The slides mainly focus on comparative analysis of banking products , in respect of axis bank.

1. MARKET SEGMENTATION &
COMPETITIVE ANALYSIS OF BANKING
PRODUCTS
AXIS BANK
PRESENTED BY :
SHIVANGI
PGFB1143
PGDM(G)

2. ABOUT COMPANY
• It was previously known as UTI and changed its name to Axis in year 2007
• It was established in 1994 and was among first players to start its business
in india.
• Axis bank is jointly promoted by the , UTI , LIC , GIC & NIC.
• The Managing director & CEO of Axis bank is SHIKHA SHARMA.
MISSION & CORE VALUES
• Customer Service and Product Innovation tuned to diverse needs of
individual and corporate clientele.
• Success through Teamwork, Integrity and People

3. SWOT ANALYSIS OF AXIS BANK
STRENGTHS:
WEAKNESSES:
Online Services
High bank service charges
Advanced Infrastructure
Limited Credit Period
Friendly staff
High Target for Operation staff
12 Hrs banking services
Additional facilities to the customers and
employees
ATM services
KYC Norms
OPPORTUNITIES: THREATS:
Bank Insurance Services
Competition
Associate with social cause
Net services
Recruit professionally Guided students
Decentralized management
No proper facilities to uneducated people

4. PRODUCTS & SERVICES OFFERED
PERSONAL BANKING: CORPORATE BANKING:
Accounts Accounts
Deposits Credit
Loans
Capital Market
Cards
Treasury
Investments
Insurance Cash management Services
Payment Govt. Business
Other services
AXIS
PRIORITY BANKING:
NRI SERVICES:
Accounts
Accounts
Deposits
Deposits
Loans
Services
Cards
Investments
Payments
Other services

5. SEGMENTATION STRATEGIES
DEMOGRAPHIC VARIABLES PSYCHOGRAPHIC VARIABLES
• Location wise e.g. Metros • Lifestyle e.g. Modern Banking
• Internet Banking
• Occupation e.g. Business persons • Travel Currency cards
• Salaried class • e- payment
• Working woman •
• Social Class e.g. Income & occupation
• Age e.g. Senior citizens • House loan
• Minors • Education Loan
•

6. COMPARATIVE ANALYSIS OF BANKING
PRODUCTS (SAVING ACCOUNT)
FEATURES AXIS BANK HDFC BANK
Eight type of saving a/c. Seven type of saving a/c,
NO. OF PRODUCTS Easy access, prime saving, Regular, saving max, senior
future star, prime plus, women citizen, kids ,pension, saving
saving ,senior citizen, plus ,family saving
pension saving ,trust or Ngo
savings a/c
Nil for zero balance account, For saving account Rs. 10,000
AVERAGE QUARTERLY 10000 for saving accounts, (Metro/Urban branches),
ACCOUNT BALANCE Rs. 2,500 in semi urban centres Rs.5, 000 (Semi-Urban / Rural
and Rs. 1,000 in rural centres branches.
For Metro/Urban/Semi Urban For Urban / Metro It Charges
FEE FOR NON Branches – Rs 750. 350 & For Rural / Semi Urban
MAINTENANCE OF For Rural Branches- Rs 500 Charges Rs 250
AVERAGE QUARTERLY
BALANCE
Free First 4 Withdrawals Free Of
USE OF ATM Cost From Any Cirrus Network
Atm.
Free For CurretntYear free of cost,
ACCOUNT STATEMENT Previous Year Rs 250
95 For All Saving Account Regular Debit Card Is Charged
CHARGES OF DEBIT Holder Rs 100/Yr Plus Taxes
CARD
Gold Debit Card Is Charged Rs
500/Yr Plus Taxes
Rs.50 For Amount Up To Rs.50 For Amount Up To
DEMAND DRAFT Rs.10,000; 10000,Rs. 2.50 Per 1000 Or
Rs 2 Per 1000 for amount Part thereof (Min Rs.150) For
greater than50,000 Amount greater Than 50000
20 Leaves Are Free In One Rs.5 per leaf on non-
PERSONALISED CHEQUE Quarter. maintenance of min. Balance
BOOK Rs 50 above one chequebook in
one quarter
Free Free
BALANCE ENQUIRY

7. COMPARATIVE ANALYSIS OF BANKING
PRODUCTS (SAVING ACCOUNT)
FEATURES AXIS BANK ICICI BANK
Eight type of saving a/c. Two Type Of Saving A/C
NO. OF PRODUCTS Easy access, prime saving, Special Saving ,Regular
future star, prime plus, Saving, Advantage Women,
women saving ,senior Freedom Saving Account
citizen,
pension saving ,trust or Ngo
savings a/c
Nil for zero balance account, Metro and Urban locations -
AVERAGE QUARTERLY 10000 for saving accounts, Rs.10,000,
ACCOUNT BALANCE Rs. 2,500 in semi urban Rural locations - Rs.2,000
centres and Rs. 1,000 in
rural centres
For Metro/Urban/Semi For Metro And Urban Areas
FEE FOR NON Urban Branches – Rs 750. 350 Rs
MAINTENANCE OF For Rural Branches- Rs 500
AVERAGE QUARTERLY
BALANCE
Free Free For First Five
USE OF ATM Transaction And Then After
Rs 20 Per Transaction
95 For All Saving Account Rs 99 Per Annum
CHARGES OF DEBIT Holder
CARD
Rs.50 For Amount Up To Rs 50 Per Demand Draft
DEMAND DRAFT Rs.10,000;
Rs.2.50 Per 1000 further.
20 Leaves Are Free In One First 30 Leaves Are Free And
PERSONALISED Quarter. Then Rs 30 At Every
CHEQUE BOOK Rs 50 above one chequebook Additional Cheque Book Of
in one quarter 15 Leaves
Free Rs 8.50 Exclusive Of Service
BALANCE ENQUIRY Tax At Per Balance Enquiry

8. COMPARATIVE ANALYSIS OF BANKING
PRODUCTS(CURRENT ACCOUNT)
FEATURES AXIS BANK HDFC BANK
Major Classification Of Four :Plus ,Trade ,Premium &
NUMBER OF Current A/C Is In Three Regular
PRODUCTS Categories
OFFERED
Daily Free A/C Statement Free Once In A Month
STATEMENT OF Through E-Mail
ACCOUNT
For Normal A/C: 25 100 Leaves Free P.Month For
ISSUE OF Cheque Leaves Are Free Premium And Rs.2 Per Leaf For
CHEQUEBOOK Than Upto 50 Per Month Regular
Rs 2/Leaf.
Rs.500 For Both Metro & Rs.600 For Plus, Rs.1200 For
FEE FOR NON Rural In Case Of Normal. Trade, Rs.900 For Premium
MAINTAINANCE OF Rs750 For Both Metro & And Rs.750 For Regular.
AVERAGE QUARTERLY Rural For Business
BALANCE Advantage.
Completely Free Funds Account To Account Fund
FUND TRANSFER Transfer & Local Cheque Transfer With HDFC Bank Is
Collection And Payments RS15 Per Transaction
Across Axis Bank
Locations All Over The
Country.
Free For 1st Year, Rs.150 Free For First Year
ISSUE OF Thereafter, For Club 50
INTERNATIONAL DEBIT Free
CARD
Free Rs 25 Per Balance Enquiry
BALANCE ENQUIRY
Free Usage Of Axis Free For HDFC BANK Atms
ATM USAGE Bank, R 1.50 On And Rs 20 Per Cash
Withdrawal From Other Withdrawals From Non HDFC
Banks Bank Atms.
TRANSACTION Free Upto 25 Local Transactions Are Free (at
CHARGES Transactions (Cash / home branch location)
Clearing / Transfer) Per
Month

9. COMPARATIVE ANALYSIS OF BANKING
PRODUCTS(CURRENT ACCOUNT)
FEATURES AXIS BANK YES BANK
NUMBEROF PRODUCTS Three: Normal, Business Four: CA 30, CA 70, CA
OFFERED Advantage, Club 50 200and CA 500
STATEMENT OF Free Physical Or Via E-Mail Free once in a month
ACCOUNT
ISSUE OF CHEQUE For Normal A/C: 25 Cheque Free for all
BOOK Leaves Are Free Than Upto
50 Per Month Rs 2/Leaf.
FEE FOR NON Rs.500 For Both Metro & Rs.1500, Rs.3000, Rs.4500,
MAINTAINANCE OF Rural In Case Of Normal. and Rs.6000 respectively for
AVERAGE QUARTERLY Rs750 For Both Metro & the above product
BALANCE Rural For Business
Advantage.
FUND TRANSFER Completely Free Funds Completely free
Transfer & Local Cheque
Collection And Payments
Across Axis Bank Locations
All Over The Country.
DD/PO Free Anywhere Banking, DD Rs.25 lakhs per month
& PO Transactions Up To subsequent 0.50 per
Rs. 12 Lacs Per Month. Rs.1000for CA 25, Rs.50
lakhs per month subsequent
0.50 per Rs.1000 for CA 75,
and unlimited for the rest
ISSUE OF Free For 1st Year, Rs.150 Issuing charges are free but
INTERNATIONAL DEBIT thereafter. renewal charges vary from
CARD min of Rs100.
BALANCE ENQUIRY Free Monthly free
ATM USAGE Free Usage Of Axis Bank, Free
Rs1.50 On Withdrawal From
Other Banks

10. RESEARCH FINDINGS & ANALYSIS
marketing Ads exhibition word of mouth others Factors looked up while Most used product by consumer
16
opening an account 14
10% 12
7% 7% 12 10
10 8
8
53% 6 6
23% 4 4
2 2 respondent
0 factors 0
Saving Current Fixed
account account Deposits Mutual Insurance
Fund policy
From the survey it was The most important Maximum number of
found that most effective factor while opening a customers go for
way to reach customers bank account are opening an saving bank
is the customers is special offers provided account instead various
marketing techniques , and credibility of the other products offered
advertisements and banks. by banks ,the second
word of mouth. preference is given to
fixed deposit

11. RESEARCH FINDINGS & ANALYSIS
Difficulty in maintaing Other services
Response
account balance
yes no 14
12
10
18% 8
6
4
47% 2
Responses
53% Yes 0 Responses
No
82%
The purpose of this Most of the customers Large number of people
question was to find that were complaining that believed that axis bank
whether speed of they are facing lots of need to work on extra
services is cause of problem in maintaining charges they levy on
dissatisfaction of the increased minimum their customers , these
customer. balance requirement , charges make axis bank
Respondents had which was 5000 and out of reach for common
healthy relationship but from April it was people
highly dissatisfied with increased to 10000.
speed of service

12. RECOMMENDATIONS
• Axis bank should decrease major kind of charges levived on Customer.
• Axis bank Should work upon its field networking and services to enhance
more credibility.
• If Axis wants to compete thie rivals like ICICI & HDFC they should
mininmize , the AQB so that they can increase customer database.
• New and inovative product should be launched to attract more customers.
• To eliminate dissatisfaction proper workshops and awareness programs like
campaigning are helpful and held on the client orignation.
• More number of branches should be opened to make the axis bank product
and services reach in hands of customers.
• More number of operational staff should be highered to complete the job
more speedy and in efficient manner.

13. MY LEARNINGS
• Face to face interaction with customers has helped me to learn efficient and
tactful customer dealing with a delighted customer relationship.
• Making up to date entry and working on there software has helped me in
learning there technicalities and how to minimise the errors.
• Practical exposure taught me that how one can manage in crisis situations?
• Being a part of operational activities at branch taught me to do Multi Tasking
in an effective and efficient manner.
• Social networks and healthy relationship play a important role to survive.
• It helped me to learn The Division & Co-ordination of work among different
departments.

14. AXIS BANK