Download - RURAL VISIT
-
8/7/2019 RURAL VISIT
1/15
PRESENTED BY:
SANJAY YADAV
KUNAL MEHTAPRIYANK JAINSANTOSH NEHARIYAHARSHIT JAINDEEP DAVE
DILIP PANDEYANIL JAINPANKAJ JAINMOHIT GUPTA
-
8/7/2019 RURAL VISIT
2/15
Banksafeguards moneyand valuableand provide
loans, credit, and payment services such as checking
accounts, money orders, and cashiers checks
Thereare several types ofbanks which differ in the
numberofservices they provideand the clientele
they serve
-
8/7/2019 RURAL VISIT
3/15
Commercial Bank
Global Banks
Regional Banks Correspondent Banking
Group Banking
-
8/7/2019 RURAL VISIT
4/15
Marketingas it is viewed today is a way of
managingabusiness so that each strategy is evolved
with foreknowledge ofthe impact ofsuch decision
on the customer
Banks havebroadly three
dimensions, i.e., deposits,borrowings and other
allied services.
Thereforebankmarketing implies that it is the
creationanddelivery offinancial services suitable
to meet the customer's needs at a profit to thebank.
-
8/7/2019 RURAL VISIT
5/15
The concept ofbankmarketingencompasses:
Identifying the most profitable markets now and in
future;
Assessing the present andfutureneeds of
customers;
Settingbusiness development goals and making
plans to meet them; Managing the various services and promoting them
to achieve the plans;
Adapting to a changingenvironment in the market
place
-
8/7/2019 RURAL VISIT
6/15
Product
Promotion
Price
Place
People
Process
Physical Evidence
Positioning
Planning
Perception
PHYSICA
L
evidence
PERCEPTIO
N
PLANNING
POSITIONINGPROCESS
PEOPLEPLACEPRICEPRODUCT
-
8/7/2019 RURAL VISIT
7/15
80%
20%
Chart Title
Service
Business 60%
30%
10% 0%
Chart Title
5,000 -
15,000
15,001 -
30,000
90%
10%
0%
0%0%
Chart Title
5,000-25,000
25,001 -50,000
70%
30%0% 0%
Chart Title
kep with
Banks
invest
30%
60%
10%
Chart Title
PEN
URBAN
BANK OFINDIA
10%
90%
0%
0%
0%
Chart Title
CURRENT
SAVINGS
LOAN A/C
DEMAT
10%
60%
20%
10%0%
Chart Title
PROMPT
SERVICE
20%
70%
8% 2%
Chart Title
3 -5%
5 -7%
7-9%
9% & more
-
8/7/2019 RURAL VISIT
8/15
4%20%
40%
6%
Chart Title
5 -7%
7 -9%
9 - 11%
70%
0%
Chart Title
YES
NO
60%
40%
0% 0%0% 0%
Chart Title
O
NS
E OSI
OVER
R
F
M
10%
90%
Chart Title
YES
NO
50%
0%
0%
20%0%
Chart TitleIN
ERES
R
E
ROM
SERVICES
40%
60%
Chart Title
YES
NO
40%
60%
Chart Title
YES
NO
10%
90%
Chart Title
YES
NO
-
8/7/2019 RURAL VISIT
9/15
There werearoundfive hundred houses in the
villageand it is beenfound that 80% ofthe the
people in Gaurkamat village were in the occupation
ofservices
The monthly income was in therange of5000-
15000 for60% ofthe people in the village
The saving ofthe people wasbetween 5000-25000/annuallyfor90% ofthe people in the village.
So 70% ofthe people invest theirsavings in the
banks and 30% ofthe people in otherinvestment.
-
8/7/2019 RURAL VISIT
10/15
It was found that there was no ATM ofthebankin
the village, thereasonbeing security concern. But it
was found that there was aneed ofthe ATM in
villagebecause peopleneed to travelfew kmtowards karjat inurgency
It was found that people wereloyal to thebankand
they haveanorm thatbankofIndia is a complete
government entityand they hadafeeling ofsecurity
-
8/7/2019 RURAL VISIT
11/15
It was also foundlocation ofbankand infrastructure
plays an important role in theruralarea. The most
important findings were that rural peoplebelieve in
Relationship and the concept of ATHITHI DEVOBHAVA
Originallybanks were conservative in their
approach to marketingas they were sure of
WALK-IN- BUSINESS. But with thegrowingcompetition they wereforced to have marketing
orientation. So wefound that the Word ofmouth
concept is veryeffectiveform ofmarketing in the
ruralareaforthebanks entering in the village
-
8/7/2019 RURAL VISIT
12/15
Product
Multiple basicfinancial services
Insurance (Cattle, Farm product etc)
Service inregionallanguage
Microfinance
Financialadvisory services
Loans
Ultra cost ATMs
-
8/7/2019 RURAL VISIT
13/15
Pricing Maximizing consumersatisfaction
Singleuniform pricing
Quantitydiscount andease in payment models
Placement(Distribution)
Convenientlylocated
No discrimination
Choicebetween managerial model
Agenting model(service point)
-
8/7/2019 RURAL VISIT
14/15
Promotiom model
Word ofMouth
Collabrating with NGOs forpromotion
Tieup with indiapost to penetraterural market
-
8/7/2019 RURAL VISIT
15/15
Ruralbanks aredifferent from urbanbanks.
Therefore marketing strategyforruralbanks should
bedifferent from urbanbanks
Rural peoplearefrequentlyexploitedby the private
moneylenders therefore variousbanking products
as pertherequirement ofrural people shouldbe
introduced.
Banks shouldalso focus onnonagri business of
therural people