advertisement and promotion strategy of jamuna bank ltd

7/25/2019 Advertisement and Promotion Strategy of Jamuna Bank Ltd.

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Welcome to the Presentation1


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Advertisment and Promotion Strategy ofJamuna Bank Ltd.

Prepared byMD. SAIDUR RAHMAN SAID

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%%A &MAR'()IN*+,-A/!"

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Aim of the re0ort

To provide a brief idea about Marketing Strategy

Jamuna bank Ltd. holds for Advertisement and

Promotion, evaluate and recommends.


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!

Sequences

IntroductoryPart

Organizational Overview

Research part

Actual Part

Findings

Recommendation

Conclusion

Topic Part


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Introductory Part


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Broad objectives" )o st1dy the Advertisement and Promotion Strategy of a reno2ned 3nancial

organi4ation 5am1na %an6 td., eval1ation of 0ros and cons of the system,and 3nally s1ggest some recommendation for it7s 8etterment.

Specific Objectives. )o 0resent ma9or mar6eting 0olicies and 0ractices regarding advertisement

and 0romotion of 5%.

!. )o analysis the 0ros and cons of the conventional ideas a8o1t Promotion of%an6 Prod1cts.

$. )o eval1ate 0romotional strategy of 5% and ho2 they form1late theirstrategy:

;. )o e. )o give some ideas a8o1t its management and organi4ation str1ct1re.#

Objectives


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Methodoo!y

Primary Sources o"#ata

?8servation . (


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%. &ustomers are very busy and they do not 'ant to ans'er (uestions. They

try to avoid any intervie' and it is a ma)or problem of preparing the report.

*. Lack of information.

. +ue to time limitation, many of the aspects could not be discussed in thepresent report.

!. Available data also could not be verified. n most cases, simply did not

have any option but to furnish 'ith data 'ithout verification.

-. JL as a commercial bank they are very busy and they could not able to

give me enough time for discussion about various topics.

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Limitations


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Or!ani'ationa Overvie(


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" Jamuna Bank Ltd., the only engali named ne' generation private

commercial bank 'as established by a group of successful local

entrepreneurs conceiving an idea of creating a model banking institution

'ith different outlook to offer the valued customers, a comprehensive range

of financial services and innovative products for sustainable mutual gro'thand prosperity.

" It is a private commercial bank of angladesh registered under the

&ompanies Act, %00! 'ith its 1ead 2ffice at &hini Shilpa haban, ,

+ilkusha &3A, +haka. The ank started its operation from rd June *44%.

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Introduction of Jamuna Bank Limited


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)ature o" Business" JL is a progressive commercial bank in private sector in angladesh. t

gives customized services and maintains harmonious bankerclient

relationship. t provides different types of commercial banking services to the

customers of all strata in the society 'ithin the stipulation laid do'n in the

bank companies Act. %000, rules and regulations framed by the angladeshank from time to time.

*orporate So!an5our Partner for 6ro'th

+ision" To become the ank of choice in serving the 7ation as a progressive and

Socially 8esponsible financial institution by bringing credit 9 commerce

together for profit and sustainable gro'th.

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Introduction o" JBL, cont-


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Mission" The ank is committed to satisfy diverse needs of its customers

through an array of products at a competitive price by using

appropriate technology and providing timely service so that a

sustainable gro'th, reasonable return and contribution to the

development of the country can be ensured 'ith a motivated and

professional 'orkforce.

Motto

" The ank 'ill be a confluence of the follo'ing three interests: Of the Bank:Profit Ma;imi


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Objectives

%. To establish relationship banking and improve service through development

of strategies marketing plan

*. To remain one of the best banks in angladesh in terms of profitability and

assets (uality. To ensure an ade(uate rate of return on investment

!. To keep risk position at an acceptable range

-. To maintain ade(uate li(uidity to meet maturing obligation and

commitments

#. To develop and retain a (uality 'ork force through an effective 1uman8esources Management Systems

$. To ensure optimum utili


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Values &ustomer focus

ntegrity

Team =ork

8espect for individual

>uality

Competitors" &ompetitors of the JL are others commercial banks, it can be private or publicand financial institutions such as insurance companies, lease companies etc.

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Introduction o" JBL, cont-


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%. +eposit Schemes

*. 8emittance and &ollection

. mport and ?;port handling and @inancing

!. Loan Syndication

-. Pro)ect @inance#. nvestment anking

$. Lease @inance

/. 1ire Purchase

0. Personal Loan for =oman

%4. *!hours anking: >&ash ATM facility

%%. slamic anking

%*. &orporate anking

%. &onsumer &redit Scheme

%!. nternational anking

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Products and Services o" JBL


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Operationa )et(ork Or!ano!ram


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.e!istered )ame Jamuna Bank Limited

?=cial ogo

'no2n As 5%

Slogan BCo1r Partner for *ro2th.

Eategory Eommercial)y0e Private imited Eom0any

Date of Incor0oration A0ril "! !""

Ina1g1ration of -irst %ranch 51ne "$, !""

Ehairman of the 5% Mr. Shaheen Mahm1d

N1m8er of %ranches /0

%an6ing ?0erating System %oth Eonventional F-oreign (


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Name of the Board of

Directors Members

Designation

Mr. Md. Sira91l Islam Garosha *hairman

Al/Ha9 M.A. 6hayer #irector ounder *hairman

(ngr.A.'.M. Mosharraf H1ssain #irector

(ngr. Md. Ati1r Rahaman #irectorMr. *olam Dastagir *a4i, %ir

Proti6, MP

#irector

Mrs. -a4l1r Rahaman #irector

Al/Ha9 N1r Mohammed #irector *hairman

3Jamuna Bank oundation4

Mr. Md. )a91l Islam, MP #irector *hairman 35udit*ommittee 4

Mr. Sa6ha2at, A81 'hair

Mohammed

#irector

Al/Ha9 Md. Re4a1l 'arim Ansari #irector

%/

)ame o" ounders Board o" #irector


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5dvertisement and Promotion Starte!y O"Jamuna Bank Ltd-


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" &ustomers have more opportunities for selection ofmore suitable places to buy and use banking services

and satisfy all their demands. They have also become

more fastidious and e;pect higher standards from

banks, such as more friendliness in service styles,

more effectiveness in solving all their complaints. 1ere

the terms 'Marketin' and 'Bankin' blend together

ine;tricably.

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.oe o" 5dvertisement and Promotion inBankin! Industry


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*%

" The process of developing advertising strategy of

Jamuna ank Ltd then consists of the follo'ing steps:

%. Set advertisin

*. ?stablish copy platform

. +evelop the media plan

!. Set the advertisin e!penditure level-. Measure advertisin effectiveness

5dvertisin! strate!ies o" Jamuna Bank

Ltd.


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%. +eposit Products

*. Loan Products

Deposit Products

i. Monthly Savings Scheme

ii. Lakhpati +eposit Scheme

iii. Millionaire +eposit Scheme

iv. Money Multiplier

v. Monthly enefit Scheme

vi. &orepati +eposit schemevii. +ouble 6ro'th +eposit Scheme

viii. Triple 6ro'th deposit Scheme

i;. 8ural +eposit scheme

;. ?ducation Savings Scheme

;i. +eposit Scheme

**

5dvertisin! o" Bank6s products


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Monthly Savings Scheme (MSS)" 5am1na %an6 td has introd1ced Monthly Savings Scheme &MSS+ that

allo2s one to save on a monthly 8asis and get a handsome ret1rn 10onmat1rity.

Advertisement Analysis:When they 3rst introd1ced this ne2 scheme, the c1stomers have 6no2na8o1t it fromonline and 8y 0ersonal selling.

Target Group:

" -or MSS, the main target c1stomers are the house(i"e and the lo2erincome gro100eo0le. )he 2omen and men 2ho are 2or6ing in garments 8eside the8an6, they also come to save money from their monthly income.

" The 6overnment takes %4B from the payable interest. The customers have to

deposit the installment in every month. f anyone fails to deposit then she or he has togiven -4 tk after the month. *

#eposit products


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Marriage Deposit Scheme" 5am1na %an6 imited has introd1ced Marriage De0osit Scheme, 2hich

oers the c1stomers an o00ort1nity to 81ild 10 their cherished f1nd 8ymonthly de0osit of small amo1nt at their aorda8le ca0acity.

Advertisement Analysis:)he 0arents can 6no2 a8o1t this scheme from the 8an6. )hey can collect arate sheet of marriage de0osit scheme. )he em0loyees sometimes go0ersonally to the 6no2n 0eo0le and tell them a8o1t the facilities of thisscheme.

Target Group:-or this scheme the target gro10 is the yo1ng girls and 8oys. In ma


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Millionaire Deposit Scheme

" It is a dream for many small savers to 8ecome a Millionaire. 5am1na %an6has introd1ced JMillionaire De0osit SchemeJ 2hich has Ke


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Kotipati Deposit Scheme

" It is feasi8le for high/income gro10 2ho have strong determination andsavings ha8it. If anyone decides and 0lans to save money from his reg1larincome, he can o2n )6 ."" crore easily 8y ma6ing a 0lanned savings. Inthis regard, 5% has introd1ced L'oti0ati De0osit SchemeL oering thesavings 0lan.

Advertisement analysis)he o=cers sometimes go for mar6eting and advertise their 0rod1cts. Inthis case, they try to convince the 0eo0le. Nevertheless, I came to 6no22hile 2or6ing in this %an6 that this scheme is not so m1ch 0o01lar. Mainly

the MSS is so m1ch 0o01lar.

Target Group

Upper Middle and Higher Income people.

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#eposit products , *ont--


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Double/triple Growth Deposit Scheme

" -or 0eo0le 2ho have cash Ko2 at this moment and 2ant to get itdo18ledtri0led 1ic6ly. 5% has introd1ced Do18le)ri0le *ro2th De0ositScheme 2hich oers anyone to ma6e do18letri0le money 2ithin >&si


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Personal Loan for Women

" 5am1na %an6 limited al2ays tries to hel0 the 0oor 2omen or 2omenentre0rene1rs 2ho 2ant to do something for their safety. )his 0rod1ct isdesigned es0ecially for the 2or6ing 2omen and ho1se2ives. Ho1se2ives2ith reasona8le income of the s0o1ses are also eligi8le to avail this loan.

)he loan can 8e availed for the 01rchase of domestic device, ho1serenovation etc.

Sales team goes to some villages and they tal6 2ith the 2omen 2ho areca0a8le to earn money.

Car Loan:)his is given to accelerate the trans0ort facility national 2ide ItJs interestrate is >."". It is 0aid to e1al monthly installment ?thers conditionsare almost same as the ind1strial loan. )he c1stomers can easily 6no2a8o1t this loan facility from the online. )here is some advertisementagainst this oan in Ne2s0a0er.

*0

Loan products


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House Building Loan:)his loan is given for the constr1ction of d2elling ho1se. At a monthlyinstallment, thisloan is given at $ interest rate. %1t in this 8an6, this ty0e of oan is notgiven in a

fre1ent moment.

Agricultural Loan:It is given from the 8ranch 2ise of 5am1na 8an6 imited. )he interest rateis !.""/

$."". )he 0oor farmers can get this oan so the o1tside of Dha6a city,2herever the8ranches of 5am1na %an6 td. are located the 8ranch 0eo0le try tomotivate to ta6e this loan. %eca1se in the r1ral area every2here it is notavaila8le of )G and the internet.

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Loan products ,- *ont-


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" In order to sell goods and services or 0romote an idea, Promotion acts asthe coordinator of all seller initiated eorts to set 10 channels ofinformation and 0ers1asion. )he 8asic tools 1sed to accom0lish anorgani4ationJs comm1nication o89ectives are often referred to as thePromotional mi


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Several activities are involved in designing the promotion strategy

including:

%. Setting communication ob)ectives.

*. +eciding the role of each of the components that make up the

promotion program.

. +etermining the promotion budget.

!. Selecting the strategy for each promotion component.

-. ntegrating and implementing the promotion component strategies.

#. ?valuating the effectiveness of the integrated promotion strategies.

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#eveopin! Promotion Strate!y o" JamunaBank Ltd-


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Promotional activity of a bank can include anything that 'ill promote the bank to the

people. 7ormally, these can include advertisement in illboards, TC commercials or

paper ads etcD &S8 activities, brandings, sponsorships. Jamuna ank Ltd has many

&S8 activities all over the country. At least *B of our annual profit of every year is put

aside for the foundation to conduct &orporate Social 8esponsibilities E&S8F activities.

These include G

%. 1ealthcare service.

*. Scholarship program for brilliant poor student.

. ?ducation Promotion Scheme Enterest free loanF.

!. 1elping people affected by natural calamities.

-. 1elping people in slum areas.

#. +onation to educational institutions to setup computer lab.

Promotiona activities o" Jamuna Bank Ltd-


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Promotiona activities o" Jamuna Bank Ltd-, *ont-

Scholarship Program Providing monthly scholarship to #4

socialadvantage deprived students

having 6PA -.4 at SS& 9 1S& e;am.

Scholarships to Hnderprivileged

Student.

Scholarship to the children of JL?mployee.

HealthJamuna ank fre(uently arranges

@ree ?ye &amp. ?specially in rural

area 'here people are not solvent and

does not have enough medical facility.

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Training Program Jamuna ank provides various

training program to physically

challenged people. 8ecently in

Sunamgon) district they arranged

computer training for speakimpaired.

Blood Donation Program @or blood donation program, they

e;pend -!,/4 tk. So that nobody

dies because of blood, Jamuna

ank arranges blood donation

program. They collect blood fromvolunteers, and deposit it to blood

bank.

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Disaster Relief

+onated a mentionable amount to the government during various natural

disasters.

Provided financial assistance to the famous artists for the treatment of

incurable diseases. +onated to Prime MinisterIs 8elief @und.

By doing these kinds of program, Jamuna Bankreminds the people to come and join with them.

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$Q

Project Work: Actual Task Done By Me


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%. 1o' to behave 'ith client in corporate 'orld

*. Time management

. 1o' to behave 'ith colleagues supervisors, manager and 'ithoverall organi


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Accounts Department My main 9o8 in acco1nts is sorting the vo1cher. After vo1cher sorting I had

to attach them 2ith related s100lementary. Go1cher is act1al a 0roof of thetransaction.

After attaching them ne


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Front Desk My 9o8 2as to attain and hel0 the clients directly.

I had to hel0 clients 8y 0roviding information, hel0ing to 3ll 10 acco1nto0ening, MSS o0ening, -DR o0ening forms etc.

Clearing In clearing de0artment transactions of che1es from other 8an6s ha00ens.

My 9o8 2as to entry those transactions in a register and at the end of theday. )hen I had to s1m 10 the amo1nt and chec6 2ith the a1tomatedamo1nt from com01ter. )he amo1nt had to 8e the same.

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Internship %&perience , *ont-


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;

Research Part


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" 5am1na %an6 imited 0erforms their advertisement and 0romotion in aconventional 2ay. As a res1lt, it seems they are not meeting theire


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.esearch Methodoo!y

Sources and Collection of Data)he Primary data of this st1dy has 8een

collected thro1gh 1estionnaire intervie2.

Research Approach

S1rvey

Research Instruments@1estionnaire 2ith str1ct1red 1estions

Likert Scae question

Sampling Plan

Sampin! 8nit$

?=cialsElients &Male and -emale+

Sampling Frame :)he sam0le frame of the st1dy consists

of ?=cialsElients 2ho have3nancial transaction 2ith 5am1na%an6 td.,'amar0ara, Uttara area.

)he sam0le frame 2as ta6en from the

selected area

Population size:;>"

Sampe Si'e$

;> Res0ondents

Sampin! Procedure$

Pro8a8ility Sam0ling Sim0le Random Sam0ling


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" To prepare this pro)ect report had to spend total one month. The pro)ectactivities have sho'n in the follo'ing:

=eek 4%: +eveloped the research plan

=eek 4*: +eveloped the hypothesis

=eek 4: &onduct survey research

=eek 4!: +ata analysis and nterpretation

!!

Project :imeine

"escription of #ctivities $eek % $eek & $eek $eek (

"eveloped the research plan

"eveloped the hypothesis

)onduct survey research

"ata analysis and Interpretation

Gantt chart of Project Time Allocation


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Sampling Technique

!-

;ypothesis #eveopment

Analysis of data

Strongly disagree

Disgree !

Ne1tral $

Agree ;Strongly agree

test K

K mean value

n K sample si


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. HAO Ma. HAO Direct Mar6eting 0rovides signi3cant res1lts in 0romotion

!#

;ypothesis #eveopment


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!$

;ypothesis :estin!

;1 ;2 ;< ;= ;> ;?

1@ Stron!y disa!ree ! %* ! # -

2@ #isa!ree # %! # $ / $

@ Stron!y 5!ree %! $ %* %* % %*

:ota %*+ %&+ %% % %-( %-+

5vera!e .$ *.# *.!# .$ .-# .!/

Standard #eviation %.*$ %.0 %.4 %.# %.*! %.%

Atest vaue #.! 4.!0 -.0# !.! -./4 -.4$


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;O$Ma.;

At level of signi3cance, follo2s distri81tion "." .>

Since cal N tab, the null hypothesis is re)ected. Therefore, at -B level of significance, it

can be said that if JL performs more advertisement and promotion there is a

possibility that it 'ill get more clients.

!/

;ypothesis 1

X

X


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;O$E1stomers are not 2ell familiar 2ith the 0rod1cts oered 8y 5am1na %an6

td.

;5$E1stomers are 2ell familiar 2ith the 0rod1cts oered 8y 5am1na %an6 td.

HoO !.

HAO T !.n ;>

!.>

Standard Deviation V .$

cal & /T+ &VYn+ C-=/

At the signi3cant level, the val1e of in / distri81tion ta8le is 4." .>

Since < cal O < tab, 'e failed to re)ect null hypothesis. Therefore, at - B

significant level, 'e can say that people are not 'ell familiar 'ith Jamuna

ank Ltd.Is products.!0

;ypothesis 2

X

X


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;O$Eontem0orary methods of advertisement and 0romotion 2ill not givesigni3cant res1lts.

;5$Eontem0orary methods of advertisement and 0romotion 2ill give

signi3cant res1lts.

HoO !.

HAO T !.

n ;>

Here $.

Standard Deviation V .!;

cal & X + &VYn+ .>

At level of signi3cance, follo2s distri81tion ".".>


can be said that &ontemporary methods of advertisement and promotion 'ill give

significant result. -4

;ypothesis

Here $.$Q

Standard Deviation V .$>

cal & X + &VYn+ ;.$;



can be said that, more appearance on electric media 'ill help JL to make their

message reach to ma;imum potential clients.

-%

;ypothesis =

X

X


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;O$Use of Print media for advertisement 2ill not 0rovide 8etter res1lt to 5%.

;5$Use of Print media for advertisement 2ill 0rovide 8etter res1lt to 5%.

HoO !.

HAO T !.

n ;>

Here $.>

Standard Deviation V .!;

cal & X + &VYn+ .Z


Since cal N tab, the null hypothesis is re)ected. Therefore, at -B level of

significance, 'e can say that, for advertisement choosing print media 'ill

provide better outcome to JL.

-*

;ypothesis >

X

X


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;O$Direct Mar6eting does not 0rovide signi3cant res1lts in 0romotion.

;5$Direct Mar6eting 0rovides signi3cant res1lts in 0romotion.

HoO !.

HAO T !.

n ;>

Here $.;Z

Standard Deviation V .$

cal & X + &VYn+ ."Q


Since cal N tab, the null hypothesis is re)ected. Therefore, at -B level of

significance, 'e can say that, emphasi


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. In hy0othesis titledMaximizing advertisement and promotioncreate more clients. /Dres0ondents are strongly disagreed, 1


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!. In hy0othesis ; titled BB" should fre%uently appear in &lectronicmedia.$ 1Dres0ondents aredisagreed, 2CDres0ondents are ne1tral, 2?Dres0ondents are agreed and2?D res0ondents are strongly agreed. It clearly indicates that if 5%cond1ct advertisement on (lectric media, they 2ill 8e a8le to dra2sattention of ma


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>

Recommendation and Conclusion


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. S1ccessf1l advertising involves ma6ing yo1r 0rod1cts or services 0ositively6no2n 8y that section of the 018lic most li6ely to 01rchase them.)herefore, 5ma1na %an6 sho1ld 0erform more advertisement.

!. %an6 oers a 2ide range of services for individ1als and organi4ations. D1eto lac6 of 0romotion very fe2 6no2 a8o1th them. So 5am1na %an6 td.sho1ld ta6e actions to ed1cate 0eo0le and ma6e them familiar 2ith theirservices.

$. In modern days, many technologies are there 2hich can 8e 1sed for

advertisement and 0romotion. Social Media e.g. -ace8oo6, Internetadvertisement, direct mail etc can 8e great medi1ms to reach to thec1stomers at very chea0 cost and 1ic6ly.

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.ecommendations


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;. (lectronic media, es0ecially television advisement is the most eective and0o01lar medi1m of advertising a 0rod1ct or service. It has greater sensorya00eal than any other media. It allo2s 81sinesses to target certain c1stomers8y 0lacing ads on certain sho2s or d1ring s0eci3ed time slots. )herefore, it iss1ggestion to 5% as they a00ear fre1ently in electronic media.

. Print media has shorter range or narro2 sco0e com0aring to (lectronic media.%1t it has a advantage over electronic media. )he details of schemes incl1dingtime 0eriod, interest rate, 0ro3t, conditions, 8ene3ts etc can 8e 0resented onlythro1gh Print Media. )herefore, 8esides )G advertisement 5% sho1ld 1se 0rintmedia as 2ell.

>. Direct Mar6eting is a form of advertisement that allo2s 81sinesses andnon0ro3t organi4ations to comm1nicate straight to the c1stomer. -1rthermore,direct mar6eting is a cr1cial element in ens1ring c1stomers7 0ost/01rchasesatisfaction, and in 81ilding 0ro3ta8le long/term 81yer/seller relationshi0s.

)herefore, 5% sho1ld em0hasi4e direct mar6eting.

.

-/

.ecommendations , *ont-

i


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" )o let 0eo0le 6no2 a8o1t the com0any, every com0any 1ses dierent ty0esof 0romotional tools. Ho2ever, direct0ersonal Selling is 1sed in a 2iderange 81t 8esides this 5% m1st have to 1se other tools to advertise their8an6Js 0rod1cts and services. S1ch 8ill8oard is one of the most 0o01lar1sing 0romotional tools to the com0any. As it is chea0 and mostly seen inan o0en 0lace, most of the com0any li6es to 1se this tool 8eca1se of its2ide re0eated e


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D? C?U HAG( ANC @U(S)I?N :)HAN' C?U -?R C?UR 'IND A))(N)I?N

advertisement and promotion strategy of jamuna bank ltd

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