MARKET SEGMENTATION & COMPETITIVE ANALYSIS OF BANKING

PRODUCTS

AXIS BANK

PRESENTED BY :SHIVANGIPGFB1143PGDM(G)

ABOUT COMPANY

• It was previously known as UTI and changed its name to Axis in year 2007• It was established in 1994 and was among first players to start its business

in india.• Axis bank is jointly promoted by the , UTI , LIC , GIC & NIC.• The Managing director & CEO of Axis bank is SHIKHA SHARMA.

MISSION & CORE VALUES

• Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele.

• Success through Teamwork, Integrity and People

SWOT ANALYSIS OF AXIS BANK

STRENGTHS:Online Services

Advanced Infrastructure

Friendly staff

12 Hrs banking services

Additional facilities to the customers and employees

ATM services

KYC Norms

WEAKNESSES:High bank service charges

Limited Credit Period

High Target for Operation staff

OPPORTUNITIES:Bank Insurance Services

Associate with social cause

Recruit professionally Guided students

THREATS:

Competition

Net services

Decentralized management

No proper facilities to uneducated people

PRODUCTS & SERVICES OFFERED

PERSONAL BANKING:

Accounts

Deposits

Loans

Cards

Investments

Insurance

Payment

Other services

CORPORATE BANKING:

Accounts

Credit

Capital Market

Treasury

Cash management Services

Govt. Business

NRI SERVICES:Accounts

Deposits

Services

PRIORITY BANKING:

Accounts

Deposits

Loans

Cards

Investments

Payments

Other services

AXIS

SEGMENTATION STRATEGIES

DEMOGRAPHIC VARIABLES

• Location wise e.g. Metros

• Occupation e.g. Business persons• Salaried class• Working woman

• Age e.g. Senior citizens• Minors

PSYCHOGRAPHIC VARIABLES

• Lifestyle e.g. Modern Banking • Internet Banking• Travel Currency cards• e- payment• • Social Class e.g. Income & occupation• House loan• Education Loan•

COMPARATIVE ANALYSIS OF BANKING PRODUCTS (SAVING ACCOUNT)

FEATURES AXIS BANK HDFC BANK

NO. OF PRODUCTS

Eight type of saving a/c. Easy access, prime saving, future star, prime plus, women saving ,senior citizen, pension saving ,trust or Ngo savings a/c

Seven type of saving a/c, Regular, saving max, senior citizen, kids ,pension, saving plus ,family saving

AVERAGE QUARTERLY ACCOUNT BALANCE

Nil for zero balance account, 10000 for saving accounts, Rs. 2,500 in semi urban centres and Rs. 1,000 in rural centres

For saving account Rs. 10,000 (Metro/Urban branches), Rs.5, 000 (Semi-Urban / Rural branches.

FEE FOR NON MAINTENANCE OF AVERAGE QUARTERLY BALANCE

For Metro/Urban/Semi Urban Branches – Rs 750. For Rural Branches- Rs 500

For Urban / Metro It Charges 350 & For Rural / Semi Urban Charges Rs 250

USE OF ATM

Free First 4 Withdrawals Free Of Cost From Any Cirrus Network Atm.

ACCOUNT STATEMENT

Free For CurretntYear free of cost, Previous Year Rs 250

CHARGES OF DEBIT CARD

95 For All Saving Account Holder

Regular Debit Card Is Charged Rs 100/Yr Plus Taxes Gold Debit Card Is Charged Rs 500/Yr Plus Taxes

DEMAND DRAFT

Rs.50 For Amount Up To Rs.10,000; Rs 2 Per 1000 for amount greater than50,000

Rs.50 For Amount Up To 10000,Rs. 2.50 Per 1000 Or Part thereof (Min Rs.150) For Amount greater Than 50000

PERSONALISED CHEQUE BOOK

20 Leaves Are Free In One Quarter. Rs 50 above one chequebook in one quarter

Rs.5 per leaf on non-maintenance of min. Balance

BALANCE ENQUIRY

Free Free

COMPARATIVE ANALYSIS OF BANKING PRODUCTS (SAVING ACCOUNT)

FEATURES AXIS BANK ICICI BANK

NO. OF PRODUCTS

Eight type of saving a/c. Easy access, prime saving, future star, prime plus, women saving ,senior citizen, pension saving ,trust or Ngo savings a/c

Two Type Of Saving A/C Special Saving ,Regular Saving, Advantage Women, Freedom Saving Account

AVERAGE QUARTERLY ACCOUNT BALANCE

Nil for zero balance account, 10000 for saving accounts, Rs. 2,500 in semi urban centres and Rs. 1,000 in rural centres

Metro and Urban locations - Rs.10,000, Rural locations - Rs.2,000

FEE FOR NON MAINTENANCE OF AVERAGE QUARTERLY BALANCE

For Metro/Urban/Semi Urban Branches – Rs 750. For Rural Branches- Rs 500

For Metro And Urban Areas 350 Rs

USE OF ATM

Free Free For First Five Transaction And Then After Rs 20 Per Transaction

CHARGES OF DEBIT CARD

95 For All Saving Account Holder

Rs 99 Per Annum

DEMAND DRAFT

Rs.50 For Amount Up To Rs.10,000; Rs.2.50 Per 1000 further.

Rs 50 Per Demand Draft

PERSONALISED CHEQUE BOOK

20 Leaves Are Free In One Quarter. Rs 50 above one chequebook in one quarter

First 30 Leaves Are Free And Then Rs 30 At Every Additional Cheque Book Of 15 Leaves

BALANCE ENQUIRY

Free Rs 8.50 Exclusive Of Service Tax At Per Balance Enquiry

COMPARATIVE ANALYSIS OF BANKING PRODUCTS(CURRENT ACCOUNT)

FEATURES AXIS BANK HDFC BANK

NUMBER OF PRODUCTS OFFERED

Major Classification Of Current A/C Is In Three Categories

Four :Plus ,Trade ,Premium & Regular

STATEMENT OF ACCOUNT

Daily Free A/C Statement Through E-Mail

Free Once In A Month

ISSUE OF CHEQUEBOOK

For Normal A/C: 25 Cheque Leaves Are Free Than Upto 50 Per Month Rs 2/Leaf.

100 Leaves Free P.Month For Premium And Rs.2 Per Leaf For Regular

FEE FOR NON MAINTAINANCE OF AVERAGE QUARTERLY BALANCE

Rs.500 For Both Metro & Rural In Case Of Normal. Rs750 For Both Metro & Rural For Business Advantage.

Rs.600 For Plus, Rs.1200 For Trade, Rs.900 For Premium And Rs.750 For Regular.

FUND TRANSFER

Completely Free Funds Transfer & Local Cheque Collection And Payments Across Axis Bank Locations All Over The Country.

Account To Account Fund Transfer With HDFC Bank Is RS15 Per Transaction

ISSUE OF INTERNATIONAL DEBIT CARD

Free For 1st Year, Rs.150 Thereafter, For Club 50 Free

Free For First Year

BALANCE ENQUIRY

Free Rs 25 Per Balance Enquiry

ATM USAGE

Free Usage Of Axis Bank, R 1.50 On Withdrawal From Other Banks

Free For HDFC BANK Atms And Rs 20 Per Cash Withdrawals From Non HDFC Bank Atms.

TRANSACTION CHARGES

Free Upto 25 Transactions (Cash / Clearing / Transfer) Per Month

Local Transactions Are Free (at home branch location)

COMPARATIVE ANALYSIS OF BANKING PRODUCTS(CURRENT ACCOUNT)

FEATURES AXIS BANK YES BANK

NUMBEROF PRODUCTS OFFERED

Three: Normal, Business Advantage, Club 50

Four: CA 30, CA 70, CA 200and CA 500

STATEMENT OF ACCOUNT

Free Physical Or Via E-Mail Free once in a month

ISSUE OF CHEQUE BOOK

For Normal A/C: 25 Cheque Leaves Are Free Than Upto 50 Per Month Rs 2/Leaf.

Free for all

FEE FOR NON MAINTAINANCE OF AVERAGE QUARTERLY BALANCE

Rs.500 For Both Metro & Rural In Case Of Normal. Rs750 For Both Metro & Rural For Business Advantage.

Rs.1500, Rs.3000, Rs.4500, and Rs.6000 respectively for the above product

FUND TRANSFER Completely Free Funds Transfer & Local Cheque Collection And Payments Across Axis Bank Locations All Over The Country.

Completely free

DD/PO Free Anywhere Banking, DD & PO Transactions Up To Rs. 12 Lacs Per Month.

Rs.25 lakhs per month subsequent 0.50 per Rs.1000for CA 25, Rs.50 lakhs per month subsequent 0.50 per Rs.1000 for CA 75, and unlimited for the rest

ISSUE OF INTERNATIONAL DEBIT CARD

Free For 1st Year, Rs.150 thereafter.

Issuing charges are free but renewal charges vary from min of Rs100.

BALANCE ENQUIRY Free

Monthly free

ATM USAGE Free Usage Of Axis Bank, Rs1.50 On Withdrawal From Other Banks

Free

RESEARCH FINDINGS & ANALYSIS

From the survey it was found that most effective

way to reach customers is the customers is

marketing techniques , advertisements and word

of mouth.

The most important factor while opening a bank

account are special offers provided and credibility of

the banks.

Maximum number of customers go for opening an saving bank account

instead various other products offered by banks ,the second

preference is given to fixed deposit

53%23%

7%10%

7%

marketing Ads exhibition word of mouth others

02468

1012

Factors looked up while opening an account

factors

Saving account

Current account

Fixed Deposits

Mutual Fund

Insurance policy

02468

10121416

Most used product by consumer

respondent

RESEARCH FINDINGS & ANALYSIS

The purpose of this question was to find that

whether speed of services is cause of dissatisfaction

of customer.

Respondents had healthy relationship but highly

dissatisfied with speed of service

Most of the customers were complaining that they are facing lots of

problem in maintaining the increased minimum

balance requirement , which was 5000 and from April it was increased to

10000.

Large number of people believed that axis bank need to work on extra

charges they levy on their customers , these charges

make axis bank out of reach for common people

47%53%

Responseyes no

82%

18%

Difficulty in maintaing account balance

Yes

No

Responses02468

101214

Other services

Responses

RECOMMENDATIONS

• Axis bank should decrease major kind of charges levived on Customer.• Axis bank Should work upon its field networking and services to enhance

more credibility.• If Axis wants to compete thie rivals like ICICI & HDFC they should

mininmize , the AQB so that they can increase customer database.• New and inovative product should be launched to attract more customers.• To eliminate dissatisfaction proper workshops and awareness programs like

campaigning are helpful and held on the client orignation.• More number of branches should be opened to make the axis bank product

and services reach in hands of customers.• More number of operational staff should be highered to complete the job

more speedy and in efficient manner.

MY LEARNINGS

• Face to face interaction with customers has helped me to learn efficient and tactful customer dealing with a delighted customer relationship.

• Making up to date entry and working on there software has helped me in learning there technicalities and how to minimise the errors.

• Practical exposure taught me that how one can manage in crisis situations?• Being a part of operational activities at branch taught me to do Multi Tasking

in an effective and efficient manner.• Social networks and healthy relationship play a important role to survive.• It helped me to learn The Division & Co-ordination of work among different

departments.

AXIS BANK