SUBMITTESD BY : SANJEEV PADHA PANKAJ SHARMA NIMISHA ABROL RYTHEM GUPTA

Customer

Service and Product Innovation tuned to diverse needs of individual and corporate clientele. Continuous technology up gradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

 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

Maximizations Success

of Stakeholder value

through Teamwork, Integrity and People

1.

They had to give up the UTI name after using it for 13 years as we were not prepared to accept terms and conditions (including royalty) from UTI AMC The decision to rebrand itself was taken by the bank as it was allowed to use the 'UTI' brand name for free till January 31, 2008, beyond which it had to pay royalty for using the name.

2. The recommendation for name change to Axis Bank has arisen from the existence of several shareholder-unrelated entities using the UTI brand, and the consequent brand confusion that this generates

3. The name UTI bank was changed to AXIS bank as UTI gave a look of government sector bank. They had to change our name to have our own brand and identity.

"The name was taken into effect consequent to the approval of shareholders, Reserve Bank of India and the central government (Registrar of Companies). The UTI brand is owned by UTI Asset Management Company The bank would change logo and colour of logo the bank is likely to spend around Rs 50 crore in the re-branding exercise. The bank acquired the services of Ogilvy & Mather (O&M) to design and implement the rebranding campaign

 The

new name was chosen considering the banks pan-Indian as well as international presence.

The

first time that a bank has dropped an established brand for an unknown name.
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.

 Instead

of piecemeal efforts of promoting their debit card, the bank has launched what it calls the first ever filmi Platinum debit and credit card across 25 cities in India. The objective to offer movie aficionados deals on movie tickets through one exclusive card. The bank therefore hopes to carve out a niche in a space not fully explored by competition.

 The

high proportion of corporate loans (55 per cent) in its overall loan book has been a cause of concern, and the bank has concentrated on growing the share of lowcost retail deposits and retail loans. At the end of FY13, it seems, the bank has managed to de-risk its portfolio by increasing its exposure to retail - assets and liabilities side.