axis bank

1. The expert in battle seeks his victory from strategic
advantage and does not demand it from his men..
Created by Gunjan
Kukadiya

2. Everything is the same.....

3. ABOUT AXIS BANK
 Axis Bank was the first of the new private banks to have begun operations in
1994, after the Government of India allowed new private banks to be
established.
 The Bank was promoted jointly by the Administrator of the specified
undertaking of the
– Unit Trust of India (UTI),
– Life Insurance Corporation of India (LIC) and
– General Insurance Corporation of India (GIC) .
 The Bank today is capitalized to the extent of Rs. 359.76 crores with the public
holding (other than promoters) at 57.79%.

4.  The Bank's Registered Office is at Ahmadabad and its Central Office
is located at Mumbai.
 The Bank has a very wide network of more than 1622 branches and
Extension Counters.
 The Bank has a network of over 9924 ATMs providing 24 hrs a day
banking convenience to its customers. This is one of the largest ATM
networks in the country.
 At present AXIS BANK is the 3rd largest private sector bank in india

5. Vision
VISION & MISSION
 To
be the preferred financial solutions provider excelling in
customer delivery through insight, empowered employees and smart use
of technology.
Mission
 Customer service and product innovation tuned to diverse need of individual
and corporate clients and continuous technology up gradation while
maintaining human values.
Goal
New folderIIFL-Shikha Sharma-Axis Bank- Goals - YouTube.WEBM

6. Awards & Recognitions
 Business World ,Best Bank Awards- Fastest Growing Large Bank
 Business Today, Best Bank Awards - India's Best Bank, India's Fastest
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
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Growing Bank, India's Most Consistent Bank
ET Intelligence Group-Best Bank 2009
NDTV Profit Business Leadership Awards 2009 -Best bank Private Sector
Forbes Fab 50-The Best of Asia Pacific's Biggest Listed Company
FE Best Banks Award-Best New Private Sector bank, Rank 1
Talisma - Customer Appreciation Award 2009
D & B Best Bank Awards - Best Private Bank

7. Competitors:
 Private Sector competitors:
-HDFC
-ICICI
 Public Sector competitors:
-SBI
-PNB

8. CORE VALUE
 Customer satisfaction through:
- providing quality service effectively and efficiently
- ”Smile, it enhances your face value” is a service quality stressed on periodic customer
service audits
 Maximization of stake holders value, Success through teamwork, integrity and people
 Bank business is divided into 4 segments:-
- Retail banking, corporate banking, treasury banking and merchant banking
- Apart from this, the bank is also into insurance, investment banking, mortgage financing,
credit cards and depository services
 it is also registered on the following exchanges
* OTCEI, BSE, NSE, London stock exchange

9. FEATURES
 Anywhere banking
 Instant fund transfer
 Interest banking
 At-par (multi-city) cheque book
 ATM cum Debit card
 Mobile banking
 Phone banking

New folderAxis bank film. - YouTube_2.WEBM

10. SERVICES
Retail banking

Deposit schemes

Loans and advances
- Personal Loans
- Housing Loans
- Cards
- Consumer durables
- Auto Loans

11. Personal banking
 Accounts
- Terms deposits
- Fixed deposits
- Recurring deposits
 Cards
- Different variants like: Gold plus cards, silver and silver plus
cards

12. Corporate banking
 Accounts
- Normal current a/c
- Trust/NGO savings a/c
 Services
- Private equity, mergers and acquisitions
- Advisory services
- Capital market funding
- E- broking

13. VARIOUS STRATEGIES
IMPLEMENTED FOR THE
CURRENT POSITION

14. SWOT ANALYSIS
STENGTHS
WEAKNESS
•
•
•
•Brand name
•Support of various promoters
Not having a good image
Market capitalization is very low
Not been fully able to position
itself correctly
•High level of services
•Knowledge of Indian market
SWOT
OPPORTUNITIES
•Growing Indian banking sectors
•People are becoming more service
oriented
•In the global market
•Dissatisfied customers
THREATS
•From the various competitors
•Foreign banks
•Government banks
•Future market trends
•Advent of MNC banks

15. STP OF AXIS BANK
o Segmentation:
-These banks consider the customer service
as the base for segmentation.
- Here buyer give emphasis on the services & believe in using technical advance
product.
 Targeting:
-Axis bank target the people of the urban & semi-urban area.
- People who believe in high set of product & want speedy services.
-Selective specialization strategy
 Positioning:
- Axis banks are positioned as the technically advance & delivering tougher set
of customer services.

17. COMPETITIVE STRATEGY
 Differentiated against other banks on the base of “ Max Area
Coverage”.
 Some banks have no reach to the some parts of the country.
 So Axis bank has an advantage of reach, in terms of reach to its
customers.
 Level of service- Axis has an advantage of the product
innovation.

18. FROM THE GOVT., BANKS
 High level of service Quality & through
Product Innovation.
 Axis is not near in terms of reach but
however it has created a Separate Segment
for those who believe in high set of
services.

19. FROM THE INTERNATIONAL
BANKS
 Reach & Coverage to the People.
 Level of Service is Same.
 International banks may create a problem but however it can
be eliminated from constant publicity, innovation- atm
divisions, varied services etc.,

20. Market Communication Objectives
 emphasize
as Independent Bank- gives imp on
customer.
 Emphasize on Product Innovation and ommunicating
about new product launches.
 Global Market & global Std., services.
 achievements.

New folderAxis Bank- Shikha Sharma-Key Challenges - YouTube.WEBM