1. The expert in battle seeks his victory from strategic advantage and does not demand it from hismen .. PresentedBy- SHWETHA.L NAYANA

2. Everything is the same..... 3. 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

4. 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 theAdministrator 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%.

5.

The Bank's Registered Office is atAhmedabadand its Central Office is located atMumbai .

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 3 rdlargest private sector bank in india

6. Competitors:

Private Sector competitors:

-HDFC

-ICICI

Public Sector competitors:

-SBI

-PNB

7. CORE VALUE

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 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

8. SERVICES

Retail banking

Deposit schemes

Loans and advances

- Personal Loans

- Housing Loans

- Cards

- Consumer durables

- Auto Loans

9.

Personal banking

Accounts

- Terms deposits

- Fixed deposits

- Recurring deposits

Cards

Different variants like: Gold plus cards, silver and silver plus cards

10.

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

11. FEATURES

Anywhere banking

Instant fund transfer

Interest banking

At-par (multi-city) cheque book

ATM cum Debit card

Mobile banking

Phone banking

12. ORGANISATION STRUCTURE BOARD OF DIRECTORS COMMITTEE OF DIRECTORS RISK MANAGEMENTCOMMITTEE OFTHE BOARD AUDIT COMMITEE CREDIT COMMITTEE AND INVESTMENTCOMMITIEES ASSET-LIABILTY COMMITTEE (ALCO) OPERATION RISKMANAGEMENTCOMMITTEE (ORMC) CREDIT RISKMANAGEMENTCOMMITTEE COMMITTEE OF EXECUTIVES 13. 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

14. SWOT ANALYSIS SWOT

STENGTHS

Brand name

Support of various promoters

High level of services

Knowledge ofIndian market

WEAKNESS

Not having a good image

Market capitalization is very low

Not been fully able to position itself correctly

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

15. FINANCIAL PERFORMANCE 81,557 61.79 Advances50644 37 Demand deposits 1,17,374 34 Deposits2,447.35 64 Fee income 2,896.88 61 Other income 3686.21 43 Net interest income 1,815.3669 PAT Amount (Rs. in Cr)% increase Particulars 16. VARIOUS STRATEGIES IMPLEMENTED FOR THE CURRENT POSITION 17. STP OF AXIS BANK

Segmentation:

-These banks consider the customer serviceas the base for segmentation.

- Here buyer give emphasis on the services& believe in using technical advanceproduct.

18. 19.

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 .

20. Targeting Strategy 21. Targeting strategy 22. 23. 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.

24. FROM THE GOVT., BANKS

High level of serviceQuality & through Product Innovation.

Axis is not near in terms of reach but however it hascreated a Separate Segmentfor those who believe in high set of services.

25. FROM THE INTERNATIONALBANKS

Reach & Coverageto thePeople.

Level of Service is Same.

International banks may create a problem but howeverit can be eliminated from constant publicity, innovation- atm divisions, varied services etc.,

26. Market Communication Objectives

emphasizeas Independent Bank- gives imp on customer.

Emphasize on Product Innovation and communicating about new product launches.

Global Market & global Std., services.

achievements.

27. 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).

28. 29. 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 .

30. Findings and Conclusion

Goal- To get the 3 rdposition 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