A Report on Organizational Study and Study of Below the Line Marketing activities of ING Vysya Bank, Bangalore Submitted in Partial fulfillment for the award of Masters in Business Administration of Bangalore University Submitted by K. Rashmi Reg. No: 05XQCM6035 Under the Guidance and Supervision of Prof. Nandini Vaidyanathan M.P.BIRLA INSTITUTE OF MANAGEMENT ASSOCIATES WITH BHARATIYA VIDYA BHAVAN #43.RACE COURSE ROAD, BANGALORE-560001 2005-07
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A Report on Organizational Study and Study of Below the Line Marketing activities of
ING Vysya Bank, Bangalore
Submitted in Partial fulfillment for the award of
Masters in Business Administration of Bangalore University
Submitted by K. Rashmi
Reg. No: 05XQCM6035
Under the Guidance and Supervision of Prof. Nandini Vaidyanathan
M.P.BIRLA INSTITUTE OF MANAGEMENT ASSOCIATES WITH BHARATIYA VIDYA BHAVAN
#43.RACE COURSE ROAD, BANGALORE-560001
2005-07
id22078843 pdfMachine by Broadgun Software - a great PDF writer! - a great PDF creator! - http://www.pdfmachine.com http://www.broadgun.com
M. P. Birla Institute of Management. 2
PRINCIPAL�s CERTIFICATE
This is to certify the internship project report entitled
�AN ORGANISATIONAL STUDY� AT ING VYSYA Bank and the project
titled �Study of Below the Line Marketing activities of ING Vysya Bank�
has been prepared by K. Rashmi bearing the registration No. 05XQCM6035
under the guidance and supervision of Prof. Nandini Vaidyanathan of M. P. Birla
Institute of Management (Associate Bharatiya Vidya Bhavan), Bangalore. This
has not formed the basis for the award of any degree/ diploma for any university.
Place: Bangalore Principal
Date: 07/10/2006 (Dr. N. S. Malavalli)
M. P. Birla Institute of Management. 3
GUIDE�s CERTIFICATE This is to certify that the Internship Project Report entitled
�An Organization Study� at ING Vysya Bank and the project titled �Study of
Below the Line Marketing activities of ING Vysya Bank� done by
K. Rashmi bearing Registration No.05XQCM6035 is a bonafide work done
under my guidance during the academic year 2005-06 in partial fulfillment of the
requirement for the award of MBA degree by Bangalore University. To the best
of my knowledge this report has not formed the basis for the award of any other
degree.
Place: Bangalore Prof. Nandini Vaidyanathan
Date: 07/10/2006
M. P. Birla Institute of Management. 4
Company Certificate
M. P. Birla Institute of Management. 5
DECLARATION
I hereby, declare that this internship report entitled
�An Organization Study� at ING Vysya Bank and the project titled �Study
of Below the Line Marketing activities of ING Vysya Bank� submitted in
partial fulfillment for the award of Master of Business Administration of
Bangalore University is a record of independent work carried out by me under
the guidance of Prof. Nandini Vaidyanathan faculty member, M. P. Birla Institute
of Management Studies, Bangalore.
I also declare that this report is a result of my own effort and has not been
submitted earlier for the award of any degree or diploma of Bangalore University
or any other University.
Place: Bangalore K. Rashmi
Date: 07/10/2006 REGD.NO: 05XQCM6035
M. P. Birla Institute of Management. 6
ACKNOWLEDGEMENT
It is my special privilege to extend words of thanks to all of them who have
helped me and encouraged me in completing the internship successfully.
I owe a special debt of gratitude to Mr. Alok Duggal, Head Marketing &
Projects- Liabilities, ING Vysya House who has been kind enough to permit me
to take up INTERNSHIP STUDY at ING VYSYA BANK LTD. and guide me
constantly throughout my project.
I extend my sincere gratitude to Mr. Vishal Bhan, (HR) ING Vysya House for
giving me the opportunity to do the project at ING Vysya Bank.
I am indebted to my internal guide Prof. Nandini Vaidyanathan for her
encouragement and support for the completion of study.
I extend my sincere gratitude to our Principal Mr. Nagesh Malavalli.
I also wish to express my gratitude to every one who directly and indirectly
helped me through this Internship.
M. P. Birla Institute of Management. 7
Executive summary
The MBA course offered by the Bangalore University has its own unique syllabus which
requires its MBA students to undertake an internship with any of the leading business houses
for a period ranging from 6 weeks to 8 weeks during the second semester. The purpose of this
internship is to enable the students to appreciate and understand the nuances of the practical
world vis-à-vis the theoretical input administered during regular academic sessions. This helps
in creating Managers who are equipped with the experience of linking the theoretical inputs
with those of practical exposure and come out with creative solutions / ideas in enhancing the
business In partial fulfillment of MBA degree of Bangalore University I took up an
Organizational Study at ING Vysya Bank, and a study about its Below the Line Marketing
activities.
The field of consumer behavior studies how individuals, groups and organization select, buy,
use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. The
banking industry worldwide has been showing steady progress since 2002. In India total asset
size of the retail banking industry grew at a rate of 120% to reach a value of $66 billion in
2005. This growth in retail banking sector has helped in the growth of the overall banking
sector. This Project deals with Organization study of ING Vysya Bank and Study of its Below
the line marketing activities analysis with respect to ING Vysya Bank�. Below the line activity
is loosely classified as non-media advertising. a trade exhibition or a sponsored sports event,
this is referred to as �below the line� activity. BTL is necessary
When Buyer awareness of the product is low and When Industry sales are rising rather than
remaining stable or declining and when The product has features which are not obvious to the
buyer and when ever the opportunities for product differentiation are strong., And when ever a
new product or a service is launched.
M. P. Birla Institute of Management. 8
Contents
S. No Page No. Part A
1 About ING Vysya Bank 10 2 Milestones 11 3 Vision 12 4 Introduction to Indian banking system 13 5 Origin of ING Group 14 6 Performance of Bank over decades 16 7 ING Vysya reach and coverage in India 8. Organization structure 20 9. Functional departments 25
10. Practices followed by branches 39 11. Financial results 40 12. Other key Initiatives 47 13. SWOT analysis 48
Part B 49 14 Topic- Study of Below the Line Marketing activities
of ING Vysya Bank
50
16. Objectives and Limitations of the study 51 17. Industry profile- Retail banking 52 18. Forms of advertising and their advantages and
disadvantages 55
19. Marketing communication process 57 20. Difference between Above the Line and Below the line 58 21 Various Products for which BTL is done 59 22 Regions where BTL activity has been done 71 23 Sales Process 78 24 Tangible benefits 79 25 Recommendations 80 26 Bibliography 81
M. P. Birla Institute of Management. 9
Part A About ING Vysya Bank
M. P. Birla Institute of Management. 10
ING Vysya Bank Ltd., is an entity formed with the coming together of erstwhile, Vysya Bank
Ltd, a premier bank in the Indian Private Sector and a global financial powerhouse, ING of
Dutch origin, during Oct 2002.
The origin of the erstwhile Vysya Bank was pretty humble. It was in the year 1930 that a team
of visionaries came together to found a bank that would extend a helping hand to those who
weren't privileged enough to enjoy banking services.
It's been a long journey since then and the Bank has grown in size and stature to encompass
every area of present-day banking activity and has carved a distinct identity of being India's
Premier Private Sector Bank.
In 1980, the Bank completed fifty years of service to the nation and post 1985; the Bank made
rapid strides to reach the coveted position of being the number one private sector bank. In
1990, the bank completed its Diamond Jubilee year. At the Diamond Jubilee Celebrations, the
then Finance Minister Prof. Madhu Dandavate, had termed the performance of the bank
'Stupendous'. The year of 2005 was the 75th anniversary or Platinum Jubilee year.
M. P. Birla Institute of Management. 11
Milestones of the Bank 1930 Set up in Bangalore 1948 Scheduled Bank 1985 Largest Private Sector Bank 1987 The Vysya Bank Leasing Ltd. Commenced 1988 Pioneered the concept of Co branding of Credit Cards 1990 Promoted Vysya Bank Housing Finance Ltd. 1992 Deposits cross Rs.1000 crores 1993 Number of Branches crossed 300
1996 Signs Strategic Alliance with BBL., Belgium. Two National Awards by Gem & Jewellery Export Promotion Council for excellent performance in Export Promotion
1998
Cash Management Services, & commissioning of VSAT. Golden Peacock Award - for the best HR Practices by Institute of Directors. Rated as Best Domestic Bank in India by Global Finance (International Financial Journal - June 1998) State -of - the -art Date Centre at ITPL, Bangalore.
2000 RBI clears setting up of ING Vysya Life Insurance Company 2001 ING-Vysya commenced life insurance business.
2002
The Bank launched a range of products & services like the Vys Vyapar Plus, the range of loan schemes for traders, ATM services, Smartserv, personal assistant service, Save & Secure, an account that provides accident hospitalization and insurance cover, Sambandh, the International Debit Card and the mi-b@nk net banking service.
2002 ING takes over the Management of the Bank from October 7th , 2002
2002 RBI clears the new name of the Bank as ING Vysya Bank Ltd, vide their letter of 17.12.02
2003 Introduced customer friendly products like Orange Savings, Orange Current and Protected Home Loans
2004 Introduced Protected Home Loans - a housing loan product
2005 Introduced Solo - My Own Account for youth and Customer Service Line � Phone Banking Service
2006 Saral Savings - No Frills Account for the common man
Vision
M. P. Birla Institute of Management. 12
INTRODUCTION TO INDIAN BANKING SYSTEM
M. P. Birla Institute of Management. 13
The effective growth in Indian economy indicates the efficient banking system in India. The
banking system of India should not only be hassle free but it should be able to meet new
challenges posed by the technology and any other external and internal factors.
For the past three decades India�s banking system has several outstanding achievements to its
credit .The Indian banking system has a large geographic and functional coverage
HISTORY:
The first bank in India, through conservative, was established in 1786. From 1780 till today,
the journey of the Indian banking system can be segregated into three distinct phases. They are:
1. Early phase from 1786 to 1969 of Indian bank.
2. Nationalization of Indian bank and upto1991 prior to Indian banking sector reforms.
3. New phase of Indian banking system with the formulation of Indian financial &
banking sector reforms after 1991.
The origin of ING Group
On the other hand, ING group originated in 1990 from the merger between Nationale �
M. P. Birla Institute of Management. 14
Nederlanden NV the largest Dutch Insurance Company and NMB Post Bank Groep NV.
Combining roots and ambitions, the newly formed company called �Internationale
Nederlanden Group�. Market circles soon abbreviated the name to I-N-G. The company
followed suit by changing the statutory name to �ING Group N.V.�.
Profile
ING has gained recognition for its integrated approach of banking, insurance and asset
management. Furthermore, the company differentiates itself from other financial service
providers by successfully establishing life insurance companies in countries with emerging
economies, such as Korea, Taiwan, Hungary, Poland, Mexico and Chile. Another
specialization is ING Direct, an Internet and direct marketing concept with which ING is
rapidly winning retail market share in mature markets. Finally, ING distinguishes itself
internationally as a provider of �employee benefits�, i.e. arrangements of non wage benefits,
such as pension plans for companies and their employees.
Mission
ING`s mission is to be a leading, global, client-focused, innovative and low-cost provider of
financial services through the distribution channels of the client�s preference in markets where
ING can create value.
The New identity
The immediate benefit to ING Vysya Bank ltd is the pride of having become a member of
M. P. Birla Institute of Management. 15
global financial services giant, with an asset base of 1159 billion euros (Rs.6490 thousand
crores), net profit of 72.10 billion euros (Rs 40.76 thousand crores) as of December 31st 2005.
Further, the presence of the group in over 50 countries, employing over 117000 people, serving
over 60 million customers across the globe, only multiplies the credibility, not only across the
country but also across the globe. The pride of this global identity, the back up of a financial
power house and the status of being the first Indian International bank, would also greatly
enhance productivity, profitability resulting in improved performance for the bank to translate
into higher returns, to all the stake holders.
1 Euro = Rs.56/- (Approx.) PERFORMANCE OF BANK OVER DECADES
M. P. Birla Institute of Management. 16
In terms of pure numbers, the performance over the decades can be better
Quarterly Average Balance of Rs.200/- to be maintained in the account.
Penalty for non-maintenance of QAB will be Rs.45/- per quarter.
Free issue of personalized cheque-book.
Free 4 Cash transactions per month at the base branch through withdrawal slips.
Over and above 4 transactions per month, every additional transaction during the month
will be charged at Rs.20/- per transaction.
Additional value added services at a cost
Debit Card - Rs.100/- per annum.
Internet Banking - Rs.100/- per annum.
Customer Service Line - Rs.100/- per annum.
All AAA cash deposits and withdrawals are charged at Rs.50/- per transaction.
Ad-hoc / Additional statement of accounts will be charged at Rs.50/- per transaction.
Up gradation from any other savings account of the Bank to the Orange Savings
account at no additional cost.
Benefits
Very low quarterly average balance.
Basic banking facilities - with a view of financial inclusion.
For the reach of banking facilities to a vast section of the population.
Benefits of technology extended at a negligible cost.
Eligibility
Individuals above the age of 18.
Customers at Rural & Semi Urban locations.
Guardians on behalf of minors.
Any individual.
Trusts / Societies and Charitable Institutions.
M. P. Birla Institute of Management. 64
Orange current Account Features and benefits
Free remittance limit (DD /PO /PAP /RTGS /EFT / NEFT) of Rs.2 crores per month;
power packed feature with potential to save upto Rs.4.8 lakhs per annum.
Free collection of outstation cheque instruments are to be lodged with ING Vysya Bank
branches at drawee locations, directly.
Free unlimited Net Banking for checking balances in accounts
Free unlimited account to account Funds Transfer in networked branches
Easy anywhere cash deposit and withdrawal (upto specified limit)
Free cash pickup and delivery including access to ING Vysya Bank's state of the art
"Self Bank"
Free personalized cheque book with "At Par" cheque leaves
Free SMS alerts at select locations
Avail safe deposit locker facility (where available) on a preferential basis
Free ATM cum debit card with free access to any ATM of any bank on cirrus network
Free 24 hours Customer Service Line (toll free)
Multiple channels to access your account.
Free standing instructions facility for regular payments and many more� Eligibility
Resident Individuals
Hindu Undivided Families
Sole Proprietorship Firms
Partnership Firms
Limited Companies
Trust Accounts
Association / Clubs / Societies
* It is needed is to maintain an average balance of Rs.1,00,000/- per quarter
M. P. Birla Institute of Management. 65
Advantage current account
Feature and benefits
Free remittance limit (DD/ PO/ PAP/ RTGS/ EFT/ NEFT) of Rs.50 lakhs p.m.; power
packed features with potential to save upto Rs.4.8 lakhs p.a.
Free collection of outstation cheque instruments are to be lodged with ING Vysya Bank
branches at drawee locations, directly.
Free unlimited Net Banking for checking balances in accounts
Free unlimited account to account Funds Transfer in networked branches
Easy anywhere cash deposit and withdrawal (upto specified limit)
Personalized cheque books and personalized payable at par cheques
Free SMS alerts at select locations
Free standing instructions facility * for regular payments
Free ATM cum debit card with access to any ATM, of any bank * on cirrus network
Avail safe deposit locker facility (where available) on a preferential basis
Free 24 hours Customer Service Line (toll free)
Eligibility
Resident Individuals
Hindu Undivided Families
Sole Proprietorship Firms
Partnership Firms
Limited companies
Trust accounts
Association clubs
M. P. Birla Institute of Management. 66
General current accounts
Features and benefits
Access your account from any of the networked branches across India
Deposit cash at any of the branches (networked) across India
International debit card cum ATM card to access your account from the wide network
of ING Vysya bank ATMs and self banking across the country
Enjoy FREE 24- hour Phone Banking and Net Banking facilities that helps you check
your balance and other details
Attractive rates for inter-city/inter-branch transactions (Please refer Service Charges
chart for details)
Utilize a safe deposit locker (available at selected branches) for your valuables and
important documents
Personalized cheque book for enhanced security
Eligibility
Resident Individuals
Hindu Undivided Families
Sole Proprietorship Firms
Partnership Firms
Limited companies
Trust accounts
Association clubs
M. P. Birla Institute of Management. 67
Fixed deposits
Tenor based Rate of Interest � Higher interests can be accrued for longer periods of
deposits
Compounded Interest can be earned by reinvesting the principal amount along with the
interest earned during the period.
Premature withdrawal allowed at a nominal penalty
Option to place deposits in multiples of Rs.1000 as units under Vysunits, enabling
withdrawal as per need, in multiples of Rs.1000.
Higher rate of interest on Fixed Deposits for Senior Citizens
Option to draw interest by way of DD / PO / Credit to own SB account with ING Vysya
Bank, Monthly (at a discount) or Quarterly, as per choice.
Loans upto 90% of the deposit would be available at 2% above the underlying interest
rate on Fixed Deposit.
Nomination facility is available
Free transfer of deposit between branches is available.
Eligibility
Resident Individuals
Hindu Undivided Families.
Sole Proprietorship Firms
Partnership Firms.
Limited Companies.
Trust Accounts / Associations / Clubs
Minors
An Initial deposit of Rs.10000 is required to open a Fixed Deposit
M. P. Birla Institute of Management. 68
Tenor
Minimum 15 days to maximum of 10 years. For deposit above Rs.15 lakhs, the minimum period is 7 days.
Interest rates A. Domestic term deposits
Interest rates (%) per annum for deposits from 01.09.2006
Period For deposits below Rs.15 lakhs
For deposits of Rs.15 lakhs & above & below Rs.1 crore
7 days to 14 days NIL 3.50%
15 days to 45 days 4.50% 4.50%
46 days to 90 days 5.00% 5.25%
91 days to 180 days 6.25% 6.50%
181 days to 224 days 6.50% 6.75%
225 days to one year 7.00% 7.00%
Above one year to less than two years 7.00% 7.00%
Two years to less than three years 7.00% 7.00%
Three years to ten years 7.25% 7.25% For deposits of Rs.1 crore & above, the rates are furnished by the Corporate Office from time to time depending upon the market conditions.
M. P. Birla Institute of Management. 69
The Country operations are divided into 12 regions namely 1. Anantapur 2. Bangalore 3. Chennai 4. Coimbatore 5. Delhi 6. Ernakulam 7. Hubli 8. Hydrabad 9. Kolkata 10. Mumbai 11. Vijaywada 12. Vishakapatnam According to category wise like Metro, Urban, Semi Urban, Rural. There are a total of 422
branches included Extension Counters
12 regions,422 branches
22%
34%
24%
20%
Metro
Urban
Semi Urban
Rural
M. P. Birla Institute of Management. 70
The ideology behind BTL
The main purpose behind BTL is 2C�s that
1. Collect the leads
2. Convert the leads
Reach out maximum people across branches.
Involve the branch people and sales team actively in prompting any new offers and in
increasing the existing customer base
Target a particular segment with the aim of raising a desired set of responses within that
market segment. That is Concentrate only on Solo accounts, when ever the Crowd
around the activity centre is college going or consists of only youth.
Measure the effectiveness of the activity. The effectives of the activity can be measured
by the response generated
Helps in cross selling, that is the activities, showcase various products of ING Vysya
which a customer can choose according to his or her needs.
Increase the customer base. This is the main intention behind BTL ,is to increase the
customer base
Collect the Leads
Convert the leads
M. P. Birla Institute of Management. 71
Regions where BTL activity has been conducted
0
1
2
3
4
5
6
A n a n t a p u r C o i m b a t o r Hu b l i Mu m b a i
N o o f A c t iv it ie s
N o o f A c t iv it ie s
Some of their BTL activities conducted
1. Umbrella stalls
2. Stalls at exhibitions
3. Campaigns for lead collection
4. Distribution of fliers and leaflets
5. Customer Get customer Campaign (Ongoing campaign)
6. Innings with Ponting Campaign (Forthcoming Campaign)
M. P. Birla Institute of Management. 72
1. Umbrella stalls �The sales team puts up the umbrella, ING Vysya, at strategic
locations to solicit enquires and they mainly educate the public about the product
offerings of ING Vysya. They collect the phone numbers of interested people for
following up on the leads
Khar team RMZ Chennai team a. Conducted promo at Khar Education Society, Mumbai on 14th Aug 06. 55 leads of solo and
4 OSB leads were captured. They conducted Promos for 2 days for FD's and OSB near
Khar Station & Other Banks ATM's through which they gathered 30 leads and on spot
closed 2 CA & 2 OSB.
b. Did a promotional activity at RMZ Millenia IT Park, Chennai. This is a recently opened IT
park where the likes of Aviva, Cognizant, Ford and EDS etc have opened their offices.
Stall : umbrella stall
Leads : Collected 50 enquiries
Accounts opened : 5 OSB
M. P. Birla Institute of Management. 73
2. Stalls at exhibitions�
The stalls were put up strategically at the various exhibitions in various cities, generally in
these exhibitions provide a very good opportunity to collect leads and also increase accounts.
a. Participated in Ideal Home Exhibition held in Rathinavel Gounder Kalyana Mandapam
from 21/07/06 - 23/07/06 - 3days .Good numbers of leads were generated at all locations,
where the spot conversions went up to 20 accounts.
On the spot opening : 15 OSB, 3 CA & 2 Solo.
At the exhibition in salem Bhuvaneshwari Trade exhibition b. Bag an Orange Campaign at Bhuvaneswari Trade Fair's Exhibition inauguration on 5th
April
2006.
Crowd : Huge crowd due to pilgrims visiting the temple
3. Campaigns for lead collection: In this type of activity, the main aim is to collect leads, that
is informing people about the various products of ING Vysya and Benefits of Products. The
sales team is very active in this type of campaign because they need to go and approach people
and get the people to be interested in the ING Vysya�s product offerings. Some times when
ever they have this kind of campaign they also conduct a lucky draw of the names and offer
any ING Vysya take away. So as to increase the number of people to participate, the only thing
they expect is to get the lead form filled.
Activity at APMC Market (Vashi) on 5th August. They called the activity as CARPET
BOMBING. The entire sales team went from shop to shop explaining the current account
products and got good response. Fair numbers of leads were generated at the locations
Segment : Traders and business.
Leads : Collected 180 enquiries
Accounts : 7CA, 10 OSB.
M. P. Birla Institute of Management. 75
4. Distribution of fliers: In this type of activity at Vassi, is only to increase the visibility.
They undertook this activity on August 15 and distributed sweets and flags and Fliers
(Information of all ING Vysya products and latest offers).
1. Vassi team did a stall activity and distributed flags and chocolates and fliers.
Segment : General Public
Activity : distributing fliers and flags
Accounts : 6 OSB, 5 OCA (Vassi)
2. Indore team have done promo at Institute of Engineering Science & Management
distributions of fliers was the main agenda and they concentrated only on Solo accounts in this
activity
Segment : Students
Activity : distributing fliers
Accounts : 70 Solo, 6 OSB
M. P. Birla Institute of Management. 76
5. Customer get customer Campaign (Presently on going)
This campaign is aimed at generating leads from existing customers for the Orange Savings account all they need to is to give the names and valid telephone numbers of any three people who would be interested in opening an Orange Savings Account and they automatically qualify for the reward
M. P. Birla Institute of Management. 77
6. Innings with Ponting Campaign (Forthcoming Campaign)
They have an activity with Ricky Ponting in cities of Jaipur, Chandigarh, and Mumbai. Starting
October 11th 2006 which is happening with the main purpose of collecting leads, increasing
brand visibility.
As a part of this activity they have various events happening
1. Leadership meet with Ricky Ponting �Rendezvous� with Ricky
2. Cricketing tips to selected children (children are given a lead slip and asked to fill up, lucky
draw is taken out and 150 lucky children are selected)
M. P. Birla Institute of Management. 78
Sales process
They have a dedicated call center and a toll free line for the customers and potential customers to call. The leads that are collected through various BTL activities are given to the call center teams to do the follow-up. Here they have a concept known as lead nurturing where they nurture the leads that are generated by informing them about the latest offers about various products and various services and features available and encourage them to try a relationship with them. Thus they convert the leads into customer
Lead conversion
Lead Nurturing
Lead Generation
M. P. Birla Institute of Management. 79
Tangible Benefits of BTL activities
Minimal cost Vis-à-Vis Hoarding can be extremely cheap when compared with the cost of hoardings if they have to be put up at strategic locations.
Increased visibility, These BTL activities help in increasing the visibility because they take place at Strategic places and important events.
Word of mouth publicity is generated at every activity Sales Team is motivated to perform better Easily measured response, the response to the activity can be measured easily Quick achievement of objectives , that is the results are immediate Flexible application, The activity can be done as when required .That is when ever a
major event is happening ,A stall can be put up Realistic Facts about BTL
They should fit in with broader corporate objectives. They should be realistic, taking into account internal resources and external
opportunities, threats and constraints. They should be universally known within the company, so that everyone can relate
them to his or her own work and to the broader corporate objectives. They need to be flexible, since all business decisions have to be made in conditions
of partial ignorance. They should be reviewed and adapted from time to time to take account of changing
conditions Factors to be considered for BTL
The amount to be spent on a particular campaign The content and presentation of the advertisement The most appropriate media The frequency of display of advertisements or campaigns Any special geographical customisation of effort The best methods of evaluating the effects of the advertising.
M. P. Birla Institute of Management. 80
Recommendations
1. Presently the activities are concentrated in metros and urban areas only. They should
extend these activities to rural and semi urban areas.
2. They can have a solo month an orange month type of activity where the sales team can
concentrate on a particular type of a/c only. Or alternatively can have a dedicated team for
a particular account which can completely concentrate on the particular target segment
which they want to target.
3. They should have a system in place to check how many of the leads generated are actually
converted into sales. For this they would have to document all the leads collected after a
particular activity before giving the leads to the call center team
4. Concentrate on only those types of activities which have maximum conversions.
5. Document the reasons which the leads, which are not getting converted, are giving for not
starting a relationship with ING Vysya Bank. E.g. X says that �I like this particular feature
of my bank and I am unwilling to change my bank�.
6. Have activities which involve existing customers that is more activities like customer get
customer campaign.
7. They have launched a new facility known as self bank, which is a unique concept and they
should market it aggressively, and include its fliers and information when ever they