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Marketing strategy
analysis of OBL
Presented by
obl
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NIL
Full product MP/LS
Credits
Car loan/Home loan
Foreign exchange
LP/MS
Customer consultancy
Clearing section
Accounts section
Campaigns
ATM booths
Full service
Cash counter
Online banking
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More Product Less Services
Products: Services:Deposits Product (10 catg.) SMS bankingLoan Products (7 Catg.) SME bankingCorporate Products Locker serviceSME Products Utility billsFinance (4 Catg.) ATM cardCredit Card Internet Banking
Less Product
More Services
OBL has service sectionsto provide services beforeand after sales of products
Inter-Relationship of Product and service matrix
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How to focus on LP/MS
First they try tocapture the market
campaign
easy installment advertisement
segment themarket according
needs of customers
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Elements
CustomersKey focus of OBL
Dedication to their satisfaction
Follows retention strategy
Employees
Dedicated to the welfare of the companyDevoted to provide continuous and goodquality service
Good and fruitful relationship betweenmanagement and employees
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Elements
Competitors
Seeking new and effectivestrategies to compete
More focus on modern physical ambience tocope with Foreign private banks
Adoption of newer technologies
ReferralMarkets
Creates Word-of Mouth
Enhances the relationship with existingclients and related parties
Brings new long term partners
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Demographic
factorsInfluences to open age based accounts
Encourages profession based account services
Focuses on student accounts to
encourage education
Geographicfactors
Focus on convenient locations of branches
After reaching Cities and Suburban areasnow target is on opening rural branches
Home loan market in Dhaka and Chittagong
metropolitan areas
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Technologicalfactors
Adoption of newer and stronger technologiesas Oracleplex Software
VISA money transfer for the first time in BD
Real time online banking attractscustomers significantly
Social &cultural factors
Focus CSRs
Sponsorships
Drawing social attention by these activities
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SWOT Analysis
S WO T
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1. Terms & conditions of MP/LS are convenient &
flexible than others.
2.LP/MS focus on goodwill.
3.Full Services create more loyal customers for
achieving long term goal.
trengths
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eaknesses
1. Attaining new customer is costly & toilsome
2. Achieving loyal customers is under threat.
3. The ways of providing services differ in full
services.
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pportunity
1. To bring radical change in agricultural sector
2. Closely related with giant firm .
3. Capture the market by using new technology.
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hreats
1. In agricultural nature is a big factor.
2. Threat of new entrance.
3. Delay repayment of loans by the giant firmslike Abdul Monem Group.
4. Amount of deposit is decreasing because ofinflation .
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Prime customers
OBL is a sisterconcern of
HRC group
Other
companies ofHRC group getthe facility ofprime customer.
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Requirements :
Regularity
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Given facility:
Reduced conditions.
Interest rate varied.
Way of treatment varied..
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Product (ID: 16070)
More service, less product In future less service, more product
Loan products (most focused)Focus
Good quality service
Creates customers satisfaction
Survey on customersQuality
Retail: Deposit and Loan products,Cards, Inward remittance.
Corporate: Deposit and Finances.
SME banking
Variety
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Product (ID: 16070)
Future plan
Consultancybranches
Agriculturebased
branches
Branches insuburban areas
E-Banking,
MobilebankingBalance
inquiry
Cheque bookrequest
Changing PIN
Bankingtype
Focusing toretain thepresent
customers
Successfullydoing
relationshipbanking
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Product (ID: 16070)
Deposit: Pensave, Edusave, Marrysave, School banking,Gold saving account etc.
Loan: Home, Car, Consumer, Professional, Agri loan etc.
Card: Credit card, ATM Card.
RetailBanking
Deposit: Corporate Deposit Account, Corporate SalaryAccount
Finances: Trade Finance(Letter of Credit), Project Finance,Infrastructure Finance
CorporateBanking
Working Capital Finance (up to 3 years)
Project Finance ( up to 5 years)SME Banking
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Price (ID: 16070)
Price
(interest rate) Prime
customers;shareholders,
well reputedand knownbusiness men(up to 2% lessinterest in loan
products) Other
customers (atprevailing rate)
Credit terms Known and
prime customerrequired to
keep lowmargin for loan& L/C opening
Othercustomers (at
prevailingterms)
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Price (ID: 16070)
Sl No Type of
Deposits
Below Tk.1
crore
Tk.1 crore
to below
Tk.25 crore
Tk.25 crore
to below
Tk.50 crore
Tk.50 crore
to below
Tk.100
crore
Tk.100
crore and
above
1 Savings(Urban &
Rural)
6.00% 6.55% 7.05% 8.55% 10.05%
2 Special
Notice
Deposits
4.00% 6.50% 7.00% 8.50%10.00%
P ti (ID 16070)
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Promotion (ID: 16070)
Advertising
Television, radio
Movies (advertising during break)
Newspaper, magazines
Public relation
Campus visits, Sponsorship(cricket series)
CSR (food, blanket distribution,built houses for flood affected
people)
i ( 160 0)
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Promotion (ID: 16070)
Cross-sale to
prevailingcustomers
Personalizedservice
Personalselling
Gifts,
discounts tocustomers.
Commission,incentives toemployees
Summercampaign
Salespromotion
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Place
59 Branches, 21 ATM,
10 booths
1 corporate branch and
all full service branchesFuture plan:
Want to focus on rural area.Planning to open specialized
agro based branches.
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Process
Flow of activities
Follow central bank guideline
segregated into various departments accordingly
Standardization standard forms, documentations
standardized procedures got typical transactions
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Process
Simplicity
clear indication
Instruction
boards in innational andregionallanguage
Less timeconsuming
Customization
specialtycounters at each
branch to dealwith customersof a particularscheme
Many
alternativesaccording tocustomersneeds
Customeranalysis
Analyzecustomer
feedback Believes in word
of mouth
Appliesinteractivemarketing
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People
Internal marketing:attraction, development,motivation and retention
of qualified employees
Employee training :training institute in
Dhanmondi
Ethics :loyal to
customer
Summer camp: Special program for motivatingemployees and reward them according to their
performance
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PHYSICAL EVIDENCESa consumer tends to rely on material cue as there are no
physical attributes to a services
Tangibles
OBL gives pens, writing pads to the internal customers.Even the passbooks, cheque books, etc reduce theinherent intangibility of services.
Signage
Logo by which a person can identify the company. Suchsignages are significant for creating visualization and
corporate identity.
Punch line
corporate statement depict the philosophy and attitudeof the bank. OBL has influential punch lines to attract
the customers we make things happen
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PHYSICAL EVIDENCES
Internet/web pages
Paperwork
Brochures
Furnishings
Business cards
The building itself
R d ti (ID 16254)
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Recommendations (ID: 16254)
Banking Kiosks are suggested
Banking Kiosks
Managing of ATMs with other bank will enhance theacceptability and efficiency of ATMs.
ATMs
Introducing Islamic banking will signify its wholedemand
Islamic banking
R d ti (ID 16254)
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Recommendations (ID: 16254)
Higher margin of Loan should be determined forthe big clients to reduce the treat of big
default such as against L/C
Higher margin of Loan
It should be widened to complete with the other banksand financial service institutions.
Products Range
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Thank You