the customer behavior how the customer reacts when they

having problem .Customer comes with several queries and problems like…. New pin request,

stop payment, fund transfer, ATM card, address change, balance enquiry, bank statement,

debit/credit enquiry, penalties and so on…

PERSONAL BANKER

Personal banker plays very vital role to increase customer base for the branch

and providing them world-class service. Personal banker involves in the activities given

below

 Account opening.
 Fixed deposits.
 Developing the relationship.
 Service after market commitment.
 Maintaining the PB sales portfolio.
 To maintain KPI (Key Productivity Index)
 Selling Third Party Products (mutual funds, insurance)

Page no 57
 Generating new leads and passing the lead to the COEX.
 Achieving over all branch target.
 Customer service.

Account opening:-

Saving account, salary account, current account, NRI account, Kids advantage accounts,
FD’s etc are opened in the branch.

I was involved in account opening like salary account, saving account, FD’s of walk-in
customers.

Investment: Investment is a crucial decision of any investor. A banker acts as an advisor to

suggest the customers regarding their investment.

Mutual fund: People are interested in mutual fund because of small investment diversified
portfolio, systematic investment plan, professionally management of shares and high
liquidity.

The mutual fund are having open ended or close ended scheme, net assets value and expense
redemption sponsors, trustees, registrar are behind the mutual fund who help the investor to
invest in mutual fund ..

Form feeling and investment pattern are also study by accompanied with the banker.

Here I learnt about the mutual fund and their documentation.

• Pan card is mandatory for every investor in which BM approval is required.

DEMAT and TRADING A/C

Page no 58
 Demat account is necessary for trading purpose .It is just a way to keep your shares.

Document: pan card (mandatory), Residential proof.

PERSONAL BANKER AUTHORIZER

PBA’s contains very responsible job profile in retail branch banking system.

 Locker operations

 Forms Checking

 Maintaining FTNR (First Time Not Read less than 2 %)

 Maintaining Depletion

TELLER

Teller helps the customer in cash/cheque deposit, withdrawal, debit/ credit enquiry,

Forex services, currency exchange and so on…..

FRANKLIN

Franklin is done in the branch itself for the convenient of customer.

Insurance, loans .deposits etc are services provided by the branch

Page no 59
SIX FORCES AREAS IN BRANCH BANKING

Having explained the 2 principles by which Branch Sales

& Service objectives are met, the rest of this document seeks to detail the specific actions

taken to address the following subjects:

1. Sales Model

2. Cross Sell

3. Attrition Management

4. Channel Management

5. Cost Management

6. Customer Profitability

1. Sales Model

The Bank’s acquisition targets are met through two channels – the Direct

Sales Channel (HBL) and the Branch Channel. Traditionally, the Bank’s Branch Channel has

been a Liability channel. Flowing from this, Branch sales model focuses on the acquisition of

new Liability customers and accounts. Products included under this are:

 Current accounts

Page no 60
 Savings accounts

 Fixed Deposit accounts

How do we sell at branches?

A) Sales at branches are primarily done by PBs with the active support of

COEXs.

 The PB makes a direct sale to a person who walks into our branches with the

purpose of opening a Liability account.

 A sale is also made by actively generating leads and referrals of potential

customers from existing customers at every point of contact by PBs.

 The PB uses every service opening as an opportunity for lead generation.

 The LSE through lobby management and database calling generates CASA leads.

 The COEX then closes the sale by visiting the potential customer and completing

the documentation.

B) Conducting promotions and marketing campaigns to create awareness about

the Bank’s products, generating leads and acquire new customers.

Page no 61
How do we measure Sales?

 BSM MIS that measures:

1. Total CASA and FD acquisitions by branches as at 10th/20th /month end.

2. Daily run rate that measures acquisition of CASA/ branch/ day and FD/

branch/ day.

 Branch Productivity analysis that measures lead generation and conversion

performance of PB, and COEX

2) Cross sell

Having acquired Liability customers, branches Cross Sell all products and

services to these customers with the objective of deepening relationships. Branches carry

targets for the following products and service

1. Assets – AL, PL, CL and LAS

2. De mat accounts

3. Direct Banking Channels – Phone Banking, Net Banking, Mobile Banking and ATM.

4. Credit Cards

5. Bill Pay

6. Debit Cards

Page no 62
How do we Cross Sell at branches?

 Cross-selling at branches is primarily done by PBs with the active support of COEXs.

 PBs cross-sell to all branch walk in customers by converting every service opening

into a sales opportunity.

 The services of outsourced staff are also used to assist with cross sell efforts:

 LSE and COEX for De mat.

1. Assets – AL, PL, CL and LAS

2. De mat accounts

3. Direct Banking Channels – Phone Banking, Net Banking, Mobile Banking

and ATM

4. Credit Cards

5. Bill Pay

6. Debit Cards

 HBL resources for Asset sales

 Focused database calling to our existing customer base.

Page no 63
How do we measure Cross Sell efforts?

 Branch Asset Cross Sell MIS released as at 10th/20th/month end.

 Branch Credit Card Sales MIS released monthly.

 Branch Demat Sales MIS released monthly.

 Branch wise DBC usage MIS that measures

 %age of customers using ATM

 %age of customers using at least 1 non ATM channel (Phone, Net, Mobile)

 For the Savings, Current, Corporate Salary and Vanilla FD database called, MIS

detailing Penetration into identified Measures of Success will be released at the end of the

calling period, reflecting the effectiveness of the branch’s cross-sell efforts.

3. Attrition Management

Attrition includes decline in balances as well as closure of accounts.

Branches primarily focus on Attrition Management by identifying and pro actively managing

the most profitable set of customers. This leads to enhancement and retention of these

profitable relationships.

Page no 64
 How do branches manage Attrition?

 Identifying our most profitable CASA customers for the purpose of database calling:
A. Top Current (38% of the customer base contributes 92% of CA
values)
B. Top Savings (3% of our customer base contributes 35% of SA value)
 Customers identified through these databases are distributed as
portfolios to PBs and RMs.
 Based on the inherent wealth these customers represent
(estimated on the basis of CASA balances held), specific Enhancement and
Deepening targets are set for individual customers.

Top Savings Database 1 > = 1 lac and < 2PBs Monthly Retention
lacs
& Enhancement
(Top 3% of SA customers who 2 > = 2 lacs RMs

give us 35% of portfolio value)

Top Current Database 1 > = 1 lac and < 5PBs Monthly Retention
lacs
& Enhancement
(Top 38% of CA customers 2 > = 5 lacs RMs

who give us 92% of value)

 Complaint management at branches supervised by PB Supervisors

Page no 65
 All account closures being approved by BMs.

How do we measure Attrition Management?

 For each identified database, periodic release of Penetration into identified

Measures of Success that include:

1. Increase/Decline in CASA values

2. Increase/Decrease in relationship values
3. %age of customers having Demat, Asset, Cards and Bill Pay relationship
4. %age of customers registered and using DBCs
 Branch wise Portfolio Movement Summary that measures:

1. Balance attrition - value

2. Account closures – value

3. Enhancement – value

 For identified CASA portfolios assigned to RMs and PBs,

 Deepening efforts are measured through a Cross Sell ratio (number of products per

customer).

 Enhancement efforts are measured by tracking actual Enhancement versus target for

all RM and PB portfolios.

Page no 66
4. Channel Management

By Channel Management, we mean ensuring that the branch channel is not

being misused by unprofitable customers who excessively transact at branches, thereby
creating avoidable servicing load on branches.

How do branches ensure their Channel is effectively

managed?

 Consistently migrate traffic to DBCs at every point of contact.

 Walk in customers.

 Database calling

 Primary objective of LSE to aggressively promote DBCs to branch lobby traffic.

 Centrally identifying unprofitable users of the branch channel and providing these

databases to branches to migrate traffic to DBCs.

How do we measure the effectiveness of Channel

Management?

 Branch wise DBC usage MIS that measures

1. %age of customers using ATM

2. %age of customers using at least 1 non ATM channel (Phone, Net, Mobile)

 Penetration into databases for migration.

Page no 67
4. Cost Management

For the purposes of branch management, the Costs we are concerned with

relate to Controllable Costs. These are costs for expenses that active management can ensure

are contained within reasonable budgeted levels.

How do branches ensure Costs are effectively

contained?

 By being aware of budgeted levels for each cost head

 By monitoring actual expenditure against each budgeted cost head

 By creating awareness of cost consciousness among branch staff

How do we measure the effectiveness of Cost

management?

 Branch wise MIS is generated monthly by Finance, detailing MTD and YTD

expenditure under each Controllable Cost head.

Page no 68
5. Customer Profitability

Customer Profitability is an outcome of revenue generated by a

customer’s relationship after deducting expenses incurred in servicing the relationship.

Revenue = spread earned on balances maintained + charges levied.

Expenses = transaction and servicing costs across channels.

Normally, customer profitability in Retail Banks is managed centrally through pricing of

products and services.

How do we manage our portfolio profitability?

Over and above the normal product pricing decisions, unprofitable

customers are identified and active weeding out of these relationships is carried out at regular

intervals

1. Weeding out of Regular Savings Accounts

2. Weeding out of Salary Accounts

Page no 69
 3. Weeding Out of High Cheque Return accounts

Accounts with an unduly high incidence (3 or more in a month) of cheque returns are
identified for closure.

What are a branch’s Sales & Service objectives?

There are 4 key objectives that a branch needs to deliver on:

1. Acquisition – acquiring new customers and accounts

2. Deepening – penetrating relationships by selling multiple products and services to

existing customers

3. Enhancement - enhancing the value of a customer’s existing relationship

4. Retention - preventing balance attrition and account closures for all profitable

relationships.

Page no 70
Branch Sales & Service Model

Page no 71
 TARGET

&

TASK ASSIGNED

Page no 72
 Target and Task assigned

In the duration of six month I was associated with the branch sales.

First two month I was attached with Welcome Desk where I learned a lot about

customers queries and there solutions. And remaining time I was associated with the

Personal Banker for digging out the references through the walk in customers and

maintaining pipeline for the business.

The overall target and task assigned in 5 months

 Getting 600 customers perception regarding HDFC saving Bank Account.

 Getting customers perception regarding various kinds of investment(mutual fund,

fixed deposits, insurance, secondary market)

 Telecalling and generating lead for fixed deposits, kids’ advantage account, de mat

accounts, mutual funds etc to increase the KPI (key productivity index) of the branch.

 To identify the potential area for putting CANOPY in the societies.

 I also put 5000 letters into the letter boxes in those societies where putting CANOPY

was not allowed or very expensive.

Page no 73
 I opened 466 salary (No frills + classic) accounts of reliance retail Ltd. Stores Spread

all over in pune.

 To study the investment patterns of different customers of HDFC Bank.

 To study the customer perceptions about different products of HDFC Bank.

 To study the different attitudes of people regarding Risk Factor involved during

investment.

 To study the customer satisfaction level regarding different HDFC bank product.

WORK PROCESS IN HDFC BANK

In HDFC bank work process for savings account is divided into 4 stages.

 Mapping

 Profiling

 Documentation

 Closing

The first stage of this process which is MAPPING, I had to do

MAPPING and in this I had to generate the leads with the help of our existing customer from

digging out references from them. Then follow up on that numbers with the help of

Telecalling. I had to go in various areas in Pune to identify the potential customers and cross

sell them various products like Kid’s Advantage Account, Investments. In this process I

have to collect following information about the customer.

Page no 74
 Name of the customer

 Complete address of the customer

 Name of the concern person who wants the investment detail.

 His designation

 His contact number or visiting card.

 Existing bank with which they are banking.

 If salaried Total no of member on the payroll of the company.

After this I have top report to the branch manager to show him data and after that I have to

make a call to the concern person to fix an appointment. And once appointment is being

fixed we have to go with senior sales officer or with sales manager or personal banker on the

call.

Second step in this was PROFILING. In this we have to get some of information from the

customer at the time of meeting. And according to that we can offer him a best deal because

each and every offer criteria has been made by the bank, and in which criteria that customer

is coming we have to decide and according to that we used to offer them the best deal. In this

we used to ask some general question which are as follow …..

 Number of product holding.

 Where do they invest their savings?

 Type of investment they want to do with HDFC bank

Page no 75
Third step starts when deal has been closed or finalized. We could start documentation

process as per the banking requirements. This includes following documents of the customer.

 Address proof (passport, recent electricity bill or telephone bill etc.)

 ID proof (passport, PAN card, voter ID etc.)

 One recent Photograph.

And at the last stage which is closing we have to cross sell the required product by filling the

respective forms and make relations by giving personal attention. We tried to make customer

loyal with our branch ensure them that they will get all new schemes and products of our

bank. As per this process, HDFC bank does works, but the process of documentation is very

hazardous which should be flexible.

Page no 76
 RESEARCH

METHODOLOGY

Page no 77
RESEARCH METHODOLOGY

Marketing research is the systematic and objective identification,

collection, analysis, dissemination and used of information for the purpose of improving

decision making related to the identification and solution of problems and opportunities

in marketing. Each phase of this process is improvement. We define or identify the

marketing research problem or opportunity and then determine what information is

needed to investigate it. Because every marketing opportunity translates into a research

problem to be investigated in terms of “Problem” and

“Opportunity”. Next, the various sources of information are identified and a range of data

collection methods, varying in complexity are evaluated. Then the data are collected

using the most appropriate method, analyzed, interpreted, and inferences are drawn.

Finally the findings are presented in form of a report that allows the information to be

used for the purpose of management decision making.

Page no 78
Page no 79
 The main issue being discussed here is the emerging trends of corporate salary account

business. For this purpose data was collected using both primary and secondary sources.

Primary data: - The primary data is collected from

 Questioner

 Personal interview from the companies and corporate.

 Focus group interview

 Observation

 Critical incidents

Secondary data collection: - The secondary data is collected from

 Internet

 Magazine

 Corporate directory

Page no 80
Information was collected by using a carefully prepared questionnaire, which was designed

keeping in mind all the aspects of the issue.

Tools adopted for an analysis

Procedure Adopted Method

Research Approach Survey

Research paper Quantitative

Research Design Descriptive

Geographic Reason Wanourie- Hadhapsar

Sample Size 600

Sample Design Non Probabilistic (convenience)

Sampling Technique Random (Judgment)

Page no 81
 Sampling Tool Structure questionnaire

Data Collected Primary And Secondary

I used closed format option in which the customer has multiple choices to
answer the question.

Questionnaire
The questionnaire was used to find out the following information:

 To get personal as well as the company’s detail if they have salary account with us.

 To get information about the customers like how many members in the family have

account with HDFC bank.

 How many members in the family are working

 With which bank they prefer to bank

 Since how long you are having account with our bank

 How many HDFC banks product they are using currently

 Weather they have made any investment with HDFC bank or not

 Are they aware that how can they save their tax.

Page no 82
 To know why have they preferred this particular bank for opening an account

 The degree of loyalty of the customer towards their bank.

A separate schedule was designed for the customer to carry out project mapping in order to

find out the prospect of the savings account.

The following information was obtained from them:

 Name and number of their family.

 No of members earn in the family.

 Name of the concern person, who looks after the investments.

 Mode of investment in the bank through FD, mutual fund, or Insurance.

 Are they satisfied with the Personal Banker in their respective HDFC branch?

 To know about Average Quarterly Balance of their savings/current account.

 Reasons for choosing that bank.

Page no 83
The research was carried out in various phases. The first few phases were used to collect

information. Based on that information a hypothesis was assumed that with the due of

appropriate strategy in customer services and use of proper elements of marketing mix the

sales of salary accounts can be increased to garner a bigger pie of the market share. The final

few phases were used to analyze the information so called from various quarters.

The research process carried out in various phases is discussed below:

 Phase 1. Understanding the company and its products and target customers. The

various parameter considered in the sales of products. Getting knowledge about the

competitors in the area and knowing about the various promotion and technique of selling.

 Phase 2. This phase include visits to various companies to collect relevant data.

Primary data will be collected through telephonic conversation and walk in customers. This

data will further be extended through dialogues with the customers. The secondary data will

be collected through websites, company files and brochures and other documents from old

records.

 Phase 3. In this phase the data so collected is analyzed using various statistical and

market research tools to draw inference for the purpose of decision making. The analysis

consists of product mapping, competitor analysis, new opportunities, developing brand

equity.

 Phase 4. In this phase actual reporting of the findings and analysis will be prepared

and submitted to the bank.

Page no 84
 Sample size

Sampling is the act, process, or technique of selecting a suitable sample, or a

representative part of a population for the purpose of determining parameters or

characteristics of the whole population.

A sample is any number of persons, units or objects selected to represent the

‘universe’ or ‘population’ according to some rule or plan. The researcher is expected to

draw a sample from the ‘universe’ in such a way that the findings based on it will

correspond closely to those that would have been obtained from the study of universe.

The researcher has to select the sample in such a way that the selected sample is

sufficiently representative of the universe. Sample is the part of the whole taken to show

what the rest is like.There is no uniform standard of quality that must be reached by

every sample. The quality of the sample depends entirely on the stage of the research and

how the information will be used. Whether or not a sample design is appropriate depends

on how it is used and the resources available. It may be fair to say that the sample

generalizations made from the sample go too far.

The major areas were…..

 Wanowarie

 Hadhapsar

Sample size

Page no 85
The sample size given was 1100 and from those only 600 was selected as sample unit, this

was depended on the number of people who Respondents to the questionnaire

The process of sampling can be described using a simple flow chart:

Page no 86
 Define the target Population

Select a sampling frame

Determine if probability or non-probability sampling will be chosen

Plan procedures for selecting sampling units

Determine sample size

Select actual sampling units

Conduct field work

Page no 87
 DATA ANALYSIS

&

INTERPRETATION

Table no 1:- With which bank you are banking?

Page no 88
 ICICI BANK 260
HDFC BANK 170
AXIS BANK 54
CITI BANK 22
KOTAK BANK 19
OTHERS 75

Market share captured by major players

13%

3%
4%
ICICI BANK
43% HDFC BANK
9% AXIS BANK
CITI BANK
KOTAK BANK
OTHERS

28%
Interpretation: - The above figure shows that savings accounts market in private banking
industry is mainly captured by ICICI bank. Where as HDFC bank is second large player in
this segment. And Axis bank Citi bank is doing well as compare to others.

Table No:-2 Are you Salaried or Self-Employed?

Particulars Respondents Percentage

Salaried 280 53%

Page no 89
 Self-Employed 320 47%

Total 600 100%

600

500

400
Type of Customers
300 Respondents
Type of Customers
Percentage
200

100

0
Salaried Self-Employed Total

Interpretation:-

From the above graph it can be seen that 53% of the respondent are self-employed,

and 47% of respondent are salaried. Hence HDFC Bank capture both type of customers

almost equally.

Table No:-3

Further division of customers on the basis of their profitability

Particulars Respondents Percentage

Regular 455 75.83
Classic 105 17.50

Page no 90
 Preferred 40 6.67
Total 600 100

Respondents

7%

18%

75%

Regular Classic Preferred

Interpretation:-

From the total Respondents around 75% were Regular customers, 18% were Classic

customers and 7% were preferred customers. That is, HDFC Bank has around 25% of high

profile customers which maintain an AQB (Average Quarterly Balance) above Rs.50, 000.

This is a good number of profitable customers for the bank to have.

Table No:-4

Type of customer and Profitability mix

Types of customers Preferred Classic Regular Total

Salaried 8 35 237 280
Self-Employed 32 70 218 320

Page no 91
 Respondants

250

200

150
Salaried
Self-Employed
100

50

0
Preferred Classic Regular

Interpretation:-

 From the above graph it can be seen that maximum respondent are high
profile customer’s i.e.24% which comes under preferred and classic customers.
 76 % of respondents are Regular customers of the bank from which
maximum numbers are of salaried respondents.
\

Page no 92
Table No:-5

Income levels of different respondents

Income level Respondents Percentage

Less than 1.2 lack p .a 57 10
Less than 2.5 lack p .a 95 16
Less than 5 lack p .a 193 32
More than 5 lack p.a. 255 42

Income level of different customers

10%

16%
Less than 1.2 lack p.a
42%
Less than 2.5 lack p.a
Less than 5 lack p .a
More than 5 lack p.a.

32%

Interpretation:-

From the above graph we can say that the central customer base for HDFC bank

is India’s middle class and upper class people. In last 10 years the percent of the population

that makes up the middle class has more than doubled.

Table No:-6 How long are they banking with HDFC Bank

Page no 93
 Particulars Preferred Classic Regular
Less than one years 0 6 155
Two years 6 18 130
Three years 9 22 65
Four years 8 33 43
More than four years 17 26 57

Banking with HDFC bank

160
140
120
No of 100
80
respondants 60
40
20
0
Less Two Three Four More
than one years years years than four
years years
No of years

Preferred Classic Regular

Interpretation:-

Page no 94
 From the above graph we see that most of the Respondent has been banking with the

bank for less than two years. This shows that HDFC Bank is increasing its customer base by

a significant number. Most of the preferred and the classic respondent of the bank have been

banking with the bank for more than three years and trust HDFC Bank for their service.

Table No:-7

Purpose of visit to the bank

Purpose Respondents
Cheque Deposit 200
Money Deposit or Withdrawal 400
Balance Enquiry 155
Demand Draft 240
Others 300

(A customer sometimes has to visit the bank for two purposes. For instance, Cash Deposit

and Balance Enquiry)

Page no 95
 Respondent

Cheque Deposit
200
300
Money Deposit or
Withdrawal
Balance Enquiry

400 Demand Draft

240

Others
155

Interpretation:-

From the table we can conclude that most of the respondent visit the bank for the

purpose of money withdrawal and deposit, hence the bank should promote their direct

banking channels to these customers so that they can reduce the footfalls in the bank.

Page no 96
Table No:-8 Number of visit to the bank’s ATM

Daily More than Weekly Monthly Yearly

Once a week

98 170 222 110 0

Customers visit to ATM

250

200

150
No. of
Respondent Series1
100 Series2

50

0
Daily More than Weekly Monthly Yearly
once a week

Interpretation:-

From the above graph it can be seen that most of the respondent visit the Bank’s

ATM weekly followed by once in a week.

Page no 97
Table No:-9

Dose the Bank Inform you About New Products and Services?

Particulars Yes Sometimes No

Customer Response 455 110 35
Percentage 75.83 18.13 5.84

Do the bank inform about new product or services

500

400

300

200

100

0
Yes Sometimes No
Response

Customer Response Percentage

Interpretation:-

Page no 98
 From the above graph we can see that about 76 % of respondents gave

positive answer .Hence we can say that the bank is always proactive when it comes to

business and keep its customers informed about the new products introduced from time to

time.

Table No:-10 Period of Investment

Particulars Respondents Percentage

Six month 94 16

One year 122 20

Two years 104 17

Three years 96 16

More than three years 184 31

Page no 99
 Period of investment

16%
31% Six month
One year
Two years
20%
Three years
16% More than three years
17%

Interpretation:-

From the graph we can interpret that most of the respondents’ i.e.31%, go for

long term investment i.e. for more than three years, because long term investment has low

risk and attracts better returns.

Page no 100
Table No:-11

Factors Affecting Investment Patterns

Particulars Respondents Percentage

Risk 428 71
Time of investment 70 12
Rate of return 102 17

Factors affacting investment pattern

17% 0%

12%

71%

Particulars Risk Time of investment Rate of return

Interpretation:-

The majority of respondents i.e. 71% ranked risk as the important factor on top of

rate of return and time of investment. This shows people from all the three categories

consider risk as most important factor. This trend lies in the culture of Indian customers.

Table No:-12 Accountability of Respondent towards the Bank

Page no 101
 Particulars Accountable Unaccountable
Respondents 556 44
Percentage 92.67 7.33

Respondents

7%

93%

Accountable Unaccountable

Interpretation:-

From the above graph it can be observed that 92.67% of respondents are loyal to

the bank. And the factors which were taken into consideration while deciding are:

 Safety of Money

 Accessibility

 Ease of Service

 Innovation

Table No:-13 Satisfaction with Product Designed

Page no 102
 Particulars Respondents Percentage

Strongly satisfied 324 54

Satisfied 128 21
Neutral 93 16
Dissatisfied 43 7
Strongly dissatisfied 12 2

Satisfaction with product designed

Strongly
dissatisfied
2%
Dissatisfied
7%
Strongly satisfied
Neutral
Satisfied
16%
Strongly Neutral
satisfied Dissatisfied
Satisfied 54%
21% Strongly dissatisfied

Interpretation:-

From the above table it is clear that 75% of respondents are strongly satisfied and

satisfied with the products designed by HDFC bank and only 9% of them were dissatisfied

by the products. Hence the products offered by the bank are very good.

Table No: - 14

Satisfaction Level with the Bank

Page no 103
Particulars Respondents Percentage

Delighted 341 56.83

Satisfied 184 30.67

Not much satisfied 62 10.33

Dissatisfied 13 2.17

Satsfaction level with the Bank

350
300
250
200
150
100
50
0
Strongly Satisfied Neutral Dissatisfied Strongly
satisfied dissatisfied

Respondents

Page no 104
Interpretation:-

Hence from above observation we can say that 87% of the respondents are delighted

and satisfied with the Bank.

About 12% of the respondents are dissatisfied, hence the bank has to study the reasons for it

and take some profitable measures and try to reduce this number. By this people will start

investing more with the Bank which ultimately increase banks profitability.

Table:-15 Why you have preferred HDFC bank for opening an account?

Most preferred reason to open an account (Ranked 1st Reason)

Due to brand name 93

Existing account holder 101
Less documentation 42
Less processing time 49
Near to your place 179
For features and benefits 76

Respondants

14% 17%

Due to brand name

Existing account holder
Less documentation
19% Less processing time
33% Near to your place
For features and benefits
8%
9%

Interpretation:-

Page no 105
 Most of the customers (33%) prefer to open an account with HDFC bank

because it is near to their place proximity to the customer as HDFC bank has 29 branches in

all over Pune. 19 % customer have open their account as it is preferred by the existing

customers. 17% have opened the account for the brand name. 14% likes features and benefit.

Rest 8% and 9% open their account due to less processing time and less documentation

respectively.

Page no 106
ANALYSIS

Page no 107
 ANALYSIS

The objective of the project was to study the investment patterns of different HDFC Bank

customers in respect to their different attitudes they display in while decision making. And to

evaluate the market potential of retail banking structure and to study the various parameters

to build a structured selling portfolio for the bank. The collected sample was segmented into

two broad categories, viz.

1) Self-Employed

2) Salaried

These two categories show different behaviors while investing money in the bank.

Both these categories consist of profitable customers. In the final analysis of the project the

respondents were divided in to three types viz.

1) High-Profitable Customers

2) Mixed Bag Customers

3) Losing Customers

Page no 108
 Customer-Product Profitability Matrix

Customers

C1 C2 C3
P1 + + + Highly profitable
Product
P2 + Profitable product
P3 - - Losing product
P4 + - Mixed-Bag product
High-profit Mixed Bag Losing
Customer Customer Customer

Products

After collecting the primary data from the customers by using

questionnaires, the customers were segmented using the Customer-Product Profitability

Page no 109
Matrix. This is a tool which measures the customer profitability in respect to the number of

products purchased by him from the bank.

1) High-Profit Customers

These are the most profit making customers for the bank. They

are termed so, because they have purchased HDFC Bank’s profit generating products such as

Current plus Account Saving Max account, Home loans, Third party products etc. The bank

should focus more on these customers as these are the 20% customers who contribute 80% of

the bank’s profit. The sample had around 25% of preferred and classic customers which is a

good number for any bank to have.

2) Mixed Bag Customers

The remaining 75% of the customers which are termed as

Regular Customers are further categorized into Mixed Bag Customers and Losing customers.

The Customers which are having number of profitable products and less number of losing

products is termed as Mixed Bag Customers. The bank should target these customers and

convert them into profitable customers.

3) Losing Customers

Page no 110
 The customers which are having less number of profitable

products and more number of losing products are termed as Losing Customers.

Out of the 75%, around 45% are mixed bag customers and 30% are losing customers. The

bank is continuously striving to upgrade these customers with continuous improvement of

their products and through constant innovation as these are the customers who give the

regular business to the bank.

The Secondary objective was to find the customer perceptions

about HDFC Bank products. While doing the survey we also explained in detail different

products of HDFC Bank and asked them whether or not they were satisfied with HDFC

Bank’s offerings.

From the result we got around 75% of the customers were satisfied and more than satisfied

with the way HDFC Bank is offering its products, which is a significant number. The second

question was related to satisfaction towards HDFC Bank as a whole and not surprisingly the

results were positive. Most of the customers of the bank are satisfied with their relationship

with HDFC Bank and most of them found HDFC Bank to be a responsible Bank.

Page no 111
OBSERVATION

AND

Page no 112
 FINDINGS

OBSERVATION AND FINDINGS

 Wanowarie branch is only one year old branch but within one year short span the

branch was able to capture the large no of market share as there is already SBI branch near

by area but still it becomes 15 crore Book value branch which is a mild stone itself.

 Name of the organization is the most striking feature, which attracts the customer as it

gives the international feeling.

 Reasons that makes HDFC a market favorite.

 Its brand name feels people proud to be associated.

 Marketing executive play a vital role in persuading people to open their account in

HDFC BANK. All their pains of going to the opening of customers and collecting all

documents necessary for opening of accounts are bearing fruits.

Page no 113
 The bank has around 25% of high profile customers which consist of preferred and

classic customers. These customers give maximum profit to the bank. The bank has to

maintain good relationship with them.

 The bank has around 42% of customers having income more than 5 lack, these people

should be targeted as they can contribute to banks maximum business.

 Most of the customers are banking with the bank from last two years this means that

HDFC Bank has increased its customer base by significance number.

 Most of the bank customers visited the bank for the purpose of cash withdrawal and

deposit.

 Many of the bank customers wanted the bank to start the process of third party money

transfer and bank cash book facility.

 Most of the bank customers who had access to the bank facilities like Debit cum

ATM cards, Direct Banking Channels, Credit Cards etc. often used these channels for their

transactions instead of directly visiting the bank.

 About 47% of the bank customers invested their money for more than three years i.e.

the bank customers look for long term investments with the bank.

 71% of the bank customers rated risk as a crucial factor before investment.

 Almost 87% of the bank customers are satisfied by the bank’s service.

Page no 114
LEARNING

FROM
Page no 115
 EXECUTIVE TRAINING

MY LEARNINGS FROM EXECUTIVE TRAINING

Duration of my project was 6 months which I suppose is enough time to learn

about any as organizations working process and strategies with full of dedication that’s what

I did there. During my summers I learnt a lot about HDFC banks sales process and

operations and able to develop my skills which are mentioned below

 Communication skills

 Convincing skills.

 Selling skills.

 I came to know the documentation procedure of HDFC Banks products like

….. Savings account, saving salary account, FDs, Demat account etc.

Page no 116
 I came to know that today’s demand in service industry is only maintaining

the relationship. Customer should blindly trust on you.

 Never miss sell the product.

 Never underestimate any customer on the basis of his dressing sense.

 I came to know the customers behavior.

 Improvement in Confidence level.

 Become aware about self abilities, strength and weakness and got able to cope

up with areas of weakness.

 I came to know about working procedure of corporate sector as well as

banking sector.

 I learn to flinch which improve my negotiation skills.

 I learn that in Marketing field the most necessary part is to communicate with

customers, either they purchase the product or not, but you have to maintain the

relationship for ever.

 I got the practical knowledge about all the marketing theories which I studied

in the class room during my class sessions. And able to learn how to apply marketing

tips in practical corporate world.

Page no 117
Page no 118
 PROBLEMS

&

LIMITATIONS

LIMITATIONS

The project was based on certain factors which also have their shortcomings. These factors

need to be looked into. Since the objective of the project was to understand the retail branch

banking - the sales process and operations included understanding the buyer’s behavior, their

investment patterns with HDFC bank. There may be certain factors which restricted the

scope of the project. These are discussed below……

Page no 119
1. Non serious attitude of the customers.

2. We can not force to the customer to tell why they are using our competitor’s product,

there can be various reasons like they have taken loan from those bank, or near by the

company.

3. This research was only limited to Wanowarie and Hadhapsar and near by area.

4. Some time some of the people can give wrong or incomplete information so that to

find out actual result we can not fully believe on the questionnaire.

5. Fatima nagar branch is located where major customers belong to Muslim community.

And they do not feel comfortable to disclose their information.

6. And they do not take any interest to put their money in any instrument in which they

get interest. So it was very difficult to sell them FD’s and Kid’s Advantage account. So it

causes less interaction with the customers.

Page no 120
 SWOT ANALYSIS

SWOT Analysis

Strengths

1. Strong sales team who are recruited through tough interviews and promotion.

2. Proximity and accessibility to the customer.

3. Established brand name.

Page no 121
4. Diversity, resilience and flexibility.

5. Bank with a good financial backup

6. Quality service is assured if one has a banking relationship with HDFC BANK

7. Unlimited access to ATMs of Branches across the country.

8. Good infrastructure & good incentives for the result oriented employees.

9. Large number of branches in Metros.

Weakness

1. Number of HDFC ATMs is less than its close competitors.

2. Lots of documentation which takes a lot of time.

3. Processing time is too much in comparison to competitors.

4. HDFC bank uses FIWARE as a software whish is too time taken.

5. Average quarterly balance is comparatively higher than most of its

competitors.

6. Penalties are higher for non-maintenance of average quarterly balance.

7. Bank charges are high (Demand draft, pay order charges).

8. Customer of middle income group hesitates to start a relationship with HDFC Bank.

Opportunity

1. To expand the business across the country.

2. Lots of scope for product variation.

3. Tap the middle income group and the salaried class.

Page no 122
4. Lots of scope for growth in the Indian market.

Threat

1. ATM infrastructure of its competitors.

2. Players have similar strategies.

3. There is not much differentiation between the services and products of other banks.

4. HDFC bank has lots of unnecessary salary account which is increasing the no of

account but decreasing the quality of the customers.

Page no 123
 CONCLUSION

CONCLUSION

Customers of the bank belong to various cultures, backgrounds and different segments of the

society, hence they exhibit different attitudes while decision making.

Hence, while doing the analysis the customers were divided into various types on the basis of

their product holding and their investment patterns were investigated.

Page no 124
The results showed that the High Profit customers gave more emphasis on Rate of Returns

and the period of investment while Mixed Bag customers considered Risk, Rate of Returns

and period of investment as the important factor before investing. Losing customers gave

more emphasis on Risk and Rate of Return.

This also validates that though our economy is booming and purchasing power of Indians is

increasing but still risk remains the most important factor when it comes to investment

decisions. Therefore, the bank must project itself as a responsible bank where there is

minimal risk of investing.

The Bank has 25% of high profile customers which gives 80% of business to the bank,

so bank has to maintain good relationship with them and attract them by special offers and

make them realize how important they are to the bank.

Page no 125
 RECOMMENDATIONS
&
SUGGETIONS

RECOMMENDATIONS AND SUGGETIONS

To work on this project I have find out some of the points where the

management of HDFC bank should think. And by which they can increase customer base as

well as they can give better service to the customers as well. They are as follows….

Page no 126
1. HDFC Bank should launch a campaign to promote Third Party Product /

Advisory services so that the KPI (key productivity index) of the branch can

increase.

2. There should be a Toll Free banking number.

3. The bank should migrate to software, which supports multiple applications on

a single platform FINACLE with competitor banks like ICICI, AXIS bank.

4. Deposit slips should be self-inking ones.

5. Passbook should be in a proper form like other banks and not like the ones,

we have now.

6. Ability to solve the query and difficulties of the customers is very essential

for the business aspect for that matter sales team should be properly trained and all

the formalities they must know, otherwise approach to the preferred customer

becomes horrible task and it creates bad impression about the bank. Training

programs for sales executive should be conduct at regular interval.

7. The bank should Use the Customer-Profitability Matrix to pitch in different

products to different types of customers.

8. Necessity to Decrease processing time because HDFC Bank takes too much

time for its process as compare to its competitors and in present scenario customer

wants less processing time and less documentations to make banking easy. So it is

very important to minimize processing time.

Page no 127
9. Very essential to motivate team to improve there performance. This is

corporate sales, which is tough but challenging job. Some times team members

become frustrated due to work pressure and high targets. So to get best from the

team, sales manager should use various managerial techniques to reduce pressure

and to create better output.

10. Some times sales person do miss sell the product for achieving their targets

in this case due to lack of information customer face unnecessary charges and starts

shouting on the branch officials. So to avoid such cases sales manager should keep a

track about the sales MIS.

11. After making a new preferred customer or after selling them new products,

service should be even better so that customer base can increase and percentage of

unsatisfied customer can be reduced. HDFC bank’s service is better as compare to

its competitors but some times irresponsibility of sales person result in unsatisfied

customer and they start banking with others.

Page no 128
 REFERENCE

REFERENCES
Page no 129
Books referred

 Marketing management Philip Kotler

 Organizations journals and magazines

 Newspapers (Economic Times, Business Standard, and Times of India

Bank’s intranet

www.mekiensy.com

www.hindubusinessline.com

www.research.com

www.businessballs.com

www.questia.com

www.hdfcbank.com

www.google.com

Page no 130
 ANNEXURE

ANNEXURE

1) Are you Salaried or Self-Employed?

 Salaried Self-Employed

Page no 131
2) What are your income levels?

 Less than 1.2 lac p.a Less than 2.5 lac p.a.

Less than 5.0 lac p.a. More than 5 lac p.a.

3) Since, how long are you banking with HDFC Bank?

 Less than a year two years Three years

Four years More than four years

Type of Less than Two years Three years Four years More than

customers A year four years

Preferred
Classic
Regular

4) How many times do you visit the bank?

 Daily twice in a week Monthly

Quarterly yearly

5) What is the common purpose of your visit to the bank?

Page no 132
 Cheque Deposit Money Deposit or Withdrawal

Balance Enquiry Demand Others

6) How often do you visit the bank’s ATM?

 Daily More than once a week

Weekly Monthly Yearly

7) What number of accounts you have at HDFC Bank and of what type?

8) Are the accounts held by one person or by different members in the family?

9) Does the bank always inform you about the new products or services introduced by

them?

 Yes Sometimes No

10) For what period of time do you usually invest your money into various sources?

 Six month One year Two years

Three years More than three years

11)Which is the most important factor you consider before investing ?

Page no 133
 Risk Time of investment Rate of return

12) Do you find Tax waiver as an important motivation to invest your money into third

party products offered by the bank?

13) What are the alternative sources in which you would invest your money if you don’t

invest them in a bank?

14) Which product of HDFC Bank do you prefer the most?

15) Do you think HDFC Bank is an accountable bank to invest in?

 Yes No

16) What are the factors which affect your satisfaction levels towards the bank?

17) Are you satisfied with the ways HDFC Bank has designed their products?

 strongly satisfied some what satisfied Neutral

Some what dissatisfied strongly dissatisfied

18) If you are introduced and explained E-banking channels are you ready to use

them?

Page no 134
 Yes No already using the service

Direct Banking YES NO Already using the service

Channels
Insta Alert
Bill Pay
Net Banking

19) Are you satisfied with HDFC Bank as a whole?

 Delighted Satisfied Not much satisfied

Dissatisfied

20) Why you have preferred HDFC bank for opening an account?

Most preferred reason to open an account (Ranked 1st Reason)

Due to brand name

Existing account holder
Less documentation
Less processing time
Near to your place
For features and benefits

21) With which bank you are banking?

Page no 135
ICICI BANK
HDFC BANK
AXIS BANK
CITI BANK
KOTAK BANK
OTHERS

Page no 136