FINAL REPORT

ON
NEW TO BANK- ACQUISTION

BY
Saptadeepa Ray
18A1HP064

INSTITUTE OF MANAGEMENT TECHOLOGY

HYDERABAD
21st JUNE 2019
 FINAL REPORT
ON

NEW TO BANK- ACQUISTION

By
Saptadeepa Ray
18A1HP064

APPROVED BY

FACULTY GUIDE
Prof. DR. TUMPA DEY
Institute of Management Technology, Hyderabad
COMPANY GUIDE
DEBAPRASAD CHAKRABORTY
BRANCH MANAGER
HDFC BANK, Kolkata

1
 Copyright Notice

©Institute of Management Technology, Hyderabad

All Rights Reserved

This report has been duly prepared by Saptadeepa Ray for research and learning purposes.
The report was submitted on June 21st, 2019
All rights reserved. No part of this report may be reproduced in any form or by any means
without written permission form the publisher.

2
 TABLE OF CONTENTS

1. Certificate…………………………………………………………………......4
2. Acknowledgement……………………………………………………………5
3. Preface………………………………………………………………………...6
4. Executive Summary ………………………………………………………….7
5. Introduction…….………………………………………………………….…8
6. Literature Review……………………………………………………………10
7. Company Profile……………………………………………………………12
8. Objectives and Scope...….………………………………………………….16
9. Research Methodology …….……………………………………………….17
10. Theoretical Background of study theme………………….………….……18
11. HDFC Bank Programs …………………………………………………….24
12. Research and findings of market survey ….………………………………25
13. Recommendation…….……………………………………………………30
14. Conclusion...………………………………………………………………32
15. References…………….……………………………………………….…. 33

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 CERTIFICATE

This is to certify that this project report entitled “NEW TO BANK - ACQUISITION” has
been submitted by Saptadeepa Ray (18A1HP064) of Institute of Management Technology,
Hyderabad during the period March 2019– June 2019 in the partial fulfilment of the
requirement of Student Internship Program under our guidance.

College Mentor Faculty Mentor

Dr. Tumpa Dey Debaprasad Chakraborty

Assistant Professor Branch Manager
Institute of Management Technology HDFC Bank Limited
Hyderabad Kolkata

4
 ACKNOWLEDGEMENT

I would like to thank IMT Hyderabad for giving me the opportunity to get hands on the actual
working of business and to have a clear understanding of business.
I would like to express my deepest gratitude to the HDFC Bank for giving me the opportunity
to pursue my summer training on one of their projects - new to bank acquisition and do a
research on it.
I owe a sincere debt to my company guide -Mr. Debaprasad Chakraborty for being the
driving force and for encouraging me to give the best throughout the task. This would not
have been possible in the absence of his expertise and guidance.
I would like to express my gratitude to the faculty mentor Prof. Tumpa Dey whose timely
updates and support played a role in the smooth flow of the summer training.
Last but not the least I would like to thank the entire staff of HDFC Bank, for making me feel
so comfortable in the organization and helping me with my work.

5
 PREFACE

This report is written to present what all been achieved at the end of the internship program in
succinct manner. The internship program aims to familiarize the students with the practical
application of the concepts and measures learned from the classroom sessions during the 1st
year of PGDM.

HDFC Bank Limited (Housing Development Finance Corporation) is an Indian banking and
financial services company headquartered in Mumbai, Maharashtra. HDFC Bank is India’s
largest private sector lender by assets. It is the largest bank in India by market capitalization
as of February 2016. It offers a bunch of products and services to meet each and everyone’s
needs. It is considered as India’s number one bank.

The project title is “NEW TO BANK- ACQUISITION”. The objective is to study the
products and services offered to retail customers. To understand the needs and the problems
faced by the untapped customers. To acquire them by providing them with the best in class
banking facility.

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 EXECUTIVE SUMMARY

Private banking is a concept which is fast emerging in the world of banking where each and
every financial institute are offering attractive promotions to capture the attention of new
customers. This has become a necessity for banks to survive in this competitive and dynamic
market.
New to Bank Acquisition or NTB is a companywide business strategy designed to grab the
attention of new, untapped customers and create a long-lasting profitable relationship. This
will in turn increase the profitability of the banks. To make this strategy successful the banks
take the help of the analytics programs to understand the customer’s needs and behaviour in
order to pitch for the right product and the right time. Thus, making a profitable and strong
relationship with the customers and also earning their loyalty. After all, customers are the
heart of the business success.
HDFC Bank Ltd. is the premier private bank of India and it has a wide range of products
ranging from Savings Accounts, Credit Cards, Loans, Insurance and many more. It has
ventured long into the fast-growing Personal banking segment of the banking industry and
aims to take huge strides for maintaining the premier position in the market. This is possible
through market expansion and that implies New Customer Acquisition (NTB), acquiring
customers who were previously not associated with HDFC Bank or any other bank.
The title of the project is “New to bank acquisition “and the primary purpose of the project is
to research and uncover the products and techniques required to acquire a new customer
under HDFC Bank’s services and the right path to maintain a profitable relationship with the
customer.
There are certain key features which an NTB customer looks for when searching to avail a
bank’s services. Thus, the aim of the project is to analyse different products offered by the
bank, study new customer behaviour and identifying the best approach towards acquiring a
customer and to continue the relationship formed between the bank and the customer.
The project also focuses on the products that a bank should offer existing customers to retain
them and prevent customer switching. The project would require extensive Market Research,
thorough study of the Product Portfolio offered by HDFC Bank and use of tools like Data
Analytics to accurately describe the customer needs and behaviour.

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INTRODUCTION

The market for monetary products is more teeming now than ever, making it challenging to
capture new customers and meet targets. Many financial institutions (FIs) are offering
increasingly generous, attractive rewards promotions to capture the attention of new
customers. Banks invest excessively and compete severely to acquire untapped customers and
create lasting and profitable relationships. In order to do so they must carefully formulate
strategies to acquire the right customers – that is, build a long-lasting valuable relationship.
However, financial institutes face several key challenges in acquiring new customers.
Primarily, it can be difficult to predict the account value. For investing strategically, banks
must understand the increasing impact of their promotions on the bottom line, measuring
which is challenging. The true value of an account doesn’t become clear until months or
years after the initial signup, making it difficult to understand a new customer’s true value
immediately. A lack of clear insight can bring to a standstill, and organizations to make only
responsive decisions or small changes at the margins get hampered. An analytics program is
helpful for banks to expose the potential of the data and identify meaningful insights so that
informed acquisition strategies can be developed.
So that with this they can target those customers who will respond profitably. For most
banks, the magnitude of campaigns is huge which spans multiple products, channels and
offers each month and the complexity of analysing them effectively makes it impossible to
rigorously measure the individual impact of each. Even fewer banks can combine analysis
across campaigns to uncover insights into overall customer journeys and engagement
strategies.
Efficacious utilization of campaign investment is quite challenging for the banks due to the
presence of number of potential offers and products. To implement such kind of drive
effectively, banks need to take a series of decisions which are as follows:
1. Which are the ones to target
2. What should be the different product and offer combination for different customer segment
3. What action should be taken if there is any change in budget, target and volume goals.

Segmentation should be applied to different product and offers which should include:
1. Introductory and regular annual percentage rate (APR).
2.Signup bonus terms, including minimum spending requirement, minimum spending
requirement terms, cash backs and reward points.
3. Annual and Balance transfer fees

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Developing or enhancing analytic capabilities allows banks to hone in on the correct levers to
pull with the right customers. Utilizing insights from the campaign performance through test
sample vs control sample analysis to predict future behaviour, while uncovering financial
risks before they can negatively impact the bottom line. All of these should be taken into
consideration for refining and optimizing individual campaigns, FIs must also consider the
combination of campaigns and offers to yield the greatest ROI.

With so much at stake for the banks, it is very important for them to effectively use their
acquisition strategy and reach out to the right customer with right offers. This can only be
done by investing more in the analytics department and thereby, increasing its accuracy.
These data driven insights allows the banks to make accurate decisions, increase the
percentage of customer acquisition resulting in high ROI. It also helps the banks to adapt to
ever-changing market.
Customer Acquisition is one of the major challenges which a bank has to face. Banks have
very few profitable customers to source and there are many who are competing. Hence, the
strategy to have the best customer on their records is pressurising banks to come out with
some innovative customer-centric acquisition strategies .These strategies aims at improving
the quality .Therefore, it is very crucial for the banks to have a proper acquisition strategy .In
order to acquire the best one has to define who is the best client and how can they be acquired
at least cost .

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LITERATURE REVIEW

Customer Acquisition is a challenging task for any bank. During acquisition, the banks tend
to target the whole market with a hope that some will become their customers. In the process
the banks fail to understand that maximum of them will turn out to be non-profitable ones.
These customers are easy to acquire but it gets difficult and expensive to maintain them over
a period. The associated cost is usually on a higher side and a short-term fulfilment of target
results in adding up quantity but not quality. This may interfere with the financial status of
the bank in the days to come.
So, it is very important for the banks to use a well-defined analytical model to acquire new,
profitable clients. Some of the models which are being used are:
1. Model Existing Profitable Customers
Customers who have the similar features as that of the existing ones can be a bank’s
prospective customer. These customers can be those who spend a lot using their credit cards
and maintains a substantial balance in their account. One of the most important factors here is
how they are to be communicated as they are sensitive in this regard. So, they are to tackled
very consciously. The bank can acquire the customer they want to at a lowest cost possible,
which is much less compared to direct and mass marketing with least chance of conversion.
2. Referrals from Current Customers
This is another type of model which is being used by the banks. Referrals are being collected
from an existing high-profile customer so as to hone in like profile clients. Here word of
mouth promotion about different bank products plays an important role in its marketing. A
bank can use these referrals to acquire profitable clients, in the process it might end up
sponsor an event so as to create brand image and awareness. There might not be 100 percent
conversion of referrals but it is essential to at least strike a conversation with the potential
customer segment. So, this segment of customer should be dealt in a sensitive manner. The
acquisition cost for such clients are low. The customers who has referred should be rewarded
and from whom the referrals are not taken should be dealt carefully. By using this technique,
the brand loyalty can be built without investing more in customer acquisition.
3. Staff Training
It is a team game to acquire potential customers for the bank. So, the staffs from top level to
bottom level plays a crucial role in it. Training of staffs plays an important role. Whenever a
potential customer walks in the bank or approaches by any staff, it is very essential that the
employee who is dealing or will be dealing with such customer should be well trained. Proper
training program needs to be schedules to cover the wide spectrum of the banks. The
employees present at the welcome desk should be given special emphasis. The training
program should include product functionality with different pricing range and how it will
fulfil the needs of the customers. Along with this attention should be given to the soft skills as
to how to handle customer objections.

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. 4. Multi-Channel Insights
Banks has been using different channel to gather data and using these data they have hone in
profitable customers. So, over a period of time they can judge which channel is doing good.
The valuable insights are being used by them to increase their revenue and get returns. A
proper acquisition strategy should have a compact information about who are the prospects,
what products is suitable for the respective prospects and how they can be honed in.
Constant discussions across cross teams in the bank can actually result in coming up with a
winnable product with benefits which will add value to the customers. For a customer it
always looks into what are the benefits which the bank will provide if he builds a relationship
with it. But it is the bank who can add value to it and convert it into a profitable one.
5. Need Based Marketing
During the targeted marketing care to be taken to see that the right product/pricing strategy is
adopted. Products from different banks look almost similar and it is important to see that the
customer sees value in going for the bank’s product. Pricing may not be the only
differentiator as customers have their own likes and dislikes. Some of them will be keen on
having rewards, others airlines miles, some membership to golf clubs, some others account
which do not charge overdraft fees etc. So targeted marketing based on customer needs plays
a very critical role.
Existing bank customers also can turn out to be excellent acquisition targets for newer
products if their needs can be understood. This entails not actually getting new customers but,
in a way, creating value to the customer by providing timely solutions to their requirements.
Banks have a greater insight into these customers’ needs and can deliver appealing products
with lesser acquisition costs and enhance customer loyalty as well.
So, understanding the customer need and selling the right product at the right time is critical.
This will involve looking at customer not from a product silo perspective but as a single
customer with multiple products spread across the different streams. Banks will need an
integrated system to allow a common view of customers across the base and should have
relevant data to cull out the profitability. The risks involved in this are minimal with a known
customer and will help in deepening relationship with current customer.
6. Predictive Analytics
It is new upcoming tool which is being used by banks to gather information about the
customers. It provides valuable insights which in turn optimizes the process of targeting. It
also helps in saving the time of the bank to identify the potential customer base and who will
respond. Thus, by this the banks will be able to broaden the customer base.

11
COMPANY PROFILE

The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
obtain an ‘in principle’ approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of RBI’s liberalisation of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled
Commercial Bank in January 1995. HDFC is India’s premier housing finance company and
enjoys a flawless track record in India as well as in international markets. Since its inception
in 1977, the Corporation has maintained a consistent and healthy growth in its operations to
remain the market leader in mortgages. Its outstanding loan portfolio covers well over a
million dwelling units. HDFC has developed significant expertise in retail mortgage loans to
different market segments and also has a large corporate client base for its housing related
credit facilities. With its experience in the financial markets, strong market reputation, large
shareholder base and unique consumer franchise, HDFC was ideally positioned to promote a
bank in the Indian atmosphere.

MISSION
HDFC Bank’s mission is to be a World Class Indian Bank. The objective is to build sound
customer franchises across distinct businesses so as to be the preferred provider of banking
services for target retail and wholesale customer segments, and to achieve healthy growth in
profitability, consistent with the bank’s risk appetite. The bank is committed to maintain the
highest level of ethical standards, professional integrity, corporate governance and regulatory
compliance. HDFC Bank’s business philosophy is based on five core values: Operational
Excellence, Customer Focus, Product Leadership, People and Sustainability.

CAPITAL STRUCTURE
As on 30 June 2018 the authorized share capital of the Bank is Rs. 650 crores. The paid-up
share capital of the Bank as on the said date is Rs 520,83,15,734 /- which is comprising of
260,41,57,867 equity shares of the face value of Rs 2/- each. The HDFC Group holds 20.86
% of the Bank's equity and about 18.16 % of the equity is held by the ADS / GDR
Depositories (in respect of the bank's American Depository Shares (ADS) and Global
Depository Receipts (GDR) Issues). 33.44 % of the equity is held by Foreign Institutional
Investors (FIIs) and the Bank has 5,48,942 shareholders. The shares are listed on the BSE
Limited and The National Stock Exchange of India Limited. The Bank's American
Depository Shares (ADS) are listed on the New York Stock Exchange (NYSE) under the
symbol 'HDB' and the Bank's Global Depository Receipts (GDRs) are listed on Luxembourg
Stock Exchange under ISIN No US40415F2002.

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AMALGAMATION OF TIMES BANK & CENTURION BANK OF PUNJAB WITH
HDFC BANK
On May 23, 2008, the amalgamation of Centurion Bank of Punjab with HDFC Bank was
formally approved by Reserve Bank of India to complete the statutory and regulatory
approval process. As per the scheme of amalgamation, shareholders of CBOP received 1
share of HDFC Bank for every 29 shares of CBOP.
The amalgamation added significant value to HDFC Bank in terms of increased branch
network, geographic reach, and customer base, and a bigger pool of skilled manpower.
In a milestone transaction in the Indian banking industry, Times Bank Limited (another new
private sector bank promoted by Bennett, Coleman & Co. / Times Group) was merged with
HDFC Bank Ltd., effective February 26, 2000. This was the first merger of two private banks
in the New Generation Private Sector Banks. As per the scheme of amalgamation approved
by the shareholders of both banks and the Reserve Bank of India, shareholders of Times Bank
received 1 share of HDFC Bank for every 5.75 shares of Times Bank.
DISTRIBUTION NETWORK
HDFC Bank is
headquartered in
Mumbai. As of
March 31, 2019, the
Bank's distribution
network was at
5,103 branches
across 2,748 cities.
All branches are
linked online on a
real-time basis.
Customers across
India are also
serviced through
multiple delivery
channels such as
Phone Banking, Net
Banking, Mobile
Banking, and SMS
based banking. The
Bank's expansion plans take into account the need to have a presence in all major industrial
and commercial centres, where its corporate customers are located, as well as the need to
build a strong retail customer base for both deposits and loan products. Being a clearing /
settlement bank to various leading stock exchanges, the Bank has branches in centres where
the NSE / BSE have a strong and active member base. The Bank also has a network of 13,160
ATMs across India. HDFC Bank's ATM network can be accessed by all domestic and
international Visa / MasterCard, Visa Electron / Maestro, Plus / Cirrus and American Express
Credit / Charge cardholders.

13
TECHNOLOGY
HDFC Bank operates in a highly automated environment in terms of information technology
and communication systems. All the bank’s branches have online connectivity, which enables
the bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
provided to retail customers through the branch network and Automated Teller Machines
(ATMs). The Bank has made substantial efforts and investments in acquiring the best
technology available internationally, to build the infrastructure for a world class bank. In
terms of core banking software, the Corporate Banking business is supported by Flexcube,
while the Retail Banking business by Finware, both from i-flex Solutions Ltd. The systems
are open, saleable and web-enabled. The Bank has prioritised its engagement in technology
and the internet as one of its key goals and has already made significant progress in web-
enabling its core businesses. In each of its businesses, the Bank has succeeded in leveraging
its market position, expertise and technology to create a competitive advantage and build
market share.
BUSINESS
HDFC Bank caters to a wide range of banking services covering commercial and investment
banking on the wholesale side and transactional / branch banking on the retail side. The bank
has three key business segments:
Wholesale Banking
The Bank's target market is primarily large, blue-chip manufacturing companies in the Indian
corporate sector and to a lesser extent, small & mid-sized corporates and Agri-based
businesses. For these customers, the Bank provides a wide range of commercial and
transactional banking services, including working capital finance, trade services, transactional
services, cash management, etc. The bank is also a leading provider of structured solutions,
which combine cash management services with vendor and distributor finance for facilitating
superior supply chain management for its corporate customers. Based on its superior product
delivery / service levels and strong customer orientation, the Bank has made significant
inroads into the banking consortia of a number of leading Indian corporates including
multinationals, companies from the domestic business houses and prime public sector
companies. It is recognised as a leading provider of cash management and transactional
banking solutions to corporate customers, mutual funds, stock exchange members and banks.
Treasury
Within this business, the bank has three main product areas - Foreign Exchange and
Derivatives, Local Currency Money Market & Debt Securities, and Equities. With the
liberalisation of the financial markets in India, corporates need more sophisticated risk
management information, advice and product structures. These and fine pricing on various
treasury products are provided through the bank's Treasury team. To comply with statutory
reserve requirements, the bank is required to hold 25% of its deposits in government
securities. The Treasury business is responsible for managing the returns and market risk on
this investment portfolio.

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Retail Banking

The objective of the Retail Bank is to provide its target market customers a full range of
financial products and banking services, giving the customer a one-stop window for all
his/her banking requirements. The products are backed by world-class service and delivered
to customers through the growing branch network, as well as through alternative delivery
channels like ATMs, Phone Banking, Net Banking and Mobile Banking.
The HDFC Bank Preferred program for high net worth individuals, the HDFC Bank Plus and
the Investment Advisory Services programs have been designed keeping in mind needs of
customers who seek distinct financial solutions, information and advice on various
investment avenues. The Bank also has a wide array of retail loan products including Auto
Loans, Loans against marketable securities, Personal Loans and Loans for Two-wheelers. It
is also a leading provider of Depository Participant (DP) services for retail customers,
providing customers the facility to hold their investments in electronic form.
HDFC Bank was the first bank in India to launch an International Debit Card in association
with VISA (VISA Electron) and issues the MasterCard Maestro debit card as well. The Bank
launched its credit card business in late 2001. By March 2015, the bank had a total card base
(debit and credit cards) of over 25 million. The Bank is also one of the leading players in the
"merchant acquiring" business with over 235,000 Point-of-sale (POS) terminals for debit /
credit cards acceptance at merchant establishments. The Bank is well positioned as a leader in
various net based B2C opportunities including a wide range of internet banking services for
Fixed Deposits, Loans, Bill Payments, etc.

15
OBJECTIVES AND SCOPE

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:
1. To study the products and services offered to retail customers.
2. To understand the needs and the problems faced by the untapped customers by
conducting market survey.
3. To acquire those untapped customers by providing them with appropriate banking
product.
4. Giving the untapped customers an experience of one step window for all his/her
banking requirement.
5. To increase the business of the bank by converting these prospects into the
customers.

SECONDARY OBJECTIVE:
1. Understanding the behaviour and the perception of the existing customers towards
products/service in banking.
2. Identifying most profitable and least profitable customers.
3. To identify and study the various ways of ensuring customer satisfaction adopted by
HDFC Bank.
4. Cross selling of different products to the existing customers.
5. Receive the customer feedback that leads to new and improved products and services
so as to increase the customer retention.

SCOPE OF THE STUDY

Banking industry has been growing over a past couple of years. Earlier there were very few
options available for a person when it comes to banking. Over the years the options increased
as a result of which competition among banks also increased. Each bank has more or less
similar type of products, so acquiring customers and retaining them becomes a challenging
task for them.
This study will help HDFC Bank to know about what are the different problems which are
being faced by the customers of other bank and what is the perception of the existing
customers about HDFC bank so as to improve its services.

16
RESEARCH METHODOLOGY
A market survey is being performed needs to be done to understand what are the problems
faced by the customers of other banks and compare it with HDFC Bank so that the customer
can be pitched for a switch. It is also being done to understand the perception of HDFC Bank
from its customers as well as its prospects.
Thus, a questionnaire is designed to fetch above information from the people linked with
different professions, business and even housewives at Santoshpur. The questions in the
questionnaire are objective in nature. The questionnaire is designed for market research
purpose.
Data Sources:
Research is totally based on primary data. Secondary can be used only for reference.
Research is being done by primary data, and it is being collected by interacting with various
people of Santoshpur.
Sampling Procedure: The sample is collected through self-Administration by using direct
personal interview method.
Sample Size: The sample size of the project is 64.
Limitations:
 Time Limitations
 Research is being done only in Santoshpur region.
 Possibility of error in data collection
 Striking a conversation with the people of the area was difficult

The process is carried out in three stages:

Stage -1: understanding the different products and services offered by HDFC Bank

Stage -2: Collecting the data on the basis of questionnaire by conducting a personal interview

Stage -3: Analysing the data collected and giving possible prospects of the HDFC Bank.

Data Collection Technique:

The survey method for collecting data had been followed. There was a personal interaction
with the people of Santoshpur who are associated with different professions. The people
where asked about the banking services they are associated with ,what are the products of the
bank they are using .With these question they were asked about the perception of HDFC
Bank if they are banking with other banks .Apart from these structured data collection ,a
formal questionnaire was prepared to find out the awareness of HDFC Bank and the
willingness to switch if they don’t have an account with HDFC bank.

17
THEORITICAL BACKGROUND OF STUDY THEME

PRODUCTS

ACCOUNTS AND DEPOSITS:

 Savings Accounts: There are different variant of savings account to meet

everyone’s needs.
1.Savings Max Accounts: it is the premium savings account. It has many features
like lifetime free platinum debit card, exclusive loan offers, free
transaction across all ATMs, Insurance benefits up to
₹1.29 Crore.

2.Women Savings Account: it is a special product offering for Women which

includes Exclusive benefits on Insurance, Preferential pricing and
Special loan offers as well as offers & cashback on shopping.

3.Regular Savings Account: It helps one to save, invest and pay in an afford less
way. It includes Exclusive Debit card for one’s needs, Access to wide
network of branches & ATMs, Annual Maintenance Charge (AMC)
waived off for the first year for the first new Demat account.

4.Senior Citizen Account: It comes with Free Insurance benefits, Lifetime Free debit
card with exclusive offers & Higher FD Rates.

5.DigiSave Youth Account: It offers Youth with exclusive benefits on Digital

banking, Cards, Loans & offers on Food, Recharge, Movies, Travel.

6.Kids Advantage Account: It provides Debit Card, insurance and saving benefits,
which helps one to build a corpus for one’s child’s security and teach
them to manage money.
7. BSBD Account: It is a zero-balance account.

 Salary Account:

1. Premium Salary Account: Customised Zero Balance Account with priority

service & benefits. Free Accidental Death cover of ₹ 15 lakhs and Free International
Air Accidental Death cover of ₹ 1 crore.
2.Regular Salary Account: Zero balance account, Free Rupay Premium Debit Card
with higher limits, Insurance Benefits, Preferential pricing on loans.
3.Defense Salary Account: Zero balance account, Free customised Defence Titanium
Debit Card, Insurance Benefits, Preferential pricing on loans.
4. Classic Salary Account: Zero Balance Savings Account, Free Rewards Debit
card, 5% savings on spends, Insurance Benefits.

18
 5. Reimbursement Account: Zero Balance Account, Existing Debit Card linked
with Salary Account, Choose from Salary or Reimbursement account while
withdrawing, free email alerts

 Current Account:

1. Ultima current account: free cash deposits, free demand draft, free
RTGS/NEFT.
2.Supreme current account: speed clearing and doorstep banking.

3. Apex current account: ease of banking with “doorstep banking”

4.Ezee current account

5. Max current account

6. Agri current account

7. Plus current account

8. Trade current account

9. Current account for professionals

10. Premium current account

11. Regular current account

12. Institutional Current Account

13. Smart up solution for start-up

14. Ascent current account

15. RFC Domestic current account

16. Exchange Earners Foreign Currency Account

17. E-comm current account: Cash Management and Forex services to

efficiently manage and grow your business

18. Saksham current account

19. Activ current account

19
  Deposits:

1.Dream Deposit: A flexible Recurring Deposit to make your dreams come true.
2.Regular Fixed Deposit: To earn high return on one’s savings.
3.Recurring Deposit: Invest every month and get prepared for the future.
4. 5 years Tax savings deposits
5.Overdraft against fixed deposits: to earn high rate of interest against FD and
benefit from an overdraft facility up to 90% of the value of your Fixed Deposit.
6. Sweep-in facility: Any deficit in your Savings or Current Account is taken care of – the
exact value comes from your Fixed Deposit. Deposits are broken down in units of Rs 1/-
thereby minimising Interest Loss.

 Safe Deposit Locker

 Rural Account:

1. Basic Savings Bank Deposit Account - Farmers: zero initial Pay-in and zero
maintenance charge.
2. Kisan Club Savings Account: Exclusive savings account for farmers and free
international debit card for free for 1st year.

LOANS

 Personal Loan
 Home Loan
 Easy Emi
 Car Loan
 Two-Wheeler Loan
 Business Loan
 Loan Against Property
 Educational Loan
 Loans for Professional
 Smart draft -Overdraft against Salary
 Gold Loan
 Loan against Assets
 Loan against Securities
 Government Sponsored Program
 Rural Loan
 Loan on Credit Card
 Concession loan

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DEMAT

Demat Account: It offers seamless mode to keep track of one’s investments.

2 in 1 account: It is trading account + demat. HDFC Bank Demat Account - A safe,

online and seamless mode to store & keep track of your investments
HDFC securities Trading Account - Invest with Trust Transparency & Convenience in a
wide range of securities.

3 in 1 Account: Savings +Demat+ Trading account

CARDS

Credit Cards:

 Regalia First: Airport lounge access, dining privilege and reward program
 Freedom Cashback: Higher cashback
 Bharat Cashback: Cashback: Cashback and return
 Doctor’s Superia: power dining, priority pass membership, rewards and
benefits
 Diners club Reward: Concierge Services and dining offers and reward
rewards.
 Jet Privilege HDFC Bank Platinum Credit Card: JPMiles, welcome
benefit
 Money Back Credit Card: Power Points and fuel surcharge waiver
 Business Money Back Credit Card: can be used for business
 Regalia /Doctor’s Regalia: Priority Pass, Air Accident Cover, Reward
Points and many more.
 Solitaire Credit Card: Shopping Benefits, Travel benefit, cashback
 Snapdeal HDFC Bank Credit Card: Welcome Benefit, Rewards program,
Reward Redemption, fuel surcharge waiver
 Teacher’s Platinum Credit Card: 2 reward points for ₹150 spent, weekend
Bonanza, Teacher’s Day special, avail 0% fuel surcharge
 Times Titanium Card in association with HDFC Bank: Welcome
Benefit, Dining and Movie offers, attractive reward points, fuel surcharge
waiver

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Debit Cards:

 Times Point debit Card

 Easyshop Platinum Card
 JetPrivilege HDFC Bank signature Debit card
 HDFC BANK Rewards Debit card
 Easyshop Titanium Royale Debit card
 Easyshop titanium Debit card
 EasyShop Debit card
 EasyShop Business Debit Card
 Easyshop Women Advantage debit card
 Easyshop NRO Debit Card
 Easyshop Imperia Platinum Chip debit card
 Easyshop Gold Debit Card
 Rupay Premium Debit Card
 Easyshop Rupay NRO Debit Card
Prepaid Cards:
 GiftPlus Card
 FoodPlus Card
 MoneyPlus Card
 Apollo Medical Benefit Card
 FasTag
 HDFC Bank digithane Card
 Corporate Expense Management Solution
 FleetXpress
 GPR Card
 Reward Card
 MoneyPlus Dependant GPR Card
 MoneyPlus Retail GPR Card
 eGiftPlus Card
 MoneyPlus Benefit Card
 MoneyPlus Petro Card
 MoneyPlus PettyCash Card
Forex Cards:
 Makemytrip HDFC Bank Forexplus Card
 Regalia ForexPlus card
 Multicurrency ForexPlus card
 ISIC Student ForexPlus card
 Hajj Umrah Card

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Investments:

 National Pension System: a perfect solution for retirement planning. It

provides old age income with reasonable market-based returns. It is based on
unique Permanent Retirement Account Number (PRAN) which is allotted to
every subscriber for NPS.
 Public Provident Fund: popular long-term investment option backed by
Government of India which offers safety with attractive interest rate and returns
that are fully exempt from tax.
 Atal Pension Yojana: one of the Social Security Schemes in the insurance &
pension sector launched by the Govt. of India for all Indians to provide a
defined pension between Rs. 1,000/- to Rs. 5,000/- depending on the
contribution & its period.
 Invest Track: Tracks one’s investment and gives time to time advice regarding
where to invest to get maximum return.
 Investment Products: It includes mutual funds, equities and derivatives, Invest
Now,Saving Bond.
 Sukanya Samriddhi Account: It is an initiative of the government of India
under Beti Bachao.
Insurances:

 Life Insurance: Insurance policies for pension, term insurance, endowment,

life coverage and accident deaths
 Health and accident Insurance: Insurance policies for protection against
personal accident, critical illness, and hospitalization available.
 Motor Insurance: policy to protect four-wheeler.
 Two-wheeler Insurance: policy to protect one’s two-wheeler
 Travel Insurance: Multipolicy to protect travel against health, baggage,
environmental challenges
 Home Insurance: policy to protect home structure and its contents against
theft, burglary, theft.

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HDFC BANK PROGRAMS

PREMIER BANKING

 PRIME BANKING
1. Dedicated Prime Banker
2. Relationship Pricing for products
3. Family Banking
4. Preferential rates on loans
 CLASSIC BANKING
Eligibility Criteria: A minimum Average Monthly Balance of Rs. 1 Lac in the
Savings account/A minimum Average Quarterly Balance of Rs. 2 Lac in a Current
Account/A minimum Average Monthly Balance of Rs. 5 Lac in a combination of
Savings Accounts, Current Account and Fixed Deposit

1. Dedicated Personal Banker

2. Relationship Pricing across products.
3. Benefits for family members
4. Exclusivity with Classic branded Debit card, Cheque book & more

 PREFERRED BANKING
Eligibility Criteria: A minimum Average Monthly Balance of Rs. 2 Lac in the
Savings account/A minimum Average Quarterly Balance of Rs. 5 Lac in a Current
Account/A minimum Average Monthly Balance of Rs. 15 Lac in a combination of
Savings Accounts, Current Account and Fixed Deposit
1. Dedicated Relationship Manager
2. Comprehensive Business banking solutions
3. Relationship Pricing across products
4. Exclusive lifestyle privileges with a wide range of premium credit cards

 IMPERIA BANKING
Eligibility Criteria: A minimum Average Monthly Balance of Rs. 10 Lac in the
Savings account/A minimum Average Quarterly Balance of Rs. 15 Lac in a Current
Account/A minimum Average Monthly Balance of Rs. 30 Lac in a combination of
Savings Accounts, Fixed Deposit

1. Dedicated Imperia Client Relationship Manager

2.Exclusive Imperia Phone banking service
3.Relationship Pricing
4.Exclusive Lifestyle Benefits

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RESEARCH AND FINDINGS ABOUT HDFC BANK FROM MARKET SURVEY

In the above findings there is a presence of 32.8% in the age group of 30-35.

In the above findings there is a presence of 67.2% business person whereas 29.7% who are in
service.

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In the above findings there is a presence of 70.3% of the people at Santoshpur are graduate
whereas 20.3% are under graduate.

In the above findings there is a presence of various banks with which people are associated.

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In the above findings there is presence of various problems which are being faced by the
people of Santoshpur.

In the above findings, it came out that 9.4 % is only satisfied by their bank.

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In this above finding, there is a presence of 34.4% of people who are not satisfied by the bank
they are associated with.

In this above finding, there is a more or less equal percentage of people who don’t want to
switch and those who are confused about it.

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This depicts people associated with various banks and with different profession - they
willingness to switch to different bank.

This depicts how people from different profession and age have different intention to open an
account with HDFC Bank.

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RECOMMENDATION

 Introduction of cash deposit kiosk:

During our market survey, many people who were associated with HDFC Bank has
come up with such a suggestion. It is because one has to wait for long hours to deposit
their cash. Installation of cash deposit machine would ease the pain as well as can be
accessed by them at any hours of the day.

 Establishment of e-lounge:

During our market survey, many people don’t want to switch from SBI to other bank
in spite of their service is because of their e-lounge. This e-lounge provide access to
many facilities even at the odd hour of the day. If such idea can be materialized then
the workload of the employees will reduce resulting in less employee turnover ratio.
The biggest problem of wasting paper can be reduced to a great extent.

 Establishment of credit card division in every branch:

Many people are using HDFC credit card but they are not satisfied with the service.
The card offered by HDFC bank doesn’t create any trouble but there is always an
issue regarding receiving bills, even in e-mail statement break-up is not being given
and reminder is not be send before the payment date. If such issues can be taken care
by the bank then it might lead to establishing a profitable relationship with the bank

 Low minimum maintenance balance for minor account:

Many people are not satisfied as the minimum balance for the minor account is higher
than even the normal account. As result of which not many people opt for it.

 Student Account with zero maintenance balance:

As a student it is always difficult to maintain a minimum balance as they don’t earn
money during that phase. So, if the minimum maintenance balance can be made zero
then it will attract a huge mass of student. It is because HDFC is know for its flawless
digital presence with this feature it will be icing on the cake.

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 Offer Reward or Cashback points to the existing customers who has referred:

In many cases proper acknowledgement of the existing customers is not been done.
So, the percentage of referral customers are much less than walk-in customers. If this
percentage can be increased then bank will hone in customers of good profile
resulting into a profitable relationship. In today’s age of cashback and rewards, this
might instigate people to refer about their friends to the bank.

Sales

WALK-IN CUSTOMER REFERRAL CUSTOMER

 Introduction of two type of account checking account and savings account for an
individual.

Checking Account will have minimum interest or can be even zero.

Savings Account will give higher interest rate.

As for many people doing fixed deposit is a risky affair as they are not being able
to foresee when they will need money.

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CONCLUSION
HDFC Bank has increased its branch all over India to reach out more and more people. But
still mass of the people uses government banks. So, to capture the market it has to do the
followings:

 Increase the number of drives which are being done by HDFC bank so that people can
understand with a little more they can get the best facilities.
 Encouraging the customers to provide referrals so that same profile customers can be
absorbed by the bank.
 Providing the existing customers best financial advice and service so that brand image
can be made strong more by word of mouth instead of advertisement.
 High budget should be issued for quality control so that the people can get access to
everything like passbook printing kiosk, net banking kiosk.

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REFERENCE
1. “investor presentation - HDFC Bank ”-
https://www.hdfcbank.com/assets/pdf/Investor_Presentation.pdf
2. “Products and other information of HDFC Bank “https://www.hdfcbank.com/
3. “ Customer Acquisition using analytics by banks”
https://www.globalbankingandfinance.com/the-customer-acquisition-challenge-how-
banks-can-leverage-analytics-to-compete.
4. “Who are the profitable customers according to the bank”
http://customerthink.com/profitable_customer_acquisition_banks/
5. “Analytics helping banking sectors” https://www.newgenapps.com/blog/10-ways-
predictive-analytics-help-the-banking-sector
6. “Banking sector scenario” https://www.ibef.org/download/banking-feb-2019.pdf
7. https://www.ibef.org/industry/banking-india/showcase/hdfc-bank
8. “Company Profile of HDFC bank”
https://www.hdfcbank.com/aboutus/News_Room/hdfc_profile.html

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