APROJECT REPORT ONPRODUCT/SERVICES ANDMARKETING STRATEGIESUndertaken AtKOTAK MAHINDRA BANK Submitted In The Partial Fulfillment For The Award

Of The Degree Of Master OF BUSINESS ADMINISTRATION: Submitted by:SanjayVedula MBA Istsem Session: 20012-2014 IBS BUSINESS SCHOOL HYDERABAD.

Declaration
This project titled PRODUCT AND MARKETING STRATEGIES REGARDING KOTAK MAHINDRA BANK beingsubmitted by me in the partial fulfillment of requirements for the award of Master Of BusinessAdministration degree from IBS Business School .I have not submitted this work anywhere else for anyother degree or diploma.All sources of information and help are authentic .

Executive Summary
The project is based on the sales strategies for the Banking products with a special references to KOTAK MAHINDRA BANK and the consumer perception about the same. First and Foremost, the purpose of KOTAKMAHINDRA BANK is to fulfill the needs for investment under one roof. This project shows, the common man has started capital market term like bull and bear explore new time. It gives the detail view of the regulatory framework for the KOTAK MAHINDRA BANK To focus the shift to various products of KOTAK MAHINDRA BANK to cater to the needs such explanation, financial position, risk tolerance, etc. The next phase look up the investment in growth oriented stock which are available at attractiverelative valuation.Further to this, project proceeds with the research designed in the light of the core objectives of the study along with the sub objectives that are given due consideration throughout the research. It alsoenlists all the data sources as to by which means the study has gained momentum. The data has been collected by virtue of questionnaires and websites, respectively. The scope of the study itsuggested in favor of the companies striving to emerge as super powers drawn out by the survey .These companies can fine tune their prospective ones and can grab the opportunities of the transforming the weakness of other into their own strength.

RESEARCH OBJECTIVES
Various Objectives for conducting the research and analysis are listed as under:1.Access the Market Potential of Kotak Mahindra Bank Savings Account with the help of a survey conducted on a total of 155Respondents (50-Kotak Mahindra Bank customers, 100-Other Banks customers).2.Study how new distribution channels such as Internet Banking ,ATM facility, Phone Banking have changed the face of the Bankingindustry.3.Study the impact of a customer centric approach being followed by the Bank, and what is its benefit.4.Compare the services offered by Kotak Mahindra Bank and the customers satisfaction level of the same with that of other Banks in the Private and Government sector, and to access where the Bank has to improve.5.Consideration of various promotional and marketing and advertising strategies of Kotak Mahindra to the satisfaction among its ultimate users and consumers6.Finally to draw the various conclusion and recommendations on the basis of the study conducted on specifically taking it into consideration the services, advertising and marketing strategies of the Bank.

REASEARCH METHODOLOGY
As the tithe of the project suggests the purpose to study the access of prudential in area like Pitampura .Research comprise defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating Hypothesis .In short, the search for Knowledge through Objective and Systematic method of finding solutions to a problem is Research. SOURCES OF DATA Data is collected from primary as well as secondary source. For primary data customer were personally intervened and for secondary data. Annual report, journals, internet and personal interview. METHODOLOGY: The methodology adopted in conducting this survey was quite simple. First there was collection of data from various sources including personal interview. Then after scanning and properly analyzing and interpreting the information available on hand, a final report was prepared. 1.PRIMARY DATA :

Primary data was collected from the sample by aself-administered questionnaire in presence of the interviewer. 2. SECONDARY DATA:

The chief sources of secondary data were magazines, newspaper, journals etc. RESEARCH DESIGN Type of Research: -

Descriptive research Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations .Although this research is highly accurate, it does not gather the causes behind a situation .The regular interaction with the Customers and the Line Managers revealed about the various strategies involved in performing business activities and gathering data using various techniques and software applications

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. DATA SOURCES There are two types of data: PRIMARY DATA The data that is collected first hand by someone specifically for the purpose of facilitating the study is known as primary data. So in the research the data is collected from respondents through questionnaire. SECONDARY DATA. For the company information I had used secondary data like brochures, web site of the company etc. The Method used by me is Survey Method as the research done Is Descriptive Research. RESEARCH INSTRUMENTS

Selected instrument for Data Collection for Survey is Questionnaire. SAMPLE SIZE: The survey is conducted among 155 respondents.

Simple statistical tools have been used in the present study to analyze and interpret the data collected from the field. The study has used percentile method and the data are presented in the form of diagrams.

SCOPE OF THE STUDY

This study helps in finding out the satisfaction of most important resource that is human resource in Kotak Mahindra Bank. This also helps in finding the effect ness of human resource policies in organization. The study provides knowledge of various products& investment services of Kotak Mahindra Bank The study helps to learn of work culture of organization. The study of also helps to learn what as the various benefits available to the advisor in an organization. The study also helps the company to be aware of important that its has to make in its incentives plan

LIMITATIONS
The study could not be made that comprehensive due to time constraints. Some customers feel uncomfortable to reveal some personal information relating to income etc. it might have happened that some more essential information could have been collected. Time constraint. Biases and non-cooperation of the respondents .Financial constraint. Geographical selectivity in study limiting to Delhi city only .People are not interested in giving personal opinion.

CHAPTER-1

INTRODUCTION
Think Investment Think Kotak Banks like Kotak Mahindra, standard chartered, ICICI, HDFC, and Citibank now bring your Bank Account and Debit card to your fingertips. With Mobile commerce, you can perform a wide range of query-based transactions from your Mobile Phone, without even making a call .Kotak Mahindra is one of India's leading financial institutions, offering complete financial solutions that encompass every sphere of life. From commercial banking, to stock broking, to mutual funds, to life insurance, to investment banking, the group caters to the financial needs of individuals and corporate. The group has a net worth of over Rs.1, 800 crore and employs over 4,400 employees in its various businesses. With a presence in 82cities in India and offices in New York, London, Dubai and Mauritius, it services a customer base of over 5, 00,000.

Kotak Mahindra has international partnerships with Goldman Sachs(one of the world's largest investment banks and brokerage firms)and Old Mutual (a large insurance, banking and asset management conglomerate).The Kotak Mahindra Group was born in 1985 as Kotak Capital Management Finance Limited. This company was promoted by Uday Kotak Sidney A. Pinto and Kotak & Company. Industrialists Harish Mahindra and Anand Mahindra took a stake in 1986, and that's when the company changed its name to Kotak Mahindra Finance Limited. Since then it's been a steady and confident journey to growth and success. 1986 : Kotak Mahindra Finance Limited starts the activity of Bill Discounting

 1987 : Kotak Mahindra Finance Limited enters the Lease and Hire Purchase market 1990 : The Auto Finance division is started 1991 : The Investment Banking Division is started. Takes over FICOM, one of Indias largest financial retail marketing networks 1992 : Enters the Funds Syndication sector 1995 : Brokerage and Distribution businesses incorporate a separate company - Kotak Securities. Investment Banking division incorporated into a separate company Kotak Mahindra Capital Company 1996 : The Auto Finance Business is hived off into a separate company - Kotak Mahindra Primus Limited. Kotak Mahindra takes a significant stake in Ford Credit Kotak Mahindra Limited, for financing Ford vehicles. The launch of Matrix Information Services Limited marks the Groups entry into information distribution. 1998 : Enters the mutual fund market with the launch of Kotak Mahindra Asset Management Company.

2000 : Kotak Mahindra ties up with Old Mutual plc. for the Life Insurance business. Kotak Securities launches kotakstreet.com - its on-line broking site. Formal commencement of private equity activity through setting up of Kotak Mahindra Venture Capital Fund. 2003

: Kotak M CHAPTER-2 COMPANYS PROFILE Established in 1984, The Kotak Mahindra Group has long been oneof Indias most reputed financial organizations. In Feb 2003, KotakMahindra Finance Ltd., the groups flagship company was given thelicense to carry on banking business by the Reserve Bank of India(RBI).This approval creates banking history since Kotak MahindraFinance Ltd is the first company in India to convert to a bank. Thelicense authorizing the bank to carry on banking business has beenobtained from the RBI in tune with Section 22 of the BankingRegulation Act 1949.KMBL was promoted by Mr. Uday.S.Kotak, Kotak and Company Ltdand Mr. Sidney &A.A.Pinto under the name of Kotak CapitalManagement Finance Ltd on 21st Nov 1985 and obtained aCertificate of Commencement of Business on

Feb 1986.The bank customers have access to entire VISA network of 4500ATMS in India and 800000ATMS worldwide accepted in more than56000 establishments across India and 10 million worldwide. Thecustomer also has access to over 800 ATMs with sharingarrangements with UTI BANK, of these 125 are in the

Key group companies and their businesses Kotak Mahindra BankThe Kotak Mahindra Group's flagship company, Kotak MahindraFinance Ltd which was established in 1985, was converted into abank- Kotak Mahindra Bank Ltd in March 2003 becoming the firstIndian company to convert into a Bank.

Its banking operations offer acentral platform for customer relationships across the group's variousbusinesses. The bank has presence in Commercial Vehicles, RetailFinance, Corporate Banking, Treasury and Housing Finance.Kotak Mahindra Capital CompanyKotak Mahindra Capital Company Limited (KMCC) is India's premier Investment Bank. KMCC's core business areas include EquityIssuances, Mergers & Acquisitions, Structured Finance and AdvisoryServices.Kotak SecuritiesKotak Securities Ltd. is one of India's largest brokerage andsecurities distribution houses. Over the years, Kotak Securities hasbeen one of the leading investment broking houses catering to theneeds of both institutional and non-institutional investor categorieswith presence all over the country through franchisees andcoordinators. Kotak Securities Ltd. offers online and offline servicesbased on well-researched expertise and financial products to non-institutional investors.Kotak Mahindra PrimeKotak Mahindra Prime Limited (KMP) (formerly known as KotakMahindra Primus Limited) has been formed with the objective of financing the retail and wholesale trade of passenger and multi utilityvehicles in India. KMP offers customers retail finance for both new aswell as used cars and wholesale finance to dealers in the automobile ahindra Fi trade. KMP continues to be among the leading car finance companiesin India.Kotak Mahindra Asset Management Company Kotak Mahindra Asset Management Company Kotak Mahindra Asset Management Company (KMAMC), a subsidiary of Kotak Mahindra Bank, is the asset manager for Kotak Mahindra Mutual Fund (KMMF).KMMF manages funds in excess of Rs 20,800 crore and offersschemes catering to investors with varying risk-return profiles. It wasthe first fund house in the country to launch a dedicated gilt schemeinv esting only in government securities.Kotak Mahindra Old Mutual Life Insurance Limite dKotak Mahindra Old Mutual Life Insurance Limited is a joint venture between Kotak Mahindra Bank Ltd. and Old Mutual plc. Kotak Life Insurance helps customers to take important financial decisions at every stage in life by offering them a wide range of innovative life insurance products, to make them financially independent Ltd. Converts to bank

BOARD OF DIRECTORS Mr. K.M.Gherda Executive Chairman Mr. Uday Kotak Executive Vice Chairman and ManagingDirector Mr. Anand Mahindra Co Promoter of Kotak Mahindra Bankand Vice Chairman and Managing Director of Mahindra and Mahindra Mr. Cyril Shroff Co Promoter Mr. Pradeep N Kotak Agri Division of Kotak and Company Limited Dr. Shanker Acharya Mr. Shivaji Dam Managing Director Kotak Mahindra Old Mutual Life Insurance Limited Mr. C.Jayaram Executive Director Mr. Dipak Gupta Executive Director

CHAPTER-3 Product Detail Kotak Mahindra Bank is one of the prominentsubsidiaries of Kotak Mahindra group. The activities of the company being parallel to its objective are very wideand cover all the components of a Bank. The Basicarea of Operations is the Banking business, other products are meant for the regular revenue generation.Being a Banking house, the company is in regular touchwith Banking Accounts, Investment Services,Convenience Banking and Other Services. They offer complete solutions that address all your financialrequirements, whether you're an individual or a firm. From everydaybanking to long term investments their offering covers it all. Thiswide range of products is delivered to you with a genuineunderstanding of your specific need and warm, personalised service.Kotak Mahindra Bank, it's not about selling you many differentproducts it's about working out a holistic, pragmatic solution thataddresses your financial needs. Through their varied products,theycommit themselves to becoming banker to the customer rather thanbeing asset financier to our customers

Banking Accounts There are three types of banking account: Savings Account Current Account Term Deposit SAVINGS ACCOUNT Choose from our range of Savings Accounts KOTAK MAHINDRA has got a variety of options of savings accountsto choose from for its customers according to their convenience and requirements .These savings accounts offer attractive returns along with personalized banking services at three convenient average quarterly balances(AQB)levels of Rs. 10000 (KOTAK EDGESAVINGS ACCOUNT),Rs. 20000 (KOTAK PRO SAVINGSACCOUNT) and at Rs75000(KOTAK ACE SAVINGS ACCOUNT).Theaverage quarterly balance levels as well the corresponding serviceesand benefits try to ensure the various customer needs and requirements.

Thus the three account opening options in savings account are asmentioned above: EDGE SAVINGS ACCOUNT: Kotak Mahindra Banks Edge Savings Account is a complete financial package customized to suit individual banking needs. Its constant endeavour is toenable regular financial transactions through online platform so that most of payments can be made directly through your account or card. Features & Benefits Wide ATM access through the Kotak Mahindra Bank Debit Card One can walk into any KOTAK or HDFC Bank ATMs to withdraw cashor enquire balance at no extra charge! Multiple Access Channels Access An account through phone, mobile phone or internet to getinformation about account balance or track transactions. One caneven transfer funds through Phone Banking or Net Banking.

Financial payments facilitated through the savings account Use the free Payment Gateway to make online payments for utilitybills, credit cards, online trading of shares or even online shopping

Quick and easy funds transfer Quick funds transfer to a third party account with another Bank isavailable across 15 locations through Net Banking. Also get a multi-city cheque book so that money from account is received by thebeneficiary in the fastest possible time. Free investment account One can open an investment account, and use the Net Bankingfacility to purchase/redeem mutual funds online while directly debiting/ crediting your Bank Account. Besides this you get a consolidatedview of all your mutual fund investments across schemes withupdated returns status, latest NAV information and research reports . Attractive returns Earn better returns in your savings account, with our 2-Way Sweepfacility that automatically sweeps out idle funds, above a threshold,from your account into Term Deposits. These Term Deposits sweepback into your account to meet fund requirements when your withdrawals exceed the balance available in your account, therebyproviding you maximum liquidity.

 PRO SAVINGS ACCOUNT: Kotak Mahindra Banks Pro Savings Account is an account packedwith powerful features to provide a superior banking experience at avery comfortable balance requirement. They provide a relationshipmanager who will specifically take care of banking and investmentneeds. Features & BenefitsFree ATM access all domestic VISA ATM network Walk into any VISA ATM in India to check balance or withdraw cashabsolutely free. no longer have to worry about locating your Bank or Partner Bank ATM Use the first VISA ATM that you spot, for cashwithdrawal or balance enquiry transactions. Multiple access channels Access your account through phone, mobile phone or internet to getinformation on your account balance or track your transactions. Youcan even transfer funds through Phone Banking or Net Banking. Free investment account One can open an investment account, and use the Net Bankingfacility to purchase/redeem mutual funds online while directly debiting/ crediting bank account. Besides this get a consolidated view of allthe mutual fund investments across schemes with updated returnsstatus, latest NAV information and research reports.

 ACE SAVINGS ACOUNT: Kotak Mahindra Bank's Ace Savings Account has been designed as agateway to a world of financial benefits and privileged bankingtransactions. The account carries benefits ranging from personalinvestment advisory services to concierge services to free bankingtransactions. Onewill find that this package of services and privilegesis unmatched by any other savings account in the market. Features & BenefitsFree access at all domestic and international VISA ATMs No longer have to worry about locating your Bank or Partner BankATM - Use the first VISA ATM that you spot, for free cash withdrawalor balance enquiry transactions. So walk into any VISA ATM in Indiaor abroad to withdraw cash or for balance enquiry. Multiple access channels Access the account anytime through land line, mobile phone or internet to get information on account balance or track transactions.One can even transfer funds through Phone Banking or Net Banking. Financial payments facilitated through the savings account Use the free Kotak Payment Gateway to make online payments for utility bills, credit cards, online trading of shares or even onlineshopping. All this at the click of a mouse

Financial payments facilitated through the savings account Use our free Payment Gateway to make online payments for utilitybills, credit cards, online trading of shares or even online shopping. Quick and easy funds transfer Quick funds transfer to a third party account with another Bank isavailable across 15 locations through Net Banking. Also get a multi-city cheque book so that money from account is received by thebeneficiary in the fastest possible time Attractive returns Earn better returns in your savings account, with our 2-Way Sweepfacility that automatically sweeps out idle funds, above a threshold,from your account into Term Deposits. These Term Deposits sweepback into your account to meet fund requirements when your withdrawals exceed the balance available in your account, therebyproviding you maximum liquidity.

Dedicated relationship manager You get a one point contact for all your banking related queries and transactions. Your relationship manager will also help you with financial planning and sound investment decisions. Free banking transactions You can issue demand drafts or send cheques for collection on branch locations without any charge to your account.

Quick and easy funds transfer Transfer funds easily and with speed, to a beneficiary account atanother bank. One can avail of this facility by walking into any of branches or by simple logging on to Net Banking. Also get a freemulti-city cheque book so that money from your account istransferred to the beneficiary's account at any of branch locations, inthe fastest possible time. Free banking transactions One can issue demand drafts or send cheques for collection at allbranches for no extra charge. Attractive returns Earn better returns in your savings account, with our 2-Way Sweepfacility that automatically sweeps out idle funds, above a threshold,from your account into Term Deposits. These Term Deposits sweepback into account to meet fund requirements when withdrawalsexceed the balance available in the account, thereby providingmaximum liquidity

Current Account
Kotak Mahindra Bank offers unparalleled advantages with its three Current Account offerings. Whether small/ mid size business or anenterprise spread across multiple locations in the country, would finda Current Account that's just designed for you. These Currentaccounts offer attractive returns along with personalized banking services at three convenient average quarterly balances(AQB)levelsof Rs. 25000 (KOTAK EDGE SAVINGS ACCOUNT),Rs. 50000(KOTAK PRO SAVINGS ACCOUNT) and at Rs250000(KOTAK ACESAVINGS ACCOUNT).The average quarterly balance levels as wellthe corresponding services and benefits try to ensure the various customer needs and requirements. With features ranging from Free DDs, Free Cheque Collection, Free At -Par Cheque facility to FreeTrading Account & free Demat Account, and more !Thus the three account opening options in savings account are asmentioned above: Edge Current Account In need of a well equipped bank account to keep pace in all thebusiness endeavors. They offer the Kotak Edge Current Account,armed with Kotak 2-Way Sweep and the entire gamut of BankingPrivileges, providing that extra edge to get ahead. The feature richKotak Edge Current Account is the ideal way to make money workharder. Features & Benefits

Multi City Banking Current account/s with Kotak Mahindra Bank will be recognized inevery other branch. One can just walk into a Kotak Mahindra Bankbranch in any of our branches across country to satisfy all thebanking needs. 2 - Way Sweep* : Term Deposit linked Current Account Kotak 2-Way Sweep ensures that money never stops working for you. Daily balances, above a threshold level, in Current Account areautomatically swept out into Term Deposits (TD). This 'swept outamount' is brought back into account to meet fund requirementswhen withdrawals exceed the balance available in the account (or when the account balance goes below the specified threshold level.)With Kotak 2-Way Sweep you enjoy the twin advantages of attractivereturns & maximum liquidity. Free Demand Drafts and Pay Orders Enjoy the benefit of our free Demand Drafts, payable at Kotak

Mahindra Bank Branch location in India. At-par Cheques Get free At-par Cheques that are treated as 'local clearing' cheques across all branch locations. All these at nominal costs. Cheque Collection

All Outstation cheques, drawn on any of branch locations, are collected 'at nominal charge' for you. The strong network of correspondent banks enables us to collect cheques from 1600locations across India at faster speed and minimal cost.

Cheque Collection
All Outstation cheques, drawn on any of branch locations, arecollected 'at nominal charge' for you. The strong network of correspondent banks enables us to collect cheques from 1600locations across India at faster speed and minimal cost Mobile Banking and Alerts Our Mobile Banking & Alerts service enables to access bank accounton Mobile Phone. One can access all your standing instructions (SI),any large credits or debits, available balance, balance below AQB,any SI failure and SIs successfully executed will be intimated to youvia SMS PRO Current Accountt You need a well equipped bank account to keep pace with you in theever changing business scenario. We offer you the Kotak Pro CurrentAccount, armed with Kotak 2-Way Sweep, as well as an entire gamutof Banking Privileges and 'user-friendly' Convenience Bankingfacilities. The feature rich Kotak Pro Current Account is the ideal wayto make your money work harder

Key Features Dedicated Relationship Manager

 Free Demand Drafts & Pay Orders> Free At Home Services Better Forex rates and Efficient Trade Services ACE Current Account In the need of a well equipped bank account to keep pace with you inthe ever changing business scenario. They offer you the Kotak AceCurrent Account, armed with Business benefits and exclusive AcePrivileges and an entire gamut of banking conveniences especially designed for you. The feature rich Kotak Ace Account is the ideal wayto make money work harder

Term Deposits Key Features Ease and convenience of operation Liquidity through overdraft or sweep-in facility No penalty on pre-mature encashment Nomination facility availableGive your portfolio stability of returns and safety and liquidity. Investin Kotak Bank Term Deposit. It offer attractive returns on termdeposits and investing in them is really simple and convenient. Features & BenefitsEase and convenience of operation

For the first time in India, New to Bank customer can alsoapply onlinefor term deposit.An existing customer,can place a term deposit through PhoneBanking or Net Banking. What's

more, one can even renew thisdeposit by placing an instruction over phone. Needless to mention, hecan do all this and more by walking across into any of branches.

Liquidity through overdraft or sweep-in facility Deposit will be available to you should you need them in case of an emergency. One can avail upto 85% overdraft against term by paying2% above deposit rate. This facility is available for deposits aboveRs.50,000 for a tenure of 181 days or more. One can also choose tol ink term deposit to savings / current account, whereby if need be, term deposit will automatically be encashed to meet withdra walrequirement. No penalty on pre-mature encashment In case term deposit is pre-maturely encashed,one will earn interestat the rate prevailing on the date of deposit for the withdrawn amount. Nomination facility available One can avail this facility for each & every account that open with usi. nominate different persons for different term deposit accounts can choose to change the nominee through a declaration in the appropriate form to revise the nomination during the term of the deposit.

It offers streamlined, efficient depository services that allow to holdshares in the convenient "demat" formats and leverage opportunitiesin the stock-market when you spot them Being a brokerage house,the company is in regular touch with the share market and its relativeindexes like NSE &BSE, NCDEX. NSDL, CSDL. Lets understandthe relative terms : SEBI (Stock Exchange board of India)It check out on NSE and BSE and all type of sharetrading (Both primary and secondary market) NSE &BSE : - Kotak Mahindra Bank allows to costumer totrade in share with NSE and BSE both (in primary andsecondary market both). In BSE costumer can trade in2452 stocks and in NSE costumer can trade in 933companies. The index of NSE is Nifty and for BSESensex NSDL AND CSDL Kotak Mahindra Bank allow to costumer to invest in mutualfund and bonds. NSDL (National security depository

limited) and CSDL (Central security depository limitedcheck out on this type of investment MCX AND NCDEX Kotak Mahindra Bank also allow to costumer to trade incommodity by MCX (Multi Commodity exchange) and NCDEX (National Commodity daily exchange. In NCDEX55 commodity are to trade PRODUCTS OFFERED BY KOTAK MAHINRA BANK The following are the various products of Kotak Mahindra Bank: DEMAT & ON LINE TRADING ACCOUNT

:The 3-in-1 account integrates your banking, broking and demataccounts. This enables you to trade in shares without going throughthe hassles of tracking settlement cycles, writing cheques andTransfer Instructions, chasing your broker for cheques or Transfer Instructions etc. INITIAL PUBLIC OFFERS(IPOS) In the above products we have discussed investment inequity through secondary markets .another way of investing in equity markets is through the primary

market route .whenever a company comes out with aninitial public offering you may choose to apply for theshare. Based on number of valid application received,the company would then allot the share to applicants.The offline way of investing in an IPO is by fillingphysical application forms, cheques. And submitting theforms through your broker. With KOTAK MAHINDRABANK all you have to do is filling number of share onthe site and submit. DERIVATIVES Customers with different types of risk profile can usederivatives. Hedging the cash market position ideal for lowrisk profile. Taking advantage of arbitrage opportunity in equityand derivatives markets ideal for low risk profile Taking a view on stock/index for as long as 3month period medium risk profile Speculative trading-high risk profile

KOTAK MAHINDRA BANK offers online investment infuture and option, with benefit of automated settlementsand online risk monitoring system Mutual FundsKey Features Assitance at every step of the investment process An experienced research team to analyse and research theMutual Funds available in the market Portfolio assistanceh team analyses and researches the Mutual Funds available in the market, helping you make more informed decisions. There commendations take into account all relevant factors including thein vestment philosophy of the Asset Management Company, portfolioquality, risk-adjusted returns and market trends.The Mutual funds on advisory list range form Debt to Equity fundsand are drawn from top performing schemes of renowned MutualFund houses like Franklin Templeton, Kotak, Reliance, Prudential ICICI etc. Relationship Manager will recommend the funds that suitthe investment objectives.

Instead of buying shares of different companies trackingthe price movements performance of the company,growth prospects of the industries etc. and then takingyour own buy/sell decision, you may consider makinginvestment in equity/debt market through the mutualfund route. Mutual fund is a SEBI registered entity thatpools the money of many individuals investors topurchase the stocks, bond or other financial instruments.professionalManagement and diversification are the two primarybenefits of mutual fund investing. For beginners, or for customer who are unable to spend time on researchingstocks themselves, mutual fund is an ideal route for ainvestment in equity. Investing in mutual funds offlineinvolves, tracking down the agents appointed by themutual funds AMCs, filling lengthy forms, writingcheque, rushing to the office of the agents before thecut off timing to ensure that the desired NAV is allotted

Bank assurance They offer a range of carefully selected insurance policies across theentire spectrum of life insurance products Relationship managers willanalyze your insurance needs and develop the solution that worksbest for you. KOTAK INSURANCE has a wide array of insurance plans that havebeen designed with the philosophy that different individuals arebound to have differing insurance needs.The ideal insurance plan is one that addresses the exact insuranceneeds of the individual that will depend on the age and life stage of the individual apart from a host of other factors.The various plans offered by KOTAK INSURANCE are as follows: Kotak Smart Advantage Plan Kotak Eternal Life Plans Kotak Headstart Child Plans Kotak Safe Investment Plan II

 Kotak Flexi Plan Kotak Easy Growth Plan Kotak Capital Multiplier Plan Kotak Term Plan Kotak Preferred Term Plan CONVENIENCE BANKING Anywhere, Anytime Banking In today's day and age time is money. You work hard and have a busy schedule. Doing banking should be easy and convenient andnot add to worries. Kotak Mahindra Bank realize this and have specially tailored a wide range of value added products and services to make money work for you. These, coupled with the highest standard of customer care willmake life simpler and easier.

nothing for the transaction. But also holders of ATM cards cannotaccess machines belonging to other Banks.The number of ATM machines installed by Kotak Mahindra Bank is 20in Delhi and the All India tally is 156 machines. When this figure iscompared to ICICI Bank which has thrice the number of machines inDelhi or HDFC Bank which has nearly twice the number of machinesin Delhi, this is worrying for Kotak Mahindra Bank. Growth In ATM Machine With Increased Use The Table below shows the number of ATM machines belonging tovarious banks in India:From the above table we can clearly see that HDFC Bank is the Bankwhich has highest number of ATM machines on All India basis, this isfollowed by ICICI Bank, then UTI. NAME OF BANKNUMBER OF ATMMACHINES(ALL INDIA BASIS)NUMBER OF ATMMACHINES(DELHI)

When we look at the concentration of machines in the Delhi Regionwe see that out of ICICI Banks 560 Machines 112 are located inDelhi representing 20%.The corresponding figure for Kotak Mahindra Bank is 14.2%. HDFCBank is 11.8%, IDBI Bank is 12.3%, and CITIBANK is 13.75%.

Net Banking: Net banking means carrying out banking transactions via the Internet.Thus the need for a branch is completely eliminated by technology.Also this helps in serving the customer better and tailoring productsbetter suited for the customer.A customer can view his account details, transaction history, order drafts, electronically make payments, transfer funds, check hisaccount position and electronically communicate with the bankthrough the Internet for which he may have wanted to visit the bankbranch.Net banking helps a bank spread its reach to the entire world at afraction of the cost

Phone Banking: This means carrying out of banking transaction through thetelephone. A customer can call up the banks help line or phonebanking number to conduct transactions like transfer of funds,

making payments, checking of account balance, ordering cheques, etc. This also eliminates the customer of the need to visit the banks branch

Mobile Banking : Banks can now help a customer conduct certain transactions through the Mobile Phone with the help of technologies like WAP, SMS, etc .This helps a bank to combine the Internet and telephone and leverage it to cut costs and at the same time provide its customer the convenience. Thus it can be seen that tech savvy banks are tapping the entire above alternative channels to cut costs improve customer satisfaction SMS Banking Kotak Mahindra Bank's SMS Banking service enables you to accessyour bank account, investment account and demat account on your Mobile Phone. Now get latest update on your account balance, salary credits, large debits, large credits, holding value and much more, on your mobile anytime.

INTERNET BANKING INTRODUCTION The Internet banking is changing the banking industry and is havingthe major effects on banking relationships. Internet banking involvesuse of Internet for delivery of banking products & services. It falls intofour main categories, from Level 1 - minimum functionality sites thatoffer only access to deposit account data - to Level 4 sites - highlysophisticated offerings enabling integrated sales of additionalproducts and access to other financial services- such as investmentand insurance. DRIVERS OF CHANGE

Advantages previously held by large financial institutions haveshrunk considerably. The Internet has leveled the playing field andafforded open access to customers in the global marketplace.Internet banking is a cost-effective delivery channel for financialinstitutions. Consumers are embracing the many benefits of Internetbanking. Access to one's accounts at anytime and from any locationvia the World Wide Web is a convenience unknown a short time ago.The primary drivers of Internet banking are:

Improve customer access Facilitate the offering of more services Increase customer loyalty Attract new customersInternet Banking is the most technological advanced means to doBanking. Through this medium the Account holder can do varioustypes of transactions without having to leave his Office/Residence.The Account holder has the convenience to do transaction no matter where he is in the world at any time of the day. Internet is the mostcost effective medium of Banking from the point of view of the Banks;

SATISFACTION LEVEL WITH INTERNETBANKING 07013002468101214Very Satisfied SomewhatSatisfiedNeither Satisfied nor DissatisfiedSomewhatDissatisfiedVeryDissatisfied

it costs a fraction to the Bank as compared to other mediums likeBranch Banking or ATM.But this medium is not as favored a medium as it in the west , thereasons for this is that

firstly , this is a relatively new concept in India ,secondly , general perception that this is not safe , thirdly ,computers and internet are not widely spread all over the country. MAIN CONCERNS IN INTERNET BANKING

In a survey conducted by the Online Banking Association, member institutions rated security as the most important issue of onlinebanking. There is a dual requirement to protect customers' privacyand protect against fraud.1. A multi-layered security architecture comprising firewalls, filteringrouters, encryption and digital certification ensures that accountinformation is protected from unauthorized access:Firewalls and filtering routers ensure that only the legitimate Internetusers are allowed to access the system.2 Encryption techniques used by the bank (including thesophisticated public key encryption) would ensure that privacy of dataflowing between the browser and the Infinity system is protected

3 Digital certification procedures provide the assurance that the datayou receive is from the Infinity system

MOS T FREQUENT POINT OF INTERACTION WITH THE BANK The Banks are very interested to know the most popular Point of Interaction with the Bank as if the Bank is lacking in one of thesesteps can be taken to make the situation better.From the study we can see more than half (more than 50%) of thetotal respondents feel that they interact most with the Bank with thehelp of ATM. Hence the importance of ATM cannot be overstated.The Second most popular point of interaction that arises from thestudy is the Branch with 32% of the respondents favoring this option.Kotak Mahindra Bank is unique in an aspect that it follows the AnyBranch Banking wherein the Account holder can use any of theBanks 156 Branches all over the country.An aspect that customers really appreciate is the 24 hour Branchesand the 365 Days Branches of Kotak Mahindra Bank. The 24 Hour

MOST FREQUENT POINT OF INTERACTION 16266020051015202530Visit Branch ATM Phone Banking Drop Box Internet Banking Door Step

Branch of Kotak Mahindra Bank is located at sector 18 noida apartfrom these Branches in Mumbai and other cities in India.Kotak Mahindra Bank is the only Bank which has the facility of a 24Hour Branch. As for a 365 Day Branch the only Bank having thisfacility apart from Kotak Mahindra is UTIBank.The third most Frequent Point of Interaction is Phone Banking

with11.5% of the respondents favoring this medium. Phone Banking isone of the new age Banking techniques. It is in its infancy in Indiaand people have not taken to it as is the case in other Developed Countries in the World.In the study it was seen that customers have mixed feeling when itcomes to Phone Banking as sometimes they do not find it as aneffective alternate to traditional forms of Banking. The forth most Frequent Point of Interaction with the Bank is Internet Banking with 4% of the respondents favoring this medium. Internet Banking is the most modern means of Banking available to the customers but due to the general perception that this medium is notsafe it is not used by many people .In our study only 60% of the total respondents have at least onceused Internet Banking. The two options which were not favored by any respondents as the most Frequent Point of Interaction are Drop Box Facility and Door Step Banking

.OVERALL SATISFACTION LEVEL Any service provider would want their customers to have a high Overall Satisfaction level. Kotak Mahindra Bank has scored very wellin this regard. The most important thing is that no respondent has complained that they are overall dissatisfied with the bank. This is a very important finding because this shows the effort Kotak Bank puts inproviding their customers a superior service has not gone waste. More than half of the total respondents (52%) say that they are somewhat satisfied with the overall service of the Bank. About 30%of the total respondents say that they are Very Satisfied with their Overall Experience with the Bank.

OVERALL SATISFACTION Very Satisfied Somewhat Satisfied Neither Satisfied nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied

Hence about 82% of the Respondents are Satisfied with their Overall Experience with the Bank .The study is showing a very good Overall Satisfaction Level by the Account holder

it costs a fraction to the Bank as compared to other mediums likeBranch Banking or ATM.But this medium is not as favored a medium as it in the west , thereasons for this is that firstly , this is a relatively new concept in India ,secondly , general perception that this is not safe , thirdly ,computers and internet are not widely spread all over the country. MAIN CONCERNS IN INTERNET BANKING

In a survey conducted by the Online Banking Association, member institutions rated security as the most important issue of onlinebanking. There is a dual requirement to protect customers' privacyand protect against fraud.1. A multi-layered security architecture comprising firewalls, filteringrouters, encryption and digital certification ensures that accountinformation is protected from unauthorized access:Firewalls and filtering routers ensure that only the legitimate Internetusers are allowed to access the system.2 Encryption techniques used by the bank (including thesophisticated public key encryption) would ensure that privacy of dataflowing between the browser and the Infinity system is protected.

3 Digital certification procedures provide the assurance that the datayou receive is from the Infinity system. STRATEGIC ALLIANCES ENTERED BY KOTAK MAHINDRA BANK NATIONAL ATM ALLIANCES The Institute for Development and Research in Banking Technology(IDRBT), a group established by the Reserve Bank of India (RBI) in1996, has planned to set up a national switch to hook up all of the country's 10,000-odd ATMs.The idea of establishing ATM interconnectivity through a nationalswitch has been approved by the information chiefs of various Banks.The expected cost of transactions routed through the switch is to beunder 10 rupees (21 cents U.S.) each, due to the high volumes of transactions -- almost 100,000 per day. CASH NET

It is an Alliance between Citibank, Industrial Development Bank of India, Kotak Mahindra Bank and UTI Bank. This is the country's firstindependent shared ATM network.IDBI Bank received permission from the Reserve Bank (RBI) to serveas the network's settlement bank.Cash net will give access to more than 1,300 ATMs for more than 6million debit cardholders of the member banks. The Alliance wouldconstitute about a third of the total card base and 15 percent of theATM base in the country. Kotak Mahindra Bank and REDIFF.com REDIFF.com India and Kotak Mahindra Bank have entered into analliance to provide online and offline banking and related services tothe Indian consumer.The alliance will enable information on the entire range of the banksconsumer banking products to be made available to the 6.4 milliononline customers of Rediff.com.The services offered include detailed information on various deposits,loans and mortgages, credit cards, mutual funds and insuranceproducts of the bank. Users will be able to directly interact with thebank and request for products

Branch of Kotak Mahindra Bank is located at sector 18 noida apartfrom these Branches in Mumbai and other cities in India.Kotak Mahindra Bank is the only Bank which has the facility of a 24Hour Branch. As for a 365 Day Branch the only Bank having thisfacility apart from Kotak Mahindra is UTIBank.The third most Frequent Point of Interaction is Phone Banking with11.5% of the respondents favoring this medium. Phone Banking isone of the new age Banking techniques. It is in its infancy in Indiaand people have not taken to it as is the case in other DevelopedCountries in the World.In the study it was seen that customers have mixed feeling when itcomes to Phone Banking as sometimes they do not find it as aneffective alternate to traditional forms of Banking.The forth most Frequent Point of Interaction with the Bank is InternetBanking with 4% of the respondents favoring this medium. InternetBanking is the most modern means of Banking available to thecustomers but due to the general perception that this medium is notsafe it is not used by many people.In our study only 60% of the total respondents have at least onceused Internet Banking.The two options which were not favored by any respondents as themost Frequent Point of Interaction are Drop Box Facility and Door Step Banking

. OVERALL SATISFACTION LEVEL Any service provider would want their customers to have a highOverall Satisfaction level. Kotak Mahindra Bank has scored very wellin this regard.The most important thing is that no respondent has complainedthat they are overall dissatisfied with the bank. This is a veryimportant finding because this shows the effort Kotak Bank puts inproviding their customers a superior service has not gone waste.More than half of the total respondents (52%) say that they aresomewhat satisfied with the overall service of the Bank. About 30%of the total respondents say that they are Very Satisfied withtheir Overall Experience with the Bank. OVERALL SATISFACTION LEVEL Satisfied SomewhatSatisfiedNeither Satisfied nor DissatisfiedSomewhatDissatisfiedVeryDissatisfied

Hence about 82% of the Respondents are Satisfied with their Overall Experience with the Bank.The study is showing a very good Overall Satisfaction Level bythe Account holders SATISFACTION LEVEL WITH BANK STAFF Banks are institutions which are backed up by a large amount of capital; todays Banks are spending a huge amount of money ontechnology, improvement in infrastructure, etc. But even today themost lasting impact about any Bank comes from the customersexperience with the Bank Staff.Any paining experience can have a lasting impact on the mind of thecustomer, this can force him to change Banks or even discourageothers from joining the Bank. Hence Banks should train their employees to maintain good relations and be cooperative with the customers. Online

holders , 62% of the respondents felt that the Bank shouldconcentrate more on this service aspect.The next aspect which is considered highly important by the Accountholders of various Banks is the Staff of the Bank. It is true thattodays Banking far less of Branch Banking as it was the case a fewyears ago , today Account holders have a constant interaction withnon-human interface like ATM machines , Internet Banking , DropBox , Even phone Banking when customers do not interact in a faceto face manner with the Bank employees.But in the minds of the respondents it is very important that the Staff the Bank employs should be cooperative, courteous and qualified tosolve the various problems of the Account holders. The percentage of respondents favoring Staff quality as most important was 26% of theentire sample size.The most frequent point of interaction with the Bank is ATM facility,the Account holders whether in Private/Foreign sector or theGovernment sector have been provided with ATM facility by their respective Banks. To judge the performance level of any Bank todayit is crucial that the ATM service of the Bank be studied, this includesnot only the number of ATM machines installed by the Bank , but alsohow technologically advanced the machines are (number of transaction that can be done with the ATM Facility), the effort Bankundertakes to maintain the machines and also the overall experienceof the Account holder with the service.The percentage of respondent considering the ATM service as mostimportant were 12% of the total sample size.

4.Customers who are more profitable to the Bank (High ValueCustomers) are provided special facilities. Priority Banking ismeant to serve these high value customers.5.The Bank prides itself with the ability to provide differentiateproducts in the crowed market of saving accounts. Bank offers thefree home baking, special co-branded debit cards (Smart fill DebitCard) which makes its product unique.6.The Bank is also involved in marketing activities which serves as amedium of advertisement for the Bank. These are as follows: Extended happy hours at certain pubs in Delhi for the Banksaccount holders. Gift Vouchers on making utility payments, such as cell phones,electricity and MTNL bills. Free Gifts like caps, pens/wollets to its customers. Free add-on cards for relatives.7.The Bank wants its customers to transact more through InternetBanking and ATM, Rather than the customers using the branch.

8.The Debit Cards provided by the Bank are Internationally Acceptedaround the world, hence giving the customers the convenience totransact anytime, anywhere.9.The Bank has tied up with other Banks so that its customers canuse other Banks ATM facility for free transactions10.The Bank also provides DEMAT account and also sells MutualFunds, this provides the Bank and Government additionalrevenue.11.The Bank has been very successful in enlarging its customer baseduring the last couple of years.12.The Number One Reason of people choosing Kotak MahindraBank is the Brand Name/Reputation of the Bank. Hence it shouldbe careful that the Brand name and Goodwill the Bank has earnedis not diluted.13.The Biggest competitors of the Bank are ICICI Bank and HDFCBank and STANDRAD CHARTERED.14. ATM Facility is most popular way to transact with the Bank.15.Overall the customers appreciate the service and productsoffered by the Bank and are willing to recommend the Bank totheir acquaintances , But more attention has to paid towards:

Increasing the number of ATM machines. Improving Internet Banking Facility. GENERAL FINDINGS 1.ATM Facility is more widely used by customers belonging toPrivate/Foreign Banks as compared to Government Banks.2.Customers value Efficient Service over every other aspect, this isfar more important than the number of ATM machines, Staff, Dcor of Bank.3.Reputation of Bank is most important when it comes to choosingespecially a Private Bank.4.The general perception is that Private Banks provides better services as compared to a Government Bank.5.People realize that Private Banks are as safe as compared toGovernment Banks.6.Advertisements and Freebies can be used to attract morecustomers.

But from the respondents who were questioned none of them saidthat the Dcor/Ambience of the Bank Branch was mostimportant. On further Questioning it was revealed that they did wantwell-maintained Branches/Other Bank Interaction points but this wasnot the most important aspect. PRIVATE BANKS PROVIDE SUPERIOR SERVICES COMPARED TO GOVERNMENT BANKS? The general perception is that the service quality of Private Banks issuperior to that offered by Government sector Banks; we wanted tostudy whether this is a true phenomenon or whether this was justhearsay.

PRIVATE BANKS PROVIDE SUPERIORSERVICES AS COMPARED TO GOVERNMENT BANKS ? Yes79%N o21%

The most important findings would come from the group of respondents who hold Saving Accounts with both Private and Government run Banks, as these people would be in the best positionto judge the service offered by the Banks .According to this group of respondents the Range of Products that are offered by Private sector Banks are much more diverse thanthose offered by Government Banks .Also these respondents felt that the Banks in the Private sector were much more flexible than their Government counterparts when dealingwith customers were concerned . Private sector Banks are much more proactive when it comes too ffering its customers newage methods of Banking like ATM Facility, Internet Banking , Phone Banking, These services make the life of Account holders much easier. Another major difference that comes to most of the respondents minds when comparing the Private and Government sector Banks isthe Staff Attitude towards the customers. Sure Private sector Bank Account holders have had problems dealing with Bank Staff, but theystill feel it is much better than how Government employees behave .These Government employees show as if they are doing a favoringon the customer when they do their job .Private sector Bank customers are offered many freebies and incentives to remain with the Bank, or try new products of the Bank .This is never the case with Government Banks.

Overall the result of this question very clearly states that People consider the service level of Private Banks much higher than Government Banks as 79% of the respondant.

BIBLIOGRAPHY
There was immense need and flow of the information while conducting the analysis as well as while writing the thesis report, which was gathered through various sources mentioned below: Various Magazines and Newspapers such as Outlook Financial Times The Economic Times The Times of India The Hindustan Times Other References Questionnaires, Journals, Broachers and various other documents gathered and collected from bank and various other sources such as ATM centers and associates. Internet www. Kotak Mahindra Bank. .Kotak Mahindra Bank.co.inwww.google.comwww.economictimes.com

SYNOPSIS The central bank of India is the Reserve Bank: most largecommercial banks were nationalized in 1969, with more beingnationalized in 1980. The Department of Banking at the Ministryof Finance controls all banking. The State Bank of India, thelargest commercial bank, handles some of the Reserve Banksroles. Cooperatives and credit societies are an importantsupplement to the private banking industry, especially in ruralareas.The Entry of Foreign Banks in the Early 1990s has broughtabout a Revolution in the Banking industry. The superior servicelevels of these Banks have forced even the Nationalized Banksto wake up to the reality that if they do not live up to thecustomers expectation they will soon cease to exist.Indian Banking Industry today is in the midst of an IT revolution.A combination of regulatory and competitive reasons has led toincreasing importance of total banking automation in the IndianBanking Industry.

Earlier profitability gained only secondary importance, sincebanks lived in the comfort of a controlled environment. However,today banks cannot survive only with the Government support.They have to setgoals of profitability along with service and set targets and evolvestrategies to reach them.There is certainly a paradigm shift in banking in India in therecent past. At present profitability, capital restructuring andtransparency is considered important and significant for banks.Also, banks in India have started realizing the need to be customer focused that in turn leads to customer appreciation , which is imperative for survival and growth.The first change along this line was brought in by the foreignbanks with their emphasis on high quality and efficient servicecombined with technological advantages like satellite bankingand tele-banking manned by skeletal staff and lesser number of branches.Further, development of special manpower, innovative products,technology exploitation and personalized services play a crucialrole on the banking industry today, since the customer has moreoptions in choosing bank. Thus leading to consumerism in the

banking sector. Also, since customers are becoming moresophisticated and educated, their expectation from theneighborhood bank is increasing.To sum, the new private sector banks are poised to redefinebanking sector in India. Though they dont pose a threat to theexisting private banks they will certainly force them to gear uptheir strategies to remain in the field.The last few years have seen a sea change in bankingstrategies, with more focus on quality. The adoption of aspecialized customer-oriented focus is fast getting wider acceptability. In a market that keeps growing in depth anddiversity , niche banking is new mantra adopted by all. Thus,instead of targeting an entire market segment, banks haveadopted a specific business focus to reach their target audience.Over the last few years, the communication style too haschanged with respect to the banking industry. Communicationhas shifted from branding the bank to branding bankingproducts, highlighting service commitments, convenience, etc. Further, branding of banking products such as home loans,consumer durable loans, tele banking, ATMs, net bankingetc

have started taking place, especially after the entry of foreignbanks and private sector banks which had the advantage of thelatest technology.