Brand Audit-Nib Bank: Submitted By: Meha Javed Abbasi (7573) ANUM REHMAN (8029) Sumitted To: Sir Samin Ahmed

BRAND AUDIT-NIB BANK
SUBMITTED BY: MEHA JAVED ABBASI(7573)

ANUM REHMAN(8029)
SUMITTED TO: SIR SAMIN AHMED
EXECUTIVE SUMMARY
This report reviews the performance of the NIB bank’s Salaam Banking which is basically a service
provided by NIB Bank which assists business men in their financial needs by providing them basic and
advanced banking service at their door step. In this type of banking business men can easily get loans
without going through the hectic procedure of filling out applications and forms. The customers of
Salaam Banking can easily avail the facility of opening their accounts without meeting a minimum
balance requirement and there is also no limit to the number of with drawls by the customer. There are
over 240 branches of Salaam Banking all over Pakistan with dedicated staff. The branches of Salaam
Banking are located in the congested area of the country so that there is an easy access to the
customers of the NIB Bank. As compared to the other brands in the same category, Salaam Banking
prices of loans are a bit higher since they can easily get the loans by Salaam Banking unlike the other
banks. NIB Salaam banking is the first of kind to cater to the small and large business community in
Pakistan.
A MARKET STRUCTURE
1. Country’s Socio-Demographic movements relevant to the brand:
 Rapid Urbanization.
 Labor Force Participation.
 Increasing Literacy creating awareness among customers
 Inflation
 The country consists of traders, manufacturers who need to fulfill daily liquidity
requirements to purchase goods on time via imports/exports or any other means.
2. Market Growth Indicators: Value & Price
 Traders and manufacturers will utilize products even at prices above par if the product waives off other
requirements such as lengthy documentation and will provide them with certain innovative benefits. E.g. high
benefit vs. cost rate
3. Market Growth Drivers
 Consumer expectations are heightened and competition is strong
 High demand for goods such as cotton etc. and delivering goods before other suppliers.
 Consistency of which can be depended upon.
 Changing Consumer Lifestyle
 Drives growth in “convenience” category
 In product and consumer’s offerings

4. Manufacturer’s Market Share detail of recent launches in the category and their
performance
(NOT AVAILABLE)
5. Detail of recent launches in the category and their performance

 EDC – Salaam Sahulat (Cash collection service at the doorstep), it’s the one and the only
kind of service in the banking industry proving to be profitable.
 Credit Life Insurance – generating at least about 1.069 million per month expected to reach
3.3 million this month.
6. Brand Market Share (Value/Volume)
The product itself has a monopoly if reviewed in terms of a product targeting small business
customers.
7. Brand share by segment

Age: Stronger share in 25- 60 yrs
Psychographics : its basically divided into three segments
salary earners: ordinary working class people
business man: customers who own their own businesses
affluent person: those who have a monthly salary of 2.5 lakhs or more
Geographic: Urban areas of the country

(THE EXACT FIGURES ARE CONFIDENTIAL DATA SO COULD NOT BE OBTAINED)
8. detail of data if any for penetration and loyalty
Performing Community services e.g., melas, sports festival and educating children.
9. Detail of brand share vs. competition
Salaam products are unique and in monopoly

PROPOSITION
10. Brand Positioning
Caring for the financial services of the Pakistani small and large business market by providing
them with innovative products and services.
11. Category Drivers

Loans – Providing loans to the business community of Pakistan
VAS- Providing them with value added services
12. Brand Health Indicators
Customer feed back, branch staff feed back and loyalty MIS maintained by Marketing dept
13.Communication Analysis
It solidifies the core essence of the brand which his to gain customers confidence in the bank and its people
14. New innovations performance
EDC (electronic data capturing (deposit collection)) brought about record enrollments with record Volume
Collections.
PROMOTION
does not apply as there are no

promotions
PLACE
19. Retail Shares By Channels
240 branches all across Pakistan
20. Availability (Distribution Quality)
Urban - Metros
Salaam banking branches are found in all heavy business areas e.g. Jodia Bazaar, North
Karachi etc.
21. Display Quality

(NOT AVAILABLE)
22. Stocking (out of stock) In The Market

(NOT AVAILABLE)
PRICE
23. Perceived Vs Actual Price
There is a mixed reaction of customers. Some get angry but most are happy because they get
loans which they would not get from another bank since they do not fulfill requirements, so
they are ready to pay higher.
24. Price Positioning

Customers are communicated about the flat rates which they understand better but 80%
customers are new to bank who are being lent money for the first time. Therefore they are
ready to pay a much higher price for informal loans.
25. Price Segment Growth

Due to inflation, prices are rising so the real needs of the customers are high.
Price segment is more or less stagnant.
No prospects for segment growth for the present

26. Percentage Of Sales Made On Promotion During Last Year
No sales promotions
27. Price Elasticities:
Price is inelastic on a certain level since if a customer has need, then the customer is usually ready to pay any price. However,
negotiations can take place.
PACK
Being a service industry, the brand has no packaging
PRODUCT
31. Detail Of Product’s Performance Over Time
Salaam banking is the main driver of NIB’s strategy backed by Themask’s investment (NIB’s
Singapore share holder)
32. Detail Of Product’s Composition Vs. Competition
NIB Salaam banking is the first of kind to cater to the small and large business community in
Pakistan- we have specially created a Relationship model keeping in view the Pakistani
business community.
GAP ANALYSIS
Nib is one of the largest banks in Pakistan and salaam banking is it’s greatest ventures. They are
currently operating 240 branches across Pakistan and they plan to open up more branches soon which
will take them to greater heights.
They have not undertaken any promotion efforts as yet especially when it comes to Salaam banking
and this is where they are lacking. They should promote their products to increase their yield in the
market. If they undertake promotion efforts, their salaam banking products will gain a wider acceptance
and recognition in the market.

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BRAND AUDIT-NIB BANK

SUBMITTED BY: MEHA JAVED ABBASI(7573)

 Labor Force Participation.

 Increasing Literacy creating awareness among customers

3. Market Growth Drivers

 Consumer expectations are heightened and competition is strong

 Consistency of which can be depended upon.

 Changing Consumer Lifestyle

 Drives growth in “convenience” category

 In product and consumer’s offerings

5. Detail of recent launches in the category and their performance

7. Brand share by segment

Psychographics : its basically divided into three segments

salary earners: ordinary working class people

business man: customers who own their own businesses

Geographic: Urban areas of the country

9. Detail of brand share vs. competition

Salaam products are unique and in monopoly

11. Category Drivers

VAS- Providing them with value added services

12. Brand Health Indicators

14. New innovations performance

does not apply as there are no

240 branches all across Pakistan

20. Availability (Distribution Quality)

21. Display Quality

22. Stocking (out of stock) In The Market

24. Price Positioning

25. Price Segment Growth

Price segment is more or less stagnant.

No prospects for segment growth for the present

27. Price Elasticities:

32. Detail Of Product’s Composition Vs. Competition

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