customer perception of home loan products - sbi
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TRANSCRIPT
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A Project Presentation on “Customer Perception of
Home Loan Product of State Bank of India “
Presented byP Sunil Kumar (A13020)Ashish Ranjan (A13004)Vaibhav Jain (A13021)Maruthi Nataraj K (A12009)
16-Sep-2013
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AGENDA
• History and Evolution of SBI
• Positioning of SBI
• Advertising and Sales promotion
• Market Segmentation
• SBI Home Loan product
• Competitive strategies adopted by SBI
• Distribution Strategy of SBI
• Analysis and Inference
• Recommendations
• Future directions for SBI
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HISTORY AND EVOLUTION OF SBI
• Amalgamation of Presidency Banks on 27-Jan-1921
• Nationalization of Imperial Bank of India on 1955
• Birth of State Bank of India
• State Bank of India (Subsidiary Banks) Act, 1959
• Logo of SBI
• Slogan – The Bank to Every Indian
• Mission Statement
• Vision Statement
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Structure – Current Board of Directors
As on 14 January 2013, there are fifteen members in the SBI board of directors:- • Pratip Chaudhuri (Chairman)• Hemant G. Contractor (Managing Director)• Arundhati Bhattacharya (Managing Director)• A. Krishna Kumar (Managing Director)• S. Visvanathan (Managing Director)• S. Venkatachalam (Director)• D. Sundaram (Director)• * Thomas Mathew (Director)• S.K. Mukherjee (Officer Employee Director)• Rajiv Kumar (Director)• Jyoti Bhushan Mohapatra (Workmen Employee Director)• Deepak Amin (Director)
HISTORY AND EVOLUTION OF SBI
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HISTORY AND EVOLUTION OF SBI
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POSITIONING OF SBI
• SBI as centuries-old brand
• Emphasis on Pure Banking
• Entry into many businesses with
strategic tie ups
- Pension Funds
- General Insurance
- Mobile Banking etc
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ADVERTISING AND SALES PROMOTION
• Participation in various consumer exhibition and
meetings
• Tie ups with builders / car and other vehicle dealer‐
• Festive loan products
• Advertising in TV and Newspapers
• Oral Marketing
• Ads at various display boards
• CSR Initiatives
• Social Media
ADVERTISING
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ADVERTISING AND SALES PROMOTION
SALES PROMOTION
• Loyalty Rewards
Program – Online Banking
• SBI Cards – Cash Back
Offers
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MARKET SEGMENTATION
• Geographic Segmentation
- Metro, Urban, Semi Urban and Rural branches
• Psychographic (social class/lifestyle) Segmentation
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MARKET SEGMENTATION• Demographic Segmentation
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MARKET SEGMENTATION• Segmentation on the basis of wholesale market
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SBI HOME LOAN PRODUCT• SBI Home Loan - SBI Easy Home Loan for Loan <= 30L - SBI Advantage Home Loan for Loan > 30L
• Features• Purpose• Eligibility• Amount - 40 to 60 times of NMI• Other variants
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COMPETITIVE STRATEGIES ADOPTED BY SBIPorter’s five forces model for SBI
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SBI SWOT AnalysisCOMPETITIVE STRATEGIES ADOPTED BY SBI
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SBI SWOT Analysis
• IT Plan by KPMG (consultant) - 2001
• Business Process Reengineering – 2004
• BaNCS (core banking software) by TCS
• Effective training methodology
- National level Apex Training Institutes
- State level learning centers
- Case studies, Group Discussions, Project Work etc
- E-learning for enhancement of employees’ skills
COMPETITIVE STRATEGIES ADOPTED BY SBI
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SBI SWOT AnalysisDISTRIBUTION STRATEGY OF SBI
• Branches
• ATMs
• Internet banking
• Mobile banking
• POS
• Kiosk banking
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ANALYSIS AND INFERENCE
• List of Hypothesis to be tested - H1: All the features of SBI Home Loan including interest rates are in public domain making it the most preferred Home Loan provider. - H2: SBI offers customer centric services pre and post disbursal of home loan. - H3: TV and Newspaper advertisements are important sources of awareness on SBI Home Loan.
• Sampling plan and Sampling Size - Sample Size - 63 - Sample plan - Random Sampling Plan
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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ANALYSIS AND INFERENCE
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RECOMMENDATIONS• Features
• Try to ease the documentation burden on the customer (within the
regulatory framework)
• Focus more on process automation for efficient Home Loan sanction
procedure and reduced TAT
• Customer Service
•Provide essential training for employees to be more responsive
organization in terms of customer service
• Advertisements
• Come up more creative and innovative ways to advertise Home Loan
product in TV and Newspapers
• Create more awareness on Home Loan variants among potential
customers
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FUTURE DIRECTIONS FOR SBI
• Go closer to people further more as banking habit
spreads (Reach masses with customized products)
• Sustain customer loyalty
• Give better value to customers on deposit side too
• Take corrective measures to ensure % of bad loans
is below the industry average
• Make mobile banking more popular
• Think strategically on Data mining/CRM based
campaigns.
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BIBLIOGRAPHY• http://www.sarkaritel.com/state-bank-of-indias-csr-initiatives/•https://www.onlinesbi.com/osbi_loyalty_pts_faq.html•http://epaper.timesofindia.com/Default/Scripting/ArticleWin.asp?From=Archive&Skin=ETNEW&BaseHref=ETM%2F2010%2F10%2F15&EntityId=Ar01600&AppName=1&ViewMode=HTML•http://en.wikipedia.org/wiki/State_Bank_of_India•http://exclusivecoins.blogspot.in/2011/06/23celebrating-two-hundred-years-of.html•http://www.deal4loans.com/sbi-home-loan.php•http://www.goodreturns.in/personal-finance/investment/2013/06/sbi-home-loans-3-reasons-opt-them-182830.html•http://www.goodreturns.in/personal-finance/planning/2013/03/comparison-the-cheapest-home-loan-rates-in-india-164789.html•SBI_ANALYST_PRESENTATION_FY13 Report•Retail Banking : Challenges Ahead in Distribution Channels in Urban/Rural India* - RBI Bulletin•STATE BANK OF INDIA: BATTLING FOR SHARE (Case)•http://www.it-director.com/business/content.php?cid=7081•Customer segmentation in retail banking- Adkit Research•http://www.sas.com/knowledge-exchange/customer-intelligence/author/davidwallace•http://www.marketing91.com/swot-analysis-sbi/•http://marketingpractice.blogspot.in/2007/04/brand-update-sbi.html•Retail banking Strategies for the future – Mrs Soundara Kumar (SBI)•http://economictimes.indiatimes.com/state-bank-of-india/shareholding/companyid-11984.cms•http://conclave.intoday.in/conclave/includes/sponsors/sbi-2010.html•Self Marketing – Breaking Dawn of SBI (case)
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