AXIS BANK

Journey From UTI to

AXIS
 VISION

"To be the preferred financial solutions provider

excelling in customer delivery through insight,
empowered employees and smart use of
technology" by 2015.
 Axis Bank strategies
Customer service and Product Innovation .
Continuous technology up gradation.
Progressive globalization and achieving
standards.
Efficiency and effectiveness built on ethical
practices.
 CORE VALUES
● Customer
satisfaction.
● Success through
team work and
integration.
 Financial overview
Quarter 1 Quarter 2
600 562 600
532

500 500
403

net profit growth

Net profit growh

400 400
330

300 300
228

200 175 200 142

121 109
93
100 71 100 46

0 0
Year year
05 06 07 08 09 10 05 06 07 08 09 10

Quarter 3 Quarter 4
700 656 900
800 765
600
501 700
net profit growth

500 net profit growth 582

600
400 500
307
300 400 361

185 300
200 212
132
101 200 152
117
100
100
0 0
Year year

05 06 07 08 09 10 05 06 07 08 09 10
 ATM GROWTH
ATM Growth
5000

4500
4293

4000

3595

3500
no.of ATM

3000
2764

2500 2341

2000 1891

1599

1500

1000

500

Year
05 06 07 08 09 10
 BRANCHES GROWTH
Branches Growth
1200

1035

1000

835
05
no.of branches

800 06
671
07
600
08
561
09
450
10
400
339

200

year
 Marketing Objectives
To get the market
capitalization 500 Crore
To get the 200 Crore
retail investment.
To get 125 Crore
Corporate investments.
To get the 175 Crore
Capital investments.
 Bankers Identify Near-Team and
Long Term Concerns
1994 2015

Maintaining profitability Service quality

Service Quality Maintaining profitability

Regional Economy Market / customer focus

Cost Management / Expense reduction Operations/systems/technology

Declining Earnings/ more failures Productivity improvement

Market / customer focus Investment to stay competitive

Capital adequacy Stock market value

Stock market value Asset/liability management

Electronic Banking
Competitive Strategy for private
sector
Differentiation on the
basis of area coverage.

Axis got advantage

because of Product
Innovation
 Competitive strategy for govt
sector
High level of service
quality and through
product innovation.
AXIS not any where
near, but has created a
different set of
segment.
People who believe in
the higher set of
services prefer private
sector.
 Features Of Axis Bank
Anywhere Banking
Instant Fund Transfer
Internet Banking
At-Par (Multi city)
Cheque book
ATM cum Debit Card
Mobile Banking
Phone Banking
 Priority banking
Not just banking….it’s pampering
 Privileges offered
Banking Privileges

Investment Privileges

Lifestyle Privileges
 BANKING PRIVILEDGE
Personalized service from the ‘Relationship Manager’
Access to exclusive Priority Banking areas at branches
Home Banking - Pick up and home delivery of cash/cheques
At Par cheque facility – ( Almost unlimited)
Free Updation of passbooks
Monthly statements of account
Waiver on Outstation cheque collection charges
Free Demand Drafts & Pay Orders
Enhanced Anywhere Banking facilities*
Free Zero Balance Account for Minor
 INVESTMENT PRIVILEDGE

Complimentary financial planning service

Regular market information reports and updates sent

Exclusive invitations to investment talks

 LIFESTYLE PRIVILEDGE

Invitations to lifestyle events such as Movie shows , theatre

events, music programs, investment meets etc.

Special Newsletter for Priority Banking customers

Why customers are not willing to
avail this facility?
● Lack of awareness.
● Mind set that their money is blocked.
● Higher AQB.
● No privilege for loans.
● Not in need
● Normal intrest on return
● Already getting preference from bank.
 RECCOMENDATIONS
1-Promotional activities are required.
2-Highlighting the benefits to the customer so that he
will opt this facility.
3-Creating awareness among customers.
4-People who are very busy in their working schedules
will take this facility so personal contacts, meetings are
helpful.
5-AQB should be decreased if more than 1 member in a
family is using this facility .
6-Provide some extra benefits to users of this facility so
that they won't switch to other saving schemes.
7-Intrest rate should be increased after 5yrs or more so that
people will owe this facility for a longer period of time.
8-Realizing people that if they are not owing this facility than they
are missing one of unique facility that they wont get in any other
banking facility.
9-More advertisements to be made to create awareness of this
facility.
CONCLUSION