The expert in battle seeks his victory from strategic advantage and does not demand it from his

men..
Presented By-

NAYANA

Everything is the same.....

MISSION
 Customer service and product innovation tuned to diverse

need of individual and corporate clients

 Continuous technology up gradation while maintaining

human values

 Progressive globalization and achieving international

standards

 Efficiency and effectiveness built on ethical practices

ABOUT AXIS BANK
 Axis Bank was the first of the new private banks to have begun

    

operations in 1994, after the Government of India allowed new private banks to be established. The Bank was promoted jointly by the Administrator of the specified undertaking of the Unit Trust of India (UTI), Life Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC) . The Bank today is capitalized to the extent of Rs. 359.76 crores with the public holding (other than promoters) at 57.79%.

 The Bank's Registered Office is at Ahmedabad and its Central Office

is located at Mumbai.  The Bank has a very wide network of more than 905 branches and Extension Counters.  The Bank has a network of over 3894 ATMs providing 24 hrs a day banking convenience to its customers. This is one of the largest ATM networks in the country.  At present AXIS BANK is the 3rd largest private sector bank in india

Competitors:
 Private Sector competitors:

-HDFC -ICICI  Public Sector competitors: -SBI -PNB

 Customer satisfaction through:

CORE VALUE

* providing quality service effectively and efficiently * ”Smile, it enhances your face value” is a service quality stressed on periodic customer service audits
 Maximization of stake holders value  Success through teamwork, integrity and people  Bank business is divided into 4 segments:-

*Retail banking, corporate banking, treasury banking and merchant banking *Apart from this, the bank is also into insurance, investment banking, mortgage financing, credit cards and depository services
 it is also registered on the following exchanges

* OTCEI * BSE * NSE *London stock exchange

SERVICES
Retail banking  Deposit schemes  Loans and advances - Personal Loans - Housing Loans - Cards - Consumer durables - Auto Loans

Personal banking  Accounts - Terms deposits - Fixed deposits - Recurring deposits
 Cards - Different variants like: Gold plus cards, silver and silver plus cards

Corporate banking  Accounts - Normal current a/c - Trust/NGO savings a/c
 Services - Private equity, mergers and acquisitions - Advisory services - Capital market funding - E- broking

FEATURES
 Anywhere banking  Instant fund transfer  Interest banking  At-par (multi-city) cheque book  ATM cum Debit card  Mobile banking  Phone banking

ORGANISATION STRUCTURE
BOARD OF DIRECTORS

COMMITTEE OF DIRECTORS

RISK MANAGEMENT COMMITTEE OF THE BOARD

AUDIT COMMITEE

CREDIT COMMITTEE AND INVESTMENT COMMITIEES

OPERATION RISK MANAGEMENT COMMITTEE (ORMC)

COMMITTEE OF EXECUTIVES

ASSET-LIABILTY COMMITTEE (ALCO)

CREDIT RISK MANAGEMENT COMMITTEE

BOARD OF DIRECTORS
         

P.J. NAYAK (Chairman and Executive officer) N.C.SINGHAL A.T.PANNIR SELVAM J.R.VARMA R.H.PATIL RAMA BIJAPURKAR R.B.L.VAISH M.V.SUBBIAH RAMESH RAMANATHAN K.N.PRITHVIRAJ

SWOT ANALYSIS
STENGTHS
•Brand name •Support of various promoters •High level of services •Knowledge of Indian market

WEAKNESS
• • • Not having a good image Market capitalization is very low Not been fully able to position itself correctly

SWOT
OPPORTUNITIES
•Growing Indian banking sectors •People are becoming more service oriented •In the global market •Dissatisfied customers

THREATS
•From the various competitors •Foreign banks •Government banks •Future market trends •Advent of MNC banks

FINANCIAL PERFORMANCE
Particulars
PAT Net interest income Other income Fee income Deposits Demand deposits Advances

% increase
69 43 61 64 34 37 61.79

Amount (Rs. in Cr)
1,815.36 3686.21 2,896.88 2,447.35 1,17,374 50644 81,557

VARIOUS STRATEGIES IMPLEMENTED FOR THE CURRENT POSITION

STP OF AXIS BANK
o Segmentation:

-These banks consider the customer service as the base for segmentation. - Here buyer give emphasis on the services & believe in using technical advance product.

 Targeting:

-Axis bank target the people of the urban & semi-urban area. - People who believe in high set of product & want speedy services. -Selective specialisation strategy  Positioning: - Axis banks are positioned as the technically advance & delivering tougher set of customer services.

Targeting Strategy

Targeting strategy

COMPETITIVE STRATEGY
 Differentiated against other banks on the base

of “ Max Area Coverage”.  Some banks have no reach to the some parts of the country.  So Axis bank has an advantage of reach, in terms of reach to its customers.  Level of service- Axis has an advantage of the product innovation.

FROM THE GOVT., BANKS
 High level of service Quality & through

Product Innovation.  Axis is not near in terms of reach but however it has created a Separate Segment for those who believe in high set of services.

FROM THE INTERNATIONAL BANKS
 Reach & Coverage to the People.  Level of Service is Same.  International banks may create a problem

but however it can be eliminated from constant publicity, innovation- atm divisions, varied services etc.,

Market Communication Objectives
 emphasize as Independent Bank- gives imp on

customer.  Emphasize on Product Innovation and communicating about new product launches.  Global Market & global Std., services.  achievements.

MARKETING OF SERVICES
 900 Branches & 3875 ATMs  a footprint in Asia-Singapore, Hong Kong, Dubai

and Shanghai.  strategic tie-ups & alliances UAE, Doha, Muscat (to be launched).

Forecasted Objectives:
 To achieve the following MO by 2011:  To get the Market CAP of 500cr.  200 cr of Retail Investment.  125 cr Corporate Investments.  To get the 175 Cr Capital Investments.

Findings and Conclusion
 Goal- To get the 3rd position in the overall

INDIAN BANKING MARKET.

-X-=+

 improving financial fundamentals  range of business activities and customer base  Rapid usage of available IT platform & infrastructure  To diversify its loan portfolio further

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