InternshipReporton

MarketingMixManagementofStandardBankLimited(
SBL):AstudyonChittagongUniversityBranch

Preparedby
SMMusfiqurRahman
MatricIDNO:EB171078
Program:BSS(HONS)inEB
DepartmentofEconomics&Banking
InternationalIslamicUniversityChittagong

Objectivesofthestudy:
1. TounderstandtheoreticalaspectsofBankMarketingStrategies

2. ToevaluatemarketingmixstrategiesimplementedbySBL,ChittagongUni
versityBranch.
3. To suggest recommendations to overcome the problems of Standard
bank limited chittagong university branch

Methodology
Thisreportfocusedonsecondarysource.Andthemainsourcesofdataforpreparingtherep
ortarebasedonsecondaryinformation.

SecondaryData:Sourcesofinformationandcollectionofdata:

1. Websitesofbank

2. AnnualReport

BesidessomeprimarydataiscollectedbyfacetofaceconversationwithemployeesofSBL
,ChittagongUniversityBranch.
.

Marketing Mix
Marketing Mix is the set of marketing tools the firm uses to implement its
marketing stretegy. The marketing mix tools and classified into 7 broad groups
called the 7 PS of marketing : Product, Price, Place, Promotion, People, Process,
and Physical Evidence.

Products
TheproductandservicesofSBLchittagonguniversitybranchare;

Deposit

Loan and Advances

Treasury

Foreign Exchange service

card Services

Cash Services

Fund Transfer

Value added service

Marchant Banking Service

Islamic Banking Service

 Price

 Allproductspriceareselectedfromthemainheadoffice,sothecompetitorsprice,ju
stseentheheadoffice.
  Customers,responseisverywellforthecurrentpriceofproduct.

 Theproductpriceisnotchangeinfrequently.

 TherearesomemiscellaneouscommissionsforcollectionofCheque/Bills,callde
posit,duplicateissuranceissue,Internalcheck/purchaseofbill,BankGuarantee,p
arcel,lockeranssafecharge,checkreturn,stamppayment,ATM,debitcardcharge
etc.

 Noseasonaldiscountoffersforcustomers.Notypesofallowanceisgiven.

 DetailedpricingfixedandthesamecanbefoundomthewebsiteofSBL.

Place
Placemeansthelocationofservicesoravailabilityoftheproductinmarketing.SBLChitta
gonguniversitybranchisnearofchittagonguniversity.Itisinthevillagesidearea.Inhere,E
-
businessbringanewchannelofdistributionservicewhichthebankprovidestotheirclients
.Thisbranchisbasedonthereturnofloananddemandlinemanagement.TheBranchprovid
ingveryattractivetangiblesintheformoftheirlocation,exteriorsandinteriors.

People

Customers
Thecustomersarevariedfrommanydifferentsites.Thisbranchisnottargetinganyparticu
lartypesofcustomers.EspeciallyMasspeoplearetargeted.Manycustomersarefromjobs
ectorsandrarefromBusinesssectors.AndtherearesomanygarmentsWorkerswhohavet
heiraccountsinthisbranch.Becauseofthesmallsizeorareaofthisbranch,numbersofcust
omersarealsolittle.

Employees
NumbersofEmployeesarenotsomany.Buttheemployeesaresomuchefficientandveryp
otentialwithwork.Theyarehappywiththeirbenefitsandincrementsfromthisbankandals
oprovidegoodservicetocustomers.Employeesareverymuchabletogaintrustandloyalty
fromthecustomersandtryingtheirlevel;besttoprovidebestserviceandgainsuperiorcust
omervalue.

Promotion
PromotionalStretegyofSBLChittagongUniversityBranchesare;

1)Theyusebanner,leafletandmoreoverontheirwebsite.

2)Notismassbutisthesomespecificsectors

3)Notiseventarrangement.Butitfaironinforeignconference.

4)SchoolBanking

5)Punchline"Settinganewstandardofbanking"

Process
FourtypesofaccountsareoppendtoSBLchittagonguniversitybranch;SavingsAccount,
Depositaccount,fixeddepositaccountandprivate/publiccompanyaccount.

Afterknowingtheirdemandtheytrytheirbesttogettheachievetheiracquisition.Andwhoi
sinaccounttriestounderstandtheirdemandandfulfillthatinaproperways.

Moreemployeesareprovidedformanagerushhour.Atfirstemployeesfulfilltheirexpecta
tionspropertyasmuchaspossible,customerssatisfactionisfirstpriority.Andtheyrespons
eproperly.Theyhavelowlevelofdeliveryserviceandstandardizationofprocedure.

Customizationaspersindividualdemandsimplicityetc.Customerinvolmetinmanymatt
ersforsignaturepurpose.

PhysicalEvidence
SomeKeypointsaregivenbelowabouttheusesofphysicalevidenceinthisbank-

1)Themainsignageisfontstyleandgreencolor.

2)Formaldressbothmaleandfemale

3)CustomersaretreatedverygentlyfirstofallfromtheGuardsandtheEmployees.

4)Employeesarealwayswelcometheircustomerswiththeirnicesmileandpolitebehavio
r.

5)BankOfferswaterorteatothecustomerswhoarewaitingforlongtimefortheirservices.

6)Differenttypesofsavenirsareofferedtocustomers:calander,notebook,diary,pen,keyr
ing,magazine

7)Webpage

Findings
1)Accordingtothereportitisfoundthatstrengthenthepromotionalactivitiesandmarketin
gaboutdifferenttypsofproductsandservicesofSBLisnotverystrong.

2)ItisfoundthattheSBLdoesnotintroducemoreproductsandbasedonthecustomersexpe
ctation.

3)AccordingtothereportitisfoundthatteAdvertisingandpromotionalactivitiesofSBLC
hittagongUniversityBranchisnotverystrong.

4)Thebranchusemoderntechnology:Fax,inx-
z,Printer,Photocopymachine,Scanner,moneycountingmachine,modernchequescann
ermachineforclearingetc.

5)IntheBranchtheyhaveonlyonemarketingandpromotingofficer

Recommendations:
ThoughSBL,triestogivethebestcustomersupport,theyhavesomelakeandlinkagecomp
aretootherbankofthesamegeneration.Therecomendationsforthisreportare-

1)Thebankshouldstrengthenthepromotionalactivitiesandmarketingaboutdifferenttyp
esofproductandservice.

2)Thebankshouldtointoducemoreproductsandbasedonthecustomersexpectation.

3)Thebankshouldtakeimmediateactionadvertisingandpromotionalactivitiesforprom
otetheirbusinessactivities.

4)Thebankshouldusemoderntechnologytoavoidthreatfromothercompeting

banks.

5)Thebankshouldincreasesalesandmarketingofficerstoincreasetheirsalesandcustome
rsvolume.

Conclusion
From the above implementation, I can assume that 7 P's of marketing mix
are the most viable and productive process to keep the bank in a balance.
The implementation which helps the bank to achieve it's ambition.

IamgladtohavetheopportunitytoworkinabankespeciallyatStandardbankLtdCh
ittagongUniversityBranchasaninternee.Ihavelearnedlotsofnewbankingsystem
swhichIdidn’tknowbefore.Igainpracticalknowledgetorealizemytheoreticalkn
owledge.Ibelievethesethreemonthsofmyinternshipwillhelpmetobuildupmycar
eerinfutureandmakemeabletochoosetherightcareerpath.