Presented by- Eshita Singh Niharika Gupta

Objectives To expand business banking segment from 1 Crore to 2.5 Crore To expand personal banking segment in terms of customer base from 2 Crore to 5.4 Crore

Corporate Strategy Axis Bank has used Penetration Strategy in order to meet it’s objectives

Strategies Adopted “Always On”, a campaign started by Axis Bank in position as a bank which is 24x7 available for all size of businesses Maintain CRM base

Implementation Plans Structural implementation – organizational structure of Axis Bank is Multi-Dimensional Branch Head Operations Head Senior Deputy Manager Senior Forex Manager

Functional implementation – Marketing- KRA of employees in sales and operations department to expand customers base of business and personal banking segment Operations- It became the KRA of employees in operations department to maintain CRM database on crm next software

Procedural implementation – Reduced minimum number of employees from 30 to 10 Project implementation – Spent heavily on advertisements, especially loans segment

New rules like 5 outbound visits, to promote “Always On” campaign Behavioural implementation – New rules like 5 outbound visits, to promote “Always On” campaign CSO need to send promotional mails (for loans, etc.) to his/her set of customers Resource allocation – Intangible resources: Relationships - Relationships above it’s own rules and policies

Tangible resources: Technological resources - CRM Next software Organizational resources – Organizational policies were altered in order to implement “Always On” strategy

Strategic Evaluation and Control Concurrent control – weekly performance check Post- control – Annual performance check

Recommendations Promotional gifts – which could promote their business banking segment through word of mouth Promotional mails – It can also send promotional mails to it’s business banking customers

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