MINOR PROJECT REPORT ON

STANDARD CHARTERED BANK

Submitted in partial fulfillment of the requirements
for the award of the degree of

BACHELOR OF BUSINESS
ADMINISTRATION
to

Guru Gobind Singh Indraprastha University,

Delhi

Under the Guidance of:

Submitted by
Ms. Neha Gupta
Tyagi
Professor

Name Shashank
BBA-III Sem

Enrollment No.: 30417001714

Session 2014 17

ACKNOWLEDGEMENT
It is well established fact that behind every achievement lays an
unfathomable sea of gratitude to those who have extended their support and
without whom the project would never have come into existence.
I express my gratitude to Ms. Neha Gupta for providing me an opportunity
to work on this thesis as a part of the curriculum.

(SHASHANK TYAGI)

CONTENTS
Title
Introduction and Company History
Vision, Mission and objectives of a
company
Market Linkages
Financial Linkages
Company Image
Conclusion and Personal Opinion

Page No.

CHAPTER I
INTRODUCTION AND COMPANY
HISTORY

Introduction

Standard Chartered is the worlds leading emerging markets

bank. It employs 32000 people in over 500 offices in more than
56 countries in the Asia Pacific region, South Asia, the Middle
East, Africa, United Kingdom and Americas.

The bank serves both consumer and wholesaler banking

customers. The consumer bank provides credit cards, personal
loans, mortgages, deposit taking activity and wealth
management services to individuals and medium sized
businesses. The wholesale bank provide service to the
multinational, regional and domestic corporate and institutional
clients in trade finance, cash management, custody, lending
foreign exchange, interest rate management and debt capital
markets.

With nearly 150 in emerging markets the bank has unmatched

knowledge and understanding of its customers in its markets.

Standard Chartered recognizes its responsibilities lies to its staf

and to the communities in which it operates.

HISTORY OF STANDARD CHARTERED

Standard Chartered is the worlds leading emerging markets bank

headquartered in London. Its businesses however, have always
been overwhelmingly international. This is the summary of main
events in the history of standard chartered and some of the
organizations with which it merged.

The early years

Standard chartered is named after two banks which merged in
1969. They were originally known as the standard bank of British
South Africa and the chartered bank of India, Australia and china.
Of the two banks, the chartered bank is the older having been
founded in 1853 following the grant of a royal charter from Queen
Victoria. The moving force behind the chartered was a Scott,
James Wilson, who made his fortune in London making hats.
James Wilson went on to start the economists, still one of the
worlds pre-eminent publications. Nine years later, 1962, the
standard bank was founded by a group of businessmen led by
another Scott, John Paterson, who had immigrated to the Cape
Province in South Africa and had become a successful merchant.
Both banks were keen to capitalize on the huge expansion of
trade between Europe, Asia and Africa and to reap the handsome
profits to be made from financing that trade. The chartered bank

opened its first branch in 1858 in Chennai and Mumbai. A branch

opened in shanghai that summer beginning standard chartereds
unbroken presence in china. The following year the chartered
bank opened a branch in Hong Kong and an agency was opened
in Singapore, a privilege to continue to exercise up until the end
of the 19th century. Over the following decades both the standard
bank and the chartered bank printed bank notes in a variety of
countries including chin, south Africa, Zimbabwe, Malaysia and
even during the siege of marketing in south Africa. Today
standard chartered is still one of the three banks, which prints
Hong- Kongs bank notes.

EXPANSION IN AFRICA AND ASIA

The standard bank opened for business in Port Elizabeth, South
Africa in 1863. It pursued a policy of expansion and soon
amalgamated with several other banks including the commercial
bank of Port Elizabeth, the Colesberg bank, the British kafarian
bank and the Fauresmith bank. The standard bank was prominent
in the financing and development of diamond fields of Kimberly in
1867 and later extended its network further north to the new
town of Johannesburg when gold was discovered there in 1885.

Over time half the output of the second largest gold field in the
world passed through the standard bank on its way to London. In
1892 the standard bank opened for business in Zimbabwe and
expanded into Mozambique in 1894, Botswana in 1897, Malawi in
1901, Zambia in 1906, Kenya, Zanzibar and the democratic
republic in Congo in 1911 and Uganda in 1912. Of these new
businesses, Botswana, Zanzibar and the D.R.C. proved the most
difficult and the branches soon closed. A branch in Botswana
opened again in 1934 but lasted only for a year and it was not

until 1950 that the bank reopened for business in Botswana. In

Asia the chartered bank expanded opening offices including
Myanmar in 1862, Pakistan and Indonesia in 1863, they
Philippines in 1872, Malaysia in 1875, Japan in 1880 and Thailand
in 1894. Some 34 years after the chartered bank appointed an
agent in Sri Lanka it opened a branch in 1892 to take advantage
of businesses from the tea and rubber industries. During 1904 a
branch opened in Vietnam. Both the chartered and the standard
bank opened offices in New York and Hamburger in the early
1900s. The chartered bank gaining the first branch license to be
issued to a foreign bank in New York.

STANDARD CHARTERED IN THE 1990s

Even within this period of apparent retrenchment the standard

chartered expanded its network, re-opening in Vietnam in 1990,
Cambodia and Iran in 1992, Tanzania in 1993 and Myanmar in
1995. With opening of branches in Macau and Taiwan in 1983 and
1985 plus a representative office in Laos, the Standard chartered
now has office in every country in the Asia pacific region with the
exception of North Korea. In 1998 standard chartered concluded
the purchase of a controlling interest in Banco exterior de Los
Andes an Andean region bank involved in trade finance. With this
purchase standard chartered now ofers full banking services in
Colombia, Peru and Venezuela. In 1999, standard chartered
acquire the global trade finance businesses of union bank of
Switzerland. This acquisition makes standard chartered one of the
leading clearers of the dollar payment in the U.S.A. standard
chartered also opened a new subsidiary, standard chartered
Nigeria Ltd. in Lagos, acquired 75% of equity of Nakornthon bank

Thailand and agreed terms to acquire 89% of the share capital of

metropolitan bank of Lebanon.

STANDARD CHARTERED TODAY

Today standard chartered is the worlds leading emerging

markets bank employing 30,000 people in 500 offices in more
than 50 countries primarily in countries in Asia pacific region,
south Asia, Middle East, Africa and the Americas.

The new millennium has brought with it two of its largest

acquisition in the history of bank with the purchase of Grindlays
bank from the ANZ group and the acquisition of chase consumer
banking operations in Hong Kong in 2000.

These acquisitions demonstrate standard chartered firm

commitment to the emerging markets, where we have a strong
and established presence and where we see our future growth.

Chapter 2

VISION, MISSION
AND OBJECTIVES OF
A COMPANY

OBJECTIVES
No research is useful if it does not have any research objective.
Research objective tells the researcher as for what kind of
information or results, the research has to be carried out. Without
the research objective, the researcher will not be able to carry out
research and without any research, objective it will not be of any
use.

1.

To examine the working of STANDARD CHARTERED BANK.

2.
To identify and assess customer satisfaction level of the
customers of
STANDARD CHARTERED BANK and to
suggest measures for improvement of services rendered,
depending on the customer satisfaction level.

3.
To understand customer requirement and expectations and
uncover the relationship of STANDARD CHARTERED BANK
services factors & attributes that derive customer loyalty.

4.
Measure STANDARD CHARTERED BANK performance in
each factor and attribute and clearly understand to what extent
customers expectations in the diferent segments are met.

5.
Identify STANDARD CHARTEREDS competitive strengths
and
Weaknesses of each factor foe resource prioritization.

VISION
Strategic Intent
To be a World Class Shared Services Centre for the Standard Chartered
Group.
The best investments are those that can benefit everyone. We are
committed to setting the highest standards for our partners and ourselves.
From community programmes to our choice of corporate partners, the only
way to proceed is to always move forward, together.
Our values underpin all that we are as an organisation. Living them every
day in how we work with our clients, customers, colleagues and local
communities, is an essential part of how we prove we're Here for good.

 Market position is strong

Aggressive foreign bank
Shareholders return has grown more than 7 times
Maintain a position as a leading Asian cash management
provider
Brand SCBs modern and dynamic look appeals to the
growing middle income earners
On of the most profitable MNC in India
Improved product proposition
Better geographic balances
Multi-cultural organization that ofers opportunities to good
managers

MISSION
To create exceptional value for our clients, investors and staf; through
market leadership in providing innovative Leasing Products & Solutions, and
by adopting and living our core values.
Here are some of the missions to pave the way for banks growth in future
run.

Branch expansion for rapid growth

 Increase focus on value creation in whole banking

Improve shareholders return
Build market share in consumer banking as consumer
banking continues to ofer highest potential for growth
Broadening of the demographic base
Tie ups with master card networks
Integrated sales and service approach
Can ofer a complete corporate package into under
proposed corporate relationship

Here are the obtained data of satisfied customers which

shows that how the firm is capitalizing on its mission.

There are some obstructions and hindrances firm is facing on the

path of attaining its mission. Below are some of those:

HDFC, ICICI, ABM-AMBRO, KOTAK and HSBC are dominant

players

 Has disadvantage due to last entry

Fewer locations as compared to other MNC banks
Service delivery reception is weak
IDBI is pitching in quite aggressively
Citibank is expanding in new markets
Competitive products and ofers from ICICI and HDFC
Proposed networking of all branches in next 6 months
Reduced business in OECD business

Core Values

Creative
Creativity belongs to those of us who are excited by challenges and engage
them with fresh thinking and an open mind. Creative thinkers are not limited
by convention but allow their minds to soar beyond predictable solutions.

Responsive
How we respond to our customers will influence their belief in our
commitment to them. A proactive response is often unexpected and more
efective for that. It clearly demonstrates our willingness to go beyond the
expected.

International
As a member of the global village we view the world from the widest
perspective. We are all global citizens and believe the world is full of new
opportunities and exciting possibilities. We also deliver world-class products
and services.

Courageous
Being courageous is about confidently doing what's right. Often the task may
seem insurmountable but with courage and tenacity the odds can be
overcome. A truly courageous act both inspires and builds character.

Trustworthy
Trust is the foundation of every successful relationship. We trust, because we
believe in the sincerity of the promise. Building trust can take forever. Losing
trust takes only moments.

Case Study On Standard Charted Bank Of Pakistan

Mc Donalds (An example of Mission Statement)
Standard Chartered Bank was looking for a tool that would help it analyze
the huge volumes of data captured by its OLTP systems. The objective was
to analyze new business opportunities, provide better customer service, and
boost profitability. by Soutiman Das Gupta

Standard Chartered Bank (SCB) previously used OnLine Transaction

Processing (OLTP) system, which facilitated and managed transactionoriented applications. "The system was reliable but provided little scope for
in-depth customer analysis, which is the key to survive in the fiercely
competitive financial marketplace. It answered the financial queries and
generated reports at a broad portfolio level, which included total earnings,
debt situation, interest income, cost, fee income, and profits," said Sedjwick
John Joseph, Head-Business Intelligence Unit, SCB.
The bank realized that it needed to go a step further and deploy a solution
which it can use to analyze the huge volumes of data captured by its OLTP
systems. The idea was to search for crucial nuggets of information from the
vast amounts of transactional data at its disposal to get the right
information, to the right executive and at the right time. This information can
help a bank take critical business decisions in the dog-eat-dog financial
world.
The bank's IT team looked at the business requirement in detail and deduced
that the organization needed a data warehousing and analytical solution that
would help analyze customer data to enable fact-based decision making in
areas ranging from acquisition and risk management to cross-selling and
portfolio management. After evaluating a number of vendor oferings, SCB
decided to use a suite of products from SAS. It went for the SAS
Customizable CRM Solutions
A better way to understand the bank's need would be to understand its
customer base and the varied services it provides.
SCB has over 2.2 million retail customers and over 1.3 million credit card
customers nationwide. It claims to be the first to launch initiatives like a
Global Credit Card and a Photocard in India. Its products and services include
cash management, custody, lending, foreign exchange, interest rate
management, and debt capital markets for corporates. And credit cards,
personal loans, mortgages, deposit taking activity, wealth management
services to individuals and medium-sized businesses, and mutual funds to
retail customers.
"Our customer base has grown three-fold in the last three years. Such a
fervent pace needed to be supported by efficient management of the huge
volumes of data generated and captured at each touch-point. After all it is

absolutely essential to keep up the bank's unchallenged reputation of

efficiency," said Sedjwick.

Demograpic trend showing the SCB as most preferred bank in

NCR which proves that company is successfully fulfilling its
mission statement.

CHAPTER III
MARKET LINKAGES

Services provided by standard chartered

Through the network of over 500 offices in more than 50
countries, standard chartered ofers personal financial solution
relevant to you as an individual, standard chartered treasure
building a relationship with the customer, developing an
understanding of customers changing financial needs at diferent
stages of your life. Their long heritage of nearly 150 years has
enabled them to change with time, ofering quality products by
means that are convenient to customer.

Standard chartered offer includes:

Personal finance.
Credit cards.
Priority banking.
Investment advisory services.
Personal investments.
Insurance.
Deposits and Retail services
Retail FX products.

1. PERSONAL FINANCE.
Mortgages
In many of the markets where standard chartered operate, especially in key
markets of Hong Kong, Singapore, Malaysia, they are reported to be the
market leader for mortgages. Their experienced and dedicated teams will
guide the individual in every single step to enable him a smooth and hassiefree experience, ofering him rates and repayment packages most suitable,
start by trying our instant approval service.

Unique features:

Low interest rates, option of flat or reducing interest rates.

Low EMI (equated monthly installments).
No hidden costs like processing charge. Everything is done up front.
Quick approval and realization.
Tax benefits.
No unfair collateral demands.
A simple mortgage process.

Personal loans
Standard Chartered bank helps the customer to de in control of
his/her own finances. Personal loans, without any guarantees or
collaterals, are available to customer to meet specific credit needs.
Choose installment loan or Revolving loan, whatever suits best. Whether
planning a vacation, re-decorating home, paying for childs college
education, or simply wish to have a standby line of credit for unforeseen
expenses, Standard Chartered Banks personal loans can help fulfill the
dreams.
Personal loan is specially designed to get the money need in time, without
having to answer unnecessary questions, and without any collateral or
mortgages.

Unique features:
Choose the repayment plan most convenient, ranging from a
compact 12-months period to a comfortable 36-month span.

Free to use the money for renovating house or meeting some

unexpected expenses etc.
No collateral or security.
Quick and easy processing.
2. CREDIT CARDS
Standard Chartered visa and MasterCard credit cards
Standard Chartered credit cards provide financial flexibility, worldwide
acceptance, and round- the- clock convenience.
Benefits:
Welcomed at the largest number of merchant outlets across the
world.
Revolving credit facility, allowing repaying card outstanding over
time, at a convenience.
Cash withdrawal in local currency at Visa and MasterCard linked
ATMs across the world.
Platinum, Gold or Classic cards to suit lifestyle and needs.
Smart credit cards with special privileges and security.
Attractive rewards programs.
Affinity and co branded credit cards that give additional benefits
from our partners.
World-class service assistance and 24-hour customer help line.
3. PRIORITY BANKING
Experience new Standards in banking. And lead a life of privilege and
preferred financial solutions tailored perfectly for you with priority banking
from Standard Chartered. Designed specially for those who appreciate only
finest things in life, priority banking ofers the very highest levels of
personalized banking to match unique status.
By embracing a holistic approach to financial well being and commitment to
personal Wealth Management with a full range of innovative products and
services, a customer will find banking with a reassuring and secure
experience.

Bank is committed to helping a plan, build and protect wealth by ofering

individual attention as well as international and investment opportunities to
meet current and future needs.
Standard Chartered bank priority banking is created specifically for a chosen
few individuals, who will settle for nothing but the best and demand the
highest Standards of services in all your banking relationships.
Unique features:
Personalized priority card will give instant recognition of priority
status at all branches of Standard Chartered bank, worldwide.
A dedicated customer relationship Manager trained to
understand specific financial needs and help to manage assets at
home and abroad. It is as personalized as can be.
Preferential pricing on our various products.
Entitled to exclusive benefits.
A complimentary pre-approved Gold Standard credit card.
Special foreign exchange rates.
Special invitations to exclusive events.
Many account facilities, which are absolutely free of charge.
4. INVESTMENT ADVISORY SERVICES
The Standard Chartered investment advisory services is comprehensive
process that assists in planning for future. With this service, they can help to
review financial goals, conduct a financial health check, evaluate risk profile
and asset allocation plan to realize financial aspirations.
5. PERSONAL INVESTMENTS

Standard Chartered is the leading independent distributor of unit trusts and

mutual funds in Asia. Because they dont actually manage their own
investment funds, they are absolutely objective in fund evaluation process.
Bringing unmatched around the world, it can be assured of diferent
investment options and a wealth of informative and relevant updates.
With trained investment services consultants from countries around the
globe, they can help to make the right investment decisions. Using a unique
risk evaluation to gauge the level of risk customer can be comfortable with,
coupled with a proprietary fund evaluation process to identify funds, assess
risks and shortlist top-performing funds; customer can be ensured of a
personalized investment portfolio catered to needs.
Standard Chartered Bank investment services puts a whole new whole new
world of possibilities within the reach of people who would like to achieve
their financial goals but have many other demands on their time.
Unique features:
A one-stop ofering a wide range of investment options to grow
your wealth.
Available across 8 cities.
Trained investment services counselors.
Sophisticated research franchise.
Impartial and unbiased analysis on options best suited.
Tailor made investment plans suited to risk taking ability.
6. INSURANCE
Standard Chartered recognizes the things important to customer and his
family. They are dedicated to protecting the customer, his family, and his
hard earned assets and even his future earning giving him the assurance he
needs.
Their strategic alliance with prudential and CGU insurance puts us in a very
strong position to provide for life and General Insurance needs. With a
comprehensive range of products, Standard Chartered is set to protect the
world.

7. DEPOSITS AND RETAIL SERVICES

Deposits

Standard Chartered ofers a wide array of deposit products in both local and
foreign currencies to help to earn competitive interest rates. Their
international network ofers an extra convenience while abroad. In some
countries, they ofer premium interest savings plans like Higher Education
Funds to turn the dreams into reality.
Retail services
Standard Chartered ofers a comprehensive range of retail services in many
countries. These includes:

Automated banking services.

Demand drafts.
Foreign exchange services.
Local and foreign currency cheques.
Safe deposit boxes.
Telegraphic transfers.
Travelers cheques.

8. RETAIL FX PRODUCTS

Standard Chartered is now ofering valuable customers an easy and flexible

way to invest in foreign currencies. They provide high flexibility to enable
sophisticated investors to capitalize on opportunities in the currency
markets.

Some of the Retail FX products include:

FX Margin Trading.

Currency Trading.

Premium Currency Deposit.

 Principle Protected Currency Deposit.

ADDITIONAL SERVICES
1. INTERNET BANKING

Youre banking needs now taken care of at the click of a mouse. With secure
Internet ID and Password, a customer can login and take care of his/her
banking and credit card needs at his/her convenience and time. No more
queues, no more waiting.

2. PHONE BANKING

As part of commitment to meeting all needs, Standard Chartered ofer Phone

Banking A service that enables you to access a wealth of financial
information, 24 hours a day, 7 days a week.

Through Phone Banking:

Check your account balance.

Get details about specific transactions.

Inquire about the status of a particular cheque.

Order demand drafts.

Transfer funds amongst your linked accounts.

 Get information on deposit rates, lending rates, exchange rates and bank
charges.

Access information an any of our products and services.

Call room services to open your account.

Make complaints and suggestions.

3. MOBILE AND E-MAIL ALERTS

Standard Chartered always try and make life simple. Mobile and E-mail
Alerts service is designed just for that.
4. SMART FILL DEBIT CARD
Smart fill Debit card, launched in association with Bharat Petroleum, will help
to save on fuel purchases and even gets you free fuel.
Unique features:
Earn reward points every time you use the card to make purchases
anywhere, which you can then redeem for fuel at select Bharat Petroleum
outlets.

When the card is use to make purchases at select Bharat Petroleum

outlets, the customer dont have to pay the 2.5% surcharge levied on
most credit or debit cards.

 Smart fill debit card is globally valid. It gives access to 12 millions

merchant establishments worldwide and over 55,000 in India.

A customer can access over 3500 ATMs in India for FREE* and over
750,000 ATMs worldwide through the Visa ATM network.

The card gets an exclusive discount of 5% at select In & Out stores at

Bharat Petroleum outlets, besides benefits at leading retail outlets and
restaurant.

5. ATM

Standard Chartered ATMs give the freedom to conduct most of the banking
transactions 24 hours a day, 365 days a year.
The ATM card is and absolutely free. There are no transaction charges on the
use of the card.
Whats more, use ATM card at any of the 70 ATM centers across the country.

6. CREDIT CARD HELP-LINE

As part of commitment to meeting all needs, Standard Chartered ofer the

facility of calling them over the phone to access a wealth of information on
credit cards, 24 hours a day, 7 days a week.
7. ELECTRONIC CLEARING SYSTEM

Standard

Chartered

introduces

ECS

(Electronic

Clearing

system),

an

innovation facility for busy people. With this facility, card bill amount
automatically gets debited from your saving bank account.
So that customer doesnt have to worry about last minute payment rush,
since this entire process happens through the Reserve Bank of India
electronic clearing mechanism, customer can enjoy the advantages of ECS.
8. FAX BANKING
Its the most efficient way to stay on top of the business finance. Every day,
Standard Chartered fax a report of all transaction made the previous day,
customer will still receive his/her regular monthly statements.

CHAPTER IV

FINANCIAL LINKAGES

MAINTAINING ACCOUNTS WITH STANDARD

CHARTERED

DEPOSITS

DEMAND DEPOSITS
DEPOSITS

TIME

SAVINGS A/C

CURRENT A/C

AXCESS PLUS A/C

A/C
SARAL A/C

FIXED DEPOSITS

SUPER VALUE A/C

PARIVAAR

DEMAND DEPOSITS
SAVINGS ACCOUNT
Standard chartered introduces aXcess plus a revolutionary
savings account that provides with unparallel access to money. An
account primarily opened for and operated by individuals,
wherein the numbers of transactions are few and which give the
customer liquidity with the facility to earn some interest on the
residual balance.
With the aXcess plus account the customer can now access cash
at over 1800 ATMs in India to free and at over 6,50,000 ATM
worldwide through the visa network. Besides he can use his
account to shop for goods and services at over 25,000 outlets in
India and at 10 million outlets worldwide, without ever handling to
carry cash.

The aXcess Plus account provides with a globally valid debit card
that provides these and a host of other exciting benefits.

Unique features
There are several unique features about the standard chartered
banks aXcess Plus account, each designed to provide the most
convenient banking experience can ever get!
Free aXcess to cash at over 1800 ATMs in 35 cities in India
Globally valid debit card
The debit can be used to make purchase at over 25,000
merchant outlets in India and at over 10 million outlets
worldwide.
Phone banking, internet banking, Multicity banking and 365
days branches, extended banking hours, lockers facility and
doorstep banking.
Unique free insurance benefits lost card insurance,
purchase protection and personal accident cover.
Exciting usage benefits such as travel cash back discount
on air fair, rasoi ongoing privileges in restaurants,
fabdeals special privileges for shopping at select merchant
outlets etc.

2 in -1 Account

A unique account that ofers you double advantage letting you

earn the high interest rate of a fixed deposit while you enjoy the
flexibility of a savings and current account.

Unique features:
Earn fixed deposit interest rates
Enjoy the flexibility of a saving or a current account
Free personalized cheque book and ATM card
Flexibility of withdrawing money wherever you need it
Deposit more money in your account to earn higher rate of
interest by simply filling a subsequent deposit slip
Phone banking for current account related information at
your fingertips.

2-in-1 Account interest rates

Tenor

Rate of interest (% p.a.)

15 days 29 days

3.75%

30 days less than 46

days

4.00%

46 days less than 2

months

4.00%

2 months less than 3

months

4.00%

3 months less than 6

months

4.00%

6 months less than 9

months

4.25%

9 months less than 12

months

4.25%

12 months less than 18

months

4.25%

18 months less than 24

months

4.25%

24 months less than 36

months

4.25%

36 months less than 48

months

4.50%

48 months less than 60

months

4.50%

60 months

4.50%

Above interest rates are ofered by standard chartered bank and

are subject to change without prior notice. Deposits of Rs. 15 lakh
and above may be opened for tenors starting 7 days.

CHAPTER V
COMPANY IMAGE

1.1 SWOT ANALYSIS

STRENGTH
Market position is strong

 Aggressive foreign bank

Shareholders return has grown more than 7 times
Maintain a position as a leading Asian cash management
provider
Brand SCBs modern and dynamic look appeals to the
growing middle income earners
On of the most profitable MNC in India
Improved product proposition
Better geographic balances
Multi-cultural organization that ofers opportunities to good
managers

WEAKNESS
HDFC, ICICI, ABM-AMBRO, KOTAK and HSBC are dominant
players
Has disadvantage due to last entry
Fewer locations as compared to other MNC banks
Service delivery reception is weak

OPPORTUNITIES
Branch expansion for rapid growth
Increase focus on value creation in whole banking

 Improve shareholders return

Build market share in consumer banking as consumer
banking continues to ofer highest potential for growth
Broadening of the demographic base
Tie ups with master card networks
Integrated sales and service approach
Can ofer a complete corporate package into under
proposed corporate relationship

THREATS
IDBI is pitching in quite aggressively
Citibank is expanding in new markets
Competitive products and ofers from ICICI and HDFC
Proposed networking of all branches in next 6 months
Reduced business in OECD business

NEED A CHANGE IN MARKETING FOCUS

The marketing team of the branch has until now focused on
selling of their most competitive product, which are there fixed
deposits. The rates of interest, which they provide on fixed

deposits, are really competitive and highest in the market. But

this strategy could not be held for a longer period of time as in
the long run it would become liability to the bank to pay such
high rate of interest and it would lower the revenues of the
branch. Even the survey conducted proved that the fastest
selling product is savings account amongst the consumer. With
a network that is good enough this bank can make eforts to
increase the market share in the area where the competition is
so tough. This needs a brain storming from the top
management in the branch as to how about fixing the targets
in each category of accounts.

Solid network required to develop the business

further

If we see the results of the survey, it is evident that people prefer

strong network system to make their banking life as comfortable
and reachable as possible. For Standard Chartered bank to enjoy
a good customer base, they should make eforts towards
developing more and more ATM in the cities and extension
counters to facilitate better and fast service. Updating of
technology from time to time is very necessary. Standard
Chartered bank was the very first bank to start few of the very
good services like internet banking, bringing about new services
to attract more and more consumers should carry on this tradition
further.

Corrective positioning of Standard Chartered bank

Standard Chartered bank is known for its corporate operations.

Very big names in the corporate world have their account with the
bank. For the past so many years it has been catering to these
clients only and has generated an image of being a corporate
bank. The product extension into the retail segment need
separate focus and separate positioning in the market. The bank
cannot carry on its old image for both segment of market. For this
a distinctive advertising campaign has to be developed (refer to
the promotional activities stated earlier) to reposition the brand in
potential consumers mind. It should be noted that both the type
of clients difer from each other in their true nature. One is a very
low profile relationship, which talks about masses. This type of
client requires assurance, trust, information and support. This is
retail banking. While on the other hand the second type of
relationship is stronger, which is the corporate client that requires
diferent setup all together.

MAKE THE BRANCH SELF-INFORMATIVE

The branch should be decorated in the manner, which would

provide maximum information to the customer without any
difficulty. All the schemes and product, all the service charges,
days and time of transaction should be printed in a beautiful
manner and hanged on the walls of the branch where customer
can see with ease. This was one of the things, which was found to
be absent in this branch. By doing so customers would feel more
attached and it will be converted in higher number of accounts.

SERVICE LIKE PHONE BANKING AND ATM SHOULD BE

ENCOURAGED.

Indicating preferences of people belonging to

different sections of society who are willingly
ready to open a new account in Standard
Chartered Bank.

7
6
5
4
3
2
1
0

PARIVAAR ACCOUNT
A unique wealth management solution that ofers the entire
family flexibility and tools for wealth accumulation and
preservation.

Unique features:
A family can maintain individuals savings account with
the benefit of clubbing balances in the grouped accounts
Attractively priced health insurance options to protect
against unforeseen events
Free accident hospitalization cover of Rs. 50,000 for the
primary account holder
Free access to accounts through 5500 ATMs in the
country at all branches of the bank and through phone
banking and internet banking
Option of systematic Investment Plan (SIP) the best
known long term wealth building tools that allows
customers to invest a fixed amount of money every
month in specific mutual fund. This comes with a direct
debit facility and avoids the need to remember dates
and write cheque every month
Globally valid ATM-cum-debit card can be used at 55000
merchant outlets in India and 12 million outlets
worldwide
Up to 4 free cash withdrawals per account every month
at other banks ATMs in India through the visa ATM
network. Unlimited free transaction at all SCBs ATM.

CURRENT ACCOUNT

An account opened and operated primarily by corporate for

commercial use wherein the numbers of transactions are much
higher than a normal savings account.

Unique features:
High liquidity
Unlimited transaction
Zero interest
Any branch banking

TERM DEPOSITS

A term deposit is a deposit held for a contracted period of time

and a contracted rate of interest. The rate of interest for term
deposits is higher than the applicable for a normal savings
account and penal rates of interest is applicable if the deposit is
withdrawn before the contracted period.

CONCLUSIONS
AND
PERSONAL
OPINIONS

CONCLUSION

With years of banking experience, Standard Chartered is

undoubtedly in a strong position to help growing business sail
through the complexities they may face.
Standard Chartered Bank ofers one of the widest range of
banking products and services in the market today. Managing a
growing business demands most of your time and energy. That is
why working with the right bank can help ones business sail more
smoothly and Standard Chartered Bank helps in doing that as it
understands todays business requirements.
The bank provides the right kind of services and accounts at the
right time and according to the need of market.
The expertise of Standard Chartered with over 150 years
experience, global network of 500 offices in 56 countries making
it one of the leading providers of treasury financial services.
As the largest independent distributor of third party funds,
Standard Chartered gives investors choice, unbiased evaluation of
funds and a portfolio management account that matches your risk
profile and investment goals.
Not only this, the bank provides the widest range of foreign
currencies for your investment needs plus other products such as
housing loan, insurance and unit trusts.
Standard Chartered Bank well developed remote channels for
your banking convenience through our 24-hour phone banking
and internet banking.
Foreign banks in India are subject to the same regulations as
scheduled banks. Currently about 25 foreign banks are licensed to
operate in India. Foreign bank branches in India finance trade
through their global networks.

All commercial banks including Standard Chartered face stif

restriction on the use of both their assets and liabilities. Forty
percent of loan must be directed to priority sectors and the high
liquidity ratio and cash reserve requirements severely limit the
availability of deposits for lending. Since July 1993, foreign

Banks like Standard Chartered have been require to make 32

percent of their loans to the priority sector. Within the target of 32
percent, two sub targets for loans to the small scale sectors
(minimum of 10 percent) and exports (minimum of 12 percent)
have been fixed.

Foreign banks, however, are not required to open branches in

rural areas, or to make loans to the agricultural sector.

Therefore on the completion of this project the following

conclusions have been derived.
Standard Chartered bank has been working in various fields
of banking and has grown as one of the leading banks of
India.
The customers satisfaction level can be judged by the
questionnaire filled by various customers during the research
process.
The customers satisfaction level can be judged by various
positive answers received during the questionnaire filling
process.

 The Standard chartered bank has always been aware of its

weakness and strengths and is also aware of its prospective
opportunities and threats through regular SWOT analysis.

PERSONAL OPINION
STRONG NEEDS OF BRAND BUILDING
The bank needs to make a lot of marketing eforts. The level of
recognition that may be desired by any brand has not been
achieved by Standard Chartered Bank. A lot of noise is made
whenever a child is born and as long as that noise is not made the
doctors are not sure about life of that child. Same is the case in
marketing. Whenever a new branch comes into existence it is
necessary that they announce there birth. Here comes the prelaunch exercises, and in similar in the case after the birth, the
name has to be taken again. Boast about yourself , about the
strong points that you have over and above your competitors. Pull
the customers towards you. As said earlier it is a relationship of
trust and this trust can be generated through the better and
better performance of the bank. Now as working with the bank for
some time the fact have come out that they believe in low
costing and want to keep low profile. So better way of marketing
can be sought which are low of cost. These are discussed further.

Promotional strategies
Press publicity:

Paper inserts
Advertisements in newspaper (local and national)
Interest cards distribution
Mailers/personal invitations to selective section of society
Leaflets

Outdoor publicity

Banners in commercial areas and prime sites

Air balloons at shopping complexes
Bus stand shelters
Of site ATM for developing business
Advertisements on dividers and railings

Media
Local channel advertisements (cable TV scrolls)
Advertisements in news and business channels

Face to face
Through personal interaction of marketing executives.
Meeting
Detailing about schemes and updating them from time
to time
Events sponsoring in local clubs and social gathering
Road shows
Contacting senior citizens in parks in morning and
evening
Contacting office goers in the morning and evening at
stop lights by distribution of interest cards
Advertisements strategies segmented according to the
target customer.

Senior citizens, housewives , students, service

class

Personal mailers
Contacting at parks during morning and evening walk
Contacting at stop lights
Road shows at market side
Cable TV advertisements during prime time
Stick on the newspaper
Leaflet on the wiper of the vehicles in the parking slots

Educational bodies
Sponsoring events in schools and colleges
Meeting the top management for opening salary account
and fee payment system of the students

Local clubs like young clubs, laughter club, senior

citizen club, ladies club, etc

Event sponsoring
Temporary banners
Advertisements in club magazines
Opening of extension counters (in case of large clubs)

Commercial places and market establishment

Cold calling
Personal visits of the executives

BIBLIOGRAPHY
www.banknetindia.com
www.rbi.org.in
www.economictimes.indiatimes.com
www.indianfoline.com
www.finance.indiamart.com/investment_in_india/banks
www.standard.chartered.broacher.and.mannuals
www.finance.indiamart.com/investment_in_india/banks.html
www.indianfoline.com/nevi/bank.html