INTRODUCTION

ICICI Bank may be described as a social device to ensure protection of economic value of life
and other assets. Under the plan of ICICI Bank, a large number of people associate themselves
by sharing risks attached to individuals. The risks, which can be insured against, include fire, the
perils of sea, death and accidents and burglary. Any risk contingent upon these, may be insured
against at a premium commensurate with the risk involved. Thus collective bearing of risk is
ICICI Bank.
ICICI Bank is a contract whereby, in return for the payment of premium by the insured, the
insurers pay the financial losses suffered by the insured as a result of the occurrence of
unforeseen events. The term "risk" is used to describe the possibility of adverse results flowing
from any occurrence or the accidental happenings, which produce a monetary loss.
ICICI Bank is a pool in which a large number of people exposed to a similar risk make
contributions to a common fund out of which the losses suffered by the unfortunate few, due to
accidental events, are made good. The sharing of risk among large groups of people is the basis
of ICICI Bank. The losses of an individual are distributed over a group of individuals.

Definitions
General definition
In the words of John Magee, ICICI Bank is a plan by themselves which large number of people
associate and transfer to the shoulders of all, risks that attach to individuals.

Fundamental definition
In the words of D.S. Hansell, ICICI Bank accumulated contributions of all parties participating
in the scheme.

Contractual definition

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In the words of justice Tindall, ICICI Bank is a contract in which a sum of money is paid to the
assured as consideration of insurers incurring the risk of paying a large sum upon a given
contingency.

Characteristics of ICICI Bank

Sharing of risks
Cooperative device
Payment on happening of a special event
The amount of payment depends on the nature of losses incurred.
The success of ICICI Bank business depends on the large number of people insured against
similar risk.
ICICI Bank is a plan, which spreads the risk and losses of few people among a large number
of people.
The ICICI Bank is a plan in which the insured transfers his risk on the insurer.
ICICI Bank is a legal contract which is based upon certain principles of ICICI Bank which
includes utmost good faith, insurable interest, contribution, indemnity, causes proxima,
subrogation, etc.

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COMAPANY PROFILE
ICICI Bank is India's second-largest bank with total assets of Rs. 3,997.95 billion (US$ 100
billion) at March 31, 2008 and profit after tax of Rs. 41.58 billion for the year ended on March
31, 2008. ICICI Bank is the second amongst all the companies listed on the Indian stock
exchanges in terms of free float market capitalisation. The Bank has a network of about 1,308
branches and 3,950 ATMs in India and a presence in 18 countries. ICICI Bank offers a wide
range of banking products and financial services to corporate and retail customers through a
variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of
investment banking, life and non-life insurance, venture capital and asset management or wealth
management. The Bank currently has its subsidiaries in the United Kingdom, Russia and Canada,
branches in Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai
International Finance Centre and representative offices in United Arab Emirates, China, South
Africa, Bangladesh, Thailand, Malaysia and Indonesia. The banks UK subsidiary has established
branches in Belgium and Germany.
ICICI Bank's equity shares are listed in India on Bombay Stock Exchange (BSE) and the
National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are
listed on the New York Stock Exchange (NYSE).

Vision of ICICI Bank:

Over the last few years, the ICICI Bank has taken rapid strides in developing new businesses in
line with its proposition to offer complete financial services to both corporate and retail
customers. With the recent addition of insurance, the proposition of ICICI Bank is now fulfilled.
Going forward, the challenge for ICICI will be to continue innovating to improve market shares
and maintain its competitive edge. In this endeavour, ICICI will continue to benchmark with
global best practices to ensure optimum utilization of its resources and the finest exposure to its
work force. The speed with which it has been able to transform the organization and successfully
start so many new businesses is almost singularly owing to the skills, enterprise and the depth of
its human resources.

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ICICI Bank is committed to enriching this valuable resource which in turn, will allow it to bring
innovative practices to the world of financial services in India. With technology playing the key
role mainly. talented individuals, working in teams and riding on the backbone of world class
technology

HISTORY
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution,
and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46%
through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs
listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an allstock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors
in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the
Government of India and representatives of Indian industry. The principal objective was to create
a development financial institution for providing medium-term and long-term project financing
to Indian businesses. In the 1990s, ICICI transformed its business from a development financial
institution offering only project finance to a diversified financial services group offering a wide
variety of products and services, both directly and through a number of subsidiaries and affiliates
like ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial
institution from non-Japan Asia to be listed on the NYSE.
After consideration of various corporate structuring alternatives in the context of the emerging
competitive scenario in the Indian banking industry, and the move towards universal banking, the
managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI
Bank would be the optimal strategic alternative for both entities, and would create the optimal
legal structure for the ICICI group's universal banking strategy. The merger would enhance value
for ICICI shareholders through the merged entity's access to low-cost deposits,
After consideration of various corporate structuring alternatives in the context of the emerging
competitive scenario in the Indian banking industry, and the move towards universal banking, the

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managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI
Bank would be the optimal strategic alternative for both entities, and would create the optimal
legal structure for the ICICI group's universal banking strategy. The merger would enhance value
for ICICI shareholders through the merged entity's access to low-cost deposits, greater
opportunities for earning fee-based income and the ability to participate in the payments system
and provide transaction-banking services. The merger would enhance value for ICICI Bank
shareholders through a large capital base and scale of operations, seamless access to ICICI's
strong corporate relationships built up over five decades, entry into new business segments,
higher market share in various business segments, particularly fee-based services, and access to
the vast talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of
ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance
subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services Limited,
with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January
2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of
Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the merger,
the ICICI group's financing and banking operations, both wholesale and retail, have been
integrated in a single entity.

GROWTH OF THE INDUSTRY

1955: The Industrial Credit and Investment Corporation of India Limited (ICICI) incorporated
at the initiatives of the World Bank, The Government of India and representatives of Indian
Industry, with the objectives of creating a development financial institution for providing
medium-term and long-term project financing to Indian Businesses. Mr. A. Ramaswami
Mudaliar elected as the first chairman of ICICI Limited. ICICI emerges as the major source of
foreign currency loans to Indian Industry. Besides funding from the World Bank and other multilateral agencies, ICICI was also among the first Indian companies to raise funds from
International markets.

1956: ICICI declared its first dividend of 3.5%.

1958: Mr. G.L. Mehta appointed the second chairman of ICICI Limited.
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1960: ICICI Building at 163, Backbay Reclamation, inaugurated.

1961: The first West German Loan of DM 5 Million from Kredianstalt obtained.
1967: ICICI made first its first debenture issue for Rs. 6 Crore, which was oversubscribed.
1969: The first two regional offices in Calcutta and Madras set up.
1972: The second entity in India to set up merchant Banking services.
1972: Mr. H. T. Parekh appointed the third chairman of ICICI.

1977: ICICI sponsored the formation of Housing Development Finance Corporation, Managed
its first equity public issue.

1978: Mr. James Raj appointed the fourth chairman of ICICI.

1979: Mr. Siddharth Mehta appointed the fifth chairman of ICICI.
1982: ICICI became the first ever Indian Borrower to Raise European Currency Units.
1982: ICICI commences leasing business.
1984: Mr. S. Nadkarni appointed the seventh Chairman and Managing Director of ICICI.
2000: ICICI Bank became the first commercial Bank from India to list its stock on NYSE,
ICICI Bank announces merger with Bank of Madura.

2001: The Boards of ICICI Ltd. And ICICI Bank approved the merger of ICICI with ICICI
Bank.

2002: ICICI Ltd. Merged with ICICI Bank Ltd. To create Indias second largest bank in terms of
assets.

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2002: ICICI assigned higher than sovereign rating by Moodys.

2002: ICICI Bank launched Indias first CDO (Collateralized Debt Obligation) Fund named
Indian Corporate Collateralized Debt Obligation Fund (ICCDO Fund).

2002: E Lobby, a self service banking centre inaugurated in Pune. It was the first of its kind
in India.

2002: ICICI Bank launched Private Banking.

2002: 1100-seat Call Centre set up in Hyderabad
2002: ICICI Bank Home Shoppe, the first-ever permanent aggregation and display of housing
projects in the county, launched in Pune,

2002: ATM-on-Wheels, Indias first mobile ATM, launched in Mumbai.

2003: The first Integrated Currency Management Centre launched in Pune.
2003: ICICI Bank announced the setting up of its first ever offshore branch in Singapore.
2003: The first offshore banking unit (OBU) at Seepz Special Economic Zone, Mumbai,
launched.

2003: ICICI Banks representative office inaugurated in Dubai.

2003: Representative office set up in China. : ICICI Banks UK subsidiary launched
2003: Indias first ever "Visa Mini Credit Card", a 43% smaller credit card in dimensions
launched.

2003: Temasek Holdings acquired 5.2% stake in ICICI Bank.

2003: ICICI Bank became the market leader in retail credit in India.
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2003: ICICI bank subsidiary set up in Canada.

2004: Max Money, a home loan product that offers the dual benefit of higher eligibility and
affordability to a customer introduced.

2004: Mobile Banking Service in India Launched in association with Reliance Infocomm.
2004: Indias first multi-branded credit card with HPCL and Airtel launched.
2004: Kisan Loan Card and innovative, low-cost ATMs in rural India launched.
2004: ICICI Bank and CNBC TV 18 announced Indias first ever awards recognizing the
achievements of SMEs, a pioneering initiative to encourage the contribution of Small and
Medium Enterprises to the growth of Indian economy.

2004: ICICI Bank introduced partnership model wherein ICICI Bank would forge an alliance
with existing micro finance institutions (MFIs). The MFI would undertake the promotional role
of identifying, training and promoting the micro-finance clients and ICICI Bank would finance
the clients directly on the recommendation of the MFI.

2004: ICICI Bank introduced 8-8 Banking wherein all the branches of the Bank would remain
open from 8a.m. to 8 p.m. from Monday to Saturday.

2004: ICICI Bank introduced the concept of floating rate for home loans in India.
2004: ICICI Bank opened its 500th branch in India.
2005: First rural branch and ATM launched in Uttar Pradesh at Delpandarwa, Hardoi.
2005: Free for Life Credit Cards launched wherein annual fees of all ICICI Bank Credit
Cards were waived off.

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2005: ICICI Bank and Visa jointly launched mChq a revolutionary credit card on the mobile
phone.

2005: Private Banking Masters 2005, a nationwide Golf tournament for high net worth clients
of the private banking division launched. This event is the largest domestic invitation amateur
golf event conducted in India.

2005: First Indian company to make a simultaneous equity offering of $1.8 billion in India, the
United States and Japan.

2005: Acquired IvestitsionnoKreditny Bank of Russia.

2005: ICICI Bank became the first private entity in India to offer a discount to retail investors
for its follow-up offer.

2005: ICICI Bank became the largest bank in India in terms of its market capitalization.
2006: ICICI Bank subsidiary set up in Russia.
2006: ICICI Bank became the first Indian Bank to issue hybrid Tier-1 perpetual debt in the
International markets.

2006: Introduced a new product - NRI smart save Deposits a unique fixed deposit scheme
for nonresident Indians.

2006: Representative offices opened in Thailand, Indonesia and Malaysia.

2006: ICICI Bank became the largest retail player in the market to introduce a biometric
enabled smart card that allows banking transactions to be conducted on the field. A low-cost
solution, this became an effective delivery option for ICICI Banks micro finance institution
partners.

2006: Bhoomi puja conducted for a regional hub in Hyderabad, Andhra Pradesh.

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2006: Financial Counseling Centre Disha Launched. Disha provides free credit counseling,
financial planning and debt management services.

2007: ICICI Banks USD 2 billion 3-tranche international bond offering was the largest bond
offering by an Indian bank.

2007: Sangli Bank amalgamated with ICICI Bank.

2007: ICICI Banks GBP 350 million international bond offering marked the inaugural deal in
the sterling market from an Indian issuer and also the largest deal in the sterling market from
Asia.

2007: ICICI Bank raised Rs. 20,000 crore (approx 5 billion) from both domestic and
international markets through a follow-on public offer.

2007: Launched Indias first ever jewellery card in association with jewellery major Gitanjali
Group.

2007: ICICI Bank became the first bank in India to launch a premium credit card- The Visa
Signature Credit Card.

2007: Foundation stone laid for a regional hub in Gandhinagar, Gujarat.

2007: Introduced SME Toolkit, an online resource centre, to help small and medium enterprises
start, finance and grow their business.

2007: ICICI Bank signed a multi-tranche dual currency US$ 1.5 billion syndication loan
agreement in Singapore.

2007: ICICI Bank became the first private bank in India to offer both floating and fixed rate on
car loans, commercial vehicles loans, construction equipment loans and professional equipment
loans.

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2007: ICICI Bank Eurasia LLC inaugurated its first branch at St Petersburg, Russia.
2007: Launched Bank@home services for all Savings and Current Account customers residing
in India.

2007: In a first of its kind, nation wide initiative to attract bright graduate students to pursue a
career in banking, ICICI Bank launched the Probationary Officer Programme.

2008: ICICI Bank enters US, launches its first branch in New York
2008: ICICI Bank enters Germany, opens its first branch in Frankfurt
2008: ICICI Bank launched I Mobile, a breakthrough innovation in banking where practically
all internet banking transactions can now be simply done on mobile phones.

2008: ICICI Bank concluded India's largest ever securitization transaction of a pool of retail
loan assets aggregating to Rs. 48.96 billion (equivalent of USD 1.21 billion) in a multi-tranche
issue backed by four different asset categories. It is also the largest deal in Asia (ex-Japan) in
2008 till date and the second largest deal in Asia (ex-Japan & Australia) since the beginning of
2009

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KEY PERONS
KEY PERSON OF ICICI BANK

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OBJECTIVE
There were basically two objectives of the Market Research that was conducted among the
valuable customers of ICICI Bank. These two objectives were:
1) To know about the customers perception about CASA &FD;
This was done to find out that what the customers think about various kinds of products.

2) To find out the knowledge of customers about the various product offerings of ICICI
Bank.
This was done to find out that how much knowledge do the customers have about the various
products of the ICICI Bank.

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RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the methods
and procedures for acquiring the information needed. It is the overall operational
pattern or framework of the project that stipulates which information is to be
collected, from where it is to be collected and by what procedures
This research process based on primary data analysis and secondary data analysis
will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed in
accordance with our mentor in ICICI Bank. I chose a sample of about 30
corporate customers
I collected some data from the secondary sources like published Company
documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and analysis of
data in a manner that aims to combine relevance to the research purpose with
economy in procedures. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.

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In the preliminary stage, my research stage constituted of exploratory study by

which it is clear that the existence of the problem is obvious .So, I can directly
head for the conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I have to
determine who is to be sampled, how large should be the needed sample and how
sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us because of:
Wide range of population, it was impossible to cover the whole population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of ICICI Bank
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an equal
chance of the inclusion in the sample. Non-probability methods are those that do
not provide every item in the universe with known cause of being included in the
sample. The selection process is partially subjective.

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For my study, I employed the Non-probability sampling technique, in which I got

the data of the customers from the dealer of ICICI Bank.
Instrument of collection of data
I have used one set of questionnaire to collect data from the customers. This
questionnaire is structured and highly ordered. This includes both close ended and
open ended questions. The close ended questions included both dichotomous and
multiple choice questions.

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PRODUCTS OF ICICI BANK

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PRODUCT DETAILS
1) DEPOSITS
ICICI Bank offers wide variety of Deposit Products to suit the requirements of the customers.
Convenience of networked branches/ ATMs and facility of E-channels like Internet and Mobile
Banking.

a) Savings Account :
A Savings Account for everyone with a host of convenient features and banking channels to
transact through. So now people can bank at their convenience, without the stress of waiting in
queues. ICICI service savings accounts with 8 to 8 banking and out of branch banking.

b) Life Plus Senior Citizens Savings Account :

ICICI Bank understand that a Savings Account needs to do more after people reach the age of
seniority; the bank understand customers concerns for safety and security. The bank has an ideal
Savings Bank Service for those who are 60 years and above. The Senior Citizen Services from
ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in
their life.

c) Young Stars Savings Account :

It's really important to help children learn the value of finances and money management at an
early age. Banking is a serious business, but ICICI make banking a pleasure and at the same time
fun. Children learn how to manage their personal finances.

d) Fixed Deposits :
ICICI provides Safety, Flexibility, Liquidity and Returns in the case of fixed deposits. A
combination of unbeatable features of the Fixed Deposit from ICICI Bank.

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e) Recurring Deposits:
When expenses are high, people may not have adequate funds to make big investments. An
ICICI Bank Recurring Deposit lets the customers invest small amounts of money every month
that ends up with a large saving on maturity. So the customers enjoy twin advantagesaffordability and higher earnings.

f) Easy Receive Savings Account :

Easy receive account is a unique savings account that caters to domestic banking needs, while
offering additional benefits for remittances received in the account from abroad.

2) CARDS
ICICI Bank offers a variety of cards to suit different transactional needs of its customers. ts range
includes Credit Cards, Debit Cards and Prepaid cards. These cards offer customers convenience
for their financial transactions like cash withdrawal, shopping and travel. These cards are widely
accepted both in India and abroad.

a)Credit Cards:
Credit Cards give customers a smart way to shop, and offer them flexibility and convenience in
managing their finances. ICICI Bank credit cards provide a host of exciting offers and benefits to
the customers such as low interest rates, rewards programs, and a high credit and cash limit. The
bank offer different types of credit cards to suit the different needs and requirements for added
features

b) Travel Cards:
The travellers card is the Hassle Free way to Travel the world. Customers travelling with US
Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and convenience; can opt for
ICICI Bank Travel Card. It is issued in duplicate. It offers Pin based security and has the
convenience of usage of Credit or Debit card.

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ALLIANCE PEODUCTS
1) Wells Fargo, USA
ICICI Bank has joined hands with Wells Fargo to bring customers unprecedented convenience
for sending money to India. Customers can just call or walk into any Wells Fargo branch and
send money to anyone having an eligible ICICI bank account.Customers just need to enrol in the
Wells Fargo Express Send Global Remittance Service to India to be able to transfer money from
your eligible Wells Fargo checking or savings account to the beneficiary's ICICI bank account.
Clients transferred funds will be available in the beneficiary's ICICI bank account as soon as the
next business day.To avail of this economical, convenient and dependable way to send money
home to India, just open a Wells Fargo Express Send Service Agreement and ensure that the
beneficiary has an eligible account with ICICI bank.

2) Lloyds TSB - India Banking Service

India Banking Service is collaboration between ICICI Bank and Lloyds TSB, offering people of
Indian origin living in the UK access to a wide network of branches and ATMs across India and
the UK. Customers can now manage their accounts in the UK and India from a single,
convenient location.
a) Convenience of opening ICICI Bank NRE Accounts at participating Lloyds TSB
branches.
b) Access to the ICICI Bank account to family members in India
c) Easy Money Transfers at nominal costs
d) Fast transactions - within 4 working days

CORPORATE BANKING
ICICI Bank offer corporate a wide range of products and services, the technologies to leverage
them

anytime,

anywhere

and

the

expertise

to

customize

them

to

client-specific

requirements.From cash management to corporate finance, from forex to acquisition financing,

ICICI bank provide the customers with end-to-end services for all your banking needs. The result
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is an overall financial solution for the company that helps customers accomplishes their
objectives.
1) ICICI Bank can guide people through the universe of strategic alternatives from identifying
potential merger or acquisition targets to realigning their business' capital structure.
2) ICICI Bank has been the foremost arrangers of acquisition finance for cross
bordertransactions and is the preferred financer for acquisitions by Indian companies in overseas
markets.
3) The Bank has also developed Forex risk hedging products for clients aftercomprehensive
Research of the risks a corporate body is exposed to, e.g., Interest Rate, Forex, Commodity
Credit Risk, etc.
4) ICICI bank offer the customers global services through their correspondent banking
relationship with 950 foreign banks and maintain a NOSTRO account in 19 currencies to Service
people better and have strong ties with the neighbouring countries.
5) ICICI Bank is the leading collecting bankers to Public & Private Placement/ Mutual Funds/
Capital Gains Bonds issues. Besides, the bank have products specially designed for the financial
intermediaries to meet their unique requirements.
6) ICICI support customers international business by meeting working capital requirements of
export and import financing. The Bank also has a host of non-funded services for their clients.
6) ICICI support customers international business by meeting working capital requirements of
export and import financing. The Bank also has a host of non-funded services for their clients.
7) Whatever customers industry, size or financial requirements, ICICI Bank has the expertise
and the solutions to partner them all the way.

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Transaction Banking
The Bank delivers world class banking services to the financial sector clients. ICICIs current
roaming accounts empower people with 'Anytime, Anywhere Banking'. They are designed for
the customers convenience. The comprehensive collection and payment services span
India'slargest CMS network of over 4,500 branches. The bank provides correspondent banking
tie-ups with foreign banks to assist them in their India-related businesses.

Financial Institution:
ICICI Bank services the financial sector for the entire set of banking requirements and provides a
complete range of solutions. The Financial Institutions and Syndication Group (FISG) are
responsible for ICICI Bank's relationship with the financial sector.Under this umbrella, the Bank
caters exclusively to the needs of:
1) Different domestic financial Institutions
2) Banks
3) Insurance Companies
4) Mutual Funds
5) Fund Accounting
The FISG has built strong relationships through various interactive measures, like seminars,
training programs, sharing of market information and views with clients, organizing the Bank
CEOs' Forum, etc.

Government Sector:
The Bank aim to leverage their superior technology platform and on their ability to deliver
solutions customized to meet the specific needs of each client to emerge as the preferred banker
for all government departments and government corporations.

Services to the Government Sector:

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ICICI Bank acts as bankers to several government organisations. They have a wide range of
services designed to serve the government sector. Their dedicated relationship managers have the
requisite experience and training to look after their unique needs.

SME BANKING:
Clients business now has end to end solutions on which one can depend. From the anytime
anywhere convenience of Roaming Current Account to forex remittance services that simplify
and speed up the business.

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COMPETITORS OF ICICI BANK

Its nearest competitors in the private banking sector are HDFC Bank and AXIS (UTI) Bank.
As compared to ICICI Bank HDFC is frenetically seeking to shrug off the image of being a oneproduct company (home loans), by using synergies that exist with its bank to foray into various
areas like e-broking, mutual funds, and insurance. For ICICI Bank, it is imperative that it moves
away from the high-risk, low-return business of project finance.
ICICI is still puny when compared to HDFC but the objective is very clear : grow the business,
even if it has come at HDFC's cost. Kalpana Morparia, Executive Director, ICICI, maintains that
they got into home loans simply because it's one of the safest businesses to be in, given the low
default rates. ''Besides, the market is growing and there's space for all those who wants to enter.

HDFC Bank:

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AXIS Bank:
In the case of Axis Bank, retail loans have declined from 30 per cent of the total loan book of Rs
25,800 crores in June 2006 to around 23 per cent of loan book of Rs.41,280 crore (as of June
2007). Even over a longer period, while the overall asset growth for Axis Bank has been quite
high and has matched that of the other banks, retail exposures grew at a much slower pace.

Why ICICI Bank Leads:

ICICI bank envisaged retail banking as a key area of strategic emphasis for it with the share
of the retail business (both on the funding and asset sides) growing strongly year after year the
share of retail business, particularly retail assets.
It appears to be following a business strategy that is quite different from the high-volume and
commodity-style approach of AXIS Bank and HDFC Bank. That strategy also has its pluses in
terms of the relatively higher margins in some segments of the retail business and the in-built
credit risk diversification (and mitigation) achieved through a widely dispersed retail credit
portfolio. ICICI Bank has been able to maintain the quality of its loan portfolio for a decent time
period now.

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PRODUCT AND SERVICE PROFILE OF THE ORGANIZATION

COMPETITORS.
Products & services include:

SAVING ACCOUNT
-

NORMAL

SILVER

GOLD

TITANIUM

OTHER SERVICE
-

Tax Payment

Insurance

Investment

ICICI Bank cross-border strategies and custom-designed solutions our customers receive quick
payments and have easy access to information details. Others also have better control over
foreign receivables and experience improved cash flows. ICICI Bank export, import, remittance,
inland, advisory and online trade services extend to all industries.

Also provide comprehensive banking solutions for industries that include

Automotive

Construction

Pharmaceuticals

Travel and Tourism

Gems and Jewelry

Apparel

Transport

Educational Institutions

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Some of the features that give our customers a value-added banking

experience include:
Technology
The technology driven banking system ensures a wide reach, instant online transactions and
faster dealings.

Productrange
The products spectrum includes easy loans, phone banking, doorstep banking, etc. They also
have

products

targeted

at

specific

groups.

The zero balance roaming current accounts caters specifically to entrepreneurs. It offers
remittance, export, import and advisory services. Besides, being a zero balance account it
enables the customers to utilize their financial resources more effectively.

Size & Network

ICICI Bnak have a wide customer base. They Click and Brick' distribution network includes
branches, ATMs, internet banking, phone banking and mobile banking.

Customer relationship
They believe in establishing a personal relation with the customers so that they can understand
their needs better and provide effective customized service
They have received several prestigious national and international awards in recognition of our
innovation in banking, customer service, technology focus and human resource practices.

These include:
1. Triple AAA Best Cash Management Country Award in India 2005
The Asset
2. Best Bank in India - 2004 Euro money
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3. Travel and Tourism India 's Most Customer Friendly Bank - 2004
Outlook Money
4. Best Bank 2004 Business India
5. Best domestic commercial bank Asian money
6. Best emerging bank in India Global Finance
7. Best multi - channel strategy 2003 The Banker Magazine UK
8. Bank of the Year 2003, in India The Banker Magazine , UK

9. Excellence in Retail Financial Services 2003 Asian Bankers Journal

DATA ANALYSIS AND INTEPRETATION

Q1) How would you like to invest your savings?

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During the survey it was found out that the 42% of the customers are interested in FD as it has a
lucrative market these days and 37 % in Mutual Funds. Only few of the customers were
interested in Real estate., Direct Equity and Gold investments.

Q6) Which do you think is more profitable?

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69% of the customers think that FD is more profitable as it is the most lucrative market at
present.10% think that gold equity is more profitable and 21% feels Real Estate as more
profitable.

Q4) which investment style do you prefer most?

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During the survey it was found that 79% of the customers prefer Growth kind of investment style
and 19% of the customers prefer Value kind of investment style. Only 2% of the customers prefer
others.

Q7) What time horizons are you looking to do investment?

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Most of the people (82%) want to invest their money for a period of 3-5 years. 11% of the people
want to invest for 1-3 years. Only 5% customers want to invest their money for more than 5
years. 2% customers want to invest for 1 year.

SWOT ANALYSIS
Strengths:
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Well Reputed Bank

Expanding into New Location

Well-Covered Market in Delhi

Competitive Products

Relatively New Team

Appraisal techniques are used.

Weaknesses:

HDFC Bank, ICICI Bank, SBI Bank and Citibank dominate players in the Market

Fewer locations as compared with HDFC and ICICI Bank

Service delivery / Logistics perception is weak

Negative Environment

High interest rate as compared to others housing finance institution.

Top management takes large amount of time to approve high value loan borrowers.

Opportunities:

Standard Chartered Bank can offer a complete relationship

Advantage of large network over other banks

Opportunity to pitch in for National and International convenience

Special rates of interest are offered during exhibitions.

Product life cycle is to be reviewed.

Threats:

Other Banks offering lower AQB

People looking for change (?)

The competition in market is very high due to the private players.

The rates of interest of other players are quite low.

Innovative schemes from other players.

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LIMITATION
Strategic adoption of technology to ensure that ICICI transforms into a universal bank, which
will provide fast and efficient customer service besides offering the whole gamut of banking and
financial services.
The retention of clients can be done with better relationship building, proper interaction and
proper care of clients. By understanding the basic needs of the customers & by analysing then
financial situation of the customers the clients can be easily retained. The approach of the
company should not be product centric. It should primarily focus on clients and their needs. The
risk appetite of the customers should be calculated properly. The company should understand
that when and under what circumstances the clients need money. The company should target on
fulfilling the short as well as long term goals.
The company should review the portfolio of clients time to time. By proper monitoring and
rebalancing the portfolio at regular intervals the clients should be retained without any problem.

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SUGGESTION & CONCLUSION

Following segmentation approach have been of immense advantage but as we did not have
data for other segments of people barring Saving Accounts, a lot of time and effort was lost
in arranging for and collection of data. Prior collection of databases and working on them
would have been more beneficial.
1. All possible tools and techniques were found to be responsive. But as the same time
targeting individuals understanding their requirements and then approaching him for
getting converted as the financial advisor was challenging.
2. As it has been already stated the limitation of the entire project was mainly the fee
structure therefore it can be concluded that reduction or completed withdrawal of the fees
would give a boost to the whole concept of recruitment.
3. Spreading awareness about the agency business would increase the number of walk in by
prospective advisors. This will further improve the conversion rate of recruitment of the
company.
1.Rdeduce the paper work and time on opening of new account
2.Reduce the maintenance charge and hidden cost.
3.Presence of semi-urban and rural area introduce the customer awareness
programme.
4.Motivate to customer by attracvtive offer of intrest.
5.Devlope the micro finance.
6.Increase the credit of limit.

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PRODUCT DETAILS

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BIBLIOGRAPHY

1) Toor, N.S(2005). Handbook of Banking Information

2) David Aaker, Kumar, George Day. Market Research(2001), John Willey & Sons.
3) Philip Kotler. Marketing Management(2002), Prentise Hall Inc, A pearson Education
Company.
4) Product Offering Brochures, ICICI Bank

5) Research Methodology (Kothari C.R.)

WEBLIOGRAPHY
5) ICICI Bank website: www.icicibank.com
6) Amfi India website: www.amfiindia.com
7) Google website: www.google.com

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QUESTIONAIRE:
Q1) How would you like to invest your savings?
a) F.D.
b) Direct Equity
c) Real Estate
d) Mutual Funds
e) Gold .
Q4) which investment style do you prefer most?
a) Growth
b) Value
c) Others .
Q6) Which do you think is more profitable?
a) F.D.
b) Real Estate
c) Gold .
Q7) What time horizons are you looking to do investment?
a) 1Year
b) 1-3 Years
c) 3-5 Years
d) >5 Years .

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