Final B-307 Slides

7/29/2019 Final B-307 Slides

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Marketing strategy

analysis of OBL

Presented by

obl


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NIL

Full product MP/LS

Credits

Car loan/Home loan

Foreign exchange

LP/MS

Customer consultancy

Clearing section

Accounts section

Campaigns

ATM booths

Full service

Cash counter

Online banking


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More Product Less Services

Products: Services:Deposits Product (10 catg.) SMS bankingLoan Products (7 Catg.) SME bankingCorporate Products Locker serviceSME Products Utility billsFinance (4 Catg.) ATM cardCredit Card Internet Banking

Less Product

More Services

OBL has service sectionsto provide services beforeand after sales of products

Inter-Relationship of Product and service matrix


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How to focus on LP/MS

First they try tocapture the market

campaign

easy installment advertisement

segment themarket according

needs of customers


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Elements

CustomersKey focus of OBL

Dedication to their satisfaction

Follows retention strategy

Employees

Dedicated to the welfare of the companyDevoted to provide continuous and goodquality service

Good and fruitful relationship betweenmanagement and employees


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Elements

Competitors

Seeking new and effectivestrategies to compete

More focus on modern physical ambience tocope with Foreign private banks

Adoption of newer technologies

ReferralMarkets

Creates Word-of Mouth

Enhances the relationship with existingclients and related parties

Brings new long term partners


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Demographic

factorsInfluences to open age based accounts

Encourages profession based account services

Focuses on student accounts to

encourage education

Geographicfactors

Focus on convenient locations of branches

After reaching Cities and Suburban areasnow target is on opening rural branches

Home loan market in Dhaka and Chittagong

metropolitan areas


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Technologicalfactors

Adoption of newer and stronger technologiesas Oracleplex Software

VISA money transfer for the first time in BD

Real time online banking attractscustomers significantly

Social &cultural factors

Focus CSRs

Sponsorships

Drawing social attention by these activities


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SWOT Analysis

S WO T


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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.

trengths


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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.


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pportunity

1. To bring radical change in agricultural sector

2. Closely related with giant firm .

3. Capture the market by using new technology.


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hreats

1. In agricultural nature is a big factor.

2. Threat of new entrance.

3. Delay repayment of loans by the giant firmslike Abdul Monem Group.

4. Amount of deposit is decreasing because ofinflation .


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Prime customers

OBL is a sisterconcern of

HRC group

Other

companies ofHRC group getthe facility ofprime customer.


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Requirements :

Regularity


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Given facility:

Reduced conditions.

Interest rate varied.

Way of treatment varied..


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Product (ID: 16070)

More service, less product In future less service, more product

Loan products (most focused)Focus

Good quality service

Creates customers satisfaction

Survey on customersQuality

Retail: Deposit and Loan products,Cards, Inward remittance.

Corporate: Deposit and Finances.

SME banking

Variety


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Product (ID: 16070)

Future plan

Consultancybranches

Agriculturebased

branches

Branches insuburban areas

E-Banking,

MobilebankingBalance

inquiry

Cheque bookrequest

Changing PIN

Bankingtype

Focusing toretain thepresent

customers

Successfullydoing

relationshipbanking


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Product (ID: 16070)

Deposit: Pensave, Edusave, Marrysave, School banking,Gold saving account etc.

Loan: Home, Car, Consumer, Professional, Agri loan etc.

Card: Credit card, ATM Card.

RetailBanking

Deposit: Corporate Deposit Account, Corporate SalaryAccount

Finances: Trade Finance(Letter of Credit), Project Finance,Infrastructure Finance

CorporateBanking

Working Capital Finance (up to 3 years)

Project Finance ( up to 5 years)SME Banking


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Price (ID: 16070)

Price

(interest rate) Prime

customers;shareholders,

well reputedand knownbusiness men(up to 2% lessinterest in loan

products) Other

customers (atprevailing rate)

Credit terms Known and

prime customerrequired to

keep lowmargin for loan& L/C opening

Othercustomers (at

prevailingterms)


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Price (ID: 16070)

Sl No Type of

Deposits

Below Tk.1

crore

Tk.1 crore

to below

Tk.25 crore

Tk.25 crore

to below

Tk.50 crore

Tk.50 crore

to below

Tk.100

crore

Tk.100

crore and

above

1 Savings(Urban &

Rural)

6.00% 6.55% 7.05% 8.55% 10.05%

2 Special

Notice

Deposits

4.00% 6.50% 7.00% 8.50%10.00%

P ti (ID 16070)


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Promotion (ID: 16070)

Advertising

Television, radio

Movies (advertising during break)

Newspaper, magazines

Public relation

Campus visits, Sponsorship(cricket series)

CSR (food, blanket distribution,built houses for flood affected

people)

i ( 160 0)


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Promotion (ID: 16070)

Cross-sale to

prevailingcustomers

Personalizedservice

Personalselling

Gifts,

discounts tocustomers.

Commission,incentives toemployees

Summercampaign

Salespromotion


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Place

59 Branches, 21 ATM,

10 booths

1 corporate branch and

all full service branchesFuture plan:

Want to focus on rural area.Planning to open specialized

agro based branches.


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Process

Flow of activities

Follow central bank guideline

segregated into various departments accordingly

Standardization standard forms, documentations

standardized procedures got typical transactions


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Process

Simplicity

clear indication

Instruction

boards in innational andregionallanguage

Less timeconsuming

Customization

specialtycounters at each

branch to dealwith customersof a particularscheme

Many

alternativesaccording tocustomersneeds

Customeranalysis

Analyzecustomer

feedback Believes in word

of mouth

Appliesinteractivemarketing


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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 motivatingemployees and reward them according to their

performance


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PHYSICAL EVIDENCESa 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 theinherent intangibility of services.

Signage

Logo by which a person can identify the company. Suchsignages are significant for creating visualization and

corporate identity.

Punch line

corporate statement depict the philosophy and attitudeof the bank. OBL has influential punch lines to attract

the customers we make things happen


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PHYSICAL EVIDENCES

Internet/web pages

Paperwork

Brochures

Furnishings

Business cards

The building itself

R d ti (ID 16254)


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Recommendations (ID: 16254)

Banking Kiosks are suggested

Banking Kiosks

Managing of ATMs with other bank will enhance theacceptability and efficiency of ATMs.

ATMs

Introducing Islamic banking will signify its wholedemand

Islamic banking

R d ti (ID 16254)


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Recommendations (ID: 16254)

Higher margin of Loan should be determined forthe big clients to reduce the treat of big

default such as against L/C

Higher margin of Loan

It should be widened to complete with the other banksand financial service institutions.

Products Range


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Thank You

Final B-307 Slides

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