CHAPTER 1

COMPANY PROFILE

1.1 Introduction of Axis bank

AXIS Bank is one of the fastest growing banks in private sector. The Bank operates in
four segments, namely treasury, retail banking, corporate/ wholesale banking and other
banking business. The treasury operations include investments in sovereign and corporate
debt, equity and mutual funds, trading operations, derivative trading and foreign
exchange operations on the account, and for customers and central funding.

Retail banking includes lending to individuals/ small businesses subject to the orientation,
product and granularity criterion. It also includes liability products, card services, Internet
banking, automated teller machines (ATM) services, depository, financial advisory
services, and Non Resident Indian (NRI) services.

The corporate/ wholesale banking segment includes corporate relationships not included
under retail banking, corporate advisory services, placements and syndication,
management of publics issue, project appraisals, capital market related services, and cash
management services.

The Banks registered office is located at Ahmedabad and their Central Office is located at
Mumbai. The Bank has a very wide network of more than 1042 branches (including 56
Service Branches/ CPCs as on June 30, 2010). The Bank has a network of over 4,474
ATMs providing 24 hrs. a day banking convenience to their customers. This is one of the
largest ATM networks in the country.

The Bank has five wholly-owned subsidiaries namely Axis Securities and Sales Ltd, Axis
Private Equity Ltd, Axis Trustee Services Ltd, Axis Asset Management Company Ltd and
Axis Mutual Fund Trustee.
 1.2 History of Axis Bank

BANKING IN INDIA:
Without a sound and effective banking system in India it cannot have a healthy economy.
The banking system of India should not only be hassle free but it should be able to meet
new challenges posed by the technology and any other external and internal factors. For
the past three decades India's banking system has several outstanding achievements to its
credit. The most striking is its extensive reach. It is no longer confined to only
metropolitans or cosmopolitans in India. In fact, Indian banking system has reached even
to the remote corners of the country. This is one of the main reasons of India's growth
process.

HISTORY:
The first bank in India, though conservative, was established in 1786. From 1786 till
today, the journey of Indian Banking System can be segregated into three distinct phases.
They are as mentioned below:
 PHASE I - Early phase from 1786 to 1969 of Indian Banks
 PHASE II - Nationalization of Indian Banks and up to 1991
 PHASE III - Indian Financial & Banking Sector Reforms after 1991

PHASE I:
The General Bank of India was set up in the year 1786. 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 and Imperial Bank of India was
established which started as private shareholders banks, mostly Europeans shareholders.
During the first phase the growth was very slow and banks also experienced periodic
failures between 1913 and 1948. There were approximately 1100 banks, mostly small. To
streamline the functioning and activities of commercial banks, the Government of India
came up with The Banking Companies Act, 1949 which was later changed to Banking
Regulation Act 1949 as per amending Act of 1965 (Act No. 23 of 1965). Reserve Bank of
India was vested with extensive powers for the supervision of banking in India as the
Central Banking Authority. During those day’s public has lesser confidence in the banks.
As an aftermath deposit mobilization was slow. Abreast of it the savings bank facility
provided by the Postal department was comparatively safer. Moreover, funds were largely
given to the traders.

PHASE II:
Government took major steps in this Indian Banking Sector Reform after independence.
In 1955, it nationalized Imperial Bank of India with extensive banking facilities on a
large scale especially in rural and semi-urban areas. Second phase of nationalization
Indian Banking Sector Reform was carried out in 1980 with seven more banks. This step
brought 80% of the banking segment in
India under Government ownership.
The following are the steps taken by the Government of India to Regulate Banking
Institutions in the Country:
 1949: Enactment of Banking Regulation Act.
 1955: Nationalization of State Bank of India.
 1959: Nationalization of SBI subsidiaries.
 1961: Insurance cover extended to deposits.
 1969: Nationalization of 14 major banks.
 1971: Creation of credit guarantee corporation.
 1975: Creation of regional rural banks.
 1980: Nationalization of seven banks with deposits over 200 crore.
After the nationalization of banks, the branches of the public sector bank India raised to
approximately 800% in deposits and advances took a huge jump by 11,000%. Banking in
the sunshine of Government ownership gave the public implicit faith and immense
confidence about the sustainability of these institutions.
PHASE III:
This phase has introduced many more products and facilities in the banking sector in its
reforms measure. In 1991, under the chairmanship of M Narasimham, a committee 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. Efforts are being put to
give a satisfactory service to customers. Phone banking and net banking is introduced.
The entire system became more convenient and swift. The financial system of India has
shown a great deal of resilience. It is sheltered from any crisis triggered by any external
macroeconomics shock as other East Asian Countries suffered. This is all due to a
flexible exchange rate regime, the foreign reserves are high, the capital account is not yet
fully convertible, and banks and their customers have limited foreign exchange exposure.
1.3

Management of Axis bank

The Bank has 11 members on the Board. Dr. P. J. Nayak is the Chairman and Managing
Director of the Bank. The members of the Board are:
NAME DESIGNATION
Dr. P.J. Nayak - Chairman & Managing Director
 Shri Surendra Singh - Director
Shri N.C. Singhal - Director
Shri A.T. Pannir Selvam - Director
Shri J.R. Varma - Director
Dr. R.H. Patil - Director
Smt. Rama Bijapurkar - Director

1.4 Milestone

 2013–Axis Bank voted for Most Trusted Private Sector Bank in the country in the
Most Trusted Brands survey 2013 by Brand Equity.
 2012 –Reached 2 lakh installed EDC machines – the highest for any bank in India
Becomes the first Bank in the world to reach $2 billion loading on prepaid Travel
Currency Cards
 2011– Launches India travel card – India's first and only Indian currency prepaid
travel card for foreign nationals
 Nov–10– Axis Bank enters a deal to buy the investment banking and equities
units of Enam Securities
 April–09 –Board of the bank recommended the appointment of Shikha Sharma,
head of ICICI Prudential? Life Insurance Co. Ltd, as its managing director and chief
executive officer.
 Mar–08 – Axis Bank launches Platinum Credit Card, India's first EMV chip based
card
 Dec–07 – Axis Bank gets AAA National Long–Term Rating from Fitch Ratings
 Sept–07 – Axis Bank ties up with Banque Privée Edmond de Rothschild Europe
for Wealth Management
 July–07 – UTI Bank re–brands itself as Axis Bank
 July–07 – UTI Bank successfully raises USD 1050 million
 July–07 – UTI Bank ties up with Tata Motors Ltd. for Car Loans
 June–07 –UTI Bank's expansion into Asia supported by FRS
 May–07 – UTI Bank launches 'Spice Rewards' on the bankcards – India's first–
ever merchant–supported rewards program
 April–07 – UTI Bank opens a Financial Services Category I Branch in the DIFC
in Dubai
 Mar–07 – UTI Bank ties up with Hyundai Motor India Ltd. for Car Loans
 Mar–07 – UTI Bank ties up with IIFCL to provide finance for infrastructural
projects in the country
 Mar–07 – UTI Bank launches Car Loans in association with Maruti Udyog Ltd
 Mar–07 – UTI Bank opens a Full Licence Bank Branch in Hong Kong
 Feb–07 – Finance Minister Shri P. Chidambaram Launches Shriram – UTI Bank
Co – Branded Credit Card Exclusively For Small Road Transport Operators (SRTOS)
 Feb–07 – UTI Bank announces the launch of its Meal Card
 Feb–07 – UTI Bank announces the launch of its Gift Card
 Feb–07 LIC Premium payment now through UTI Bank Branches
 Jan–07 – UTI bank opens Priority Banking branch in Mumbai and Kolkata
 Nov–06 – UTI Bank opens Priority Banking Lounge in Pune
 Sep–06 – UTI Bank launches operations of UBL Sales, its Sales Subsidiary –
Inaugurates its first office in Bangalore
 Aug–06 – UTI Bank announces the launch of its Credit Card Business
 Aug–06 – UTI Bank becomes the first Indian Bank to successfully issue Foreign
Currency Hybrid Capital in the International Market
 Aug–06 – UTI Bank Business Gold Debit Card MasterCard Launched – Designed
for business related spending by SMEs and self-employed professionals
 Aug–06 – UTI Bank announces the scheme of issuance of 'Senior Citizen ID
Card' in association with Dignity Foundation
 Aug–06 – UTI Bank rolls out its 2000th ATM
 July–06 – UTI Bank opens Representative Office in Shanghai
 May–06 – UTI Bank and LIC join hands to launch an Annuity Card for group
pensioners of LIC
 May–06 – UTI Bank ties up with Geojit Financial Services to offer Online
Trading service to its customers
 Apr–06 – UTI Bank opens its first international branch in Singapore
 Jan–06 UTI Bank and UTI Mutual Fund to launch a new service for sale and
redemption of mutual fund schemes through the Bank's ATMs across the country
 Dec–05 – UTI Bank wins International Financing Review (IFR) Asia 'India Bond
House' award for the year 2005
 Oct–05 – UTI Bank extends banking services to the rural milk producers in
Anand and Kheda districts in Gujarat
 July–05 – UTI Bank and Visa International launch Mobile Refill facility –
Anytime, Anywhere Pre–Paid Mobile Refill for all Visa Cardholders in India
 May–05 – UTI Bank and Bajaj Allianz join hands to distribute general insurance
products
 Apr–05 – UTI Bank launches Smart Privilege – a special bank account designed
for women
 Mar–05 – MTNL ties up with UTI Bank for payment of telephone bills through
the Bank's ATM network
 Mar–05 – UTI Bank gets listed on the London Stock Exchange, raises US$
239.30 million through Global
 Mar–05 – Depositary Receipts (GDRs)
 Feb–05 – UTI Bank appointed by Government of Karnataka as the sole banker for
the Bangalore One (B1) project
 Feb–05 – UTI Bank launches a powerful version of Kisan Credit Card
 Jan–05 – UTI Bank ties up with Remit2India to launch the Remittance Card
 Mar–04 – UTI Bank enables premium payment of LIC policies through its ATMs.
 Feb–04 – Bilateral arrangement between State Bank of India (and its 7 associate
member banks) and UTI Bank comes into force with the commencement of operations
(as on 3rd February '04) of the combined network of over 4000 ATMs
 Feb–04 – UTI Bank (by pursuing a proactive strategy of forging bilateral
agreements and being a progressive player in the multi–lateral consortiums for shared
ATM network) offers its customers access to over 7000 ATMs across the country – the
largest to be offered by any bank in India so far.
 Dec–03 – Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim.
This ATM is at the highest altitude in India.
 Sep–03 – The Bank's ATMs across the country crosses the thousand mark
 Sep–03 – Bank launches the Travel Currency Card.
 Aug–03 – The Bank's Debit Card crosses the one million mark.
 Aug–03 – Total Advances cross Rs 7,000 Crore.
 May–03 – Bank declares a net profit of Rs 192.18 crores for FY03, a growth of
43% over the previous year
 Mar–03 – Bank signs Agreement with Employees Provident Fund Organization
(EPFO) for disbursement of Pension
 Mar–03 – Bank crosses the 800 ATM mark
 Mar–03 – The Bank issues 3,83,62,834 fully paid up equity shares totaling to Rs.
164.00 crores, through a
 Mar–03 – Preferential offer to Life Insurance Corporation of India (now
constituting 13.54% of
 Mar–03 – The Bank's expanded equity), Citicorp Banking Corporation, Bahrain
(holding 3.84%), ChrysCapital I,
 Mar–03 – LLC, Mauritius (holding 3.84%) and Karur Vysya Bank Ltd.
(constituting 1.00%) The Bank also
 Mar–03 – Increases the authorized share capital of the Bank from Rs. 230 crores
to Rs. 300 crores.
 Feb–03 – Bank, in a pioneering move, launches the AT PAR Cheque facility, free
of cost, for all its Savings Bank customers.
 Feb–03 – Bank wins mandate to set up 14 ATMs at the Western Railway stations
along the Mumbai division.
 Oct–02 – Bank launches Corporate iConnect? – the Internet Banking facility for
Corporates
 Aug–02 – Bank signs MoU with BSNL regarding bill collection services across
the country through both online and offline channels.
 Apr–02 – Bank opens its 500th ATM
 Mar–02 – Deposits Cross Rs.12, 000 Crore
 Jan–02 – The Bank's 100th branch opens at Tuticorin, Tamil Nadu
 Jan–02 – The Bank opens an ATM at the Gol Dak–Khana, i.e. the New Delhi
GPO, making it the first instance of a commercial bank setting up an ATM at any post–
office in the country.
 Dec–01 – Total Advances cross Rs 5,000 Crore
 Nov–01 – The deposit base for the Bank crosses Rs. 10,000 Crore
 Sep–01 – Private placement of 26% stake in the Bank to CDC Capital Partners.
UTI holding reduces to 44.88%
 Aug–01 – Bank signs MoU with India Post for introducing value added financial
products and services to customers of both organizations, including setting up of UTI
Bank ATMs in post offices.
 July–01 – Bank ties up with Govt. of Andhra Pradesh for collection of
commercial tax
 Dec–00 – Bank opens its 200th ATM. It becomes the 2nd largest ATM network in
the country, a position held even today.
 Oct–00 – Bank becomes fully networked
 July–00 – E–commerce initiatives announced
 July–00 – Financial Advisory Services offered beginning with marketing of US
64
 Apr–00 – UTI Bank calls off its proposed merger with Global Trust Bank and
surges ahead on its own.
 Apr–00 – Bank launches its Internet banking module, iConnect Retail loans
introduced for the first time by the Bank
 Mar–00 – Profits cross Rs 50 crore mark for the first time.
 Feb–00 – Bank adopts Finacle software from Infosys for core banking
 Jan–00 – Dr. P.J Nayak takes over as Chairman and Managing Director from Shri
Supriya Gupta.
 Sep–99 – Cash management services (CMS) launched, Co-branded credit card
launched
 Mar–99 – Deposits cross Rs.3000 crores
 Sep–98 – UTI Bank goes public with a Rs. 71 crore public issue; Issue over–
subscribed 1.2 times, over 1 lakh retail investors. UTI holding reduces to 60.85%
 Jun–96 – Crosses Rs.1000 crore deposit mark
 Mar–95 – Completes first profitable year in operation
 Apr–94 – First branch of UTI Bank inaugurated at Ahmedabad by Dr. Manmohan
Singh, Hon'ble Finance Minister, Government of India.
 Dec–93 – UTI Bank comes into being
 Dec–93 – Registered office at Ahmedabad; Head office at Mumbai

Awards:
 Axis bank was awarded Best bank award in the private sector category at NDTV
Profit Business Leadership Awards 2008.
 Axis Bank was awarded Best Debt House – India award at Euromoney 2008.
 The bank was honored Best Bond House in India award at The Finance Asia
2008.
 Axis Bank was awarded Best Domestic Debt House award at the Asia Money
2008.
 Business World ,Best Bank Awards– Fastest Growing Large Bank
 Business Today, Best Bank Awards – India's Best Bank, India's Fastest Growing
Bank, India's Most Consistent Bank
 ET Intelligence Group–Best Bank 2009
 NDTV Profit Business Leadership Awards 2009 –Best bank Private Sector
 Forbes Fab 50–The Best of Asia Pacific's Biggest Listed Company
 FE Best Banks Award–Best New Private Sector bank, Rank 1 Talisma – Customer
Appreciation Award 2009
 D & B Best Bank Awards – Best Private Bank
 Lafferty Award – Best Annual Report–India
1. Bank of the Year – India –The Banker Awards 2011
2. Best Bank in the Private Sector – NDTV Profit Business Leadership Awards 2011
3. Best Bank – Outlook Money Awards 2011
4. The Best Domestic Bank – India – The Asset Triple A Country Awards 2011
5. Fastest Growing Bank – Bloomberg UTV Financial Leadership Awards 2012
6. Most Productive Private Sector Bank– FIBAC 2011 Banking Awards
7.3rd Strongest Bank in Asia –Pacific Region by Asian Banker
8. Brand Excellence Award– 2011(BFSI Sector) – Star News
9. Most Preferred Bank amongst retail consumers – CLSA survey on personal banking
trends
10. Best Bond House India – 2011 by Finance Asia
11. Best Risk Master award – (Private Sector Category) – FIBAC 2011

Banking Awards:
1. Bank of the Year – Money Today FPCIL Awards 2012–13
2. Best Bank – CNBC–TV18 India’s Best Bank and Financial Institution Awards 2012
3. Best Bank – Runner Up – Outlook Money Awards 2012
4. Consistent Performer – India’s Best Banks – 2012 Survey by Business Today & KPMG
5. Fastest Growing Large Bank – Dun & Bradstreet – Polaris Financial Technology
Banking Awards 2012
6. Fastest Growing Large Bank – Businessworld Best Banks Survey 2012
7. Best Domestic Bond House – The Asset Triple A Country Awards 2012 – Our Bank has
been honored with this award for the third year in a row.
8. India Bond House of the year – IFR ASIA – Country Awards 2012
9. Deal Maker of the Year in Rupee Bonds – Businessworld Magna Awards – India's Best
Deal Makers 2012
10. The Best Emerging Bullion Dealing Bank – 9th India International Gold Convention–
2011–12
11. Best Acquiring Institution in South Asia – Visa LEADER Award at Visa’s 2012
APCEMEA Security Summit, Bali
12. Gold Shield for Excellence in Financial Reporting in the Private Banks category –
2011–12

Achievements:
1. Axis Bank voted for Most Trusted Private Sector Bank in the country in the Most
Trusted 2013Brands survey 2013 by Brand Equity.
2. Axis Bank ranked no. 1 bank in INDIA in both Primary & Secondary market of
corporate bonds –The Asset Benchmark Research
3. Best Debt House in India – Euromoney Awards for Excellence 2013
4. Axis Bank ranked No 1 company to work for in the BFSI sector – 'The Best Companies
to Work for' survey by Business Today
5. Consistent Performer – India’s Best Banks – 2013 Survey by Business Today & KPMG
6. Runner up for Best Bank category– Outlook Money Awards 2013
7. Fastest Growing Large Bank – Business World – PWC Survey of India’s best banks
2013
8. Banking frontiers Finnoviti 2013 Awards for ‘FxConnect’
9. Ranked No 1 in the IT Biz Award – large enterprises category by Express IT Awards
10. Innovation for 2013 for Ladies First card under ‘the Most Innovative Broad Based
Product Offering’ category– IBA Innovations Award
11. Axis Bank featured in Asia's Fab50 companies for 2013 by Forbes Asia
12.Gold Shield for second year in a row for Excellence in Financial Reporting in the
Private Banks category – 2012–13 – ICAI (Institute of Chartered Accountants of India)
13. Second Runners Up for Best Financial Inclusion Initiative amongst Private Sector
Banks– IBA Banking Technology Awards 2013
14.Second Runners Up for Best Technology Bank of the Year amongst Private Sector
Banks– IBA Banking Technology Awards 2013
16.Second Runners Up for Best Internet Bank amongst Private Sector Banks– IBA
Banking Technology Awards Technology Awards 2013
15. Second Runners Up for Best Risk Management & Security Initiative amongst Private
Sector Banks– IBA
 CHAPTER 2
PROJECT INTRODUCTION

2.1 Project Introduction

Banking is a term where all economic aspects come. Commercial banks are plays
very important role in the country like India. Banking is important for its core services
and now a days for another services which banks provided.

One of these is AXIS Bank which now a days popular in the India and also the outside
the India.
So many people are investing their money in axis bank. Axis Bank is one of the top bank
among the private. Axis Bank usually come up with the innovative ideas. Innovative
means something new which will change the world or people mindset. Axis Bank did
extremely great work in the field of banking.

2.2 Objectives of the project

1. To gain the knowledge of the product and services of Axis Bank Ltd.
2. To identify the perception of consumer about their banks.
3. Recommendations to increase customer satisfaction level.
Because of the following reasons, I prefer this project work to get the knowledge of the
banking systems:
1. Banking is an essential industry.
2. Banking is one of the most regulated business in the world.
3. Banks remain important source for career opportunities for people.
4. It is vital system for developing economy for the nation.

2.3 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, 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
banksees as aloss 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
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 estatebrokers 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)
5. Net banking
6. E-mail statement
7. Phone banking

2.4 Definitions of Banking

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

to lend money. For example, banks are important players in financial markets and
offer financial services such as investment funds.
2. Transacting business with a bank; depositing or withdrawing funds or requesting a
loan.
3. Bank - a supply or stock held in reserve for future use (especially in emergencies)

2.5 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 cheques, drafts, and notes; certifies
depositor's checks; and issues drafts and cashier's checks.
 CHAPTER 3
PROJECT RESEARCH

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

1. 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.

2. 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 dispatch 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 dispatch 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 depositories to the representative.

3. 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".
 The case of Electronic Clearing System (ECS) and RBI ElectronicFunds 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.

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 bank notes 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.
Non-banks that provide payment services such as remittance companies are not normally
considered an adequate substitute for having a bank account.

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.

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. 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 bankstatement, 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. Thereason for
this is that the bank, and not you, has produced the bank statement. Your savings might be
your assets are your 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 positive balance.
Where bank transactions, balances, credits and debits arediscussed below, they are done
so from the viewpoint of the accountholder—which is traditionally what most people are
used to seeing.

3.5 Economic functions

Issue of money, in the form of bank notes 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.

Netting and settlement of payments banks act as bothcollection and paying agents for cus
tomers, 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.

Credit intermediation – banks borrow and lend back-to-back on their own account as
middle men

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 abuffer 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.

Maturity Transformation – banks borrow more on demand debt and short term debt, but
provide more long term loans.

In otherwords, they borrow short and lend long.

With a stronger creditquality than most other borrowers, banks can do this by aggregating
issues (e.g. accepting deposits and issuing bank notes) 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
replacementfunding 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:

1. 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.
2. 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.
3. Mails 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.
4. 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).
 5. 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.
6. Banking is a method of using ones mobile phone to conduct simple banking
transaction by remotely linking into a banking network.
7. Video banking is a term used for performing banking transaction or professional
banking consultations via a remote video and audio connection video banking can
be performed.

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.Unlikeventure 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.

Mortgage Banks have Two Sources of Revenue:

The two main sources of income are from loan servicing fees (if they are into
loansevicing0, 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.
 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 towhich, a photograph
and documentary proof of personal identification and address proof are required to be
provided.

The account Openingform provides the nature of documents required / procedure to be

followed for opening a new account.
 CHAPTER 4
Activities of axis bank

7P FRAME WORK IN AXIS BANK:

Once the marketing strategy is developed, there is a "Seven P Formula" that should be
used to continually evaluate and re-evaluate your business activities. These seven are:
1. Product
2. Price
3. Promotion
4. Place
5. Process
6. Positioning
7. People
As products, markets, customers and needs change rapidly, company must continually
revisit these seven Ps to make sure you're on track and achieving the maximum results
possible for you in today's marketplace.

Product
To begin with, develop the habit of looking at your product as though you were an
outside marketing consultant brought in to help your company decide whether or not it's
in the right business at this time. Ask critical questions such as, "Is the current product or
service, or mix of products and services, appropriate and suitable for the market and the
customers of today?"
Develop a habit of assessing your business honestly and asking,
1. Are these the right products or services for our customers today?
 2. Compared to your competitors, is your product or service superior in some
significant way to anything else available? If so, what is it? If not, could you
develop an area of superiority? Should you be offering this product or service at
all in the current marketplace?
Product variety, quality and its features.
 Is there a market for the service on offer?
 Is the market growing or shrinking?
 Is the service new or established?
 The competition prevailing in the market for the service on offer?
 The USP of the product.

Products and Services on offered by AXIS Bank:

 Accounts
· Easy Access Accounts
· Prime Savings Account
· Salary Account
· Women’s Saving Account
· Senior Privilege Account
· Defense Salary Account
· Trust & NGO Savings Account
· Azzadi –No frills
· RFC (D) Account
· Pension savings Account.
 Deposits:
· Fixed Deposits
· Recurring deposits

Prices
The second P in the formula is price. Develop the habit of continually examining and re-
examining the prices of the products and services you sell to make sure they're still
appropriate to the realities of the current market. Sometimes you need to lower your
prices. At other times, it may be appropriate to raise your prices. Many companies have
found that the profitability of certain products or services doesn't justify the amount of
effort and resources that go into producing them. By raising their prices, they may lose a
percentage of their customers, but the remaining percentage generates a profit on every
sale. Could this be appropriate for you?
Sometimes you need to change your terms and conditions of sale. Sometimes, by
spreading your price over a series of months or years, you can sell far more than you are
today, and the interest you can charge will more than make up for the delay in cash
receipts. Sometimes you can combine products and services together with special offers
and special promotions. Sometimes you can include free additional items that cost you
very little to produce but make your prices appear far more attractive to your customers.

Promotion
The third habit in marketing and sales is to think in terms of promotion all the time.
Promotion includes all the ways you tell your customers about your products or services
and how you then market and sell to them. Small changes in the way you promote and
sell your products can lead to dramatic changes in your results. Even small changes in
your advertising can lead immediately to higher sales.
AXIS bank has devised an aggressive promotional strategy through its diversified
distribution mix which includes tied agencies and alternate channels like banks, brokers,
telemarketing, direct sales force, internet advertising .
Some of the promotional activities undertaken are:
 Cross Selling exercises
 Organizing school level painting competitions in order to create awareness about
the environmental concerns and the wild life to promote kids advantage account.
 Wheels of fortune - This promo are targeted at all those customers who avail a
personal loan, car or a two wheeler loan. There will be lucky draw at the end of
the promo and the winners would get exotic prizes.
  Personalized promos by sending mailers about various products on offer to all
those who come in contact during the mass promotion strategies.
The promotional strategies are carried out with an objective of positioning AXIS bank as
a one stop financial super market. The focus of the promotions are not just confined to
acquisition of new products but also extends to creating product awareness, enhancing
usage, and also provide value add to the customers for their faith and loyalty.
These promotions are scientifically designed based on data analysis and data mining in
order to have maximum impact on the target audience.

Place
The fourth P in the marketing mix is the place where your product or service is actually
sold. You can sell your product in many different places. Some companies use direct
selling, sending their salespeople out to personally meet and talk with the prospect. Some
sell by telemarketing. Some sell through catalogs or mail order. Many companies use a
combination of one or more of these 28 methods. It refers to those activities of the
company that makes the product available to target consumers. It includes geographic
spread, distribution channels, dealer ships that facilitate network establishment. Axis
bank is widely spread in India and its core banking operations has huge network –
· 580 branches and extension counters foreign offices – in Singapore, Hong Kong,
Shanghai and Dubai
· 2457 ATMs reaches out to 350 cities, towns and villages across the country
AXIS bank owns a wholly owned distribution channel with dedicated workforce, thereby
lowering the operating costs. It uses its network base to good effect to sell customized
products.

Process
The fifth element in the marketing mix is the process. Develop the habit of standing back
and looking at every visual element in the process or service through the eyes of a critical
prospect.
Remember, people from their first impression about you within the first 30 seconds of
seeing you or some element of your company. Small improvements in the process or
external appearance of your product or service can often lead to completely different
reactions from your customers.
With regard to the process of your company, your product or service, you should think in
terms of everything that the customer sees from the first moment of contact with your
company all the way through the purchasing process.
Process refers to the way your product or service appears from the outside. Packaging
refers to your people and how they dress and groom. It refers to your offices, your
waiting rooms, your brochures, your correspondence and every single visual element
about your company. Everything counts. Everything helps or hurts. Everything affects
your customer's confidence about dealing with you.

Positioning
The next P is positioning, the habit of thinking continually about how you are positioned
in the hearts and minds of your customers.
 How do people think and talk about you when you're not present?
 How do people think and talk about your company?
 What positioning do you have in your market, in terms of the specific words
people use when they describe you and your offerings to others? AXIS Bank has
positioned its branches in all the strategic position so that it is easily accessible to
maximum customer. It has also come up with some phone banking centre and
centralized collection and payment hub.

Centralised Phone Banking Centre

The Bank’s Centralized Phone Banking Centre provides customers across the country.
Access to the Bank over the phone, handling multiple queries in about 7000 calls per day.

Centralised Collection and Payment Hub

The Bank’s Centralized Collection and Payment Hub (CCPH) manages the entire
collection and payment activity under the Bank’s Cash Management Services (CMS)
across the country, handling on an average about Rs.5000 crores per month on the
collection front and about Rs.1500 crores per month on the payment front.

People
The final P of the marketing mix is people. Develop the habit of thinking in terms of the
people inside and outside of your business who are responsible for every element of your
sales and marketing strategy and activities.
It's amazing how many entrepreneurs and businesspeople will work extremely hard to
think through every element of the marketing strategy and the marketing mix, and then
pay little attention to the fact that every single decision and policy has to be carried out
by a specific person, in a specific way. Your ability to select, recruit, hire and retain the
proper people, with the skills and abilities to do the job you need to have done, is more
important than everything else put together. An essential ingredient to any service
provision is the use of appropriate staff and people. Recruiting the right staff and training
them appropriately in the delivery of service is essential if the organization has to obtain
competitive advantage.
AXIS bank values its human resources very highly and is on a constant endeavor to
continuously develop its human resources by laying strong emphasis on training
development. It possesses a highly motivated team of professionals and has the lowest
employee turnover rate in the industry.

Training in Wholesale Banking Operations

 CORPORATES

C o r p o r a t e B a n k i n g r e f l e c t s A x i s B a n k ' s s t r e n g t h s i n pr o v i d i n
g o u r corporate clients in India, a wide array of commercial,
transactional and electronic banking products. We achieve this 0through
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

Val u e A d d e d S e r v i c e s :

Syndication Services, R e a l T i m e G r o s s Settlement, Cash Manag

ement Services,Corporate Salary
Accounts,Reimbursement Account,Bank ers to Right/Pu blic Issue ,Forex
Desk , Money Market Desk, Derivatives Desk, Employees Trusts, Cash
Surplus Corporates, Tax Collection

Internet Banking:

Sup ply Chain Man agem ent , Corporate Internet Banking, Payment Gateway
Services

SMALL AND MEDIUM ENTERPRISES:

At Axis Bank we understand how much of hard

w o r k g o e s i n t o 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 c o p e w i t h t h e
demand. That's why we at Axis Bank have assembled

products, services, resources and expert advice to help ensure that your
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 directlyb o l s t e r t h e d a y - t o -

d a y w o r k i n g o f a s m a l l a n d a m e d i u m b u s i n e s s enterprise.
From working capital finance to credit substitutes; from
exportc r e d i t t o c o n s t r u c t i o n e q u i p m e n t l o a n - w e c a t e r t o
v i r t u a l l y e v e r y business requirement of an SME. Click on the
services below that best define your needs

Non-Funded Services:

U n d e r N o n - F u n d e d s e r v i c e s A x i s B a n k o ff e r s s o l u t i o n s t h a t
a c t a s a c a t a l y s t t o p r o p e l y o u r b u s i n e s s . I m a g i n e a situat
ion where you have a letter of credit and need finance against
thes a m e o r y o u h a v e a t e n d e r a n d y o u n e e d t o e q u i p y o u
r s e l f w i t h g uarantee 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 f o l l o w i n g ar e t h e s e r v i c e s t h a t w i l l pr e c i s e l y t e l l
y o u w h a t w e c a n d o Business Accounts, Letters of Credit, Collection
of Documents, Axis
Bank Trade,Guarantees,Cash Man agem ent Services ,M o n e y M a r k e t D e
s k ,Der ivatives Desk ,S e r v i c e s t o C a s h S u r p l u s C o r p o r a t e ,
S e r v i c e s t o Employee Trusts, Bankers to Rights/Public Issue, Tax Collection.

Specialized Services: Axis

B a n k i s o n e o f t h e m o s t t r u s t e d e n t i t i e s when it comes to
specialized services like selling of precious metals
toc u s t o m er s . U n d e r s p e c i a l i z e d s e r v i c e s y o u c a n a l s o a v a i l c
u s t o m i z e d control of your value chain through our internet banking platform.

Value Added Services:

There is a plethora of services that we

o ff e r u n d e r v a l u e a d d e d s e r v i c e s . T h e r e ' s c o r p or a t e s a l a r y a c c
ount whiche n s u r e s s m o o t h p a y m e n t m e t h o d s t o y o u r
s t a f f . Y o u c a n a v a i l a n 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

Internet Banking:

Internet banking is a revolutionary service under thebanking sector and

Axis Bank is a forerunner in providing you with
thiss e r v i c e . W e p r o v i d e s t a t e - o f - t h e - a r t p a y m e n t
g a t e w a y s e r v i c e s t o industries and companies in order to ease
transaction processing. This in turn enhances the credilibility of our banking
business is 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 im
p o r t s f o r t h e Government.

•Collection of levies and taxes

O n b e h a l f o f M u n i c i p a l Corporations i.e. Kalyan -

D o m b i v l i M u n i c i p a l C o r p o r a t i o n , i s 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 followingbranches in

Gujarat

Ahmedabad (Navrangpura), Kutch (Mundra), Baroda (Gotri Road), Surat (Ring Road),
Bhavnagar & Vapi (GIDC).

• Disbursement of Pension

To retired Employees of Central

Govta n d D e f e n c e i s d i r e c t l y d o n e b y A x i s B a n k
a l o n g w i t h t h e disbursement of pension to the membe
r s o f E P F O ( E m p l o y e e s Provident Fund Organization.)

Ministry of Corporate Affairs

- C o l l e c t i o n o f R O C f e e s f or t h e Ministry through authorized Branches

and Net Banking.

Collection of Property Tax

through Selected Branches on behalf of Municipal Corporation of Delhi

COMPETETIVE ANALYSIS AND ADVANTAGES OF AXIS BANK:

Below in the table is shown a comparative analysis of AXIS Bank with the
other major players in
 the banking industry.

Bank No of No of Business Profit Capital Interes Deposit Investment

Branche Employee Per Per Reserve t s s
s s Employe employe s& Income
e e Surplus
ICICI 563 24479 905 10 22556 13784 165083 717547
HDFC 515 14878 758 7.39 5300 4475 55797 28394
AXIS/UT 348 6553 1022 8.69 2886 2889 40114 21527
I
YES 6 4189 677.86 8.56 190 190 2910 1350
Kotak 78 3597 352 4.15 694 694 6566 2856
Mahindra

Case Study

Background: Established in 1993, Axis Bank was one of the few private
banks that began its operations in 1994. Axis bank is the third largest private
sector bank and offers a wide portfolio of financial services. The bank has a
wide outreach with more than 1,900 branches and 11,000 ATM’s present
across the country. The Bank also has its presence overseas with offices in
Singapore, Hong Kong, Shanghai, Colombo, Dubai, and Abu Dhabi.

Challenge: Axis Bank wanted to create a desire among the youth for a
product they did not want, in a category they did not relate to and for a brand
they did not care about. Considering that more than half of the country’s
population consisted of youth, Axis Bank set its mind to winning them over.
But it was no easy task. Axis Bank was planning to launch a savings account
product for youngsters, with features like customized card designs, an
intuitive mobile app, deals and offers via partner establishments.
Traditionally, banking has never targeted young consumers; it is something
which is associated with parents and family. Youngsters have little
knowledge and no interest in what a bank has to say. Their view of banks is
formed by the numerous sales-calls, trying to sell them loans/cards/
insurance, which are usually of no interest to them. They are usually
detached from banking activities. Axis Bank had an uphill task ahead.
Whatever little consideration they had for the category, was reserved for
brands like HDFC Bank and ICICI Bank. Axis Bank as a brand was nowhere
in the reckoning in their minds.

Objective: With the YOUTH savings account launch, the initial business
objective was to achieve 100,000 new sign-ups for the Axis Bank Youth
Account in six months with a limited media investment of INR 60,00,000
(Cost in advertising per acquisition = INR 60).The Big Idea: It’s All about
YOU! The idea was to create a product that would interact with the youth in
their language: Customized Debit Cards– Though the concept of customized
cards was not new but taking a step ahead, Axis Bank made the debit card
unique, the way youngsters customize their phone-skins and tattoos, to make
sure theirs was one-of-a-kind. With Axis Bank YOUTH account, young
consumers could do the same to their card.Intuitive Mobile App – For
youngsters, a mobile phone is not just a communicating device; it is a
constant companion, entertainer and a lifestyle enabler. Considering the
affinity of youth towards mobile, Axis Bank created a special mobile app,
which facilitated banking transactions on smart-phones. It also allowed them
to check their account balance, recharge mobile phones, and transfer money
to a friend’s YOUTH account without visiting a branch. Pull money from
parent’s linked Axis Bank Account –With the YOUTH Account, the young
customers could pull money from their parent’s linked Axis Bank Account
using the YOUTH Mobile App. Parents could set a monthly limit on the
amount of money their kid could pull out from their account. Great offers on
the YOUTH Debit Card – The youth likes to shop smart. The YOUTH
Account offered them the best deals at their favorite hangout destinations
that included movies, apparel, mobile recharges.

Execution: The youth today is always online. Among all media vehicles,
internet is most popular among them. It has approximately 43% reach in the
given target group, which is higher than that of radio and cinema. Social
networking clearly stood out with 95% of the youth using a social media site
at least once every day. Given the reach of digital among youth and the
limited budgets at hand, Axis Bank decided to structure its entire media
strategy on the digital platform. The strategy revolved around the following:

1. Introduce the product on DIGITAL

The product was first introduced to the Axis Bank fan base on Facebook. It
highlighted the key features of the new product in a manner that was
different than any of the existing communication being carried out by the
bank –both visually and in terms of style of communicating. This phase
lasted for a week before the other elements of the campaign started to kick in
to communicate with the target group in an innovative way.

2. To achieve this, Axis Bank Engage with customers on DIGITAL Go

beyond traditional media formats on digital –Introduce gamification :
The product needed a campaign came up with the idea and used
gamification in the financial services industry in India. Creating an
Information Destination – the YOUTH Account Microsite Axis Bank created
a special micro site for the YOUTH account (www.axisbank.com/YOU) –
which acted as the central repository of all information on the product and
the campaign. While it looked completely different from a regular bank
website, the brand felt it was essential to establish a connect with the
audience. Even the manner in which features of the account were
communicated borrowed from the language of the youth. Pulling money
online from their parents’ account became OMG (Online Money
Getspulled); Mobile fund transfers became WTF (Whoever Transfers Funds
needs only mobile numbers);Card design gallery became GTG (Go To
Gallery and design your card); and so on. Create your YOUTH Card – a Do-
It-Yourself Facebook application. The Customize your card‟ feature was
brought to life with this Facebook app that allowed YOU, the user, to design
your own card. YOU could upload your favorite picture, add effects and
create your YOUTH Card design. And if YOU wanted that card for real, all
YOU had to do was walk in to the nearest Axis Bank branch with a soft copy
of the same and get the design on your YOUTH Account Debit Card. Add
on-ground legs to the campaign to strengthen engagement Axis Bank
partnered with Mood Indigo, a popular college festival, that gave youngsters
a chance to experience the YOUTH Account. Special Wi-Fi enabled
YOUTH Account zones were created. The concept was further extended on
ground by taking it to Sir JJ School of Arts in Mumbai .Here, students from
various disciplines were given the opportunity to showcase their idea of the
YOUTH Card. Over 150 students participated.
3. Promote the product on DIGITAL

Axis Bank continued to drive awareness through consistent communication

on the Axis Bank Facebook community and targeted mailers. The media
plan delivered over 8.8 million ad impressions and over 76,000 clicks
reaching out to a large segment of the target group.

Results: The campaign reached a total of over 2.2 million users on

Facebook, and generated over 30,000 likes. The sales target was exceeded
by 44 percent and the 100,000 milestone was achieved in just three months

CHAPTER 5
FINDINGS AND SUGGESTIONS
CHAPTER 5FINDINGS AND SUGGESTIONS
5.1 FINDINGS:
1. Bank is having 853 branches all over the country.
2. The number of branches should be increased.
3. Its one of the third largest private bank sector.
4. Scope of improvement includes:
 Diversification of markets beyond big cities,
 Human resources systems, size of banks,
 High transaction costs, infrastructure and labour inflexibilities.

5.2 SUGGESTIONS:-
1. Number of Branches should be increased covering a wider
area in various states.
2. A wide publicity to be given about the organization and its products through
various means of communications to keep growth moment.
3. More number of training and educational activities should be
included in Banks schedule.
4. Developing a learning culture through continuous learning process.

5.3COMPETETIORS

1. HDFC Bank
 2. Allahabad bank
3. Punjab national Bank
4. Kotak Mahindra Bank
5. ICICI Bank
6. Yes Bank
7. Bank of India
8. State Bank
9. Oriental Bank Of commerce

CHAPTER 6

CONCLUSION

My experience with Axis Bank Ltd. is outstanding. While working in Axis Bank I
found that this bank has developed manifold in short period of time due to
facilities and services provided to their customer and this growth rate can be
keep it up if they start to go in semi-urban areas. In last couple of years they
have opened new many branches and they should open many more.
The working staff is very co-operative in nature and due to that the
bank will also get good benefit. Axis
Bankh a s p r o v i d e d t h e i r c u s t o m e r N e t
b a n k i n g f a c i l i t i e s a n d d u e t o t h a t transactions are done fast.
Charges at Axis Bank are on lower side when we compare it with other
Banks.
 CHAPTER 7
BIBLIOGRAPHY

 https://en.wikipedia.org/wiki/Wholesale_banking
 https://www.axisbank.com/about-us/corporate-profile
 https://www.axisbank.com/annual-report-2015-2016/business-
segments.html
 https://en.wikipedia.org/wiki/Axis_Bank