mkt main prteek thakur axis bank

8/14/2019 Mkt Main Prteek Thakur Axis Bank

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PRESENTED BY: GROUP-7PRATEEK THAKUR(12)

KAMAL SEWANI (18)NITESH BHAWSAR (37)

PIYUSH SAXENA (38)

IPER PGDM

RESENTATIONONOMPETITIVE STRATEGY


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INTRODUCTION

Axis Bank (Formerly known as UTI) was one ofthe few private banks to have beganoperations in 1994

The Bank was promoted jointly by the

Administrator of the specified undertaking ofthe Unit Trust of India (UTI)

Life Insurance Corporation of India (LIC).

General Insurance Corporation Ltd (GIC).

National Insurance Company Ltd.The New India Assurance Company.

The Oriental Insurance Corporation.

United Insurance Company Ltd.


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Journey From UTI to AXIS


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1994-1997

Incorporated as UTI Bank, headquartered in Mumbai.

First Branch inaugurated at Ahmedabad.

Completes first profitable year in operation in 1995.

Deposit crosses Rs.10bn mark in 1996.


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1998-2000

Successfully completes its IPO in 1998 and gets itselflisted on NSE and BSE

Cash management services as well as credit cardlaunched

Profit crosses Rs.500m in 2000

Launches Internet banking module, iConnect retail loansintroduced

Financial advisory services and e-commerce introduced

Second largest ATM network in the country with 200ATMs


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2001-2005

Private placement of 26% stake to CDC Capital Partners

Deposit crosses Rs.100bn mark in 2001, advancescrosses Rs.50bn

First commercial bank to open an ATM at a post office

Crosses the 1,000 ATM mark in 2003

Gets listed on the London Stock Exchange, raises$239.3m


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2006-2008

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 : UTI Bank on Monday rechristeneditself as Axis Bank.


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PROBLEM

WHY THEY CHANGE THEIR NAME FROM UTI

TO AXIS BANK ?


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2. The recommendation for name change to AxisBank has arisen from the existence of severalshareholder-unrelated entities using the UTIbrand, and the consequent brand confusionthat this generates

3. The name UTI bank was changed to AXIS bank

as UTI gave a look of government sector bank.They had to change our name to have our ownbrand and identity.


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"The name was taken into effect consequent to theapproval of shareholders, Reserve Bank of India and thecentral government (Registrar of Companies).

The UTI brand is owned by UTI Asset ManagementCompany

The bank would change logo and colour of logo the bankis likely to spend around Rs 50 crore in the re-brandingexercise.

The bank acquired the services of Ogilvy & Mather (O&M)to design and implement the rebranding campaign


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THE NEW NAME AXIS

The new name was chosen considering the banks pan-Indian as well as international presence.

The first time that a bank has dropped an establishedbrand for an unknown name.

The name Axis is chosen as it is simple and it conveys asense of solidity and a sense of maturity. It also has a

universal appeal.


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ABOUT AXIS

Customer Service and Product Innovation tuned todiverse needs of individual and corporate clientele.

Continuous technology up gradation while maintaininghuman values.

Progressive globalization and achieving internationalstandards.

Efficiency and effectiveness built on ethical practices.

Mission


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Services

Retail bankingDeposits schemes

Loans and advancesPersonal loans

Housing loans

Cards

Consumer durables

Auto loans


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Personal bankingAccounts

Term deposit

Fixed deposit

Recurring deposit

CardsDifferent variant like: Gold plus card, Gold

card, Silver & silver plus cards.


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Corporate bankingAccounts

Normal Current Account

Trust/NGO Savings Account

ServicesPrivate Equity, Mergers & Acquisitions

Advisory Services

Capital Market Funding

E-Broking


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RECENT DEVELOPMENTS

Shikha Sharma was named as the bank's managingdirector and CEO on 20 April 2009.

As on the year ended March 31, 2009 the Bank had a netprofit of Rs 1,815.36crores

The bank now has 835 branches including extensionnetworks across 30 States and 4 Union Territories.


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MARKETING OBJECTIVES

Axis Bank want to achieve following marketingobjectives by the end of the year 2011.

To get the market capitalization 500 CroreTo get the 200 Croreretail investment.

To get 125 CroreCorporate investments.

To get the 175 CroreCapital investments.


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REBRANDING

Has retained the burgundy color, but has changed thelogo.

Spend around Rs50 Crore in the re-branding exercise.

Had hired advertising firm O&M.


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SWOT ANALYSIS OF AXIS BANK


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AXIS BANK FIVE FORCE MODEL(PORTERS)

NEW ENTRYYes bankDeutsche Bank

Indian Overseas BankVijaya Bank

AXIS BANKBUYING POWER OFCUSTOMER

HREAT OF SUPPLIERSRBI)

THREAT OF SUBSTITUTES(SHAREHOLDER OF CAPITAL MARKET)


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CORE COMPETENCE STRATEGY

For the private sectorbanks:

Differentiation on the basis of area coverage.

Restricted Reach.

Level of service is the same.

Axis got advantage because of Product Innovation.


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For the government sectorbanks

High level of service quality and through productinnovation.

AXIS not any where near, but has created a different setof segment.

People who believe in the higher set of services


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For the International Banks :

Differentiated itself on the base of the reach and coverageto the people.

Service level is somewhat same.

In the future these banks may create a problem.



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POSITIONING STRATEGY

Axis bank has positioned itself as a bankwhich gives higher standard of servicesthrough product innovation for the diverseneed of individual & corporate clients. Sothey want to highlight following points intheir positioning statement:

Customer centric

Service oriented

Product innovation


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BCG matrix


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BCG matrix

Market penetration

Product development

Market development Diversification


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THANK YOU

mkt main prteek thakur axis bank

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