A SYNOPSIS ON

“A STUDY ON PROMOTIONAL ACTIVITIES OF ICICI BANK”

synopsis submitted in partial fulfilment of the requirements for the award of
the Degree of
MASTER OF BUSINESS ADMINISTRATION
BANGALORE UNIVERSITY

Submitted By
[MALLESHA M]
[16OTCMD010]

Under the Guidance Of

Dr. ANIRBAN KUNDU
(Assistant professor)
IIPM

DEPARTMENT OF MANAGEMENT STUDIES

Indian Institute of Plantation Management Bangalore

Jnana Bharathi Campus, Malathalli Post, Bangalore-560056.
2017-2018
 Appendix 1
Registration Form

1. Name of the Student : Mallesha M

2. Name of the Organization : ICICI BANK
3. Name and details of Co Guide in the Organization : Raghu
4. Proposed dissertation area : Marketing
5. Proposed dissertation topic : “A study on promotional activities of icici bank”

6. Write a brief note on your topic: (Minimum 100 words)

Banks have a unique challenge when it comes to marketing because they do not offer tangible products
for consumers. Promoting a bank requires convincing consumers to trust a bank with their money and
make customers feel like they are getting the most value for their money. Once customers invest with a
bank, the bank must work to keep customers and get them to buy-in to additional products.

Student’s Signature:
Approved or Disapproved If it is disapproved, the reasons for revision
……………………………………………………………………………………………………..

Faculty Guide’s Signature with date

 TITLE OF THE STUDY

“A STUDY ON PROMOTIONAL ACTIVITIES OF ICICI BANK”

INTRODUCTION

ICICI Bank, stands for Industrial Credit and Investment Corporation of India, it is an Indian
multinational banking and financial services company headquartered in Mumbai, Maharashtra,
India, with its registered office in Vadodara. In 2017, it is the third largest bank in India in terms of
assets and fourth in term of market capitalisation. It offers a wide range of banking products and
financial services for corporate and retail customers through a variety of delivery channels and
specialised subsidiaries in the areas of investment banking, life, non-life insurance, venture capital
and asset management. The bank has a vast network of 4,850 branches and 14,404 ATMs in India
and has a presence in 19 countries including India.

The bank has subsidiaries in the United Kingdom and Canada; branches in United States, Singapore
Bahrain, Hong Kong, Sri Lanka, Qatar, Oman, Dubai International Finance Centre, China and
South Africa; and representative offices in United Arab Emirates, Bangladesh, Malaysia and
Indonesia. The company's UK subsidiary has also established branches in Belgium and Germany.

ICICI's shareholding in ICICI Bank was reduced to 46 percent, through a public offering of shares
in India in 1998, followed by an equity offering in the form of American Depositary Receipts on the
NYSE in 2000. ICICI Bank acquired the Bank of Madura Limited in an all-stock deal in 2001 and
sold additional stakes to institutional investors during 2001-02.

In the 1990s, ICICI transformed its business from a development financial institution offering only
project finance to a diversified financial services group, offering a wide variety of products and
services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999,
ICICI became the first Indian company and the first bank or financial institution from non-Japan
Asia to be listed on the NYSE.

In 2000, ICICI Bank became the first Indian bank to list on the New York Stock Exchange with its
five million American depository shares issue generating a demand book 13 times the offer size.

In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI
and two of its wholly owned retail finance subsidiaries, ICICI Personal Financial Services Limited
and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of
ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002
and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.

In 2008, following the 2008 financial crisis, customers rushed to ICICI ATMs and branches in some
locations due to rumours of adverse financial position of ICICI Bank. The Reserve Bank of India
issued a clarification on the financial strength of ICICI Bank to dispel the rumours

NEED FOR THE STUDY

Before the establishment of banks, the financial activities were handled by money lenders
and individuals. At that time the interest rates were very high. Again, there were no security of
public savings and no uniformity regarding loans. So as to overcome such problems the organized
banking sector was established, which was fully regulated by the government. The organized
banking sector works within the financial system to provide loans, accept deposits and provide
other services to their customers.

The following functions of the bank explain the need of the bank and its importance:

 To provide the security to the savings of customers.

 To control the supply of money and credit

  To encourage public confidence in the working of the financial system, increase savings
speedily and efficiently.

 To avoid focus of financial powers in the hands of a few individuals and Institutions.

 To set equal norms and conditions (i.e. rate of interest, period of lending etc) to all types of
customers

OBJECTIVES OF THE STUDY

The main objectives of this project are the following:

 To study the concept of promotional activity.

 To study the promotional activity in ICICI BANK.

 To study SWOT analysis of ICICI BANK.

 To study about ICICI BANK and its related aspects like its products & services, history
organizational structure.

STATEMENT OF THE PROBLEM

 Identification of the best product and services.
 Identification of the other competitor and analysis the product and services

RESEACH METHODOLOGY

A Survey is a complete operation, which requires some technical knowledge Survey

methods are mostly personal in character. Surveys are best suited for getting primary data. The
research obtains information from the respondents by interviewing them.
SAMPLING

A sample means a small group taken in a large lot. This small group taken in a large lot.
This small group should be emanative cross section and really “representative” in character. This
selection process in calls sampling. Survey based research methodology is adapted to study. The
sample size study will be 60 responded or categorised as individual respondent.

TOOLS OF DATA COLLECTION

 PRIMARY DATA

Primary data will be collected by distributing Structured Questionnaire to all the samples.

 SECONDARY DATA

Secondary data will be collected from the available, Articles, Journals, Magazines, Newspaper,
Books, company records, Reports and web resources.

PLAN OF ANALYSIS
Analysis is done based on the data collected from the the questionnaire by using percentage method
and graphical represented method.

CHAPTER SCHEME
Chapter 1: Introduction: Introduction includes
 Industry Profile

 Theoretical background of the study

 Importance of the topic

 Need to study the topic

 Chapter 2: Review of Literature and Research Design
 Review of Literature and Gaps

 Statement of the Problem

 Scope of the Study

 Objectives of the Study

 Hypotheses (if any)

 Sampling

 Tools for Data Collection

 Data Analysis

 Limitations of Study

Chapter 3: Profile of the Selected Organization and Respondents

Chapter 4: Data Analysis and Interpretation
Chapter 5: Summary of Findings, Conclusions and Suggestions
 Summary of Findings

 Conclusion

 Suggestions to the Organization

STUDENT NAME: MALLESHA GUIDE NAME: ANIRBAN KUNDU

SIGNATURE SIGNATURE