SUMMER TRAINING REPORT

On

“AXIS BANK MARKETING STRATEGY”

Submitted in partial fulfilment of the requirements

For the award of the degree of

Bachelor of Business Administration

(Session – 2011-15)

SUBMITTED TO: SUBMITTED BY:

MR. RAVI JAIN RINKESH DAWAR

14261101711

BBA 5th SEMESTER

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

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DECLARATION

I RINKESH DAWAR Roll no. 14261101711/BBA 5th SEM. Of MAHARAJA

AGRASEN INSTITUTE OF MANAGEMENT STUDIES, hereby declare that the

project entitled “AXIS BANK MARKETING STRATEGY” is an

original work and same has not been submitted to any other institution for

the award of any other degree. The interim report was presented to the

supervision on __________________ and the pre-submission was made on

_________________.

The feasible suggestions as approved by faculty have been duly incorporated

in consultation with the supervision.

Signature of supervisor Signature of the candidate

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Acknowledgement

“Acknowledgement are a bit like accepting speeches; predictable but

from the heart so here is some predictable prose direct from the heart.’’

A successful project can never be prepared by the single effort of

the person to whom project is assigned but it also demand the help

and guardianship of some conversant person who helped the

undersigned activity or passively in the completion of successful project .

curiosity leads to research, humans are curious by the nature .To satisfy

his thirst for knowledge, he goes on enquiring more and cooperation of

other individual, it is not possible to reach to any conclusion I would like

to extend our sincere gratitude towards MR. RAVI JAIN under whose

guidance I undertook the project , for extending the advice and direction

that is required to carry on a study of this project, and for helping me

with the intricate detail of the every step of the way It is worthless if I do

not pay my sincere thanks to all faculty members for their positive co-

operation to complete my project in significant manner. This work is the

result of the direct and indirect co-operation of the various persons to

whom we wish to express our appreciation and gratitude. And lastly I

would like to thanks to the all my friends, my parents, my senior s, and

all the person who have helped me in completing my project

RINKESH DAWAR

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EXECUTIVE SUMMARY

The financial year 2007-08 will be remembered as a year of transformation in the

history of the Bank, when the name of the Bank changed to Axis Bank from UTI

Bank. The conviction that it was worthwhile to invest in building a brand that would

solely be our own, helped to create a distinct identity. The name Axis Bank

connotes solidity and transcends geographical boundaries as we seek to become a

multinational bank. The Bank was successful in establishing a new identity in the

market in a short span of time.

The Bank once again met with considerable success over the past year and achieved

all its key objectives. This encouraging performance not only underscored the

sustainability of the Bank's high tempo of growth, but also helped to move closer

to its objective of being one of the more customer-focused banks in the country.

This is reflected in the robust growth in both business and revenue during 2007-08

and in various financial parameters.

During 2007-08, the Bank's business and earnings continued to show high growth,

indicative of a clear strategic focus, the communication of corporate priorities to

branches across the country, and finally the execution of these goals through intensive

efforts. The Bank reported a net profit of Rs. 1,071.03 crores during the year ended

31st March 2008, up 62.52%, from Rs. 659.03 crores in the previous year. Diluted

earnings per share (EPS) were Rs. 31.31 per share, up 37.38% from Rs. 22.79 per

share a year earlier. Return on Equity (ROE) was 16.09% compared to 21.84% a

year earlier. The decline in ROE was primarily on account of the raising of fresh

equity capital during the financial year. Return on Average Assets was 1.24%,

compared to 1.10% in the previous year.

In 2007-08, the Bank achieved a total income of Rs. 8,800.80 crores, up 60.84%

from 2006-07. During this period, operating revenue was Rs. 4,380.84 crores, up

76.76% from the previous year, while operating profit was up by 76.12% to reach

Rs. 2,225.92 crores. The

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strong growth in income was largely driven by a strong increase in both net interest

income by 76.07% to Rs. 2,585.35 crores, and fee and other income by 77.75% to Rs.

1,795.49 crores. The strong income growth reflects the solid business growth

across all banking

segments and the successful execution of growth initiatives. The strong growth in

incomes was partly offset by an increase in operating expenses, including

depreciation, by 77.42% to Rs. 2,154.92 crores. The increase in operating expenses

primarily reflects the higher costs incurred as a result of increased business levels that

include additional sales and service personnel and higher variable compensation.

Additional expenses incurred to support the growth initiatives of the Bank (including

network expansion as well as the re-branding exercise) also contributed to the

increase in operating expenses.

As a conscious strategy of building an organic growth engine during the year, the

Bank continued to expand its distribution network, in both domestic and overseas

geographies, to enlarge its reach and accelerate its business momentum. The Bank

has developed a branch network which is built on customer-convenience and service,

helping it particularly in the acquisition of low-cost retail deposits, retail assets,

lending to agriculture, SME and mid-corporates and facilitating the cross-selling of

third-party products.

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TABLE OF CONTENTS

S No Topic Page No

1 Certificate i

2 Acknowledgements ii

3 Declaration iii

4 EXECUTIVE SUMMARY iv-v

4 Introduction 1-5

5 Company Profile 6-38

6 Objective of the Study 39

7 Research Methodology 40-41

8 Analysis of Problem 42

9 Data Analysis and Interpretation 43-54

9 Findings 55-56

10 Limitations 57

11 Recommendation & Conclusion 58-59

12 Questionnaire 60

13 Bibliogrpahy 61-63

INTRODUCTION TO THE INDUSTRY

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BANKING IN INDIA

Banking in India originated in the first decade of 18th century. The first banks were

The General Bank of India, which started in 1786, and Bank of Hindustan, both of

which are now defunct. The oldest bank in existence in India is the State Bank of

India, which originated in the "The Bank of Bengal" in Calcutta in June 1806. This

was one of the three presidency banks, the other two being the Bank of Bombay and

the Bank of Madras. The presidency banks were established under charters from the

British East India Company. They merged in 1925 to form the Imperial Bank of India,

which, upon India's independence, became the State Bank of India. For many years

the Presidency banks acted as quasi-central banks, as did their successors. The

Reserve Bank of India formally took on the responsibility of regulating the Indian

banking sector from 1935. After India's independence in 1947, the Reserve Bank was

nationalized and given broader powers.

Early history

The first fully Indian owned bank was the Allahabad Bank, established in 1865.

However, at the end of late-18th century, there were hardly any banks in India in the

modern sense of the term. The American Civil War stopped the supply of cotton to

Lancashire from the Confederate States. Promoters opened banks banks to finance

trading in Indian cotton. With large exposure to speculative ventures, most of the

banks opened in India during that period failed. The depositors lost money and lost

interest in keeping deposits with banks. Subsequently, banking in India remained the

exclusive domain of Europeans for next several decades until the beginning of the

20th century.

Foreign banks too started to arrive, particularly in Calcutta, in the 1860s. The

Comptoire d'Escompte de Paris opened a branch in Calcutta in 1860, and another in

Bombay in 1862; branches in Madras and Pondichery, then a French colony,

followed. Calcutta was the most active trading port in India, mainly due to the trade of

the British Empire, and so became a banking center.

The Bank of Bengal, which later became the State Bank of India.

7

Around the turn of the 20th Century, the Indian economy was passing through a

relative period of stability. Around five decades had elapsed since the Indian Mutiny,

and the social, industrial and other infrastructure had improved. Indians had

established small banks, most of which served particular ethnic and religious

communities.

The presidency banks dominated banking in India. There were also some exchange

banks and a number of Indian joint stock banks. All these banks operated in different

segments of the economy. The exchange banks, mostly owned by Europeans,

concentrated on financing foreign trade. Indian joint stock banks were generally under

capitalized and lacked the experience and maturity to compete with the presidency

and exchange banks. This segmentation let Lord Curzon to observe, "In respect of

banking it seems we are behind the times. We are like some old fashioned sailing

ship, divided by solid wooden bulkheads into separate and cumbersome

compartments."

By the 1900s, the market expanded with the establishment of banks such as Punjab

National Bank, in 1895 in Lahore and Bank of India, in 1906, in Mumbai - both of

which were founded under private ownership. Punjab National Bank is the first

Swadeshi Bank founded by the leaders like Lala Lajpat Rai, Sardar Dyal Singh

Majithia. The Swadeshi movement in particular inspired local businessmen and

political figures to found banks of and for the Indian community. A number of banks

established then have survived to the present such as Bank of India, Corporation

Bank, Indian Bank, Bank of Baroda, Canara Bank and Central Bank of India.

Nationalized Banks in India

Banking System in India is dominated by nationalized banks. The nationalization of

banks in India took place in 1969 by Mrs. Indira Gandhi the then prime minister. The

major objective behind nationalization was to spread banking infrastructure in rural

areas and make available cheap finance to Indian farmers. Fourteen banks were

nationalized in 1969.

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Before 1969, State Bank of India (SBI) was the only public sector bank in India. SBI

was nationalized in 1955 under the SBI Act of 1955.

The second phase of nationalization of Indian banks took place in the year 1980.

Seven more banks were nationalized with deposits over 200 crores.

List of Public Sector Banks in India is as follows:

Allahabad Bank

Andhra Bank

Bank of Baroda

Bank of India

Bank of Maharashtra

Canara Bank

Central Bank of India

Corporation Bank

Dena Bank

Indian Bank

Indian Overseas Bank

Oriental Bank of Commerce

Punjab and Sind Bank

Punjab National Bank

State Bank of Bikaner & Jaipur

State Bank of Hyderabad

State Bank of India (SBI)

State Bank of Indore

State Bank of Mysore

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State Bank of Patiala

State Bank of Saurashtra

State Bank of Travancore

Syndicate Bank

UCO Bank

Union Bank of India

United Bank of India s

Vijaya Bank

Private Banks in India

All the banks in India were earlier private banks. They were founded in the pre-

independence era to cater to the banking needs of the people. But after nationalization

of banks in 1969 public sector banks came to occupy dominant role in the banking

structure. Private sector banking in India received a fillip in 1994 when Reserve Bank

of India encouraged setting up of private banks as part of its policy of liberalization of

the Indian Banking Industry. Housing Development Finance Corporation Limited

(HDFC) was amongst the first to receive an 'in principle' approval from the Reserve

Bank of India (RBI) to set up a bank in the private sector.

Private Banks have played a major role in the development of Indian banking

industry. They have made banking more efficient and customer friendly. In the

process they have jolted public sector banks out of complacency and forced them to

become more competitive.

Major Private Banks in India is:

Bank of Rajasthan

Bharat Overseas Bank

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Axis Bank

Catholic Syrian Bank

Centurion Bank of Punjab

Dhanalakshmi Bank

Federal Bank

HDFC Bank

ICICI Bank

IDBI Bank

IndusInd Bank

ING Vysya Bank

Jammu & Kashmir Bank

Karnataka Bank

Karur Vysya Bank

Kotak Mahindra Bank

SBI Commercial and International Bank

South Indian Bank

United Western Bank

UTI Bank

YES Bank

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INTRODUCTION TO THE COMPANY

Axis Bank was the first new generation private sector bank to be established in India

under the overall reform programme initiated by the Government of India in 1991,

under which nine new banking licenses were granted.

The Bank was promoted by Unit Trust of India, the largest mutual fund in India,

holding 87% of the equity. Life Insurance Corporation of India (LIC), General

Insurance Corporation Ltd and its four subsidiaries who were the co-promoters held

the balance 13%. The Bank started its operations in 1994.

Axis Bank’s first capital raising post inception was in 1998 through a public offering

of primary shares and in subsequent years through equity allotment to a few other

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investors like CDC. Citicorp Banking Corporation, Bahrain, Karur Vysya Bank and

Chrys Capital leading to a dilution in UTI’s shareholding in the Bank. Further dilution

of Promotors’ shareholding happened during Q4 ended of 2004, when the Bank raised

US$ 239.30 Million of Capital through a GDR issue.

The Bank today is capitalized to the extent of Rs. 358.56 crores with the public

holding (other than promoters) at 57.60%.

The Bank's Registered Office is at Ahmedabad and its Central Office is located at

Mumbai. Presently, the Bank has a very wide network of more than 701 branch

offices and Extension Counters. The Bank has a network of over 2854 ATMs

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.

The present shareholding pattern is as mentioned below: (As on

30/06/2008)

Administrator of the Specified Undertaking of the UTI 27.72%

LIC 10.49%

GIIC and four PSU Insurance Companies 5.50%

Non-Promoters’ Holding 42.32%

Others 13.97%

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Profile

Axis Bank is one of the fastest growing banks in the country and has an extremely

competitive and profitable banking franchise evidenced by:

Comprehensive portfolio of banking services including Corporate Credit, Retail

Banking, Business Banking, Capital Markets, Treasury and International Banking.

The Position as on 31st March 2008 was as under: -

Balance Sheet Size – Rs 1,095,778,487 (Rs. in Thousands)

Total Deposits – Rs 876,262,206 (Rs. in Thousands)

Net Advances – Rs 596,611,446 (Rs. in Thousands)

Investments – Rs 337,051,008 (Rs. in Thousands)

Network of Branches – 701

and Extention Counters

Number of cities and – 190

towns covered by

network

Number of ATMs – 2854

Net NPA – 0.42 %

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Capital Adequacy Ratio – 13.73 %

Axis Bank has in place a sound technological platform

Sound technological platform with centralized database and operations enabling

24*7*365 ‘Anywhere Banking’, in order to render the best customer service to its 5.5

million customer base.

Our Mission and Values

Our Mission

Customer Service and Product Innovation tuned to diverse needs of individual

and corporate clientele.

Continuous technology up gradation while maintaining human values.

Progressive globalization and achieving international standards.

Efficiency and effectiveness built on ethical practices.

Core Values

Customer Satisfaction through

Providing quality service effectively and efficiently

"Smile, it enhances your face value" is a service quality stressed on

Periodic Customer Service Audits

Maximization of Stakeholder value

Success through Teamwork, Integrity and People

RETAIL BANKING

The Bank continued with its thrust on customer segmentation in the retail liabilities

business to spearhead growth during the financial year 2007-08. Savings Bank

deposits grew to Rs. 19,982 crores on 31st March 2008 from Rs. 12,126 crores as on

31st March 2007 showing a year on year growth of 65%.

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The Priority-Banking offering of the Bank has led the growth in the Savings Bank deposits.

Other savings products, especially those for senior citizens, for women and for NRIs have

contributed strongly to the overall growth of the savings bank deposits.

Savings Bank Product Growth in Savings

Bank Balances

Growth in number of

Accounts

Priority Banking (High

Networth)

100% 108%

Savings Accounts for

Trusts

133% 39%

Savings Accounts for

NRI

262% 80%

Senior Privilege (Affluent

Senior Citizens)

29% 46%

Smart Privilege (Savings

Accounts for Women)

73% 50%

Salary Power (Pay Roll

Account)

38% 28%

Easy Access (Base

Savings Bank Account)

49% 26%

The Bank has

implemented a

Customer Relationship

Management (CRM)

solution which is being

integrated with various

other application

systems of the Bank

including Finacle, the core banking software solution, and software platforms for

Demat, Mutual Funds, Mobile Banking, Tele banking, and Credit Cards, to provide a

single and comprehensive view of the customer across product categories and

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channels. CRM capabilities will enable the Bank to improve its cross-sell penetration

among its customer base.

The Bank has over time built an efficient in-house sales model, which has strongly

contributed to the overall account acquisition of the Bank. The effectiveness of the

Sales Channel has been a major factor in the growth of CASA (current account and

savings account) deposits by the Bank.

The Retail Term Deposits of the Bank grew by 61% from Rs. 7,094 crores on 31 st

March 2007 to Rs. 11,449 crores on 31st March 2008.

Over the years, the alternative banking channels of the Bank, which comprise the

ATM network, internet banking, mobile banking and phone banking, have grown

robustly, providing higher levels of convenience and service quality to the Bank's

customers. During the financial year 2007-08, the Bank has added 423 ATMs to reach

st 2,764 ATMs as of 31 March 2008. The Bank today has 4.25 ATMs for every

Branch. The mobile banking channel has fast emerged as an extremely convenient

option for the Bank's customers to keep themselves updated on the activity in their

accounts. During 2007-08, 36% of new customers signed on for mobile banking

services. With 1.59 million customers registered for mobile banking, the Bank has the

highest mobile penetration levels among bank customers in India. Internet banking

usage also rose sharply: the registered user base rose from 3.35 million on 31st March

2007 to 5.17 million on 31st March 2008, a growth of 54%. The Bank has a Phone

Banking Center providing account information and assistance in 11 languages.

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The Retail Assets portfolio of the Bank grew from Rs. 8,928 crores on 31 March 2007

to Rs. 13,592 crores on 31st March 2008, a growth of 52%. The segment constitutes

23% of the Bank's total loan portfolio on 31 March 2008 of which 79.83% is secured

and 20.17% comprises unsecured loans. Retail loans are extended by the Bank

through 70 Retail Asset Centres (RACs) in select cities of the country, as also through

the Bank's branches in other cities and towns. The Bank's strategy of focusing on the

prime customer segments and staying away from small ticket loans, and the

deployment of robust credit and back-office processes, has contributed to the

continued health of the retail asset portfolio.

The Cards business of

the Bank comprises

four key products -

credit cards, debit cards,

pre-paid cards and the

merchant

acquiring business. The

Bank's credit card business, which was launched in August 2006, now has a portfolio

of 4,52,005 credit cards. In March 2008, the Bank launched India's first EMV

(Europay MasterCard Visa Standards) certified platinum chip card. The point-of-sale

(POS) terminals installed by the Bank at merchant establishments are capable of

accepting all debit/credit MasterCard/ Visa cards and American Express cards. The

Bank has an installed st base of 74,458 POS terminals as on 31 st March 2008 (the

second-largest network in India), registering a growth of 86% over the installed base

of 40,058 terminals on 31st March 2007. The transaction throughput at the POS

terminals grew from Rs. 2,975 crores in 2006-07 to Rs. 7,713 crores in 2007-08, a

year-onst year growth of 159%. All POS terminals are compliant with the EMV

security norms. The total debit card base of the Bank as on 31 st March 2008 stood at

8.67 million, the third largest in the country. Having started initially with a vanilla

debit card product, the Bank now offers as many as 10 variants, customised for

specific customer segments. The Bank is a market leader in the Foreign Currency

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Travel Card Segment, and has generated a sales volume of USD 285.33 million in

2007-08 on such cards.

The Retail Banking business of the Bank is divided into following sub-units:

Retail Liabilities

Retail Assets

Cards

Wealth Management

Corporate Communications and Market Research

Alternate Channels

The focus of the Retail Banking Department is to :

1. Increase share of Retail Deposits

2. Increase share of Retail Assets

3. Increase Fee Based Income

In order to achieve the above mentioned, the following strategies are used:

1. Introduce New Products based on Customer Need and to address targeted

segments.

2. A strong Sales Focus.

3. An extensive network and effective utilization of the banking channels.

RETAIL LIABILITES– An overview of the products

The Bank has launched customized savings account products for various categories of

customers – Senior Citizens, Students & Trusts/NGOs besides a very competitive

offering in the Salary Accounts category.

SEGMENTATION OF THE SAVING BANK

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A Product Manger is in-charge of one or more of these segments.

EasyAccess Savings Account

Banking made easy

The account is an endeavor by the Bank to understand the consumers' needs and

redefine banking to suit your requirements for a truly comfortable banking

experience. EasyAccess Savings Account gives you instant access to your money

anywhere, anytime. Possessing a range of unmatched features, it has been devised to

better suit the convenience of our eclectic client base.

-Interest paid on a quarterly basis @ 3.5 % per annum.

-International Debit Card.

-Tele-banking

-iConnect™ Internet Banking

-Multi-city ‘At Par’ cheque book for all Savings Account holders

-Free Anywhere Banking facility

-Auto sweep facility for excess balances into high interest earning term deposits

-Quarterly statement of account.

-Access to account information over iConnect, Tele-banking and ATMs

You can avail of all these services with a minimum quarterly average balance of

Rs 5,000 in metro or urban centers, and Rs 2,500 in semi urban centers.

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Senior Privilege

Because life begins at sixty

Eligibility: Savings Bank customers with 60 years of age or above as on the date of

account opening.

Dedicated Relationship Managers

Free At-Par Cheque book

Free International VISA Debit Cards for primary and joint account holders

Free Monthly Statement of Accounts and Free Passbook

Free Issuance of Pay Orders or Demand Drafts drawn on Axis Bank branches

Free Inward Remittances

Free Outward Remittances once a year

Faster credits to foreign cheques providing you prompt availability of funds

remitted by your near and dear ones abroad

Cheque pickup and Cash delivery services

Anywhere Banking

Telebanking

Free Mobile Banking

iConnect

Customised Loan Offerings

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Complimentary Financial Planning

Silver Health - Medical Insurance for Senior Citizens

AQB Criteria: Rs. 10,000

BOARD OF DIRECTORS

P. J. Nayak Chairman & Chief Executive Officer

Surendra Singh Director

N. C. Singhal Director

A. T. Pannir Selvam Director

J. R. Varma Director

R. H. Patil Director

Rama Bijapurkar Director

R. B. L. Vaish Director

M. V. Subbiah Director

Ramesh Ramanathan Director

K. N. Prithviraj Director

P. J. Oza Company Secretary

THE CORE MANAGEMENT TEAM

R. Asok Kumar Executive Director - Corporate Strategy

M. M. Agrawal Executive Director - Corporate Banking

V. K. Ramani Executive Director - Technology &

Business Processes

S. K. Chakrabar President - Credit

Hemant Kaul President - Retail Banking

Somnath Sengupta President - Finance & Accounts

S. S. Bajaj President & Chief Compliance Officer

Snehomoy Bhattachar President - Human Resources

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P. Mukherjee President - Treasury

Vinod George President International Banking

M. V. Subramanian CEO and Executive Trustee, Axis Bank

Foundation

Rajagopal Srivatsa President Business Banking

S. K. Nandi President - West Zone

R. K. Bammi President - North Zone

S. K. Mitra President - East Zone

C. P. Rangarajan President - South Zone

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4.2 SAVING ACCOUNT INFORMATION

Definition: A deposit account at a bank or savings and loan which pays interest, but

cannot be withdrawn by check writing.

Types of Saving Account In Axis Banking

Zero Balance Savings Account

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At Axis Bank it has been constant endeavor to create products specifically catering to

your needs. The account while offering a whole range of services also addresses your

latent need of having an account without the hassle of maintaining an average

quarterly balance.

Features: - 1.No Average Quarterly Balance requirement

2. Free International Debit Card with an Accidental Insurance cover up to Rs

2 lakhs* (charges for the primary holder are waived)

3. Free mobile banking facility

4. Access through more than 825 branches and more than 3595 ATMs

5. At-Par cheque facility with the clearing limit of Rs 50,000

6.24x7 Telebanking & Internet banking

7. Free quarterly statements

8. Free monthly e-statement

Conditions Apply:-

1. Initial funding of Rs. 5,500.

2. Account maintenance fee of Rs. 500 per annum

Krishi Savings Account (Kheti Ho Khushahali ki)

Axis Bank offers a unique savings account which is easy to operate and allows you to

transact immediately. This product has been specially designed keeping in mind the

unique requirements of a farmer and true to its nature has been called the Krishi

Savings Account. Some of the features of our new product are:

Average Balance Requirement : This account is offered with the requirement of

maintaining the half-yearly average balance of Rs 1000 only.

International Master Debit Card

The Krishi Savings Account entitles you to an International Master Debit Card with

which you can access your account anytime through the Axis Bank ATM network

free of cost. This card comes with a cash withdrawal limit of Rs 25,000 per day. Free

Accident Insurance cover of Rs 2 lacks.

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Anywhere Banking

Being a Krishi account holder, you are entitled to access our wide network of more

than 825 branches and 3595 ATMs across 440 cities. You can now easily carry out

your transactions through any of the branches or ATMs.

At Par Cheque Book

Your Krishi Savings Account comes with the At-Par Cheque facility. This facility

enables you to encash the cheques as local instruments at any of the 440 centers

where the Bank has its presence, at no extra cost. Moreover, you can also issue

cheques at other centers upto the limit of Rs 50,000.

Easy Access Savings Account (Banking made easy)

A :Accessibility

C :Convenience

C :Comfort

E :Earnings

S :Speed

S :Service

Want a savings account that transcends geographical boundaries? Presenting, Axis

Bank's Easy Access Savings Account. The account is an endeavor by the Bank to

understand the consumers' needs and redefine banking to suit your requirements for a

truly comfortable banking experience. Easy Access Savings Account gives you

instant access to your money anywhere, anytime. Possessing a range of unmatched

features, it has been devised to better suit the convenience of our eclectic client base.

You can avail of all these services with a minimum quarterly average balance of

Rs. 5,000 in metro or urban centers, Rs. 2,500 in semi urban centers and Rs. 1,000 in

rural centers.

At-par cheque

ATM Network

Anywhere Banking

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Telebanking

iConnect

Mobile Banking

Quarterly account statement

Quarterly interest @ 3.5 % per annum

Free monthly e-statement.

You can avail of all these services with a minimum quarterly average balance of

Rs. 5,000 in metro or urban centers, Rs. 2,500 in semi urban centers and Rs. 1,000 in

rural centers.

Corporate Salary Account:

Our Corporate Salary Power Offering is designed to offer payroll solutions through in

a 24 X 7 environment. We leverage on our extensive network of distribution channels

spread across 450 centers through a network of more than 827 branches and 3595

ATMs besides our superior service delivery model and product features, as a strong

differentiator, to provide value to the end user.

Benefit to Employers:

Efficient salary disbursal. Web Upload - Transfer salaries/reimbursements

directly from your current account with Axis Bank to your employee's

accounts using I Connect from your office.

Single-instruction salary credit - Same day salary credits for all companies

having Corporate Account with Axis Bank. Dedicated Relationship Manager

at metro locations to understand the financial requirements of your employees.

Benefit to Employees:

No minimum balance criteria.

Unparalleled Access - Anywhere banking facility through our network of

Branches, ATM and Internet banking facility.

AT Par cheque books payable locally at all Axis Bank locations.

International Debit cum ATM cards with enhanced Cash withdrawal facility

and other value add ons.

Online Banking with funds transfer, online shopping and bill payment options.

Depository services with free online trading accounts.

Meal Cards on a master card platform.

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Employee Reimbursement accounts as a savings account variant. Preferential

pricing on loan products and credit cards and other banking products &

services.

Prime Savings Account:

Want a customized savings account to suit your specific financial requirements? At

Axis Bank, we have always strived to pace our products with the growing needs of

our customers. The Prime Savings account has therefore been created with your

specific financial requirements in mind.

Through the 'At Par' cheque facility, you have the unique advantage to encash your

cheques as a local cheque at more than 330 centers where the bank has a presence at

no extra cost. In addition the account enables you to issue cheques up to Rs. 1 lakh,

which will be treated as 'At Par' across these locations.

You can avail of all these services with a minimum average balance of Rs 25,000 in

metro/urban/semi-urban centers and Rs 10,000 in rural centers.

Smart Privilege Account:(For the woman of today)

In today's busy world it's tough being a working woman. Right from shuttling

between a job and family to taking care of her finances she has to be on her toes all

the time. Keeping this in mind, we at Axis Bank have designed a savings account best

suited for the woman of today. With the Smart Privilege Account, you can manage

your money and your life and as well as enjoy a host of lifestyle privileges.

Furthermore Axis Bank's Smart Privilege Account ensures that you have enough time

for all the important things in life.

Senior Privilege (Because life begins at sixty)

Are you seeking a banking style that compliments your senior status? Axis Bank's

Senior Citizen Savings Account has been designed keeping in mind the fact that a

senior citizen's banking requirements are wholly different and require special

consideration.

Special Privilege (A Privilege assures the care you deserve): We have introduced

Senior Citizen ID card for our Senior Privilege patrons. Let us briefly introduce the

wide range of advantages it hold for you.

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Avail of Great benefits with Senior Citizen ID card

ID card acts as an age proof. Enabling you to redeem every advantage that you are

eligible for, this card will soon help you avail of certain never-before Senior-citizen

benefits at various stores, service providers and installation across the nation.

Feel safe Everywhere

Apart from provide you with the power to claim great benefits, card also act as

emergency information medium. In case of emergencies, it provides the doctors and

authorities with vital data like your blood group, allergies, illnesses, address and

emergency contact details. This ensures that you are well looked after in any situation,

no matter where you are.

Always a Privilege

It will help in strengthen the bond with us and to be of assistance to you at all the

times, no matter what your need be. Whether its loan, a savings account or any

financial services that you wish to avail of, we will make sure that we're always be

there by your side.

Power Salute (Salute to the defense forces)

Are you looking for an account that fits with your life in the Defence Forces? Defense

Salary Account from Axis Bank is a product designed keeping in mind how tough a

life in the Defense Forces is. Not only does it come to you absolutely free, no

minimum balance is required either. You can also access the entire Axis Bank

network, including more than 2300 ATMs and 550 branch offices (and growing) no

matter where you are posted. With the complete gamut of banking services (including

overdrafts, loans and zero-balance requirements) you can now rest assured about your

family and all their financial needs. It's our way of showing our appreciation to your

work.

Banking Privileges:

At-par Cheque Facility: Your job involves constant transfers across the country.

With the at-par cheque facility it will no longer be necessary to set up new bank

accounts with each transfer.

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Additional Debit Card: Along with a free International Debit Card, you also get a

free card for the joint account holder. This means that your child or spouse also enjoy

the same benefits of banking with Axis Bank.

Financial Advisory Services: Our solutions answer to the twin goals of meeting your

requirements and to diversify and spread the risk of your investment portfolio, so you

can look forward to a comfortable and worry-free life. We first understand your exact

investment needs and then design the perfect investment plan for you.

Trust/NGO Savings Account:

Thoughtful banking for people who spend their lives thinking of others

Need special banking for special causes? Axis Bank's Trust Account is an effort to

offer thoughtful banking for people who spend their lives thinking of others. It is a

complete banking solution for Trusts, Associations, Societies, Government Bodies,

Section 25 companies and NGOs, so that the organizations can devote all of their time

to their noble motivations.

Features:-

Saving account for trust with a concessional average quarterly balance a multi-city at-

par cheque facility with no limit on clearing payments at centers across the country

wherever we are present. Free anywhere banking across all our Branches and

Extension Counters and over all our ATMs. Free Demand Drafts or Pay Orders as and

when required by you to remit funds. Free collections of cheques at outstations

locations. Free monthly e-statement

Monthly Statement of Account delivered at your doorstep. Facility for collecting

donations in your account through our network of Branches and extension counters

across the country, as well as through iConnect - our Internet Banking facility. Also, Axis

Bank can offer the facility to donate funds to your Trust through our Internet Banking

facility iConnect to its customers. An Axis Bank customer can donate any amount to your

Trust through the Internet. In such cases, the savings account of the customer gets debited

and the savings account of your Trust gets credited with the amount of donation at the

same time. At the end of every month, the Bank will provide an MIS giving details of the

amount of donations and the name of donor. This will enable the Trust to issue receipts to

the donors. Free Internet Banking facility that enables you to view the status of your

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account, transfer funds and carry out a number of banking activities from the comfort

of your home or office.

Investment Advice: Our Financial Advisory Desk will provide portfolio management

advice as well as help you undertake investments.

Free Demat: To facilitate your investments, we offer a free Demat Account (charges

due to NSDL must still be levied) to our esteemed account holders in the Trust or

Society segment.

Foreign Contribution (Regulation) Act [FCRA] accounts:

The FCRA account enables approved organizations to receive foreign

contributions for utilization in their activities in India. The Bank will provide

assistance in the process of documentation and obtaining necessary approvals

from Ministry of Home Affairs at New Delhi.

4.3 CURRENT ACCOUNT INFORMATION

CHANNEL ONE: (FOR SUCCESSFUL BUSINESSES)

The ‘Channel One’ Current Account is an effort in that direction where we take care

of your day to day banking requirements leaving you with more time for your

business. Channel One Current Account is most appropriate choice of successful

businesses. At a monthly Average Balance (MAB ) of Rs. 10 lack.

FEATURES:

1. Relationship Manager

2. Doorstep Banking

3. Anywhere Banking

4. Free Internet Banking

5. Free 24 hour Telebanking

6. Mobile Banking Service

7. International debit card

8. cheque Protection Faciltity

9. Free 24 – hour cheque deposite facility

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10. Payment of Government Taxes/ Dues

11. Foreign exchange services.

ZERO Hassle Balance: Small businesses rising on the growth graph need the

right of nurturing and appropriate solution for their growing banking requirements.

Recognizing these needs, Axis Bank present you the Local Current Account geared to

answer all kinds of local business requirements. At a monthly Average Balance

(MAB) of Rs. Nil.

FEATURES:

1. Zero Balance facility

2. 75 free transactions every month

3. Rebate on Annual Charges

4. Upfrount Annual Fee

5. Mobile Banking

6. ATM cum International Debit Card

7. Free Internet Banking

8. Telebanking

9. Free Monthly Account Statement

BUILDERS AND REAL ESTATE: Axis Bank understands the increasing

demands on businesses in this segment .Here’s presenting the Axis Bank

Builder & Real Estate Current Account a current account with unparalleled

product features built to suit Builders & Realtors exclusively. This account

offers you unmatched convenience while adding financial value to your

businesses spread over geographies. . At a monthly Average Balance (MAB )

of Rs. 5 Lacs this account comes loaded with special facilities and benefits,

most appropriate for your business.

FEATURES:

1. Home Branch Cash Deposit

2. Non – Home Branch Cash Withdrawal

3. Free Anywhere Banking

4. Cluster facility

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5. Zero Balance account for Vendors and Suppliers

6. Franking Facility

7. Customer cheque printing

8. Internet Banking

9. Free 24-hour Phone banking

10. Mobile Alerts

11. ATM cum Debit Card

12. Free Monthly Account Statement

4.4 Training in Wholesale Banking Operations

CORPORATES

Corporate Banking reflects Axis Bank's strengths in providing our corporate clients in

India, a wide array of commercial, transactional and electronic banking products. We

achieve this through innovative product development and a well-integrated approach

to relationship management.

Funded Services: Working Capital Finance, Bill Discounting, Export Credit, Short

Term Finance, Structured Finance, Term Lending Non Funded Services: Letter of

Credit, Collection of Documents, Bank Guarantees

Value Added Services: Syndication Services , Real Time Gross Settlement, Cash

Management Services, Corporate Salary Accounts, Reimbursement Account, Bankers

to Right/Public Issue, Forex Desk, Money Market Desk, Derivatives Desk,

Employees Trusts, Cash Surplus Corporates, Tax Collection

Internet Banking: Supply Chain Management, Corporate Internet Banking, Payment

Gateway Services

SMALL AND MEDIUM ENTERPRISES:

At Axis Bank we understand how much of hard work goes into establishing a

successful SME. We also understand that your business is anything but "small" and as

demanding as ever. And as your business expands and enters new territories and

markets, you need to keep pace with the growing requests that come in, which may

lead to purchasing new, or updating existing plant and equipment, or employing new

staff to cope with the demand. That's why we at Axis Bank have assembled products,

services, resources and expert advice to help ensure that your business excels.

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Solutions are designed to meet your varying needs. The following links will help you

identify your individual needs.

Funded Services: Funded Services from Axis Bank are meant to directly bolster the

day-to-day working of a small and a medium business enterprise. From working

capital finance to credit substitutes; from export credit to construction equipment loan

- we cater to virtually every business requirement of an SME. Click on the services

below that best define your needs

Non-Funded Services: Under Non-Funded services Axis Bank offers solutions that

act as a catalyst to propel your business. Imagine a situation where you have a letter

of credit and need finance against the same or you have a tender and you need to

equip yourself with a guarantee in order to go ahead. This is exactly where we can

help you so that you don't face any roadblocks when it comes to your business. The

following are the services that will precisely tell you what we can do Business

Accounts, Letters of Credit, Collection of Documents, Axis Bank Trade, Guarantees,

Cash Management Services, Money Market Desk, Derivatives Desk, Services to Cash

Surplus Corporate, Services to Employee Trusts, Bankers to Rights/Public Issue, Tax

Collection.

Specialized Services: Axis Bank is one of the most trusted entities when it comes to

specialized services like selling of precious metals to customers. Under specialized

services you can also avail customized control of your value chain through our

internet banking platform.

Value Added Services: There is a plethora of services that we offer under value

added services. There's corporate salary account which ensures smooth payment

methods to your staff. You can avail an assortment of credit cards and debit cards

from our merchant services.

The following are the highlights of this service: Real Time Gross Settlement,

Reimbursement Account, Custody Services, Corporate Salary Accounts, Merchant

Services, Axis Bank Gold Business Credit Card

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Internet Banking: Internet banking is a revolutionary service under the banking

sector and Axis Bank is a forerunner in providing you with this service. We provide

state-of-the-art payment gateway services to industries and companies in order to ease

transaction processing. This in turn enhances the credibility of your business and

makes banking extremely cost-efficient.

GOVERNMENT SECTOR: Axis Bank acts as an active medium between the

government and the customers by means of various services. These services include:

Tax Collection wherein customers can directly pay their taxes like Direct taxes,

Indirect taxes and Sales Tax collections at their local Axis Bank

E-Ticketing - Helps the customer by providing him a direct access to book a

Railway Ticket online and get it home delivered

Opening of L/C's is done by the bank on behalf of Government of India, Mints

and Presses, thus facilitating imports for the Government.

Collection of levies and taxes on behalf of Municipal Corporations i.e. Kalyan -

Dombivli Municipal Corporation, is undertaken by the Bank.

Collection of stamp duty is done via franking mode in the state's of Maharashtra

& Gujarat. The Stamp Duty Franking Facility is available at following

branches in Maharashtra Fort, Chembur, Lower Parel, Mira Road, Thane (Talao

Pali), Panvel, Ratnagiri, Pune (FC Road), Kolhapur, Nagpur, Pimpri.

The Stamp Duty Franking Facility is available at following branches in

Gujarat Ahmedabad (Navrangpura), Kutch (Mundra), Baroda (Gotri Road), Surat

(Ring Road), Bhavnagar & Vapi (GIDC).

Disbursement of Pension to retired Employees of Central Govt and Defence is

directly done by Axis Bank along with the disbursement of pension to the

members of EPFO (Employees Provident Fund Organisation)

Electronic Collection of fees on behalf of DGFT is done by the bank too

Ministry of Corporate Affairs - Collection of ROC fees for the Ministry through

authorised Branches and Net Banking.

Collection of Property Tax through Selected Branches on behalf of Municipal

Corporation of Delhi

As a management student I also have to undergo SIP. I got the opportunity to

complete this program in AXIS BANK LTD., for two months. Axis bank is one of the

leading BANKS in banking sector in India. First of the two months was devoted to

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training. Our training started with the session of information about bank product and

sales and - what is the meaning of the concepts, importance of sales and marketing

was taught. The second part was about open an account- why we open an account in

bank, about the banking sector- as avenue for investment, how banking sector is

Better Avenue for investment. The next session was about detailed knowledge about

banking sector- how to sell these products in market. The last session was about the

practical knowledge about how to get appointment of customers and how to convince

them to take the product. In the second month we have sell the products directly in the

market, procedure of selling the products etc.

2.2 MEANING OF WHOLESALE BANKING OPERATIONS

The Wholesale Banking contains products sold to large and middle market

commercial companies, as well as to consumers on a wholesale basis. This includes

lending, treasury management, mutual funds, asset-based lending, commercial real

estate, corporate and institutional trust services, and investment banking through

Wells Fargo Securities. The company also owns Baring ton Associates, a middle

market investment bank. Wells Fargo historically has avoided large corporate loans as

stand-alone products, instead requiring that borrowers purchase other products along

with loans—which the bank sees as a loss leader. One area that is very profitable to

Wells, however, is asset-based lending: lending to large companies using assets as

collateral that are not normally used in other loans. This can be compared to subprime

lending, but on a corporate level. The main brand name for this activity is "Wells

Fargo Foothill," and is regularly marketed in tombstone ads in the Wall Street Journal.

Wells Fargo also owns Eastdil Secured, which is described as a "real estate

investment bank" but is essentially one of the largest commercial real estate brokers

for very large transactions (such as the purchase and sale of large Class-A office

buildings in central business districts throughout the United States).

The wholesale banking operations consist of the following transactions:

1. Opening of Account

2. Issue of Check book

3. International Debit / Credit Card

4. Issue of Demand Draft (DD)

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5. Net banking

6. e-mail statement

7. phone banking

8. Insta Query

9. Insta Alert

10. Bill pay

11. Passbook

12. Quarterly Account Statement

13. Loan Facility

2.3 DEFINITIONS OF BANKING

A bank is a financial institution licensed by a government. Its primary activity

is to lend money. Many other financial activities were allowed over time. For

example banks are important players in financial markets and offer financial

services such as investment funds.

Banking can also be defined as engaging in the business of keeping money for

savings and checking accounts or for exchange or for issuing loans and credit.

Transacting business with a bank; depositing or withdrawing funds or

requesting a loan.

Bank - a supply or stock held in reserve for future use (especially in

emergencies)

2.4 MEANING OF BANKING

An organization, usually a corporation, chartered by a state or federal government,

which does most or all of the following: receives demand deposits and time deposits,

honors instruments drawn on them, and pays interest on them; discounts notes, makes

loans, and invests in securities; collects checks, drafts, and notes; certifies depositor's

checks; and issues drafts and cashier's checks.

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3.1 PRODUCT OF AXIS BANK

Easy Access Saving Account

Saving Account for Women

Prime Saving Account

Senior Citizens Saving Account

Priority Banking

Corporate Salary Account

Trust /NGOs Saving Account

Resident Foreign Currency Account

Online Trading Account

Current Account

Term Deposits

Locker Facilities

NRI Services

Depository Services

Financial Advisory Services

Wealth Management Services

Insurance Solutions – Life and General

Retail Loans

Credit Loans

Travel Currency Cards

Remittance Cards

Gift Cards

.

3.2 Customer service in Banking Operations

Cheque Drop Box Facility

RBI's Committee on Procedures and Performance Audit on Public Services has

recommended that both the drop box facility and the facility for acknowledgement of

the cheques at the regular collection counters should be available to customers and no

branch should refuse to give an acknowledgement if the customer tenders the cheques

at the counters.

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Issue of Cheque Books: The Committee has observed that some banks do not

allow depositors to collect their cheque book at the branch but insist on

dispatching the cheque book by courier to the depositor. Further, it is stated by the

Committee that the depositor is forced to sign a declaration that a despatch by the

courier is at the depositor's risk and consequence and that the depositor shall not

hold the bank liable in any manner whatsoever in respect of such despatch of

cheque book. Committee has observed this as an unfair practice and advised banks

to refrain from obtaining such undertakings from depositors. Banks should also

ensure that cheque books are delivered over the counters on request to the

depositors or his authorized representative.

Statement of Accounts / Pass Books: The Committee has noted that banks

invariably show the entries in depositor’s passbooks / statement of accounts as

"By Clearing" or "By Cheque". Further, in the case of Electronic Clearing System

(ECS) and RBI Electronic Funds Transfer (RBIEFTR) banks invariably do not

provide any details even though brief particulars of the remittance are provided to

the receiving bank. In some cases computerized entries use sophisticated codes

which just cannot be deciphered. With a view to avoiding inconvenience to

depositors, banks are advised to avoid such inscrutable entries in passbooks

statements of account and ensure that brief, intelligible particulars are invariably

entered in passbooks / statements of account. Banks may also ensure that they

adhere to the monthly periodicity prescribed by us while sending statement of

accounts.

3.3 Traditional banking activities: Banks act as payment agents by conducting

checking or current accounts for customers, paying cheques drawn by customers on

the bank, and collecting cheques deposited to customers' current accounts. Banks also

enable customer payments via other payment methods such as telegraphic transfer,

EFTPOS, and ATM. Banks borrow money by accepting funds deposited on current

accounts, by accepting term deposits, and by issuing debt securities such as banknotes

and bonds. Banks lend money by making advances to customers on current accounts,

by making installment loans, and by investing in marketable debt securities and other

forms of money lending. Banks provide almost all payment services, and a bank

account is considered indispensable by most businesses, individuals and governments.

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Non-banks that provide payment services such as remittance companies are not

normally considered an adequate substitute for having a bank account. Banks borrow

most funds from households and non-financial businesses, and lend most funds to

households and non-financial businesses, but non-bank lenders provide a significant

and in many cases adequate substitute for bank loans, and money market funds, cash

management trusts and other non-bank financial institutions in many cases provide an

adequate substitute to banks for lending savings to

3.4 Accounting for bank accounts

Bank statements are accounting records produced by banks under the various

accounting standards of the world. Under GAAP and IFRS there are two kinds of

accounts: debit and credit. Credit accounts are Revenue, Equity and Liabilities. Debit

Accounts are Assets and Expenses. This means you credit a credit account to increase

its balance, and you debit a debit account to increase its balance.[7]This also means

you debit your savings account every time you deposit money into it (and the account

is normally in deficit), while you credit your credit card account every time you spend

money from it (and the account is normally in credit).However, if you read your bank

statement, it will say the opposite—that you credit your account when you deposit

money, and you debit it when you withdraw funds. If you have cash in your account,

you have a positive (or credit) balance; if you are overdrawn, you have a negative (or

deficit) balance. The reason for this is that the bank, and not you, has produced the

bank statement. Your savings might be your assets, but the bank's liability, so they are

credit accounts (which should have a positive balance). Conversely, your loans are

your liabilities but the bank's assets, so they are debit accounts (which should have a

also have a positive balance).Where bank transactions, balances, credits and debits are

discussed below, they are done so from the viewpoint of the account holder—which is

traditionally what most people are used to seeing.

3.5 Economic functions

1. Issue of money, in the form of banknotes and current accounts subject to cheque

or payment at the customer's order. These claims on banks can act as money

because they are negotiable and/or repayable on demand, and hence valued at par.

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They are effectively transferable by mere delivery, in the case of banknotes, or by

drawing a cheque that the payee may bank or cash.

2. Netting and settlement of payments – banks act as both collection and paying

agents for customers, participating in interbank clearing and settlement systems to

collect, present, be presented with, and pay payment instruments. This enables

banks to economies on reserves held for settlement of payments, since inward and

outward payments offset each other. It also enables the offsetting of payment

flows between geographical areas, reducing the cost of settlement between them.

3. Credit intermediation – banks borrow and lend back-to-back on their own

account as middle men

4. Credit quality improvement – banks lend money to ordinary commercial and

personal borrowers (ordinary credit quality), but are high quality borrowers. The

improvement comes from diversification of the bank's assets and capital which

provides a buffer to absorb losses without defaulting on its obligations. However,

banknotes and deposits are generally unsecured; if the bank gets into difficulty

and pledges assets as security, to raise the funding it needs to continue to operate,

this puts the note holders and depositors in an economically subordinated position.

5. Maturity Transformation – banks borrow more on demand debt and short term

debt, but provide more long term loans. In other words, they borrow short and

lend long. With a stronger credit quality than most other borrowers, banks can do

this by aggregating issues (e.g. accepting deposits and issuing banknotes) and

redemptions (e.g. withdrawals and redemptions of banknotes), maintaining

reserves of cash, investing in marketable securities that can be readily converted

to cash if needed, and raising replacement funding as needed from various sources

(e.g. wholesale cash markets and securities markets).

3.6 Banking channels

Banks offer many different channels to access their banking and other services:

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A branch, banking centre or financial centre is a retail location where a bank

or financial institution offers a wide array of face-to-face service to its

customers.

ATM is a computerized telecommunications device that provides a financial

institution's customers a method of financial transactions in a public space

without the need for a human clerk or bank teller. Most banks now have more

ATMs than branches, and ATMs are providing a wider range of services to a

wider range of users. For example in Hong Kong, most ATMs enable anyone

to deposit cash to any customer of the bank's account by feeding in the notes

and entering the account number to be credited. Also, most ATMs enable card

holders from other banks to get their account balance and withdraw cash, even

if the card is issued by a foreign bank.

Mail is part of the postal system which itself is a system wherein written

documents typically enclosed in envelopes, and also small packages

containing other matter, are delivered to destinations around the world. This

can be used to deposit cheques and to send orders to the bank to pay money to

third parties. Banks also normally use mail to deliver periodic account

statements to customers.

Telephone banking is a service provided by a financial institution which allows its

customers to perform transactions over the telephone. This normally includes bill

payments for bills from major billers (e.g. for electricity).

Online banking is a term used for performing transactions, payments etc. over the

Internet through a bank, credit union or building society's secure website.

Mobile banking is a method of using one's mobile phone to conduct simple

banking transactions by remotely linking into a banking network.

Video banking is a term used for performing banking transactions or

professional banking consultations via a remote video and audio connection.

Video banking can be performed via purpose built banking transaction

machines (similar to an Automated teller machine), or via a videoconference

enabled bank branch

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3.7 Types of investment banks

Investment banks "underwrite" (guarantee the sale of) stock and bond issues,

trade for their own accounts, make markets, and advise corporations on capital

market activities such as mergers and acquisitions.

Merchant banks were traditionally banks which engaged in trade finance. The

modern definition, however, refers to banks which provide capital to firms in

the form of shares rather than loans. Unlike venture capital firms, they tend

not to invest in new companies

3.8 Mortgage Banking

Mortgage banking deals primarily with originating mortgage loans and servicing

them. Read more about it here as well as about what a career in mortgage banking

involves. Mortgage banking is meant for a single purpose, to service the real estate

finance industry. Mortgage banking deals specifically with originating mortgage loans

as well as servicing them. Mortgage banks are state-licensed entities from which

consumers can get mortgage loans directly. Usually, mortgage banks avail funds from

the Federal National Mortgage Association, or FNMA, also known as Fannie Mae,

the Federal Home Loan Mortgage Corporation, or FHLMC, also known as Freddie

Mac, or any other large companies that service mortgages, which are related to the

secondary mortgage market. Here are a few pointers about the nitty-gritty of mortgage

banking.

Mortgage Banks Specialize in Mortgage Loans: Unlike a savings bank that is

federally chartered, in general mortgage banks specialize in only providing mortgage

loans. Hence, customers do not deposit their money in these banks. As has been

mentioned above, the secondary wholesale market is their primary source of funds.

Freddie Mac and Fannie Mae are examples of the lenders in the secondary market.

Mortgage Banks Differ in Size: While some mortgage banks can be nationwide,

others can originate a volume of loan that can exceed that of a commercial bank that

is nationwide. Many of these mortgage banks utilize specialty servicers like Real

Time Resolutions to carry out tasks like fraud detection work and repurchase.

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Mortgage Banks have Two Sources of Revenue: The two main sources of income

are from loan servicing fees (if they are into loan sevicing0, and fees from loan

origination. Mortgage bankers, by and large, are choosing not to service the loans they

have originated. That is because they are entitled to earn a service-released premium

by selling them soon after the mortgage loans are closed and funded. The investor in

the secondary market that purchases the loan has the ability of earning revenue for

providing servicing of the loan every month the borrower keeps the loan.

Different Banking Laws Apply to Mortgage Banks: Mortgage banks usually operate

under banking laws that are quite different, according to the state they operate in. You will

need to check each individual state’s financial department or state banking in order to get list

of mortgage bankers in each state. While federal laws apply to the operation of a federal bank,

in terms of consumer protection, usually consumers have additional rights, which are

applicable according to each state.

Mortgage Bankers can be More Competitive: Since they only specialize in lending

and do not have to subsidize any of the losses that other departments may have

incurred, as in regular banking, mortgage bankers have the ability of being really

competitive when lending for mortgage. However, they usually do not have the

advantage of accessing adjustable rate mortgages that are low cost, which federal

banks are typically associated with, and federal money access.

A Career in Mortgage Banking: Professionals in mortgage banking in the job

market today need to have a college degree in business or finance, or some specific

experience or training related to the field. Skills in good customer service, an inherent

ability with numbers, and computer skills are also essential requirements for mortgage

banking jobs. A mortgage banking professional’s job involves reviewing credit

scores, determining the kind of loan that is most beneficial for the customer and

guiding them through the process of application as well as closing. The loan officer

has to be very organized and detail oriented, and need to be able to handle the large

amounts of paperwork and reporting that are required for getting loans approved, up

to the closing. A mortgage banking professional also has to have thorough know-how

about the regulations associated with federal mortgage as well as the various types.

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3.9 KYC (KNOW YOUR CUSTOMER)

As per KYC guideline the RBI has advised banks to follow KYC guidelines of RBI

mandates banks to collect three proofs from their customers they are

1 Photograph

2 Proof of Identity

3 Proof of address

Accordingly, Axis bank has framed its KYC procedure according to which, a

photograph and documentary proof of personal identification and address proof are

required t be provided.The account Opening form Provides the nature of documents

required / procedure to be followed for opening a new account. You may also log in

to our website www.axisbank.com for such information which is displayed product-

wise.

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OBJECTIVE OF THE STUDY

To study emerging trends Banking Industry.

To explore the key sales promotion and marketing Management drivers

that help banking company build and maintain long-term relationships

with the customers.

To study how marketing and advertisement plan opt by Axis bank is

implemented by the select product line.

To understand the effect of different cyclical demand of the Axis Bank

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RESEARCH METHODOLOGY

The Methodology used for the collection of data has been divided into two groups:

Primary Data

This data is based upon personal discussion with managers, officers, employees & workers working in various sections of HR Department, Finance Department, IT Department and Rest Rooms.

Secondary Data

It is mainly based upon office records and other published documents of kailash ribbon factory.

Sample Size : 50 Workers

Sampling Technique

In this project the primary data was collected through questionnaire Method. A structured questionnaire was administered and workers were asked to fill it. The interview Method was also considered as in it the interviewer and the interviewee can interact face to face.

Data Analysis Technique

Percentage Method is used for the analysis of data and pie charts are used to present that data.

5.1 DESCRIPTIVE RESEARCH DESIGN

The research design adopted in this study is DESCRIPTIVE RESEARCH DESIGN. A descriptive

research design is the one which is description of the state of affairs as it exists at present. It

includes survey and fact finding enquiries of different kinds. The researcher has no control

over the variables. The researcher used this research design to find out the respondents

attitude and opinion about products offered.

5.2 SAMPLING DESIGN

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A sample design is a definite plan for obtaining a sample from a given population. It refers to

the techniques or procedures the researcher would adopt in selecting items for the sample.

SAMPLING

The researcher adopted convenience sampling. It is the non probability sampling is that

sampling procedures does not any basis for estikotaking the probability that each item in the

population has of included in the sample. The researcher selects the people according to

their convenient.

SAMPLE SIZE

A sample of 150 people will be taken for the survey. The required data collected through

questionnaire.

5.3 SAMPLING AREA The sampling unit may be a Geographical one such as state,

District, Village etc., The geographical sampling unit under study has covered the area of

Gurgaon like Cyber park, UNITECH park, INFINITY TOWER, GALLERIA , QUTUB PLAZA .

DATA COLLECTION

The inforkotakion required for our project was collect mainly from the primary

sources and even from secondary sources. The primary source consists of the data

analyzed from questionnaire and interaction with the user at that time only. And

internet is used as secondary source.

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ANALYSIS OF PROBLEM

Banks offer many different channels to access their banking and other services:

A branch, banking centre or financial centre is a retail location where a bank or

financial institution offers a wide array of face-to-face service to its customers.

ATM is a computerized telecommunications device that provides a financial

institution's customers a method of financial transactions in a public space without

the need for a human clerk or bank teller. Most banks now have more ATMs than

branches, and ATMs are providing a wider range of services to a wider range of

users. For example in Hong Kong, most ATMs enable anyone to deposit cash to

any customer of the bank's account by feeding in the notes and entering the

account number to be credited. Also, most ATMs enable card holders from other

banks to get their account balance and withdraw cash, even if the card is issued by

a foreign bank.

Mail is part of the postal system which itself is a system wherein written

documents typically enclosed in envelopes, and also small packages containing

other matter, are delivered to destinations around the world. This can be used to

deposit cheques and to send orders to the bank to pay money to third parties.

Banks also normally use mail to deliver periodic account statements to customers.

Telephone banking is a service provided by a financial institution which allows its

customers to perform transactions over the telephone. This normally includes bill

payments for bills from major billers (e.g. for electricity).

Online banking is a term used for performing transactions, payments etc. over the Internet

through a bank, credit union or building society's secure website.

Mobile banking is a method of using one's mobile phone to conduct simple

banking transactions by remotely linking into a banking network.

Video banking is a term used for performing banking transactions or professional

banking consultations via a remote video and audio connection. Video banking

can be performed via purpose built banking transaction machines (similar to an

Automated teller machine), or via a videoconference enabled bank branch

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DATA ANALYSIS AND INTERPRETATION

1. The age of the respondents can be shown under the following heads. The

respondents can be divided into the following categories

Age of the respondents

6%

47%31%

16%0-15

15-30

30-40

40-60

It is known from the graph that the main respondents are belonging to 20 - 30

age-group i.e. 47% people out of surveyed sample size i.e. 100 are under 30

years of age it showing that good business for the Axis bank because growing

this age population became very relevant towards the new marketing concept

like e marketing etc.

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2. The gender of the various respondents are as follows:

Gender of respondents

68%

32%

male

female

According to the survey conducted the female were 32% and male were 68%.

Also because not having too many female as decision maker to use Relationship

or lead generation Marketing through or marketing strategy opt by the standard

charted bank.

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3. Income per month of the respondents are calculated as follows:

Income of the respondents

4%20%

28%16%

24%

6%

2% 0-5000

5000-10000

10000-15000

15000- 20000

20000-25000

25000-30000

>30000

The income of the respondents is very much fluctuating. This is done so as to

gain more knowledge about the different strata of the society. Also from the

survey 28 % are earning in between 10000-150000 per Year salary which inc

while 24 % earning in between of 5000-10000 per year while this data we

cannot say is not biased because Salary is a part everybody is not very

comfortable with telling you. While 20 % people responded that his/her salary

in between of 20000-250000 rupees.

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4. What is your position within the company?

Middle Management (Manager, Senior Manager, General Manager.)

Senior Management(Above than General Manager)

No answer

Other

Executive

Grade Survey Result

Middle Management 20

Senior Management 25

No Answer 0

Other 15

Executive 40

Our survey result contributed out of 100 people 20 % people are working in

cedar to Middle management also 25% respondent from different bank

marketing team working as a senior management major chuck which

contributed in our survey is executive i.e. 40% . Other signifies a junior level

of employee in different Bank.

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5. For how long do you have bank account with Axis bank?

Less than 3 months

Between 3-6 months

Between 6-12 months

Between 1-2 years

Between 3-5 years

More than 5 years

No answer

Other

Out of 100 people for our survey 28% people responded that they are taking service

from Axis bank more than 3 years but there is less than of 5 years. Adding to this 17%

respondent said they are reliable customer of Axis bank is more than of 3 months

which is basically new customer base for the bank .

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6 How Axis bank use different service marketing to enrich the growth?

(a) Direct Mailer (b) Internet Banking

(c) Advertisement pop up (d) service through mail

Grade Survey Result

Direct Mailer35

Internet Banking25

Advertisement Pop Up25

Service through Mail15

This question gives an idea about how uses of different service marketing used by the

bank, to communicate and build relationship with customer, According to our survey

result 35 % respondent replies that they use Internet because they send direct mailer to

end customer for Internet marketing purpose also 25% banks people using Internet for

Internet banking purpose also 15 % respondent said they using internet because of

they provide bank service to the customer like sending bank statement to the customer

also 25% respondent said out of 100 sample size they preferred internet as a

marketing tools for the banking product.

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7. How different marketing strategy provides help to the bank and customers

(a) Lead generation (b) Product Information

(c) Advantage of the product (d) online form fills up

Factor Respondent

Lead Generation 36

Product Information 22

Advantage of the Product 14

Online form fill up 28

How different marketing strategy providing help to the banks and customers this

question gives the insight of how 7P’s of the bank will maintain relationship whit the

customer.

Lead Generation is not a new form of gaining new business, but it now has a new

approach. Rather than sitting at a trade show table for hours on end, or sitting up a

display in hopes that targeted consumers will complete a form, you can have leads

generated and sent to you using the technology of the Internet

According to our survey result 36% respondent said they use lead generation through

the internet also 22% responded said internet provide product information to the

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customer and 28 % respondent said Internet will help bank to fill up there bank

formalities or online query/

Lead generation is a win-win for both the buyer and seller. A buyer is able to request

information from several businesses that offer the product or service that they are

looking for and the seller is given the opportunity to pitch their product or service to

someone who has given them permission

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8 Identify factors those help and affect customer retention in the new economy

(a) Advertisement (b) Good product

(c) Availability (d) Customer Care

Factor Respondent

Advertisement 46

Good product 23

Availability 19

Customer Care 12

Identify factors those help and affect customer retention in the new economy

Customer retention is not only a cost effective and profitable strategy, but in today's

business world it's necessary. This is especially true when you remember that 80% of

your sales come from 20% of your customer and clients. With these statistics I am

wondering why most marketing and sales for Bank few value-add strategies that you

can use include:

o Membership cards and programs that entitle your customers to special offers,

discounts, or preferential treatment.

o Welcome, acknowledgement, sales recognition, thank you statements.

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According to our survey 46% people said out of 100 respondent Advertisement is the

most valuable thing to maintain customer relationship. While 23% respondent said

Good product and useful product also hard pressing for the customer retentions while

19% respondent reply that Availability of the product will be key factor for banking

organisation.

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9 Please select which services of the bank you are most aware.

Awareness about Service provided by the Bank

Internet Banking 39

Balance Inquiry 15

Cash Pick up 11

Foreign Remittance 8

Phone Banking 27

According to our survey 39% respondent out of 100 people are aware of the internet

banking so for bank it is easiest medium to advertise there product and go for the

relationship management while. Also to include this 27 % people aware of only Phone

banking as values added services that provided by the bank now a days.In fact 15%

respondent our suggested that they aware only balance inquiry as a value added

services that provided by the bank.

10 Please rate the your satisfaction level of yours while using Internet for bank work

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  Very good Good Neutral Bad Very Bad

ICICI Bank 12 21 7 5 5

DCB 14 18 4 3 11

Axis bank 17 12 7 9 5

HDFC 14 17 13 3 2

We chosen this question to be asked because we want to know how many people

actually liking the standard charted marketing strategy output vis-à-vis other banking

and what are there satisfaction level we chosen four bank to be capture primary data

first is DCB, Second is ICICI , Third is HDFC and fourth bank is standard charted

bank. As a result we got Axis has maximum satisfaction level among the customer.

FINDINGS

61

Study reveals that Most of the total respondents surveyed think that Life

Insurance policy is important for them and Some respondent think that it is

very important and a FEW think that Life insurance is not important for them.

From Study It Was Found that major source which helps in making the

investment decision it’s the perception of most respondent suryed and some

respondent make there decision on word of mouth and only if respondents

takes the help of Finacial Journals/business magazines.

From Study It Was Found that respondents think that Investment is the main

purpose for taking an insurance policy and only some respondent think that

there purpose of insurance policy is for Certain Mishappening which is main

purpose of the Insurance.

Study Reveals That Most of the respondent surveyed perception is that LIC is

best among all the Insurance players and some respondent thinks that Metlife

is the best among other insurance players.

From Study It Was Found that of the total respondents surveyed don’t aware

of different charges charged by Insurance companies and only most

respondent surveyed aware about different charges.

Study Reveals That Most of total people surveyed have ranked Brand as #1

for influence them for taking an investment decision and some respondent

ranked Promotions # 1 for there investment decision and most people ranked

relation with agent as #1 for there decision and some respondent ranked

Allocation charges as #8 for there investment decisions.

From study It Was Found that of total respondent surveyed have LIC’s

Insurance Policy, most have ICICI Prudential & only some respondents have

Insurance policy of companies like Metlife, Bharti AXA, IDBI Fortis etc.

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Study reveals That Most respondent surveyed are satisfied with the return they

are getting from their current policies and only 46% respondent are not much

satisfied & dissatisfied from the return they are getting from their current

policies.

From Study It Was Found that of the respondent surveyed are willing to invest

in ULIP plans which has high risk and most people surveyed are willing in

Equity which has very high risk and only some respondent surveyed willing

to investment in whole life policy because of low rate of return.

Study Reveals That Most of the respondent surveyed are like to invest there

money in stock market , most of respondent are like to invest in insurance and

some people surveyed like to invest in Mutual fund it shows that insurance

has tough competition from other other investment instruments like stock and

mutual funds.

From Study It Was Found that of respondent surveyed thinks that Return

depend on market condition attracts them more to buy an insurance policy

(example- ULIPS) and most respondent think that guaranted return on an

insurance policy attracts them more to buy an insurance policy and only some

respondents have a perception that low allocation charges attracts them for

buying an insurance policy.

Study Reveals That Most respondent surveyed give preference to Brand image

for buying an insurance policy and only some respondent surveyed give

preference to the Service provided by the company for buying an insurance

policy.

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From Study It Was Found that of the respondent surveyed willing to choose

the annually premium pay and only most respondent choose monthly mode for

paying a premium.

LIMITATIONS

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1. Difference in the opinion of the customers and the company.

2. Company is not willing to disclose full informations.

3. Biased behavior of the respondents.

4. Sample size being small, may not reflect the opinion of major segment.

5. Time frame is limited.

6. Difficulty in analyzing the data because of multiple responses given by the

respondents.

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RECOMMENDATIONS & CONCLUSION

The Metlife India Insurance company should now try to identify the gap between current

level of customer service and customer expectations. Some of the strategies being

recommended are as follows:

Brand Building: MetLife is a very huge Brand in US in Insurance but in

India it is not known as a Insurance brand. So MetLife need to focus on

Brand building Activities which can be done through Advertising, Road

shows, Knops, Sponsoring Events in rural & Urban Areas.

Educating the Consumers: As per the survey Conducted it is found that

most of the respondents don’t know the core function of the insurance & they

are taking it only as an investment instrument & also they are not aware of

the nitty-gritties like different allocation charges. So MetLife should take

initiative to educate the consumers regarding all these aspects & take

competitive Advantage on this front as its Allocation charges are minimum in

the whole Indian Insurance Industry.

Need to Increase Market Presence: As per the survey conducted it is found

that Metlife have only 3% market share, it is because its presence in market is

very less. It should make more channel partners & do business tie ups with

more broking houses & should hire marketing agencies for aggressive

marketing purpose. It can also increase its Business Units.

Concentration More On Rural Areas : Metlife need to concentrate more towards

the rural areas as 60-70% of India population is living in rural areas and most of the

people in rural areas are not insured so there is a huge potential in the rural sector.

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Product Differentiation : Offering a product that is distinctly different from other

products available in the market by other insurance players.

More Guaranteed Plans to be Introduced : As we know today the stock market is

giving very less return even in last year the return comes Negative so the company

need to introduce some more gurranted plans so that customer can invest in them

and have assured return on them which is an edge in competition in insurance

sector.

Need to commence Medical claim Products and General Insurance :

There are very less which are having Medical claim products and also very less

companies providing General Insurance with Life Insurance for example ICICI ,

Reliance and Bajaj Allianz so Metlife also need to come in General Insurance

business so that they can compete with these players.

Flexibility: The companies should make their products flexible for the convenience

of their customer.

Hassle Free Service: All bureaucracy in customer interactions should be eliminated.

Proper Policy Documentation: Wrong interpretations/ non-awareness of policy

document by the customer may have serious implications in the long term and the

possibility of the same should be alleviated by the company which leads to.

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BIBLIOGRPAHY

SR. NO. REFERENCES

1 A New Beginning : The Turnaround Story Of Indian Bank

2 Bank Marketing : Concepts And Applications

3 Banking And Finance

4 Banking Developments in India

5 Basics of Banking

6 Bank leaflet and Boucher

7 Internet

68

QUESTIONNAIRE

1.The age of the respondents can be shown under the following heads. The

respondents can be divided into the following categories

2.The gender of the various respondents are as follows:

3.Income per month of the respondents are calculated as follows:

4. What is your position within the company?

Middle Management (Manager, Senior Manager, General Manager.)

Senior Management(Above than General Manager)

No answer

Other

Executive

5. For how long do you have bank account with Axis bank?

Less than 3 months

Between 3-6 months

Between 6-12 months

Between 1-2 years

Between 3-5 years

More than 5 years

No answer

Other

6 How Axis bank use different service marketing to enrich the growth?

(a) Direct Mailer (b) Internet Banking

(c) Advertisement pop up (d) service through mail

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7. How different marketing strategy provides help to the bank and customers

(a) Lead generation (b) Product Information

(c) Advantage of the product (d) online form fills up

8 Identify factors those help and affect customer retention in the new economy

(a) Advertisement (b) Good product

(c) Availability (d) Customer Care

9 Please select which services of the bank you are most aware.

Awareness about Service provided by the Bank

Internet Banking

Balance Inquiry

Cash Pick up

Foreign Remittance

Phone Banking

10 Please rate the your satisfaction level of yours while using Internet for bank work

  Very good Good Neutral Bad Very Bad

ICICI Bank

DCB

Axis bank

HDFC

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