Project on Axis Bank

It was a pleasurable experience for me to work on this project report “marketing strategy of AXIS Bank” It has not only helped me to enhance my knowledge about various strategies followed by the company but also reviewed my knowledge about training & job opportunities for the management students.

In this project report every possible effort has been made to highlight the major aspects related to the topic by a comprehensive study of literature and by survey information.

To make it easier different tabular and diagrammatic approach has been used which help in understanding the theme. It gives brands, a market image as well as depicts phase of their life cycle to understand the company value in a better way.

Survey report and secondary data are an important document and contains information that can be used to find out what are the findings of the research. I have tried my best to explore the truth in my project reality regarding the survey and understanding practical way of working.

Commercial banking services which includes merchant banking, direct finance infrastructure finance, venture capital fund, advisory ,trusteeship, forex, treasury and other related financial services. As on31-Mar-2009, the Group has 827 branches, extension counters and3,595 automated teller machines (ATMs).

Axis Bank was the first of the new private banks 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 - I), Life Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC) and other four PSU insurance companies, i.e. National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental Insurance Company Ltd. and United India Insurance Company Ltd. The Bank today is capitalized to the extent of Rs. 359.76crores with the public holding (other than promoters) at 57.79%.TheBank's Registered Office is at Ahmedabad and its Central Office islocated at Mumbai. The Bank has a very wide network of more than853 branches and Extension Counters (as on 30th June 2009). TheBank has a network of over 3723 ATMs (as on 30th June 2009)providing 24 hrs a day banking convenience to its customers. This isone of the largest ATM networks in the country. The Bank hasstrengths in both retail and corporate banking and is committed toadopting the best industry practices internationally in order to achieveexcellence.

1.1 History of Axis bank:

1993: The Bank was incorporated on 3rd December and Certificate of

business on 14th December. The Bank transacts banking business ofall description.UTI Bank Ltd. was promoted by Unit Trust of India, LifeInsurance Corporation of India, General Insurance Corporation