A project on axis with an insight on Services marketing

1. AXIS BANK One Solution For All Your Financial Needs…….

3. Total Deposits: US $ 279 billion.

4. Over 290 Scheduled banks:

5. Public sector: 28

6. Private Sector: new 9, old 24

7. Foreign banks: 31

9. Public Sector: 46,000

10. Private Sector: 6,500

11. Foreign Banks: 190

12. RRB’s: 13,500Branch Network according to ICRA

13. Banking Structure of India Reserve Bank of India Commercial Banks Co-operative Banks Development Banks Public Banks (28) Private Banks (33) RRB’s (190) Foreign Banks (31) Urban Co-op. (52) State Co-op. (16) Agricultural EXIM Industrial SBI & Associate Banks (9) Other Nationalized Banks (19) Old (24) New (9)

14. Role of Banking Sector in India Encouraging savings. Mobilization of saving for investment. Channel of government monetary policy. Necessary for meeting the growing demand for liquidity. Capital formation. Financing to various sectors for development and expansion.

16. Life Insurance Corporation Of India

17. General Insurance Corporation Of India

18. National Insurance Company Ltd

19. The New India Assurance Company Ltd

20. The Oriental Insurance Company Ltd s

21. United India Insurance Company Ltd At present AXIS BANK is the 3rd largest private sector bank in India.

22. 7 Ps

23. Services @ Axis/Segmentation Width Depth

24. Other services E-broking Advisory functions Trusteeship services Overseas financing transactions Equity solutions Debt solutions IPO-Smart Mobile recharges Trading in currency futures D-mat a/c Selling gold bars 24 carats Capital market funding

25. The Flower of Service @ Axis:Categorizing Supplementary Services Mutual Funds Consultation Services D-mat a/c Core Home loan ATM’s Mobile & Internet services E-banking KEY: Advisory functions Facilitating elements Deposits & Withdrawal of Money Enhancing elements

26. Three levels of service @ AXIS Augmented service Good waiting rooms Actual service Timely Service Basic Banking Service Brand name Banking Hours Extensive ATM Network New schemes Tailored for Specific customers Core service 24 ATM Mobile & Internet Banking

27. Service Charges HDFC

28. Promotion Name changed from UTI Bank to Axis bank creating a global modern bank image Tie up with dish tv Television Advertisement Print media Publicity Personal selling Tele marketing

29. Initiative for awareness/customer acquiring

30. Marketing Triangle Company (Management) Internal Marketing External Marketing Advertisements, Hoardings, Tie Ups Motivating employees ,Training on the services provided Communication & Connectivity, Business process Reengineering Customers Employees Interactive Marketing Service Encounter, Sales Representatives

31. People (the assets @ Axis) 14000 employee base Professionally qualified staff Service oriented organization Relationship Management Rigorous Training

32. People (the assets @ Axis) Average age of Human Resources @ Axis. Qualification of the Human Resources

34. Cheque book

35. Bank brochure

36. Statement of accounts

37. Logo

38. AtmWeb page ATM Office Interiors Credit Cards Logo

39. AXIS BANK – SECTOR 35 BRANCH 4 cash counters 150 per counter footfall 20,000 accounts ¼ premium customers

40. Interaction Between Customer And Service Provider(AXIS BANK)

42. A/C proceed

43. A/C NO.

44. PIN generatedWelcome kit sent Line of Visibility Invisible process

45. Process or moment of Truth Customer enters branch (watchman) Inquiry (welcome desk manager) Interaction with the banker (personal banker) Form fill (physical evidence) Welcome drink served (empathy) Waiting lounge (physical evidence)

47. Service oriented

48. Product innovation There's a solution to everything

49. Competitors Private Sector Banks Public Sector Banks Cgzdfg d ger Cgzdfg d ger Cgzdfg d ger Cgzdfg d ger

50. Comparative Analysis

51. BRANCH NETWORK AXIS BANK

52. Branch network

53. Perceptual Map HIGH Service Quality High Branch + ATM Network LOW Branch + ATM Network LOW Service Quality

54. Facilities to Preferred customer No AQB charges Relationship Manager No waiting 3rd Party deposit charges No draft charges Special Discounts(xtra discounts eg on gold)

55. Factors Affecting Satisfaction of Axis Customers Advisory Network Comfort Status value

56. The Key Drivers of Service Quality, Customer Retention, and Profits Key Drivers Service Encounters People Service Encounter Service Quality Product Knowledge Service Encounter Behavioral Intentions Customer Retention Problem Handling Service Encounter Quick Service Service Encounter Profits

58. Price Increases

60. Gap 3 @ Axis Service Quality Customer Product Knowledge Service if the Concerned Employee is on leave Company Perceptions of Consumer Expectations Company

62. Increasing Reach

63. Increasing Cliental & Profits

64. SERVQUAL: RATER

65. In Axis bank, you have:

66. Which were the all banks in your consideration set when you planned for availing a loan. Which bank did you finally prefer

67. How do you rate axis bank in compared to other banks. Did you find any drawbacks in axis bank

68. Which are all other banks you have account , other than axis bank Did you receive any benefits for being a loyal customer

69. Recommendations Increase branch network in tricity Training to all employees on all product knowledge Customers should be intimated through e-mail/messages about the new schemes. Indicators directing the respective services or sections

70. Measures being taken to be ahead of Competitors Fast processing of Loans Better Services within Less TAT Better System Both Internal and External Quality Of Products

71. Latest @ Axis Received approval from the RBI to set up a subsidiary in the UK, as well as permission to upgrade its Shanghai representative office into a branch. Axis Bank, the third-largest Indian private bank and Max New York Life Insurance, one of India’s leading life insurance companies have forged a 10 year strategic relationship, a first of its kind in banc assurance. Launched its rural banking strategy in Gujarat with the inauguration of its branch at Rajula in Amreli district on 22 November 2010

72. Latest @ Axis Axis Bank, on 15 Dec 2010 has signed an MoU with IDEA Cellular, whereby Idea will act as a Business Correspondent of Axis Bank to provide the bank’s financial products and services through its retail outlets. EzRemit, part of money transfer services provider BFC Group Holdings, has signed a strategic agreement with private lender Axis Bank to facilitate an instant money transfer facility to receivers in India from across the globe. Authorized Bank for Chandigarh Housing Board Scheme.

73. Thank you !!