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    Final B-307 Slides

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    Aftab Uddin
    OBL provides a variety of banking products and services. It focuses on both retail and corporate banking, offering deposit accounts, loans, credit cards, and other services. OBL aims to expand its branch network further into rural areas. It analyzes customer feedback and applies customized and interactive marketing approaches. The document discusses OBL's pricing, promotion, distribution, service processes, employees, and physical assets. It recommends expanding ATM networks, introducing Islamic banking, setting higher loan margins for large clients, and widening its product range.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Final B-307 Slides

    Uploaded by

    Aftab Uddin
    47 views33 pages
    OBL provides a variety of banking products and services. It focuses on both retail and corporate banking, offering deposit accounts, loans, credit cards, and other services. OBL aims to expand its branch network further into rural areas. It analyzes customer feedback and applies customized and interactive marketing approaches. The document discusses OBL's pricing, promotion, distribution, service processes, employees, and physical assets. It recommends expanding ATM networks, introducing Islamic banking, setting higher loan margins for large clients, and widening its product range.

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    OBL provides a variety of banking products and services. It focuses on both retail and corporate banking, offering deposit accounts, loans, credit cards, and other services. OBL aims to expand its branch network further into rural areas. It analyzes customer feedback and applies customized and interactive marketing approaches. The document discusses OBL's pricing, promotion, distribution, service processes, employees, and physical assets. It recommends expanding ATM networks, introducing Islamic banking, setting higher loan margins for large clients, and widening its product range.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    47 views33 pages

    Final B-307 Slides

    Uploaded by

    Aftab Uddin
    OBL provides a variety of banking products and services. It focuses on both retail and corporate banking, offering deposit accounts, loans, credit cards, and other services. OBL aims to expand its branch network further into rural areas. It analyzes customer feedback and applies customized and interactive marketing approaches. The document discusses OBL's pricing, promotion, distribution, service processes, employees, and physical assets. It recommends expanding ATM networks, introducing Islamic banking, setting higher loan margins for large clients, and widening its product range.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 33

    Marketing strategy analysis ofmaster Print OBL

    Your Text herePresented by

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    Group 1

    obl

    Product and service matrix


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

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

    Full service
    Cash counter Online banking

    Inter-Relationship of Product and service matrix


    More Product Less Services

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

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

    Less Product More Services

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

    How to focus on LP/MS


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

    campaign

    easy installment

    advertisement

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

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

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

    Referral Markets

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

    Demographic factors

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

    Geographic factors

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

    Technological factors

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

    Social & cultural factors


    Focus CSRs Sponsorships Drawing social attention by these activities

    SWOT Analysis

    S W O T

    trengths
    1. Terms & conditions of MP/LS are convenient &
    flexible than others.

    2. LP/MS focus on goodwill. 3. Full Services create more loyal customers for
    achieving long term goal.

    eaknesses
    1. Attaining new customer is costly & toilsome

    2. Achieving loyal customers is under threat.

    3. The ways of providing services differ in full


    services.

    pportunity
    1. To bring radical change in agricultural sector

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

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

    4. Amount of deposit is decreasing because of


    inflation .

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

    Requirements :
    Regularity

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

    Product

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

    Focus

    Quality

    Good quality service Creates customers satisfaction Survey on customers

    Variety

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

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

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

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

    Product

    (ID: 16070)

    Retail Banking
    Corporate Banking

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

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

    SME Banking

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

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

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

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

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

    Sl No

    Type of Deposits

    Below Tk.1 crore

    Tk.100 crore and above

    Savings (Urban & Rural) Special Notice Deposits

    6.00%

    6.55%

    7.05%

    8.55%

    10.05%

    4.00%

    6.50%

    7.00%

    8.50% 10.00%

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

    (ID: 16070)

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

    Promotion
    Personal selling
    Cross-sale to prevailing customers

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

    Personalized service

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

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

    Standardization
    standard forms, documentations standardized procedures got typical transactions

    Process
    Simplicity Customization

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

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

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

    People

    Internal marketing: attraction, development, motivation and retention of qualified employees

    Employee training : training institute in Dhanmondi

    Ethics : loyal to customer

    Summer camp: Special program for motivating


    employees and reward them according to their performance

    PHYSICAL EVIDENCES
    a consumer tends to rely on material cue as there are no physical attributes to a services
    Tangibles
    OBL gives pens, writing pads to the internal customers. Even the passbooks, cheque books, etc reduce the inherent intangibility of services.

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

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

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

    Recommendations
    Banking Kiosks

    (ID: 16254)

    Banking Kiosks are suggested

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

    Islamic banking
    Introducing Islamic banking will signify its whole demand

    Recommendations
    Higher margin of Loan

    (ID: 16254)

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

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

    Thank You

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