A

STUDY OF PROMOTIONAL POLICIES OF

for the Partial fulfillment the Degree of

MASTER OF BUSINESS ADMINISTRATION

FROM DEPARTMENT OF BUSINESS MANAGEMENT

SESSION -2012-14

UNDER GUIDANCE OF SUBMITTED BYMISS RITU KHATRI ASTHA BHATELE

MBA IIIRD SEM.ROLL NO.

PREFACE

Preparing a project of this nature is an arduous task and I

was fortunate enough to get support from a large number o

persons. I wish to express my deep sense of gratitude to all those

who generously helped in successful completion of this report by

sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected HOD Dr.Pramesh Gautam, Head of Department of

Business Management , SWAMI VIVEKANAND UNIVERSITY

SAGAR for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project

under the able and inspiring guidance of Miss Ritu Khatri She

rendered me all possible help me guidance while reviewing the

manuscript in finalising the report.

I also extend my deep regards to my teachers , family

members , friends and all those whose encouragement has infused

courage in me to complete to work successfully.

ASTHA BHATELE

MBA III RD SEM.

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I wish to

express my deep sense of gratitude to all those who generously helped in

successful completion of this report by sharing their invaluable time and

knowledge.

It is my proud and previledge to express my deep regards to Respected

, Head of Department Dr.Pramesh Gautam, Department of Business

Management , SWAMI VIVEKANAND UNIVERSITY, SAGAR for

allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the

able and inspiring guidance of He rendered me all possible help me guidance

while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members ,

friends and all those whose encouragement has infused courage in me to

complete to work successfully.

ASTHA BHATELE

MBA IIITH SEM.

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " A STUDY OF PROMOTIONAL

POLICIES OF AXIS BANK" on Market Segmentation is nay own work conducted under

the supervision of Miss Ritu Khatri Department of Business Management, SWAMI

VIVEKANAND UNIVERSITY SAGAR To the best of my knowledge the

report does not contain any work , which has been submitted for the award of any degree ,

anywhere.

ASTHA BHATELE

MBA IIIRD SEM.

CERTIFICATE

The project report titled A STUDY ON PROMOTIONAL

POLICIES OF AXIS BANK been prepared by ASTHA BHATELE MBA

IIIRD SEM., under the guidance and supervision of MISS RITU KHATRI

for the partial fulfillment of the Degree of MBA

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS PREFACE ACKNOWLEDGEMENT CERTIFICATE DECLARATION

CHAPTER – I INTRODUCTION 1-8

HISTORY OF AXIS BANK

MANAGMENT OF AXIS BANK

PROFILE

MISSION AND VALUE

CHAPTER – II OBJECTIVE OF THE STUDY 9

CHAPTER – III RESEARCH METHODOLOGY 10-11

CHAPTER – IV MARKET ANALYSIS 12-13

CHAPTER – V PRODUCT PROFILE 14-21

CHAPTER – VI PROMOTIONAL POLICIES ADOPTED BY

AXIS BANK

23-27

BRANDING

MARKETING INITITIATIVES

CHAPTER – VII DATA ANALYSIS AND INTERPRETATION 28-34

CHAPTER – VIII ABOUT COMPETITORS 35

CHAPTER – IX LIMITATION 36

CHAPTER – X RECOMMENDATION & CONCLUSION 37-38

BIBLIOGRAPHY

QUESTIONNAIRE

CHAPTER - I

INTRODUCTION

Commercial banking services which includes merchant banking, direct finance

infrastructure finance, venture capital fund, advisory, trusteeship, forex, treasury and other

related financial services. As on 31-Mar-2012, the Group has 827 branches, extension

counters and 3,595 automated teller machines (ATMs).

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 - I), Life Insurance Corporation of India (LIC) and General Insurance

Corporation of India (GIC) and other four PSU insurance companies, i.e. National

Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental

Insurance Company Ltd. and United India Insurance Company Ltd. 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 853

branches and Extension Counters (as on 30th June 2012). The Bank has a network of over

3723 ATMs (as on 30th June 2012) providing 24 hrs a day banking convenience to its

customers. This is one of the largest ATM networks in the country. The Bank has

strengths in both retail and corporate banking and is committed to adopting the best

industry practices internationally in order to achieve excellence.

History of Axis bank:

1993: The Bank was incorporated on 3rd December and Certificate of business on 14th

December. The Bank transacts banking business of all description. UTI Bank Ltd. was

promoted by Unit Trust of India, Life Insurance Corporation of India, General Insurance

Corporation of India and its four subsidiaries. The bank was the first private sector bank to

get a license under the new guidelines issued by the RBI.

1997: The Bank obtained license to act as Depository Participant with NSDL and applied

for registration with SEBI to act as ‘Trustee to Debenture Holders’. Rupees 100 crores was

contributed by UTI, the rest from LIC Rs 7.5 crores, GIC and its four subsidiaries Rs 1.5

crores each.

1998: The Bank has 28 branches in urban and semi urban areas as on 31st July. All the

branches are fully computerized and networked through VSAT. ATM services are

available in 27 branches. The Bank came out with a public issue of 1,50,00,000 No. of

equity shares of Rs 10 each at a premium of Rs 11 per share aggregating to Rs 31.50

crores and Offer for sale of 2,00,00,000 No. of equity shares for cash at a price of Rs 21

per share. Out of the public issue 2,20,000 shares were reserved for allotment on

preferential basis to employees of UTI Bank. Balance of 3,47,80,000 shares were offered

to the public. The company offers ATM cards, using which account-holders can withdraw

money from any of the bank’s ATMs across the country which is inter-connected by

VSAT. UTI Bank has launched a new retail product with operational flexibility for its

customers. UTI Bank will sign a co-brand agreement with the market, leader, Citibank NA

for entering into the highly promising credit card business. UTI Bank promoted by India’s

pioneer mutual fund Unit Trust of India along with LIC, GIC and its four subsidiaries.

1999: UTI Bank and Citibank have launched an international co-branded Credit card. UTI

Bank and Citibank have come together to launch an international co-branded credit card

under the MasterCard umbrella. UTI Bank Ltd has inaugurated an offsite ATM at Ashok

Nagar here, taking the total number of its offsite ATMs to 13.m

2000: The Bank has announced the launch of Tele-Depository Services for Its depository

clients. UTI Bank has launch of ‘iConnect’, its Internet banking Product. UTI Bank has

signed a memorandum of understanding with equitymaster.com for e-broking activities of

the site. Infinity.com financial Securities Ltd., an e-broking outfit is Typing up with UTI

Bank for a banking interface. Geojit Securities Ltd, the first company to start online

trading services, has signed a MoU with UTI Bank to enable investors to buy\sell demat

stocks through the company’s website. India bulls have signed a memorandum of

understanding with UTI Bank. UTI Bank has entered into an agreement with Stock

Holding Corporation of India for providing loans against shares to SCHCIL’s customers

and funding investors in public and rights issues. ICRA has upgraded the rating UTI

Bank’s Rs 500 crore certificate of deposit programmed to A1+. UTI Bank has tied up with

L&T Trade.com for providing customized online trading solution for brokers.

2001: UTI Bank launched a private placement of non-convertible debentures to rise up to

Rs 75 crores. UTI Bank has opened two offsite ATMs and one extension counter with an

ATM in Mangalore, taking its total number of ATMs across the country to 355. UTI Bank

has recorded a 62 per cent rise in net profit for the quarter ended September 30, 2001, at

Rs 30.95 crore. For the second quarter ended September 30, 2000, the net profit was Rs

19.08 crore. The total income of the bank during the quarter was up 53 per cent at Rs

366.25 crore.

2002: UTI Bank Ltd has informed BSE that Shri B R Barwale has resigned as a Director

of the Bank w.e.f. January 02, 2002. A C Shah, formerchairman of Bank of Baroda, also

retired from the bank’s board in the third quarter of last year. His place continues to be

vacant. M Damodaran took over as the director of the board after taking in the reins of

UTI. B S Pandit has also joined the bank’s board subsequent to the retirement of K G

Vassal. UTI Bank Ltd has informed that Shri Paul Fletcher has been appointed as an

Additional Director Nominee of CDC Financial Service (Mauritius) Ltd of the Bank.And

Shri Donald Peck has been appointed as an Additional Director (nominee of South Asia

Regional Fund) of the Bank. UTI Bank Ltd has informed that on laying down the office of

Chairman of LIC on being appointed as Chairman of SEBI, Shri G N Bajpai, Nominee

Director of LIC has resigned as a Director of the Bank.

2002: B Paranjpe & Abid Hussain cease to be the Directors of UTI Bank.UTI Bank Ltd

has informed that in the meeting of the Board of Directors following decisions were taken:

Mr Yash Mahajan, Vice Chairman and Managing Director of Punjab Tractors Ltd were

appointed as an Additional Director with immediate effect. Mr N C Singhal former Vice

Chairman and Managing Director of SCICI was appointed as an Additional Director with

immediate effect. ABN Amro, UTI Bank in pact to share ATM. UTI Bank Ltd has

informed BSE that a meeting of the Board of Directors of the Bank is scheduled to be held

on October 24, 2002 to consider and take on record the unaudited half yearly/quarterly

financial results of the Bank for the half year/Quarter ended September 30, 2002. UTI

Bank Ltd has informed that Shri J M Trivedi has been appointed as an alternate director to

Shri Donald Peck with effect from November 2, 2002.

2003: UTI Bank Ltd has informed BSE that at the meeting of the Board of Directors of the

company held on January 16, 2003, Shri R N Bharadwaj, Managing Director of LIC has

been appointed as an Additional Director of the Bank with immediate effect.- UTI Bank,

the private sector bank has opened a branch at Nellore. The bank’s Chairman and

Managing Director, Dr P.J. Nayak, inaugurating the bank branch at GT Road on May 26.

Speaking on the occasion, Dr Nayak said. This marks another step towards the extensive

customer banking focus that we are providing across the country and reinforces our

commitment to bring superior banking services, marked by convenience and closeness to

customers. -UTI Bank Ltd. has informed the Exchange that at its meeting held on June 25,

2003 the BOD have decided the following: 1) To appoint Mr. A T Pannir Selvam, former

CMD of Union Bank of India and Prof. Jayanth Varma of the Indian Institute of

Management, Ahmedabad as additional directors of the Bank with immediate effect.

Further, Mr. Pannir Selvam will be the nominee director of the Administrator of the

specified undertaking of the Unit Trust of India (UTI-I) and Mr. Jayanth Varma will be an

Independent Director. 2) To issue Non-Convertible Unsecured Redeemable Debentures up

to Rs.100 crs, in one or more tranches as the Bank’s Tier - II capital. -UTI has been

authorized to launch 16 ATMs on the Western Railway Stations of Mumbai Division. -

UTI filed suit against financial institutions IFCI Ltd in the debt recovery tribunal at

Mumbai to recover Rs.85cr in dues. -UTI bank made an entry to the Food Credit

Programme; it has made an entry into the 59 cluster which includes private sector, public

sector, old private sector and co-operative banks. -Shri Ajeet Prasad, Nominee of UTI has

resigned as the director of the bank. -Banks Chairman and MD Dr. P. J. Nayak

inaugurated a new branch at Nellore.-UTI bank allots shares under Employee Stock

Option Scheme to its employees. -Unveils pre-paid travel card ‘Visa Electron Travel

Currency Card’ -Allotment of 58923 equity shares of Rs 10 each under ESOP. -UTI Bank

ties up with UK govt fund for contract farm in -Shri B S Pandit, nominee of the

Administrator of the Specified Undertaking of the Unit Trust of India (UTI-I) has resigned

as a director from the Bank wef November 12, 2003. -UTI Bank unveils new ATM in

Sikkim.

2004: Comes out with Rs. 500 mn Unsecured Redeemable Non-Convertible Debenture

Issue, issue fully subscribed -UTI Bank Ltd has informed that Shri Ajeet Prasad, Nominee

of the Administrator of the Specified Undertaking of the Unit Trust of India (UTI - I) has

been appointed as an Additional Director of the Bank w. e. f. January 20, 2004.-UTI Bank

opens new branch in Udupi-UTI Bank, Geojit in pact for trading platform in Qatar -UTI

Bank ties up with Shriram Group Cos -Unveils premium payment facility through ATMs

applicable to LIC UTI Bank customers –Metal junction (MJ)- the online trading and

procurement joint venture of Tata Steel and Steel Authority of India (SAIL)- has roped in

UTI Bank to start off own equipment for Tata Steel. -DIEBOLD Systems Private Ltd, a

wholly owned subsidiary of Diebold Incorporated, has secured a major contract for the

supply of ATMs an services to UTI Bank -HSBC completes acquisition of 14.6% stake in

UTI Bank for .6 m -UTI Bank installs ATM in Thiruvananthapuram -Launches

Remittance Card in association with Remit2India, a Web site offering money transfer

services

2005: - UTI Bank enters into a banc assurance partnership with Bajaj Allianz General for selling general insurance products through its branch network. -UTI Bank launches its first Satellite Retail Assets Centre (SRAC) in Karnataka at Mangalore.

2006: -UBL sets up branch in Jaipur -UTI Bank unveils priority banking lounge.

Management of Axis bank

Promoters: Axis Bank Ltd. has been promoted by the largest and the best Financial

Institution of the country, UTI. The Bank was set up with a capital of Rs. 115 crore, with

UTI contributing Rs. 100 Crore, LIC - Rs. 7.5 Crore and GIC and its four subsidiaries

contributing Rs. 1.5 Crore each SUUTI - Shareholding 27.02%Erstwhile Unit Trust of

India was set up as a body corporate under the UTI Act, 1963, with a view to encourage

savings and investment. In December 2002, the UTI Act, 1963 was repealed with the

passage of Unit Trust of India (Transfer of Undertaking and Repeal) Act, 2002 by the

Parliament, paving the way for the bifurcation of UTI into 2 entities, UTI-I and UTI-II

with effect from 1st February 2003. In accordance with the Act, the Undertaking specified

as UTI I has been transferred and vested in the Administrator of the Specified Undertaking

of the Unit Trust of India (SUUTI), who manages assured return schemes along with

6.75% US-64 Bonds, 6.60% ARS Bonds with a Unit Capital of over Rs. 14167.59 crores.

The Government of India has currently appointed Shri K. N. Prithviraj as the

Administrator of the Specified undertaking of UTI, to look after and administer the

schemes under UTI where Government has continuing obligations and commitments to

the investors, which it will uphold.

ProfileAxis Bank is one of the fastest growing banks in the country and has an

extremely competitive and profitable banking franchise evidenced by:

Comprehensive portfolio of banking services including Corporate Credit,

Retail Banking, Business Banking, Capital Markets, Treasury and

International Banking.

The Position as on 31st March 2008 was as under: - -Balance Sheet Size – Rs 1,095,778,487 (Rs. in Thousands)

-Total Deposits – Rs 876,262,206 (Rs. in Thousands)

-Net Advances – Rs 596,611,446 (Rs. in Thousands)

-Investments – Rs 337,051,008 (Rs. in Thousands)

-Network of Branches – 701

and Extention Counters

-Number of cities and – 190

towns covered by

network

-Number of ATMs – 2854

-Net NPA – 0.42 %

-Capital Adequacy Ratio – 13.73 %

Axis Bank has in place a sound technological platform

Sound technological platform with centralized database and operations

enabling 24*7*365 ‘Anywhere Banking’, in order to render the best customer

service to its 5.5 million customer base.

Our Mission and Values

Our Mission

Customer Service and Product Innovation tuned to diverse needs of in-

dividual and corporate clientele.

Continuous technology up gradation while maintaining human values.

Progressive globalization and achieving international standards.

Efficiency and effectiveness built on ethical practices.

Core Values

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 Stakeholder value

Success through Teamwork, Integrity and People

CHAPTER - II

OBJECTIVES OF THE STUDY

To find the promotional policies of axis bank.

To know how many people are satisfied by their service?

To know the performance of the different schemes.

To know the ranking of Axis bank Scheme.

CHAPTER - III

RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing

research project. It specifies the details of the procedures necessary for obtaining

the information needed to structure and/or solve marketing research problem.

On the basis of fundamental objectives of the research we can classify research

design into two general types:

1) EXPLORATORY RESEARCH

2) CONCLUSIVE RESEARCH

Exploratory research is one type of research design, which has its

primary objective the provision of insights into, and comprehension of, the

problem situation confronting the researcher.

Conclusive research is designed to assist the decision maker in

determining evaluating and selecting the best course of action to take in a given

situation.

Conclusive research can be further divided into two types:-

Descriptive

Experimental

The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-for

example the characteristics of users of a given product, the degree to which the

product use the varies with income, age, etc.

SAMPLING TECHNIQUE USED:

This research has used convenience sampling technique.

1) Convenience sampling technique: Convenience sampling is used in

exploratory research where the researcher is interested in getting an

inexpensive approximation of the truth. As the name implies, the sample is

selected because they are convenient.

SELECTION OF SAMPLE SIZE:

For the study, a sample size of 30 has been taken into consideration.

SOURCES OF DATA COLLECTION:

Rsearch will be based on two sources:

1. Primary data

2. Secondary data

1) PRIMARY DATA:

Questionnaire: Primary data was collected by preparing questionnaire and the

people were randomly being requested to fill them.

2) SECONDARY DATA:

Secondary data will consist of different literatures like books which are published, articles, internet and websites. In order to reach relevant conclusion, research work needed to be designed in a

proper way.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:

Questionnaire Pie Charts Bar Charts Line Charts Column Charts

Gender – M/F Area – Rural / UrbanAge – Income -

CHAPTER - IV

MARKET ANALYSIS

HUMAN RESOURCE DEPARTMENT

“Human Resource Management function that helps managers recruit, select, train and

develop members for an organization. Obviously, HRM is concerned with the people’s

dimension in organizations.

Work force of an Organization is one of the most important inputs of components. It is

said that people are our single most important assets. Because of the unique importance of

HUMAN RESOURCE and its complexity due to ever changing psychology, behavior and

attitudes of men and women at work, in all business concerns, there is one common

element. I.e. Human personnel function, i.e., manpower management function is becoming

increasingly specialized. The personnel function or system can be broadly defined as the

management of people at work- management of managers and management of workers.

Personnel function is particularly interested in personnel relationship and interaction of

employees-human relations.

In a sense, management is personnel administration. Management is the development of

people, and not mere direction of material resources. Human capital is the greatest asset

of a business enterprise. The essential ingredient of management is the leadership and

direction of people. Each manager of people has to be his own personnel man. Personnel

management is not something you really turn over to personnel department staff.

Responsibilities of Human Resource Department.

HRD maintain daily attendance record through branch manager via E-mail.

Take decisions for approval regarding leave notes.

He takes the decision related to the recruitment, selection and training of the

candidates. He talks to the consultant related to the recruitment of the qualified

candidates. He also does screening of the candidates, shortlist the candidate

and takes the first round of the interview.

He maintains the database of the candidates to come for an interview. He also

maintains personal file of each employee. He also completes the joining

formalities of each new employee.

They are taking surprising visit in every branch and collect information about

employees.

He is responsible for the monthly salary of the employees as per their

attendants and passing to the Branch Manager.

Human Resource planning

This is handled by doing the planning at the beginning of every year. At the end of the

year, the Human Resource department from each Branch receives the requirement for the

person for whole year. Then the planning of recruitment and training is done by training

manager and recruiting manager which is approved from Head of HR Department.

RECRUITMENT

Recruitment is a process of searching for prospective candidates for the given job in the

industry. As we know it is very important for an industrial concerns to have efficient and

effective personnel with right quality and at right time and at right place available

whenever they are needed. Every organization needs employee time by time because of

promotion or retirement of an employee. For this purpose an organization need to search

for the right candidate. And so it needs to encourage this type of right candidates whenever

they require.

Sources of Recruitment

Personal data of candidates and data bank maintain by the HR. department.

Campus Recruitment.

Company’s own website.

Placement consultants.

Advertisement in the news papers like Times of India, Gujarat Samachar.

Employee reference.

Recruitment Process

Selection

Selection is the process of taking individuals out of the pool of job applicants

with requisite qualifications and competence to fill jobs in the organization. It

is define as the process of differentiating between applicants in order to

identify and hire those with a greater likelihood of success in a job.

Selection is based on probation base, they are taking experienced person for 6

month’s probation and for fresher the probation period is 1 year.

While the selection of the senior level post, is taken by head office at Mumbai.

Applicamt pool

Profile Check

Shortlist Screening Interview

Training and Development

Training aims at increasing the aptitudes, skills and abilities of workers to

perform specific job. It makes employees more effective and skillful. In

present dynamic world of business training is more important there is an ever

present need for training men. So that new and changed techniques may be

adopted. A new and changed technique may be taken as an advantages and

improvement affected in the old methods.

Training is learning experience that seeks relatively permanent change in an

individual that will improve his/her ability to perform on the job.

They provide “on the job” training to their employees in the branch as they

select these employees for selling various products of bank by direct

marketing. Whenever they select new candidates for any post, they use to give

them on the job work.

In case of sales persons to distribute their various products, in the beginning

the person has to work under the observation of his senior then the have to go

in market to have their own experience.

The time for training program for the candidate is depends up on the relevant

position of his work area. They also provide training related to customer care

and communication.

Analyzing Your Workplace:

To assist you analyze your workplace to identify recruitment or selection issues for

women, we suggest you:

Revisit your workforce profile to find where your female employees are.

Consult with your employees.

Examine your existing recruitment and selection policies and practices.

Developing Policy and Procedures

Put in place a policy requiring recruitment and selection processes to select the best

person for the job.

Develop a quality, consistent process for recruitment that delivers diverse recruits.

Have a recruitment strategy that links to your business plan, and to a strategy to

retain employees.

Reviewing Recruitment and Selection Opportunities

Monitor each stage of the recruitment process to identify any practice that may

disadvantage some candidates.

Investigate whether women have equal opportunity in the recruitment and selection

process by collecting information on the numbers of men and women:

Applying for positions

Being short-listed

Being interviewed

Being appointed, and

Survey staff about their perception of equity in recruitment procedures.

Consider collecting diversity information as part of the process. There could be a

pool of diverse candidates you’re not reaching or unnecessarily excluding.

CHAPTER - V

PRODUCT POLICY

ABOUT AXIS BANK:

SAVING PRODUCTS OF AXIS BANK

PRIORITY BANK I NG - RES I DENT

Presenting Axis Bank's Priority Banking Service. A service that would ensure not only the

highest level of priority but also preferential treatment to customers.

BANKING PRIVILEGES TO CUSTOMERS

Priority Banking Lounge:

A Priority banking customer will have access to an exclusive 'Priority Banking Lounge' at

branches. This will allow them to conduct their financial transactions in utmost comfort and

confidentiality through an exclusive Relationship Manager.

Dedicated Relationship Manager:

Customers will enjoy access to a dedicated Relationship Manager who will be one point

contact at branch for all banking transactions thus ensuring that customers would neither

have to move from one counter to the other nor stand in queues to wait for the turn.

PRIORITY BANKING - NRIPresenting Axis Bank's Priority Banking - NRI Services, especially for NRI

Clients. Apart from a specialized Relationship Manager to take care of banking

needs, Axis Bank provides Investment and Lifestyle Privileges as well t5o their

priority customers.

BANKING PRIVILEGES TO CUSTOMERS

Priority Banking Lounge:

A Priority Banking customer will have access to an exclusive 'Priority Banking

Lounge' at Axis Bank branches. This would allow them to conduct their financial transactions in

utmost comfort and confidentiality through an exclusive

Relationship Manager.

Dedicated Relationship Manager:

customers will enjoy access to a dedicated Relationship Manager who will be one point contact at

the branch for all the banking transactions, who will be in regular touch with the customers to take

care of their Banking needs.

PRIME SAVING ACCOUNT

Axis Bank has always strived to pace their products with the growing needs of the customers. The

Prime Saving account has therefore been created with the customer’s specific financial

requirements in mind.

Wider accessibility

As a Prime Saving account holder, customers enjoy access to a wide network of over 825

branches and one of the largest ATM networks (3595 ATMs) in India giving them easy access to

their account from almost any corner of the country.

SENIOR PRIVILEGE ACCOUNT

Because life begins at sixty

Axis Bank's Senior Citizen Saving Account has been designed keeping in mind the fact that a

senior citizen's banking requirements are wholly different

and require special consideration.

SENIOR PRIVILEGE: FEATURES

BANKING PRIVILEGES

Dedicated Relationship Managers :AXIS BANK dedicated relationship

managers are only a phone call away. They can help the customers

with all of their banking needs. Be it a simple query or helping customers

to manage their finances.

Loans

PERSONAL POWER

Purpose: To meet personal expenses. Loan Amount Minimum Loan amount Rs.25, 000/- Maximum Loan amount Rs.105, 00,000/- for salaried and Rs.15, 00,000/- for salaried professional individuals Maximum Loan amount Rs.103, 00,000/- for self-employed individuals Maximum Loan amount Rs.720, 500,000/- for Doctors

Rs.2, 00,000

POWER DRIVE Purpose: Purchase of a new car Loan Amount: Cost of Vehicle plus registration & insurance (less stipulated margin) OR 20 times of net monthly salary in case of salaried persons / equivalent of net annual income as per latest IT Assessment Order in case of others, whichever is less.

STUDY POWER

Purpose: To provide financial support to deserving/meritorious students for pursuing higher professional/technical education in India and abroad. To be provided to meritorious students who have obtained admission to career-oriented courses, e.g. medicine, engineering, management, either at the graduate or post-graduate level. This would cover studies proposed in domestic or overseas institutions.

LOAN AGAINST SHARES Purpose: For personal use Quantum of Loan: Maximum loan amount is Rs.20, 00,000/- against pledging of approved scrip’s. We are offering this facility to individuals only.

TWO WHEELER LOAN

Purpose: To purchase a two wheeler Quantum of Loan: Minimum Rs.20, 000/- & Maximum Rs.70, 000/-. We finance 80-85% of the on road price (Cost of Vehicle + registration + insurance) of the vehicle.

CHAPTER - VI

PROMOTIONAL POLICIES ADOPTED BY AXIS BANK:-

In early 1950's most of the markets were choking with surplus products on

offer, defying the theory "the best quality will always sell". The emergence of

Branding as a value in offering has kept many organizations leaders, and

in survival. Branding is termed as a part of offering, created in the mind of

customer and consumer of superior values that he or she perceives and ready

to pay for. The brand can be associated with superior product, superior

services, superior sales after services, or easy access. In today's era with

increasing competition, is that not important enough to revisit Brand as a

marketing offering (Product or Service).

BRAND NAME:

UTI has officially announced the change of its name to ‘Axis Bank’. The

awareness campaign titled ‘UTI Bank is now Axis Bank; everything is

the same except the name’, has been created by O&M and is the brainchild of

Sumanto Chattopadhya. The decision to re-brand the bank emanated from the

need to move out of a scenario of brand confusion that is created by several

shareholder-unrelated entities using the UTI brand. On the creative point of

view, the change of name from UTI Bank to Axis Bank is precisely just a

name change. Everything else about the brand remains the same. Axis is a

strong name with an international aura to it. It is very much in keeping with

UTI’s success story in the private banking arena.

MARKETING INITIATIVES:

On the marketing initiatives, a multimedia campaign was unfolded on August

1 that will go onfor the next few weeks. It seeks to reassure customers that

the change of name will in no wayaffect the services offered by the bank. On

the thought process the creative platform adopted for the name change is

based primarily on twins -- siblings whose names are different, but are

identical in every other way. This campaign will run on

Television

Outdoor 

Print

Radio and other 360-degree media. Some interesting innovations are planned

in the print medium. On radio, the name change is being expressed in a

slightly different manner, in keeping with the nature of the medium.

BROADSHEET WAY:

The first campaign that was featured was a false cover page for Mid-Day

going the broad sheet way. The campaign very much focused on the idea on

the awareness of the bank changing its name to ‘Axis Bank’. Television is

given priority as it gives the maximum reach among the mass media

channels. Besides the mass media channels, the 2,500-odd ATM locations is

also being used to convey the name change message. And of course, the

signage’s of the 600 or so branches will also change to reflect the new name.

LOGO DESIGN:

The logo design of Axis Bank is based on the letter ‘A’. It is a

contemporary, universal and solid design that retains the burgundy color of

the original UTI logo as a link to its heritage

EXISTING MARKETING STRATERGIES TO GAIN UPPER

MARKET SHARE:

Going forward, the Bank will continue to derive benefit from the

infrastructure created over the years and pursue a strategy of profitable

growth through stronger corporate relationships and an accelerated retail

customer expansion program me driven by the Bank’s multiple channels. The

Bank continues to identify new thrust areas to sustain its growth, and these

include:

Growth in credit to the SME and agriculture sectors that will be driven by a

network of rural and semi urban branches supported by organizational

reinforcement in the form of SME cells and agriculture clusters.

Reinforcement of the international remittance business. The Bank has already

tied up with various banks and exchange houses in the Gulf for tapping the

high-volume remittance business emanating from this region.

 New initiatives such as Wealth Management will enable the Bank to advice

and to cross-sell third party products to high net-worth customers.

An expansion in the overseas branch and representative office network,

commencing with the first branch in Singapore, will create opportunities for

cross-border trade finance, syndication of debt and NRI business.

CAPITAL MANAGEMENT

The Bank believes in the continual enhancement of shareholder value by an

efficient use of available capital in a manner that leads to a high return

on equity. In this sense, the Bank seeks to be protective of its capital.

The Bank continued to attract investor interest from domestic and foreign

institutional investors, leading to a very visible increase in trading volumes

and price.

On the successful conclusion of the GDR offering, the Bank mobilized Rs.

1,122 crores(equivalent to US Dollars 257.03 million).

In addition, the Bank also placed subordinated bonds of Rs. 1,000 crores in

the market in order to raise Tier II capital to the extent eligible.

The Bank is focusing on developing an asset structure that was sensitive to

the importance of increasing the proportion of low risk weighted assets, in

order that capital is more efficiently deployed.

PREPAREDNESS FOR IMPLEMENTATION OF THE BASEL II ACCORD

The Bank is in the process of identifying an appropriate software system and

data management solution for a phased adoption of the Basel II framework in

the area of credit risk. In the first instance, the Bank is in a position to

adopt the Standardized approach for credit risk and it is strengthening the

internal credit rating architecture and archiving the internal rating migration

data to prepare for an eventual migration to the Internal Rating Based (IRB)

approach.

The Bank is in readiness to calculate capital charge on operational risk, under

both the Basic Indicator approach as well as the Standardized approach, and

has mapped its activities to the eight business lines defined in the Basel II

Accord.

The Bank has also undertaken internal studies on several lines of business for

an evaluation of the risk profile, capturing of losses incurred and identifying

key risk indicators (KRIs).

RETAIL BANKING

With a view to attaining an increasingly significant position in the

burgeoning retail financial services sector in the country, the Bank has

continued to provide a sustained thrust to retail banking through a

continuously expanding network and a growing sales force with

customer relationship skills, that has enabled the distribution of a wide

range of products to a fast expanding customer base. The key driver

underpinning the profitability of the retail banking business has been the

Bank’s customer-centric vision, manifested in the

strategic interplay of product differentiation and innovation on the one hand

customer segmentation on the other, where the constant Endeavour is to

introduce

Introduction of customized products and services to cater to the specific

needs of different customer segments.

This has resulted in a substantial growth of retail banking business during

2005-06The thrust on customer segmentation has been a strategic success, as

evident from the strong business growth across various customer segments

during 2009-10

CHAPTER - VII

DATA ANALYSIS AND INTERPRETATION

Ques. Which Axis bank Scheme does you have?

No of Peoples Have BSLI Plan

Health, 10%

Retierment , 22%

Life, 68%

Health

Retierment

Life

Inference

On the basis of above analysis it has been concluded that around 68% of the policy holders are having life plan, 22% of them are having Retirement plan and rest of them are having the health plan.

Question. Are you satisfied with the Insurance plan you have?

No. of people satisfied with the plan

72%

28%

Yes

No

Inference

On the basis of the analysis it has been concluded that around 72%of the people are satisfied with plan they and rest if them are not satisfied.

Ques. Are you satisfied with the services provided by the company regarding new plans and schemes?

No. of people satisfied with the services provided by the company

82%

18%

Yes

No

Inference

On the basis of the above analysis it has been concluded that around 82% of the policy

holders are satisfied with the services provided by the company and rest of them are not

satisfied.

Ques. Are you interested to make more investments in Axis bank ?

No. of Peoples want to more investment in BSLI

67%

33%

Yes

No

Inference

On the basis of the above analysis it has been concluded that around 67% of the

policyholders are interested to make more investments in Axis bank and rest of them are

not interested.

Ques. Have you any other Insurance Plan apart from Axis bank ?No. of Peoples have other Insurance Plan apart from BSLI?

78%

22%

Yes

No

Inference

From the above analysis it has been concluded that around 89% of policy holders are

having other insurance plans apart from Axis Bank , in which around 60 % are having LIC

insurance plans, 11% are having Bajaj Allianz, 9% are having Birla Sunlife, 8% are having

ICICI Pru. and 12% are having other company insurance plans.

Ques. If you get any attractive plan than are you ready to switch over?

People ready to switch to attractive Schemes if offered by other

companies

82%

18%

Yes

No

Inference

On the basis of the above analysis it has been concluded that around 82% of the policy

holders are ready to switch over if they get good attractive insurance plan and rest of them

don’t.

CHAPTER -VIII

ABOUT COMPETITORS

Major players in banking industry with whom axis bank is competing now:-

1.HDFC

2.ICICI

3.IDBI.

4.HSBC.

5.SBI.

6.YES BANK.

7.INDIAN OVERSEAS BANK.

CHAPTER - IX

LIMITATIONS

Some of the respondents were not cooperative.

Some respondents were hesitating to give business details.

Biasness is another limitation that the scope of the survey.

The reliability and scope of survey greatly relies on the cooperation of

the respondents.

CHAPTER - X

RECOMMENDATIONS

The organization should provide or set up a communication lab for the benefit of

the fresher and existing employees that makes a career development and new

opportunity to grow up in the organization.

This increases the employee morale and helps to attain the target.

Communication classes should be conducted timely to all employees should be

followed by organization.

Refresher courses may organize intermittently for all employees in the rank and

file category to relive job fatigue and monotony of every day work life. So

employees can gain skills by Communication.

Candidates who enter into the Job Market must make sure that their efficiency in

Communication is up to the expectation of an organization which will make them

to go through the Recruitment and Selection system of Royal Sundaram Alliance

Insurance Company.

The respondents in the corporate exhibits that communication skills are necessary

for all the employees from different channels.

FOS (Fleet on street) Team should be made involved to pass through more

communication classes from language experts.

The company should allot funds to create a communication laboratory for the

beneficiary of all the employees.

CONCLUSION

The market potential for private insurance companies is

found to be greater in the long run as most of the Indians are of

the opinion that, private insurance companies would be able to

perform well in the future. The private and foreign insurance

companies have to take immediate steps in appointing more

number of agents and/or advisors in addition to the employees as

it has been found out that agents are the best channel to reach the

general public regarding selling of insurance products. The

private and foreign insurance companies have to concentrate on

the factors like 'Prevention of Loss', 'Assured Returns' and 'Long

term Investment'. They can also focus on an insurance amount of

Rs. 1 – 2 lakhs with 'money back policies'. Hence, the market has

potential. The private and foreign insurance companies that are

taking immediate steps can tap it easily & rapidly

BIBLIOGRAPHY

BOOKS REFFERED:

ASWATHAPPA, K. (2010), Human Resource Management

DESSLER, GARY (2011), Human Resource Management

ROBBINS, STEPHEN P.,(2009) “Organizational Behaviour” of

Prentice Hall of India (New Delhi)

CHHABRA , T. N.,(2010), Human Resource Management

WEBSITES REFFERED:

http://en.wikipedia.org/wiki/AXIS_Bank

http://business.mapsofindia.com/banks/Axis-bank-branches/

http://business.mapsofindia.com/banks-in-india/Axis.html/

http://www.slideshare.net/vin4a/recruitment-and-selection-at-Axis

REPORTS/ARTICLES REFFERED:

Annual report of AXIS BANK 2011

QUESTIONNAIRENAME:……………………………………… AGE:………………………………………...

OCCUPATION:…………………………… GENDER MALE / FEMALE

Questionnaire

Name:............................... Age:……………..

Gender Mobile No. .....................

Ques. 1 Do you invest money Axis Bank .

(a) Yes (b) No

Ques.2 Which Axis Bank Scheme does you have?

(a) Life (b) Retirement (c) Health

Ques 3.Why you perfer Axis Bank?

(a) Best policies (b) good Service

Ques.4 Are you satisfied with the Insurance plan you have?

(a) Yes (b) No

Ques.5 Are you satisfied with the services provided by the company

regarding new plans and schemes?

(a) Yes (b) No

Ques.6 Are you interested to make more investments in Axis Bank ?

(a) Yes (b) No

Ques.7 Have you any other Insurance Plan apart from Axis Bank ?

(a) Yes (b) No

DATE SIGNATURE