The expert in battle seeks his victory from strategic

advantage and does not demand it from his men..

Created by Gunjan Kukadiya

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Everything is the same.....

ABOUT AXIS BANKABOUT 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 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

VISION & MISSIONVISION & MISSIONVision

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

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Awards & Recognitions

Business World ,Best Bank Awards- Fastest Growing Large Bank Business Today, Best Bank Awards - India's Best Bank, India's Fastest

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

Competitors:

Private Sector competitors:

-HDFC

-ICICIPublic Sector competitors:

-SBI

-PNB

CORE VALUECORE 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

FEATURES FEATURES

Anywhere banking Instant fund transfer Interest banking At-par (multi-city) cheque book ATM cum Debit card Mobile banking Phone banking

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SERVICESSERVICES

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

VARIOUS STRATEGIES VARIOUS STRATEGIES IMPLEMENTED FOR THE IMPLEMENTED FOR THE

CURRENT POSITIONCURRENT POSITION

SWOT ANALYSIS

SWOT

STENGTHS•Brand name

•Support of various promoters

•High level of services

•Knowledge of Indian market

WEAKNESS• Not having a good image• Market capitalization is very low• Not been fully able to position

itself correctly

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

STP OF AXIS BANKSTP OF AXIS BANKo 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.

COMPETITIVE STRATEGYCOMPETITIVE 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., BANKSFROM 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 FROM THE INTERNATIONAL BANKS 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 ObjectivesMarket 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.

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