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Fall-
INTERNSHIP REPORT
On
Advertisement and Promotion Strategy of
Jamuna Bank Ltd.
Submitted to:
Submitted by:
Md. Saidur Rahman Said
ID: 12102053
Program: BBA
Major: Marketing
Semester: Fall 2015.
ii
Letter of Transmittal
15th December, 2015
Prof. Dr. M Alimullah Miyan
Chair, College of Business Administration
IUBAT- International University of Business Agriculture and Technology
4, Embankment Drive Road, Uttara Model Town
Sector- 10, Dhaka 1230, Bangladesh
Subject: Submission of Internship Report on Advertisement and Promotion
Strategy of Jamuna Bank Ltd.
Dear Sir,
I have completed my 12 weeks internship period at Jamuna Bank Ltd.
(Kamarpara Branch) and would like to submit my internship report on
Advertisement and Promotion strategy of Jamuna Bank Ltd. as per
your specifications.
I believe that this internship program has given me a huge opportunity to
enrich my knowledge and experience. I made my best effort to fulfill the
objective of the report and believe that it will meet your expectation.
In preparing this report, I have tried to include all the relevant information
and analysis to make the report comprehensive as well as workable one. I,
therefore, hope that you will enjoy reviewing this report.
Sincerely Yours,
..
Md. Saidur Rahman Said
ID: 12102053
Program: BBA
Major: Marketing
Certificate of Supervisor
This is to certify that Md. Saidur Rahman Said, bearing ID no. 12102053
student
of
BBA
Program, IUBAT, has completed the internship report under my supervision.
He has worked with Jamuna Bank Limited as an intern and completed the
report entitled Advertisement and Promotion strategy of Jamuna
Bank Ltd. as a partial requirement for obtaining BBA Degree. He has
completed the report by himself. He has been permitted to submit the report.
Md. Saidur Rahman Said bears a strong moral character and a very
pleasing responsibility. It has indeed been a great pleasure working with him.
I
wish
him
all
success
in
life.
.................................................................
Md. Faquire Mohammad Istique
Faculty of CBA
International University of Business Agriculture & Technology
iii
Student Declaration
I do hereby solemnly declare that the work presented in this Internship
Report
has
been
carried out by me and has not been previously submitted to any other
University / College/ Organization for an academic certificate/degree or any
other
purpose.
I, Md. Saidur Rahman Said, ID No: 12102053, declare that the presented
internship report on Advertisement and Promotion strategy of Jamuna
Bank Ltd. submitted as a course requirement for Bachelor of Business
Administration
at
IUBAT
was
prepared
by
me.
The work I have presented does not breach any existing copyright and no
portion
of
this
report is copied from any work done earlier for a degree or otherwise.
I further undertake to indemnify the damage arising from breach of the
foregoing
obligations.
..
Md. Saidur Rahman Said
ID No: 12102053
Acknowledgement
At first, I would like to express my gratefulness to the almighty Allah for
being so kind to allow me to work on this report successively. In the process
to doing and preparing my report, I would like to pay my gratitude and
respect to some persons for their immense helps and enormous cooperation
for completing my report on Advertisement and Promotion strategy of
Jamuna Bank Ltd..
I would like to thank and convey my gratitude to honorable Supervisor, Md.
Faquire Mohammad Istique, Faculty of CBA, IUBAT, for letting me to prepare
this report and I would like to express my sincere appreciation to him for his
wholehearted support and guidance.
I am also grateful to the management of the Jamuna Bank Ltd. for offering
me the Internship opportunity. My sincere gratitude goes to Md. Mamun
Hossain, my internship supervisor, Jamuna Bank Ltd., who gave special
attention to me from the very beginning and whenever I went there.
I am also owed to each person who provides his or her cooperation inside of
Jamuna Bank Ltd, Kamarpara Branch, in carrying out this report. Finally, I
wish all my unwilling mistakes for example miss presentation of kind of
information would be forgiven.
vi
Table of Contents
vii
Prefatory Part
Particular
Letter of Transmittal
Bank Certificate
Student Declaration
Certificate of Supervisor
Acknowledgement
Table of Contents
Executive Summary
Page No.
iii
iv
v
vi
vii
viii-xi
xii
Particular
Page No.
Introduction
Rationale of the Study
Importance of the Study
Objectives of the Report
Broad Objective
Specific Objectives
Scope of the Study
Limitations of the Report
Methodology
Primary Data
Secondary Data
2
3
3
4
4
4
5
5
6
6
6
Particular
Introduction of Jamuna Bank Limited
Page No.
8
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
2.11
2.12
2.13
2.14
2.15
2.16
2.17
2.18
2.19
2.20
2.20.1
2.20.2
2.20.3
2.20.4
2.2
2.21.1
2.21.1
2.21.3
2.21.4
2.21.4.1
Nature of Business
Vision
Mission
Motto
Corporate Slogan
Objectives
Values
The Main Features of Jamuna Bank Limited
Ethical Practices
Outlook
Strategies of JBL
Future Plan
Competitors
Corporate Culture of Jamuna Bank Ltd.
Corporate Information of Jamuna Bank at a Glance
Name of Founders & Board of Director
Division-wise Branch
9
9
9
9
10
10
11
11
11
12
12
13
13
13
14-15
15-16
16
17
17
17
17
17
17
18
18
18-19
19
20
20
Particular
Role of Advertisement and Promotion in Banking
Advertisement Strategies of Jamuna Bank Ltd.
Advertisement of Banks products
Deposit Services
Monthly Saving Scheme
Marriage Deposit Scheme
Education Saving Scheme
Lakhpoti Deposit Scheme
Millionaire Deposit Scheme
Page No.
22
23
24
24
25
26
27
27
28
viii
3.3.7
3.3.8
3.4
3.4.1
3.4.2
3.4.3
3.4.4
3.4.5
3.5
3.6
3.7
3.7.1
3.7.2
3.7.3
3.7.4
3.7.5
28
28
29
29
29
30
30
30
31-32
33
34
34
35
35
36
36
Particular
Internship Experience
Primary Learning
Secondary Learning
Accounts Department
Cash Department
Front Desk
Clearing
Page No.
38
38
38
38
39
39
39
Particular
Problem Statement
Project Timeline
Budget Information
Methodology of the Study
Data Collection
Primary Data
Secondary Data
Page No.
41
41
42
42
42
42
43
ix
5.4.2
5.4.3
5.4.4
5.4.5
5.4.6
5.4.7
5.5
5.6
5.7
5.8
Research Instruments
Research Approach
Type of Research
Sampling Plan
Sampling Technique
Contract Method
Analysis of Data
Hypothesis Development
Hypothesis Testing
Analysis and Findings
43
43
43
43
44
44
44
45
45
52
Particular
Recommendation
Conclusion
References
Questionnaire for Clients
Abbreviations
Page No.
54
55
56-57
58
59
List of Tables
Serial No.
1
2
3
4
5
6
7
8
9
10
Particular
Profile of JBL
Founders and Directors
Division-wise Branch
Details of JBL, Kamarpara Branch
Rates of MSS
Rates of MDS
Project Time Allocation
Budget Information
Hypothesis Scale
Hypothesis Testing
Page No.
14-15
15-16
16
16
25
26
41
42
44
45
List of Figures
Serial No.
1
2
3
4
5
Particular
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
01
02
03
04
05
Page No.
46
47
48
49
50
Hypothesis 06
51
Executive Summery
This report is an individual assignment as a part of the internship program
under the BBA curriculum of IUBAT. The primary objective of this report is to
know what marketing strategy Jamuna Bank is following and how they are
promoting their products to the customers.
The internship program helped me to learn about the current situation of a
financial institution. I have also implemented my theoretical knowledge into
practical and realistic work environment.
Banks have a unique challenge when it comes to marketing because they do
not offer tangible products for consumers. Promoting a bank requires
convincing consumers to trust a bank with their money and make customers
feel like they are getting the most value for their money. Once customers
invest with a bank, the bank must work to keep customers and get them to
buy-in to additional products.
Banking industry in Bangladesh up to now is leading the financial system. All
of the banks in Bangladesh are introducing new and new products to meet
the dimensional demands of customers. But only adoption of new products is
not sufficient. Customers should get the proper information about the
products. For this Banks are now emphasizing on proper marketing strategy.
And of course in this aspect they are applying different promotion mix.
This is a descriptive research designed to evaluate the advertisement and
promotion strategy of Jamuna Bank Limited based on observed facts and
figures. This report Advertisement and Promotion strategy of Jamuna
Bank Ltd. is the picture of marketing and promotion strategies used by
one of the well-known private commercial bank of Bangladesh Jamuna Bank
Limited. The study covers the following sections:
xi
xii
Chapter- 01
Introductory Part
1.1
Introduction
From very first emergence and inception of modern civilization, Bank plays a
pivotal role in case of overall financial and socio economic development of
any modern country. The economic development of a country largely
depends upon the efficiency of the banking. Banks in Bangladesh play a
significant role compared to other financial Institutions.
With a view to acquiring theoretical knowledge about the practical
orientation and experiences of dynamic business world, it is obligatory to
undertake an extensive study to prepare a term paper by the students of
BBA program, IUBAT, who are desirous to the successful completion of their
BBA degree. As part of the program, I am highly proud to join with Jamuna
Bank Limited as Intern and selecting topic Advertisement and Promotion
strategy of Jamuna Bank.
I was placed in Jamuna Bank Limited, Kamarpara Branch for a period of
three months. This internship is an orientation to the entire working activities
of Jamuna Bank Limited, and a study on an overall banking area. However, I
had worked there in several departments, but I had to select an area of study
in which I can make detailed research and present my understanding in the
report. This report is an attempt to map out a document, which clearly
explains the existing situation in a comprehensive way regarding the
advertisement and promotion strategy of Jamuna Bank Ltd.
This affiliation report is originated as a partial fulfillment of the BBA program,
IUBAT. This report is a mandatory for the completion of BBA program and it
carries 9 credits as well. After completing my three months internship period,
I am adjusting my theoretical knowledge with my practical experience in this
report. The main purpose of internship program is to expose the students to
the professional life. The internship program has the following three phases:
1.3
1.4
best effort for delivering the better service, how they can identify the
customer dissatisfaction towards their service and how these dissatisfaction
can be altered with satisfaction.
This is the aim of every Company to create new customers and hold them for
long time. Hence for Advertisement and Promotion is very much needed as a
Marketing strategy. The report will help the bank to identify its current
position and hence find out ways to reduce the gap between what they are
expecting to gain and what they are actually achieving. It will also help to
identify future prospects for the bank. It identifies attitudes and opinions of
the customers i.e. how customers feel about the banking service. This will
help Jamuna bank to formulate comprehensive master plan regarding
advertisement and promotion.
1.5
Each and every activity has its own definite objective. If the objective is fixed
and the one is confident, he or she can enjoy the work without any difficulty.
Objectives should be obvious and relevant so that it can be accomplished.
Objectives that are included in the report need to focus and explore.
1.5.2
Specific Objectives:
1.6
This study taken within JBL through the internship was done in Kamarpara
Branch, Uttara. The research will deal to identify how JBL conducting its
advertising and promotional activities. Here I intended to explore the
different aspects of promotion and advertisement of Jamuna Bank Ltd.
including its overall performance. Since the time allocated for the internship
was very limited, it was bit difficult to cover up every pros and cons of the
marketing techniques. From this report, banker, banking clients as well as
students, teacher, and researchers will be benefited.
1.7
However, I have given utmost effort to prepare this report but there are
some limitations of the study. Such are as follows-
Customers are very busy and they do not want to answer questions.
They try to avoid any interview and it is a major problem of preparing
the report.
In order to make the report meaningful relevant information is very
crucial. One of the limitations of the study was insufficiency of
information, which was required for the study. There are various
information the bank was not ready to provide due to security and
other corporate obligations.
Due to time limitation, many of the aspects could not be discussed in
the present report. Learning all the functions and preparing as well
within just 90 days is really tough.
Available data also could not be verified. In most cases, I simply did not
have any option but to furnish with data without verification.
JBL as a commercial bank they are very busy and they could not able
to give me enough time for discussion about various topics.
1.8
Methodology:
Although there were so many limitations, I tried to use both the primary and
secondary sources for collecting information to make the report presentable
with as less abstraction as possible.
1.8.2
Secondary Data
Chapter- 02
Organizational Overview
2.1
2.2
Nature of Business
2.3
Vision
2.4
Mission
2.5
Motto
2.6
Corporate Slogan:
2.7
Objectives
establish
relationship
banking
and
improve
service
through
introduced
fully
automated
systems
information
integration
of
technology
2.8
Customer focus
Integrity
Team Work
through
Values
2.9
Centralized Database
Internet Banking Interface
Real time any branch banking
ATM interface
Corporate MIS facility
2.10
Ethical Practices
1.
2.
3.
4.
5.
2.11
Outlook
They expect to continue their endeavor for a strong asset base and
automated banking in the years ahead. Through their personalized services
to the valued clients and integrated approach, the Bank aims to maintain a
strong presence in the banking sector of Bangladesh. They also plan to focus
on customers satisfaction as the highest priority and on managing the core
assets and cost controls to maximize the shareholders value, In this
competitive market environment Jamuna Bank Limited is confident to make
increased gains in revenue, income .+, and return on capital.
2.12
Strategies of JBL
2.13
Future Plan
2.14
Competitors
2.15
The Jamuna Bank Ltd is one of the most disciplined Banks with a distinctive
corporate culture. They are lived in shared meaning, shared understanding
and shared sense making. People related to the bank can see and
understand events, activities, objects and situation in a distinctive way. They
mould their manners and etiquette, character individually to suit the purpose
of the Bank and the needs of the customers who are of paramount
importance to them. The people in the bank see themselves as a tight knit
team or family that believes in working together for growth. The corporate
culture they belong has not been imposed; it has rather been achieved
through their corporate conduct.
2.16
Registered Name
Official Logo
Known As
JBL
Slogan
Category
Commercial
Type
Date of Incorporation
April 02 2001
Number of Branches
97
Fields of Activity
Head Office
166
Number of Employees
2000(Approx.)
Customer
Email
Website
Jamunabankbd.com
SWIFT Code
JAMUBDDH
Table 1: Profile of JBL
2.17
Designation
Chairman
Director & Founder
Chairman
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director
Managing Director & CEO
Division-wise Branch
2.18
Location
Number of Branches
Dhaka
Chittagong
Rajshahi
Khulna
Sylhet
51
21
14
6
5
2.19
Total Employee
Manager
Main Competitors
9
Md. Shazzadur Rahman
Standard Bank Limited, Midland Bank
2.20
Sales division
Account division
Is related with all the divisions for fund allocation and fund management of
all shorts and giving salary to all the employees of the bank. After the daily
transaction period, they go to cash department and follow up the whole day
transaction.
2.20.3
The foreign traders refer to the trade between the different sovereign
nations of countries. Foreign trade mainly categorizes into export trade and
import trade. For development of the economy in a country, foreign trade is
important. Financial institutions like Bank can help the foreign trade of a
country through financial accommodation to the foreign trade.
2.21
The Bank has an array of tailor made financial products and services. Such,
products are Monthly Savings Schemes, Consumer Credit Scheme, Lease
Finance, and Personal Loan for Women, and Shop Finance Scheme etc. JBL
also introduced Q-cash ATM cards for its valued customers giving 24 hours
banking services through Debit Cards. JBL offers the following services to its
valued customer:
Deposit Schemes
Remittance and Collection
Import and Export handling and Financing
Loan Syndication
Project Finance
Investment Banking
Lease Finance
Hire Purchase
Personal Loan for Woman
24-hours Banking: Q-Cash ATM facility
Islamic Banking
Corporate Banking
Consumer Credit Scheme
International Banking
2.21.1
accounts, savings schemes or loan facilities from Jamuna Bank Ltd. make
available you a unique mixture of easy and consummate service quality. JBL
offers the Personal Banking Services like Current Deposit Account, Savings
Deposit Account, Short Term Deposit Account, and Fixed Deposit Accounts. It
also offers attractive rates on various deposit schemes.
2.21.2
2.21.3
Jamuna Bank Q-Cash ATM Card enables you to withdraw cash and do a
variety of banking transactions 24 hours a day. Q-Cash ATMs are
conveniently located covering major shopping centers, business and
residential areas in Dhaka and Chittagong. ATMs in Sylhet, Khulna and other
cities will soon start be introduced. The network will expand to cover the
whole
country
within
a
short
span
of
time.
Key features:
Centralized Database
Platform Independent
Real time any branch banking
Internet Banking Interface
ATM Interface
Corporate MIS facility
In all over the country, Banking Business has become competitive in respect
of line of products and quality of services. The Banks are operating in a race
to give the prompt services and technology for satisfying customer's need
better than one another. In case of Jamuna Bank Limited, they have adopted
the latest technology in operation and that atmosphere which bring the
development. Being aware of these facts, they are ready to provide world
class banking facilities and services supported by technology to the
customers. That is why the customers always remain satisfied. As Online
Banking software, Switching Software, Servers, ATM, Data Storage System
and other hardware this bank uses Flora Bank. The customers of this bank
are in apposition avail of world class banking services locally at a reasonable
cost through fully automated on line banking system.
Branch Network
ATM Network
POS (Point of Sales) Network
Internet Banking Network
Chapter- 03
Advertisement and Promotion
Strategy of Jamuna Bank
3.1
It is said that the banking sector mirrors the larger economy - its linkages to
all sectors make it a proxy for what is happening in the economy as a whole.
Indeed, the Bangladesh banking sector today has the same sense of
excitement and opportunity that is evident in the Bangladesh economy. The
banking industry in Bangladesh has become more and more developed and
is functioning progressively. Customers have more opportunities for selection
of more suitable places to buy and use banking services and satisfy all their
demands. However, at the same time, they have also become more
fastidious and expect higher standards from banks, such as more friendliness
in service styles, more effectiveness in solving all their complaints, or more
modernization when it comes to equipment and tools. Here the terms
'Marketing' and 'Banking' blend together inextricably.
Marketing
marketing
has been
Earlier, it
bankers even eliminated the word 'selling' and they called the function of
customer-contact 'business development function'. However, gradually they
have begun to realize that marketing is a lot more than smiling and friendly
tellers.
Bank executives and marketers faced with ongoing challenges can make
better business decisions with the help of software, data and analytic
services from Mapping Analytics:
1. Who are my best customers and how can I keep them?
2. Where is the greatest market potential to find new customers?
3. What locations should I choose to expand our branch network?
4. Is our network of bank branches optimized for maximum performance?
The answer to each of these questions depends in large part on geography
and location. That means working with Mapping Analytics - experts in
mapping and Bank Customer Segmentation Analysis.
Banking is a personalized service-oriented industry. The marketing approach
involves anticipating, identifying, reciprocating (through designing and
delivering customer-oriented service), and satisfying the customer's needs
and wants effectively, efficiently, and profitably. To bring satisfaction to
customers, banks have had to improve their service quality to keep their old
customers and attract more new and potential ones.
3.2
1.
2.
3.
4.
5.
Set advertising
Establish copy platform
Develop the media plan
Set the advertising expenditure level
Measure advertising effectiveness
3.3
Deposit Services
Loan Services
3.3.1
Deposit Services
Under deposit products the customers can maintain different types accounts
such
as:
Current Account, Savings Account, SID, FDR and Foreign Currency
Account. But the others are considered as deposit schemes.
All Schemes:
3.3.2
Savings is the best friend in everybody's life. Small savings can build up a
successful
future. In case of emergencies, this savings can help in a major way. Jamuna
Bank
Ltd
has
introduced Monthly Savings Scheme (MSS) that allows one to save on a
monthly
basis
and get a handsome return upon maturity. If anyone wants to build up a
significant
savings to carry out one's cherished dream, Mss is the best way of JBL. This
MSS is known to DPS in other banks.
Advertisement nalysis:
When they first introduced this new scheme, the customers have known
about it from
online and by personal selling.
Target group:
For MSS, the main target customers are the housewife and the lower income
group
people. During my internship period, I have seen that the people of
Kamarpara,
they mainly come to deposit their money. The women and men who are
working in garments beside the bank, they also come to save money from
their
monthly income.
The rate sheet is given to all the customers.
Tenor
3 Years
5 Years
Installment
Payable
amount
500
1000
1500
2000
500
1000
1500
2000
20570
41145
61720
82300
37955
75915
113875
151835
The Government takes 10% from the payable interest. The customers have
to deposit the installment in every month. If anyone fails to deposit then she
or he has to given 50 tk after the month.
3.3.3
In our country marriage of children, especially girl is a great headache for the
parents as it involves expense of considerable amount. Parents get relief and
can have peace of mind if they can arrange the necessary fund for marriage
of their children, no matter whether they survive or not until the marriage
occasion. It can be a great help to the parents if there is any scope of deposit
of a reserved amount as per their financial capacity.
Jamuna Bank Limited has introduced Marriage Deposit Scheme, which offers
the customers an opportunity to build up their cherished fund by monthly
deposit of small amount at their affordable capacity.
Advertisement analysis:
The parents can know about this scheme from the bank. They can collect a
rate sheet of marriage deposit scheme. The employees sometimes go
personally to the known people and tell them about the facilities of this
scheme.
Target group:
For this scheme the target group is the young girls and boys. In maximum
time I haves seen that the parents who have the girl's they are always
anxious about their child's marriage. So when they come to the bank and
know about the facilities of this scheme, they feel secure for future time.
The rate sheet is:
Tenor
3 Years
5 Years
Installment
Payable
amount
1000
1500
2000
2500
1000
1500
2000
2500
84375
126565
168755
210945
12790
190640
245190
317735
3.3.4
Every parent wants to impart proper education to his or her children. Yet,
there is no arrangement of free education to the citizens from the
government level. Parents can get relief and can have peace of mind if they
can arrange the necessary fund for higher education of their children.
Considering this matter, JBL has introduced 'Education Savings Scheme'
which offers one an opportunity to build up his cherished fund by monthly
deposit of small amount at affordable capacity deposit to meet the
educational expenses. Under this Scheme, the customers have the different
attractive options to avail the future benefit.
Advertisement analysis
Jamuna Bank Limited has arranged some programs in colleges and
universities. The students can inform from those programs and from online.
They can save their money by depositing money.
Target group
The students who are well educated but sometimes they cannot manage
their study expenses for their financial crisis. They can use this scheme for
their better future life. At that program, they try to motivate the students
about the savings money. As a result, the students do not go for other bad
habits. It is a success of the Bank.
3.3.5
Advertisement analysis
The middle class people are interested to deposit this scheme. Because if
they deposit
only 2435 tk as an installment for 3 years then they will get One Lakh taka.
It's a huge
pleasure for a customer if he can properly maintain this scheme. For 5 years
it will have to
deposit only 1315 taka.
3.3.6
It is a dream for many small savers to become a Millionaire. Jamuna Bank has
introduced 'Millionaire Deposit Scheme' which has flexibility in respect of
period and monthly deposit as per one's affordable capacity for giving a sum
of Tk l million i.e. Tk l0 (ten) lakh at a time.
Advertisement analysis
The customers can know about the scheme from online advertisement. There
is no any
billboard, poster, TV advertisement. The people who always use the internet
they can
easily visit the Jamuna Bank's web site and can informed about the all
schemes.
3.3.7
Advertisement analysis
The officers sometimes go for marketing and advertise their products. In this
case, they try to convince the people. Nevertheless, I came to know while
working in this Bank that this scheme is not so much popular. Mainly the MSS
is so much popular.
3.3.8
For people who have cash flow at this moment and want to get it
doubled/tripled quickly. JBL has introduced Double/Triple Growth Deposit
Scheme which offers anyone to make double/triple money within 6(six) years
and 9.5 (nine and a half) years respectively resulting a high rate of interest.
Advertising analysis:
For advertising this scheme, Jamuna Bank uses "Personal selling" as an
element of the promotional Mix. Mainly it is the direct contact between buyer
and seller. In this bank, sometimes the junior level officers go for marketing
and try to capture the customers.
3.4
Loan Services:
Lending is the core function of commercial bank. For a bank, good loans,
credits, or advances are most profitable assets. The largest portion of
operating income is derived from lending. A commercial bank usually wins
over its competitors only on the quality and quantity of lending. It is
therefore, indispensable for a bank to have a well thought
policy for executing its lending operation.
General loan facility includes the letter of credit, Bank Guarantee, Cash
Credit,
SOD,
Lease Finance, Export Finance, LDBP, and House Building Loan. The others
are:
3.4.1
Jamuna Bank Limited gives the Capital Machinery Loan. Business is a running
process. For its maintenance there is always need of machinery. The
customers can know about the loan from online or through the SME service
centers. For any kind of business purpose, this loan is given if they have two
years experience. The loan receiver must have to be 20-60 years. They will
have to be capable to pay the loan amount from their business.
3.4.2
Jamuna Bank limited always tries to help the poor women or women
entrepreneurs
who
want to do something for their safety. This product is designed especially for
the working women and housewives. Housewives with reasonable income of
the spouses are also eligible to avail this loan. The loan can be availed for
the purchase of domestic device, house renovation etc. Our sales team goes
to some villages and they talk with the women who are capable to earn
money.
3.4.3
Car Loan:
This is given to accelerate the transport facility national wide It's interest
rate
is
16.00%
It is paid to equal monthly installment Others conditions are almost same as
the
industrial loan. The customers can easily know about this loan facility from
the
online.
There is some advertisement against this Loan in Newspaper.
3.4.4
3.4.5
Agricultural Loan:
It is given from the branch wise of Jamuna bank Limited. The interest rate is
12.0013.00%. The poor farmers can get this Loan so the outside of Dhaka city,
wherever
the
branches of Jamuna Bank Ltd. are located the branch people try to motivate
to
take
this
loan. Because in the rural area everywhere it is not available of TV and the
internet.
3.5
In order to sell goods and services or promote an idea, Promotion acts as the
coordinator of all seller initiated efforts to set up channels of information and
persuasion. The basic tools used to accomplish an organization's
communication objectives are often referred to as the Promotional mix.
1.
2.
3.
4.
Advertising
Sales Promotion
Public Relations
Personal Selling
But besides them we can recognize extra two tools Direct Marketing
and Interactive
Marketing as the major promotional mix elements. How the Jamuna
Bank Limited is
going to use the promotional tools through its different activities are given
below:
Jamuna Bank Limited does not use all the tools of promotional tools.
This
bank
only uses direct marketing and personal selling as their advertising
procedure.
In the TV news, Jamuna Bank sponsors for reminding the customers.
They believe on a variety of promotional elements to progress their
products
and
services through intermediaries directly to the customers.
They think that Personal Selling is effective in creating brand image,
conveying
information, creating awareness and can generate a behavioral
response.
As we know that Direct Marketing is in itself a form of Advertising.
Trough
mail,
print, or TV adds they make a direct response with the customers.
In
the newspapers, Jamuna Bank gives ads for their social marketing
activities.
Like, AIDS, Drug Addiction, to help poor children, to save the ACID
victim etc.
Vigilance & Control Division (VCD) and Marketing & Development Division
(MDD) at Jamuna Bank Ltd Head office will jointly arrange for well publicity of
the brand name of new deposit scheme with its important features by the
national newspaper and electronic media (TV). Every branch will show
special and attractive banners of the new offering for awareness. Leaflet,
placard, festoon, poster and brochure will be supplied to each branch for
distribution and exhibit to all important places with the differentiation feature
and attractive. The Jamuna Bank Ltd also offers to their marketing
employees (Field worker) extra incentive, if they fulfill the following chart. It
is the financial motivation to their marketing employees. As a result, they
express their better effort in banking service.
Sl. No.
Deposit (TK)
Number of
new
Accounts
Cash Prize
1,00,000
10
100 tk.
2,00,000
12
200 tk.
3,00,000
14
350 tk.
4,00,000
16
475 tk.
5,00,000
18
600 tk.
6,00,000
20
750 tk.
7,00,000
23
985 tk.
3.6
3.7
Promotional activity of a bank can include anything that will promote the
bank to the people. Normally, these can include advertisement in Billboards,
TV commercials or paper ads etc; CSR activities, brandings, sponsorships.
Jamuna Bank Ltd. occasionally gives advertisement and notices in daily
newspapers. For example, any new branch opening information or new
products etc. Billboards of Jamuna Bank Ltd. are not that much visible in the
road. Jamuna Bank Ltd has many CSR activities all over the country. At least
2% of our annual profit of every year is put aside for the foundation to
conduct Corporate Social Responsibilities (CSR) activities.
These include
Healthcare service.
Scholarship program for brilliant poor student.
Education Promotion Scheme (Interest free loan).
Helping people affected by natural calamities.
Helping people in slum areas.
Donation to educational institutions to setup computer lab.
3.7.1 Scholarship Program
From a social responsibility, Jamuna Bank Limited has arranged some
programs. So that the people can have their mind that name of Jamuna Bank
Limited. They have donated to the S.S.C passing students. The amount was
42,000 tk. Jamuna bank limited helps the poor children with some money. For
this program, the students are influenced to study more, besides this JBL
tries to remind people of their bank.
Providing monthly scholarship to 60 social-advantage deprived
students having GPA 5.0 at SSC & HSC exam.
Scholarships to Underprivileged Student.
Scholarship to the children of JBL Employee.
3.7.2
Health
This Bank
has also
helped the patients. For treatment purpose they used 25,000 tk.. Jamuna
Bank frequently arranges Free Eye Camp. Especially in rural area where
people are not solvent and does not have enough medical facility.
3.7.5
Disaster relief
Donated a mentionable amount to the government during various
natural disasters.
Provided financial assistance to the famous artists for the treatment of
incurable diseases.
Donated to Prime Ministers Relief Fund.
By doing these kinds of program, Jamuna Bank has reminded the people to
come and join with them.
Chapter- 04
Actual Task Done By Me
4.1
Internship Experience
4.1.1
Primary Learning
As this is my first time to work in a corporate world, there are so many things
to learn. The things that I primarily in there
How to behave with client in corporate world
Time management
How to behave with colleagues supervisors, manager and with overall
organization
How to manage different client at the same time and everyone is
important for the organization
4.1.2
4.1.2.1
Secondary Learning
Accounts Department
4.1.2.2
Cash Department
4.1.2.3
Front Desk
I was there from 6th of November to 13th November. I found Front Desks tasks
are a little bit difficult. My job was to attain and help the clients directly. I had
to help clients by providing information, helping to fill up account opening,
MSS opening, FDR opening forms etc.
Many clients come to know about different types of accounts. My duty
was to give them information about an account. For opening account
different types of documents need like signature of introducer, photo of
nominee, photo of account holder, national ID card of account holder,
national ID card of nominee. For current account trade license, seal of
organization and same as other accounts document.
During account opening, I took signature of customer on signature
card.
After opening the account, I had to take a cheque requisition for the
customers who wanted to take books.
When new cheque books will come, my task was to register all the
books under current account and savings account category.
4.1.2.4 Clearing
Chapter- 05
Research Part
5.1
Problem Statement
5.2
Project Timeline
To prepare this project report I had to spend total one month. The project
activities have shown in the following:
Week 01
Week 02
Week 03
Week 04
Week 1
Week 2
Week 3
Week 4
5.3
Budget Information
Particulars
Amount (BDT)
Transportation
Printing, Photocopy & Binding
300
550
300
Others Expenses
250
Total
5.4
1400
The study has been conducted among 46 employees only who are involving
with Jamuna Bank Ltd.. Primary data information has been used. Primary
data have been collected by questionnaire survey methods. Only structured
questionnaire has been followed.
The collected data have been processed with due care as per requirements
of the study designed in the light of the objectives of the study. Various
statistical tools have been used in the study. Likert scale has been applied in
assessing the opinion of the sample respondents and has been well tested.
The data and information thus collected have been processed and analyzed
critically in order to make the study more informative, reliable and accurate
to reveal the actual ulterior situations.
5.4.1
Data collection
I have collected data from two sources, which is primary source, and
secondary sources.
5.4.1.1
Primary Data
The primary data has been collected from survey through the questionnaire
structure. The questionnaire structure has been solved face-to-face interview
with the selected sample.
5.4.1.2
Secondary Data
5.4.2
Research Instruments
5.4.4
Research Approach
Survey
Type of Research
Qualitative Research
5.4.5
Sampling Plan
Sampling Unit:
Employees and customers
Sampling Frame :
Population size
910
Sample Size:
46 Respondents
Sampling Procedure:
Probability Sampling
Simple Random Sampling
5.4.6
Sampling Technique
1
2
3
4
5
Contact Method
5.5
Analysis of data
For analysis of data Microsoft Word, Microsoft Excel, different tables and
graphs were used to make the data meaningful. Hypotheses were testing to
derive a meaningful conclusion from the empirical data. In addition, basic
statistical techniques of different measures of central tendency have been
used for analyzing the data. The following formula has been followed:
n
Z test =
= mean value
n = sample size
= Standard deviation
X = Average
5.6
Hypothesis Development
5. H :
A
media
provides
more
clarification.
Therefore,
more
5.7
Hypothesis Testing
H1
H2
H3
H4
H5
H6
1= Strongly disagree
12
2= Disagree
14
4= Agree
18
17
12
14
15
5= Strongly Agree
14
12
12
13
12
Total
170
120
113
155
164
160
Average
3.7
2.6
2.46
3.37
3.56
3.48
Standard Deviation
1.27
1.39
1.30
1.36
1.24
1.31
Z-test value
6.4
0.49
5.96
4.34
5.80
5.07
Hypothesis: 1
HO: Maximizing advertisement and promotion do not create more clients.
HA: Maximizing advertisement and promotion create more clients.
Ho: =2.5
HA: 2.5
n = 46
Here
= 3.7
Zcal = ( X
)/ (/n) = 6.4
Hypothesis 1
9%
30%
13%
9%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
39%
Figure: Hypothesis 01
Hypothesis: 2
HO: Customers are not well familiar with the products offered by Jamuna
Bank Ltd.
HA: Customers are well familiar with the products offered by Jamuna Bank
Ltd.
Ho: =2.5
HA: 2.5
n = 46
= 2.6
= 1.96
z.05
Hypothesis 2
15%
26%
13%
Strongly Disagree
Disagree
Neutral
Agree
15%
30%
Strongly Agree
Figure: Hypothesis 02
Hypothesis: 3
HO: Contemporary methods of advertisement and promotion will not give
significant results.
HA: Contemporary methods of advertisement and promotion will give
significant results.
Ho: =2.5
HA: 2.5
n = 46
Here
= 3.59
Zcal = ( X
)/ (/n) = 5.96
Hypothesis 3
9%
26%
Strongly Disagree
13%
Disagree
Neutral
15%
Agree
Strongly Agree
37%
Figure: Hypothesis 03
Hypothesis: 4
HO: JBL should not frequently appear in Electronic media.
HA: JBL should frequently appear in Electronic media.
Ho: =2.5
HA: 2.5
n = 46
Here
= 3.37
Zcal = ( X
)/ (/n) = 4.34
Hypothesis 4
26%
13%
Strongly Disagree
15%
Disagree
Neutral
Agree
26%
20%
Strongly Agree
Figure: Hypothesis 04
Hypothesis: 5
HO: Use of Print media for advertisement will not provide better result to JBL.
HA: Use of Print media for advertisement will provide better result to JBL.
Ho: =2.5
HA: 2.5
n = 46
Here
= 3.56
Zcal = ( X
)/ (/n) = 5.8
Hypothesis 5
7%
28%
Strongly Disagree
17%
Disagree
Neutral
17%
30%
Agree
Strongly Agree
Figure: Hypothesis 05
Hypothesis: 6
HO: Direct Marketing does not provide significant results in promotion.
HA: Direct Marketing provides significant results in promotion.
Ho: =2.5
HA: 2.5
n = 46
Here
= 3.48
Zcal = ( X
)/ (/n) = 5.07
Hypothesis 6
11%
26%
Strongly Diasgree
15%
Disagree
Neutral
15%
33%
Agree
Strongly Agree
Figure: Hypothesis 06
5.8
promotion let people know about the company and its specialty. Thus,
it creates more clients.
2. In hypothesis 2 titled Customers are well familiar with the
products offered by Jamuna Bank Ltd. 26% respondents are
strongly disagreed, 31% respondents are disagreed, 15% respondents
are neutral, 13% respondents are agreed and 15% respondents are
strongly agreed. It clearly indicates that people are not well familiar
with the products of Jamuna Bank Ltd.
3. In hypothesis 3 titled Contemporary methods of advertisement
and promotion will give significant results. 9% respondents are
strongly disagreed, 13% respondents are disagreed, 15% respondents
are neutral, 37% respondents are agreed and 26% respondents are
strongly agreed. It clearly indicates that modern technologies can play
a significant role in the field of promotion and advertisement.
4. In hypothesis 4 titled JBL should frequently appear in Electronic
media. 13% respondents are strongly disagreed, 15% respondents
are disagreed, 20% respondents are neutral, 26% respondents are
agreed and 26% respondents are strongly agreed. It clearly indicates
that if JBL conduct advertisement on Electric media, they will be able to
draws attention of maximum potential customer.
5. In hypothesis 5 titled Use of Print media for advertisement will
provide better result to JBL. 7% respondents are strongly
disagreed, 17% respondents are disagreed, 17% respondents are
neutral, 31% respondents are agreed and 28% respondents are
strongly agreed. It clearly indicates that considering print media for
advertisement produces better results.
6. In hypothesis 6 titled Direct Marketing provides significant
results in promotion. 11% respondents are strongly disagreed, 15%
respondents are disagreed, 15% respondents are neutral, 33%
respondents are agreed and 26% respondents are strongly agreed. It
clearly indicates that Direct Marketing helps to build relationship and
creates more clients. Hence, JBL should emphasize Direct Marketing.
Chapter- 06
Conclusion Part
Recommendation
Conclusion
Consumer banking industry has been treated as a prospective financial
sector in Bangladesh. More and more banks are entering the industry. The
industry became so attractive that since trustworthy Banks like JBL has
entered the market and wants to lead the market for which they need to
ensure best customer services and follow the extended marketing mix for
advertisement and promotion. However, the entrance of banks like JBL has
brought revolutionary changes in banking services. People get better
services but at some sectors customers are dissatisfied and those factors like
availability of ATM, good delivery services and recreational facilities to be
prcised needs to be improved. In some cases people are not well informed
about the service they can have from a Bank.
To let people know about the company, every company uses different types
of promotional tools. However, directersonal Selling is used in a wide range
but besides this JBL must have to use other tools to advertise their bank's
products and services. Such billboard is one of the most popular using
promotional tools to the company. As it is cheap and mostly seen in an open
place, most of the company likes to use this tool because of its wide
repeated exposure.
A research was done on Advertisement and Promotion strategy of Jamuna
Bank Limited. Different people gave different opinion. From the survey, it can
be said that they want to see more advertisement on Television, newspaper.
Customer is the king of any company so before taking any decision in case of
advertising should identify what types of ads the customers really want from
them. Most of the customers are aware of TV advertisement, newspaper
advertisements. Advertising is a crucial role for the customer to recall the
brand name repeatedly. The more advertisements will be presented in front
of the customers the more they will focus to Jamuna Bank Limited. I hope
that JBL will be able to spread their business with increasing various schemes
& other utility services.
The study on Advertisment and Promotion Strategy of Jamuna Bank Ltd. is
cased out with full co- operation of the customers. As far as possible within
the given limits the study is completed with the satisfaction of many people.
The data collected are analyzed scientifically.
Reference
Books:
Ghauri, P. & Gronhaug, K. (2005), Research Methods in Business
Studies. Prentice Hall: London
William G. Zikmund (2010), Business
Research
enterprise
in
Bangladesh,
Management
Accounting
Reports:
7th ed.
Official Websites:
Annual Report of Jamuna Bank Limited, (2014) Available from:
An Analysis of Financial Performance, (2014) Available from:
http://www.scribd.com/doc/15074491/An-Analysis-of-FinancialPerformance (Accessed: 30 May 2015)
Personal Information
Name:
Profession:
A. Business Man
D. Others
B. Service Holder
Strongly
Disagree
(1)
01
02
03
Maximizing
advertisement
and
promotion create more
clients.
Customers
are
well
familiar with the products
offered by Jamuna Bank
Ltd.
Contemporary methods of
advertisement
and
promotion
will
give
significant results.
C. House Wife
Disagree
(2)
Neither
Agree nor
Disagree
(3)
Agree
(4)
Strongly
Agree
(5)
04
05
06
JBL
should
frequently
appear
in
Electronic
media.
Use of Print media for
advertisement
will
provide better result to
JBL.
Direct Marketing provides
significant
results
in
promotion.
Abbreviations
JBL- Jamuna Bank Ltd.
BB- Bangladesh Bank
SME - Small & Medium Enterprise
CRM- Credit Relationship Management
KYC- Know your customer
ATM - Automated Teller Machine
CIB - Credit Information Bureau
CD- Current Deposit Account
STD- Short Term Deposit Account
MSS- Monthly Saving Scheme
MBS- Monthly Benefit Scheme
LDS- Lakhopati Deposit Scheme
MDS- Millionaire
SOD- Secured Overdraft
LDBP- Local Documentary Bill Purchased
SND- Short Notice Deposit
PBD- Personal Banking Division