The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Chapter 1

(Introduction)

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

1.1. Introduction

[1].
Internships provide students with practical experience, which cannot be fully simulated in the classroom
Consequently, interns are better prepared to cope with the challenges of the work environment and their job
performance may be accelerated [2]. i am a Business student from Ranada Prasad Shaha University, and my major
is marketing, so I have decided to take the internship course to grab the golden opportunities to apply theories and
knowledge that I have in real working life setting. The major sector of my internship , I have spent on my research
topic entitled “The Effect of Advertisement on Products and Services of NCCBL: Customers Perceptions”. I
spend many days to gain knowledge about the products and services of banking sector. In NCC Bank Limited, I
have worked under Md. Mohsin Alam ( Principle Officer), who had a great knowledge on advertising of NCCBL.I
also learned about savings, deposits, cash management, handling customers, loan process, remittance and so on.
My supervisor Mohit Prodhan ,Assistant Professor ,Ranada Prasad Shaha University ,has selected the topic for me
and as a student of marketing I think this is the perfect topic for me. I had only theoretical knowledge about
banking ,advertising, customer satisfaction, and so on but these three months internship helped me to get the real
life experience.

[3].
Banks and money are essential to maintaining economies and they impact the entire societies and nations
People prefer bank to save their money. National Credit and Commerce Bank Ltd was once a financial institution
and converted to commercial bank in 1993. Since, then they have been operating as a leading private commercial
bank with strong banking management.

Advertisement plays an important role in the society, and now financial sector is no exception to this. It generates
the awareness between the consumers about the recent products which are being offered to them. It also creates a
relationship between the company and the consumer. Due to the privatization of financial sector the competition
among the different Financial Institutions has increased tremendously, as each institute is trying to build its market
share by offering variety of financial products designed for their targets markets. In this scenario, every institution
claims uniqueness of its products and tries to impress upon the consumer that these products are best suitable for
his needs [4]. I have been working at NCC Bank Limited for 3 months as intern and most of the part of my report is
based on my practical knowledge. This Internship Program has helped me a lot to learn about the actual marketing
activities of bank and I experienced the real customer‟s perceptions on bank‟s products and services. In this
current competitive environment, to achieve future development and the flourishing business, the NCCBL has to
need to identify their customers perceptions on products and services weather its positive or negative and must
develop their marketing strategy to make the negative image into positive and to improve the positive image on
customers point of view. In my 3 months (12weeks) internship, I have tried my level best to learn about the
advertising of NCCBL and it‟s impact on consumers, this research report will show my experience and I have also
suggest some unique ways through which NCCBL can improve their advertising strategy.

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Finally I can say that, Internship helps me to identify my weakness and also my strengths. A working life is very
challenging as it requires great effort, commitment, and abilities, those are something that I need to be prepared
and trained to.

1.2 Scope of the study

Banks have been playing an important role in economic development and contributing immensely to build the
country. Banking sector is fast expanding in our country because of globalization and reform of private sector. To
survive as a key player in this highly competitive and complex business environment a bank should know about
customers perception about the bank. Powerful advertising always can change the customer‟s perceptions
positively or negatively. This report has the crisp detail of NCCBL‟s advertising activities on customers
perceptions. And I had a great opportunity to have an in depth knowledge of all the advertising activities
practiced by the NCC Bank Limited.

1.3. Purpose of the study

Purpose of the study Internship is the capstone experience that provide me with hands-on, real-world experience
in a work setting. Ideally, internship will enables interns to:

 Integrate and use my knowledge and skills on the bank.

 Internship helps us learn and add to our experience.

 I learn how to deal with a variety of customers.

1.4. Objective of the Report

The study has been undertaken with the following objectives:
To understand the advertising activities of bank.
To get a detail idea about the bank‟s product and service.
To find out the way in which the bank provide their services to desired customer.
To identify customer‟s perceptions on bank service and product and its relation with banking product.
To suggest ways of improving the advertising and service standard that accommodates a rapidly growing
customer volume.

1.5. Limitation of the study

Some limitations were faced while constructing this internship report. Limitation of time was one of the most
important factors that shortened the present study. Due to time limitation many aspect could not by discussed in
the present study. Due to time constraints, the sample size had to be restricted to 30 only. These include:

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

 The samples are not the representative of the whole bank because they are a very small in number
 As I had more dependence on the primary sources, so there might be some levels of inaccuracy with this
collected information.
 The major problem that I faced that is the management of the bank was unwilling to share or disclose some
information which was really required to prepare the report due to confidential issues.

1.6. Methodology of information collection

Type of study: This research is a descriptive research in nature.
Types of data: This report is based on both primary data and secondary data.
Population: The report has been arranged on customers perceptions on advertising of NCC bank limited. For the
purpose of the study, all branches of NCC bank limited have been considered as target population of the study.
Sample size: Only one branch of NCC bank limited has been taken as the sampling unit for the study. i.e. NCC
Bank , Narayanganj branch.
1.6.1.Primary Sources:

 Questionnaire survey.
 Face to face conversation with the customers: I chose this to get detail idea about the customer‟s views.
 Direct Observation: I observed how employees impress customers through personal selling and the reaction
of customers so that I can relate and compare the observation and the data I got through the survey.
 Practical desk work: practical desk work helped me to get the real experience of customers perceptions about
NCCBL.
 A survey is conducted to find out customers views on advertising of NCCBL.

1.6.2.Secondary sources:

 NCC Bank‟s internal server and external websites

 Different documents provided by the concerned officers of the organization
 Annual report of NCC Bank Ltd, 2018,2017.2016
 The internet as general sources of information.

1.7. Significant recent events of the industry:

1.7.1. NCC Bank has signed remittance drawing agreement with Community Bank (10/02/2020 )

NCC Bank has signed a foreign remittance drawing agreement with Community Bank at its Head Office today
(Monday, 10/02/2020). MoslehUddin Ahmed, Managing Director & CEO of NCC Bank and Masihul Huq
Chowdhury, Managing Director & CEO of Community Banksigned the agreement on behalf of their respective

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organizations. Khondoker Nayeemul Kabir, Deputy Managing Director of NCC Bank was also present on the
occasion. Under this agreement, Community Bank will be able to pay the foreign remittance as sub representative
of NCC Bank from all its affiliated MTOs. [5]

1.7.3. NCC Bank distributed blankets among the cold stricken people (13/01/2020 )

NCC Bank distributed blankets among the poor & helpless cold stricken people as a part of Bank's Corporate
Social Responsibility. Chairman of the Bank Md. NurunNewazSalim inaugurated blanket distribution ceremony in
Dhaka. Director & Chairman of the Risk Management Committee KhairulAlamChaklader, SEVP & Head of
Operations Muhammad H. Kafi, EVP & Company Secretary Md. MonirulAlam along with other Senior
Executives were participated the distribution ceremony. Later, Executives & Officers of the Bank distributed
Blankets among the displaced floating cold stricken people of Kamalapur, High Court, Palashi More
&Shantinagar area during mid night. Besides, NCC Bank handed over huge number of blankets to Prime
Minister's Relief Fund as well as distributed through different branches all over the country.[6]

1.7.4. NCC Bank donated Tk. 07 Crore to Bangabandhu Memorial Trust (07/01/2020)

NCC Bank donated Taka 07 Crore to Bangabandhu Memorial Trust as part of its Corporate Social Responsibility
for celebration of MUJIB BORSO - 2020. Chairman of the Bank Md. NurunNewazSalim handed over the cheque
to Hon‟ble Prime Minister Sheikh Hasina at Ganabhaban yesterday (06/01/2020) in a simple ceremony. Hon‟ble
Finance Minister A.H.M. Mustafa Kamal, Managing Director & CEO of NCC Bank MoslehUddin Ahmed and
Chairman of Bangladesh Association of Banks (BAB) Nazrul Islam Mazumder were also present on the occasion.
Besides, NCC Bank has taken an initiative to establish Mujib Corner at Head Office premises on the occasion of
Mujib BORSO-2020. [7]

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The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Chapter 2

(Literature Review)

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

“Creative without strategy is called „art.‟ Creative with strategy is called „advertising”

– Jef I. Richards

Meidan (1996) Advertising is considered as any paid form of non-personal communication directed towards
target audiences and transmitted through various mass media to communicate the services offering of the
advertised company. The most important part of advertising is to make services tangible in the mind of customers
to reduce the perceived risks and provide a clear understanding what they want to deliver to their desirable
customer groups. Two types of advertising channels appropriate for financial advertising. TV commercials,
billboards, newspaper ads, radio ads, posters, magazines ads etc. are the forms of advertising and these forms of
advertising known as “Above the line” of advertising. While on the other hand, invisible advertising of bank
services are considered as leaflets, pamphlets, exploratory guides and manuals that help banks to support to sell
their specific services and these forms of advertising is popularly known as “Under the Line” of advertising. TV
commercials (TVC) are playing vital role for promotional technique, through an advertisement bank can use both
functional appeal and emotional appeal to attach their customers. TVC is the best way to capture huge audiences
and they are usually convinced through TVC. Nevertheless, word of mouth, billboards, newspaper ads, personal
contact etc. are also playing crucial role for the adoption of online banking. [8]

Ayres (2015) explained that banks are needs to implement well-organized advertising campaign for market
development. Advertising is necessary for banks and provide elemental supports for banks. Advertising is
fundamental key for long-term growth and provide organization at contemporary business environment to have
capability to improve customer awareness of products to achieve demand. Competition in banking sector is very
fierce and banks needs to updates customer's mind about the attractive offers that are provided by bank to
customers. [9]

Storey (2013) explained that banks are always to provide lots of financial information relating to banks
performance through advertising to enable stakeholders of banks to get all facts relating to current bank
operations. Banks implements advertising to inform stakeholders with information related to bank performance
every year and to enable stakeholders to be aware of the effective performance of bank. Banks should declare also
the annual reports related to bank performance every year to public people as per local regulations relating to
banks.[10]

Sisson, (2015) explained that advertisements enable banks to improve large number of people awareness about the
quality of services that are provided by bank to attract more people to deal with bank and to gain people trust of
the bank operations. Advertising supports banks to make more customers to be conscious of all bank services and

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

enable banks to make people aware of bank packages of services. Bank brand can be more familiar to larger
number of people in banking sector by advertising. Banks needs always to perform wide advertising relating to
bank offers and to provide customers with all facts that make customers to have satisfaction of bank performance
to attract the to deal with bank. [11]

Henderson (2014) explained that advertisements support banks in competition with other banks and to have better
opportunities to raise bank market-share by attracting customers of other banking through advertising campaign.
Advertisements had strong role to support banks to expand effectively in banking sector and to enable customers
to get higher awareness of overall bank offers and bank products. Advertisements makes possible to banks to gain
more profit through the positive roles of advertising to attract superior number of customers and to encourage
them to take decision to deal with bank. Advertisements enable banks to target specific segmentation of customers
and to focus advertising efforts to make an exact segment of bank customers to be aware of bank offer.
Advertisements enable bank to send a specific message for bank customers and toattract customers attention to
bank offers to gain higher customers trust. [12]

Schuler (2015) explained that advertisements attracts customers to decide to deal with bank due to role of
advertising to support customers to get vital facts reeling to overall bank operations and bank history to lead ore
customers to decide to deal with bank and to open their account in bank. Advertisements provide banks with
strong brand name and remind customers about performance of bank and range of services that are provided by
bank to people in banking sector. Advertisements support banks for long-term growth and enable to attract more
[13]
customers and to create strong relationships with current customers of banks.

Ctlin (2009) recommend the various distribution channels used by banks. The most important challenge of a bank
is how to efficiently reach the customer, with the right product or service, at the right time. The bank should
define exactly how they are going to use each channels, which services and products in which channels, how to
mix and integrate the channels and how to support the channels. To do this, they need to understand customer
behavior, channels performance and the channel‟s operating cost. However, managing and integrating the
distribution channels within an increasingly complex and challenging operating environment has become very
difficult. [14]

Ekerete (2005) examined the extent of the marketing activities of merchant banks in Nigeria with a view to
assessing the suitability or appropriateness of their current marketing practices. The research was carried to assess
the level of involvement of Nigerian merchant banks in marketing activities. An attempt will also be made to
analyze the recent developments in the marketing activities of the banks. Critical marketing factors in the industry
will be identified and the level of preparations of the merchant banks to meet the challenges ahead will be
evaluated. Data were obtained mainly from primary sources through interviews and questionnaire. Hypotheses

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were tested using Spearman Rank Correlation Coefficient and Kendall Coefficient of Concordance. The results,
among other things, showed a significant positive relationship between marketing budget of the banks and their
profitability. Based on the results of the study, the researcher recommended a better equipped, functional and
result oriented marketing department for the banks. Also, better information flow between banks and their
customers with greater emphasis on efficient service delivery. [15]

Ekankumo and Henry (2011) examined the relevance of sales Promotion strategies of the banking industry in
Nigeria generally, and Bayelsa State specifically. It also attempted to evaluate the extent and relative impact of
sales promotion on the development, growth, and survival of banks. To fulfill the above said objectives total 15
banks was randomly selected with 278 respondents who were marketers structured questionnaires were admitted
and results gathered were analyzed using tabulation and single percentage method. The summary of the result was
that sales promotion is aptly adopted by majority of banks in Yenagoa, and it subsequently recommended that the
widest possible understand of the strategy has to be communicated to all levels of the organization to provide the
detailed promotional plan of the banks. [16]

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The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Chapter 3

(Profile of NCC Bank Limited)

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

3.1. Background histyory of NCCBL:

National Credit and Commerce Bank Ltd. bears a unique history of its own. The organization started its journey
in the financial sector of the country as an investment company back in 1985. The aim of the company was to
mobilize resources from within and invest them in such way so as to develop country's Industrial and Trade Sector
and playing a catalyst role in the formation of capital market as well. Its membership with the browse helped the
company to a great extent in these regard. The company operated up to1992 with 16 branches and thereafter with
the permission of the Central Bank converted into a full-fledged private commercial Bank in 1993 with paid up
capital of Tk. 39.00 core to serve the nation from a broader platform. [17]

Since its inception NCC Bank Ltd. has acquired commendable reputation by providing sincere personalized
service to its customers in a technology based environment. The Bank has set up a new standard in financing in
the Industrial, Trade and Foreign exchange business. Its various deposit & credit products have also attracted the
clients-both corporate and individuals who feel comfort in doing business with the Bank.

The initial authorized capital of the Bank was Tk. 75.00core and, paid-up capital Tk. 19.50, core at the time of
conversion, which is now raised, to Tk.39.00core. The present authorized capital is Tk. 10,000.00 core and paid
up capital is Tk. 8,832.18 core. The sponsors of the new bank consisted of 26 (Twenty six) Members, who
comprised the first Board of Directors. The share price of the bank is currently being quoted at both Dhaka and
Chittagong Bourses at an average price of Tk. 320/-against per value of Tk. 100/-. NCC Bank based upon its
commendable business performance for the year ended 2016, has meanwhile declared stock dividend at the rate of
12.75%.

The Bank which started with 16 branches in 1993, has at present 104 branches and 03 (three) Booths located in
prime commercial areas of Dhaka, Chittagong, Sylhet, Feni, Khulna, Jessore and Rangpur District Headquarters,
out of which as many as 41 are Authorized Dealer Branches, fully equipped for dealing in direct foreign exchange
businesses.

Head Office:NCC Bank Bhaban, 13/1-13/2, Toyenbeecirculer road, Motijheel C/A, Dhaka-1000, Bangladesh,
PABX: 9561902-4, 9566283, 9563981-3, Fax: 88029566290, E-mail: [email protected], Web:
www.Nccbank.com.bd

Departments:

Human Resource Division

Advanced Division

Personal Banking Division

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Operations Division Computer and Information Technology Division

Finance and Accounts Division Audit & Risk Management Division

Card Division Treasury Division, etc.

3.2. Vision & Mission

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3.3. Organizational Hierarchy

Managing Director (MD)

Deputy Managing Director (DMD)

Senior Executive Vice President (SEVP)

Executive Vice President (EVP)

Senior Vice President (SVP)

Vice President (VP)

Senior Asst. Vice President (SAVP)

Asst. Vice President (AVP)

Senior Principal Officer (SPO)

Principal Officer (PO)

Senior Officer (SO)

Officer (Grade One)

Junior Officer (JO)

Asst. Officer (AO)

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Chapter 4

(Analysis of the topic: Existing products, services

& advertisement of NCCBL)

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4.1. Loan Products

4.1.1. Personal Loan: A loan facility for the service holders to meet the emergency expenses of the following
occasions such as to bear the cost of Medical treatment / Surgical Operation / Maternity / Marriage.

 Eligibility of the applicant: Only Permanent salaried employees with at-least 3 years of confirmed service.
 Age Limit: Minimum Age 21 years to Maximum 50 years.
 Loan Limit: Minimum: BDT 25,000 and Maximum BDT 100,000.
 Loan Application Fees: BDT 600
 Loan Tenure: Minimum 6(six) months but not exceeding 3(three) years.

4.1.2. Education Loan: You should think more on where your child should study than your financial constraints.
To help your child to make understand his/her true academic potential, come to NCC Bank for our Education
Loan, to ensure a better higher education for your child.

Eligibility of the applicant

1. Any Bangladeshi bona fide student, after successful completion of at least H.S.C
2. Complied all preconditions for getting admission and Visa formalities.
3. Have no bad reputation e.g. Criminal Record, Political connection etc.

 Loan Limit: Minimum: BDT 100,000 and Maximum: BDT 1,000,000.

 Loan Application Fees :BDT 600

4.1.3. Car Loan: A facility to ease the burden of high cost as well as to fulfill the dream of acquiring your car.
Eligibility of the applicant are as follows.

1. Salaried employees having at least three years of confirmed service.

2. Self-Employed Professionals having at least 3 years of independent practice experience.
3. Businessperson having at least 3 years business experience.

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4. Homeowners or property income holder.

 Age Limit: Minimum Age 21 years to Maximum 60 years.

 Loan Limit: Minimum BDT 200,000 and Maximum BDT 4,000,000.
 Vehicle Category: Japanese, Korean, USA, South East Asian and European Origin Vehicles only.
 Loan Application Fees: BDT 600
 Loan Tenure: Reconditioned Vehicle: maximum 60 Months and Brand New Vehicle: maximum 72
months.

4.1.4. House Building Finance: Housing is one of the five prime needs of mankind. Everybody has a dream to
have a dwelling house of his own. Housing Loan with competitive rates, convenient features and simple
procedures will enable you to turn your dream into reality .Feature of the loan are.

 Loan Amount: Tk.5,00000/-to Tk.75,00000/.

 Loan Period: 05 years to 15 years
 Interest Rate: Competitive Interest Rate as per Bank‟s Policy and Bangladesh Bank
 Age of the property: Not exceeding 10 years in case of purchase of ready house/building
 Location of the property: City Corporation/Pourosava where there is a plan duly approved by a designated
graduate Civil Engineer duly approved by the appropriate authority

4.1.5.House Repairing & Renovation Loan :A term loan facility to finance for House repairing and renovation
to increasing rental income.
 Eligibility of the applicant: Only the residential house/flat (not older than 20 years) owners.
 Age Limit: Minimum Age 21 years to Maximum 50 years.
 Loan Limit: Minimum: BDT 50,000 and Maximum: BDT 500,000.
 Loan Application Fees: BDT 600

4.1.6. Home Improvement Loan: A term loan facility to finance Home Renovation/ Extension/Purchase of
household durables for better dwelling standard. Under Home Improvement facility we finance the followings:

1. Purchase of Electronic Household Durables.

2. Purchase of Furniture and Fixtures.
3. Modification of the decoration of the building/flat.
4. Extension of the existing Building.
 Eligibility of the applicant: Home Owners and Salaried individuals.
 Age Limit: Minimum Age 21 Years to Maximum 60 Years.
 Loan Limit: Minimum: BDT 50,000 and Maximum: BDT 1,000,000.

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 Loan Application Fees: BDT 600

4.1.7. Consumer Finance Scheme: The facility will offer an opportunity to fixed income groups to enjoy the
benefit of sophisticated living and enhance their work efficiency which will contribute to socio-economic
development of Bangladesh.

 Eligibility of the applicant

1. Salaried individuals.
2. Business Person.
3. Professionals.
 Age Limit: Minimum Age 25 Years to Maximum 50 Years (excerption may be allowed for employees of
NCC Bank) .
 Loan Limit: Minimum: BDT 100,000 and Maximum: BDT 300,000
 Loan Tenure : For Motor Vehicles - Maximum 3 (three) years
 For other items - Maximum 2 (two) years
 Loan Application Fees: BDT 600

4.2. Deposit Products

4.2.1.Current Account: Any businessman, firm, limited companies, local bodies, corporate bodies etc. can open a
Current A/c with NCC Bank Limited. Current deposit is 100% demand deposit and account holder can
deposit/withdraw his/their deposits frequently without any limit.CD A/c is non-interest bearing deposit account.

4.2.2.Savings Bank Deposit: Any individual person, local bodies, club, society, association, house wife, student,
non-profitable organization etc. can open a Savings Bank Deposit A/c with NCC Bank Limited. Saving Bank
Deposit is both and demand deposit, of which 10% is demand and 90% is time deposit and account holder can
withdraw his/their deposits twice in a week upto a certain limit.SB A/c is interest bearing deposit account.

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4.2.3. Special Notice Deposit: Any businessman, firm, limited companies, local bodies, corporation, corporate
bodies etc. can open a Special Notice Deposit A/c with NCC Bank Limited. Special Notice Deposit is 100% Time
deposit and account holder can withdraw his/their deposits with prior notice to the bank.SND A/c is interest
bearing deposit account.

4.2.4. Special Savings Scheme: Any individual person can open a Special Savings Scheme deposit A/c with NCC
Bank Limited for tenure of 5/10 years. Depositors can open SSS A/c with monthly slab of minimum Tk.500 and
maximum Tk.25, 000 and can deposit its monthly installments upto 15th day of month. SSS A/c deposit is 100%
term deposit and account holder can withdraw his/their deposits after expiry of maturity of SSS A/c.
SSS A/c is interest bearing deposit account and interest rate varies on the basis of tenure of deposit.

4.2.5. Special Deposit Scheme: Any individual person, businessman, firm, limited companies, local bodies,
corporation, corporate bodies etc. can open a Special Deposit Scheme A/c with NCC Bank Limited. Special
Deposit Scheme A/c is a term deposit of 3 (Three) years and interest is payable on monthly basis. Special Deposit
Scheme is 100% term deposit and account holder can withdraw his/their deposits (Principle amount) after expiry
of maturity of deposit.

4.2.6. Instant Earning Term Deposit:Any individuals, retired personnel, housewives, widow and wage earners
can open Instant Earning Term Deposit A/c with NCC Bank Limited for Tk.1.00 lac and above but multiple of
Tk.1.00 lac. Instant Earning Term Deposit A/c is a term deposit of 1 (one) year against which interest is payable
below 1% of the existing rate interest applicable on fixed deposit for 12 months and interest for one year is
payable instantly at the time of opening of the account.Instant earning Term Deposit is 100% term deposit and
account holder can withdraw his/their deposits (Principle amount) after expiry of one year.
4.2.7. Money Double Program: It is a new product of deposit. It is a deposit product for a specific period. On
completion of term, the deposit amount will make the principal amount double and depositor will get double of
deposited amount.

4.2.8.Youngster Account: NCC Bank Youngster Banking is the product of School Banking program. School
Banking is all about learning regarding the importance of saving and smart money management. We passionately
believe that when it comes to your education, knowing how to manage money is as essential as English, Maths,
Science or Arts. Our School Banking program gives you an easy, fun and interactive way to learn money
management skills you will use for the rest of your life. Through the program, you can bank at school, giving you
an opportunity to have hands-on banking experience in a fun and interactive environment.

4.2.9. Youngster Maximus Account: Round the year you get the opportunity to receive cash gifts in different
religious celebrations, on English & Bengali New Year (Pahela Boishakh), on your Birthday or on Special Family
Event. But all these special days donation even come at a time or nevertheless in sequel. Yes you want to spend

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this treasure-trove on many things but you are wishing for spending it on a big longing. Youngster Maximus shall
help you to accumulate your cash to a substantial amount. Youngster Maximus is a great investment option for
you whenever you have enough cash to avail this opportunity. The Youngster Maximus has the ability to earn for
you a higher rate of return than a regular transactional account or traditional fixed deposit account. The rate of
return is fixed for the duration of the term selected, so you know exactly how much return you will earn at
maturity. The Youngster Maximus is zero risk investment than traditional similar account. You only need a small
amount to get started. This is the best option that best suits your savings goals. Finally, if you continue to roll your
Youngster Maximus account over a longer period of time, you can get the additional benefit or compound return
on your investment

4.2.10. Youngster Moneyplant Scheme:

Nowadays you have access to more money than ever before, thanks to allowances, gifts and for many, income
from artistic presentation of your talents. Having more money makes you more responsible for managing money
and making decisions for everything from small everyday purchases to bigger-ticket items (such as a bike or a
camera) to saving for your higher education. What I am telling now is about managing your pocket money in a
Smart Way by understanding money.

4.3. Cards

4.3.1.Visa Credit Card(Enjoy the benefits of cards, Make life easy): NCC Bank has launched its Visa Credit
Card Service on August 22, 2005 and we are offering three types of cards which are Visa Classic, Visa Gold
(Local) and Visa Dual Currency Card (Globally and Locally). Since then we have issued significant number of
both general and corporate cards.

4.3.2. Debit Card: NCCB Proprietary Debit Card will be offered to each and every Savings & Current Account
holders of the Bank.

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.4.Remittance products

4.4.1. Wage Earners Welfare Deposit Pension Scheme(WEWDPS): A special DPS product titled "Wage
Earners Welfare Deposit Pension scheme" (WEWDPS) for the wage earners. Under the scheme this remitters will
be able to make monthly deposits from their foreign currency remittances sent for 5 years. Under this scheme they
would not be required to bear tax on their income.

4.4.2. Overseas Employment Loan Scheme (OELS): This Loan Product is designed to help potential candidates
aspiring for going abroad as wage Earners. The product will be termed as "Overseas Employment Loan Scheme"
(OELS) and the salient features are:

o Loan Amount: Maximum Tk. 1.00 Lac for unskilled manpower and Maximum Tk. 2.00 Lac for Skilled
Manpower.
o Repayment: Maximum within 24 months by equal monthly installment starting from 3rd month of
disbursement or as prudently desired.
o Moratorium Period: Maximum 2 months from disbursement.

4.5. Services of NCCBL

4.5.1. Remittance Service: Most of the banks of developing countries offer remittance, as some citizens here go
abroad for work purpose. These is the process of transferring currency from one country to another, it also helps to
enhance the economical money cycle. Remittance is the only service that bank provide to customers as well as
non-customers. Remittance Sending Partners are.

4.5.2. Treasury Service: Primary Dealer of Govt. Approved Securities.NCC Bank Treasury has a well equipped
state of the art dealing room with a dedicated team of skilled human resources for efficient dealing. NCC Bank
Treasury provides all sorts of Treasury solutions including Foreign Exchange, Money Market, Fixed Income and
Corporate solutions.

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4.5.3.Locker Service: Locker service offered by the Banks gives customers a completely secured facility for
safekeeping of his/her valuable items, confidential documents and other valuables against from any unfortunate
incident. Our Locker Service is available in most of the Branches of NCCBL.

4.5.4. NCCBL Securities & Financial Service: NCCBL Securities & Financial Services Limited-a newly
incorporated fully owned subsidiary company of National Credit & Commerce Bank Limited having paid up
capital of TK. 200 crore is a member of Dhaka Stock Exchange Ltd. & Chittagong Stock Exchange Limited
bearing Membership no. 61 & 132 respectively. All the branches are well designed & equipped with modern
equipment related to stock broking business like highly configured projector, trading work station and price
displaying board. Mentionable that our Brokerage House is a full-fledged Depository Participant of Central
Depository of Bangladesh Ltd. (CDBL). Our Stock Broking business has been running since 1993 under the
umbrella of parent company NCC Bank Ltd. And presently we have a dedicated team of 65 officers & executives
who are experienced and skilled as fund manager, financial analyst and stock broking advisor. So to speak, all of
them have got highest degree of professionalism.

4.5.5.NCCB SureCash Mobile Financial Service: SureCash is a mobile financial service (MFS) platform
developed by Progoti Systems Limited. It is currently accessible through six scheduled banks: Rupali Bank
Limited, First Security Islami Bank Limited, Bangladesh Commerce Bank Limited, Jamuna Bank Limited,
National Credit & Commerce Bank Limited and National Bank Limited. Through its partner banks, SureCash
offers a range of services including cash in, cash out, cash transfers between individuals (P2P), cash transfers from
businesses/organizations to individuals (B2P), bill payments, merchant payments, mobile top up and collections.
Currently, SureCash‟s partner banks have over 1,000,000 users and about 40,000 agent points all across
Bangladesh, in addition to partnerships with more than 200 educational institutions. SureCash users can access
their mobile money account via a USSD menu (currently only available in English) by dialing *257# from Airtel
and Banglalink, *375# from Teletalk, and 09606060606 from GrameenPhone and Robi. SureCash also offers its
corporate clients a web-based platform and platform integration between the organization‟s financial systems and
SureCash‟s platform. SureCash also offers a mobile app for end users to make transactions.

4.6. Advertising & Promotional Activities of NCCBL

Modern Marketing calls for more than just developing a good product. Pricing it attractively and making it
available to target customer. Companies also must communicate with their customers and what they communicate
should not be left to chance.

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This theory is also applicable for banking business. To communicate well bank often hire advertising agencies to
develop effective advertisement, give appointment to active experienced officers and executives, gives on-line
services to the big businessmen or organization, create a private relationship with clients.

The marketing communication program of a company or a banking business is called “Promotion mix”-consist of
specific blend of advertising, personal selling, sales promotion and public relation tools that the bank uses pursue
its marketing objects.

The following tools are used with NCC Bank Ltd. are given:-

4.6.1. Advertising: Advertising is one of the most important tools of promotion. The NCC Bank Ltd. is to arrange
to publicity or to draw attention of businessmen to various media regarding their product or service. On the other
hand the Bank is always to the door of their clients if any new service is arranged. In connection with this they
distribute their prospectus to the clients. At the end of 1999 NCC Bank Ltd. issue their shares to the market. NCC
Bank Ltd. issued/offered share of Tk. 19,50,00,000 out of which public offer is Tk. 5,25,000 shares @Tk. 100
each. NCC Bank Ltd. tries to draw the attention of general public and businessmen regarding their shares, which
has been already issued, in the market through “The Daily Prothom Alo” and “The Daily Financial Express”.

In the meantime they market public of their best services as to prospectus with the newspaper by each month and
they distribute it to service holder and clients. Even though it is very important for any bank to make introduce
them in the market of their products and services as needed but NCC Bank is not achieved this capability as yet.
But it goes without as that an established bank can lose his name and fame with their clients as well as deposits
due to proper and effective advertisement which can activate the clients to lessen their deposits. We can say here
as for example “The American Express Bank Ltd.” Standard Chartered Bank is not only in Bangladesh they are
always ahead than others all over the world implementing the advertisement if needed. They at least make sure
their clients about services in each week through add by newspapers as well as any reputed magazines. I think
NCC Bank should follow this strategy of Standard Chartered Bank Ltd. NCC Bank can make introduce them to
the public by banner in the busiest area and can hang signboard on the road as public can recall their business
thinking first.

Meanwhile NCC Bank Ltd. published well calendar, pocket calendar, and desk calendar as well as diary every
starting year what they distribute to the clients and to the service holders.

As matter of fact we already became to introduce ourselves with the different cable channels and Internet in which
NCC Bank Ltd. may give there add with effectively. On the long run it is to say that without add or publicity any
product or service would be boneless since how a client can introduce himself with this service. So NCC Bank
Ltd. should consider this case. And all should accept the strategy of perfect advertising.

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4.6.2.Personal Selling: The business of any bank, which is to be reached to the client‟s knowledge and to trying
have motivate to purchase their services, is called Personal selling. This is why it is most important to take
training of officers and executives of Bank specially.

I have completed my internship for two months with NCC Bank Ltd., Narayanganj Branch, Dhaka as it is integral
part of my under graduation. I found all executives and officers well conscious about their personal selling. They
help to the new and old both clients to choose the option of new service and motivate them to continue and start
purchasing their services. NCC Bank Ltd. always accelerates their activities to the customer‟s existing with them
and assists to get prompt services. By this way they try to expand their name and fame in the market.

4.6.3. Sales Promotion: According to banking business, short-term incentive to encourage the sales of services or
products of Bank is called sales promotion. They sometime reduce the interest of loan and enhance the interest of
deposit as client may remain with them. As banking activities is service related, so they may emphasis on the
services marketing.

4.6.4. Sponsorship: NCCBL considers sponsorship concept as one of their major tools for marketing. The bank
has already sponsored many social welfare programs to show its interest on corporate social responsibility. Beside
this the bank has also helped to build up many beautiful monuments at Dhaka city like the one at Science
laboratory. [18]

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Chapter 5

(Analysis of secondary data: A comparative

analysis of advertising activities of NCCBL)

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5.1. ICICI Bank (India):ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial
institution, and was its wholly-owned subsidiary.The promotion strategy of ICICI Bank comprises of direct and
indirect communication to the customers. Besides emphasizing on the modernization of its banking facilities stress
is also laid on the benefits one gets on using the banks services. The benefit of each product is highlighted so that
the clients become impressed and they are forced to grasp the services of this bank.

5.2. Promotional Strategies:For advertising ICICI is using

o Advertising: Television, radio, movies, theatres

o Print media: hoardings, newspaper, magazines
o Publicity: road shows, campus visits, sandwich man, Sponsorship
o Sales promotion: gifts, discount and commission, incentives,etc.
o Personal selling: Cross-sale (selling at competitors place),personalized service.
o Telemarketing: ICICI one source Call center (mind space)

5.3. Notable Promotional strategies are as follows:

TV Ads with Amitabh Bacchan: Under the promotional strategy, ads have been placed in the print media
and famous personalities have been roped in for visual media. It has been a huge boost forICICI Bank to hire
Amitabh Bacchan, the famous actor, in the advertisements. All the ads related to the bank denote„trust‟ and
this has helped them immensely as trust is a rare commodity in today‟s world.
Through Bagban Movie: Promotions are also done through films like Baghban. Technology has been use to
its maximum potential in tracking the customer‟s wishes and demands.ICICI and Amway have formed an
alliance for a credit card that can be used at international level.The bank has also patched with Indian
Railways and many services are provided for the benefit of the customer.
Tag Line: ICICI Bank‟s tag line is very appropriate „Hum Hain Na‟ because it promotes credibility, trust and
financial solutions to every customer. It has been successful in its endeavour to project a sophisticated image
with modern concept. [20]
iMobile app:ICICI Bank‟s iMobile app, which is the most comprehensive and secure app, has been the Best
Mobile Banking App for 3 years in a row. It has been awarded as „India‟s Best Mobile Banking Experience‟
by The Forrester Banking Wave. Offering over 250 banking and informational services.

5.4. Social Media Strategies:

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Facebook:ICICI bank is not only focusing on Facebook marketing campaign, but also going beyond that.
Facebook ads focus on brand awareness, lead generation and customer engagements. They are paying
attention to customer feedback as well as engaging them with different appealing messages like word currency
facts, puzzles or quiz. ICICI bank also has the right blend of offline and online marketing campaigns.
Facebook campaigns are also targeted to drive more traffic to their website.
Twitter:One of the critical strategies of ICICI bank is that their tweets have a human touch. They are not
tweeting like an answering machine. ICICI Bank‟s social media team responds to customers concerns on the
spot. They are very effective in creating and sustaining effective communication with their consumers. ICICI
focuses more on interacting with its user in a friendly manner. They use this medium to promote their
products differently; how they can understand banking needs and provide solutions.
Youtube:ICICI Bank is developing fresh, crisp and useful content for its YouTube channel. They have posted
economy related interviews, current financial trends, inside stories, testimonials, etc. Currently, they have
more than 118 videos on the YouTube channel.

To summarize, ICICI Bank is doing a magnificent job in social media marketing as compared to other similar
players in the market. They have gained consumers trust by continuous efforts of delivering useful, valuable
content with a reliable communication pattern. It is a natural human tendency that human likes to interact with
humans, not machines or robots. [19]

Billboard Ads

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5.2 City bank (Bangladesh):City Bank, established in 1983, is one of the oldest private commercial banks in
Bangladesh. It is a highly reputed bank among the top local banks that is well known for adopting global practices
by doing away with the age-old traditional and decentralized banking practices and culture. Advertising and
promotional strageties of City bank‟s are as follows. [21]

 Print media: newspaper, magazines

 Publicity: campus visits, Sponsorship
 Sales promotion: gifts, discount and commission, incentives,etc.
 Personal selling: Cross-sale (selling at competitors place),personalized service.
 Social Media: Facebook, linkin

5.2.1. Unique Strategy: Choosing strong and trustable partners in customers point of view is one of the best
strategy of City Bank.There is no doubt The City Bank has chosen its partners well. BKash and Grameenphone
are highly respected brands at home, while Ant Financial‟s reputation precedes it. [22]

5.2.2. Notable Sponsorships

Organized a Bangladesh roundtable discussion on „Delivering a vision for growth‟, in association with
Euromoney, one of the world‟s leading financial publications. The purpose of the roundtable was to
enlighten both local and global investors on Bangladesh‟s economic sustainability and potential. This is
the second time that City Bank has collaborated with Euromoney to organize the roundtable. Finance
Minister, Mr. Abul Mal Abdul Muhith opened the roundtable discussion.
City Bank continued to uphold its presence as promoter of golf in Bangladesh. The Bank sponsored more
golf tournaments, „The City bank American Express Chittagong Open 2017‟ in Chittagong and „City
Bank Golf Tournament‟ in Ghatail.
Hosted an event with London Business School Professor Mr. Niro Sivanathan exclusively for City Bank
Priority Banking customers.

5.2.3.Notable Campaigns

CBL has successfully launched the first co-branded grocery credit card of the City Bank American
Express portfolio, in collaboration with renowned superstore Agora. The Campaign incorporated a 360-
degree approach, touching key communication channels: print, online and merchant branding.

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Launch of sapphire an arm of Citygem priority banking: The extension of Citygem, which is christened as
Sapphire, was launched in the beginning of the year for ultra- high net worth customers.
Recycle ATM launched: City Bank launched the country‟s first internet-enable cash recycling ATM. To
make the campaign a successful one, there was a full-scaled press advertisement backed by EDM,
Desktop screensavers, ATM screen flash and leaflets.
Launch of Agent Banking: CBL has successfully launched Agent Banking with a grant inauguration
ceremony. Developed application forms and brochure to support the business team. Branding was also
initiated in all the 5 Agent Banking outlets.
Other Campaigns: Valentine‟s Day, PohelaBoishakh (Bengali New Year), Ramadan, CityMaxx,
American Express Airlines campaigns, online shopping campaigns with leading online merchants,
American Express lodging and travel campaigns, Auto Loan campaigns, Citytouch in ATM and City
Manarah (Islamic Banking).

5.2.4.Other Promotional activities of City Bank

CBL Digital team has also Revamped Website (www.thecitybank.com) this year
CBL Facebook page is the only verified by Facebook itself among Bangladeshi banks to ensure the
page‟s authenticity
CBL has a robust presence in key social media channels, such as Face book follower base reached 1.1
Million, LinkedIn page follower increased 500%
Digital team have launched City Sapphire Website: (http://www.citygem.com.bd/sapphire/)
CBL has been featured by Facebook itself as pioneer in Digital Marketing in South Asian Region:
(http://www.facebook.com/business/success/the-city-bank)
[23]
Card customer engagement events: Malaysian and Turkish food festivals.

Social media ads on Facebook

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5.3. SCBL: SCB BD (officially M/S Standard Chartered Bank Bangladesh Pvt. Ltd.) is a banking and financial
services company headquartered in Dhaka, Bangladesh and a wholly owned subsidiary of Standard Chartered.
Standard Chartered has been operating in Bangladesh for over a hundred years. [24]

Saadiq Platinum Credit Card of Standard Chartered Bank is one of the most important product of SCB. There are
many Muslim countries in the world where a lot of people in this religion try to follow the rules conducted by
Islam and for those people Standard Chartered Bank came up with a whole new concept of Saadiq where people
will be able to do their banking which is related to their Sharia. So this Card have following advertising tools

Direct Marketing: For this International Credit Card Standard Chartered Bank do some direct marketing.
Those are listed below;

 Direct Mail: Marketing division of SCB has a huge customer data collection. Customers who strictly follow
the rules conducted by Islam, the sales division collected these customers information from various sources.
After that SCB analyze those customers and send direct mail to those customers about the Saadiq Platinum
Credit Card facilities and benefits and also convey some certain offer based on the time frame.

 Telemarketing: This is one of the regular direct marketing tools. As I have early mentioned about selective
data base of the customer group. The call center department of SCB does this telemarketing.

Interactive / internet Marketing: In the century of twenty first internet marketing is doing so good. Now a
days Internet as an advertising medium to inform, educate and persuade customer
.
Publicity:The main objective of publicity is not sales promotion, but creation of an image through editorial or
„independent source‟ commentary. Standard chartered bank uses many ways for publicity of Saadiq Platinum
Credit Card. They releases news through media and also newspapers, organizes meeting, presentation to
invited reporters and editors. They also sponsors for different events, teams, or programs to gain public value.

Personal Selling: This face to face communication plays a vital role in promoting the card where the seller
can easily describe about the way customers can be benefited. Since Bangladesh is an Islamic country and to

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promote this card and its benefits to the people Standard Chartered had been following this personal selling
policy as a vital tool for their promotion and for the advertisement of the product.
Promotion and media :The mass media that standard chartered rely on for their promotion are mentioned
below-
o Bill boards
o Posters
o Newspapers/ Magazines
o Discounts; To promote their Saadiq Platinum Card Standard Chartered bank offers discounts in different
occasions and their offerings are mentioned below-
 A Shariah Compliant Card Based on “Ujrah Concept” (fixed fee based concept)
 An exotic trip to „Seychelles Islands‟ and pay 12 months without any finance charge
 Up to 10% off for over 100 destinations on Qatar Airways
 Exclusive 30% off and 12-months 0% Insta Buys offers for Star Cruise packages from Singapore and
Malaysia. [25]

Billboard of SCBL

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5.4. Comparative Analysis of Advertising Activities

Advertising Advertising Advertising Advertising

 Television
 Radio
 Movie
 Theaters

Printed Ads Printed Ads Printed Ads Printed Ads

 Newspaper  Newspaper  Newspaper  Magazines

 Magazine  Magazines  Magazines  Billboard
 Hoardings  Poster
 Billboard  Billboard
 Poster

Personal Selling Personal Selling Personal Selling Personal Selling

 Cross Sell  Cross Sell  Cross Sell

 Personalized  Personalized Service  Personalized Service
Service
Direct Marketing Direct Marketing Direct Marketing Direct Marketing

 Tele-Marketing  Direct Mail  Direct Mail

 Tele-Marketing  Tele-Marketing

Social Media Social Media Social Media Social Media

 Facebook  Facebook  Facebook  Website

 YouTube  Linkin  Website

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 Twitter  Website

Publicity Publicity Publicity Publicity

 Campus Visit  Campus Visit  Sponsorship  Sponsorship

 Sponsorship  Sponsorship
 Road Show  Campaign
Sales Promotion Sales Promotion Sales Promotion Sales Promotion
 Gift
 Gift  Gift  Gift  Discount
 Discount  Discount  Discount
 Commission  Commission
 Incentives
Unique Strategy Unique Strategy Unique Strategy Unique Strategy

 Tag Line Strong Partners (Bkash  Creativity In ads

 Famous Face & Grammenphone)

Online Banking Service: At present the banks in Bangladesh are using the limited electronic banking services. It
is expected that bank can attain more profit and offer better services to its customers by, introducing on line
banking facilities. But NCCBL is not giving this valuable and trending service. Online Banking is new in our
market. Only a few banks are now offering online services in solving banking problems. Most of the banks are
offering only accounting information online. Actual fund transfer and fund disbursement is not possible in all the
banks that are offering online services. So this product will enjoy the benefit of a first mover.

These Banks are giving online services in Bangladesh

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Chapter 6

(Questionnaire Survey analysis and Overall survey

analysis)

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6.1. Questionnaire analysis: To complete my research I must do the questionnaire survey. For this survey I
have selected 30 customers of NCC Bank Ltd. Here I have presented the graph about customers age, education
and profession. In graph A 26 to 35 years old customers were 15 and 18 to 25 were 3 customers and, 12
customers were 35 to 50.

In graph B , I have shown the educational qualification of customers. 10% 0r 3 were professional/degrees, and 3
were undergraduate, 12 were post graduate and 12 or 40% were graduate customers. Graph C is showing the
profession of customers where, 3 students and 3 self employed. And 18 customers were service holder and 6 were
businessman. Graph D represent the gender of customers. From 30 customers 18 were male and 12 were female
which is 40%.

Age limit of customers

Above 50 0%

35 to 50 40%

26 to 35 50%

18 to 25 10%

Graph A: Age of customers

Educational Qualification

Professional/ Degree 10%

Post Graduate 40%

Graduate 40%

Undergraduate 10%

Graph B : Educational Qualification of Customers

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10%
Student

10%
Self employed

60%
Service Holder

20%
Business

Graph: Profession of customers

Female
40%

Male
60%

Graph: Gender of customers

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Question 1 : How do you know about NCCBL?

Valid No. of respondents Percent %

Advertising 5 17%
Personal Selling 7 23%
Sales Promotion 15 50%
Sponsorship 3 10%
Total 30 100%

Table 1

Sponsorship 10%

Sales promotion 50%

Personal selling 23%

Advertising 17%

Figure 1: How do you know about NCCBL

Interpretation

From the above figure we can see that, 15% customers said sales promotion when they were asked about how they
know about NCCBL. 17% customers replied for advertising and 23% were for personal selling. Only 10% voted
for sponsorship. So it is clear that NCCBL is doing their advertising mainly through sales promotion and personal
selling. They should focus on other advertising media.

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Question 2: Did any of our customer suggest you about NCCBL?

Valid No. of respondents Percent %

Yes 21 70%
No 2 7%
Not sure 7 23%
Total 30 100

Table 2

80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No Not sure
Series1 70% 7% 23%

Figure 2: Did any of our customer suggest you about NCCBL

Interpretation:

70% customers said that our other customers suggest then about NCCBL. Though 7% customers said no and 23%
were not sure. So as a researcher I want to say that as our customers are suggesting other people to open account
in NCCBL so they are doing one kind of advertising for NCCBL. So NCCBL should give more focus on their
current customers. As they are doing so but they do more on it.

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Question 3: Advertisement of NCCBL is attractive

Valid No. of respondents Percent %

Strongly Agree 0 0%
Agree 1 0%
Neutral 7 0%
Disagree 1 3%
Strongly Disagree 29 97%
Total 30 100

Table 3

Advertisement of NCCBL is attractive

97%

0% 0% 0% 3%

Strongly Agree Neutral Disagree Strongly

agree disagree

Figure 3: Is the advertisement of NCCBL is attractive

Interpretation

From the above figure I can clearly identify that 97% people strongly disagree that NCCBL‟s advertisement is not
attractive at all and 3% people agree on that. So, it clear from the figure that customers are not happy with the
advertisement of NCCBL.

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Question 4: In which media you will feel comfort to see our ad?

Valid No. of respondents Percent %

Facebook 15 50%
Television 9 30%
Billboard 5 17%
Newspaper 1 3%
Leaflet magazine 0 0%
Total 30 100

Table 4

In which media you will feel comfort to see our ad?

60%
50%
40%
30%
20%
10%
0%
Facebook Television Billboard Newspaper Leaflet
magazine

Figure 4: In which media you will feel comfort to see our ad

Interpretation:

When customers were asked about in which media they would like to see our ad 50% customers voted for
facebook, 30% voted for television ad and 17% were for billboard. There were 0% for leaflet magazine. So it is
clear that most of the customers will feel comfort to see the ad on social media such as facebook. In our country
most of the people are using facebook. So as a researcher I want to say social media such as facebook will be the
best advertising media for NCCBL. Competitor banks are using this media successfully so we should do more on
this media.

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Question 5: Our advertising tagline is attractive.

Valid No. of respondents Percent %

Strongly Agree 0 0%
Agree 0 0%
Neutral 9 30%
Disagree 18 60%
Strongly Disagree 3 10%
Total 30 100%

Table 5

Our advertising tag line is attractive

60%

30%
10%
0% 0%

Strongly Agree Neutral Disagree Strongly

agree disagree

Figure 5: Our advertising tagline is attractive

Interpretation

60% customers were disagree that the advertisement tagline of NCCBL is attractive. 10% customers were strongly
disagree. Though 30% customers were neutral on this topic. So it is clear that tagline is not attractive of NCCBL
advertising. From my personal observation I have seen that most of the people were not happy with our tagline.
They don‟t find it classy or interesting. The advertising team of NCCBL should focus on this topic.

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Question 6: How well do you remember our last advertisement?

Image: Our last printing ad

Valid No. of respondents Percent %

Don‟t remember at all 22 73%
Remember the company 8 27%
Remember the product 0 0%
Remember the ad 2 7%
Total 30 100%

Table 6

How well do you remember our last ad?

Remember the ad 7%

Remember the product 0%

Remember the company 27%

Don’t remember at all 73%

Figure 6: How well do you remember our last ad

Interpretation

When I asked customers about our last printing ad only 7% remember the ad but 0% remember the product. 27%
remember the company. 73% customers don‟t remember at all. It is very sad for advertising team of NCCBL.
They should give more focus on advertising tagline, theme, concept, and model.

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Question 7: Our ads are more understanding than our competitors?

Valid No. of respondents Percent %

Strongly agree 0 0%
Agree 0 0%
Neutral 0 0%
Disagree 15 50%
Strongly Disagree 15 50%
Total 30 100%

Table 7

Our ads are more understanding than our competitors

Strongly Disagree 50%

Disagree 50%
Neutral 0%
Agree 0%
Strongly Agree 0%

Figure 7: Our ads are more understanding than our competitors

Interpretation

Our ads are more understanding than our competitors on this question 50% customers disagree and 50%
customers were strongly disagree. So it is clear that our competitors advertising are far ahead than ours. The
advertising team of NCCBL should innovate some new strategy on this point.

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Question 8: Why our advertisement is not doing so well?

Valid No. of respondents Percent %

Tagline is not attractive 15 50%
Rarely see the ad 12 40%
No creativity or 3 10%
memorable point
Total 30 100%

Table 8

Why our ad is not doing so well?

0.6

0.4

0.2

0
1 2 3

Tagline is not attractive Rarely see the add

No creativity or memorable point

Figure 8: Why our advertisement is not doing so well

Interpretation

As a researcher when I asked customers why our ad is not doing well in the market 50% customers said tagline is
not attractive, 40% said they rarely see the ad and 10% said no creativity or memorable point. In my point of view
all these three point are the reason that our advertisement is not doing well in the market like our competitors. I
agree that our products and services are good than our competitors but people should know about our product and
service through effecting advertising we can make it possible.

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Question 9: How well do you remember this ad?

Valid No. of respondents Percent %

Remember ad concept & 26 87%
company
Remember product & 4 13%
company
Remember the ad only 0 0%
Don‟t remember at all 0 0%
Total 30 100%

Table 9

4 0%
0% 13% 87%
3
2
1

0 0.2 0.4 0.6 0.8 1

Don’t remember at all

Remember the ad only
Remember product & company
Remember ad concept & company

Figure 9:How well do you remember this ad?

Interpretation

The figure shows that 87% people strongly agree that, they remember the ad concept and company which we
want. 13% people are agree on this. Only 0% people are neutral, disagree and strongly disagree on this. So, here it
is clear that with a new advertising concept we can create a image in the mind of consumer. The advertising team
should give focus on creating such unique ads.

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Question 10: Which present advertising channel you liked most about NCCBL?

Valid No. of respondents Percent %

Personal selling 25 83%
Sales promotion 5 17%
Billboard 0 0%
Sponsorship 0 0%
Total 30 100%

Table 10

Which present advertising media you liked most about

NCCBL?

0.5

0
Personal Sales Billboard Spomsorship
Selling promotion

Figure 10: Which present advertising media you liked most of NCCBL

Interpretation

83% customers said that from our existing advertising media they most liked the personal selling and 17% voted
for sales promotion. 0% voted for billboard and sponsorship. So from the graph it is clear that personal selling of
NCCBL is doing so well for advertising.

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Question 11: Current advertising strategy of NCCBL is good for advancement to improve its effectiveness

Valid No. of respondents Percent %

Strongly Agree 0 0%
Agree 0 0%
Neutral 9 30%
Disagree 16 53%
Strongly Disagree 5 17%
Total 30 100%

Table 11

53%

30%
17%
0% 0%
Strongly agree Agree Neutral Disagree Strongly
disagree

Figure 11: Current advertising strategy is good for advancement.

Interpretation

Above the figure shows that, 53% people are disagree and 17% people are strongly disagree that, they current
advertising strategy is good for advancement of NCC Bank Ltd to improve its effectiveness. Though 30% people
are neutral but 0% people are agree and strongly agree on this topic. So it is clear current advertising strategy is
not good for advancement to improve it‟s effectiveness.

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Question 12: What‟s your thinking about the purchase willingness level inspired by the advertisement
sender

Valid No. of respondents Percent %

Very High 0 0%
High 0 0%
Medium 5 17%
Low 25 83%
Very Low 0 0%
Total 30 100%

Table 12

17% 83%

0% 0% 0%
Very High High Medium Low Very Low

Figure 12: Purchase willingness level inspired by the advertisement sender

Interpretation

From the above figure it is clearly identified that from customers thinking , purchase willingness level inspired by
the advertisement sender is medium for 17% customers and low for 83% customers. This percentages is not
expected. Purchase willingness level inspired by the advertisement sender high or very high. The marketing team
of NCCBL should give priority on this matter that their messages are inspiring people to purchase the product.

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The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Chapter 7

(Findings of the Study)

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

7.1. Findings of the study:

NCC Bank Ltd. for advertising they mainly use personal selling, sales promotion, sponsorship and
sometimes billboard with all these media they can reach only some people but can‟t capture whole.
National Credit and Commerce Bank Ltd. promotional activities are not in satisfactory level. Most of the
customers think National Credit and Commerce Bank Ltd. Needs more advertise their brand and service.
Customers rarely see their advertisement as they are not using social media for giving advertisement
which is must in this modern age. In this matter competitors are doing well.
The advertising concept of market team is not in the satisfactory level as there is no classy tagline or
concept or face through which customers can remember the ad or the company.
Employees of National Credit and Commerce Bank Ltd. are capable to realize customers needs & they are
so friendly to customers.
Waiting time is reasonable in NCCBL than any other bank in Narayanganj and ATM facilities are not in
satisfactory level.
Interior & Exterior designs of National Credit and Commerce Bank Ltd. Branches are not attractive. But
transaction in National Credit and Commerce Bank Ltd. is reliable
National Credit and Commerce Bank Limited branches are not situated at convenient location. Here I am
talking about only Narayanganj Branch. Many customers face difficulties to find the exact location of
NCCBL N.gonj Branch.
Overall banking process of National Credit and Commerce Bank Ltd. Is satisfactory level only without
advertising and promotional activities.
Customers get the remittance money easily and early than any other banks in Narayanganj. Customers feel
that other banks have a lot of unnecessary formalities but NCCBL is free from those things. Even many
remittance customers have opened account in NCCBL as they liked the services so much.

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

Chapter 8

(Conclusion, Recommendation and Bibliography)

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

8.1. Conclusions

Finally I want to say that the NCC Bank Ltd. with its futuristic vision has the prospect to bring out the change and
revolution in the banking sector of Bangladesh. All that the bank has to do is to work with the marketing policy of
the bank. Thus some innovative products should be discovered and in some cases existing products may be
customized. But this change has to be made keeping consistency with the changing outlook of the Consumers. To
perform this difficult work an intellectual and highly qualified group of people should be assigned with the fund
that will be needed for the implementation of the policy. If this change is possible then the sustainable growth will
be possible.

This is how the bank can earn profit and encourage people to do more banking in order to bring out change in
lifestyle. With the sustainable growth and larger volume of profit the bank can engage itself in social works and
development of the society will be ensured. Thus growing performance of the bank will begin to contribute to the
national economy and will lead the country towards continuous development and brighter future. Due to secrecy
point of view it was not possible to collect all the core information/data from the office. Though it is a competitive
market, the bank was quite liberal in disclosing the confidential information to me for my study but it was
expected to me to keep the confidential things at my discretion. This Study is design only for my internship as a
part of BBA program. As on my survey NCC Bank Ltd. has developed goodwill among its clients by offerings its
excellent service. But they must concentrate more on customer oriented services and continuous innovation and
development relating to advertising and promotion.. They must do some exciting visual advertisement to make
people know more about their products and services.

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 The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

8.2. Recommendations

The management should give more emphasis on the advertisement of the bank about their operations.
The promotional activities should increase like TV advertisement, Newspaper advertisement, advertisement
etc.
As the remittance service is great in NCCBL, they can use it one of their advertising tool such as reducing the
charges of their accounts.
They should give ads in different social media.
They should give training to their marketing team to improve their advertising strategy.
They should introduce online activities for the betterment of customers.
With different occasion they can make different visual advertisement such as for Eid, Durga Puja,
Noboborsho ect.
They should give focus on making innovative ads which customers can remember easily.
Computer facilities and network services should be increased.
National Credit and Commerce Bank Ltd. is suggested to make a feeling that they have the best interest in the
customers need. They should organize various customer related programs and offer more customized services
like SMS banking, Internet banking Mobile banking etc.
National Credit and Commerce Bank Ltd. should introduce more safety and health policy.
National Credit and Commerce Bank Ltd. must be developed their ATM boot services.
National Credit and Commerce Bank Ltd. needs maintain the convenient charges according the differences of
target customers. Customers who are not satisfied with the service charge, National Credit and Commerce
Bank Ltd. Employees need to motivate them by giving better services. Bank should grant investment portfolio
to more new entrepreneurs, businessmen as well as new companies. National Credit and Commerce Bank Ltd.
should also implement better delivery system to ensure quality service to its large group of clients.
NCCBL should introduce their location in such a place where people can easily find it.
Training should be arranged for the employees for increasing expertise in using modern technology.
The bank should take new marketing strategy which will responds and take effective steps to increase faith on
them.

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8.3. References:

1. Elarde & Chong, 2012

2. Maertz et al., 2014, p. 126
3. http://www.technofunc.com/index.php/domain-knowledge/banking-domain/item/what-is-a-bank
[Accessed,15 February, 2020]
4. https://WWW. ukessays.com/essays/marketing/role-of-advertisement-in-financial-sector-marketing-
essay.php [Accessed, 15 February , 2020]
5. https://www.nccbank.com.bd/index.php/nccbnews_details [Accessed, 20 February , 2020]
6. https://www.nccbank.com.bd/index.php/nccbnews_details[Accessed, 22 February , 2020]
7. https://www.nccbank.com.bd/index.php/nccbnews_details[Accessed, 25 February , 2020]
8. Meidan, A. (1996). Marketing Financial Services, Hampshire and London: Macmillan Press Limited.
[Accessed, 25 February , 2020]
9. Ayres, K (2015) , Marketing Management , 3rd ed, Rutledge
10. Storey, B (2013) , Principles of Marketing , 4th ed, Rutledge
11. Sisson, M (2015) , Advertising , HRM Journal, 7 (12), pp 7 –21
12. Henderson, S (2014), Advertising Management, 2nd ed , Cambridge Press.
13. Schuler, K (2015), Advertising in Banking Sector , Organizational Dynamics, 12, (6), pp 11–14
14. Ctlin (2009)
15. Ekerete (2005)
16. Ekankumo and Henry (2011)
17. https://www.nccbank.com.bd/index.php/nccbprofile [Accessed, 1 March, 2020]
18. https://www.assignmentpoint.com/business/marketing-business/marketing-bank-products-ncc-bank-
limited.html [Accessed, 15 March , 2020]
19. https://www.proschoolonline.com/blog/social-media-strategy-review-icici-bank[Accessed, 22 March ,
2020]
20. https://www.marketing91.com/marketing-mix-of-icici/[Accessed, 2 April , 2020]
21. https://www.anwargroup.com/anwar_brands/the-city-bank-ltd/ [Accessed, 15 April , 2020]
22. https://www.euromoney.com/article/b1dldcd433rwvs/bangladesh-the-city-bank-goes-all-in-on-
digital[Accessed, 3 May , 2020]
23. internship report on BRAC University report
24. "Standard Chartered Acquires American Express Bank's Business in Bangladesh". Retrieved 17
December 2015. [Accessed, 6 May , 2020]
25. https://www.assignmentpoint.com/business/marketing-business/advertising-principal-of-standard-
chartered-bank-limited.html [Accessed, 8 May , 2020]

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