A

Project Report
ON
MARKETING STRATEGIES
(Special reference to Bajaj Finserv Pvt. Ltd.)

Submitted in partial fulfillment for the award of degree of

Bachelor of Business Administration to the University Of
Rajasthan

SUBMITTED TO: SUBMITTED BY :

Ms. NeelamSharama Jitendra Mali

Project Guide BBA III

Parishkar College Of Global Excellence, Jaipur

2017-18

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 ACKNOWLEGMENT

The successful completion of this project is result of dedicated efforts, put by may people and
this project would be incomplete without giving due respect to them. This acknowledgement
is a small token of gratitude in recognition of their help in my endeavor.

I am grateful to Bajaj Finserv Jaipur. who gave us this opportunity. I also sincerely express
my deep sense of respect & gratitude to Mrs. Neelam Sharma for his valuable guidance and
support. Her knowledge, corporate experience & remarkable patience led us through our
Summer Training, leading to the successful completion of our project.

I am thankful to each and every person who has contributed his surplus for the completion of
this project and also for the completion of this report. Working on this project was a unique
experience. Knowledge and experience gained from this project will remain with me as
unforgotten memories for a long period of time and will be useful for the rest of my career.

Last, but not the least, I would like to thank my beloved parents for their encouragement and
co-operation during the time of working through this project. Also, thanks to all the friends
for their encouragement and support.

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 Preface
A professional course like business management is to gain theoretical knowledge and
practical exposure knowledge to its application. Surveys report his offer to student a change
to work in the environment of the corporate world. Therefore we have an opportunity to gain
experience on practical aspects and theoretical knowledge.

Survey report is a necessary part of the fulfillment of the BBA degree course. It helps the
student to gain knowledge about various aspects of interpreting practical problem through
application of concepts and techniques of management.

While unfolding this project report gradually & logically in simple language emphasis made
by conceptual understanding reasoning. A sincere effort has been made to bring about the
fact and it is hoped that this report meets the jury expectation and requirement.

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 Declaration Certificate

This is to certify that Jitendra Mali student of BBA III year of Parishkar college of global
excellence Jaipur have submitted the Training Report on “Marketing Strategies of Bajaj
Finserv” for the practical fulfillment of the requirement for the award of the degree of
“Bachelor Of Business Administration”.

To the best of my knowledge, the matter presented in this project has not been
submitted for the award of may other degree certificate.

Date: Project Mentor

Place: Jaipur Mrs. Neelam Sharma

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CONTENT
Chapter No. Title Page No.

Acknowledgement 2

Preface 3

Declaration Certificate 4

1 Introduction of Industry 6-14

2 Introduction of organization 15-25

3 Conceptual Background 26-30

4 Research Methodology 31-34

2.1 Title of the study

4.2 Duration of the project

4.3 Universe

4.4 Sample techniques

4.5 Objectives of study

4.6 Benefits of study

4.7 Scope of the study

4.8 Sample size

5 Data analysis and Interpretation 35-49

Recommendations and Suggestions 50

Conclusion 51

Annexure 52

Bibliography 75

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 Introduction of Industry

The financial industry, or financial services industry, includes a wide range of companies
and institutions involved with money, including businesses providing money management,
lending, investing, insuring and securities issuance and trading services. The following
institutions are a part of the financial industry:

Banks

Credit card issuers

Insurance companies

Investment bankers

Securities traders

Financial planners

Security exchanges

Financial industry in India

India has a diversified financial sector undergoing rapid expansion, both in terms of strong
growth of existing financial services firms and new entities entering the market. The sector
comprises commercial banks, insurance companies, non-banking financial companies, co-
operatives, pension funds, mutual funds and other smaller financial entities. The banking
regulator has allowed new entities such as payments banks to be created recently thereby
adding to the types of entities operating in the sector. However, the financial sector in India is
predominantly a banking sector with commercial banks accounting for more than 64 per cent
of the total assets held by the financial system.
The Government of India has introduced several reforms to liberalise, regulate and enhance
this industry. The Government and Reserve Bank of India (RBI) have taken various measures
to facilitate easy access to finance for Micro, Small and Medium Enterprises (MSMEs).
These measures include launching Credit Guarantee Fund Scheme for Micro and Small
Enterprises, issuing guideline to banks regarding collateral requirements and setting up a
Micro Units Development and Refinance Agency (MUDRA). With a combined push by both
government and private sector, India is undoubtedly one of the world's most vibrant capital
markets.

Market Size
Total Merger and Acquisition (M&A) activity rose 23 per cent to US$ 15.8 billion in
value terms during January-March 2017.

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Total value of Private Equity (PE)/venture capital (VC) investments crossed US$ 2 billion
with a 29 per cent year-on-year increase in the number of deals in April 2017.
Total number of mutual fund schemes in India with Assets Under Management (AUM) of
over Rs 10,000 crore (US$ 1.55 billion) have doubled to 12 in the past one year, according to
data from Value Research and funds factsheets.
Domestic mutual fund (MF) industry's Assets Under Management (AUM) touched a record
high of Rs 20.06 lakh crore (US$ 313.06 billion), nearly a fifth of the banking system
deposits, in August 2017.
Driven by strong participation from retail investors and creation of awareness by Securities
and Exchange Board of India (SEBI), equity mutual funds have registered a record net inflow
of Rs 20,362 crore (US$ 3.18 billion), which is a record seventeenth month of net inflows
into equity schemes, thereby increasing their asset base to Rs 6.44 lakh crore (US$ 100.8
billion) in August 2017.
The number of new fund offer (NFO) schemes in the equity mutual fund segment have
increased to 29 during 2016-17, out of which 25 funds were launched during the September-
March period with assets worth Rs 4,220 crore (US$ 655.23 million).
The revenues of the brokerage industry in India are estimated to grow by 15-20 per cent to
reach Rs 18,000-19,000 crore (US$ 2.80-2.96 billion) in FY2017-18, backed by healthy
volumes and a rise in the share of the cash segment.
Edelweiss Asset Reconstruction Company Limited (EARC), which has assets under
management (AUM) worth Rs 41,680 crore (US$ 6.53 billion), plans to raise Rs 500 crore
(US$ 78.39 million) through debentures.
According to Mr. Mark Mobius, executive chairman of Templeton Emerging Markets Group,
the Indian financial market's benchmark index Nifty could double from its current level of
10,000 within next three to four years on the back of high economic growth and rational
interest rates.
Equity mutual funds recorded the 16th straight month of record inflows of Rs 12,727 crore
(US$ 2 billion) on account of rally in stock markets and rate cut expectations by the Reserve
Bank.
The Indian life insurance industry has begun to recover and is likely to report 12-15 per cent
growth in FY 2016-17.
In 2016, 2.4 million new demat accounts were opened by Indians, the highest number of
account openings since 2008, led by higher number of initial public offerings (IPOs) and
greater interest in mutual fund investments. SBI, the second largest issuer of credit cards in
India, has reported issuance of 115,000 new cards in December 2016, post demonetisation,
taking its total card issuance to 4.75 million.
Prime Minister of India, Mr. Narendra Modi has stated that the BHIM (Bharat Interface for
Money) mobile application reached the mark of 10 million downloads indicating the
widespread acceptance of the app.

Investments/ Developments

 Blue Lotus Capital, an asset management company concentrating on private

investments in public enterprises (PIPE) strategy, has raised US$ 15 million for its
second fund, the Blue Lotus Capital Multi bagger Fund.
 Private equity (PE) investments in India rose 48 per cent year-on-year in value to
reach US$ 1.22 billion with 59 deals in July 2017 backed by big ticket investments.

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 International Finance Corp, (IFC), a member of the World Bank Group, has invested
Rs 130 crore (US$ 20 million) in, Avas Financiers Ltd, which will provide housing
loans to low-income consumers in rural and semi-urban areas of India.
 Equity mutual funds in India witnessed record net investor inflows worth Rs 20,000
crore (US$ 3.11 billion) in August 2017 and also crossed Rs 20 lakh crore (US$
311.45 billion) in assets under management (AUM).
 JM Financial Ltd is planning to set up an affordable housing finance company to
provide home loans to low and mid-income range customers. The company has
applied for a license for JM Financial Home Loans Ltd to the National Housing Bank
(NHB) Paytm's valuation post-money climbs to US$ 7 billion as it raises US$ 1.4
billion from Soft Bank Group Corp. Post this funding, Soft Bank's total stake will rise
to 20 per cent.
 Amazon India receives approval from Reserve Bank of India (RBI) for launching
their own digital payment wallet in India, thereby tapping into India's fastest-growing
digital payments business.
 Facebook Inc. owned instant messaging application, WhatsApp, is planning to enter
the digital payment services segment in India by working towards launching person-
to-person payments within the next six months.
 Samsung has launched its mobile payment service, Samsung Pay, which enables
consumers to pay for products and services at various retail locations using their
Samsung smartphone.
 The Taiwan Futures Exchange (TAIFEX) has launched the TAIFEX Nifty 50, a new
Taiwan dollar denominated futures contract that will track the National Stock
Exchange's (NSE) Nifty 50 index, thereby providing international investors with more
efficient access to the Indian capital market.
 Warburg Pincus LLC, the US-based private equity firm, plans to invest around US$
75 million in series C round of funding to buy a significant stake in Capital Float, an
online credit platform.
 Asset management company Rising Straits Capital plans to raise US$ 100 million to
capitalise its real estate-focused non-banking financial company (NBFC) named
Rising Straits Finance Co. Pvt. Ltd, which is expected to start lending from 2017 to
regular residential and office projects, and also to logistics, hospitality and healthcare
sectors.
 US-based private equity (PE) firm Advent International has acquired a minority stake
of 40 per cent in ASK Group, a leading investment and wealth management company,
in a deal worth US$ 130 million.
 Avendus Capital plans to start its structured finance business with a dedicated fund of
size Rs 500 crore (US$ 73 million), which will be primarily raised from domestic
investors, and will aim for investments in growth companies, mid-market companies
and opportunities to provide structured debt or private financing.
 Baring Private Equity Asia (BPEA) is raising a new India-dedicated credit fund of Rs
500 crore (US$ 75 million) with an option of retaining extra money collected than
initially planned up to Rs 250 crore (US$ 37.5 million). BPEA also plans to raise a
US$ 500 million new offshore credit fund.

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  Fino Paytech, a technology solution provider, plans to launch its payment bank
operations soon to provide basic banking services through 400 branches across 30
cities located in Maharashtra, Madhya Pradesh, Uttar Pradesh and Bihar.
 Payism Technologies India Pvt. Ltd, a cash and cashless transactions facilitator, plans
to raise approximately US$ 25 million in growth equity capital for expansion purpose.
 True North, a private equity firm, plans to acquire a majority stake in Home First
Finance Co. India Pvt. Ltd (HFFC), a private housing finance company, for US$ 100
million, which will be utilised for geographic expansion and customer acquisition in
affordable housing segment.
 Institute for Financial Management and Research (IFMR) Investment Managers Pvt.
Ltd has launched two credit funds named IFMR Impact Long Term Credit Fund and
IFMR Impact Medium Term Opportunities Fund, which focuses on investing in the
financial inclusion space by aiming to raise Rs 850 crore (US$ 127.50 million)
through these funds.

Government Initiatives

 In the Union Budget 2017-18, the Government of India has announced a few key
reforms like abolishment of Foreign Investment Promotion Board in 2017-18,
Introduce bill for curbing illicit deposit schemes, Establish a Computer Emergency
Response Team for financial sector (CERT-Fin) and set aside Rs 10,000 crore (US$
1.5 billion) towards recapitalisation of banks.
 The subscriber base under the Atal Pension Yojana (APY) scheme reached 5.3
million. Of the total subscribers, 97.5 per cent are contributing to the scheme every
month, 0.8 per cent every quarter and 1.7 per cent every six months.
 Mr. Arun Jaitley, Union Minister of Finance, Government of India has launched the
Operation Clean Money Portal, in an attempt to create a tax compliant society as well
as a transparent tax administration.
 The Government of India is likely to allow 100 per cent foreign direct investment
(FDI) in cash and ATM management companies, since they are not required to
comply with the Private Securities Agencies Regulations Act (PSARA).
 Securities Exchange Board of India (SEBI) has permitted the security exchanges to
launch options contracts in the commodity market, which would provide a new cost
effective hedging tool to the farmers and others market participants.
 SEBI expects to reduce the minimum investment by accredited investors in alternative
investment funds (AIFs) to Rs 25 lakh (US$ 38,816.68) from Rs 1 crore (US$
155,266.72) currently, to boost investments.
 SEBI plans to tighten the norms governing various market participants in order to
strengthen scrutiny, improve transparency and mitigate liquidity risks from
algorithmic trading.
 SEBI has relaxed norms for registered foreign portfolio investors (FPIs) in India,
allowing them to operate through the International Financial Services Centre (IFSC)
without undergoing any additional documentation or prior approval process.
 The Reserve Bank of India (RBI) has extended the access of its Unified Payment
Interface (UPI) platform to digital wallets like Paytm and Mobikwik, as a move
towards India's digitization campaign.

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  The RBI has introduced trading in interest rate options (IRO), effective from January
31, 2017, which will provide another avenue to market participants to hedge and
speculate on interest rate risk.
 SEBI plans to allow investors to make mutual funds transactions worth up to Rs
50,000 (US$ 750) a month through digital wallets, as part of its efforts to digitise the
distribution processes for all financial products. It also plans to allow immediate
credit to customer’s bank accounts on liquid mutual funds redemption to attract retail
customers as well as boost inflows.
 Mr. Ravi Shankar Prasad, Union Minister of Law & Justice and Information
Technology, has launched a free Doordarshan DTH channel called DigiShala, which
will help people understand the use of unified payments interface (UPI), USSD,
aadhaar-enabled payments system, electronic wallets, debit and credit cards, thereby
promoting various modes of digital payments.
 The Government of India has relaxed norms for small merchants with a turnover of up
to Rs 2 crore (US$ 300,000), allowing them to pay 6 per cent of deemed profit in tax
instead of 8 per cent of total turnover or gross receipts received through banking
channels or digital means for FY 2016-17, in a bid to encourage cashless transactions
in the country.
 The lending target has been fixed at Rs 244,000 crore (US$ 36.46 billion) for 2017-
18.

Road Ahead

 India is today one of the most vibrant global economies, on the back of robust
banking and insurance sectors. The relaxation of foreign investment rules has received
a positive response from the insurance sector, with many companies announcing plans
to increase their stakes in joint ventures with Indian companies. Over the coming
quarters there could be a series of joint venture deals between global insurance giants
and local players.
 The Association of Mutual Funds in India (AMFI) is targeting nearly five fold growth
in assets under management (AUM) to Rs 95 lakh crore (US$ 1.47 trillion) and a
more than three times growth in investor accounts to 130 million by 2025.
 Mobile wallet transactions to touch Rs 32 trillion (USD $ 492.6 billion) by 2022

Exchange Rate Used: INR 1 = US$ 0.015 as of October 06, 2017.

References: Media Reports, Press Releases, IRDAI, General Insurance Council, Reserve
Bank of India, Union Budget 2017-18
$# - ICRA (Investment Information and Credit Rating Agency of India Limited), &* - Grant
Thronton (India),

Financial Industry: History

The major events that have shaped the modern finance industry are:

 The Great Depression (1929): The Great Depression originated in the US with the Wall
Street crash in October 1929. The effects of the depression spread across the world,

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 especially in the heavy industries. Capital requirements regulation, financial industry
oversights and the insurance of deposit accounts sprang out of this tumultuous period.

 Black Monday (1987): On October 19, the stock markets across the world witnessed a huge
crash. This was the largest one day decline in the stock market history. The crash started in
Hong Kong, spreading to Europe and the US. Analysts blamed computer trading systems for
magnifying the losses.

 Asian Financial Crisis (1990s): The Asian Financial Crisis was triggered by the collapse of
Thai baht as the government of Thailand decided to float the national currency. The nation
had a huge foreign debt at that point, driving it to the verge of bankruptcy. The crisis rippled
across the whole of Southeast Asia and has led to many emerging market countries to reduce
debts and build up foreign currency reserves.

 Stock Market Downturn (2002): Stock exchanges around the world witnessed a significant
decline in March 2002. It was attributed to the bursting of the ‘Dot-com Bubble’, which saw
major Internet companies going bankrupt.

 Sub-prime Crisis (2007): Credit markets faced major crunch due to large scale default on
loans. It led to the Financial Crisis of 2008 – 2009 and resulted in the bankruptcy, fire-sale
acquisition and government bailouts of finance industry giants such as Lehman Brothers,
Bear Stearns, AIG, Fannie Mae, Freddie Mac, Merrill Lynch, Wachovia, Northern Rock,
Lloyds TSB, HBOS, RBS and the entire banking system of Iceland. The world economy can
expect reduced growth rates and tighter regulations as a result of this crisis.

Financial Industry: Demand and Supply Drivers

Demand for financial products are driven by risk-reward assessments, which consider:

 Potential Yield

 Risk rating

 Liquidity

 Availability of information

 Access to alternatives

The major supply drivers are:

 Money supply

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 Interest rates

 Inflation

 Economic conditions

 Government regulations

Financial Industry: Major Players

According to the Global 2000 (annual report by Forbes), seven of the world’s top 10
companies belonged to the financial industry. These included Citigroup, Bank of America,
HSBC Holdings and JPMorgan Chase. Their combined revenues in 2007 were worth $645
billion, down from the 2006 high of $785 billion.

According to the Fortune 500 rankings, in 2006 financial services generated $257 billion in
profits, a third of total Fortune 500 profits. In 2008, however, they lost a staggering $213
billion, a total swing of $470 billion. Big players on the list, such as Citigroup and Bank of
America, may only be alive today thanks to government money.

The finance industry is an industry in itself as well as an ancillary that supports other
industries. Trade and commerce across the world would come to a standstill if there was no
means to fund, pay and protect the transactions, hence the need for governments to support
the financial services industry when companies that are ‘too big to fail’ are close to collapse.

List of top 10 financial services companies in India

Capital Markets Limited:

This happens to be the oldest organizations in the sphere of capital markets in India.
Established in 1986 in the form of an ancillary of SBI, they have ranked second in Asia's
Project Advisory services. The company is a trailblazer in privatization and securitization.
The subsidiaries of SBI Capital Markets are SBICAPs Ventures Ltd., SBICAP Trustee Co.
.Ltd. and many others.

Bajaj Capital Limited:

One of the major financial services companies in India, Bajaj Capital offers best investment
advisory and financial planning services. The services are meted out to the institutional
investors, NRIs, corporate houses, individual investors, high network clients as well.

DSP Merrill Lynch Limited:

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A major player in the equity and debt market in India, DSP Merrill Lynch offers financial
advises to varied corporations and institutions. With an array of wealth management and
investor services, their services are customized in a manner that they meet every investor
requirement.

Birla Global Finance Limited:

The subsidiary of Aditya Birla Nuvo Ltd., this company has operations in the corporate
finance and capital market arena. An alliance with Sun Life Financial of Canada, they have
given birth to Birla Sun Life Insurance Co Ltd., Birla Sun Life Distribution Co. and alike.

Housing Development Finance Corporation:

A best financial solution for home loans, NRI loans, HDFC is the one stop destination for
personal finance. With overseas branches in Singapore, Kuwait, Qatar, Saudi Arabia and
many others, HDFC has been going great guns every year.

PNB Housing Finance Limited:

This company offers premium solutions for relieving the borrower segment. The Home Loan
Life Insurance Plan of this has come in conjunction with TATA AIG, with the lowest
premium when compared to the peers.

ICICI Group:

Wide arena of financial products and services, ICICI Group has solutions like Insta Banking,
Online Trading, Insta Insure, ICICI Bank imobile etc. Providing high class financial services
in all segments of the society, ICICI Group deals with Mutual Fund, Private Equity,
Securities, and Life Insurance etc.

LIC Finance Limited:

It is the biggest Housing Finance Company in India, providing finance to individuals for
repair or construction or renovation of any old or new apartment or house.

L & T Finance Limited:

Established in 1994 by the Larsen and Turbo group, this has become a significant name in the
financial sector. Funds for automobiles, Agricultural Instruments, secured loans; they have all
types of loans for a long tenure.

Karvy Group:

With Mutual Funds Services, Depository Services, Debt Market Services, Investment
Banking and many others, Karvy Group has spanned across the domestic financial sector as
well as abroad.

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 Chapter:2 Introduction of Organization

Bajaj Finserv, a part of Bajaj Holdings & Investments Limited, is an Indian financial
services company focused on lending, asset management, wealth management and insurance.
The company employs over 20,000 employees at 1400 locations, and is engaged in consumer
finance businesses, life insurance, and general insurance. Apart from financial services, Bajaj
Finserv is also active in wind–energy generation.
Bajaj Finserv was ranked among The Economic Times 500 as #119 in 2014

Bajaj Finserv

Type Public Company

Industry Financial Services

Founder Jamnalal Bajaj

Headquarters Pune, Maharashtra, India

Key people Rahul Bajaj, Sanjiv Bajaj

Products Financial Services, Wealth Services, Insurance

Revenue US$715 million

Parent Bajaj Holdings & Investments Limited

Subsidiaries Bajaj Allianz General Insurance, Bajaj Allianz Life Insurance,

Bajaj Financial Services Ltd.

Website www.bajajfinserv.in

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History;

Bajaj Finserv a part of Bajaj Auto, has established itself as a financial power house with
interests in insurance, lending, asset management and wealth management. The company
through its joint ventures and subsidiaries employs over 20,000 employees and has
established a nationwide presence across over 1400 locations in the country servicing the
protection, lending and investment needs of over 10 million customers.
The company is currently engaged in life insurance; general insurance and consumer finance
businesses and has plans to expand its business by offering a wide array of financial products
and services in India. Apart from financial services, BFS is also active in wind–energy
generation.
The financial services and wind energy businesses were transferred to Bajaj FinServ Limited
(BFS) as part of the recently concluded demerger of Bajaj Auto Limited, approved by the
High Court of Judicature at Bombay by its order dated December 18, 2007. The demerger is
effective from the Appointed Date i.e. closing hours of business on March 31, 2007.
BFS is engaged in life and general insurance businesses through its joint ventures with
Allianz SE namely Bajaj Allianz Life Insurance Company Limited and Bajaj Allianz General
Insurance Limited. Both these companies have established themselves as industry leaders by
being number two among the private players in their respective businesses.
In September 2010 Bajaj FinServ Limited announced its foray into Infrastructure Finance,
with the intention to build a complete set of financial services businesses in coming years and
share the Bajaj Finserv Group’s common values of Reliability, Innovation and Efficiency and
provide customers with high quality products and services.
In 2010 Bajaj Finserv announces new brand identity and new businesses.

In 2012 the company launched 0% interest Lifestyle Finance

– Flexisaver launches another innovative product for Small and Medium Enterprise
customers
– Bajaj Finserv Lending launches online personal loan service
– Tie up with CPP India for card protection services
– Bajaj Finserv Ltd created the first EMI (Existing Member Identification) card and created
Flexisaver. '

Business:

Bajaj Finance: The company offers loans for Bajaj Auto Two Wheelers under the name of
Bajaj Auto Finance. The company offers Consumer Durable Loans, Personal Loans, Loan
Against Property, Small Business Loans, Construction Equipment Loans, Loan Against
Securities and Insurance Services under the name of Bajaj Finserv Lending.
Bajaj Allianz Life Insurance: It is a union between Allianz SE, one of the largest Insurance
Company and Bajaj Finserv. Allianz SE is a leading insurance conglomerate globally and one
of the largest asset managers in the world, managing assets worth over a Trillion (Over Rs 55,
00,000 crore). Allianz SE has over 119 years of financial experience and is present in over 70
countries around the world.
Bajaj Allianz General Insurance : It is a joint venture between Bajaj Finserv Limited (recently
demerged from Bajaj Auto Limited) and Allianz SE. Both enjoy a reputation of expertise,
stability and strength.
Bajaj Allianz General Insurance received the Insurance Regulatory and Development
Authority (IRDA) certificate of Registration on 2nd May, 2001 to conduct General Insurance

15
business (including Health Insurance business) in India. The Company has an authorized and
paid up capital of Rs 110 crores. Bajaj Finserv Limited holds 74% and the remaining 26% is
held by Allianz, SE.
As on 31st March 2010, Bajaj Allianz General Insurance maintained its premier position in
the industry by achieving growth as well as profitability. Bajaj Allianz has made a profit
before tax of Rs 180 crore and has become the only private insurer to cross the Rs 100 crore
mark in profit before tax in the last four years. The profit after tax was Rs 121 crore, 27%
higher than the previous year.
Bajaj Auto : The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two– and three– wheeler manufacturer and the Bajaj brand is well–known across several
countries in Latin America, Africa, Middle East, South and South East Asia.
Bajaj Holdings & Investment Limited [(BHIL) – erstwhile Bajaj Auto Limited ] was de–
merged as per Order dated 18 December 2007 of the Bombay High Court, whereby its
manufacturing undertaking has been transferred to the new Bajaj Auto Limited (BAL) and its
strategic business undertaking consisting of wind farm business and financial services
business has been vested with Bajaj Finserv Limited (BFS). All the businesses and all
properties, assets, investments and liabilities of erstwhile Bajaj auto Ltd, other than the
manufacturing undertaking and the strategic business undertaking, now remain with BHIL.
(For details of the scheme refer Demerger News)
Post–demerger, BHIL holds more than 30% shares each in BAL and BFS. Going forward,
BHIL will focus on new business opportunities. BAL and BFS will be able to tap (on an
arm’s length basis) into BHIL’s cash pool to support future growth opportunities. BHIL by
having 30% stake in both BAL and BFS will benefit from the future growth of these
companies.
BHIL has been registered as a Non–Banking Financial Company (NBFC) under the
Registration No. N–13.01952 dated 29 October 2009 with Reserve Bank of India (RBI). The
Company is classified as a ‘Systemically Important Non–deposit taking NBFC’ as per RBI
Regulations.

Product and services provided by Bajaj Finserv

Bajaj Finserv has made its mark as the one of the top-notch non-banking financial
company in India through a gamut of Loan & credit card services provider in India. The Gold
Loans and EMI card loan services are offered across 139 locations .Bajaj Finserv has adopted
a service delivery model which ensures is not only quick but hassle free as well . It is one of
the first companies to offer doorstep delivery services for the loan application.

Bajaj Finserv Loans for Salaried Individuals

The key features of Bajaj Finserv loans are:

 Bajaj Finserv offers one of the quickest and easiest Loan solutions wherein the loan is
instantly approved within 5 minutes and the disbursal in borrower’s bank account is
done within 72 hours.

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 Seamless application process- In order to apply for any type of loan the interest borrower
has to just fill an online application form and check his Loan eligibility instantly. In case
the loan is approved, a representative from Bajaj Finserv gets in touch with the borrower
and collects the required documents.
 Once approved the funds are disbursed online through RTGS/ NEFT mode within 72
hours of the Loan approval. This is one of the quickest by any NBFC in India.
 Bajaj Finserv is reckoned as one of the best consumer loan providers in India and is
currently offering various types of loan in over 139 locations.
 The company offers doorstep services for collection of documents for loan application
and the processing.
 The applicant is required to simply required call the company and the representative goes
to the individual’s residence to complete the application process
 Easy Repayment option in tenure ranging from 24 months up to 60 months in personal
loan and up to 20 years in home loans
 Online Loan EMI calculator help interested borrower to know how much his potential
EMI will be for the Loan he is planning to avail
 The existing customers of Bajaj Finserv are eligible to avail various exclusive pre-
approved offers such as Personal Loans or top up loans.
 The existing borrowers are offered with a state-of-the-art online platform to have all
information about their Loan account such as repayment schedule, annual interest
certificate, loan repayment track and various other key information bites related to their
loans and online customer portal.
The different types of loans and finances offered to salaried individual are as follows:

1. Home loan:

The benefits of Bajaj Finserv home loans are:

 Home loans at Baja Finserv is offered for various Home rated purpose, may that be
buying or constructing new house or the repair and renovation of existing one .
 Bajaj Finserv also offers refinancing options under which a customer can avail loan
amount up to the full registered value of the property.
 The home loans amount ranges from Rs.30 lakhs to Rs.15 crores at an interest rate
starting from 9.85%.
 No charges for complete prepayment and even part prepayment of loan amount.

2. Bajaj Finserv Loan against Property

 Loan against property by Bajaj Finserv is available to any salaried or self-employed

resident individuals as well as to firms and companies listed in India.

17
 The loan against property can be availed under different sections such as mortgage, loan
against residential property, loan against residential plot, loan against commercial
property and towards purchase of plot.
 The Flexi Saver option brings the features of Term Loan and the Credit Line facility
together and allows the borrowers to save interest and to manage the cash flow
competently
 The borrowers of Bajaj Finserv loan against property can prepay the principal amount
equal to 3 times the monthly installment amount
3. Consumer Durable finance:

The durable loan by Bajaj Finserv is reliable and hassle-free. Once the customer avails the
loan, they are also provided various other financial service and offers.

4. Lifestyle finance:

The sanction process is trouble-free and on the spot.

5. EMI card

6. Doctor loan

7. Loan against shares

 gold loan amount is Rs.25,000 whereas the maximum gold loan available is Rs.25 lakhs.
 The maximum loan amount for firms and companies is Rs.5 lakhs.
 The loan tenure could be between 1 month and 36 months.
 The gold ornaments pledged with the Bajaj Finserv secured safely in state of the art
locker rooms to prevent theft or tampering.
9. Loan against fixed deposits

8. Gold loan:

 Bajaj Finserv Gold Loan can be availed by salaried or even self-employed individuals as
well as firms and companies
 The gold ornaments are valued as per the Carat Meter, available in-house with the
company.

18
The minimum
10. Two and three wheeler finance:

Eligibility for Bajaj Finserv loans for salaried employees

 Any resident individual employed in a reputed firm for more than 2 years.
 Maintaining a salary account in any bank with monthly salary credit in the account.
 Should be more than 21 years of age upto 70 years.
Documents for salaried person are

 Identity Proof- PAN card/Driver’s license/Aadhar card Passport copy.

 The applicant’s signature, Name, photograph and date of birth in the document provided
should be clear and understandable.
 Address Proof: Copy of latest utility bill/ Rental or lease agreement copy along with a
valid copy of utility bill in the name of the landlord/ Last 6 months’ account statement.
 Last 6 months bank account statement: These documents seek to verify the applicant’s
income status prior to making the application for loan which also depicts the individual’s
financial picture depicting the credit worthiness of the person.
 Latest 3 months salary slip
 Signature proof: The applicant needs to maintain the same signature throughout the loan
period

Eligibility for Bajaj Finserv loans for self employed persons

To be eligible for the Bajaj Finserv loans for self employed, the individual should match as
per criteria below.

 Any self employed individual can avail the loan who is Farmers, traders, self-employed
professionals and businessmen.
 The individual should be at least 21 years of age and maximum age is 70 years at the
time of applying for a loan
Documents required are:

 Duly filled Application form.

 Identity Proof- PAN card/Driver’s license/Aadhar card Passport copy.
 The applicant’s signature, Name, photograph and date of birth in the document provided
should be clear and understandable.
 Address Proof: Copy of latest utility bill/ Rental or lease agreement copy along with a
valid copy of utility bill in the name of the landlord/ Last 6 months’ current account
statement. Shop and establishment certificate/Sales tax registration certificate/ Factory
registration certificate/ SEBI registration certificate/ Form 18 and ROC Receipt
 Last 6 months bank account statement: These documents seek to verify the applicant’s
income status prior to making the application for loan which also depicts the individual’s
financial picture depicting the credit worthiness of the person.
 IT returns along with audited Balance Sheet and Profit and loss account for the last two
years:
 Photographs: Passport size photographs of all the partners or directors are required for
availing the loan.

19
  Signature proof: The applicant needs to maintain the same signature throughout the loan
period
 Age Proof: Certificate of incorporation has to be submitted for firms and companies.
 Business Continuity Proof: The document submitted towards business continuity proof
should reveal that the existing business is a minimum 5 years old.
Bajaj Finserv Flexi Loans
Bajaj Finserv Flexi loan is an industry intensive loan facility. The product is one of its
kinds wherein the company can pre-pay and draw down money as well using a self-service
portal in the drop-line facility. The product is easy and hassle-free. The borrowing company
gets benefit of saving interest cost by pre-paying through idle or any surplus funds that they
customer may have.

Features of Bajaj Flexi loans

Bajaj Finserv Flexi Loans offers multiple benefits over any existing term loan:

 Borrower have the option to pre-pay the loan using their idle or surplus funds at zero
extra cost
 Company can again avail the pre-paid amount in the drop-line facility at any point of
time subject to loan tenure and without any additional documentation.
 The products enables companies to save on interest costs as the interest is payable only
over the used loan amount.
 No interest is levied on the pre-paid amount.
 Easy, Seamless, & hassle-free online process so that no time is wasted in loan sanction
and disbursal.
 Online customer portal
Fixed deposits
Bajaj Finserv fixed deposit plans can be availed by any of the below entity type.

 Any Resident Individuals

 Sole Proprietorship firms
 Hindu Undivided Family
 Partnership Firms
 Clubs, Associations and Societies
 Companies including Group Companies
 Family Trust
The features of Bajaj Finserv Fixed deposit plans are:

 The FD product offered by Bajaj Finserv is rated as FAAA (Stable) by CRISIL

& MAAA (Stable) by ICRA which makes the Bajaj Finserv term deposit plans as one
most safest deposit scheme with utmost security of the money invested
 Various tenor options to choose from 12, 18, 24, 36, 48 and 60 months.
 An additional 0.10% interest rate per annum for term deposits of up to Rs.1 crore for the
Bajaj Group Employees including the employees of Bajaj Finserv Limited, Bajaj Auto
Limited, Bajaj Holdings and Investments Limited, Bajaj Allianz Life Insurance
Company Limited, Bajaj Electricals Limited, Bajaj Allianz General Insurance Company
Limited, Mukand Limited, Maharashtra Scooters Limited and Bajaj Finance Limited
Live

20
  The term deposits are available on both cumulative interest pay out and non-cumulative
basis.
 Experia – an online Customer Portal is offered to access the Fixed Deposit account
 The maturity proceeds are credited automatically to the customer’s account o the day of
maturity itself.
 no Tax Deducted at Source (TDS) on the interest earned If the interest earned on the
deposits is up to Rs.5,000 per customer
 On- demand concierge services for selected customers
 The deposit can be made either through electronic mode if the amount is Rs.50 lakhs and above
or by physical modes

Bajaj Finserv Insurance schemes

Bajaj Finserv apart from the loans also offers widespread choice of insurance schemes
for self-employed individual as well as borrowing companies covering all incidents or
unfortunate events.

 For the self-employed individuals, a term plan is provided which covers the total loan
amount duration subject to a maximum of 18 years.
 For borrowing companies, Bajaj Finserv offers Non-Medical Loan and Life Insurance
scheme up to Rs.1 crore
 The company’s term plan with covers the total loan tenure subject to a maximum 30
years.
 Bajaj Finserv offers its insurance services through its subsidiary concern Bajaj Allianz.
The SFSP Policy is offered as an exhaustive coverage plan for the residential property
against unforeseen damages.
Bajaj Finserv Credit Card

Bajaj Finserv offers 3 types of credit cards in partnership with the Standard Chartered
bank.

i. Platinum Credit Card -1

ii. Platinum Credit Card -2
iii. Bajaj Finserv World Platinum Credit Card
Platinum Credit Card -1

 The card is offered with zero upfront charge or joining fee

 For succeeding years an annual fee of Rs. 999 is applicable.
 Supplementary card is issued without any charge
 The cardholder can earn up to 5 reward points on every Rs. 100 spend at the retail
counters
 Reward points redemption against gift vouchers, holiday packages etc.
Platinum Credit Card -2

 An upfront fee of Rs. 999/- and the annual fee of Rs 999/- is applicable every year.
 Supplementary card is issued without any charge
 Bajaj Finserv welcome offer for card holders with paid card enrollment. The welcome
offers comprises of a Holiday gift voucher for three days /2 nights at any partner hotel
 The card holder is entitled for various exclusive discounts and offers on shopping done

21
 The cardholder can earn up to 5 reward points on every Rs. 100 spend at the retail
counters
 Reward points redemption against gift vouchers, holiday packages etc.
Platinum World Credit Card

 The card is offered on an Enrollment charge of Rs. 2,999/- is and annually Rs. 2,999/-.
 Supplementary card offered without any charge.
 Bajaj Finserv welcome offer for card holders with paid card enrollment. The welcome
offers comprise holiday gift voucher for three days /2 nights at any partner hotel
 The card holder is entitled for various exclusive discounts and offers on shopping done
 The cardholder can earn up to 5 reward points on every Rs. 100 spend at the retail
counters
Bajaj Finserv Credit Card Loan Facility:-

 Bajaj Finserv offers its credit cards holders the loans facility at attractive rates and
flexible term between 1 year and 5 years.
 The only requirement to avail the loan is one post-dated cheque and loan is sanctioned
within 2 days.
 The option of Balance transfer is also offered at nominal interest rate.
Bajaj Finserv Reward Points Scheme

 Cardholder can earn five reward points on spending every Rs. 100 at the retail, grocery
stores, departmental stores, and super stores.
 Also cardholder can earn two reward points on spending Rs. 100 on any other spending
as well.
 For any Utility Bill Payment done using standard charted web portal, the card holder is
entitled to earn 50 reward points.
 10 reward points is offered against a spending of Rs. 100 done on the cardholder’s
birthday.
 For spending done more than Rs. 50,000 during a particular statement cycle , the card
holder can get extra reward point
 Reward Points Earned against Bajaj Finserv credit card can be redeemed against gift
vouchers, shopping discounts vouchers, holiday packages etc.
Bajaj Finserv Credit Card Payment options

1. The cardholder can make payment towards their Bajaj credit card through cheque or
draft favoring Standard Chartered CC No. (XXXX-XXXX-XXXX-XXXX) which can
be deposited at any Standard Chartered Bank branches or ATM drop box.
2. The payment can also be done as Cash deposit at any of the nearest Standard Chartered
branch.
3. The cardholder can also pay their credit card outstanding is vide auto payment facility
from their saving bank account.
4. Phone banking facility and NEFT/RTGS facility is also available.
5. Payment apportionment is another unique feature in Bajaj Finserv credit card wherein in
case the card holder owns more than one credit card or the EMI account with any
overdue balance in the card, the payments can be distributed amongst the card as such
the outstanding could duly paid holding the account.

22
 Other value-added services at Bajaj Finserv
 Bajaj Finserv offers three free EMI months under which the borrowers need not to pay
for first 3 months after sanction of loan and offering the customer the relief from paying
off EMI amount immediately after availing the loan
 Bajaj Finserv also offers its Property Search Services to assist the borrower to get the
best property. This service includes actual access to the real estate market related
information through various newsletter and reports, specialized property search through
trained professionals, timely updates on newly launched properties, various funding
options for the property from Bajaj Finserv,
 Apart from its regular services, Baja Finserv has a special service of ‘Property Helpline’
number offers for existing customers, to answer all property related queries and
valuation services of property at preferential rates.
 Property Dossier is another a unique value added service by Bajaj Finserv to its
customers which is basically a customized report to guide its customer through the
various legal and technical areas of buying a property with useful tips.
 The report includes legal report about the property’s legal aspects, fair market valuation
report, property credit history including the list of owners of the property and the
mortgages taken against the particular.
 The Property credit history is an integrated report consisting CIBIL report and CERSAI
background check report. The other reports offered in the Property Dossier consist the
market dynamics report about real estate market situation and the required documents to
avail the loan.
 Advantage Card Enhancement Pack in which the Cardholder are entitled for various
deals on insurance, health and holidays.
 CPP protection plan on the credit card against any fraud, in case card is stolen or lost.

i. How to apply for Bajaj Finserv products

ii. Visit the website @www.bajajfinserv.in
iii. Click the ‘products tab as desired
iv. Select the customer class as ‘Salaried / self employed / companies
v. click the option of Apply Now‘ tab and select Apply Online’
vi. Fill up the required details.
vii. Post checking the applicant’s credit worthiness the loan would be sanctioned within
hours.
So the applicant needs to provide his personal details like name, age, address, occupation,
income, etc. which the organization uses to match to the eligibility criteria laid down for
availing Personal Loans. If the profile of the applicant matches the required eligibility
criteria, all the documentation process is completed and the applicant is required to submit
the necessary documents as mentioned. After the organization satisfies itself with the
eligibility criteria and after all required documents are submitted and successfully
verified the loan is granted instantly.

23
 Chapter:3 - Conceptual Background
Marketing:

1. According to the American Marketing Association (AMA) Board of Directors,

“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.”

2. Dr. Philip Kotler defines marketing as

“the science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing identifies unfulfilled needs and desires. It defines,
measures and quantifies the size of the identified market and the profit potential. It
pinpoints which segments the company is capable of serving best and it designs and
promotes the appropriate products and services.”

According to Mark Burgess,

“Marketing is the process by which a firm profitably translates customer needs into
revenue.”

Marketing strategy:

“The marketing strategy is the way in which the marketing function organises its activities to
achieve a profitable growth in sales at a marketing mix level”

In other words an organization's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market research and
focus on the right product mix in order to achieve the maximum profit potential and sustain
the business. The marketing strategy is the foundation of a marketing plan.

Process of Marketing Strategy Formulation:

Marketing Strategy formulation refers to the process of choosing the most appropriate course
of action for the realization of organizational marketing goals and objectives and thereby
achieving the organizational vision.

The process of strategy formulation basically involves six main steps:

24
1.Setting Organizations’
objectives

2.Evaluating the
Organizational Environment

3.Setting Quantitative
Targets

4.Aiming in context with the

divisional plans

5.Performance Analysis

6.Choice of marketing Strategy

(Process of Marketing strategy formulation)

1. Setting Organizations’ objectives - The key component of any strategy statement is

to set the long-term objectives of the organization. It is known that strategy is
generally a medium for realization of organizational objectives. Objectives stress the
state of being there whereas Strategy stresses upon the process of reaching there.
Strategy includes both the fixation of objectives as well the medium to be used to
realize those objectives. Thus, strategy is a wider term which believes in the manner
of deployment of resources so as to achieve the objectives.

While fixing the organizational objectives, it is essential that the factors which
influence the selection of objectives must be analyzed before the selection of
objectives. Once the objectives and the factors influencing strategic decisions have
been determined, it is easy to take strategic decisions.

2. Evaluating the Organizational Environment - The next step is to evaluate the

general economic and industrial environment in which the organization operates. This
includes a review of the organizations competitive position. It is essential to conduct a
qualitative and quantitative review of an organizations existing product line. The
purpose of such a review is to make sure that the factors important for competitive
success in the market can be discovered so that the management can identify their
own strengths and weaknesses as well as their competitors’ strengths and weaknesses.

25
 After identifying its strengths and weaknesses, an organization must keep a track of
competitors’ moves and actions so as to discover probable opportunities of threats to
its market or supply sources.

3. Setting Quantitative Targets - In this step, an organization must practically fix the
quantitative target values for some of the organizational objectives. The idea behind
this is to compare with long term customers, so as to evaluate the contribution that
might be made by various product zones or operating departments.

4. Aiming in context with the divisional plans - In this step, the contributions made by
each department or division or product category within the organization is identified
and accordingly strategic planning is done for each sub-unit. This requires a careful
analysis of macroeconomic trends.

5. Performance Analysis - Performance analysis includes discovering and analyzing

the gap between the planned or desired performance. A critical evaluation of the
organizations past performance, present condition and the desired future conditions
must be done by the organization. This critical evaluation identifies the degree of gap
that persists between the actual reality and the long-term aspirations of the
organization. An attempt is made by the organization to estimate its probable future
condition if the current trends persist.

6. Choice of Marketing Strategy - This is the ultimate step in Strategy Formulation.

The best course of action is actually chosen after considering organizational goals,
organizational strengths, potential and limitations as well as the external
opportunities.

Four Strategy Drivers of Bajaj Finserv:

1.Focus on Existing Customers:

More products per customer cannot be achieved by more customers but more satisfied
customers. More satisfied our customers, more likely they’ll partner with us for their next big
pursuit. More likely, they’ll recommend their family and friends to us. The more our
customers recommend us, the less we need to worry on getting new customers. The less we
worry on getting new customers the more we’ll focus on existing customers.

2.Perpetual State of Beta

In today’s world, innovative thoughts don't need years to become break through realities. Nor
do they take years to become a commodity. New news becomes stale over a few hours, new
products get duplicated overnight, one of many becomes one of one in days. The point in this
is rather simple. The need for continuous change, continuous improvement, continuous
reinvention. Reason for us to continue to be better than our previous best. At Bajaj Finserv ,
we call it the Perpetual State of Beta. We were the first to introduce a 3 min on the spot

26
approval for our Durable Finance offer. We are now down to 3 seconds. By the time you
have finished reading this, we would have added another partner to our Lifestlye Finance
portfolio. And some of our customers would have already downloaded all their loan account
statements through the online portal. The result of our obsession with sustainability – even if
it is about your efforts.

3.Invest Deep in Technology

We deploy technology not to take the human touch away but to give you a richer customer
experience, allowing you to exercise your choices even when it comes to being serviced.
Because technology alone is not the output, it is the creativity with which it is used that
delivers the objective.

Every year for the last five years, we have continued to increase our spends in technology by
putting money where our mouth is. A disproportionate amount of investment in technology is
not through CAPEX but OPEX. It gives us the advantage of being irrelevant to depreciating
returns. It gives you an unmatched flexibility of engaging with us for every financing related
need. The more delighted you are, the easier it will be for you to choose us the next time you
have a finance need.

4.Build Partnerships with the Best in the World

Our bias for the best in the world comes from our obsession for our Big Goal. We believe
when our customers buy a product or service from us, they are placing their trust in us. Trust
itself is a delicate matter. It needs both expertise and experience, together. When we partner
with SFDC for our online capabilities, with Microsoft for our software and with TCS for
process mapping, and CRISIL for auditing us, we believe we’re implementing zero tolerance
to compromise.

We’re not a blow-hot, blow-cold partner. We’re as determined in our relationship with our
partners as we are with each of you as customers. And even for our partnerships, we have
created benchmarks in innovation in how we have deployed their systems and processes to
create bold new realities.

27
Marketing Mix of Bajaj Finserv:

1.Product in the Marketing mix of Bajaj Finserv:

Bajaj has managed to deal successfully in various products like home loan, personal loan,
loan against shares, loan against property, loan against fixed deposite, gold loan, and also
provide finance for consumer durable products. All its products are designed according to
need of customers.

2.Place in the Marketing mix of Bajaj Finserv:

Bajaj Finserv has a dealers policy that is very organized and efficient. As the company
deals in various types of products, it has an extensive dealers network. It has set up a good
relationship with various localities dealers that help in the easy and fast reach to customers.

3.Price in the Marketing mix of Bajaj Finserv:

Bajaj finserv has a wide variety of products under its belt and hence its pricing policies for
every category differ from the other. For its consumer durable and digital products category it
has kept a competitive pricing strategy in order to counter the effect of its rival companies.

4.Promotions in the Marketing mix of Bajaj:

Bajaj has always relied heavily on its promotional activities. It has created some very
creative ads that have improved the visibility of the Bajaj Group and its products. Its logo has
changed with the times.

28
 Chapter 4:

Research Methodology

4.1 Title

“ Marketing Strategies of Bajaj Finserv”

4.2 Duration of Project

The duration of the project was 45 days.

4.3 Universe

The area of research where it conducted is Jaipur.

4.4 Sampling Techniques:

Sampling
Techniques

Primary Secondary
Techniques Techniques

Qualitative Quantitative
Dtat Data

1.Primary Data Technique:

Primary data is a type of data which never existed before, hence it was not previously
published. Primary data is collected for a specific purpose, i.e. they are critically analyzed to
find answers to research question.

Primary data collection methods can be divided into two categories: (i) qualitative and (ii)
quantitative:

29
 (i) Qualitative:

Qualitative research each research is approached individually and individual measures are
developed to interpret the primary data taking into account the unique characteristics of the
research.

Types of Qualitative Data Collection are as follows:

TECHNIQUES
Technique Key Facts
 Interviews can be conducted in person or over the telephone
 Interviews can be done formally (structured), semi-structured, or informally
Interviews  Questions should be focused, clear, and encourage open-ended responses
 Interviews are mainly qualitative in nature

 Responses can be analyzed with quantitative methods by assigning numerical

values to Likert-type scales
Questionnaires and
 Results are generally easier (than qualitative techniques) to analyze
Surveys
 Pretest/Posttest can be compared and analyzed

 Allows for the study of the dynamics of a situation, frequency counts of target
behaviors, or other behaviors as indicated by needs of the evaluation
 Good source for providing additional information about a particular group,
can use video to provide documentation
Observations
 Can produce qualitative (e.g., narrative data) and quantitative data (e.g.,
frequency counts, mean length of interactions, and instructional time)

 A facilitated group interview with individuals that have something in common

 Gathers information about combined perspectives and opinions
Focus Groups
 Responses are often coded into categories and analyzed thematically

 Involves studying a single phenomenon

 Examines people in their natural settings
Ethnographies, Oral  Uses a combination of techniques such as observation, interviews, and
History, and Case surveys
Studies  Ethnography is a more holistic approach to evaluation
 Researcher can become a confounding variable

 Consists of examining existing data in the form of databases, meeting

minutes, reports, attendance logs, financial records, newsletters, etc.
Documents and
 This can be an inexpensive way to gather information but may be an
Records
incomplete data source

30
(ii) Quantitative:

The concepts in quantitative research methods are usually expressed in the forms of variables.
Quantitative research methods and measures are usually universal, like formulas for finding
mean, median and mode for a set of data.

Popular quantitative methods of data collection and analysis are as follows:

1.correlation analysis,

2.regression analysis,

3. mean, mode and median .

I used convenience sampling method for choosing my sample for this project.

4.5 OBJECTIVE OF STUDY:

Following are the main objective to study about the customer buying behaviour on BAJAJ
FINSERV.

• To study financial industry

• To study the company profile of Bajaj Finserv

• To study Marketing strategies of Bajaj Finserv

• To study various marketing activities provided by Bajaj Finserv.

• To study various services provided by Bajaj Finserv to customers to differentiate

themselves from competitors.

• To know the expectation of Bajaj Finserv customer.

4.6 BENEFITS OF STUDY:

There are many benefits related to take this study. Some of the benefits of taking this
study are as follows:

 By analyzing this information, the company would be able to better

compatible design marketing strategies

31
.
 More people can be attracted and it will increase customers and income level
of Bajaj Finserv.

This study helps to identify the problems in old marketing strategies and also
helps to kwon good points of competitors marketing strategies.

4.7 Scope of Study:

 Development of a strategy to cope with competitors,

 Identify market opportunities,

 Develop and commercialize new products and services,

 Allocate resources among marketing activities and

 Design an appropriate organizational structure to ensure the performance desired is

achieved.

4.8 Sample Size:

The research was done on 100 customers who came on Reliance Digital. All customers are
asked questions and their responses are recorded.

32
 Chapter:5 – Data Analysis and Interpretation:

Q1 Do you recognize most of the famous finance company in the market?

(A)Yes(B)Not sure(C). Don’t Know

Responses No. of customers

Yes 50
Not sure 30
Don’t know 20

Views of Customers

Yes
Not sure
Don't Know

INTERPRETATION:
According to above chart 50% customers know that there are some companies which
provides finance, 30% customers are note sure about question and 20% customers clearly
don’t know about these companies.

Q.2: From where you come to know about the Bajaj Finserv?

(A)Relatives (B)From Website

(C) From store (D)Bajaj Agent

33
Responses Number of customers

Relatives 35

From website 40

From store 15

Bajaj agent 10

Customers views

Relatives
From Website
From Store
Bajaj Agent

INTERPRETATION:

According to above chart 35% customers come to know about Bajaj Finserv from relatives,
40% from some websites, 15% from stores and remaining 10% from Bajaj agents

Q.3: Which finance company will you prefer to finance your product?

(A)Bajaj Finserv (B) Capital First

(C) HDFC (D) Other

34
Responses Number of customers

Bajaj Finserv 60

Capital first 20

HDFC 15

Other 5

Customer Views

Bajaj Finser
Capital first
HDFC
Other

INTERPRETATION:

According to above chart 60% prefer Bajaj Finserv, 20% Capital First, 15% HDFC
and 5% customers prefer other finance company.

35
Q.4: What is your first reaction to Bajaj Finserv service?

(A) Very positive (B) Somewhat positive

(C) Somewhat negative (D) Very negative

Responses Number of customers

Very positive 50

Somewhat positive 25

Somewhat negative 15

Very negative 10

Customers Views

Very positive
Somewhat positive
Somewhat negative
Very negative

INTERPRETATION:

When we asked from customers that what is first reaction comes in mind for Bajaj Finserv
service their response are 50% very positive, 25% somewhat positive, 15% said somewhat
negative and 10% very negative.

36
Q.5: Is Bajaj Finserv company’s schemes are better than other finance companies?

(A) Yes (B) No

(C) Not sure (D) Don’t know

Responses Number of customers

Yes 50

No 20

Not sure 20

Don’t know 10

Customers Views

Yes
No
Not sure
Don't know

INTERPRETATION:

According to above chart 50% customers feel that schemes of Bajaj Finserv are better,
20% say No, 20% customers are not sure and 10% don’t know about schemes.

37
Q.6: . Will you choose the Bajaj Finserv when the others finance company offer similar
schemes?

(A)Yes (B) NO
(C) Not sure (D) Don’t know

Responses Number of customers

Yes 50
No 20
Not sure 20
Don’t know 10

Customers View

Yes
No
Not sure
Don't know

INTERPRETATION:

According to above chart 50% customers will choose schemes of Bajaj Finserv, 20%
will not, 20% customers are not sure and 10% don’t know which will they choose.

38
Q.7: Do you prefer to buy products on special occasions only?

(A)Yes (B) No
(C) Not sure (D) Don’t know

Responses Number of customers

yes 50
No 20
Not sure 20
Don’t know 10

Customers View

Yes
No
Not sure
Don't know

INTERPRETATION:

According to above chart 50% customers will prefer to buy products on special
occasions, 20% will not, 20% customers are not sure and 10% don’t know which will they
choose.

39
Q.8: Have you ever purchased products through Bajaj Finserv?

(A)Yes (B) No
(C) Not sure (D) Don’t know

Responses Number of customers

Yes 35
No 40
Not sure 20
Don’t know 5

Customers View

Yes
No
Not sure
Don't know

INTERPRETATION:

Above chart shows that 35% customers bought products before, through Bajaj Finser, 40%
not purchased, 20% not sure and 5% don’t know.

40
Q.9: How innovative is the Bajaj Finserv service?
(A) Extremely innovative (B) Very innovative
(C) Not so Innovative (D) Not at all innovative

Responses Number of customers

Extremely innovative 30
Very innovative 40
Not so innovative 15
Not at all innovative 15

Customers Views

Extremely innovative
Very innovative
Not so innovative
Not at all innovative

INTERPRETATION:

The 30% customers think that Bajaj Finserv’s services are extremely innovative, 40% think
very innovative, 15% think not so innovative and 15% think not at all innovative.

41
Q.10: Are you satisfied with past/current purchased scheme from Bajaj Finserv?
(A) Yes (B) No
(C) Not sure (D) Don’t know

Responses Number of customers

Satisfied 70
Highly satisfied 15
Not sure 5
Not satisfied 10

Customers View

Satisfied
Highly satisfied
Not sure
Not satisfied

INTERPRETATION:

When we asked from current and past experienced customers that they are satisfied with
Bajaj Finserv schemes, their responses: 70% are satisfied, 15% are highly satisfied, 5% are
not sure and remaining 10% are not satisfied.

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Q.11: Will you recommend Bajaj Finserv to Family/Friends whenever they go to buy
products?
(A) Yes (B) No
(C) Not sure (D) Don’t know

Responses Number of customers

Yes 65
No 10
Not sure 15
Don’t know 10

Customers View

Yes
No
Not sure
Don't know

INTERPRETATION:

When we asked from customers that they will recommend Bajaj Finserv to their family or
friends they respond: 65% recommend, 10% will not, 15% are not sure and 10% are don’t
know.

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Q.12: which scheme you like most out of all schemes?

(A) 12/4 (B) 10/0

(C) 9/3 (D) 6/2

Responses Number of customers

12/4 tenure 50
10/0 tenure 25
9/3 tenure 15
6/2 tenure 10

Customers View

12/4 Tenure
10/0 Tenure
9/3 Tenure
6/2 Tenure

INTERPRETATION:

The most liked tenure by customers is 10/0 which is liked by 50% of customers and 25%
liked 12/4, 15% liked 9/3 tenure and 10% liked 6/2 tenure.

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Q.13: You want any change in policies of Bajaj Finserv?
(A) Yes (B) No
(C) Not sure (D) Don’t know

Responses Number of customers

Yes 65
No 10
Not sure 15
Don’t know 10

Customers View

Yes
No
Not sure
Don't know

INTERPRETATION:

When we asked from customers that they want any change inBajaj Finserv’s they respond:
65% customers want change in some policies, 10% don’t want any change, 15% are not sure
and 10% are don’t know.

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Q.14: How well did we (Bajaj Finserv representatives) understand your questions and
concern?
(A) Extremely well (B) Very well
(C) Somewhat well (D) Not so well
(E) Not at all well
Responses Number of customers
Extremely well 30
Very well 25
Somewhat well 20
Not so well 15
Not at all well 10

Customers Views

Extremely well
Very Well
Somewhat well
Not so well
Not at all well

INTERPRETATION:

Above diagram shows that the Bajaj Finserv representatives how much understand the need
and problems of customers. 30% customers said extremely well, 25% said very well, 20%
said somewhat well, 15% said not so well and remaining 10% said that they failed to
understand their needs and demands.

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Q.15: How would you rate the value for money of the service of Bajaj Finserv?
(A) Excellent (B) Above average
(C) Average (D) Below average
(E) Poor

Responses Number of customers

Excellent 30
Above average 35
Average 20
Below average 10
Poor 5

Customers Views

Excellent
Above average
Average
Below average
Poor

INTERPRETATION:

30% customers think that the value of service in terms of money is excellent, 35% think
above average, 20% think average, 10% think bellow average and 5% think poor.

47
 Chapter 6:

Recommendation and Suggestion

1. Bajaj Finserv should consider the importance of Time. There is lots of delays I had
say in their work speed.
2. Bajaj Finserv should upgrade their application which is used by their agents to fill the
file process.
3. They should make their policies more simple and effective than their competitors so
the customer can get loan easily.
4. They need some change in their old marketing strategies which are currently running
in their process.
5. They should decrease the processing charges on some specified products like Sony,
Re-connect, LG, Voltas etc.
6. They should increase advertisements and need to relate them with the society.
7. Bajaj Finserv’s representatives need some more training. Company should conduct
time to time training programs.
8. They should make more good relations with retailers and their current customers.

48
Conclusion
On the basis of above study on Bajaj Finserv we can conclude that the approximate 65%
customers are satisfied with the services of Bajaj Finserv and they will also recommend it to
their friends and family members. And approximate 20% customer said that the Bajaj Finserv
should make some changes in its policies and process. 10% customers don’t want to choose
Bajaj Finserv because of some past experience and policy issues. Remaining 5% customers
don’t want to engage in any kind of loan activity and they prefer to buy products in cash and
on their credit cards.

If we compare Bajaj Finserv with other companies than the Bajaj Finserv is providing better
services.

Finally we can say that overall work and services of Bajaj Finserv are good and if someone
ask me which company is better than I will recommend him/her Bajaj Finserv.

49
BIBLIOGRAPHY:

BOOKS:

 Marketing research by malhotra N.K. fifth edition.

 Marketing management –Philip Kotler, 12th edition

 Research methodology- c.r. Kothari

 Paul E.greendonalds. Tull and Gerald albaum- research for marketing decision.

 Marketing: A Love Story, How to Matter to Your Customersby Bernadette Jiwa

Websites:
 http://www.bajajfinserv.com/start/media_relations/news/local_press_bajaj/highest.ht
ml
 http://www.businessdictionary.com
 http://en.wikipedia.org
 https://research-methodology.net

 http://en.wikipedia.org/wiki/bajajfinserv
 www.learnmarketing.net/consumer.htm

 www.iimcal.ac.in/community/consclub/reports/finance.pdf
 www.bajajfinserv.com

50
 “A STUDY ON MARKETING STRATEGIES OF BAJAJ

FINSERV”

SURVEY SCHEDULE (RESPONDENTS)

Respondent Information

1 Name :_____________________

2 Age : ________

3 Sex : Male Female

4 Address : _____________________

5 Contact No. : ____________________

6 Occupation :______________________

7 Qualification : ______________________

Questionnaire Format

Q1 Do you recognize most of the famous finance company in the market?

Yes Not sure Don’t Know

Q.2: From where you come to know about the Bajaj Finserv?

Relatives From Website

From store Bajaj Agent

Q.3: Which finance company will you prefer to finance your product?

Bajaj Finserv Capital First

HDFC Other

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Q.4: What is your first reaction to Bajaj Finserv service?

Very positive Somewhat positive

Somewhat negative Very negative

Q.5: Is Bajaj Finserv company’s schemes are better than other finance companies?

Yes No

Not sure Don’t know

Q.6: Will you choose the Bajaj Finserv when the others finance company offer similar
schemes?

Yes NO
Not sure Don’t know

Q.7: Do you prefer to buy products on special occasions only?

Yes No
Not sure Don’t know

Q.8: Have you ever purchased products through Bajaj Finserv?

Yes No
Not sure Don’t know

Q.9: How innovative is the Bajaj Finserv service?

Extremely innovative (B Very innovative

Not so Innovative Not at all innovative

Q.10: Are you satisfied with past/current purchased scheme from Bajaj Finserv?

Yes No
Not sure Don’t know

52
Q.11: Will you recommend Bajaj Finserv to Family/Friends whenever they go to buy
products?

Yes No
Not sure Don’t know

Q.12: which scheme you like most out of all schemes?

12/4 10/0

9/3 6/2

Q.13: You want any change in policies of Bajaj Finserv?

Yes No
Not sure Don’t know

Q.14: How well did we (Bajaj Finserv representatives) understand your questions and
concern?

Extremely well Very well

Somewhat well Not so well
Not at all well

Q.15: How would you rate the value for money of the service of Bajaj Finserv?

Excellent Above average

Average Below average
Poor

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