hdfc ppt

PRIORITY BANKING

• Priority Banking invites you to experience a whole new paradigm in Banking. Your banking must be a reflection of your aspirations and lifestyle. Loaded with a whole host of exclusive Banking, Investment and Lifestyle privileges, Priority Banking is best suited to take care of all your needs while you focus on doing what you do best.

HDFC BANK

Ideal for seasoned professionals or businessmen, Priority banking programme will provide with a banker dedicated to take care of all banking and investment needs. It also means to get preferential rates on various banking products and other exclusive benefits.

Key features are:-• Dedicated relationship manager• Customised investment solutions • Investment options• E-broking• Expedite tax payments• Relationship pricing• Business solutions• On demand- exclusive priveledges• Annual service charge waiver

STANDARD CHARTERED BANK

• As Priority Banking customer, one enjoy the expertise of a dedicated Customer Relationship Manager and the support of a highly specialised team of financial experts to plan, build and protect wealth. In addition, one will also enjoy a wide range of personalised and exclusive services reserved for those with distinctive status.

Few services:-• Priority Banking Scholarship for children• Honorary Priority Banking status for family

members• Invitation to many leisure events/workshops• The perfect networking opportunity to extend

circle of influence.

AXIS BANK

Benefits provided :-• Priority banking lounge• Dedicated relationship manager• Home banking• Exclusive priority banking International Debit Card• Other banking privileges like-

Free at-par chequesDemand drafts and pay ordersFree passbook updatesNo issuance charges on Axis Bank's Travel Currency Card

HDFC BANK AXIS BANK STAN C BANK

Dedicated relationship manager

Priority banking lounge Priority Banking Scholarship for children

Customized investment solutions

Home banking Honorary Priority Banking status for family members

Investment options Exclusive priority banking Invitation to many leisure events/workshops

Expedite tax payments International Debit Card The perfect networking opportunity to extend circle of influence.

On demand- exclusive privileges

Other banking privileges like-Free at-par cheques

Relationship pricing No issuance charges on Axis Bank's Travel Currency Card

Annual service charge waiver Demand drafts and pay ordersFree passbook updates

Vision of the brand

Brand value

Brand tone

Strategic product

Product list

Ethical

World class bank

•Customer focus•Product leadership

Imperial, premium banking products

Saving a/c , current a/c, demat a/c, trading a/c

Factor Analysis

Why use factor analysis?

• Factor Analysis is used for data reduction.• It deals with the identification of factors, most

important to consumers which drives buying behavior.

Perceptual Maps

• These are drawn with the factors as the axes.• The length of the vector line indicates the

strength of the association between attributes and factors.

• The direction of the factors indicates the nature of the association.

Important Factors from a customer’s perspective

Trust Experience Service

Convenience Comfort Product

Reliability Customer Care Service

Real-time Service

Relationship Technology Status Value

Advisory Cost Benefit Work Force

Network Responsiveness Problem Handling

How we conducted Factor Analysis Research ?

• Some respondents were contacted and were requested to answer the questions on a 5 point Likert Scale where,

1 = “ Strongly Disagree” 2 = “ Disagree” 3 = “ Neither agree nor disagree” 4 = “ Agree” 5 = “ Strongly Agree”

Factor Analysis- Questionnaire1) They are the most trusted bank.2) They provide maximum

convenience in banking services3) They are the most reliable bank.4) Their employees maintain good

relationship with customers.5) They provide best advisory

services.6) They offer the best atm s and

branch network.7) I always have good experience with

this bank.8) I feel most comfortable at the bank

1 2 3 4 5

SD D NAND A SA

• They have the best customer care service..

• My bank uses most advanced technology.

• They offer the best cost benefit trade off.

• My bank is fastest in responding.• I receive timely bank statements

and other related services.• They offer wide range of

products.• They offer best real time online

services.• Banking with this bank is a status

symbol.• Employees of this bank are

empathetic in problem solving.

1 2 3 4 5

SD D NAND A SA

Responses of Questionnaire

Factor Extraction Process

Final Factors extracted from the research

Factor 1 - (relationship + responsiveness + empathy) = CUSTOMER SERVICE

Factor 2 - (Experience +Status Value) = SNOB VALUE

Factor 3 = RELIABILITYFactor 4 = TRUSTFactor 5 = REALTIME SERVICEFactor 6 = ( Technology + Products) = TANGIBILITY

Perceptual Map 1

*Similarly 14 more perceptual maps can be made taking different combinations of factors

Positioning of the brand

Investment , savings, loan, insurance Kotak, Hsbc,

Standard chartered

Sec A, Sec B, Sec CProduct quality, New generation, Convenience banking, Service experience

MDS Analysis

MDS Questionnaire Part 1Brands Distance

between the two brands

HDFC

ICICI

Brands Distance between the two brands

HDFC

AXIS


HDFC

HSBC


HDFC

KOTAK


HDFC

STAN CHAR



ICICI

AXIS


ICICI

STAN CHAR


ICICI

HSBC


AXIS

HSBC


ICICI

KOTAK



AXIS

STAN CHAR


HSBC

STAN CHAR


AXIS

KOTAK


STAN CHAR

KOTAK


HSBC

KOTAK

Part 1 - MDS Data Sheet

HDFC ICICI AXIS HSBC STAN CHAR

KOTAK

HDFC0 3 3 4 6 4

ICICI0 4 6 5 5

AXIS0 4 4 3

HSBC0 3 5

STAN CHAR0 4

KOTAK0

MDS Questionnaire Part 2

• According to our consensus from the group we have short listed five key attributes for a priority banker.

• Respondents were asked to give rating from 1-8 to Eight different banks.

• 1 – Best 8 – Worst

Key Attributes

Trust

Status Value

Convenience

Advisory Service

Relationship Management

Rank SheetHDFC ICICI AXIS HSBC STAN

CHARKOTAK

Trust

Status Value

Convenience

Advisory Service


Rank Sheet- Output DRAs

Trust HDFC / BOB CITI ICICI AXIS STAN CH KOTAK HSBC

Status Value STAN CH KOTAK BOB HSBC HDFC CITIBANK ICICI AXIS

Convenience STAN CH BOB KOTAK HSBC HDFC CITIBANK ICICI AXIS

Advisory Service

HDFC KOTAK AXIS STAN CHAR

CITIBANK BOB ICICI HSBC


KOTAK HDFC STAN CHAR

AXIS CITIBANK ICICI BOB HSBC

HighLow

MDS SPSS Solution

BANKS DIMENSION 1 DIMENSION 2 DIMENSION 3

CITIBANK 0.7806 -0.2704 -.4955

ICICI 0.1293 -1.0032 -0.5793

AXIS -0.2475 0.3976 -0.5793

KOTAK -1.6466 1.1531 0.1369

STANCH -0.528 .2912 1.3957

HSBC -1.5745 -1.1187 -0.0227

HDFC 1.5752 1.4647 -0.2966

BOB 1.5116 -0.9143 1.2624

Matching DRAs output with MDS output

• Dimension 1 - Trust

• Dimension 2 - Advisory Services + Relationship Management

• Dimension 3 - Convenience + Status Value

Trust v/s Customer Service

Trust-2 -1.5 -1 -0.5 0 0.5 1 1.5 2

-1.5

-1

-0.5

0

0.5

1

1.5

2

CITI

ICICI

AXIS

STAN CH

HSBC

HDFC

KO-TAK

BOB

Customer Service

Customer Service v/s Snob Value

-1.5 -1 -0.5 0 0.5 1 1.5 2

-1

-0.5

0

0.5

1

1.5

2

CITIICICI

HSBC

KOTAK

HDFC

STAN CHBOB

AXIS

Snob Value

Customer Service

Trust v/s Snob Value

-2 -1.5 -1 -0.5 0 0.5 1 1.5 2

-1

-0.5

0

0.5

1

1.5

2

CITI

BOB

STAN CH

HSBC

HDFC

AXISICICI

KO-TAK

Trust

Snob Value

Brand identity prism

World class Indian bank

Conservative ethical approach

Belonging to a elite bank

Quality productConvenience banking

Social conformity & status

Reliability

physiq

ue

personality

Relationship Culture

Customer’s Reflection Customer’s Self

Projection

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