Axis final


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A project on axis with an insight on Services marketing

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  • Logo depicts a strong growth path for the bank supported by strong base, indicating that the bank is moving on from a position of strength
  • Axis final

    1. 1. AXIS BANK<br />One Solution For All Your Financial Needs…….<br />
    2. 2. GLIMPSE of Indian Banking Sector <br />Size<br /><ul><li>Total Assets: US $ 335 billion.
    3. 3. Total Deposits: US $ 279 billion.
    4. 4. Over 290 Scheduled banks:
    5. 5. Public sector: 28
    6. 6. Private Sector: new 9, old 24
    7. 7. Foreign banks: 31
    8. 8. Over 190 Regional Rural Banks</li></ul>Number of<br />Banks<br /><ul><li>Over 66,000 Branches:
    9. 9. Public Sector: 46,000
    10. 10. Private Sector: 6,500
    11. 11. Foreign Banks: 190
    12. 12. RRB’s: 13,500</li></ul>Branch Network<br />according to ICRA<br />
    13. 13. Banking Structure of India<br />Reserve Bank of India<br />Commercial <br />Banks<br />Co-operative Banks<br />Development Banks<br />Public Banks<br />(28)<br />Private<br />Banks<br />(33)<br />RRB’s<br />(190)<br />Foreign<br />Banks<br />(31)<br />Urban <br />Co-op.<br />(52)<br />State<br />Co-op.<br />(16)<br />Agricultural<br />EXIM<br />Industrial<br />SBI &<br />Associate<br />Banks<br />(9)<br />Other <br />Nationalized<br />Banks<br />(19)<br />Old<br />(24)<br />New<br />(9)<br />
    14. 14. Role of Banking Sector in India<br />Encouraging savings.<br />Mobilization of saving for investment.<br />Channel of government monetary policy.<br />Necessary for meeting the growing demand for liquidity.<br />Capital formation.<br />Financing to various sectors for development and expansion.<br />
    15. 15. Axis Bank<br />The Bank's Registered Office is at Ahmadabad and its Central Office is located at Mumbai. <br />1095 branches.<br />Over 4846 ATMs<br />It is one of the largest ATM networks in the country.<br />Axis Bank was the first of the new private banks to have begun operations in 1994 <br />The Bank was jointly promoted by the Administrator of the specified undertaking of:<br /><ul><li>The Unit Trust Of India 100 core
    16. 16. Life Insurance Corporation Of India
    17. 17. General Insurance Corporation Of India
    18. 18. National Insurance Company Ltd
    19. 19. The New India Assurance Company Ltd
    20. 20. The Oriental Insurance Company Ltd s
    21. 21. United India Insurance Company Ltd </li></ul>At present AXIS BANK is the 3rd largest private sector bank in India.<br />
    22. 22. 7 Ps<br />
    23. 23. Services @ Axis/Segmentation <br />Width<br />Depth<br />
    24. 24. Other services <br />E-broking <br />Advisory functions <br />Trusteeship services <br />Overseas financing transactions<br />Equity solutions <br />Debt solutions<br />IPO-Smart<br />Mobile recharges<br />Trading in currency futures <br />D-mat a/c<br />Selling gold bars 24 carats<br />Capital market funding<br />
    25. 25. The Flower of Service @ Axis:Categorizing Supplementary Services<br />Mutual Funds<br />Consultation Services<br />D-mat a/c<br />Core<br />Home loan<br />ATM’s<br />Mobile & Internet<br />services<br />E-banking<br />KEY:<br />Advisory functions<br />Facilitating elements<br />Deposits & Withdrawal of <br />Money <br />Enhancing elements<br />
    26. 26. Three levels of service @ AXIS<br />Augmented<br />service<br />Good waiting rooms<br />Actual<br />service<br />Timely Service<br />Basic <br />Banking Service<br />Brand<br />name<br /> Banking<br />Hours<br />Extensive <br />ATM Network<br />New schemes <br />Tailored for <br />Specific customers<br />Core<br />service<br />24 ATM<br />Mobile & Internet<br />Banking <br />
    27. 27. Service Charges<br />HDFC<br />
    28. 28. Promotion<br />Name changed from UTI Bank to Axis bank creating a global modern bank image<br />Tie up with dish tv<br />Television Advertisement<br />Print media<br />Publicity<br />Personal selling<br />Tele marketing<br />
    29. 29. Initiative for awareness/customer acquiring<br />
    30. 30. Marketing Triangle<br />Company<br />(Management)<br />Internal Marketing<br />External Marketing<br />Advertisements,<br />Hoardings, Tie Ups<br />Motivating employees<br />,Training on the services <br />provided<br /> Communication <br /> & Connectivity, <br />Business process Reengineering<br />Customers<br />Employees<br />Interactive Marketing<br />Service Encounter, Sales Representatives<br />
    31. 31. People (the assets @ Axis)<br />14000 employee base<br />Professionally qualified staff<br />Service oriented organization<br />Relationship Management<br />Rigorous Training<br />
    32. 32. People (the assets @ Axis)<br />Average age of Human Resources @ Axis.<br />Qualification of the Human Resources <br />
    33. 33. Physical Evidence<br /><ul><li>Bank Branch
    34. 34. Cheque book
    35. 35. Bank brochure
    36. 36. Statement of accounts
    37. 37. Logo
    38. 38. Atm</li></ul>Web page<br />ATM<br />Office Interiors<br />Credit Cards<br />Logo<br />
    39. 39. AXIS BANK – SECTOR 35 BRANCH<br />4 cash counters<br />150 per counter footfall<br />20,000 accounts<br />¼ premium customers<br />
    40. 40. Interaction Between Customer And Service Provider(AXIS BANK)<br />
    41. 41. Blueprint<br />Location <br />Reception <br />Welcome<br />Desk <br />Seating arr. &<br />Brochure <br />Form &<br />Cash counter<br />Seating Arr.<br />Quality <br />Of paper<br />Cards etc.<br />Physical<br />evidence<br />Arrives <br />At<br />Bank<br />Receives<br />Welcome kit<br />Wait<br />Completing<br /> Formalities<br />Security<br />Check<br />Inquiries<br />Interaction<br /> With <br />Pb. Banker<br />Customer<br />Line of Interaction<br />Watchman<br />Security<br />Man<br />Welcome<br />Desk officer<br />Personal<br />Banker<br />Personal<br />Banker<br />Contact <br />person<br />Guides cust. To<br />Pb Banker<br />Explains<br />Products<br />&<br />investments<br /><ul><li>Transfer</li></ul>Initial amt.<br /><ul><li>Send form
    42. 42. A/C proceed
    43. 43. A/C NO.
    44. 44. PIN generated</li></ul>Welcome kit sent<br />Line of Visibility<br />Invisible<br />process<br />
    45. 45. Process or moment of Truth<br />Customer enters branch (watchman)<br />Inquiry (welcome desk manager)<br />Interaction with the banker (personal banker)<br />Form fill (physical evidence)<br />Welcome drink served (empathy)<br />Waiting lounge (physical evidence)<br />
    46. 46. Positioning<br />Axis Bank has positioned itself as a bank which gives higher standard of services through product innovation for the diverse need of individual & corporate clients. <br /><ul><li>Customer centric
    47. 47. Service oriented
    48. 48. Product innovation </li></ul>There's a solution to everything<br />
    49. 49. Competitors<br />Private Sector Banks<br />Public Sector Banks<br />Cgzdfg d ger<br />Cgzdfg d ger<br />Cgzdfg d ger<br />Cgzdfg d ger<br />
    50. 50. Comparative Analysis<br />
    51. 51. BRANCH NETWORK AXIS BANK<br />
    52. 52. Branch network<br />
    53. 53. Perceptual Map<br />HIGH Service Quality<br />High <br />Branch + ATM<br />Network<br />LOW <br />Branch + ATM<br />Network<br />LOW Service Quality<br />
    54. 54. Facilities to Preferred customer<br />No AQB charges<br />Relationship Manager<br />No waiting<br />3rd Party deposit charges<br />No draft charges<br />Special Discounts(xtra discounts eg on gold)<br />
    55. 55. Factors Affecting Satisfaction of Axis Customers<br />Advisory<br />Network<br />Comfort<br /> Status <br /> value <br />
    56. 56. The Key Drivers of Service Quality, Customer Retention, and Profits<br />Key Drivers<br />Service Encounters<br />People<br />Service<br />Encounter<br />Service<br />Quality<br />Product<br /> Knowledge<br />Service<br />Encounter<br />Behavioral<br />Intentions<br />Customer<br /> Retention<br />Problem <br />Handling<br />Service<br />Encounter<br />Quick Service<br />Service<br />Encounter<br />Profits<br />
    57. 57. Drivers of Service Switching<br />Value Proposition<br />Pricing<br /><ul><li>High Price
    58. 58. Price Increases
    59. 59. Unfair Pricing</li></ul>Service Switching<br />Service Delivery<br />Recovery of Service Failure<br />Inconvenience<br /><ul><li>Location/Hours</li></ul>Competition<br /><ul><li>Found Better Service</li></ul>Others<br />Involuntary Switching<br /><ul><li>Customer Moved</li></li></ul><li>Gap 2 @ Axis<br />Customer-Driven<br /> Service Designs and Standards<br />Customer<br />Customers Expect Wide Branch Network/<br />Nearest Branch Accessible<br />Company Perceptions of Consumer Expectations<br />Company<br />
    60. 60. Gap 3 @ Axis<br />Service Quality<br />Customer<br />Product Knowledge Service if the <br />Concerned Employee is on leave <br />Company Perceptions of Consumer Expectations<br />Company<br />
    61. 61.
    62. 62. Increasing Reach<br />
    63. 63. Increasing Cliental & Profits <br />
    64. 64. SERVQUAL: RATER<br />
    65. 65. In Axis bank, you have:<br />
    66. 66. Which were the all banks in your consideration set when you planned for availing a loan.<br />Which bank did you finally prefer<br />
    67. 67. How do you rate axis bank in compared to other banks.<br />Did you find any drawbacks in axis bank<br />
    68. 68. Which are all other banks you have account , other than axis bank<br />Did you receive any benefits for being a loyal customer <br />
    69. 69. Recommendations<br />Increase branch network in tricity<br />Training to all employees on all product knowledge<br />Customers should be intimated through e-mail/messages about the new schemes.<br />Indicators directing the respective services or sections<br />
    70. 70. Measures being taken to be ahead of Competitors<br />Fast processing of Loans<br />Better Services within Less TAT<br />Better System Both Internal and External <br />Quality Of Products<br />
    71. 71. Latest @ Axis<br />Received approval from the RBI to set up a subsidiary in the UK, as well as permission to upgrade its Shanghai representative office into a branch.<br />Axis Bank, the third-largest Indian private bank and Max New York Life Insurance, one of India’s leading life insurance companies have forged a 10 year strategic relationship, a first of its kind in banc assurance.<br />Launched its rural banking strategy in Gujarat with the inauguration of its branch at Rajula in Amreli district on 22 November 2010<br />
    72. 72. Latest @ Axis<br />Axis Bank, on 15 Dec 2010 has signed an MoU with IDEA Cellular, whereby Idea will act as a Business Correspondent of Axis Bank to provide the bank’s financial products and services through its retail outlets.<br />EzRemit, part of money transfer services provider BFC Group Holdings, has signed a strategic agreement with private lender Axis Bank to facilitate an instant money transfer facility to receivers in India from across the globe.<br />Authorized Bank for Chandigarh Housing Board Scheme.<br />
    73. 73. Thank you !!<br />