Axis Bank India, the first bank to begin operations as new private banks in 1994 after the Government

of India allowed new private banks to be established. The bank now has 835 branches including extension networks across 30 States and 4 Union Territories. The Bank as on 31st December, 2011 is capitalized to the extent of Rs. 412.57 crores with the public holding (other than promoters and GDRs) at 53.63%.

The banks business is divided into four 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. it is also registered on the following exchanges: OTCEI BSE NSE London stock exchange

Accounts:Easy Access Accounts Prime Savings Account Salary Account Womens Saving Account Senior Privilege Account Defense Salary Account Trust & NGO Savings Account RFC (D) Account Pension savings Account.

Loans:Home loan Personal loan Loan Against Property Loan Against Security Car Loans Study Loans Two Wheeler Loan Consumer Loan

Investments:Deposits:Fixed Deposits Recurring deposits Encash 24 Tax Saver Fixed Deposits Online Trading Mutual Funds Fixed Income Depository Services E Depository Services

Insurance:-

Card:-

Health Insurance Family Health Health Guard Hospital Cash

Debit Card Credit Card Prepaid Card

Loans:Floating rates: For loan of up to five years for amounts between Rs one lakh and Rs 50 lakh is at 9.25 per cent (9 per cent). The rate for loans of 5 years and above up to 10 years is now at 9.75 per cent (9.50 per cent). The interest rate for above ten years now stands at 10.25 per cent (10 per cent).

SAVINGS ACCOUNT:Description of Charges

Regular Savings Account

Rs 1000 (Rural branch),

Charges on non maintenance thereof

Rs750 per quarter(urban &semi urban) Rs 500 (Rural branch),

Rs 250 (student account) Cheque Book, Pass Book Issuance

Free
Free Free

FIXED DEPOSITS:
PERIOD DEPOSITS 7 days to 14 days 30 days to 45 days 15 days to 29 days 46 days to 60 days 61 days to less than 3 months 3 months to less than 4 months 4 months to less than 6 months 6 months to less than 9 months 9 months to less than 1 year 1 year to less than 2 years 2 years to less than 3 years 3 Years to less than 5 years 5 Years upto 10 years INTEREST RATES ON DOMESTIC DEPOSITS (%) Interest Rate on Deposits Below Interest Rates for Senior Int Rate 15-50 Lakhs Rs 15 lakhs citizen 1 4 3 5 5.5 6 6 7 8 4 3 5 5.5 6 6 8 9 4 3 5 5.5 6 6 7 8

9
9 8 8

10
10 9 9

9
9 8 8

FIXED INCOME:Investment Plans: Investors can choose from cumulative and non-cumulative bond options. Interest Rate: Bonds will bear interest @ 8.00% per annum and are payable half-yearly. Minimum Investment Amount: The Bonds will be issued for a minimum amount of Rs 1,000 (face value) and in multiples thereof. Maximum Investment Amount: There is no upper limit for investment in the Bonds. Maturity: The Bonds shall mature on the expiration of six years from the date of issue. Taxation: Interest on the Bonds will be taxable under the Income Tax Act, 1961 as applicable according to the relevant tax status of the Bonds holder. Presently there is no tax deduction at source at the time of interest payment.

Axis bank is widely spread in India and its core banking operations has huge network 580 branches and extension counters foreign offices in Singapore, Hong Kong, Shanghai and Dubai 2457 ATMs reaches out to 350 cities, towns and villages across the country

AXIS bank owns a wholly owned distribution channel with dedicated workforce, thereby lowering the operating costs. It uses its network base to good effect to sell customized products.

AXIS bank has devised an aggressive promotional strategy through its diversified distribution mix which includes tied agencies and alternate channels like banks, brokers, telemarketing, direct sales force, internet advertizing .

Some of the promotional activities undertaken are: Cross Selling exercises Organizing school level painting competitions in order to create awareness about the environmental concerns and the wild life to promote kids advantage account. Wheels of fortune - This promo are targeted at all those customers who avail a personal loan, car or a two wheeler loan. There will be lucky draw at the end of the promo and the winners would get exotic prizes.

 Personalized promos by sending mailers about various products on offer to all those who come in contact during the mass promotion strategies. PROMOTIONAL MIX:- Advertising - Television, radio, movies, theatres. Print Media- Hoardings, newspaper, magazines . Publicity- Road shows, campus visits, Sponsorship. Sales Promotion- Gifts, discount and commission, incentives, etc. Personal Selling- Cross-sale (selling at competitors place), personalized service Telemarketing- Call center

 In this Marketing MIX develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities.

Here mainly focus on the Internal Marketing.

Process refers to the way of the bank product or service appears from the outside. Packaging refers to the bank people and how they dress and groom. It refers to the bank offices, waiting rooms, brochures, correspondence and every single visual element about the bank. StandardizationAXIS Bank has got standardized procedures got typical transactions . CustomizationSpecialty counters at each branch to deal with customers of a particular scheme .
SimplicitySeparate counters exist with clear indication .

Internet/Web Pages:- www.axisbank.com Paperwork Brochures Furnishings Business Cards Building Signage Financial Reports Tangibles:- Passbook, Cheque, pens, writing pads, Punch Lines:- Everything is the same except the name Employees Dress Code