Thesis on AXIS bank


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  • D={(X1-Y1)^2+(X2-Y2)^2+…..(Xn-Yn)^2}^1/2
  • It is found that D(axis , citi) is least. So they are following same strategy to gain return on their assect.
  • It used to determine the strength and short comings of a the product or services or a company in the market.
  • Thesis on AXIS bank

    1. 1. Axis bankReinventing banking<br />Submitted by: PriyatoshPradhan<br />Enrolment number:M0108251<br />Magnus school Business<br />Hyderabad<br />
    2. 2. Company profile<br /><ul><li> Incorporated as UTI Bank, headquartered in Mumbai
    3. 3. First Branch inaugurated at Ahmedabad
    4. 4. Completes first profitable year in operation in 1995
    5. 5. Deposit crosses Rs.10bn mark in 1996
    6. 6. Shikha Sharma was named as the bank's managing director and CEO on 20 April 2009.</li></ul>Repositioning<br /><ul><li>The UTI brand is owned by UTI Asset Management Company
    7. 7. The bank would change logo and colour of logo the bank is likely to spend around Rs 500mn in the re-branding exercise.
    8. 8. The bank acquired the services of Ogilvy & Mather (O&M) to design and implement the rebranding campaign
    9. 9.  The name Axis is chosen as it is simple and it conveys a sense of solidity and a sense of maturity. It also has a universal appeal</li></li></ul><li>Problem Area<br />WHY the name has been changed from UTI TO AXIS BANK?<br />Reason<br />The name UTI bank was changed to AXIS bank as UTI gave a look of government sector bank.<br />The bank wanted to positioned itself as a independent bank and to eradicate confusion.<br />The bank was allowed to use the &apos;UTI&apos; brand name for free till January 31, 2008, beyond which it had to pay royalty for using the name.<br />
    10. 10. Objective<br />To know the process and strategies adopted by UTI bank to reposition itself with a new name and new logo.<br />Limitation<br /><ul><li>Time constraint: Time is very limited to study the overall activities done by UTI bank.
    11. 11. The questionaer is asked to a limited number of people.
    12. 12. The tools those are used only to describe the process on qualitative terms.
    13. 13. The financial data were not reveled by the official.
    14. 14. Secondary data are inadequate to analyze the repositioning process.</li></li></ul><li>Methodology<br />Data are to be collected through two sources.<br />Primary : Direct contact with the customers and the office staffs of the Axis bank with the help of questionaer.<br />Secondary: News releases, company’s sites, journal reports etc.<br />Sampling process:<br />The sample size is 20 for all calculations and the sampling process is simple random sampling.<br />
    15. 15. Statistical tools<br />Questionnaire, Likert scale.<br />Semantic differential method & perceptual mapping<br />Clustering analysis for comparative analysis of attributes and<br />Euclidean matrix for comparing ROA.<br />
    16. 16. SWOT ANALYSIS OF AXIS BANK<br />
    17. 17. Comparative Reach Analysis<br />
    18. 18. Clustering analysis:<br /> To identify the extent on which uti bank succeeded to position itself as Axis bank on consumer prospective.<br />
    19. 19. Calculation<br />20 people are asked to give marks on different attributes of UTI bank and Axis bank and calculation is done on cluster analysis for qualitative data to know how far the bank succeed in reaching its repositioning objective.<br />C(p,q) = a+d/a+b+c+d<br />Axis bank<br />1 0<br />a<br />b<br />5<br />0<br />1<br />0<br />UTI bank<br />4<br />1<br />5+1/10=<br />.6=60%<br />d<br />c<br />Hence the calculation shows that Axis bank has establish itself 40% more in various attributes then UTI bank.<br />
    20. 20. Euclidean matrix for comparing ROA<br />( in cr )<br />Matrix<br />
    21. 21. Calculation<br />D={(X1-Y1)^2+(X2-Y2)^2+…..(Xn-Yn)^2}^1/2<br />Example:<br />d(Axis,ICICI) = {(1.18-1.32)^2+(1.10-1.17)^2+(1.24-1.05)^2+(1.44- 0 .78)^2}^1/2<br /> =(0.4962)^1/2 = 0.7044<br />It is found that D(axis , citi) is least. So they are following same strategy to gain return on their asset.<br />
    22. 22. semantic scaling:<br /> 1 2 3 4 5 6 7<br />Contemporary . . . . . . . old fashioned<br />Quality service is high . . . . . . . service is poor<br />Branch extention & coverage . . . . . . . same as earlier <br />has increased<br /> New name and logo is appealing . . . . . . . Not appealing <br />More number of ATMs and . . . . . . . lesser number <br />other facilities<br />Image is exellent . . . . . . . Wrost<br />Positionedexellent . . . . . . . Not atall positioned<br />It used to determine the strength and short comings of a the product or services or a company in the market.<br />
    23. 23. The data those are collected through semantic scale are interpret by giving marks to the corresponding points<br />i.e. for 1 mark is 7, 2 mark is 6, 3 mark is 5, 4 mark is 4 , 5 mark is 3, 6 mark is 2, 7 mark is 1.<br />So the highest mark for any attribute is 7 X 20 = 140<br />
    24. 24. Total marks: contemporary – (5x7)+(3x6)+(4x5)+(2x4)+(3x3)+(2x2)+(1x1)=95 (67.78%)<br />Service Quality=96 (68.57%)<br />Coverage=94 (67.14%)<br />Appealing=113 (80.71%)<br />Atms=99 (70.71%)<br />Image=62 (44.28%) <br />Positioned =60 (42.85%)<br />Example<br />
    25. 25. Attributes in % term<br />
    26. 26. Product & service innovation<br />a) Remittance Card:The AXIS Bank Remittance Card. Launched in association with, is a unique product that has changed the way money is sent across borders. <br />b) VISA Money Transfer Service:The VISA Money Transfer Service has now made it possible to send money from an AXIS Bank account to any of the 28 million VISA Cards issued in India. <br />c) EMV standard based Platinum Credit Card:Axis Bank today launched India‘s first ‗Visa Platinum Credit Card‘ based on the EMV (Europay, MasterCard, Visa) Standard. <br />
    27. 27. Finding <br />Competitive Strategy<br /><ul><li>For the private sectorbanks:</li></ul>Differentiation on the basis of area coverage, and product innovation.<br />Level of service is the same.<br /><ul><li>For the government sector banks –The level of service which make the difference.
    28. 28. For the International Banks :
    29. 29. Differentiated itself on the base of the reach and coverage to the people.
    30. 30. Service level is somewhat same.
    31. 31. From perceptual mapping it is found that the name and the logo is more appealing then any other attributes.</li></li></ul><li>AXIS bank has differentiated itself very well on the basis of high level service and product quality.<br />They have successfully implemented the change and due to this their market share has increased only despite of tough competition prevails.<br />Conclusion<br />