EXECUTIVE SUMMERY

A successful market, marketing and product strategy is critical todays rapidly moving high-tech market. Companies need to take a new technologies or ideas and develop a complete product that addresses a customer need and a viable market, as well as executive flawlessly on bringing it to market. In this report we have tried to cover the marketing strategies by Bank Al Falah. Bank Al Falah was in corporate in June 21st, 1997 its banking operations started from November 1st, 1997. The bank engaged in commercial banking and related services. The bank is currently operating through223 branches. Bank Al Falah target market conceits of individual client as well as number of business organization. Bank Al Falah has segment the market on demographic, psychological and behavioral style to target maximum number of segments with different varieties of products suitable for each segment. In marketing terms this strategies in competitors is known as the Flank Attack &Frontal Attack. In this report we have discussed the marketing plan of Bank Al Falah Limited comprising of segmentation, competitors analysis, positioning marketing mix carried by the Bank Al Falah. We have also briefly discussed the integrated marketing communication (IMC) being used by the Bank Al Falah to address its customers. We have tried our best to cater the broad aspects of marketing strategies being followed by Bank Al Falah and hope that this report will help you elucidate your concepts about the strategic marketing to a greater extent.

INTRODUCTION
BANK AL-FALAH LIMITED Bank Al Falah Limited was incorporated in June 21st, 1997 as a public limited company under the Companies Ordinance 1984. Its banking operations commenced from November 1st ,1997. The bank is engaged in commercial banking and related services as defined in the Banking companies ordinance 1962. The Bank is currently operating through 223 branches in Pakistan, with the registered office at B.A.Building, I.I. Chundrigar, Karachi. Since, its inception as the new identity of H.C.E.B after the privatization in 1997, the management of the bank has implemented strategies and policies to carve a distinct position for the bank in the market place. Strengthened with the banking of the Abu Dhabi Group and driven by the strategic goals set out by its board of management, the Bank has invested in revolutionary

technology to have an extensive range of products and services. This facilitates their commitment to a culture of innovation and seeks out synergies with clients and service providers to ensure uninterrupted customers. The bank perceived the requirements of customers and matches them with quality services to its

products and service solutions. During the past five years, bank has emerged as one of the foremost financial institution in the region endeavoring to meet the needs of tomorrow as well as today. To continually upgrade the quality of

service to the customers, training of team members in all the integral aspects of banking, customer service and IT was specially focused. The portfolio concentrates on all aspects of conventional banking as well as the financial needs of corporate sector. Dynamic and high value product includes Car Financing, Home Financing, Rupee Travelers Cheques, Credits Cards, Debit Cards, On line Banking, ATM and consumer Durables. In addition to this, Islamic Banking Division is a recent initiative, which operates as separate branch. It offers Shariah Compliant products through a network of five branches, which will increase to 50 by the year 2007. The bank is committed to combine all it s energies and resources to bring high value, security and satisfaction to its customers, employees and shareholder. The Bank has invested in revolutionary technology to have an extensive range of products and services. This facilitates commitment to a culture of innovation and seeks out synergies with client and service providers to ensure uninterrupted services to it customers.

PRODUCTS
COMPREHENSIVE AND DIVERSIFIED PRODUCT PORTFOLIO With the mission to provide all-encompassing banking services to the customers, Bank Alfalah has a uniquely defined menu of financial products. Currently it is one of the most comprehensive portfolios of personalized financial solutions that are customtailored to serve the requirements not only of conventional customers but also fulfill the needs of the corporate sector: Car Financing Rupee Travellers Cheques Online Banking Credit Cards ATMs Home Financing Islamic Banking Corporate and Structured Financing

Car Financing Car Financing is one of the major renowned product of Bank Alfalah and can be utilized in terms of Financing of Used Vehicles, Loan against Car, Balance Transfer Facility, Refinancing Facility (only for Alfalah Customers) and it is characterized in terms of: Lowest Mark up Lower Insurance Quick Processing Lower Down Payment

Home Financing Major features of Bank Alfalh Home Financing are Lowest Mark-up, Quick Processing, Multiple Repayment Options and Free Valuation. It has been bifurcated in terms of Home Buyer, Home Construct, Home Improver, Home Balance Transfer Facility.

Financing Limit : upto Rs. 10,000,000/Tenure : upto 20Years Equity Participation : 30% Borrower / 70% Bank

Rupee Travelers Cheques Rupee Travelers Cheques are as good as cash and are accepted at the major shops, travel agents, hotels business establishments and all over the country and abroad. This service is being offered to facilitate instant fund availability to travelers and business people who used to carry a large sum of money with them.

Credits Cards Bank Alfalah Visa Card is everywhere and globally acce pted and welcomed at locations displaying the VISA logo. It is accepted at nearly 30 million merchants and 870,000 ATMs in more than 150 countries around the globe and over 10,000 establishments in Pakistan. Alfalah VISA pays for shopping, travel, entertainment, meals and much more.

Debit Cards Bank Alfalah Limited presents Alfalah HilalCard, the first Visa Electron International Debit Card which gives an unlimited access to current / savings account with a simple swipe, at millions of retail shops and ATMs, worldwide. The Alfalah Hilal Card comes with a host of conveniences and benefits combined with the wide reach of Visa Network enabling it to be accepted at more than 840,000 ATMs and 13 million retail outlets around the world, making it the most acceptable Debit Card available in Pakistan.

On Line Banking

To provide enhanced and value added products to customer bank is constantly striving for additional facilities. Bank provide fully automated on-line telephone banking facilities to it customers enabling them to carry out banking transactions like balance inquiries,statement requests, product information and exchange rate.

Automated Teller Machine (ATM) The bank offers 24 hours self service banking facilities to it customers on country wide basis through deployment of Automated Teller Machine. This system allows the banking facilities such as cash withdrawls, cash deposits, funds transfer, balance inquiries, account statements. Electronic cash dispensing facilities are available in major cities of Pakistan. All ATMs are linked through a state-of-the-art Satellite Based Communication System which offers 24 hours real time service.

Islamic Banking A separate division is a recently initiated, which operates as separate branch. It offers Shariah Compliant products through a network of five branches, which will increase to 50 by the year 2007. Islamic Banking has launched following products with the perception that these are in accordance with the Sharia Principles. a. Alfalah Masharaka Homes b. Murabaha Finance c. Aflalah Car Ijarah

Corporate and Structured Financing The portfolio concentrates on all aspects of conventional banking as well as the financial needs of corporate sector including dynamic and high value product. Loaning against securities Letter of Credit Letter of Guarantee Demand Finance Cash Finance

BOSTON CONSULTING GROUP (BCG) MATRIX FOR THE SBUS

MARKET SHARE HIGH Car Financing Home Financing Online Banking GROWTH RATE HIGH LOW Islamic Banking ATM Debit Card

Deposits LOW Investments Credit Cards

Rupee Travelers Cheques

EMPLOYEE SATISFACTION AND WELFARE BENEFITS SURVEY QUESTIONNAIRE

A) General Information (The following information will be used only for the purpose of analysis and will not be shared with anyone)
Please tick the relevant boxes.

I.

Total number of years in this organization:

Less than 1 year

1 5 years

6 - 10 years

11 - 15 years

II.

Department :
--------------------------------------------------------------------------------

B) For the questions that follow, please use the following scale to express the extent to which you agree or disagree with the statement given in the questionnaire. Please tick:

if you AGREE with the statement IFif you DISAGREE with the statement

Agree 1

Somewhat Agree 2

Somewhat Disagree 3

Disagree 4

S.No. 1) a) b) c) d) e) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16) 17) 18) 19) 20)

Statements Please indicate your level of agreement with each of the following statement: My job is appreciated. I am provided with all resources to perform. The working conditions are good and safe. I feel stressed in my job. I like my job. I am recognized as an individual. I get support and teamwork from other departments in the Company. I understand the companys objective and try to achieve the same. The mission/purpose of the company makes me feel that my job is important. The departments formed with clear-cut goals/tasks to be achieved by the team members. The reporting structure is very easy and clear between my superior and me. My senior encourages high achievement by reducing the fear of failure. My senior clearly defines my job responsibilities. My senior communicates to me the areas of improvement in my job. My senior is objective, in terms of tasks assigned and outcomes observed, while evaluating my feedback. My senior, or colleagues at work, seems to care about me as a person. The company makes efforts to identify my strengths and weaknesses. The organization views its employees as assets. I get an opportunity to do innovative things at work. My views and participation are valued. In this organization the tasks performed by an individual is assessed with reference to ones experience and expertise. The organization structure facilitates teamwork, which enhances effective accomplishment of tasks. Management has created an open and comfortable work environment. People who are hardworking and results oriented are praised and rewarded in this organization.

MANAGEMENT STYLES (CENTRALIZED OR DECENTRALIZED)

Management must have to adopt some administrative style to get all the activities to be done effectively and efficiently. As far as the management styles at Alfalah Bank are concerned, there is both centralization and decentralization to some extent. Management must adopt some administrative style to get all the activities done effectively and efficiently. As far as the management style at Bank Alfalah Limited is concerned, there is centralization in different departments like

imports,exports,refinance,credits,staff finance ,clearing etc. And decentralization in the whole structure of management of bank alfalah to take decisions.

Departmentalization

Every organization is divided into definite departments. Each department performs different kind of job and requires staff with specialized skill to handle the particular job. This increases the efficiency of workers and makes the job of the employees easier.
There are several aspects on which departmentalization in an organization can be based. The division can be done on the basis of functions or product or customers or geographical location. In Bank Alfalah Branches, departments are e made on the bases of functions performed by the bank.

leaders in bank Alfalah ltd.

Mr. Siraj uddin Aziz

Chief Executive Officer Bank Alfalah Limited

Mr. Sirajuddin Aziz was appointed Chief Executive Officer of Bank Al Falah Ltd. in October 2007. He is also serving as Chairman of Banks Management Committee and other Committees. An MBA in Banking & Finance and a Fellow of Institute of Bankers, Pakistan, he is a professionally qualified and an experienced banker with 30 years of proven accomplishment in all major executive functions covering areas like Marketing, Foreign Trade, Corporate Credit, Treasury, Training & Development and Correspondent Banking etc. in various organizations in Pakistan, China, Hong Kong, U.K, Nigeria and U.A.E. Prior to becoming the CEO, Mr. Aziz was the Chief Operating Officer of Bank Al Falah Ltd. for a little less than a year, and the Head of Treasury & International Division for six years. By virtue of being a core member of banks Management Teams/Committees, he has been actively involved in overseeing the entire spectrum of banks operations in various banks during past 15 years. Before Bank Al Falah Ltd., he was the General Manager-Corporate Banking Division at Metropolitan Bank Limited, for a year. Earlier on, he was with Union Bank Ltd. for more than eight years, as an EVP and then a SEVP. Still earlier, he was with Bank of Credit & Commerce International for 14 years, holding positions in Pakistan, UAE, UK, Nigeria, Hong Kong, and lastly, as the Country Manager for China. Mr. Aziz is connected in local banking circles in Pakistan, regularly contributing articles on varied subjects to English newspapers, participating in T.V. shows on finance & economy and addressing various universities and professional forums on Economic & Banking related subject. He has also attended Asian Development Banks meetings on behalf of bank(s) at Beijing (1989), Hong Kong (1992), Manila (1993), Nice (1994) Auckland (1995), Manila (1996), Fukuoka (1997), Geneva (1998), Shanghai (2002), Istanbul (2005) and Hyderabad (2006), apart from several banking seminars both in Pakistan and overseas. His other interests include being on the Board of Editors of China Banking & Finance a Hong Kong based monthly magazine, published by "China Law & Practice Ltd." for two years. Having

an interest in poetry, the National Library of Poets (USA) carried his poems in their annual anthologies 1995 & 1996, for which he received Editors Choice Awards. He has also authored a book titled, In Quest of Mirage.

CODE OF CONDUCT
It is the policy of bank alfalah limited to conduct the business of the bank in full compliance with the laws, rules and regulations of the community in which it operates and to adhere to the highest ethical standards. To these ends employees are expected and directed to manage the business of the bank with:

The highest ethical standards of integrity and candor in conformity with the code of ethics & business conduct. Due diligence and proficiency in all business activities. Compliance of all legal and regulatory requirements. A manner that no disfavor will reflect on the bank, both on and off the job.

OBJECTIVES
Code of ethics and business conduct intends to deter wrongdoing and act as a ready reference to all the employees in maintaining compliance with the rules and regulations laid down by bank alfalah limited and would be a guide in directing the groups management to ensure the observance by employees according to the stipulated policies of bank alfalah and promote the following objectives: Honest and ethical conduct, including ethical handling of actual or apparent conflicts of interest between personal and professional relationship. Compliance with applicable governmental laws, rules and regulations. Promote internal reporting to designated persons of violations of the code. Accountability for non-adherence of the code.

All employees are to conduct themselves in accordance with highest standard of personal and professional integrity.

OBSERVANCE OF RULES
bank alfalah expects its employees to have integrity, honesty and the highest moral principles. The bank does not intend to attempt any control over the private lives of its people or to say how these lives are to be lived. The bank does not tolerate any conduct, which might be considered as detrimental to the reputation of the bank. Every employee is to abide by the rules and regulations of the bank and should strictly observe, comply with and obey all the orders.

APPLICATION OF CODE
The code applies to all staff members of bank alfalah limited in their decisions and activities within the scope of employment, or when representing the bank in any capacity. A copy of code of conduct is given to every employee for review. Each one of them is required to sign a written confirmation that they have reviewed, understood and agreed to adhere to the code.

MAINTAINING OFFICE DECORUM

All the employees are obligated to comply with the office work timings and ensure that work commitments are not disrupted. Employees are required to maintain proper dress code (office attire) and appear well groomed & presentable all the time. Livery staff should be in their proper uniforms during office hours. Employees are to observe high standards of behavior/ attitude that include positive attitude/ body language, politeness & optimistic approach. Clumsy/ abnormal behavior/ short-temperament should be avoided at all times. Employees are responsible for ensuring their own work area.

CONFIDENTIALITY
Confidential information about habib banks business or business plans, products and services, marketing methods, technology or systems must never be disclosed to a third party except pursuant to a statute or regulations, or a valid court order. The bank owes a strict suttee of confidentiality to their customers. Employees are not to disclose to any third party particulars of the identity or financial, business or personal affairs of a customer, unless: The customer has given prior written consent. Disclosure is compelled by a court or statutory authority of competent jurisdiction. Disclosure is compelled by law, due to money laundering, or by regulatory requirements. Disclosure is necessary to protect the banks interest, for example disclosure to the police in case of suspected fraud.

CONFLICTS OF INTEREST
You must ensure that your personal interests do not conflict with the duties that you adhere to the bank or which the bank owes to its customers. In particular, an employee should never become personally involved in any transaction, negotiation or contract on behalf of an organization with an entity in which the employee or any of his relative or friend has an interest, without full written disclosure to and prior written approval from the group head concerned. An employee must avoid conflict between his personal, social, financial or political interests. An employee must not participate in reviewing and approving an application for a loan from a corporation of which he is a director.

GIFTS AND INDUCEMENTS

Employees are not permitted to accept gifts, entertainment, or other favors from existing or prospective customers of the bank

OUTSIDE PRESSURE
Employee must refrain from bringing in outside pressure or influence to attain personal gains within the organization; any such attempt will be subject to disciplinary action/ corrective guidance.

INSIDER TRADING
Employees are advised never to engage in insider trading in securities. It means that employees are not to make deal, advice or arrange for anyone else to deal, in any shares or other securities listed or trade on a recognized stock exchange. Employees must also observe the internal rules on personal trading in securities which the bank puts in place and which apply to all employees. Money laundering: The bank fully supports the international drive against serious crime and is committed to assisting the authorities to identify money laundering transactions and, where appropriate to confiscate the proceeds of crime. The bank has issued guidelines to all business units to enable them to follow the anti- money laundering policy.

KEY PRINCIPLES

The identity of a customer beginning a business relationship or conducting a single transaction should be established from official or other reliable identifying documents. The golden rule is to know your customers.

Business units must keep record of customer identification for at least five years after the account is closed and of transactions for at least five years after their completion, or longer if the local law requires

If business units suspect that funds stem from money laundering, they should promptly report those suspicions to the competent authorities and record the circumstances in writing. Business units should not forewarn their customers when information relating to them is being reported to the competent authorities. When a business unit reports its suspicions to the competent authorities, it should comply with their instructions.

PROTECTING BANKS RESOURCES

All employees are responsible for safeguarding Banks and customers tangible and intangible assets including cash, securities, business plans, customer information and physical property and services. Copying, selling, using and distributing information, software and other forms of intellectual property in violation of license agreements are prohibited. The use of email, telephone, fax and computers are primarily for business purposes. Personal communication must be kept to a minimum. Stationary including letterheads are to be strictly used for business purposes only.

DISCRIMINATION OR HARASSMENT.

Bank alfalah encourages a work environment where employee differences are valued and respected. Bank promotes equality of gender, race and religion and prohibit sexual or any other kind of discrimination, harassment or intimidation whether committed by or against a supervisor, coworker, customer, vendor or visitor.

No employee shall because of race, creed, color, national/ ethical origin, gender/sex, marital status, sexual preferences, religion, age, or physical disability, be subjected to any discrimination or to any harassment be another employee of the bank.

FRAUD, THEFT OR ILLEGAL ACTIVITIES

Employees are to be alert and vigilant with respect to frauds, theft or significant illegal activity committed within the office. If any such activity comes into employees attention he must immediately report the same to his immediate supervisor or group head who will arrange for appropriate follow up action to be taken. Failure to report any such activity will be subject to disciplinary action.

ACCURATE RECORD KEEPING AND REPORTING

Banks books, records, accounts, and reports must accurately reflect its transactions, and must be subject to an adequate system of internal controls and disclosure controls to promote the highest degree of integrity.

An employee must not make a fake claim for reimbursement of any expense.

COPYRIGHTS

Employee will not make unauthorized copies of copywrited materials, banks proprietary information such as banks documents, policies, manuals, instructions, computer program etc. Any wok that you undertake for the bank is the sole property of bank and that should be kept secret and treated as copyright.

REGULATORS AND AUDITORS

Compliance with laws, regulations and ethical standards is an important element of their obligations to their customers, stockholders, and general public and other staff. It is essential for the banks success that they take compliance seriously. An employee should think of compliance as his own responsibility.

ZERO TOLERANCE TO WORK PLACE VIOLENCE

The bank is committed to creating and maintaining a working, learning and customer care environment, which is free from violence. Mutual understanding and respect toward all employees is an essential element for excellence in professionalism, existence of safe and healthy workplace, and maintenance of a corporate culture, which serves the needs of the community. The bank prohibits violence acts o threats of violence. Any employee, who commits or threatens to commit a violent act, is subject to disciplinary action. The bank has zero tolerance for violence against any member of the workforce or its property.

DRUG- FREE WORK PLACE

Bank alfalah limited is committed to providing a safe work environment and fostering the well being and health of its employees. This commitment is jeopardized when an employee illegally uses drugs or alcohol on the job, come to work with these substances present in his body, or possess, distribute, or sell drugs in the workplace.

EQUAL EMPLOYMENT OPPORTUNITY Bank alfalah limited is an equal opportunity employer in hiring and promotion practices, benefits and wages. The bank will not tolerate discrimination against any person on the basis of race, religion, color, gender, age, citizenship, disability or any other basis prohibited by law in recruiting, hiring, placement, promotion, or any other condition of employment.

NEPOTISM
While there is no prohibition against the employment of close relatives, the integrity of the personnel process must be maintained.

Therefore, no one shall serve on a committee; make personal recommendations or decisions, influence any person making decisions such as appointment, retention, transfer, advancement or promotion affecting a close relative.

ACTS OF MISCONDUCT

Theft, fraud, dishonesty with business or property of the bank or any other organization. Falsification of employment documents/ data to obtain employment. Tampering the office records. Negligence or improper conduct leading to damage of bank-owned property or damage to the reputation of the bank. Conviction of a criminal offence within or outside the office. Violation of safety or health rules. Smoking in prohibited areas. Spitting within banks premises. Unauthorized absence from duty.

Illegal strike or go slow tactics. Misuse of official stamps/ letterheads/ telephones/ computers & other items.

The bank, at its sole discretion, shall determine what act or omission constitutes misconduct, breach of trust or negligence of duty.

RESPONSIBILITIES AFTER LEAVING THE BANK

Employee must not use their position to advance their prospects for future employment, or allow their work to be influenced by plans for or offers of, external employment which would conflict or compromise in any way the best interests of the bank which would conflict or compromise in any way the best interests of the bank.

Employees professional duty while being employed by the bank is to maintain confidentiality; therefore, an employee must maintain the same professionalism and secrecy after leaving the employment of the bank and not disclose any official information.

CONCLUSION This employee book includes the code of ethics & business conduct, there is written a set of general principles rather than detailed prescriptions. It is impossible to address every single circumstance you may face that will require you to ponder the proper ethical approach in any given situation. This successful development of an ethical environment relies upon the sense of responsibility for our own professional behavior taking into consideration the provisions of this code and policies of the Bank.

MERITS OF THE CODE

This code clarifies all the staff of the bank the conduct expected in the performance of the duties. This leads the employees to conduct themselves in accordance with the highest standards of personal and professional integrity and to comply with all laws and regulations and corporate policies and procedures. Bank Alfalah takes part in CSR activities

Bank Alfalah Ltd, a leading foreign financial institution, Sunday signed an agreement with MRDI and Green World Communication Ltd to use the former's CSR funds to ensure safe drinking water for the people of Bon Laudob in Khulna.

It also handed over a cheque to Green World, which would be spent to re-excavate four ponds of the village to ensure sweet water for the villagers who were struggling for decades with saline water.

The agreement to connect CSR effort with development is the first of its kind in Bangladesh. The tripartite agreement among MRDI (Management and Resources Development Initiative), Bank Alfalah and Green World was signed at a city hotel.

Bank Alfalah is going to provide funding support to one such project, pond re-excavation, as a part of its CSR activities. Green World Communication Limited will implement the project. MRDI will supervise and monitor the progress of its activities.

SAA Masrur, country head of Bank Alfalah Ltd, Hasibur Rahman, executive director of MRDI, and Hedaitul Islam Helal, chairman of Green World Communication Ltd, signed the agreement on behalf of their respective organisations.

Rokia Afzal Rahman, former adviser to the caretaker government and president of Bangladesh Employers' Federation, was also present on the occasion.

MRDI in partnership with Manusher Jonno Foundation (MJF) initiated an effort to use CSR funds as an alternative social development support.

Corporate culture:
Core value and corporate culture is based on the belief that superior personalized service is the most important product. Bank is in the process of getting to know customers by name and understand their business and personal financial needs. This one-on-one, personalized service quality has served as Bank Alfalah's unique signature since inception and continues to separate it from other financial institutions.

Recommendation:
At present there is no such organization in the world that is free f r o m p r o b l e m a n d challenges. Every concern has to strive and struggle a lot to be more profitable and to get more competitive edge.

MANAGEMENT REPORT
ON

BANK ALFALAH LTD

BY OMAIR MUNWAR

STUDENT ID # 55320

PRESENTED TO: SIR SOHAIL PASHA