POSITIONING STRATEGY

Axis bank has positioned itself as abank which gives higher std of services of service through product innova&corporate clients.so they want to highlight following points in their positioning statement -customer centrisc -service oriented -product innovation

Segmentation strategy
Demographic variables -location Metros & divisional cities -occupation Business persons Salaried class(both Govt and private) Working women -Age Senior citizens Minor

 Psychographic variables -Lifestyle The people who believes in modern banking with higher set of services ie internet banking(icontact,mobile refill,travel currency card etc)

Targeting strategy
Target market -corporate banking market:this market target the industries and fulfilll their financial needs. -capital market: the segment is targeted on the long term needs of the indivisual as well as of industries -retail banking market:this segment is for retail investor and provide them short term financial credit for personal,household needs.

 Selective specialization strategy -here the bank selected a number of segments,each objectively attractive &appropriate.ther may be little or low synergy among the segment but each segment proves to be worth full for it. -if we take the example of card then axis bank have separate set of credit cards,each targeted at different set of people ie segment and each one has its own importance for bank

POSITIONING STRATEGY
UCO bank has positioned itself as a bank which gives higher standard of services through product innovation for the diverse need of indivisual & corporate clients.So the want to highlight following points in their positioning statement: -customer centric -service oriented -product innovation

Differentiation strategy
For private sector banks -UCO bank has differentiated against these banks on the base of maximum area coverage.in this group some banks have no reach to the same part of the country.so axis bank has got advantage of reach interms of this segment.the level of service is same in almost all banks but Axis bank has got the advantage of product innovaton which not all banks are doing in this group.

 For government sector banks - UCO bank has differentiated itself from this group on the base of high level of service quality and through product innovation.in terms of reach UCO bank is not anyway near to these but has created a different set of segment of the people who believe in the higher set of services

 For international banks -for these types of banks UCO bank differentiated itself on the base of reachand coverage to the people.the service level in some what same or these are providing .in the futur these banks may create a problem for axis bank as at present they are new in the market so their branchh are estxablished in the maximum number of cities