final report

Marketing Strategies of Financial Services and It’s Operational Drawbacks: A Study on Eastern Bank Limited.

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PREPARED FOR

Washim Palash

Internship Supervisor

Dept. of Business Studies

PREPARED BY

Sadia Naushin

PG: 02-22-09-011

22ND BATCH

Master of Business Administration

(Regular)

Date of Submission: 25/08/2011

School Of Business Social Studies

State University Of Bangladesh

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Letter of Transmittal

August 25, 2011

Washim PalashFaculty In Charge Of Internship And Placement Faculty of Business Administration State University of Bangladesh 77, Satmasjid Road, Dhanmondi, Dhaka-1205, Bangladesh

Subject: Submission of the Internship Report.

Dear Sir,

I have the pleasure to submit my Internship Report on “Marketing Strategies of Financial Services and It’s Operational Drawbacks: A Study on Eastern Bank Limited..”. You are aware of that I have started my career as Contact Center Executive in Eastern Bank Limited (EBL), Gulshan Branch, Bangladesh from April 20, 2011. I am fortunate enough that I have got an experienced, efficient and professional team in one of the most reputed private Bank of Bangladesh. I truly believe that this report will satisfy your requirements and expectations.

I have tried my best to make this report informative, practical, reliable and relevant as possible. To prepare this report I have reviewed some books, journals and download information from internet and on the basis of available information, I draw a set of recommendations which I think will help to create Marketing Strategy of Financial Services to improve their competence.

I appreciate your kind advice, cooperation, patience and suggestions regarding this report which will definitely help me to go ahead as a brilliant guideline.

I will be available for any further query and clarification regarding this report whenever necessary.

Sincerely,

Sadia NaushinStudent ID # PG:02-22-09-011 Faculty Master of Business Administration

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Letter of Authorization

This is to certify that Mrs. Sadia Naushin, daughter of Late. Al-Haj Abdur

Rahman Khan and Mrs.Jabin Rahman, is the student of State University Of

Bangladesh bearing ID. No. PG: 02-22-09-011 has completed his Internship

in our bank from April 20, 2011 to onwards. During this period she has worked

in different areas of banking.

She was punctual and dedicated to her duties in our observation.

We wish every success in her life.

Utsav Lahiri

In Charge, Priority and Corporate Manager.

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Declaration

I thereby declare that, the internship report “Marketing Strategies of Financial

Services and It’s Operational Drawbacks: A Study on Eastern Bank Limited.” has

been done by me under the supervision of Mr.Washim Palash, Faculty

Member in Charge of Internship & Placement, Business Administration, State

University of Bangladesh. I also declare that neither this project nor any part

of this project has been submitted elsewhere for award of any degree or

diploma.

_________________(Sadia Naushin)Student ID # PG: 02-22-09-011Faculty of Business AdministrationState University of Bangladesh

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Supervisor’s Note

Sadia Naushin, student of MBA of the Department of Business Administration

bearing the ID No. PG: 02-22-09-011 has prepared the internship paper on

“Marketing Strategies of Financial Services and It’s Operational Drawbacks: A

Study on Eastern Bank Limited.” as a requirement for the MBA Degree. To the

best of my knowledge, she has completed all the required courses of the

program and the report has been prepared by her.

(Washim Palash)

Faculty Member

Dept. of Business Studies

State University of Bangladesh

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Acknowledgement

First and above all else, I would like to pay my deepest gratitude to the

almighty Allah who has helped me through all the difficulties in my life and

showed me the right path. It is Allah who has made my journey into the vast

sea of knowledge smooth and easier.

As a guide, I would like to show my gratitude to Mr. Washim Palash, who

instruct me in the right way and gave me proper instruction for preparing this

internship report.

At the very outset, I would like to take this opportunity to express my gratitude

to Mr. Md. Mustafizur Rahman, Head of the Contract Centre, also for giving

me the opportunity to carry career in Eastern Bank Limited also allow me to

do the internship report on EBL; also I like to show my gratefulness for his

continuous inspiration and supervision. Without his guidance and support it

would not have been possible to come this far.

I would also like to thank my colleagues for her continuous support, inspiration

and giving me the opportunity to deal with different corporate aspects and

clients. I should mention some of them, Sabrina Haider Chowdhury, Zahid

Hossain Khan, Antar Zaman, Mahmood Sufi, and Saber Ahmed and Utsav

Lahiri, for their endless support and cooperation.

My sincerest thanks go to the others who were involved and helped directly

and indirectly in preparing this report of my MBA in Finance program.

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Executive Summary

With a vision to become the bank of choice and to be the most valuable

financial brand in Bangladesh, Eastern Bank Ltd. (EBL) began its journey in

1992. Over the years EBL has established itself as a leading private

commercial bank in the country with undisputed leadership in Corporate

Banking and a strong Consumer and SME growth engines.

Bangladesh Banking Sector has grown from strength to strength over the past

one decade and is fiercely competitive, especially in the Consumer Banking

segment. EBL offers a wide range of depository, loan and card products to

cater virtually for every customer segment. From Student Banking to Priority

Banking to Platinum card EBL has almost all banking products in its

repertoire. The product basket is rich in content featuring different types of

Savings & Current Accounts, Personal Loans, Debit Cards, Credit Cards, Pre-

paid Cards, Internet Banking, Corporate Banking, SME Banking, Investment

Banking, Treasury & Syndication services. The customers are served through

a network of 49 Branches, 76 ATMs and 6 Kiosks countrywide. EBL has its

presence in 11 major cities/towns in the country including Dhaka, Chittagong,

Sylhet, Khulna, Rajshahi & Cox’s Bazar.

The target of this report to formulate Marketing Strategy & Operational

Drawbacks of Eastern Bank Limited, in terms of both Product Marketing &

Service Marketing, so that they can be more competitive in the Financial

Service, like Banking Industry with a view to how to counter the ensuing

challenges in the industry as a consequence of changing global business

nature and technological development. For this purpose, organizational

vision, mission, objectives, activities and current Marketing Strategies of

Eastern Bank are analyzed at the initial stage. Then SWOT analysis is

conducted in light of internal and external environment. In this instance, vast

analysis is conducted on the basis of financial analysis.

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TABLE OF CONTENTS

1. INTRODUCTION

1.1 Origin of the Report 01

1.2 Background of the Report 02

1.3 Objective 02

1.3.1 Primary Objective 02

1.3.2 Secondary Objective 02

1.4 Scope of Study 03

1.5 Methodologies 03

1.5.1 Primary Source of Information 03

1.5.2 Secondary Source of Information 04

1.6 Limitation 04

2. Financial Services- Its Definition & Types:

2.1. Definition………………………………………………………………..06

2.2. Types of Financial Market as well as Financial Services………….06

2.2.1. Money Market………………………………………………………072.2.2. Capital Market……………………………………………………....072.2.3. Primary Market……………………………………………………..07

2.2.4. Secondary Market………………………………………………….07

2.3. Participants of the Capital Market…………………………………..08

I. InsuranceII. Investment Corporation of Bangladesh (ICB)

III. Mutual Fund

IV. BankingV. Specialized Banks

2.4. Types……………………………………………………………………08

3. Brief Profile of Eastern Bank Ltd.

3.1 .Eastern Bank Limited…………………………………………………..10

3.2.Vision……………………………………………………………………..11

3.3.Mission……………………………………………………………………11

3.4.Values…………………………………………………………………….11

3.5.Board of the Director……………………………………………………12

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3.6.EBL Management ………………………………………………………12

3.7. EBL Management Committee (ManCom)……………………………13

3.8. EBL Achievements……………………………………………………..13

3.9. Company Milestones……………………………………………………14

3.10.Brand Communication………………………………………………..14

3.10.1 Brand Value………………………………………………………..15

4. Product & Service of Eastern Bank Ltd.

4.1Consumer Banking……………………………………………………..16

4.1.1 Consumer Deposit Products………………………………………16

4.1.1.1 EBL Interesting Account……………………………... 16

4.1.1.2. EBL Campus Account……………………………….. 16

4.1.1.3 EBL Confidence……………………………………….17

4.1.2 Consumer Loan…………………………………………………18

4.1.2.1EBL Utshab Loan………………………………………….18

4.1.2.2 EBL Home Loan…………………………………………...19

4.1.2.3 EBL Auto Loan…………………………………………….19

4.1.3 EBL Cards……………………………………………………….

4.1.3.1EBL VISA Platinum Card………………………………….

4.1.3.2 Simple Credit Card………………………………………..

4.1.3.3 LifeStyle Card……………………………………………...

4.1.3.4 EBL Travel Card…………………………………………...

4.2 Corporate Banking

4.2.1. Business Relationship Units (BRUs)………………………..

4.2.2. Customer Support Unit (CSU)………………………………...

4.2.3. Structured Finance Unit (SFU)……………………………….

4.2.4. Project Finance Unit……………………………………………

4.2.5. International Division…………………………………………..

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4.2.6. Cash Management Unit……………………………………….

4.2.7. Investment Banking Unit (IBU)……………………………….

4.3. SME Banking

4.3.1. EBL Agrim

4.3.2. EBL Asha

4.3.3. EBL Puji5. Marketing Strategies taken by Eastern Bank Ltd. to market- It’s Product

& Services

5.1. Marketing Strategies taken by Eastern Bank Ltd. to market

5.1.1. Problem Recognition

5.1.2. Information Search

5.1.3. Evaluation of Alternatives

5.1.4. Purchase Decision

5.1.5. Post Purchase Behavior

5.2. Market

5.2.1. Market Segmentation Analysis

5.2.1.1. Geographic Segmentation

5.2.1.2. Demographic Segmentation

5.2.1.3. Psycho graphic Segmentation

5.2.2. Marketing

5.2.3. Brand Positioning

5.3. Want

5.4. Demand

5.5. Product

5.6. Service

5.7 Customer Relationship Management Types/Variations of CRM

5.7.1 Types/Variations of CRM

5.8 Marketing Strategies taken by Eastern Bank Ltd. to market- in terms of Product

5.8.1.EBL Secure deposit

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5.8.2. EBL Junior

5.8.3.EBL Jibandhara Loan

5.8.4.EBL Mukti

5.8.5.EBL VISA Signature Card

5.9. Marketing Strategies taken by Eastern Bank Ltd. to market- in terms of Service.

5.9.1Contact Center

5.9.1.1.Introduction

5.9.1.2.Services

5.9.1.3.Benefits

5.10.EBL Contact Center (Phone Banking) Service

5.10.1.TERMS & CONDITIONS 5.11. Channel of Advertising

5.11.1. ATL

5.11.2.BTL

6.Drawbacks of Their Strategic Operation Regarding Market

6.1The Key Drawbacks of Their Strategic Operation Regarding Market

6.1.1.Upcoming Banks

6.1.2.Similar Products Are Offered by Other Banks

6.1.3.Limited ATM Facility

6.1.4.Real Time Banking

6.2.Narrow Operating Span

6.3.Absence of Strong Marketing Activities

6.4.More Innovative Products Must Be Offered

7.Conclusion

7.1.Findings

7.2.Recommendation 8.Recomendations

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The Report

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Chapter # 01Introduction

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1. INTRODUCTION

1.1 Origin of the Report

As a student of the MBA Program of State University of Bangladesh internship

program is compulsory for the MBA student. Because an internship program is the

reflection of all the theoretical knowledge that a student gained during last two years

and they have the practical participate on and involvement in the real world working

experience. The work on this report was carried out as work experience at Eastern

Bank Limited, Gulshan Branch, Dhaka in the Contact Center Division.

The primary goal of this internship report is to provide what Marketing Strategies be

taken by the Eastern Bank and to find out the Operational draw backs of the Bank.

Students are placed in enterprises, organizations, research institutions as well as

development projects.

Eastern Bank Limited is one of the leading private banks of Bangladesh. To maintain

its leading position in Bangladesh, Eastern Bank Limited is always keen to develop

long-term beneficial and trustworthy relationship with clients. At the same time, they

have always upgraded their approaches to achieve profitability.

Before submission of Internship report I, Sadia Naushin, have placed myself in

Eastern Bank Limited, Gulshan Branch, Bangladesh as Contract Center Executive.

The duration of my organizational attachment is, by policy, 4 (four) months and the

contract is for the one year, starting from 20th April, 2011. For successfully and

completely finish the level of MBA program, I needed to submit this report. The

report contains an overview of the organization that I was attached with, and

elaboration of the project during the internship period.

I am working in the Contact Center Division (CCD) in the Eastern Bank Limited,

under the direct supervision of Mr. Md. Mustafizur Rahman, Head of the branch of

Eastern Bank Limited, Gulshan Branch, Bangladesh.

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1.2 Background of the Report

The report is submitted to State University of Bangladesh (SUB), as a part of internship program. The report is based on the Marketing information Operational Draw Backs, which has been gathered during the internship period. The report titled “Marketing Strategies of Financial Services and It’s Operational Drawbacks: A Study on Eastern Bank Limited.”.

1.3 Objective

The objective of the report is to familiarize, describe with Eastern Bank Limited, its Marketing activities and Operational Draw Backs, Contact Center activities, the Organizational Structure, Management Style and Customer Services.

Figure 1-1: Objectives

1.3.1. Primary Objective

The main objective of this report is to accentuate the services provided by the Marketing team of Eastern Bank Limited to their valuable clients and along with that to present an extensive analysis about customers’ attitude towards the service for its Operational draw backs.

1.3.2. Secondary Objective

Getting familiar with the environment of a private financial institution of

Bangladesh that is Eastern Bank Limited.

Identify the major strengths of Eastern Bank Limited.

Provide with probable solutions for the improvement of the customer service

quality and strategies for Customer Relation Management (CRM).

Presentation of market scenario of banking sector of Bangladesh and the

current position of Eastern Bank Limited as a Private Commercial Bank.

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To know about the overall banking functions of EBL.

To know about the management style and organizational structure of Eastern

Bank Limited.

To identify the problem and weakness of Eastern Bank Limited.

To suggest necessary measures for the development of Eastern Bank

Limited.

1.4. Scope of Study

The scope of this report is limited to the overall descriptions of the bank, its services, its position in the industry, and its competitive advantage as a Private Commercial Banks. The scope is also defined by the organizational set-up, functions, and performances.

1.5. Methodologies

In the organization part, most of the information has been collected from different

published articles, journals, brochures, web sites and personnel of Eastern Bank

Limited. All the information incorporated in this report has been collected both from

the primary sources and as well as from the secondary sources.

Figure 1-2: Methodology

1.5.1. Primary Source of Information

Primary Source of Information:

EBL Website. (www.ebl.com.bd)

Contact Center Division

Operational process of the EBL

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Audit report 2010 of EBL

Close observation with Marketing Team

Observation during the total working hour

Discussion with officials of Eastern Bank Limited

Data from Customer Responses and Customer Responses about Eastern

Bank Limited’s competitors which was collected for the purpose of this report

1.5.2. Secondary Source of Information

Secondary Sources of Data:

Internet

Text books

Bank’s other published information

In order Periodic bulletins published by the Bangladesh Bank

Relevant Eastern Bank Limited paper and published documents to complete

this paper I made the following sequential steps for easy understanding by the

readers

Selecting the Goal

Selection of Sample units

Collection of Data through primary and Secondary Sources

Processing of Data

1.6. Limitation

A wholehearted effort was applied to conduct the study work and to bring a reliable and fruitful result from which proper strategy can be adopted to strengthen the market condition of Eastern Bank Limited. In spite of the best efforts, there were limitations that acted as barriers to conduct the study.

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Large-scale research was not possible due to constraints and restriction

posed by the organization

To protect the organizational confidentiality some parts of the report are not in

depth.

It was very difficult to give enough time to concentrate on the report, as the

bank authority doesn’t allow leaving the office before the exact working hours.

Internal and financial information of the bank is confidential & critical.

The findings are not statistically validated.

Limitation of time was one of the most important factors that shortened the

present study.

Rush hours and business was another reason that acts as an obstacle while

gathering data.

Information of the competitor banks were less accessible and difficult to

collect.

Figure 1-3: Report Limitation

2. Financial Services- Its Definition & Types:

2.1. Definition-

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From time immemorial, the phrase "financial services” has been commonly used

especially concerning money issues. For better understanding of its meaning, it is

important therefore to first understand what finance is. Finance relates to raising of

money through issuance and sale of debt or equity. It is a branch of economics

whose main goals relate to allocation of resources, management of resources, how

the resources are acquired and investments. In general, finance implies interacting

with matters that deal with money and the markets. The concept of finance considers

time, money and risk and how they relate or interrelate.

A service is an equivalent of an economic good that is intangible. The person or firm

offering the service boosts the ability, resources skills and or experience to offer a

balanced satisfaction of client need while at the same time remaining relevant and

functional in an economy. Financial services therefore are those services that are

offered by the institutions, which deal with the management of money and other

factors that relate to the flow of money in an economy.

Financial services can be defined as the products and services offered by institutions

like banks of various kinds for the facilitation of various financial transactions and

other related activities in the world of finance like loans, insurance, credit cards,

investment opportunities and money management as well as providing information

on the stock market and other issues like market trends.

2.2. Types of Financial Market as well as Financial Services

Financial market can be classified in different ways. It can be classified in terms of

duration of the securities that are being traded in the market. Again, the market can

be classified in terms of the nature of securities.

In terms of the duration of the securities, financial market can be of two types;

2.2.1. Money Market, and

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2.2.2. Capital Market.

2.2.1. Money Market

The money market is the market where financial securities maturing in less than one

year. That is, the maturities of the securities can be any combination of months

within one year. In general, the borrowers who are in need of short-term funds to buy

raw materials or maintaining inventory, buys short-term securities. Typical money

market instruments are certificates of deposits, treasury bills, post office savings etc.

2.2.2. Capital Market

The capital market is the market where the securities maturing in more than one

year. Such maturities can be for 2, 3, 5, 10 or any number of years. These types of

securities are necessary for the investments in long-term assets; i.e. buildings,

machinery; etc where the outcome of the investment can not be realized within one

year.

Again, Market can be differentiated in two ways in terms of the nature of the

securities traded.

2.2.3. Primary Market, and

2.2.4. Secondary Market.

2.2.3. Primary Market: The primary market is the market where newly issued

securities are traded. That is, in this market newly issued shares, debentures,

bonds; etc are traded. The trade initiates after initial public offering of the

securities.

2.2.4. Secondary Market: The secondary market is the markets where the existing

securities are traded apart of those are newly issued. It implies that the

securities, which are already in the market and traded over a period, are the

subject matter of the secondary market.

2.3. Participants of the Capital Market

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There are a number of organizations that actively take part in the capital market.

These are;

I. Insurance

II. Investment Corporation of Bangladesh (ICB)

III. Mutual Fund

IV. Banking

V. Specialized Banks,etc.

2.4. Types- Most common types of Financial Services are:

I. Insurance

A contract in which one party agrees to pay for another party's financial loss resulting from a

specified event (for example, a collision, theft, or storm damage). Lease agreements

generally require that you maintain vehicle collision and comprehensive insurance as well as

liability insurance for bodily injury and property damage.

II. Investment Corporation of Bangladesh (ICB)

The Investment Corporation of Bangladesh was established in 1976 with the

objective of encouraging and broadening the base of industrial investment. ICB

underwrites issues of securities, provides substantial bridge financing program, and

maintains investment accounts, floats and manages closed-end & open-end mutual

funds & closed-end unit funds to ensure supply of securities as well as generate

demand for securities. ICB also operates in the DSE and CSE as dealers.

III. Mutual Fund

A mutual fund enables investors to pool their money and place it under professional

investment management. The portfolio manager trades the fund's underlying securities,

realizing a gain or loss, and collects the dividend or interest income. The investment

proceeds are then passed along to the individual investors. There are more mutual funds

than there are individual stocks.

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IV. Banking

Financial intermediary Institutions for receiving, lending, and safeguarding money as well as

conduction other financial transactions. There are several types of banks: central banks,

commercial banks, corporate banks, credit unions, savings banks, trust companies, finance

companies, life insurers, investment banks, etc. Banks have drastically evolved throughout

time, increasing their services but also becoming institutions that cater to greater numbers of

people.

V. Specialized Banks

Bangladesh Shilpa Bank (BSB), Bangladesh Shilpa Rin Sangstha (BSRS), Bank of

Small Industries and Commerce Bangladesh Limited (BASIC), some Foreign Banks

and NCBs are engaged in long term industrial financing.

3. Brief Profile of Eastern Bank Ltd.

3.1. Eastern Bank Limited

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EBL is known for its product innovation in the market. During the past five years,

EBL introduced 12 new-to-Bangladesh financial products and services. EBL

“Matribhumi” – the bundle product for expatriate Bangladeshis, insurance covered

monthly savings scheme, VISA corporate cards, remittance card and mobile–based

remittance solution are just a few of them. On the SME banking window EBL offered

customer–friendly and groundbreaking products like EBL “Uddom” and EBL “Mukti”.

At present, EBL Consumer, SME and Corporate Banking units are capable of

handling every kind of customer financial needs.

Figure 2-4: EBL Official Logo

Things we didn’t know about EBL

EBL is the first bank in Bangladesh to go online.

EBL provided the first “Green Loan” in Bangladesh in Solar Panel

manufacturing plant which will contribute to transform the lives of 1 million

people of the most remote and off-grid areas by lighting up their homes.

EBL is the first ever local bank to finance Aircraft purchase deal of Biman

Bangladesh Airlines. Prior to this, only multinational banks used to finance

such projects.

EBL generates highest profitability per employee in Bangladesh Banking

sector.

EBL launched first ever Bank- sponsored Mutual Fund in Bangladesh.

3.2. Vision

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To become the most valuable brand in the financial services in Bangladesh creating

long-lasting value for our stakeholders and above all for the community we operate

in by transforming the way we do business and by delivering sustainable growth.

3.3. Mission

We will deliver service excellence to all our customers, both internal and

external.

We will ensure to maximize shareholders' value.

We will constantly challenge our systems, procedures and training to maintain

a cohesive and professional team in order to achieve service excellence.

We will create an enabling environment and embrace a team based culture

where people will excel.

3.4. Values

Service Excellence

We passionately drive customer delight.

We use customer satisfaction to accelerate growth.

We believe in change to bring in timely solution.

Openness

We share the business plan.

We encourage two way communications.

We recognize achievements, celebrate results.

Trust

We care for each other.

We share learning/ knowledge.

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We empower our people.

Commitment

We know our roadmap.

We believe in 'continuous improvement'.

We do not wait to be told.

Integrity

We say what we believe in.

We respect every relationship.

We do not abuse information power.

3.5. Board of the Director

Mr. Mohd. Noor Ali, Chairman

Md. Showkat Ali Chowdhury, Director

Mr. Mir Nasir Hossain, Director

Mr. Ali Reza Iftekhar, Managing Director and CEO

3.6. EBL Management

The EBL Management Team or Management Committee (ManCom) comprises of a

group of eleven people and each of them comes with an international working

background and are committed in leveraging their experiences to take EBL to

greater heights by ensuring top line revenues with dynamic capabilities.

EBL ManCom is unique in being able to envision the need of the business by

bringing in a mixture of advanced technology solutions know-how and revamping the

organizational make- up for maximum profitability. The objective of EBL ManCom is

to drive the business to maximize the operational excellence and efficiency through

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acquisition of talent, developing systems, processes and people and through

blending in of these to let customers revel in with fulfillment and permanency.

3.7. EBL Management Committee (ManCom)

Ali Reza Iftekhar, Managing Director and CEO

Muklesur Rahman, Deputy Managing Director (Consumer Banking)

S. M. Akhtaruzzaman Chowdhury, SEVP & Head of Operations

Sami Karim, SEVP & Head of SAMD, (SME-S & CNB)

Omar F. Khandaker, IT Consultant

3.8. EBL Achievements

EBL believes in relationship building and focuses on sustainable and long term

growth – both for the bank, its clients and the community it operates in. Despite the

constant threat of the global economic recession and its subsequent effect on the

Bangladesh market in 2010, EBL's Profit After Tax grew by 66.70% from last year.

The Non-Performing Loan Ratio dropped to 1.99% from 2.46%.

Eastern Bank Ltd. has been recognized as a “Superbrand” for the period 2009-2011.

Superbrands is an independent international organization that recognizes top brands

worldwide on a global standard.

EBL’s sincere efforts are well-appreciated by all and have gotten recognitions from

local and international institutions like Institute of Chartered Accountants in

Bangladesh, Superbrands Inc., South Asian Federation of Accountants.

3.9. Company Milestones

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August 16, 1992: Date of commencement of banking operations.

March 20, 1993, Listed with Dhaka Stock Exchange Ltd.

July 17, 2003: First online banking operations across all the branches.

May 19, 2004: Commencement of operation of Offshore Banking Unit,

Bangladesh.

July 1, 2007: Launched Own Managed Cards Software and Production

System.

May 25, 2008: First ‘Right Issue’ declared @ 2:1 at par.

April 2009: Awarded ‘Superbrand’ by Superbrands Inc. for the period 2009-

2011.

September 21, 2010: EBL launched VISA Corporate Platinum Card for the

first time in Bangladesh

3.10. Brand Communication

EBL’s communication initiatives leverage its renowned logo introduced in 2003, the

tri-colour mnemonic signifying the colours of the sun (Yellow), sky (blue) and mother

earth (Green). EBL’s brand and visual identity have recently been evolved to match

the Bank’s ambition and confidence. The Bank’s corporate design of the tri-colour

flow is supported by a well-defined brand personality highlighting EBL’s unique

characteristics—a passionate, precise, confident and agile mind. The final element in

the logo design is the claim, ‘Simple Math’ which demonstrates the passion that it

promises. .

3.10.1. Brand Value

Eastern Bank’s claim, ‘Simple Math’ has always been much more than just a

marketing slogan or an advertising strap line, it defines the way that the Bank does

business. Through the consistent delivery of the promise EBL aims to live its brand

promise of excellence, relevant client solutions and responsibility to all stakeholders.

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All in all, EBL has established itself as a valuable brand in Bangladesh symbolizing

innovation, quality and trust.

4. Product & Service of Eastern Bank Ltd.

Consumer Banking

Corporate Banking

SME Banking

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4.1. Consumer Banking

4.1.1. Consumer Deposit Products

4.1.1.1. EBL Interesting Account:

Features

Interest calculated on daily balance

Interest is credited to your account every month

Competitive interest rate

Unlimited cash withdrawal

Eligibility

Minimum Age: 18 years

Citizen of Bangladesh

4.1.1.2. EBL Campus Account

Features

Interest bearing deposit account

Interest calculated on the basis of daily balance

No hidden charges or restrictions apply with regard to interest payment

Eligibility

You need to be a student

Minimum age 18 years

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Valid identification document (generally student ID Card) required for

opening the account

4.1.1.3. EBL Confidence

Features

The name of the scheme is “EBL Confidence”

Any citizen of Bangladesh can open this account. This account can be

opened in the name of an individual only.

If sufficient balance (full value of installment) is not available in the

corresponding account for realizing monthly installment in time,

Account Holder will have to pay @ 2% on the installment arrear(s) as

penalty.

EBL reserved the right to change/alter/ratify the terms and conditions at any

time without prior notice.

Maturity Value Table

Installment

Amount

Pre-tax

Maturity after

3 Years

Pre-tax

Maturity after

5 Years

Pre-tax

Maturity after

7 Years

Pre-tax

Maturity after

10 Years

Tk. 500 Tk. 20,730.68 Tk. 37,994.91 Tk. 59,800.58 Tk. 100,328.37

Tk. 1,000 Tk. 41,461.36 Tk. 75,989.82 Tk. 119,601.16 Tk. 200,656.74

Tk. 2,000 Tk. 82,922.72 Tk. 151,979.64 Tk. 239,202.32 Tk. 401,313.48

Tk. 5,000 Tk. 207,306.80 Tk. 379,949.10 Tk. 598,005.80 Tk.

1,003,283.70

Tk. 10,000 Tk. 414,613.60 Tk. 759,898.20 Tk. Tk.

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August, 2011

1,196,011.60 2,006,567.40

Tk. 20,000 Tk. 829,227.20 Tk.

1,519,796.40

Tk.

2,392,023.20

Tk.

4,013,134.80

Table 0-1: EBL Confidence

In case of there installment, multiple of Tk. 500 & Tk. 1,000, will follow the

matured value as specified in this table. For example, if installment is Tk.

2,5000 for 3 years tenor maturity value will be Tk. 20,730 X 5 times (Tk.

2,500/500) and if installment is Tk. 7,000 for 3 years tenor maturity value will

be Tk 41,461 X 7 times (Tk. 7,000/1000).

4.1.2. Consumer Loan

4.1.2.1. EBL Utshab Loan

Features

Loan amount ranging from minimum BDT 50,000 to maximum BDT 150,000

(or 10 times of gross monthly income, whichever is lower)

Repayment tenure of 12,24 or 36 months

Absolutely no processing fees

Eligibility

Age : Minimum 22 years, Maximum 60 Years

Minimum monthly income:

Salaried Executives: minimum BDT 15,000 / month

Self-employed Professionals & Businessmen: minimum BDT 20,000 / month

4.1.2.2. EBL Home Loan

Features

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August, 2011

Loan amount BDT 500,000 – BDT 1 Crore or 50 times of applicant’s Gross

Monthly Income, whichever is lower

Repayment tenure 3 years to 20 years

EBL Home Loan Interest Rate: 13.50% (floating)

Loan Take-over facility with attractive interest rate option (1% less than

existing other Home Loan but not less than 13.5% per annum)

Eligibility

Bangladeshi citizen within age range 22 Years – 57 years

Length of Service/Business:

Salaried Executives: Minimum 3 year of experience with 6 month permanent

employment with present employer; Contractual Employees of Supranational

Organizations, international development organizations & Donor agencies e.g.

WHO, FAO, UNDP, CARE etc. will be eligible subject to 1. minimum length of

service 5 years 2. contract renewed at least twice

Professionals: Minimum 3 year of practice in the profession

4.1.2.3. EBL Auto Loan

Features

Loan amount ranges from BDT 350,000 to BDT 2,000,000 (upto 100% for

brand new car and 70% for recondition car)

Competitive interest rates

Repayment tenure of 12,24,36,48 or 60 months

Eligibility

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August, 2011


Professional Experience :

o Salaried Executives: Minimum BDT 30,000/- Gross Monthly Salary

o Self-employed Professional: Minimum BDT 40,000/- Total Monthly

Income

o Business: Minimum BDT 40,000/- Total Monthly Income

4.1.2.4. EBL Education Finance Pack

EduLoan Unsecured – Education Loan without Security Deposit

EMI based loan facility

Maximum loan amount BDT 10,00,000 or 10 times of Gross Monthly

Income of the applicant

Loan amount up to 80% of the summation of admission fee, tuition fee,

semester fee, other fees as stated by the educational institutions,

living/lodging expenses and traveling expense. Total expense

estimation needs to be submitted by the applicant with supporting

documents.

Repayment tenor : 12 – 60 months

Interest Rate: 18%

Study in Bangladesh: Initial admission fee & initial semester/tuition fee

to be remitted directly to the institutions through Pay Order.

Study Abroad: Initial admission and initial semester/tuition to be

remitted abroad through EBL Smart Student File. Payment for traveling

expenses to be reimbursed through Pay Order favoring the travel

agent.

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August, 2011

EduLoan Secured - Education Loan with Security Deposit

EMI based loan facility

Loan amount is 95% of the security deposit (EBL FD)

Processing fee – 1% of the Loan amount or BDT 10,000, whichever is

higher

Repayment tenor : 12 – 60 months

No personal guarantee required

Interest Rate: FD+3%

4.1.3. EBL Cards

4.1.3.1. EBL VISA Platinum Card

Maximum Credit Limit

EBL Visa Platinum cardholders are our top priority customers with high income

levels.In keeping with the needs of this segment, EBL Visa Platinum cards are

offered at a maximum credit limit of BDT 500,000 or as guided by the Central Bank.

Lower Interest Rate

EBL Visa Platinum cardholders are the privileged ones and so is the interest rate. All

your purchases are charged at 2.17% per month where a regular card is charged at

2.5% per month. This gives you to spend more with lower cost.

Personalized Customer Service

To meet the discerning needs of EBL Visa Platinum cardholders, we provide the

platinum cardholders with a personalized customer service, 24 hours a day, 7 days a

week. This service will provide cardholders with immediate access to account-related

inquiries and other Issuer specific services.

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August, 2011

The following information may be provided:

Current line of available credit

Date and amount of last

payment

Overdue amount & interest

charges

Next payment due date

Transaction inquiries

Foreign exchange rate inquiries

Change of personal information

Types of services VPCC can provide:

Travel assistance

Flight and hotel information, reservations and ticketing.

Car rental and limousine service

Information, referrals & reservations

Sports and entertainment assistance

Information, referrals, reservations for restaurants, health clubs, sporting events,

golf, shopping and more.

Flower and gift assistance

Information and assistance with various gift baskets and floral arrangements.

Priority Pass Airport Lounge Program

Priority Pass is the largest independent airport VIP lounge program in the world, with

over 600 exclusive VIP airport lounge locations around the world. To be admitted

into these lounges, cardholders must present their Priority Pass membership card.

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August, 2011

Priority Pass membership cards can be used at any participating airport lounges

regardless of airline of travel or class of ticket.

Global Customer Assistance Service (GCAS)

GCAS is a comprehensive customer services program made available to all EBL

Visa Platinum cardholders when they travel overseas, either for business or leisure.

With multilingual support, Visa cardholders can access GCAS from practically

anywhere in the world, any time of the day, throughout the year.

The following are GCAS core services available to EBL Visa Platinum cardholders.

Cardholder inquiry service and exception file update are charged at US$5 per usage

per service.

Free First Card Cheque

With EBL Visa Platinum Credit Card you can enjoy a full-fledged cheque book

facility. This cheque book is useful in situations where you cannot use your Credit

Card (e.g. tuition fees, rent, etc). You will get your first cheque book absolutely free.

Risk Assurance Program

Risk Assurance Program is a Triple Benefit Insurance Plan for the EBL Credit

Cardholders. The entire dues on the Credit Card, in the event of death or permanent

total disability of EBL Credit Cardholder, will be waived and the cardholder or his/her

family will receive equal amount to meet immediate expenses – under Risk

Assurance Program. Very nominal charge will be applicable for this coverage.

Cardholders can decide to cancel this program by sending a letter to us at any time. .

Photo Card

Your EBL Visa Platinum Credit Card has your photograph and signature digitally

imprinted on it. This provides you extra security at any of the merchant

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August, 2011

establishments. In fact, it can be used as proof of identification, in the interest of your

own security.

4.1.3.2. Simple Credit Card

Introducing EBL SIMPLE Credit Cards. The first of its kind, a complete Credit Card

with every benefit possible, and still offering you something extra. At work or leisure,

experience the convenience of a Card that does everything with style and honesty.

When you become a member of EBL SIMPLE Card Services family, you become a

part of an exclusive club – entitled to first class financial advice, priority treatment

and a growing range of courtesy services.

Figure 0-5: Simple Debit Card

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August, 2011

We understand the value of your money. That is why we aim to give you the highest

benefit at a minimum cost. Choose the card type that matches your requirement and

experience the difference.

Experience EBL Credit Cards. Experience SIMPLE.

Features at a glance

One time Fee, Lifetime Free

Owning a Credit Card is a basic right of a Qualified Financial Services Consumer –

and there is no strong reason to pay fee every year for that right.

At EBL, we have shown respect to this concept. To avail EBL Credit Card services,

you need to pay the Issuance/Joining/Subscription/ Annual Fee only once. After that

there is no annual fee for you as long as you transact at least 18 times in a whole

year.

It is a lifetime Card. As per market standard, an average cardholder uses his/her

card almost 24 times annually. So, without doing anything extra - you can have the

free renewal option – for the following year.

Card Cheque

Through EBL Credit Card you can enjoy a full-fledged cheque book facility. You can

make payment (account payee only) to any person or organization of your choice.

This cheque book is useful with situation where you cannot use your credit card (e.g.

tuition fees, rent, etc). We are offering the FIRST CHEQUEBOOK FREE. There is a

charge for subsequent Chequebooks.

Worldwide Acceptance

EBL Credit Card is accepted at over 5,000 VISA merchant outlets around the country

and over 24 million VISA outlets worldwide. You can use this Card for a wide range

of products and services such as hotels, restaurants, airline & travel agents,

shopping malls and departmental stores, hospitals and diagnostic centers, jewelers,

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August, 2011

electronics & computer shops, leather goods and shoe stores, mobile phone and

internet service providers, fuel station and what not! .

Shopper's Guide

EBL Credit Card provides you a list of shops and outlets where using the card will

entitle you to receive certain discount. We have chosen a large number of shops and

retail outlets for the purpose. The printed guide comes with every details (i.e. shop

name, address, discount value etc.) thus making your life easier.

Easy Installment Program

Easy Installment Program of EBL Credit Card allows the cardholder to convert any

retail transaction into an easy installment plan. You can purchase any high value

product or service and make payments in equal monthly installments (EMIs). The

program will be available shortly and we will notify you as soon as our network

partners increase.

Photocard with Signature

Your EBL Credit Card has your photograph and signature digitally imprinted on the

Card. This provides you extra security at any of the merchant establishments. In fact,

it can be used as a proof of identification, in the interest of your own security.

Global Emergency Assistance Service

When you travel abroad, please remember that you have the option of using the

Global Emergency Assistance Services provided by VISA for our cardholders. These

can be availed for:

1. Reporting lost/stolen credit cards,

2. Requesting for an emergency card replacement,

3. Emergency cash advance

4. Miscellaneous enquiries.

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August, 2011

EBL Mobile Alert

EBL Mobile Alert is a very simple, powerful and convenient way to know your Credit

Card statement details instantly without any postal delays. You would now no longer

miss a payment or exhaust your credit limit without a warning. Once your statement

is generated, we will notify you about the balance status with payment information.

Life has never been so easier.

4.1.3.3. LifeStyle Card

Features

A global branded VISA prepaid card

Reloadable

Round the clock access to large ATM network (over 85 Q-cash & VISA ATMs

Eligibility

Minimum age: 18 years

4.1.3.4. EBL Travel Card

1. What is it?

EBL Travel Card is a prepaid Visa card available over the counter to both EBL and

non-EBL customers. It has been specially designed to give you more convenient

access to your own money – in the USD – while you're traveling.

Purchase an EBL Travel Card and you can have your foreign exchange ready to use

anywhere outside Bangladesh, you will no longer need to worry about running after

money exchange houses while you are abroad.

It's a Visa Card, which means it is accepted at over 24 million locations worldwide –

including shops, car rental companies, travel agents and ATMs.

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August, 2011

2. How do I use it?

You can use your EBL Travel Card to withdraw cash from ATMs or make purchases

wherever Visa is accepted electronically.

When you make a purchase with your EBL Travel Card, you are not charged a

transaction fee:

1. The merchant will put the card through the merchant terminal

2. Upon authorization a charge slip will be printed

3. The merchant will then request your signature for authorization

4. The merchant will give you a copy of the charge slip as proof of transaction

When you withdraw local cash from an ATM (outside Bangladesh), a fee ($2.00 or

1% of the withdrawal amount, whichever is higher) applies:

3. What are the benefits of the EBL Travel Card?

It's prepaid – load a maximum of $ 3,000 for Non-SAARC countries and $ 1,000 for

SAARC countries & Myanmar. The amount is determined by Bangladesh Bank for a

calendar year.

World Wide ATM access to withdraw cash (75% of the loaded amount) in

local currency through any Visa-enabled ATM.

No transaction fee for purchases

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August, 2011

Accepted electronically at over 24 million locations worldwide

Privilege of a backup card to be safe against lost or theft of your primary card

24-hour access to your balance and transaction history through EBL Cards

Center (+88 044 7670 1031-34)

4. How secure is my money?

No money is stored on your card, nor is it linked to your bank account. This means

better protection of your money if your card is ever lost or stolen. You can also take a

backup card, which has a separate PIN from your primary card. That way, if one of

them is lost or stolen, you still have access to your money.

5. What is the backup card for?

When you purchase an EBL Travel Card, you will get two cards: a primary card and

a backup card for added security. If you lose your primary card while you're

overseas, you can still access your money with your backup card which has a

different PIN. You must not provide either your primary or backup card to any other

person for their use.

6.How much does it cost?

Issuance Fee Free

Annual Fee BDT 500.00

Renewal Fee BDT 500.00

Initial Load Fee Free

ATM Cash Withdrawal Fee USD 2.00 or 1% of the withdrawal

amount (in USD) whichever is higher

7. How much money should I load onto the card?

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August, 2011

How much money you will need depends on how long you will be staying overseas

and what your expenditure will be.

For example, Mr. Choudhury is traveling to Paris for 2 weeks. He purchases an EBL

Travel Card and loads $ 2,800 onto the card for his trip. His accommodation is $100

per night and he has budgeted $100 spending money per day plus some emergency

money.

4.2. Corporate Banking

EBL Corporate Banking provides financial products & services reaching the country’s

growing corporate base. With our expertise and dedication we, at EBL Corporate

Banking, aim to provide the best possible services to our customers and with that in

mind, we have proved ourselves to be one of the leading bank in helping clients to

achieve success in every business endeavor they have.

Our expertise covers areas like Project financing, Trade Financing, Working Capital

Financing, etc. Divided into 2 (two) Corporate Banking wings, one in Dhaka and the

other in Chittagong, is an integrated & specialized area of the bank, which meets the

diverse financial needs of the corporate customers by designing customized and

structured solutions for their business.

4.2.1. Business Relationship Units (BRUs)

To facilitate the services to our ever-growing list of corporate clients, we have in

place, a number of corporate relationship units in Dhaka and Chittagong. We also

have 2 different corporate offices in Dhaka area, considering the ease of reach that

we always want to provide our valued clients.

The Relationship managers, equipped with efficient management skill and sound

knowledge about the industry, are here to provide a full array of corporate banking

solutions, ranging from working capital management, cash management, foreign

exchange and currency hedging services to trade finance, loans and structured

products. They also partner with our Structure Finance Unit & investment banking

Units to deliver the large project financing and investment banking capabilities to our

relationship clients.

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August, 2011

4.2.2. Customer Support Unit (CSU)

Customer Support Unit assists all relationship teams to analyze and assess

financing proposals. Customer Support Unit (CSU) - provides transactional support

to corporate customers and works on developing new products. This unit assists

Relationship Units in providing day-to-day services/information required by the

customers and also monitors the account performance and status.

4.2.3. Structured Finance Unit (SFU)

Our Structured Finance unit is the most active structured finance solution provider in

the country covering both offshore and onshore solutions. It has come a long way

since it started its journey in 2003 and now, one of the best in the market for product

structuring, syndication arrangement, trustee services and agency functions.

4.2.4. Project Finance Unit

Project Finance Unit (PFU) is a specialized unit comprising of experienced

professionals who are expert in conducting the Technical & Financial Feasibility of all

types of projects. This unit extends its assistance to all the business units of EBL

around the country. PFU does vetting of project risks by appraising financial

feasibility and viability of the customers’ projects during the pre-booking stage and

also monitors the progress of the project implementation during the post-booking

stage. People working in this unit are the very best with experience in the following

industries:

31

Battery

Beverage

Bicycle Tyre & Tubes

Ceramics

Footwear

Glass & Tubes

Home Textiles

Power

Melamine

Basic Chemical

Ship-Breaking

Particle Board

Paper

4.2.5. International Division

In order to facilitate your Foreign Exchange (FX), Foreign Trade and Other Foreign

Currency (FCY) Business and Transactions, we maintain Correspondent Banking

Relationship with number of banks at home and abroad. Standard Settlement

Instructions (SSI) including Drawing and Telegraphic Transfer (TT) arrangements have

been established in all major currencies. Business lines have been established with

International Finance Corporation (IFC) and Asian Development Bank (ADB), along with

other Global Correspondents.

4.2.6. Cash Management Unit

Companies today find themselves in an increasingly competitive local, regional and

global marketplace. Businesses have to focus on staying profitable while managing

heightened credit risk and narrowing margins. Keeping in view the challenges of our

business environment, EBL has developed a range of Cash Management products and

solutions that accelerate inflows, maximize liquidity, reduce credit risks, automate

payments and strengthen reconciliation. At EBL our products and services are value

added and offer end to end solutions that optimize cash flows and reduce operating

costs.

4.2.7. Investment Banking Unit (IBU)

EBL Investment Banking Unit, within a very short span of time, has been active in doing

the followings:

Managing own portfolio

Participation in Pre-IPO Placements

Participation in Book-Building Process

4.3. SME Banking

4.3.1. EBL Agrim

Features

Any legal business purpose, loan facility minimum BDT 200,000 – maximum BDT

950,000

No collateral security required

Loan tenure 1 month to 6 months

4.3.2. .EBL Asha

Features

Any business purpose loan from Tk. 200,000 to Tk. 990,000

To be repaid within maximum 24 months (Next loan is repayable within 60

months)

No requirement for collateral security

Loan repayable in equal monthly installment

4.3.3. EBL Puji

Features

Any business purpose loan from Tk. 500,000 to Tk. 5,000,000

To be repaid within maximum 36 months (Next loan is repayable within 60

months)

Collateral security required along with charge on business assets

5. Marketing Strategies taken by Eastern Bank Ltd. to market-

It’s Product & Services

Smart companies which research on realization of customer satisfaction study the

buying process thoroughly. They study when the customers first realize the need of

purchasing their product, why they have chosen their brand and how satisfied they are

after purchase. According to this model a consumer passes through five stages in the

buying process which is shown in below:

Figure 3-6: Five-Stage Model of the Consumer Buying Process

5.1.Marketing Strategies taken by Eastern Bank Ltd. to market

5.1.1. Problem Recognition

The buying process starts when the buyer recognizes a need or problem. The need can

be triggered by internal or external stimuli. In the former case, one of the person’s

normal need –hunger – rises to a threshold level and becomes a drive. In the later case,

a need is aroused by an external stimulus. A person passes a bakery and sees freshly

baked bread that stimulates her hunger. (Kotler, 2000). [11]

5.1.2. Information Search

An aroused consumer will be inclined to search for more information. Consumer

information sources fall into the following groups:

Personal Sources: Family, friends, neighbors and acquaintances

Commercial Sources: Advertising, Salesperson etc.

Public Sources: Mass media

Experimental Sources: Handling, examining, using the product.

5.1.3. Evaluation of Alternatives

Some basic concepts help the marketers to understand consumer evaluation process:

First, the consumer is trying to satisfy a need.

Second, the consumer gathers information from different consumer domains to

learn about the competing brands and their features.

Third, the consumer will pay the most attention to the brand that will give him

sought benefits.

5.1.4. Purchase Decision

The consumer may decide to purchase a particular brand. But two factors can intervene

between purchase decision and purchase intention: The first factor is attitudes of others,

e.g.. a customer’s preference for a brand will increase if someone he respects favours

the same brand strongly. The second factor is unanticipated situational factors that may

interrupt a customer’s purchase intentions.

5.1.5. Post Purchase Behavior

After purchasing the product, the consumer will experience some level of satisfaction or

dissatisfaction. Now a question arises – what determines whether the buyer will be

highly satisfied, somewhat satisfied, or dissatisfied with a purchase? The buyer’s

satisfaction is a function of the closeness between the buyer’s expectations and

satisfaction. If the performance falls short of expectations, the consumer is

disappointed; if it meets expectations, the consumer is satisfied; if it exceeds

expectations, the consumer is delighted.

5.2. Market

In an article “Market Definition: A Strategic Task”, we identify eight strategic questions

that define the boundaries and dimensions of a market, and a method for answering

them based on the marketing concept of “making what people want to buy.” These

questions are answered, either implicitly or explicitly, as firms go about their day to day

business.

Defining one’s market requires clear and specific answers to some questions. The

geographic area, time frame, prospects, and broad price range need specific answers,

while the remaining questions require only partial answers. The product offering, price,

communication media, distribution channels, and the implicated competition are only

partially answered when a firm defines its market. Regarding what to offer, the definition

of one’s market identifies a product category, not the attributes and benefits of a specific

offering.

Figure 3-7: Market Segment Analysis

5.2.1. Market Segmentation Analysis

The purpose of market segmentation analysis is to understand where prospects are

coming from. People engage in observed behaviors for many different reasons. They go

swimming, walk the dog, take their car in for repair, and hire marketing research

consultants for reasons that range from solving immediate problems to relishing some

aspects of the activity itself. By developing their understanding of the DCCs that lead to

action, marketers guide product formulation and meaningfully participate in the tasks

and interests of prospects.

5.2.1.1. Geographic Segmentation

Market Segmentation Strategy whereby the intended audience for a given product is

divided according to geographic units, such as nations, states, regions, counties, cities,

or neighborhoods. Marketers will tailor marketing programs to fit the needs of individual

http://www.allbusiness.com/glossaries/market-segmentation/4954538-1.html

geographic areas, localizing the products, advertising, and sales effort to geographic

differences in needs and wants. Marketers will also study the population density or

regional climate as factors of geographic segmentation.

5.2.1.2. Demographic Segmentation


divided into categories based on demographic variables (demographics). Demographic

segmentation is the most popular basis for dividing groups, primarily because consumer

usage and wants or needs usually match demographic categories, but also because

demographic variables are easy to measure and obtain. Age and life cycle

segmentation is a form of demographic segmentation

5.2.1.3. Psycho graphic Segmentation


divided according to social class, lifestyle, or personality characteristics. Marketers

segment markets by social class for the promotion of products such as cars, clothes,

home furnishings, and leisure activities. When segmenting a market according to

consumer lifestyles, marketers promote their products as expressions of those lifestyles,

such as the promotion of natural fiber products as ideal for a natural, healthy, active life.

Marketers use personality factors to segment markets by giving their products

personalities that match consumer personalities. Typically this strategy is used to

promote products such as women's cosmetics or liquor.

5.2.2. Marketing

A social and managerial process by which individuals and groups obtain that the need

and want through creating and exchanging products and value of others.

Figure 3-8: Core Marketing Concept

5.2.3. Brand Positioning

The strategic task of brand positioning refers to management’s selecting as its market

targets (1) a subset of conditions (DCCs) to address with a responsive offering and (2)

the individuals who experience such conditions. In contrast to studying where people

are coming from, which is the purpose of market segmentation analysis, the purpose of

brand positioning is to influence the brands prospects choose in the marketplace.

Broadly speaking, product strategy has to do with designing a brand so that it can claim

and deliver getting enough prospects to where they want to be to provide management

with a satisfactory ROI.

As a strategic task, brand positioning is based on management’s conducting an iterative

evaluation of the inroads that an offering can achieve by designing it to respond to some

region of the diverse kinds of demand as found. For each segment of demand,

management reviews the current state of want satisfaction provided by existing

offerings, with a view to assessing its ability profitably to improve on what is currently

available.

5.3. Want

The form taken by human needs as they are shaped by culture and individual

personality.

5.4. Demand

When the human wants that are backed by buying power then it is called demand.

5.5. Product

Anything that can be offered to a market for attention, acquisition, use or consumption

that might satisfy a want or need is termed as product. It includes physical objects,

services, persons, places, organization and ideas.

5.6. Service

A type of economic activity that is intangible, is not stored and does not result in

ownership. A service is consumed at the point of sale. Services are one of the two key

components of economics, the other being goods. Examples of services include the

transfer of goods, such as the postal service delivering mail, and the use of expertise or

experience, such as a person visiting a doctor.

5.7. Customer Relationship Management

Customer Relationship Management (CRM) consists of the processes a company uses

to track and organize its contacts with its current and prospective customers. CRM

software is used to support these processes; information about customers and

customer interactions can be entered, stored and accessed by employees in different

company departments. Typical CRM goals are to improve services provided to

customers, and to use customer contact information for targeted marketing. [15]

Other problems occur when failing to think of sales as the output of a process that it

needs to be studied and taken into account when planning automation.

http://www.businessdictionary.com/definition/postal.html

http://www.investorwords.com/2209/goods.html

Figure 3-9: Customer Relationship Management

5.7.1. Types/Variations of CRM

There are several different approaches to CRM, with different software packages

focusing on different aspects. In general, Customer Service, Campaign Management

and Sales Force Automation form the core of the system with SFA being the most

popular.

Operational CRM

Operational CRM provides support to "front office" business processes, e.g. to sales,

marketing and service staff. Interactions with customers are generally stored in

customers' contact histories, and staff can retrieve customer information as necessary.

Operational CRM processes customer data for a variety of purposes:

Managing campaigns

Enterprise Marketing Automation

Sales Force Automation

Sales Management System

Analytical CRM

Analytical CRM analyzes customer data for a variety of purposes:

Designing and executing targeted marketing campaigns

Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-

selling

Analysing customer behavior in order to make decisions relating to products and

services (e.g. pricing, product development)

Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct

sales tool. Features include alerts sent to sales staff regarding:

Cross-selling/Up-selling/Switch-selling opportunities

Customer drift

Sales performance

Customer trends

Customer margins

Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with

customers handled by the Consumer Affairs and Customer Relations contact centers

within a company. Representatives handle in-bound contact from anonymous

consumers and customers. Early warnings can be issued regarding product issues (e.g.

item recalls) and current consumer sentiment can be tracked (voice of the customer).

Public Relation Advertising

Public relation is an umbrella process – much like marketing responsible for managing

the firm’s relationships with its various publics. Public relations are concerned with

employees, stockholders, vendors and suppliers, government regulators, and the press.

These activities include publicity, press agency, sponsorships, special events, and a

special kind of advertising called public relationship advertising.

Target Market

A target market is the relevant market or the portion of the relevant market that a firm is

most interested in serving. The target market might be defined in terms of the demand

for a generic need, a product class, a specific product form, or a target customer

segment for one of those markets.

Target Audience

A set of buyers sharing common needs or characteristic that the company decides to

serve is called target market. Likewise, advertising is aimed at a particular group called

the target audience.

5.8. Marketing Strategies taken by Eastern Bank Ltd. To market- In

Terms of its Product

EBL Secure DPS

EBL Junior

EBL Jibondhara Loan

EBL Mukti- SME Banking

Another major Marketing Strategy of EBL is to produce & provide new product

frequently to attract customer to serve as per target people in the banking market.

EBL VISA Signature Card

5.8.1. EBL Secure DPS

MATURITY VALUE

EBL Secure – Deposit Protection Scheme is a monthly savings scheme which is an

unique one and gives the opportunity of saving money for the future as well as assures

that in case of sudden demise of the depositor his/her family gets the much needed

financial support. EBL Secure DPS is such a product that ensures both savings and

security for a depositor.

Information that we should know

The name of the scheme is "EBL Secure – Deposit Protection Scheme".

EBL Secure DPS is a monthly recurring savings scheme with full maturity

value insured in case of death of the depositor due to any cause

(excluding Pre-existing conditions/disability, Suicide, AIDS, assault or

murder, war or warlike situation etc. details of which is available in the

master group insurance policy).

Any citizen of Bangladesh aged 18-55 years can open this account.

Maturity Value Table

Monthly Deposit

Amount

Pre-tax Maturity

Value at the end

of 5 Years (60

Monthly

Installments)

Monthly Deposit

Amount

Pre-tax Maturity Value

at the end of 5 Years

(60 Monthly

Installments)

500 36,973 7,000 517,623

1,000 73,946 7,500 554,596

1,500 110,919 8,000 591,569

2,000 147,892 8,500 628,542

2,500 184,865 9,000 665,515

3,000 221,838 9,500 702,488

3,500 258,811 10,000 739,461

4,000 295,784 10,500 776,434

4,500 332,757 11,000 813,407

5,000 369,730 11,500 850,380

5,500 406,703 12,000 887,354

6,000 443,677 12,500 924,327

6,500 480,650 13,000 961,300

Table 0-2: EBL Secure DPS

5.8.2. EBL Junior

SAVINGS ACCOUNT FOR STUDENTS!

What is the account?

It is a Joint Account for Children and his/her Parents.

What's in it for you?

Now you can help your children save and spend their money judiciously. With EBL

Junior Savings Account, you can even directly deposit the pocket money into your

child’s account! The best part of it is you can still maintain complete control over the

account while your child enjoys the benefits of banking. Simple isn’t it!

Moreover, this growing fund can be used for higher education, marriage or meeting any

special needs of your children.

Features

Higher Interest Rate - 6% per annum, paid semi-annually

Interest on Daily Balance

Cheque book facility for Parents

Debit Card facility with monthly fixed limit for limited withdrawal

Free ATM Cash withdrawal at all EBL ATMs

Eligibility & Requirements

Children aged between 11-17 years can apply

Children cannot open the Account with anyone other than his/her Parents

Minimum Balance for Interest Accrual BDT 5000

A Copy of Birth Certificate/Passport/Certification of Age from School along

with original has to be produced at the time of opening the account.

5.8.3. EBL Jibandhara Loan

Features

Loan Amount ranges from BDT 50,000 to BDT 1,000,000 ( or 12 times of gross

salary, whichever is lower).

Repayment tenure of 12, 24, 36, 48 or 60 months.

Payment option available starting after minimum 6 months of disbursement of

loan.

Early full and final settlement allowed.

Interest rate for Jibandhara is a competitive 19.50% per annum.

Eligibility


Minimum monthly income:

Salaried Executives : minimum BDT 20,000 / month

BDT 15,000 / month for Government Employees

Self employed Professionals: minimum BDT 30,000 / month

5.8.4. EBL Mukti

Features

Credit facility up to BDT 300,000 (three lac) in any legitimate business

No requirement of land/building mortgage

Yearly interest rate is 10%, which is the lowest in the country

Repayable in 18 months

Facility is only for Women Entrepreneurs

Eligibility

Any legitimate business with at least two years of operation

Business Cash Flow to support repayment

5.8.5. EBL VISA Signature Card

MORE PEOPLE AROUND THE WORLD GO WITH VISA

Figure 0-10: EBL VISA Signature Card

Maximum Credit Limit

EBL Visa Signature cardholders are our top priority customers with high income levels,

it is imperative that the credit limit supports the premium positioning of EBL Visa

Signature by providing maximum purchasing power to these cardholders. EBL Visa

Signature cards are offered at a maximum credit limit of BDT 500,000 or as guided by

the Central Bank. This maximum credit limit may be converted into USD or local

currency using the market exchange rate.

Lower Interest Rate

EBL Visa Signature cardholders are the privileged ones and so is the interest rate. All

your purchases are charged at 2% per month where a regular card is charged at 2.5%

per month. This gives you to spend more with lower cost.

Complimentary Access to Balaka Lounge

Just show your EBL Visa Signature Card at Balaka Lounge at Hazarat Shahjalal

International Airport and get complimentary usage facility 24x7. Make your waiting time

at airport a pleasant one with EBL Visa Signature. You can take up to 3 guests along

with you.

Free Access to 600 Airport Lounges in 100 Countries

Priority Pass is the largest independent airport VIP lounge program in the world.

BDT 1 Crore Travel Accident Insurance

EBL Visa Signature cardholders are automatically entitled for a coverage of BDT

10,000,000 for Travel Accident Insurance. We provide this travel accident insurance

feature as part of the EBL Visa Signature product offering.

Lost Luggage Assistance

When the cardholder’s luggage is lost while traveling, tracking advice and/or shipment

of replacement items can be arranged.

Emergency Medical Assistance

This is a referral service that provides cardholder with contact details of physicians,

hospitals, clinics, dentists and dental clinics.

Free First Card Cheque

With EBL Visa Signature Credit Card you can enjoy a full-fledged cheque book facility.

You can make payment (account payee only) to any person or organization of your

choice. This cheque book is useful in situations where you cannot use your Credit Card

(e.g. tuition fees, rent, etc). You will get your first cheque book absolutely free.

E-Statement Service

EBL Visa Signature Cardholders can receive monthly statements via e-mail, completely

free of cost. This is a fast, reliable and efficient service, which will minimize your

paperwork and maximize your convenience. Your e-statements can be delivered to

more than one e-mail address (up to a maximum of two e-mail addresses). All you need

to do is just fill up the form and we will do the rest.

Transaction Alert

EBL Transaction Alert Service is a very simple, powerful and convenient way to know

your Credit Card statement details instantly without any postal delays. As soon as you

become an EBL Credit Cardholder, you automatically join in the EBL Transaction Alert

service and get faster, reliable access to your Monthly Statements and all transactions

in your Card.

Photo Card

Your EBL Visa Signature Credit Card has your photograph and signature digitally

imprinted on it. This provides you extra security at any of the merchant establishments.

In fact, it can be used as proof of identification, in the interest of your own security.

5.9. Marketing Strategies taken by Eastern Bank Ltd. To market- In

Terms of its Service

Prompt Service- Customer Service

5.9.1. Contact Center

5.9.1.1. Introduction

A contact centre is a facility used by companies to manage all client contact through a

variety of mediums such as telephone, fax, letter, e-mail and increasingly, online live

chat.

Distinct from call centres, that purely handle telephone correspondence, contact centres

have a variety of roles that combine to provide an all-encompassing solution to client,

and customer contact. Contact centres, along with call centres and communication

centres all fall under a larger umbrella labelled as the contact centre management

industry. This is becoming a rapidly growing recruitment sector in itself, as the

capabilities of contact centres expand and thus require ever more complex systems and

highly skilled operational and management staff.(34)

The majority of large companies use contact centres as a means of managing their

customer interaction. These centres can be operated in two major ways, the first, by

having an in house department responsible for the day to day communications with

customers, the second to outsource customer interaction to a third party agency.

Figure 5-11: EBL Contact Centre Work Flow

5.9.1.2. Services

Contact centres can also offer a number of different services. One of the most popular

is the support or help desk, which regularly answers technical questions from customers

and assists them using their equipment or software. Frequently, support desks are used

by companies in the computing, telecommunications and consumer electronics

industries.

Equally important are the customer service contact centres that answer specific queries

relating to customer issues, in the banking and utility sectors these are frequently used

to answer customer questions relating to their account or payments, this type of service

may even be used to respond to customer complaints and undertake retention

strategies for dissatisfied customers.

Finally there are contact centres that carry out sales and marketing activities; these can

be performed through cold calling strategies and increasingly through live chat

applications on company websites.

Figure 5-12: Benefits of improving indicators

5.9.1.3. Benefits

The key customer benefits of the call centers include:

Convenient customer access to the services required

A positive experience from operators skilled in providing telephone services

Accurate and appropriate responses

High level of customer satisfaction

Improved efficiency

Monitor performance

Figure 5-13: Focus on number of solved problems

Figure 5-14: Help Desk Performance

In the support scenario or visitors having difficulty with a web site scenario, the callers

can often become frustrated, irate and abusive whilst also becoming disillusioned with

the company/service. With the ability to handle multiple chats, the wait time can be

reduced therefore improving the customer experience/ liaison. Operators generate new

ideas for the clients, design/suggest campaigns for them based on the new functionality

that can be offered to them.

5.10. EBL Contact Center (Phone Banking) Service

EBL Phone Banking or Contact Centre is a service provided by their Alternative Delivery

Channel Division of Eastern Bank Limited, which allows its customers to perform

transactions and quarries over the telephone. Most telephone banking services use an

automated phone answering system with phone keypad response or voice recognition

capability. To guarantee security, the customer must first authenticate through a

numeric or verbal password or through security questions asked by a live

representative.

.

5.10.1. TERMS & CONDITIONS

The following terms and conditions will govern the Contact Center Service (hereinafter

referred to as

the “Services”) of the Eastern Bank Limited in Bangladesh (hereinafter referred to as the

“Bank”).

1. The Service provided by the Bank covers:

Cards Services:

i) enquiry on card account available balances, last transactions (in

relation to the card holder’s card account) etc.

ii) request for statement, contact detail update, card and card cheque

activation in relation to the card holder’s card account; and

iii) such other types of card services as the Bank may from time to time

introduce.

Banking Services:

iv) enquiry on account balances, loan queries, last transactions (in relation

to the account holder’s accounts), exchange rates etc.

v) transfer of funds between any of the accounts of the account holder.

vi) request for statement, bill payment, cheque book and stop cheque in

relation to the account holder’s account; and

vii) such other types of banking or investment services as the Bank may

from time to time introduce.

2. The account holder undertakes to keep the TPIN and all other information

relating to this strictly confidential at all times and shall ensure that the same is

not disclosed to any person voluntarily, accidentally, by mistake or any other

reason whatsoever and shall report to the Bank immediately on the Bank’s

customer service number. If he/she misplaces the TPIN or becomes aware that

the TPIN or any other information has fallen into any unauthorized person. The

Bank does not assume any responsibility in this regard on behalf of the account

holder.

3. The Bank shall provide the Services to the account holder at the sole risk and

responsibility of the account holder. The Bank shall not be liable to the account

holder for any failure to carry out any telephone instructions for any reason

whatsoever including but not limited to such reasons which are attributable,

wholly or in part, to any cause beyond the Bank’s control such as any equipment

malfunction or failure and under no circumstances whatsoever shall the Bank be

responsible to the account holder for any direct, indirect or consequential losses

arising out of or in connection with the carrying out of such telephone

instructions, and the Bank shall at all times be indemnified and kept harmless

from all actions, proceedings, claims, losses, damages, costs and expenses

which shall have arisen either directly or indirectly out of or in connection with the

Bank’s accepting telephone instructions and acting or failing to act thereon.

4. The account holder’s right to give telephone instructions pursuant to the terms

and conditions herein shall at all times be subject to the discretion of the Bank

and the Bank may, without any obligation or liability, at any time revoke such

right without prior notice.

5. The Bank states that it has no liability or obligation to keep a record of the

instructions to provide information to the account holder or for verifying the

account holder's instructions.

6. If the account holder notices an error in the information supplied to the Bank

either in the application form or any other communication, he/she shall

immediately advice the Bank and the Bank will endeavor to correct the error

wherever possible on a ‘’reasonable efforts‘’ basis.

7. The Bank has no liability if it does not or is unable to stop or prevent the

implementation of the initial instruction subsequently revoked by the account

holder. Where the Bank considers the instructions to be inconsistent or

contradictory it may seek clarification from the account holder before acting on

any instruction of the account holder or act upon any such instruction as it thinks

fit.

8. The grant of the Services to an account holder is not transferable under any

circumstance and shall be used only by the account holder.

9. The Services would operate during timings specified by the Bank from time to

time and transactions would be carried out on the same day or on the next

working day depending upon the time of logging of the transaction.

10.The account holder, his heirs, legal representatives, executors, administrators

and successors are bound by the terms and conditions stated herein.

5.11. Channel of Advertising

There are mainly two basic Channel of Advertising. They are:

5.11.1.ATL: Atl means above the line. It is basically core advertising. like

Tvc: Television Ad is more effective channel than others. In this mode

the message can be conveyed attractively.

Bill board: It express the verbal msg through a written format in a big board.

Paper Add: Paper is also a great media to mass people.

Rdc: It is more effective in rural area. But now-a-days we have a habit to

listen radio while moving around by the car.

5.11.2.BTL: Its new concept of advertising across the world.Btl means bellow the

line, its shows one to one communication, direct reach to consumar,product

demonstration/experience, conducting events etc.

6. Drawback of Their Strategic Operation Regarding Market

The main factor that affects most Banks is the degree of competition – how fiercely

other businesses compete with the products that another business makes.

The other factors that can affect the business are:

Social – how consumers, households and communities behave and their beliefs.

For instance, changes in attitude towards health, or a greater number of

pensioners in a population.

Legal – the way in which legislation in society affects the business. E.g. changes

in employment laws on working hours.

Economic – how the economy affects a business in terms of taxation,

government spending, general demand, interest rates, exchange rates and

global economic factors.

Political – how changes in government policy might affect the business e.g. a

decision to subsidize building new houses in an area could be good for a local

brick works.

Technological – how the rapid pace of change in production processes and

product innovation affect a business.

Ethical – what is regarded as morally right or wrong for a business to do. For

instance should it trade with countries which have a poor record on human rights.

6.1. The Key Drawbacks of Their Strategic Operation Regarding Market

6.1.1. Upcoming Banks

The upcoming private local & multinational banks posses a serious threat to the existing

banking network of Eastern Bank: it is expected that in the next few years more

commercial banks will emerge. If that happens the intensity of competition will rise

further and banks will have to develop strategies to compete against and win the battle

of banks.

6.1.2. Similar Products Are Offered by Other Banks

Different foreign and private banks are offering similar type of product with an almost

similar profit margin. So, if all competitors fight with the same weapon, the natural result

is declining profit.

6.1.3. Limited ATM Facility

As Eastern Bank has a very low amount of ATM machine so the customer have to face

problem to withdraw and deposit money in the banking hour and non-banking hour. As

there are lots of private Bank in Bangladesh have wide network of ATM booth and POS

network like Prime Bank limited and Dutch Bangla Bank Limited. So this growing banks

a the major threat for the EBL. So they have to very careful and their withdrawal and

deposit facility.

6.1.4. Real Time Banking

In the whole world real time banking is a common phenomenon. There is core banking

system, internet Banking, Branchless banking, Mobile Banking etc. But EBL only have

the internet Banking but they don’t have other facilities like other bank. So it will be also

a threat for EBL not having wide range of Real Time Banking.

6.2. Narrow Operating Span

Eastern Bank has a very narrow operating span in respect to the other leading private

bank of Bangladesh.The Branch od EBL don’t cover the 65 district. So the customer

reach is limited to the urban area and the capital places only. Various geographic

segments are currently not availing the services of Eastern Bank due to inconvenient

branch location or absence of neighborhood branches.

6.3. Absence of Strong Marketing Activities

Though EBL have wide range of product they don’0t have any strong marketing

activities through mass media e.g. Television. TV ads play a vital role in awareness

building. Eastern Bank has no such TV ad, universities premises campaign and etc.

6.4. More Innovative Products Must Be Offered

In order to be more competitive in the market Eastern Bank should come up with more

new attractive products. This one of the weakness that Eastern Bank is currently

passing through.

7. Conclusion

7.1. Findings

Eastern Bank Limited was formed on August 08, 1992 and commenced its business as

a scheduled bank with effect from August 16, 1992. EBL started its operation with one

Head Office, two branches at Dhaka and one branch at Chittagong. Its shares are listed

with Dhaka and Chittagong Stock Exchange(s) Limited and are being quoted in the

market regularly.

One of the objectives behind creation of this new Bank was to give effect to the Bank of

Credit & Commerce International (Overseas) Limited in Bangladesh (Reconstruction)

Scheme, 1992 framed by the Bangladesh Bank under Section 77(4) of the Bank

Company Act. Under the Scheme, the entire business, assets and liabilities of the

branches of erstwhile BCCI in Bangladesh, as these stood after reduction or adjustment

in accordance with the provisions of the Scheme, were vested in the Bank. They have

strong presence in the Dhaka Stock Exchange (DSE) & Chittagong Stock Exchange

(CSE) in January 2009.

Eastern Bank Limited (EBL) is one of the modern, fully online and technologically

superior private commercial Banks in Bangladesh. Eastern Bank markets a wide range

of Personal, Corporate, SME, International Trade, Foreign Exchange, Lease Finance

and Capital Market services through a network of 47 Branches, 6 Kiosks & 76 ATMs

countrywide. Eastern Bank has its presence in 10 major cities/towns in the country

including Dhaka, Chittagong, Sylhet, Khulna, Rajshahi & Cox’s Bazar. Tracing its origin

back to 1992, EBL is serving the individual and corporate clientele alike with remarkable

success offering innovative banking services since then.

As Bangladesh has 16 Crore people and the 80% people lives in the rural places they

are still unbanked. But the entire private bank ware unable to reach the door steps of

the rural people as huge transaction happens in those area. Because our daily

consumable item, fish, agriculture, flower, vegetable, fruits are used to come from the

village market so every day a lot of transection happens there. Also most of the

beneficiaries of the remittance are from the rural area. So the private bank can go there

easily and provide their service to the majority part of the people. With the tie up with

Banglalink EBL is providing the mobile remittance so the people can easily collect their

money through any Banglalink Cash point throughout the country. At last EBL has

establish a strong infrastructure to provide support their existing clients by their world

class Contact Center which is 24X7X365 open if customer have some problem

regarding their transection.

7.2. Recommendation

In our country there are very few Bank which have these kind of variation product and

services. So it is highly required and opportunity to spread those entire product to the

each and every corner of the country with strong rural communication. Two issue EBL

should focus on:

1. Increase the ATM network so that customer can reach the benefit of withdrawal

and deposit facility.

2. Increase the branch or introduce the branchless banking to their customer.

3. Extensive marketing & public communication is required.

4. To create public awareness about their services “simple math”.

From its inauguration EBL have passed 19 years in these shot span of time EBL

reaches a top category banking services provider in the country that why Eastern Bank

Ltd. has been recognized as a “Superbrand” for the period 2009-2011. Superbrand is an

independent international organization that recognizes top brands worldwide on a global

standard.

EBL believe that each of our customers and stakeholders has been instrumental in

achieving the feat and we sincerely thank you for the support you have given to us to

date. We are sure, this outstanding relationship of trust and commitment will continue

between us in the coming days, too.

EBL brand has been recognized by customers for offering products and services that

genuinely meet their needs. Founded on offering innovative financial products at great

prices, over the years, the EBL brand name has become synonymous with quality,

value, service, innovation and trust. These values are the bedrock of the EBL value

proposition.

References

1. http://www.ebl.com.bd/

2. http://www.ebl.com.bd/ebl-vision.php

3. http://www.ebl.com.bd/Board-of-Directors.php

4. http://www.ebl.com.bd/EBL-Management.php

5. http://www.ebl.com.bd/Achievements.php

6. http://www.ebl.com.bd/Milestones.php

7. http://www.ebl.com.bd/EBL-Brand-Communication.php

8. http://en.wikipedia.org/wiki/Corporate_finance

9. Principles Of Marketing by Philip Kotler & Gary Armstrong.

10. http://en.wikipedia.org/wiki/Market

11. http://en.wikipedia.org/wiki/Customer_relationship_management.

12. http://www.ebl.com.bd/Consumer-Deposit.php

13. http://www.ebl.com.bd/EBL-Interesting-Account.php

14. http://www.ebl.com.bd/EBL-Campus-Account.php

15. http://www.ebl.com.bd/EBL-Confidence.php

16. http://www.ebl.com.bd/ebl-consumer-loan.php

17. http://www.ebl.com.bd/EBL-Jibandhara-Loan.php

18. http://www.ebl.com.bd/EBL-Cards.php

19. http://www.ebl.com.bd/visasignature/

20. http://www.ebl.com.bd/EBL-Credit-Card.php

21. http://www.ebl.com.bd/EBL-LifeStyle-Card.php

22. http://www.ebl.com.bd/EBL-Corporate-Banking.php

23. http://www.ebl.com.bd/SME-Products.php

24. http://en.wikipedia.org/wiki/Contact_centre_(business)

25.http://www.ebl.com.bd/download/Contact_Centre_Phone_Banking_Terms_

%20Conditions.pdf .

Books:

Corporate Finance by Stephen A. Ross, (Author), Randolph W. Westerfield (Author),

Jeffrey Jaffe (Author)

Business and Administrative Communication by Kitty Locker and Donna Kienzler (Oct

19, 2009)

Audit Report of 2010, Eastern Bank Limited.

final report

Documents

report informative

internship paper

eastern bank limited

business studiesprepared

operational drawbacks

type text declaration

bangladesh subject

charge of internship