axis bank strategic mgt

7/29/2019 Axis Bank strategic mgt

1/14

COMPANY BACKGROUND

Axis Bank Ltd was incorporated in the year 1993 as UTI Bank Ltd which provided

corporate and retail banking products and was the first private banks to have begun

operations in 1994, after the Government of India allowed new private banks to be

established. The Bank was promoted jointly by the Administrator of the specified

undertaking of the Unit Trust of India (UTI - I), Life Insurance Corporation of India (LIC)

and General Insurance Corporation of India (GIC) and other four PSU insurance companies,

i.e. National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental

Insurance Company Ltd. and United India Insurance Company Ltd.

The Bank was promoted jointly by the Administrator of the Specified Undertaking of the

Unit Trust of India (UTI-I), Life Insurance Corporation of India (LIC), General Insurance

Corporation Ltd., National Insurance Company Ltd., The New India Assurance Company,

The Oriental Insurance Corporation and United Insurance Company Ltd. UTI-I holds a

special position in the Indian capital markets and has promoted many leading financial

institutions in the country. The bank changed its name to Axis Bank in April 2007 to avoid

confusion with other unrelated entities with similar name. Shikha Sharma was named as the

bank's managing director and CEO on 20 April 2009.


2/14

A SUCCESSFUL MAKEOVER AS AXIS BANK

In 2007 the bank decided to have an identity of its own distinct from its parent UTI-I.

Thus was born a brand Axis - a word which connotes solidity and gives a feel of

transcending geographical boundaries. The Bank successfully rebranded itself as Axis Bank

in July 07 which has helped it in shedding the faint perception of being a Government owned

entity. This brand makeover was very well executed, thus ensuring No slippages in the banks

growth trajectory which was evident from the 67% growth in its customer accounts to 9.9 mn

during FY08 as against 5.93 mn during FY07.

The Bank today is capitalized to the extent of Rs. 403.63 crores with the public

holding (other than promoters and GDRs) at 53.72%.

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 896 branches and Extension

Counters (as on 31st December 2009). The Bank has a network of over 4055 ATMs (as on

31st December 2009) providing 24 hrs. a day banking convenience to its customers. This is

one of the largest ATM networks in the country.

The Bank has strengths in both retail and corporate banking and is committed to

adopting the best industry practices internationally in order to achieve excellence. Axis Bank

currently has global footprints in four countries by way of 3 branches in Singapore, Hong

Kong, Dubai and 2 representative offices in Shanghai and Dubai. It has also sought

permission from the Sri Lankan Government to open a branch in Sri Lanka in the current

fiscal. In these locations it offers corporate credit and trade finance solutions, debt

syndication and wealth management services to NRI population settled in these cities.


3/14

Board of Directors

Dr. Sanjiv Misra Chairman Shikha Sharma MD & CEO

K. N. Prithviraj Director V. R. Kaundinya Director

S. B. Mathur Director Prasad Menon Director


4/14

Rabindranath Bhattacharyya Director Prof. Samir KBarua Director

Som Mittal Director Ireena Vittal Director

Rohit Bhagat Director V Srinivasan ED, Corporate Banking

Somnath Sengupta ED, Corporate Center


5/14

VISION

To be the preferred brand for total financial banking solAXISons for both corporate and

individuals

Vision 2015

To be the preferred financial solutions provider excelling in customer delivery through

insight, empowered employees and smart use of technology

Core Values

Customer satisfaction through providing quality service effectively and efficiently smile, it

enhances your face value is service quality stressed on

Periodic Customer Care Audit Maximization of Stakeholders Value Success Through Team Work, Integrity and People

MISSION

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

Continuous technology upgradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.


6/14

ORGANISATION STRUCTURE


7/14

SERVICES

Accounts

Saving- EasyAccess Savings Account- Prime Savings Account- Future Stars Savings Account- Prime Plus Savings Account- Women's Savings Account- Senior Privilege Savings Account- Pension Savings Account- Trust/NGO Savings Account- 3-in-1 Online Investment Account- Insurance Agent Account- YOUth Account- Basic Savings Account current Salary- Easy Access Salary Account- Prime Salary Account- Priority Salary Account- Defence Salary Account (Power Salute)- Wealth Salary Account

Deposit

Fix recurring Tax saver fix Encash 24

Safe deposits Lockers= A Safe Deposit Locker with Axis Bank is the solution to your

concern. Located at select branches in cities all over the country, our lockers ensure the safe

keeping of your valuables.
http://www.axisbank.com/personal/accounts/savings-accounts/easyaccess-savings-account/easyaccess-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/prime-savings-account/prime-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/future-stars-savings-account/overview.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/prime-plus-savings-account/overview.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/women-savings-account/women-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/senior-privilege-savings-account/senior-privilege-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/pension-saving-account/pension-saving-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/trust-ngo-savings-account/features.aspxhttp://www.axisbank.com/personal/investments/online-trading-with-axis-direct/features-benefits.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/insurance-agent-account/insurance-agent-account-features.aspxhttp://www.axisbank.com/youth/index.htmlhttp://www.axisbank.com/personal/accounts/savings-accounts/basic-savings-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/easy-access-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/prime-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/priority-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/defence-salary-account/defence-salary-account-features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/wealth-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/wealth-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/defence-salary-account/defence-salary-account-features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/priority-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/prime-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/salary-accounts/easy-access-salary-account/features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/basic-savings-account/features.aspxhttp://www.axisbank.com/youth/index.htmlhttp://www.axisbank.com/personal/accounts/savings-accounts/insurance-agent-account/insurance-agent-account-features.aspxhttp://www.axisbank.com/personal/investments/online-trading-with-axis-direct/features-benefits.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/trust-ngo-savings-account/features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/pension-saving-account/pension-saving-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/senior-privilege-savings-account/senior-privilege-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/women-savings-account/women-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/prime-plus-savings-account/overview.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/future-stars-savings-account/overview.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/prime-savings-account/prime-savings-account-features.aspxhttp://www.axisbank.com/personal/accounts/savings-accounts/easyaccess-savings-account/easyaccess-savings-account-features.aspx


8/14

Loans

Home Car Education Personal Business Loan against shares Loan against property Loan against gold Loan against security Commercial vehicle and construction equipment loan

Cards

Credit cards- Signature/wealth= The Axis Bank Privee Infinite Credit Card is not just a

card. It's the window to the world of limitless that seamlessly fits into the

enriched lifestyle of the elite. Enjoy some of the best-in-class privileges in

travel & living, dining and lifestyle only on Axis Bank Signature / Wealth

Signature Credit Card. Highest Level of Security

o Access to Airport Loungeso Complimentary Insurance Cover of Rs. 2.55 Croreso Round the clock International Concierge Serviceso Fuel Surcharge Refundo EMI Facility

- MY Wings Credit Card= Enjoy some of the best-in-class privileges in travel& living, dining and lifestyle only on Axis Bank Signature/Wealth Credit

Card.

- MY Choice Credit Card= Axis Bank MY Choice Credit Card, a card thatallows you to personalize your card design and choose your benefits. You can

now customize features and benefits according to your spending and saving

needs, so that you get the best out of every transaction you make.

- MY Zone Credit Card= Axis Bank MY Zone Credit Card, a card that allowsyou to have unlimited fun while you are out with your friends. Exciting offers

on movie ticket bookings, dining, shopping and much more, makes it the

ultimate choice for the fun-seeker in you. It provides gratifying rewards while

allowing you to fulfill all your entertainment needs.
http://www.axisbank.com/personal/cards/credit-cards/my-cards/My-Wings-Credit-Card/features-benefits.aspxhttp://www.axisbank.com/personal/cards/credit-cards/my-cards/My-Choice-Credit-Card/features-benefits.aspxhttp://www.axisbank.com/personal/cards/credit-cards/my-cards/My-Zone-Credit-Card/features-benefits.aspxhttp://www.axisbank.com/personal/cards/credit-cards/my-cards/My-Zone-Credit-Card/features-benefits.aspxhttp://www.axisbank.com/personal/cards/credit-cards/my-cards/My-Choice-Credit-Card/features-benefits.aspxhttp://www.axisbank.com/personal/cards/credit-cards/my-cards/My-Wings-Credit-Card/features-benefits.aspx


9/14

- MY Business Credit Card= The MY Business Credit Card is a tailor-madeoffering for Business Banking customers of Axis Bank. The product offers a

host of features that are aimed at helping the cardholder manage the business

efficiently through lower interest rates, the Business Savings Plan and other

value adding benefits.

DEBIT CARDS- Priority Platinum Debit Card=The Priority Platinum Debit Card is on Visa -

Platinum platform meant exclusively for Axis Bank Priority customers.

- MyDesign Image Debit Card= For the first time in India, a Debit Card that iswell and truly your own, since you even decide how you want it to look. Print an

image of your choice on your Debit Card+

24-Hour Emergency Helpline

The Image Debit Card will not be a photo card.

- Titanium Rewards Debit Card=Our Titanium Rewards Debit Card isexclusively designed for people like you who want more from life. Titanium

Rewards Debit Card not only changes the way you pay, but it also opens a world

of privileges that match your status and lifestyle.

- Classic Debit Card= Modern times necessitate that you need to have access toyour money anytime and anywhere. The Axis Bank International Debit Card

addresses this need. A deposit access program, the Debit Card redefinesconvenience. Apart from being an ATM (Automated Teller Machine) Card used

for withdrawing cash, it also enables you to shop and make cashless purchases.

You can use the card to make payments at shops, department stores, restaurants,

petrol pumps and many more outlets in India and overseas.

The Axis Bank Debit Card is a VISA Electron Card and is accepted at VISA and

VISA Plus ATMs worldwide and all merchant establishments using electronic

terminals and displaying the VISA Electron sign.

- Gold Debit Card= Axis Bank's Gold Debit Card is more than just a debit card. Itcomes with a host of enhanced benefits and reward program. It is exclusively

issued to our Premium Salary account customers, it is a result of our constant

endeavour to understand your requirements and design products and services

keeping you in mind.

- Gold Plus Debit Card= The Gold Plus Debit Card is an effort from Axis Bank tooffer our customers the best value possible through a debit card.

- Business Titanium Rewards Debit Card= The Business Titanium RewardsDebit Card is an effort from Axis Bank to offer our customers the very best deals

possible through a debit card.
http://www.axisbank.com/personal/cards/credit-cards/my-cards/MyBusiness-Credit-Card/features-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/priority-platinum-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/image-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/titanium-rewards-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/classic-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/gold-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/gold-plus-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/business-titanium-rewards-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/business-titanium-rewards-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/gold-plus-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/gold-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/classic-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/titanium-rewards-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/image-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/priority-platinum-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/credit-cards/my-cards/MyBusiness-Credit-Card/features-benefits.aspx


10/14

- Business Platinum Debit Card= The Business Platinum Debit Card is a tailor-made offering for Business Banking customers of Axis Bank. The product offers a

host of features that are aimed at helping the cardholder manage their business

efficiently

- Ladies First Card= As a woman, she do a great job of running the house. So shedesigned a Card especially for her that will help her manage her householdexpenses better!

- MasterCard Business Debit Card= Debit Card designed for the self-employedcustomers who need instant access to their money. The card comes loaded with

benefits and features to help business manage their expenses efficiently.

- Infinite Credit cards= The Axis Bank Privee Infinite Credit Card is not just acard. It's the window to the world of limitless that seamlessly fits into the enriched

lifestyle of the elite.

Forex

Travel currency card= Axis Bank's Travel Currency Card aims to make travelingabroad a truly memorable experience.

Indian Travel card= Our correspondent banks worldwide are geared to makeremittances and banking arrangements an easy proposition.

Outward remittance= Our correspondent banks worldwide are geared to makeremittances and banking arrangements an easy proposition.

Foreign currency travellers cheques= Traveler's cheques are widely acceptedglobally as a mode of payment in many parts of the world.

Foreign currency cash= Cash is the oldest and commonest method of carryingforeign exchange overseas.

Foreign currency exchange rate= Check the exchange rates for SPOT transactions.
http://www.axisbank.com/personal/cards/debit-cards/our-cards/business-platinum-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/ladies-first-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/mastercard-business-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/mastercard-business-debit-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/ladies-first-card/features-and-benefits.aspxhttp://www.axisbank.com/personal/cards/debit-cards/our-cards/business-platinum-debit-card/features-and-benefits.aspx


11/14

Investment

Gold mohurs= Build a golden relationship with Gold Mohurs Bars / Coins. Silver mohurs= An auspicious gift for every new beginning.

Mutual funds= A Mutual Fund is a trust that pools the savings of a number ofinvestors who share a common financial goal.

Demat account= Open your demat account and start investing.

IPOSmart= Now invest in an IPO the smart way. 8%saving bonds= 8% Savings (Taxable) Bonds, 2003 - Issued by Reserve Bank of

India (RBI) are available for sale at designated Axis Bank branches.

Alternate investment products= At Axis Bank, we offer a broad range of AlternateInvestment Products.

Insurance

Life Insurance= Life insurance is one of the important elements of any financialplanning endeavour. It helps to safeguard the financial stability of your family in the

event of an unfortunate incident.

Health Insurance= Health emergencies come without any advance notice & mayresult in a financial emergency for you & your family. You may not be able to prevent

a health emergency but you can certainly prevent it from becoming a financialburden..

Motor Insurance= Your car is a valued possession. Therefore, it becomes crucial toinsure your valuable possession. In todays times you need a comprehensive policy

that not only covers you against the mandatory third party liability but also against the

damage to the vehicle caused due to fire, theft, explosion, burglary, riots, strikes,

earthquakes, flood, cyclones, accidents, malicious acts and terrorist activities.


12/14

Home Insurance= You worked harder, longer and saved every penny to giveyourself and your loved ones the security of a home. Its only understandable that you

should want to secure your most important asset from any possible kind of natural or

man-made catastrophe.

Travel insurance= Business, sight-seeing, shopping are the things you usually planfor when you travel. What about unforeseen emergencies like lost baggage (and

passports), flight delays, personal accidents, even a hospital stay in a strange unknown

place while you are traveling?

Business guard= Small and Medium Enterprises (SME) are under constant threatfrom multiple disruptions in everyday life. These could be due to natural calamities

like floods or the human element like in the case of burglaries or employee fraud.

eDGE Loyalty reward

Saving a/c Credit card Debit card


13/14

SWOT ANALYSIS OF AXIS BANK

STRENGTH Support of various promoters. High level of services. Knowledge of Indian market. Brand name and support of many investors Market share Diversified portfolio Treasury department Technology Aggressive marketing Good growth One of the largest private sector financer in India for Agriculture loans wiz

Retail Agri & Corporate

Decent penetration in the rural areas

WEAKNESS Market capitalization is very low. Not been able to position itself correctly. Transaction cost Defensive approach to lending Little presence outside India Poor customer care Lesser no. of branches compared to its competitors Image of the bank still under the shadow of the UTI debacle


14/14

OPPORTUNITIES Growing Indian bank sectors. People are becoming more service oriented. Opportunities to be explored in global market. New IT companies Dissatisfied customers from other banks Business advising for smaller players . Expansion in rural areas Going to foreign markets and exploring the new economies

THREATS Threat from various competitors.

- Govt. banks, e.g. SBI, PNB etc.- Private sector competitors like HDFC, ICICI

Future market trends. Advent of MNC banks. Dissatisfied customers Ever improving nationalized banks New banking licenses issued by the Reserve Bank Of India Foreign banks

axis bank strategic mgt

Documents