Assalamu Alaikum
Welcome to the
Presentation
on
Internship Study
Presentation on
Internship Report on Marketing Mix Management of Standard Bank
Limited(SBL) :A study on Chittagong University Branch
Prepared by
SM Musfiqur Rahman
MatricIDNO:EB171078
Supervised By:
JOYNAL UDDIN
Lecturer, DEB. IIUC.
Department of Economics & Banking
International Islamic University Chittagong
Objectives of the study:
•To understand theoretical aspects of Bank
Marketing Strategies
•To evaluate marketing mix strategies
implemented by SBL,Chittagong University
Branch.
•To suggest recommendations to overcome
the problems of Standard bank limited
chittagong university branch.
Methodology
This report focused on secondary source And the main sources
of data for preparing the report are based on secondary
information.
Secondary Data: Sources of information and collection of data:
Websites of bank
Annual Report
Besides some primary data is collected by face to face
conversation with employees of SBL,Chittagong University
Branch.
Marketing Mix
Marketing Mix is the set of marketing tools
the firm uses to implement its marketing
strategy. The marketing mix tools and
classified into 7 broad groups called the 7
PS of marketing : Product, Price, Place,
Promotion, People, Process, and Physical
Evidence.
Products
The product and services of SBL chittagong
university branch are;
•Deposit
• Loan and Advances
•Treasury
•Foreign Exchange service
•Card Services
•Cash Services
•Fund Transfer
•Value added service
•Merchant Banking Service
•Islamic Banking Service
Price
All products price are selected from the main head office, so
the competitors price,just seen the head office.
•Customers, response is very well for the current price of
product.
•The product price is not change in frequently.
•There are some miscellaneous commissions for collection of
Cheque/Bills, call deposit, duplicate issuance issue, Internal
check/purchase of bill ,Bank Guarantee , parcel , locker and
safe charge , check return, stamp payment, ATM, debit card
charge etc.
•No seasonal discount offers for customers. No types of
allowance is given.
•Detailed pricing fixed and the same can be found on the
website of SBL.
People
Customers
Thecustomersarevariedfrommanydifferentsites.Thisbranchisnottarg
etinganyparticulartypesofcustomers.EspeciallyMasspeoplearetarget
ed.ManycustomersarefromjobsectorsandrarefromBusinesssectors.A
ndtherearesomanygarmentsWorkerswhohavetheiraccountsinthisbra
nch.Becauseofthesmallsizeorareaofthisbranch,numbersofcustomers
arealsolittle.
Employees
NumbersofEmployeesarenotsomany.Buttheemployeesaresomuchef
ficientandverypotentialwithwork.Theyarehappywiththeirbenefitsan
dincrementsfromthisbankandalsoprovidegoodservicetocustomers.E
mployeesareverymuchabletogaintrustandloyaltyfromthecustomersa
ndtryingtheirlevel;besttoprovidebestserviceandgainsuperiorcustom
ervalue.
Promotion
PromotionalStretegyofSBLChittagongUniversityBranchesare;
1)Theyusebanner,leafletandmoreoverontheirwebsite.
2)Notismassbutisthesomespecificsectors
3)Notiseventarrangement.Butitfaironinforeignconference.
4)SchoolBanking
5)Punchline"Settinganewstandardofbanking"
Process
FourtypesofaccountsareoppendtoSBLchittagonguniversitybranch;Sav
ingsAccount,Depositaccount,fixeddepositaccountandprivate/publicco
mpanyaccount.
Afterknowingtheirdemandtheytrytheirbesttogettheachievetheiracquisi
tion.Andwhoisinaccounttriestounderstandtheirdemandandfulfillthatin
aproperways.
Moreemployeesareprovidedformanagerushhour.Atfirstemployeesfulfi
lltheirexpectationspropertyasmuchaspossible,customerssatisfactionisf
irstpriority.Andtheyresponseproperly.Theyhavelowlevelofdeliveryser
viceandstandardizationofprocedure.
Customizationaspersindividualdemandsimplicityetc.Customerinvolm
etinmanymattersforsignaturepurpose.
Physical Evidence
SomeKeypointsaregivenbelowabouttheusesofphysicalevidenceinthis
bank-
1)Themainsignageisfontstyleandgreencolor.
2)Formaldressbothmaleandfemale
3)CustomersaretreatedverygentlyfirstofallfromtheGuardsandtheEmpl
oyees.
4)Employeesarealwayswelcometheircustomerswiththeirnicesmileand
politebehavior.
5)BankOfferswaterorteatothecustomerswhoarewaitingforlongtimefor
theirservices.
6)Differenttypesofsavenirsareofferedtocustomers:calander,notebook,
diary,pen,keyring,magazine
7)Webpage
Findings
1)Accordingtothereportitisfoundthatstrengthenthepromotionala
ctivitiesandmarketingaboutdifferenttypsofproductsandserviceso
fSBLisnotverystrong.
2)ItisfoundthattheSBLdoesnotintroducemoreproductsandbased
onthecustomersexpectation.
3)AccordingtothereportitisfoundthatteAdvertisingandpromotion
alactivitiesofSBLChittagongUniversityBranchisnotverystrong.
4)Thebranchusemoderntechnology:Fax,inx-
z,Printer,Photocopymachine,Scanner,moneycountingmachine,
modernchequescannermachineforclearingetc.
5)IntheBranchtheyhaveonlyonemarketingandpromotingofficer
Recommendations:
ThoughSBL,triestogivethebestcustomersupport,theyhavesomelakeandlin
kagecomparetootherbankofthesamegeneration.Therecomendationsforthi
sreportare-
1)Thebankshouldstrengthenthepromotionalactivitiesandmarketingaboutd
ifferenttypesofproductandservice.
2)Thebankshouldtointoducemoreproductsandbasedonthecustomersexpec
tation.
3)Thebankshouldtakeimmediateactionadvertisingandpromotionalactiviti
esforpromotetheirbusinessactivities.
4)Thebankshouldusemoderntechnologytoavoidthreatfromothercompetin
g
banks.
5)Thebankshouldincreasesalesandmarketingofficerstoincreasetheirsalesa
ndcustomersvolume.
Findings :
1. The growth of investment of AIBL of Agrabad Branch is
increasing year to year.
2. The growth of Deposit of AIBL of Agrabad Branch is
increasing year to year.
3. The Investment Income of 2019 is Decreased from
other years.
4. The Investment Profit of 2019 is less then other years.
5. The Investment Deposit Ratio is Flexible of Every
years.
6. The Return of Investment of 2019 is Pioneer .
7. The Mode wise Investment of Agrabad Branch
Focuses on Bai-Muajjal, Bai-Murabaha, HPSM,
Bai-Salam in highly.
Conclusion
From the above implementation, I can
assume that 7 P's of marketing mix are
the most viable and productive process
to keep the bank in a balance. The
implementation which helps the bank to
achieve it's ambition.
Iamgladtohavetheopportunitytoworkina
bankespeciallyatStandardbankLtdChitta
gongUniversityBranchasaninternee.Ihav
elearnedlotsofnewbankingsystemswhich
Ididn’tknowbefore.Igainpracticalknowle
dgetorealizemytheoreticalknowledge.Ibe
lievethesethreemonthsofmyinternshipwil
lhelpmetobuildupmycareerinfutureandm
akemeabletochoosetherightcareerpath
