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Axis BAnk Case Analysis
Axis BAnk Case Analysis
Marketing Overview
Mission
• Customer Service and Product Innovation
tuned to diverse needs of individual and
corporate clientele.
• Continuous technology up gradation while
maintaining human values.
• Progressive globalization and achieving
international standards.
• Efficiency and effectiveness built on ethical
practices.
Marketing Objectives
Reduction in NPAs %
to 0.61%, increase in
Revise as needed in the light of actual
retail deposits, Retail
performance, changing conditions, new
banking powering
opportunities & new ideas.
growth in fee based
income
Current Strategy
• Use of technology-
first among Indian banks in submitting centralised
Return for foreign exchange transactions
first bank in the India to market EMV chip
embedded Debit Platinum, Travel Currency and
Credit Platinum cards
New Initiatives
Remittance Card:
• To pay VISA credit card bills by giving the card number and
making a direct payment
• The service has been enabled through all Axis bank’s ATMs
and i-Connect (Internet Banking)
EMV standard based Platinum Credit Card:
Govt. Departments:
• DGFT ePayments
• MCD - Municipal Tax or Fees ePayments
• MCD - eTendering Project
• Sampark - Utility Bill ePayments
• Bangalore One Project - Utility Bill ePayments
Alternate Channels:
• ATM Channel
• Services:
a) Funds Transfers
• To the customers own Axis Bank account
• To any Axis bank account
• To any account in any other bank in India (Power Transfer)
b) Bill Payment
• Presentment or EBPP (Electronic Bill Presentment & Payment):
– Bill presentment happens
– The biller will send an electronic version of the bill
for acceptance and payment
• Direct Payment:
- No bill presentment happens
- The customer is free to select the biller and pay
accordingly to his convenience.
c) Shopping etc.
Mobile Banking Channel: