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Submitted to

Kurukeshtra University , Kurukshetra

In Partial fulfillment of Master of Business Administration

Under guidance of:-

Submitted By:




Roll No. -8629

Department of Management Studies

Jan Nayak Ch. Devi Lal College of Engineering, Sirsa

Jan Nayak Ch. Devi Lal College of Engineering

Post Box 81, Barnala Road , Sirsa-125055,
Ph: 01666-248800-01, Fax : 248802

This is to certify that Miss.Priyanka Bansal, Roll no.
8629, a student of Master of Business Administration in






completed the summer training project report on i under

my guidance towards the partial fulfillment of Master of
Business Administration.

(Dr. Kuldeep Singh)


(Dr Monica

Prof and Head



I, Priyanka Bansal, hereby declare that Summer Training

Project Report Entitled submitted in the partial fulfillment of
the requirement, of Master of Business Administration to
Kurukshetra University, Kurukshetra through Jan Nayak Ch.
Devi Lal College of Engineering, Sirsa, is my original work
and the same has not been submitted to any other institute
for the award of any other degree and the suggestions as
approved by he Training Guide and Supervisor are duly




I take this opportunity to thank Mr., Managing

Director for allowing me to undergo summer training in the
company and for his able supervision and guidance.
Words fail me to pay my sincere regards towards Dr. , Lecturer,
Department of Management Studies for his superior guidance,
supervision and constructive criticism.
I would be failing in my duties, if I don't thank the other faculty
members of the department, for their moral support and
I am also thankful to all the employees of the organization who
has spared their valuable time in sharing their knowledge and
has helped me with valuable information needed, for the
completion of this project.
Last but not least, I would like to thank the Omnipotent, without
his blessings, this project would not have been completed.


Table of Contents

1) Introduction....................................................................................6
Company Profile.
Vision of the Bank..
2) Market Strategies of ICICI
Universal Banking..
Global Market Strategy..
Advertising Strategy.

3) Competitors..............................................................................16
4) Product
Policies 7

Planning.. 55
5) Objective of Research.57
6) Research
7) Analysis..............................................................................60
Findings & Analysis.....61
Results & discussion.71
Conclusion & Recommendation.73
8) References........................................................................75
9) Annexure..76


Company Profile

ICICI Bank is India's second-largest bank with total assets of Rs.

3,997.95 billion (US$ 100 billion) at March 31, 2008 and profit after tax of
Rs. 41.58 billion for the year ended on March 31, 2008. ICICI Bank is the
second amongst all the companies listed on the Indian stock exchanges
in terms of free float market capitalisation. The Bank has a network of
about 1,308 branches and 3,950 ATMs in India and a presence in 18
countries. ICICI Bank offers a wide range of banking products and
financial services to corporate and retail customers through a variety of
delivery channels and through its specialised subsidiaries and affiliates in
the areas of investment banking, life and non-life insurance, venture
capital and asset management or wealth management. The Bank
currently has its subsidiaries in the United Kingdom, Russia and Canada,
branches in Unites States, Singapore, Bahrain, Hong Kong, Sri Lanka,
Qatar and Dubai International Finance Centre and representative offices
in United Arab Emirates, China, South Africa, Bangladesh, Thailand,

Malaysia and Indonesia. The banks UK subsidiary has established

branches in Belgium and Germany.
ICICI Bank's equity shares are listed in India on Bombay Stock Exchange
(BSE) and the National Stock Exchange of India Limited and its American
Depositary Receipts (ADRs) are listed on the New York Stock Exchange

Vision of ICICI Bank

Over the last few years, the ICICI Bank has taken rapid strides in
developing new businesses in line with its proposition to offer complete
financial services to both corporate and retail customers.
ICICI Bank is committed to enriching this valuable resource which in turn,
will allow it to bring innovative practices to the world of financial services
in India. With technology playing the key role mainly.
The vision is to develop ICICI Bank into an organization that is
empowered by bright and talented individuals, working in teamsandriding
on the backbone of world class technology.

The ICICI Bank was originally promoted in 1994 by ICICI Limited, an
Indian financial institution, and was its wholly owned subsidiary. ICICI's
shareholding in ICICI Bank was reduced to 46% through a public offering
of shares in India in fiscal year 1998, an equity offering in the form of
ADRs listed on the NYSE in fiscal year 2000, ICICI Bank's acquisition of
Bank of Madura Limited in an all-stock amalgamation in fiscal year 2001,
and secondary market sales by ICICI to institutional investors in fiscal
year 2001 and fiscal year 2002. ICICI was formed in year 1955 at the

initiative of the World Bank, the Government of India and representatives

of Indian industry. The principal objective was to create a development
financial institution for providing the medium-term and long-term project
financing to Indian businesses. In the 1990s, the ICICI transformed its
business from a development financial institution offering only single
project finance to a diversified financial services group offering a wide
variety of products and services, both directly and through a number of
subsidiaries and affiliates like ICICI Bank. In 1999, the ICICI become the
first Indian company and the first bank or financial institution from nonJapan Asia to be listed on the New York Stock Exchange (NYSE).

Market Strategy of ICICI Bank:
ICICI Bank uses the concept of Universal Banking
In universal banking, large banks operate extensively in networks of
branches, provide many different services, hold several claims on firms
(including equity and debt), and participate directly in the corporate
governance of firms that rely on the banks for funding or as insurance
underwriters. It means the ability to offer i.e. sell and underwrite all the
types of products and services to any set of clients, either through a
single or through a group of companies. The practice of Universal
Banking varies across several countries. India faces a very high
regulatory burden although now a conglomerate structure of the universal
banking has already been permitted .Many international players like ABNAMRO, Citigroup, HSBC, Deutsche Bank, JP Morgan Chase, Lehman
Brothers have realized the benefits of Universal Banking. The ICICI Bank
has also joined these international players. The ICICI Bank functions as a
universal bank through itself and its associate companies in the areas of
corporate finance, commercial banking, personal banking, investment
banking, asset management, investor services and insurance. The

Universal Banking provides competitive advantage in the current scenario

through large product suite, diversified resource base, Economies of
scale and scope, Optimization of human and financial capital.
In a span of just four years, the ICICI Bank has emerged as a consumer
banking behemoth. With a retail book of over Rs 56,000 crores (Rs 560
billion) and a market share that is the envy of competition -- it has a share
of over 30 per cent The ICICI Bank today has reached a commanding
The bank boasts of the widest integrated technology platform in the
country and only a fourth of its business takes place at its branches and
Its legacy of non-performing assets (NPAs) -- for which it has been rated
below its peers earlier -- is now almost history with net NPLs (nonperforming loans) down to 2 per cent.
Armed with a much stronger balance sheet, the ICICI Bank is
aggressively foraying into overseas markets and also has an eye on the
rural India.
Rural India is an opportunity, somewhat premature, but in the next 12-18
months the banks strategy will be seen there. Bank is looking at new agri
lending as something that is directed; it's a viable business proposition,
but it has to be driven very carefully. The bank can't have branches there
because that is not workable in terms of costs.
The solution to this problem is to partner with the micro-credit institutions,
corporate providing inputs or buying products from the farmer and selfhelp groups.

Major Steps Taken:


In 2001 ICICI acquired the Bank of Madura (est. In 1943). The Bank of
Madura was a Chettiar bank, and had acquired the Chettinad Mercantile
Bank (est. In 1933) and the Illanji Bank (est. in 1904) in the 1960s.
In 2007 ICICI amalgamated the Sangli Bank, which was headquartered
in Sangli, in Maharashtra State, and which had 158 branches in
Maharashtra state and another 31 in Karnataka State. ICICI also received
permission from the government of Qatar to open a branch in Doha and
from the US Federal Reserve to open a branch in New York city. ICICI
Bank Eurasia opened a second branch in St. Petersburg.
In 2008 the ICICI Bank launched iMobile, a comprehensive Mobile
banking solution. iMobile is considered to be a breakthrough innovation in
the Indian Banking which allows a customer to do all possible
transactions through a GPRS-enabled mobile phone easily and

Global Market Strategy:

The global opportunity spectrum is changing dramatically, and in the next
three years, the banks global business will contribute one-third of the
book top line and bottom-line. Today it's about only 10-12 per cent. The
NRI (people living abroad) is a great customer and the other is the Indian
corporate who is globalising -- either in the trade business or is setting up
businesses abroad.
Banks USP (unique selling proposition) is a unique technology; it can get
customers to talk to his constituents online. The NRI is an interesting link
because today he has tremendous needs in India; he wants to remit
money, purchase a commodity, buy a home, especially the H1 visa guys.
This year 10 per cent of the home loans will be lended to NRIs.


In the United Kingdom the ICICI bank have a partnership with Lloyds
Bank and are present in 30 branches there, promoting joint products, and
they get new customers.
In the United States the ICICI bank have a tie-up with Wells Fargo and
their customers can start a remittance into India from any channel.

Advertising Strategy:
Amitabh Bachchan as brand ambassador of ICICI:
Under the agreement, Mr. Amitabh Bachchan endorsed and promoted all
the products and services offered by ICICI and its Group companies for a
period of two years.
During his term as the brand ambassador, he played a key role in all
major brand and product communication by ICICI. He endorsed the ICICI
brand through corporate and product campaigns on television, print and
outdoor medium. Mr. Bachchan also participated in select events such as

new product launches, various campaigns, and customer reward

programmes etc.

ShahRukh Khan as global brand ambassador of ICICI:

After Mr. Bachchan the ICICI Bank has decided to resort to the celebrity
endorsement route to promote its brand. Almost two-and-a-half years
since superstar Amitabh Bachchan endorsed the ICICI brand, the
company has signed up Shah Rukh Khan as its global ambassador. Shah
Rukh Khan whose increasing global popularity gives synergy to the
growing global presence of ICICI Bank.
Shahrukh Khan is a truly global Indian who embodies the Indian winning
spirit in a true sense. The energy and innovation which Shahrukh Khan
represents coupled with his popularity both in India and abroad make him
the ideal choice for the ICICI Bank, particularly as the Bank makes its
global forays. Within a short span of four years, the ICICI Bank has
established its presence in 12 countries including UK, Canada, US and
the Middle East.


Competitors of ICICI Bank:

Its nearest competitors in the private banking sector are HDFC Bank and
AXIS (UTI) Bank.
As compared to ICICI Bank HDFC is frenetically seeking to shrug off the
image of being a one-product company (home loans), by using synergies
that exist with its bank to foray into various areas like e-broking, mutual
funds, and insurance. For ICICI Bank, it is imperative that it moves away
from the high-risk, low-return business of project finance.
Universal Banking, ICICI Style
ICICI: Bonds, loans, corporate
ICICI Web Trade: Online stock
finance, and infrastructure


ICICI Bank: Retail and corporate ICICI Home: Housing finance
banking, and cash management
ICICI Capital: Financial products ICICI Securities: I-Banking,
marketing and distribution
corporate finance, and advisory
ICICI Prudential: Life Insurance ICICI Brokerage: Broking and
joint venture
ICICI Lombard: General

equity research
ICICI Venture: Private equity

Insurance joint venture

ICICI Infotech: Software

ICICI Kinfra: Infrastructure

solutions and IT-enabled services financing in Kerala

ICICI Personal Financial

ICICI Winfra: Infrastructure

Services: Retail loan distribution financing in West Bengal

ICICI International: Offshore
ICICI Knowledge Park:
investment and fund

Infrastructure and support facilities


ICICI is still puny when compared to HDFC but the objective is very
clear : grow the business, even if it has come at HDFC's cost. Kalpana
Morparia, Executive Director, ICICI, maintains that they got into home
loans simply because it's one of the safest businesses to be in, given the
low default rates. ''Besides, the market is growing and there's space for all
those who wants to enter.
HDFC Bank:

The HDFC House

Housing finance
HDFC Asset Mutual funds
HDFC Reality Online property solutions
(JV with Mahindras)
HDFC Standard

Life insurance joint venture

HDFC Securities

Internet and phone broking

Gruh Finance

Home loans for repair and



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

Why ICICI Bank Leads:

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


ICICI Bank offers wide variety of Deposit Products to suit the







branches/ ATMs and facility of E-channels like Internet and Mobile


Savings Account : A Savings Account for everyone with a

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


Life Plus Senior Citizens Savings Account :

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


Young Stars Savings Account :

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



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


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


Easy Receive Savings Account :

Easy receive account is a unique savings account that caters

to domestic banking needs, while offering additional benefits for

remittances received in the account from abroad.

2 Loans:
ICICI Bank offers wide variety of Loans Products to suit your






branches/ ATMs and facility of E-channels like Internet and Mobile

Banking, ICICI Bank brings banking at customers doorstep.
a) Home Loans:
The No. 1 Home Loans Provider in the country, ICICI Bank Home
Loans offers some unbeatable benefits to its customers - Doorstep
Service, Simplified Documentation and Guidance throughout the

b) Personal Loans:
If customers wants personal loan that's easy to get with the help
of ICICI Bank. ICICI Bank Personal Loans are easy to get and
absolutely hassle free. With minimum documentation people can
now secure a loan for an amount up to Rs. 15 lakhs.
c) Car Loans:
ICICI Bank is the No. 1 financier for car loans in the country. It has
network of more than 2500 channel partners in over 1000
locations. It has tie-ups with all leading automobile manufacturers
to ensure the best deals. A number of flexible schemes & quick
processing are available. Hassle-free application process is
available on the click of a mouse.
d) Commercial Vehicle Loans:
Range of services on existing loans & extended products like
funding of new vehicles, refinance on used vehicles, balance
transfer on high cost loans, top up on existing loans, extend
product, working capital loans & other banking products.

Two Wheeler Loans

Customers can avail attractive schemes at competitive interest rates from
the No 1 Financier for Two Wheeler Loans in the country. There is finance
facility up to 90% of the On Road Cost of the vehicle, repayable in
convenient repayment options and comfortable tenors from 6 months to
36 months.


e) Farm Equipment Loans:

ICICI is the preferred financier for almost all leading tractor
manufacturers in the country. There is flexible repayment options in
tandem with the farmer's seasonal liquidity. They can choose from
Monthly, Quarterly and Half-yearly repayment patterns. There are
comfortable repayment tenures from 1 year to 9 years.

f) Business Instalment Loans:

Business Instalment Loan (BIL) by ICICI Bank helps the entities
take giant strides by fulfilling their business requirements, be it
working capital requirement, business expansion or to grab that
once in a lifetime business opportunity.

ICICI Bank offers a variety of cards to suit different transactional needs
of its customers. Its range includes Credit Cards, Debit Cards and
Prepaid cards. These cards offer customers convenience for their
financial transactions like cash withdrawal, shopping and travel. These
cards are widely accepted both in India and abroad.
a)Credit Cards:
Credit Cards give customers a smart way to shop, and offer
them flexibility and convenience in managing their finances. ICICI Bank
credit cards provide a host of exciting offers and benefits to the
customers such as low interest rates, rewards programs, and a high
credit and cash limit. The bank offer different types of credit cards to suit
the different needs and requirements for added features

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

Corporate Banking:
ICICI Bank offer corporate a wide range of products and services, the
technologies to leverage them anytime, anywhere and the expertise to
customize them to client-specific requirements.
From cash management to corporate finance, from forex to acquisition
financing, ICICI bank provide the customers with end-to-end services for
all your banking needs. The result is an overall financial solution for the
company that helps customers accomplishes their objectives.
1) ICICI Bank can guide people through the universe of strategic
alternatives - from identifying potential merger or acquisition targets
to realigning their business' capital structure.
2) ICICI Bank has been the foremost arrangers of acquisition finance
for cross border transactions and is the preferred financer for
acquisitions by Indian companies in overseas markets.
3) The Bank has also developed Forex risk hedging products for
clients after comprehensive Research of the risks a corporate body
is exposed to, e.g., Interest Rate, Forex, Commodity Credit Risk,
4) ICICI bank offer

the customers global services through their

correspondent banking relationship with 950 foreign banks and


maintain a NOSTRO account in 19 currencies to Service people

better and have strong ties with the neighbouring countries.
5) ICICI Bank is the leading collecting bankers to Public & Private
Placement/ Mutual Funds/ Capital Gains Bonds issues.
Besides, the bank have products specially designed for the
financial intermediaries to meet their unique requirements.
6) ICICI support customers international business by meeting working
capital requirements of export and import financing. The Bank also
has a host of non-funded services for their clients.
7) Whatever customers industry, size or financial requirements, ICICI
Bank has the expertise and the solutions to partner them all the

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

Loan Syndication


The bank ensures the participation of banks and financial institution for
the syndication of loans. Some of the products syndicated are:

Project Finance
Corporate Term Loans
Working Capital Loans
Acquisition Finance, etc.

Sell Down
ICICI Bank is a market leader in the securitisation and asset sell-down
From its portfolio, it offers different products to its clients in this segment.
The products are:

Asset-Backed Securities (ABS).

Mortgage-Backed Securities (MBS).
Corporate Loan Sell-down.
Direct Loan Assignment.

As a part of a risk-diversification and portfolio-churning strategy, ICICI
Bank offers buyouts of the assets of its financial sector clients.


The Bank also raises resources, from clients, for internal use by issuing a
gamut of products, which run from Certificates of Deposit (CDs) to Term
deposits to Term Loans.

Financial Institution:
ICICI Bank services the financial sector for the entire set of banking
requirements and provides a complete range of solutions. The Financial
Institutions and Syndication Group (FISG) are responsible for ICICI
Bank's relationship with the financial sect
Under this umbrella, the Bank caters exclusively to the needs of:
1) Different domestic financial Institutions
2) Banks
3) Insurance Companies
4) Mutual Funds
5) Fund Accounting

The FISG has built strong relationships through various interactive

measures, like seminars, training programs, sharing of market information
and views with clients, organizing the Bank CEOs' Forum, etc.

Government Sector:


The Bank aim to leverage their superior technology platform and on

their ability to deliver solutions customized to meet the specific needs of
each client to emerge as the preferred banker for all government
departments and government corporations.

Services to the Government Sector:

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

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


Current Account:
Roaming Current Account:
With the Roaming Current Account (RCA), customers can enjoy the
convenience of Anytime Anywhere banking. They can operate their RCA
from any ICICI Bank branch in any city. RCA offers a wide range of
variants that include:

Gold Plus


These variants are based on committed Quarterly Average Balance with

differential charges applicable to each variant. Customers can choose the
variant most suitable for their business requirements. They even have the
flexibility of changing their current account variant every quarter based on
their changing business needs. It also offers the facilities of International
Business Banking Debit Card, Internet Banking, Phone Banking, E-mail
Banking & Mobile Banking.

Accounts for businesses, big and small

The business needs and requirements are unique. This is why
customers account should be unique too. ICICI Bank offers people a
range of RCAs to meet varying banking requirements.

Gold Plus



Balance Requirement

Anywhere cheque, national reaches:

Issue a cheque from customers place of business. The suppliers can
encash it at over 249 centres all over India. When the cheque is `local'
everywhere, the business goes national!

Bank anytime anywhere.


Customers always had one bank branch. Now every ICICI Bank branch
becomes peoples branch. Every branch manager is the personal
manager. People can get personal attention wherever their business
takes them.

Better cash flows.

ICICI ask the customers to deposit the cheques at the nearest ICICI
Bank Branch, and they will see to it that the cheque reflects in customers
account fast. The bank helps customers money work harder for them.

Banking on call.
Banking has never been so convenient before. Now customers can use
the phone to make Balance Enquiries, Request for a Cheque Book, Stop
Payment and more.

Corporate Internet Banking.

Customers can do all the banking they want without getting up from their
chair. With ICICI Bank's Internet Banking customers can access their
account from wherever they are, by logging in to their account at
www.icicibank.com. The customers can check their balance, pay their
bills, transfer funds or even pay their taxes sitting at their desk.

Card Power.
For customers convenience, ICICI Bank's RCA comes with a powerful
Debit/ATM card that allows the customers to deposit and withdraw cash
at over 2000 ICICI Bank ATMs, plus over 10,000 VISA ATMs. The
customers can also check their balance, view mini account statement,
and transacts at various 90,000 merchant establishments across the

Mobile Banking.
Now the entire customers need to keep in touch with their account
through their mobile. Sign up for alerts on daily balance, cheque clearing
alerts or bounced cheque alerts!

Card-to-Card Transfer
Transfer funds for free from the customers existing ICICI Bank account to
any Visa Card (debit or credit) in India. They can even pay their Visa
credit card bill through this facility available on www.icicibank.com

Free daily email statement

Customers can get a daily email detailing your their ICICI Bank current
account transactions and balance. Sub scribal to this service is free.

Business Loans:
Money, just when customer needs it
As a growing entrepreneur, ICICI know how valuable time is for people.
People are constantly thinking of growth and managing their business. At
ICICI Bank, they think of the same when it comes to customers business.
ICICIs Smart Business Loan is the easy access to money. Customers
can get up to Rs. 25 lacks as an Overdraft or a Business Instalment Loan
with no collaterals and faster turnaround time.

Easy Access Money

Working capital as Overdraft facility

Validity of 12 months

Interest to be levied on the amount utilized

Enjoy the flexibility to pay a minimum amount every month

Interest Rate (IBAR + Cash Credit Premia + 2.75% )

Processing Fees of 2.5%

Bank Guarantee:
Our Bank Guarantees are competitively priced with few requirements like
cash margin and collateral security, and will be made available to
customers in the shortest possible time. There is an upper limit of up to
Rs.1 crore with a tenor of guarantee of up to 18 months, and security
requirement of 25% cash margin and 100% collateral security in the form
of residential property or liquid securities.
ICICI Bank also issues Bank Guarantees in foreign currency on behalf of
our exporters for approved purposes as defined under FEMA, subject to
availability of credit limits or against 100% cash margin.

ICICI Bank offers products and services tailored to meet customers
industry's unique needs.

1) Automotive:


The automotive sector in India is booming as Indians take to cars and

two-wheelers like never before. The worlds biggest brands are already
here, with many more to follow. India is also fast becoming an important
manufacturing hub for the major players in the world. Their OEM
suppliers are also following in their footsteps to set up base in India.
Recognising the unique needs of automotive & auto component
manufacturers, ICICI Bank has set up a team of automotive specialists
who can tailor-make a solution that suits customers business.
The banks long-term relationships with leading auto-manufacturers
ensure customers get the quickest turnaround times possible, with the
network of more than over 600 branches and 1800 ATMs giving them
24/7 accessibility. A single-window access to all the banking solutions
customers may need ensures quick approvals and minimal paperwork.
ICICIs modern approach to business banking backed by their superior
technology helps provide swift anytime, anywhere banking services via
our branch/ATM network, phone, mobile and Internet.
With a Relationship Manager always at customers beck and call, there
will be nothing to stop customers business from speeding ahead.

2) Construction:
The Indian economy is growing at a rapid pace. Predictably, the
construction sector estimated at Rs. 3, 00,000 crores is booming as well,
be it infrastructure or commercial retail and residential space. An outlay of
over Rs. 18, 00,000 crores is projected over the next 10 years.
ICICI Bank has pulled out all stops to ensure customers get all the
financial support they need to take advantage of the opportunities and
face the unique challenges in this sector. The banks in-house
construction industry specialists will customize end-to-end solutions for

customers right from the bidding process and implementation of the

project through to the defect liability period. These range from
Performance & Financial Guarantees to term loans for Equipment
Financing & working capital facilities to buy raw materials.
ICICIs modern approach to business banking backed by our superior
technology helps provide swift anytime, anywhere banking services via
the branch/ATM network, phone, mobile and Internet. Whether customers
are a small contractor striving to grow, or an established player seeking to
grow globally, ICICI Bank provides the foundation to grow their business.

3) Pharmaceuticals:

Whether it's the challenges of Schedule M or awareness of best

practices, nobody understands the fundamental issues of the pharma
business better than customers. Except, perhaps, ICICI Bank.
Recognising the need to stay abreast of the latest developments in this
rapidly evolving sector, the banks team of pharma specialists bring to the
table just the expertise customers business needs. Whether customers
are involved with formulations or APIs for local or global markets, what
customers get is a potent mixture of industry understanding backed by
working capital facilities, forex services and special lending programs
customised for you.
It is a platform to provide value to the pharmaceutical manufacturing
customers of ICICI Bank through focus, innovation and sharing. The
banks modern approach to business banking backed by their superior
technology helps provide swift anytime, anywhere banking services via
their branch/ATM network, phone, mobile and Internet.

4) Apparels:

The export quota regime has been dismantled ushering in an era of open
competition. China may be the leader by far in terms of sheer volume. But
there are plenty of value opportunities both as a mass manufacturer and
as a leading player in the value-added premium segments. Many Indian
suppliers are already modernizing and diversifying their operations to
meet pressures of scale and speed of delivery.
The Indian domestic market too is witnessing a huge transformation and
growth in organized retail space across malls, departmental stores and
premium boutiques. Customers are brand-hungry and ready to pay
premiums to make lifestyle and personal statements. New players are
emerging in regional and national markets.
ICICI Bank is geared to meet customers requirements in the apparel
sector through strong solutions for all their needs:
1) Term loans in rupee and foreign currency with TUFS benefits for
financing of expansion and modernisation plans.
2) Competitively priced working capital and other products (including
export finance in foreign currency) in order to optimise costs of
3) Sophisticated derivative product delivered in a simplified and
convenient manner as a source of hedging and optimising profits.
Finally, ICICI Bank has cut down approval time by standardising the
assessment process through use of scoring models.

5) Transport:

Indian road transport industry is witnessing a sea-change. Infrastructure

investments in highways and ports, entry of professional 'outsourced'
logistics service companies in the corporate sector, introduction of
tracking technology, better quality and more choice of vehicles - all this is
opening up new opportunities and challenges.
The growth of domestic tourism and migration is leading to increase in
travel while the growth of connectivity is creating new paths of commerce
and business.
ICICI Bank offers those in the transport business a host of advantages.
From faster sanction due to parameters-based approach, to interest cost
savings according to usage. A Relationship Manager is the single point
contact for all customers needs.
ICICI Bank's Roaming Current Account makes a powerful difference to
customers business. Bank and withdraw money in any branch or ATM
across the country. Bank anytime from 8 a.m. to 8 p.m. at any of the
branches. It helps in transferring funds without a cheque or a DD, through
a phone call or through Internet Banking. It uses the cash management
services for collections and payments across the country.

6) Gems & Jewellery:

The Gems & Jewellery industry in India is witnessing downstream
integration into the retail space, alliance marketing with end customers in
the export arena, and overall dynamic growth in domestic and
international markets, across the B2B and B2C space.
ICICI Bank has been serving firms in gems and jewellery sector with
comprehensive services and in-depth expertise.
ICICI have a range of credit facilities and derivative products at
competitive rates. The banks Gems and Jewellery experts know exactly

the customers business needs. Or, if it's convenience customers require,

banks vast network of branches and ATMs are just the thing for the
customers. Additionally, ICICI Bank's international experience and
expertise in the global jewellery trade gives customers the most complete
forex products and advisory services you need to stay ahead of

7) Travel & Tourism:

ICICI Banks industry-specific solutions help customer leverage every
opportunity for growth and maximize their profits. Banks team of industry
experts customizes solutions designed to fit customers unique business
requirements. Customers leverage the anytime anywhere business
banking advantage to manage their finances efficiently and easily. With
the national reach and global network, the bank can now take the
business places.

Industry solutions
Funding solutions for Hotels, Travel & Tourism sector:

ICICI provide

project finance in the form of term loans or working capital against card
receivables. Rapid Travellers Cheque Program: The bank purchase TC's
from Money Changers on prefixed transaction exposure/volume. Special
Foreign Currency Tour Operators Account: The bank handle collections of
foreign currency and remittances from the outbound tour operators and
inward remittances, for hotels and tour reservation made abroad.
Derivatives for Risk Mitigation: ICICI help customers hedge jthe foreign
currency inward remittances and local currency outward remittances
through our forex services.

ICICIs customers include


Aviation Training Institutes
Money Changers
Tour Operators
Ticketing Agents Consolidators
Travel Vocational Training Institutes
Travel Portal

Educational Institutions:
Whether the customers companies are govt. aided or privately managed,
in primary, secondary or higher education, they need a bank that
understands your special needs.
Be it long-term loans for infrastructure expansion or cash credit, ICICI
Bank works with accredited & recognized educational institutions all over
India, and offers the clients some of the best options for growth and

Demat Services

ICICI Bank Demat Services boasts of an ever-growing customer

base of over 11.5 lacs account holders. In ICICIs continuous
endeavour to offer best of the class services to the customers the
bank offer the following features:


Customers can transfer securities 24 hours a day, 7 days a week through

Internet & Interactive Voice Response (IVR) at a lower cost. Now with
"Speak to transfer", customer can also transfer or pledge instructions
through our customer care officer.

Consolidation Demat Account:

Customers can dematerialise the physical shares in various holding
patterns and consolidate all such scattered holdings into the primary
demat account at reduced cost.

Digitally Signed Statement: Customers can receive the account

statement and bill by email.

Corporate Benefit Tracking: Customers can track the dividend,

interest, bonus through the account statement.

Mobile Request: Customers can access the demat account by sending

SMS to enquire about Holdings, Transactions, Bill & ISIN details.

Mobile Alerts: Customers can receive SMS alerts for all debits/credits
as well as for any request which cannot be processed.
1) Dedicated customer care executives specially trained at the banks
call centre, to handle all their queries.
2) Countrywide network of over 235 branches, customers are never
far from an ICICI Bank Demat Services outlet.

Mutual Funds:
A Mutual Fund is a trust that pools the savings of a number of investors
who share a common financial goal. The money thus collected is then

invested in capital market instruments such as shares, debentures and

other securities. The income earned through these investments and the
capital appreciation realised are shared by its unit holders in proportion to
the number of units owned by them. Thus a Mutual Fund is the most
suitable investment for the common man as it offers an opportunity to
invest in a diversified, professionally managed basket of securities at a
relatively low cost. The flow chart below describes broadly the working of
a mutual fund:

There are many entities involved and the diagram below illustrates the
organisational set up of a mutual fund:


Domestic Mutual Funds

Mutual Funds pool money of various investors to purchase a wide variety
of securities while pursuing a specific goal. Selection of Securities for the
purpose is done by specialists from the field. Returns generated are
distributed to the Investors. At ICICI Bank NRI services, they help the
customers to determine which types of funds customers need to meet
their investment goals.

Advantages of Mutual Funds:

The advantages of investing in a Mutual Fund are:
Professional Management
Convenient Administration
Return Potential
Low Costs
Choice of schemes
Tax benefits
Well regulate

Investment and Saving Plans


Endowment policies are a good way of putting aside the savings today for
a future goal - whether it's to buy a house in India or fund the
entrepreneurial vision. ICICIs savings-oriented policies are designed to
make the savings grow and have them available to the customers at the
end of a fixed number of years or through the term of the plan.
Life Time II
Presenting Life Time & Life Time II unit linked plans that meets the

changing needs over a lifetime. These solutions have been

developed to meet the savings, protection and investment needs at
every stage in life.
-Choose a specified level of protection (available only with LifeTime).
- Two levels of Sum Assured to choose from (available only with









- Add-on riders to protect clients against any eventuality.

- Flexibility to increase or decrease your contribution.
- Facility of Premium Holiday, wherein the policy continues even if there is
a temporary break in the payment of annual contribution (available only
with LifeTime).
- Facility of Automatic Cover Continuance, wherein the policy continues
even if there is a temporary break in the payment of annual contribution

(available only with LifeTime II).

- Facility to top-up the investment any time customers have surplus funds.
- Additional allocation of units on a periodic basis.
- Loans against the policy.

- Choose from among four funds, based on the investment objective and
risk appetite.
-- Choice to switch between investments options (4 free switches every
policy year).

Invest shield Gold

A unit-linked insurance plan with an assurance of Capital Guarantee,
which offers the benefit of a limited premium payment term. An ideal plan
for protection with wealth creation that offers the flexibility of a limited
premium paying term.
- Flexibility to choose a premium payment term of 5, 7 or 10 years for a
maturity term of 10, 15 or 20 years respectively.
-Flexibility to choose a specific level of protection (Sum Assured), based
on a multiple of the annual premium.
- At the end of the term (maturity), the higher of the value of units or the
guaranteed value* is paid. On death, Sum Assured along with the higher
of value of units or the guaranteed value is payable.
- Additional credits payable as a percentage of the initial annual premium
are paid along with the death or maturity benefit.

- Facility to make withdrawals from the 6th policy year onwards till the end
of the policy term. Every year withdraw up to 10% of the value of units.
- Flexibility to make additional investment with the help of the top-up
- Flexibility to increase / decrease the annual premium amount
- Total transparency with the premium allocations, and other charges
declared upfront.
The guaranteed value of the unit fund is the value of all invested
premiums (premiums net of all charges) along with the declared bonus

Premier Life:
The key features of the plan are:
- Limited premium payment option: Choose from among a 3, 5, 7 or 10
year premium paying term.
- Choice of sum assured: Choose a sum assured, which is a minimum
multiple of 1 and a maximum multiple of 25 times the annual contribution.
- Additional allocation of units on a periodic basis.
- Facility to top-up the investment any time customers have surplus funds.

- Choose from among four funds, based on the investment objective and
risk appetite.
- Choice to switch between investments options (4 free switches every
policy year).
- Flexibility to decrease the sum assured.
- Add-on riders to protect against any eventuality.
- Loans against the policy.

Retirement Plans
Many of the customers picture themselves enjoying the fruits of their
labour after retirement - going on a dream vacation, or helping our child's
career take wing. Financing all this will depend on their personal savings
and investments, so its important to save for the future from today. These
retirement plans are designed to help customers systematically save, so
that they can enjoy all the things they have dreamed of when they retire.

Life Time Pension-II

Life Time Pension II gives the freedom to choose the amount of
premium, and invest in market-linked funds, to generate potentially higher
returns. On the future retirement date, the accumulated value of the units
will be used to purchase an annuity - to provide clients with regular
income for life.

Power to choose the protection level : Choose from either a Zero

sum assured or a sum assured, which will be equal to the product of
annual contribution and term.


Power to choose the retirement date: Take advantage of market

movements by choosing a vesting age between 45 - 75 years of age.

Power to increase your investments: Use your surplus funds to topup the investments during the deferment period.

Power to invest in a plan based on the priorities : Choose from

among four funds, based on investment objective and risk appetite. If at a
later stage the financial priorities change, clients can switch between the
various fund options, absolutely free, 4 times a year.

Power to increase / decrease your contribution : Based on the

requirements, increase or decrease the contribution.

Child Plans
As a responsible parent, people want to ensure a hassle-free, successful
life for their child. However, life is full of uncertainties and even the bestlaid plans can go wrong. Smart Kid Education Plans are designed to
provide flexibility and to safeguard the child's future education and
lifestyle, taking all possibilities into account. Smart Kid Child Plans has a
bouquet of three products which can help the clients secure their child's
- Unit-linked Regular Premium
- Unit-linked Single Premium
- Regular Premium Smart Kid

Rishtey Health Insurance - for the parents and other family members
in India

2 Years comprehensive medical cover for family

Advanced treatment covering technologically advanced surgeries
Re-imbursement of return Air Fare
Nursing care benefit and free health checkups with 'Cashless' benefit

Overseas Travel Insurance - for the parents and other family

members visiting abroad
Covers both structure and contents of home
Provides protection against natural and manmade calamities
Protection against fire, burglary, gas cylinder, seepage etc.
Avail 25% discount on 5 year and 15% discount on 3 year policy
Car Insurance - for the four-wheelers in India
Transfer no claim bonus (NCB)
Cashless claims facility
No Documentation. Instant Policy issuance
Also covers PA and third party legal liability

Two-wheeler Insurance - for the two-wheeler in India

No documentation. Instant policy issuance
Effective cover against theft and insurance
Guaranteed safety for yourself and your two wheeler
Lightening fast claims service No documentation. Instant policy
Effective cover against theft and insurance
Guaranteed safety for client & its two wheeler
Lightening fast claims service

Student Medical Insurance - for staying abroad during studies


Pay in Rupees, save in Dollars

Plan meets foreign universities insurance requirements
No documentation. No health check-up. Instant policy issuance
Policy is renewable for the second year

Home Safe+ Insurance - for the most prized possession, Home

Secure home and the loan against it
Loan Liability cover exclusive to ICICI Bank Home Loan customers
Critical Illness, Accidental Death and Disablement Benefit
Protect Home - Structure * Contents


Investment Planning
Based on the customers investment goal, wealth requirements,
investment horizon and risk profile, the bank construct a suitable asset
allocation plan for the clients. During this exercise, the bank also
evaluates and realigns their existing investments as per the suggested
asset allocation, in case required by the customers.

Portfolio Construction
the wide range of investment avenues, the bank construct appropriate
solutions to implement clients investment plan and evolve a tailor-made
portfolio for the specific requirements. This would involve execution of
investments in debt, equity, structured products or alternative asset
classes as per the suggested asset allocation.

Portfolio Maintenance
The bank monitors customers investments and periodically suggest
rebalancing in the portfolio for maintaining the asset allocation or aligning
their portfolio to changes in macro-economic factors that might affect the

Portfolio Review
As the customers investment preferences or financial goals change over
a period of time, the banks reviews their portfolio periodically with the
clients to discuss and implement any changes in asset allocation or
portfolio strategy. All with a view to keeping the portfolio healthy at all

Online Trading
Mutual Funds
Life & General Insurance



Objective of Research:
There were basically two objectives of the Market Research that was
conducted among the valuable customers of ICICI Bank. These two
objectives were:

1) To know about the customers perception about Market Linked

This was done to find out that what the customers think about various
kinds of market Investments.
2) To find out the knowledge of customers about the various product
offerings of ICICI Bank.
This was done to find out that how much knowledge do the customers
have about the various products of the ICICI Bank of Delhi City.

Before assigning the project:

Being unknown from the Banking sector and its various procedures I had
given training about the ICICI Banks core products, different schemes &
policies going on currently. I had received training about the various
product offerings & Mutual fund schemes so that during my survey I can
convince the valuable customers of ICICI Bank.

Research Work:

In the survey work the method of Questionnaire is being used. The

questionnaires are then studied properly to find out about the various
valuable customers of ICICI bank & their knowledge about the product
offerings of ICICI bank.

Field Work:
I conducted a survey for two weeks among various valuable customers.
The survey was about market investment policies. I made the customers
aware of various Mutual Fund schemes & Insurance Plans of ICICI Bank.
I gave them information about the Equity market and the market risks
present in todays scenario. Many customers are convinced about
investing their money in ICICI mutual funds.

Step by step procedure of the survey:

1) Scheduling appointments:
Making telephone calls to all the customers for the appointments.
Many a times customers were busy, sometimes they told me to
reschedule the appointments. Many of the customers were high
profile customers so they were busy all through the week thats why
it was a tough job to take appointments. It proved a challenge for
me to get appointments.
2) View of the customers:
I interacted with all the customers to know about their views related
to the market investments & the risks associated with them. I asked
them that what kind of knowledge they possess about Insurance
Policies such as Life stage pension plans & how much they know

about the various schemes of the ICICI bank. I came to know How
they previously invested their money in different schemes & what
kind of profit they gained earlier.
3) Lack of knowledge:
After this interaction I came to know that some of the people do not have
adequate knowledge about market risks & how to achieve superior
returns. Many people were confused about the proper investments &
their returns. They were confused about the securing their future using
various investment plans. Some of the customers were happy by not
investing in the schemes as they thought that they will loose their
principal amount because they do not have proper knowledge.

4) Explanation:
Then I explained them about the market risks & returns. I told them
about the various profitable policies of the ICICI bank and how
those policies can be properly used. I explained them to take the
help of wealth managers of ICICI bank for the proper investments. I
made them aware about the efficiency and capabilities of the
wealth managers of ICICI bank. I convinced them that the
investments made by the ICICI bank are much more secure &

5) Query solutions:


I solved their queries about the various policies & schemes. I told
them that why the policies & schemes of ICICI bank are more
profitable as compared to policies of other financial institutions.

Agreed for Investment:

After the solution of the queries some of the customers get

convinced to invest in the Mutual funds of ICICI bank.

Limitations of the Study
Shortage of time was the biggest road block in the way of the study.
Most of the customer were hesitating in providing their personal as
well as general data.
It was a quite fagging job to travel in summer in Delhi and to obtain
data from the consumers.
Due to some of the customer's personal relations with ICICI Bank staff
possibility of biased results can not be ruled out.


Analysis of Survey
Sample Size: 100 (As per companys instructions)
Q1) How would you like to invest your savings?

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

Q2) How much comfortable are you to invest in equity (or market
risk) products?

Nearly56 % of the customers were not interested in investing in market

risk products because of the threat of capital loss. 42 % of the customers
were just comfortable (who are risk takers) and rest are not at all
comfortable in investing.

Q3) what are the major threats in investing money in

mutual funds or direct equity


The major threats according to 82% customers are Capital loss and
according to 12 % Low Returns. Customers mainly do not invest their
money because of these two threats. Rest 4 % and 2% customers think
that less expertise & stock collection are major threats.

Q4) which investment style do you prefer most?


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

Q5) What do you expect from your investment in

various portfolios?


82% of the customers expect Superior returns from their investments.

Such customers want their returns to be more & more. 9% expect
principal protection as they do not want to loose their principal amount,
6% prefer Wealth creation and only 2% prefer store of value.

Q6) Which do you think is more profitable?


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

Q7) What time horizons are you looking to do



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












Most of the customers (92%) want to invest their money in Mid Cap as
they have been among the best performers in the equity diversified
category. Only 5% of the customers want to invest their money in Small
Cap and 3% customers want to invest money in Large cap.

Q9) Are you willing to take assistance of wealth

manager to manage your portfolio?


79% of the customers wanted to take assistance of the wealth managers

as they think that the wealth managers would be more helpful in
increasing their returns. 13% of the customers told that they will think
about the assistance.5% of the customers told that they do not require
any assistance and 3% of the customers were not sure about it.



Basic challenge of ICICI is the business growth by addressing the more

lucrative and growing segment of middle-class consumers and emerging

Objective of ICICI Bank:

Our objective of creating a universal bank providing end-to-end financial
services, clearly required solutions which were based on new-generation
technology, offered end-to-end functionality and were highly flexible and
scalable. Finacle offered all this and much more.
Chanda Kochhar
Joint Managing Director
ICICI Bank Limited

Main challenge faced by the company is retention of clients as well as

increasing its number of clients. The major objective of the survey was to
increase the awareness among customers about the products of ICICI
Bank and about the recent policies and schemes of ICICI bank.

Possible Solution:
Strategic adoption of technology to ensure that ICICI transforms into a
universal bank, which will provide fast and efficient customer service
besides offering the whole gamut of banking and financial services.

The retention of clients can be done with better relationship building,

proper interaction and proper care of clients. By understanding the basic
needs of the customers & by analysing the financial situation of the
customers the clients can be easily retained. The approach of the
company should not be product centric. It should primarily focus on
clients and their needs. The risk appetite of the customers should be
calculated properly. The company should understand that when and
under what circumstances the clients need money. The company should
target on fulfilling the short as well as long term goals.
The company should review the portfolio of clients time to time. By proper
monitoring and rebalancing the portfolio at regular intervals the clients
should be retained without any problem.
From the survey ICICI bank gained the knowledge about their various
customers & that there is lack of knowledge among some customers.
Through this survey the customers came to know about the schemes &
policies of ICICI bank and also various product offerings of ICICI bank.
With the help of my survey it was found that most of the customers were
interested in investing their money in Real Estate. Principal protection is
their main target & the main risk according to the Clients is Capital loss.
They expect superior returns from the portfolios in which they invest. And
a lot of the clients were interested in taking the help of the Wealth
managers from ICICI bank.






Across India, ICICI Bank has Regional Sales Managers to look after

Indian & NRI Requirements and the Region has a dedicated Investment
Officer. Before being deputed, the officers complete a comprehensive
Knowledge Belt Certification program and, once deputed, they receive
thorough instructions in financial planning skills and techniques.
Throughout their careers officers also attend programs to update their
To Service people, when you are abroad, ICICI bank have an ETC Team
(Email, Telecalling & Chat Team) which can help people invest in India
All officers in charge of Mutual Funds are certified professionals by AMFI






Many of these officers also hold professional degrees like MBA, CA,
ICWA, CFA etc.
Therefore, People should invest their money in ICICI Bank with the help
of Wealth Managers.
These wealth managers not only help in achieving superior returns; they
also help the customers from Capital loss.


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

2) David Aaker, Kumar, George Day. Market Research(2001), John Willey
& Sons.

3) Philip Kotler. Marketing Management(2002), Prentise Hall Inc, A

pearson Education
4) Product Offering Brochures, ICICI Bank
5) ICICI Bank website: www.icicibank.com
6) Amfi India website: www.amfiindia.com
7) Google website: www.google.com


Contact No:

Q1) How would you like to invest your savings?

a) F.D.
b) Direct Equity
c) Real Estate
d) Mutual Funds
e) Gold

Q2) How much comfortable are you to invest in equity (or market risk)
a) Very
b) Just
c) Not

Q3) What are the major threats in investing money in mutual funds or
direct equity?
a) Capital Loss
b) Low Returns
c) Less Expertise
d) Stock Collection

Q4) which investment style do you prefer most?

a) Growth
b) Value
c) Others

Q5) What do you expect from your investment in various portfolios?

a) Principal Protection
b) Wealth Creation
c) Superior Returns
d) Store of Value
Q6) Which do you think is more profitable?
a) F.D.
b) Real Estate
c) Gold

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

a) 1Year
b) 1-3 Years
c) 3-5 Years
d) >5 Years

Q8) Which Market Cap do you think is more profitable?


a) Large
b) Mid
c) Small

Q9) Are you willing to take assistance of Wealth manager to manage your
a) Yes
b) No
c) Will Think
d) Dont Know


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