Description
Describes the PESTEL analysis of banking sector, gives information about marketing campaign of axis bank. It explains role of CRM in banking sector, SWOT analysis of Axis bank, 4Ps of axis bank, competition of axis bank and STP of axis bank.
? Banking
in India ? Market Environment ? Axis Bank ? Market Survey ? Customer ? Competition ? Segmentation, Targeting and Positioning ? 4P’s ? Brand Axis
OBJECTIVE
?
Originated in the last decades of 18th century (General Bank of India – 1786 and Bank of Hindustan - 1790).
Banking in India - History
?
Presidency Banks (Bengal, Bombay and Madras)– under charter of British East India Company. Banking in India remained the exclusive domain of Europeans for next several decades until the beginning of the 20th century. The period between 1906 and 1911 - Swadesi movement. The presidency banks merged in 1921 to form Imperial Bank of India. After India’s independence it came to be known as the the State Bank of India (SBI). Hence SBI becomes the oldest bank in the country.
?
?
?
P-E-S-T Analysis : Socio-Political factors
? ? ?
The economic effects of partition on Punjab and West Bengal.
The Government of India envisaged a mixed economy.
Greater involvement of the state in banking and finance. Nationalisation of The Reserve Bank of India, India's central banking authority in 1949. By the 1960s, the growth of Indian banking industry and emergence of banking as a large employer prompted the government for nationalizing banks.
Market Environment
?
?
?
The Government of India issued an ordinance and nationalized the 14 largest commercial banks in 1969. A second dose of nationalization of 6 more commercial banks followed in 1980.
P-E-S-T Analysis : Economic factors.
?
Until the 1990s, the nationalized banks grew at a pace of around 4%, closer to the average growth rate of the Indian economy. In the early 1990s, the then Narasimha Rao government liberalized the crippled Indian economy and introduce banking reforms, licensing a small number of private banks to come into market which included Oriental Bank of Commerce, UTI Bank(now Axis), ICICI Bank and HDFC Bank. With the opening of economy the foreign banks also jumped into the market. This move, along with the rapid growth in the economy of India (7 %), revitalized the banking sector in India, which since then has seen rapid growth with strong contribution from all the three sectors of banks, namely, government banks, private banks and foreign banks.
Market Environment
?
?
P-E-S-T Analysis : Technology factors.
?
Come 21st century in which internet and mobile technology revolution changed the way business was done. ATM and Internet Banking became the norm. The rise of plastic money in credit cards and debit cards. The new tech-savvy methods of working of traditional banks. Hence all the politico-economic changes, coupled with technological innovations in IT and mobile communications, set the pace for the banking industry to grow at accelerated rates and private banks made the most of it.
Market Environment
?
?
?
?
The UTI Bank was one of the first private sector banks which were set up after the reforms in the banking sector in India. UTI Bank was formed in 1994. The Bank was promoted jointly by Unit Trust of India (UTI), LIC and General Insurance of India (GIC).
Axis Bank (Erstwhile UTI)
?
On July 30, 2007, UTI, the third largest private sector bank in India officially changed its name to Axis Bank. The decision for rebranding. The opportunity from rebranding.
?
?
CHALLENGES FACED :
? ? ? ? ?
Rebranding – Case for Mergers and Acquisitions only. Impression of fundamental changes in the company as part of name change. Well established brand of UTI(Top 50). Quasi Government Connotation of UTI. Protecting customers from fraud;
Axis Bank - Rebranding
MARKETING CAMPAIGN
?
The bank hired Ogilvy & Mather (O&M) to design and implement the rebranding campaign. In addition to changing its name, the bank also changed its logo. The bank’s concern. The marketing budget was raised to thrice that of 2006.
? ?
MARKETING CAMPAIGN
Axis Bank - Rebranding
The integrated marketing campaign titled 'UTI Bank is now Axis Bank; Everything is the same except the name'.
Twins both Equal.
Mass media campaign. Leveraging on its 2,500-odd ATM locations. Communication through account statements.
? Axis
?
Bank Company Facts
COMPANY FACTS
Chairman / Chair Person : Adarsh Kishore Managing Director & CEO: Shikha Sharma Website : BSE Code : NSE Code :http://www.axisbank.com 532215 AXISBANK
?
?
?
?
? Consumer
? ? ?
Survey
CONSUMER SURVEY
Online survey Customer feedback Bank visit
? Presentation
of survey results
SURVEY RESULTS
SURVEY RESULTS
REASONS FOR CLOSING AN ACCOUNT
CUSTOMER SATISFACTION LEVELS FOR THE SERVICES PROVIDED
CUSTOMER SATISFACTION LEVELS FOR THE SERVICES PROVIDED
Source : National Journal of Technology and Management
TANGIBLES
5.8 5.7 5.6 5.5 5.4 5.3 5.2 5.1 5 4.9 4.8
Expectation Perceived 6 5 4 3 2 1 0 Axis Bank 5.5 5.1 HDFC 5.7 5.4 ICICI 5.7 5.4 Expectation Perceived
RELIABILITY
COMPARISON BETWEEN AXIS HDFC AND ICICI BANKS
Axis Bank 4.9 4
HDFC 5.6 5
ICICI 5.7 5.4
ASSURANCE
6 5 4 3 2
RESPONSIVENESS
6 5 4 3 2 1 0 Expectation Perceived
1
0 Expectation Perceived Axis Bank 4.9 4.3 HDFC 5.5 5 ICICI 5.4 5
Axis Bank 4.8 3.6
HDFC 5.4 4.7
ICICI 5.5 4.8
• ROLE OF CRM IN BANKING SECTOR
CUSTOMER RELATIONSHIP MANAGEMENT
• AXIS BANK: THE RIGHT PHONE BANKING CRM SOFTWARE
• SEPARATION OF RELATIONSHIP MANAGEMENT AND TRANSACTION PROCESSING
• Most of the existing customers of account holder were satisfied with the facilities provided by the bank. • Lack of qualified marketing executive sales persons.
CONCLUSION FROM THE SURVEYS
• Provide a wide range of product service and investment plans. • Customer service should be improved. • The expectation and perceived performance of Axis Bank is low compared to HDFC and ICICI Bank. • Two key aspects for improvement 1.Employee’s commitment towards the customer 2.Giving personal attention to customers.
? Customer
convenience
? Cost
CONSUMER BEHAVIOUR
effective customer delivery
use of technology
? Advanced
Competition ? Who are Axis Bank’s major competitors
COMPETITION
Potential Entrants Threat Low
PORTERS 5 FORCES
Suppliers Medium
Industry Competition HIGH
Buyers Medium
Substitutes High
(Data as of 22nd August 2011)
Last Price
Market Cap. (Rs. cr.) 105,735.33 98,046.21 43,308.85 31,736.91
Net Interest Income 19,928.21 25,974.05 15,154.81 4,303.56
Net Profit
Total Assets
HDFC Bank ICICI Bank Axis Bank Kotak Mahindra
453.05 851.00 1,051.10 430.15
3,926.39 5,151.38 3,388.49 818.18
277,352.61 406,233.67 242,713.37 50,850.66
COMPETITION : MARKET PERSPECTIVE
IndusInd Bank
YES BANK Federal Bank ING Vysya Bank Karur Vysya JK Bank
236.95
266.20 353.95 305.40 362.15 789.80
11,041.14
9,267.55 6,054.23 4,568.26 3,881.54 3,828.78
3,589.36
4,041.74 4,052.03 2,694.06 2,217.69 3,713.13
577.32
727.13 587.08 318.65 415.59 615.20
45,635.85
59,007.00 51,456.37 39,013.98 28,224.84 50,508.15
Axis bank with respect to other Private banks
Private Sector Banks Group Aggregat 2005-06 2006-07 2007-08 2008-09 2009-10 es 2009-10 10387 352 501 626 786 1019 6553 9980 14739 20624 21640 182284 1020.00 1024.00 1117.00 8.69 7.59 8.39 1060.00 10.02 1111.00 12.00
Axis Bank
All Banks' Aggregat es 2009-10 71998 944620
STATISTICAL COMPARISION
Items
No. of offices No. of employees Business per employee (in Rs. lakh) Profit per employee (in Rs. lakh)
798.37
7.19
873.32
6.05
Capital and Reserves & surplus Deposits Investments Advances
Interest income Other income Interest expended Operating expenses
2886 40114 21527 22314
2889 730 1811 814
3402 58786 26897 36876
4462 1010 2993 1215
8771 87626 33705 59661
7005 1795 4420 2155
10215 117374 46330 81557
10835 2897 7149 2858
16045 141300 55975 104343
11638 3946 6634 3710
119984 430046 822801 4752456 354117 1719185 632494 3497054 82874 20180 51206 22676 415751 78519 272084 99769
•High level of services •Knowledge of Indian market
•Market capitalization is low • Not having Image - UTI Mutual fund scam
SWOT : ANALYSIS OF AXIS BANK
Strength
Weakness
Threats
•Very high competition with Private sector or Public sector bank. •Other better Saving, investment option available
Opportunity
•Large retail and corporate market •Wide scope in rural India
Sustaining Competition ? Blue ocean strategy ? Red Ocean Strategy ? Priority Banking
? ? ? ? ?
SUSTAINING COMPETITION
Personalised Services Priority Platinum Debit Card Preferential Pricing Services on Priority Flexible Eligibility Criteria
Fee Profile
Retail business
SEGMENTATION
SEGMENTATION : GEOGRAPHY
? Integrated
channel strategy
? No.
of branches and extension counters
Go Description
For those who are just starting out Low service charge. Low minimum balance Students and young adults Low balances
Reach
For those who are working out their dreams Unlimited transactions. Fixed fee. Deposit box Young family in asset acquisition stage High spending, low balance, no investment Salary Account Women Savings Account
Savour
For those who have achieved their goals and have room to grow Interest on accounts. Free notary services. Investment consultancy Well established. Mid-life. Building investments Have savings and investment
Cruise
Well settled and willing to enjoy the higher flavours of life No charge on any service. Unlimited transaction. Personal banking. Club benefits 50+
SEGMENTATION : LIFE STAGE
Principle benefit
Demographic correlation Behavioral correlation Axis Banks Offering
Moving into retirement or semi retirement Senior Citizen's Account
Azaadi - No Frills Account
Priority Account Resident
? Full
?
Market Coverage
MARKET TARGETING
Differentiated Marketing
Continue to build and strengthen Retail Banking franchise
Leverage leadership position in Infrastructure linked Financial services
MARKET POSITIONING
Build a full-service offering to SME customers
Capture end-to-end opportunities in Payments across customer segments
? PRODUCT:
?
Accounts
MARKETING MIX 4P’s : PRODUCT
?
Deposits
?
Cards
Mobile Banking
?
?
Twins both equal
4P’s : PROMOTION
? Solution
for every banking need
4P’s PROMOTION
?
largest ATM outsourcing deal-6270
?
Strategic location of ATMs
1411 branches across 932 cities and towns Overseas Offices
4P’s : PLACE
?
?
? Suntec’s
relationship based pricing solution home loans
4P’s : PRICE
? 8%-power-plus ? Platinum ? Lowered
priveledge-2.5% on fuel base rate to 10%
In developing markets like India products are competing in the expected or augmented product criteria . Axis retail banking accounts were updated with net banking, phone banking to deliver expected product. Specializing it further based on demography to deliver augmented product. Differentiation:
? ?
PRODUCT LEVELS AND DIFFERENTIATION
Customization – Regular, Priority banking, Wealth, Privee Performance Quality – Mutual funds, Fixed deposits.
?
Brand equity: an increase of 50% in the brand value to US$ 652m in 2011. top 200 of global emerging market banks 2010 Global finance Forbe Asia’s fab 50 companies
? ? ?
BRAND VALUE
Branding Strategy: Brand resonance pyramid.
Extension:
?
Line Extension – Axis banks introduces multiple products under personal banking and credit card category to target different user groups. Category extension – Axis Bank to a total solutions provider. ? Acquired Enam for Rs 2000 crores in November 2010 to become third biggest underwriter. ? Insurance products under Max New York life insurance in March 2010. Shriram Axis Bank Credit Card targeting transport operators in India. LIC ties up with Axis Bank to offer LIC Axis bank credit card for easy payment of premiums.
BRAND EXTENSION AND CO BRANDING
?
CO Branding:
?
?
?
Twin objectives ? Tap semi urban and rural potential ? Bring technology driven banking services to the hinterland RBS branches opened in Punjab, Tamil Nadu, Rajasthan and Gujarat and 100 more such branches across India soon. extend foot print in Tier III, IV and V centres. More than 35 Lakhs No Frills accounts opened under the Financial Inclusion Initiatives An online POS model involving POS terminals as the transacting device and bank issued debit cards as the transacting instrument. Targets for 2013: 105 Crs of deposit base and 26 Crs Loan book
?
RURAL BANKING STRATEGY
?
Financial Inclusion
?
?
?
Agri Business
?
Finance for farm equipment and Cash credit facility for commision agents
Loans to farmers for meeting cultivation and contract farming.
?
? Axis
bank has a very firm position in the Private banks segment ? It is growing at a very fast pace since its conversion (price more than doubled on stock exchange to current average of ~Rs.1100 as compared to 2007 average)
CONCLUSION…
THANK YOU…
? Team
-
7 Members:
B013 B046 B020 B021 B006 B040
Vinodini C. Raghavendran R. Kunal Gupta Ankur Gupta Kushal Bagadiya Nikhil Nagar
? Axis
Bank annual report
REFERENCES
?http://www.axisbank.com ?http://www.rbi.org.in
?http://www.moneycontrol.com/company-
facts/axisbank
doc_493365757.pptx
Describes the PESTEL analysis of banking sector, gives information about marketing campaign of axis bank. It explains role of CRM in banking sector, SWOT analysis of Axis bank, 4Ps of axis bank, competition of axis bank and STP of axis bank.
? Banking
in India ? Market Environment ? Axis Bank ? Market Survey ? Customer ? Competition ? Segmentation, Targeting and Positioning ? 4P’s ? Brand Axis
OBJECTIVE
?
Originated in the last decades of 18th century (General Bank of India – 1786 and Bank of Hindustan - 1790).
Banking in India - History
?
Presidency Banks (Bengal, Bombay and Madras)– under charter of British East India Company. Banking in India remained the exclusive domain of Europeans for next several decades until the beginning of the 20th century. The period between 1906 and 1911 - Swadesi movement. The presidency banks merged in 1921 to form Imperial Bank of India. After India’s independence it came to be known as the the State Bank of India (SBI). Hence SBI becomes the oldest bank in the country.
?
?
?
P-E-S-T Analysis : Socio-Political factors
? ? ?
The economic effects of partition on Punjab and West Bengal.
The Government of India envisaged a mixed economy.
Greater involvement of the state in banking and finance. Nationalisation of The Reserve Bank of India, India's central banking authority in 1949. By the 1960s, the growth of Indian banking industry and emergence of banking as a large employer prompted the government for nationalizing banks.
Market Environment
?
?
?
The Government of India issued an ordinance and nationalized the 14 largest commercial banks in 1969. A second dose of nationalization of 6 more commercial banks followed in 1980.
P-E-S-T Analysis : Economic factors.
?
Until the 1990s, the nationalized banks grew at a pace of around 4%, closer to the average growth rate of the Indian economy. In the early 1990s, the then Narasimha Rao government liberalized the crippled Indian economy and introduce banking reforms, licensing a small number of private banks to come into market which included Oriental Bank of Commerce, UTI Bank(now Axis), ICICI Bank and HDFC Bank. With the opening of economy the foreign banks also jumped into the market. This move, along with the rapid growth in the economy of India (7 %), revitalized the banking sector in India, which since then has seen rapid growth with strong contribution from all the three sectors of banks, namely, government banks, private banks and foreign banks.
Market Environment
?
?
P-E-S-T Analysis : Technology factors.
?
Come 21st century in which internet and mobile technology revolution changed the way business was done. ATM and Internet Banking became the norm. The rise of plastic money in credit cards and debit cards. The new tech-savvy methods of working of traditional banks. Hence all the politico-economic changes, coupled with technological innovations in IT and mobile communications, set the pace for the banking industry to grow at accelerated rates and private banks made the most of it.
Market Environment
?
?
?
?
The UTI Bank was one of the first private sector banks which were set up after the reforms in the banking sector in India. UTI Bank was formed in 1994. The Bank was promoted jointly by Unit Trust of India (UTI), LIC and General Insurance of India (GIC).
Axis Bank (Erstwhile UTI)
?
On July 30, 2007, UTI, the third largest private sector bank in India officially changed its name to Axis Bank. The decision for rebranding. The opportunity from rebranding.
?
?
CHALLENGES FACED :
? ? ? ? ?
Rebranding – Case for Mergers and Acquisitions only. Impression of fundamental changes in the company as part of name change. Well established brand of UTI(Top 50). Quasi Government Connotation of UTI. Protecting customers from fraud;
Axis Bank - Rebranding
MARKETING CAMPAIGN
?
The bank hired Ogilvy & Mather (O&M) to design and implement the rebranding campaign. In addition to changing its name, the bank also changed its logo. The bank’s concern. The marketing budget was raised to thrice that of 2006.
? ?
MARKETING CAMPAIGN
Axis Bank - Rebranding
The integrated marketing campaign titled 'UTI Bank is now Axis Bank; Everything is the same except the name'.
Twins both Equal.
Mass media campaign. Leveraging on its 2,500-odd ATM locations. Communication through account statements.
? Axis
?
Bank Company Facts
COMPANY FACTS
Chairman / Chair Person : Adarsh Kishore Managing Director & CEO: Shikha Sharma Website : BSE Code : NSE Code :http://www.axisbank.com 532215 AXISBANK
?
?
?
?
? Consumer
? ? ?
Survey
CONSUMER SURVEY
Online survey Customer feedback Bank visit
? Presentation
of survey results
SURVEY RESULTS
SURVEY RESULTS
REASONS FOR CLOSING AN ACCOUNT
CUSTOMER SATISFACTION LEVELS FOR THE SERVICES PROVIDED
CUSTOMER SATISFACTION LEVELS FOR THE SERVICES PROVIDED
Source : National Journal of Technology and Management
TANGIBLES
5.8 5.7 5.6 5.5 5.4 5.3 5.2 5.1 5 4.9 4.8
Expectation Perceived 6 5 4 3 2 1 0 Axis Bank 5.5 5.1 HDFC 5.7 5.4 ICICI 5.7 5.4 Expectation Perceived
RELIABILITY
COMPARISON BETWEEN AXIS HDFC AND ICICI BANKS
Axis Bank 4.9 4
HDFC 5.6 5
ICICI 5.7 5.4
ASSURANCE
6 5 4 3 2
RESPONSIVENESS
6 5 4 3 2 1 0 Expectation Perceived
1
0 Expectation Perceived Axis Bank 4.9 4.3 HDFC 5.5 5 ICICI 5.4 5
Axis Bank 4.8 3.6
HDFC 5.4 4.7
ICICI 5.5 4.8
• ROLE OF CRM IN BANKING SECTOR
CUSTOMER RELATIONSHIP MANAGEMENT
• AXIS BANK: THE RIGHT PHONE BANKING CRM SOFTWARE
• SEPARATION OF RELATIONSHIP MANAGEMENT AND TRANSACTION PROCESSING
• Most of the existing customers of account holder were satisfied with the facilities provided by the bank. • Lack of qualified marketing executive sales persons.
CONCLUSION FROM THE SURVEYS
• Provide a wide range of product service and investment plans. • Customer service should be improved. • The expectation and perceived performance of Axis Bank is low compared to HDFC and ICICI Bank. • Two key aspects for improvement 1.Employee’s commitment towards the customer 2.Giving personal attention to customers.
? Customer
convenience
? Cost
CONSUMER BEHAVIOUR
effective customer delivery
use of technology
? Advanced
Competition ? Who are Axis Bank’s major competitors
COMPETITION
Potential Entrants Threat Low
PORTERS 5 FORCES
Suppliers Medium
Industry Competition HIGH
Buyers Medium
Substitutes High
(Data as of 22nd August 2011)
Last Price
Market Cap. (Rs. cr.) 105,735.33 98,046.21 43,308.85 31,736.91
Net Interest Income 19,928.21 25,974.05 15,154.81 4,303.56
Net Profit
Total Assets
HDFC Bank ICICI Bank Axis Bank Kotak Mahindra
453.05 851.00 1,051.10 430.15
3,926.39 5,151.38 3,388.49 818.18
277,352.61 406,233.67 242,713.37 50,850.66
COMPETITION : MARKET PERSPECTIVE
IndusInd Bank
YES BANK Federal Bank ING Vysya Bank Karur Vysya JK Bank
236.95
266.20 353.95 305.40 362.15 789.80
11,041.14
9,267.55 6,054.23 4,568.26 3,881.54 3,828.78
3,589.36
4,041.74 4,052.03 2,694.06 2,217.69 3,713.13
577.32
727.13 587.08 318.65 415.59 615.20
45,635.85
59,007.00 51,456.37 39,013.98 28,224.84 50,508.15
Axis bank with respect to other Private banks
Private Sector Banks Group Aggregat 2005-06 2006-07 2007-08 2008-09 2009-10 es 2009-10 10387 352 501 626 786 1019 6553 9980 14739 20624 21640 182284 1020.00 1024.00 1117.00 8.69 7.59 8.39 1060.00 10.02 1111.00 12.00
Axis Bank
All Banks' Aggregat es 2009-10 71998 944620
STATISTICAL COMPARISION
Items
No. of offices No. of employees Business per employee (in Rs. lakh) Profit per employee (in Rs. lakh)
798.37
7.19
873.32
6.05
Capital and Reserves & surplus Deposits Investments Advances
Interest income Other income Interest expended Operating expenses
2886 40114 21527 22314
2889 730 1811 814
3402 58786 26897 36876
4462 1010 2993 1215
8771 87626 33705 59661
7005 1795 4420 2155
10215 117374 46330 81557
10835 2897 7149 2858
16045 141300 55975 104343
11638 3946 6634 3710
119984 430046 822801 4752456 354117 1719185 632494 3497054 82874 20180 51206 22676 415751 78519 272084 99769
•High level of services •Knowledge of Indian market
•Market capitalization is low • Not having Image - UTI Mutual fund scam
SWOT : ANALYSIS OF AXIS BANK
Strength
Weakness
Threats
•Very high competition with Private sector or Public sector bank. •Other better Saving, investment option available
Opportunity
•Large retail and corporate market •Wide scope in rural India
Sustaining Competition ? Blue ocean strategy ? Red Ocean Strategy ? Priority Banking
? ? ? ? ?
SUSTAINING COMPETITION
Personalised Services Priority Platinum Debit Card Preferential Pricing Services on Priority Flexible Eligibility Criteria
Fee Profile
Retail business
SEGMENTATION
SEGMENTATION : GEOGRAPHY
? Integrated
channel strategy
? No.
of branches and extension counters
Go Description
For those who are just starting out Low service charge. Low minimum balance Students and young adults Low balances
Reach
For those who are working out their dreams Unlimited transactions. Fixed fee. Deposit box Young family in asset acquisition stage High spending, low balance, no investment Salary Account Women Savings Account
Savour
For those who have achieved their goals and have room to grow Interest on accounts. Free notary services. Investment consultancy Well established. Mid-life. Building investments Have savings and investment
Cruise
Well settled and willing to enjoy the higher flavours of life No charge on any service. Unlimited transaction. Personal banking. Club benefits 50+
SEGMENTATION : LIFE STAGE
Principle benefit
Demographic correlation Behavioral correlation Axis Banks Offering
Moving into retirement or semi retirement Senior Citizen's Account
Azaadi - No Frills Account
Priority Account Resident
? Full
?
Market Coverage
MARKET TARGETING
Differentiated Marketing
Continue to build and strengthen Retail Banking franchise
Leverage leadership position in Infrastructure linked Financial services
MARKET POSITIONING
Build a full-service offering to SME customers
Capture end-to-end opportunities in Payments across customer segments
? PRODUCT:
?
Accounts
MARKETING MIX 4P’s : PRODUCT
?
Deposits
?
Cards
Mobile Banking
?
?
Twins both equal
4P’s : PROMOTION
? Solution
for every banking need
4P’s PROMOTION
?
largest ATM outsourcing deal-6270
?
Strategic location of ATMs
1411 branches across 932 cities and towns Overseas Offices
4P’s : PLACE
?
?
? Suntec’s
relationship based pricing solution home loans
4P’s : PRICE
? 8%-power-plus ? Platinum ? Lowered
priveledge-2.5% on fuel base rate to 10%
In developing markets like India products are competing in the expected or augmented product criteria . Axis retail banking accounts were updated with net banking, phone banking to deliver expected product. Specializing it further based on demography to deliver augmented product. Differentiation:
? ?
PRODUCT LEVELS AND DIFFERENTIATION
Customization – Regular, Priority banking, Wealth, Privee Performance Quality – Mutual funds, Fixed deposits.
?
Brand equity: an increase of 50% in the brand value to US$ 652m in 2011. top 200 of global emerging market banks 2010 Global finance Forbe Asia’s fab 50 companies
? ? ?
BRAND VALUE
Branding Strategy: Brand resonance pyramid.
Extension:
?
Line Extension – Axis banks introduces multiple products under personal banking and credit card category to target different user groups. Category extension – Axis Bank to a total solutions provider. ? Acquired Enam for Rs 2000 crores in November 2010 to become third biggest underwriter. ? Insurance products under Max New York life insurance in March 2010. Shriram Axis Bank Credit Card targeting transport operators in India. LIC ties up with Axis Bank to offer LIC Axis bank credit card for easy payment of premiums.
BRAND EXTENSION AND CO BRANDING
?
CO Branding:
?
?
?
Twin objectives ? Tap semi urban and rural potential ? Bring technology driven banking services to the hinterland RBS branches opened in Punjab, Tamil Nadu, Rajasthan and Gujarat and 100 more such branches across India soon. extend foot print in Tier III, IV and V centres. More than 35 Lakhs No Frills accounts opened under the Financial Inclusion Initiatives An online POS model involving POS terminals as the transacting device and bank issued debit cards as the transacting instrument. Targets for 2013: 105 Crs of deposit base and 26 Crs Loan book
?
RURAL BANKING STRATEGY
?
Financial Inclusion
?
?
?
Agri Business
?
Finance for farm equipment and Cash credit facility for commision agents
Loans to farmers for meeting cultivation and contract farming.
?
? Axis
bank has a very firm position in the Private banks segment ? It is growing at a very fast pace since its conversion (price more than doubled on stock exchange to current average of ~Rs.1100 as compared to 2007 average)
CONCLUSION…
THANK YOU…
? Team
-
7 Members:
B013 B046 B020 B021 B006 B040
Vinodini C. Raghavendran R. Kunal Gupta Ankur Gupta Kushal Bagadiya Nikhil Nagar
? Axis
Bank annual report
REFERENCES
?http://www.axisbank.com ?http://www.rbi.org.in
?http://www.moneycontrol.com/company-
facts/axisbank
doc_493365757.pptx