Axis bank

Reinventing banking
Presented by :
Nikunj Shah
Reshma Sonawane
Jayesh Surve
Sanil Tharwal
Ankita Trivedi
 History of Banking in India

The first bank in India, though conservative, was

established in 1786. the journey of Indian Banking
System can be segregated into three distinct phases.
UTI BANK
 Introduction
 Axis Bank (Formerly known as UTI) was one of the few
private banks to have began operations in 1994
 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).
• General Insurance Corporation Ltd (GIC).
• National Insurance Company Ltd.
• The New India Assurance Company.
• The Oriental Insurance Corporation.
• United Insurance Company Ltd.
Journey From UTI to AXIS
 1994-1997
• Incorporated as UTI Bank, headquartered in
Mumbai
• First Branch inaugurated at Ahmedabad
• Completes first profitable year in operation in
1995
• Deposit crosses Rs.10bn mark in 1996
 1998-2000
• Successfully completes its IPO in 1998 and gets itself
listed on NSE and BSE
• Cash management services as well as credit card
launched
• Profit crosses Rs.500m in 2000
• Launches Internet banking module, iConnect retail
loans introduced
• Financial advisory services and e-commerce introduced
• Second largest ATM network in the country with 200
ATMs
 2001-2005
• Private placement of 26% stake to CDC Capital
Partners
• Deposit crosses Rs.100bn mark in 2001, advances
crosses Rs.50bn
• First commercial bank to open an ATM at a post
office
• Crosses the 1,000 ATM mark in 2003
• Gets listed on the London Stock Exchange, raises
$239.3m
 2006-2008
• Opens its first international branch in Singapore
• Opens Representative Office in Shanghai
• Crosses the 2,000 ATM mark in 2006
• Opens a Full Licence Bank Branch in Hong Kong
• Re-brands itself as Axis Bank
• Mumbai, Jul 30 2007 : UTI Bank on Monday
rechristened itself as Axis Bank.
 PROBLEM

• WHY THEY CHANGE THEIR NAME FROM UTI

TO AXIS BANK
 THERE ARE 3 MAIN REASONS

1. They had to give up the UTI name after using it for

13 years as we were not prepared to accept terms
and conditions (including royalty) from UTI AMC
• The decision to rebrand itself was taken by the bank
as it was allowed to use the 'UTI' brand name for
free till January 31, 2008, beyond which it had to
pay royalty for using the name.
2. The recommendation for name change to Axis Bank
has arisen from the existence of several
shareholder-unrelated entities using the UTI brand,
and the consequent brand confusion that this
generates
3. The name UTI bank was changed to AXIS bank as UTI
gave a look of government sector bank. They had to
change our name to have our own brand and
identity.
 Rebranding Exercise
• "The name was taken into effect consequent to the
approval of shareholders, Reserve Bank of India and
the central government (Registrar of Companies).
• The UTI brand is owned by UTI Asset Management
Company
• The bank would change logo and colour of logo the
bank is likely to spend around Rs 50 crore in the re-
branding exercise.
• The bank acquired the services of Ogilvy & Mather
(O&M) to design and implement the rebranding
campaign
 The new name AXIS
• The new name was chosen considering the bank’s
pan-Indian as well as international presence.

• The first time that a bank has dropped an

established brand for an unknown name.

• The name Axis is chosen as it is simple and it

conveys a sense of solidity and a sense of
maturity. It also has a universal appeal.
 The New Logo

The logo depicts a strong growth path for the bank

supported by a strong base, indicating that the bank is
moving on from a position of strength.
ABOUT AXIS
 Mission
• 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 of Axis
• 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

• Maximizations of Stakeholder value

• Success through Teamwork, Integrity and People

• The banks business is divided into four segments:

• Retail, corporate, treasury and merchant banking.

• Apart from this the bank is also into insurance,

investment banking, mortgage financing, credit cards,
and depository services amongst others.

• it is also registered on the following exchanges:

• OTCEI
• BSE
• NSE
• London stock exchange
 Services
Retail banking
• Deposits schemes
• Loans and advances
– Personal loans
– Housing loans
– Cards
– Consumer durables
– Auto loans
Personal banking
• Accounts
– Term deposit
– Fixed deposit
– Recurring deposit
• Cards
– Different variant like: Gold plus card, Gold card, Silver & silver
plus cards.
Corporate banking
• Accounts
– Normal Current Account
– Trust/NGO Savings Account
• Services
– Private Equity, Mergers & Acquisitions
– Advisory Services
– Capital Market Funding
– E-Broking
 Recent Developments
• Shikha Sharma was named as the bank's
managing director and CEO on 20 April 2009.

• As on the year ended March 31, 2009 the

Bank had a net profit of Rs 1,815.36crores

• The bank now has 835 branches including

extension networks across 30 States and 4
Union Territories.
• The bank also has overseas offices in Singapore,
China, Hong Kong and Dubai.

• Crosses the 3,723 ATM mark in 2009

• Launches Platinum Credit Card, India's first EMV chip

based card

• Axis Bank is now trading at Rs 911.85 (17th sep).

 Axis Financial Position
Rs in crs.
Particulars Mar 07 Mar 08 Mar 09
Deposits 58,785.60 87,626.22 117,374.11
Advances 36,876.48 59,661.14 81,556.77
Share Capital 281.63 357.71 359.01
Net worth 3,402.21 8,770.69 10,214.80
Book Value 120.80 245.19 284.53
Interest earned 4,560.40 7,005.32 10,835.49
Interest expenditure 2,993.32 4,419.96 7,149.27
Net profit 659.03 1,071.03 1,815.36
Net NPAs 0.61% 0.36% 0.35%
Total Assets 73,257.21 109,577.84 147,722.06
Return on Assets 1.10% 1.24% 1.44%
 Axis Bank Ratio Analysis
Particulars Mar 07 Mar 08 Mar 09
Capital Adequacy Ratio 11.57 13.73 13.69
Net profit margin 12.01 12.22 13.31
Operating Expense / Total Inc 23.26 26.20 24.95
Return on Net worth (%) 19.37 12.21 17.77
Net Interest Income/total funds 4.01 4.74 4.98
Non Interest Income/total funds 0.03 0.02 0.06
Net Profit / Total Funds 1.07 1.17 1.41
Earning per share 23.40 29.94 50.57
Equity Dividend (%) 45.00 60.00 100.00
 Revenue Break – up of Axis

Rs in crs
Segment Revenue Mar 09
Treasury 20,290.71
Corporate /wholesale 7280.14
banking

Retail banking 6675.51

Other banking business (5.40)
 Comparative Analysis
As on Mar 09. Rs in crs
Particulars Axis HDFC PNB HSBC
Deposits 117,374.11 142,811.58 209,760.50 49,970.27
Advances 81,556.77 98,883.05 154,702.99 27,588.68
Share Capital 359.01 425.38 315.30 4,499.16
Net worth 10,214.80 15,052.73 14,653.63 11,214.3
Book Value 284.53 344.44 416.74 -
Interest earned 10,835.49 16,332.26 19,326.16 6,326.9
Interest expenditure 7,149.27 8,911.10 12,295.30 2,661
Net profit 1,815.36 2,244.94 3,090.8 12,91.2
Net NPAs 0.35% 1.49% 0.17% 1.42%
Total Assets 147,722.06 183,270.78 246,918.62 94,620.3
Return on Assets 1.44% 1.10% 1.15% 1.51%
 Comparative Ratio Analysis
Particulars Axis HDFC PNB HSBC
Capital Adequacy Ratio 13.69 13.60% 12.96% 15.31%
Net profit margin 13.31 11.35 13.76
Operating Expense / Total Inc 24.95 35.06 21.53
Return on Net worth (%) 17.77 15.32 23.52
Net Interest Income/total funds 4.98 6.86 4.34 6.66%
Non Interest Inc/total funds 0.06 - 0.25 2.84%
Net Profit / Total Funds 1.41 1.42 1.40 4.39%
Earning per share 50.57 52.77 98.03 -
Equity Dividend (%) 100.00 100.00 200 -
Net Interest margin (%) 3.33 4.40 3.58
 Comparative Reach Analysis

Banks Branches ATMs Cities Inception yr Overseas presence

Axis 835 3595 515 1994 4

HDFC 1416 3382 550 1995

PNB 4668 2150 21,408 1895 3

HSBC 178 150 - 1959 83

 Axis Bank

Marketing Overview
Marketing Management
 Marketing Objectives

Axis Bank want to achieve following marketing

objectives by the end of the year 2011.

• 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.
 REBRANDING
• Has retained the burgundy color, but has
changed the logo.

• Spend around Rs50 Crore in the re-branding

exercise.

• Had hired advertising firm O&M.

Bankers Identify Near-Team and
Long Term Concerns
1991 2015

Maintaining profitability Service quality

Credit Portfolio Management Maintaining profitability

Service Quality Market / customer focus

Regional Economy Operations/systems/technology

Cost Management / Expense reduction Credit portfolio management

Declining Earnings/ more failures Productivity improvement

Market / customer focus Investment to stay competitive

Capital adequacy Stock market value

Stock market value Asset/liability management

Industry Overcapacity Electronic Banking

SWOT ANALYSIS OF AXIS BANK
STRENGTHS:
WEAKNESS:
Brand Name
Not having good image.
Support of various promoters.
Market capitalization is very low.
High level of services.
Not been fully able to position itself
Knowledge of Indian market. correctly.

OPPORTUNITIES: SWOT
Growing Indian banking sectors. THREATS:
People are becoming more service Advent of MNC banks
oriented. Foreign banks
In the global market. Govt. banks
Dissatisfied Customers. Future market trends.
Business advising for smaller Players
PESTLE ANALYSIS OF AXIS BANK
 Competitive Strategy
For the private sector banks:

• Differentiation on the basis of area coverage.

• Restricted Reach.

• Level of service is the same.

• Axis got advantage because of Product Innovation.

 Competitive Strategy
For the government sector banks

• 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
 Competitive Strategy
For the International Banks :

• Differentiated itself on the base of the reach

and coverage to the people.

• Service level is somewhat same.

• In the future these banks may create a

problem.
 Features Of Axis Bank
• Anywhere Banking
• Instant Fund Transfer
• Internet Banking
• At-Par (Multicity) Chequebook
• ATM cum Debit Card
• Mobile Banking
• Phone Banking
Marketing Mix in Banking Industries
• Product.
• Price.
• Place.
• Promotion.

Other than these:

• People.
• Process.
• Physical Evidence.
• Penetration Pricing.
7 P’s OF MARKETING OF AXIS BANK
Product Mix:
• Deposits
• Investments
• Anywhere banking
• Loans
• Cards
• Mobile banking
• NRI services
 PRICING MIX
• Value for money.
• Lower fee charged.
 PLACE MIX
• Making available the promised services to
the ultimate users.

• Selecting a suitable place for bank

branches.

• Plans to set up 210 more branches across

the country in this fiscal.
 PROMOTION MIX
• Advertising
• Print media
• Publicity
• Sales promotion
• Personal selling
• Telemarketing
 PROCESS MIX
• Flow of activities
• Standardization
• Customization
• Number of steps
• Simplicity
 PHYSICAL EVIDENCE
• Internet
• Paperwork
• Brochures
• Furnishings
• Business cards
• Tangibles
• Punch lines
• Employee’s dress code
 PEOPLE
• EMLOYEES
 STP ANALYSIS
• Segmentation strategy
– Demographics variables
• Location
– Metros & divisional cities
• Occupation
– Business persons
– Salaried class (both Govt. and private)
– Working woman
• Age
– Senior citizens
– Minor
– Psychographic variables
• Lifestyle
– The people who believes in modern banking with higher set of
services i.e. Internet banking (icontact, mobile refill, travel currency
card etc.).
 Targeting strategy
– Target market

• Corporate banking market: This market target the

industries and fulfil their financial needs.

• Capital market: This segment 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.
• Targeting strategy
– Selective specialization strategy
• Here the bank selected a number of segments, each
objectively attractive & appropriate. There may be
little or low synergy among the segment but each
segment proves to be worth full for it.

• If we take the example of cards then Axis bank have

separate set of credit cards, each targeted at different
set of people i.e. segment and each one has its own
importance for the bank.
 Positioning strategy
– Axis bank has positioned itself as a bank
which gives higher standard of services
through product innovation for the diverse
need of individual & corporate clients. So they
want to highlight following points in their
positioning statement:
• Customer centric
• Service oriented
• Product innovation
 The Key Target Audience
Worksheet

– Where does sales and usage come from?

• From urban and sub-urban areas.
– Does marketing objective require trial or
continued usage?
• Continuous usage.
– What do we know about our target segment?
• People bothered more about the services more in the
STP analysis.
– Who are the decision makers?
• User of the services.
 The Communication Strategy
Worksheet
– What are the Communication Objectives ?
• Bring the bank into the top 3 banks in India. (At present
it is on 6th position).
• Generate Brand awareness.
• Develop positive attitude about the brand.
• Give product information.
• Communicate Bank’s emphasis on high standard of
services.
– Result of the communication exercise:
• Image change about the bank.
• Purchase our services.
The fact that the top 9 banks account for barely 57.8% of the market share
suggests that several smaller players occupy the remaining 42.2%
PRIORITY BANKING
 AXIS Eligibility Criteria

• (AQB) of Rs. 1 Lakh in your savings account (75,000 if

in case you have a salary account with Axis Bank)
• Rs. 5 lacs in combination of your savings and term
deposits (Minimum AQB of Rs. 50,000 in the savings
account)
• Minimum Average quarterly relationship of Rs. 10
lacs across members of the same family - subject to a
minimum (AQB) of Rs. 80,000 being maintained in
the savings account of each member and the
remaining amount in Term Deposits
Axis Bank

H. R. Overview
 OBJECTIVES OF HRD IN AXIS BANK
• Initiate & institutionalize globally competitive HR practices.

• Put in place relevant HRD strategies and use modern

methodologies.

• Create a performance-driven culture and an exciting

workplace.

• Create a pool of entrepreneurial managers and business

leaders.

• Create a learning organization for employees .

 FUNCTIONS OF HRD
• Ultimate aim of the human resources function is to build and
manage a motivated pool of professionals delivering optimum
value to customers.

• Major platforms on which the success of the bank's corporate

strategy rests is bringing on board the requisite skills.

• Young bank with an average age of 29 years and a talent pool

comprising a mix of new recruits and experienced officers.
CONTD……
• Training-Scheduling.

• Performance Management.

• Compensation/Reward Administration.

• Grievance Handling.
HR BUSINESS MODEL
HR BLUEPRINT FOR BUSINESS DRIVEN
HR REFORMS
• HR Steering Committee
• KHOJ
• Sampark
• Paramarsh
• Axis Financial Rewards For Business Leaders
• Mep-tikshna
• Hr Policy For Overseas Selection & Deployment
• Hr Resourcing Policy
• Performance Appraisal System For Clerical And Sub-staff
• Axis LEADERSHIP DEVELOPMENT CENTRE
 RECRUITMENT PROCESS IN AXIS
BANK
CV Submission And Application Evaluation

Ability Tests

Capability Based Interviews

Reply Letters

Job Offer
 Axis Bank

Information System Overview

 INFORMATION SYSTEM

• Implemented a new derivatives system-- Summit FT

with the help of global financial applications provider –
Misys.

• Provides ability to structure derivative products in real

time and give a single view of the entire transaction to
the customer

• The bank hopes to leverage the ability to rationalize its

currently dispersed functions to provide a single view
of every transaction to customers.
CONTD…..
• Apart from creating a new derivatives product, it also helps
from a regulatory compliance standpoint.

• RBI favors transparent online systems that can track every

transaction and report it exactly as it is.

• An automated system removes this anomaly and improve

compliance to a great extent.
 SUNTEC’S TOOL FOR AXIS BANK

• AXIS Bank Chose SunTec Business Solutions software to

centralize and streamline the bank’s pricing and billing
processes.

• Implemented a solution that helps Axis Bank create

personalized product packages and manage fee billing for
payment and cash management, while having a unified view
of its customers.

• Axis Bank is SunTec’s second banking services client in India,

after ICICI Bank.
 SOFTWARE RESOURCES

RisKompass:
• Pyxis systems has provided AXIS bank its RisKompass as the
software solution for financial derivatives risk management.
• It enables clients to manage derivative trades in a further
controlled way from the front to back office.
• Automated system that can be accessed by anyone on the
different locations of the bank.
• Smoother deal processing, with verifying and online risk
monitoring mechanism.
• The system is user friendly, and the software offers good
portfolio management features.
 OTHER SOFTWARES

• Atom Technologies, A Subsidiary Of The Bse-listed Financial

Technologies (India) Ltd (FTIL), Which Runs The Multi
Commodity Exchange Of India Has Innovated A Technology,
Which Enables Mobile Payments.

• Electronic Clearing Service (ECS Credit) .

• NEFT.

• Real Time Gross Settlement (RTGS).

ORGANISATION TRANSACTION PROCESSING SYSTEM:

EBS (E-Billing Solutions):

• It is the Merchant Account providing company partnered
with Axis Bank.

• Visualizes you how to become more competitive and help

you to make the changes to your online payment
processing for risk free business.

• EBS "Payment Gateway" is specifically designed to

accommodate the increasing demand by e-commerce
companies for sophisticated payment solutions to tap the
enormous opportunities for global Internet transactions.
HOW IT WORKS?
TECHNOLOGICAL ADVANCEMENTS
• Extensive Network .

• Centralized Service Desk.

• Comprehensive MIS .

• Mobile Alert Service.

Operations Perspective
 Rebranding

• UTI Bank has changed its name to Axis Bank Ltd

• Immediately, the bank replaced signages

• Informed customers about the brand change

through various channels

• Restructured its operations after rebranding

How their strategy changed after rebranding:

• Earlier they were only customer centric

• NOW they have added Service centric and

product innovation into their strategy.
 Information Technology:

• Played a vital role in growth of organization

• To retain a competitive edge, the Bank's

technology infrastructure is continuously
upgraded

• Use of technology-
first among Indian banks in submitting centralised
Return for foreign exchange transactions
first bank in the India to market EMV chip
embedded Debit Platinum, Travel Currency and
Credit Platinum cards
New Initiatives
 Remittance Card:

• A unique product that has changed the way money is sent

across borders.

• Available as a delivery mode for remittances made through

the Web Portal www.Remit2India.com.

• Based on the remitter’s request, a personalised Remittance

Card is prepared for the beneficiary, which is preloaded with
the funds remitted to him in INR.
 VISA Money Transfer Service:

• To send money from an AXIS Bank account to any of the VISA

Cards issued in India

• To pay VISA credit card bills by giving the card number and
making a direct payment

• The sender’s account would be debited instantaneously with

the transferred amount, but the funds will reach the
beneficiary’s VISA Card within one or two days.

• The service has been enabled through all Axis bank’s ATMs
and i-Connect (Internet Banking)
 EMV standard based Platinum Credit Card:

• Card has an embedded chip, which stores cardholder’s

information in an encrypted format, thereby providing
the highest level of security to the cardholder against
possible misuse.

• Offers clear authentication of debit and credit

payments combined with easy fraud detection.

• The chip cannot be duplicated, ruling out

counterfeiting and skimming. This makes your card
safer and secure than any other card in India.
 How does it work:-

Step 1:
• The merchant inserts the
chip card into his EDC
terminal in the chip
reader slot. The card need
not be swiped.

• The card remains inserted

in the terminal
throughout the
transaction .
Step 2:

• The purchase amount

is entered in the
terminal.

• Once the purchase is

approved a receipt
will be printed.
Step 3:

• The Cardholder signs

the receipt and
removes his/her card
from the terminal.
Strategic Tie-ups
 Tie- up with Banque Privee Edmond de
Rothschild Europe:

• Axis Bank and Banque Privee Edmond de Rothschild

Europe have signed an agreement on September 19,
2007 in Luxembourg.

• Agreement enabled both organisations to work

together and provide Wealth Management solutions to
overseas Indians.

• The tie-up will also enable Axis Bank to offer investment

opportunities in global financial products for overseas
Indians and will offer the joint products through its
branches in Hong Kong, Singapore and Dubai.
 Tie-ups with various Govt. Departments:

Govt. Departments:
• DGFT ePayments
• MCD - Municipal Tax or Fees ePayments
• MCD - eTendering Project
• Sampark - Utility Bill ePayments
• Bangalore One Project - Utility Bill ePayments
 Alternate Channels:

• ATM Channel

• Internet Banking Channel

• Mobile Banking Channel

 ATM Channel

• All its ATMs are connected to Base24 ATM switch

• The Bank through its ATMs offers the following services:

– Banking Services
– Mobile Airtime Refill
– Bill Payment e.g.: BSNL, MTNL
– Life Insurance Corporation Premium Payment
– Purchase and redemption of UTI Mutual Fund
Schemes through the ATM.
Shared resource:
• Bilateral ATM sharing arrangement:
– State Bank of India
– ABN Amro Bank
– Bank of Rajasthan
– Karur Vysya Bank
– Andhra Bank

• Multilateral ATM sharing arrangement:

– Cashnet (A shared network run by Euronet India Pvt. Ltd.)

– BANCS (Formerly known as Swadhan. Now run by E Funds

Ltd.)
 Internet Banking Channel:

• Axis bank provides a number of value-added services on the

Internet banking platform

• Services:

a) Funds Transfers
• To the customers own Axis Bank account
• To any Axis bank account
• To any account in any other bank in India (Power Transfer)
b) Bill Payment

• Presentment or EBPP (Electronic Bill Presentment & Payment):

– Bill presentment happens
– The biller will send an electronic version of the bill
for acceptance and payment

• Direct Payment:
- No bill presentment happens
- The customer is free to select the biller and pay
accordingly to his convenience.

c) Shopping etc.
 Mobile Banking Channel:

• Debit or credit in your account:

Receive alerts on your mobile phone every time there is a
debit or credit in your Axis Bank account for more than
Rs. 5,000

• You can also request for the following information:

- Balance
- Last three Transactions
- Know the status of your cheque
- Request security balance in demat account
 Growth Prospects of Axis
• Over the last five years, the CAGR for loan growth for the banking industry
has been 25-26 per cent; for Axis Bank it has been above 40 per cent.
• Nonetheless, the bank is still expected to grow its loan portfolio at 1.5-
1.7x the industry average.
• In FY09 its advances grew at the rate of 37.5 per cent.
• In FY10 they are expected to grow at the rate of 27-28 per cent and in
FY11 at 25 per cent.
• For the banking industry as a whole, the loan book is expected to grow at
18 per cent in FY10 and 16 per cent in FY11.
• Thus, Axis Bank’s fast pace of growth is expected to sustain over the next
couple of years.
 Conclusion !!!!

• AXIS bank has differentiated itself very well on the basis of

high level service and product quality.

• They have successfully implemented the change and due to

this their market share has increased only despite of tough
competition prevails.
Thank you