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Axis bank Reinventing banking Presented by : Nikunj Shah Reshma Sonawane Jayesh Surve Sanil Tharwal Ankita Trivedi
Indian Banking System
History of Banking in India ,[object Object]
Phase 1   1786 to 1969  ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Phase 2 ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Phase 3 ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Emergence of Private Banks ,[object Object],[object Object],[object Object]
List of Private Banks in India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UTI BANK
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Journey From UTI to AXIS
1994-1997 ,[object Object],[object Object],[object Object],[object Object]
1998-2000 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2001-2005 ,[object Object],[object Object],[object Object],[object Object],[object Object]
2006-2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROBLEM ,[object Object]
THERE ARE 3 MAIN REASONS ,[object Object],[object Object]
[object Object]
[object Object]
Rebranding Exercise ,[object Object],[object Object],[object Object],[object Object]
The new name AXIS ,[object Object],[object Object],[object Object]
The New Logo 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.
ABOUT AXIS
Mission ,[object Object],[object Object],[object Object],[object Object]
Core Values of Axis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Services  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recent Developments ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
 
Axis Financial Position Rs in crs. Particulars Mar 07 Mar 08 Mar 09 Deposits 58,785.60 87,626.22 117,374.11 Advances 36,876.48 59,661.14 81,556.77 Share Capital 281.63 357.71 359.01 Net worth 3,402.21 8,770.69 10,214.80 Book Value 120.80 245.19 284.53 Interest earned 4,560.40 7,005.32 10,835.49 Interest expenditure 2,993.32 4,419.96 7,149.27 Net profit 659.03 1,071.03 1,815.36 Net NPAs 0.61%  0.36%  0.35%  Total Assets 73,257.21 109,577.84 147,722.06 Return on Assets 1.10%  1.24%  1.44%
Axis Bank Ratio Analysis Particulars Mar 07 Mar 08 Mar 09 Capital Adequacy Ratio 11.57 13.73 13.69 Net profit margin 12.01 12.22 13.31 Operating Expense / Total Inc 23.26 26.20 24.95 Return on Net worth (%) 19.37 12.21 17.77 Net Interest Income/total funds 4.01 4.74 4.98 Non Interest Income/total funds 0.03 0.02 0.06 Net Profit / Total Funds 1.07 1.17 1.41 Earning per share  23.40 29.94 50.57 Equity Dividend (%) 45.00 60.00 100.00
 
 
 
 
 
 
 
 
 
 
 
 
Revenue Break – up of Axis Rs in crs Segment Revenue Mar 09 Treasury 20,290.71 Corporate /wholesale banking 7280.14 Retail banking 6675.51 Other banking business (5.40)
 
 
 
 
 
 
 
 
Comparative Analysis As on Mar 09. Rs in crs Particulars Axis HDFC PNB HSBC Deposits 117,374.11 142,811.58 209,760.50 49,970.27 Advances 81,556.77 98,883.05 154,702.99 27,588.68 Share Capital 359.01 425.38 315.30 4,499.16 Net worth 10,214.80 15,052.73 14,653.63 11,214.3 Book Value 284.53 344.44 416.74 - Interest earned 10,835.49 16,332.26 19,326.16 6,326.9 Interest expenditure 7,149.27 8,911.10 12,295.30 2,661 Net profit 1,815.36 2,244.94 3,090.8 12,91.2 Net NPAs 0.35%  1.49% 0.17% 1.42% Total Assets 147,722.06 183,270.78 246,918.62 94,620.3 Return on Assets 1.44%  1.10% 1.15% 1.51%
Comparative Ratio Analysis Particulars Axis HDFC PNB HSBC Capital Adequacy Ratio 13.69 13.60% 12.96% 15.31% Net profit margin 13.31 11.35 13.76 Operating Expense / Total Inc 24.95 35.06 21.53 Return on Net worth (%) 17.77 15.32 23.52 Net Interest Income/total funds 4.98 6.86 4.34 6.66% Non Interest Inc/total funds 0.06 - 0.25 2.84% Net Profit / Total Funds 1.41 1.42 1.40 4.39% Earning per share  50.57 52.77 98.03 - Equity Dividend (%) 100.00 100.00 200 - Net Interest margin (%) 3.33 4.40 3.58
Comparative Reach Analysis Banks Branches ATMs Cities Inception yr Overseas presence Axis 835 3595 515 1994 4 HDFC 1416 3382 550 1995 PNB 4668  2150 21,408 1895  3 HSBC 178 150 - 1959 83
 
 
Axis Bank Marketing Overview
Marketing  Management
Marketing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
REBRANDING ,[object Object],[object Object],[object Object]
Bankers Identify Near-Team and Long Term Concerns  1991 2015 Maintaining profitability  Credit Portfolio Management  Service Quality  Regional Economy  Cost Management / Expense reduction  Declining Earnings/ more failures Market / customer focus  Capital adequacy  Stock market value Industry Overcapacity  Service quality  Maintaining profitability  Market / customer focus Operations/systems/technology Credit portfolio management  Productivity improvement  Investment to stay competitive  Stock market value Asset/liability management  Electronic Banking
SWOT ANALYSIS OF AXIS BANK
PESTLE ANALYSIS OF AXIS BANK
Competitive Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Strategy ,[object Object],[object Object],[object Object],[object Object]
Competitive Strategy ,[object Object],[object Object],[object Object],[object Object]
Features Of Axis Bank ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Mix in Banking Industries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7 P’s OF MARKETING OF AXIS BANK ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRICING MIX ,[object Object],[object Object]
PLACE MIX ,[object Object],[object Object],[object Object]
PROMOTION MIX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROCESS MIX ,[object Object],[object Object],[object Object],[object Object],[object Object]
PHYSICAL EVIDENCE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEOPLE ,[object Object]
STP ANALYSIS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting strategy ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Positioning strategy ,[object Object],[object Object],[object Object],[object Object]
The Key Target Audience Worksheet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Communication Strategy Worksheet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The fact that the top 9 banks account for barely 57.8% of the market share suggests that several smaller players occupy the remaining 42.2%
[object Object]
AXIS Eligibility Criteria ,[object Object],[object Object],[object Object]
 
Axis Bank H. R. Overview
OBJECTIVES OF HRD IN AXIS BANK ,[object Object],[object Object],[object Object],[object Object],[object Object]
FUNCTIONS OF HRD ,[object Object],[object Object],[object Object]
CONTD…… ,[object Object],[object Object],[object Object],[object Object]
HR BUSINESS MODEL
HR BLUEPRINT FOR BUSINESS DRIVEN HR REFORMS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RECRUITMENT PROCESS IN AXIS BANK
Axis Bank Information System Overview
INFORMATION SYSTEM ,[object Object],[object Object],[object Object]
CONTD….. ,[object Object],[object Object],[object Object]
SUNTEC’S TOOL FOR AXIS BANK  ,[object Object],[object Object],[object Object]
SOFTWARE RESOURCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OTHER SOFTWARES ,[object Object],[object Object],[object Object],[object Object]
ORGANISATION TRANSACTION PROCESSING SYSTEM: ,[object Object],[object Object],[object Object],[object Object]
HOW IT WORKS?
TECHNOLOGICAL ADVANCEMENTS ,[object Object],[object Object],[object Object],[object Object]
Operations Perspective
Rebranding ,[object Object],[object Object],[object Object],[object Object]
How their strategy changed after rebranding: ,[object Object],[object Object]
Information Technology: ,[object Object],[object Object],[object Object],[object Object],[object Object]
New Initiatives
Remittance Card: ,[object Object],[object Object],[object Object]
VISA Money Transfer Service: ,[object Object],[object Object],[object Object],[object Object]
EMV standard based Platinum Credit Card: ,[object Object],[object Object],[object Object]
How does it work:- ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object]
Strategic Tie-ups
Tie- up with Banque Privee Edmond de Rothschild Europe: ,[object Object],[object Object],[object Object]
Tie-ups with various Govt. Departments: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Alternate Channels: ,[object Object],[object Object],[object Object]
ATM Channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Shared resource: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internet Banking Channel: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
b)  Bill Payment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],c)  Shopping etc.
Mobile Banking Channel: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Growth Prospects of Axis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion !!!! ,[object Object],[object Object]
Thank you
 

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Axis Bank

  • 1. Axis bank Reinventing banking Presented by : Nikunj Shah Reshma Sonawane Jayesh Surve Sanil Tharwal Ankita Trivedi
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  • 15. Journey From UTI to AXIS
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  • 26. The New Logo 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.
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  • 37. Axis Financial Position Rs in crs. Particulars Mar 07 Mar 08 Mar 09 Deposits 58,785.60 87,626.22 117,374.11 Advances 36,876.48 59,661.14 81,556.77 Share Capital 281.63 357.71 359.01 Net worth 3,402.21 8,770.69 10,214.80 Book Value 120.80 245.19 284.53 Interest earned 4,560.40 7,005.32 10,835.49 Interest expenditure 2,993.32 4,419.96 7,149.27 Net profit 659.03 1,071.03 1,815.36 Net NPAs 0.61% 0.36% 0.35% Total Assets 73,257.21 109,577.84 147,722.06 Return on Assets 1.10% 1.24% 1.44%
  • 38. Axis Bank Ratio Analysis Particulars Mar 07 Mar 08 Mar 09 Capital Adequacy Ratio 11.57 13.73 13.69 Net profit margin 12.01 12.22 13.31 Operating Expense / Total Inc 23.26 26.20 24.95 Return on Net worth (%) 19.37 12.21 17.77 Net Interest Income/total funds 4.01 4.74 4.98 Non Interest Income/total funds 0.03 0.02 0.06 Net Profit / Total Funds 1.07 1.17 1.41 Earning per share 23.40 29.94 50.57 Equity Dividend (%) 45.00 60.00 100.00
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  • 51. Revenue Break – up of Axis Rs in crs Segment Revenue Mar 09 Treasury 20,290.71 Corporate /wholesale banking 7280.14 Retail banking 6675.51 Other banking business (5.40)
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  • 60. Comparative Analysis As on Mar 09. Rs in crs Particulars Axis HDFC PNB HSBC Deposits 117,374.11 142,811.58 209,760.50 49,970.27 Advances 81,556.77 98,883.05 154,702.99 27,588.68 Share Capital 359.01 425.38 315.30 4,499.16 Net worth 10,214.80 15,052.73 14,653.63 11,214.3 Book Value 284.53 344.44 416.74 - Interest earned 10,835.49 16,332.26 19,326.16 6,326.9 Interest expenditure 7,149.27 8,911.10 12,295.30 2,661 Net profit 1,815.36 2,244.94 3,090.8 12,91.2 Net NPAs 0.35% 1.49% 0.17% 1.42% Total Assets 147,722.06 183,270.78 246,918.62 94,620.3 Return on Assets 1.44% 1.10% 1.15% 1.51%
  • 61. Comparative Ratio Analysis Particulars Axis HDFC PNB HSBC Capital Adequacy Ratio 13.69 13.60% 12.96% 15.31% Net profit margin 13.31 11.35 13.76 Operating Expense / Total Inc 24.95 35.06 21.53 Return on Net worth (%) 17.77 15.32 23.52 Net Interest Income/total funds 4.98 6.86 4.34 6.66% Non Interest Inc/total funds 0.06 - 0.25 2.84% Net Profit / Total Funds 1.41 1.42 1.40 4.39% Earning per share 50.57 52.77 98.03 - Equity Dividend (%) 100.00 100.00 200 - Net Interest margin (%) 3.33 4.40 3.58
  • 62. Comparative Reach Analysis Banks Branches ATMs Cities Inception yr Overseas presence Axis 835 3595 515 1994 4 HDFC 1416 3382 550 1995 PNB 4668 2150 21,408 1895 3 HSBC 178 150 - 1959 83
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  • 69. Bankers Identify Near-Team and Long Term Concerns 1991 2015 Maintaining profitability Credit Portfolio Management Service Quality Regional Economy Cost Management / Expense reduction Declining Earnings/ more failures Market / customer focus Capital adequacy Stock market value Industry Overcapacity Service quality Maintaining profitability Market / customer focus Operations/systems/technology Credit portfolio management Productivity improvement Investment to stay competitive Stock market value Asset/liability management Electronic Banking
  • 70. SWOT ANALYSIS OF AXIS BANK
  • 71. PESTLE ANALYSIS OF AXIS BANK
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  • 90. The fact that the top 9 banks account for barely 57.8% of the market share suggests that several smaller players occupy the remaining 42.2%
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  • 94. Axis Bank H. R. Overview
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  • 101. Axis Bank Information System Overview
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