A PROJECT REPORT ON

ANALYSIS OF PB PORTFOLIO PROGRAMME

PROJECT SUBMITTED AS PART OF SUMMER TRAINING FOR POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

SUBMITTED BY
NEHA SHUKLA MBA II nd SEMESTER YEAR - 2006

ACKNOWLEDGEMENT

I take this opportunity to gratefully acknowledge the unending support received from Mr.Ajit Bajpai (Branch manager) during my Summer Trainning .I express my deep sense of appreciation and gratitude to Mr.Parash Nagar(Personal Banker) and Miss Shweta Aggarwal(Personal Banker) for their help and guidance throughout my trainnng while handling their portfolios. I am also thankful to the entire staff of HDFC bank for their cooperation which made my training pleasant and enjoyable. In the end i thank Almighty God for making it all possible.

CONTENTS
1.) PREFACE 2.) EXECUTIVE SUMMARY 3.) BANKING 4.) COMPANY PROFILE(HDFC) 5.) PB PORTFOLIO PROGRAMME
a) b) c) d) e) f) g) h) OBJECTIVE ELIGIBILITY FOR ENTRY IDENTIFICATION OF CUSTOMER GROUPING FLAGGING/RACING EXITING A CUSTOMER UPGRADING PRODUCTS AND BENEFITS

6.) METHODOLOGY
a) OBJECTIVE b) METHODOLOGY N STUDY c) SAMPLE SIZE

7.) ANALYSIS 8.) CONCLUSIONS 9.) REFRENCES 10.) ANNEXEURE

a) b) c) d) e) f) PB welcome entry letter PB exit letter PB entry form PB exit form Insta alert form Score cards for april & may (kppb3 & kppb4).

PREFACE
Banking system occupies an important place in a nations economy. A banking Institution is indispensable in a modern society and plays a pivotal role in the economic development of a country and forms the core of the money market in the country. With globalisation of the Indian economy, the customers are now looking for products which are available internationally and those which come with the best efforts to package personal financial services have inspired banks to establish exclusive Personal Banking Department. Savings, Investment and Borrowing enable the individuals to organize and reorganize their spending on products or services. As the name suggests Personal Banker refers to the devlopement of products and services that are targeted to individuals at all stages of the Personal Banks relationship. In this regard Personal Banking has been adequately described as Targeting specialized banking products and services to the groups of people who provide high-value relationship. A high-value relationship is one that is measured more profitable than average, either directly (high balance, fee &/or loans) or by extension (officers of commercial banks client, sources of referrals etc). The success of Personal Banking strategy depends on the managements ability to segment groups of individuals who are at different stage I the financial life cycle. Once these groups are identified, the bank should design specific products n services to meet their specialized needs. Thus , the crux lies in distinctly segmenting the customers into separate groups . They do demonstrate the application of targeting specific banking products to interested customers . Thus, each customer deals with a personal banker who handles all the consumer needs. This enables the instiution to realize its object- That of establishing and retaining a long term relationship with all its customers.

EXECUTIVE SUMMARY

1.) PB PROGRAMME POTENTIAL :The report here deals with judging the potential for the banking business. Proactively focusing on the customer offering high potential to enhance balances. Providing a structured programme for inherent potential of this glorified database.

2.) NEED OR SIGNIFICANCE :Total customers in HDFC bank civil lines branch are around 25000, the total value of the bank is around 130 crore. Out of which 25- 30 crore is contributed by the PB customers. Therefore its important to give due importance and proper focus on these high potential customers. 3.) DATA AND METHODOLOGY :The report is based on the data collected from primary as well as secondary sources. Telephonic survey , database records product holding score etc. Size of the sample taken :Kppb3-227 Kppb4-226 Total 253 PB customers.

4.) MAJOR FINDINGS: Diversified into innovative areas like home banking, telebanking etc. On line banking, global banking etc. Selective and effective network strategy. Stress on Relationship Banking. Customer satisfaction. Better product positioning. 5.) CONCLUSION : Adoption of new marketing strategies in order to build a bond with the customers. Better segment level planning and targeting . Better product positioning. Higher customer satisfaction level. 6.) LIMITATION : Insufficient personalized attention. Lack of information about new services. Poor complaint handling. Time management problem. Disinterest shown by few respondants.

BANKING

The term 'Banking' is defined as Accepting , for the purpose of lending or investment, of deposits of money from the public, repayable on demand or otherwise, and withdrawable by cheque, draft, order or otherwise.

-:BANKER:A banker must :1. Collect cheques for his customers. 2. Make payments of cheques drawn on him. 3. Maintain a running account of his customers.

-:CUSTOMER:A person who has:1. Intension to get into banking relationship :- That is should deal with the banker for one of the essential services . 2. An account should be opened with the bank. 3. The duration of the account that is opened is immaterial as long as the dealing is of banking nature.

-:TYPES OF CUSTOMER:1) Individuals 2) Sole Proprietorship 3) Partnership 4) Limited Company 5) Trust 6) Societies/Clubs/Associations

-:BANKER-CUSTOMER RELATIONSHIP:There are two types of relationship:

1. Primary relationship The primary relationship between a banker & customer is that of a Debtor and Creditor.

2. Secondary relationship The secondary relationship are:-

a) Agent & Principal Banker is an agent : - When collecting cheques & bills for customers. - When handling purchase & sale of stocks & shares. When making payments under standing orders.

b) Bailee & Bailor - When accepting articles for safe custody & hence in case of loss, banker is liable as Bailee.

-:ESSENTIALS OF BANKER-CUSTOMER RELATIONSHIP:1.Customer should be properly introduced:Proper introduction is neccessary to establish the identity of a customer. a) He/She gets the signature of an existing customer of bank on his AOF to certify his responsibility, financial standing etc. b) He/She provides the name of any respectable person or bank and the said referee confirms in writting the identity,responsibility and financial standing of the applicant. c) He/She provides a copy of his passport, income tax permanent account no., election id card.

-:BANKER'S OBLIGATIONS :1. Duty of secrecy :When a customer opens an account with the banker, by default he /she grants to the most detailed information about his financial dealings to the banker. If the information fell into wrong hands, it could result into grievous damage to customer. However under following circumstances Banker can disclose :a) under compulsion of the law. b) Duty to the public to disclose - To protect public against fraud c) In interest of the bank - In case of litigation. d) With the express or implied consent of the customer.

2. Inform customer of any attempt to encash forged cheques on his account. 3. Provide statement of account to the customer. 4. Give reasonable notice of intension to close the account. 5. Honour cheques drawn by the customer if it is in order.

-: BANKER'S DUTY OF SECRECY:Banker should not divulge information about Customers accounts to third parties. The Banker can however disclose under the following circumstances:1. Under compulsion of the law. 2. Duty to public to disclose to protect against fraud or crime. 3. In interest of bank in case of litigation. 4. With express or implied consent of the customer.

HOUSING DEVELOPMENT FINANCE CORPORATION LIMITED (HDFC)

The Housing Development Finance Corporation Limited (HDFC) was amongst the first to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private sector, as part of the RBI's liberalisation of the Indian Banking Industry in 1994. The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank in January 1995. Hasmukbhai Parekh incorporated HDFC as a public limited company on October 17, 1977. The financial discipline it (HDFC) brings to its operation is phenomenal, This spread and high volume form the backbone of its success story.

Keshub Mahindra (Leading Industrialist)

Incorporated in August 1994. Net worth as on 31 st march '05 USD 1039.08 million. 535+ branches & 1300+ Atms in 220+ locations. Strong internal controls and strict compliance with RBI guidelines. Strategic Alliance with Chase Manhattan Bank. Above 1200 cash management clients. Cash management volumes over USD 183.90 billion p.a. as on 31 st march '05. Second largest clearing/cheque processing bank in India. Leading Banker for stock exchanges such as NSE,BSE,CSE,DSE etc. Listed on New York Stock Exchange(NYSE).

PROMOTER:-

HDFC is India's premier housing finance company and enjoys an impeccable track record in India as well as in international markets. Since its inception in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling units. HDFC has developed significant expertise in retail mortgage loans to different market segments and also has a large corporate client base for its housing related credit facilities. With its experience in the financial markets, a strong market reputation, large shareholder base and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian environment.

OBJECTIVE:-

HDFC Bank's business philosophy is based on four core values Operational Excellence, Customer Focus, Product Leadership and People. Marketing "relationship" rather than "product".

ACQUISITION

RETENTION

DEEPENING

ENHANCEMENT

Bank's mission is to be a World-Class Indian Bank. To build sound customer franchises across distinct businesses so as to be the preferred provider of banking services for target retail and wholesale customer segments. To achieve healthy growth in profitability, consistent with the bank's risk appetite. To maintain the highest level of ethical standards, professional integrity, corporate governance and regulatory compliance.

CAPITAL SRUCTURE:-

The authorised capital of HDFC Bank is Rs.450 crore (Rs.4.5 billion). The paid-up capital is Rs.311.9 crore (Rs.3.1 billion). The HDFC Group holds 22.1% of the bank's equity and about 19.4% of the equity is held by the ADS Depository (in respect of the bank's American Depository Shares (ADS) Issue). Roughly 31.3% of the equity is held by Foreign Institutional Investors (FIIs) and the bank has about 190,000 shareholders. The shares are listed on the The Stock Exchange, Mumbai and the National Stock Exchange. The bank's American Depository Shares are listed on the New York Stock Exchange (NYSE) under the symbol "HDB".

MANAGMENT:-

Mr. Jagdish Capoor took over as the bank's Chairman in July 2001. Prior to this, Mr. Capoor was a Deputy Governor of the Reserve Bank of India. The Managing Director, Mr. Aditya Puri, has been a professional banker for over 25 years, and before joining HDFC Bank in 1994 was heading Citibank's operations in Malaysia. The Bank's Board of Directors is composed of eminent individuals with a wealth of experience in public policy, administration, industry and commercial banking. Senior executives representing HDFC are also on the Board. Senior banking professionals with substantial experience in India and abroad head various businesses and functions and report to the Managing Director. Given the professional expertise of the management team and the overall focus on recruiting and retaining the best talent in the

industry, the bank believes that its people are a significant competitive strength.

BUSINESS:-

HDFC Bank offers a wide range of commercial and transactional banking services and treasury products to wholesale and retail customers. The bank has three key business segments:-

1.) Wholesale Banking Services

The Bank's target market ranges from large, blue-chip manufacturing companies in the Indian corporate to small & mid-sized corporates and agribased businesses. For these customers, the Bank provides a wide range of commercial and transactional banking services, including working capital finance, trade services, transactional services, cash management, etc. The bank is also a leading provider of structured solutions, which combine cash management services with vendor and distributor finance for facilitating superior supply chain management for its corporate customers. Based on its superior product delivery / service levels and strong customer orientation, the Bank has made significant inroads into the banking consortia of a number of leading Indian corporates including multinationals, companies from the domestic business houses and prime public sector companies. It is recognised as a leading provider of cash management and transactional banking solutions to corporate customers, mutual funds, stock exchange members and banks.

2.) Retail Banking Services

The objective of the Retail Bank is to provide its target market customers a full range of financial products and banking services, giving the customer a onestop window for all his/her banking requirements. The products are backed by world-class service and delivered to the customers through the growing branch

network, as well as through alternative delivery channels like ATMs, Phone Banking, NetBanking and Mobile Banking. The HDFC Bank Preferred program for high net worth individuals, the HDFC Bank Plus and the Investment Advisory Services programs have been designed keeping in mind needs of customers who seek distinct financial solutions, information and advice on various investment avenues. The Bank also has a wide array of retail loan products including Auto Loans, Loans against marketable securities, Personal Loans and Loans for Two-wheelers. It is also a leading provider of Depository Participant (DP) services for retail customers, providing customers the facility to hold their investments in electronic form. HDFC Bank was the first bank in India to launch an International Debit Card in association with VISA (VISA Electron) and issues the Mastercard Maestro debit card as well. The Bank launched its credit card business in late 2001. By September 30, 2005, the bank had a total card base (debit and credit cards) of 5.2 million cards. The Bank is also one of the leading players in the "merchant acquiring" business with over 50,000 Point-of-sale (POS) terminals for debit / credit cards acceptance at merchant establishments.

3.) Treasury

Within this business, the bank has three main product areas - Foreign Exchange and Derivatives, Local Currency Money Market & Debt Securities, and Equities. With the liberalisation of the financial markets in India, corporates need more sophisticated risk management information, advice and product structures. These and fine pricing on various treasury products are provided through the bank's Treasury team. To comply with statutory reserve requirements, the bank is required to hold 25% of its deposits in government securities. The Treasury business is responsible for managing the returns and market risk on this investment portfolio.

TECHNOLOGY:-

HDFC Bank operates in a highly automated environment in terms of information technology and communication systems. All the bank's branches have online connectivity, which enables the bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also provided to retail customers through the branch network and Automated Teller Machines (ATMs). The Bank has made substantial efforts and investments in acquiring the best technology available internationally, to build the infrastructure for a world class bank. In terms of software, the Corporate Banking business is supported by Flexcube, while the Retail Banking business by Finware, both from i-flex Solutions Ltd. The systems are open, scaleable and webenabled. The Bank has prioritised its engagement in technology and the internet as one of its key goals and has already made significant progress in webenabling its core businesses. In each of its businesses, the Bank has succeeded in leveraging its market position, expertise and technology to create a competitive advantage and build market share.

DISTRIBUTION NETWORK:-

HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of over 531 branches spread over 228 cities across India. All branches are linked on an online real-time basis. Customers in over 120 locations are also serviced through Telephone Banking. The Bank's expansion plans take into account the need to have a presence in all major industrial and commercial centres where its corporate customers are located as well as the need to build a strong retail customer base for both deposits and loan products. Being a clearing/settlement bank to various leading stock exchanges, the Bank has branches in the centres where the NSE/BSE have a strong and active member base. The Bank also has a network of about over 1054 networked ATMs across these cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic

and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American Express Credit/Charge cardholders.

BUILDING A WORLD CLASS INDIAN BANK

SUPERIOR FINANCIAL PERFORMANCE DIVERSIFIED FINANCIAL SERVICES INTEGRATOR REVENEUE STREAMS

SHAREHOLDER

HDFC

CUSTOMER

VALUE FOCUS INNOVATOR

BANK

FOCUSSED

EFFICENT COST ASSET STRUCTURE TECHNOLOGY BANKING LEADER

STRONG QUALITY

PERSONAL BANKER PORTFOLIO PROGRAMME

The PB Portfolio has been centrally identified and raced to PBs since 2003. The logic behind creating this portfolio lay in identifying customers with large CASA AQB balances, which were not included in the Preferred Programme. It was felt that these customers offered high potential to enhance balances if they were proactively focused on by branches. Over the last couple of years, it has been observed that full justice has not been done to the inherent potential of this portfolio offered since it was viewed as a glorified database .To correct this it was felt that a more structured programme needed to be evolved. While not qualifying as a Preferred customer, it is widely believed that we need to include customers on the PB Portfolio in a more structured relationship programme, managed by PBs. This however needs to be balanced with practical difficulties a PB faces.

PB Portfolio - Objective

Enhance customer profitability. Capture share of wallet via Family relationships. Cross sell products and services. Be a primary banker to these relationships. Upgrade relationships to Preferred Programme. Retaining existing base of profitable relationships.

ELIGIBILITY FOR ENTRY INTO PB PRODUCT PROGRAMME:Criteria is : Retail Resident individual. 1 SA account under custid is mandatory. CASA AQB => Rs 1 lac over two consecutive quarters at a cust id/group level or Relationship size => Rs 5 lac at a custid/group level, with atleast 1saving account. In addition to above, group profitability to be in Bands 4 or 5 .

IDENTIFICATION OF CUSTOMER : Launch carry forward the customers identified in the PB Portfolio. The product team will forward list of customers eligible for the PB Portfolio. Branches need to flag these customers as soon as possible. Thereafter, branches should identify and race eligible customers with periodic inputs from the product team.

GROUPING:Rules : Father, Mother,Spouse,Children,Brother,Sister or any other individual who has a financial dependency on the primary id of the group. The cust id of the main member of the group should be identified as the group id. This should have atleast one SOW/JOF a/c opened under it.

 Even if there is a single cust id in a group it should be assigned as the group id for the single cust id . A maximum of 10 cust ids can form a group. If more then the PB will have to attach RBM approval as an exception case. A cust id cannot form a part of two groups. Only 1 PB will service all members of the group.

EXCEPTION CASES:Existing customers not meeting the eligibility criteria can be inducted into the PB Product programme only as an exception with the approval of the RBM. Eligibility will be monitored by Product and MIS published 75% has to eligible. 25% buffer allowed to identify and focus on potential.

PROCESS OF FLAGGING/RACING : Branch should forward all requests to CPU for flagging/racing. To flag/race a customer into PB Portfolio programme, the PB has to send the following form(s) duly completed to CPU. PB Portfolio entry form (approved by BM). Any case that does not meet the eligibility criteria, needs to be approved by the RBM as an exception before being sent to the cpu. Any case that does not meet grouping criteria product approval to the Programme entry form. Any case where the PB code of the group is being changed to another PB code , e-mail approval of existing PB should be attached to the Programme entry form.

ACTIVITES POST FLAGGING/RACING : Branch manager/ personal banker should check after 2 days whether the cust id has been flagged/raced in finware. The BM/PB is required to send a welcome letter to customers who have been flagged/raced. PROCESS OF EXITING A CUSTOMER: PB will send the exit form to CPU approved by the BM. All customers/groups not meeting criteria will be exited from PB Portfolio programme. A formal exit letter will be sent to the main cust id of the group. CPU will remove the PB Product flag from all the cust ids belonging to the group. PB code will be deleted from the RM code field. The combined statement flag will be removed so that all the customers start getting their quaterly statements. The higher limits on the debit card will have to be re set to regular limits. Services of the PB Portfolio programme will be stopped.

UPGRADING A FAMILY a/c CUSTOMER TO PB PORTFOLIO: PB will send the PB Portfoilo entry form to CPU. Family a/c exit form will be attached to the same. On flagging as PB Portfolio customer welcome letter is sent.

-:PB PORTFOLIO PRODUCTS AND BENEFITS:-

A whole new world of banking benefits including a bouquet of preferentially priced products and specialised wealth management solutions. Exclusive Benefits:EasyShop Debit Card :-

As a Classic customer, you don't pay any annual charges for your EasyShop Debit Card if you apply for one. You are also entitled to a enhanced ATM cash withdrawal limit of Rs.25,000/- per day, and a limit of Rs.50,000/- when you use your EasyShop Debit Card at a merchant establishment. You may choose to avail of the Gold EasyShop Debit Card for only Rs. 250/- per annum instead of the regular rate of Rs. 500/-.

Credit Cards :-

A free Gold Credit Card with a completely free add on card as well. Your second and third add on cards will be charged at Rs. 250/- only. You can also ask for your My City Benefits card at the minimal rates given below :My City (Petrol surcharge) Rs.99/-

My City (Shopping benefits)

Rs.99/-

My City (Petrol & Shopping benefits)

Rs.198/-

GOLD CREDIT CARD

Features & Benefits:1.) Special offer on air tickets 2.)

3.) 4.)

5.)

6.)

Attractive discounts on domestic and international air tickets. Discounts on hotel tariff A whopping 50% discount on hotel stays across 30 cities in India, with complimentary membership to the International Business Travellers' Club. Also entitles you to discounts up to 50% at 10,000 hotels worldwide. Extensive travel-related insurance. Comprehensive Insurance coverage This coverage will cover accidental Death, hospitalisation expenses due to an accident, purchase protection and household insurance. Greater reward points You stand to earn 2 reward points for every Rs 100 spent by you - a clear 200% advantage over any other credit cards. This would be in addition to special promo programs where you would earn bonus points. Worldwide acceptance Accepted at over 23 million Merchant Establishments around the world, including 110,000 Merchant Establishments in India.

7.) Interest free credit period

Your Card now gets you the highest Free Credit Period of up to 50 days from the date of purchase (subject to the submission of the charge by the Merchant). Subsequently, if you carry forward your outstanding balance you just pay a nominal interest of 2.95% (2.85% per month for HDFC Bank Account Holders) per month.

Locker Facilities You can avail of a locker at any branch in the country at a 25% waiver on annual locker rental rates. Monthly Statement It's more convenient than ever before to track your monies with the Bank. As an HDFC Bank Classic customer, you will receive a statement every month instead of every quarter. Your monthly statement will provide you with details of all CASA and FD accounts, where you are the principal account holder. Bill Pay Bill payments with HDFC Bank Bill Pay, and take the hassle out of utility bill payments. You are entitled to a waiver on annual Bill Pay charges of Rs.25/- as long as you remain an HDFC Bank Classic customer.

InstaAlert You can opt to be kept informed of select debit and credit transactions on your account by registering for our InstaAlert facility. You can get these alerts through an SMS sent to your mobile number (which needs to be registered with us), or through an email sent to your email ID (which, again, needs to be registered with us). In addition, on registering for the InstaAlert facility, you will also be kept informed each time you use of your debit card at a merchant establishment.

Loans at Special Rates - HDFC Bank Classic customers are entitled to enjoy reduced pricing on select loan products.

Forex - Your currency conversion transactions will automatically earn the benefit of an improvement of 5 paise over the day's card rate, helping you save money when you're buying currency or earn money when you're selling currency -either way...you win! Service Charges As long as you are an HDFC Bank Classic customer, you will not be charged any service charges for not meeting the minimum Average Quarterly Balance requirement in your accounts, or those of your family (provided these are also linked to your HDFC Bank Classic account).

Net Banking Internet Banking is the most convenient and powerful way to manage your account. *NetBanking is Real Time, giving you up-to-the-second details on your account. *It can be accessed anytime, from anywhere, giving you complete control over your finances. Usage : View Account Balances & Statements. Transfer Funds between accounts.

Create Fixed Deposits Online. Request a Demand Draft. Pay Bills. Order a Cheque Book. Request Stop Payment on a Cheque.

Mobile Banking MobileBanking works through a set of text messages (SMS). With SMS you can perform a wide range of query-based transactions from your mobile phone, without even making a call. Usage : Get your balance details Obtain your last 3 transaction details Request a cheque book Stop a cheque payment Enquire cheque status Request an account statement Get Fixed Deposit details Pay your bills

OBJECTIVE OF RESEARCH
The structure of Indian banking industry has been transformed from a monolithic to a highly competitive structure. The survey was done with the objective to understand the working of PB programme at HDFC Bank and also to find the rating of the PBs by the PB customers .

RESEARCH METHODOLOGY
Any methodology includes the overall research design, the sampling procedure and the data collection method. The methodology adopted here for the purpose of finding the working of PB Portfolio and Rating of the Personal Bankers services by the PB customers is the Direct Survey Method,Telephonic Survey.

THE STUDY :This research is descriptive and conclusive in nature. The research approach used is survey based and the analysis is largely based on primary data and some on secondary data. The research mainly aims to identify the working of the PB Portfolio.

METHODOLOGY : Telephonic Interviews Face to Face interviews of the PB customers coming to the bank were also taken to get their view point.

 Informing the PB customers about the benefits and products and thereby generating leads.

SAMPLE SIZE :-

KPPB3 227

KPPB4 226

ANALYSIS

LEGEND

Legend being used

1 customer to group ratio 2 product holding 3 retention

4 demat

5 credit card

6 asset

7 td

8 tpp(MF/insuranc e) 9 hdfc securites

10 forex

11 insta alert

12 dbc(atm/pb/mb)

TARGET for the month of April 06(kppb3)

Target-april
10 227 20 5 10 25 100 5 4 30 30 185 1 2 3 4 5 6 7 8 9 10 11 12

TARGET for the month May 06(kppb3)

TARGET
12 25 5 227 10 26 6 5 27 30 200 1 2 3 4 5 6 7 8 9 10 195 11 12

ACHIEVEMENT for the month April 06(kppb3)

Acheivement-april

227

1 3 5 1 2 5 0 0 6 2 3 4 5 6 7 8 9 10 11 12

40

90

12

ACHIEVEMENT for the month May 06(kppb3)

Achievment
7 20 1 200 3 7 1 1 15 20 170 150 1 2 3 4 5 6 7 8 9 10 11 12

Achievement % for the month of April 06(kppb3)

Achievement % -apr
1 30 25 20 20 100 20 0 0 40 49 20 2 3 4 5 6 7 8 9 10 11 12

40

Achievement % for month of May 06 (kppb3)

Achievement %
1 67 56 20 16 27 30 20 80 58 87 85 76 2 3 4 5 6 7 8 9 10 11 12

TARGET for the month of April 06(kppb4)

Target-april
10 227 20 5 10 25 100 5 4 30 30 185 1 2 3 4 5 6 7 8 9 10 11 12

TARGET for the month of May 06(kppb4)

TARGET
12 25 5 227 10 26 6 5 27 30 200 1 2 3 4 5 6 7 8 9 10 195 11 12

Achievement for the month of April 06(kppb4)

Achievementnt-Apr
14 7 1 0 5 2 1 7 6 70 40 1 2 3 4 5 6 7 8 9 10 227 11 12

Achievement for the month of May 06(kppb4)

Achievement-may

198 5 20 1 160 3 6 1 1 155 18 22

1 2 3 4 5 6 7 8 9 10 11 12

Achievement % for the month of April 06(kppb4)

Achievement % - Apr
1 46 23 25 0 20 20 20 35 60 100 38 40 2 3 4 5 6 7 8 9 10 11 12

Achievement % for the month of May 06(kppb4)

Achievement % - May
1 73 67 20 17 23 30 20 80 41 87 80 2 3 4 80 5 6 7 8 9 10 11 12

TARGET- (KPPB3 & KPPB4) There has been increase in the target set from the month of April to the month of May. So, that more improvement can be done and more benefit can be reaped from this glorified database by setting higher goals. ACHIEVEMENT ( KPPB3 & KPPB4 ) There is increase in the percentage of target achieved in the month of May in comparision to the month of April. Due to proper marketing of products. The customers were informed about the benefits they would be reciving as a classic customer and the products. So that they could avail the services. Products and schemes were adviced according to the customers Age, Nature of Work, Income etc.

Product Preference of the customers

PRODUCT PREFERENCE
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
em

95% 80%

90%

preferece

30% 5%
d at

7%

15%

5% 5%
es x Al e /P r t B/ M B) (A D BC TM a

TD

ar

e)

se

nc

tC

rit

As

di

su

se

cu

re

In

TP

P(

The highest preferred product is the gold credit card and then mobile banking and Insta Alert services. Least preferred products are the Forex, Securites & demat A/c services.

FC

F/

products

In

st

Fo

ra

re

RATING OF THE PB ACCORDING TO THE PB CUSTOMERS

RATING OF THE PERSONAL BANKER

Advice

Service

Long Association

Personalised touch

The rating done by the classic(PB) customers of the Personal Bankers in terms of Advice given by them, services provided, Long Association and their Personalized touch. The chart above, has the highest rating for the Long Association which shows a feeling of belonginess. Whereas, Personalized touch is important for understanding personal financial needs and time horizon of each and every individual and also suggesting suitable products n services. Advice and Services are still not upto the expectation of the customer and there must be regular updation and perfomance analysis to provide better advice and services.

-:CONCLUSIONS:-

HDFC bank is fast adopting new marketing strategies in order to build a bond with the customers. These strategies are in form of a well established sales network adequately trained sales force, customers services, convinence etc. All these efforts have had a good impact on its customers. It has resulted in generating more satisfied customers thereby leading to an increased volume of business. Globalisation and consumption driven growth in Indian market has brought several world class products and solutions to the doors of the Indian consumers. With every financial service provider in the market wooing their investor its natural of the investor to raise bar for service providers. Establishment of an efficient distribution system. Innovative ways to reach to people and market their product. Direct feedback from customers. Building personal relationship with customers. Better segment level planning and targeting or campaign management. Better product positioning . Focused directional energies. Higher satisfaction level of customers. Building and retaining customer loyalty. Delivering competitively superior customer value services n products. 360 degree view of the company.

Furthermore timely upgradations are carried out . Thus timely updating to changing scenario. The feedback of the customers is suitably implemented to improve the service.