Report of Summer Training Conducted at

Axis Bank
Submitted in partial fulfillment of the requirements
for the award of the degree of

Master of Business Administration (MBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide:

Submitted by:

Guide Name: Ms. Gayatri Chopra

Saini

Student Name: Preeti

Roll

No.:19619103913

Gitarattan International Business School

New Delhi -110085
Batch 2013-15

CERTIFICATE
I, Ms. Preeti Saini, Roll No -19619103913 certify that the summer training report (Paper
Code MS-201) entitled Axis Bank is done by me and it is an authentic work carried out
by me at Axis Bank. The matter embodied in this Report has not been submitted earlier
for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the student

Date:
Certifies that the Summer Training Report (Paper Code MS-201) entitled Axis Bank
done by Ms. Preeti Saini, 1919103913 is completed under my guidance.
Signature of the Guide
Date:

Countersigned
Director/Project Co-ordinate

ACKNOWLEDGEMENT
On the very outset of this report, I would like to extend my sincere & heartfelt obligation
towards all the personages who have helped me in this endeavour. Without their active
guidance, help, cooperation & encouragement, I would not have made headway in the
project.
I wish to express my indebted gratitude and special thanks to Mr Arun Bahri, Branch
Head, AXIS BANK" who in spite of being extraordinarily busy with his duties, took time
out to hear, guide and keep me on the correct path and allowing me to carry out my
industrial project work at their esteemed organization and extending during the training.
I express my sincere gratitude to our Director, Dr. D. S. Chaturvedi who has been my
source of inspiration. And also I am thankful to our Project Coordinator Ms Uma Gulati
for her immense support and guidance.
I am extremely thankful to my faculty Ms Gayatri Chopra for her valuable guidance and
support on completion of this project.

Preeti Saini

CONTENTS
S. No

Topic

Certificate (s)

Acknowledgements

List of Tables

List of Figures

Executive Summary

Chapter-1: Profile of the Firm/Company

Chapter-2: SWOT Analysis of the Company

Chapter-3: Data Collection & Presentation

Chapter-4: Functional Analysis of the Company

10

Chapter-5: Summary & Conclusions

11

References/Bibliography

Page no.

LIST OF TABLES
Table no.

Topic

2.1

Swot Analysis of Axis Bank

Page No.

3.1
3.2
3.3
3.4
3.5

No of branches
Retail Assets
Customer Relation
Recruitment Process
Net Profit

LIST OF FIGURES
Figure No.

Topic

1.1

Functional areas of Business

1.2

organization structure of axis bank

1.3

Chart showing market share of axis bank

1.4

Present Leaders of axis bank

2.1

SWOT Analysis

3.1

No. of branches

3.2

Retail Assets

3.3

Customer Relation

3.4

Net Profit

4.1

Porters model

Executive Summary

Page No.

There has been a rapid growth in the banking industry in the past few years. In the
residential sector, a growing middle class is enjoying rising income levels. Combined
with smaller household sizes, this demographic change has boosted demand for more
modern housing and home loans. Meanwhile, increasing consumer spending power has
encouraged growth in organized retailing both feeding off and contributing to the spear
of mall culture and the popularity of other large-scale retail property developments.
In the commercial property segment, strong growth in the services sector particularly in
the IT and ITES sectors and corporate growing scale of operations have led to greater
demand for commercial space, including modern offices, warehouses and lodging space.
Many Developers have substantial plans to increase both their size and geographical
spread. They are also expanding into different kinds of properties, which can boost the
firms franchise values and reduce concentration risks. However, managing and financing
such activities can be a challenge, and puts a premium on financial flexibility, capital
access and operational infrastructure.
The project assigned to me has an objective to find and analyze the current scenario of
Axis bank, covering the preferences of current as well as prospective customers. The
major part of the project also analyses the size of investment in various states and mind
set of the customers regarding this as well as the perceptions of customers towards major
leading Axis Bank players.
Once the data was collected, this data was analyzed and various conclusions were drawn.
Researchers viewpoints on various issues were also taken in order to get a more insight
into the Axis Bank.

They can provide the introduction All About the axis bank. All information related to the
Branch or the various leaders of Axis bank or the Structure of Axis Bank. what is the
mission and vision of bank also define the products.
They are related with SWOT of the Axis bank. In which they can explain the strengths,
weakness, opportunities and the threats of Axis bank
They are explain the functional area like marketing, HR, finance and production and
operation. They can also be present through the graphical presentation. In the marketing
they can explain the product, advertisement, promotional strategies etc in the HR they
can explain the about the recruitment and selection process of Axis bank. And finance can
provide the balance sheet and profit and loss account.
They can provide the analysis of all functional areas and they are- Marketing, HR,
finance, It Technology, production & operation.
It can include the conclusion, suggestion which can be done on the basic of fact and
figure which can provide by p roject report. lesson that have learn during the intership.

Chapter-1
PROFILE OF THE COMPANY

1.1
Name of The Firm

Address

Axis Bank
Ground floor and basement plot no. 104,
pocket-27,sector 24,rohini,New Delhi

TeleFax

011-27042808

Telephone

011-27042805

Website

http://www.axisbank.com

E-Mail

arun.bahri@axisbank..com

Type

Multinational company

Industry

Banking services

Headquarters

Hyderabad, India

Registered office

NPCI,5th floor, gigaplex,

Plot no I.T.5,MIDC,Airoli
Knowledge park, Mumbai 400708

1.2Nature of axis bank

It was incorporated in the year 1993 as UTI Bank Ltd which provided corporate and retail banking
products and was the first private bank to have begun operations in 1994,after the government of
India allowed new private banks to be established. The bank was promoted jointly by the
Administrator of the Specified Undertaking of the Unit Trust of India (UTI), Life Insurance
Corporation of India (LIC), General Insurance Corporation Ltd.,National Insurance Company Ltd.,
The New India Assurance Company, The Oriental Insurance Corporation and United India Insurance
Company. UTI holds a special position in the Indian capital markets and has promoted many leading
financial institutions in the country. The bank changed its name to Axis Bank in April 2007 to avoid
confusion with other unrelated entities with similar name. After the retirement of Mr. P. J. Nayak,
Shikha Sharma was named as the bank's managing director and CEO on 20 April 2009. The bank
has strength in both retail and corporate banking and is committed to adopting the best industry
practices internationally in order to achieve excellence.
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.The name UTI bank was changed to AXIS bank as UTI gave a look of government sector
bank. They had to change the name to have own brand and identity. 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
change the logo and colour of logo the bank was likely spent around Rs 50 crore in the re-branding
exercise.REBRANDING has retained the burgundy color, but has changed the logo.The bank
acquired the services of Ogilvy & Mather (O&M) to design and implement the rebranding
campaign. The new name AXISwas chosen considering the banks pan-Indian as well as
international presence. The first time that a bank has dropped an established brand for 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. The New 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.
Functional Areas
Functional areas can be defined as grouping of individuals on the basis of their functions, each
performs in the organisation such as financing, marketing, manufacturing, customer services, R&D,
IT, HR & operations.

Fig. 1.1 : Functional areas of Business

1.3 Mission and vision
1.31 Mission
i. Customer service and product innovation turned to diverse needs of individual and corporate
client
ii. Continuous technology up gradation while maintaining human values.
iii. Progressive globalization and achieving international standards.
iv. Efficiency and effectiveness built on ethical practices.
v. Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele.

1.32 Vision
To be preferred financial solutions provider excelling in customer delivery through insight,
empowered employees and smart use of technology.
1.33 CORE VALUES
Customer Centricity
Transparency
Teamwork
Ownership
Ethics
1.4 Product range of axis bank
1.41 Savings Account
i.
ii.
iii.
iv.
v.
vi.
vii.

Easy Access Savings Account

Prime plus savings Account
Pension Savings Account
Insurance Agent Account
Small Savings Account
Prime Savings Account
Womens savings Account

1.42 Salary Account

i.
ii.
iii.
iv.
v.

Prime Salary Account

Priority Salary Account
Defense Salary Account (Power Salute)
Wealth Salary Account
Easy Access Salary account
1.43 Current account

i.

Resident Foreign Currency(Domestic) Account

ii. Regular Current Accounts

iii. Exclusive Current Account
iv. Current Accounts by Industry

1.44 Insurance
i.

Life Insurance

ii. General Insurance

iii. Health Insurance
iv. Motor Insurance
v.

Jewellery Insurance

vi. Home Insurance

vii. Travel Insurance

1.44 Loans
i.

Home loans

ii. Car Loans

iii. Personal Loans

iv. Loans Against Property
v.

Loans Against Share

vi. Loans Against Securities

vii. Loan Against Gold
viii. Education Loan
ix. Loan against Fixed Deposit
1.45Cards
i.

Titanium Smart Credit Card

ii. Platinum Advantage Credit Card

iii. Visa Signature Credit Card
iv. Visa Infinite Credit Card
a.

Business Banking

The Bank offers a wide range of current account product and cash management solutions for
corporate, institutional, central and state government departments as well as small business
customers.

b. Small & Medium Enterprises

At Axis Bank we understand that timely availability of credit is an integral ingredient to success.
With this in mind our ongoing endeavour is to be a financial partner that lets businesses focus on
business while their financing needs are in safe hands with the bank.
1.47 Agri Business Loans
i.

Kisan Power

ii. Power Gold

iii. Arthia Power
iv. Agro Power
c.

Corporate Credit Card

Axis Bank Corporate/Purchase Card Solution offers best-in-class customizable product features,
comprehensive reporting and expense management tools as well as round-the-clock service. It helps
your corporate save time and money by simplifying your purchase, bill payment and expense
management processes. To facilitate the above, the Bank also appoints a dedicated Relationship
Manager to ensure prompt response to all service related queries.
d. Treasury
Axis Bank has built a strong integrated Treasury book across domestic and global
markets by effectively managing liquidity and maximizing income by trading in financial
markets

Infrastructure Business
The Bank has consulted, financed and executed a wide range of projects ranging across roads,
highways, bridges and other large scale Infrastructure projects. Our expertise covers risk
management and mitigation, financial planning and sourcing of funds, project advisory and
negotiations.
1.48 Foreign Exchange
i. Travel Card
ii. Outward Remittances
iii. Foreign Currency Demand Drafts
iv. Foreign Currency Cash
v. Foreign Currency Travellers Cheques
vi. India Travel Card
e.

Travel Currency Card

Axis Bank is the first Indian Bank to launch Travel Currency Card. This is a secure, convenient and
hassle-free way to carry money and make payments when on foreign shores and aims to make
travelling abroad a truly memorable experience. Axis Bank is the first Bank in India to achieve a
loading of US Dollar One Billion. The Card is accepted worldwide and is available in nine currency
options.

f.

Salary Product

At Axis Bank we provide tailor-made privileges to our Salary Account holders with a range of
banking, investment and lending solutions under one roof. It is a unique offering wherein we offer
not just the best products but also the choice of how you want to give them to your employees.While
the same salary account variant can be offered to all employees, you can also give them the freedom
to choose a higher salary account variant and the associated privileges, as per their net salary
eligibility.
Prepaid Cards
i.

My Money Card

ii. Gift Cards

g.

Syndication

The bank is a leading provider of debt solutions in the form of bond or debenture issuances and loan
syndication and has successfully managed various debt issuances of mid and large sizes. The bank is
the largest bond house in the country and has been ranked first in terms of various domestic and
international league tables in terms of domestic debt insurances. Its clientele includes leading public as
well as private sector corporate.
h.

Online Trading
TRADING ACCOUNT
Axis Directs 3-in-1 Online Trading Account offers seamless integration between your
Savings, Demat& Trading accounts, all three of which are required to trade online. The
Savings and Demat accounts are offered by Axis Bank while the trading account is held

with Axis Securities and Sales Ltd. This arrangement allows hassle free and seamless
direct debit/credit of funds/shares, to and from the customers account.
i.

Inward Remittances
AXISREMIT Online
AXISREMIT Direct
Money Transfer Operators - (Money Gram, Easy Remit, Express Money )
Wire Transfers

1.5 Size of Organization

Size of Manpower
The Bank has branches in over 36 states covering a wide varoius area of the country.
Employees come from varied cultural, social.
Employees are Banks greatest assets. As of 31 March 2014, 42,420 employees were part
of the AXIS Bank. The follow a non-discrimination policy with regards to employment
and have employees with varied degrees of disabilities in certain functions of the bank.
Turnover and Financials (Over 34034.78 Crores)
Profit and Loss Account: Year ended March 31, 2014
For the year ended March 31, 2014, the Bank earned total income of `11951.64 crores.
The Banks Net Profit for the year ended March 31, 2014 was `6217.67 crores, up
27.92%, over the year 2013

Balance Sheet: As of March 31, 2014

The Banks total balance sheet size increased to Rs 3,83,244.89crores as of March 31,
2014 from Rs 3,40,560.66crores as of March 31, 2013. Total net advances as of March
31, 2014 were Rs 2,30,066.76crores, as increased March 31, 2013. Total Deposits were
Rs 2,80,944.56crores, an increase March 31, 2013

1.6 Organization structure of axis bank

MANGING DIRECTOR
DIRECTOR
EXECUTIVE DIIRECTOR

RETAIL AND BRANCH BANKING HEAD

REGIONAL HEAD

NATIONAL HEAD

ZONAL HEAD

ZONAL HEAD

CLUSTER HEAD

AREA SALESMAN

BRANCH MANAGER

REGIONAL SALES MANAGER

PERSONNELBANK AUTHORISE

SALESMANAGER

PERSONAL BANKER

TEAM LEADER

SALES EXECUTUVE

Fig. 1.2 : organization structure of axis bank

1.7 Market share and position of axis bank

Axis Bank is one of the Top three banks in India along with State Bank Of India, HDFC Bank
and ICICI Bank.Axis Bank has emergedas the best large private bank because of good asset
quality, high loan growth, and an improvement in returns on capital employed.
The success story of good market share of different market organizations depends
upon the availability of the product and services near to the customer, which can be distributed
through a distribution channel.

Fig. 1.3 :Chart showing market share of axis bank

1.8 Present Leadership of company

Name
Dr. SanjivMisra
Mrs. Shikha Sharma
Mr. K.N. Prithviraj
Mr. V.R. Kaundinya
Mr. S.B. Mathur
Mr. Prasad Menon
Mr. Rabindranath Bhattacharya
Prof. Samir K. Barua
Mr. Som Mittal
Mrs. IreenaVittal
Mr. RohitBaghat
Smt. UshaSangwan
Mr. V. Srinivasan
Mr. SomnathSengupta
Mr. R.K. Bammi

Designation
Chairman
Managing Director & Chief Executive Officer
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director
Executive Director, Corporate Banking
Executive Director, Corporate Center
Executive Director, Retail Banking

Fig. 1.4 :Present Leaders of axis bank

Present leader of axis bank
Mr. ArunBahri. (Branch Head)
Mrs. ShaliniAggarwal (Operation Head)
Mr. TarunRehan (Branch Sales Manager)
Mr. Rahul Kumar (Assistant Sales Manager)
Mr. Sunil kumar (operation Manager)
Mr. Amit Kumar (Assistant Sales Manager)
Mr. Deepak Jaiprakash (Assistant Manager Operations)

1.9 Source of Data Collection

The data which is provided has been drawn from various sources ,so that we are able to
complete the report with correct information. The information has been drawn from various
sources as :

Primary Data :
A well structuredquestionaire was personally administered to the selected sample to collect
the primary data.

Secondary Data :
Secondary data are those which have already been collected by some other person for their
purpose & published. Secondary data are usually in shape of finised products.

Chapter- 2
SWOT ANALYSIS
2.1 SWOT Analysis
Table No-2.1: SWOT Analysis

STRENGTH
i
ii
iii
iv
v

WEAKNESS

Unique products
Brand name
Customer loyalty
Good services
Technology

i
ii
iii
iv
v

Less advertisement
Online presence.
Weak management.
Investment in research and
development
Tax structure.

OPPORTUNITY
THREAT
i

Competition

ii

ICICI.
Competition

iii
iv
v

from

HDFC,

i
ii

Intense competitor.
By providing proper schemes
axis

from

public

banks.
New markets and technology.
International expansion.
Loosening regulations

iii
iv

can

increase

its

customers.
Political risk.
Substitute products

SWOT analysis is a tool for auditing an organization and its environment. It is the first
stage of planning and helps marketers to focus on key issues. SWOT stands for strengths,
weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors.
Opportunities and threats are external factors.
The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may
have a better chance at developing a competitive advantage by identifying a fit between
the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a
weakness in order to prepare itself to pursue a compelling opportunity.
To develop strategies that take into account the SWOT profile, a matrix of these factors
can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:
SWOT / TOWS Matrix

Opportunities

Strengths

Weaknesses

S-O strategies

W-O strategies

Threats
S-T strategies
W-T strategies
S-O strategies pursue opportunities that are a good fit to the company's strengths.
W-O strategies overcome weaknesses to pursue opportunities.
S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability
to external threats.
W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it
highly susceptible to external threats.
2.11 Strengths
a. Axis bank has been given rating as one of the top three position in terms of fastest growth in
private sector banks.
b. Financial express has given number two position and BT-KPMG has rated Axis bank as the
best bank with some 26 parameters.
c. The bank has a network of 1.787 domestic branches and 10.363 ATMs
d. The bank has its presence in 971 cities and towns.

e. The bank financial positions grows at a rate of 20% every year which is a major positive
sign for any bank.
f. The companys net profit is Q3FY12 is 1,102.27 which has a increase of 25.19%growth
compared to 2011.
2.12Weakness
a. Gaps- majority they concentrated in cooperate, wholesale banking, treasury service, retail
banking.
b. Foreign branches constitute only 8% of total assets.
c. Very recently the bank started focusing its attention towards personal banking and rural areas.
d. There share rates of Axis bank is constantly fluctuating in higher margins which makes
investors in an uncomfortable positions most of the time.
e.There are lot of financial product gaps in terms of performance as well as reaching out of the
customers.
2.13 Opportunities
a. Acquisitions to fill gap.
b. 2009, alliance with motilaloswal for online trading for 10 million customers.
c. In 2010,acquiredEnam securities Pvt ltd broking and investment banking.
d. In sep 2009, SEBI approval axis assets management co. for mutual fund business.
e. No. of e-transactions increased from 0.7 million to around 2 million.
f. Geographical expansion to rural market-80% of them have no access to formal lending.

g. 46% use informal lending channels.

h. 24% unregulated money lenders.
i. Now number of branches increased to 1787.
j. Last quarter there were 48 new branches opened across the nation.
k.The assets in their international operations are growing at a very faster pace with a growth
rate of 9%.
l. The concept of ETM (everywhere teller machine)by axis bank had a good response in terms
of attracting new customers in personal segment.

2.14

Threats

a. Since 2009, RBI has increased CRR by 100 basic points.

b. Increased repo rate reverse repo rate by 50 points-11 times of late.
c. Increasing popularity of QIPs due to ease in fund raising.
d. RBI allowed foreign bank to invest up to 74% in indian banking.
e. Government schemes are most often serviced only by govern banks like SBI, Indian banks,
Punjab national bank etc.
f. ICICI and HDFC are imposing strong threats in terms of their expansion in customers basic
by their aggressive marketing strategies.

2.2 Best Practices in various Fields

2.21 HR Practices
Employees at axis bank believe that a fun filled and friendly work environment helps
reduce stress and creates a healthy bond between colleagues. We strive to ensure that our
employees unwind themselves from time to time, have a hearty laugh amidst the workpressure which is always a great reliever in stress and a motivator in challenging
conditions.
Axis bank care about their employees and keenly collect feedback to learn first-hand
about their daily experience at work. We aim to be a preferred employer, and hence we
have transparent processes in place to ensure that our employees can have their say.

To achieve this we have periodic employee satisfaction surveys requesting for feedback
and input from our employees to find out whether we're delivering a work experience that
optimizes employee performance and engagement.
It is also important to motivate employees to focus on customer success; profitable
growth and the company well-being. Axis bankprovide all those benefits to their
employees for their motivation. Axis bank listen to employees and making them feel
involved will create loyalty, in turn reducing turnover allowing for growth
2.22 Marketing Practices
Work with Companies

By partnering with companies, you will have access to an audience of employees who
might be interested in your product. Speak with local companies and schedule a time to
hold a seminar about life insurance where you can explain the benefits, costs and
complexities in a relaxed setting with people who have opted to be there. As you search
for companies, look for businesses who have older executives in industries with high
compensation rates; employees in this type of business will be more likely to be able to
afford life insurance, as opposed to a younger, lower-income people. Older, wealthier
professionals may also be more concerned with protecting their wealth and their families
in case of death or emergency.

Chapter-3
DATA COLLECTION & PRESENTATION
3.1 Marketing

3.11. Product Planning Process

Axis bank plans and improves its product:

a. Conducting initial survey of the product (plan and price) to check on the acceptability of the
product.
b. It insisted on minimum no. of lives to be covered as pricing to be based on the same and to
make the product sustainable

3.12 Pricing Policies/Strategies

Axis bank is using the competitive pricing strategies with respect to other banker. It gives
the best services to its customers at every facility so as to get the competitive edge over the
other banks.
3.13 Channel Planning and Management
Channel is the term used for the various approaches a company uses to tap its customers.
Axis bank uses a multi channel approach to ensure the service and other allied activities are
carried out in the most effective manner. The channels used by axis bank can be broadly
stated as under:
Retail: The Retail channel consists of sales executives, sales officers and agents. They are the
one who are in direct contact with the customers.
Online banking: axis bank has developed a web-based system to meet all the saving and
current account transaction. The Internet provides a secure medium for transferring funds
electronically between bank accounts, and also for making banking transaction over the
Internet. Credit cards transactions are a form of Internet Banking. banking is one form of
Home Banking.. With the do-it-yourself architecture, the online channel is fast,
convenient, and easy to understand and operate.

Name of bank
SBI
HDFC
ICICI
AXIS

No. of Branch
18324
2564
2760
2160
Table:3.1-No of branches

No of Branches
20000

18324

15000
No of Branches

10000
5000

2564

2760

1600

0
SBI

HDFC

ICICI

AXIS

Fig: 3.1- No. of branches

Year
2009-10
2010-11
2011-12
2012-13
2013-14

Reatil Amount
20821
27759
37570
53960
74491

Table: 3.2-Reatil Assets

Fig:3.2 Reatil Assets

3.14 Promotional Policies and their Effects on Sale
All areas and aspects involved with promoting a bank and product. Promotional policy is
sometimes equated with advertising, however advertising is only one part of a
promotional policy. Other important aspects of a promotional policy may include public
relations, consumer promotions, and any other area which increases awareness and
spreads the word about the item. Axis bank is focusing on all of the above promotional
activities. Axis bank is providing the Advertisement to promote its accounts and also
provide their customers a better Service which is another way to promote the activities.

3.15 CRM Policies

Customers Relationship Management (CRM) model of axis bank manage companys
interactions with current and future customers. It organizes, automates, and
synchronizes sales, marketing, customer service, and technical support.
CRM system for marketing tracks and measure campaigns over multiple channels such as
email, search, social media, telephone and direct mail. These systems track clicks,
responses, leads and deals.
CRM of AXIS often makes use of social media to build up customer relationship. It
integrate social media sites like Twitter, LinkedIn, Facebook and Google Plus to track
and communicate with customers sharing opinions and experiences with a company, and
services. Trends identified through social media allow businesses to make more accurate
decisions on which services to be provide.

Area
METRO
RURAL
SEMI URBAN
URBAN

Percentage
40%
29%
13%
18%
Table:3.3-Customer Relation

Customer Relation

Rural; 29%
Metro; 39%

Semi Urban; 13%

Urban; 18%

Fig:3.3 Customer Relation

3.17 Advertisement Process
An integral part of marketing, advertisements are public notices designed to inform and
motivate. Their objective is to change the thinking pattern (or buying behaviour) of the
recipient, so that he or she is persuaded to take the action desired by the advertiser. When
aired on radio or television, an advertisement is called a commercial. According to the
Canadian-US advertising pioneer, John E. Kennedy (1864-1928), an advertisement is
salesmanship in print.
Axis Bank,a private sector bank, has announced the launch of the third phase of its
advertising campaign around its brand philosophy of Badhtikanaamzindagi or
Progress On. The campaign conceptualised by Lowe Lintas and Partners features the
banks brand ambassador DeepikaPaudukone.
The film opens at a press conference. Padukone walks into the room and the journalists
try to gain her attention to ask her questions. She takes a seat on the stage and points put

to a particular reporter to ask a question. The reporter asks her how she felt about her
association with Axis Bank. She replies that she feels that she is progressing in life. She
then

looks

on

to

the Axis

Bank

branding

on

the

stage

and

mentions

Badhtikanaamzindagi. She then asks for the reporters to ask another question and the
TVC ends with a super saying- To be continued...
On the campaign, Rajiv Anand, president, retail banking, Axis Bank, said, The new film
takes our brand positioning of Badhtikanaamzindagi ahead. The campaign is based on the
insight that Progress means different things to different people and can also be defined
differently for the same individual at different times. This insight is captured in our new
communication which brings to life the ubiquitous and multidimensional nature of
progress.
ArunIyer,

national

creative

director,

Lowe

Lintas

and

Partners, said,

BadhtikaNaamZindagi or 'Progress on' is the essence of brand Axis. In our earlier

campaigns we have explored this philosophy from various angles, be it an individuals
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 thats the whole thinking behind the philosophy of
BadhtikaNaamZindagi.

3.2. Human Resource Management

3.21

HR Planning

Human resources planning of AXIS bank follows the process of assessing the manpower
requirement for future period of time. It attempts to provide sufficient manpower required
to perform organizational activities. HR planning is a continuous process in axis bank
which starts with identification of HR objectives, move through analysis of manpower
resources and ends at appraisal of HR planning. Following are the major steps involved
in human resource planning
a. Assessing Human Resource: The assessment of HR in axis bank begins with
environmental analysis, under which the external (PEST) and internal (objectives,
resources and structure) are analysed to assess the currently available HR inventory level.
After the analysis of external and internal forces of the organization, HR manager of axis
bank find out the internal strengths as well as weakness of the organization in one hand
and opportunities and threats on the other.
b.

Demand Forecasting: The HR manager of axis bank firstly determines the future
needs of HR in terms of quantity & quality. This is performed to determine the future
needs this is determined by analysing the future needs by the current number of
manpower present with the organization.

c. Supply Forecasting: After analysing the demand at axis bank the HR department
focuses on fulfilling these demand by internal sources like as promotion, transfer, job
enlargement and enrichment and also from external sources including recruitment of
fresh candidates who are capable of performing well in the organization.

3.22 Recruitment & Selection

a. Recruitment: Recruitment is the process of finding and hiring the best-qualified
candidate (from within or outside of an organization) for a job opening, in a timely and
cost effective manner.
Sources of recruitment in AXIS bank
Before axis actively begins to recruit applicants it should consider the mostly likely
source of the type of employee it needs. Some companies try to develop new sources
while most try to tackle the existing sources they have. These sources accordingly may be
termed as internal and external.
1Internal Sources This is one of the important sources of recruitment. The employees
who are already working in the outside.
Internal sources consist of the following :a. Present Employees
Promotions and transfers among the present employees can be a good source of internal
recruitment
b. Employee Referrals
In an organization with a large number of employees referrals can provide quite a large
pool of potential organizational members.
c . Former Employee
These are another internal source of recruitment. Some retired employees may be willing
to come back to work.
Previous Employee
Those who have previously applied for jobs can be contacted by mail.

External Sources: These are as follows

a. Advertisement
b. . Professional Organization
c.

Data Bank

d. Walk in
e.

Recruiting Agencies

f.

Competitor

g.

Displaced Person

h.

E-recruitment

b. Selection:AXIS bank undergoes selection process by interviewing and evaluating

candidates for a specific job and selecting an individual for employment based on certain
criteria. Employee selection can range from a very simple process to a very complicated
process depending on the firm hiring and the position. Certain employment laws such as
anti-discrimination laws are obeyed during employee selection.
Steps in Scientific Selection Procedure of AXIS bank:
1. Job analysis: The worth of job is analyzed acc. to its priority.
2. Recruitment : In this the candidates are invited to present their details.
3. Application form : The information of candidate is duly filled.
4. Written examination : A written exam is conducted.
5. Preliminary interview : Interviews about conducted of shortlisted candidates.
6. Tests : The final test for job is decided.

7. Medical examination: Medical fitness of candidate is checked thorougly.

8. Reference checks : The reference given are cross checked to remove falsified
information.
9. Line managers decision: The line manager lately decide to recruit.

Recruitment Process

1. CV Submission

2. Ability Test

3. Capability Based Interviews

4. Reply Letter

5. Job Offer
Table: 3.4 Recruitment process of axis bank
3.23 Training, Performance Appraisal
a.

Training and Development: axis bank believes in adding value to its human capital
through various programs, viz. induction program, product training, e-learning modules
and other functional training programs. The aim of these trainings is to enhance the skills
axis bank induction schedule for all new joiners. Talent identification and grooming
programs.Grooming and etiquettes programs.Role change programs and executive

development programs. Formal classes are organized to train the employees. The
development programs are also organized like on job training, off job training &
improvement chances provided to the employees.
b. Performance Appraisal: Performance appraisals serve as an opportunity for two-way
discussion between managers and employees as well as a chance to review
accomplishments and set business objectives and goals.
Methods of Performance Appraisal at axis bank:
1. Assessment center :In this individual from departments are brought to spend two
or three days working on an individual or group observers rank the performance
of each and every participant in order of merit.
2. .Human Resource Accounting :
Human resource accounting deals with the cost of contribution of human resources to the
organization. Organization cost of the employees includes costs of manpower planning,
recruitment, selection induction, placement, training development, ages and benefits etc.
employee contribution is the money value of employee service, which can be measured
by labor productivity or value added by human resources.
c. Internal Career Opportunities: The Company believes in flexibility and having the right
person for the right job. An employee can apply for other positions within the company
internally thereby having an opportunity to grow in the field he is best suited.
3.24 HR Policies and Practice
Axis bank believes in a progressive human resource philosophy that turns human capital
into a key source of competitive advantage. The capability and motivation level of
employees is a key determinant in success of any service-oriented organization. The bank

has people from diverse backgrounds including banking, financial services, consumer
goods, telecom, automotive engineering etc.
3.25 HR Philosophy:
Quality is an integral part of axis bank well-defined and dynamic Human Resource (HR)
policy. The company follows a strong value system which is driven by result orientation,
adaptability to change, humility and respect for colleagues and peers. It believes that
investment in human capital is the key source of competitive advantage and sustained
growth. Its constant endeavor is to create and maintain a performance driven work culture
focusing on employee satisfaction and retention. With attractive compensation packages,
positive and productive work environment and challenging assignments and opportunities
across the world, axis bank is committed to being the employer of choice wherever it
operates. The company not only wants to attract and retain the very best of professionals,
but also wants them to be partners in progressive growth.

3.3 Production & Operations

3.31 Planning the Story:
In this, the bank focuses on the potential customers who are seeking to have investment in any
form or willing to save their money for a long period of time. Firstly those peoples are
approached by agents those main motive for investing.
3.32 Gathering the Information:
In this, the information about the Clint is gathered & then focus about the future aspects,
in this the repayment capacity of the client & the Potential plans about the consumer is
analyzed and the platform for opening account is prepared.

3.33 Setting up the Platform:

In this, the whole platform is prepared by making client clear about the account
information plan & giving him information's about various kind of account.
3.34 Quality Control:
The quality of whole process is maintained by the organization by making a fair promise
with its consumers, to maintain the trust of the potential customers as well as current
customers. In this the grievances among the company & customer is resolved out. The
various aspects are also used to resolve out the problems of employees as well as
consumers by providing values to them.

3.4. FINANCE
Table 3.1: BALANCE SHEET AS AT 31st MARCH 2014
(In cr.)
Particulars

schedule no.

As at 31.03.2014

As at 31.03.2013

Sources of funds
Share capital
Reserve and surplus
Shareholder's Funds
Deposits
Borrowings
Other liabilities&

1
2
3
4
5
6

469.84
37,750.64
38,220.49
2,80,944.56
50,290.94
13,788.89

467.95
32,639.91
33,107.86
2,52,613.59
43,951.10
10,888.11

3,83,244.89

3,40,560.66

17,041.32

14,792.09

provisions
TOTAL LIABILITIES
Application of funds
Cash and balance with
Reserve Bank of India

Balances with banks and

11,197.38

5,642.87

9
10

1,13,548.43
2,30,066.76
4,154.88
1,844.34

1,13,737.54
1,96,965.96
3,944.59
1,714.06

2,310.54
99.67
8,980.79
3,83,244.89
5,74,844.79
36,601.58

2,230.54
125.11
7,066.56
3,40,560.66
5,48,115.90
27,894.88

money at call and short

notice
Investments
Advances
Gross Block
Less : Accumulated
Depreciation
Net Block
Capital Work in Progress
Other Assets
TOTAL ASSETS
Contingent Liability
Bills for collection

11

12
13
14
15

Table 3.2: Profit & Loss Account:

(IN CRORES)

PARTICULARS
Income
Interest Earned
Other Income
Total Income
Expenditure
Interest expended
Employee Cost
Selling and Admin Expenses
Depreciation
Miscellaneous Expenses
Preoperative ExpCapitalised
Operating Expenses
Provisions & Contingencies

YEAR ENDED

YEAR ENDED

31.03.2014

31.03.2013

30,641.16
7,405.22
38,046.38

27,182.57
6,551.11
33,733.68

18,689.52
2,601.35
0.00
363.93
10,173.91
0.00
7,900.77
5,238.42

17,516.31
2,376.98
0.00
351.73
8,309.22
0.00
6,914.23
4,123.70

Total Expenses

31,828.71

28,554.24

Net Profit for the Year

Extraordionary Items
Profit brought forward
Total
Preference Dividend
Equity Dividend
Corporate Dividend Tax
Per share data (annualized)
Earning Per Share (Rs)
Equity Dividend (%)
Book Value (Rs)
Appropriations
Transfer to Statutory Reserves

6,217.67
0.00
10,029.26
16,246.93
0.00
939.69
161.44

5,179.43
0.00
7,329.45
12,508.88
0.00
843.86
143.37

132.33
200.00
813.47

110.68
180.00
707.50

1,644.36

1,392.38

Transfer to Other Reserves

Proposed Dividend/Transfer to

-0.01
1,101.13

0.01
987.23

Govt
Balance c/f to Balance Sheet
Total

13,501.45
16,246.93

10,029
12,508.88

Table 3.3 CASH FLOW STATEMENT

(In thousand)

PARTICULARS

YEAR ENDED

YEAR ENDED

31.03.2014

31.03.2013

ACTIVITIES
NET PROFIT BEFORE

93,486,266

75,526,929

TAX
ADJUSTMENTS FOR:
Depreciation on fixed assets
Depreciation on investments
Amortisation of premium on

3,639,307
(1,002,934)
741,629

3,517,343
(1,039,359)
674,599

CASH FLOW FROM

OPERATING

Held to Maturity

investments
Provision for Non

12,959,797

11,792,245

2,902,257
4,200
142,344

1,966,686
3,800
44,662

Provision for country risk

Provision for restructured

1,947,624

(96,300)
1,039,492

assets
Provision for other

4,263,632

3,837,828

Performing Assets (including

bad debts)
Provision on standard assets
Provision for wealth tax
(Profit)/Loss on sale of fixed
assets (net)

contingencies
119,084,122

97,267,925

Adjustments for
(Increase)/Decrease in

139,416,485

(95,527,142)

investments
(Increase)/Decrease in

(344,886,856)

(284,769,149)

advances
Increase/(Decrease) in

283,309,768

325,092,849

deposits
(Increase)/Decrease in other

(15,824,833)

(3,340,140)

assets
increase/(Decrease) in other

20,351,130

14,760,950

liabilities & provisions

Direct taxes paid
Net cash flow from

(34,424,254)
167,025,562

(26,294,900)
27,190,393

(5,894,258)
(131,899,049)

(4,718,705)
(109,099,212)

operating activities
Cash flow from investing
activities
Purchase of fixed assets
(Increase)/Decrease in Held

to Maturity investments
(Increase)/Decrease in

(6,378,202)

(718,875)

Investment in Subsidiaries
Proceeds from sale of fixed

1,686,699

193,531

assets
Proceeds from transfer of net -

2,741,502

assets acquired under

demerger to subsidiary
Net cash used in investing

(142,474,810)

(111,601,759)

(1,341,919)

19,654,731

64,740,359

79,139,533

Proceeds from issue of share

18,901

426,605

capital
Proceeds from share

1,356,819

56,227,263

activities
Cash flow from financing
activities
Proceeds from issue of
subordinated debt, perpetual
debt & upper Tier II
instruments (net of
repayment)
Increase/(Decrease) in
borrowings (excluding
subordinated debt,
perpetual debt & upper Tier
II instruments)

premium (net of share issue

expenses)

Payment of dividend
Net cash generated from

(9,872,689)
54,901,471

(7,702,164)
147,745,968

financing activities
Effect of exchange

(1,414,876)

1,675,840

fluctuation translation
reserve
Net increase in cash and 78,037,347

65,010,442

cash equivalents
Cash and cash equivalents at

204,349,599

139,339,157

the beginning of the year

Cash and cash equivalents at

282,386,946

204,349,599

includes the following

Cash and Balances with

170, 413,196

147,920,883

Reserve Bank of India

Balances with Banks and

111,973,750

56,428,716

282,386,946

204,349,599

the end of the year

Notes to the Cash Flow
Statement
Cash and cash equivalents

Money at Call and Short

Notice
Cash and cash equivalents at
the end of the year

Name of Bank
ICICI
Axis
HDFC
CITI

Net Profit(%)
51%
20%
19%
10%
Table: 3.5 Net Profit

NET PROFIT
ICICI

Axis

HDFC

CITI

10%
19%
51%
20%

Fig: 3.4 Net Profit

3.5

USES OF IT & INFRASTRUCTURE

3.51 Technology: Growth without technological advancement is not possible. axis is

incorporating new technology within the organization to help the organization grow. It is
integrating technology with business processes and trying to create a business process
which is totally integrated so that they can handle any amount of work.

Axis bank has effectively used Information Technology to meet growing customer needs
while improving operational efficiency and profitability. The Companys IT strategy,
architecture and successful deployment form the backbone of its business.
a. Staying ahead in IT infrastructure through:
1. Online Manager: A web-based interface that allows a customer to update with their
account, transfer of money, payment of various bills.
2. Using SMS technology to deliver timely alerts and reminders to keep customers
informed of various transactions.
3. Using intranet effectively to enhance employee productivity and simplify human
resource functions.
4. The only bank to provide digitally signed documents through the online interface.
3.52 Mobile Application: Driven by its customer centric approach, axis bank launched
mobile application - axis. The application is an extremely interactive and useful tool for
customers to transfer money, transaction purpose.

Chapter-4
FUNCTIONAL ANALYSIS

4.1 Marketing
a. Axis Bank inducts Schroders as a 25% partner in Axis AMC.
b. Axis bank ranked no. 1bank in india in both primary and secondary market of
cooperate bonds.The asset benchmark research.
c. Axis bank ranked No.1 in Asia in the IT Biz Award- large enterprises category by
express IT awards.
d. Axis bank voted for most trusted private sector bank in the country in the trusted
brands survey.
e. To deliver a great customer experience consistently across all touch points a service
transformation initiative.
4.2 Human Resources Management
a. Axis bank adopted innovative strategies to dig deeper into the markets alternate talent
pools and make them insurance-ready.
b. The Companys T&D team designs and conducts different types of programs.
Such as induction, product training, insurance training, and regulatory training, to
employees at all levels in the company and distributors as well.
c. Axis bank aims to contribute to improving and enhancing the quality of life of
communities in which the company operates thereby helping to create an equitable
society.
d .Axis bank, to acknowledge the employees timely for imbibing the organizations
values, excelling in performance and putting in extra efforts to help achieve the
Companys goals.

e. They communicate internally through platforms, like CEO Confluence, CEO Blogs,
Coffee with Leadership and so on. Use of different modes helps foster a culture of open
communication
4.3 Information & Technology
a. This online form, with its dynamic questions, helps to gather all relevant customer
information in one go in a hassle-free manner.
b. This information is processed real-time by an intelligent rule engine-enabling virtual
underwriting decisions within minutes in the customers living room
c. To improve work environment flexibility, virtual desktops have been deployed in top
80 branches.
4.4 Finance
a. The Bank continued to deliver a steady growth in both business and earnings, in the
midst of a moderation in economic growth and intensifying competitive financial
landscape. The Bank reported a net profit of `6,217.67 crores for the year ended
31st March 2014, registering a growth of 20.05% over the net profit of `5,179.43 crores
last year.
b. The Banks total income increased by 12.78% to reach `38,046.38 crores as compared
to `33,733.68 crores last year.
c.Operating revenue over the same period increased by 19.36% to `19,356.86 crores while
operating profit increased by 23.14% to `11,456.09 crores
d. The growth in earnings wasmainly due to a strong growth in net interest income
e.The operating expenses grew at a slower pace by 14.27% to `7,900.77 crores from
`6,914.24 crores last year.

4.5 Porters Model

Fig:4.1-Porters model
Compared to many other industries, the intensity of rivalry among developers in
residential development is relatively low. The area where it is felt most is in competition
for development land. When it comes to selling end units, developers typically try to
avoid competing directly by:
a. Developing products in different markets\locations
b. Launching products at different time periods
c. Differentiating product types
Threats of New Entrants
When industry has over 60,000 registered participants, it is hard to conclude that barriers
to entry are high. Although the number of entrants varies over time and according to
market conditions, they are sufficiently low relative to other industries that new entrants
can continue to enter and eventually push above average returns back to historical means.
The potential barriers to entry for any industry fall into several broad categories :

a.
b.
c.
d.

Capital
Technology
Legal Authorization
Expertise and Know-How

Legal Authorization is necessary for certain types of industries such as telecoms and
utilities. The number of participants in this industry is limited due to the nature of the
businesses or the return profiles.
The technological and expertise\know-how component of this industry is not particularly
high. Designs, names and concepts can all be copied as there is less ability to protect
these through patents or copyrights. Large value supply chains such as agents,
consultants, property managers and employees of rivals can all be hired or co-opted.
Capital can be considered as a barrier but mostly to larger scale projects. The gross
amount of capital needed to enter the industry is paltry compared to the likes of steel
mills or chip fabs.
Real estate development involves different types of products: residential, office, retail and
industrial being the most common. Economies of scale mean larger firms can produce at
lower cost per unit. This tends to lower the number of firms in the industry and reduce
competition. Proprietary product differences are the characteristics that make a product
appeal to a large market segment. But only those characteristics that cannot be copied at
low cost by competitors (proprietary) will be a barrier to entry. Brand identity is the
extent to which buyers take the brand name into account when making purchase
decisions. Capital requirements are the total cost of acquiring the plant and equipment
necessary to begin operating in the industry.
Bargaining Power of Suppliers
Overall, developers are in a favorable bargaining position relative to the key suppliers in
the industry. The 3 key suppliers to any residential developer are :
a.
b.
c.
d.

Land sellers
Construction contractors
Building materials and home furnishing
Capital providers

A typical developers bargaining position relative to a land seller varies according to :

e. Nature of seller
f. Location of sale
Developers typically prefer to buy land through direct bilateral negotiations with the
government or 3rd party rather than be involved in a multi-party bidding ware. Auctions
are the least desired channel for land acquisition but sometimes a necessity.
Differentiation of inputs means that different suppliers provide different input
characteristics for inputs that basically do the same job. The greater the degrees of
differentiation among suppliers the more bargaining power suppliers have. Presence [and
availability] of substitute inputs means the extent to which it is possible to switch to
another supplier for an input (or a close substitute). The greater the number and closeness
of substitute inputs the lower the bargaining power of suppliers.
Supplier concentration is the degree of competition among suppliers. Usually the more
concentrated the industry, the fewer suppliers and the more control suppliers have over
the prices they charge. Greater supplier concentration often means greater supplier
bargaining power.
Cost relative to total purchases in the industry refers to the amount your firm spends on
inputs from a particular supplier compared to the total revenue of all firms in the
suppliers industry. Lower expenditure usually implies more bargaining power for the
supplier. The buyers bargaining power falls as spending with a particular firm falls
simply because the buyers business isnt as important to the supplier.
Bargaining Power of Customers
If the bargaining power of customers is high, they influence the profitability of the market
by imposing their requirements in terms of price, service, and quality. Choosing clients is
crucial because a firm should avoid being in a situation of dependence. The level of
concentration of customers gives them more or less power. Generally their bargaining
power tends to be inversely proportional to that of the suppliers.

Buyer concentration versus firm concentration refers to the extent of concentration in the
buyers industry compared to the extent of concentration in your industry. The more
concentrated the buyers industry relative to your industry the greater the bargaining
power of buyers. Buyer volume is the number of units of your product the buyer
purchases from all sources. The greater buyer volume compared to the quantity purchased
from you, the greater the bargaining power of buyers.
Buyer information is the state of information buyers have about your industry. The more
information buyers have about your industry the more bargaining power buyers have.
Substitute products mean the number and closeness of substitutes available for your
product. The greater the number of available substitutes the more bargaining power
buyers has.

Chapter -5
SUMMARY AND CONCLUSIONS

5.1 Findings/Results
The Findings/Results of the study are:
a.
b.
c.
d.
e.

Bank is having 853 branches all over the country.

The number of branches should be increased.
50 % customers give the higher rating to AXIS Ban
Less no. of customers use mobile banking and net banking
The accounts of axis bank (both salary and saving) provide great flexibility in

terms of offering the accounts.

f. The accounts of axis band dont have much difference in terms of features to
other bank but when it comes to service providing the axis bank gets an edge
because of their great customer service.
g. The bank has good relations with its customers. The customers are very satisfied
with the relationship manager service provided by bank.
h. 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

5.2 Lesson Learnt

My Internship in axis bank started on 12th June 2014. I grabbed the opportunity to meet
different people from diverse backgrounds and occupations to discuss on bank related
topics. Working in axis bank has helped me to gain lots of experience in the each field.
The main contribution of an employee to its organization is to perform its responsibilities
given with 100% effort and honesty.
My major responsibility was to sell the product and analyze the performance of the
investment team by comparing the portfolio performance for the organization. For the
goodwill of the company I was always honest to tell all the facts and benefits of the
product to the customer and convince them for the right product that best suited them.
After login their forms I called them and do a formal call that whether they received their
documents or not and if some complication occurred with the document.
Investment department is performing very well and company is able to provide good
returns to the customers. I am very much satisfied with the level of work; I have done for
the company.

I have also flab information about how to deal with superiors & customers. This will help
me through our my professional carrier ahead. Various functional areas are also seen by
me and how they work accordingly.

5.2Suggestions
a. Number of Branches should be increased covering a wider area in various states.
b. A wide publicity to be given about the organization and its products through
various means of communications to keep growth moments.
c. More number of training and educational programmers should be included in Banks
schedule.
d. Developing a learning culture through continuous learning process.
e. axis bank is normally not using properly for the current account so its popularity
ratio is quite down. This bank normally using for the long term planning like saving
and FD.

a)

BIBLIOGRAPHY

Websiteshttp:// www.google.co.in
http:// www.wikipedia.org
http://www.axisbank.com
http:// www.we-connect.axisb.com (Intranet site of Axis Bank)
http:// www.rbi.gov.in
BooksMarketing Management Philip Kotler,Keller,Koshy & Jha
Research Methodology-Dr. Deepak Chawla
Banking & You Magazine
Inputs from my industry mentor Mr.Lav Kumar Mishra
Inputs from my faculty mentor Prof.Gajendra Sharma