axisbank ppt

8/10/2019 axisbank ppt

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Axis bank

Reinventing bankingPresented by :

Nikunj Shah

Reshma SonawaneJayesh Surve

Sanil Tharwal

Ankita Trivedi


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Indian Banking System


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History of Banking in India

The first bank in India, though conservative, was

established in 1786. the journey of Indian BankingSystem can be segregated into three distinct phases.


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Phase 1

1786 to 1969

1786 : The General Bank of India

Next came Bank of Hindustan and Bengal Bank.

The East India Company established Bank of Bengal

(1809), Bank of Bombay (1840) and Bank of Madras(1843) as independent units and called it Presidency

Banks.

These three banks were amalgamated in 1920 andImperial Bank of India was established which started

as private shareholders banks.


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In 1865 Allahabad Bank was established and first

time exclusively by Indians, Punjab National Bank

Ltd. was set up in 1894 with headquarters at Lahore.

Between 1906 and 1913, Bank of India, Central Bank

of India, Bank of Baroda, Canara Bank, Indian Bank,

and Bank of Mysore were set up.

Reserve Bank of India came in 1935.


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Phase 2

In 1955, it nationalised Imperial Bank of India with

extensive banking facilities on a large scale specially

in rural and semi-urban areas.

It formed State Bank of India to act as the principal

agent of RBI

7 Banks formed subsidiary of State Bank of India

were nationalised.


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It was the effort of the then Prime Minister of India,

Mrs. Indira Gandhi.

14 major commercial banks in the country wasnationalised.

The branches of the public sector bank India rose toapproximately 800% in deposits and advances took a

huge jump by 11,000%.


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Phase 3

This phase has introduced many more products and

facilities in the banking sector in its reforms measure.

In 1991, under the chairmanship of M Narasimha, acommittee was set up by his name which worked for

the liberalisation of banking practices.

The country is flooded with foreign banks and their

ATM stations.


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Efforts were being put to give a satisfactory service to

customers.

Phone banking and net banking was introduced.

The entire system became more convenient and

swift.

Time was given more importance than money.


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Emergence of Private Banks

Private banking in India was practiced since the beginning of

banking system in India.

The first Private Bank in India to receive an in principleapproval from the Reserve Bank of India was Housing

Development Finance Corporation Limited.

It was incorporated in August 1994 as HDFC Bank Limited withregistered office in Mumbai and commenced operations as

Scheduled Commercial Bank in January 1995.


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List of Private Banks in India

Bank of Punjab

Bank of Rajasthan

Catholic Syrian Bank

Centurion Bank

City Union Bank Dhanalakshmi Bank

Development Credit Bank

Federal Bank

HDFC Bank ICICI Bank

IDBI Bank

IndusInd Bank

ING Vysya Bank

Jammu & Kashmir Bank

Karnataka Bank Karur Vysya Bank

Laxmi Vilas Bank

South Indian Bank

United Western Bank UTI Bank
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UTI BANK


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Introduction

Axis Bank (Formerly known as UTI) was one of the fewprivate banks to have began operations in 1994

The Bank was promoted jointly by the Administratorof the specified undertaking of the 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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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 retailloans introduced

Financial advisory services and e-commerce introduced Second largest ATM network in the country with 200

ATMs


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2001-2005

Private placement of 26% stake to CDC CapitalPartners

Deposit crosses Rs.100bn mark in 2001, advances

crosses 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


Opens a Full Licence Bank Branch in Hong Kong

Re-brands itself as Axis Bank

Mumbai, Jul 30 2007 :UTI Bank on Monday

rechristened itself as Axis Bank.


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PROBLEM

WHY THEY CHANGE THEIR NAME FROM UTITO AXIS BANK


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THERE ARE 3 MAIN REASONS

1. They had to give up the UTI name after using it for

13 years as we were not prepared to accept terms

and conditions (including royalty) from UTI AMC The decision to rebrand itself was taken by the bank

as it was allowed to use the 'UTI' brand name for

free till January 31, 2008, beyond which it had to

pay royalty for using the name.


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2. The recommendation for name change to Axis Bank

has arisen from the existence of several

shareholder-unrelated entities using the UTI brand,

and the consequent brand confusion that this

generates


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3. The name UTI bank was changed to AXIS bank as UTI

gave a look of government sector bank. They had tochange our name to have our own brand and

identity.


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Rebranding Exercise

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

The UTI brand is owned by UTI Asset Management

Company The bank would change logo and colour of logo the

bank is likely to spend around Rs 50 crore in the re-branding exercise.

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


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The New Logo

The logo depicts a strong growth path for the banksupported by a strong base, indicating that the bank is

moving on from a position of strength.


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ABOUT AXIS


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Mission

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

Continuous technology up gradation whilemaintaining human values.

Progressive globalization and achieving

international standards. Efficiency and effectiveness built on ethicalpractices.


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The banks business is divided into four segments:

Retail, corporate, treasury and merchant banking.

Apart from this the bank is also into insurance,

investment banking, mortgage financing, credit cards,and depository services amongst others.

it is also registered on the following exchanges: OTCEI

BSE

NSE

London stock exchange


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Services

Retail banking

Deposits schemes

Loans and advances

Personal loans Housing loans

Cards

Consumer durables

Auto loans


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Personal banking

Accounts

Term deposit

Fixed deposit

Recurring deposit

Cards

Different variant like: Gold plus card, Gold card, Silver & silver

plus cards.


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Corporate banking

Accounts

Normal Current Account

Trust/NGO Savings Account

Services

Private Equity, Mergers & Acquisitions

Advisory Services

Capital Market Funding

E-Broking


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Recent Developments

Shikha Sharma was named as the bank'smanaging director and CEO on 20 April 2009.

As on the year ended March 31, 2009 theBank had a net profit of Rs 1,815.36crores

The bank now has 835 branches includingextension networks across 30 States and 4Union Territories.


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The bank also has overseas offices in Singapore,

China, Hong Kong and Dubai.


Launches Platinum Credit Card, India's first EMV chip

based card

Axis Bank is now trading at Rs 911.85 (17thsep).


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Axis Financial Position

Particulars Mar 07 Mar 08 Mar 09

Deposits 58,785.60 87,626.22 117,374.11

Advances 36,876.48 59,661.14 81,556.77

Share Capital 281.63 357.71 359.01

Net worth 3,402.21 8,770.69 10,214.80Book Value 120.80 245.19 284.53

Interest earned 4,560.40 7,005.32 10,835.49

Interest expenditure 2,993.32 4,419.96 7,149.27

Net profit 659.03 1,071.03 1,815.36

Net NPAs 0.61% 0.36% 0.35%

Total Assets 73,257.21 109,577.84 147,722.06

Return on Assets 1.10% 1.24% 1.44%

Rs in crs.


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Axis Bank Ratio Analysis

Particulars Mar 07 Mar 08 Mar 09

Capital Adequacy Ratio 11.57 13.73 13.69

Net profit margin 12.01 12.22 13.31

Operating Expense / Total Inc 23.26 26.20 24.95Return on Net worth (%) 19.37 12.21 17.77

Net Interest Income/total funds 4.01 4.74 4.98

Non Interest Income/total funds 0.03 0.02 0.06

Net Profit / Total Funds 1.07 1.17 1.41

Earning per share 23.40 29.94 50.57

Equity Dividend (%) 45.00 60.00 100.00


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Revenue Breakup of Axis

Segment Revenue Mar 09

Treasury 20,290.71

Corporate /wholesale

banking

7280.14

Retail banking 6675.51

Other banking business (5.40)

Rs in crs


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Comparative Analysis

Particulars Axis HDFC PNB HSBC

Deposits 117,374.11 142,811.58 209,760.50 49,970.27

Advances 81,556.77 98,883.05 154,702.99 27,588.68

Share Capital 359.01 425.38 315.30 4,499.16

Net worth 10,214.80 15,052.73 14,653.63 11,214.3Book Value 284.53 344.44 416.74 -

Interest earned 10,835.49 16,332.26 19,326.16 6,326.9

Interest expenditure 7,149.27 8,911.10 12,295.30 2,661

Net profit 1,815.36 2,244.94 3,090.8 12,91.2

Net NPAs 0.35% 1.49% 0.17% 1.42%

Total Assets 147,722.06 183,270.78 246,918.62 94,620.3

Return on Assets 1.44% 1.10% 1.15% 1.51%

As on Mar 09. Rs in crs


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Comparative Reach Analysis

Banks Branches ATMs Cities Inception yr Overseas presence

Axis 835 3595 515 1994 4

HDFC 1416 3382 550 1995

PNB 4668 2150 21,408 1895 3

HSBC 178 150 - 1959 83


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Axis Bank

Marketing Overview


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Marketing Management


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Marketing Objectives

Axis Bank want to achieve following marketing

objectives by the end of the year 2011.

To get the market capitalization 500 Crore

To get the 200 Crore retail investment.

To get 125 Crore Corporate investments. To get the 175 Crore Capital investments.


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Bankers Identify Near-Team and


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Bankers Identify Near-Team and

Long Term Concerns1991 2015

Maintaining profitability

Credit Portfolio Management

Service Quality

Regional Economy

Cost Management / Expense reduction

Declining Earnings/ more failures

Market / customer focus

Capital adequacy

Stock market value

Industry Overcapacity

Service quality

Maintaining profitability

Market / customer focus

Operations/systems/technology

Credit portfolio management

Productivity improvement

Investment to stay competitive

Stock market value

Asset/liability management

Electronic Banking


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SWOT ANALYSIS OF AXIS BANK

STRENGTHS:

Brand Name

Support of various promoters.

High level of services.

Knowledge of Indian market.

WEAKNESS:

Not having good image.

Market capitalization is very low.

Not been fully able to position itselfcorrectly.

OPPORTUNITIES:

Growing Indian banking sectors.

People are becoming more serviceoriented.

In the global market.

Dissatisfied Customers.

Business advising for smaller Players

THREATS:

Advent of MNC banks

Foreign banks

Govt. banks

Future market trends.

SWOT


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PESTLE ANALYSIS OF AXIS BANK


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Competitive Strategy

For the private sector banks:

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 sector banks

High level of service quality and throughproduct innovation.

AXIS not any where near, but has created adifferent set of segment.

People who believe in the higher set ofservices


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For the International Banks :

Differentiated itself on the base of the reach

and coverage to the people.

Service level is somewhat same.

In the future these banks may create aproblem.


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Features Of Axis Bank

Anywhere Banking

Instant Fund Transfer

Internet Banking

At-Par (Multicity) Chequebook

ATM cum Debit Card

Mobile Banking Phone Banking


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Marketing Mix in Banking Industries

Product. Price.

Place.

Promotion.

Other than these:

People.

Process. Physical Evidence.

Penetration Pricing.


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7 Ps OF MARKETING OF AXIS BANK

Product Mix: Deposits

Investments

Anywhere banking Loans

Cards

Mobile banking NRI services


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PLACE MIX


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PLACE MIX

Making available the promised services tothe ultimate users.

Selecting a suitable place for bank

branches.

Plans to set up 210 more branches across

the country in this fiscal.

PROMOTION MIX


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PROMOTION MIX

Advertising

Print media

Publicity

Sales promotion

Personal selling

Telemarketing

PROCESS MIX


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PROCESS MIX

Flow of activities

Standardization

Customization

Number of steps

Simplicity

PHYSICAL EVIDENCE


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PHYSICAL EVIDENCE

Internet Paperwork

Brochures

Furnishings Business cards

Tangibles

Punch lines Employees dress code

PEOPLE


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PEOPLE

EMLOYEES


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T ti t t


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Targeting strategy

Target market

Corporate banking market: This market target the

industries and fulfil their financial needs.

Capital market: This segment is targeted on the

long term needs of the individual as well as of

industries

Retail banking market: This segment is for the

retail investor and provide them short term financial

credit for their personal, household needs.


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Targeting strategy

Selective specialization strategy Here the bank selected a number of segments, each

objectively attractive & appropriate. There may be

little or low synergy among the segment but each

segment proves to be worth full for it.

If we take the example of cards then Axis bank have

separate set of credit cards, each targeted at different

set of people i.e. segment and each one has its own

importance for the bank.


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The Key Target Audience


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y g

Worksheet

Where does sales and usage come from? From urban and sub-urban areas.

Does marketing objective require trial or

continued usage? Continuous usage.

What do we know about our target segment? People bothered more about the services more in the

STP analysis. Who are the decision makers?

User of the services.

The Communication Strategy


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gy

Worksheet

What are the Communication Objectives ?

Bring the bank into the top 3 banks in India. (At present

it is on 6th position).

Generate Brand awareness.

Develop positive attitude about the brand.

Give product information.

Communicate Banks emphasis on high standard of

services. Result of the communication exercise:

Image change about the bank.

Purchase our services.


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The fact that the top 9 banks account for barely 57.8% of the market share

suggests that several smaller players occupy the remaining 42.2%


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PRIORITY BANKING

AXIS Eligibility Criteria


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g y

(AQB) of Rs. 1 Lakh in your savings account (75,000 ifin case you have a salary account with Axis Bank)

Rs. 5 lacs in combination of your savings and term

deposits(Minimum AQB of Rs. 50,000 in the savingsaccount)

Minimum Average quarterly relationship of Rs. 10

lacs across members of the same family- subject to a

minimum (AQB) of Rs. 80,000 being maintained in

the savings account of each member and the

remaining amount in Term Deposits


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CONTD


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CONTD

Training-Scheduling.

Performance Management.

Compensation/Reward Administration.

Grievance Handling.


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HR BLUEPRINT FOR BUSINESS DRIVEN


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HR BLUEPRINT FOR BUSINESS DRIVEN

HR REFORMS HR Steering Committee KHOJ

Sampark

Paramarsh

Axis Financial Rewards For Business Leaders

Mep-tikshna

Hr Policy For Overseas Selection & Deployment

Hr Resourcing Policy Performance Appraisal System For Clerical And Sub-staff

Axis LEADERSHIP DEVELOPMENT CENTRE

RECRUITMENT PROCESS IN AXIS


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BANK

CV Submission And Application Evaluation

Ability Tests

Capability Based Interviews

Reply Letters

Job Offer


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Axis Bank

Information System Overview

INFORMATION SYSTEM


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Implemented a new derivatives system-- Summit FTwith the help of global financial applications providerMisys.

Provides ability to structure derivative products in realtime and give a single view of the entire transaction tothe customer

The bank hopes to leverage the ability to rationalize itscurrently dispersed functions to provide a single viewof every transaction to customers.

CONTD


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CONTD..

Apart from creating a new derivatives product, it also helpsfrom a regulatory compliance standpoint.

RBI favors transparent online systems that can track every

transaction and report it exactly as it is.

An automated system removes this anomaly and improve

compliance to a great extent.


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SOFTWARE RESOURCES


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RisKompass: Pyxis systems has provided AXIS bank its RisKompass as the

software solution for financial derivatives risk management.

It enables clients to manage derivative trades in a furthercontrolled way from the front to back office.

Automated system that can be accessed by anyone on thedifferent locations of the bank.

Smoother deal processing, with verifying and online riskmonitoring mechanism.

The system is user friendly, and the software offers goodportfolio management features.

OTHER SOFTWARES


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OTHER SOFTWARES

Atom Technologies, A Subsidiary Of The Bse-listed Financial

Technologies (India) Ltd (FTIL), Which Runs The Multi

Commodity Exchange Of India Has Innovated A Technology,

Which Enables Mobile Payments.

Electronic Clearing Service (ECS Credit) .

NEFT.

Real Time Gross Settlement (RTGS).

ORGANISATION TRANSACTION PROCESSING SYSTEM:


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ORGANISATION TRANSACTION PROCESSING SYSTEM:

EBS (E-Billing Solutions): It is the Merchant Account providing company partnered

with Axis Bank.

Visualizes you how to become more competitive and helpyou to make the changes to your online payment

processing for risk free business.

EBS "Payment Gateway" is specifically designed toaccommodate the increasing demand by e-commerce

companies for sophisticated payment solutions to tap the

enormous opportunities for global Internet transactions.

HOW IT WORKS?


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HOW IT WORKS?

TECHNOLOGICAL ADVANCEMENTS


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TECHNOLOGICAL ADVANCEMENTS

Extensive Network .

Centralized Service Desk.

Comprehensive MIS .

Mobile Alert Service.


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Operations Perspective

Rebranding


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Rebranding

UTI Bank has changed its name to Axis Bank Ltd

Immediately, the bank replaced signages

Informed customers about the brand changethrough various channels

Restructured its operations after rebranding


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How their strategy changed after rebranding:

Earlier they were only customer centric

NOW they have added Service centric and

product innovation into their strategy.


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New Initiatives

Remittance Card:


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Remittance Card:

A unique product that has changed the way money is sentacross borders.

Available as a delivery mode for remittances made through

the Web Portal www.Remit2India.com.

Based on the remitters request, a personalised Remittance

Card is prepared for the beneficiary, which is preloaded with

the funds remitted to him in INR.

VISA Money Transfer Service:
http://www.remit2india.com/http://www.remit2india.com/


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VISA Money Transfer Service:

To send money from an AXIS Bank account to any of the VISACards issued in India

To pay VISA credit card bills by giving the card number andmaking a direct payment

The senders account would be debited instantaneously withthe transferred amount, but the funds will reach thebeneficiarys VISA Card within one or two days.

The service has been enabled through all Axis banks ATMsand i-Connect (Internet Banking)


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How does it work:-


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Step 1: The merchant inserts the

chip card into his EDCterminal in the chip

reader slot. The card neednot be swiped.

The card remains inserted

in the terminalthroughout thetransaction .


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Step 2:

The purchase amountis entered in theterminal.

Once the purchase isapproved a receipt

will be printed.


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Step 3:

The Cardholder signs

the receipt and

removes his/her card

from the terminal.


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Strategic Tie-ups

Tie- up with Banque Privee Edmond de

Rothschild E rope


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Rothschild Europe:

Axis Bank and Banque Privee Edmond de RothschildEurope have signed an agreement on September 19,2007 in Luxembourg.

Agreement enabled both organisations to worktogether and provide Wealth Management solutions tooverseas Indians.

The tie-up will also enable Axis Bank to offer investment

opportunities in global financial products for overseasIndians and will offer the joint products through itsbranches in Hong Kong, Singapore and Dubai.

Tie-ups with various Govt. Departments:


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Govt. Departments:

DGFT ePayments

MCD - Municipal Tax or Fees ePayments

MCD - eTendering Project

Sampark - Utility Bill ePayments

Bangalore One Project - Utility Bill ePayments


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ATM Channel


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All its ATMs are connected to Base24 ATM switch

The Bank through its ATMs offers the following services: Banking Services

Mobile Airtime Refill

Bill Payment e.g.: BSNL, MTNL

Life Insurance Corporation Premium Payment

Purchase and redemption of UTI Mutual FundSchemes through the ATM.


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Internet Banking Channel:


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Axis bank provides a number of value-added services on theInternet banking platform

Services:

a) Funds Transfers

To the customers own Axis Bank account

To any Axis bank account

To any account in any other bank in India (Power Transfer)

b) Bill Payment


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Presentment or EBPP (Electronic Bill Presentment & Payment):

Bill presentment happens The biller will send an electronic version of the bill

for acceptance and payment

Direct Payment:- No bill presentment happens

- The customer is free to select the biller and pay

accordingly to his convenience.

c) Shopping etc.

Mobile Banking Channel:


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Debit or credit in your account:Receive alerts on your mobile phone every time there is a

debit or credit in your Axis Bank account for more than

Rs. 5,000

You can also request for the following information:

- Balance

- Last three Transactions

- Know the status of your cheque

- Request security balance in demat account

Growth Prospects of Axis


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p

Over the last five years, the CAGR for loan growth for the banking industryhas been 25-26 per cent; for Axis Bank it has been above 40 per cent.

Nonetheless, the bank is still expected to grow its loan portfolio at 1.5-

1.7x the industry average.

In FY09 its advances grew at the rate of 37.5 per cent.

In FY10 they are expected to grow at the rate of 27-28 per cent and inFY11 at 25 per cent.

For the banking industry as a whole, the loan book is expected to grow at

18 per cent in FY10 and 16 per cent in FY11.

Thus, Axis Banks fast pace of growth is expected to sustain over the next

couple of years.

Conclusion !!!!


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AXIS bank has differentiated itself very well on the basis of

high level service and product quality.

They have successfully implemented the change and due tothis their market share has increased only despite of tough

competition prevails.


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