Marketing Management (Project Report) Allied Bank of Pakistan

G.C UNIVERSITY FSD

Project Report Money & Banking

Submitted to :

Sir Aqib Ali

by

Sohaib Ali Manzoor(231)

Umair Hameed(252)

Submission Date

June 6/2012

ACKNOWLEDGEMENT:
All Praises to ALLAH Almighty, WHO guided us throughout this project and helped us in making it possible successfully We are very much thankful to our Respected teacher Sir Aqib Ali Who gave us direction and directed us in the completion of the project

ABSTRACT
This report is about marketing plan of Allied Bank of Pakistan, which is among the top ranked banks of the country. It details the marketing strategies and marketing plans through which the Bank successfully gained the top position. The report also contains the company overview, SWOT Analysis, and the Product Plan of the organization

Table of Contents
INTRODUCTION..1 COMPANY NAME1 COMPANY LOGO1 VISION STATEMENT..1 MISSION.1 VALUES..2 HISTORY.2 REASONS FOR SELECTIG ABL ..2 SWOT ANALYSIS3 HIERARCHY LEVEL4 BOARD OF DIRECTORS..4 MARKET PLAN.5 PROBLEM..5 SITUATIONAL ANALYSIS..5 MARKET SEGMENTATION5 GEOGRAPHIC SEGMENTATION...6 DEMOGRAPHIC SEGMENTATION7 BEHAVIORAL SEGMENTATION...7 TARGET MARKET7 COMPETITORS ANALYSIS...8 CORE COMPETENCIES...8 QUALITY OF ABL ...9 PRODUCT PLAN..10 PRODUCT.11 PRICE12 PLACE...14 PROMOTION14 SALES15

Introduction:
Allied Bank Limited was the first bank to be established in Pakistan. It started out in Lahore by the name Australasia Bank before independence in 1942; was renamed AlliedB a n k o f P a k i s t a n L i m i t e d i n 1 9 7 4 a n d t h e n A l l i e d B a n k L i m i t e d i n 2 0 0 5 . In August 2004, because of capital reconstruction, the Banks ownership was transferred to a consortium comprising Ibrahim Leasing Limited and Ibrahim Group. Today, with its existence of over 60 years, the Bank has built itself a foundation with a strong equity, assets and deposit base. It offers universal banking services, while placing major emphasis on retail banking. The Bank also has the largest network of over 700online branches in Pakistan and offers various technology-based products and services to its diverse clientele.

Company Name: ALLIED BANK OF PAKISTAN LIMITED Vision Statement:

To become a dynamic and efficient bank providing integrated solutions and the first choice of bank for all the customers.

Mission:
o To provide value -added services to our customers. o To provide high -tech innovative solutions to meet customer requirements. o T o c r e a t e s u s t a i n a b l e v a l u e t h r o u gh g r o wt h , e f f i c i e n c y a n d d iv e r s i t y f o r a l l stakeholders. o To provide a challenging work environment, and rew a r d d e d i c a t e d t e a m members. o To play a proactive role in contributing towards the society.11

Values: o
Integrity o Excellence in Service o High performance o Innovation and Growth

Company History:
Established in December 1942 as the Australasia Bank at Lahore with a paid-up sharecapital of PKR 0.12 million under the Chairmanship of Khawaja Bashir Bux, and his business associates, including Abdul Rahman Malik who was amongst the original Boardof Directors, the bank had attracted deposits, equivalent to PKR 0.431 million in its firsteighteen months of business. Total assets then amounted to PKR 0.572 million. TodayAllied Bank's paid up Capital & Reserves amount to Rs. 10.5 billion, deposit exceededRs. 143 billion and total assets equal Rs. 170 billion. The Allied Bank's story is one of d e d i c a t i o n , c o m mi t me n t t o p r o f e s s i o n a l i s m, a d a p t a t i o n t o c h a n g i n g e n v i r o n me n t a l challenges resulting into all round growth and stability, envied and aspired by many.

Reason for selecting Allied Bank:

We choose Allied bank because it is one of the leading bank in Pakistan withinternational standards and which keeps on innovating and secondly because we had areference in this organization which would keep us in extracting the required informationin this project more easily and without much hassle.

SWOT Analysis: STRENGTHS:

o Strongest Online System o Largest ATM Network (Powered by ORACLE ERP) o Shifted from nationalize to contemporary area of banking o Strong corporate culture

WEAKNESSES:
o Branches are not renovated in some areas o No use of electronic media for promotion of services o No proper HR Management o No proper segmentation

OPPORTUNITIES:
o Make Personal loans o Car leasing o Reduced transaction charges o Use of media for promotion

THREATS:
o Strong competition among 5 GIANTS o Financial recession o Attitude of customers o Falling KIBER rates

HIERARCHY LEVEL

Figure