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A Project Presentation on “Customer Perception of

Home Loan Product of State Bank of India “

Presented byP Sunil Kumar (A13020)Ashish Ranjan (A13004)Vaibhav Jain (A13021)Maruthi Nataraj K (A12009)

16-Sep-2013

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AGENDA

• History and Evolution of SBI

• Positioning of SBI

• Advertising and Sales promotion

• Market Segmentation

• SBI Home Loan product

• Competitive strategies adopted by SBI

• Distribution Strategy of SBI

• Analysis and Inference

• Recommendations

• Future directions for SBI

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HISTORY AND EVOLUTION OF SBI

• Amalgamation of Presidency Banks on 27-Jan-1921

• Nationalization of Imperial Bank of India on 1955

• Birth of State Bank of India

• State Bank of India (Subsidiary Banks) Act, 1959

• Logo of SBI

• Slogan – The Bank to Every Indian

• Mission Statement

• Vision Statement

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Structure – Current Board of Directors

As on 14 January 2013, there are fifteen members in the SBI board of directors:- • Pratip Chaudhuri (Chairman)• Hemant G. Contractor (Managing Director)• Arundhati Bhattacharya (Managing Director)• A. Krishna Kumar (Managing Director)• S. Visvanathan (Managing Director)• S. Venkatachalam (Director)• D. Sundaram (Director)• * Thomas Mathew (Director)• S.K. Mukherjee (Officer Employee Director)• Rajiv Kumar (Director)• Jyoti Bhushan Mohapatra (Workmen Employee Director)• Deepak Amin (Director)

HISTORY AND EVOLUTION OF SBI

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HISTORY AND EVOLUTION OF SBI

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POSITIONING OF SBI

• SBI as centuries-old brand

• Emphasis on Pure Banking

• Entry into many businesses with

strategic tie ups

- Pension Funds

- General Insurance

- Mobile Banking etc

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ADVERTISING AND SALES PROMOTION

• Participation in various consumer exhibition and

meetings

• Tie ups with builders / car and other vehicle dealer‐

• Festive loan products

• Advertising in TV and Newspapers

• Oral Marketing

• Ads at various display boards

• CSR Initiatives

• Social Media

ADVERTISING

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ADVERTISING AND SALES PROMOTION

SALES PROMOTION

• Loyalty Rewards

Program – Online Banking

• SBI Cards – Cash Back

Offers

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MARKET SEGMENTATION

• Geographic Segmentation

- Metro, Urban, Semi Urban and Rural branches

• Psychographic (social class/lifestyle) Segmentation

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MARKET SEGMENTATION• Demographic Segmentation

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MARKET SEGMENTATION• Segmentation on the basis of wholesale market

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SBI HOME LOAN PRODUCT• SBI Home Loan - SBI Easy Home Loan for Loan <= 30L - SBI Advantage Home Loan for Loan > 30L

• Features• Purpose• Eligibility• Amount - 40 to 60 times of NMI• Other variants

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COMPETITIVE STRATEGIES ADOPTED BY SBIPorter’s five forces model for SBI

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SBI SWOT AnalysisCOMPETITIVE STRATEGIES ADOPTED BY SBI

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SBI SWOT Analysis

• IT Plan by KPMG (consultant) - 2001

• Business Process Reengineering – 2004

• BaNCS (core banking software) by TCS

• Effective training methodology

- National level Apex Training Institutes

- State level learning centers

- Case studies, Group Discussions, Project Work etc

- E-learning for enhancement of employees’ skills

COMPETITIVE STRATEGIES ADOPTED BY SBI

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SBI SWOT AnalysisDISTRIBUTION STRATEGY OF SBI

• Branches

• ATMs

• Internet banking

• Mobile banking

• POS

• Kiosk banking

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ANALYSIS AND INFERENCE

• List of Hypothesis to be tested - H1: All the features of SBI Home Loan including interest rates are in public domain making it the most preferred Home Loan provider. - H2: SBI offers customer centric services pre and post disbursal of home loan. - H3: TV and Newspaper advertisements are important sources of awareness on SBI Home Loan.

• Sampling plan and Sampling Size - Sample Size - 63 - Sample plan - Random Sampling Plan

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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ANALYSIS AND INFERENCE

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RECOMMENDATIONS• Features

• Try to ease the documentation burden on the customer (within the

regulatory framework)

• Focus more on process automation for efficient Home Loan sanction

procedure and reduced TAT

• Customer Service

•Provide essential training for employees to be more responsive

organization in terms of customer service

• Advertisements

• Come up more creative and innovative ways to advertise Home Loan

product in TV and Newspapers

• Create more awareness on Home Loan variants among potential

customers

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FUTURE DIRECTIONS FOR SBI

• Go closer to people further more as banking habit

spreads (Reach masses with customized products)

• Sustain customer loyalty

• Give better value to customers on deposit side too

• Take corrective measures to ensure % of bad loans

is below the industry average

• Make mobile banking more popular

• Think strategically on Data mining/CRM based

campaigns.

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BIBLIOGRAPHY• http://www.sarkaritel.com/state-bank-of-indias-csr-initiatives/•https://www.onlinesbi.com/osbi_loyalty_pts_faq.html•http://epaper.timesofindia.com/Default/Scripting/ArticleWin.asp?From=Archive&Skin=ETNEW&BaseHref=ETM%2F2010%2F10%2F15&EntityId=Ar01600&AppName=1&ViewMode=HTML•http://en.wikipedia.org/wiki/State_Bank_of_India•http://exclusivecoins.blogspot.in/2011/06/23celebrating-two-hundred-years-of.html•http://www.deal4loans.com/sbi-home-loan.php•http://www.goodreturns.in/personal-finance/investment/2013/06/sbi-home-loans-3-reasons-opt-them-182830.html•http://www.goodreturns.in/personal-finance/planning/2013/03/comparison-the-cheapest-home-loan-rates-in-india-164789.html•SBI_ANALYST_PRESENTATION_FY13 Report•Retail Banking : Challenges Ahead in Distribution Channels in Urban/Rural India* - RBI Bulletin•STATE BANK OF INDIA: BATTLING FOR SHARE (Case)•http://www.it-director.com/business/content.php?cid=7081•Customer segmentation in retail banking- Adkit Research•http://www.sas.com/knowledge-exchange/customer-intelligence/author/davidwallace•http://www.marketing91.com/swot-analysis-sbi/•http://marketingpractice.blogspot.in/2007/04/brand-update-sbi.html•Retail banking Strategies for the future – Mrs Soundara Kumar (SBI)•http://economictimes.indiatimes.com/state-bank-of-india/shareholding/companyid-11984.cms•http://conclave.intoday.in/conclave/includes/sponsors/sbi-2010.html•Self Marketing – Breaking Dawn of SBI (case)

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