1. Axis bankReinventing banking Submitted by: PriyatoshPradhan Enrolment number:M0108251 Magnus school Business Hyderabad

3. First Branch inaugurated at Ahmedabad

4. Completes first profitable year in operation in 1995

5. Deposit crosses Rs.10bn mark in 1996

7. The bank would change logo and colour of logo the bank is likely to spend around Rs 500mn in the re-branding exercise.

8. The bank acquired the services of Ogilvy & Mather (O&M) to design and implement the rebranding campaign

11. The questionaer is asked to a limited number of people.

12. The tools those are used only to describe the process on qualitative terms.

13. The financial data were not reveled by the official.

15. Statistical tools Questionnaire, Likert scale. Semantic differential method & perceptual mapping Clustering analysis for comparative analysis of attributes and Euclidean matrix for comparing ROA.

16. SWOT ANALYSIS OF AXIS BANK

17. Comparative Reach Analysis

18. Clustering analysis: To identify the extent on which uti bank succeeded to position itself as Axis bank on consumer prospective.

19. Calculation 20 people are asked to give marks on different attributes of UTI bank and Axis bank and calculation is done on cluster analysis for qualitative data to know how far the bank succeed in reaching its repositioning objective. C(p,q) = a+d/a+b+c+d Axis bank 1 0 a b 5 0 1 0 UTI bank 4 1 5+1/10= .6=60% d c Hence the calculation shows that Axis bank has establish itself 40% more in various attributes then UTI bank.

20. Euclidean matrix for comparing ROA ( in cr ) Matrix

21. Calculation D={(X1-Y1)^2+(X2-Y2)^2+…..(Xn-Yn)^2}^1/2 Example: d(Axis,ICICI) = {(1.18-1.32)^2+(1.10-1.17)^2+(1.24-1.05)^2+(1.44- 0 .78)^2}^1/2 =(0.4962)^1/2 = 0.7044 It is found that D(axis , citi) is least. So they are following same strategy to gain return on their asset.

22. semantic scaling: 1 2 3 4 5 6 7 Contemporary . . . . . . . old fashioned Quality service is high . . . . . . . service is poor Branch extention & coverage . . . . . . . same as earlier has increased New name and logo is appealing . . . . . . . Not appealing More number of ATMs and . . . . . . . lesser number other facilities Image is exellent . . . . . . . Wrost Positionedexellent . . . . . . . Not atall positioned It used to determine the strength and short comings of a the product or services or a company in the market.

23. The data those are collected through semantic scale are interpret by giving marks to the corresponding points i.e. for 1 mark is 7, 2 mark is 6, 3 mark is 5, 4 mark is 4 , 5 mark is 3, 6 mark is 2, 7 mark is 1. So the highest mark for any attribute is 7 X 20 = 140

24. Total marks: contemporary – (5x7)+(3x6)+(4x5)+(2x4)+(3x3)+(2x2)+(1x1)=95 (67.78%) Service Quality=96 (68.57%) Coverage=94 (67.14%) Appealing=113 (80.71%) Atms=99 (70.71%) Image=62 (44.28%) Positioned =60 (42.85%) Example

25. Attributes in % term

26. Product & service innovation a) Remittance Card:The AXIS Bank Remittance Card. Launched in association with Remit2India.com, is a unique product that has changed the way money is sent across borders. b) VISA Money Transfer Service:The VISA Money Transfer Service has now made it possible to send money from an AXIS Bank account to any of the 28 million VISA Cards issued in India. c) EMV standard based Platinum Credit Card:Axis Bank today launched India‘s first ‗Visa Platinum Credit Card‘ based on the EMV (Europay, MasterCard, Visa) Standard.

28. For the International Banks :

29. Differentiated itself on the base of the reach and coverage to the people.

30. Service level is somewhat same.