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TOLANI COLLEGE OF COMMERCE

MARKETING STRATEGIES & CASE STUDY OF AXIS BANK

EXECUTIVE SUMMARY

Axis Bank Limited is the third largest private sector bank in India. Axis Bank's stake holders
include prominent national and international entities. As of 31 Dec. 2013, approximately 43%
of the shares are owned by Foreign Institutional Investors. Promoters (UTI, LIC and GIC),
who collectively held approx. 34% of the shares, are all entities owned and controlled by the
Government of India. The remaining 23% shares are owned by corporate bodies, financial
institutions and individual investors among others. The bank offers financial services to
customer agent covering Large and Mid-Sized Corporates, MSME, Agriculture and Retail
Businesses. Axis Bank has its registered office at Ahmedabad.
This project includes all the information about the various techniques and strategies used by
Axis Bank to market its products and services. It also includes present operations of bank .
It has used PEST analysis, SWOT analysis, Re-branding, comparative strategy, STP strategy,
cost reduction strategies effectively to position itself in the market. The 7ps of marketing of
Axis Bank is well maintained.
This even contain case studies of bank such as, case study of AXIS bank Youth Account
launch and case study on Brand Ambassador of AXIS bank(strategies).
This whole research project speaks about the marketing techniques used by Axis Bank.
This effective use of marketing techniques and strategies has helped Axis Bank to become a
good private sector bank.
It has a number of customers. This project also includes findings and suggestions which can
be helpful for the bank to progress in the near future.

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INTRODUCTION: -

Axis Bank began its operations in 1994 after the Government allowed new private banks and
was also the first one to do so. Positioning itself as a modern day bank that drives life, Axis
Bank is one of Indias earliest private sector banks. 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 representative offices in Abu Dhabi.
In 2013, Axis Bank's subsidiary, Axis Bank UK commenced banking operations. Axis Bank
UK has a branch in London.
As on 31 March 2013, Axis Bank had 37,901 employees (Axis Bank Recruitment), out of
which 7,117 employees were women (19%). The bank incurred INR 26.7 billion on employee
benefits during the FY 2012-13.The average age of an Axis Bank employee is 29 years. The
attrition rate in Axis Bank is approx. 9% per year.
It does have a negative past when it was known as UTI Bank. Lets see how the present
perception is post the re-branding.
With presence on all the 4 major social media platforms Facebook, Twitter, YouTube and
Linkedin Axis Bank is trying its best to maximize its reach. However, having a presence
everywhere does not ensure that your brand is doing good on social media. In fact, Axis
Banks overall social media outlook looks pretty disappointing to me. Agreed that BFSI
segment gets less traction but being overtly self-promotional and repetitive makes it much
worse. Axis Bank seems to be doing the same thing . Instead of using their Facebook Page as
a community and conversing with its fans, it has turned on the microphones and has started
the same one-way communication pattern that brands have been following since the radio/TV
era . Averaging 2 updates daily, they have no interactive updates. Most of them are about their
products and services.

PRESENT
The market capitalization of AXIS Bank increased to rs 1,41,066.94 Crore at the close of
trade on Friday ,compared to KOTAK MAHINDRA Bank according to the BSE website.
Axis Bank carries out many CSR (Corporate Social Responsibility) initiatives through the
Axis Bank Foundation (ABF) set up in 2006, as a public trust.

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HISTORY:-
UTI Bank opened its registered office in Ahmedabad and corporate office in Mumbai in
December 1993. The first branch was inaugurated on 2 April 1994 in Ahmedabad by Dr.
Manmohan Singh, the Finance Minister of India. UTI Bank began its operations in 1993,
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 etc.
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 and 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 and representative office in Dubai.

OPERATIONS:-
Indian Business: As of 12 Aug 2016, the bank had a network of 3,120 branches and extension
counters and 12,922 ATMs. Axis Bank has the largest ATM network among private banks in
India and it operates an ATM at one of the worlds highest sites at Thegu, Sikkim at a height
of 4,023 meters (13,200 ft) above sea level.

INTERNATIONAL BUSINESS:-
The Bank has eight international offices with branches at Singapore, Hong Kong, Dubai (at
the DIFC), Shanghai, Colombo and representative offices at Dubai and Abu Dhabi, which
focus on corporate lending, trade finance, syndication, investment banking and liability
businesses.The total assets of the overseas branches were US$7.86 billion.

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SERVICE:-
As of 2014, Axis Bank operates in four segments: treasury operations, retail banking,
corporate banking, and wholesale banking.In the retail banking category, the bank offers
services such as lending to individuals/small businesses subject to the orientation ,card
services, Internet banking, automated teller machines (ATM) services, depository, financial
advisory services, and Non-resident Indian (NRI) services. Axis bank is a participant in RBI's
NEFT enabled participating banks list.
The bank launched Ping Pay in 2015, which is a multi-social payment solution that allows
customers to transfer funds using their smart phones to both Axis Bank accounts and other
banks' account holders.

Indias Axis Bank cleared to open first China Branch:

Axis Bank, Indias third-largest private sector bank, is set to open its first branch in China
within the next three months, the latest indication of closer financial links between Asias two
largest emerging economies.
ICICI, Indias largest private bank, is also expected to open its first Chinese branch later this
year, in a sign that leading Indian financial institutions are attempting to capitalize on
growing trade between the two nations.
Axis chief executive Shikha Sharma told the Financial Times that her institution has
received permission from regulators in both countries to open a full branch in Shanghai.
The move would make Axis the first Indian private sector bank to open a branch in the
country, and allow it to begin building a new India-China corporate banking business.
There is a lot of trade between China and India, so there is a lot of requirement for trade
finance and project finance, she said.
The banks Chinese expansion plans follow a series high-profile deals in which large Indian
industrial companies, including billionaire Anil Ambanis Reliance group, have sought to
purchase Chinese equipment or secure relatively inexpensive Chinese bank funding.China
is supplying a lot of equipment to India in areas like power, Ms Sharma said. It isnt easy
getting a licence there. We have been waiting for this permission for a long time, and we are
pleased to have it.

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Trade between India and China is projected to top $100bn by 2015, according to the
Confederation of Indian Industry, a trade body, up from $66bn last year.
Rising trade flows between India and China is opening up huge opportunities for things like
working capital loans and trade export financing, along with fee-based services such as
letters of credit, said Ravi Trivedy, a consultant and former head of banking at KPMG
India.
Private Banks like ICICI and Axis control about a fifth of Indias banking market by
deposits, while state-backed institutions such as State Bank of India, the nations largest
bank, control nearly three quarters of the market.
A handful of state-backed banks such as SBI have been allowed to open Chinese branches in
the past, but until recently the Reserve Bank of India had been unwilling to give private
institutions permission to enter the market.
Until now both Axis and ICICI have operated what are known as representative offices in
China, which allow them to keep in touch with regulators and clients, but not to provide any
type of transactional banking services.
A spokesman for ICICI said the bank had received RBI permission to upgrade its
representative office to a branch in China and was now under discussions with the Chinese
regulatory authorities for necessary approvals.
Analysts expect the banks will now seek to provide services largely to Indian companies
looking to bring goods to and from China, with a focus in particular on imports in areas like
industrial equipment and machinery.
At the moment the private banks have been asked by their boards why the hell arent you
in China?, and now they are trying to get in there, Mr Trivedy said. Everybody is clearly
looking at this as a big, big opportunity.

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Axis Bank ropes in Digitas for social media, online creative:

Digitas has been appointed by Axis Bank to handle social media and online creative duties.
On the association, Manisha Lath Gupta, chief marketing officer, Axis Bank, said, At Axis
Bank, we believe that digital media is an extremely important channel to engage with and
have meaningful conversations with consumers. Over a period of time, a good digital strategy
will go a long way in creating preference of one service provider over another.We believe that
Digitas India is the right strategic partner to help us achieve our aspirations. Digitas will be
handling all social media and online creative work for Axis Bank.
Kanika Mathur, president, Digitas India, added, "Working with Axis bank is extremely
exciting and challenging for us. We will be using some of our worldwide learnings and best
practices to create and implement best in class strategies and consumer experiences for Axis
bank. These will include helping position new and current services online as well as in social
media."

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Awards & Recognition of Axis Bank (2014)

1. Axis Bank featured for the fourth time in Asia's Fab50 companies for 2014 by
Forbes Asia
2. Best Bank for Rural Reach in the Private Sector category- Dun & Bradstreet-Polaris
Financial Technology Banking Awards 2014
3. Best Retail Growth Performance in the Private Sector category- Dun & Bradstreet-
Polaris Financial Technology Banking Awards 2014
4. Fastest Growing Large Bank- BW Business world Magna Awards.
5. Axis Bank wins Gold Award for Financial Inclusion amongst the pvt. sector banks
at the Skoch Financial Inclusion & Deepening Award 2014.
6. Axis Bank wins the Best Financial Advisor (Private Bank) at the UTI MF & CNBC
TV 18 Financial Advisor Awards 2013 - 14.
7. Best Bank for Emerging Market Currencies Trading, Spot/Forward-Euro money FX
Survey 2014
8. Best Bank for Emerging Market Options, Trading Strategies & Ideas-Euro money
FX Survey 2014
9. BEST Bank for Asian Currencies-Euro money FX Survey 2014.

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OBJECTIVE:-

To enhance the information

To develop a skill of preparing a project.

To develop a analysis mind & thinking

To make positive contribution in the field of research.

To develop the ability of research.

RATIONALE
SWOT ANALYSIS OF AXIS BANK:

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STRENGTH:
Axis bank has been given the ratings as one of top three positions in terms of fastest
growth in private sector bank.
The bank has its presence in 1139 cities and towns.
The banks financial positions grow at a rate of 20% every year which is a major
positive sign for any bank.
WEAKNESS:
Lesser number of branches compared to its competitors.
Image of the bank still under the shadow of UTI debacle.
OPPORTUNITY:
Expansion in rural areas.
Going to foreign markets and exploring the new economies.
THREATS:
New banking licenses issued by the RBI.
Foreign banks
competitors
HYPOTHESIS:-

IMPACT ON SOCIAL AND ECONOMIC DEVELOPMENT

The Bank carries out its Corporate Social Responsibility (CSR) initiatives under the aegis of
the Axis Bank Foundation (ABF),which was set up in 2006 as a Public Trust.

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The Bank has been annually contributing upto 1% of its profits after tax to the Foundation.
As of 31st March 2013, ABF has supported 96 NGOs and amounts disbursed under various
programs aggregate to Rs`81.97 crores.
The Banks employees are also encouraged to actively participate in the various initiatives
and projects undertaken by ABF.
During the initial five years, the Foundations work was primarily focused on education.
ABF partnered with sixty NGOs to provide equitable education to various underprivileged
individuals across the country. In 2011, ABF ventured into providing sustainable livelihoods
to the disadvantaged.
ABF partnered with seventeen NGOs across the country, with an ambitious target of
providing one million sustainable livelihoods by 2017.

Today ABF makes a significant difference in the lives of people across 163 districts in 19
states through 40 different Livelihood and Education programs

WHAT IS MARKETING ?

MARKETING STRATEGIES & CASE STUDY OF AXIS BANK


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MEANING: -
Marketing is an important social economic activity. It is an essential activity for the
satisfaction of wants and for raising social welfare. Marketing links producers and consumers
together for mutual benefits. It facilitates transfer of ownership of goods and services from
producers and consumers. Production will be meaningless if goods produced are not supplied
to consumers through proper marketing mechanism.
Modern marketing is global in character. Customer is the most important person in the whole
marketing process. He is the cause and the purpose of all marketing activities. According to
Professor Drucker the first function of Marketing is to create a Customer. Marketing is a need
satisfying process. It facilitates physical distributions, and creates Form utility, Place utility,
Time utility, and Possession utility.

DEFINITION:-

(1) According to William Stanton, Marketing is a total system of business activities


designed to plan, price, promote and distribute want satisfying products to target
markets in order to achieve organizational objectives.

(2) According to Philip Kotler, Marketing is a human activity directed at satisfying


needs and wants through exchange process.

MARKETING OF BANKING SERVICES:-

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Bank marketing consists of identifying the most profitable markets now and in future,
assessing the present and future needs of the customers, setting business development goals,
making plan to meet them and managing the various services and promoting them to achieve
the plans all in the context of changing environment in the market.
Marketing of banking services is concerned with product, place, distribution, and pricing and
promotion decisions in the changing, socio-economic and business environment. It means
organizing right activities and programmes at the right place, at the right time, at a right
price with right communication and promotion.

Product strategies:
the bank marketing activities are concerned with the designing of product strategies
keeping in view the needs and requirement of prospects.
Place decision:
Bank marketing is also related with the place decisions i.e. location of a bank at
suitable points.
Unique features:
(a) Intangibility
(b) Inseparability
(c) Variability and
(d) Perishability

VISSION OF AXIS BANK:


To be the preferred financial solutions providing excelling in customer delivery through
insight, empowered employees and smart use of technology.

CAPITAL STRUCTURE AND DISTRIBUTION NETWORK:

The bank has authorized share capital of Rs. 500 crores.


The bank has a network of 1787 domestic branches and 10363 ATMs across the
country.

SCOPE OF STUDY:

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7PS IN MARKETING MIX OF AXIS BANK

PRODUCT:
The main products of AXIS Bank are Saving Account, Current Account and Demat Account.
The other products are Home loan, personal loan, Insurance, Credit cards, etc. For better
marketing of products, the products are categorized under Axis Bank and Axis Sales.

Products under Axis Bank are


Saving Account / Current Account

Forex Department

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Salary Accounts

Products under Axis Sales are


Home loan

Personal loan,

Demat Account

PRICE:
The amount of money charged for a product or service, or the sum of the values that
consumers exchange for the benefits of having or using the product or service.
One can define price as that which people have to forego in order to acquire a product or
service. What does a buyer think? To a buyer, price is the value placed on what is
exchanged. Something of value usually purchasing power is exchanged for satisfaction or
utility. Purchasing power depends on a buyers income, credit, and wealth.
Buyers concern about price is related to their expectations about the satisfaction or utility
associated with a product. Buyers must decide whether the utility gained in an exchange is
worth the purchasing power sacrificed. Different terms can be used to describe price for
different forms of exchange, (rent, premium, toll, retainer, fee, interest, etc.).
PLACE:-
Place plays an important role in tangibilizing service offerings. Quality of service is
perceived by many customers in the form of place of delivery- locational appeal, interiors,
ambience, etc. If a bank is located in a crowded market the place or location will be a
negative tangibilizes. Providing excellent tangibles in the form of place or location and
interiors is particularly important for appealing to the customers segment. More recently,
some of the private banks in India like AXIS Bank are providing very attractive tangibles in
the form of their locations, exteriors and interiors.
PROMOTION:-
Promotion can tangibilize services in different forms:
Visualization

Association

Physical representation

Documentation.

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Visualization tangibilizes services through hoardings, TV and print campaigns or


advertisements. Physical representation in services has a good promotional appeal to
customers like use of colors to symbolize wealth and status.
PEOPLE:-
People are a common factor in every service. And people tangibilize services. Good
people (means good performance) make good or successful services. Bad performers deliver
bad services.
PROCESS:-
Customer defined business process- Process innovations and continuous improvement
through people involvement.
Result oriented approach- Each process has been designed by first planning the
desired results.
Axis Bank is constantly taking initiatives to offer the best in class service that seek to
enhance customer experience.

PHYSICAL EVIDENCE:-
Reduce paper usage- Due to technological innovations such as use of Finacle software
for core banking solutions.
It has positioned it self as a bank which gives higher standard of services through
product innovation.
Satisfies the diverse need of individual and corporate clients.

It is customer centric, and service oriented.

CORE VALUES OF AXIS BANK:


Customer satisfaction through:
i. Providing quality service effectively and efficiently
ii. Smile, it enhances your face value is a service quality stressed on.
iii. Periodic customer service audits.
Maximizations of stakeholder value.
Success through Teamwork, Integrity and People.
The banks business is divided into 4 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.

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It is also registered on the following exchanges:


i. OTCEI
ii. BSE
iii. NSE
iv. London Stock Exchange.

SERVICES PROVIDED BY AXIS BANK:

SERVICES PROVIDED BY

RETAIL BANKING CORPORATE BANKING

PERSONAL BANKING

RETAIL BANKING
i. Deposit schemes
ii. Loans and advances
a) Personal loans
b) Housing loans
c) Cards
d) Consumer durables
e) Auto loans
PERSONAL BANKING
i. Accounts
a) Term deposit
b) Fixed deposit
c) Recurring deposit
ii. Cards
a) Different variant like: Gold plus card, Gold card, Silver & silver plus card.
CORPORATE BANKING:
i. Accounts
a) Normal current account
b) Trust/NGO savings account
ii. Services
a) Private equity, Mergers & Acqusitions
b) Advisory services
c) Capital market funding
d) E-Broking

MARKETING COMMUNICATION:
Television Ads:

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Hoardings

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AXIS BANK ON OOH (MOBILE APP):

Axis Bank with joint collaboration Credit Cards and their new mobile applications.

The marketing objective of the Credit Card campaign by Axis Bank was to drive credit and
debit card spends during the festive season and to create maximum awareness for the offers
through the OOH medium. The Mobile Application innovation in the campaign in particular
was meant to create awareness and drive downloads for the new Axis Mobile Application
through online channels. The OOH medium was utilized to build registry and recall. The
credit card and mobile application campaign creatives were developed by Lowe Lintas and
Metal Communications.

The campaign was up for a period of 20 days across major metros like Mumbai, Delhi,
Kolkata, Bangalore, Chennai, Pune, Ahmedabad and Hyderabad.
An innovation was executed in Mumbai at Mahim Causeway Junction wherein a large
shopping bag bearing the logos of all the brands associated with the Axis Bank offer was
created and installed. A huge mobile phone was also created and placed on a rotating disk.
The structure had immense visibility throughout the day and night. The billboard creative was
highlighted through the use of LED lights to draw the attention to the benefits of using the
mobile application.

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Together with the major innovations, the campaign was quite prominent at hoardings and bus
shelters all over Mumbai.

The execution was visible from a distance and caught the attention of all the passersby.

Speaking on the campaign, Hanoz Patel, Founder Member & Managing Partner, Milestone
Brandcom, said, The brief from the client was to draw attention to the brands new offerings.
The media has been strategically placed at main arterial routes & traffic junctions across all
major metros. To further the impact, innovations were executed across Mumbai city.
An Axis bank official said speaking about the role of OOH in the brands marketing plans,
The OOH industry is going through a very interesting phase right now. OOH Innovation is
increasingly playing a key role in campaigns. We have been using outdoor quite heavily for
quite a few of our campaigns. We have even used outdoor as the lead medium for a few of
our campaigns. Our spends on OOH would be close to 15%-20% out of our total media
outlays.

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FACEBOOK & NEWSPAPERS:-

Axis bank opens customer support on Facebook:

Axis had created an interesting application on its Facebook page that scans your picture and
recommends you MY cards, which are customized credit cards from Axis.
Although the bank has been quite eager and creative with promoting its new products on
social media, there was no method to address customer grievances. The Axis Bank
Facebook page served as a Platform of advertisement majorly, along with the Twitter page to
supplement it. So, today I was pleasantly surprised to know about the Axis Bank customer
support application on its Facebook page.
The app called Customer support is an open one; you do not have to like the page to be
able to access it. It looks more like a community forum and has a basic form categorized
fewer than 4 tabs: Ask a question, Share an idea, Report a problem and Give praise. The tabs
as the names suggest serve for basic inquiries, collection of ideas, reporting of issues and
kudos for the bank, however users have been mixing up with their categories at times.
Below the app, one can see all the questions, problems and ideas posted along with replies
and discussions. Presently, there are 192 topics posted by 190 people with similar queries
posted by multiple users. Also, most replies reroute to the phone banking numbers of the
bank, and do not provide a solution to the question posted.
.This is a common customer service app powered by Involver and Get Satisfaction and has
been used by ecommerce companies on their Facebook page. But, no other bank in India has
created such a dedicated customer support forum on Facebook. Nevertheless, Axis has taken
a step in the right direction and as these are early days for the bank, we will have to wait and
watch the progress and response of this new initiative on Facebook. After all, its Badthi ka
naam zindagi!

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MERCHANDISE:-

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Only for Axis bank users freecharge.com has brought one excellent offer. Now get Rs.50 off
on recharge of Rs.100 & above + 2x value coupons. This offer is valid only for first time user
of Freecharge.com.

Terms & conditions


1. This offer can be redeemed only on your first transaction on www.freecharge.com by Axis
Bank Credit and Debit cardholders Offer valid till 31st Dec 2013
2. The customer gets Rs.50 off on minimum recharge of Rs.100 and above + Get 2 x value
coupons during the transaction using Axis Bank Credit and Debit cards.
3. The promotion/offer is not valid in conjunction with any other ,offer/scheme/promotions.
4. Strict action will be taken against any forge transactions and in case of any dispute; free
charge reserves the right to decide on mobile, dth, data card recharge, redemption and
coupons.
5. For any query or feedback, please contact us at care@ freecharge.com

How to get:-
1. Visit Freecharge.com here
2. Fill your Recharge details and click proceed (min recharge should be Rs.100 or
above)
3. Please enter your Axis Bank card number in the Card Number field under Other
payment options and click Check for offer. Proceed with the payment by clicking on
Make payment button.
4. Enjoy cash back in your Free Charge Credits.

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The employees of the Axis bank and the customers are given a pen labeled with the name
Axis Bank. This is one way of promotion undertaken by the Axis Bank.

Axis Bank customizes its cards with MY Cards print campaign:

Lowe Lintas & Partners has conceptualized the new campaign that focuses on the I factor in
shopping.
Indians are transforming from being restrained, conservative individuals into discerning
consumers. Their increased buying power has given them more choices than ever.
To add to this, the fact that over 50 per cent of India is below the age of 25 has contributed
significantly to Indians feeling more optimistic and positively disposed towards all that life
has to offer. This has also led to a more visible shift in the way India shops. The progressive
Indian is spending more and more on entertainment, travel and personal care.

There is also a shift from family to the individual I and consumers are looking more
and more for products that suit not only individual needs but also those that suit their
personality.

Taking forth from this insight and questioning the logic of how personalities as diverse as a
compulsive shopper, a foodie, a traveller or a movie buff carry the same card, Axis Bank has
launched a new range of credit cards called MY Cards which give consumers the freedom to

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choose a card that maximizes benefits in areas that they enjoy the most. Individually, every
consumer knows what he likes to spend a good portion of his money on. And it would make
his purchase experience even more gratifying if he could get rewarded for spending more on
what he loves.

The campaign developed by Lowe Lintas and Partners takes this idea forward to bring out
the fact that you can customize your credit card to reflect who you are. This is also coming
from the brand philosophy of progress as an individual and celebrating more of what you
like.

Individuality is the key idea behind this campaign. All of us are defined by the things we
love to do, of things that we are fans of. These cards are telling us its time we got
rewarded for them, explained Amar Singh Group Creative Director, Lowe Lintas.

Manisha Lath Gupta, Chief Marketing Officer, Axis Bank, said, Credit and debit cards are
one of the most used financial products from a bank. The fact that the card resides in the
customers wallet, and interacts at points of purchase, makes it a reflection of the customers
spending habits. Different consumers have different needs and interests, and this gets
mirrored in the card usage behavior as well. Understanding this insight, Axis Bank has
launched a range of credit cards for different consumer segments.

MY Zone Card is designed for movie goers, weekend shoppers and diners. MY Wings Card
is designed for travellers, and MY Choice is for those who want to customize their card
offers. The new media campaign has been launched across print, outdoor and online, and
aims at targeting customers across these interest groups.

The creative is in line with the Badhti ka Naam Zindagi campaign, as the products help
our customers realize their interests and passions in a rewarding manner.

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PRINT ADS:

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THE NEW LOGO OF AXIS BANK:

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.

The new name Axis was chosen considering the banks pan-Indian as well as
international presence.

The first time that a bank has dropped an unknown name.

The name Axis is chosen as it is simple and it conveys a sense of solidity and a sense
of maturity. It also has a universal appeal.

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THE 3 MAIN REASONS FOR THE CHANGE OF NAME FROM UTI


TO AXIS:

1. 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 UTI AMC.
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.
3. The name UTI bank was changed to Axis bank as UTI gave a look of government
sector ban. They had to change their name to have their own brand and identity.

THE NEW NAME AXIS:

RE-BRANDING EXERCISE:

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The name was taken into effect consequent to the approval of shareholders,
Reserve Bank of India and the 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 rebranding exercise.
The bank acquired the service of Ogilvy & Mather (O & M) to design and
implement the rebranding campaign.

BRAND, ADVERTISING AND MARKETING:

1. Axis Bank shifts media duties to Mediavest Worldwide:

Axis Bank has shifted its media business to Media Vest Worldwide, a part of the Sta.com
Media Vest Group (SMG). Media Vest would handle the business from its Mumbai office.
The account was earlier with Madison Media.
The mandate covers media planning and buying for all Axis Bank campaigns and is effective
1 August 2012. Industry sources estimate the size of the account to be around Rs70 crore.
SMG has been strengthening the Media Vest brand across Mumbai, Delhi and Bangalore and
will soon announce a few senior management hires, said a statement from the company.
Confirming this development, Manisha Lath Gupta, chief marketing officer, Axis Bank, said,
While evaluating, we realized SMG has robust planning tools which will help us integrate
across different mediums. With their human experience strategy and approach, we believe,
they are well poised to handle the media challenges lying in front of Axis Bank for the
future.

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Malli CR, chief executive officer, SMG India, added, Axis Bank is a blue chip client and we
are honored and delighted to have them on board. They have an exciting brand vision and we
look forward to delivering their goals with SMGs future focused media product that is
predicated on insights and analytics, digital and content."

2. Axis Bank undergoes a change in identity:

Axis Bank has undergone a change in its identity as the bank has moved from its
thought Aapka Solution to Badhti ka Naam Zindagi (progress on). To communicate this
change, the bank has released a new advertising campaign.

The TVC, created by Lowe Lintas, shows different stages of a man's life right from him
getting his first job, to his first cheque, to his promotion, to his wedding and other important
milestones as if it were a film and use a directors language to plot every step.

Arun Iyer, national creative director, Lowe Lintas, added, The brief was about how Axis
Bank wanted to appropriate something like how success is a journey. Movies play a very big
part in our lives, so we used that thought in this film to convey that people go from one
milestone to another, and along the way Axis Bank supports them.

Coinciding with the campaign, Axis Bank has also launched two applications 'Meri Zindagi
ka Safar' and 'Meri Zindagi ki Picture' on its Facebook page. 'Meri Zindagi ka Safar' is an
application that lets users mark the places they have travelled to, thus enabling them to find
out how much distance have they covered in these journeys of their life.

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The premise to this application is that one enriches their experiences as one travels which in
turn helps people learn and grow and progress in their lives. Whereas, 'Meri Zindagi ki
Picture' is about Life itself. This application lets users compile images memories that they
capture and cherish throughout their lives.

3. Axis Bank unveils new campaign to promote new service:

Axis Bank has unveiled a new campaign to promote its zero prepayment charges service for
Home Loan customers.

The film features a game show winning couple getting ready for an interview at a news
studio. The news anchor compliments the couple on their wins and asks about their plans of
spending the money. As the husband lists out their plans, his wife interrupts and informs that
they will repay their entire home loan. As the news anchor reminds her about the prepayment
charges levied by the bank, the husband consoles his worried wife saying that they bank with
Axis Bank. A voiceover informs about the new service from the bank which has zero
prepayment charges.

BADHTI KA NAAM ZINDAGI- AXIS BANK ADVERTISEMENT


ANALYSIS:

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Jindagi Ke Picture Mein Interval Nahe Hota ... What you say guys. Since I started my carrier
I haven't saw any Interval in my life. Day by day Im getting busy to buzziest, has been
achieved few goals and missed some. In true sense today's life is just like "Badhti Ka Naam
Zindagi"
Axis Bank launches new brand campaign "Badhti Ka Naam Zindagi" conceptualized by Ad
agency Lowe Lintas, the new campaign aims to highlight the Bank as a preferred partner in
progress. What a Concept "MAA Muze Naukri Mil Gayi Maa to My resignation and journey
towards entrepreneurship Credit must go to creative director who has design the story board
and purposefully portrait common man journey from Young to Middle age. So far every
leading financial brand focussed on after retirement situation or early old age benefits. These
new adverts of Axis bank differ here. Indian young generation is very vibrant, very active and
self-motivated. They are family oriented who are holding decision making ability and
tremendous purchasing power.
The Director Voice between story line is icing on the cake, hats off to Lowe Lintas team, how
smartly they have used common English words which are prominently used by an every
Indian in their day to day life (camera, Action etc etc). This Badhti Ka Naam Zindagi is truly
a Hinglish Ad and Lowe Lintas succeed to get connected.. DIL SE. Brand Philosophy to
celebrate lifes each milestones with the help of AXIS bank penetrate viewers mind.
BADHTI KA NAAM ZINDAGI is an important milestone and critical process. Axis bank
core competencies excellently featured in this advertisement as "Axis Bank celebrates your
every success as a stepping stone for the next one".BADHTI KA NAAM ZINDAGI or
PROGRESS ON is truly reflecting brand AXIS. We have seen UTI Bank to Axis Bank
Face-off and how smartly and aggressively they launch in 2007. Lowe Lintas have done
good job for repositioning of Axis Bank from Aapka Solution to BADHTI KA NAAM
ZINDAGI.

VARIOUS STRATEGIES USED FOR THE CURRENT POSITION:

STP
INTERNET STRATEGY PEST
BANKING
STRATEGY
ANALYSIS
MARKETING STRATEGIES & CASE STUDY OF AXIS BANK
TOLANI COLLEGE OF COMMERCE

VARIOUS MARKETING
STRATEGIES USED BY
RELATIONSHIP AXIS BANK
MARKETING COMPETITIVE
STRATEGY COST STRATEGY
REDUCTION
STRATEGY

STP STRATEGY OF AXIS BANK:

1. SEGMENTATION STRATEGY:
Demographic variables:

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Location:
Metros and divisional cities
Occupation
Business persons
Salaried class (both Govt. and private)
Working woman
Age
Senior citizens
minor
Psychographic variables:
Lifestyle
The people who believes in modern banking with high set of services i.e. Internet
banking (mobile refill, travel currency card etc)

2. TARGETING STRATEGY:

TARGET MARKET:

o Corporate banking market:


This market targets the industries and fulfills their financial needs.

o Capital market:
This segment is targeted on the long term needs of the individual as well as of industries.
o Retail banking market:
This segment is for the retail investor and provides them short term financial credit for
their personal, household needs.

TARGETING
STRATEGY

SELECTIVE
TARGET MARKET SPECIALISATION
STRATEGY

CORPORATE RETAIL
BANKING BANKING
MARKETING STRATEGIES & CASE STUDY OF AXIS BANK
MARKET MARKET
TOLANI COLLEGE OF COMMERCE

CAPITAL
MARKET

SELECTIVE SPECIALIZATION STRATEGY


Here the bank selected a number of segments, each objectively attractive &
appropriate.
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.

3. POSITIONING STRATEGY:
o Axis bank has positioned itself as a bank which gives higher standard of services
through product innovation for the diverse need of individual & corporate clients.
So they want to highlight following points in their positioning statement:
Customer centric
Service oriented
Product innovation

PEST ANALYSIS OF AXIS BANK:

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Political factors:

o Banking act, 1949 (code of conduct)


o Rules of RBI:
i. CRR
ii. Interest rate (both deposits and loans)
iii. Bank rate.
o Indian Banking Association
o IT act, 1961
o Growth of subsidiary companies.

Economic factors:

o Money inflation & deflation.


o Industrial growth.
o Liberalization & globalization policies.
o Capital market requirements.

Social factors:

o Banking habits.
o Individual requirements.
o Income level
o Society status and aspiration values.

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Technical factors:

o Product innovation:
i. ATPAR.
ii. I-contact.
iii. Redemption of mutual funds.
iv. Travel currency card.
o Focus on increasing the servicing level by technical enhancement.

COMPETITIVE STRATEGY:

Differentiated against other banks on the base of Max Area Coverage.


Some banks have no reach to the some parts of the country.
So Axis bank has an advantage of reach, in terms of reach to its customers.
Level of service- Axis has an advantage of the product innovation.

COST REDUCTION STRATEGY:

o It launched Airtel Money Super Account powered by Axis Bank a no-frill savings
bank account of Axis bank on Airtels mobile platform in partnership with Infosys.
o Money transfer with cash-out now available across leading remittance corridors;
customers can save money and earn interest too.

RELATIONSHIP MARKETING STRATEGY:

78% OF SME customers have rated overall quality of RM highly


Key strengths of RM model as per the IMRB survey are availability, knowledge level,
timely product and service delivery, Promptness in responding to queries.

INTERNET BANKING STRATEGY:

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Offered a unique platform for all its customers both the individual as well as corporate
customers to complete transactions online.
Presence on all the 4 major social media platforms- Facebook, Twitter, YouTube and
LinkedIn.

MARKET COMMUNICATION OBJECTIVES :-

Emphasize as independent bank- gives importance on customers.


Emphasize on product innovation and communicating about new product launches.
Global market & global standard services.
Achievements.

MARKETING OF SERVICES:

900 Branches & 3875 ATMs.


A footprint in Asia-Singapore, Hong Kong, Dubai and Shanghai.
Strategic tie-ups & alliances UAE, Doha, Muscat (to be launched).

RESEARCH METHODOLOGY:

The method used here in this research project is secondary method.

MARKETING OBJECTIVES:

Capitalize market
Capital
Investment

OBJECTIVES

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Corporate Retail
Investment Investment

Axis bank wants to achieve the following objectives:

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.

At present Axis bank is ranked at the 6 th position (overall) by its market share and
capitalization and 3rd in the private banks category. It wants to get the 3 rd position in overall
Indian banking market.

RESEARCH OBJECTIVES:

FIND OUT
LEVEL OF
CUSTOMER
AWARENESS
FIND OUT
MEASURE SOURCE OF
IMPACT OF CUSTOMER
BRANDING AWARENESS
RESEARCH
OBJECTIVES

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FIND OUT
MEASURE THE
PERCEPTIONS
LEVEL OF
OF CUSTOMERS
AWARENESS

To find out the level of customer awareness about the new change in name from UTI
Bank to Axis bank.
To get the knowledge of Youth account launch in depth.
To find out how Bank uses Social network for their promotion.
To find out the source of customer awareness.
To find out the perception before and after change of name from UTI Bank to Axis
bank.
To measure the level of awareness of customers after the branding of Axis Bank.
To measure the impact of branding upon customers and their perception about the
name changed.

LIMITATIONS OF THE STUDY:

The limitation of this study is that the method used here is secondary. The data provided in
this research project is secondary data. Therefore the limitations of secondary research were:

Secondary data can be general and vague and may not really help companies with
decision making.

The information and data may not be accurate. The source of the data must always be
checked.

The data maybe old and out of date.

The sample used to generate the secondary data maybe small.

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The company publishing the data may not be reputable.

Even though secondary research has various limitations, the data in this project is
accurate enough as per my knowledge as maximum data is taken from the websites of
Axis Bank which are latest, true and fair.

CASE STUDY OF AXIS BANK YOUTH ACCOUNT LAUNCH:-

BACKGROUND:

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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 ATMs
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 countrys 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.

ATM OBJECTIVES:-

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).

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The Big Idea:Its 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.

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,
transfer money to a friends YOUTH account without visiting a branch.

PULL MONEY FROM PARENTS LINKED AXIS BANK ACCOUNT

With the YOUTH Account, the young customers could pull money from their parents 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

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radio and cinema. Social networking clearly stood out with 95% of the youth using a social
media site at least once every day. The strategy revolved around the following.

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.

ENGAGE WITH CUSTOMERS ON DIGITAL

Go beyond traditional media formats on digital Introduce gamification :

The product needed a campaign to communicate with the target group in an innovative way.
To achieve this, Axis Bank came up with the idea and used gamification in the financial
services industry in India.

CREATING AN INFORMATION DESTINATION

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Axis Bank created a special micro site for the YOUTH account 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 Gets pulled);

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

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

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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.

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.

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.

NEW TRENDS OF AXIS BANK:

About Axis Bank Young Bankers


Axis Bank Young Bankers (ABYB) Programme is an endeavor by Axis Bank to nurture
industry leaders of the future by imparting domain expertise and skill set in the field of
Banking.
ABYB is a one year, full time residential programme which will be conducted at two training
campuses, Manipal Global Education in Bangalore and Amity Global Business School in
Noida.

Objectives
The objective of ABYB is to create a talent pool of Young Bankers by equipping graduates
with necessary banking knowledge and skills.

Benefits
On successful completion of the course, the student will be awarded the 'Post-Graduate
Diploma in Banking Services'.

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A Young Banker thus qualified will:


o Demonstrate a systematic understanding of banking concepts and systems.
o Gain critical awareness of current challenges and new trends in banking Industry
o Demonstrate an ability to communicate effectively in business situations
o Demonstrate a practical understanding of banking procedures and practices and
successfully apply it to real-life business situations.
o Become a fair and responsible banker.

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.

CASE STUDY : BRAND AMBASSADOR OF AXIS BANK:

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Bollywood's blockbuster actress Deepika Padukone was Wednesday signed on to endorse


Axis Bank. She will front the private sector bank's new campaign Badhne ke kai naam
hai, and says she's happy to be associated with a service so important to an individual's
progress.
"A bank plays a very important role in the progress of so many individuals and I'm proud to
be a part of the Axis Bank team,"Deepika said in a statement.
She is happy that being a woman,she has been chosen to represent the brand as she sees "no
reason why any industry should be dominated by either gender in today's day and age".
"Like I mentioned earlier, a bank plays such an important role in the progress of so many
individuals, and that's what has excited me the most about this association," she added.
Deepika, who grew from being a badminton player to a model and then actress, says she
believes in the brand's philosophy - "Badhti Ka Naam Zindagi".
"I've always believed that if you stop growing, you stop being. Moreover, progress is a very
individual thing. What it means to you might be very different from what it means to me. But
yet for both of us, it's the most vital part of our lives. In a way it's a common thread that binds
us," she said.
This is the first association of the bank with a celebrity, and the idea behind zeroing in on
Deepika is because "her journey of progress represents the new India which is young,
hardworking, in-tune and aware of the world around them", said Rajiv Anand, president -
Retail Banking, Axis Bank.
The campaign, designed by Lowe Lintas lies in the space that progress has many dimensions
and talks about the holistic nature of progress and highlights Axis Bank's journey as a
customer-centric bank.

REASON FOR SELECTING DEEPIKA AS AN AMBASSADOR:

Axis Bank, one of India's largest private sector banks has announced launch of the third phase
of its advertising campaign around its brand philosophy of 'Badhti ka naam zindagi'or
'Progress On'. With a new cut on the philosophy articulated as 'Badhne ke kai naam hai...', the
bank for the first time is also getting associated with a celebrity 'Deepika Padukone'
announced as its ambassador to take its brand philosophy ahead.

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The campaign designed by Lowe Lintas lies in the space that progress has many dimensions
and talks about the 'holistic' nature of progress and highlights Axis Bank's journey as a
customer centric bank. The new campaign featuring leading Bollywood actress Deepika
Padukone is directed by the renowned movie and ad film director Gauri Shinde.
Speaking on the launch of the campaign, Rajiv Anand, president- retail banking, Axis Bank.
He added that Deepika Padukone who is considered a youth icon in the country, brings in
fresh energy, youthfulness and vitality required for the idea to imbibe bank's philosophy.
Deepika Padukone, actress and brand ambassador of Axis Bank said, "It feels wonderful to be
associated with one of India's most respected banks. A bank plays a very important role in the
progress of so many individuals and I'm proud to be a part of the Axis Bank Team."
Arun Iyer, national creative director, Lowe Lintas and Partners said, 'Badhti ka Naam
Zindagi' or 'Progress on' is the essence of brand Axis. In our earlier campaigns we have
explored this philosophy from various angles, be it an individual's progress or the progress of
the collective. The objective this year was to explore a new dimension of progress while
showcasing the range of products, which brings us to the idea behind the campaign 'Progress
has many meanings'."
It is not just material but also emotional and personal. While growing monetarily is important
but it is also important to have value-system in place and that's the whole thinking behind the
philosophy of 'Badhti ka Naam Zindagi', he added.

FINDINGS:-

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TOLANI COLLEGE OF COMMERCE

FINDIN
GS

o The bank has good relation with its customers. The customers are satisfied with the
relationship manager service provided by Axis Bank.
o Bank has mainly focused on teen behavior , online youngster and best medium to
reach them and make aware about banking procedure carriedout Online.
o Since business is an integral part of the social system Axis Bank take care of variety
of the social needs of the society.
o It spent 1% of its profit towards Corporate Social Responsibility activities i.e Rs
42.42 crores during the financial year of 2012-13.
o It promotes education, sustainable livelihoods, public health, medical relief and
environmental protection through Green Banking activities.
o It safeguards the interest of internal and external stakeholders of business house.
o The bank and its customers have a long term relationship.
Axis bank has the tendency to retain its customers at any cost. They believe that the
old customer is more profitable instead of a new one thats why they try to maintain
good and long term relations to their customers.
o Less number of customer use mobile banking or net banking.
o HDFC Bank has more ATMs than Axis Bank.
o The customers of Axis bank are satisfied with their savings and salary accounts.

RECOMMENDATIONS & SUGGESTIONS

RECOMMENDATIONS &
SUGGESTIONS

MARKETING STRATEGIES & CASE STUDY OF AXIS BANK


TOLANI COLLEGE OF COMMERCE

Promote Increase Needs to Promote


more use number of be more new
of ATMs. flexible. products
internet- for
banking. students.

o Axis Bank needs to promote and encourage people to use internet banking.
o In terms of ease of access Axis Bank needs to increase the number of ATMs.
o The bank should be more flexible in order to compete with its competitors like
HDFC, ICIC.
o Mostly service class persons prefer the Axis Bank in the comparison of business and
students and other class persons thus it needs to promote its product and services that
are offered mainly for the business class people and students. Because these two class
forms major users of the banking services.

CONCLUSION:

o To understand the AXIS bank youth account launch strategies they followed to intract
with youngsters.
o The study was mainly to have a wide knowledge about the bank and to have better
information in detail of AXIS bank.

MARKETING STRATEGIES & CASE STUDY OF AXIS BANK


TOLANI COLLEGE OF COMMERCE

o The study mainly was on marketing strategies and Re-branding of Axis Bank that how
they manage their marketing activities after new name.
o In this study I found that Axis Bank has used all the methods, channels, media and
analysis related to marketing in order to achieve its marketing objectives.
o This study finds that however Axis Bank is not the leading private sector bank but its
vast range of products and availability of options make it on of the better banks in
India.
o Axis Bank has taken the advantage of the marketing strategies in order to place its
product in the market.
o The study has given detailed information about the brand ambassador of Axis Bank.

BIBLIOGRAPHY
REFERENCES
WEBSITES:-
o http://www.axisbank.com

o www.google.com

o www.slideshare.net

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o www.pitchonnet.com/blog/2014/02/06/case-study-axis-banks-youth-account-launch

o https://en.wikipedia.org/wiki/Axis_Bank

NAME OF THE BOOKS:-


Marketing in banking insurance:- Vipuls, by ROMEOS MASCARENHAS
Marketing economics and banking, Basic book of marketing financial services .

MARKETING STRATEGIES & CASE STUDY OF AXIS BANK