Private banking in India and target market opportunity; ICICI Bank Ltd.

Abstract

The entire internship was devoted to collect actionable primary data and secondary data on two projects. First project was market study on private banking in India. It has following deliverables: • Identify global market trend, estimates of the future market, growth drivers, critical success factors. Issues and challenges and regulatory environment. • Identify private banking propositions of all private banks in India. This would involve understanding clients, macro & micro economic factors influencing purchase decisions, overall market size, market share, geographical reach, distribution methods, marketing initiatives, manpower allocation, product offerings etc. • Identifying the client benefits provided by other private banks in India. However actual delivery was on HDFC, Kotak, Axis, Standard Chartered, Citi, HSBC, Edelweiss. Second project was on target market opportunity which needed detailed study on tapping merchant associations to increase OPC business penetration. It has following deliverables: • Identify merchant associations across Mumbai • Identify what do the associations do, membership size, membership benefits etc. • Identify key stake holders, decision makers within associations. • Identify whether any financial institutions I banks I private banking setups have made in-roads into the associations and in what form or manner. • Identify the opportunity and proposition with which ICICI OPC should approach these associations. Around 27 to 30 associations were visited in their respective Mumbai offices and primary data were collected on above deliverables. Analysis were done on approach. Prioritization of prospective OPC clients among association's members.