.
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 : Join with UTI Bank
The Axis banks business is divided into four segments: Retail, corporate, treasury and merchant banking. Apart from this the bank is also into insurance, investment banking, credit financing, credit cards, and depository services etc .
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
The bank also has overseas offices in Singapore, China, Hong Kong and Dubai. Crosses the 4,293 ATM mark in Mar 2010 Axis Bank share is now trading at Rs 1359.00 (18th Aug2010).
Particulars
Deposits Advances
Mar 07
58,785.60 36,876.48 281.63 3,402.21 120.80
Mar 08
87,626.22 59,661.14 357.71 8,770.69 245.19
Mar 09
117,374.11 81,556.77 359.01 10,214.80 284.53
4,560.40 2,993.32
659.03 0.61% 73,257.21 1.10%
7,005.32 4,419.96
1,071.03 0.36% 109,577.84 1.24%
10,835.49 7,149.27
1,815.36 0.35% 147,722.06 1.44%
17.77
4.98 0.06 1.41 50.57
45.00
60.00
100.00
13.60% 11.35
35.06 15.32 6.86 1.42 52.77 100.00 4.40
4.98 1.41
50.57 100.00 3.33
HDFC ICICI
1416 950
3382 3500
550 21,408
Axis Bank
Marketing Overview
Mission
Customer Service and Product Innovation tuned to diverse needs of individual and corporate customers. Continuous technology up gradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.
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.
Current Strategy
A. B. C. D. E. Managing the changing customer needs Risk Management Dealing with regulations Keeping pace with technology Product and service innovation
Use of Internet
I-Connect net banking service Internet based electronic payment portal E-Payment facility for payment of central excise & service tax
SWOT
THREATS:
Advent of MNC banks Foreign banks
Growing Indian banking sectors. People are becoming more service oriented. In the global market. Dissatisfied Customers. Business advising for smaller Players
Govt. banks
Future market trends.
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 oriented Service oriented Product innovation
TECHNOLOGICAL ADVANCEMENTS
Extensive Network . Centralized transaction processing system
New plans
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 Banking Services Bill Payment e.g.: BSNL, MTNL Life Insurance Corporation Premium Payment Purchase and recovery of UTI Mutual Fund Schemes through the ATM.
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 overcome.