The expert in battle seeks his victory from strategic

advantage and does not demand it from his men..

Presented By-
NAYANA
Everything is the same.....
 MISSION
 Customer service and product innovation tuned to diverse
need of individual and corporate clients

 Continuous technology up gradation while maintaining

human values

 Progressive globalization and achieving international

standards

 Efficiency and effectiveness built on ethical practices

 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%.
 The Bank's Registered Office is at Ahmedabad and its Central Office
is located at Mumbai.
 The Bank has a very wide network of more than 905 branches and
Extension Counters.
 The Bank has a network of over 3894 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
 Competitors:

 Private Sector competitors:

-HDFC
-ICICI
 Public Sector competitors:
-SBI
-PNB
 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
 SERVICES
Retail banking
 Deposit schemes
 Loans and advances
- Personal Loans
- Housing Loans
- Cards
- Consumer durables
- Auto Loans
Personal banking
 Accounts
- Terms deposits
- Fixed deposits
- Recurring deposits

 Cards
- Different variants like: Gold plus cards, silver and silver plus cards
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
 FEATURES
 Anywhere banking
 Instant fund transfer
 Interest banking
 At-par (multi-city) cheque book
 ATM cum Debit card
 Mobile banking
 Phone banking
 ORGANISATION STRUCTURE

BOARD OF
DIRECTORS

RISK MANAGEMENT AUDIT

COMMITTEE OF
COMMITTEE OF COMMITEE
DIRECTORS THE BOARD

CREDIT COMMITTEE OPERATION RISK COMMITTEE

AND INVESTMENT MANAGEMENT OF
COMMITIEES COMMITTEE (ORMC) EXECUTIVES

ASSET-LIABILTY CREDIT RISK

COMMITTEE MANAGEMENT
(ALCO) COMMITTEE
 BOARD OF DIRECTORS
 P.J. NAYAK (Chairman and Executive officer)
 N.C.SINGHAL
 A.T.PANNIR SELVAM
 J.R.VARMA
 R.H.PATIL
 RAMA BIJAPURKAR
 R.B.L.VAISH
 M.V.SUBBIAH
 RAMESH RAMANATHAN
 K.N.PRITHVIRAJ
 SWOT ANALYSIS
STENGTHS
•Brand name
•Support of various promoters
•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
WEAKNESS
• Not having a good image
• Market capitalization is very low
• Not been fully able to position
itself correctly
THREATS
•From the various competitors
•Foreign banks
•Government banks
•Future market trends
•Advent of MNC banks
 FINANCIAL PERFORMANCE
Particulars % increase Amount
(Rs. in Cr)
PAT 69 1,815.36

Net interest income 43 3686.21

Other income 61 2,896.88

Fee income 64 2,447.35

Deposits 34 1,17,374

Demand deposits 37 50644

Advances 61.79 81,557

 VARIOUS STRATEGIES
IMPLEMENTED FOR THE
CURRENT POSITION
 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 specialisation strategy
 Positioning:
- Axis banks are positioned as the technically advance &
delivering tougher set of customer services.
Targeting Strategy
Targeting strategy
 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.
 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.
 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.,
 Market Communication Objectives

 emphasize as Independent Bank- gives imp on

customer.
 Emphasize on Product Innovation and
communicating about new product launches.
 Global Market & global Std., services.
 achievements.
 MARKETING OF
SERVICES
 900 Branches & 3875 ATMs
 a footprint in Asia-Singapore, Hong Kong, Dubai
and Shanghai.
 strategic tie-ups & alliances UAE, Doha, Muscat
(to be launched).
 Forecasted Objectives:

 To achieve the following MO by 2011:

 To get the Market CAP of 500cr.
 200 cr of Retail Investment.
 125 cr Corporate Investments.
 To get the 175 Cr Capital Investments.
 Findings and Conclusion
 Goal- To get the 3rd position in the overall
INDIAN BANKING MARKET.


-X-=+
 improving financial fundamentals
 range of business activities and customer base
 Rapid usage of available IT platform & infrastructure
 To diversify its loan portfolio further