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 INTERNSHIP REPORT

MBA (MARKETING)

Submitted to: Chairman, Dept. of Business

Administration

Submitted By: IKRAM_UL_HAQ

T-521888
06-PLR-0037
H# P-62,Street No 7
Chibban,
Faisalabad
0346-7733685
03457787042

DEPARTMENT OF BUSINESS ADMINISTRATION,

ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD.
BY:
 ACKNOWLEDGEMENT

First of all I would like to thank Almighty ALLAH who is the most beneficent and

Merciful blessed me to complete my education in Management Sciences Department

of

Esteemed institution ALLAMA IQBAL OPEN UNIVERSITY.

I would also like to say thanks the entire management of my Esteemed University in

Common and special thanks to the Regional Office management which guided me and

continuous support on all occasions I need for the completion of my project. I am also

thankful to my tutors/ teachers and seniors who support and guide me in this regard.

Formally I am very much thankful to the entire

management of Medicam Group of Companies Specially Area Manager Mr. M. Aslam

who give me Opportunity to complete my internship In the Medicam Group of
Companies. So on

Branch controller AAMIR SARDAR and entire Marketing Department of the MGC.

All marketing staff guide me in all concerns and provide me comprehensive

knowledge

About the marketing of the Bank and the products of the bank.
  Introduction

The purpose of writing this report is to observe Marketing

technique & their implementation in subject field. Generally, these

types of reports are written in formal language but I do believe in not

in words. That’s why, I have tried to become a realistic in expression

of my view s. Simple words have been used so that I should also

mean in my self what I have written.

As for as MBA specialization in Marketing. I have found “Sales &

Marketing Sector” as an ideal place to perform my internship

activity. In appropriate delay in submission of this report is due to

professional responsibilities at Medicam Group of Companies (MGC)

as well which is totally private organization, working as Producer and

Distributor of cosmetic and Pharmaceutical Products from 38 years.

The Employees of this organization are working with full dedication

to promote organization.

 Objectives of Studying of Organization

There are many organization related to my specialization study

are working in the market. I find my field , the best of my internship

activity. I have working in Medicam Group of Companies(MGC) from

previous three years in this organization.

In my practical activity I am viewing that analyzing the functions

& policies of organization I choose “Medicam Group of Companies”

for this subject and research purpose. In addition to these things, I

found “no tomorrow” or “later on” in this sector. In other words we

can say that, the whole Market staff is not in a position to defer

something to tomorrow which is main key of success of any

organization.

 Overview of the Organization:

 The life of an organization depends on its ability to build vision

and develop leadership. Medicam Group of Companies has

emerged as a result of dynamic leadership and constant growth in

sales and improvement of profitability. It is managed by well

qualified, experienced, capable and dedicated professionals.

Today's business environment is volatile and unpredictable.

Organizations require people with a clear vision of future trends.

The best way to predict the future is to create it. The strategic

planning, effective implementation and transparent evaluation are

made before projecting new targets. Comprehensive reports both

in units and values of the products are compiled so that accurate

forecast and achievable results may be obtained.

The first commandment in marketing is 'know thy customer'

and the second 'know thy product'. Exhaustive arrangements of

training to the sales personnel by the professionals exist in the

component organizations. It facilitates the team in discharging

their duties, achieving the desired results and satisfying the

customers. We are living in times of exponential change. Global

competition has arisen and trade barriers no longer provide the

safety they once did. Competitive pressure, expanding markets

and growing customer expectations have contributed to the need

for Research and Development. The Group keeps a vigilant eye on

these factors and provide facilities for successful operations under

the prevailing circumstances.

While formulating Group Policies, the key factors like geo-

political scenario, marketing environment - potential and growth,

social-cum-cultural conditions, quality ideology, changes in Govt.

policies etc. are taken into consideration. In-depth studies and

analysis of these and other allied factors have enabled the Group

to maintain high growth rate and consequent expansion.

The Group has an extensive network of distribution of its

products in Pakistan. Distributors and sub-distributors have been

appointed throughout the country in order to ensure product

availability with constant monitoring by the field executives.

Hospitals (Government and Private), Clinics, Pharmacies,

Specialists, Consultants, Physicians, Super Markets & General

Stores are detailed and covered by our representatives and the

sales are monitored by Marketing & Sales Department.

The Group has attained not only the status of market leader of

several categories amongst local manufacturers but has also

commenced with exports to several countries due to maintained

quality and consequent demand of our products.

 Nature of Organization:
 Medicam Group of Companies has emerged as a result of

dynamic leadership and constant growth in sales and improvement

of profitability. It is managed by well qualified, experienced,

capable and dedicated professionals.

Medicam Group of Companies is organization which is

dealing to cosmetics, Pharmaceutical and Consumers Products.

Medicam Group of companies stands today at a noteworthy point

along the evolution of cosmetic, pharmaceutical and consumer

products in Pakistan

 Business Volumes:

FINANCIAL ANAYLASIS:
LIQUIDITY RATIOS:

CURRENT RATIO = CURRENT ASSET / CURRENT

LIABILITIES
= 43640839000 /
39297881000
= 1.1

ANALYSIS:

The organization is considered more liquid. It

means that it has ability to meet its current liabilities.

DEBT RATIO:
Debt ratio = Total liabilities / Total
Assets
= 41675264000 /
46438623000
= 89 %
ANALYSIS:
This shows that organization has financed closed to 90% of its

assets the greater the ratio it means that the organization degree of

indebt ness and the more financial leverage it has.

 PROFITABILITY RATIO:

Earning per share = Earning available for common

stock holders
/ No. Of common
stock
Outstanding
= 1131374000 /
377989686
= 2.99
ANALYSIS:
That on each share rupees 2.99 are earned.
Return on Assets = Earning available for
common stock holders
/ Total
Assets
= 1131374000 /
46438623
= 2.4 %
ANALYSIS:
It means that bank earned 2.4 paisa on each
rupee.

 Profile of Employees:

In MGC committed, motivated and professionally trained

employees are working who are very much empathic to their

customers needs.

As an estimate there are 2015 employees are working here.

Meezan are in search of committed and professional employees to

work in new branches which they want to open in near future.

Here in bifurcation of employees at Meezan bank limited,

Category / Profile Number

Top Managements (President / Chief 50

executive , Directors and Zonal Sales

Managers)
Area Managers and Regional Sales Manager 109
Sales executive and Sales Officers 1856

 Product line:

MEDICAM DENTAL CREAM is an ideal gift from modern

Dento-Medical Technology produced after a thorough study,

research and trial. It is an advanced Teeth Gum Protection (TGP)

Formula and thus ideal remedy for sensitive/painful teeth and

bleeding gums.

MEDICAM SHAMPOO is a unique combination of

Amla+Reetha+Sikakai and elegant answer to thickening and

conditioning in hair care. Its continuous use provides complete

treatment of any problem relating to hair care. The distinctive

features are:

Stopping hair loss.

Removal of dandruff

Making the hair smooth, silky and healthy.

MEDICAM ANTI-DANDRUFF SHAMPOO contains ALD 50 is

the most effective ingredient which cures and controls dandruff and

along with other ingredients ensures healthy hair care.

Directions of Use

Shake the bottle well before use.

Wet the hair and apply Medicam Anti-dandruff Shampoo

thoroughly on dandruff affected scalp.

Work up rich lather and leave it on scalp for 2 to 3 minutes.

 Wash hair well and clear off shampoo. Repeat application if

necessary.

Do not wash hair with any other shampoo after using Medicam

Anti-dandruff shampoo.

For heavy dandruff, Medicam Anti-Dandruff Shampoo should be

used thrice a week.

As soon as dandruff is controlled use Medicam Anti-dandruff

Shampoo once a week. After complete dandruff cure always use

Medicam Regular Shampoo (Amla + Retha + Seekakai). Your hair

will become long, thick shiny and silky. Only Medicam Shampoo

ensures complete hair treatment.

MEDICAM EGG SHAMPOO

You can reduce excessive hair loss, thinning of hair, dandruff,

dryness and split ends by simply changing to Medicam Egg

Shampoo.

For healthy hair to grow, hydrophobic lipids must be removed and

protein should reach the roots of the hair shaft. Your hair follicles,

just like the roots of a tree, demand constant feeding of essential

nutrients.

Only Medicam Shampoo improves micro circulation in the scalp skin

nourishing the roots of the hair follicles with protein to support

healthy hair growth and give you longer, thicker and healthier hair.

MEDICAM HERBAL SHAMPOO is plus 5 herbal formulation.

The finest and purest extract of herbal ingredients provide hair with

extra nutrition and protection. Hair look good and beautiful.

Medicam Herbal Shampoo benefits of nature in its purest form.

Aloe Vera natural conditioner ensures smooth and silky hair.

Arnica Oil revitalizes week hair and adds shine.

Ceramides penetrate deep to make hair structure stronger and also

protect hair from environmental hazards.

Coconut acts as a moisturizer and bring life to dry and dull hair.

MEDICAM COLD CREAM - Vitamin enriched MEDICAM COLD

CREAM with extra moisturizer offers your skin high protection

against the harmful influence of the sun, air pollution and brings out

smoothness, softness and radiant complexion. It improves complete

tissue structure resulting in firmer and younger-looking skin. The

cream can be used to clear make-up.

MEDICAM FRECKLE CREAM - the perfumed MEDICAM

FRECKLE CREAM when used regularly on skin:

Removes freckles - the pigment, which appears as brown spot

on skin surface due to exposure to wind and sun.

 Fades away blotches, tan, shallowness and pimples. Cures skin

pore disorders. Gives the skin radiance and smoothness. Add charm

to grace.

MEDICAM BLEACH CREAM - Skin Whitening Cream - enhances

beauty of the complexion bringing fairness, uniformity and

exceptional radiance. It

Gives skin a charming white complexion. Leaves the skin soft,

smooth and beautiful. Saves skin for the after effects of make-up

and climatic changes. Corrects small skin imperfections.

MEDICAM POWDER HAIR COLOUR - available in 3 colors,

Black, Brown & Black Brown. It is:

Formulated and manufactured on technically advanced formula.

Free from Ammonia, does not need Hydrogen Per-oxide for

application and its other ingredients do not harm hair.

Only dyes white and gray hair and leaves hair healthy.

TOUCHME NATURAL BALM (Herbal), based on modern

research, is the most effective analgesic remedy for Headache and

the best relieving agent for Cold, Nasal & Chest Congestion,

Muscular and Joint Pain, Backache, Sprains and Insect Bites. Its

ingredients, after quick absorption, bring lasting soothing effect &

comfort.

TOUCHME SHAVING CREAM - for a perfect luxurious shave

 Has Long Lasting Perfume that gives a remarkable freshness

throughout the day eliminating the use of any further after-shave

application..

 Extra creamy - rich lather acts too swiftly even to hard and

tough beard giving a comfortable, complete and smooth shave.

 Contains the most modern antiseptic to prevent from being

infected by bacteria.

TOUCHME NEW NATURAL TOOTHPASTE has an advanced Dental

Decay-Preventive Formula based on natural ingredients and thus it

has been clinically proved to reduce TARTAR build-up, fight

CAVITIES, check GUM BLEEDING and strengthen GUMS even better

than any toothpaste introduced so far.

TOUCHME MINTO TOOTHPASTE - Triclosan and Fluoride unique

formula for sensitive teeth provides Instant Cleaning and relief to

paining teeth. It ensures Triclosan anti-bacterial protection, helps

plaque control, cleans teeth instantly, removes all deposits on gums

as well as teeth and adds a fine polish to teeth surface.

TOUCHME MINTO GUM TOOTHPASTE a thin film of food particles

and bacteria called plaque can soon cover your teeth and start the
process of tooth decay. Every day use of Mintogum toothpaste helps

clean away plaque and tartar. Ensures no sensitive teeth, no

bleeding gums, no dental disease.

TOUCHME MINTO MOUTH WASH

 A good oral hygienic routine, combats and removes bacteria

to give fresher breath.

 Cleans food deposits, helps fight cavities, plaque and tartar.

 Kills million of bad breath germs.

 Freshens smoker's breath & wipes off pan stain.

 Contains fluoride-strengthens teeth and prevents decay.

 Gargle for 30 second and rinse for best results.

TOUCHME EAU DE COLOGNE a refined fragrance, wonderfully

different scent of flora, a charisma that lasts all day long. Touchme,

a never ending special feeling.

TOUCHME 6TEEN CRÈME BLEACH - For blending and toning

unwanted hair. The new advanced formula-based TOUCHME 6TEEN

CRÈME BLEACH is today's most successful product. It lightens

unwanted hair on face, arms or any part of body to blend perfectly

with natural skin tones. It enhances beauty and makes look more

attractive.

Distinctive Features
  Most advanced formula which is safe and effective.

 It takes less time to blend unwanted hair to make look

beautiful and white.

 Its natural moisturizer keeps skin smooth, soft and glowing.

 Effective for long period.

 Constant use removes doubts of unwanted hairs becoming

thicker.

 Does not cause irritation on sensitive face skin.

 TOUCHME 6TEEN CRÈME BLEACH is prepared in accordance

with TOUCHME's Tradition of using superior quality ingredients.

 Chairman  ORGANIZATIONAL CHART

Managing Director

RECEPIONIST/TELEP
HONE OPERATOR

HEAD OF HEAD OF HEAD OF HEAD OF HEAD OF HEAD OF

HEAD OF
CUSTOMER HOUSE CUSTOMER CORPORATE FOREIGN CREDIT
REMITT. /CASH
SERVICES FINANCE SERVICES BANKING TRADE ADMIN.
OUTPUT
AM-1 AM-1 AM-1 CONTROLLER AM-1 AM-1 AM-1

SO-1
FOREIGN
CUSTOMER RELATIONSHIP CAD
RELA RELA OPERATIONS TRADE
SERVICES OFFICER OFFICER OFFICER
TIONS TIONS OFFICER OFFICER
SO-1 AM-2 JO
HIP HIP JO
JO
OFFIC OFFIC
ER ER CUSTOMER
SERVICE OFFICER
AM-2 AM-2
JO RELATIONSHIP CAD
TELLER OFFICER
OFFICER
SO-1
AM-2 JO
CUSTOMER
SERVICE OFFICER IT
JO CUSTOMER OFFICER
SERVICE OFFICER JO
JO
  Comments on organizational Structure

MEEZAN BANK LIMITED should expand their set up with the

expansion of their activities in commercial banking .The organization is

improving and enhancing their activities with the passage of time so

the whole group should set ups should be improved by their staff

management and improving the customer satisfaction.

 Structure of Marketing Department

The Structural of Marketing Department is given in chart as

below,

COUNTRY REGIONAL
SALES SALE
MANAGER MANAGER

HEAD OF HEAD OF HEAD OF HEAD OF CREDIT HEAD OF HEAD OF FOREIGN

CUSTOMER HOUSE CUSTOMER ADMIN CORPORATE TRADE
SERVICESA FINANCE SERVICE BANKING AM-1 AM-1
AM-1
M-1 AM-1 AM-1

OPERATIONS FOREIGN
CUSTOMER OFFICER JO RELATIONSHIP TRADE CAD
RELATIONSHIP OFFICER AM-2 OFFICER OFF.
SERVICES OFFICER JO
OFFICER JO
SO-1
AM-2

TELLER RELATIONSHIP
RELATIONSHIP CUSTOMER SERVICE SO-1 OFFICER AM-2
OFFICER CAD
OFFICER JO
OFFICER
AM-2 JO
 CUSTOMER SERVICE CUSTOMER IT
OFFICER JO SERVICE OFFICER OFFICER
 Number of Employees
JO in Marketing
JO

Department

There are 367 employees are working in marketing department.

 Function of Marketing Department

The Marketing department in MEEZAN BANK LIMITED is very

strong. It is the main source of gaining and maintains the customers

that can give a large profit to the bank. There are five relationship

managers in Meezan bank and every person is responsible for the

credit of his party.

CUSTOMER DEALING:

MBL corporate center only deal with the following categories of

business:

• The organization that have minimum 250 million sales in a

year.
• The organization that have availed 80 million finance
• MBL do not deal with the agriculture sector.

PROCEDURE FOR CREDIT APPROVAL:

It is the responsibility of the relationship manager to provide or

fulfill the requirement of the customer by checking his financial and

position. The procedure of credit approval starts with the credit

proposal. First of all the customer request to the bank for credit and

on the behalf of him the RM check the memorandum. The

Memorandum includes:

• The company information.

• Purpose of credit.
• Assessment of management.
• Risks.
• Financial analysis.
• Conclusion and recommendations.
 Marketing Strategy

A Marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase sales and

achieve a sustainable competitive advantage. A marketing strategy should be centered

on the key concept that customer satisfaction is the main goal.

There are 4 steps to prepare it:

1. Identifies the market needs (market study)

• Asks customers, prospects, sellers, market study units

• A good strategy takes into account the knowledge that

everyone in the firm can bring

• Continuous relation with customers (interviews, sharing,

belongings.)

• Prospective analysis (analyze the customer behavior and

market trend)

2. Choose Market targets

• Products + customer segments pairs. Ex:
corporate credit card
 • Some of them exclusive niches (when
possible)
• Some of them priorities on which to focus
efforts
• With adequate positioning (low cost or
upscale)

3. Define market shares goals

(or other market performance benchmarks, overall or for some
products)

=> From them calculate Multi-annual sales growth objectives

4. Prepare adequate selling / distribution channels

Notes:

o No priorities => dispersion of energy

o Too small and static market shares => no future
 Product Planning, Development &
Management
The Product/Service

You should be thoroughly familiar with the factors that

establish products/services as strong contenders in the marketplace.

Factors to consider include:

• Whether some or all of the technology for the offering is

proprietary to the enterprise.
• The benefits the prospect will derive from use of the offering.
• The extent to which the offering is differentiated from the
competition.
• The extent to which common introduction problems can be
avoided such as lack of adherence to industry standards, unavailability
of materials, poor quality control, regulatory problems and the inability
to explain the benefits of the offering to the prospect.
• The potential for product obsolescence as affected by the
enterprise's commitment to product development, the product's
proximity to physical limits, the ongoing potential for product
improvements, the ability of the enterprise to react to technological
change and the likelihood of substitute solutions to the prospect's
needs.
• Impact on customer's business as measured by costs of trying out
your offering, how quickly the customer can realize a return from their
investment in your offering, how disruptive the introduction of your
offering is to the customer's operations and the costs to switch to your
offering.

Development

A review of the strength and viability of the product/service

development program will heavily influence the direction of your

strategy. Factors to consider include:

• The strength of the development manager including experience

with personnel management, current and new technologies,
complex projects and the equipment and tools used by the
development personnel.
• Personnel who understand the relevant technologies and are
able to perform the tasks necessary to meet the development
objectives.
• Adequacy and appropriateness of the development tools and
equipment.
• The necessary funding to achieve the development objectives.
• Design specifications that are manageable.

Leadership Strategies & Management

 Having selected the direction most beneficial for the overall

interests of the enterprise, the next step is to choose a strategy for

the offering that will be most effective in the market. This means

choosing one of the following 'generic'

 A COST LEADERSHIP STRATEGY is based on the concept that you

can produce and market a good quality product or service at a lower

cost than your competitors. These low costs should translate to profit

margins that are higher than the industry average. Some of the

conditions that should exist to support a cost leadership strategy

include an on-going availability of operating capital, good process

engineering skills, and close management of labor, products designed

for ease of manufacturing and low cost distribution.

 A DIFFERENTIATION STRATEGY is one of creating a product or

service that is perceived as being unique "throughout the industry".

The emphasis can be on brand image, proprietary technology, special

features, superior service, a strong distributor network or other aspects

that might be specific to your industry. This uniqueness should also

translate to profit margins that are higher than the industry average. In

addition, some of the conditions that should exist to support a

differentiation strategy include strong marketing abilities, effective

product engineering, creative personnel, the ability to perform basic

research and a good reputation.

 A FOCUS STRATEGY may be the most sophisticated of the generic

strategies, in that it is a more 'intense' form of either the cost

leadership or differentiation strategy. It is designed to address a

"focused" segment of the marketplace, product form or cost

management process and is usually employed when it isn't appropriate

to attempt an 'across the board' application of cost leadership or

differentiation. It is based on the concept of serving a particular target

in such an exceptional manner, those others cannot compete. Usually

this means addressing a substantially smaller market segment than

others in the industry, but because of minimal competition, profit

margins can be very high.

 Pricing Strategy

Pricing

Having defined the overall offering objective and selecting the

generic strategy you must then decide on a variety of closely related

operational strategies. One of these is how you will price the offering.

A pricing strategy is mostly influenced by your requirement for net

income and your objectives for long term market control. There are

three basic strategies you can consider.

• A SKIMMING STRATEGY

If your offering has enough differentiation to justify a high price

 and you desire quick cash and have minimal desires for

significant market penetration and control, then you set your

prices very high.

• A MARKET PENETRATION STRATEGY

If near term income is not so critical and rapid market

penetration for eventual market control is desired, then you set

your prices very low.

• A COMPARABLE PRICING STRATEGY

If you are not the market leader in your industry then the

leaders will most likely have created a 'price expectation' in the

minds of the marketplace. In this case you can price your

offering comparably to those of your competitors.

 Distribution Strategy

Distribution

You must also select the distribution methods you will use to

get the offering into the hands of the customer. These include:

• On-premise Sales involves the sale of your offering using a field

sales organization that visits the prospect's facilities to make
the sale.
• Direct Sales involves the sale of your offering using a direct, in-
house sales organization that does all selling through the
Internet, telephone or mail order contact.
 • Wholesale Sales involves the sale of your offering using
intermediaries or "middle-men" to distribute your product or
service to the retailers.
• Self-service Retail Sales involves the sale of your offering using
self service retail methods of distribution.
• Full-service Retail Sales involves the sale of your offering
through a full service retail distribution channel.

Of course, making a decision about pricing, promotion and

distribution is heavily influenced by some key factors in the industry

and marketplace. These factors should be analyzed initially to create

the strategy and then regularly monitored for changes. If any of them

change substantially the strategy should be reevaluated.

 Promotional Strategy

Promotion

To sell an offering you must effectively promote and advertise

it. There are two basic promotion strategies, PUSH and PULL.

• The PUSH STRATEGY maximizes the use of all available

channels of distribution to "push" the offering into the

marketplace. This usually requires generous discounts to

achieve the objective of giving the channels incentive to

promote the offering, thus minimizing your need for

advertising.
 • The PULL STRATEGY requires direct interface with the end
user of the offering. Use of channels of distribution is minimized
during the first stages of promotion and a major commitment to
advertising is required. The objective is to "pull" the prospects
into the various channel outlets creating a demand the
channels cannot ignore.

There are many strategies for advertising an offering. Some of these

include:

• Product Comparison advertising

In a market where you’re offering is one of several providing
similar capabilities, if you’re offering stacks up well when
comparing features then a product comparison ad can be
beneficial.
• Product Benefits advertising
when you want to promote your offering without comparison to
competitors, the product benefits ad is the correct approach.
This is especially beneficial when you have introduced a new
approach to solving a user need and comparison to the old
approaches is inappropriate.
• Product Family advertising
If you’re offering is part of a group or family of offerings that
can be of benefit to the customer as a set, then the product
family ad can be of benefit.
• Corporate advertising
When you have a variety of offerings and your audience is fairly
broad, it is often beneficial to promote your enterprise identity
rather than a specific offering.
  Critical analysis of theoretical concept

relating to practical experience

Internal Strengths

The MBL is under the ownership of three very strong (financially)

group (The Islamic development of Jaddah). Shami bank of Behrain &

third one is Pak-Kuwait Investment Company.

Huge Deposits

The bank has stable growth in deposits since its emergence. The

MBL is the second largest Islamic bank in Pakistan and because of its

09 years long existence it is the trustworthy bank in Pakistan and

outside Pakistan.

Advances on Sound Basis

The loan facility provided by the bank is on sound basis. They

have many checks and documentation that secure their money after

advancing. With their strategy there are very less chances of non-

recovery from the debtor.

Infrastructure

Because of its 150 Domestic and 20 Overseas Branches they

have very good infrastructure and now going to expand in and

 outside Pakistan also. MBL continually looks for ways to become

more efficient and to increase their profit margins.

Brands
MBL has launched their products and varied services with

particular brand names that is now-a-days a competitive strategy in

its own. They are launching same schemes that are already existent

in the banking sector but because of giving them brand names they

are creating unique identity. Their popular brands are MBL (ATM

Card), MBL Address (Easy Home), MBL Drive (car Ijara), MBL Free-

ONLINE (online banking services), MBL SMS Alert Service, MBL

remittance service etc.

Fast Service
Another very important aspect of MBL is its fast service.

Everything goes very quickly. If you are looking for a loan, or you

want to deposit money or you want to pay your bills their services are

so fast that they respond the customers very quickly. Like other

banks customers do not have to wait for the long time.

Financial
MBL has financial strength as they are gaining profit from the

advances that they provide to the organizations.

Services
 MBL is providing lot of services to its customers like incase of

remittances they have services like Click N Remit online service, MBL-

ONLINE is their online service. Foreign Money Transfer is their service

for foreign currency remittance from outside Pakistan.

 Success & Failure of different products of

Meezan

 Successes of different Products

Online Fund transfer

The free online fund transfer is big success of main products of

MBL. By the free online fund transfer customer can transfer his fund

from one branch to another branch in any mode of fund either it is in

transfer of Cheque or in form cash receipts and payment of fund.

Centralized clearing

Centralized clearing is also a big successor of the product of

the MBL. By centralized clearing customer can submit its Cheque of

outward clearing in any branch of MBL in any city. after clearing the

effect of financial instrument the funds are transfer to its native

branch in the Account holder A/C. So its gives an easy access to

customer to submit their Cheque of Clearing in any branch of the

MBL.

MBL ATM Debit card

 MBL ATM card provide the easy access to customers to receive

the money by ATM card from any ATM machine 24-hour facility.

MBL SMS Alert System

MBL SMS alert system is best facility of MBL online banking

which link the customer to its Account the customer receive a SMS

on being any transaction performed by its account.

 Failure of different Products

Customer Care Deficiency

Due to free online facility walk in customer are facilitated but

basic customer of the MBL can cot be facilitated properly and due to

less knowledge of banking products the basic customer can not be

entertained by basic products of MBL so some products fails due to

non utilization.

Online Network connectivity problem.

Some customers become very aggressive due to problem of

online network connectivity problem so that they can not properly

utilize and understand products of MBL. So that Network of MBL

causes the diversification of customer from the products of MBL.

Customer Service problem

The basic problem of customers from diversification from MBL

is Customer Services problem it in this sense that due to less staff

customer can not be entertained properly and can not provide the

knowledge of

 Major Competitors of the Meezan

Major competitors of Meezan Bank Limited are given in graph,

 Future prospects of Meezan

Meezan Bank limited is expanding Its set up day by day In

year 2007 MBL management achieved the target of 100

branches as per requirement of SBP (State Bank of Pakistan).

The next Target of MBL is to achieve the target of 150 branches

in year 2008. So as for to achieving there target of MBL’

management is working in every city to open their more

branches with the increasing customer attention for MBL.Where

as 05 branches are working in Faisalabad city and in future

prospects of Meezan bank to 03 new branches in Faisalabad.

 Short-fall/Weaknesses of the Marketing

Department

Critical analysis of management departments with

marketing operation, weak area which need to improve

 INTERNAL WEAKNESSES
 Centralization

MBL is not well centralized. It means authority is not delegated to

branch level. Manager cannot take initiative regarding different

decisions such that for giving finance.

Low Promotional Activity

The majority of people are not well aware about the products of

MBL. It is due to their very low services of promotional activity.

Low Motivation Level

There is low level of motivation in the employees of the bank

Reactive Approach

MBL Management has opted reactive approach they respond to

the market very slow and are reluctant to take initiative before the

problem arise.

 Conclusion & Recommendation for

Improvement

Conclusions are provided wither to build long-term relationship

with the customer or not.

SWIFT MECHANISM

SWIFT mechanism is gaining importance for the treatment of

LC and it has been found that UBL has only provided SWIFT facility at
its head office not to all the authorized dealers dealing with foreign

exchange in their branches. To save the precious time of the

prestigious for LC in their Central branches inside the country.

TO AVOID CUSTOMER DEFECTION

During my time period that I spent in foreign exchange

department I found in their registers that many firms were defecting

means those who were first loyal to MBL for the operations of

opening LC were not viewed in the list for a longer period of time. To

avoid their defection whether it is partial or full relationship should be

created by giving a phone call. It will make betterment in MBL‘s

goodwill and their profits.

REDUCE COMPLEXITY IN ADVANCES

While providing advances the mechanism that is opted by MBL

is to provide facility and renew it after a year. In the renewal whole

procedure is followed again that was opted at the start. Lot of

documentation get not only employee confuse but even customer

avoid that. This can be the reason for MBL having low ratio of

advances as compared to their deposits. So MBL should finish the

method of renewal but keep checking the performance of the

organization by having relationship.

INTERNATIONAL EXPANSION

MBL has internationalized already and is performing very well

in its abroad branches. But MBL has internationalized to few

countries. They have not so big markets ahead of them and with their

working activity will get simpler with that. In the form of European

countries and markets like CHINA where there is lot of activity related

to banks but there is no branch of Meezan bank they can expand

their chain to expand the business.

MOBILE BANKING

Mobile banking is actually banking that you can do yourself.

You can perform various activities of bank through your mobile

phones or through your computers. With just a call you can transfer

money from an account to another and similarly other activities. It is

a concept that is gaining importance throughout World Pakistan is no

exception. MBL should start working on this concept to maintain their

existence in the changing banking sector.

ADOPT PRO-ACTIVE APPROACH

MBL management should adopt proactive to survive in this

sector. What I have observed is that MBL management is having

reactive approach means that they react to the situation that their

competitors have created. In case of consumer financing MBL has

respond by having same schemes that have been already launched

by their competitive e.g. car financing and housing schemes are

responded but very late by the MBL. MBL should try for new
innovative ideas rather than moving on the same track that their

competitive are doing.

EDUCATE ACCOUNT HOLDERS

Whether the account holders are new or existing bank should

provide them with the initial information about how to deposit and

withdraw money from the bank. It will be beneficial for the bank in a

way that lot of time could be saved afterwards with that approach.

PROMOTIONAL ACTIVITY

Bank must let potential customers know that all attractions for

banking exist. This is done by advertising on Television and obtaining

Press coverage, in conjunction with direct mail, window displays,

pamphlet in branches and in appropriate other locations (such as

hostels, shops etc.) and including leaflets in statement of accounts

sent to existing customers in the hope that they will tell potential

customers about the services provided by our bank.

RELATIONSHIP

The bank should keep on filling the gap between customer and the

bank through consumer friendly attitude and efficient services. They

should work on building relationship with the customers.

BUSINESS PARTIES

MBL should start thinking about relationship with the parties

that are willing to do the business with the bank. Business in the form

of deposits for a longer period of time. Rather than looking for small
parties whose purpose is just to deposit in the morning and have

withdrawal in the evening should be discouraged. Lot of time in work

activity can be saved by having few but good parties rather than

having huge accounts of small amount and especially those are not

for the purpose of long term deposits.

CHANGE ATTITUDE

Employees inside the branches should change their attitude

toward the customer. It has been observed that customer do not get

the same warm welcome and importance that he wants and he is

been provided by other emerging banks like ALFALAH and UNION

BANK. They should start thinking about changing their attitude from

now.

PERFORMANCE APPRAISEL & COMPETETION

Employee appraisal is a major part good and effective HRM. It

consists of systematic evaluation of an individual with respect to his

personal traits and characteristics, his on job performance and his

potential for development. In Meezan Bank Limited there is no

appraisal system exists. no relationship has so far been established

between appraisal and staff motivation. No weight is assigned to

appraisal in making decisions on promotions, postings, etc.

Compensation is a necessary thing for employee’s satisfaction. And

MBL has not any proper compensation plan when ever

management decide to give bonus or extra salary to employees it is

followed. So there should be proper compensation plan.

 PRODUCT MARKETING
This is age of competition and every organization is facing hard

competition from not only domestic organization but also from the

international organizations due to globalization. Due to this

competition the marketing department plays a vital role in the

success of the organization.

MBL should have a strong marketing department like many other

private banks have, for the publicity of their products and make well

inform the customers all the services provided by the bank and to

conduct detailed market researches to find out new opportunities,

needs of the customers and make comprehensive plans to

capitalize those opportunities.

APPEARANNCE
Physical appearance of the location and inside the building also

matters. It helps a lot to attract the customer. Some branches of MBL

are very attractive but all the branches should be well dressed.

Recovery Facility
It should also provide the facility of recovering notes payable and

accounts payable.

 References & Sources Used

 For gathering the information about Meezan bank limited

competent Authorities help out to provide the necessary

information. The detail of references is given as below,

Mr. Moazam Ali Area Manager MBL

Mr. Ashfaque Ahmed Area Sale Manager MBL

Mr. Rana Masood Ahmed Operation Manager MBL

Mr. Imran Ali Business Development officer

MBL

 Annexes

I. Annex I
II. Annex II
III. Annex III
IV. Annex IV
V. Annex V