1. Presented by- Eshita Singh Niharika Gupta

2. 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

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

4. 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

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

6. 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

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

8. 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

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

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

11. 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

12. THANK YOU !