Project On Marketing Strtegy in Axis Bank

PROJECT ON MARKETING STRTEGY IN AXIS BANK
PROJECT REPORT ON
MARKETING STRATEGY IN AXIS BANK
SUBMITTED BY
POOJA BABASAHEB AWAGHADE
BACHELOR OF COMMERCE (BANKING & INSURANCE)
(ROLL NO.40)
(SEMESTER-V)
ACADAMIC YEAR 2014-15
SUBMITTED TO
UNIVERSITY OF MUMBAI
PROJECT GUIDE
PROF. (MS) SADHANA SINGH
VIDYA PRASARAK MANDALS

K.G JOSHI COLLEGE OF ARTS
AND N.G BEDEKAR COLLEGE OF COMMERCE,
CHENDANI, BUNDER ROAD,
THANE WEST 400601
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Declaration
I, Ms. POOJA B. AWAGHADE, studying in the first year of BACHELOR OF

COMMERCE (BANKING & INSURANCE) AT KG JOSHI COLLEGE OF ARTS
AND NG BEDEKAR COLLEGE OFCOMMERCE THANE , hereby declare that I have
completed the RETAIL BANKING IN AXIS BANK as a part of the course requirements
for BACHELOR OF COMMERCE (BBI) PROGRAM. I declare that the information
presented in this project is true and original to my knowledge.
Place : Thane
Signature of the student
Date :
Name of the student : Pooja B. Awaghade

Roll No.: 40
TABLE OF CONTENTS
Page 2
SR NO.
TOPIC
PAGE NO.
CERTIFICATE
TITLE PAGE
ACKNOWLEDGEMENT
DECLARATION
BANKING IN INDIA
1.1Introduction
CHAPTER NO. 1
1.2 Profile of Axis bank

1.3 History
1.4 Operations
1.5 Company profile
1.6 Evaluation
6-10
CHAPTER NO. 2
2.1 Mission and Values

2.2 Services
2,3 initiatives
2.4 Listing and Shareholding
11-22
CHAPTERl NO.3
MARLETING STRATEGY
3.1 Marketing segmentation
3.2 Strategies followed by Axis Bank
3.3 Target Market
3.4Marketing Mix
3.5 Market Analysis
3.6 Dimension of Market Analysis
3.7 7P framework in Axis Bank
3.8 Branding and Positioning
23-25
CHAPTER NO.4
4.1 Recommendation and Suggestions

4.2 Recommendation to the company to gain upper
market
4.3 Data Analysis and Interpretation
4.4 Swot Analysis
26-37
Page 3
CHAPTER NO .5
CONCLUSION
38-42
CHAPTER NO.6
APPNEDIX
43-45
CHAPTER NO.7
BIBILIOGRAPHY
ACKNOWLEDGEMENT
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I would like to take this opportunity to express my gratitude towards all those
who have, in various ways, helped me in the completion of this project.
I also express my sincere thanks to my project guide, Mrs. SADHANA SINGH
MAM, for guiding me right from the inception till the successful completion of
the project. I sincerely acknowledge her for extending her valuable guidance,
support for literature, critical review of project and the report and the above all
the moral support she provided me with throughout all state of report
preparation.
My thanks and appreciation also goes to my colleagues in developing the
project and people who have willingly helped me out with their abilities. I am
also thankful to entire faculty and staff of K.G. JOSHI COLLEGE OF ARTS
AND N.G.BEDEKAR COLLEGE OF COMMERCE, THANE without
which this project would not have been successful one.
(Pooja B.Awaghade)
Date :
CHAPTER 1
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Banking in India in the modern sense originated in the last decades of the 18th century. The
first banks were Bank of Hindustan (1770-1829) and The General Bank of India, established
1786 and since defunct.
The largest bank, and the oldest still in existence, is the State Bank of India, which originated
in the Bank of Calcutta in June 1806, which almost immediately became the Bank of Bengal.
This was one of the three presidency banks, the other two being the Bank of Bombay and the
Bank of Madras, all three of which were established under charters from the British East
India Company. The three banks merged in 1921 to form the Imperial Bank of India, which,
upon India's independence, became the State Bank of India in 1955. For many years the
presidency banks acted as quasi-central banks, as did their successors, until the Reserve Bank
of India was established in 1935.
In 1969 the Indian government nationalized all the major banks that it did not already own
and these have remained under government ownership. They are run under a structure know
as 'profit-making public sector undertaking' (PSU) and are allowed to compete and operate as
commercial banks. The Indian banking sector is made up of four types of banks, as well as
the PSUs and the state banks, they have been joined since the 1990s by new private
commercial banks and a number of foreign banks.
Generally banking in India was fairly mature in terms of supply, product range
and reach-even though reach in rural India and to the poor still remains a
challenge. The government has developed initiatives to address this through the
State Bank of India expanding its branch network and through the National
Bank for Agriculture and Rural Development with things like microfinance.
Indian Banking Industry currently employees 1,175,149 employees and has a total of 109,811
branches in India and 171 branches abroad and manages an aggregate deposit of 67504.54
billion (US$1.1 trillion or 840 billion) and bank credit of 52604.59 billion (US$870 billion
or 650 billion). The net profit of the banks operating in India was 1027.51 billion
(US$17 billion or 13 billion) against a turnover of 9148.59 billion (US$150 billion or
110 billion) for the financial year 2012-13.
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1.1 INTRODUCTION :Axis Bank Is The Third Largest Private Sector Bank In India. Axis Bank Offers The Entire
Spectrum Of Financial Services To Customer Segments Covering Large And Mid-Corporate,
MSME, Agriculture And Retail Businesses.
The Bank Has A Large Footprint Of 2402 Domestic Branches (Including Extension Counters)
And 12,922 ATMs Spread Across The Country As On 31st March 2014. The Overseas
Operations Of The Bank Are Spread Over Its Seven International Offices With Branches At
Singapore, Hong Kong, DIFC (Dubai International Financial Centre), Colombo And
Shanghai And Representative Offices At Dubai And Abu Dhabi. During The Year, The Bank
Has Upgraded Its Representative Office In Shanghai, China To A Branch To Become The
First Indian Private Sector Bank To Set Up A Branch In China. During The Year, The Banks
Overseas Subsidiary Namely Axis Bank UK Ltd. Commenced Banking Operations.
Axis Bank Is One Of The First New Generation Private Sector Banks To Have Begun
Operations In 1994. The Bank Was Promoted In 1993, Jointly By Specified Undertaking Of
Unit Trust Of India (SUUTI) (Then Known As Unit Trust Of India),Life Insurance
Corporation Of India (LIC), General Insurance Corporation Of India (GIC),
National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental
Insurance Company Ltd. And United India Insurance Company Ltd. The Shareholding Of
Unit Trust Of India Was Subsequently Transferred To SUUTI, An Entity Established In 2003.
With A Balance Sheet Size Of Rs.3,83,245 Crores As On 31st March 2014, Axis Bank Has
Achieved Consistent Growth And Stable Asset Quality With A 5 Year Cagr (2010-14) Of
21% In Total Assets, 19% In Total Deposits, 23% In Total Advances And 28% In Net Profit.
Axis Bank Limited (Formerly Uti Bank) Is The Third Largest Private Sector Bank In India. It
Offers Financial Services To Customer Segments Covering Large And Mid-Corporates,
Msme, Agriculture And Retail Businesses. Axis Bank Has Its Headquarters In Mumbai,
Maharashtra.
1.2 PROFILE OF AXIS BANK
Axis Bank Limited is an India-based bank. The Bank provides corporate and retail banking
products. The Company operates in four segments: Treasury segment, which includes
investments in sovereign and corporate debt, equity and mutual funds, trading operations,
derivative trading and foreign exchange operations on the account and for customers and
central funding; Retail Banking, which includes liability products, card services, Internet
banking, automated teller machine (ATM) services, depository, financial advisory services
and Non Resident Indian (NRI) services; Corporate/Wholesale Banking, which includes
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corporate relationships not included under Retail Banking, corporate advisory services,
placements and syndication, management of public issue, project appraisals, capital market
related services and cash management services, and Other Banking Business, which include
para banking activities like third party product distribution and other banking transactions.
1.3 History
Axis Bank began its operations in 1994, after the Government of India allowed new private
banks to be established. The Bank was promoted in 1993 jointly by the Administrator of
the Unit Trust of India (UTI-I), Life Insurance Corporation of India (LIC), General Insurance
Corporation Ltd., National Insurance Company Ltd., The New India Assurance Company,
The Oriental Insurance Corporation and United India Insurance Company. The Unit Trust of
India holds a special position in the Indian capital markets and has promoted many leading
financial institutions in the country.
Axis Bank (erstwhile UTI Bank) opened its registered office in Ahmedabad and corporate
office in Mumbai in December 1993. The first branch was inaugurated on 2 April 1994
in Ahmedabad by Dr. Manmohan Singh, the then Finance Minister of India.
1.4 Operations
Indian Business: As on 31-Mar-2014, the Bank had a network of 2402 branches and
extension counters and 12922ATMs. Axis Bank has the largest ATM network among private
banks in India and it operates an ATM at one of the worlds highest sites at Thegu, Sikkim at
a height of 4,023 meters (13,200 ft) above sea level.
International Business: The Bank has seven international offices with branches at
Singapore, Hong Kong, Dubai (at the DIFC),
Shanghai and Colombo and representative
offices at Dubai and Abu Dhabi, which focus on corporate lending, trade finance,
syndication, investment banking and liability businesses. In addition to the above, the Bank
has a presence in UK with its wholly owned subsidiary Axis Bank UK Limited.
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1.5 COMPANY PROFILE:

AXIS BANK
Axis Bank India, the first bank to begin operations as new private banks in 1994 after the
Government of India allowed new private banks to be established. Axis Bank was jointly
promoted by the Administrator of the specified undertaking of the
Unit Trust of India (UTI-I)
Life Insurance Corporation of India (LIC)
General Insurance Corporation Ltd.
Also with associates viz. National Insurance Company Ltd., The New India Assurance
Company, The Oriental Insurance Corporation and United Insurance Company Ltd. Axis
Bank in India today is capitalized with net income 1,812.93 crore. It has more than 1000
branch offices and Extension Counters in the country with over 4846 Axis Bank ATM
proving to be one of the largest ATM networks in the country. Axis Bank India commits to
adopt the best industry practices internationally to achieve excellence.
Axis Bank has strengths in retail as well as corporate banking. By the end of December 2004,
Axis Bank in India had over 2.7 million debit cards. This is the first bank in India to offer the
AT PAR Cheque facility, without any charges, to all its Savings Bank customers in all the
places across the country where it has presence. With the AT PAR cheque facility, customers
can make cheque payments to any beneficiary at any of its existence place. The ceiling per
instrument is Rs. 50,000/-.The latest offerings of the bank along with Dollar variant is the
Euro and Pound Sterling variants of the International Travel Currency Card. The Travel
Currency Card is a signature based pre-paid travel card which enables travelers global access
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to their money in local currency of the visiting country in a safe and convenient way. 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.
1.6 EVOLUTION:
UTI was established in 1964 by an Act of Parliament; neither did the Government of India
own it nor contributes any capital. The RBI was asked to contribute one-half of its initial
capital of Rs 5 crore, and given the mandate of running the UTI in the interest of the unitholders. The State Bank of India and the Life Insurance Corporation contributed 15 per cent
of the capital each, and the rest was contributed by scheduled commercial banks which were
not nationalized then. This kind of structure for a unit trust is not found anywhere else in the
world. Again, unlike other unit trusts and mutual funds, the UTI was not created to earn
profits.
In the course of nearly four decades of its existence, it (the UTI) has succeeded phenomenally
in achieving its objective and has the largest share anywhere in the world of the domestic
mutual fund industry.'' The emergence of a "foreign expert" during the setting up of the UTI
makes an interesting story. The announcement by the then Finance Minister that the
Government of India was contemplating the establishment of a unit trust caught the eye of
Mr. George Woods, the then President of the World Bank. Mr. Woods took a great deal of
interest in the Indian financial system, as he was one of the principal architects of the ICICI,
in which his bank, First Boston Corporation Bank, had a sizeable shareholding. Mr. Woods
offered, through Mr. B.K. Nehru, who was India's Executive Director on the World Bank, the
services of an expert.
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The Centre jumped at the offer, and asked the RBI to hold up the finalization of the unit trust
proposals till the expert visited India. The only point Mr. Sullivan made was that the provision to
limit the ownership of units to individuals might result in unnecessarily restricting the market
for units. While making this point, he had in mind the practice in the US, where small
pension funds are an important class of customers for the unit trusts. The Centre accepted the
foreign expert's suggestion, and the necessary amendments were made in the draft Bill. Thus,
began corporate investment in the UTI, which received a boost from the tax concession given
by the government in the 1990-91 Budget. According to this concession, the dividends
received by a company from investments in other companies, including the UTI, were
completely exempt from corporate income tax, and provided the dividends declared by the
investing company were higher than the dividends received. The result was a phenomenal
increase in corporate investment which accounted for 57 per cent of the total capital under
US-64 scheme. Because of high liquidity the corporate sector used the UTI to park its liquid
funds. This added to the volatility of the UTI funds. The corporate lobby which perhaps
subtly opposed the establishment of the UTI in the public sector made use of it for its own
benefits later. The Government-RBI power game started with the finalization of the UTI
charter itself. The RBI draft of the UTI charter stipulated that the Chairman will be
nominated by it, and one more nominee would be on the Board of Trustees. While finalizing
the draft Bill, the Centre changed this stipulation. The Chairman was to be nominated by the
Government, albeit in consultation with RBI. Although the appointment was to be made in
consultation with the Reserve Bank, the Government could appoint a person of its choice as
Chairman even if the Bank did not approve of him.
CURRENT POSITION OF THE COMPANY

3rd largest private sector bank and 9th largest
overall
1042 Branches and 4474 ATMs (as on 30th
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June, 2010)
Market Cap. (` cr.)
Net Interest Income
Net
Profit
Total Assets
ICICI Bank1
11,980.90
25,706.93
3,63,399.71
HDFC Bank
16,172.91
2,948.69
11,638.02
2,514.53
1,83,270.78
Axis Bank
1,80,647.87
Kotak Mahindra
37,436.31
YES BANK
1,00,555.04
56,696.97
29,812.51
3,255.62
10,844.44
2,369.71
36,382.50
CHAPTER 2
2.1 MISSION AND VALUES:

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4,024.98
561.11
477.74
OUR VALUES:
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.
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
2.2 Services
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Axis Bank operates in four segments: Treasury operations, Retail
banking, Corporate/Wholesale banking and other banking business.
Treasury operations: The Banks treasury operation services include investments in sovereign
and corporate debt, equity and mutual funds, trading operations, derivative trading and
foreign exchange operations on the account, and for customers and central funding.
Retail banking: In the retail banking category, the bank offers services such as lending to
individuals/small businesses subject to the orientation, product and granularity criterion,
along with liability products, card services, Internet banking, automated teller
machines (ATM) services, depository, financial advisory services, and Non-resident
Indian (NRI) services.
Corporate/wholesale banking: The Bank offers to corporate and other organizations services
including corporate relationship not included under retail banking, corporate advisory
services, placements and syndication, management of public issues, project appraisals, capital
market related services and cash management services.
NRI services: Products and services for NRIs that facilitate investments in India.
Business banking: The Bank accepts income and other direct taxes through its 214 authorized
branches at 137 locations and central excise and service taxes (including e-Payments) through
56 authorized branches at 14 locations.
Investment banking: Banks Investment Banking business comprises activities related
to Equity Capital Markets, Mergers and Acquisitions and Private Equity Advisory. The bank
is a SEBI-registered Category I Merchant Banker and has been active in advising Indian
companies in raising equity through IPOs, QIPs, and Rights issues etc. During the financial
year ended 31 March 2012, Axis Bank undertook 9 transactions including 5 IPOs and 2 Open
Offers.
Lending to small and medium enterprises: Axis Bank SME business is segmented in three
groups: Small Enterprises, Medium Enterprises and Supply Chain Finance. Under the Small
Business Group a subgroup for financing enterprises is also set up. Axis bank is the first
Indian Bank having TCDC cards in 11 currencies.
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Agriculture banking: 759 branches of the Bank provide banking services, including
agricultural loans, to farmers. As on 31 March 2013, the Banks outstanding loans in the
agricultural sector was INR 148 billion, constituting 7.5% of its total advances.
2.3 Initiatives
The Business Gaurav SME Awards: In 201112, Axis Bank set up 6 SME centres and SME
cells each across the country, taking the total number to 32 SME Centres. The Bank also
organised the 'Business Gaurav SME Awards' in association with Dun & Bradstreet to
recognise and award achievements in the SME space.
Financial inclusion: Till March 2012, the Bank had opened over 4.4 million No
Frills accounts in over 7607 villages through a network of 15 Business Correspondents and
nearly 6000 customer service points. Axis Bank has a strong presence In Electronic Benefit
Transfer (EBT) and has covered 6800 villages across 19 districts and 9 states till date with
over 3.7 million beneficiaries.
Industry First Initiatives:
Axis Bank launched Mobile Banking App 2.0 for its retail resident Indian customers
the first of its kind in India, which offers a high level of personalization . The App has
been launched in partnership with Tagit, a leading Singapore mobile solutions company.
The new application uses Tagit's mobility solution platform that enables Banking on-thego.
'Axis Bank - ISIC Forex Card' for students, is the first photo Travel Currency Card
available in USD, Euro, GBP and AUD currencies. It can be used across 34 million
merchant locations and at over 2 million MasterCard ATMs globally.
Axis Bank has partnered with Visa to launch 'eKYC' (electronic Know your customer)
facility, first organization in India to introduce Biometrics based KYC, offering
convenience, speed and ease to Aadhaar-registered individuals to open bank accounts.
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Brand Ambassador
Deepika Padukone, a well-known Bollywood Actress was appointed as the brand ambassador
for Axis Bank.
2.4 Listing and shareholding

Axis Bank's equity shares are listed on the Bombay Stock Exchange and National Stock
Exchange of India. The company's global depository receipts (GDRs) are listed on
the London Stock Exchange. The Bonds issued by the Bank under the MTN programme are
listed on the Singapore Stock Exchange.
As on 31 December 2013, the promoters UTI, LIC and GIC held approx. 34% of the shares in
Axis Bank. Foreign Institutional investors (FII) held approx. 43% of the shares. Remaining
23% of the shares are held by others.
Shareholders (as on 31-Dec-2013)
Shareholding
Promoter Group
33.88%
Foreign Institutional Investors (FII)
43.18%
Individual shareholders
06.61%
Bodies Corporate
06.03%
Mutual funds
04.47%
GDR
03.90%
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Financial institutions / Banks
00.85%
Others
01.08%
Total
100.0%
2.5 Employees
As on 31 March 2013, Axis Bank had 37,901 employees, out of which 7,117 employees were
women (19%). The bank incurred INR 26.7 billion on employee benefits during the FY 201213. The average age of an Axis Bank employee is 29 years. The attrition rate in Axis Bank is
approx. 9% per year.
2.6 Corporate social responsibility
Axis Bank Foundation: Axis bank has set up this trust in 2006 and supports
supplementary education. Axis Bank contributes up to 1 percent of its net profit annually
to various social initiatives undertaken by this foundation. During the year 201112, the
foundation has partnered with 36 NGOs for educating over a lakh underprivileged and
special kids in 13 states.
Green Banking: The recycling initiative under the Green Banking banner has helped
the bank productively use around 21572 kilograms of dry waste during the year. The Axis
Bank's corporate office in Mumbai is designed and constructed as a Platinum LEEDCertified Green Building.
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CHAPTER 3
MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage
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Developing a Marketing Strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to
fill market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment
increases. Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics.
Marketing strategy involves careful scanning of the internal and external environments which
are summarized in a SWOT analysis. Internal environmental factors include the marketing
mix, plus performance analysis and strategic constraints. External environmental factors
include customer analysis, competitor analysis, target market analysis, as well as evaluation
of any elements of the technological, economic, cultural or political/legal environment likely
to impact success. A key component of marketing strategy is often to keep marketing in line
with a company's overarching mission statement.
3.1 Marketing Segmentation :a company cannot serve all customers in a broad market such as computers or soft
drinks. The customers are too numerous and diverse in their buying requirements.
The company needs to identify the markets segments that it can serve more
effectively. Here we will examine levels of segmentations, markets segmentations
procedure, bases for segmenting consumers and business markets, and requirements
for effective segmentations.
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Many companies are embracing target marketing. Here sellers distinguish the major
market segments, target one or more of those segments, and develop product and
marketing programs tailored to each. Instead of scattering their marketing efforts (a
shotgun approach), they can focus on the buyers they have the greatest chance of
satisfying (a rifle approach).
Target marketing efforts requires marketers to take their major step:
1. Identify and profile distinct groups of buyers who might require separate
products or marketing mixes (market segmentation).
2. Select one or more market segment to enter (market targeting).
3. Establish and communicate the products key distinctive benefits in the
markets (market positioning).
Market segmentation is an effort to increase a companys precision marketing.
the starting point of any segmentation discussion is mass marketing. in mass
marketing, the seller engages in the mass production, mass distribution, and
mass promotion of one product for all buyers. henry ford epitomized this
marketing strategy when he offered the model t-ford in any color, as long as
it is black.coco-cola also practiced mass marketing when it sold only one
kind of coke in a 6.5-ounce bottle.
Segment marketing :A market segment consists of large identifiable group within a market with
similar wants, purchasing power, geographical location, buying attitude, or
buying habits. For example, an auto company can identify four board
segments: car buyer who is primarily seeking basic transportation or high
performance or luxury or safety.
Segmentation is an approach mid way between mass marketing and individual
marketing. Each segments buyers assume to be quite similar in wants and
needs, yet no two buyers are really alike. Anderson and Narks urge marketers
to present flexible market offering instead of standard offering to all members
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within a segment. A flexible market offering consists two parts: a naked
solution consisting of products and service elements that all segments member
value-and option that some segment member value. Each option carries an
additional charge. For example, Delta Airlines offers all economy passengers
a seat, food, and soft drinks. It charges extra alcoholic beverages and
earphone to those economy passengers wanting them. Sediment sells mentalclad boxes whose price includes free delivery and warranty but also offers
installation, tests, and communication peripherals over as extra-cost options.
Segment marketing offer several benefits over mass marketing. The company
can create more fine-tuned product or service offering and price it
appropriately for the target audience. The choice of distinguish channels and
communication in the particulars segment.
3.2 STRATEGIES FOLLOWED BY AXIS BANK
Segmentation Strategy
The market segmentation strategy can give a firm a commercial competitive advantage. Axis
bank considers the customer as the base for segmentation. This strategy crosses over
traditional boundaries set within the company. It takes into account important issues such as
market demographic and Psychographic Variables of niche markets currently being served or
targeted.
Demographic Variables
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Demographic segmentation variables are amongst the most popular bases for segmenting
customer groups.
Location
Metros
Occupation
Business persons
Salaried class (both government and private)
Working woman
Age
Senior citizens
Minors
Psychographic Variables
Lifestyle
The people who believes in modern banking i.e. internet banking (contact, mobile recharge,
e-payment, travel currency card etc.)
Social class
Many Marketers believe that a consumers "perceived" social class influences their
preferences for products & services.
Targeting strategy
The targeting strategy involves segmenting the market, choosing which segments of the
market are appropriate, and determining the products that will be offered in each segment.
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3.3 Target market
A 'target market or target Audience is the market segment which a particular product is
marketed to. Market Targeting is the process in which intended actual markets are defined,
analyzed and evaluated just before the final decision to enter is made.
Corporate banking market: this market target the industries

Capital market: this segmented is targeted on the long term needs of the individual as well as
of industries
Retail banking market: this segment is for the retail investor and provide them short term
financial credit for their personal, household needs
Selective specialization strategy
This is a multiple-segment strategy, also known as a differentiated strategy.

Different marketing mixes are offered to different segments. The product itself may or may
not be different - in many cases only the promotional message or distribution channels vary.
I.e. the bank selects a number of segments, each objectively attractive and appropriate. There
may be little or low synergy among the segment but each segment proves to be worth full of
it.
For example, axis bank have different set of credit cards, each targeted at different set of
people i.e. segment and each one has its own importance in bank.
Positioning Strategy
Positioning has come to mean the process by which marketers try to create an image or
identity in the minds of their target market for its product, brand, or organization.
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Axis bank has positioned itself as a bank which gives higher standard of services through
product innovation for diverse need of individual and corporate clients.
Axis banks are positioned as the technically advanced
They highlight following points in their positioning statement:
Customer centric.
Service oriented.
Product innovation.
These are the main strategies followed by axis bank so as to achieve competitive advantage
over others.
3.4
MARKETING MIX
The marketing mix consists of everything the firm can do to influence the demand for its
product .The many possibility can collected into four groups of variables know as the four ps
: product ,price ,place ,promotion.
Product
Banking and Savings
Corporate Finance
Investment
and
Insurance
Loans and Borrowings.
Place
Branches 1042
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ATMS 4474.
Price
Customers get value for money
Lower fee charge
Promotions
Advertising
Print
Media
Publicity
Personal
Selling
Sales Promotions
3.5 Market analysis
A Market analysis is a documented investigation of a market that is used to inform a firm's

planning activities particularly around decisions of inventory, purchase, work
force expansion/contraction, facility expansion, purchases of capital equipment, promotional
activities, and many other aspects of a company.
3.6 Dimensions of market analysis

MARKET SIZE
The most common measure of market size is the sum of the revenues of its participants. The
following are examples of information sources for determining market size:
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Government data
Trade association data
Financial data from major players
Customer surveys
MARKET TRENDS
Changes in the market are important because they often are the source of new opportunities
and threats. Moreover, they have the potential to dramatically affect the market size.
Examples include changes in economic, social, regulatory, legal, and political conditions and
in available technology, price sensitivity, demand for variety, and level of emphasis on
service and support.
MARKET GROWTH RATE

A simple means of forecasting the market growth rate is to extrapolate historical data into the
future. While this method may provide a first-order estimate, it does not predict important
turning points. A better method is to study market trends and sales growth in complementary
products. Such drivers serve as leading indicators that are more accurate than simply
extrapolating historical data.
Important inflection points in the market growth rate sometimes can be predicted by
constructing a product diffusion curve. The shape of the curve can be estimated by studying
the characteristics of the adoption rate of a similar product in the past.
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Ultimately, many markets mature and decline. Some leading indicators of a market's decline
include market saturation, the emergence of substitute products, and/or the absence of growth
drivers.
MARKET SEGMENTS
Markets are not uniform. Therefore it is also important for investors to identify and evaluate
the various segments that make up the total market. This analysis helps organizations
determine which areas account for the greatest share of the market's growth and are more
susceptible to change. This information, in turn, helps them pinpoint the most promising
opportunities within the overall market and guides the choice of specific investments.
MARKET PROFITABILITY
While different organizations in a market will have different levels of profitability, they are
all similar to different market conditions. Michael Porter devised a useful framework for
evaluating the attractiveness of an industry or market. This framework, known as Porter's five
forces, identifies five factors that influence the market profitability:
Buyer power
Supplier power
Barriers to entry
Threat of substitute products
Rivalry among firms in the industry
Page 27
INDUSTRY COST STRUCTURE

The cost structure is important for identifying key factors for success. To this end, Porter's
value chain model is useful for determining where value is added and for isolating the costs.
The cost structure also is helpful for formulating strategies to develop a competitive
advantage. For example, in some environments the experience curve effect can be used to
develop a cost advantage over competitors.
DISTRIBUTION CHANNELS
Examining the following aspects of the distribution system may help with a market analysis:
Existing distribution channels - can be described by how direct they are to the
customer.
Trends and emerging channels - new channels can offer the opportunity to develop a
competitive advantage.
Channel power structure - for example, in the case of a product having little brand
equity, retailers have negotiating power over manufacturers and can capture more margin.
SUCCESS FACTORS
The key success factors are those elements that are necessary in order for the firm to achieve
its marketing objectives. A few examples of such factors include:
Access to essential unique resources
Ability to achieve economies of scale
Access to distribution channels
Technological progress
Page 28

It is important to consider that key success factors may change over time, especially as the
product progresses through its life cycle.
TARGET MARKET:
What are the 7 marketing Ps?
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical Evidence
All the 7 marketing P's are also known as "the marketing mix" furthermore are frequently
used by a marketer to plot a plan, and place the foundations of fresh projects/campaigns, it is
a astonishingly useful strategy that has been used ever since the early 1960's, and will be
constant for as long as new-found projects/campaigns are being produced. There you have it,
the 7 marketing P's, so now lets get a bit more explanation of the 4 marketing P's:
1. Product - The product aspects of marketing deal with the specifications of the actual
goods or services, plus how it relates to the end users needs and wants. The range of a
product normally includes supporting elements such as warranties, guarantees, and support.
2. Price -This refers to the process of setting a price for a product, together with discounts.
The price need not be monetary; it can plainly be what is exchanged for the product or
Page 29

services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain
of pricing art.
3. Place - (or distribution): refers to how the product gets to the buyer; for instance, pointof-sale assignment or retailing. This third P has furthermore at times been called Place,
referring to the channel by which a product or service is sold (e.g. online vs. retail), which
geographic region or industry, to which division (young adults, families, business citizens),
etc. also referring to how the surroundings in which the product is sold in can influence sales.
4. Promotion - This includes advertising, sales promotion, including promotional

education, publicity, and individual selling. Branding refers to the assorted strategies of
promoting the product, brand, or company.
5. People - An essential ingredient to any service provision is the use of appropriate staff
and people. Recruiting the right staff and training them appropriately in the delivery of their
service is essential if the organization wants to obtain a form of competitive advantage.
Consumers make judgments and deliver perceptions of the service based on the employees
they interact with. Staff should have the appropriate interpersonal skills, aptitude, and service
knowledge to provide the service that consumers are paying for. Many British organizations
aim to apply for the Investors in People accreditation, which tells consumers that staff is
taken care of by the company and they are trained to certain standards.
6. Process - Refers to the systems used to assist the organization in delivering the service.
Imagine you walk into Burger King and you order a Whopper Meal and you get it delivered
within 2 minutes. What was the process that allowed you to obtain an efficient service
delivery? Banks that send out Credit Cards automatically when their customers old one has
expired again require an efficient process to identify expiry dates and renewal. An efficient
service that replaces old credit cards will foster consumer loyalty and confidence in the
company.
7. Physical Evidence - Where is the service being delivered? Physical Evidence is the
element of the service mix which allows the consumer again to make judgments on the
organization. If you walk into a restaurant your expectations are of a clean, friendly
Page 30

environment. On an aircraft if you travel first class you expect enough room to be able to lie
down! Physical evidence is an essential ingredient of the service mix; consumers will make
perceptions based on their sight of the service provision which will have an impact on the
organizations perceptual plan of the service.
3.7 7P FRAME WORK IN AXIS BANK:

Once the marketing strategy is developed, there is a "Seven P Formula" that should be used to
continually evaluate and reevaluate your business activities. These seven are:
Product,
Price
Promotion
Place
Process
Positioning
People.
As products, markets, customers and needs change rapidly, company must continually revisit
these seven Ps to make sure you're on track and achieving the maximum results possible for
you in today's marketplace.
Page 31
PRODUCT
To begin with, develop the habit of looking at your product as though you were an outside
marketing consultant brought in to help your company decide whether or not it's in the right
business at this time. Ask critical questions such as, "Is the current product or service, or mix
of products and services, appropriate and suitable for the market and the customers of today?"
Develop a habit of assessing your business honestly and asking,
Are these the right products or services for our customers today?
Compared to your competitors, is your product or service superior in some

significant way to anything else available? If so, what is it? If not, could you
develop an area of superiority? Should you be offering this product or service at
all in the current marketplace?
Product variety, quality and its features.

Is there a market for the service on offer?
Is the market growing or shrinking?
Is the service new or established?
The competition prevailing in the market for the service on offer?
The USP of the product.
Products and Services on offered by AXIS Bank:

Accounts:
Easy Access Accounts
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Prime Savings Account
Salary Account
Womens Saving Account
Senior Privilege Account
Defense Salary Account
Trust & NGO Savings Account
Azzadi No frill
RFC (D) Account
Pension savings Account.
Deposits:
Fixed Deposits
Recurring deposits
Encash 24
Tax Saver Fixed Deposits
Loans:
Home loan
Personal loan
Loan Against Property
Loan Against Security
Car Loans
Page 33

Study Loans
Two Wheeler Loan
Consumer Loan
Investments:
Online Trading
Mutual Funds
Fixed Income
Depository Services
E Depository Services
Insurance:
Health Insurance
Family Health
Health Guard
PRICES
The second P in the formula is price. Develop the habit of continually examining and
reexamining the prices of the products and services you sell to make sure they're still
appropriate to the realities of the current market. Sometimes you need to lower your prices.
At other times, it may be appropriate to raise your prices. Many companies have found that
the profitability of certain products or services doesn't justify the amount of effort and
Page 34

resources that go into producing them. By raising their prices, they may lose a percentage of
their customers, but the remaining percentage generates a profit on every sale. Could this be
appropriate for you? Sometimes you need to change your terms and conditions of sale.
Sometimes, by spreading your price over a series of months or years, you can sell far more
than you are today, and the interest you can charge will more than make up for the delay in
cash receipts. Sometimes you can combine products and services together with special offers
and special promotions. Sometimes you can include free additional items that cost you very
little to produce but make your prices appear far more attractive to your customers.
In business, as in nature, whenever you experience resistance or frustration in any part of
your sales or marketing activities, be open to revisiting that area. Be open to the possibility
that your current pricing structure is not ideal for the current market. Be open to the need to
revise your prices, if necessary, to remain competitive, to survive and thrive in a fastchanging marketplace. AXIS bank has developed innovative strategies against its competitors
with respect to pricing by use of technology. The use of technology is the strategic
differentiator for AXIS bank that helps in cost minimization and creating efficiency for the
customer. The creation of centralized processing system linking all its branches has been a
major strategic move in this regard.
The pricing mechanism and features of various HDFC products are as follows:
Home Loans:
Floating rates:
For loan of up to five years for amounts between Rs one lakh and Rs 50 lakh is at
9.25 per cent (9 per cent )
The rate for loans of 5 years and above up to 10 years is now at 9.75 per cent (9.50 per
cent).
The interest rate for above ten years now stands at 10.25 per cent (10 per cent).
Page 35

FIXED INCOME
Investment Plans:
Investors can choose from cumulative and non-cumulative bond options.
Interest Rate:
Bonds will bear interest @ 8.00% per annum and are payable half-yearly.
Minimum Investment Amount:

The Bonds will be issued for a minimum amount of Rs 1,000 (face value) and in multiples
thereof.
Maximum Investment Amount:

There is no upper limit for investment in the Bonds.
Maturity:
The Bonds shall mature on the expiration of six years from the date of issue.
Taxation:
Interest on the Bonds will be taxable under the Income Tax Act, 1961 as applicable according
to the relevant tax status of the Bonds holder. Presently there is no tax deduction at source at
the time of interest payment.
PROMOTION
The third habit in marketing and sales is to think in terms of promotion all the time.
Promotion includes all the ways you tell your customers about your products or services and
how you then market and sell to them. Small changes in the way you promote and sell your
products can lead to dramatic changes in your results. Even small changes in your advertising
an lead immediately to higher sales. AXIS bank has devised an aggressive promotional
Page 36

strategy through its diversified distribution mix which includes tied agencies and alternate
channels like banks, brokers, telemarketing, direct sales force, internet advertising.
Some of the promotional activities undertaken are:

Cross Selling exercises
Organizing school level painting competitions in order to create awareness about
the
environmental concerns and the wild life to promote kids advantage account.
Wheels of fortune - This promo are targeted at all those customers who avail a
personal loan, car or a two wheeler loan. There will be lucky draw at the end of the
promo
and the winners would get exotic prizes.

Personalized promos by sending mailers about various products on offer to all those who
come in contact during the mass promotion strategies.
The promotional strategies are carried out with an objective of positioning AXIS bank as a
one stop financial super market. The focus of the promotions are not just confined to
acquisition of new products but also extends to creating product awareness, enhancing usage,
and also provide value add to the customers for their faith and loyalty.
These promotions are scientifically designed based on data analysis and data mining in order
to have maximum impact on the target audience.
PLACE
The fourth P in the marketing mix is the place where your product or service is actually sold.
You can sell your product in many different places. Some companies use direct selling,
sending their sales people out to personally meet and talk with the prospect. Some sell by
telemarketing. Some sell through catalogs or mail order. Many companies use a combination
of one or more of these methods. It refers to those activities of the company that makes the
product available to target consumers. It includes geographic spread, distribution channels,
Page 37

dealer ships that facilitate network establishment. Axis bank is widely spread in India and its
core banking operations has huge network
580 branches and extension counters foreign offices in Singapore, Hong Kong, Shanghai
and Dubai
2457 ATMs reaches out to 350 cities, towns and villages across the country.
AXIS bank owns a wholly owned distribution channel with dedicated workforce, thereby
lowering the operating costs. It uses its network base to good effect to sell customized
products.
PROCESS
The fifth element in the marketing mix is the process. Develop the habit of standing back and
looking at every visual element in the process or service through the eyes of a critical
prospect. Remember, people from their first impression about you within the first 30 seconds
of seeing you or some element of your company. Small improvements in the process or
external appearance of your product or service can often lead to completely different
reactions from your customers. With regard to the process of your company, your product or
service, you should think in terms of everything that the customer sees from the first moment
of contact with your company all the way through the purchasing process. Process refers to
the way your product or service appears from the outside. Packaging refers to your people
and how they dress and groom. It refers to your offices, your waiting rooms, your brochures,
your correspondence and every single visual element about your company.
Everything accounts. Everything helps or hurts. Everything affects your

customer's confidence about dealing with you.
Page 38
PHYSICAL ENVIRONMENT/EVIDENCE
Physical Evidence is the element of the service mix which allows the consumer again to
make judgments on the organization. If you walk into a restaurant your expectations are of a
clean, friendly environment. On an aircraft if you travel first class you expect enough room to
be able to lay down! Physical evidence is an essential ingredient of the service mix;
consumers will make perceptions based on their sight of the service provision which will
have an impact on the organizations perceptual plan of the service.
Internet/Web Pages
Paperwork
Brochures
Furnishings
Business Cards
Building
Signage
Financial Reports
Tangibles
Punch Lines
Employees Dress Code
PEOPLE
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The final P of the marketing mix is people. Develop the habit of thinking in terms of the
people inside and outside of your business who are responsible for every element of your
sales and marketing strategy and activities. It's amazing how many entrepreneurs and
businesspeople will work extremely hard to think through every element of the marketing
strategy and the marketing mix, and then pay little attention to the fact that every single
decision and policy has to be carried out by a specific person, in a specific way. Your ability
to select, recruit, hire and retain the proper people, with the skills and abilities to do the job
you need to have done, is more important than everything else put together. An essential
ingredient to any service provision is the use of appropriate staff and people. Recruiting the
right staff and training them appropriately in the delivery of service is essential if the
organization has to obtain competitive advantage.
AXIS bank values its human resources very highly and is on a constant endeavor to
continuously develop its human resources by laying strong emphasis on training
development. It possesses a highly motivated team of professionals and has the lowest
employee turnover rate in the industry.
3.8 BRANDING AND POSITIONING

Page 40
Positioning ad branding of Axis Bank

Axis Bank launches new campaign
Badhne Ke Ka Naam Hai
Introduces Deepika Padukone as its celebrity brand ambassador Mumbai, June 4, 2014: Axis
Bank, Indias third largest private sector Bank, today announced the launch of the third phase
of its advertising campaign around its brand philosophy ofBadhti ka naam zindagi or
Progress On. with a new cut on the philosophy articulated as Badhne ke kai naam
hai,the bank, for the first time in its evolution is also getting associated with a celebrity
and announces Deepika Padukone as it brand ambassador to take its brand philosophy
ahead. The campaign designed by Lowe Lint as lies in the space that Progress has many
dimensions and talks about the "holistic nature of progress and highlights Axis Banks
journey as a customer centric bank. The new campaign featuring leading Hollywood actress
Deepika Padukone is directed by the renowned movie and ad film director Gauri Shinde.
Speaking on the launch of the campaign, Mr. Rajiv Anand, President Retail Banking, Axis
Bank said, The new film takes our brand positioning of Badhti ka naam zindagi or
Progress On ahead. The campaign is based on the insight that Progress means different
things to different people and can also be defined differently for the same individual at
different times. This insight is captured in our new communication which brings to life the
ubiquitous and multidimensional nature of progress. Deepika Padukone who is not only an
accomplished actress but also a youth icon in the country, brings in fresh energy, youthfulness
and vitality required for the idea to imbibe our philosophy. She has progressed in her journey
from being an accomplished badminton player to a model and then to a very successful
actress. Her journey of progress represents the new India which is young, hardworking, intune and aware of the world around them. She is contemporary yet there is an innate Indianness about her. We believe these qualities will fit the brand perfectly.
Page 41

Deepak Padukone, Actress and Brand Ambassador of Axis Bank said, It feels wonderful to
be associated with one of Indias most respected banks. A bank plays a very important role in
the progress of so many individuals and Im proud to be a part of the Axis Bank Team. On
being one of the first women celebrities to endorse a bank, Deepika said that Well, I see no
reason why any industry should be dominated by either gender in todays day and age. Like I
mentioned earlier, a bank plays such an important role in the progress of so many individuals,
and THAT is what has excited me the most about this association. She goes on to add on the
brand philosophy of Axis Bank that Badhti Ka Naam Zindagi is more than just an
advertising baseline. I've always believed that if you stop growing, you stop being. Moreover,
Progress is a very individual thing. What it means to you might be very different from what it
means to me. But yet for both of us its the most vital part of our lives. In a way its a
common thread that binds us a Naam Zindagi or 'Progress on' is the essence of brand Axis.
In our earlier campaigns we have explored this philosophy from various angles, be it an
individuals progress or the progress of the collective. The objective this year was to explore
a new dimension of progress while Show casing the range of products, which brings us to the
idea behind the campaign Progress has many meanings. It is not just material but also
emotional and personal. While growing monetarily is important but it is also important to
have value-system in place and thats the whole thinking behind the philosophy of Badhti ka
Naam Zindagi About Axis Bank is the third largest private sector bank in India. Axis Bank
offers the entire spectrum of services to customer segments covering Large and MidCorporate, SME, Agriculture and Retail Businesses. With its 2,402 domestic branches
(including extension counters) and 12,922 ATMs across the country, as on 31st March 2014,
the network of Axis Bank spreads across 1,636 cities and towns, enabling the Bank to reach
out to a large cross-section of customers with an array of products and services. The Bank
also has overseas offices in UK, Singapore, Hong Kong, Shanghai, Colombo, Dubai and Abu
Dhabi. The Banks website www.axisbank.com offers comprehensive details about its
products.
Page 42
CHAPTER 4
4.1 RECOMMENDATION & SUGGESTION
Mostly service class persons prefer the axis bank in the comparison of business and
students and other class persons thus it needs to promote its product and services that
are offered mainly for the business class people and students. Because these two class
forms major users of the banking services.
Axis bank is normally not using properly for the current account so its popularity ratio
is quite down. This bank normally using for the long term planning like saving and
FD.
Page 43

This bank is not investing more into the marketing sector so I will suggest that some
of the part of income it investing in the advertising and marketing sector.
Into the comparison of other bank its performance is quite good but not an effective
so this may be doing the rates were down with some other facilities.
4.2 RECOMMENDATIONS TO THE COMPANY TO GAIN UPPER

MARKET SHARE:
UTI Bank was one of the first private banks to launch operations in the country in 1994, after
the Government of India passed a resolution in favor of privatization. An IT savvy bank, UTI
Bank is a pioneer in adopting new technologies in the banking sector. UTI has a very large
network of
branch offices and extension counters across the country. With over 1700 ATMs, UTI Bank
has the largest ATM network of its kind in India.
CRM:
Privatization opened up the Indian banking sector, allowing a large number of players to offer
retail banking services in the country. Using the latest technologies, UTI Bank introduced
quality services to enhance the banking experience of its customers. As the services stack
expanded, supporting customers became a challenging task. Efficient service and timely
support were the deciding factors for customers to remain loyal to any particular bank, which
brought Customer Relationship Management (CRM) into sharp focus.
BPO:
Page 44

UTI Bank wanted to establish itself as a customer focused bank and carve a niche for itself
amidst the widespread competition. Setting up a state of the art call center facility that could
provide quality support to customers across the country became vital to further this goal. The
call center was expected to eliminate the load of routine queries that branch operators had to
handle.
A dedicated response center would allow branch operators to divert all customers queries to
the helpdesk number and focus on their core responsibilities instead. Also, a single window
service with a populated knowledgebase would introduce a high degree of standardization in
the replies given to customer queries. The bank was also looking to avoid a situation where
customers would be put on hold for long periods of time. A failover and redundancy solution
was required to guarantee high availability of services and ensure uninterrupted call traffic.
For handling large call volumes, the application infrastructure was also required to be
perfectly scalable. The bank wanted a solution that could accommodate growth over a long
period of time.
Page 45

4.3 DATA ANALYSIS AND INTERPRETATION :
AGE GROUP
Chart Title
Less than 25
25 to 40
40to 55
Above 55
INTERPRETATION:
In various age group which have been given is there. The pie chart shows the number of
group in four different classes in banks that is four different colors shows the majority of age
group.
OCCUPATION
Page 46
Count
Service
Business
Student
Others
INTERPRETATION:
The following pie chart shows that the occupations of people. It states that how many people
are choose their occupation in their ways.
3.ANNUAL INCOME
Less than 1 lakh

1 to 2 lakh
2 to 3 lakh
3 to 4 lakh
More than 4 lakh
INTERPRETATION:
Page 47

The statements shows that how many people get annualo incomke yearly. The possibility of
annual income of 1-2 lakh is muchy than others. 4 laks income group is less as compare with
others.
4. FEATURES/ATTRIBUTES WHILE OPENING AN ACCOUNT
INTERPRETATION:
While opening an account in bank there are various requuiremtns are expect from
banks. In this information we give first reference to the less formalities than variety
products,working hours proiper information then quick response of services. These
all information which will be shows in above diagram.
5. KIND OF ACCOUNT IN AXIS BANK
Page 48
40
35
30
25
20
15
10
5
0
INTERPRETATION:
The statements shows are above diagram that is the different types all have been open
in bank. The most people have give their reference to saving account then fixed
account then current and NRL account.
Page 49

6. SUGGESTIONS OF PEOPLE TO OPEN ACCOUNT IN BANK
45
40
35
30
25
20
15
10
5
0
INTERPRETATION:
The chart shows the who influenced to open account in bank. Many people are open
accounts bacause their friends and relatives recommnend ed them. Then bank
employees suggest others. Advertising and prospectus are less responsive to open
account in their bank.
7. REMARKS ON PRODUCT
Page 50
PRODUCT OF AXIS BANK

Excellent
Good
Average
Poor
INTERPRETATION:
The following information showing the remarks whioch have been given to the bank.
Four different catogories are shown in diagrams. Most to the peopl give good
remarks about two banks products. Excellent are second remarks. Then average and
poor remarks is given.
8.RATING FOR AXIS BANK
Chart Title
50
45
40
35
30
25
20
15
10
5
0
Excellent
Good
Average
Page 51
Poor
Cant Say.

INTERPRETATION:
In competition to other banks excellent is given to the axis bank.25% given to the
good remarks.15% average and poor 10%. There is some other who cant say their
opinion about bank.
9. SERVICE OFFER BY AXIS BANK

80
70
60
50
40
30
20
10
0
Yes
No
Cant say
INTERPRETATION:
Yes the most people are satisfied with axis bank. The diagram shows the most people
favored in axis bank.
10. PROMOTIONAL STRATEGIES
Page 52
YES
NO
INTERPRETATION:
The following pie chart states that the promotional strategy gives by bank is sufficient
enough to attract the new. Customers many voted positively to this banks.
11. OPINION ABOUT THE EMPLOYEES OF THE BANK
Understanding
Supportive
Sympathetic
Empathetic
Caring
Courteous
Rude
0
10
15
Page 53
20
25
30
INTERPRETATION:
The pictures shows that the employees have to behave with customers. There are
many customers are states that bank empolyees are sympethetic. Many customers are
said that there are few employees rudely behave in their bank.
12. MARKETING PLAN
NO
50
YES
50
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
INTERPRETATION:
The bar diagram shows the bank adjust the marketing plan according to customers
requirements. The customers are give same response it means some people said yes
and some said no.
13. SERVICE DEVELOPMENT FOR DELIGHT CUSTOMER
Page 54
60
40
INTERPRETATION:
The statements shows that 60% people said yes to their banks because their bank
concentrate on new service development to delight the customers. Remaining 40%
customers will not agree with that.
14. EMPLOYEES SATISFACTION
YES
NO
INTERPRETATION:
Page 55

The pie chart states that 65% people are agree and 35% are not agreeing with banking
works.
15. BRANCHES OF THE BANK ARE CONVENIENTLY LOCATED FOR THE

CUSTOMERS
60
50
40
30
20
10
0
YES
NO
INTERPRETATION:
The 60% people are said that branches of the banks are on conveniently located for
the customers. 40 % people said no this is clearly stated that in the above diagram.
16. COMPETITIVE STRATEGIES FOLLOWED BY THE BANK
Page 56
Any other
Focus on physical evidence
Use of promotional tools
Pricing strategies
New service Development
0
10
15
20
25
30
35
40
INTERPRETATION:
The banks following new service development is more as a competitive advantage as
compare to other banks. The 20% given pricing strategy. 25% promotional tools.
Less physical evidence this competitive strategy followed by banks to gain the
competitive advantage in the marketing. This is clearly states that in above charts.
4.4 SWOT ANALYSIS
Strengths
Support of various promoters
High level to services
Knowledge of Indian market
Strong management team
Comprehensive range of financial products & Services
Page 57

Weaknesses
Low market capitalization
Not been fully able to position itself correctly
Average volume of branch network
Opportunities
Growing Indian banking sector
People are becoming more service oriented in the global market
Technological changes
Increase of new branch network
Threats
From various competitors
Foreign banks
Government banks
Aggressive competition strategy among the main banks

Economic uncertainty in global market
Page 58
CHAPTER 5
CONCLUSION
In this time of economy slump, where all options of Investment lacks the interest of people
for one or other reason, FD still remains at the top in the mind of people as a known
convenient and reward earning option for investing their hard earned savings. However
falling banks rates have certainly lessen the faith of people in it, but still it remains the first
choice of small investors because it is synonymic with safe and fixed return giving
alternative for investment of savings. The need of the hour is safety and security, high risk is
out. Recent global economy slowdown has made negative influence on let investor
perception of security. With the arrival of pink slip solute, people who were spending as
though there will no tomorrow have turned savers. And savers are looking much more closing
at investment avenues in order to optimize their returns at least risk.
We found that:-
Page 59
Savings from the backbone for FD market. Savings of people are mainly affected by
three factors.
1. Income higher the income, higher the savings.

2. Consumption higher the consumption, lower the savings.
3. Inflating higher the inflating rate, lower the savings.
Axis Bank saving product is highly popular due to its various facilities, anywhere
banking with ATM and Debit Card.
In case of special saving Account, if bank provides the cheques pickup facility then it
can tap out more number of trusts and society.
Page 60
APPENDIX
QUESTIONNAIRE
Dear sir/madam I am T.Y.com (Banking& Insurance) student conduction a survey on Axis

Bank, Thane. I shall be very thankful, if you give your few minutes to me for answering few
questions given below. Every information given by you will be for answering few questions
given below. Every information given by you will be only for academic purpose.
Name.
Address
Occupation
Q.1
Which age group do you belong?
a)
Less than 25
b)
25 to 40
c)
40 to 55
d)
Above 55
Q.2
What is your occupation?
a)
Service
b)
Business
c)
Student
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d)
Others
Q.3
Please specify your annual income?
a)
Less than 1 lakh
b)
1 to 2 lakh
c)
2 to 3 lakh
d)
3 to 4 lakh
e)
More than 4 lakh
Q.4 What features/attributes, while opening an account do you expect from a bank?
a)
Quick Services
b)
Variety of products
c)
Less formalities of documents
d)
Working hours
e)
Proper information
Q.5
What kind of account do you have in Axis Bank?
a)
Saving Account
b)
Current Account
c)
Fixed Deposits
d)
NRL Account
Q.6
Who influenced to open an account in Axis Bank?
a)
Bank Employees
b)
Prospectus
c)
Advertisement
d)
Friend and Relative would you recommend
Page 62

Q.7
Your remark on products of Axis Bank?
a)
Excellent
b)
Good
c)
Average
d)
Poor
Q.8
In comparison to other bank how would you rate Axis Bank?
a)
Excellent
b)
Good
c)
Average
d)
Poor
e)
Cant Say.
Q.9 Are you satisfied with the service offered by your bank?
a) Yes
b) No
c) Cant say
Q.10 Do you that promotional strategies followed by this bank is sufficient enough to retain
you as a loual customer?
a) Yes
b) No
Q.11 What is your opinion about the employes of the bank?

a)
b)
c)
d)
e)
Rude
Courteous
Caring
Empathetic
Sympathetic
Page 63

f) Supportive
g) Understanding
Q.12 Does the bank adjust the marketing plan according to the customer requirement?
a) Yes
b) No
Q.13 Does the bank concentrates on new service development to delight the customer?
a) Yes
b) No
Q.14 An you satisfied working with this bank?

a) Yes
b) No
Q.15 Do you think branches of the bank are conveniently located for the customers?
a) Yes
b) No
Q.16 What the competitive strategies followed by the bank to gain the competitive advantage
in the marketing?
a)
b)
c)
d)
e)
New service Development

Pricing strategies
Use of promotional tools
Focus on physical evidence
Any other
Page 64
BIBLIOGRAPHY
Websites
www.axisbank.com
Page 65

www.google.com
Marketing Management
( Philip Kotler)
Page 66

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PROJECT ON MARKETING STRTEGY IN AXIS BANK

VIDYA PRASARAK MANDALS