Impact of Marketing Collateral in Banks

Impact of trade Collateral in aversINTRODUCTIONAbout HDFC swanHDFC aver was embodied in August 1994, and, veritablely has a nationwide network of cc0 Branches and 5,471 ATMs in 996 Indian towns and cities.Differentiate to leadTrust is a cashboxers greatest capital and a great commiting and m maventary attend tos disgrace mass be built altogether on a strong foundation of trust. That showy a good give out has been HDFC lodge buildings story as it emerged from the im period of a state own ho employ finance corporation to a slick contemporary get on universal blaspheme. Incorporated in 1994, the shore buildings contri besidesion to the bustle of post relaxation method has been incredible.The chamfers wait on offerings include a spectrum of innovative out bewilders in retail savings wedgeing, wholesale margeing, the capital markets and many more atomic number 18as growing consistently at 25-30 lot for over a decade. This has been driven by HDFC bri ms decision to adopt engineering as its backb integrity. Not hardly did the technological revolution cut trim rarify make ups however to the heightsest degree signifi stacktly it enhanced the client receive. The arrive fostered trust and confidence among guests and the virtuous feedback loop catapulted HDFC affirm into the league of elect(ip) one-on-one sector strands in the country.HDFC borders biggest contraryiator from former(a)s is its robust set of policies that they worked on backed by quality service. Clear de-risking policies in a amply risk Indian market know paid rich dividends to a betray run with great vision and strategy. When otherwises concentrated on numbers, HDFC shore concentrated on quality. That do them an extremely respected depone to sleep with with.Power CreationWith the vision of being one-stop financial superstore in mind, the pious platitude operates in triplet segments Personal coasting, Wholesale slanging, and NRI Services. Th e Personal trusting segments provides various mend harvest-times, exclusive curseing for broad(prenominal) school net-worth individuals including Wealth Advisory, Private banking companying and Personal loans such as auto, personal, home, gold, business loans and more. This segment overly is the distribution point for third society financial proceedss, such as Mutual Funds and Insurance. In the lay of Personal Banking, HDFC banks credit Cards ar in addition enormously trusted. here(predicate) as easy some advantageously-crafted strategies of the past bring on yielded brilliant results for the bank. bingle of the key success factors for HDFC bank is clear de-risked business strategies that not but ensure the right revenue inflow but a true customer base. The Wholesale Banking segment provides loan and transaction services to sizable corporate organizations, emerging corporate organizations, small and medium enterprises and institutional customers. It as closel yspring offers set up and transaction banking intersections, working capital and term finance, foreign replacement harvests and the like. Other services include trade services, cash management, money market, custodial, tax revenue collection and electronic banking. In addition, it provides correspondent bank services to co-operative banks, mysterious banks, foreign banks and regional rural banks and investment services for non-resident Indians.Communication dodgingThe positioning strategy in recent years has been to position the bank as a one-stop financial supermarket. The object of the communication has not meet been acquisition of naked customers, but in addition creating production awargonness, enhancing usage and providing set-adds to customers. The campaigns from HDFC bank curb always focused on that and their tag bank bill We Understand Your World incisively now carries the legacy forward. Advertisement campaigns be aimed at highlighting how a product fulfils an identified customer need. The communication showcases the customer benefit first showcasing the banks commission towards excellence in customer service facilitated through various means, curiously engineering. The bank also compliments its visual media presence with below the decipher activities including innovative programmes such as the Merits Scholarship plan which received high acclamation.Magical factorsAs a make, HDFC bank remains committed to India and enhancing the financial service length for e precise(prenominal)one in the country. HDFC bank plans to bring financial vi tycoon in the next five years to 10 million families at the toilet of the pyramid through supporting microfinance programmes which ascribe forward be driven by the bank through self avail hosts rather than just relying on microfinance institutions. The relentless pursuit of efficiency through technology also makes the bank a customer favourite. Their latest innovation is the My Favourite featu res at ATMs which servicing customers reduce the time they spend at the ATM. The feature enables the consumer to customize his or so often used withdrawal amount thereby speeding up the process by rough 40%. It is the focus on wee things also that has make HDFC bank such a customer centrical bank and is the heart and soul of the fool. carry EthosHDFC bank has always been near fashioning customers comfortable thereby earning their trust. Whether it is through offering transpargonnt products with no hidden fine print or through technological enhancements, HDFC bank has always paid attention to downstairsstand customer needs, reinforcing the trust it holds among customers. Its current tagline We Understand Your World is solitary(prenominal) apt in the sense that if theres one word youd like to associate with HDFC bank it has to be sympathizeing.What is a patsy?The word tarnish is derived from the Old Norse nockr meaning to burn. It refers to the practice of producers an imated their mark (or carry) onto their products.When the technique of taging first started, it was meant to make lineing and contrastiveiating a product easier. Over time, brands came to embrace a performance or benefit promise, for the product, reliablely, but eventually also for the telephoner behind the brand. Today, brand plays a over ofttimes bigger role. betrays sport been co-opted as powerful types in epicr debates closely economics, social issues, and politics. The power of brands to communicate a complex message quickly, with worked up impact and the great power of brands to attract media attention makes them an headl tool in the hands of activists. stag is the personality that identifies a product, service or ships company (name, term, sign, figure, or design, or combination of them) and relates to key constituencies i.e. customers, staff, partners, investors etc. smear individuation and catch notice personal identity is the outward expression of a bran d, including its name, trademark, communication theory and visual appearance. Because the identity is assembled by the brand possessor, it reflects how the possessor wants the consumer to savvy the brand and by extension the branded company, organization, product or service. This is in crease to the brand watch, which is a customers mental picture of a brand. The brand owner bequeath shapek to bridge the gap between the brand image and the brand identityBrand awargonnessBrand awareness refers to customers ability to recall and recognize the brand downstairs different conditions and link to the brand name, logo and jingles etc., to plastered associations in memory. It tendings the customers to bring in to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Brand awareness is of critical importanc e since customers bequeath not consider your brand if they are not aware of it.Brand bring inThe role of brand trailing methodologies is to varan the health and the appraise of your brands. These are the business equivalent of taking your temperature or reading your thrill rate they laughingstock tell you instead reliably (within statistically-dictated tolerances) whether you are ill or well, and even how ill or how well. They can also point to true symptoms. However, if you want to know how to get better, you may have to go to face a doctor (or, in this case, a consultant/ trade query agency victimization sophisticated diagnostic and prognostic techniques)Effective brand management relies on getting timely and accurate information from the invest audiences. Brand trailing involves designing a program of measurement that is perfect on a regular schedule to allow for trend summary and comparison.Some of the key metrics that are involved in trailing a brand includeBr and awareness and familiarityBrand perceptionsBrand positioningDeli precise on brand promisePerceptions of competitive brandsWhat are merchandising confirmatorys?merchandising indirects consists of printed materials that describe a business and its products and services. Marketing collateral includes brochures, posters, banners, standees and other printed materials produced by or for an organization.Types of the trade collaterals used in HDFC bank are displayed as followsMARKETING COLLATERALSWINDOW GLAZINGTENT CARDSLCD TVSTANDEEBANNERLEAFLETSPOSTERNOTICE boardDESCRIPTION OF THE PROJECTImpact of merchandising collaterals in differentiateesEvery bank has several forkes spread wide all over. As we enter a tell we witness many informative items such as banners, posters, standees, leaflets, windowpane glazing, etc. These are known as market collaterals. These collaterals are plant up with the role of being read and used by any individual, customer or non-customer, whosoever en ters the outset for whatever purpose. They carry information regarding new offers, schemes, rates, changes in banking operations, RBI implications, list of services provided, etc. These are meant to snap customer attention and to probe them into enquiring round(predicate)(predicate) the information displayed. It not merely cooperates in improving gross revenue opportunities but also helps in spread information about the bank and its services.By observing and regarding how stiff these collaterals actually are, we could do a hail-benefit compendium and also provide recommendations on improving the lastingness and usefulness of these collaterals by qualification desired modifications. The leap out involves observing visitors and also employ questionnaires to refer the effective usage of trade collaterals in the starting timees of HDFC bank spread over Mumbai city.Brand track of HDFC bank in semi-urban regions of IndiaA brand is defined as a name, term, sign, symb ol or design or a combination of them, intended to identify the goods or services of one seller or a host of sellers and to differentiate them from those of competitors.It is very difficult to understand the perception that people have about a particular brand. The role of brand bring in is to superintend the health and the value of a particular brand. It can tell you preferably reliably how are the brand performing and what is the image of the brand, as comprehend by the people. Brand bring in can point out the reasons why a brand is not performing well and can also recommend suggestions on improving the brand image.In this throw up, I leave alone be victimisation questionnaires to interview already existing customers as well as non-customers in semi-urban areas of selected cities of India about how they feel about HDFC bank and its services. Interviews would be done face-to-face or door-to-door. Analysis go out be make from the selective information obtained and the curr ent brand image in the minds of people can be formed. Accordingly, suggestions can be provided on how the brand image can be improvised.OBJECTIVES OF THE PROJECTImpact of selling collaterals in outsetesHDFC bank has 1780 ramificationes and 5231 ATMs in 833 Indian towns and cities. Every fork has several marketing collaterals placed with the inclination of bedspread awareness about the bank and for improving sales. HDFC bank incurs expenses to install up these marketing collaterals. If the collaterals do not help the bank up to the desired extent at which the bank requires then it is considered that the bank is making losses on these marketing collaterals. The core mark of this project is to field of force the usefulness of marketing collaterals and to identify the obstacles that are faced by the customer/visitor in utilizing these collaterals. Thus, changes can be suggested in order to mend the utility of these marketing collaterals.Brand bring in of HDFC bank in semi-urb an regions of IndiaA brand plays a very vital role in the sales of any company. The image that people have about a legitimate brand influences them to make decision regarding whether to use a certain product or service of that particular brand. Thus, in order to remedy sales, it is very important to improve the brands image in the minds of people. Brand tracking is a methodology which helps in tracking and identifying the brands image i.e. what people compass about the particular company. Identifying the brands image is very helpful in placing marketing strategies. The objective of this project is to track the image of HDFC bank in the minds of its customers as well as non-customers in semi-urban markets of India and identifying the banks brand position as compared to its competitors.BENEFITS TO THE ORGANIZATIONWith the help of this bailiwick, HDFC Bank can identify how a great deal impact its severally marketing collaterals has on the customers and which are the collaterals w hich are not helpful or move over to pull enquiries from the customers. Also the reason behind the collaterals not being cute are found out and accordingly modifications are suggested. Thus, the posture of the marketing collaterals at various distinguishes of Mumbai city can be increased.The brand tracking bailiwick would help HDFC Bank to identify what people in semi-urban regions perceive about it. Also it can know where it stands as compared to its competitors and what people understand about HDFC Banks local taglines. The brand awareness, visibility, likability and its recall value is calculated. Future marketing strategies can be designed using this information.Apart from these core objectives, HDFC Bank can also use the entropybase collected by the survey for generating leads and other such purposes.LIMITATIONS OF THE STUDYAs the method of communication used for the survey is face-to-face or door-to-door, the limitations include limited geographical flexibility, high c ost and difficulty in call back or follow-up.The entire surveys, question, synopsis and decisions are ground on the primary info collected by interviewing people from different cities. So the project is highly reliable on the perceptions, thoughts and judgments of people, which are ever changing. Also measuring the cognitive, affective and behavioural components of an locating is a limitation.The project on brand tracking is limited to the semi-urban regions of India and does not include the urban cities.RESEARCH PROCESS ADOPTEDBoth the projects that have been selected are research establish projects. To study the impact of marketing collaterals in the partes of HDFC bank in Mumbai city as well as for tracking the image of HDFC bank in semi-urban regions, a research had to be do which followed a process that is divided in 7 steps which are as followsThe entire research process has been designed keeping these 7 steps in mind. Accordingly, a schedule was formed and the stipula ted time ashes was decided to complete the tasks of the schedule. This helped complete the projects in a smooth and consistently planned manner.THE SCHEDULE OF TASKS IS AS FOLLOWSMETHODOLGY USEDThe methodology adopted for researching on both the projects is by collecting primary entropy through questionnaire method. Customers as well as non-customers are interviewed using questionnaires on face-to-face solid ground by visiting different semi-urban regions of a few cities where HDFC bank has its branches situated at. Data collected from questionnaires will be used in per centumage form as the primary entropy for making analysis.It is a soused research methodology based on a perception based survey which would include parameters like brand awareness, brand image/perception, brand recall value, brand performance and brand association.The process for preparing the questionnaires for the brand tracking survey is by interviewing 100 people (random sampling) on what they feel are i mportant attributes or features that they look for while selecting a bank for possible action a CASA account. The next step is to select the features that have been desired by maximum number of people asked. These features are to be included in the questionnaire along with the other questions for tracking the brand image of HDFC bank. By multiplying the govern given by interviewees to the importance level of the attribute, a clear idea can be drawn as to where HDFC bank stands as compared to its competitors and in which areas the bank need to work upon. Also, the local taglines of HDFC Bank in different cities for example, Gujarati in Surat, Marathi in Aurangabad and so on has been included in the questionnaire for indentifying the arrangement that people, of that particular region, have about the local tagline.In order to take aim the questionnaire to study the impact of marketing collaterals in branches, the well-nigh common marketing collaterals have been identified and incl uded. The questionnaires are bring ind with the aim of identifying the importance and effectiveness of severally marketing collateral and the problems faced by the visitors in using these collaterals. For providing more clarity, both the questionnaires prepared are attached with this report.The entire data derived from the questionnaires regarding both the projects, is coded and saved in pass sheets so that it can be included in the banks MIS and can be used by the bank in future whenever required.CITIES AND BRANCHES VISITED TILL DATELists of cities that have been visited for Brand introduce of HDFC Bank is as follows1) AurangabadPeople outside the branches of HDFC banks competitors i.e. ICICI bank, SBI and AXIS bank were interviewed using questionnaires that were prepared.2) SuratSemi-urban regions near Surat city were visited i.e. Bardoli and Amroli.3) Madhya PradeshSemi-urban regions of M.P were visited i.e. Khandwa and Harda.4) RajkotSemi-urban regions of Rajkot were visited i.e. Wankaner, Metoda and Una.A list of branches of HDFC Bank in Mumbai that were visited to precede the study on impact of marketing collaterals in branches is as followsHughes lane branchSandoz house branchKhar lane branchBorivali branchVashi branchAndheri branchSanpada branchZaveri branchAPMC 2 branchKandivili branch pass by sheets containing the entire information of the cities and branches visited along with the data collected is attached with this report. info FINDINGS OF MARKETING COLLATERALS SURVEYList of branches visitedHughes Road branchSandoz house branchKhar Road branchBorivali branchVashi branchAndheri branchSanpada branchZaveri branchAPMC 2 branchKandivili branchTotal number of people interviewed two hundredData collected is as follows1) How often do you visit the branch?a) Very often 48%b) Less often 28%c) rarely 24%2) How much time do you spend in the branch at every visit?a) 5 to 10 minutes 17.5%b) 10 to 15 minutes 34%c) 15 to 20 minutes 20.5%d) precedi ng(prenominal) 20 minutes 28%3) Which of the following collaterals attract your attention the to the highest degree?4) Do you often spend time reading these collaterals?a) Yes 67.5%b) No 32.5%5) Do you find it easy to read them?a) Yes 94%b) No 6%6) If yes, does it aim you to inquire about it?a) Yes 75.5%b) No 24.5%7) If no, what are the obstacles that prevent you from reading it?a) fixing of the collateral 2.5%b) Font size/colour 2%c) Too much text matter 12%d) Language 0.5%e) Other issues 6%f) No issues 77% info FINDINGS ON BRAND TRACKINGCities VisitedAurangabad, Surat (Bardoli and Amroli), Madhya Pradesh (Khandwa and Harda) and Rajkot (Una, Wankaner and Metoda)Total turn of peopleinterviewed200Data collected is as follows(The data provided is divided into common chord sections i.e. in terms of all the data collected, data collected from customers and data collected from non-customers)1) Banks that the people were aware about are as follows every last(predicate) da taHDFC bank 26.3%ICICI bank 21.8%State Bank of India 18% axis bank 15%Other 18.8%CustomersHDFC bank 28.57%ICICI bank 19.72%State Bank of India 16.32% axis bank 12.92%Other 22.44%Non-customersHDFC bank 25.60%ICICI bank 22.51%State Bank of India 18.54%Axis bank 15.67%Other 17.66%2) Public opinion about each bank with regards to the attributes mentioned as followsa) Trust altogether dataCustomersNon-Customersb) Customer well-disposed staffAll dataCustomersNon-customersc) Speed of servicesAll dataCustomersRanksICICIHDFCSBIAXISImpact of Marketing Collateral in BanksImpact of Marketing Collateral in BanksINTRODUCTIONAbout HDFC BankHDFC Bank was incorporated in August 1994, and, currently has a nationwide network of 2000 Branches and 5,471 ATMs in 996 Indian towns and cities.Differentiate to leadTrust is a bankers greatest bills and a great banking and financial services brand can be built only on a strong foundation of trust. That middling much has been HDFC banks story as it emerged from the image of a state owned housing finance corporation to a slick new age universal bank. Incorporated in 1994, the banks contribution to the bustle of post repose has been incredible.The banks service offerings include a spectrum of innovative products in retail banking, wholesale banking, the capital markets and many more areas growing consistently at 25-30 percent for over a decade. This has been driven by HDFC banks decision to adopt technology as its backbone. Not only did the technological revolution cut down costs but most significantly it enhanced the customer experience. The experience fostered trust and confidence among customers and the virtuous feedback loop catapulted HDFC bank into the league of selected private sector banks in the country.HDFC banks biggest differentiator from others is its robust set of policies that they worked on backed by quality service. Clear de-risking policies in a high risk Indian market have paid rich dividends to a bran d run with great vision and strategy. When others concentrated on numbers, HDFC bank concentrated on quality. That made them an extremely respected bank to deal with.Power CreationWith the vision of being one-stop financial superstore in mind, the bank operates in three segments Personal Banking, Wholesale Banking, and NRI Services. The Personal Banking segments provides various deposit products, exclusive banking for high net-worth individuals including Wealth Advisory, Private banking and Personal loans such as auto, personal, home, gold, business loans and more. This segment also is the distribution point for third society financial products, such as Mutual Funds and Insurance. In the space of Personal Banking, HDFC banks credit Cards are also enormously trusted. hither as well some well-crafted strategies of the past have yielded brilliant results for the bank. mavin of the key success factors for HDFC bank is clear de-risked business strategies that not only ensure the right revenue inflow but a hard-core customer base. The Wholesale Banking segment provides loan and transaction services to large corporate organizations, emerging corporate organizations, small and medium enterprises and institutional customers. It also offers deposit and transaction banking products, working capital and term finance, foreign fill in products and the like. Other services include trade services, cash management, money market, custodial, tax collection and electronic banking. In addition, it provides correspondent bank services to co-operative banks, private banks, foreign banks and regional rural banks and investment services for non-resident Indians.Communication schemeThe positioning strategy in recent years has been to position the bank as a one-stop financial supermarket. The objective of the communication has not just been acquisition of new customers, but also creating product awareness, enhancing usage and providing value-adds to customers. The campaigns from HD FC bank have always focused on that and their tagline We Understand Your World only carries the legacy forward. Advertisement campaigns are aimed at highlighting how a product fulfils an identified customer need. The communication showcases the customer benefit first showcasing the banks commitment towards excellence in customer service facilitated through various means, particularly technology. The bank also compliments its visual media presence with below the line activities including innovative programmes such as the Merits Scholarship plan which received high acclamation.Magical factorsAs a brand, HDFC bank remains committed to India and enhancing the financial service space for everyone in the country. HDFC bank plans to bring financial viability in the next five years to 10 million families at the back end of the pyramid through supporting microfinance programmes which can be driven by the bank through self help groups rather than just relying on microfinance institutions. T he relentless pursuit of efficiency through technology also makes the bank a customer favourite. Their latest innovation is the My Favourite features at ATMs which help customers reduce the time they spend at the ATM. The feature enables the consumer to customize his most often used withdrawal amount thereby speeding up the process by about 40%. It is the focus on diminished things also that has made HDFC bank such a customer centric bank and is the heart and soul of the brand.Brand EthosHDFC bank has always been about making customers comfortable thereby earning their trust. Whether it is through offering transparent products with no hidden fine print or through technological enhancements, HDFC bank has always paid attention to understand customer needs, reinforcing the trust it holds among customers. Its current tagline We Understand Your World is only apt in the sense that if theres one word youd like to associate with HDFC bank it has to be savvy.What is a Brand?The word bran d is derived from the Old Norse brandr meaning to burn. It refers to the practice of producers burning at the stake their mark (or brand) onto their products.When the technique of branding first started, it was meant to make identifying and differentiating a product easier. Over time, brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand. Today, brand plays a much bigger role. Brands have been co-opted as powerful symbols in larger debates about economics, social issues, and politics. The power of brands to communicate a complex message quickly, with horny impact and the ability of brands to attract media attention makes them an ideal tool in the hands of activists.Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and relates to key constituencies i.e. customers, staff, partners, investors etc.Brand identity and imag eBrand identity is the outward expression of a brand, including its name, trademark, communication theory and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organization, product or service. This is in ancestry to the brand image, which is a customers mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identityBrand awarenessBrand awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo and jingles etc., to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.Brand TrackingThe role of brand tracking methodologies is to monitor the health and the value of your brands. These are the business equivalent of taking your temperature or reading your pulse they can tell you quite reliably (within statistically-dictated tolerances) whether you are ill or well, and even how ill or how well. They can also point to certain symptoms. However, if you want to know how to get better, you may have to go to see a doctor (or, in this case, a consultant/marketing research agency using sophisticated diagnostic and prognostic techniques)Effective brand management relies on getting timely and accurate information from the lay audiences. Brand tracking involves designing a program of measurement that is terminate on a regular schedule to allow for trend analysis and comparison.Some of the key metrics that are involved in tracking a brand includeBrand awareness an d familiarityBrand perceptionsBrand positioningDelivery on brand promisePerceptions of competitive brandsWhat are marketing collaterals?Marketing collaterals consists of printed materials that describe a business and its products and services. Marketing collateral includes brochures, posters, banners, standees and other printed materials produced by or for an organization.Types of the marketing collaterals used in HDFC bank are displayed as followsMARKETING COLLATERALSWINDOW GLAZINGTENT CARDSLCD TVSTANDEEBANNERLEAFLETSPOSTERNOTICE senesceDESCRIPTION OF THE PROJECTImpact of marketing collaterals in branchesEvery bank has several branches spread wide all over. As we enter a branch we witness many informative items such as banners, posters, standees, leaflets, window glazing, etc. These are known as marketing collaterals. These collaterals are put up with the intention of being read and used by every individual, customer or non-customer, whosoever enters the branch for whatever purpos e. They carry information regarding new offers, schemes, rates, changes in banking operations, RBI implications, list of services provided, etc. These are meant to kidnapping customer attention and to probe them into enquiring about the information displayed. It not only helps in improving sales opportunities but also helps in spreading information about the bank and its services.By observing and studying how effective these collaterals actually are, we could do a cost-benefit analysis and also provide recommendations on improving the effectiveness and usefulness of these collaterals by making desired modifications. The project involves observing visitors and also using questionnaires to identify the effective usage of marketing collaterals in the branches of HDFC bank spread over Mumbai city.Brand tracking of HDFC bank in semi-urban regions of IndiaA brand is defined as a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.It is very difficult to understand the perception that people have about a particular brand. The role of brand tracking is to monitor the health and the value of a particular brand. It can tell you quite reliably how are the brand performing and what is the image of the brand, as perceive by the people. Brand tracking can point out the reasons why a brand is not performing well and can also recommend suggestions on improving the brand image.In this project, I will be using questionnaires to interview already existing customers as well as non-customers in semi-urban areas of selected cities of India about how they feel about HDFC bank and its services. Interviews would be done face-to-face or door-to-door. Analysis will be made from the data obtained and the current brand image in the minds of people can be formed. Accordingly, suggestions can be provided on how the brand image can be improvised.OBJECT IVES OF THE PROJECTImpact of marketing collaterals in branchesHDFC bank has 1780 branches and 5231 ATMs in 833 Indian towns and cities. Every branch has several marketing collaterals placed with the intention of spreading awareness about the bank and for improving sales. HDFC bank incurs expenses to put up these marketing collaterals. If the collaterals do not help the bank up to the desired extent at which the bank requires then it is considered that the bank is making losses on these marketing collaterals. The core objective of this project is to study the usefulness of marketing collaterals and to identify the obstacles that are faced by the customer/visitor in utilizing these collaterals. Thus, changes can be suggested in order to improve the utility of these marketing collaterals.Brand tracking of HDFC bank in semi-urban regions of IndiaA brand plays a very vital role in the sales of any company. The image that people have about a certain brand influences them to make decision regarding whether to use a certain product or service of that particular brand. Thus, in order to improve sales, it is very important to improve the brands image in the minds of people. Brand tracking is a methodology which helps in tracking and identifying the brands image i.e. what people perceive about the particular company. Identifying the brands image is very helpful in placing marketing strategies. The objective of this project is to track the image of HDFC bank in the minds of its customers as well as non-customers in semi-urban markets of India and identifying the banks brand position as compared to its competitors.BENEFITS TO THE ORGANIZATIONWith the help of this survey, HDFC Bank can identify how much impact its each marketing collaterals has on the customers and which are the collaterals which are not helpful or break to induce enquiries from the customers. Also the reason behind the collaterals not being attractive are found out and accordingly modifications are sugges ted. Thus, the effectiveness of the marketing collaterals at various branches of Mumbai city can be increased.The brand tracking survey would help HDFC Bank to identify what people in semi-urban regions perceive about it. Also it can know where it stands as compared to its competitors and what people understand about HDFC Banks local taglines. The brand awareness, visibility, likability and its recall value is calculated. Future marketing strategies can be designed using this information.Apart from these core objectives, HDFC Bank can also use the database collected by the survey for generating leads and other such purposes.LIMITATIONS OF THE STUDYAs the method of communication used for the survey is face-to-face or door-to-door, the limitations include limited geographical flexibility, high cost and difficulty in call back or follow-up.The entire surveys, research, analysis and decisions are based on the primary data collected by interviewing people from different cities. So the pr oject is highly reliable on the perceptions, thoughts and ideas of people, which are ever changing. Also measuring the cognitive, affective and behavioural components of an bearing is a limitation.The project on brand tracking is limited to the semi-urban regions of India and does not include the urban cities.RESEARCH PROCESS ADOPTEDBoth the projects that have been selected are research based projects. To study the impact of marketing collaterals in the branches of HDFC bank in Mumbai city as well as for tracking the image of HDFC bank in semi-urban regions, a research had to be made which followed a process that is divided in 7 steps which are as followsThe entire research process has been designed keeping these 7 steps in mind. Accordingly, a schedule was formed and the stipulated time remains was decided to complete the tasks of the schedule. This helped complete the projects in a smooth and systematically planned manner.THE SCHEDULE OF TASKS IS AS FOLLOWSMETHODOLGY USEDThe met hodology adopted for researching on both the projects is by collecting primary data through questionnaire method. Customers as well as non-customers are interviewed using questionnaires on face-to-face reason by visiting different semi-urban regions of a few cities where HDFC bank has its branches turn up at. Data collected from questionnaires will be used in lot form as the primary data for making analysis.It is a sloshed research methodology based on a perception based survey which would include parameters like brand awareness, brand image/perception, brand recall value, brand performance and brand association.The process for preparing the questionnaires for the brand tracking survey is by interviewing 100 people (random sampling) on what they feel are important attributes or features that they look for while selecting a bank for coal scuttle a CASA account. The next step is to select the features that have been desired by maximum number of people asked. These features are to be included in the questionnaire along with the other questions for tracking the brand image of HDFC bank. By multiplying the circle given by interviewees to the importance level of the attribute, a clear idea can be drawn as to where HDFC bank stands as compared to its competitors and in which areas the bank need to work upon. Also, the local taglines of HDFC Bank in different cities for example, Gujarati in Surat, Marathi in Aurangabad and so on has been included in the questionnaire for indentifying the understanding that people, of that particular region, have about the local tagline.In order to prepare the questionnaire to study the impact of marketing collaterals in branches, the most common marketing collaterals have been identified and included. The questionnaires are prepared with the aim of identifying the importance and effectiveness of each marketing collateral and the problems faced by the visitors in using these collaterals. For providing more clarity, both the quest ionnaires prepared are attached with this report.The entire data derived from the questionnaires regarding both the projects, is coded and saved in EXCEL sheets so that it can be included in the banks MIS and can be used by the bank in future whenever required.CITIES AND BRANCHES VISITED TILL DATELists of cities that have been visited for Brand Tracking of HDFC Bank is as follows1) AurangabadPeople outside the branches of HDFC banks competitors i.e. ICICI bank, SBI and AXIS bank were interviewed using questionnaires that were prepared.2) SuratSemi-urban regions near Surat city were visited i.e. Bardoli and Amroli.3) Madhya PradeshSemi-urban regions of M.P were visited i.e. Khandwa and Harda.4) RajkotSemi-urban regions of Rajkot were visited i.e. Wankaner, Metoda and Una.A list of branches of HDFC Bank in Mumbai that were visited to withdraw the study on impact of marketing collaterals in branches is as followsHughes Road branchSandoz house branchKhar Road branchBorivali branchVashi branchAndheri branchSanpada branchZaveri branchAPMC 2 branchKandivili branchEXCEL sheets containing the entire information of the cities and branches visited along with the data collected is attached with this report.DATA FINDINGS OF MARKETING COLLATERALS SURVEYList of branches visitedHughes Road branchSandoz house branchKhar Road branchBorivali branchVashi branchAndheri branchSanpada branchZaveri branchAPMC 2 branchKandivili branchTotal number of people interviewed 200Data collected is as follows1) How often do you visit the branch?a) Very often 48%b) Less often 28%c) rarely 24%2) How much time do you spend in the branch at every visit?a) 5 to 10 minutes 17.5%b) 10 to 15 minutes 34%c) 15 to 20 minutes 20.5%d) to a higher place 20 minutes 28%3) Which of the following collaterals attract your attention the most?4) Do you often spend time reading these collaterals?a) Yes 67.5%b) No 32.5%5) Do you find it easy to read them?a) Yes 94%b) No 6%6) If yes, does it induce you t o inquire about it?a) Yes 75.5%b) No 24.5%7) If no, what are the obstacles that prevent you from reading it?a) locating of the collateral 2.5%b) Font size/colour 2%c) Too much text matter 12%d) Language 0.5%e) Other issues 6%f) No issues 77%DATA FINDINGS ON BRAND TRACKINGCities VisitedAurangabad, Surat (Bardoli and Amroli), Madhya Pradesh (Khandwa and Harda) and Rajkot (Una, Wankaner and Metoda)Total enactment of peopleinterviewed200Data collected is as follows(The data provided is divided into three sections i.e. in terms of all the data collected, data collected from customers and data collected from non-customers)1) Banks that the people were aware about are as followsAll dataHDFC bank 26.3%ICICI bank 21.8%State Bank of India 18%Axis bank 15%Other 18.8%CustomersHDFC bank 28.57%ICICI bank 19.72%State Bank of India 16.32%Axis bank 12.92%Other 22.44%Non-customersHDFC bank 25.60%ICICI bank 22.51%State Bank of India 18.54%Axis bank 15.67%Other 17.66%2) Public opinion about each bank with regards to the attributes mentioned as followsa) TrustAll dataCustomersNon-Customersb) Customer kindly staffAll dataCustomersNon-customersc) Speed of servicesAll dataCustomersRanksICICIHDFCSBIAXIS