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The expert in battle seeks his victory from strategic
advantage and does not demand it from his men..
Presented By-
Aayush Khandelwal
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Everything is the same.....
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MISSIONMISSION
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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ABOUTAXISBANKABOUTAXISBANK
Axis Bank was the first of the new private banks to have
begun operations in 1994, after the Government ofIndia
allowed new private banks to be established.
The Bank was promoted jointly by the Administrator of
the specified undertaking of the
Unit Trust ofIndia (UTI),
Life Insurance Corporation ofIndia (LIC) and
General Insurance Corporation ofIndia (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 BANKis 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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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
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SERVICESSERVICES
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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FEATURESFEATURES
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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ORGANISATIONSTRUCTUREORGANISATIONSTRUCTURE
BOARDOF
DIRECTORS
COMMITTEE OFDIRECTORS
RISKMANAGEMENTCOMMITTEE OF
THE BOARD
AUD
ITCOMMITEE
CREDITCOMMITTEE
ANDINVESTMENT
COMMITIEES
ASSET-LIABILTY
COMMITTEE
(ALCO)
OPERATIONRISK
MANAGEMENT
COMMITTEE (ORMC)
CREDITRISK
MANAGEMENT
COMMITTEE
COMMITTEE
OF
EXECUTIVES
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BOARD OF DIRECTORSBOARD OF DIRECTORS
P.J.NAYAK(Chairman and Executive officer)
N.C.SINGHAL
A.T.PANNIRSELVAM
J.R.VARMA R.H.PATIL
RAMA BIJAPURKAR
R.B.L.VAISH
M.V.SUBBIAH
RAMESH RAMANATHAN K.N.PRITHVIRAJ
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SWOTANALYSIS
SWOT
STENGTHS
Brand name
Support ofvarious promoters
High level ofservices
Knowledge of Indian market
WEAKNESS Not having a good image
Market capitalization is very low
Not been fully able to position
itselfcorrectly
OPPORTUNITIES
Growing Indian banking sectors
People are becoming more service
oriented
In the global market
Dissatisfied customers
THREATSFrom the various competitors
Foreign banks
Government banks
Future market trends
Advent ofMNC banks
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FINANCIAL PERFORMANCEFINANCIAL 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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VARIOUSSTRATEGIESVARIOUSSTRATEGIES
IMPLEMENTED FOR THEIMPLEMENTED FOR THECURRENT POSITIONCURRENT POSITION
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STP OF AXIS BANKSTP 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 StrategyTargeting Strategy
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Targeting strategyTargeting strategy
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COMPETITIVE STRATEGYCOMPETITIVE STRATEGY
Differentiated against other banks on the
base of MaxArea 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.
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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.
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FROM THE INTERNATIONALFROM THE INTERNATIONAL
BANKSBANKS
Reach & Coverage to the People.
Level ofService 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 ObjectivesMarket 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 OFMARKETING OF
SERVICESSERVICES 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:Forecasted Objectives:
To achieve the following MO by 2011:
To get the Market CA
P of 500cr.200 cr of Retail Investment.
125 crCorporate Investments.
To get the 175 CrCapital Investments.
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Findings and ConclusionFindings and Conclusion
Goal- To get the 3rdposition 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