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G.DEEPTHI
IMBAENROLLMENT NO: 07BMP19669
Study of Below the Line Marketing
activities
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AGENDA
Objectives
Introduction
Target/tasks
Recommendations
Limitations
Conclusions
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OBJECTIVES
To study about the ING Vysya Bank.
To thoroughly study the products and services of ING Vysya
Bank.
To study the below the line marketing strategies adopted byING Vysya Bank , to maintain and increase its market share &
to retain its customers.
To know the factors influencing the banks marketing strategy.
To understand Banking operations. To get a feel of the corporate life and its functioning and
understand the various interaction styles.
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CONTEXT:
ING Vysya Bank Ltd., is an entity formed with the coming together oferstwhile, Vysya Bank Ltd and a global financial powerhouse, ING duringOct 2002.
Vysya Bank was formed in the year 1930 at Bangalore. On the other hand,ING group originated in 1990.
I-N-G: Intenationale Netherland Group
LOGO:
Tag line : Jiyo Easy
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CONTEXT (CONTD.):
Currently, ING Group serves 85 million private, corporateand institutional clients in over 65 countries, with a
workforce of over 100,000 people.
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INGS BUSINESS LINES
BANKING
RETAIL BANKING
COMMERCIAL BANKING
INSURANCE
ING INVESTMENT MANAGEMENT
In mid-2000, ING introduced ING Direct which was an online banking concept.
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S.No Name Designation1 Mr.Aditya Krishna Director
2 Mr.Meleveetil Damodaran Director
3 Mr.Philippe Damas Director
4 Mr.Richard Cox Director
5 Mr.Santosh Ramesh Desai Director
6 Mr.Vaughn Nigel Richtor Director
7 Mr.Peter Maria Staal Director
8 Mr.Shailendra Bhandari Managing Director & CEO
9 Mr.Lars Kramer Non Exe.Non Ind.Director
10 Mr.Mark Edwin Newman Non Exe.Non Ind.Director
11 Mr.Vikram Talwar Non.Exe.Independent Director
12 Mr.Arun Thiagarajan Part Time Chairman
Board Of Directors
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Core Values
OWNERSHIP
CUSTOMER CENTRICITY
PASSION TO DELIVER ON RESULTS
RESPECT FOR EACH OTHER
CONNECTED TO A COMMON GOAL
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BTL Activities
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Refer and Win
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Factors influencing the banks
marketing strategy:
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Target
2 Orange savings account of
Rs 15,000 each.
1 savings account of Rs
5,000 (before 30th June
2011).
Life insurance policy (2nd
August 2011).
Tasks
Technical checking of the
various types of cheques.
Filling up the daily
composite vouchers.
Filling up the return
schedule and memo.
Filling up the savingaccounts form and other
official works.
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STRATEGY
Pursuing cold calling to various customers.
Referring to the numbers which are present at the back of the cheques.
Visiting to the different communities which is located at Dehradun.
Gathering references from the existing clients and contacting to that
reference numbers.
Visiting past records of the customers and making a call to them for the
purpose of creating awareness of the new services.
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ACHIEVEMENTS
Closed 2 orange savings account of Rs 15,000 each.
Closed 1 orange savings account of Rs 5,000.
Provided leads for the ING Vysya Life Insurance
(Creating New Life).
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LEARNINGS
Learnt about the operations of the bank.
Gained detailed knowledge about the ING Vysya
bank and its functions and products.
Ensuring that all the operations are as per rules and
regulations of the bank.
Ensuring that the operations are accurate as per plan.
Various interacting styles with the customers.
Learnt about the check processing.
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LIMITATIONS
The project is limited by the period of study.
The project is based on the information provided by the employees of the
organization and other primary organizational documents.
Some information is not revealed in this report because of confidentiality to
be observed during the stay at the organization.
The project is based on secondary data.
Research is constricted to Dehradun city only.
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Recommendations
Presently the activities are mainly concentrated in metros and urban areas only. They should
extend these activities to rural and semi urban areas.
Tie up with the Dominos and McDonald.
Have more activities which involve existing customers that is more activities like customer
get customer campaign.
Concentrate on only those types of activities which have maximum conversions.
Introduction of a solo month (concentrates on a single type of account)
Opening of more new branches in Dehradun.
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CONCLUSION
The campaign has successfully been able to increase the
market share of ING in Dehradun.
The modern days technology like Internet banking, banking
has sent positive signals in the mind of consumers.
The network of ING in Dehradun is still not very vast and
extensive.
Commercials of ING-Vysya Bank have a good impact on the
people as they are very much aware of this bank.
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THANK YOUTHANK YOU