3. • An establishment authorized by
a government to accept deposits, pay interest,
clear checks, make loans, act as
an intermediary in financial transactions,
and provide other financial services to
• In simple words, we can say that Bank is a
financial institution that undertakes the banking
activity ie.it accepts deposits and then lends the
same to earn certain profit.
4. The first bank in the world?
• The most famous Italian bank was the Medici bank,
established by Giovanni Medici in 1397. The oldest
bank still in existence is Monte dei Paschi di Siena,
headquartered in Siena, Italy, which has been
operating continuously since 1472.
First bank established in India?
• The first banks were Bank of Hindustan (1770-
1829) and The General Bank of India, established
1786 and since defunct. The largest bank, and the
oldest still in existence, is the State Bank of India,
which originated in the Bank of Calcutta in June
1806, which almost immediately became the Bank
5. • Banking of India in the modern sense originated in the last decades of the 18th century.
Among the first banks were the Bank of Hindustan, which was established in 1770 and
liquidated in 1829-32; and the General Bank of India, established 1786 but failed in 1791.
• The largest bank, and the oldest still in existence, is the State Bank of India. It originated
as the Bank of Calcutta in June 1806.
• The Indian banking sector is broadly classified into scheduled banks and non-scheduled
10. • The first bank in India was established in 1786. The journey of Indian Banking System can
be segregated into three distinct phases :
Phase 1 (1786-1969) :
1786 – The general bank of India.
Next came Bank of Hindustan and Bengal Bank.
In 1865, Allahabad Bank was first established and first time exclusively by Indians, PNB ltd.
was first set up in 1894 with headquarters in Lahore.
Between 1906 and 1913, Bank of India, Central bank of India, Bank of Baroda, Canara Bank,
Indian Bank, Bank of Mysore were set up.
Reserve Bank of India came in 1935.
11. PHASE 2 :
In 1995, it nationalized 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 SBI were nationalized.
It was then effort of the then Prime Minister of India,
Mrs. Indira Gandhi.
14 major commercial banks in the country were
The branches of the public sector bank India rose to
approximately 800% in deposits and advances took a
high jump by 11000%.
12. 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, a committee was set up by
his name which worked for the liberalisation of banking practices.
The country is flooded with their Foreign banks and their ATM stations.
Efforts were being put to give a satisfactory service to customers. Phone and
Net banking was introduced.
Time was given more importance than money.
13. Emergence of Private Banks :
• Private banking in India was practiced since the beginning of banking system in
• The 1st Private Bank in India to receive an in principle approval from the RBI
was Housing Development Finance Corporation LTD.
• It was incorporated in Aug. 1994 as HDFC bank ltd. with registered office in
Mumbai and commenced operations as Scheduled Commercial Bank in
15. • Axis Bank ( Formerly known as UTI) was one of the few private banks to have began
operations in 1994.
• Axis Bank Limited is the third largest private sector bank in India.
• It offers financial services to customer segments covering Large and Mid-Sized Corporates,
MSME, Agriculture and Retail Businesses.
• Axis Bank has its registered office at Ahmedabad.
• Axis Bank offers retail and corporate banking services through more than 2,400 branches
and nearly 13,000 ATMs in India.
• It also has branches in China, Hong Kong, Singapore, Sri Lanka, and United Arab Emirates,
altogether reaching 1,600-plus cities and towns.
16. Type private
Traded as BSE: 532215
Industry Banking, Financial services
Founded 1990 (as UTI Bank)
Headquarters Mumbai, Maharashtra, India
Key people (Chairman)
shika sharma (MD & CEO)
Products Credit cards, consumer banking, corporate banking,finance and
insurance,investment banking, mortgage loans, private
banking, private equity, wealth management
Revenue ₹340 billion (US$5.1 billion) (2012)
Operating income ₹94 billion (US$1.4 billion) (2012)
Net income ₹52 billion (US$790 million) (2012)
Total assets ₹3.4 trillion (US$51 billion) (2012)
Number of employees 42,420 (on 31-March-2014)
17. Vision – “To be the preferred financial solutions
provider excelling in customer delivery through
insight, empowered employees and smart use of
1. Customer service and Product innovation tuned
to diverse needs of individual and corporate
2. Continuous technology upgradation while
maintaining human values.
3. Progressive globalization and achieving
4. Efficiency and effectiveness built on ethical
“ The Logo depicts a strong
growth path for the bank
supported by a strong base,
indicating that the bank is moving
on from a position of strength”
19. • Incorporated as UTI bank, headquarted in Mumbai.
• First Branch inaugurated in Ahmedabad.
• UTI began its operations in 1994, after the Government of India allowed new private
banks to be established.
• The Bank was promoted in 1993 jointly by the Administrator of the Unit Trust of
India (UTI-I), Life Insurance Corporation of India (LIC), General Insurance
Corporation, National Insurance Company, The New India Assurance Company, The
Oriental Insurance Corporation and United India Insurance Company.
20. • In 2001 UTI Bank agreed to merge with and amalgamate Global Trust Bank, but
the Reserve Bank of India (RBI) withheld approval and nothing came of this.
• In 2004 the RBI put Global Trust into moratorium and supervised its merger into Oriental
Bank of Commerce.
• UTI Bank opened its first overseas branch in 2006 Singapore. That same year it opened
a representative office in Shanghai, China.
• UTI Bank opened a branch in the Dubai International Financial Centre in 2007. That
same year it began branch operations in Hong Kong. The next year it opened a
representative office in Dubai.
• Axis Bank opened a branch in Colombo in October 2011, as a Licensed Commercial
Bank supervised by the Central Bank of Sri Lanka. Also in 2011, Axis Bank opened a
representatives offices in Abu Dhabi.
• In 2013, Axis Bank's subsidiary, Axis Bank UK commenced banking operations. Axis
Bank UK has a branch in London.
• In 2014, Axis Bank upgraded its representative office in Shanghai to a branch.
21. From UTI to AXIS bank :
• They had to give up the UTI name after using it
for 13 years as they were not prepared to accept
terms and conditions (including royalty) from
• The recommendation for name change to Axis
bank has arisen from the existence of several
shareholders-unrelated entities using the UTI
brand, and the consequent brand confusion that
• To have their own brand and identity.
22. The new name AXIS :
• The new name was chosen considering
the bank’s pan - Indian as well as
• The first time that a bank has dropped
an established brand for an unknown
• The name axis is chosen as it is simple
and it conveys a sense of solidity and a
sense of maturity.
23. • Retail Banking
Loans and advances
1. Personal loans.
2. Housing loans.
4. Consumer durables.
5. Auto loans.
24. 1. Personal banking :
2. Cards : Different variant like: Gold plus card, Gold card, Silver and silver plus card.
• Corporate banking :
25. • Shikha Sharma – MD & CEO
• Sanjeev Misra – Chairman
• Sanjeev Kapoor - Secretary
• V K Bajaj - President & Chief Audit Executive
• V Srinivasan – Executive Director & Head
• Siddarth Rath – President ( Business banking and
• R V S Sridhar – President ( IT & Retail operations)
• Rajendra D Adsul – President ( Wholesale banking
• Jairam Sridaran – President ( Consumer lending)
26. • Rohit Bhagat – Director ( Independent Director)
• S Vishvanathan – Director ( Additional independent director)
• Samir k Barua – Director
• Som Mittal – Director
• Usha sangwan - Director
• Support of various promoters.
• High level of services.
• Knowledge of Indian market
• The banks financial positions
grows at a rate of 20% every year
which is a major positive sign for
• Not having good image.
• Market capitalization is low.
• Not been fully able to position
• Customer service has to improve
a lot in order to be in race with
other major players
• Growing Indian banking
• People are becoming more
• In the global market.
• Acquisitions to fill gap
• From various competitors –
39. • Internal marketing : Internal marketing is the side of the triangle
between your organization and your employees who provide your services
For ex : Motivating employees , Training on the services provided
• External marketing : External marketing goes from your business
organization out to customers and prospective customers.
For ex : Advertising, Hoardings, tie-ups
40. • Interactive Marketing : The side of the triangle between your
employees and customers is called interactive marketing. This form of
marketing revolves around how your employees deliver the services
your company provides.
For ex : Service encounters, Sales representatives.
42. Gap Model :
• Between consumer expectation and management
• Between management perception and service
• Between service quality specification and service
• Between service delivery and external
• Between expected service and experienced
46. Segmentation Strategy :
• Demographics variables :
Location : Metros and divisional cities
Occupation : Business persons, Salaried class, Working woman.
Age : Senior citizens, minor.
47. • Psychographic variables :
Lifestyle - The people who believes in
modern banking with higher set of services
i.e. Internet banking (contact, mobile refill,
travel currency card etc.).
48. Targeting strategy :
• Target Market
• Corporate banking market : This market target the industries
and fulfill their financial needs.
• Capital market : This segment is targeted on the long term needs
of the individual as well as on the industries.
• Retail banking market : This segment is for the retail investor
and provide them short term financial credit for their personal,
49. Positioning Strategy :
• AXIS bank has positioned itself as a bank
which gives higher standard of services
through product innovation for the diverse
need of individual and corporate clients. So
they want to highlight following points in their
positioning statement :
50. • Triple advantage plan
• Max life shiksha plus super plan
• Plans to add 10,000 beds in 2016-17:Apollo hospital
• Plans to hire more employees.
51. • Best New Private Sector Bank, Rank 2 - FE Best Banks Award 2010
• The Best of Asia-Pacific’s Biggest Listed Companies- second year in a row - Forbes
• Bank of the Year – India –The Banker Awards 2011
• Best Bank in the Private Sector - NDTV Profit Business Leadership Awards 2011
• Fastest Growing Large Bank - Dun & Bradstreet - Polaris Financial Technology
Banking Awards 2012
• Fastest Growing Large Bank – Business world Best Banks Survey 2012
52. • Axis Bank ranked no. 1 bank in INDIA in both Primary & Secondary market of corporate
bonds -The Asset Benchmark Research
• Axis Bank has been Ranked as the 'Most Trusted Private Sector Bank' second year in a
row - 'Most Trusted Brand Survey', conducted by Brand Equity, Economic Times
• Mobile Banking Initiative of the Year - India, Asian Banking and Finance (ABF) Retail
Banking Awards 2015
• Advertising Campaign of the Year - India, Asian Banking and Finance (ABF) Retail Banking
• Winner in the 'Best Payment Initiatives' category amongst Private Sector Banks, IBA
Banking Technology Awards 2015.