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A PROJECT REPORT ON
CUSTOMER RELATIONSHIP MANAGEMENT OF HDFC BANK
MBA (INDUSTRY INTEGRATED) SEMESER - 4
SUBMITTED BY:Vinay Krishna Dasi
PROJECT GUIDE Mrs.Rashi Ghagade INTERNATIONAL INSTITUTE FOR LEARNING IN MANAGEMENT BUSINESS SCHOOL IILM BS KNOWLEDGE TOWER, SECTOR 11/20, BELAPUR, NAVIMUMBAI 400614 EASTERN INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT UNIVERSITY EIILM UNIVERSITY 2010
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CERTIFICATE
This is to certify that Mr.Vinay Krishna Dasi (Enrollment No:- EIILMU/O8/F0726) has successfully completed a project / training entitled , “A PROJECT REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT OF HDFC BANK ” in partial fulfillment for the requirement of MBA (Industry Integrated) program.
Signature with Date
Project/TrainingGuide
Dean
Examiner Stamp of IILM BS
Certificate from Organization / Institute / Guide
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ACKNOWLEDGEMENT I take this opportunity express my profound sense of gratitude and all those who helped me through out the duration of this project .I also immensely thanks the other faculty member of the institute under who continuous support and guidance I completed the project. The morale support and guidance, which I received from our most loving and respected Dean Mr. M.M.Agashe , Director Dr. Piyali Kar deserves a special place in my project. Our Mrs. Rashi Ghagade is a constant motivator and mentor not only in projects and academics but also in all walks of our personal life. Last but not the least I would thank even my friends who supported and co-operated with me. I have received an invaluable response from them and I thank them again.
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PREFACE
If we can compare marketing to a long train with a multiple compartment then every bogies represent different aspect of marketing. Marketing strategy formulation depends upon the every aspect of related terms and marketing research plays vital roles to connect each compartment to form a cohesive functional unit.
The automotive is at the center of India’s newgrowth global dynamic. It plays major rolesindustry in retaining manufacturing industry over 12.5% per annum. The motivation behind the project was to gain clear understanding about marketing research. Through this project I have tried to understand the complexities involved in gathering of data for drawing inferences .The final objective is to produce a result that is accurate, useful, and free from bias and helps in the successful completion of my M.B.A course. The project has been presented in a simple format
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INDEX
CONTENTS Sr.No.
SubjectCovered
PageNo.
1
BankingStructureinIndia
15
2
IndianBankingIndustries
3
HDFC BANK
4
Company Profile
24
5
Business Strategy
36
6
SWOT Analysis
7
Methodology
8
Analysis&Discussion
9
Conclusion
74
10
Bibliography
76
18 22
55 70 72
6
LIST OF FIGURES FIGURE
FIGURELEGEND
PAGE
NO.
31-35 1
Product and customer segments
2
Rupee earned and Rupee spent
3
4
5
44-45
7
LIST OF GRAPHS FIGURE NO.
FIGURELEGEND
1
Growth in Indian Banking Assets
2
%Customer initiated transaction by channel
3
4
PAGE
19
29-30
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Customer Relationship Management (CRM)
What is CRM?
CRM stands for Customer Relationship Management. It is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends. CRM helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers.
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CRM Software Sales Force Automation Contact management Contact management software stores, tracks and manages contacts, leads of an enterprise. Lead management Enterprise Lead management software enables an organization to manage, track and forecast sales leads. Also helps understand and improve conversion rates. eCRM or Web based CRM Self Service CRM Self service CRM (eCRM) software Enables web based customer interaction, automation of email, call logs, web site analytics, campaign management. Survey Management Software Survey Software automates an enterprise's Electronic Surveys, Polls, Questionnaires and enables understand customer preferences. Customer Service Call Center Software
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Help Desk Software Partner Relationship Management Contract Management Software Contract Management Software enables an enterprise to create, trackagreements. and manage partnerships, contracts, Example: Upside Software, Accruent Software, diCarta, I-Many. Distribution management Software
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Thanks to the expanding global workforce, heightened competition, and the continued need to cut costs and drive productivity, companies today are facing a new array of challenges. Many organizations have employees working out of the office, whether it’s your traveling salesperson, or workers in other states, countries, or from home. Collaborating as a unified team (Workforce Collaboration) has never been more crucial and sharing information with a teammate in the next cubicle is only a small piece of the puzzle. That’s where Business Software and Customer Relationship Management (CRM) applications come in. CRM programs enable businesses to centrally access and manage customer information. Whether information is being shared amongst a large group, such as in a call center or simply between a few employees in a small business, it has to be accurate and reliable. In order to retain customers, their information needs to be recorded securely and correctly. Most people have encountered the reverse of this scenario and know how infuriating it can be when companies have poor organization and communication among their workers. To ensure your customers are satisfied, you need to stand above the rest and have an information hub where all workers have access to vital information about customers. This will help you achieve proper customer service, sales, marketing, and to unite all departments of your business. CRM’s make Workforce Collaboration easier than ever! Of course, not all team members should have access to the same information, and that’s why certain CRM applications enable you to share information with your team members securely and with necessary territorial controls. That means team leaders can view more information and each department will see all relevant information. This ensures excellent Project Management for any organization, which is
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vital to your success. CRM applications help all companies reduce the time and complexity it takes to report individual sales activities. Without a CRM, your workers will require an extra 64 to 70 hours per week! For instance, it will take 4-6 hours to consolidate, view, and analyze information about all customer contacts and engagements, current opportunities, probability of success, etc. Another 8-10 hours to get accurate activity reports from staff (not including the time it takes them to create those reports). Add 2-4 hours to find key potential prospects so that you target the right customers, or weed out the poor prospects. Finally, add on another 1/2 hour or so to research each customer regarding past history, needs, etc. Any company that needs Process Improvement will find that in order to be more effective and cost efficient, a system of Sales Force Automation must be implemented. Certain CRM systems can significantly reduce wasted time and increase sales. Not only is Sales Force Automation important to sales teams, companies are increasingly required to automate common practices and processes. Sending emails to clients, entering vital information, and other crucial steps are automated with popular CRM applications to reduce wasted time of manually performing mundane tasks. CRM applications make Project Management easier for company leaders with simple ways to monitor and measure individual and team success. Workers perform best when they have a clear-cut way to measure their success and see improvement. Of course, by measuring success, rewards can be given to enhance team morale! Employees that are struggling to perform can be encouraged and further trained to boost productivity. Everyone in the business world is
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competitive, especially salespeople; that's the point of quotas and commissions. When reps see how their doing against their quota, or even against other reps, that is encouragement to do better. With handy tools in CRM applications, your company can effectively improve Workflow by targeting a) prospects for new business and b) existing customers for repeat business. This is a crucial tool to reduce wasted time and eliminate bothering the wrong customers. Your team will be able to quickly divide lead lists into groups that you create such as by ZIP code or last date of purchase. This enables your sales team to slice and dice their customer data to find the best approach. Creating "data policies" is a great way to do that. For example, if a new prospect is introduced and there is data indicating their interest in "Trucks," a completely different selling process can start for that prospect. As times have changed, a simple phone call or visit isn’t always enough. CRM applications will provide you with multiple ways to communicate to customers such as email marketing campaigns. By combining CRM Sales Force Automation data management and email campaigning in one application, you can specify your lead, prospect, and account targets, embedded personal information into each email, and measure results across your sales cycle. Your CRM will make it easier to target the right customers with email lists and to make sure your message isn’t viewed as spam by filters or customers! Newsletters make excellent campaigns to provide your reader with information that will help them improve their situation in an unobtrusive way. Meanwhile, it positions you as a reputable source of useful information. The better your content is, the better your chance that they will forward the newsletter to colleagues
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and peers or look forward to the next email from you. Your CRM will assist you in your email campaign efforts by offering simple templates in HTML form and providing you with statistics such as: who opened the email, who clicked on your link from the email, who unsubscribed, etc. Creating automated callback lists for customers who appeared to be interested (clicked on links, opened email, etc.) is a highly successful tool. A CRM application will enable your organization to build on customer data with information relating to: opportunities, products, services, projects, customer feedback, referrals, accounting, and more. A Sales Force Automation CRM will automate processes that used to take days and will simplify it! The answer to the problems associated with the expanding global workforce is through Web Collaboration technologies. This means operating a successful CRM and Business Software system for your company. You can be sure to: - Win Customers: Nothing will be left to chance. From the first contact through first sale, everything is tracked. - Work Together: It doesn’t matter where you employees are in the office, state, country, or world, they will have the information they need to close more deals. - Work Smarter: Working smarter is better than harder. It helps cut wasted time, efforts, and money! You have the reporting data you need to make great decisions.
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Scheduled Banks in India (A) Scheduled Commercial Banks
Public sector Banks
•
•
•
Private sector Banks
(28) Nationalized Bank Other Public Sector Banks (IDBI) SBI and its Associates
•
•
(27) Old Private Banks
Foreign Banks in India
Regional Rural Bank
(29)
(102)
New Private Banks
(B) Scheduled Cooperative Banks
Scheduled Urban Cooperative Banks (55)
Scheduled State Cooperative Banks (31)
Here we more concerned about private sector banks and ompetition among them. Today, there are 27 private sector banks in the banking sector: 19 old private sector banks and 8 new
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Private sector banks. These new banks have brought in state-ofthe-art technology and Aggressively marketed their products.
The Public sector banks are Facing a stiff competition from the new private sector banks. The banks which have been setup in 1990s under the guidelines of the Narasimham Committee are referred to as NEW PRIVATE SECTOR BANKS.
New Private Sector Banks •
Superior Financial Services
•
Designed Innovative Products
•
Tapped new markets
•
Accessed Low cost NRI funds
•
Greater efficiency
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The Indian banking market is growing at an astonishing rate, with
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Assets expected to reach US$1 trillion by 2010. An expanding economy, middle class, and technological innovations are all contributing to this growth.
The country’s middle class accounts for over 320 million people. In correlation with the growth of the economy, rising income levels, increased standard of living, and affordability of banking products are promising factors for continued expansion.
The Indian banking Industry is in the middle of an IT revolution, Focusing on the expansion of retail and rural banking. Players are becoming increasingly customer - centric in
their
approach, which has resulted in innovative methods of offering new banking products and services.
Banks are now realizing
the
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importance of being a big player and are beginning to focus their attention on mergers
and acquisitions to take advantage of
economies of scale and/or comply with Basel II
regulation.
“Indian banking industry assets are expected to reach US$1 trillion by 2010 and are poised to receive a greater infusion of foreign capital,” says Prathima Rajan, analyst in Celent's banking group and author of the report.
“The banking industry should focus on having a small
number of large players that can compete globally rather than having a large number of fragmented players."
UPCOMING FOREIGN BANKS IN INDIA
By 2009 few more names is going to be added in the list of foreign banks in India. This is as an aftermath of the sudden interest shown by Reserve Bank of India paving roadmap for foreign banks in India greater freedom in India. Among them is the world's best private bank by EuroMoney magazine, Switzerland's UBS.
The following are the list of foreign banks going to set up business in India :-
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•
Royal Bank of Scotland
•
•
Switzerland's UBS
•
•
US-based GE Capital
•
•
Credit Suisse Group
• •
Industrial and Commercial Bank of China
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WE UNDERSTAND YOUR WORLD The Housing Development Finance Corporation Limited (HDFC) was amongst the first to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. 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 an impeccable track record in India as well as in international markets. Since its inception in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. 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, a strong market reputation, large shareholder base and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian environment.
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HDFC Bank began operations in 1995 with a simple mission : to be a “ World Class Indian Bank.” We realized that only a single minded
focus on product quality and service excellence would help us get there. Today, we are proud to say that we are well on our way towards that goal
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STRONG NATIONAL NETWORK
HDFC BANK
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M ar c h 20 06
M a r ch 2 007
M ar ch 2 00 8
Citied
22 8
316
32 7
B r an ch es
53 5
684
76 1
ATMs
1323
160 5
1 977
As of March 31, 2008, the Bank’s distribution network was at 761 Branches and 1977 ATMs in 327 cities as against 684 branches and 1,605 ATMs in 320 cities as of March 31, 2007.
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Against the regulatory approvals for new branches in hand, the Bank expects to further expand the branch network by around 150 branches by June 30, 2008. During the year, the Bank stepped up retail customer acquisition with deposit accounts increasing from 6.2 million to 8.7 million and total cards issued (debit and credit cards) increasing from 7 million to 9.2 million. Whilst credit growth in the banking system slowed down to about 22% for the year ended 2007-08, the Bank’s net advances grew by 35.1% with retail advances growing by 38.6% and wholesale advances growing by 30%, implying a higher market share in both segments.
he transactional banking business also registered healthy growth With cash management volumes increased by around 80% and trade services volumes by around 40% over the previous year.
Portfolio quality as of March 31, 2008 remained healthy with gross nonperforming assets at 1.3% and net non-performing assets at
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0.4% of total customer assets. The Bank’s provisioning policies for specific loan loss provisions remained higher than regulatory requirements.
TECHNOLOGY USED IN HDFC BANK In the era of globalization each and every sector faced the stiff competition from their rivals. And world also converted into the flat from the globe. After the policy of liberalization and RBI initiatives to take the step for the private sector banks, more and more changes are taking the part into it. And there are create competition between the private sector banks and public sector bank. Private sector banks are today used the latest technology for the different transaction of day to day banking life. As we know that Information Technology plays the vital role in the each and every industries and gives the optimum return from the limited resources. Banks are service industries and today IT gives the innovative Technology application to Banking industries. HDFC BANK is the leader in the industries and today IT and HDFC BANK together
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combined they reached the sky. New technology changed the mind of the customers and changed the queue concept from the history banking transaction. Today there are different channels are available for the banking transactions. We can see that the how technology gives the best results in the below diagram. There are drastically changes seen inthe use of Internet banking, in a year 2001 (2%) and in the year 2008 ( 25%). These type of technology gives the freedom to retail customers.
Centralized Processing Units Electronic Straight Processing
Through
Data Warehousing , CRM Innovative Application
Technology
Derived Economies of Scale Reduced Transaction Cost Improve cost efficiency, Cross sell Provide new or superior products
HDFC BANK is the very consistent player in the New private sector banks. New private sector banks to withstand the competition from public sector banks came up with innovative products and superior
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service.
2001
Branches 43% ATM 40% Phone Banking 14% Internet 2% Mobile 1%
2005
30
Branches 17% ATM 45% Phone Banking 12% Internet 25% Mobile 1%
( % customer initiated Transaction by Channel )
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HDFC BANK PRODUCT AND CUSTOMER SEGMENTS
PERSONAL BANKING Loan Product
• •
•
Auto Loan Loan Against Security Loan Against Property
Deposit Product
• • • • •
Saving a/c Current a/c Fixed deposit Demat a/c Safe Deposit
Investment & Insurance
• • • • •
Mutual Fund Bonds Knowledge Centre Insurance General and Health
• • • •
• •
• •
•
•
• •
Personal loan Credit card 2-wheeler loan Commercial vehicles finance Home loans Retail business banking Tractor loan Working Capital Finance Construction Equipment Finance Health Care Finance Education Loan Gold Loan Cards
Lockers
•
•
Payment Services
Insurance Equity and Derivatives Mudra Gold Bar
Access To Bank
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• • •
Credit Card Debit Card Prepaid Card
• • • • • •
------------------------------Forex Services ------------------------------Product & • Services Trade Services • Forex service • Branch Locater •
RBI Guidelines
• •
•
•
NetSafe Merchant Prepaid Refill Billpay Visa Billpay InstaPay DirectPay VisaMoney Transfer e–Monies Electronic Funds Transfer Online Payment of Direct Tax
NetBanking OneView InstaAlert • MobileBanking ATM • Phone Banking • Email Statements • Branch Network • • •
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WHOLESALE BANKING
Corporate
•
•
•
•
Funded Services Non Funded Services Value Added Services Internet Banking
Small and Medium Enterprises • •
•
•
•
Funded Services Non Funded Services Specialized Services Value added services Internet Banking
Financial Institutions and Trusts BANKS •
•
• • • •
Clearing SubMembership RTGS – submembership Fund Transfer ATM Tie-ups Corporate Salary a/c Tax Collection
Financial Institutions Mutual Funds Stock Brokers Insurance Companies Commodities Business Trusts
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BUSINESS MIX
Total Deposits
Retail
•
Gross Advances
Net Revenue
Wholesale
HDFC Bank is a consistent player in the private sector bank and have a well balanced product and business mix in the Indian as well as overseas markets.
•
Customer segments (retail & wholesale) account for 84% of Net revenues ( FY 2008)
•
Higher retail revenues partly offset by higher operating and credit costs.
•
Equally well positioned to grow both segments.
.
NRI SERVICES
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Accounts&Deposits • • • • •
Rupee Saving a/c Rupee Current a/c Rupee Fixed Deposits Foreign Currency Deposits Accounts for Returning Indians
Remittances • • • • • • •
North America UK Europe South East Asia Middle East Africa Others Quick remit IndiaLink Cheque LockBox Telegraphic/ Wire Transfer Funds Transfer Cheques/DDs/TCs
Investment&Insurances • • • •
Mutual Funds Insurance Private Banking Portfolio Investment Scheme
Loans • • • •
Home Loans Loans Against Securities Loans Against Deposits Gold Credit Card
PaymentServices • • • • • •
NetSafe BillPay InstaPay DirectPay Visa Money Online Donation
AccessToBank • • • • • • •
NetBanking OneView InstaAlert ATM PhoneBanking Email Statements Branch Network
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BUSINESS STRETEGY
HDFC BANK mission is to be
"a World Class Indian Bank ",
benchmarking themselves against international standards and best practices in terms of product offerings, technology, service levels, risk management and audit & compliance. The objective is to build sound customer franchises across distinct businesses so as to be a preferred provider of banking services for target retail and wholesale customer segments, and to achieve a healthy growth in profitability, consistent with the Bank's risk appetite. Bank is committed to do this while ensuring the highest levels of ethical standards, professional integrity, corporate governance and regulatory compliance. Continue to develop new product and technology is the main business strategy of the bank. Maintain good relation with the customers is the main and prime objective of the bank.
HDFC BANK business strategy emphasizes the following :
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•
Increase market share in India’s expanding banking
and
financial services industry by following a disciplined growth strategy focusing on quality and not on quantity and delivering high quality customer service. •
Leverage our technology platform and open scaleable systems to deliver more products to more customers and to control operating costs.
•
Maintain current high standards for asset quality through disciplined credit risk management.
•
Develop innovative products and services that attract the targeted customers and address inefficiencies in the Indian financial sector.
•
Continue to develop products and services that reduce bank’s cost of funds.
•
Focus on high earnings growth with low volatility.
INSIDE HDFC BANK
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FIVE “S” , PART OF KAIZEN WORK PLACE TRANSFORMATION
Focus on effective work place organization Believe in
“ Small changes lead to large improvement ”
Every successful organization have their own strategy to win the race in the competitive market. They use some technique and methodology for smooth running of business. HDFC BANK also aquired the Japanese technique for smooth running of work and effective work place organization. Five ‘S’ Part of Kaizen is the technique which is used in the bank For easy and systematic work place and eliminating unnecessary things from the work place. BENEFIT OF FIVE “S”
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• • • • •
It can be started immediately. Every one has to participate. Five “ S” is an entirely people driven initiatives. Brings in concept of ownership. All wastage are made visible.
FIVE ‘S’ Means :S-1 S-2 S-3 S-4 S-5
SORT SYSTEMATIZE SPIC-N-SPAN STANDARDIZE SUSTAIN
SEIRI SEITON SEIRO SEIKETSU SHITSUKE
(1) SORT :It focus on eliminating unnecessary items from the work place. It is excellent way to free up valuable floor space. It segregate items as per “require and wanted”.
Frequently Required Remove everything from workplace
Wanted but notRequired (2) SYSTEMATIZE :-
Less Frequently Required
Junk
Junk
Systematize is focus on efficient and effective Storage method.
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That means it identify, organize and arrange retrieval. It largely focus on good labeling and identification practices. Objective :- “A place for everything and everything in its place”. (3) SPIC- n - SPAN :Spic-n-Span focuses on regular clearing and self inspection. It brings in the sense of ownership. (4) STANDERDIZE :It focus on simplification and standardization. It involve standard rules and policies. It establish checklist to facilitates autonomous maintenance of workplace. It assign responsibility for doing various jobs and decide on Five S frequency. (5) SUSTAIN:It focuses on defining a new status and standard of organized work place. Sustain means regular training to maintain standards developed under S-4. It brings in self- discipline and commitment towards workplace organization.
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LABELLING ON FILE
FILE NUMBER SUBJECT FROM DATE TO DATE OWNER
BOX LABEL
For Example
1/3/A/6 1 – Work Station (1) 3 – Drawer (3) A - Shelf (A) 6 – File Number ( 6)
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COLOUR CODING OF FILES
DEPARTMENT
Welcome Desk
Personal Banker Teller Relationship Manager Branch Manager Demat Others
In the HDFC BANK each department has their different color coding apply on the different file. Due to this everyone aware about their particular color file which is coding on it and they save their valuable time. It is a part of Kaizen and also included in the system of the Five ‘S’. Logic behind it that , the color coding are always differentiate the things from the similar one.
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HUMAN RESOURCES
The Bank’s staffing needs continued to increase during the year particularly in the retail banking businesses in line with the business growth. Total number of employees increased from 14878 as of March31,2006 to 21477 as of March 31, 2007. The Bank continues to focus on training its employees on a continuing basis, both on the job and through training programs conducted by internal and external faculty. The Bank has consistently believed that broader employee ownership of its shares has a positive impact on its performance and employee motivation. The Bank’s employee stock option scheme so far covers around 9000 employees.
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RUPEE EARNED - RUPEE SPENT
It is more important for every organization to know about from where and where to spent money. And balanced between these two things rupee earned and rupee spent are required for smooth running of business and financial soundness. This type of watch can control and eliminate the unnecessary spending of business. In this diagram it include both things from where Bank earned Rupee and where to spent.
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HDFC BANK earned from the ‘Interest from Advances’ 51.14 % , ‘Interest from Investment’ 27.12 %, bank earned commission exchange and brokerage of 15.25 %. These are the major earning sources of the bank. Bank also earned from the Forex and Derivatives and some other Interest Income. Bank spent 39.75 % on Interest Expense, 30.27 % on Operating Expense and 14.58 % on Provision. Bank also spent Dividend and Tax on dividend, Loss on Investment , Tax. As we discuss above that balancing is must between these two for every organization especially in the era of globalization where there are stiff competition among various market players.
RECENT DEVELOPMENT
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The Reserve Bank of India has approved the scheme of amalgamation of Centurion Bank of Punjab Ltd. with HDFC Bank Ltd. with effect from May 23, 2008.
All the branches of Centurion Bank of Punjab will function as branches of HDFC Bank with effect from May 23, 2008. With RBI’s approval, all requisite statutory and regulatory approvals for the merger have been obtained.
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The combined entity would have a nationwide network of 1167 branches; a strong deposit base of around Rs.1,22,000 crores and net advances of around Rs.89,000 crores. The balance sheet size of the combined entity would be over Rs.1,63,000 crores.
Merger with Centurion Bank of Punjab Limited On March 27, 2008, the shareholders of the Bank accorded their consent to a scheme of amalgamation of Centurion Bank of Punjab Limited with HDFC Bank Limited. The shareholders of the Bank approved the issuance of one equity share of Rs.10/- each of HDFC Bank Limited for every 29 equity shares of Re. 1/- each held in Centurion Bank of Punjab Limited. This is subject to receipt of Approvals from the Reserve Bank of India, stock exchanges and Other requisite statutory and regulatory authorities. The shareholders Also accorded their consent to issue equity shares and/or warrants convertible into equity shares at the rate of Rs.1,530.13 each to HDFC Limited and/or other promoter group companies on preferential basis, subject to final regulatory approvals in this regard.
The
Shareholders of the Bank have also approved an increase in the authorized capital from Rs.450 crores to Rs.550 crores.
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Promoted in 1995 by Housing Development Finance Corporation (HDFC), India's leading housing finance company, HDFC Bank is one of India's premier banks providing a wide range of financial products and services to its over 11 million customers across hundreds of Indian cities using multiple distribution channels including a pan-India network of branches, ATMs, phone banking, net banking and mobile
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banking. Within a relatively short span of time, the bank has emerged as a leading player in retail banking, wholesale banking, and treasury operations, its three principal business segments.
The bank's competitive strength clearly lies in the use of technology and the ability to deliver world-class service with rapid response time. Over the last 13 years, the bank has successfully gained market share in its target customer franchises while maintaining healthy profitability and asset quality.
As on March 31, 2008, the Bank had a network of 761 branches and 1,977 ATMs in 327 cities. For the year ended March 31, 2008, the Bank reported a net profit of INR 15.90 billion (Rs.1590.2crore), up 39.3%, over the corresponding year ended As of
March 31, 2007.
March 31, 2008 total deposits were INR 1007.69 billion,
(Rs.100,769 crore) up 47.5% over the corresponding year ended March 31, 2007. Total balance sheet size too grew by 46.0% to INR 1,331.77 billion
(133177 crore). Leading Indian and international
Publications have recognized the bank for its performance and quality.
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Centurion Bank of Punjab is one of the leading new generation private sector banks in India. The bank serves individual consumers, small and medium businesses and large corporations with a full range of financial products and services for investing, lending and advice on financial planning. The bank offers its customers an array of wealth management products such as mutual funds, life and
51
general insurance and has established a leadership 'position'. The bank is also a strong player in foreign exchange services, personal loans, mortgages and agricultural loans.
Additionally the bank offers a full suite of NRI banking products to Overseas Indians. On 29th August 2007, Centurion Bank of Punjab merged with Lord Krishna Bank (LKB), post obtaining all requisite statutory
and regulatory approvals. This merger has further
strengthened the geographical reach of the Bank in major towns and cities across the country, especially in the State of Kerala, in addition to its existing dominance in the northern part of the country.
Centurion Bank of Punjab now operates ona strong nationwide franchise of 404 branches and 452 ATMs in 190 locations across the country, supported by employee base of over 7,500 employees. In addition to being listed on the major Indian stock exchanges, the Bank’s shares are also listed on the Exchange.
Luxembourg
Stock
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ACHIEVEMENT IN 2007
Business Monitor survey
TodayGroup One of India's "
"
Most Innovative Companies Financial ExpressErnst & Young Award
Best Bank Award in the Private Sector category
Global HR 'Employer Brand of the Year 2007 -2008' Excellence Awards Award - First Runner up, & many more
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- Asia Pacific HRM Congress: Business Today
'Best Bank' Award
Dun & Bradstreet – American Express Corporate Best 'Corporate Best Bank' Award Bank Award 2007 The Bombay Stock Exchange and Nasscom 'Best Corporate Foundation's Practice' Award Business for Social Responsibility Awards 2007
Social
Responsibility
Outlook Money & Best Bank Award in the Private sector category. NDTV Profit The Asian Banker Best Retail Bank in India Excellence in Retail Financial Services Awards Asian Banker
HDFC BANK Managing Director Aditya Puri wins the
Leadership Achievement Award for India
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WEAKNESSES
STRENGTH •
Right strategy for the
•
right products. •
Superior
Some gaps in range for certain sectors.
customer
•
service vs. competitors.
Customer service staff need training.
•
Great Brand Image
•
Processes and systems, etc
•
Products have required
•
Management insufficient.
accreditations. •
High degree of customer satisfaction.
•
Good place to work
cover
•
Sectoral growth is constrained by low unemployment levels and competition for staff
56
•
Lower
response
time
with
efficient
and
effective service. •
Dedicated workforce aiming at making a long-term career in the field.
Opportunities
Threats
•
Profit margins will be good.
•
Legislation could impact.
•
Could extend to overseas
•
Great risk involved
•
Very
broadly. •
New specialist applications.
•
Could seek better customer
Fast-track development
•
Vulnerable to reactive attack by major competitors
career
•
opportunities
An applied research centre to create opportunities for developing techniques to provide added-value services.
Lack of infrastructure in rural areas could constrain
on an industry-wide basis. •
competition
prevailing in the industry.
deals. •
high
investment. •
High volume/low cost market is intensely competitive.
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COMPETITIVE SWOT ANALYSIS WITH ICICI BANK STRENGTHS
WEAKNESSES
O P S – O Strategies W – O Strategies P O Strength: Large Capital base. Weakness: Workforce R T Opportunity: Market Expansion. Responsiveness. U N Opportunity: Outsourcing of Non – I Strategy: Deep Penetration into Core Business. T I Rural Market. Strategy: Outsource Customer E Care & other E-Helps. S S – T Strategies
W – T Strategies
T H Strength: Low operating costs Weakness: Not Equal to R International Standards. E A Threat: Increased Competition Threat: Entry of many Foreign T from others Pvt. Banks. Banks.
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S Strategy: Steps to Ensure Loyalty by old Customers.
Strategy: Consider additional benefits
Detailed Analysis: i.
Strength - Opportunity Analysis.
Strength:
It is well know that ICICI Bank has the largest Authorised Capital Base in the Banking System in India i.e. having a total capacity to raise Rs. 19,000,000,000 (Non – Premium Value).
Opportunity:
Seeing the present financial & economic development of Indian Economy and also the
tremendous growth of the
Indian
Companies including the acquisition spree followed by them, it clearly states the expanding market for finance requirements
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and also the growth in surplus disposal income of Indian citizens has given a huge rise in savings deposits – from the above point it is clear that there is a huge market expansion possible in banking sector in India.
Strategy:
From the analysis of Strength & Opportunity the simple and straight possible strategy for ICICI Bank could be - to penetrate into the rural sector of India for expanding its market share as well as leading all other Pvt. Banks from a great gap.
ii.
Strength - Threat Analysis.
Strength:
ICICI Bank is not only known for large capital but also for having a low operations cost though having huge number of branches and services provided.
Threat:
After showing a significant growth overall, India is able to attract many international financial & banking institutes, which are known for their state of art working and keeping low operation costs.
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Strategy:
To ensure that ICICI Bank keeps going on with low operation cost & have continuous business it should simply promote itself well & provide quality service so as to ensure customer loyalty, therefore guaranteeing continuous business.
iii.
Weakness - O pportunity Analysis.
Weakness:
It is well known that workforce responsiveness in banking sector is Very low in Indian banking sector, though ICICI Bank has better responsible staff but it still lacks behind its counterparts like HSBC, HDFC BANK, CITI BANK, YES BANK etc.
Opportunity:
In the present world, India is preferred one of the best places for out – sourcing of business process works and many
Strategy:
more.
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As international companies are reaping huge benefits after outsourcing there customer care & BPO’s, this same strategy should be implemented by ICICI Bank so as to have proper customer service without hindering customer expectations.
iv .
Weakness - Threat Analysis.
Weakness:
Though having a international presence, ICICI Bank has not been able to keep up the international standards in providing customer service as well as banking works.
Threat:
In recent times, India has witnessed entry of many international banks like CITI Bank, YES Bank etc which posses an external entrant threat to ICICI Bank – as this Banks are known for their art of working and maintain high standards of customer
Strategy:
service.
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After having new entrants threat, ICICI Bank should come up with More additional benefits to its customer or may be even reduce some fees for any additional works of customers.
PROJECT ON PLASTIC MONEY
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I give the project on Plastic Money to bank.
The objective behind this
project is to increase the rich customers list in a bank. Plastic Money title itself says the use of Credit Card and Debit Card in day to day transaction of the business. I prepared the presentation on it and submitted to bank and Bank already started work on this project. Idea behind this project is to sale the bulk product. Target customer Of this project are two parties one is Wholesaler and second is Retailer. Due to this idea bank also sell their swipe machine to wholesaler and create brand image in the market.
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The idea behind this, bank give the credit card swipe machine to wholesalers and retailers use thecredit card of the bank. Bank gives the 50 days credit to their credit card holders. So here retailers can get benefit of long credit period and on the other side wholesalers can get the benefit of same day payment. As a result bank got the wide list of customers of wholesalers and retailers.
POWERPOINT PRESENTATION ON PLATIC MONEY
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We sale ou
Idea behind it, to convenience both the parties and create the group transaction between them so bank can got the maximum benefit from it. Each wholesaler has more than 15 to 20 retailers, so by this way bank sell the bulk products.
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Meet towh
This power point slide shows the how idea works behind this project. Meet the wholesaler first and get the details about their retailers and convince both parties and shows the benefit of using this type of transaction by plastic money.
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Bulkprod
Bank always find those customers which are more involve in the banking transaction. These type of group transaction between the wholesalers and retailers maintain the well account in a bank.
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M
I t's show
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BUSINESS STRETEGY:HDFC BANK mission is to be "a World Class Indian Bank", benchmarking themselves against international standards and best practices in terms of product offerings, technology, service levels, risk management
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and audit & compliance. The objective is to build sound customer franchises across distinct businesses so as to be a preferred provider of banking services for target retail and wholesale customer segments, and to achieve a healthy growth in profitability, consistent with the Bank's risk appetite. Bank is committed to do this while ensuring the highest levels of ethical standards, professional integrity, corporate governance and regulatory compliance. Continue to develop new product and technology is the main business strategy of the bank. Maintain good relation with the customers is the main and prime objective of the bank.
HDFC BANK business methodology emphasizes the following:· Increase market share in India’s expanding banking and financial service s industry by following a disciplined growth strategy focusing on quality and not on quantity and delivering high quality customer service. · Leverage our technology platform and open scalable systems to deliver more products to more customers and to control operating costs. · Maintain current high standards for asset quality through disciplined credit risk management. · Develop innovative products and services that attract the targeted customers and address inefficiencies in the Indian financial sector. · Continue to develop products and services that reduce bank’s cost of funds. · Focus on high earnings growth with low volatility.
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ANALYSIS & DISCUSSION The office of HDFC BANK is blessed by brilliant and skilled professionals and team leader who have the responsibility of handling the Financial Corporate Consultants. HDFC Bank can play an important role in
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this stage by helping to establish a clear understanding of the market, to improve the perception of individual or group of people it my provide new dimensions to this sector . It is taken for granted that most research needs are tactical and specific, but a few business issues exist in a vacuum. Because we understand and have worked for years throughout the business processes, we can supply insights and strategic solutions that are more relevant and actionable. Whether we provide research in just one area or guide innovation from concept inception through market introduction, we're committed to success and profits... yours.
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HDFC Bank, the banking arm of HDFC is expected to go on stream. The bank already has good number of employees on board and is recruiting Sales executives heavily to take the headcount to many more. It is on the brim of increasing its customers through its attractive schemes and offer. The project opportunities provided was market segmentation and identifying
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prospective customers in potential geographical location and convincing them to open an account so that new Business Opportunities of the bank can be explored. Through this project, it could be concluded that people are not much aware about the various products of the bank and many of them not interested to open an account at all. Services was considered as unsought good which require hard core selling, but in changing trend in income and people becoming financially literate, the demand for banking sector is increasing day by day. According to my findings Company’s promotional activities for recruiting sales executives are also very less. So, at last the conclusion is that there is tough competition ahead for the company from its major competitors in the banking sector. Last but not the least I would like to thank HDFC Bank for giving me an opportunity to work in the field of Marketing. I hope the company finds my analysis relevant.
Future Prospect •
To approach in right direction with a clear site & adopt new, innovative ideas
•
To increase its customer base in market & rise market share
•
To increase market value with new schemes & services
•
To expand its branches in almost all cities .
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1.Guidance from Branch Manager HDFC Bank, Manager, HDFC Bank.
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2.www.scribd.com 3.www.managemanteparadise.com
