Marketing strategy analysis ofmaster Print OBL

Your Text herePresented by

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Group 1

obl

Product and service matrix

Full product MP/LS
Credits Car loan/Home loan Foreign exchange

NIL
LP/MS
Customer consultancy Clearing section Accounts section Campaigns ATM booths

Full service
Cash counter Online banking

Inter-Relationship of Product and service matrix

More Product Less Services

Products: Deposits Product (10 catg.) Loan Products (7 Catg.) Corporate Products SME Products Finance (4 Catg.) Credit Card

Services: SMS banking SME banking Locker service Utility bills ATM card Internet Banking

Less Product More Services

OBL has service sections to provide services before and after sales of products

How to focus on LP/MS

First they try to capture the market
segment the market according needs of customers

campaign

easy installment

advertisement

Elements
Customers
Key focus of OBL Dedication to their satisfaction Follows retention strategy

Employees
Dedicated to the welfare of the company Devoted to provide continuous and good quality service Good and fruitful relationship between management and employees

Elements
Competitors
Seeking new and effective strategies to compete More focus on modern physical ambience to cope with Foreign private banks Adoption of newer technologies

Referral Markets

Creates Word-of Mouth Enhances the relationship with existing clients and related parties Brings new long term partners

Demographic factors

Influences to open age based accounts Encourages profession based account services Focuses on student accounts to encourage education

Geographic factors

Focus on convenient locations of branches After reaching Cities and Suburban areas now target is on opening rural branches Home loan market in Dhaka and Chittagong metropolitan areas

Technological factors

Adoption of newer and stronger technologies as Oracleplex Software VISA money transfer for the first time in BD Real time online banking attracts customers significantly

Social & cultural factors

Focus CSRs Sponsorships Drawing social attention by these activities

SWOT Analysis

S W O T

trengths
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.

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.

pportunity
1. To bring radical change in agricultural sector

2. Closely related with giant firm . 3. Capture the market by using new technology.

hreats
1. In agricultural nature is a big factor.
2. Threat of new entrance. 3. Delay repayment of loans by the giant firms
like Abdul Monem Group.

4. Amount of deposit is decreasing because of

inflation .

Prime customers
OBL is a sister concern of HRC group
Other companies of HRC group get the facility of prime customer.

Requirements :
Regularity

Given facility:
Reduced conditions. Interest rate varied. Way of treatment varied..

Product

(ID: 16070)
More service, less product In future less service, more product Loan products (most focused)

Focus

Quality

Good quality service Creates customers satisfaction Survey on customers

Variety

Retail: Deposit and Loan products, Cards, Inward remittance. Corporate: Deposit and Finances. SME banking

Product
Future plan
Consultancy branches
Agriculture based branches Branches in suburban areas

(ID: 16070)
E-Banking, Mobile banking
Balance inquiry Cheque book request Changing PIN

Banking type
Focusing to retain the present customers Successfully doing relationship banking

Product

(ID: 16070)

Retail Banking
Corporate Banking

Deposit: Pensave, Edusave, Marrysave, School banking, Gold saving account etc. Loan: Home, Car, Consumer, Professional, Agri loan etc. Card: Credit card, ATM Card.

Deposit: Corporate Deposit Account, Corporate Salary Account Finances: Trade Finance(Letter of Credit), Project Finance, Infrastructure Finance

SME Banking

Working Capital Finance (up to 3 years) Project Finance ( up to 5 years)

Price
Price (interest rate)
Prime customers; shareholders, well reputed and known business men (up to 2% less interest in loan products) Other customers (at prevailing rate)

(ID: 16070)
Credit terms
Known and prime customer required to keep low margin for loan & L/C opening Other customers (at prevailing terms)

Price
Tk.1 crore to below Tk.25 crore Tk.25 crore to below Tk.50 crore

(ID: 16070)
Tk.50 crore to below Tk.100 crore

Sl No

Type of Deposits

Below Tk.1 crore

Tk.100 crore and above

Savings (Urban & Rural) Special Notice Deposits

6.00%

6.55%

7.05%

8.55%

10.05%

4.00%

6.50%

7.00%

8.50% 10.00%

Promotion
Advertising
Television, radio Movies (advertising during break) Newspaper, magazines

(ID: 16070)

Public relation
Campus visits, Sponsorship (cricket series) CSR (food, blanket distribution, built houses for flood affected people)

Promotion
Personal selling
Cross-sale to prevailing customers

(ID: 16070)
Sales promotion
Gifts, discounts to customers. Commission, incentives to employees
Summer campaign

Personalized service

Place
59 Branches, 21 ATM, 10 booths 1 corporate branch and all full service branches Future plan:
Want to focus on rural area. Planning to open specialized agro based branches.

Process
Flow of activities
Follow central bank guideline segregated into various departments accordingly

Standardization
standard forms, documentations standardized procedures got typical transactions

Process
Simplicity Customization

Customer analysis Analyze customer feedback Believes in word of mouth Applies interactive marketing

clear indication Instruction boards in in national and regional language Less time consuming

specialty counters at each branch to deal with customers of a particular scheme Many alternatives according to customers needs

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 motivating

employees and reward them according to their performance

PHYSICAL EVIDENCES
a 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 the inherent intangibility of services.

Signage
Logo by which a person can identify the company. Such signages are significant for creating visualization and corporate identity.

Punch line
corporate statement depict the philosophy and attitude of the bank. OBL has influential punch lines to attract the customers we make things happen

PHYSICAL EVIDENCES
Internet/web pages Paperwork Brochures Furnishings Business cards The building itself

Recommendations
Banking Kiosks

(ID: 16254)

Banking Kiosks are suggested

ATMs
Managing of ATMs with other bank will enhance the acceptability and efficiency of ATMs.

Islamic banking
Introducing Islamic banking will signify its whole demand

Recommendations
Higher margin of Loan

(ID: 16254)

Higher margin of Loan should be determined for the big clients to reduce the treat of big default such as against L/C

Products Range
It should be widened to complete with the other banks and financial service institutions
.

Thank You