Marketing Project - Report

Learning Outcome
The project will help student to be able to

1) Demonstrate sound understanding of the various customers’ needs that forms the basis
of different customer-segments
2) Recommend right financial product based on the customer needs
3) Analyze a financial product in depth and present findings in persuasive manner
4) Interact with real customers to understand their needs and behaviors for financial
products
5) Analyze competitors’ product and emphasize and highlight Axis Bank’s product USPs to
a targeted customer segment through the medium of vlog

Assessment Criteria

 Contribution in Team Report = 10 Marks

 Video on FB = 10 Marks

Description

With respect to AXIS Bank’s retail banking product assigned to your team, you are required to
do the following

1. Study any 3 products (of Axis Bank) from that product category. These 3 products should
be targeted to different customer segments.
2. Primary Research: Interview 2 customers from each segment to understand
a. How did they buy their current financial product?
b. What features did they consider when buying their current product?
c. How satisfied are they with their current product?
3. Secondary Research: Conduct an interned based search to answer the following
question: “What to look for when buying the _______?” (Financial product assigned)
4. Study and analyze the competitor products from the following bank: ICICI, HDFC, SBI.
Present competitive analysis, for all three selected products,
5. Consider yourself as a banking product expert and shoot a 30-minute video presenting a
comparative analysis of based on your contribution in the team report.
For Vlog – Do’s and Don’ts

Do’s

 Introduce yourself as an individual

 Your video MUST be uploaded on your FB wall. Apart from likes and share, customer
engagement in terms of comments will be observed.
 Focus on strengths of Axis Bank’s USPs

Don’ts

 Don’t misrepresent / misquote any fact

 Don’t use foul language
 Don’t introduce yourself as an Axis Bank RM banker

Submission Deadline
July 20th, 2021