Chapter - 01: I: Ntroduction

Chapter 01: INTRODUCTION
1.1
Origin of the Report
Any academic course of study has a great value when it has practical application in real life.
Only a lot of theoretical knowledge will be of little importance until & unless it is applicable
in practical life. So we need proper application of our knowledge to get some benefit from
our theoretical knowledge to make it more fruitful. As the classroom discussion alone cannot
make a student perfect in handling the real business situation, therefore, it is an opportunity
for the students to know about real life situation through this internship program. This
program consists of three phases:
Orientation to Organization: To accustom the internee with the structure, functions,

and performance of the organization.
The Project Work: Pertaining to a particular problem matching with the internees
capacity and organizations requirement.
The Report writing: To demonstrate the internees analysis, findings and

achievements, in the proceeding one phase.
In this connection, I was assigned to Prime Bank Ltd.(PBL) SBC Tower Branch, Credit &
General Banking Department for my practical orientation. The topic Marketing of
Financial Services and Market Extension & Retention Strategy of Prime Bank Limited
was selected by the Human Resource Division of Prime Bank Limited. This report covers the
details of Prime Banks practices about Marketing Activities emphasizing Marketing of
Financial Services and Market extension & retention Strategy of prime bank limited.
Prime Bank Limited | 1
1.2
Objective of the Report-
General Objective: The general objective of the report is to know about the management
system and Service marketing activities applied to extend & retain market of Prime Bank
Limited as a private commercial bank as well as its formation, and its functional, operational,
and financial aspects.
Specific Objective:
The Specific objectives of this report are as follows:
To relate the theoretical leanings with the real life situation.
To get an overview of the bank.
To provide an overview of various functions performed by the bank.
To have a clear idea about the nature of the marketing activities performed by Prime
Bank Limited.
Current Market Performance.
To Identify the Target Market.
To understand the competitors position.
To understand with day to day function of Credit Department & General banking
Department.
To gain in depth knowledge of credit policies, pricing and other rules and regulations
regarding retail & Corporate credit of the Bank.
To gain in depth knowledge of marketing of general banking product of the Bank.
To know about various documents and procedures used for banking services.
To identify the problems and prospects of service marketing of Prime Bank Limited.
To recommend actions that may be necessary to solve the problems in applied market
extension & retention strategy of Prime Bank Limited.
1.3
Scope of the Study-
This report covers the details of Prime Banks practices about Marketing Activities
emphasizing Service Marketing and Market extension & retention Strategy of prime bank
limited. This report is prepared based on my observations and job experiences during the
internship period in the Credit & General Banking (GB) Department of SBC Tower Branch.
This report emphasizes on different marketing activities involved and used by Prime Bank
Ltd for market extension & retention. The report also focuses on the market performance of
PBL and the competitors position. Finally, it incorporates identification of some problems or
lacking and recommends some measures to overcome the lacking and further strengthen its
operations.
1.4
Methodology-
To write down the report, it required two sources of information: Primary: Interview with clients & Bankers, observation, 2-months work experience with
different divisional in charge and suggestion of many executives.
Secondary: Annual reports of PBL, Instruction circular of Head Office, Brochures of
different Banks, News Paper & Magazine regarding Banking issues, Seminar papers website
of Prime Bank limited and so on.
1.5
Limitation
There were certain limitations regarding the study that is summarized below:
The main hindrance behind preparing this report was time. The tenure of the
Internship program is only two months.
Since Credit department has a vast working area, it is not possible to go through in
depth within this short span of time.
Sometimes the information was found to be contradictory and inaccurate.
The collected information needed to be studied more.
Sometimes field practice deviates from the standard practice (policies) that also
created difficulties.
1.6
Report Review
This report is divided into mainly three segments. These are:

Segment-A: Introduction, Literature Review, and the Organization Part of Prime Bank
Limited.
Segment-B: The Job highlights of the Internship Program of a period of 3-months.
Segment-C: The Project Part" Marketing of Financial Services and Market

Extension & Retention Strategy of Prime Bank Limited (PBL)".
Segment D:Comparison & Recommendation
Introduction
Literature
Review
The
Organization
Chapter 4 SBC Tower Branch
Chapter 12Marketing of
ChapterChapter
5
Chapter
3
Financial
Services of
PBL
Extension
&
Chapter Market
Retention
6
Chapter Comparison &
Recommendation
7
Figure:-1 Report Review
Chapter 02: LITERATURE REVIEW

Using an evolutionary metaphor as a framework, Fisk et al. (1993) traced the evolution of the
service marketing literature from its embryonic beginnings in 1953 to its maturity in 1993.
They identified three stages in this evolution: Crawling Out (19531979), Scurrying About
(19801985), and Walking Erect (19861993).
During the Crawling Out stage (19531979), scholars in the service marketing field first
fought to assert the disciplines right to exist (Swartz et al. 1992; Fisk et al. 1993). This stage
began in 1953 with the first service marketing scholars struggling to publish their work and
culminated in the debate of how and why services were different from goods (e.g. Shostack
1977). This differentiated positioning contributed to the success of its fast development
(Schneider 2000). From this early work came the identification of some of the distinctive
characteristics of services, such as intangibility, heterogeneity, i inseparability, and
perishability, which eventually became the IHIP dominant paradigm of service marketing
(Lovelock and Gummesson 2004; Vargo and Lusch 2004b for a review of its development
and recent critics).
The Scurrying About stage (19801985) was a bridging period where the services versus the
goods debate began to wane (Fisk et al. 1993). The attention of service scholars then shifted
from Are services different from goods? to What are the implications of these
differences? (Swartz et al. 1992) Lovelock (1983, p. 115) noticed that services marketing
research puts too much emphasis on drawing distinctions between goods marketing and
services marketing and not enough on developing good insights for marketing practices in the
service sector. To solve this issue, he proposed several classifications of services with each
type of services needing a different marketing treatment. Another important contribution to
this issue was made by the study of Zeithaml et al. (1985) which provided a comprehensive
conclusion on the effect of the four distinguishing services characteristics on marketing
practices, problems, and strategies encountered by service firms. This stage also saw the first
papers in new areas of investigation, such as service design and service mapping (Shostack
1984) and service encounter (Czepiel et al. 1985), which flourished in the next period. In the
Walking Erect stage (19861993), scholars, achieved a respected stance as service marketing
became an established field within the marketing discipline (Fisk et al. 1993). The
publications on many of the primary topics matured considerably. These topics include
managing quality given the heterogeneity of the service experience, designing and controlling
intangible processes, managing supply and demand in capacity constrained services, and
organizational issues resulting from the overlap in marketing and operations functions
(Swartz et al. 1992; Fisk et al. 1993). This is also during this period that the debate about the
pros and cons of alternative methodologies to measure service quality, which took so much
importance in the field in the next time period, started (e.g. Parasuraman et al. 1988, 1991,
1993; Cronin and Taylor 1992; Brown et al. 1993).
In their review, Fisk et al. (1993) also asked: what will the literature of the future be like?
and tried to answer this question using the documentation of the past and their positions as
active researchers and participants in the field. In their speculations, they predicted a
broadening, deepening, and sharpening of the field and identified key research topics for the
future. These topics were: service design and delivery, service encounters and service
experience, service quality and customer satisfaction, as well as service recovery, reverse
marketing, internal marketing and support services, modeling and measurement, and
technology infusion.
As already mentioned, Fisk et al. (2000) and Brown et al. (2003) asked ten service experts,
Len Berry, Mary Jo Bitner, David Bowen, Steve Brown, Christian Gro nroos, Evert
Gummesson, Christopher Lovelock, Parsu Paraguayan, Ben Schneider, and Valarie Zeithaml:
What directions would you like to see the services marketing field take in the future? The
wishes of these experts can be organized around five major research directions: (1) the role of
technology in changing services marketing, (2) cultural differences in customers
expectations for service and service marketing, (3) the importance of services in
manufacturing industries, (4) the financial quantification of the impact of services marketing,
and (5) services pricing (Furrer 2004). Most of the experts identified the role of technology in
changing marketing as a direction that the service marketing field should take in the future.
Len Berry, Ben Schneider, and Valarie Zeithaml see the implications of the Internet in
particular and technology in general for services marketing and service quality as a fertile
ground for future research. Steve Brown stresses that technology is the biggest factor that has
and will affect the future of services marketing. More specifically, Mary Jo Bitner,
Christopher Lovelock, and ParsuParasuraman also identify the study of service in the context
of Internetdelivered services and related implication issues as an underresearched topic as
well as the study of the role of technology in changing how services are delivered,
communicated, sold, and supported. David Bowen and Christopher Lovelock acknowledge
that e-commerce and virtual service encounter need to be better understood. Evert
Gummesson would like to see more research on the high-tech high-touch concept. Global
services marketing and the impact of cultural differences in customers expectations for
service is the second research direction to be investigated in the future. Len Berry
acknowledges that global marketing of services is under researched and that cultural
differences in customers expectations for service and service performance are not well
understood. Among the underresearched topics, Mary Jo Bitner identifies the different issues
related to the design and delivering of international services. David Bowen also identifies the
area of cross-country, cross-cultural differences in service quality expectations and
perceptions as a topic that needs more attention. Steve Brown calls for more cross-cultural
research, especially due to the fall of the trade barriers within the European Union and the
emergence of global service firms. How are services defined and how can they best be
delivered in different cultures throughout the world is one of the questions that, according to
Ben Schneider, should usefully be asked to bring a new twist to the international issue of
services marketing.
A third area that needs more research is services in manufacturing industries. Mary Jo Bitner
calls for more research on the importance of services and customer service in the
manufacturing context. David Bowen would like to better understand how firms move from
defining themselves as manufacturing organizations deriving most of their revenues from
goods to defining themselves as service organizations deriving most of their revenues from
services.
Steve Brown and Ben Schneider would like to see scholars pay more attention to the
transformation occurring, especially in business markets, with goodsdominant firms
becoming solutions providers. Christian Gronroos argues that physical goods marketing and
services marketing will converge and predicts that service-oriented principles will dominate.
Valarie Zeithaml would like to see the services marketing field address the question of the
role that different technologies will play in dealing with the various aspects of customer
serviceon the Web.
A fourth domain for future research is the financial quantification of the impact of services
marketing. Mary Jo Bitner identifies the quantification of the impact of service initiatives on
performance outcomes of organizations as a fertile ground for further research. In the same
register, Steve Brown asks: what are the bottom-line implications of services marketing
implementations? Recognizing that businesses are now demanding to know the outcomes of
services initiatives, Parsu Parasuraman suggests that more scholarly research is needed to
provide guidance to managers and researchers on the assessment of the financial benefits of
investing in high-technology delivery systems. Valarie Zeithaml also asks for more research
to show that service marketing is financially accountable. She also acknowledge that if some
progress has been made in the past 10 years in investigating service quality, profitability, and
the economic worth of customers, much research remains to be done to validate this early
evidence and to build a coherent and integrated body of knowledge.
Finally, services pricing is a fifth area needing more research. Mary Jo Bitner expresses the
opinion that services pricing, particularly pricing of complex high-end services, is still under
researched. Christopher Lovelock also recognizes that pricing and auctions are areas that
deserve more emphasis.
Chapter 03: THE ORGANIZATION

3.1
A Brief Background
The significance of financial intermediaries in the progress of the overall economy of country
cannot be described in short. From the inception of the civilization the banking sector
dominate the economic development of a country by mobilizing the saving from the general
people and channeling those saving for investment and thus economic development and
growth. In ancient time the importance of commercial banks after the ravage of the liberation
war to develop a better economy was severally needed and it is needed now and will be
required in future also. In time to time Government of Bangladesh agreed to permit the
private commercial banking in the country.
3.2
Prime Bank Limited
To satisfy the demand as well as to improve the commercial banking service in our country,
The Prime Bank Limited, a scheduled bank, was incorporated under the Companies Act 1994,
initiated its operation on April 17, 1995 with target to play the vital role on the socioeconomic development of the country. It availed its registration as a banking company under
the Banking Company Act, 1993 from the Bangladesh Bank dated February 12, 1995. It
started to make profit from the inception year.
Aiming at offering commercial banking service to the customers door around the country, the
Prime Bank Limited established 92 branches all over Bangladesh up to this year. It carries out
all the banking activities through its branches in Bangladesh. Out of the above, five branches
of the bank are run under Islamic Shariah, the mode of operation of which is substantially
different from other branches run on commercial conventional basis. The Bank is listed with
Dhaka Stock Exchange Limited and Chittagong Stock Exchange Limited as a Publicly
Quoted Company for its general class of shares. This organization achieved customers
confidence immediately after the establishment in domestic and international markets.
The bank has been successful in positioning itself as progressive and dynamic financial
institution in the country within this short time. It is now widely acclaimed by the business
community, from small entrepreneur to big merchant and conglomerates, including top rated
corporate and foreign investors, for modern and innovative ideas and financial solution. Thus,
within this short period of time, it has been able to create a unique image for itself and earned
significant solution in the banking sector of the country as a bank with a difference.
The emergence of the Prime Bank Limited is an important event in the countrys financial
sector at the inception of financial sector reform. The authorized capital of PBL is Tk. 4,000
million and paid up capital of the same bank is Tk. 1,400 million. The First Chairman of the
Bank was Mr. Abdul Gani and the present Chairman is Mr. Quazi Saleemul Huq. Now the
Managing Director of Prime Bank Limited is M. Shahjahan Bhuiyan. The bank has made a
reasonable progress due to its visionary management people and its appropriate policy and
implementation. The bank holds jointly the first position with Mutual Trust Bank in the
CAMEL rating published by Bangladesh Bank.
3.3
About the Bank
Vision:
To be the best Private Commercial Bank in Bangladesh in terms of efficiency, capital
adequacy, asset quality, sound management and profitability having strong liquidity
Mission:
To build Prime Bank Limited into an efficient, market driven, customer focused institution
with good corporate governance structure. Continuous improvement in our business policies,
procedure and efficiency through integration of technology at all levels
Efforts are focused on:
Design and introduction of new products and services
Shaping and developing the system to face new challenges and emerging need of the
market.
Full implementation and utilization of the Banks excellence program which aims to
provide service to customers.
Delivery of quality service in all areas of banking activities.

Strategic Priorities:
To have sustained growth, broaden and improve range of products and services. The company
believes that communication with, and feedbacks from its clients help it to achieve its goal of
providing world-class products and services. Prime Bank has engaged a relationship officer
for each individual customer to address the requirements of the customer. It also constantly
monitors its standards, and strives to exceed clients expectations.
Corporate Philosophy
For Customers To provide the most courteous and efficient services in every aspect of
its business & to be innovative in the development of new banking products and services.
For Employees By promoting their well-being through attractive remuneration and
fringe benefits & by promoting good staff morale through proper staff training and
development, and provision of opportunities for career development.
For Shareholders By forging ahead and consolidating its position as a stable and
progressive financial institution & by generating profits and fair return on their
investment.
For Community By assuming our role as a socially responsible corporate citizen in a
tangible manner & by adhering closely to national policies and objectives thereby
contributing towards the progress of the nation and upholding ethical values and best
practices.
Business strategy
Prefers short-term loan to long-term loan.
Presently focusing on SME and retail credit loans.
Maintaining quality and consistent management and services in each of its

departments.
Compliance with regulatory requirements of Bangladesh Bank and central audit.
Commitment to society and community.
Continuous search for new product and service improvement.
Maintain higher ethical standards in every aspect.
Operating Strategy
Each operational unit among head office and all the branches will be integrated.
Taking responsibility in each operational unit so that any sort of lacking does not occur.
Giving full emphasis on professionalism because of taking disciplinary actions in case
of lack of effort or compliance with rule and regulation. Bank to perform its activities
effectively.
Financial Strategy
Distributing the overall banks profit among the branches properly
Providing dividends in time.
Continuously monitoring classified loans and its causing to overcome the risky
investments.
Financial Objectives
To achieve budgetary targets fixed in each area of business.
To have rising stock price.
Diversified portfolio
Stable earnings during market recession
Corporate Information of Prime Bank Limited

Significant Dates
* Memorandum and Articles of Association signed by the Sponsors05-02-1995
* Incorporation of the Company
12-02-1995
* Certificate of Commencement of Business
12-02-1995
* License issued by Bangladesh Bank
20-02-1995
* License issued for opening the first Branch, Motijheel Branch
08-04-1995
* Initial Public Offering IPO Prospectus
29-08-1999
- Subscription opened
09-09-1999
- Subscription closed
22-09-1999
* Listed with Dhaka Stock Exchange Limited
27-03-2000
* Listed with Chittagong Stock Exchange Limited
15-11-1999
* Trading of Shares on Dhaka Stock Exchange Limited
29-03-2000
* Trading of Shares on Chittagong Stock Exchange Limited
29-03-2000
* Dividend declared in the 5th AGM (First after the IPO)
14-03-2000
* Registered as Merchant Banker with Securities & Exchange Commission29-03-2001

* License issued from Bangladesh Bank as Primary Dealer
11-12-2003
* Registered as Depository Participant of CDBL
29-03-2004
* Trading of Shares started
15-06-2004
* Completion of 11 years of service
17-04-2006
*Agreement with Temenos for Core Banking Software T24
30-06-2005
3.4
Organizational Hierarchy of Prime Bank Limited
Managing Director (MD)

Deputy Managing Director (DMD)
Senior Executive Vice President (SEVP)
Executive Vice President (EVP)
Senior Vice President (SVP)
Vice President (VP)
Senior Assistant Vice President (SAVP)
Assistant Vice President (AVP)
First Assistant Vice President (FAVP)
Senior Executive Officer (SEO)
Executive Officer (EO)
Principal Officer ()
Senior Officer (SO)
Management Trainee Officer (MTO)
Junior Officer (JO)
Trainee Assistant (TA)
Figure:-2 Organizational Hierarchy of PBL

3.5
Management of Prime Bank Limited
As a fully licensed professional bank, Prime Bank Limited is being managed by a highly
professional and dedicated team with long experience in banking. They constantly focus on
understanding and anticipating customer needs. As the banking scenario undergoes changes
so the bank and its responsibilities itself changed in the market condition.
In the bank, board of directors has the sole authority to take decision about the affairs of the
business. Now there are 14 directors in the management of the bank. All the directors have
the good academic background and have huge experience in business. Capt. Imran Anwar
Hossain is the chairman of the Bank. The board of directors holds meetings on a regular
basis. There are different committees in the bank for the efficient management of the bank.
All these committees meet on a regular basis for discussing various issues and proposals
submitted for decisions. The committees are given below:
Board of Directors
Policy committee: This committee deals with any policy matters related to the banks new
products, new business development as well as any sort of policy related to Prime Bank
Limited. It seats fortnightly.
Executive Committee: It seats weekly.
Credit committee
3.6
Departments of Prime Bank Limited
It would be very difficult to control the system effectively, if the jobs are not organized
considering their interrelationship and are not allocated in a particular department. If the
departments are not fitted for the particular works there would be haphazard situation and the
performance of a particular department would not be measured. Prime Bank Limited has
done this work very well. The departments are -
1. Human resource Department.

2. Financial and Administration Department.
3. Monitoring and Inspection Department.
4. Marketing.
5. Personal Relation Department.
6. Merchant Banking and Investment banking.
7. Treasury Division
8. International Division.
9. General Services Division.
10. Computer and Information Technology Department.
11. Credit Division.
12. Corporate Affairs Division.
13. Card division.
14. Board Audit Cell.
3.7
Values Considered as Guiding Factors
All the activities and decisions of Prime Bank Limited are based on, and guided by, the
following values:
Placing the interests of clients and customers first
A continuous quest for quality in everything the company does
Treating everyone with respect and dignity
Conduct that reflects the highest standards of integrity
Teamwork- from the smallest unit to the enterprise as a whole
Being good citizens in the communities, in which they live and work
3.8
Principal Activities of Prime Bank Limited
The principal activities of the Bank are banking and related businesses. The banking
businesses include deposits taking, extending credit to corporate organization, retail and small
& medium enterprises, trade financing, project financing, lease & hire purchase financing,
issuance of local & international credit cards etc.
The mode of banking included conventional & Islamic Banking. It also performs merchant
banking function under the license issued by Securities & Exchange Commission, Dhaka,
Bangladesh.
Maintain satisfactory capital to support growth and remain compliant
Continue to strive for profit and sound growth by doing the business that we do well,
expanding into areas underserved, entering new sectors and exploring innovative
ideas.
Have a strong customer focus and build relationships based on integrity, superior
service and mutual benefit.
Continue to provide new services to customers with support of superior information
technology platform.
Establishment of good Corporate Governance by remaining efficient, transparent,
professional and accountable to the society and environment
Ensure effective risk management for sustainable growth in shareholders value
Diversification of loan portfolio through structured finance and expansion of
Retail and SME financing.
Value and respect people and make decisions based on merit.
3.9
Performance of the Bank
The highlights of financial position for the last 5 years are given below:
Particulars
2010
2011
2012
2013
2014
Interest income
Interest expenses
Net interest income
Non-interest income
Non-interest Expenses
Net Non-interest income
Profit before provision
3446
2271
1175
1232
886
346
1520
5199
3698
1500
1732
1101
631
2131
7170
5267
1903
2913
1559
1354
3257
9096
7126
1970
3808
1931
1877
3847
10831
8426
2405
5790
2907
2883
5289
and tax
Provision for loans and 320
390
910
1384
700
assets
Profit
provision 1201
1741
2347
2463
4589
deferred 633
689
946
1232
1805
568
1052
1401
1232
2784
4000
1400
2808
4000
1750
3860
4000
2275
5273
10000
2844
6697
10000
3555
11745
36022
11406
31916
3940
and 372
54724
16877
45010
7844
412
70512
15267
57683
12698
660
88021
31044
75156
23103
1375
106956
38209
89252
19934
1573
37439
31
41506
1.00
7.00%
55458
5286
60899
0.88
7.00%
72798
1338
79588
0.97
7.10%
100261
9962
110437
0.88
6.45%
109905
3435
124806
0.96
10.39
after
before tax
Tax including
tax
Profit after tax
Balance Sheet
Authorized Capital
Paid-up Capital
Total
Shareholder's
equity
Deposits
Long-term liabilities
Loans and advances
Investments
Property,
Plant
Equipment
Earning Assets
Net current assets
Total assets
Current ratio
Equity Debt ratio
%
Other Business
Import
Export
Remittance
Guarantee Business
Capital Measures
40303
28882
3688
5303
52639
41801
15050
5386
70617
51316
15905
7033
91424
68550
22669
10010
96452
76097
26447
13673
Table:-1 Financial Position at a glance
3.10
Some important ratios of Prime bank limited -
Figure:-3 Some Important Ratios of Prime Bank Limited
3.11
SWOT Analysis
SWOT analysis enables an organization to have a comprehensive insight about its current
position in the industry compared to the competitors. It provides the organization a scope to
strategically improve its position in the market. Here, the internal strengths and weaknesses
of Prime Bank Limited as well as the external opportunities and threats are discussed:
Strength:
Good Customer Service:
PBL provides quality services to the clients compared to its other contemporary competitors.
The bank has a very good relationship with its customers. The bank believes in maintaining
personal relationship with the clients. One of the major goals of the bank is to build long term
relationship with the customer and to create value for them. To maintain this relationship,
PBL sometimes waive high charges for those valued clients who are linked with the bank for
a long period of time. The bank recently has approximately more than 1,50,000 clients,
highest in the private sector commercial banks of our country.
Innovative Products:
Prime bank has been offering various kinds of deposit schemes by which people have got
opportunity to save their small money and bank is also able to earn more for themselves for
their clients. Most of the private banks are offering three to four number of deposit schemes.
Comparatively Prime Bank offers maximum number of deposit schemes by which the bank is
successful to capture and retain large number of customers.
Efficient Administration:
Prime Bank Ltd. has an efficient administration. The work is done in a timely and systematic
manner for which the efficient administration is responsible. There is close relationship
between the employees and management though the chain of command is maintained strictly.
Overall, there is a good balance between the administration and the employees.
Capital Adequacy:
Prime Bank Ltd. is maintaining a strong capital base. By the end of March 2008, capital
adequacy ratio of the bank was 10.74% that is well above the stipulated requirements of 9%.
The bank had a target to have tk. 1000 million of capital fund by the year 2006, whereas it
already reached capital fund of almost tk. 2000 million by 2008, positioning the bank as one
of the strong capital based bank of Bangladesh. The bank has now also increased its
authorized capital to 4000 million to its expansion programs.
Experienced Senior Management:
The senior management of the bank is responsible for promoting the highest level of business
ethics and integrity. Their aim is to create and foster a culture throughout the bank that
emphasizes and demonstrates the importance of maintaining high business ethics and close
relationship with customers.
Weakness:
Technology:
One of the major weaknesses of Prime Bank Ltd. is the technology used by the bank. With
the change of time, technological advancement is essential to survive in the competition.
Hence, PBL is lagging far behind in this area. PBL was the pioneer in online banking but the
online facility which the bank is providing currently is not up to the standard.
Promotion:
When an employee gets a promotion to the next level, he/she gets more compensation. PBL is
regular in giving promotion, but the employees get late effect of this promotion. Often there
is a long gap, for example a six month gap in getting the effect.
Training:
PBL has its own training institute PBTI (Prime Bank Training Institute) to strengthen the
capabilities of human resources. However, there is a lack of specific training for specific jobs.
As a result, the employee has to learn things from the job by doing it practically.
Opportunity:
ATM Facility: Currently Prime Bank Ltd. does not have ATM facility. Many other
leading competitors have ATM service that provides 24 hours cash transaction to their
clients. This service is highly preferred by the clients. So, PBL has a good opportunity
to provide their own ATM facility to the customers in near future and survive in the
competition.
Branch Expansion: Prime Bank is growing quickly all over the country. Besides
expanding in the urban areas, PBL has prospects to open more branches in sub-urban
areas, which will eventually enhance the governments effort at reviving the rural
economy as well as reaching more people by better service.
Training Facility: Prime Bank Training institute (PBTI) is supporting the bank by
offering in house training courses, workshops and seminars. As the bank has its own
training institute to enhance the capability of human resources, PBL can use this
opportunity to train their employees in specific areas and create specialized and expert
people for the bank.
Banking Software: Providing quality service is one of the major goals of PBL.
Though Prime Bank is still lagging behind in upgrading their software system, the
bank has the prospect to select high quality banking software which will make the
banking operations easier and smooth.
Threats:
Level of Competition: Competition is always a major threat for any organization. In
recent years, the number of private bank is increasing. These banks always pose a
threat for others by coming up with new product line, innovative technology, quality
services, etc. thus the level of competition rises and create threat for prime bank
limited.
Technological Advancement: With time, technology is getting advanced and most of

the private banks are upgrading their operating system to survive in the industry. PBL
is lagging behind in this department and still mostly dependent on manual work rather
than technology. Advancement of technology is posing great threat for PBL.
Chapter 04: AN OVERVIEW OF SBC TOWER BRANCH

This Branch was opened at 37/A, Dilkusha, Dhaka on September 03, 2006 as the 48 th Branch
of Prime Bank Limited. It has a total number of 17 employees and 3 office staffs. Also the
bank has a supervisor and two security guards. The workforce is very much co-operative both
to each other and to the clients. SBC Tower Branch is one of the branches of the Prime Bank
Limited that has authorization to deal with Foreign Exchange. As other authorized dealers, it
is licensed by Bangladesh Bank to transact all types of foreign exchange business. Though it
is a small branch, its growth is increasing year by year in terms of profitability and
operational efficiency.
4.1 Departments within SBC Tower Branch
This branch has four departments as the following.
1. General Banking (GB) Department
2. Credit Department
3. Foreign Exchange Department
Also the bank has a Computer section where one Trainee Assistant and one Senior Officer are
responsible for maintaining PC banks and the server, and other day to day computer related
activities. One of them work under General Banking Department another works under
Foreign Exchange Department. These two employees are also responsible for making salary
statements, checking and maintaining vouchers and accounts, etc.
Branch
General Banking Dept.

Foreign Exchange Dept.
Credit & Trade Finance Dept.
Cash Section
Figure:-4 Departments of SBC Tower Branch
4.2 Hierarchy of SBC Tower Branch
Senior Vice President

& Head of Branch
Vice President
Senior Asstt. Vice President
& Manager (Operation)
Senior Executive Officer

& In-Charge (General Banking Dept.)
Senior Executive Officer

& In-Charge (Foreign Exchange Dept.)
Senior Officer
Executive Officer
Executive Officer
& In-Charge (Credit & Trade Finance Dept.)
Principle Officer
Management Trainee
Junior Officer
Trainee Assistant
Figure:-5 Organizational Hierarchy of SBC Tower Branch
4.2.1
General Banking Department
Some of the day-to-day activities of this department are the following.

Account Opening
Issuance of Cheque
Receiving Cheques for Clearing, Transport, and Despatch
Issuance of TT {Telegraphic Transfer), PO (Pay Order), DD (Demand Draft), etc.
Opening and Maintaining of FDR, MBDR, and other Scheme Deposits
Fund Transfer
Closing and Transfer of Accounts
Maintaining the Locker of the Bank
Outward Clearing of IBC and OBC
Maintaining On-line Voucher
Cash Section This department is responsible for cash payment and receipt. The employees in this
department are also liable for verifying cheques, computer posting, passing cheques, and
accuracy of posting, etc.
4.2.2
Credit & Trade Finance Department
This department is responsible for the following jobs.

Meeting the requirements of existing and potential RCS customers
Meeting the requirements of Head Office and Customers of General Credit to
cooperate with other departments for smooth operation
Preparing CIB and CL Statements
Preparing Credit Proposal and Statement
Administration of Retail Credit
4.2.3
Foreign Exchange Department
The major duties and responsibilities of Foreign Exchange Department are the following:
Facilitating Import and Export Trade
Providing Funded and Non-funded Credit Facility
Providing Non-commercial Remittance
Presentation and Submission of Statements (Daily, Weekly, Monthly, and Yearly)
Back-to-Back L/C opening, Acceptance, and Payment
Sight L/C Opening, Acceptance, and Payment
Taking Necessary actions in the cases like discrepancy, amendment, etc.
Maintaining Remittance Accounts, both inward and outward
In the end, it is essential to point out that the day-to-day activities of the departments are very
coordinated and sometimes interdependent. The clients of Foreign Exchange Department take
LTR, LIM, etc. facilities from Credit Department Then they have to have enough balances in
the Cash section to be eligible to open a L/C. Finally, the General Banking Section is the one
through which clients open their accounts; cheques, TT, Pay Order, DD, etc. are issued and
received, and necessary documents are dispatched and received.
I have worked specially in Credit Departments Corporate Credit Section. During my
internship program, I have performed different tasks with prior permission of the
management.
4.3 Tasks Performed at Credit & Trade Finance Department
Prepared Credit Proposals for the clients.
Prepared Sanction Letters.
Prepared Letter of Disbursement Authority (DA).
Prepared Purchase Orders.
Analyzed the Financial Information of the credit clients to understand their ability to
repay the loan.

Prepared Call reports.
Prepared Visit reports.

Prepared CIB forms for the clients to be sent to Bangladesh Bank for collecting
information regarding their credit performance.

Prepared Solvency Certificates for clients.
Prepared different Bank Guarantees (Bid-Bond, Performance Guarantee) for the
clients.
Prepared IGPA (Irrevocable General Power of Attorney) for the clients.
Prepared Presentation Slides for Training Credit Administration under Policy
Guidelines & SOP

Inspecting the utilization of credits (loans) provided to the clients with the Credit
Officer, and reporting back to the Credit In-charge.

Prepared monthly statements for loans and advances
Apart from these, I have also performed the following tasks
Opened Fixed Deposit Receipt and made entries to the register
Issued Cheque Books
Issued Pay Order and Pay Slip
Made Entries to the Outward Letters Register
Chapter 05: MARKETING OF FINANCIAL SERVICES OF

PRIME BANK LIMITED
5.1
Marketing
Marketing is the business function that identifies customer needs and wants determines which
target markets the organization can serve best, and designs appropriate products, services and
programs to serve these markets. However, marketing is much more than just an isolated
businesses function-it is philosophy that guides the enter organization. The goal of marketing
is to create customer satisfaction profitably by building value-laden relationships with
important customers.
Communication
Industry
(A collection of sellers)
Market
(A collection of buyers)
Money
Information
Figure:-6 A Simple Marketing System
Now clearly, marketing is a social process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and services of
value with others.
5.1.1
Strategic Marketing
Strategic marketing plays a pivotal role in business performance. It examines the concept and
processes involved in market driven strategies. Strategic marketing is a market driven process of
strategy development that takes into account a constantly changing business environment and the need
to achieve high levels of customer satisfaction.
5.1.2
Market Segment-
Historically, when banking was the only game in town and there was limited competition, it
was convenient to think of retail banking customers as a homogeneous market. "Let's treat
everyone the same" wasn't an uncommon point of view. But now -a -days everyone involved
in banking, whether commercial or retail, trust or private, would agree that the financial
services environment is dynamic. While segmenting marketer should consider following
segmentation problems and outline solutions:
1. Market size -- is it substantial enough to be profitable?
2. Information availability -- are the variables measurable, and can sufficient
information be gathered about them?
3. Delivery system and promotional limitations -- how accessible are customers?
4. Egalitarianism -- is there sufficient support within the bank to make it workable?
As fastest growing bank prime bank is considering the market as heterogeneous market.
Prime bank limited segment the market on the basis of following variables:
Variables
Geographic
Demographic
Behavioral
Age
Income
Benefits
Figure:-7 Basis of Market Segments Of PBL
Market of Prime Bank Limited is segmented into following five categories:
Corporate
Retail
SME
Merchant
Investment Banking
Market Segment
Investment
Banking
Corporate
Retail
SME
Merchant
Banking
Figure:-8 Market Segments Of PBL
5.1.3
Target Market-
1. Individuals
Individuals are adult persons of 18 years of age or more having contractual capacities.
For example, a person of below 18 years of age is not an adult person. Adult persons
include married or unmarried woman, pardanashin woman, and illiterate persons. But
lunatics, persons of unsound mind and bankrupts are not entitled to enter into
contract.
2. Sole Proprietorship Concerns

A business or trading concern owned by a single adult person is sole proprietorship
concern.
3. Partnership Firms
A business concern owned and managed by more than one person who may be
registered or not registered is a partnership firm. Persons who have entered into
partnership with one another are called individually Partners and collectively a
firm and the name under which their business is carried on is called the firms name.
4. Private Limited company
A body corporate formed and registered under Companies Act, 1994 with limited
members and liability having certificate of incorporation given by the Registrar of
Joint Stock Companies and Memorandum of Association and Articles of Association.
5. Public Limited Company

A body corporate formed
& registered under Companies Act, 1994 with limited
liability of the shareholders and with no upper ceiling of shareholding having both
certificate of incorporation and certificate of commencement given by the Registrar of
Joint Stock Companies. It must have Memorandum of Association and Articles of
Association. Corporation, autonomous bodies are organizations created by special
acts of the Parliament or by Presidential Orders.
6. Trusts
Trusts are created by Trust Deed in accordance with the law. Trustees are given
control of an estate, usually of the deceased, for the benefit of certain persons who are
called beneficiaries.
7. Executors/Administrators
Executors are appointed by a person himself before his death by Will to settle the
accounts of the person after his death. Administrators are appointed by the court of
law in the absence of the deceaseds Will.
8.
Clubs/Associations/Societies
These are organizations created & registered or not registered under Societies
Registration Act. Some of these may be registered under Companies Act.
9.
Co-Operatives
These are corporate bodies registered under Societies Registration Act or Companies
Act or the Co-operative Societies Act.
10. Non-Govt Organizations

Non-Govt Organizations (NGOs) are voluntary organizations created & registered
under Societies Registration act or Co-operative Societies Act.
11. Non-Trading Concerns

These are organizations registered under Societies Registration Act or Companies Act
or Co-operative Societies Act.
5.1.4
Positioning -
Positioning is having a place in consumer's mind. PBL has done positioning through
differentiation or competitive advantage. To identify meaningful differentiation & to promote
it, marketing division of Prime Bank Limited depends on following criteria:
Important
Distinctive
Communicable
Affordable
Profitable
5.1.4.1
Positioning Statement-
Positioning statement of Prime Bank Limited is A Bank with a Difference"

Taglines used for Different Loan Products
a) Car Loan Its not loan, its soaring along lifes highway
b) Loan Against Salary Its not a loan, its an unexpected bonus.
c) CNG Conversion Loan Its not a loan. Its a New Business Prospect
d) Home Loan - Its not a loan, its a refuge.
e) Household Durables Loan Its not a loan. Its easy living.
f) Doctors Loan - Its not a loan, Its serving humanity
g) Any Purpose Loan - Its not a loan. Its helping hand.
h) Education Loan - Its not a loan. Its a Masters Degree.
5.1.4.2 Overall Positioning StrategyPrice
More
More
The Same
Less
More
for
More for the

same
more
Benefits
The
Same
Figure:-9 Overall
of PBL
5.2
Positioning Strategy
Less
"P s Regarding Marketing
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market. But in case of Banking Marketing mix is larger than ordinary
product marketing. These are:
a) Product: Product means the goods and services combination the company offers to the
target market. For example Deposit schemes.
b) Price: Price is the amount of money customer has to pay to obtain the product. For
example: Bank service charge, interest rate etc.
c) Place: Place includes company activities that make the product available to the target
consumers. For example: PBL Gulshan Branch is located in near inhabitants of Gulshan and
besides area.
Product
Price
Place
Promotion
Packaging
Target
Market/
Customer
Policies
Process
Public Relation
People
Physical Evidence
Politics
Figure:-10 P s regarding Marketing
d) Promotion: Promotion means activities that communicate the merits of the product and
persuade target customers to buy it. For example: PBL, 8th anniversary program.
e) Packaging: Packaging is a powerful element of present marketing. The emphasis on
packaging is a focal consideration of Marketologists. Packaging regarding PBL is different
type of brochures and nice decoration of Branch.
f) Public Relation: This is the age of media public relation refers the communication through
different type of seminar, symposium, conference etc. with target customers. PBL usually
does it in a great extent.
g) Policies: Policies is the life blood of any bank. A policy refers the principle, Procedures,
ways relevant to different type of banking activities. Policies should be flexible and
contingent upon situation.
h) Process: Process is almost similar to policy. But the difference is the way of recovery like
loan and advance, legal action, problem solution etc. are involved with banking process.
i) Politics: In the third world country politics is the wheel of business. The rules and
regulations of business are continuously changing as per the change of Government. So
politics is an alarming tool of every business.
5.2.1
Product Decision (In Bank):
Right product decision in the right time is essential for all organization. If focuses on decision
about product attributes, branding, pack aging, labeling and product support services.
i)
Product Attributes: Developing a product or service involves defining the

benefits and design. In case of PBL various deposit schemes are products.
Product Attributes Branding
CSS
Various
For PBLDeposit Schemes
Packaging
Labeling
Product Support Service
Distinction
Attractive Brochures
80% Loan Facility after 3 years
From Others
Figure: -11 Individual Product Decision

ii)
Branding: Brand is a name, firm, sign, symbol, on design or a combination of

these intended to identity the goods or services of one seller or group of sellers
and to differentiate them from those of competitors. For example CSS
(Contributory Saving Scheme).
iii)
Packaging: Packaging refers the activities of designing and producing the

container on wrapper for a product. For example attractive brochure of CSS.
iv)
Labeling: The level identifies the product or brand, such as the distinct
characteristics of CSS A/C opening. Label may be a part of packaging.
v)
Product Support Services: Product support services that augment actual products.
More and More companies are using product support services as a major tool in
gaining competitive advantage. Incase of PBLs product 80% loan facility after 3
years of CSS.
5.2.2
Financial Services-
Financial product refer the different type of deposit schemes of Bank, leasing or insurance
companies which gain something into the shape of interest, premium. Financial Institutions
deal with financial product in Bangladesh. The main features of financial product are
intangible. We gain from that type of product, but these are not similar to ordinary product
existing in the market.
5.2.3
Different Financial Services of Prime Bank Limited
Based on customer satisfaction and popularity, Prime Bank Limited offers a large pull of
Retail Products to the customers. The Retail Products are divided into two main Categories
a. Deposit Products/Services
b. Advance and Loan Products/Services
a. Deposit Products
Accounts
1. Saving Account (SB)
2. Current Account (CD)
Savings Scheme
Fixed Deposit
1. Lakhopoti Deposit Scheme 1. General FDR
2.
Contributory
Savings 2. Monthly Benefit Deposit
Scheme
3. Short Term Deposit 3. Prime Millionaire Scheme
Scheme
3. Double Benefit Deposit
(STD)
Scheme
4. House Building Deposit
Scheme
5. Education Savings Scheme
Table:-2 Deposit products
b. Advance and Loan Products Different Loans 1. Car Loan

2. Doctors Loan
3. Household durables Loan
4. Marriage Loan
7. Hospitalization Loan
8. Swapna Neer (Home Loan) Scheme
9. Loan against Salary
10. Travel Loan
5. Any Purpose Loan

6. Education Loan
11. CNG Conversion Loan
Table:-3 Loan products
5.2.4 Service/ Product Description (In Brief) of Different Loans

5.2.4.1 Car Loan
Customer Segment Any Bangladeshi individual who has the means and capacity to
repay the loan. In specific terms, the target customers should cover executives of
multinational Companies, middle to large size local corporate, Government official,
Officials
working in Semi-Government, Autonomous
and reputed NGOs,
international aid agencies & UN bodies, any tax paying businessman of repute and
self-employed tax-paying individual having a reliable source of income.
Purpose Purchase of non-commercial new and reconditioned vehicles for personal

use only by an individual.
Loan Size Tk. 20,00,000.00 for both Brand New and Reconditioned Cars.
5.2.4.2 Doctors Loan
Customer Segment Any Bangladeshi Citizen who is a graduate in Medical

Science/Dentist/Eye/Allopathic as self employed or salaried people has the means and
capability to repay the loan.
Purpose Small scale purchase of different medical equipments, machineries, tools

or other relevant items to support professional needs (e.g. run or set up a
clinic/hospital/dispensary)
Loan Size Tk. 5,00,000.00 for General Practitioner and Tk. 10,00,000.00 for
specialist doctors i.e. holding post graduation degree.
5.2.4.3 Household durables Loan
Customer Segment Any Bangladeshi individual who has the means and capacity to
repay the loan. In specific terms, the target customers should cover salaried executives
of Multinational Companies, middle to large size Local Corporate, Government
Officials, Officials working in Semi-Government, Autonomous and reputed NGOs,
international aid agencies & UN bodies, any tax paying businessman of repute, any
employed / self employed tax-paying individual having a reliable source of income.
Purpose Purchase of household durables like, Television, Refrigerator, Air

Conditioner, Washing Machine, Computers, other household furniture etc. for
personal use only
Loan Size Maximum limit of Tk. 5,00,000.00.

5.2.4.4 Marriage Loan
Customer Segment
o
Employees of reputed Multinational Companies and large Local Corporate.
Employees of medium sized or mid-range local companies such as reputed

schools & colleges, pathology labs, hospitals, restaurants, hotels, newspapers,
airlines, real-estate developers of repute, insurance & leasing companies,
NGOs, aid agencies, UN bodies, reputed trading firms and business

establishments and all other salaried employees of Government, Semigovernment & Autonomous bodies.
o
Any Tax paying businessman of repute, any employed / self employed taxpaying individual having a reliable source of income.
Purpose To meet the financial need of marriage purpose.
Loan Size Tk. 3,00,000.00.
5.2.4.5 Any Purpose Loan

Customer Segment
o Employees of reputed Multinational Companies and large Local Corporate.
o
Employees of medium sized or mid-range local companies such as reputed

Purpose Miscellaneous personal financial requirements. The customer has to

declare the purpose of the loan but submission of supporting documents is not
mandatory. Purpose may be as follows
House renovation.
Marriage in the family.
Advance rental payments.
Trips abroad.
Hospitalization or other emergency medical needs
Purchase of miscellaneous household appliances.

o
Purchase of personal computers
Purchase of electronic items.
However, no facilities can be granted for purposes that are legally in contraction with the law
of the country.
Loan Size Tk. 3, 00,000.00.
5.2.4.6 Education Loan
Customer Segment
o Employees of medium sized or mid-range local companies such as reputed

o Any Tax paying businessman of repute, any employed / self employed tax-
paying individual having a reliable source of income
Purpose For educational purpose like study in abroad or within the country..
Loan Size Tk. 5,00,000.00.
5.2.4.7 Hospitalization Loan
Customer Segment

airlines, real estate developers of repute, insurance & leasing companies,
o
Any Tax paying businessman of repute, any employed / self employed taxpaying individual having a reliable source of income.
Purpose To meet financial need for treatment purposes in the following

hospitals/clinics of Dhaka and Chittagong
Central Hos pital
Monwara Hospital
Samrita Hospital
BIRDEM
Medinova
Metropolitan Hospital
Bangladesh Medical
Ibne Sina Hospital
Lab Aid cardiac Hospital
Islami Bank Hospital
National Heart Foundation
Apollo Hospital
CMH Hospital
Loan Size Tk. 20,00,000.00 for both Brand New and Reconditioned Cars.
5.2.4.8 Swapna Neer
Customer Segment Any Bangladeshi, to be more specific the following group of

people will be eligible for Prime Bank Swapna Neer loan:
Salaried People
o
Employees for Govt./Semi Govt./Autonomous body.
Employees of financial institution. Employees of different Public Limited

Company/Private Limited Company having Corporate Structure.
Teachers of any school/college/university.
Professional Doctor, Engineer, Accounts

Self-employed Businessman (in business at least for five years)
Purpose Purchase of non-commercial new and reconditioned vehicles for personal
use only by an individual.
Loan Size The Managing Director may be authorized to sanction Prime bank
Swapna Neer Loan up to Tk. 50.00 lac.
5.2.4.9 Loan Against Salary
Customer Segment

Purpose To meet the financial need of acceptable purpose.
Loan Size 6-8 times of the gross salary of the customer.
5.2.4.10 Travel Loan

Customer Segment

o Any Tax paying businessman of repute, any employed / self employed tax-
paying individual having a reliable source of income.
Purpose To meet the financial need for travel purposes.
Loan Size Tk. 2,00,000.00.
5.2.4.11 C.N.G Conversion Loan
Customer Segment
Any Bangladeshi individual who has the means and capacity to repay the loan. In specific
terms, the target customers should cover salaried executives of Multinational Companies,
middle to large size Local Corporate, Government Officials, Officials working in SemiGovernment, Autonomous and reputed NGOs, international aid agencies & UN bodies, any
tax paying businessman of repute, any employed / self employed tax-paying individual
having a reliable source of income.
Purpose For converting vehicles from carbon based fuel to Compressed natural Gas
System.
Loan Size Tk. 1,00,000.00.
5.3 Pricing of the Products/Services of Prime Bank Limited

From the sellers viewpoint price represents the costs involved in Producing the Product or
Service Margin. And from buyers viewpoint price represents cost to the Customer or Service
taker.
5.3.1
Pricing Objectives
For PBL the Pricing of different products involves different objectives based on the market
performance of the respective product. There are five major objectives that are usually
pursued by PBL depending on the market performance of that particular product. They are
(i)
Survival
Short term, Cash flow
(ii)
Maximum Current Profit
Short Term, Cash flow
(iii)
Maximum Market Share
Volume Growth, Sales Revenue
(iv)
Maximum Market Skimming
Profit return in Investment
(v)
Product Quality Leadership
Image, Service Quality Differentiation
5.3.2
Methods used in Pricing the Products of PBL
Prime Bank Limited mostly practices Market oriented pricing. Market oriented pricing are of
two types
(i)
Competitive Pricing Competitive pricing involves either accepting the on-going

rate or maintaining or increasing market share by an aggressive pricing policy.
(ii) Customer-oriented Pricing According to this method, prices are set based on the
attitude and behavior of the customers.
5.4 Distribution Channels of Prime Banks Services

Financial institutions need to make their products and service available to customers in order
that they will adopt them. Marketing channels are sets of interdependent organizations
involved in the process of making a product or service available for use or consumption.
There are two types of distribution channels used by PBL .
. (i) Direct Channel
(ii)Alternative Delivery Channel
5.4.1
Direct Channel
The following diagrams show that Prime Bank uses different means of Direct
Communication channel to make the services available to the targeted customers. Different
direct channel used by PBL is shown in the figure below Customer
Direct Mail
Direct Response Advertising
Customer
Branch
Head Office
Customer
Sales Force
Customer
Figure :12 Different Direct Channel

5.4.2
Alternative Delivery Channel -
The function of Alternative delivery Channels are day by day becoming important in private
commercial banks of the country.The major alternative delivery channel through which PBL
deliver financial product & services are depicted below:
ATM Card
Internet Banking
Prepaid Card
SMS Banking
Call Center
5.4.3
Development of Branch Network
The development and growth of branch network of Prime Bank shows the implementation of a well
planned distribution strategy. PBL has been expanding its operations and during the last five years, the
number of branches increased rapidly. All the branches of Prime Bank Limited a connected but the
Head Office have the centralized control over all the branches. The branches are given different
targets based on their size and location.
Table :4 Development of Branch Network
Year
Number
2005
of 41
2006
2007
2008
2009
2010
50
61
75
84
92
Branches
Number of branches is increasing per
year
5.5
Promotion and Public Relation of PBL -
Promotion consists of a diverse collection of incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products or services by consumer or the
trade.
Public relation refers to non-personal communications regarding an organization, product
service or idea not directly paid for or run under identified sponsorship.
The general purposes of promotion in services marketing are much the same as in other kinds
of marketing.
The Main objectives of Promotional activities of Prime Bank Limited is to
Build awareness and interest in the Financial Product and to the Bank itself;
Differentiae the service offer and the Bank itself form competitors;
Communicate and portray the benefits of the services available;
Build and maintain the overall image and reputation of the Bank;
Persuade customers to buy or use the service.
Noise
Success of any organization's promotional activities largely depend on its proper

communication with target customers . A simple communication process is depicted below
for understanding
Noise
Transmission Media
Decoded MessageReceiver
Sender Encoded Message
Noise
Feedback or Response
Figure: 13 Simple Communication Process

Noise
A Bank With a Difference

A Bank With a Difference
PBL
Transmission Media
Customer
Feedback or Response
Figure:-14 Simple Communication Process of PBL
Prime Bank Limited in continuing to hold its outstanding performance in marketing since the
day of its establishment. Prime Bank Limited does its marketing in different ways
5.5.1
Marketing Campaign During Anniversary Celebration
Ever year during the anniversary celebration, the PBL team present themselves strongly with
wide media coverage and tries to have the maximum impact on the minds of the customers.
The objectives of these campaigns have some objectives. The campaigns are run
To reinforce the Banks strong brand image in the market;
To create high impact among the target group;
To improve service quality;
To mobilize more business and customers, &
To attain excellence in banking operation.
And the strategies to achieve those objectives are
Media Campaign by Had Office
Sales Promotion by Branch
Customer Get-together by Both Branch and head Office
5.5.1.1 Campaigns / Events The following campaigns and events are undertaken during the Anniversary Celebration :
Press Campaign i)
As a curtain raiser, the celebrations start with press announcement advertisement

on the founding anniversary. Twocolor advertisement is published in front page of 2
leading Bengali & English dailies.
ii)
Two full page newspaper supplementary advertisements are published on behalf

of customers felicitating the bank on its anniversary.
iii)
This is followed by three insertions of color advertisement in the front page of

four different high-circulation National Dailies. The main emphasis of the follow-up
ads is sales promotion.
Press Campaign
The highest individual depositor (1st, 2nd & 3rd) or the month in the country (among the 84
branches) is rewarded as follows:
For Example In case of, 14th Anniversary, 2009
1st prize: Dhaka-Singapore-Dhaka air ticket
2nd prize: Dhaka-Kuala Lumpur-Dhaka air ticket
3rd prize: Dhaka-Katmandu-Dhaka air ticket
Selection Criteria
During the promotion month, three winners will be selected amongst all depositors in 27
branches as per following deposit criteria:
Minimum Tk. 5lac for SB Account
Minimum Tk. 10 lac for STD Account
Minimum Tk 3 lac for CD Account
Free Credit Card
The customer who has opened CD/SB/STD Account with minimum balance of Tk. 2,00,000,
Tk.2, 50,000 and Tk.5, 00,000 respectively will be entitled to have credit a card without fee
for first year.
Selection Criteria
Branches are responsible for sending the names of the depositors to Credit Card Division.
Highest Credit Card Spender
The customer who is the highest spender through Credit Card for the month will be entitled to
Dhaka-Katmandu-Dhaka air ticket.
Selection Criteria
One winner will be selected on the basis of maximum usage of credit card during the
promotional month only.
Instantaneous Gift Offer
Complimentary key rings are given to new account holders (SB, STD, CD): Minimum
balance required for branches in Dhaka & Chittagong Tk. 1,00,000 (for anniversary month
only) and for branches outside Dhaka & Chittagong minimum balance required Tk. 50,000.
The gift items are sent to the branches in due course. The branches are required to send the
names and particulars of customers who were given the gifts to Marketing Division for Head
Office record.
Gala Dinner
A Dinner party is usually held at the end of the month at a 5 star hotel in Dhaka.
Features of the Party
i)
PBL invites spouses of all the directors, all branch managers and their
respective pool of premium customers. Elite business people, selected members of
FBCCI, DCI, MCCI, BEPZA, Bangladesh Bank, Trade commissions of different
embassies, Selected press persons from premium national dailies, magazines and
TV channels, H/O office executives & 4 prizewinners.
ii) Preference of invitation depends on relationship and income generation basis.
iii)
Multimedia screening on the banks activities is arranged.
iv)
Usually it is a Buffet dinner party.
v) Raffle draw amongst the invitees present at dinner: A raffle draw will be held. Gift
hamper of household products will be given to 1st, 2nd & 3rd winners.
i)
Decoration HO & Branches

Long drop of digitally printed reusable flexi-face celebration banner for Head
Office.
ii)
Branded roman banners for banging from the pillars / walls of all branches.
iii)
Branded desktop acrylic sheet made dispensers to stack up product brochures.
Branch Managers ensure compliance for proper decoration of the branch premises.
Branch Recognition
Based on the month long performance, the top three branches are awarded. The branches
performance in measured based on the following three categories
i)
Volume of Deposit (No cost & Low Cost)
ii)
Mobilization of the new business customers (Number)
iii)
Branch referral of credit card (Number)
A recognition letter, in the form of a formal letter from the Managing Director is send to the
Branches that performs well.
To be successful, a company must promote its products perfectly and also motivate the
employees to promote the products. Amongst the above activities, the Gift offer, Decoration
and the Parties are done for enhancing the Brand Name of the Bank. And the Branch
recognition is awarded to motivate the employees of each and every branch so that they
promote the products and enhance the popularity of the Brand Name of the Bank.
However, these activities are done only once a year on the Anniversary celebration day. Apart
from these activities, Prime Bank Limited also practices some other promotional activities on
a regular basis.
5.5.2
Prime Banks Regular Promotional Activities
Prime Bank usually practices the following promotional activities

(i) Using poster & sticker in cars & other suitable place
(ii) Advertising in newspaper, Magazine, Television, Yellow pages etc.
(iii)
Contribution in games and cultural activities,
(iv)Using Brochures, leaflet and sign board.

(v) WebPages and website.
(vi)Calendar, Diary and Telephone Index distribution among clients & Bankers.
(vii)
Arrangement of AGM and wide circulation through news paper, annual
reports and so on.
The Major Promotional Tools that are used by Prime Bank Limited is described below:
Promotional Tool
Characteristics
A paid from of nonAdvertising
personal communication
through a mass medium
Informing and persuading

Personal Selling
Examples
Television,
Sales reps visits
In store/Branch
Visits and
customers to purchase
products through personal
communication
Radio
Newspaper
Uses
Promotion products and
Stimulating demand
Off-setting competitors
Reducing sales fluctuation
Generating sales
Cross-selling
Magazines
Sales assistant.
consultations
Financial advisers
Publicity and Public

Relations
story form about an

organization and/or its
products and services
transmitted at no charge
Offering of an inducement
or incentive to customers
Sales Promotion
channel members of sales

people in order to
encourage purchase.
Television news
Radio
Direct Marketing
and Direct response

advertising
Financial or material
support of an event,
activity person
Sponsorship
organization or product
an weaknesses to be
Reassuring customers in
high-risk purchase
Newspaper
Magazines
Gifts
Tokens
Letters and
Bonuses
Contests
Loyalty Cards
Free Samples
mail
Telephone and
Direct leafleting
Events or
Ideas, research
Internet
competitions
Animals and
people
companys products brands
Helping to maintain positive
Enhancing companys image
Stimulating product trial
public visibility
Helping negative images to

be overcome
Encouraging switching
Shifting end-of-product
Creating brand awareness
Money refunds.
contacts through
Creating awareness o the
and activities
story
Direct mail, Telemarketing
Enabling product strengths
situations.
communication in news
Advertising
assessed
Non-personal
organizations
Reminding customers
Controlling sales
fluctuations
lines.
Stimulating product
Generating product orders
Promoting company image
adoption
Qualifying prospects for a

sales cell
Identifying with a specific
Creating positive
target
Table:-5 Major Promotional Tools Used By PBL
5.5.3
Major Roles of Banks Service Advertising
(i)
Creating the Banks image in the mind of the customer;
(ii)
Building an appropriate personality for the Bank;
(iii)
Identifying the Bank with the customer;
(iv)
Influencing Bank personnel on how they deal with customers;
(v)
Helping to open doors for sales representatives;
5.6 Push-Pull Strategy

PBL uses both push strategy and pull strategy.
5.6.1
Push Strategy In this case, PBL assigns their sales team to pursue the customers
and convince them to take the services of PBL.
5.6.2
Pull Strategy In this case, PBL broadcasts different advertisements of their retail
loan products through TV channels and other media and communicate the messages.
This way, the customer become aware of the products and come to the branches to
know more about the products.
Chapter 06: MARKET EXTENSION & RETENTION

STRATEGY OF PRIME BANK LIMITED
6.1 Market retention Strategy
All the above discussed promotional activities and marketing strategies are conducted to
attract the customers. To retain the existing clients Prime Bank apply the following
practices 6.1.1
Calling the customers
The marketing officials call the customers just to know how they are doing and know about
the progress of the credit utilization. By this courtesy calls, they let the customers think that
PBL is concerned about them.
6.1.2
Invite the customers in different festivals
PBL invites the existing customers in different festivals like; Anniversary, Year closing etc. Different
branches are responsible for inviting respective customers.
6.1.3
Gifts
PBL sends greeting cards in different occasions like; Eid, New Year, Nobo Borsho, etc.
They also send calendar and diaries to customers in New Year.
Apart from these, PBL personnel always try to keep in touch with the customers. They
always make customers feel that they are always beside them (customers).
6.1.4 Corporate Social Responsibility (CSR Activities)
Preservation of Memory of Martyr

To pay respect to the Martyr, Prime Bank took a joint initiative with Bir Srestho Matiur
Rahman Foundation to develop a film titled Astitte Amar desh to keep uphold the memory
of Martyr Matiur Rahman, Bir Srestho. Prime Bank believes that this film will exist as a
document of Independence of Bangladesh and remembrance of Bir Srestho Matiur Rahman.
Health Care
Prime Bank Foundation had been formed in order to undertake social welfare related
activities. The foundation had made allocations to different areas of poverty alleviation
and primary health care programs for the low-income group.
Financial assistance given to a private hospital for procuring medical equipment and
beds for the patients.
Talent Development
Khude Shilpir Khoje an innovative program for the younger generation was undertakes
with the objective to nurture and promote untapped talents within the youth in the school
level and in order to open up the horizon of creative talent in them. The theme of the program
was Express your dream in color. The participants were students from class six to ten
across the country. The successful youths were awarded prize money of different amounts.
The calendar of the Bank which is given to customers, well-wishers are made up of these arts
along with photograph of the successful participants.
Education
Prime Bank Limited took steps for a long lasting relationship with institutions that are the
source of knowledge base. Various assistance are provided to support their important events
and programs and curricular activities. Notable of them are given below
Sponsored holding of the 43rd convocation of Dhaka University.
Financial assistance to Dhaka University for constructing Alumni Floor at newly

constructed Nabab Nawab Ali Chowdhury Senate Bhaban
Participated in the sponsorship for holding Annual Senate Conference of Dhaka

University.
The Bank has refurbished the library of Institute of Business Administration, Dhaka
University, the most prestigious business institute of the country, into a new generation
library.
The Bank as per agreement with Bangladesh Institute of Bank Management the apex
body of the training institutes for the Bankers sponsors the prize money given to the
students securing first, second and third position in the Masters of Bank Management
examination of the institute.
PBL sponsored the 18th National Debate Competition-2006 arranged by Noter Dame
College Debating Club. 70 teams participated from 38 renowned schools, colleges and
universities of the country. The events of the debate festival were little bit different from
traditional debate programs. It had electoral debate, friendly debate and workshop for
participants on parliamentary debates. The theme of the debate was Democracy,
Freedom & Election.
Sponsored 3rd South Asian Economics Students Meet (SAESM) arranged by

Economics Department of Dhaka University.
Capacity development in the Banking & Financial Sector

Prime Bank believes that professional development of the people working in the banking and
financial sector will immensely help to redress various risk elements involved in banking
transactions. To that aim in view PBL took some unique initiatives which were appreciated
by the participants. Some of the initiatives are given below
A day long workshop on Basel II was jointly organized with South-Asia Enterprise
Development Facility (SEDF) Basel II is an effort by international banking supervisors to
improve the consistency capital regulation internationally, make regulatory capital more
risk sensitive and promote enhanced risk management practices among banks. The
purpose of the workshop was to build awareness about international best practices, as
advocated in Basel II and to highlight the strategic implication for Bangladesh Financial
Markets. The workshop was facilitated by internationally reputed expert of Price
Waterhouse Coopers.
Co-sponsored the Corporate Governance conference arranged by the Institute of Cost

and Management Accounts of Bangladesh. The theme of the conference was Corporate
Governance, Bangladesh Perspective
The Bank encourages the participation of graduates in the business processes of the
Bank through its internship programs. This initiative of the Bank allows fresh and
meritorious graduates from Business Schools and Universities to get on hand experience
about the different processes in banking. These experiences help them to plan their career
path more effectively.
Games & Sports
PBL participates in major sponsorship programs in the area of sports such as Golf to
popularize the same among the public.
Co-sponsored cricket tournament Fair play Cup 2006 arranged by University of

Liberal Arts, Bangladesh. Participants were cricket teams of reputed private universities
of Bangladesh and did not any professional player.
Sponsored the Prime Bank International Women Rating Chess Tournament and
Prime Bank Open Chess Tournament (under twelve years old). Leonine Chess Club
the leading registered chess club in Bangladesh organized the tournament.
Financial assistance to Bangladesh Hockey Federation for publishing their souvenir.
Charity
Prime bank Limited supports various charitable institutions for doing their social benevolent
activities. Some of the initiatives of the Bank are given below
Bank helped various charitable institutions in their find raising campaign by selling
their lottery tickets through the branches of the Bank. The organizations are Bangladesh
Society for Hypertension, Diabetic Association of Bangladesh and Bangladesh Cancer
Society.
Financial support was given to various magazines and souvenir for encouraging the
participants of the eminent writers of the country.
Environment
Prime Bank is always committed in discharging its due social commitment and is especially
concerned about the impact of Banks financed projects on surrounding environment. An
Environmental policy is formulated in accordance with guidelines issued by Government. As
per the policy, environmental impact will be considered at the time of credit and lending risks
analysis.
Chapter 07: COMPARISON OF PERFORMANCE OF

PRIME
BANK LIMITED WITH OTHER BANKS &

RECOMMENDATION
7.1
Competition & PBLs Performance
Bangladesh Bank, the Central Bank of Bangladesh analyzes and rates the performance of the
banks that are operating in Bangladesh according to CAMELS Framework. The CAMELS
rating involves analyzing the following factors of
(i)
The capital Adequacy.
(ii)
Asset Quality.
(iii)
Management Soundness
(iv)
Earnings
(v)
Liquidity
(vi)
Sensitivity to Market Risk
Rating (CAMELS Rating) of all commercial banks on the basis of credit management
performance have been rated by Bangladesh Bank (BB). There are two systems of CAMEL
Rating. One is on-site and the other is off-site. The off-site rating is as follows:
A-Class Bank:
1. Prime Bank Ltd.
6. State Bank of India
2. Dutch-Bangla Bank Ltd.
7. National Bank of Pakistan
3. Dhaka Bank Ltd.
8. Citi Bank N.A.
4. American Express Bank
9. HSBC
5. Standard chartered Bank
10. EBL
B-Class Bank:
1. Basic Bank Ltd.
7. EXIM Bank Ltd.
2. Eastern Bank Ltd.
8. Premier Bank Ltd.
3. NCC Bank Ltd.
9. Mutual Trust Bank
4. Southeast Bank Ltd.
10. The Trust Bank
5. Mercantile Bank Ltd.
11. Bank Asia Ltd.
6. One Bank Ltd.
12. Standard Bank Ltd.

13. Jamuna Bank Ltd.
14. Brac Bank Ltd.
15. Shahjalal Bank

16. Islami Bank BD Ltd.
17. Social Investment Bank
18. First Security Bank
19. Credit Agricole Indosuez
20. Shamil Bank of Bahrain
21.
22. C-Class Bank:
1.
AB Bank Ltd.
2.
IFIC Bank Ltd.
3.
National Bank Ltd.
4.
Al-Arafah Bank Ltd.
23.
24. D-Class Bank:
1.
Janata Bank
2.
Rupali Bank Ltd.
3.
RAKUB
4.
BSRS
5.
The City Bank Ltd.
6.
UCBL
7.
Uttara Bank Ltd.
8.
Pubali Bank Ltd.
9.
Al-Baraka Bank Ltd.
10.
Habib Bank Ltd.
11.
Bangladesh Commerce Bank
25.
26. E-Class Bank:
1.
Sonali Bank
2.
Agrani Bank
3.
Bangladesh Krishi Bank
4.
Bangladesh Shilpa Bank
27.
28. CAMELS rating shows that Prime Bank Limited is the top most market leader.
CAMEL rating is very much confidential. It is internationally acceptable and image
builder in the
29. financial market globally. This is a good sign for PBL to become Number One in
the rating and it has already proved the tag line that prime Bank is really a bank with
a difference
30.
31. All these banks are the competitors but Prime Bank is performing better than others.
All the other banks are also All these banks are the competitors but Prime Bank is
performing better than others. All the other banks are trying to differentiate their
products (schemes) through their different marketing activities. However, Prime Bank
Limited has proved to be the Number One Bank by out-competing those counter
attacks of competitors.
32. PBL has been able to beat the competitors by practicing the Relationship Marketing
approach. There are number of benefits associated with the relation of the existing
customers and development of long-term satisfying relationships
33.
Sales, marketing and set-up costs are amortized over a longer customer lifetime;
Repeat customers often cost less to service;
It allows cross 0f selling opportunities, leading to increased customer expenditure
over time;
It stops competitors knowing them;
It allows for inter-generational relationships;
Satisfied customers provide referrals and may be willing to pay a price premium;
The costs of serving existing customers may not always be less;
Retained customers are not always less price-sensitive;
Retained customers do not always spend more with the company;
Long-standing
customers do not always pass on positive word-of-mouth
recommendations.
7.2
Comparison Of Financial Services Of different Banks
With PBL
Car Loan
This loan goes by the name Auto loan and Auto line in Eastern bank and Dutch
Bangla bank respectively. But it is known as Car Loan in the other banks.. A comparison
between the loans features is discussed below:
Rate of Interest
18
17
16
18
16
15
13
15
12
9
Rate of Interest (%)
6
3
0
Prime BRAC
EBL
Dhaka DBBLMercantile
Figure: -15 Comparing interest rates for Car Loa7
Loan Limit
35
30
25
20
15
10
5
0
Highest loan limit
Prime
20
BRAC
35
Lowest loan limit
3.5
EBL
20
3
Dhaka
20
DBBL
Mercantile
20
25
Figure:-16 Comparing loan limit for car loan
Service Charge
3%
2%
Service charge (% of
loan amount)
1%
1%
1%
1%
0%
PrimeBRACEasternDB DBL MB
Figure:-17 Comparing service charge for car loan
Stamp Charge
1800
1500
1500
1000
1200
Stamp charge (in Tk.)
1000
1000
1000
900
600
300
0
Prime
BRAC
EBL
Dhaka
DBBL Mercantile

Figure:-18 Comparing stamp charge for car loan
House Hold Durable Loan
This loan goes by different names in different banks. The features of this credit scheme
offered by different banks are provided below:
Loan Limit
12
8
Highest loan limit
Loan limit (lac)
4
Lowest loan limit
0.5
0
5
Prime
10
BRAC
0.25
5
EBL
0.5
5
Dhaka
0.5
1
DBBL
Figure:-19 Comparing loan limit for household durables loan
Miscellaneous Charge
300
250
200
Misc charge (in Tk.)
150
100
100
50
0
Prime BRAC
EBL Dhaka DBBL

Mercantile
Figure:-20 Comparing miscellaneous charge for household durables loan
Any Purpose Loan
Rate of Interest
24
20
16
12
8
4
0
Prime
BRAC
EBL
Dhaka
DBBL Mercantile
Figure:-21 Comparing interest rate for any purpose loan
Service Charge
3%
2%
Service charge
(% of loan amount)
1%
1%
1%
1%
1%
1%
1%
0%
Prime BRAC EBL Dhaka DBBLMercantile
Figure:-22 Comparing service charge for any purpose loan
Education Loan
Rate of Interest
21
18
15
12
9
6
3
0
Prime
BRAC
EBL
DBBL
Figure:-23 Comparing interest rate for education loan
Miscellaneous Charge
300
200
Misc charge (in Tk.)
100
100
0
Prime BRAC
EBL
0
DBBL
Figure:-24 Comparing miscellaneous charge for Education Loan
Down Payment
20%
15%
Down payment (%) 10%
5%
0%
20%
Prime
18%
BRAC
16% DBBL
15%
EBL
Figure:-25 Comparing Down Payment For Education Loan
Marriage Loan
Loan Limit
15
10
10
Loan limit (in lac)
5
3
0.5
0.5
0
Prime
Highest loan limit
DBBL
Lowest loan limit
Figure:-26 Comparing Loan Limit For Marriage Loan
Hospitalization Loan
Loan Limit
15
10
5
(Loan limit lac)

5
5
0.5
0.5
0
Prime
Highest loan limit
DBBL
Lowest loan limit
Figure:-27 Comparing Loan Limit For Hospitalization Loan
Down Payment
15%
10%
10%
Down payment (%)
5%
0%
0%
Prime
DBBL
Figure:-28 Comparing Down Payment For Hospitalization Loan
7.3
Problem Findings and Recommendation

During the internship period, I have come across a few problems or lackings that are
present in Prime Bank Limited. There are some deficiencies regarding administration,
customer handling and coordination with departments of Head Office
(i) Lack of Segmentation in Job Duties Sometimes the employees of this branch are
not quite sure about their Job Description and Job Specification. Some times it creates
conflicts.
Recommendation: To overcome this problem, the Head Office should issue office order
describing the Job description and Job Specification and the tasks to be performed for
each job in the Branch. If the employees know what they ought to do, they would be able
to perform well.
(ii) Centralized control of Head Office The branch operations directed by Head
Office. In case of credit proposal approval, the Head Office has the ultimate authority
of sanctioning. Sometimes, the branch may want to sanction a credit proposal but the
Head Office rejects it, in that case the relationship with customer may be hampered.
Recommendation: To solve this situation, the Head Office may delegate some authority
to the branch to sanction the proposal of some important clients of the branch.
(iii)
Lack of Proper motivation and Training Employees of the branch

sometimes face problems while doing their work especially regarding some IT issues
like; networking, file sharing, internet browsing etc. They get demoralized when they
find difficulties in doing their work.
Recommendation: To solve this situation, the HR division and IT Division should work
together in arranging a training session for the employees on need basis.
(iv)
Lack of Job Rotation The employees of the branch are rotated in

different jobs in different departments. Sometimes they get bored in doing the same
work in the same department. This may hamper the performance and motivation of
the employee.
Recommendation: To solve this situation, the Head of Branch and other authorized
persons should develop a routine rotation plan for all employees so that they do not get
bored or depressed.
(v) Lack of ATM Services - The Bank do not have enough ATM booth to compete
strongly in ATM card segment of the market. The strongest player of the ATM Card
Segment of the market is Dutch-Bangla Bank Ltd, has the highest number of ATM
booths all over the country.
Recommendation: To solve this situation, the management should plan and develop
their expertise in ATM card Segment of the market.
(vi)High Down Payment To get Education Loan, Hospitalization Loan & Any Purpose Loan from
PBL one has to pay high down payment than other bank.
Recommendation: To retain existing customer & to attract prospects PBL should reduce
down payment.
(vii) Miscellaneous charge PBL charges miscellaneous charge for all loan products but no other
banks charge miscellaneous charge for their loan products.
Recommendation: To retain existing customer & to attract prospects PBL should avoid
charging miscellaneous charging.
(viii)
Loan Limit- PBL offers limited loan limit for marriage loan & House hold Durable loan
than other banks.
Recommendation: To retain existing customer & to attract prospects PBL should increase
loan limit.
7.4
Conclusion
Marketing as a concept has not yet received proper attention in most of the banks of our
county mainly because of our lack off understanding. Most of the people have the idea
that marketing ends with having an efficient public relations office and spending some
money yearly on advertisement. Others perceive it to be the same as selling concept and
naturally care little about the needs of customers or changes taking place in the economy
wherein the bank is only a sub-system. Banks lack proper strategy for marketing by
appropriate segmentation of customers for promoting the products accordingly.
However, foreign banks working here are pioneer in steering the concept of marketing
into right track. Their approaches in marketing including formulating strategies,

segmentation, promotion etc. are getting attention of customer services of Prime Bank
Ltd. with respect to the marketing of its financial products.
I have tried to show how different aspects of marketing are put into practice for
marketing the financial (retail) products. I have also showed how far the bank is
concerned in delivering the social duties and doing sell to the society.
Prime Bank Limited is a strong and effective player in the financial system. It is a solid,
forward-looking, modern local bank with a record of sound performance. It is a new

generation bank. It is committed to provide high quality financial services / products to
contribute to the growth of GDP of the industrialization, boosting up export, creating
employment opportunity for the educated youth, rising standard of living of limitedincome group and overall sustainable socio-economic development of the country.
The bank has the vision to be the best Private Commercial Bank in Bangladesh in terms
of efficiency, capital adequacy, asset quality, sound management etc. It is now one of the
top most profitable private sector commercial banks. The bank has the top most position
among the A rated bank in CAMELS rating.
The bank is maintaining a well-structured communication from top to bottom level. The
work experience in Prime Bank Limited, SBC Tower Branch for the period of three
months internship program was very important for me. All officers of this branch were
cooperative and very affable to me. Job environment in Prime Bank Ltd., SBC Tower
Branch is excellent. At the same time, the service which is provided by the officers of this
branch to their clients are praiseworthy compare to other competitive private and foreign
banks.
As a concluding remark I would like to say that the bank is able to attain a leading role
with the 15 years success story but to remain unrivalled among new generation banks, the
bank must face new challenges. I think the bank should make a positive attempt to
achieve their goals. They should also emphasize on the domestic scenario more closely
and analyze any certain trends and strategies of their competitors. The bank should accept
any failures and continue pursuing future goals instead of blaming such failures on other
factors and in this way I believe the Bank will be able to keep on playing its important
roles in our economy.
Bibliography
References
1.
Annual Reports of Prime Bank Limited
2.
Credit policy of PBL
3.
Different Promotional Program Related Office Order By

The PBL
4.
General Banking Manual of PBL
5.
Kevin Lane Keller, Strategic Brand Management
6.
Other Internship Reports of PBL
7.
Philip Kotler & Gary Armstrong , Principle of Marketing

(12th Edition)
8.
Public Affair Division Office Order of PBL .
9.
Training Program of General Banking.
Websites
http://www.primebank.com.bd/rating.pdf
http://ezinearticles.com/?Tips-For-Marketing-Financial-Products&id=385563
http://en.wikipedia.org/wiki/Customer_retention
http://www.learnmarketing.net/servicemarketingmix.htm

Chapter - 01: I: Ntroduction

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Chapter 01: INTRODUCTION

Origin of the Report

Orientation to Organization: To accustom the internee with the structure, functions,

The Report writing: To demonstrate the internees analysis, findings and

Prime Bank Limited | 1

Objective of the Report-

To relate the theoretical leanings with the real life situation.

To get an overview of the bank.

To provide an overview of various functions performed by the bank.

Current Market Performance.

To Identify the Target Market.

To understand the competitors position.

To gain in depth knowledge of marketing of general banking product of the Bank.

Prime Bank Limited | 2

Scope of the Study-

Prime Bank Limited | 3

This report is divided into mainly three segments. These are:

Segment-C: The Project Part" Marketing of Financial Services and Market

Segment D:Comparison & Recommendation

Prime Bank Limited | 4

Figure:-1 Report Review

Chapter 02: LITERATURE REVIEW

Prime Bank Limited | 5

Prime Bank Limited | 7

Prime Bank Limited | 8

Chapter 03: THE ORGANIZATION

Prime Bank Limited

Prime Bank Limited | 9

About the Bank

Prime Bank Limited | 10

Efforts are focused on:

Design and introduction of new products and services

Delivery of quality service in all areas of banking activities.

Prime Bank Limited | 11

Maintaining quality and consistent management and services in each of its

To achieve budgetary targets fixed in each area of business.

To have rising stock price.

Stable earnings during market recession

Prime Bank Limited | 12

Corporate Information of Prime Bank Limited

* Certificate of Commencement of Business

* License issued by Bangladesh Bank

* License issued for opening the first Branch, Motijheel Branch

* Initial Public Offering IPO Prospectus

* Listed with Dhaka Stock Exchange Limited

* Listed with Chittagong Stock Exchange Limited

* Trading of Shares on Dhaka Stock Exchange Limited

* Trading of Shares on Chittagong Stock Exchange Limited

* Dividend declared in the 5th AGM (First after the IPO)

* Registered as Merchant Banker with Securities & Exchange Commission29-03-2001

* Registered as Depository Participant of CDBL

* Trading of Shares started

* Completion of 11 years of service

*Agreement with Temenos for Core Banking Software T24

Prime Bank Limited | 13

Organizational Hierarchy of Prime Bank Limited

Managing Director (MD)

Prime Bank Limited | 14

Figure:-2 Organizational Hierarchy of PBL

Management of Prime Bank Limited

Executive Committee: It seats weekly.

Departments of Prime Bank Limited