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Axis final
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Axis final

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A project on axis with an insight on Services marketing

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
  • Transcript

    • 1. AXIS BANK<br />One Solution For All Your Financial Needs…….<br />
    • 2. GLIMPSE of Indian Banking Sector <br />Size<br /><ul><li>Total Assets: US $ 335 billion.
    • 3. Total Deposits: US $ 279 billion.
    • 4. Over 290 Scheduled banks:
    • 5. Public sector: 28
    • 6. Private Sector: new 9, old 24
    • 7. Foreign banks: 31
    • 8. Over 190 Regional Rural Banks</li></ul>Number of<br />Banks<br /><ul><li>Over 66,000 Branches:
    • 9. Public Sector: 46,000
    • 10. Private Sector: 6,500
    • 11. Foreign Banks: 190
    • 12. RRB’s: 13,500</li></ul>Branch Network<br />according to ICRA<br />
    • 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. 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. 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. Life Insurance Corporation Of India
    • 17. General Insurance Corporation Of India
    • 18. National Insurance Company Ltd
    • 19. The New India Assurance Company Ltd
    • 20. The Oriental Insurance Company Ltd s
    • 21. United India Insurance Company Ltd </li></ul>At present AXIS BANK is the 3rd largest private sector bank in India.<br />
    • 22. 7 Ps<br />
    • 23. Services @ Axis/Segmentation <br />Width<br />Depth<br />
    • 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. 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. 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. Service Charges<br />HDFC<br />
    • 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. Initiative for awareness/customer acquiring<br />
    • 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. People (the assets @ Axis)<br />14000 employee base<br />Professionally qualified staff<br />Service oriented organization<br />Relationship Management<br />Rigorous Training<br />
    • 32. People (the assets @ Axis)<br />Average age of Human Resources @ Axis.<br />Qualification of the Human Resources <br />
    • 33. Physical Evidence<br /><ul><li>Bank Branch
    • 34. Cheque book
    • 35. Bank brochure
    • 36. Statement of accounts
    • 37. Logo
    • 38. Atm</li></ul>Web page<br />ATM<br />Office Interiors<br />Credit Cards<br />Logo<br />
    • 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. Interaction Between Customer And Service Provider(AXIS BANK)<br />
    • 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. A/C proceed
    • 43. A/C NO.
    • 44. PIN generated</li></ul>Welcome kit sent<br />Line of Visibility<br />Invisible<br />process<br />
    • 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. 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. Service oriented
    • 48. Product innovation </li></ul>There's a solution to everything<br />
    • 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. Comparative Analysis<br />
    • 51. BRANCH NETWORK AXIS BANK<br />
    • 52. Branch network<br />
    • 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. 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. Factors Affecting Satisfaction of Axis Customers<br />Advisory<br />Network<br />Comfort<br /> Status <br /> value <br />
    • 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. Drivers of Service Switching<br />Value Proposition<br />Pricing<br /><ul><li>High Price
    • 58. Price Increases
    • 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. 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.
    • 62. Increasing Reach<br />
    • 63. Increasing Cliental & Profits <br />
    • 64. SERVQUAL: RATER<br />
    • 65. In Axis bank, you have:<br />
    • 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. How do you rate axis bank in compared to other banks.<br />Did you find any drawbacks in axis bank<br />
    • 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. 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. 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. 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. 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. Thank you !!<br />

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