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The expert in battle seeks his victory from strategic

advantage and does not demand it from his men..Presented By-

NAYANA

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Everything is the same.....

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MISSION

Customer service and product innovation tuned to diverseneed of individual and corporate clients

Continuous technology up gradation while maintaininghuman values

Progressive globalization and achieving international

standards

Efficiency and effectiveness built on ethical practices

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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%.

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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

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Competitors:

Private Sector competitors:

-HDFC

-ICICI

Public Sector competitors:

-SBI

-PNB

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SERVICES

Retail banking

Deposit schemes

Loans and advances- Personal Loans

- Housing Loans

- Cards- Consumer durables

- Auto Loans

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Personal banking

Accounts

- Terms deposits

- Fixed deposits

- Recurring deposits

Cards- Different variants like: Gold plus cards, silver and silver

plus cards

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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

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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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ORGANISATION STRUCTURE

BOARD OFDIRECTORS

COMMITTEE OFDIRECTORS

RISK MANAGEMENT

COMMITTEE OFTHE BOARD

AUDIT

COMMITEE

CREDIT COMMITTEE

AND INVESTMENT

COMMITIEES

ASSET-LIABILTY

COMMITTEE

(ALCO)

OPERATION RISK

MANAGEMENT

COMMITTEE (ORMC)

CREDIT RISK

MANAGEMENT

COMMITTEE

COMMITTEE

OF

EXECUTIVES

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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

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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

THREATSFrom the various competitorsForeign banks

Government banks

Future market trends

Advent of MNC banks

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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

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VARIOUS STRATEGIES

IMPLEMENTED FOR THECURRENT POSITION

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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.

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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.

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Targeting Strategy

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Targeting strategy

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COMPETITIVE STRATEGY

Differentiated against other banks on the

base of Max Area Coverage.

Some banks have no reach to the some partsof 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.

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FROM THE GOVT., BANKS

High level of service Quality & through

Product Innovation.

Axis is not near in terms of reach buthowever it has created a Separate Segment

for those who believe in high set of

services.

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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.,

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Market Communication Objectives

emphasize as Independent Bank- gives imp on

customer.

Emphasize on Product Innovation andcommunicating about new product launches.

Global Market & global Std., services.

achievements.

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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).

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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.

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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