COURSE TITLE

MARKETING
MANAGMENT
Topic of presentation
BANK AL FALAH
 GROUP MEMBERS

• Mr. QAISAR HUSSAIN

• Mr. MUHAMMAD RIZWAN
• Mr. MUHAMMAD FAHAD KHAN
• Mr. ALI TEHSEEN
• Mr. Muhammad USMAN ZIA
HISTORY OF BANK Al FALAH
• Bank Al Falah Limited was launched on June 21, 1997 as a
public limited company
• The bank commenced its operations on November 1, 1997
• The bank introduced commercial banking and related
services as defined in the Banking companies ordinance,
1962
• The bank is currently operating
through more than 223 branches in
Pakistan
MANAGEMENT FUNCTIONS

• PLANNING
• ORGANIZING
• LEADING
• CONTROLING
•ALI’S TURN
 Strengths

• Target Achievement
• Policies & Procedures
• Rewards & Benefits
• Job securities for the employers
• Favorable, friendly & Healthy Working
Environment
• Accounting & Banking System is Accurate &
Reliable One
 Weaknesses

• Work load
• Low Training & Coaching
• Low incentives like bonuses overtime pay etc
• Human Resource Department is not so much
effective
• Low salary packages as compared to other
banks
 Opportunities

• On the job training & coaching sessions

can be conducted
• Work sharing activities should be started
so that a person who is working
continuously for 9 hours can get relax
• Attractive salary packages should be
awarded
 Threats

• The conventional banks those having high

growth rate and high market share are
always being a threat
• There is an average not low turnover rate,
mainly because of low incentives as
compared to the other banks
QAISAR’S TURN
PEST Analysis
 PEST ANALYSIS

• POLITICAL FACTORS
• ECONOMICAL FACTORS
• SOCIAL FACTORS
• TECHNOLOGICAL FACTORS
•USMAN’TURN
PORTER FIVE FORCES
MODEL
 Availability of Substitutes

• National saving centers

• Stock Market
 Rivalry Among Existing
Firms
• Bank Al Falah 223 Branches
• Meezan Bank 120 Branches
• Habib Bank 1000 Branches
• MCB 900 Branches
 Threat of New Entrants

• Security problems & uncertainty in

Pakistan Foreign Banks will not invest in
future
Bargaining Power of Buyers

• Banks and Banking Intermediaries

have wide range of products
• Bargaining Power of buyers in
Banking sector is high
Bargaining Power of
Suppliers

• Supplier does not exist in banking

sector
• No bargaining power of suppliers
•RIZWAN’s TURN
MARKETING MIX
4p’s OF BANK Al FALAH
 PRODUCT

• The product of Bank Al FALAH are its

various banking services which are
• Its del deposits (PLS & non PLS)
accounts
• Remittances
• ATM card
• visa card
Product (continue)

• Lockers
• Credit Extension
• BBA (Basic Banking Accounts)
 PRICE

• Prices at the bank are quite

competitive with those of other
banks
• Low interest rate for loans
• High interest rate for deposits
 PLACEMENT

• Branches
• Distribution channels
• Branches are situated
 Industrial zone
 Agriculture zone
 Commercial area
 PROMOTION

• Various promotional techniques are

• Advertising
• Personal selling
Following techniques are mostly
used

• Sponsorships
Event sponsor
Sports sponsor
Some famous event are

• Al Falah cup (cricket)

• Bank Al Falah Pakistan squash open
• Bank al Falah polo

• Al Falah cricket Triangular series

SOCIAL Events

• PICNICS
• BARBEQUES
• SPORTS
• CULTURAL tours
•FAHAD KHAN’S
Turn
INTEGRATED MARKET
COMMUNICATION
(IMC)
 IMC

•ADVERTISING
 TVC
 News Paper
 Journals
• Magazines
• Flyers
• Billboards
• Hooding
 SOURCE Of BRAND
EQUITY
• Authenticity
• Consistency
• Differentiation
• Reassurance
Levels of Brand
Awareness and Image

• Brand Awareness
Consequences of
Awareness
• Learning
• Consideration
• Choice
Purchase Motivation
Purchase ability
Questions session