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Marketing Strategies of ICICI Bank

Rs. 1,000.00



Introduction: ICICI Bank Ltd. is the second largest bank in terms of Balance Sheet size. In the Indian Banking Fraternity. Also it is the largest new generation Bank in terms of branch network. ICICI Bank Ltd a Scheduled Commercial Bank was promoted by ICICI (One of the leading Financial Institution established in 1955 at the initiative of Govt. of India and World Bank) in the year 1994. The ICICI Bank has grown at a very fast pace to meet the demands of its clients in line with our expectations. ICICI Bank offers a wide range of product to meet the specific need of every segment of the society starting from Youngster account meant for children in the age group of 0-18 to special product for senior citizen. In the same way it had a product for Special category of customer viz. Trust Association Societies and Clubs (TASC) Which is a part of TASC & Defense under which i worked, thus TASC & Defense being the premium segment under the retail channel liability group (RCLG) constitutes main focus on generating business Both Incremental as well as fresh business in terms of value. Thus to focus on its objective of extracting Incremental business through existing client, itís a policy of ICICI Bank Ltd. to time and again review back the existing clients database, for generating business as well as to take a feedback towards its services.

The objective of this project is comprehensive and comparative study of the marketing strategies of ICICI Bank. Its objective of extracting Incremental business through existing client, itís a policy of ICICI Bank Ltd. to time and again review back the existing clients database, for generating business as well as to take a feedback towards its services.

Number of Pages: 65
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents:
1. Introduction to Industry
2. Introduction to Company
3. Research Methodology
a) Title Justification
b) Research Objective
c) Significance
d) Research Design
e) Sampling Methodology
- Sampling Unit
- Sampling Technique
- Sampling Area
- Sampling Size
- Limitations
4. Facts & Findings
5. Data Analysis & Interpretation (Data till 2008)
6. Recommendations
7. Conclusion
8. Bibliography
9. Annexure
a) Questionnaire


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