SUMMER INTERNSHIP REPORT

Shri Mata Vaishno Devi University

In Partial Fulfillment of the degree of
Bachelor of Business Administration
By
MANYA GUPTA
Under the Supervision of
Mr. Atul Sethi

School of Business, Faculty of Management

Shri Mata Vaishno Devi University
katra=182320 J&K

Batch of 2022-2023
 A
SUMMER INTERNSHIP PROJECT REPORT
ON
“DIGITAL - MARKETING ”

Submitted in
The PARTIAL FULFILLMENT OF THE REQUIREMENT
OF THE AWARD FOR THE DEGREE BACHELOR OF
BUSINESS ADMINISTRATION

Submitted By: MANYA GUPTA

BBA V Semester
Entry No. 22IBB050

13th June 2024 - 28th July2024

The School of Business, Faculty of Management
Shri Mata Vaishno Devi University , katra
 PREFACE
The summer internship program serves as a prelude to the final
placements that students will receive. These two months of industry
exposure provide students with an opportunity to demonstrate their
capabilities, knowledge, and work ethics to the host organization. It is
during this period that students can make a significant impact through
challenging work and innovative ideas. The program also offers a
valuable learning experience, allowing students to apply theoretical
concepts in practical scenarios and observe current market trends.

I Manya Gupta a student of Shri Mata Vaishno Devi University. As

part of my academic requirements and in pursuit of practical exposure, I
have been placed at J&K Bank for my summer internship program. My
specialization is in marketing, and I chose J&K Bank, particularly the
Jammu Zonal office, due to its emphasis on sales and service distribution.

During my internship at the J&K Bank Zonal Office in Jammu, I

undertook a project focused on "Marketing" This project provided me
with the opportunity to delve into various aspects of marketing strategies
and their impact on business performance. The experience was
instrumental in enhancing my understanding of how data-driven decisions
can optimize marketing efforts and drive organizational growth.

I would like to extend my gratitude to J&K Bank for offering me this

invaluable opportunity. The insights gained and the practical knowledge
acquired during my internship have significantly contributed to my
professional development. I am confident that the skills and experiences
garnered during this period will serve as a strong foundation for my
future career in marketing.
ACKNOWLEDGMENT

I Manya Gupta , enrolled in the BBA program at Faculty of

Management , SMVDU University, hereby declare that the
internship report submitted to the Faculty of Management is my
original work.

This report is a culmination of my internship experience

conducted at J&K BANK during the duration of 13th JUNE,
2024 to 28th July, 2024. Throughout this period, I undertook the
role of Digital Marketing.

I affirm that all the information presented in this report is

accurate and reflects my professional experience and
observations during the internship tenure.
 DECLARATION

I, the undersigned MANYA GUPTA a student of BBA from

Shri Mata Vaishno Devi University hereby declare that the
project work presented in this Report is my own work & has
been carried out under the supervision of Mr Atul Sethi Sir,
[Chief Marketing Head] J&K BANK Zonal Office, JAMMU.

This project has not been previously submitted to any other

university and by any other person. I affirm that all the
information presented in this report is accurate and reflects my
professional experience and observations during the internship
tenure.

Signature: Manya Gupta

HOD,School of Business
Dr. Jyoti Sharma
 Executive Summary
A BBA can help you become a better manager and pave the way for a career
in management. It is imperative that experience to the actual world be added
to the theoretical knowledge. Practical knowledge is necessary since
theoretical information only serves as the foundation and is insufficient to
create an effective manager.

In accordance with the requirement of BBA course I had

summer training at J&K Bank, Zonal Office, Jammu
Branch on the topic " Digital -Marketing ”
The report gives an overview of the Retail banking products
offered at J&K Bank, Analysis of J&K Bank products with
competitors, marketing Strategies as per segmentation, targeting
and positioning and customer awareness about internet banking
etc.

Certificate of Completion
Table of contents
S.No CHAPTERS Page No
1 INTRODUCTION
1.1 Banking
1.2 Banking Industry
1.3 Overview of J&K Bank
1.4 Role of a Marketing Analyst in
Banking
2 ORGANIZATIONAL STRUCTURE
2.1 History of J&K Bank
2.2 Mission & Vision of Bank
2.3 Organizational hierarchy

3 OVERVIEW OF MARKETING IN
BANKING
3.1 Marketing strategies in Banking
3.2 Digital Marketing in Banking
3.3 Customer relationship management
4 INTERNSHIP ROLE &
RESPONSIBILITY
4.1 Objectives of the internship
4.2 Tasks & Project undertaken
4.3 Tools & Technology
5 CHALLENGES & SOLUTIONS
6.1 Challenges faced during the internship
6.2 Solution implemented

6 RECOMONDATIONS
8.1 Suggestion for improving marketing
strategies
8.2 Future opportunities
7 CONCLUSION
9.1 Summary of internship experience
8 BIBLOGRAPHY ANNEXURE

INTRODUCTION
1.1 BANKING
Banking first appeared in prehistoric societies like Mesopotamia, when
tradesmen lent money to farmers and other businesspeople. The idea
developed in Europe during the Renaissance, especially in Italy, where
powerful banking dynasties like the Medici set up extensive financial
networks.The activities of a bank include taking deposits from the
general public, establishing credit, and offering loans and other
financial services. It makes it easier for money to move across the
economy, promoting investments, savings, and effective resource
allocation. Through the provision of secure and practical financial
solutions, banks also play a critical role in economic development and
financial stability.
Various Types of Deposits:

1. Demand Deposits:
These are deposits made into a checking or current account in a bank t
hat are subject to sudden withdrawals at any time.
2. Time Deposits:
These are deposits, like certificates of deposit (CDs) or fixed deposits (F
Ds), that are not returnable prior to a predetermined date without incu
rring penalties.

Various Types of Accounts:

1. Savings Account: Designed for individuals to save money, these

accounts offer interest on deposits and provide easy access to funds.
2. Current Account: Meant for businesses and professionals, these
accounts allow for a high number of transactions without limitations
on withdrawals, usually without earning interest.
3. Fixed Deposit Account: A type of time deposit where money is
deposited for a fixed term, earning higher interest rates compared to
savings accounts.
4. Recurring Deposit Account: Allows customers to save a fixed amount
regularly, earning interest over a specified term, providing a
disciplined saving approach.
5. Joint Account: An account shared by two or more individuals,
allowing multiple people to access and manage the funds.

1.2 BANKING INDUSTRY

The banking industry is a crucial sector of the economy that encompasses
a broad range of financial institutions, including commercial banks,
investment banks, central banks, and credit unions, which provide a
multitude of financial services. These services include accepting deposits,
granting loans, facilitating payments and transactions, and offering
various investment products. The primary role of the banking industry is
to act as a financial intermediary between savers and borrowers, thereby
ensuring the efficient allocation of resources within the economy.
Through credit creation, banks enhance the money supply and stimulate
economic growth. The industry supports retail banking, catering to
individuals with products like savings accounts and personal loans, as
well as corporate banking, which serves businesses with services such as
commercial loans and treasury management. Investment banking aids in
capital raising and provides advisory services for mergers and
acquisitions, while private banking offers tailored financial services to
high-net-worth individuals.
The Industrial Revolution further propelled the banking sector's growth,
as increased economic activity necessitated more complex financial
services and the creation of new banking institutions. During the 19th and
early 20th centuries, the banking industry expanded globally, with banks
playing critical roles in financing industrialization and international trade.
The 20th century saw significant developments, including the creation of
the Federal Reserve System in the United States in 1913, aimed at
stabilizing the financial system.
The late 20th and early 21st centuries witnessed further transformations
with the rise of digital banking, the integration of financial technology
(fin-tech), and the globalization of financial markets. However, this
period also saw challenges such as the 2008 financial crisis, which
underscored the need for robust regulatory frameworks and risk
management practices. Today, the banking industry continues to evolve,
driven by technological advancements, regulatory changes, and the
increasing importance of sustainability and social responsibility in
financial operations.

1.3 OVERVIEW OF J&K BANK

Jammu & Kashmir Bank, commonly referred to as J&K Bank, is a
prominent financial institution based in the Indian state of Jammu and
Kashmir. Established in 1938, it has grown to become a major player in
the banking sector, providing a wide range of financial services to
individuals, businesses, and government entities. The bank operates
through a network of branches across the state and beyond, ensuring
accessibility and convenience for its customers.

J&K Bank's mission is to drive economic growth and development in the

region by offering comprehensive banking solutions tailored to meet the
needs of its diverse clientele. The bank's product portfolio includes
savings and current accounts, fixed deposits, personal and business loans,
credit cards, insurance, and investment services. With a strong focus on
customer satisfaction, J&K Bank strives to deliver high-quality financial
products and services while maintaining the highest standards of
corporate governance and ethical practices.

1.4 ROLE OF MARKETING ANALYST IN

BANKING
As a Marketing Analyst at J&K Bank's Zonal Office in Jammu, your role
is pivotal in shaping the bank's marketing strategies and driving its
business growth.

1. Market Research and Analysis:

Data Collection: Gather data on market trends, customer preferences, and

competitor activities through various sources, including surveys, market
reports, and online research.

Data Analysis: Analyze the collected data to identify patterns, trends, and
insights that can inform the bank's marketing strategies. Use statistical
tools and software to process and interpret the data effectively.

Customer Segmentation: Segment the bank's customer base into distinct

groups based on demographics, behavior, and needs. This helps in
tailoring marketing campaigns to target specific segments more
effectively.

2.Marketing Strategy Development:

Campaign Planning: Collaborate with the marketing team to develop

marketing campaigns that align with the bank's objectives. This includes
defining campaign goals, target audience, messaging, and channels.

Product Positioning: Assist in positioning the bank's products and

services in the market by highlighting their unique features and benefits.
This involves creating compelling value propositions that resonate with
the target audience.

Budget Management: Help in planning and managing the marketing

budget to ensure efficient allocation of resources across different
campaigns and initiatives.

3.Performance Tracking and Reporting:

Campaign Performance: Monitor the performance of marketing

campaigns using key performance indicators (KPIs) such as conversion
rates, customer acquisition costs, and return on investment (ROI).
Provide regular reports to the marketing team and senior management.

Customer Feedback: Collect and analyze customer feedback to assess the

effectiveness of marketing efforts and identify areas for improvement.
Use this feedback to refine marketing strategies and enhance customer
satisfaction.

4.Digital Marketing and Social Media

Online Presence: Support the bank's digital marketing efforts by

optimizing its online presence, including the website and social media
platforms. This involves creating and sharing engaging content, managing
social media accounts, and running online advertising campaigns.

SEO and SEM: Assist in search engine optimization (SEO) and search
engine marketing (SEM) efforts to improve the bank's visibility on search
engines and attract more online traffic.

5.Collaboration and Coordination

Interdepartmental Collaboration: Work closely with other departments,
such as product development, sales, and customer service, to ensure that
marketing efforts are aligned with the bank's overall business objectives.

Vendor Management: Coordinate with external vendors, such as

advertising agencies and market research firms, to execute marketing
campaigns and projects effectively.

ORGANIZATIONAL
STRUCTURE

2.1 HISTORY OF J&K BANK

Jammu & Kashmir Bank, established on October 1, 1938, by
Maharaja Hari Singh, is a testament to the vision of fostering
economic development in the region. The bank started with a
modest setup, focusing on providing banking services tailored to
the needs of the local population. In 1971, J&K Bank was
designated as a Scheduled Bank, which marked a significant
milestone in its journey. This designation allowed the bank to
participate in the country’s payment and settlement systems,
facilitating broader economic activities. Despite the wave of
nationalization that swept through India’s banking sector in the
1960s and 70s, J&K Bank maintained a unique position with a
strong regional focus, dedicated to the development of Jammu
and Kashmir.

The 1990s were a trans-formative period for J&K Bank as it

embraced modernization to enhance its operations and customer
service. This era saw the introduction of automated teller
machines (ATM's), internet banking, and other digital services,
aligning the bank with contemporary banking standards. In
1998, J&K Bank went public, listing its shares on the National
Stock Exchange (NSE) and Bombay Stock Exchange (BSE).
This public listing facilitated greater transparency and allowed
the bank to raise capital for further expansion and technological
advancements. The bank’s commitment to adopting modern
banking practices ensured that it stayed competitive and met the
evolving needs of its customers.

Throughout its history, J&K Bank has played a pivotal role in

the socio-economic development of Jammu and Kashmir. The
bank provided essential financial services that supported
agriculture, small businesses, and other key sectors of the
regional economy. It also took significant steps toward financial
inclusion, offering services to unbaked and underbanked
populations in remote areas. Despite the challenges posed by
economic fluctuations and political uncertainties in the region,
J&K Bank remained resilient and continued to focus on its
mission of regional development.

In recent years, J&K Bank has faced various challenges,

including economic downturns and increased regulatory
scrutiny. However, the bank has responded with a renewed
emphasis on corporate governance, ethical practices, and
community development. The bank’s efforts in corporate social
responsibility have further strengthened its bond with the local
community, reflecting its enduring commitment to the welfare
of the region. J&K Bank has also supported various community
development initiatives, underscoring its role as a catalyst for
regional growth and prosperity.

Today, J&K Bank stands as a symbol of stability and growth in

Jammu and Kashmir, continuing to evolve and adapt to the
changing financial landscape. The bank’s journey from a
regional institution to a significant player in India’s banking
sector highlights its ability to balance traditional values with
modern banking practices. Its focus on financial inclusion,
technological innovation, and community engagement ensures
that J&K Bank remains a trusted partner for its customers. As it
looks to the future, J&K Bank is poised to continue its legacy of
supporting the socioeconomic development of Jammu and
Kashmir, while navigating the challenges and opportunities of
the modern financial world.

In recent years, J&K Bank has faced various challenges,

including economic fluctuations and political uncertainties in
the region. However, the bank has remained resilient, continuing
to focus on its mission of supporting the regional economy and
providing high-quality financial services. The bank has also
emphasized corporate governance and ethical practices, striving
to maintain its reputation and trust among its stakeholders.

2.2 MISSION & VISSION OF J&K BANK

Mission of J&K Bank:

J&K Bank's mission is to improve the quality of life of the
people through financial empowerment, by providing excellent
and innovative financial solutions. The bank aims to achieve
inclusive and sustainable growth by focusing on socioeconomic
development and financial inclusion in the region. It is dedicated
to delivering value to its stakeholders, including customers,
employees, and shareholders, while upholding the highest
standards of corporate governance, ethics, and professionalism.

Vision of J&K Bank:

J&K Bank envisions becoming the most trusted and preferred

bank, both regionally and nationally, by continually innovating
and adapting to the changing financial landscape. It strives to be
a leader in providing state-of-the-art banking services, ensuring
customer satisfaction through excellence in service, and
fostering long-term relationships. The bank is committed to
being a catalyst for economic growth in Jammu and Kashmir,
contributing to the region's prosperity and development.

2.3 ORGANIZATIONAL HIERARCHY

The organizational structure of J&K Bank is designed to ensure efficient
management, clear communication, and effective decision-making. The
hierarchy typically includes the following levels:

1. Board of Directors: The Board of Directors is the highest decision-

making body, responsible for the overall governance, strategic direction,
and oversight of the bank. It includes the Chairman, independent
directors, and executive directors.

2.Chairman and Managing Director (CMD):The CMD is the top

executive responsible for the day-to-day management of the bank. The
CMD ensures the implementation of the board's strategies and
policies.Chairman & Managing Director (CMD) “Baldev Prakash”
3.Executive Directors (EDs):Executive Directors assist the CMD and
oversee various functions and departments, such as finance, risk
management, operations, and human resources“R.K. Chhibber” and
“Sudhir Gupta”

4.Chief General Managers (CGMs): CGMs head major functional areas

and regions. They ensure that the bank's policies and strategies are
effectively implemented in their respective domains.CGM (Retail
Banking): “Sunit Kumar” / CGM (Corporate Banking) “Sanjay Dhar” /
CGM (Human Resources)“Ravi P.Gupta”

5.Deputy General Managers (DGMs): DGMs support GM in managing

departments or regional offices. They oversee daily operations and ensure
compliance with the bank's policies and regulations.DGM (Compliance)
“Manoj Sethi” / DGM (IT): “Vikram Koul”

6.Assistant General Managers (AGMs): AGMs are responsible for

specific functions within departments or regions. They provide support to
DGMs and ensure smooth operations and adherence to procedures.AGM
(Retail Operations)“Vivek Raina” /AGM (Corporate Operations) “Rekha
Gupta”

7.Chief Managers (CMs):Chief Managers handle critical functions or

larger branches. They ensure the implementation of strategic initiatives
and manage staff performance. CM (Zonal Office, Jammu) “Rakesh
Sharma” / CM (Zonal Office, Srinagar) “Asif Ahma

OVERVIEW OF MARKETING
IN BANKING

3.1 MARKETING STARTEGIES IN

BANKING
J&K Bank, like many other financial institutions, employs a range of
marketing strategies to attract and retain customers, enhance brand
visibility, and support business growth. Here are some of the key
marketing strategies used by J&K Bank:

1. Customer-Centric Approach:
Personalized Services: J&K Bank offers tailored financial products and
services to meet the specific needs of different customer segments, such
as personal loans, housing loans, and SME financing.

Customer Relationship Management (CRM): The bank employs CRM

tools to manage customer interactions, track customer preferences, and
provide personalized banking experiences.

2. Digital Transformation:
Online and Mobile Banking: J&K Bank promotes its digital banking
platforms, including mobile banking apps and internet banking, to offer
convenience and accessibility to its customers.

Social Media Marketing: The bank uses social media platforms like
Facebook, Twitter, and Linked In to engage with customers, share
updates, and promote new products and services.

3. Branch Network Expansion:

Strategic Location: J&K Bank strategically expands its branch network in
both urban and rural areas to increase accessibility and reach a wider
customer base.

Customer Touch-points: The bank enhances customer experience through

well-designed branches, ATM, and customer service centers, providing
multiple touch-points for customer interaction.

4. Financial Inclusion:
Rural Banking Initiatives: J&K Bank focuses on financial inclusion by
extending its services to rural and undeserved areas, offering products
like microfinance and small savings accounts.
Government Schemes: The bank actively participates in government
schemes like Pradhan Mantri Jan Dhan Yojana (PMJDY) to promote
financial inclusion and bring more people into the formal banking system.

5. Product Diversification:
Innovative Products: J&K Bank continuously develops new financial
products, such as specialized savings accounts, insurance products, and
investment options, to meet the evolving needs of its customers.

Bundled Services: The bank offers bundled services, combining various

financial products like loans, insurance, and investment services, to
provide comprehensive financial solutions to customers.

6. Brand Building and Advertising:

Promotional Campaigns: J&K Bank runs targeted advertising campaigns
through various media channels, including print, television, radio, and
digital platforms, to enhance brand awareness.

Sponsorship and Events: The bank sponsors local events, cultural

festivals, and sports activities to strengthen community ties and enhance
its brand image.

7. Customer Education and Engagement:

Financial Literacy Programs: J&K Bank conducts financial literacy
programs and workshops to educate customers about banking products,
financial planning, and digital banking.

Customer Feedback: The bank actively seeks customer feedback through

surveys and feedback forms to understand customer needs and improve
service quality.

8. Corporate Social Responsibility (CSR):

Community Development: J&K Bank engages in CSR activities that
focus on education, healthcare, and environmental sustainability,
contributing to the socioeconomic development of the region.
Employee Involvement: The bank encourages employee participation in
community service and CSR initiatives, fostering a culture of social
responsibility within the organization.

9. Strategic Partnerships:
Collaborations: J&K Bank forms strategic partnerships with fin-tech
companies, insurance firms, and other financial institutions to offer a
broader range of services and leverage technological advancements.

Co-branded Products: The bank collaborates with other companies to

offer co-branded financial products, such as credit cards and loyalty
programs, enhancing customer value.

10. Loyalty Programs and Incentives:

Reward Programs: J&K Bank offers reward programs and incentives for
loyal customers, such as cashback offers, loyalty points, and special
discounts on banking services.

Referral Programs: The bank implements referral programs that

encourage existing customers to refer new customers, providing
incentives for successful referrals.

3.2 DIGITAL MARKETING IN BANKING

J&K Bank offers a comprehensive suite of digital banking products and

services designed to meet the diverse needs of its customers.

1. Credit Cards (CC): J&K Bank offers a range of credit cards tailored
to various customer segments. These cards come with benefits like
reward points, cashback offers, travel benefits, and special discounts.
Credit cards provide a convenient payment method, enabling customers
to purchase goods and services on credit and pay later.
2. Debit Cards (DB): J&K Bank’s debit cards are linked directly to
customers' bank accounts. They allow customers to withdraw cash from
ATM, make purchases at Point of Sale (POS) terminals, and shop online.
Debit cards offer convenience and immediate access to funds without the
need to carry cash.

3. mPay Delight Plus: This is J&K Bank’s enhanced mobile banking

application. It provides a seamless and user-friendly interface for
conducting various banking transactions such as fund transfers, bill
payments, mobile recharges, and account management. The app aims to
offer a comprehensive mobile banking experience to customers.

4. E-Banking: J&K Bank’s e-banking services allow customers to

manage their bank accounts online. This includes checking account
balances, viewing transaction history, transferring funds, paying bills, and
more. E-banking provides 24/7 access to banking services from
anywhere.

5. Unified Payments Interface (UPI): J&K Bank’s UPI service enables

customers to transfer money instantly between bank accounts using a
mobile device. It facilitates payments by using a Virtual Payment
Address (VPA), making transactions quick and secure without requiring
bank account details.

6. Point of Sale (POS): J&K Bank provides POS terminals to

merchants, enabling them to accept card payments from customers. These
terminals facilitate cashless transactions, enhancing the convenience for
both merchants and customers.

7. Internet Payment Gateway (IPG): J&K Bank’s Internet Payment

Gateway allows businesses to accept online payments from customers
securely. It supports various payment methods, including credit/debit
cards and UPI, facilitating smooth e-commerce transactions.

8. Easy Collect: This service is designed for businesses to collect

payments from their customers efficiently. It includes features like
electronic invoicing, direct debit arrangements, and integration with e-
commerce platforms, simplifying the collection process.

9. Co-branded Campus Card: J&K Bank partners with educational

institutions to offer co-branded campus cards. These cards function as
identity cards, library cards, and debit/credit cards, providing a multi-
functional tool for students.
10. Multi-Currency Travel Card: This card is designed for travelers
who need access to multiple currencies. It can be loaded with different
foreign currencies, offering a secure and convenient way to carry money
abroad and make transactions in local currencies.

11. BHIM Aadhaar Pay: This service allows merchants to accept

payments from customers using their Aadhaar number and biometric
authentication. It’s aimed at promoting digital payments in rural and
semi-urban areas where card penetration is low.

12. J&K Bank Mobile App: This comprehensive mobile banking app
provides a range of services including account management, fund
transfers, bill payments, UPI transactions, and more. It’s designed to offer
a convenient banking experience on the go.

13. FASTag: J&K Bank’s FASTag is an electronic toll collection system

that uses RFID technology to enable automatic toll payments at toll
plazas. It eliminates the need for cash transactions and reduces wait times
at toll booths.

14. Bharat Bill Payment System (BBPS): BBPS is an integrated bill

payment system that offers interoperable and accessible bill payment
services to customers. Through BBPS, J&K Bank customers can pay
various bills like electricity, water, gas, DTH, and more.

15. Aadhaar Enabled Payment System (AEPS): This service allows

customers to perform banking transactions using their Aadhaar number
and biometric authentication. AEPS enables services like cash
withdrawal, balance enquiry, and fund transfers, primarily benefiting
rural customers.

3.3 CUSTOMER RELATIONSHIP

MANAGEMENT

Customer Relationship Management (CRM) in J&K Bank is centered

around understanding and meeting customer needs through personalized
and efficient services.

The bank employs advanced CRM systems to gather and analyze

customer data, allowing for customized financial products and services.
By adopting an omnichannel approach, J&K Bank ensures seamless
interactions across branches, online banking, and mobile apps, while also
providing 24/7 customer support to promptly address queries and issues.

The bank's loyalty programs offer rewards and exclusive benefits to

regular customers, enhancing retention and satisfaction. Furthermore,
J&K Bank prioritizes data privacy, regulatory compliance, and risk
management through robust KYC and AML processes. By leveraging
technology and continuously monitoring CRM performance, J&K Bank
aims to build strong, long-lasting relationships with its customers,
fostering trust and driving growth.These figures represent the
shareholding pattern for the most recent quarter.

CATEGORY PERCENTAGES
Promoter Holding 59.40%

Foreign Institutional
6.99%
Investors (FII)

Mutual Funds 5.07%

Other Domestic
3.0%
Institutions
Retail and Other
25.47%
Investors

INTERNSHIP AND
RESPONSIBILITY
4.1 Objectives of the Internship

The primary objectives of my internship at J&K Bank as a

Marketing are:
1.Analyzing and Interpreting Data:The practical experience in
analyzing and interpreting data related to branch performance and
customer accounts. By working with real data, I was able to understand
the intricacies of banking operations and the importance of accurate data
analysis in making informed decisions.

For example, I examined the current account data of each branch under
the Zonal Office in Jammu. This analysis involved identifying trends,
patterns, and discrepancies within the data, enabling the bank to allocate
resources more effectively.

2.Understanding Target Distribution: I was tasked with distributing

“QR Code generation targets” based on quantitative analysis of current
and savings accounts in each branch. This involved calculating realistic
targets for each branch to ensure they were achievable yet challenging
enough to drive performance improvements. This process required a deep
understanding of the factors influencing target setting, such as branch
size, account volume, and past performance.

3.Learning Digital Marketing Strategies: The opportunity to learn

about digital marketing strategies specifically tailored for the banking
sector. This included understanding how digital tools and platforms could
be used to attract and retain customers. I worked closely with the Digi-
mitral, the heads of digital marketing in each branch, to understand their
strategies and challenges. This hands-on experience helped me grasp the
nuances of digital marketing in a banking context, such as promoting
“QR Code adoption and increasing digital transaction volumes”.

4. Role of Digital Marketing in Customer Acquisition and

Retention: Through daily reporting and analysis of digital marketing
activities, I learned how targeted digital campaigns could drive
engagement, increase customer loyalty, and ultimately enhance the bank's
profitability. For instance, by analyzing the performance reports of Digi-
mitras, I could identify successful strategies and recommend
improvements to enhance overall effectiveness. This process underscored
the critical role of data-driven decision-making in digital marketing.

5. Developing and Implementing Marketing Strategies:

Implementing marketing strategies for QR Code generation and credit
card sales. In the QR Code generation project, I analyzed account data to
set targets and tracked progress to ensure branches met their goals. This
required continuous communication with branch managers and Digi-
mitras to provide support and address challenges.
6. Providing Insights and Recommendations:Based on data
analysis, valuable insights and recommendations to improve marketing
effectiveness.

For example, in the credit card marketing project, I identified

government employees as a key target segment due to a special offer for
Government Employee. I guided sales personnel to focus their efforts on
high-potential areas like the High Court, Police Stations and other
government departments in Jammu. This targeted approach led to around
150 successful credit card sales, demonstrating the impact of data-driven
marketing strategies.

7.Understanding and Mitigating Risks: The collaboration with the

Cyber security team to understand and mitigate risks associated with
banking operations, particularly concerning mule accounts.Working on
securing mule accounts involved learning about the threats and
vulnerabilities in the banking sector. I gained insights into how fraudulent
activities could be detected and prevented, contributing to the bank's
overall security posture.

8.Confidentiality and Security Measures: This experience

highlighted the importance of Cyber security in banking operations and
provided me how marketing and security teams can collaborate to protect
the bank and its customers.

Conclusion: The internship provided a combining practical data

analysis, digital marketing strategies, hands-on marketing projects, and a
foundational understanding of Cyber security in the banking sector. This
holistic approach equipped me with the skills and knowledge necessary to
contribute effectively to J&K Bank's marketing and security efforts.

4.2 Tasks & Projects Undertaken

1. Analyzing Current Accounts:

Objective: To distribute QR Code generation targets to various branches.

Process:
A)Data Collection: Gathered data on the number of current and savings
accounts from each branch under the Zonal Office in Jammu. This
involved accessing the bank’s internal CRM system to retrieve accurate
and up-to-date information on account numbers.

B) Data Analysis: Analyzed the collected data to assess the potential for
QR Code adoption in each branch. This involved identifying branches
with higher numbers of current and savings accounts, as these branches
had greater potential for QR Code transactions.Used tools like Microsoft
Excel and SQL to organize and analyze the data. Excel was used for basic
data manipulation and visualization, while SQL was employed to query
the database efficiently.

C)Target Distribution:Based on the analysis, distributed QR Code

generation targets to ensure each branch had realistic and achievable
goals. The targets were set proportionately, considering the number of
current and savings accounts in each branch. Communicated these targets
to the branch managers and provided guidelines on achieving them.
Followed up regularly to track progress and provide support as needed.

2. Daily Reporting:

Objective: To monitor and track the performance of digital marketing

efforts.

Process:
A)Coordination with Digi-mitras: Coordinated with Digi-mitras, who are
the heads of digital marketing in each branch. This involved daily
communication to ensure they were aligned with the bank’s digital
marketing strategies and targets.

B)Report Collection:Collected daily reports from each Digi-mitra,

detailing their digital marketing activities, such as QR Code promotion,
digital transaction volumes, and customer engagement initiatives.

C)Report Analysis: Analyzed the collected reports to identify trends,

successes, and areas needing improvement. Used tools like Power BI to
create visualizations and dashboards, making it easier to interpret the data
and identify key insights.Provided feedback to the Digi-mitras based on
the analysis, highlighting successful strategies and suggesting
improvements where necessary.
3. Credit Card Marketing:

Objective: To increase the sales of credit cards by targeting specific

customer segments.

Process:
A)Identifying Target Customers: Identified target customers for credit
card sales, focusing on government employees due to a special offer. This
involved analyzing customer demographics and transaction patterns to
identify potential high-value customers.

B)Strategy Communication:Communicated the targeted marketing

strategy to the sales personnel. This included detailed guidance on where
to focus their efforts, such as the High Court and other government
departments in Jammu. Provided training and support to the sales team to
ensure they understood the product features and the benefits of the special
offer for government employees.

C)Progress Monitoring: The progress of credit card sales through regular

updates and feedback from the sales personnel. Achieved around 150
credit card sales/ month through these targeted marketing efforts,
demonstrating the effectiveness of the strategy.

4. Cyber-security Collaboration:

Objective: To enhance the security of banking operations, particularly

concerning mule accounts.

Process:
A)Risk Assessment: Worked with the Cyber security team to understand
the risks associated with mule accounts. This involved learning about the
methods used by fraudsters to create and use mule accounts for illicit
activities.

B)Strategy Development:Assisted in developing strategies to secure mule

accounts. This included identifying suspicious account activity,
implementing monitoring systems, and setting up alerts for potential
fraud.

C)Confidentiality: Due to the sensitive nature of this project, specific

details cannot be disclosed. However, the work involved close
collaboration with the Cyber-security team to ensure the implementation
of robust security measures.

4.3 Tools & Technology

1. Microsoft Excel:Used for data analysis, organizing information, and

creating reports. Essential for managing large datasets related to customer
accounts and branch performance. Functions like pivot tables, charts, and
conditional formatting were utilized to analyze and visualize data
effectively.

2. SQL: Utilized for querying databases to extract relevant data. Helped

in managing and analyzing customer information efficiently. SQL queries
were used to filter, sort, and aggregate data, providing a comprehensive
view of the account data and branch performance.

3. Power BI: Used for creating visualizations and dashboards to

represent data insights clearly. Assisted in making data-driven decisions
and presenting findings to stakeholders.In addition, to make a
visualization of each branch to check their performance.

4. Bank's Internal CRM System: Accessed to retrieve customer and

account information [Finacle system is used for it], Helped in
understanding customer demographics and behavior for targeted
marketing.The CRM system was crucial for tracking interactions with
customers and managing marketing campaigns.

5. Email & Communication Tools: Outlook were used for regular

communication, ensuring that all team members were informed and
aligned with the goals.

6. Digital Marketing Platforms: Used by Digi- mitras to track and

report digital marketing activities. Helped in assessing the effectiveness
of digital campaigns and making necessary adjustments.

CONCLUSION: These tools were helping me perform my tasks

effectively, allowing me to analyze data, communicate with team
members, and contribute to the bank's marketing strategies and security
measures.
Challenges Faced During the
Internship

6.1 Challenges Faced During the Internship

1. Data Collection and Accuracy:

Challenge: Collecting accurate and comprehensive data on current and

savings accounts from various branches proved to be difficult.
Inconsistencies and missing information in the CRM system made it
challenging to conduct thorough analysis.

Impact: This affected the ability to set precise QR Code generation targets
and assess branch performance accurately.

2. Resistance to Change:

1. Challenge: Some branches were resistant to adopting new digital

marketing initiatives, preferring traditional methods of customer
engagement.

Impact: This resistance slowed down the adoption of QR Codes and other
digital banking solutions, limiting their potential benefits.

3. Limited Digital Infrastructure:

Challenge: The bank's digital infrastructure was not as advanced as some

competitors, making it difficult to implement and track digital marketing
campaigns effectively.

Impact: This limited the ability to leverage digital tools for customer
acquisition and engagement fully.

4. Cyber-security Concerns:

Challenge: Working on Cyber security projects, particularly concerning

mule accounts, involved dealing with complex and sensitive information.
Ensuring data security while collaborating with the Cyber security team
was challenging.

Impact: The need for confidentiality and security measures added

complexity to the project, limiting the scope of work that could be shared
or discussed.

6.2 Solutions Implemented

1. Enhancing Data Collection and Accuracy:

Solution: Implemented a more systematic approach to data collection by

standardizing the reporting format and ensuring regular updates from
branches. Trained branch managers on the importance of accurate data
entry and provided guidelines to minimize errors.

Outcome: Improved data accuracy and completeness, enabling more

precise analysis and target setting.

2. Improving Communication:

Solution: Established regular communication channels, such as daily

email updates and weekly conference calls, to ensure consistent
messaging and support for Digi mitras. Developed a centralized
repository for sharing best practices and success stories.

Outcome: Enhanced coordination and alignment across branches, leading

to more consistent implementation of digital marketing strategies.

3. Encouraging Adoption of Digital Initiatives:

Solution: Conducted workshops and training sessions to demonstrate the

benefits of digital marketing initiatives and QR Code adoption.
Highlighted success stories from branches that had successfully
implemented these initiatives.

Outcome: Increased buy-in from branch managers and staff, leading to a

higher adoption rate of digital solutions.

4. Leveraging Available Digital Tools:

Solution: Made the most of existing digital tools, such as Microsoft
Excel, SQL, and Power BI, to analyze data and create visualizations.
Collaborated with the IT department to explore ways to enhance the
bank's digital infrastructure.

Outcome: Maximized the use of available resources to drive data-driven

decision-making and improve the effectiveness of digital marketing
campaigns.

RECOMONDATIONS

8.1 Suggestions for Improving Marketing

Strategies
1. Augmented Reality (AR) Banking Experiences:

Recommendation: Develop AR-based banking experiences such as virtual

branch tours, interactive product demos, and AR-enabled QR Codes for
easy access to banking services.

Customer Benefit: Provides an engaging and immersive way for

customers to explore banking products and services.

2.Gamified Savings and Investment Platforms:

Recommendation: Create a gamified savings and investment platform

where customers can set financial goals, earn rewards for achieving
milestones, and participate in financial challenges.

Customer Benefit: Makes saving and investing fun and engaging,

encouraging customers to reach their financial goals through interactive
challenges and rewards.

3.Block chain-Based Digital Identity Verification:

Recommendation: Introduce a block chain-based digital identity

verification system for secure and efficient KYC (Know Your Customer)
processes.
Customer Benefit: Enhances security and convenience for customers
during the account opening and verification processes, providing a faster
and more secure method of verifying identities without frequent physical
visits.

4.Interactive Financial Planning Tools:

Recommendation: Develop interactive financial planning tools that allow

customers to simulate different financial scenarios, such as savings
growth, loan repayments, and investment returns.

Customer Benefit: Helps customers make informed financial decisions by

visualizing the potential outcomes of different financial strategies.

8.2 Future Opportunities

1. AI-Powered Fraud Detection and Prevention Solutions:

Opportunity: Develop advanced AI-powered fraud detection and

prevention solutions that offer real-time alerts and automated responses to
suspicious activities.

Benefit: Enhances security for customers by providing advanced fraud

protection mechanisms, reducing the risk of financial losses and
increasing trust in the bank's security measures.

2.Collaborations with Fin-tech Startups for Innovative Products:

Opportunity: Form partnerships with fin-tech startups to co-develop

innovative banking products and services, such as new payment
solutions, investment platforms, or financial management tools.

Benefit: Leverages the creativity and technology of fin-tech startups to

introduce groundbreaking banking products, keeping the bank at the
forefront of industry innovation.

3.AI-Based Customer Service Bots with Human-like Interactions:

Opportunity: Develop AI-based customer service bots that offer human-
like interactions and can handle complex customer queries and requests.

Benefit: Improves customer service efficiency and satisfaction by

providing instant, accurate responses and reducing wait times for support.

CONCLUSION: These innovative recommendations and future

opportunities aim to set J&K Bank apart from its competitors by offering
unique, customer-centrist solutions that are not yet widely available in the
Indian banking market.

CONCLUSION
9.1 CONCLUSION

My internship experience at J&K Bank as a Marketing Analyst

was exceptionally rewarding and enlightening. I had the chance
to explore the field of marketing analytic, which was previously
unfamiliar to me. This hands-on experience allowed me to
understand how crucial data analysis is in formulating effective
marketing strategies.

The support and guidance from the staff at J&K Bank were
instrumental in my learning journey. I am especially grateful to
Atul Sir, Deepika Ma'am, Piyush Sir, Devika Ma'am, Zakir Sir,
Ashish Sir, and Sakshi Ma'am. Each of them played a vital role
in mentoring me and sharing their expertise. Their willingness to
help and their insights into various aspects of banking and
marketing greatly enhanced my understanding.

A particularly memorable experience was attending a meeting

with government employees alongside Atul Sir. This exposure
was invaluable, as it provided me with practical insights into
professional negotiations and interactions. It was a significant
learning moment that highlighted the real-world applications of
marketing strategies.

In addition to attending meetings, I had the opportunity to work

on Mule accounts and market trends, Digital marketing, banking
serveries and real-time data, conduct market research, and
distribute tasks to various branches based on my findings. This
practical experience was crucial in understanding the dynamics
of data-driven decision-making and target distribution.

Bibliography
10.1 Bibliography
Books and Journals:
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Pearson.

Chafe, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy,

Implementation and Practice (7th ed.). Pearson.

Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods

(12th ed.). McGowan-Hill Education.

Davenport, T. H., & Kim, J. (2013). Keeping Up with the Quant: Your
Guide to Understanding and Using Analytic. Harvard Business Review
Press.

Websites and Online Resources:

1. J&K Bank Official Website: www.jkbank.com

2. Reserve Bank of India (RBI): www.rbi.org.in

Internal Reports and Documents:

1. J&K Bank Internal Marketing Reports and Data (Confidential)

2.Daily Performance Reports from Digi-mitras

3.Credit Card Sales Strategy Documents

Conferences and Workshops:

1.Marketing Analytics Workshop, J&K Bank, Jammu

2. Digital Marketing Strategies in Banking Seminar, hosted by the Indian

Banks' Association (IBA)

Software and Tools:

1.Microsoft Excel: Used for data analysis and reporting.

2.SQL: Utilized for querying databases and managing data.

3.Power BI: Used for creating visualizations and dashboards.

4.J&K Bank Internal CRM System: Accessed for customer and account
information.

5.Email and Communication Tools: Essential for coordinating with

branch offices and sales teams.

10.2 Annexure
Annexure A: Sample Daily Report Template from Digi-mitras.

Annexure B: Data Analysis Results for QR Code Generation Targets.

Annexure C: Credit Card Marketing Strategy Document.

Annexure D: Meeting Notes from the Government Employee Meeting

with Atul Sir.
Annexure E: Visualization Dashboard Created with Power BI.