aayush rawat

8/8/2019 aayush rawat

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The expert in battle seeks his victory from strategic

advantage and does not demand it from his men..

Presented By-

Aayush Khandelwal


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Everything is the same.....


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MISSIONMISSION

Customer service and product innovation tuned to diverseneed of individual and corporate clients

Continuous technology up gradation while maintaininghuman values

Progressive globalization and achieving international

standards

Efficiency and effectiveness built on ethical practices


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ABOUTAXISBANKABOUTAXISBANK

Axis Bank was the first of the new private banks to have

begun operations in 1994, after the Government ofIndia

allowed new private banks to be established.

The Bank was promoted jointly by the Administrator of

the specified undertaking of the

Unit Trust ofIndia (UTI),

Life Insurance Corporation ofIndia (LIC) and

General Insurance Corporation ofIndia (GIC) .

The Bank today is capitalized to the extent of Rs. 359.76

crores with the public holding (other than promoters) at

57.79%.


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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 BANKis the 3rd largest private sector bank in India


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Competitors:

Private Sector competitors:

-HDFC

-ICICI

Public Sector competitors:

-SBI

-PNB


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CORE VALUECORE 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


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SERVICESSERVICES

Retail banking

Deposit schemes

Loans and advances

- Personal Loans

- Housing Loans

- Cards- Consumer durables

- Auto Loans


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Personal banking

Accounts

- Terms deposits- Fixed deposits

- Recurring deposits

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

plus cards


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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


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FEATURESFEATURES

Anywhere banking

Instant fund transfer

Interest banking At-par (multi-city) cheque book

ATM cum Debit card

Mobile banking

Phone banking


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ORGANISATIONSTRUCTUREORGANISATIONSTRUCTURE

BOARDOF

DIRECTORS

COMMITTEE OFDIRECTORS

RISKMANAGEMENTCOMMITTEE OF

THE BOARD

AUD

ITCOMMITEE

CREDITCOMMITTEE

ANDINVESTMENT

COMMITIEES

ASSET-LIABILTY

COMMITTEE

(ALCO)

OPERATIONRISK

MANAGEMENT

COMMITTEE (ORMC)

CREDITRISK

MANAGEMENT

COMMITTEE

COMMITTEE

OF

EXECUTIVES


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BOARD OF DIRECTORSBOARD OF DIRECTORS

P.J.NAYAK(Chairman and Executive officer)

N.C.SINGHAL

A.T.PANNIRSELVAM

J.R.VARMA R.H.PATIL

RAMA BIJAPURKAR

R.B.L.VAISH

M.V.SUBBIAH

RAMESH RAMANATHAN K.N.PRITHVIRAJ


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SWOTANALYSIS

SWOT

STENGTHS

Brand name

Support ofvarious promoters

High level ofservices

Knowledge of Indian market

WEAKNESS Not having a good image

Market capitalization is very low

Not been fully able to position

itselfcorrectly

OPPORTUNITIES

Growing Indian banking sectors

People are becoming more service

oriented

In the global market

Dissatisfied customers

THREATSFrom the various competitors

Foreign banks

Government banks

Future market trends

Advent ofMNC banks


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FINANCIAL PERFORMANCEFINANCIAL PERFORMANCE

Particulars % increase Amount

(Rs. in Cr)

PAT 69 1,815.36

Net interest income 43 3686.21

Other income 61 2,896.88

Fee income 64 2,447.35

Deposits 34 1,17,374

Demand deposits 37 50644

Advances 61.79 81,557


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VARIOUSSTRATEGIESVARIOUSSTRATEGIES

IMPLEMENTED FOR THEIMPLEMENTED FOR THECURRENT POSITIONCURRENT POSITION


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STP OF AXIS BANKSTP 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.


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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.


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Targeting StrategyTargeting Strategy


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Targeting strategyTargeting strategy


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COMPETITIVE STRATEGYCOMPETITIVE STRATEGY

Differentiated against other banks on the

base of MaxArea 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.


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FROM THE GOVT., BANKSFROM 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.


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FROM THE INTERNATIONALFROM THE INTERNATIONAL

BANKSBANKS

Reach & Coverage to the People.

Level ofService is Same.

International banks may create a problem

but however it can be eliminated from

constant publicity, innovation- atm

divisions, varied services etc.,


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Market Communication ObjectivesMarket Communication Objectives

emphasize as Independent Bank- gives imp on

customer.

Emphasize on Product Innovation andcommunicating about new product launches.

Global Market & global Std., services.

achievements.


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MARKETING OFMARKETING OF

SERVICESSERVICES 900 Branches & 3875 ATMs

a footprint in Asia-Singapore, Hong Kong, Dubai

and Shanghai. strategic tie-ups & alliances UAE, Doha, Muscat

(to be launched).


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Forecasted Objectives:Forecasted Objectives:

To achieve the following MO by 2011:

To get the Market CA

P of 500cr.200 cr of Retail Investment.

125 crCorporate Investments.

To get the 175 CrCapital Investments.


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Findings and ConclusionFindings and Conclusion

Goal- To get the 3rdposition 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

aayush rawat

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