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ASA 'o(er)23*3 +hil,i oad) Sh"amoli) Mohammadur) /haka-1207-mailasaddhaka.net htt**(((.asau.edu.d
/ate anuar" 3) 2013
'o
Ms. uina Afro4e
5e6turer) Fa6ult" of #usiness
ASA !niversit" #an$ladesh
S!0ect" S!mission of gro1 re1ort on Marketing Strategy of Commercial Banks#
/ear Madam
Here is the term aer that (e have reared for our FN-82 :ommer6ial ank Mana$ement.
'he toi6 of this reort (as the 2Marketing Strategy of Commercial Banks3that "ou asked us
to 6ondu6t last 3rdanuar" 2013. As "ou (ill see) our 6ourse ointed some se6ifi6 rules for the
s"stem of stud"in$ #usiness n$lish. Follo(in$ the ro6edure (e a$ree to reare an outline of
these needs in a revised 6urri6ulum lan that (ill hel us to 6orre6t the student;s information
(ith its s"stem in ase6t of students need.
t (as an interestin$ resear6h and (e (ould like to take this oortunit" to thank "ou for
allo(in$ us to (ork on this toi6 and for "our 6onstant $uidan6e and suort.
Sin6erel"
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=rearin$ this reort on >Analysis the Micro Environment of (CT? (as a (onderful
e@erien6e for us. e (ould like to thank our fa6ult") Ms. uina Afro4e) 5e6turer) Fa6ult" of
#usiness) ASA !niversit" #an$ladesh for $ivin$ us this oortunit" as (ell as for her 6onstant
$uidan6e and suort. Finall" (e (ould like to thank our famil" and almi$ht" Allah for
suortin$ us the 6oura$e to 6arr" on our (ork.
E8ective Smmary
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#ank is an interest earnin$ finan6ial institute. ts ma,or fun6tion is to 6olle6t mone" from surlus
unit and distriute mone" to defi6it unit. e reare our assi$nment on the anks marketin$
strate$ies. e fi$ure out the (a"s of 6ommuni6ation) and 6onne6tion (ith 6ustomer.
n our 6ountr" various t"es of anks are in our e6onom") and these anks have si$nifi6ant role
at our e6onom". 'hose anks ma" 6ate$ori4ed in follo(in$) 6entral ank) 6ommer6ial ank)
se6iali4ed ank) investment ank) mi6ro-6redit ank) et6.
'here are several 6hannels used " those anks. Most oular 6hannels are rintin$ B ress)
satellite 6hannels) or$ani4ation events) and so6ial usiness.
e anal"sis the strate$ies and fa6es some la6kin$ aout those strate$ies. Finall" (e su$$est
some solution to solve those rolems.
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Table of Contents
Ta!le of Contents#####################################################################################################################9
/#(ntrodction###########################################################################################################################:
-#O!0ectives###############################################################################################################################;
*#Sco1e and %imitation############################################################################################################;
S6oe......................................................................................................................................9
5imitations.............................................................................................................................9
Services ############################################################################################################/=
astern #ank 5imited...........................................................................................................1
#an$ladesh +rishi #ank ......................................................................................................1C
Mer6antile #ank Holdin$s 5imited......................................................................................19
Al-Arafah slami #ank 5td..................................................................................................20
#A: #ank ltd....................................................................................................................21
?#Marketing Strategies##########################################################################################################-astern #ank 5imited?.......................................................................................................28
>#an$ladesh +rish" #ank?..................................................................................................2
>Mer6antile #ank Holdin$s 5imited?..................................................................................2D
>Al-Arafah slami #ank 5td.?..............................................................................................27
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>#A: #ank ltd.?................................................................................................................27
:#Common A11roaches Used By Banks###############################################################################-;
;#6indings > Recommendation############################################################################################*.
Findin$s................................................................................................................................30
e6ommendation..................................................................................................................30
/.#Conclsion ########################################################################################################################*/
Reference################################################################################################################################*-
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/# (ntrodction
#ank is a usiness or$ani4ation. t is a finan6ial institution that 6olle6ts so6iet";s surlus 6ash
and $ives a art of that as loan to investors for earnin$ rofit. So) ank is an intermediar"
institution that makes relationshi et(een the o(ner of surlus savin$s and the investor defi6it
6aital. n this ro6ess) anks earn rofit " re6eivin$ interest from the orro(ers (ho (ant to
take short term and or lon$ term loans and makin$ relativel" lo(er interest a"ment to the
deositors for rovidin$ their funds for use " the ank.
e 6an 6lassif" anks in various (a"s. :lassifi6ation 6an e done on the asis of o(nershi)
Eualit" of a6tivities and oeration of a6tivities. A66ordin$ to a6tivities) ank 6an e 6lassified as
6enter ank) 6ommer6ial ank) se6iali4ed ank) 6o-oerative ank) investment ank) mort$a$e
ank) and ank for mi6ro 6redit and the like.#anks as the most imortant fun6tionar" of the finan6ial s"stem la" a d"nami6 role in the
e6onomi6 develoment of a nation throu$h moili4ation of savin$s and allo6ation of 6redit to
rodu6tive se6tors. Ho(ever) dire6ted and ineffi6ient 6redit allo6ation " the 6ommer6ial anks
of #an$ladesh in various e6onomi6 se6tors (ithout adeEuate 6redit araisal and monitorin$)
inter alia) ultimatel" led to the (idesread loan delinEuen6") and deterioratin$ health of the
entire finan6ial s"stem. An attemt has een made in this aer to e@amine and evaluate the
nature and e@tent of involvement of 6ommer6ial anks in develoment finan6in$ in #an$ladesh
usin$ different erforman6e indi6ators like ran6h e@ansion) moili4ation of savin$s) se6torial
and re$ional distriution of advan6es) et6. n their nole effort of develoment finan6in$)
6ommer6ial anks are fa6in$ various rolems su6h as mismat6h of sour6es and uses of funds)
e@treme deenden6e on traditional 6ollateral se6urities) oliti6i4ation of 6redit deliver" s"stem)
asen6e of sound le$al s"stem for re6over" of loans) la6k of $overnment;s e@tension fa6ilities in
the form of data ase) investment 6ounselin$) aroriate te6hnolo$") infrastru6ture) marketin$
of rodu6ts) et6. Ho(ever) the" should in6reasin$l" involve themselves in develoment
finan6in$ in order to $ain lon$-term viailit" enefittin$ themselves as (ell as the e6onom") ut
that should not o66ur at the 6ost of viailit" of the total finan6ial intermediation ro6ess.
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-# O!0ectives
n this reort (e find out the marketin$ strate$ies of follo(in$ 6ommer6ial anks) astern #ank
5t.) Mer6antile #ank) #an$ladesh +rishi #ank) Al-Arafahslami #ank 5td.) and #A: #ank ltd.
e evaluate their strate$ies to find out (hi6h one;s marketin$ strate$" is etter than other anks)
(hi6h ank is a6ts more a$$ressivel" to attra6t tar$et 6ustomers.
n our reort (e (ant to find out (hi6h anks are investin$ more funds for marketin$. ur
o,e6tive is to define marketin$ 6hannels (hi6h are used " 6ommer6ial anks. Here (e make
6ometitive differentiations to see (hi6h one;s strate$" is est.
*# Sco1e and %imitation
Sco1e
For 6ommuni6ate (ith rese6tive 6ustomer) no(-a-da"s) various te6hnolo$ies 6an e used "
or$ani4ations. /ifferent 6hannels are 6reated " those anks " that different firms are $ro(in$
da" " da". 'hese sorts of a6tivities 6reate ne( oortunities and emlo"ment otions for
so6iet") (hi6h result e6onomi6 $ro(th) stailit" and less 6orrutions.
%imitations
'o do this reort) (e find several rolems for su6h diffi6ulties fa6ed " us. Su6h limitations are
follo(in$s)
%ake of information" e 6an;t find out relative information aout marketin$ strate$ies of some
anks. ur se6iali4ed anks are oerated " $overnment and most of information is not
availale for uli6 " our $overnment.
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=# Com1any Profiles
Eastern Bank %imited
ith a vision to e6ome the ank of 6hoi6e and to e the most valuale finan6ial rand in
#an$ladesh) astern #ank 5td. %#5& e$an its ,ourne" in 1992. ver the "ears #5 has
estalished itself as a leadin$ rivate 6ommer6ial ank in the 6ountr" (ith undisuted leadershi
in :ororate #ankin$ and a stron$ :onsumer and SM $ro(th en$ines. #5Gs amition is to e
the numer one finan6ial servi6es rovider) 6reatin$ lastin$ value for its 6lientele) shareholder)
and emlo"ees and aove all for the 6ommunit" it oerates in.
#an$ladesh #ankin$ Se6tor has $ro(n from stren$th to stren$th over the ast one de6ade and is
fier6el" 6ometitive) ese6iall" in the :onsumer #ankin$ se$ment. #5 offers a (ide ran$e of
deositor") loan and 6ard rodu6ts to 6ater virtuall" for ever" 6ustomer se$ment. From Student
#ankin$ to =riorit" #ankin$ to =latinum 6ard #5 has almost all ankin$ rodu6ts in its
reertoire. 'he rodu6t asket is ri6h in 6ontent featurin$ different t"es of Savin$s and :urrent
A66ounts) =ersonal 5oans) /eit :ards) :redit :ards) =re-aid :ards) nternet #ankin$)
:ororate #ankin$) SM #ankin$) nvestment #ankin$) 'reasur" B S"ndi6ation servi6es. 'he
6ustomers are served throu$h a net(ork of D1 #ran6hes) 13C A'Ms and 2D +iosks 6ountr"(ide.
#5 has its resen6e in 11 ma,or 6ities*to(ns in the 6ountr" in6ludin$ /haka) :hitta$on$)
S"lhet) +hulna) a,shahi B :o@;s #a4ar.
#5 is also the first ank to introdu6e =riorit" #ankin$ in #an$ladesh. n riorit" se$ment) #5
offers hi$h Eualit" rodu6ts and servi6es and dedi6ated elationshi Mana$ers is 6ommitted to
hel mana$e finan6ial health) reserve lifest"le and maintain riorities of the 6ustomers
(herever life takes them.
Bangladesh rishi Bank
#an$ladesh +rishi #ank %#+#& estalished under the #an$ladesh +rishi #ank rdre 1973
%=resident;s rder No 27 of 1973&. #+# is a ankin$ :oman" under the #ankin$ :oman"
A6t-1991. 'he rimar" o,e6tive of #+# is to rovide 6redit fa6ilities to the farmers for the
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develoment of a$ri6ulture 6ro rodu6tion) fish 6ulture) animal husandr" e6t) entrereneurs
en$a$ed in develoment of a$ro ased and 6otta$e industries.
'he #ank started 6ommer6ial fun6tionin$ sin6e 1977 to $enerate more loan ale fund from the
idle rural and uran savin$s and invest them for the etterment of our e6onom". 'he #ank
oerates its fun6tion throu$h its 972 ran6hes %e@6et a,shahi /ivision&. t has 1D forei$n
e@6han$e %Authori4ed dealer& ran6hes. n the field level) the #ank has 9 /ivisional) 29 :hief
e$ional and 28 e$ional offi6es for 6lose suervision of the ran6h a6tivities. For smooth
oeration) as a art of internal 6ontrol and 6omlian6e s"stem) the ank has also D3 audit offi6es
of (hi6h 9 at divisional and 8 at e$ional levels. n the Head ffi6e) the #ank has 8 /ivisions
headed " Ieneral Mana$ers) 2C /eartments and a 'rainin$ nstitute headed " /eut"
Ieneral Mana$ers. A Ieneral Mana$er heads 5o6al =rin6ial ffi6e of #+#. 'he e@istin$
stren$th of #ankGs (ork for6e is 9830 a$ainst the aroved stren$th of 13DC0 as on 31 /e6emer
2010.
Mercantile Bank 4oldings %imited
Mer6antile #ank Holdin$s 5imited is a re$istered ank 6ontrollin$ 6oman" and an investment
holdin$ 6oman". ts holdin$ 6oman" is :ai@a Ieral de /eJsitos S.A. %:I/&) a 6oman"
re$istered in =ortu$al. ts t(o rin6ial oeratin$ susidiaries 6omrise
Mer6antile #ank 5imited %'he #ank& rovides a full ran$e of international and domesti6 ankin$
servi6es. t oerates in sele6ted retail) 6ommer6ial) 6ororate and allian6e ankin$ ni6hes to
(hi6h it offers ankin$) finan6ial and investment servi6es. t is a (holl"-o(ned susidiar" of
Mer6antile #ank Holdin$s 5imited.
Mer6antile nsuran6e #rokers %=rorietar"& 5imited offers life insuran6e and short-term rokin$
servi6es to the Irou and e@ternal arties throu$h third art" a$reements. ts rodu6ts
en6omass the full ran$e availale in the market in6ludin$ short-term insuran6e) ension) health
enefits and life assuran6e. t is a (holl"-o(ned susidiar" of Mer6antile #ank Holdin$s
5imited.
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'he #ank (as estalished in 19C7) and otained a ankin$ li6en6e in 19C9. Mer6antile #ank
Holdin$s 5imited (as in6ororated in anuar" 19C9 as the holdin$ 6oman" of the #ank and
6han$ed its name to Mer6antile 5ison #ank Holdin$s 5imited %M5#H& in 199D. n Au$ust
199C Mer6antile 5ison #ank Holdin$s %M5#H& (as listed on the ohannesur$ Se6urities
@6han$e South Afri6a %no( S 5imited&. :I/ in,e6ted 120 million 6aitals in Mar6h 2002)
assumin$ 6ontrol of M5#H (ith a D8.CK interest.e6aitali4ation of $rou via ri$hts offer
in,e6tion of rimar" 6aital of million %Setemer 2008& resultin$ in :I/;s holdin$
in6reasin$ from D8.CK to 91.7K. n 200 the name of M5#H (as 6han$ed to Mer6antile #ank
Holdin$s 5imited.
AlArafah( slami Bank %td#
ith the o,e6tive of a6hievin$ su66ess here B hereafter " ursuin$ the (a" dire6ted " Allah
and the ath sho(n " His asul %SM&) Al Arafah slami #ank 5td (as estalished %re$istered&
as a rivate limited 6oman" on 1C une 199. 'he inau$ural 6eremon" took la6e on 27
Setemer 199. 'he authori4ed 6aital of the #ank is 'k.000.00 million and the aid u
6aital is 'k. 8D77.2C million as on 31.12.2010. eno(ned slami6 S6holars and ious
usinessmen of the 6ountr" are the sonsors of the #ank. 100K of aid u 6aital is ein$ o(ned
" indi$enous shareholders.
'he eEuit" of the ank stood at 'k. 9D87.8 million as on 31 /e6emer 2010) the mano(er (as
1711 and the numer of shareholders (as 89)3CD. t has a6hieved a 6ontinuous rofit and
de6lared a $ood dividend over the "ears. Hi$h Eualit" 6ustomer servi6e throu$h the inte$ration of
modern te6hnolo$" and ne( rodu6ts is the tool of the ank to a6hieve su66ess. 'he ank has a
diverse arra" of 6arefull" tailored rodu6ts and servi6es to satisf" 6ustomer needs.
'he #ank is 6ommitted to 6ontriute si$nifi6antl" to the national e6onom". t has made a
ositive 6ontriution to(ards the so6io e6onomi6 develoment of the 6ountr" (ith 7C ran6hes
of (hi6h 21 is A/ throu$hout the 6ountr".
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9# Prodct > Services
Eastern Bank %imited
Ma0or Prodct and Services of Eastern Bank %imited
i# CONSUMER PRO)UCT > SER(CES
Consmer )e1osit Prodcts"
#5 nterestin$ A66ount
#5 Se6ure /=S #5 eeat
#5 :onfiden6e #5 Hi$h =erforman6e A66ount
#5 Savin$s =lus A66ount #5 0=lus
:onsumer 5oan =rodu6ts #5 iandhara 5oan
#5 !tsha 5oan #5 Home 5oan
#5 Fast :ash #5 Fast 5oan
#5 @e6utive 5oan #5 Auto 5oan
#5 'rave5oan #5 =arseloanEB% Cards"
#5 SA =latinum :ard #5 SA Si$nature :ard
Simle :redit :ard #5 'ravel :ard
5ifeSt"le :ard #5 =a"roll :ard
#5 :ards 'ransa6tion 5imit #5 isa #usiness /eit :ard
#5 A::A =reaid SA :ard
EB% Stdent Banking"
#5 unior #5 :amus A66ount du6ation Finan6e =a6k
#5 :hild Future =lan #5 Student File Servi6es
ii# CORPORATE PRO)UCT > SER(CES
ndustrial and =ro,e6t Finan6in$
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nvestments* :aital Market Servi6es
'ransa6tion servi6es
'rade Servi6es and FO
Reglar Credit Prodcts"
@orking Ca1ital %oan"
o verdraft %/&
o 5etter of :redits Si$ht*!san6e
o /emand 5oan
o 'ime 5oan
%ong Term 6inancing Prodcts"
o 'erm 5oan Finan6in$
Medium 'erm %Ma@ "ears&
5on$ 'erm %Aove
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#5 !nnoti #5 Mukti #5 nvoi6e Fa6torin$
#5 +rishi in SM Euit" #uilder #5 !do"
#5 Noodo" #5 SM /oule eturn
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Bangladesh rishi Bank
Ma0or Prodct and Services of Bangladesh rishi Bank
)e1osit schemes"
As a 6ommer6ial ank BBoffers some (ell desi$ned deosit s6hemes for the 6ustomers. 'hese
are Se6ial noti6e deosit)
fi@ed deosit)
'ime deosit)
o /=S)
o S=S)
o 'ea6hers savin$)
o Ha,, deosit and
o +rishan- +rishani deosit
du6ational savin$s)
All these s6hemes have lu6rative interest rates e@6et Ha,, deosit.
(nternational Banking"
#an$ladesh +rishi #ank renders all sorts of ankin$ servi6es in 6onne6tion (ith @ort) mort)
and Forei$n emittan6e Forei$n e@6han$es a6tivities Sendin$ Mone" From Forei$n. For the
urose it maintains a (ide sread 6onne6tivit" (ith 200 6orresondent anks and oerates a
$ood numer of Nostrum a66ounts at otential la6es around the $loe.
Poverty alleviation"
#an$ladesh +rishi #ank has taken u =overt" Alleviation as one of its fundamental ,os. t
e@tends mi6ro 6redit servi6es for the eole elo( overt" level. Some of these servi6es are
arran$ed " BBalone and some are ,oint efforts. 5o6al and international a$en6ies 6ollaorate
in several su6h ro,e6ts.
Others"
Ihore Fera +ormosu6hi
Ireen #ankin$ =oli6"
http://www.krishibank.org.bd/showDocument.php?documentid=1182http://www.krishibank.org.bd/showDocument.php?documentid=1182http://www.krishibank.org.bd/showDocument.php?documentid=1183http://www.krishibank.org.bd/showDocument.php?documentid=1188http://www.krishibank.org.bd/showDocument.php?documentid=1206http://www.krishibank.org.bd/showDocument.php?documentid=1224http://www.krishibank.org.bd/showDocument.php?documentid=1182http://www.krishibank.org.bd/showDocument.php?documentid=1183http://www.krishibank.org.bd/showDocument.php?documentid=1188http://www.krishibank.org.bd/showDocument.php?documentid=1206http://www.krishibank.org.bd/showDocument.php?documentid=12248/12/2019 Marketing Strategy of Commercial Banks of Bangladesh
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#+# SM =oli6"
Mercantile Bank 4oldings %imited
Retail !anking"
#orro(in$ Solutions
Asset Finan6e
5easin$
nstallment Finan6e
Home 5oan
verdrafts
Card )ivision"
A'M :ard
/rive :ard
:redit :ards %#usiness&
o Mer6antile #ank #usiness SA :redit :ard
o
Mer6antile #ank #usiness Silver SA :redit :ardo Mer6antile #ank #usiness Iold SA :redit :ard
:redit :ards %=ersonal&
o Mer6antile #ank =ersonal Iold SA :redit :ard
o Mer6antile #ank =ersonal Silver SA :redit :ard
(nsrance"
5ife Assuran6e
o state =lannin$
http://www.krishibank.org.bd/showDocument.php?documentid=1227http://www.krishibank.org.bd/showDocument.php?documentid=12278/12/2019 Marketing Strategy of Commercial Banks of Bangladesh
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o Health =lannin$ and Medi6al Aids
o nvestment =lannin$ and =rodu6ts
o etirement =lannin$
ShortTerm Prodcts"
e offer ersonal insuran6e for "our home) 6ar and other elon$in$s) as (ell as insuran6e for
"our usiness and other 6ommer6ial needs.
(nvestment Soltions"
:all A66ount
Fi@ed /eosit
Ne$otiale :ertifi6ates of /eosit %N:/&.
AlArafah (slami Bank %td#
Ma0or 1rodcts > services of AlArafah (slami Bank %td#
Monthl" =rofit #ased 'erm /eosit %='/&
o Al adiah :urrent /eosit %:/&
o Mudaraa Short Noti6e /eosit %SN/&
o Mudaraa Savin$s /eosit %MS/&
o Mudaraa 'erm /eosit %M'/&
Monthl" nstallment #ased 'erm /eosit %'/&
Al-Arafah Monthl" Ha,, /eosit %MH/&
Al-Arafah 'ermed Ha,, /eosit %'H/&
Monthl" nstallment #ased Marria$e Savin$s nvestment S6heme %MS&
o Al-Arafah Savin$s #ond %AS#&
o Forei$n :urren6" /eosit %F:/&
o =ension /eosit S6heme %=/S&
o :ash aEf /eosit S6heme %:/&
Mudaraa5akhoti /eosit S6heme %5/S&
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Mudaraa Millionaire /eosit S6heme %M/S&
Mudaraa %Se6ial& =ension /eosit S6heme %MS=/S&
Mudaraa +otioti /eosit S6heme %M+/S&
Mudaraa /oule #enefit /eosit S6heme %M/#/S&
SME BAN(N"
@orking Ca1ital (nvestment
o #ai-Mua,,al
o Muraaha * Muraaha '
o M= * M=- '
o Mudaraa
o Musharaka
6i8ed Ca1ital (nvestment
o H=SM %Euit" reEuired&
o Mudaraa
o Musharaka
BRAC Bank ltd#
SME Banking"
)e1osit Prodcts %oan Prodcts
o =rati :urrent A66ount
o =ra6hur,o Fi@ed /eosit
o Shon6ho" SM /eosit
o Anonno in
o Auro in
o =rothoma in
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o /ur,o"
o Shomriddhi in
o Shomod in
o Shokti in
Retail Banking"
)e1osit Prodcts %oan Prodct
o Savings Acconts
'rile #enefit Savin$s
A66ount
Savin$s :lassi6 A66ount
Aora,ita A66ount
Future Star A66ount
o Crrent Acconts
:urrent :lassi6 A66ount
:urrent =lus
Pee A66ount
Salar" A66ount
:amus A66ount
'erm /eosits
/=S
o 6i8ed )e1osit eneral
Fle@i /=S
nterest First Fi@ed
/eosit
Freedom Fi@ed /eosit
%FF/&
o Salary %oan
o Fick %oan
o Ato %oan
o 4ome %oan
o Secred %oanGOverdraft
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Airam Fi@ed /eosit
Cor1orate Banking"
%oan Prodcts
o verdraft
o
Short 'erm 5oano 5ease Finan6e
o 5oan a$ainst 'rust e6eit %5A'&
o ork rder Finan6e
o mer$in$ #usiness
o S"ndi6ation
o 'erm 5oan
o =ro,e6t Finan6e
o #ill =ur6hase
o #ank Iuarantees
o 'rade Finan6e
o 5etter of :redit %5:&
o 5etter of Iuarantee %5I&
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?# Marketing Strategies
2Eastern Bank %imited3
T commercial > Advertisement
' 6ommer6ial B advertisement is most oular (a" to rea6h 6ustomer) e6ause most of our
eole (at6h ' rather than readin$ ne(saer or usin$ internet. #ut this media is most 6ostl".
#5 makes ' 6ommer6ials B advertisement to a(are 6ustomer aout its a6tivities) rodu6t) B
servi6es. 'hrou$h ': B advertisement #5 6reates ne( market) ne( 6ustomers) $ro(
6ustomer trust) e@end 6ustomer B market share. 'hese 6ommer6ials are hels #5 to make
deosit) B so6ial marketin$ done.
Ne7s1a1er
Ne(saer is most 6ost effe6tive media used to 6onne6t (ith edu6ated and a(are 6ustomer
$rou. #5 used ne(saer to ulish ne(s aout an" ne( rodu6t B servi6es) ne( event) an"
ank related ositive information.
Bill!oard
n the road (e all see illoards 6arr" attra6tive i6tures) and features aout 6omanies. n our
over 6ommuni6ated (orld from these illoards (e 6an easil" $et information aout an" thin$s.
#5;s also has illoards (hi6h 6ontains information aout its rodu6ts) and a6tivities.
(nternet
#5 is the first ank in #an$ladesh to $o online. From its (e site an" one 6an $et eas" e@6ess
to #5. From its offi6ial (e a$e 6ustomers an" all information aout 6oman") mana$ement)servi6es) and deosits s6hemes) loan t"es) events et6.
Branches
astern #ank 5td. %#5& has oened its Dth ran6h at ari of the 6it" toda") /e6emer 17)
2012. 'he ne( ran6h of the ank lo6ated at 80*1) ankin$ Street is desi$ned to rovide all kind
of modern and Eualit" ankin$ servi6e to 6ustomers
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Contri!tion for @oman
astern #ank 5imited %#5& has si$ned a Memorandum of !nderstandin$ %Mo!& (ith
:hitta$on$ omen :hamer of :ommer6e B ndustr" %:::&) :hitta$on$) #an$ladesh on
/e6emer 13) 2012
!nder this Mo!) #5 B ::: (ill ,ointl" (ork for develoment of (omen entrereneurshi
in :hitta$on$ area.
astern #ank 5imited and #an$ladesh omen :hamer of :ommer6e and ndustr" %#::&
honoured (omen entrereneurs (ith #::-#5 =ro$ressive A(ard 2012 at a fun6tion held at
nstitute of /iloma n$ineers in the 6it" on Ma" 29) 2012.
)onation to Society
astern #ank 5imited has re6entl" donated a efri$erated :entrifu$e to #an$ladesh 'halassemia
Foundation. 'he eEuiment (ill e used for rearin$ lood 6omonent for thalassemia atients.
EB%)UAA Scholarshi1 Program
300 meritorious students from all 72 deartments of /! have een a(arded s6holarshis under
the #5-/!AA S6holarshi =ro$ram 2010-11. Sonsored " #5 and or$ani4ed " /!AA) the
8th s6holarshi event took la6e on Monda") anuar" 1D) 2012 at Alumni Floor of Naa Na(a
Ali :ho(dhur" Senate #haan at !niversit" of /haka.
2Bangladesh rishy Bank3
S1onsorshi1 for Agricltral Programs
#an$ladesh +rish" #ank make sonsorshi in tv ro$rams related (ith a$ri6ulture. 'hese
ro$rams are hel to romote ank a6tivities B oli6e) fa6ilities for farmer. 'his is a ma,or
strate$" of the ank to $o to its 6ustomer.
Events > 6air
'his ank or$ani4e rural fair for introdu6in$ ne( innovation B rodu6ts to so6iet" and (ork for
farmers (elfare.
A7ard iving > Norishment of SMEs in Agricltral Sector
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As a marketin$ strate$" +rish" #ank nourishes its ma,or stakeholder (hi6h is a$ri-eole. 'his
ank influen6e 6ustomers to e6ome an entrereneur in this se6tor and so that it $ives a(ard and
SM loan otion.
Coo1eration 7ith Tele Com1any > 6ree Treatment
+rish" #ank makes 6ollaoration (ith moile 6omanies to serve farmers. n this strate$"
rovide free moile servi6es for farmers. t also rovides free treatment to farmer (ith uli6
health ministr".
2Mercantile Bank 4oldings %imited3
T commercial > Advertisement
' 6ommer6ial B advertisement is most oular (a" to rea6h 6ustomer) e6ause most of our
eole (at6h ' rather than readin$ ne(saer or usin$ internet. #ut this media is most 6ostl".M#H5 also makes ' 6ommer6ials B advertisement to a(are 6ustomer aout its a6tivities)
rodu6t) B servi6es.
Ne7s1a1er
Ne(saer is most 6ost effe6tive media used to 6onne6t (ith edu6ated and a(are 6ustomer
$rou. M#H5 used ne(saer to ulish ne(s aout an" ne( rodu6t B servi6es) ne( event)
an" ank related ositive information.
Road Side Beatification
M#H5 invest hu$e amount for i$ 6ities road eautifi6ation. #" this it easil" 6an entr" into
otential 6ustomers mind. t is also a art of its so6ial usiness.
Scholarshi1 for Stdents
M#H5 announ6ed and $ave student s6holarshi to 380 students. 'he" make move to hel oor
students (ho are meritorious and otained hi$h a6ademi6 results in unior S6hool :ertifi6ate
%S:&) Se6ondar" S6hool :ertifi6ate %SS:& and Hi$her Se6ondar" :ertifi6ate %HS:& e@ams.
Branches
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M#H5 has total C3 ran6hes to serve its 6ustomer. As mu6h as ran6h it 6an oen B oerate
su66essfull" it 6an earn more rofitailit". 'hrou$h these ran6hes it 6an dire6t intervention (ith
its 6ustomer.
2AlArafah (slami Bank %td#3
S1onsorshi1 for (slamic Programs
Al-Arafah slami #ank also is a sonsor for islami6 ro$rams. 'hese ro$rams are helin$ it to
romote its oeration B attra6t tar$et 6lients.
Scholarshi1 for Stdents
Al- Arafah slami #ank also rovides s6holarshi to hel oor B helless students for etter
edu6ation.)onation to Society
Al- Arafah slami #ank $ives its donations to >National "e Foundation? to imrove that
6enter;s health 6are fa6ilities. #ank also are treatment 6ost of oor eole.
Road Side Beatification
5ike other ank Al-Arafah slami #ank also (ork (ith $overnment for 6it" and road
eautifi6ation. t lant trees on road side) take 6are them) reair road side lams et6.
2BRAC Bank ltd#3
T commercial > Advertisement
' 6ommer6ial B advertisement is most oular (a" to rea6h 6ustomer) e6ause most of our
eole (at6h ' rather than readin$ ne(saer or usin$ internet. #ut this media is most 6ostl".
#A: #AN+ 5M'/ makes ' 6ommer6ials B advertisement to a(are 6ustomer aout its
a6tivities) rodu6t) B servi6es. 'hrou$h ': B advertisement #A: #AN+ 5M'/ 6reates
ne( market) ne( 6ustomers) $ro( 6ustomer trust) e@end 6ustomer B market share. 'hese
6ommer6ials are hels #A: #AN+ 5M'/ to make deosit) B so6ial marketin$ done.
Ne7s1a1er
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Ne(saer is most 6ost effe6tive media used to 6onne6t (ith edu6ated and a(are 6ustomer
$rou. #A: #AN+ 5M'/ used ne(saer to ulish ne(s aout an" ne( rodu6t B
servi6es) ne( event) an" ank related ositive information.
Bill!oard
n the road (e all see illoards 6arr" attra6tive i6tures) and features aout 6omanies. n our
over 6ommuni6ated (orld from these illoards (e 6an easil" $et information aout an" thin$s.
#A: #AN+ 5M'/;s also has illoards (hi6h 6ontains information aout its rodu6ts)
and a6tivities.
(nternet
#A: #AN+ 5M'/ is the first ank in #an$ladesh to $o online. From its (e side an" one
6an $et eas" e@6ess to #A: #AN+ 5M'/. From its offi6ial (e a$e 6ustomers an" all
information aout 6oman") mana$ement) servi6es) and deosits s6hemes) loan t"es) events et6.
Branches
#A: #AN+ 5M'/ has oened ne( ran6hes to $o to its 6ustomer.
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:# Common A11roaches Used By Banks
Marketing team"
All of the anks have their o(n marketin$ team) (ho (ork to make ne( marketin$ oli6ies)
imrove e@istin$ oli6") romote those oli6ies to attra6t 6ustomer. 'he" are the front line
mana$ers or marketin$ e@e6utives (ho deal (ith an" 6lient. 'he" use >dire6t sell? or >ersonal
sellin$? aroa6h to 6olle6t deosits from e@istin$ and ne( 6ustomer. #anks are set off their
tar$et of deosit) assi$n different tar$et to arti6ular marketin$ e@e6utives.
Call Center"
#ank has 6all 6enter fa6ilities also. #anks are $enerall" 6alled their rese6tive and ver" imortant
6ustomer to inform 6urrent and ne( fa6ilit". :ustomer 6an also 6all the ank;s 6all 6enter to
6omlain or ask Euarr". 'his is an e@6ellent aroa6h to 6ommuni6ate (ith 6lient.
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;# 6indings > Recommendation
6indings
Here (e find some error aout marketin$ strate$ies of the ank. ur findin$s are elo(Q
4igh Com1etition" n our e6onom") there are several t"es of ank su6h as
$overnment anks) se6iali4ed anks) forei$n anks) 6ommer6ial anks) and so on. So
our e6onomi6 market is full on 6ometition. 'o survive in this 6ir6umstan6e one ank
fa6es a lot of diffi6ulties.
Over Commnication"ur market is over 6ommuni6ated and 6ustomers are
kno(n aout almost ea6h and ever" ank a6tivities. 'his thin$ makes market narro(.
Similar Ty1e of Marketing Strategies" All most ever" ank;s strate$ies are
same. Nothin$ e@6etional in strate$ies (e found.
Segmentation of Market" #an$ladesh +rish" #ank is a se6iali4ed ank) as (e
all kno(. ur rest of the 6on6entration is on another 8 ank) (hi6h are 6ommer6ial ank.
e find out that their market se$mentation is indifferent) (hi6h means same 6ustomer
$rou are tar$eted " those ank.
Recommendation
A66ordin$ to the findin$s (e also define some solutions. ur re6ommendations are des6rie
elo(Q
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'o survive in this hi$h 6ometition market) one ank should follo( a$$ressive
marketin$ strate$ies. t should develo its o(n for6e of marketin$ e@e6utives) (ho are
stron$ shell) effi6ient to(ard their ,o) full (ith market kno(led$e and rodu6t
information) and has e@6ellent 6onvin6in$ o(er.
/ifferentiation in marketin$ oli6" should e done) e6ause it ositionin$ an
or$ani4ation. So those anks should done resear6h on market and 6ustomer 6hoi6e to
develo ne( oli6ies and imrove e@istin$ one.
Market se$ment should e more fo6used. 'hese 6ommer6ial anks are mainl"
$enerated at 6ities or i$ to(n. #ut it should not so. 'he" ma" se$ment their market
$eo$rahi6all" and also 6an serve small to(n and rural eole.
/.# Conclsion
'he mission) vision) and o,e6tives of ever ank are almost same. Almost ea6h ank vision is to
6ontriute in national e6onom". 'heir mission is to ma@imi4ation of shareholders eEuit" "
servin$ 6ustomer. 'heir riorit" is 6ustomer $rou. All of ank (ant e market leader.
n our assi$nment (e tr" to find out marketin$ 6hannel B marketin$ strate$ies of follo(in$
anks. /ifferent ank use different marketin$ strate$ies) these strate$ies hel them to inform
their tar$et 6ustomer $rou. 'hrou$h this 6hannel the" also 6ommuni6ate (ith their 6lients.
'here are some limitations aout their strate$ies. So (e re6ommend our re6ommendations to
re6over" su6h limitations. Finall" (e (ant to sa" it is ni6e to (ork (ith those ans information.
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Reference
Annual eort 2011
htt**(((.al-arafahank.6om*/eosit.h
htt**(((.al-arafahank.6om*SN/.h
htt**(((.al-arafahank.6om*MS/.h
htt**(((.al-arafahank.6om*M'/.h
htt**(((.al-arafahank.6om*='/.h
htt**(((.mer6antile.6o.4a*rodRs*t.as
htt**(((.mer6antile.6o.4a*au*6*6Rovervie(.as
htt**(((.krishiank.or$.d
htt**(((.ra6ank.6om*=ress-eleases.h
htt**(((.ra6ank.6om*rrm.h
htt**(((.ra6ank.6om*smeRdeosit.h
htt**(((.ra6ank.6om*smeRdeosit.h
htt**(((.ra6ank.6om*/eosit-A66ount.h
http://www.al-arafahbank.com/Deposit.phphttp://www.al-arafahbank.com/SND.phphttp://www.al-arafahbank.com/MSD.phphttp://www.al-arafahbank.com/MTDR.phphttp://www.al-arafahbank.com/PTD.phphttp://www.mercantile.co.za/au/cp/cp_overview.asphttp://www.krishibank.org.bd/http://www.bracbank.com/Press-Releases.phphttp://www.al-arafahbank.com/Deposit.phphttp://www.al-arafahbank.com/SND.phphttp://www.al-arafahbank.com/MSD.phphttp://www.al-arafahbank.com/MTDR.phphttp://www.al-arafahbank.com/PTD.phphttp://www.mercantile.co.za/au/cp/cp_overview.asphttp://www.krishibank.org.bd/http://www.bracbank.com/Press-Releases.php8/12/2019 Marketing Strategy of Commercial Banks of Bangladesh
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