The City Bank Limited (Bangladesh)
Marketing Plan Interview Questionnaire
MBA Marketing Course - Field Visit / Primary Research
Section 1: General Information
Interviewee-s Name:
Designation / Department:
Date of Interview:
Interviewer(s):
Contact (Email/Phone):
Mode of Interview: - In-person - Online - Phone
Section 2: Company Overview
1. Briefly describe The City Bank Limited-s history and growth journey.
2. What are the core mission, vision, and brand values of the bank?
3. How is City Bank positioned in the Bangladeshi banking market?
4. What are the major products and services under different segments (retail, SME, corporate, cards)?
5. How is the marketing division structured within the organization?
Section 3: Market Situation Analysis
6. Who are City Bank-s key target customers?
7. What market segments are most important for the bank?
8. Who are the main competitors, and what makes City Bank different?
9. What major trends affect your marketing strategy?
10. What are the major challenges in acquiring and retaining customers?
Section 4: Marketing Objectives
11. What are the primary marketing goals for this year?
12. What KPIs or performance measures are used to track success?
13. What are the long-term (3-5 year) marketing objectives?
Section 5: Marketing Strategy (STP)
14. How does City Bank segment its market?
15. Which target groups are prioritized and why?
16. What is the brand-s positioning statement or slogan meaning?
17. How does City Bank want customers to perceive its brand?
Section 6: Marketing Mix (7Ps)
18. What are the flagship or most profitable products?
19. Are there any new product innovations or updates?
20. How does the bank ensure service quality and innovation?
21. How does the bank determine pricing strategies?
22. How does it stay competitive while maintaining profitability?
23. How are services distributed (branches, agents, ATMs, digital channels)?
24. What is the role of digital and mobile banking in distribution?
25. What types of promotional campaigns are most effective?
26. What is the ratio of traditional vs. digital marketing focus?
27. Can you share an example of a recent campaign and its outcomes?
28. How does the marketing team collaborate with other departments?
29. How is employee training aligned with customer experience goals?
30. How are marketing campaigns planned, approved, and monitored?
31. How is customer feedback gathered and used?
32. How is the brand image maintained across branches, ATMs, and online platforms?
Section 7: Digital Marketing & Innovation
33. What role does digital transformation play in marketing strategy?
34. How is data analytics used to understand customer behavior?
35. Which social media channels are most effective for engagement?
36. What digital campaigns have been particularly impactful?
Section 8: Marketing Budget & Performance
37. How is the annual marketing budget allocated?
38. How is ROI measured for marketing activities?
39. Which performance indicators are most critical to assess marketing success?
Section 9: Impact, Learnings & Future Direction
40. What major marketing successes or failures has City Bank experienced recently?
41. What were the key lessons learned?
42. How have those lessons shaped current strategy?
43. What new opportunities or markets are being considered?
44. What are the major challenges and priorities for the next 2-3 years?
Section 10: General Discussion
45. What makes City Bank-s marketing division stand out in the banking industry?
46. What advice would you give MBA students about marketing in financial institutions?
47. Is there any document or report we may reference for academic purposes?
