Axis Bank

Assessment no.1 - Marketing of Financial Services II

Submitted by
Paras Bansod A2M-25 Prashant Razdan A2M-29
Pavan Lokhande A2M-26 Prashant Chauhan A2M-30
Piyush Warulkar A2M-27 Pratik Mahajan A2M-31
Prabhat Kumar A2M-28 Pratik Chaudhari A2M-32

Submitted on - 14/02/2022
 Axis Bank
- Badhti Ka Naam Zindagi
Vision and Values
Axis Bank (Formerly known as UTI) was one of the
To be the preferred financial solutions provider
few private banks to have began operations 1994
excelling in customer delivery through insight,
The Bank was promoted jointly by the Administrator
empowered employees and smart use of
of the specified undertaking of the Unit Trust of
technology
India (UTI)
Core Values
Life Insurance Corporation of India (LIC) Customer Centricity
General Insurance Corporation Ltd (GIC) Transparency
Ethics
National Insurance Company Ltd Teamwork
Ownership
The New India Assurance Company
The Oriental Insurance Corporation Axis bank has balance sheet size of Rs. 9,96,118
United Insurance Company Ltd crores as on 31st March 2021,
Headquarter: Mumbai Achieved consistent growth and with a 5 year
Registered office: Ahmedabad CAGR (2015-16 to 2020-21) of 13% each in Total
Successfully completes its IPO in 1998 and gets Assets & Advances and 15% in Deposits
itself listed on NSE and BSE 8 international offices with branches at Singapore,
The Bank has 4,594 branches and 11,333 ATMs Dubai (at DIFC)
The Bank has 6 Virtual Centres and has over 1500 Representative offices at Dhaka, Dubai, Abu Dhabi,
Virtual Relationship Managers Sharjah and an Overseas subsidiary at London, UK
 Products and Services
Accounts Deposits Cards Loans
Savings Account Express FD Credit Cards 24x7 Loans
Salary Account Fixed Deposits Debit Cards Home Loan
Current Account Recurring Deposits Pre-paid Cards Personal Loan
Axis Direct Invest Account Tax Saver Fixed Transit Cards Holiday Loan
Safe Deposit Locker Deposits Commercial Credit / Debit Cards Car Loan
safe Custody Fixed Deposit Plus Digital Payments Business Loan
National Pension System Auto Fixed Deposit Mydesign - Cusomise Your Card Education Loan
Pension Disbursement Credit Card Control Center Two Wheeler Loan
Account Debit Card Total Control Loan Against Property
Sukanya Samriddhi Yojana Investments Gold Loan
Axis Active Mutual Funds Insurance Loan Against Securities
PMJDY Demat Account Life Insurance Loan Against Fixed Deposit
Forex RBI Floating Rate Savings Home Insurance Commercial Vehicle &
Forex Card Bonds Travel Insurance Construction
International Fund Public Provident Fund Motor Insurance Equipment Loan
Transfer Atal Pension Yojana Two Wheeler Insurance Agri and Rural Loans
Online Fund Transfer IPOSmart Business Guard Farmer Funding
Foreign Currency Cash Alternate Investment Health Insurance Loans for Agri Traders &
Foreign Currency Demand Products Pradhan Mantri Jeevan Jyoti/ Processors
Drafts Future Planning Solutions Suraksha Bima Yojana Warehouse Receipt Loans
Foreign Currency AxisDirect Bima Uphaar Yojana MSME Samriddhi Loans
Travellers Cheques Kisan Vikas Patra About Our Insurance Partnerships Tractor Loans
Gold loan and Microfinance
 Marketing MIX - '4 Ps'
PRODUCT:
The main products of AXIS Bank are Different
Accounts, Deposits, Cards, Loans, Forex,
Insurance etc
For better marketing of products, the products
are categorized under Axis Bank and Axis Sales
The products Axis Bank is making or are in the
pipeline to capture potential markets
Axis bank provides services in the large, mid,
and small sectors and they also cater to
customers in retail business and agriculture.
PRICE:
Banks have to follow the rules and regulations set
by RBI
The main source of revenue includes interest rates,
consulting fees, and commission charges
The interest rate must be by the interest rate set by
the central bank and Axis bank follows the norms
set by government
The price of the product depends upon the
services provided by the Bank on the respective
product to the customers
Detailed pricing changes from time to time
Axis bank has developed innovative strategies
against its competitors with respect to pricing by
use of technology.
The creation of centralized processing system
linking all its branches has been a major strategic
move in this regard
 Marketing MIX - '4 Ps'
PLACE:
The place part of the marketing strategy is
where the customer receives the
product/service
Axis Bank has now a large footprint of 4,594
domestic branches in India and also has 8
international branches
Axis Bank has 11,333 ATMs and 5,710 cash
recyclers across the country
Now with the emergence of advanced
technology Axis Bank has around 6 Virtual
Centers
Axis bank has over 1600 Virtual Relationship
Managers for the convenience of the customer
PROMOTION:
Axis Bank promotes its offers and products /
services through different channels.
1. Print advertisements
2. Digital marketing channels
3. Television commercials (TVC)
Axis Bank also gives discounts and offers to
customers on the interest rate
Conduct lucky draws and gift hampers
Wheel of Fortune wherein one lucky winner from
the loan holder is chosen and receive gifts
Deepika Padukone is the brand ambassador of
Axis Bank.
Social Media Marketing of Axis Bank
Followers- 3,658,405
Axis bank did a great job when
it came to advertisements but
engagement with customer is
too low
Axis bank conducted a survey
on facebook regarding brand
awareness and found that 4%
of audience purchase final
product
83% is the incremental reach
which creating a huge impact
on brand awareness
The Bank has a good presence
on facebook but the
engagement is low
They must be open to what the
consumers think & expect from
the brand
Followers- 191000
The brand is very active on
Instagram and consistently
communicates information
about its products
INSTA REELS: One tool that
could benefit the brand
and the benefits of this
new high-engagement and
reach driving tool
Axis bank interacting with
the followers by like giving
out tips & tricks related to
banking & finances to the
common masses
Assist with all the queries
of their customers
Subscribers- 89.7K
The brand is very active on
YOU TUBE and consistently
communicates information
by posting its campaign
videos
Axis bank post videos for
its product promotion on
YouTube and got quite
good conversion rate
through the campaign
Axis bank also interact with
audience by making some
videos on the guidelines,
and knowledge needed to
a person who’s never been
to a bank or doesn’t know
how accessing financial
services works
Followers: 1,576,686
The brand is very active
on LINKEDIN and Post
information based
financial content or news
related to banking sector
The Bank has a good
presence on Linkdin but
the engagement is low
ban must be open to what
the consumers think &
expect from the brand by
considering elite group of
people on linkedin
Digital Services and Tools
Thank you!