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INDEX

SR.NO.

TITLE

1.

INTRODUCTION

2.

RESEARCH (LITERATURE REVIEW)

3.

OBJECTIVES OF STUDY

4.

SCOPE OF STUDY

5.

IMPORTANCE OF STUDY

6.

LIMITATIONS OF STUDY

7.

RESEARCH METHODOLOGY

8.

- PRIMARY DATA
- SECONDARY DATA
ANALYSIS AND INTERPRETATION OF DATA

9.

SUGGESTIONS AND RECOMMENDATIONS

10.

CONCLUSION

11.

BIBLIOGRAPHY

MARKETING STRATEGIES OF HDFC BANK


INTRODUCTION
MARKETING STRATEGIES
What is marketing?

Meaning:Marketing is an important social economic activity. It is an essential activity for the


satisfaction of wants and for raising social welfare. Marketing links producers and consumers
together for mutual benefits. Modern marketing is global in character. Customer is most
important person in whole marketing process. It facilitates physical distribution and creates
Form utility, Place utility, Time utility, and Possession utility. Marketing is the worlds oldest
profession. According to Professor Drucker the first function of Marketing is to create a
Customer.

Definition:According to Philip Kotler, Marketing is a human activity directed at satisfying needs and
wants through exchange process.

According to William Stanton, Marketing is a total system of business activities designed to


plan, price, promote and distribute want satisfying products to target markets in order to
achieve organizational objectives.

Marketing of banks services:To understand how banking services can be marketed better, one must examine
banking as a service industry, in the content of a swiftly changing environment, redefine
marketing to suit a banker's needs, analyze how the marketing of financial services differs
from that of other products, identify the tasks involved there in and set forth a series of steps
for effective bank marketing.
Marketing of banking is concerned with product, place distribution, pricing, and
promotion decision in the changing, socio-economic and business environment. It means
right activities and programmes at right place, at the right time, at a right price with right
communication and promotion. The user of banking services a very significant role in the
formulation of overall marketing strategies. The bank deals with the customer directly. The
bank marketing activities are concerned with the designing of product strategies keeping in
view the needs and requirement of prospects. It also related with the place decision i.e.
location of a bank suitable points. Banks also accelerated the process of equipping their staff
with marketing capabilities in terms of both skill and attitude through internal and external
training.
Features of Bank Marketing

Banking product cannot be seen or touched like manufactured products (intangibility)


In marketing banking products, the product and the seller are inseparable; they

together define the banking product (inseparability)


Banking products are products and delivered at the same time; they cannot be stored

and inspected before delivering (Perishability)


Standardization of banking product is difficult (variability)

Purpose of Bank Marketing

Identifying the most profitable now and in future.


Assessing the present and future need of customer
Setting business development goals and making plans to meet them.

HDFC BANK

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 RBIs liberalization 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.
Tag line: - We understand your world
Headquarter: - Mumbai Maharashtra.
Listed in: - NSE, BSE. Under the symbol 'HDB'
HDFC Banks mission is to be a World Class Indian Bank.

The bank was promoted by the Housing Development Finance Corporation, a premier
housing finance company (set up in 1977) of India. According to the Brand Trust Report
2014, HDFC was ranked 32nd among India's most trusted brands. HDFC was ranked 45th on
the list of top 50 Banks in the world in terms of their market capitalization.
The objective is 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, and
to achieve healthy growth in profitability, consistent with the banks risk appetite. The bank is
committed to maintain the highest level of ethical standards, professional integrity, corporate
governance and regulatory compliance

HDFC Banks business philosophy is based on five core values:

Operational Excellence
Customer Focus
Product Leadership
People and Sustainability.

Core Values:
HDFC Banks Business philosophy is based on five core values

Sustainability

Product
leadership

Operational
Excellence

Customer
Focus

People

Literature Review
In a highly regulated
innovation

is

made

to

banking

industry,

no

much

develop new financial products.

Given their respective roles

as

companies,

absolutely the same products. In

all

offered

bankers

or

finance

fact, it takes little time and no additional investment to develop a financial product or service.
But the drawback is that no brand can be marketed with a unique Selling proposition (USP)
for long, as it can be copied immediately after the nationalization of 14 commercial banks in
1969, banks have launched a no. of programmes for the development of back ward regions

and upliftment of the weaker sections of the society. But t his product line is not sufficient to
compete with that of non-banking financial institutions. (Dr. Rajagopala Nair, 1999)
The most important component of the Marketing mix is Price. The interest rates of banks
are regulated by the Reserve Bank of India, and the rates for other services by the Indian
Banks Association. Price therefore, to a certain extent becomes an insignificant factor in the
Indian bank marketing. Though the price factor is very important, it takes the second place in
the Indian context, mainly because of the nature of banking. Banks in India are required to
play a developmental role with societal approach, in which profit becomes secondary. (Varde
V and Singh S, 1983).
Place and distribution factor in bank marketing refers to the establishment and
functioning of a network of branches and other offices through which banking services are
delivered. The extent and distribution of banking services can be determined to a certain
extent by the spread of bank branches and the reach of these banks. The channels of
distribution for banks services should be thought of as any means used to increase the
availability and / or convenience of the services that help to maintain existing bank users or
increase their use among existing or new customers. (Donelly J H, 1976).
In the bank marketing concept he suggested that market segmentation is necessary for
banks. He presented different possible segments that banks need to recognize. Also, he
explained the concept and the features of market mix for the marketing of banking services.
He discussed various issues related to Market Information System, Market Research,
Marketing Intelligence System and Bank Marketing in Indian Environment. (Jha, 1997).

7 Ps In Marketing Mix of HDFC bank:-

1. Pro
duc
t:
a) Ac
co
unts and Deposits:
Savings Accounts
Salary Accounts
Current Accounts
Deposits
Safe Deposit locker
b) Loans:
Home Loan
Vehicle loan
Gold Loan
Educational Loan
Personal Loan
Business Loan
c) Others:

Demat
Insurance
Forex
Cards
ATM
Mobile banking (PayZapp)
NRI services

1. Price:
Two characteristics, which have great impact on determining the prices of
services, are perishability and intangibility.
The amount of money charged for a product or service, or the sum of the
values that consumers exchange for the benefits of having or using the product or
service. The Reserve Bank of India and the Indian banking Association are
concerned with this aspect of pricing. Buyers concern about price is related to their
expectations about the satisfaction or utility associated with a product. Buyers must
decide whether the utility gained in an exchange is worth the purchasing power
sacrificed. Different terms can be used to describe price for different forms of
exchange, (rent, premium, toll, retainer, fee, interest, etc.).

2. Promotion:
HDFC bank uses undifferentiated marketing techniques it mainly focuses on
introducing its financial products to everyone. Because banking in general, is a mass
market product. From doing cross-selling exercises to organizing school-level
painting competitions, promotional activities are going to be the main focus of
HDFC Bank's marketing strategy this year. HDFC Bank are looking at positioning
HDFC as a one-stop financial supermarket and the objective of the promos is not just
acquisition of new customers, but also looking at creating product awareness,
enhancing usage and also providing value-adds to the customers to reward them for
their faith and loyalty.
Following are the ways of promotion HDFC bank are is using:

HDFC Personal selling


Web chat
Advertisement
Calls
Sponsorships

3. People:
Employees: Qualified and experienced personnel.
The number of employees in HDFC is 52,687. The growth in the employee
base was in line with the growth in the banks businesses and distribution both
inorganically as well as organically.

Good people (means good performance) make good or successful services.


Bad performers deliver bad services. It focuses on training its employees on a
continuous basis. It also has a training center in Mumbai, where it conducts regular
training programs for the employees. Management and executive trainees generally
undergo up to eight-week training modules covering every aspect of banking. It offer
courses conducted by both internal and external faculty. In addition to ongoing onthe-job training, HDFC provide employees courses in specific areas or specialized
operations on an as-needed basis.

4. Place:
HDFC Bank delivers its products and services through a variety of distribution
channels, including branches, ATMs, telephone and mobile telephone banking and
internet banking. HDFC Bank is headquartered in Mumbai and as of March 31,
2012, the Banks distribution network was at 2,544 branches and 8,913 ATMs in
1,399 cities as against 1,986 branches and 5,471 ATMs in 996 cities as of March 31,
2011. HDFC Bank keeps the credit of the first bank in India to launch an
International Debit Card in association with VISA (Visa Electron).

5. Process:
HDFC Bank had a centralized IP-based network right since its inception. All
branches across the country converge at their respective zonal hub location, which in
turn connects to the data center at Chandivili, Mumbai. The improvements in the
process come from reengineering of the process in order to reduce delays in
processing the transaction e.g. loan application, cheque clearing etc. Process is an
essential ingredient in the production and delivery of service. In SBI banks various
functions are segregated, separate counters exist with clear indication. This makes
procedure not only simple but also consume less time. On the other hand HDFC
bank uses highly sophisticated information technology for making the process
simpler. SBI concentrates on standardization where as HDFC focused on recent
technological advancements.

6. Physical Evidence:
Physical evidence focuses the bankers attention because banking products are
intangible. HDFC has been using analytics for taking informed marketing decisions.
Fractal will help the bank use information to reach new customers and to build,

nurture and maximize lasting customer relationships. Physical evidence is that in


which the service is delivered with physical or tangible commodities, where the bank
and customer interact. SBI is following paper work, Brochures, punch lines signage
and reports. Whereas HDFC is maintaining fractal to create customer loyalty both the
banks helps the customer to feel ease and comfort in their own way.

Brand
Logo of HDFC bank

Tag line
We understand your world
It reflects banks belief in personalized client experiences.

Capital Structure of HDFC:-

Share capital
Paid up capital
Share holders

Rs. 550 core.


Rs. 501,29,90,634/4,41,457

Bank equity holds by following:-

Bank Equity

HDFC Group
21.67%

ADR/GDR
Depositories
18.87%

Foreign
Institutional
Investors (FIIs)
32.57%

Logistics of HDFC

bank:
ATM
Domestic and
international

HDFC

11,766

Logistics Network

EWebsi

Tele-Banking
1,397
locations
Branches 4,014
In
2,464 Cities

M-Banking
(PayZapp)

All branches are linked on an online


real-time basis.

Product Mix of HDFC Bank:A product is a bundle of physical, service, and symbolic attributes designed to satisfy
consumer wants. Therefore, product strategy involves considerably more than producing a
physical good or service. Products of HDFC bank are as follows:

HDFC Product
Classification

Personal
Banking

NRI
Banking

Investment
and

Wholesale
Banking
Services

HDFC Bank mainly provides three kinds of banking services:


Personal Banking
NRI Banking
Wholesale Banking
If the customer needs to deal in foreign currency
and keep tabs on exchange rates, transfer funds to
India, make payments etc, HDFC Bank has a range of

products and services that a customer can choose from to transact smoothly, efficiently and in
a timely manner. HDFC Bank offers quick, economical and convenient options to remit and
transfer funds to India
With HDFC Banks payment services, one can bid goodbye to queues and paper
work. HDFCs range of payment options make it easy to pay for a variety of utilities and
services. Bank offers Private Banking services to high net worth individuals and institutions.
HDFC deals with basically three areas which can be segmented as: Wholesale banking services
Retail banking services
Treasury
It has entered the banking consortia of over 50 corporate for providing working
capital finance, trade services, corporate finance and merchant banking. It is also providing
sophisticated product structures in areas of foreign exchange and derivatives, money markets
and debt trading and equity research.
Wholesale Banking Services: The Bank's target market ranges from large, blue-chip
manufacturing companies in the Indian corporate to small & mid-sized
corporate and agri-based 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

management

of

services

structured
with

solutions,

vendor

and

which

combine

distributor

finance

cash
for

facilitating superior supply chain management for its corporate


customers. HDFC Bank has made significant inroads into the banking
consortia

of

number

of

leading

Indian

corporate

including

multinationals, companies from the domestic business houses and


prime public sector companies.
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 one-stop window

for all his/her banking requirements. The products are backed by world-class service and
delivered to customers through the growing branch network, as well as through alternative
delivery channels like ATMs, Phone Banking, Net Banking and Mobile Banking.
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.
Treasury
Within this business, the bank has three main product areas Foreign Exchange
and Derivatives, Local Currency Money Market & Debt Securities, and Equities. These
services are provided through the bank's Treasury team. The Treasury business is responsible
for managing the returns and market risk on this investment portfolio.

Strategies of HDFC Bank: Marketing strategies of HDFC Bank:

Distribution
Choice of channels for services
Modern technology
Maintain public relationship
Internet services
Advertising
Strong marketing position
Personal banking for the customers
Focus on Relationship banking
Bank tries to establish a customer relationship management in

almost every branch.


Customer centric technologies

Media-Based Marketing : -

Marketing campaigns launched by HDFC bank: -

HDFC Bank has launched neighborhood marketing initiatives in tier


two cities and towns to create awareness about its various products and

services. These initiatives are especially targeted at those consumers who are
not aware about the bank's various valueadded services such as direct
banking facilities. These campaigns demonstrated the advantages of net
banking and mobile banking, as these concepts are relatively new to people
living in smaller towns and cities. The bank has also launched another
initiative called Business Ki Baten, which is targeted at areas where the bulk
of the population comprises small businessmen.
The bank would get experts to talk on a number of issues such as
valueadd tax and sales tax. According to an article in Hindu business line
dated November 4, 2008, these campaigns provide bank with information
about customer preferences that can be used for mass media communication,
making it more effective. HDFC can measure the result of a campaign through
the sales that they generate and the customers that are added. There is a clear
return on investment, which from a functional point of view gives the team a
stronger voice. HDFC has also been able to reduce ad spends by about 1015
per cent and has also reduced the cost of acquisition. HDFC wants to create an
environment that is required to support customer intelligence that leads to
database marketing.
HDFC bank has invested in many cross selling activities. HDFC
strategy has been not only the acquisition of new customers but at creating
product awareness, enhancing usage and also providing valueadded services
to customers to reward them for their faith and loyalty. HDFC also sends
personalized mailers about their various products to the data base which they
acquire. HDFC tries to sell itself as one stop financial super market.

Competitive Strengths of HDFC Bank: The bank attributes its growth and continuing success to the following competitive strengths:
1. HDFC bank is a leader among Indian banks in the use of technology:
Since the banks inception, it has made substantial investments in
technology platform and systems. Bank has built multiple distribution channels,
including an electronically linked branch network, automated telephone banking,
Internet banking and banking by mobile phone, to offer customers convenient access

to our products. Technology platform has driven the development of innovative


products and reduced operating costs.
2. HDFC bank delivers high quality service with superior execution:
Bank tries to deliver efficient service with rapid response time. Banks focus
on personalized service tries to draws customers to the products and increases existing
customer loyalty.
3. HDFC offer a wide range of product:
Whether in retail or wholesale banking, the bank tries to be a one-stop shop
for the Customers banking needs. The wide range of products creates multiple cross
selling opportunities for bank and improves customer retention rates.
4. HDFC claims to have an experienced management team:
According to HDFC, many of the members of senior management team who
have been with the bank; since inception seem to have substantial experience in
multinational banking.

Operational strategy:
HDFC bank has been a consistent player in the banking industry and has
always been trying to produce the well balanced and right mix of products and services
for both of its customers in retail base and corporate base. 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. The Bank's business is supported by scalable and robust systems
which ensure that the clients always get the finest services bank offer.
HDFC BANK is the very consistent player in the new private sector banks.
New private sector banks to withstand the competition from public sector banks
came up with innovative products and superior service.

Business strategy:
HDFC BANK mission is to be a World Class Indian Bank,
benchmarking themselves against international standards and best practices in terms of
product offerings, technology, service levels, risk management and audit & compliance.
The objective is to build sound customer franchises across distinct businesses so as to
be a preferred provider of banking services for target retail and wholesale customer
segments, and to achieve a healthy growth in profitability, consistent with the Bank's
risk appetite. Bank is committed to do this while ensuring the highest levels of ethical
standards, professional integrity, corporate governance and regulatory compliance.
Continue to develop new product and technology is the main business strategy of the
bank. Maintain good relation with the customers is the main and prime objective of the
bank.
HDFC BANK business strategy emphasizes the following:

Increase market share in Indias expanding banking and financial services industry
by following a disciplined growth strategy focusing on quality and not on quantity

and delivering high quality customer service.


Leverage our technology platform and open scalable systems to deliver more

products to more customers and to control operating costs.


Maintain current high standards for asset quality through disciplined credit risk

management.
Develop innovative products and services that attract the targeted customers and

address inefficiencies in the Indian financial sector.


Continue to develop products and services that reduce banks cost of funds.
Focus on high earnings growth with low volatility

SWOT ANALYSIS OF HDFC: -

STRENGTH

Support of various promoters


High level of services
Knowledge of Indian market
Right strategy for the right products.
Superior

WEAKNESSES

customer

service

vs.

Some gaps in range for certain

sectors.
Problems of sales staff.
Processes and systems, etc.
Not been fully able to position

competitors
Great Brand Image
High degree of customer satisfaction.
Good place to work
Lower response time with efficient and

it correctly

effective service.

Threats

Opportunities

Profit margins will be good.


Could extend to overseas broadly.
New specialist applications.
Could seek better customer deals
Fast-track
career
development
opportunities

on

an

industry-wide

basis.
An applied research centre to create
opportunities for developing techniques

to provide value-added services.


Growing Indian banking sector
People are becoming more
service oriented

Legislation could impact.


Great risk involved
Very
high
competition

prevailing in the industry.


Vulnerable to reactive attack by
major competitors
Lack of infrastructure in rural
areas

- Monetary Policy

-Regulatory
Framework

constrain

investment.
High volume/low cost market
is intensely competitive.

PEST Analysis of HDFC Bank:

Political

could

Econom
ics

PEST
ANALYSIS
Technological

Soc
ial

-Internet Banking
- Mobile Banking
- ATM

i.

Political Factor:
Government regulations: Bank as financial body is always restricted with
policy and rules.
Indian Banking Association
IT act, 1961
Growth of subsidiary companies.

ii.

Economic Factors:
Money inflation & deflation.
Industrial growth.
Liberalization & globalization policies.
Capital market requirements.

iii.

Social Factors:
Banking habits.
Individual requirements.
Income level
Society status and aspiration values.

iv.

Technological Factors:
Banks have a wide range of ATMs.
Improved Net Banking and Mobile banking facilities provided by banks
helped customer to save time and cost. HDFC bank introduced PayZapp

and Watch banking


Focus on increasing the servicing level by technical enhancement.

STP STRATEGY OF HDFC BANK:

1. SEGMENTATION STRATEGY:
Demographic variables:
Location:
Metros and divisional cities
Occupation
Business persons
Salaried class (both Govt. and private)
Working woman
Age
Senior citizens
minor
Psychographic variables:
Lifestyle

The people who believes in modern banking with high

set of services i.e. Internet banking (mobile refill, travel


currency card etc

TARGETING STRATEGY:
HDFC bank follows Targeting marking which are as follow:

TARGE
TING STRATEGY

TA
RGET MARKET

CORPORATE
BANKING MARKET

SELEC
TIVE SPECIALISATION
STRATEGY

CAPITAL
MARKET

RETAIL BANKING
MARKET

TARGET MARKET:
a) Corporate banking market:
This market targets the industries and fulfills their financial
needs.

b) Capital market:
This segment is targeted on the long term needs of the
individual as well as of industries.

c) Retail banking market:

This segment is for the retail investor and provides them short
term financial credit for their personal, household needs.

SELECTIVE SPECIALIZATION STRATEGY:


Here the bank selected a number of segments, each objectively attractive &
appropriate. There may be little or low synergy among the segment but each segment
proves to be worth full for it.
If we take the example of cards then Axis bank have separate set of credit
cards, each targeted at different set of people i.e. segment and each one has its own
importance for the bank.

POSITIONING STRATEGY:
HDFC bank has positioned itself as a bank which gives higher standard of
services through product innovation for the diverse need of individual & corporate
clients. So they want to highlight following points in their positioning statement:
i.
ii.
iii.

Customer centric
Service oriented
Product innovation

Promotions strategy of HDFC Bank:


"It plans to send personalized mailers about various products to all those HDFC come
in contact with during these mass promotions." The bank has also tied up with Business
Today, to sponsor 10,000 copies of the magazine in each metro. The cover of the sponsored
copies would be the December issue of Business Today, which rated HDFC Bank as the best
bank in the country. On the opposite side, would be an advertorial which would talk about
HDFC as a `one-stop financial supermarket'.

Gold Credit card: For providing the better services to the customers and
promoting their business, HDFC has launched the Gold Credit Cards. It's

overloaded with travel benefits - discounts, cash back offers, air miles redemption.
Gold Credit Card Features & Benefits:
Attractive Reward Points - Earn 1 reward point per Rs 150 spent on the Gold

Credit Card.
Rewards points redemption - After earning all those reward points on your
HDFC Bank Gold Credit Card; redeem them for exciting gifts and services!
You could even convert them to airline miles with India's leading airlines

through the My Rewards programme.


Worldwide acceptance - Accepted at over 23 million Merchant
Establishments around the world, including 110,000 Merchant Establishments

in India.
Revolving credit facility - Pay a minimum amount, which is 5% (subject to a
minimum amount of Rs.200) of your total bill amount or any higher amount
whichever is convenient and carry forward the balance to a better financial month. For
this facility you pay a nominal charge of just 3.25% per month (39.0% annually).
Free Add-on card - You can share these wonderful features with your loved ones
too - we offer the facility of an add-on card for your spouse, children or parents.
Allow us to offer add-on cards to you FREE OF COST with our compliments.
Interest free credit facility - Avail of up to 50 days of interest free period
from the date of purchase.

Objectives of Study:
1.
2.
3.
4.
5.
6.

To analyze the marketing strategies adopted by HDFC bank to sell its products.
To analyze factors that influences bank marketing strategies of HDFC bank.
To measure the level of awareness among the consumers of HDFC bank.
To study the competitive strength of HDFC bank.
To study the profile of HDFC bank.
To analyze the marketing channels used by HDFC banks to push their products.
Study the
profile of
HDFC bank

Analyze
Marketing
Strategies
adopted by
HDFC

Factors
Influences Bank
Marketing

RESEARCH
OBJECTIVES

Measure the Level


of Awareness
among the
Consumers

Study the
Competitive
Strength

Analyze the
marketing
channels used by
HDFC banks

Scope of study:

The scope of the study is to know the marketing strategies adopted by HDFC
bank. This research is based on primary as well as on secondary data. Its not easy
for covering all the boundaries for collecting the data. So, this research
study is covering some important aspect and also to know the consumer
awareness about the product of HDFC bank. It will also help to filling up
areas which required improvement.

Importance of Study

This study is important to know the awareness among the customers of

HDFC Bank.
It can be

identify how effectively

marketing

strategies are applied by

HDFC
It is helpful
It will show

bank.
to know about the bank.
how effectively the bank

selling

products

its

marketing channels i.e. advertising.

MARKETING COMMUNICATIONS of HDFC Bank:


Interest

Attention
Advertising

Action

Desire

through

Television Ads:
1. HDFC Bank has rolled out new communication that aims to showcase the
'MyFavorite' option available across all its ATMs. Conceptualized by Euro RSCG
India, the campaign aims to make HDFC Bank's customers aware of the feature
and take forward its 'We understand your world' positioning. "HDFC Bank had
just become the first in India to introduce a feature called 'MyFavourite' at their
ATMs. Quite simply put, this feature remembers your favorite (most often used)
withdrawal amount. This helps you withdraw cash 40% faster,"

MyFavourite

2.

Advertisement:

HDFC- Cant wait


Time: 50 second
Psychographic segment targeted- Thinkers
Target audience- Common people

Cant wait

obile App: The new App for Android is loaded with great features. HDFC are the 1st bank
to offer the My Menu feature. You can customize your Menu with 10 of your favorite
transactions with this feature. HDFC is the only bank to have a Mobile-Banking App
in Hindi for Android phones. HDFC Bank PayZapp is a complete digital payment
solution, giving
HDFC Bank customers the power to pay in just One Click. PayZapp does not
require credit or debit card numbers and security codes to be entered for every
purchase. There is no pre-paid card restriction on daily or monthly limits and no need
to load money to pay, the bank said PayZapp features a section called Smartbuy a
sort of aggregator of the major ecommerce sites across various verticals. PayZapp has
partnered with sites like Flipkart, Makemytrip, Cleartrip, Yatra, Big Basket among
others.

Hoardings:
Board hoardings on its own branch is the simple idea which relates to the
advertisements of the new product on its own acquired land to target the regular
customers and promoting the required product and its services it makes new
customers and also creates the proper utilization of the land acquired by the bank.

Facebook And News Paper:

Branch in order to notify


the customers gives the ads in the local T.V. cables to make sure the targeted
customers are well aware of the products existence and benefits for them moreover
the emphasize is laid on to promotion of product at time of marketing. Hence HDFC

bank promotes their product or services on the facebook and in newspaper because
facebook is used in very large scale therefore it make easy to bank to attract the
customer.

Print ads:
Print ads are the most relevant source of marketing since a long time the bank
can reach numerous people by this way of marketing. Print ads are costly way of
advertising but it surely contributes in catching the attraction of the costumer.
MESSAGE CONVEYED THROUGH THE PRINTED AD:

The We understand your world print campaigns emphasize the fact that the HDFC
bank can be accessed at the convenience of the banker.

1. The print ad focused on car loans and has the tag line Dont have a car. Now
you do.
This one emphasizes
that
the
HDFC Bank that
people
need a loan without
hassles and
delays and that they
approve
car loans, personal
loans, etc
against most shares,
investments, relief
bonds as well as insurance policies in almost no time.

2. The above
it

when

ad conveys, I like
my

bank

opens

whenever

I want it to. This

ad shows a

man working on his

laptop and

promotes the banks

e-Age

servicing

which

provides 24 hour

net

banking and a lot

more.

Here again stressing

that

the

the

needs

bank

account

understands

of its clients.

Paint ads:
Print ads are the most relevant source of marketing since a long time the bank
can reach numerous people by this way of marketing. Print ads are costly way of
advertising but it surely contributes in catching the attraction of the costumer

Special Service which HDFC bank introduced:


Watch Banking (2015):Ever thought you could access your bank account from a wrist watch? HDFC
Bank Watch-Banking is here and allows you to access your bank account and do a
whole lot more right from your wrist. For the first time in India, Watch-Banking is
now available exclusively for HDFC Bank customers through an Apple Watch. You
can now do your favorite transactions right from your Apple Watch without even

taking out your phone. All this comes with the same level of high-end security that
HDFC Banks Mobile-Banking App
gives you!

Watch-Banking features

View Information of all your

accounts
Recharge your Mobile & DTH Connection
Request A/c Statement & Cheque book
Locate HDFC Bank ATM & Branch
Hotlist your Debit Card
View Notifications sent by HDFC bank
Call us using Apple Watch.

HDFC launches Hindi Mobile Banking on Android (2011):


HDFC has today announced launch of its Hindi Mobile Banking application
on Android as well as launch of Hindi SMS banking service.
It has always surprised me that in India, we give such low importance to local
regional languages. About 125 million Indians speak English, while over 500 million
speak Hindi. Yet, HDFC is probably the only bank which (now) has Hindi language
Mobile banking. The HDFC Bank Hindi Android app will allow users to use range of
banking services that include pay utility bills, credit card bills, etc., view Account
summaries and Fixed Deposit summaries, transfer funds including transfers to other
bank customers, Request statements, cheque book, stop payment & more.

Hindi SMS Banking Services(2012):


Along with Android app, HDFC also announced launch of Hindi SMS services
enabling banking transactions on even the most basic handsets. The Hindi SMS
banking service allows customers to carry out a set of 10 banking transactions
(balance enquiry, mini statement and stop cheque).

Associate Companies of HDFC Bank:


HDFC

Insurance

Company

Limited
HDFC Asset Management Company
HDFC ERGO General Insurance Company
GRUH Finance
HDFC Property Fund
Cedila Financial Services

Standard

Life

Awards & Recognition of HDFC Bank:

1. In 2015, Forbes Asia for Fab 50 companies for the 9th year.
2. In 2015, J. P Morgan Quality Recognition Award for Best in class straight Through
Processing Rates.

3.

Business Today - KPMG Study 2014 for Best large Bank -Overall and best large

Bank- growth
4. In 2013, a survey
listed

HDFC's

on "India's Best Boards"


Board

of

Directors

among the 5 best


5. In May 2013,

boards in India.
Forbes listed it at 561 in

the Global 2000


6. In 2012, HDFC

list of largest companies.


Limited was recognized

as one of India's

'Best Companies to work

for' in a joint

study conducted by The

Economic Times

and 'The Great Place to

Work Institute'
7. In 2013 IBA Innovation Awards for most Innovative use of Technology.

Limitation of Study

The study is only for the HDFC Bank confined to a particular location and a very
small sample of respondents. Hence the findings cannot be treated as
representative of the entire banking industry.
The study can also not be generalized for public and private sector banks of the
country.
Respondents may give biased answers for the required data. Some of the
respondents did not like to respond.

Respondents tried to escape some statements by simply answering neither agree


nor disagree to most of the statements. This was one of the most important
limitations faced, as it was difficult to analyze and come at a right conclusion.
In our study we have included 25 customers of bank because of time limit.
The data also includes secondary data which may or may not be reliable.

Research methodology

PRIMARY
The
collected

DATA:
primary data was
by

means of a survey.

Questionnaires

were prepared and

customers

the

were

of

HDFC

bank

approached to fill

up the questionnaires. The questionnaire contains 14 questions which reflect on the


type and how effectively services provided by the bank to the customers and how they
effectively using their marketing strategies to attract the customers. The response of
the customer and this is recorded on a grade scale of Yes or NO and also taking some
suggestions and knowing any efficiency in a services. The filled up information was
later analyzed to obtain the required interpretation and the findings.

SECONDARY DATA:
The secondary data is collected in order to have a proper understanding of the
various marketing strategies used by HDFC bank a depth study was done from the
various sources such as:
Books, magazines, journal articles.
Official websites of the HDFC bank (www.hdfcbank.com).
The articles from various search engines like Google, yahoo search and
answers.com.

RESEARCH DESIGN:
The research design is exploratory till identification of customer awareness
and marketing tools used by HDFC bank parameters. Later it becomes descriptive,
Descriptive research answers the questions who, what, where, when and how.
Although the data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity. The description is
used for frequencies, averages and other statistical calculations. Often the best
approach, prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up
with examinations of why the observations exist and what the implications of the
findings are.
Research Sample:
Sampling Plan:
Since it is not possible to study whole universe, it becomes necessary
to take sample from the universe to know about its characteristics.
Sampling Units: Customers of HDFC bank
Sample Technique: Random Sampling.
Research Instrument: Structured Questionnaire.
Contact Method: Personal Interview.
SAMPLE SIZE:

The work is a case of HDFC Bank, one of the largest banks of Indian banking
industry together representing over 25 per cent of the market share of Indian
banking space. The survey was conducted with 25 customers as respondent.
DATA COLLECTION TOOL
Yes or NO
Very satisfied
Satisfied
Neutral
Dissatisfied
The questionnaire consists of two parts. The first part consists of three
questions concerning the demographic information of the respondent such as the age,
Occupation and income. The second part consisting of 14 questions exploring the
respondent s perception about the service provided by HDFC bank. For evaluation of
consumer awareness about the product of HDFC bank and also to know about the
how efficiently bank is using marketing strategies to increase the number of customer.

Analysis and Interpretation of Data


(Questionnaires)
To find what does the consumers believe about the marketing mix of the HDFC bank.

Age of respondents:

Age Category
18 to 24 years
25 to 30 years
31 to 35 years
36 years and above
TOTAL

Frequency
14
7
3
1
25

28% respondents age are 25 to 30 years.


12% respondents age are 36 years and above.

Interpretation:
From the table and graph above it can be
seen that:
56% respondents age are 18 to 24 years.

Answer

Frequency

YES

21

NO

TOTAL

25

Answer
YES

16%

NO
84%

Que
stion 1: Do you know the full form HDFC?

Interpretation:
The above chart and dig shows that out 25 respondent 84% of respondent knows
about the full for of HDFC bank and 16% dont know about this.

Question 2: Do you know what services are provided by HDFC?


Answer

Frequency

Banking& Financial

25

Travel

12

Infrastructure

19

Electricity

15

Interpretation:
The above table is showing that there are out of 25 respondents all knows that bank
provides Banking and Financial services. 12 is knows that bank also provides travel services
and 19 knows about the infrastructure services. And 15 know electricity services.
Question 3: Which word do you associate with HDFC?

Answer

Frequency

Yes
No

25
-

Total

25

Out of the 25 respondents some of them say that HDFC


bank and some of them associating word with HDFC is
HDFC life, HDFC Mutual Fund.
Question 4: Do you like the Logo of HDFC?

Answer
Yes

Answer

Frequency

Yes

25

No

Total

25

No
100%

Interpretation:
The above table and chart is showing that out of 25 respondents all like the logo of
HDFC bank.

30
25
20
15
10

25

5
0

Yes

No
Answer

Question 5: Is the logo easy Identifiable?

Interpretation:
According to the above chart and table out of 25 respondents all thinks that the logo
of HDFC bank is easy to identify by its color Blue and red.
Question 6: Identify the tagline of HDFC?
Answer

Frequency

Percentage

Lets get it done

The Worlds Local Bank

Badhti ka nam zindagi.

We Understand
World

Total

Your 21

25

84
100

Answer
25
20
15
10
5
0

Interpretation:

Answer

In the question asked that identify the tagline of HDFC bank and we given them four
option and according to above chart and table out of 100% respondents 84% identified the
correct tagline of HDFC bank.

Question 7: How did you come to know about HDFC?


Answer
TV Ads

Frequency
10

Radio
Hoardings & banners
News paper Ads
Total

4
5
6
25

Answer
24%

40%

TV Ads

Radio

Hoardings &
banners

News paper Ads

20%
16%

Interpretation:
Out of 100% of respondents 40% is know HDFC at first time by T.V ads. 16%
by radio advertising and 20% by Hoardings and banners which they seen outside or on road.
24% by advertise which they seen in newspapers.

Question 8: Do have any business with HDFC?


Answer
12%
Yes
No
88%

Answer

Frequency

Yes

23

No

Total

25

Interpretation:
Out of 100% of respondents 88% have their business with HDFC bank and 12%
didnt have their business with the HDFC bank.
Question 9: Are you aware about the products offered by HDFC?

Answer
Yes
No

44%

56%

Answer

Frequency

Yes

21

No

Total

25

Interpretation:
56% of respondents aware about the services which HDFC bank is providing and
44% knows because might be they are not a customer of HDFC bank. Or they didnt have
information about the bank
Question 10: Are you aware about the online services offered by HDFC?

Answer
12%

Yes
No

88%

Interpretation:
Out of 100% of respondents 88% knows about the online banking i.e. online services
provided by HDFC bank. And 12% did not know about the online services it may be because
they dont comfortable with the online banking.

Question 11: Do you know about the PayZapp?

Answer

Frequency

Yes

10

No

15

Total

25

Answer

Frequency

Yes

24

No

Total

25

Answer
40%
60%

YES
No

Interpretation:
Out of 100% 40% of respondents know about PayZapp. Remaining 60% dont know
about the mobile app which is introduced by HDFC bank.
Question 12: How would you rate your overall experience with bank?

Answer

Dissatisfied

Frequency
11
9
5
-

Percentage
44
36
20
-

Total

25

100

Very satisfied
Satisfied
Neutral

Answer
50
40
Answer

30
20
10
0
Very satisfied Satisfied

Neutral

Dissatisfied

Interpretation:
44% of respondents are very satisfied with the services provided by the HDFC bank.
36% of respondents are satisfied and 20% are neutrals about the overall experience provided
with HDFC bank.

Answer
24%

Yes
No

76%

Question 13: Do you want any changes in any


service which bank is providing?
Answer

Frequently

Yes

No

19

Total

25

Interpretation:

76% of total respondent dont want any changes in services provided by HDFC bank.
Out of 100% 24% want changes in services which HDFC is providing.

Question14: Do you have any complaint about HDFC bank?

Answer

32%

Yes
No

68%

Interpretation:
68% people dont have any complaint about the HDFC bank. 32% have complaint
about the HDFC bank it may be because delay in clearing of account or may be delay
Answer

Frequency

Yes

No

17

Total

25

Findings

Net-banking used by less


customers.

Good relation with


customers

Less
ATM's

Retains old
customers

The bank has good relation with its customers. The customers are satisfied with the
relationship manager service provided by HDFC Bank.
The bank and its customers have a long term relationship.

Customers are
satisfied

HDFC bank has the tendency to retain its customers at any cost. They believe that the
old customer is

more profitable instead

of a new one

thats why they try to

maintain good

and long term relations

to
their
Less number of

customers.
customer use

banking or net
ICICI Bank has

banking.
more
ATMs

mobile
than

HDFC Bank.
The customers of HDFC bank are satisfied with their savings and salary accounts

Suggestions and Recommendations

HDFC Bank needs to promote and encourage people to use internet banking.
In terms of ease of access HDFC Bank needs to increase the number of ATMs.
The bank should be more flexible in order to compete with its competitors like ICICI
bank.
Mostly service class persons prefer the HDFC Bank in the comparison of business
and students and other class persons thus it needs to promote its product and services
that are offered mainly for the business class people and students because these two
class forms major users of the banking services.
Bank should go in for branding exercise comprising of two parts brand Logo i.e. to
make more catchy and easy so customer could relate to it and secondly by focusing on

service since whether in bank or at the ATM service is a key. Hence it should be
incorporated in branding.

Conclusion
The study mainly was on marketing strategies of HDFC Bank that how they
manage their marketing activities
In this study I found that HDFC Bank has used all the methods, channels, media
and analysis related to marketing in order to achieve its marketing objectives.
This study finds that however HDFC Bank is not the leading private sector bank
but its vast range of products and availability of options make it one of the better
banks in India.
HDFC Bank has taken the advantage of the marketing strategies in order to place
its product in the market.

Questionnaires
Age: ______

Occupation: _______

Income: _________

1. Do you know the full form HDFC?


Yes
No
2. Do you know what services are provided by HDFC?
Banking& Financial
Travel
Infrastructure
Electricity
3. Which word do you associate with HDFC?
4. Do you Like the Logo of HDFC?
Yes

NO

5. Is the logo easy Identifiable?


Yes

No

6. Identify the tagline of HDFC?


Lets get it done
The Worlds Local Bank
Badhti ka nam zindagi.
We Understand Your World
7. How did you come to know about HDFC?

TV Ads
Radio
Hoardings & banners
News paper Ads
8. Do have any business with HDFC
Yes
No
9. Are you aware about the products offered by HDFC?
Yes

No

10. Are you aware about the online services offered by HDFC?
Yes

No

11. Do you know about the PayZapp?


Yes
No
12. How would you rate your overall experience with bank
Very satisfied
Satisfied
Neutral
Dissatisfied
13. Do you want any changes in any service which bank is providing?
Yes
No
14. Do you have complaint about HDFC bank?
Yes
No

Bibliography

Donelly J H. (1976, January). Marketing intermediaries in channels of distribution


for services. Journal of marketing .

Dr. Rajagopala Nair. (1999, January). The 4Ps of Bank Marketing. facts for you .

Jha, S. (1997). Service Marketing.

Professor T. Sreenivas, S. S. (2013, September). Marketing Practices of Banking


Services. IJEMR .

Varde V and Singh S. (1983). Profitability of Commercial banks. Journal of NIBM .

http://www.hdfcbank.com

www.google.com

Some Books of marketing and Newspapers.


www.slideshare.net