PROJECT WORK REPORT ONA COMPARATIVE STUDY OF MARKETING STRATEGIES OF HDFC WITH ICICI BANKBY(ASHIF)(ROLL NO. 13MMCXX613)Submitted ToRAJASTHAN TECHNICAL UNIVERSITYIn partial fulfilment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATIONUnder the guidance ofInternal Guide Project Guide External GuideMrs. Shikha Sodhi Mrs. Sweety Dubey Mr. Nipun Gupta(Asst. Professor) (Asst. Professor) (HDFC Manager)

Submitted to

Mr. Vikas Mahalawat(Head- Department of Management Studies)

Modern Institute of Technology & Research Centre 6th mile stone, Tijara-Delhi Highway Sirmoli Road Alwar, Rajasthan(Affiliated to Rajasthan Technical University, KOTA)(Batch 2013-15)

CERTIFICATE

This is to certify that Ashif bearing Roll No 13MMCXX613, is a bonafide student of Master Administration course of Modern Institute of Technology & Research Centre Alwar Rajasthan , 2013-2015, affiliated to Rajasthan Techincal University,Kota.Project Work report on A Comparative study of Marketing Strategies of HDFC with ICICI Bank is prepared by him under the guidance of Mrs. Shikha Sodhi, in partial fulfilment of the requirements for the award of the degree of Master of Business Administration of Rajasthan Technical University , Kota , Rajasthan.

Signature of Internal Guide Signature of HOD Signature of Principal

DECLARATIONI, Ashif, hereby declare that the project work report entitled A Comparative study of Marketing Strategies of HDFC with ICICI Bank prepared by me under the guidance of Mrs. Shikha Sodhi, faculty of M.B.A. department, modern institute of technology and research centre, Alwar (raj.) and external assistance by Mr. Nipun Gupta, Manager, HDFC.

I also declare that this project work is towards the partial fulfilment of the university regulations for the award of degree of master of business administration by Rajasthan Technical University, Kota.I further declare that this project is based on the original study undertaken by me and has not been submitted for the award of any degree/diploma from any other University/Institution.

Place: Date:

Signature of the student

ACKNOWLEDGEMENT

I express my sincere thanks to my internal guide Mrs. Shikha Sodhi, project guide Mrs. Sweety Dubey and Mr. Vikas Mahalawat Head, Department of Management Studies at Modern Institute of Technology and Research Centre for guiding me right from the inception till the successful completion of the report. I sincerely acknowledge them for extending their valuable guidance, support for literature, critical reviews of report and the report and above all the moral support he had provided to me with all stages of this report.

I would also like to thank the supporting staff of HDFC, Alwar, for their help and cooperation throughout this report.

(Signature of Student)AshifMBA 4th Sem.

TABLE OF CONTENTS.No. ContentsPage No.Chapter 11INTRODUCTION TO THE TOPIC11.1 Need of the Study11.2 Scope of the Study21.3 Objectives of the Study.21.4 Research Methodology31.4.1 Research Design31.4.2 Sample Design31.5 Review of literature5Chapter 26INDUSTRY PROFILE62.1 Industy Profile62.2 Banking Structure in India72.3 HDFC Company Profile92.3 ICICI Company Profile112.4 ICICI Bank: Organizational Structure13Chapter 314THEORITICAL BACKGROUND OF STUDY143.1 Indian Banking Industries143.2 Conceptualization15Chapter 416DATA ANALYSIS AND INTERPRETATIONS16Chapter 522FINDINGS22Chapter 624CONCLUSION24Chapter 725SUGGESTIONS257.1 Suggestions257.2 Limitations25BIBLIOGRAPHY26Annexure (Questionnaire)27

EXECUTIVE SUMMARYBanking is the backbone of a modern economy. Health of banking industry is one of the most important pre-conditions for sustained economic progress of any country. The world of banking has assumed a new dimension at the dawn of the 21st century with the advent of tech banking, thereby lending the industry a stamp of universality. In general, banking may be classified as retail and corporate banking. Retail banking, which is designed to meet the requirements of individual customers and encourage their savings, includes payment of utility bills, consumer loans, credit cards, checking account balances, ATMs, transferring funds between accounts and the like. Corporate banking, on the other hand, caters to the needs of corporate customers like bills discounting, opening letters of credit and managing cash.The Indian banking scene has changed drastically with the private sector making inroads in an area hitherto dominated by large public sector banks. Growing disinvestment is likely to impact the banking industry as well. There is every possibility of privatization of public sector banks, leading to greater operational autonomy.The development of the Indian banking sector has been accompanied by the introduction of new norms such as Income Recognition and Capital Adequacy, by the government. The latter implies that banks can lend on the basis of their respective capital base. These norms have caused banks to construct equity on their own, before going in for debt. Disintermediation is a real threat for banks. Of late, banks are adopting the EVA (Economic Value Added) concept wherein revenues are viewed in the context of the risk associated with them. The New World order has ensured "Survival of the Fittest". New services are the order of the day, in order to stay ahead in the rat race. Banks are now foraying into net banking, securities, consumer finance, housing finance, treasury market, merchant banking and insurance.

DEFINITION AND NOTATIONS1- Marketing Mix The term "marketing-mix," was first coined by Neil Borden, the president of the American Marketing Association in 1953. It is still used today to make important decisions that lead to the execution of a marketing plan. The various approaches that are used have evolved over time, especially with the increased use of technology.[1] The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place.[2] In service marketing, however, the four Ps are expanded to the seven P's[3] or Seven P's to address the different nature of services. In the 1990s, the concept of four C's was introduced as a more customer-driven replacement of four P's.[4] There are two theories based on four Cs: Lauterborn's four Cs (consumer, cost, communication, convenience), and Shimizu's four Cs (commodity, cost, communication, channel). In 2012, a new four P's theory was proposed with people, processes, programs, and performance.

2- Marketing Strategy Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand. Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product's value to the customer. From a societal point of view, marketing is the link between a society's material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long-term relationships. Marketing blends art and applied science (such as behavioural sciences) and makes use of information technology. Marketing is applied in enterprise and organizations through marketing management.3- Private Banking is banking, investment and other financial services provided by banks to high-net-worth individuals who enjoy high levels of income or invest sizable assets. The term "private" refers to customer service rendered on a more personal basis than in mass-market retail banking, usually via dedicated bank advisers. It does not refer to a private bank, which is a non-incorporated banking institution.

LIST OF TABLESTable NamePage No.Table 2 Table showing scheduled commercial banks in india7Table 3.2 Table showing scheduled cooperative banks8Table 2.1 Table showing HDFC Banks Statistics from 2012-1410Table 4.1 Table showing respondent having a bank account or not16Table 4.2 Table showing where the respondent open an account17Table 4.3 Table showing what respondent think that bank is giving good return18Table 4.4 Table showing Respondent planning to get account or loan from any company19Table 4.5 Table showing in which company respondent looking to invest20Table 4.6 Table showing if the respondent get opportunity getting attached with private bank21

LIST OF CHARTSChart NamePage No.Figure 1.1 Chart showing flow chart of research methodology5Chart 4.1 Chart showing respondent having a bank account or not16Chart 4.2 Chart showing where the respondent open an account17Chart 4.3 Chart showing what respondent think that bank is giving good return18Chart 4.4 Chart showing Respondent planning to get account or loan from any company19Chart 4.5 Chart showing in which company respondent looking to invest20Chart 4.6 Chart showing if the respondent get opportunity getting attached with private bank21