Increasing business penetration taping into merchant associations; ICICI Bank Ltd.

Abstract

The objective of the project was to increase the business penetration oflCICI GPC by making in-roads into various merchant associations in Western India. Over a hundred merchant associations in Mumbai were considered. Research and preliminary shortlisting of the associations was done. Further primary research was done into the shortlisted associations and they were objectively ranked. Two types of ranking were done: (1) Associations whose members ID.aybe apprQ~ched directly by GPC and (2) associations where GPC can partner with the association's office and approach members through them. Subsequently, clients who may be eligible were identified from the members' lists of associations and an association-wise master list of prospective clients was made. This, along with details on the associations and their functioning and suggested approach by GPC was furnished in the Project Report.