9/13/21, 2:22 PM Turnitin

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Processed on: 12-Sep-2021 13:07 +06
ID: 1646265801
  Similarity by Source
Word Count: 12453
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Submitted: 1 Internet Sources: 54%

57% Publications:
Student Papers:
1%
44%
171-11-1090 By Ashiq Rahman
Chowdhury

6% match (Internet from 02-Apr-2021)

http://dspace.daffodilvarsity.edu.bd:8080/bitstream/handle/20.500.11948/1334/P04893.pdf?
isAllowed=y&sequence=2

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Submitted to University of Dhaka on 2019-05-04

4% match ()
Bhuiyan, Rashed-Uz-Zaman. "Import operations of NRB Bank Limited", BRAC University, 2016

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Nasir, Nabila. "Activities of general banking: an overview of Bank Asia Limited", BRAC University,
2016

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https://www.nrbbankbd.com/our-history/

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"Target market", Wikipedia, en, 2021

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https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2762-
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http://dspace.uiu.ac.bd/handle/52243/227

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Class: April 2018 Project Report
Assignment: Student Project
Paper ID: 944875201

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Class: Article 2018
Assignment: Journal Article
Paper ID: 937526102

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http://dspace.daffodilvarsity.edu.bd:8080/bitstream/handle/123456789/4744/181-14-795.pdf?
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Sadia, Saima. "Attitude measurement of employees on the training and development process of
BARC Bank Limited", BRAC University, 2015

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Submitted to University of Dhaka on 2018-03-01

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http://www.nrbglobalbank.com/?page_id=8190

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http://www.nrbglobalbank.com/?page_id=8154

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http://www.nrbglobalbank.com/category/term-deposit/

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http://www.nrbglobalbank.com/?page_id=8186

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http://www.nrbglobalbank.com/?page_id=8171

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http://www.nrbbankbd.com/retail-accounts/current-account/

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http://www.nrbbankbd.com/downloads/Customer%20Charter.pdf

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http://www.nrbbankbd.com/nrb-banking-bd/

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https://en.wikipedia.org/wiki/Target_market#Definition

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Class: Article 2018
Assignment: Journal Article
Paper ID: 940334853

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Submitted to Daffodil International University on 2020-01-02

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http://www.slideshare.net/waseembhatti/the-marketing-concept

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https://www.slideshare.net/MohammedWahid3/7-ps-of-marketing-of-sbi-bank

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https://www.coursehero.com/file/68626150/General-Banking-Activities-of-BANK-ASIAdocx/

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https://www.coursehero.com/file/49421425/nnnnndocx/

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Agrani Bank limited", 2011

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https://www.scribd.com/document/354388774/Internship-Report-on-Financial-Performance-
Analysis-of-NRB-Global-Bank

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Economic Record, 2012

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An Evaluation of the Marketing Strategies of NRB Bank Limited Daffodil International

University 1 HASH(0x7f29a7a5ba58) Daffodil International University Prepared by: Ashiq
Rahman Chowdhury ID: 171 11 1090 Major In MKT HASH(0x7f29a7a5c160) September 7,
2021 Professor Dr. HASH(0x7f29a7a5c178) on the topic “An Evaluation of the Marketing
Strategies of NRB Bank Limited”. HASH(0x7f29a79d16e0). Ashiq Rahman Chowdhury
HASH(0x7f29a79d1b48)Daffodil International University 3 Declaration I am Ashiq Rahman
Chowdhury ID- 171 11 1090 , HASH(0x7f29a7a5d428) topic “An Evaluation of the Marketing
Strategies of NRB Bank Limited” HASH(0x7f29a79d35e8) reason. ………………………………………..
Ashiq Rahman Chowdhury ID: 171 11 1090 Daffodil International University 4 Supervisor’s
Certificate HASH(0x7f29a79d4080) Ashiq Rahman Chowdhury, ID: 171-11 1090, as a
HASH(0x7f29a79d5dc8) is recommended for submission.
………………………………………………………………. Signature of the Supervisor Professor Dr.
Mohammed Masum Iqbal HASH(0x7f29a79d6320) properly. HASH(0x7f29a79d7440) course
instructor, HASH(0x7f29a79d6aa0) her consecutive guidance and advice.
HASH(0x7f29a79d7830) Siddique Ullah Milon sir the Branch Manager and Assistant Vice
Principal of NRB Bank Uttara Branch HASH(0x7f29a79d7b90) Subrata Pal .
HASH(0x7f29a79d7ef0) all the other employees of the branch HASH(0x7f29a79d34c8) all of
the people mentioned above for teaching me and showing
HASH(0x7f29a79d7e30)HASH(0x7f29a7a5bcc8) and they also had been very helpful
throughout the internship period. HASH(0x7f29a79d6a70) can have a practical view what
they have learned in the whole BBA period. HASH(0x7f29a79d9130). Internship report is an
essential part of BBA program. HASH(0x7f29a79d8fb0) CONTENTS Chapter No Chapter
Name Page No 1 Introduction 11-13 HASH(0x7f29a79eaab8) 2 Company Overview 14-20
HASH(0x7f29a79eb448) 15 HASH(0x7f29a79eb670) 16-17 2.7 Product / Service offering in
NRB Bank Ltd 17-19 2.8 Operational Management Hierarchy 20 3 Marketing Strategy
Overview 21-30 3.1 Marketing Strategy 22 Daffodil International University 7 3.2 Marketing
Mix Strategy 22-24 3.3 Segmenting, Targeting and Positioning Strategies 24-30 4 Marketing
Strategy 31-55 4.1 Marketing Strategy of NRB Global Bank Limited 32 4.2 Provision of
Products/Services 32 4.2.1 Retail Banking Services of NRB Global Bank Limited 32-36 4.2.2
Loan Products of NRB Global Bank Limited 36-41 4.2.3 Trade Finance 41-42 4.2.4 Other
Banking Service of NRB Global Bank Limited 42 4.2.5 HASH(0x7f29a79dd158).3 Pricing 43-
44 4.3.1 Pricing Strategy of NRB Global Bank Limited 44 4.3.2 Steps of Pricing Strategy of
NRB Global Bank Limited 44 4.3.3 Pricing Decision 45 4.4 Place 45 4.4.1 Distribution
Strategy of NRB Global Bank Limited 45-46 4.5 Promotion 46 4.5.1 Main Promotional
Objectives of NRB Global Bank Ltd. 46 4.5.2 Promotional Tools of NRB Global Bank Limited
47-49 4.5.3 Branding 49 4.6 People 50 Daffodil International University 8 4.7 Process 51
4.8 Physical Evidence 51 4.9 Segmentation of NRB Global Bank Limited 51 4.10 Targeting
Strategy of NRB Global Bank Limited 52 4.10 Positioning Strategy of NRB Global Bank
Limited 52 4.12 SWOT Analysis of NRB Global Bank Limited 52-55 5 Findings,
Recommendations & Conclusion Part 56-60 5.1 Problems 57-59 5.2 Recommendations 58-
59 5.3 Conclusion 59-60 6 Appendices 61 6.1 References 62 Daffodil International
University 9 Executive Summary HASH(0x7f29a79dd3b0). Daffodil International University
10 CHAPTER 1 INTRODUCTION Daffodil International University 11 HASH(0x7f29a79ddc38).
HASH(0x7f29a79dfaa0)HASH(0x7f29a79e0568) strategies of NRB Bank Limited; 2. To
explain and evaluate the marketing strategies of NRB
HASH(0x7f29a79e10b8)HASH(0x7f29a79e17d8) of the Study General banking
HASH(0x7f29a79e1b98)Daffodil International University 13 CHAPTER 2 COMPANY
OVERVIEW Daffodil International University 14
HASH(0x7f29a71295f0)HASH(0x7f29a70c5798) through openness, technology, creativity
and honesty for everyone that includes consumers, investors, partners, society and
economy. To HASH(0x7f29a794ad38). 15 Daffodil International University ?
HASH(0x7f29a798ef80). HASH(0x7f29a79ddaa0) NRB Bank Ltd HASH(0x7f29a7990f58).
HASH(0x7f29a7991528) 16 Daffodil International University HASH(0x7f29a79912d0) - - - -
HASH(0x7f29a7098958) E-Banking HASH(0x7f29a7098b20) Table: NRB Corporate Banking
Daffodil International University 19 Operational Network Organ Gram
HASH(0x7f29a79946c8)Daffodil International University 21 HASH(0x7f29a7994878). . 3.2

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HASH(0x7f29a7994a88): HASH(0x7f29a7997790)HASH(0x7f29a7995268), but three
variables are also expanded to incorporate the seven Ps extended marketing mix: ? Product.
HASH(0x7f29a7997c40). ? ? HASH(0x7f29a7997ef8). HASH(0x7f29a7995160). ?
HASH(0x7f29a7997e38). 3.3 Segmenting, Targeting and Positioning Strategies 3.3.1
Segmentation: HASH(0x7f29a7997c10) in HASH(0x7f29a799a548) focuses solely on serving
a subset of customers based on their unique characteristics. Instead of struggling to get
there a market as a whole, HASH(0x7f29a799a8a8)HASH(0x7f29a799ae00). 3.3.1.1
HASH(0x7f29a799b0b8). Daffodil International University 25 3.3.1.2
HASH(0x7f29a79986d0). 3.3.1.3 HASH(0x7f29a799b2b0). 3.3.1.4 HASH(0x7f29a799af80).
Daffodil International University 26 3.3.2 Targeting : The HASH(0x7f29a7998d90) whom the
company develops HASH(0x7f29a7999228) advertising runs counter to mass marketing of
rice , Different sections are to be identified and chosen for special HASH(0x7f29a79995a0)
analysis. Marketers presented four basic strategies for finding HASH(0x7f29a799f118)).
3.3.2.HASH(0x7f29a799f400). For example: In almost all promotional campaigns, since
HASH(0x7f29a799f778)HASH(0x7f29a799f9b8). 3.3.2.HASH(0x7f29a799f700) within the
target market to certain groups of people. Nevertheless, differentiated advertising is a
strategy that requires a great deal of cash. It isextremely HASH(0x7f29a799ff08) as
messages were changed to advertise different messages. Differentiated advertising often
needs HASH(0x7f29a79a0190) in 27 Daffodil International University order to sell
HASH(0x7f29a79a0460) money. HASH(0x7f29a79a0748). 3.3.2.HASH(0x7f29a79a0bf8) a
specific target market for selling its products and services. HASH(0x7f29a799cb18) despite
being appealing to small businesses, as companies HASH(0x7f29a799ce90) brandand
advertising. Niche advertising HASH(0x7f29a799d610), meaning businesses use
HASH(0x7f29a79a59b0) techniques HASH(0x7f29a79a5d58) approach
HASH(0x7f29a79a6460). Many specialty advertising specialties assist the marketing team in
evaluating promotional strategies and presenting HASH(0x7f29a79a66b8) establishments.
3.3.2.4 HASH(0x7f29a79a5cb0) way that businesses can sell and want directly to the needs
of their customers; HASH(0x7f29a79a61c0) future desires. Companies use a communication
channel for direct marketing HASH(0x7f29a79a7c68) from customers in different ways. An
example is sites such as Facebook, Twitter and Snapchat on the internet and social media.
This advertising approach HASH(0x7f29a79a7fc8) develop better optimization of
HASH(0x7f29a79a8490) efficient use of their resources and improve relationships with
customers. HASH(0x7f29a79a2010) expensive, meaning that organizing
HASH(0x7f29a79a22b0). Daffodil International University 28 3.3.3 HASH(0x7f29a79a2610).
HASH(0x7f29a79a2910) consumer mind. That marketer sees product
HASH(0x7f29a79a2bb0) development as a whole. HASH(0x7f29a79a2df0) on the market.
HASH(0x7f29a79a4970) ? Symbolic Positioning ? Experiential Positioning 3.3.3.1 Functional
positioning: This is used when problems are solved by the company or services which help
consumers. HASH(0x7f29a79a6250). 3.3.3.HASH(0x7f29a79a4d78). 3.3.3.3 Experiential
positioning: It generates in the customer's minds sensory and mental stimulation.
Experiential positioning is based on the experiences that a client HASH(0x7f29a79a5480)
identity. 3.3.4 HASH(0x7f29a79a9220) that the customer has an impact on him or her.
HASH(0x7f29a79a9478). 29 Daffodil International University HASH(0x7f29a79aa480).
Daffodil International University 30 CHAPTER 4 MARKETING STRATEGY Daffodil
International University 31 Marketing Strategy 4.1 Marketing strategy of NRB Bank Limited
Marketing in banking HASH(0x7f29a79aa7e0) method collection for creating,
communicating and delivering Price for clients and HASH(0x7f29a79b2d50) determination of
the marketing strategy is an important decision that must be taken by the marketing
manager. The basic aim of the marketing strategy is to satisfy the needs and wishes of the
customer in the most efficient way possible. As the needs of customers and environmental
factors change, the marketing strategy has also changed. NRB Bank Limited follows the '
Extended Marketing Mix Strategy ' (Provision of Products / Services, Price and Transaction
Condition, Location, Promotion, Physical Proof, People & Service Provision Process). All the
‘Extended Marketing Mix’ elements are describedin below: 4.2 Provision of
products/services: Refers to what the company offers for sale and may include products or
services. HASH(0x7f29a79b3560) merchandise, while HASH(0x7f29a79b3818) trade
services, credit services and other services. The central goal of NRB Global Bank Ltd is to
ensure the optimal level of service to its customer. NRB Global Bank Ltd offers banking
services that include retail banking services, foreign trade services, credit services and other
services. 4.2.1 Retail banking services of HASH(0x7f29a79b3cc8). Daffodil International
University 32 Figure no.10: Retail Products/Services of NRB Bank Limited 4.2.1.1 NRB Bank
savings account: NRB Bank HASH(0x7f29a79ae248) a year. HASH(0x7f29a79ae650):
oInterest rate 4% per annum & Interest bearing Savings Account oInterest is paid twice a
year & Remittance from abroad directly credited to this account oDebit card card and
cheque book facility oRemittance sent to this account can be used to invest in Wage Earner's
Development Bond (WEDB) 4.2.1.2 NRB Bank current account: NRB current account is the

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9/13/21, 2:22 PM Turnitin
net flow of new transactions without any constraints. Current Deposit Accounts are ideal for
those customers who need unrestricted deposits because there is no limitation on
withdrawal either in quantity or in duration. HASH(0x7f29a79ae8d8): o Minimum Initial
deposit amount is only BDT 5, 000.00 o ATM card with easy access to Q Cash. 33 Daffodil
International University o Free ATM cash withdrawal facilities at all NRB ATM’s. o Opportunity
to apply for safe deposit like locker facility. o Attractive Interest Rates; for details please
visit Interest Rates o Unlimited transaction o Online branch banking facility o Local Debit
Card o Cheque Book o No transaction fee for withdrawal from any Bank’s ATM across the
country o Free Internet Banking o Free monthly e-Statement 4.2.1.3 NRB Bank deposit
pension schemes (NRB DPS): NRB DPS is a recurring monthly savings scheme for any
citizen of Bangladesh. Individuals who want to make a big profit in order to fulfill their
cherished vision, DPS is the right solution. Key features: o Deposit amount for every month
can be Tk.100/200/300/400/500 and multiples ofTk.500/- o Attractive yearly interest rate
@ 11.00% o Options of selecting any tenor from 3, 5, 8 and 10 years o redit facility up to
80% of the deposited amount. 4.2.1.4 NRB Bank double benefit scheme (NRB DBPS): The
NGB dual HASH(0x7f29a79aea88) allows the moneyto grow twice over a certain period of
time. Key features: o Deposit becomes double in stipulated period. o The minimum amount
of deposit is BDT 50,000/- o A single depositor can open multiple accounts. 4.2.1.5 NRB
Bank fixed deposit (NRB FDR): NGB Fixed Deposit is a product that provides consumers with
a higher interest rate than a regular savings account. It is a long- term investment option
for the consumer. Key features: o HASH(0x7f29a79b0638) o Customer can be opened more
than one NGB FDR. Daffodil International University 34HASH(0x7f29a79ae818) Interest
Rates of NRB Bank Limited 4.2.1.6 NRB Bank monthly benefit: The monthly incentive plan
HASH(0x7f29a79b0cc8) savings over a certain periodof time. Key features: o Minimum
opening deposit is BDT 50,000/- o Multiple years deposit facility Monthly benefit scheme
products that gives interest and principal at maturity: Products Present Interest Rates Six
(6) Months Tk. 812.50 per Lac per Month (Before Tax) Twelve (12) Months Tk. 1000 per Lac
per Month (Before Tax) Thirty-Six (36) Months Tk. 1000 per Lac per Month (Before Tax)
Table no.3: Monthly Benefit Scheme Interest Rates of NRB Global Bank Limited 4.2.1.7 NRB
Bank salary account: It is an interest-bearing savings account for any workers of corporate
bodies in Bangladesh. Without a pay agreement, we will not be selling this commodity. Key
features: o Can be opened with zero opening balance. o Rate of interest would be the
prevailing savings rate. Daffodil International University 35 4.2.1.8 NRB Bank freshers: NGB
fresher's HASH(0x7f29a79b1208) and 25 years. Key features: o Higher interest rate 4% per
annum. o Opening balance BDT 1000/- o Minimum balance for interest accrual is BDT
5000/- 4.2.1.9 NRB Bank junior: HASH(0x7f29a79b1598) great product niche designed for
students who lead them straight to the rewarding banking world. Key Features: o Interest
rate 5% per annum. o ATM card with easy access to Q Cash. o No account maintenance fee.
4.2.1.10 NRB Bank perfect: With NGB great, you can have the stability and development of
your Savings Account when performing your HASH(0x7f29a79ba900) rate of Interest is 4%.
o Minimum size of opening account is BDT 20,000. 4.2.1.11 NRB Bank queen: The
HASH(0x7f29a79badb0).2 Loan products of NRB Global Bank Limited: NRBGB offers the
following Consumer Asset (Loan) products or services to its clients for funding purposes that
meet the HASH(0x7f29a79bb0e0) consumer. Daffodil International University 36 Figure
no.11: Loan Products of HASH(0x7f29a79bb4a0) Limited provides some attractive personal
loan products for its customers. HASH(0x7f29a79b40d0) to take the advantages of personal
loan products. NRB Global Bank Limited provide the following personal loan products for its
customers: 4.2.2.2 HASH(0x7f29a79bb458). Key features: o Loan limit: BDT 3,00,000.00
up to BDT 100,00,000.00 (area based) o Repayment tenure: 5-7 years o Rate of interest:
13% per annum. 4.2.2.3 Car loan (HASH(0x7f29a79b46b8). Key features: o Purpose:
Financing for miscellaneous legitimate purposes during festivals o Loan limit: BDT 3,00,000
up to BDT 40,00,000/- o Loan limit: BDT 3,00,000 up to BDT 40,00,000/- o Rate of interest:
15% per annum 4.2.2.4 Education loan: NRB Student Education Loan Program to help
potential students willing to fulfill their dreams by having higher education at Bangladesh.
Non Residence Bangladeshi (NRB) to HASH(0x7f29a79b4aa8) loan will be allowedto
HASH(0x7f29a79b4d18) child of the NRB, only in Bangladesh, which includes admission
fees, school fees, semester fees, and other fees as stated by educational institutions,
living/lodging. Key features: 37 Daffodil International University o Loan limit: BDT
50,000.00 up to BDT 5,00,000.00/- o Repayment tenure: 12 months – 36 months o Rate of
interest: 14% p.a. 4.2.2.5 HASH(0x7f29a79b6d70). Key features: o Loan limit: BDT
1,00,000.00 up to BDT 3,00,000.00 o Repayment tenure:6 months – 12 months o Rate of
interest:14% 4.2.2.6 NRB migration HASH(0x7f29a79b70a0) individuals who are willing to
go abroad as a job / wage earner (but after obtaining a visa). Key features: o Loan limit: Up
to BDT 3, 00,000.00 o Repayment tenure: 12 months – 36 months o Rate of interest: 14%
4.2.2.7 HASH(0x7f29a79b7400). Key features: o Loan limit: BDT 10,000.00 to BDT
1,50,000.00 o Tenure: 6 months to 12 months o Interest rate: 09% 4.2.2.8

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HASH(0x7f29a79b77a8) sector. Key features: Daffodil International University 38 o Loan
limit: BDT 3,00,000.00 up to BDT 10,00,000.00 (security based) o Repayment tenure: 12
months – 36 months o Rate of interest: 14% 4.2.2.9 NRB swadesh loan: NRB swadesh is a
local currency savings account for NRBswho live abroad and want to save their hard-earned
money to be used in Bangladesh. Key features: o Income source: Incoming remittance o
Minimum initial deposit: Opening balance minimum BDT 1,000.00 o Interest rate: 1%
higher than prevailing savings rate. o Currency: BDT 4.2.2.10 NRB utshaho loan:
HASH(0x7f29a79b86e8) at the business level. Migrants must HASH(0x7f29a79b89a0)
businesses. Key features: o Loan limit: BDT 1,00,001.00 up to BDT 1,00,00,000.00 o
Repayment tenure: Up to 60 months o Rate of interest: 14% 4.2.2.11 NRB proshar loan:
NRB proshar is a specialized product for microfinance under the microfinance scheme. The
HASH(0x7f29a79b8d30) MFNGOS or other MFIS for their forwarding to their members at
grass root level. The main priority commodity field is the Agriculture Field (Crops, Live Stock
& Poultry), Manufacturing &Industry Sector (Food Processing and Cottage Industries), Trade
& Communication Sector (SmallBusiness & Transport), Social Sectors (Health, Education &
Housing). Key features: o Loan amount: BDT 50.00 lac – BDT 20.00 corer. o Tenure: 12
months to 60 months. o Interest rate: 11% Daffodil International University 39 4.2.2.12
NRB uddom loan: NRB uddom loan is a SME business loan. Any justifiable business purpose
for small enterprise customer can takes this loan to expand their enterprise in desired level.
Key features: o Target group: Small enterprises o Loan limit: BDT 200,000.00 up to BDT
10,00,000.00 o Repayment tenure: 12 months – 36 months o Rate of interest: 15%
4.2.2.13 NRB nandini loan: NRB nandini is a HASH(0x7f29a79b8fa0): o Loan limit: BDT
100,000.00 to BDT 10,00,000.00 o Tenure: 12 months to 36 months o Interest rate: 9.00
% p.a. 4.2.2.14 NRB travel loan: Every credit worthy of people, such as salaried managers,
self- employed and business peoples can take this loan from NRB Bank Limited. Key
features: o Purpose: Financing for travel expenses o Loan limit: BDT 100,000/- up to BDT
5,00,000/- o Repayment tenure: 12 months – 24 months o Rate of interest: 15% p.a.
4.2.2.15 NRB marriage loan: HASH(0x7f29a79c43e8) people, can take this loan for their
marriage intent. Key features: o Purpose: Financing for marriage purposes o Loan limit: BDT
100,000/- up to BDT 10,00,000/- o Repayment tenure: 12 months – 36 months o Rate of
interest: 15% p.a. Daffodil International University 40 4.2.2.16 NRB executive loan:
Salaried individuals at different corporate in permanent position persons are eligible to take
this executive loan. Key features: o Purpose: Financing of miscellaneous legitimate purposes
o Loan limit: BDT 100,000/- up to BDT 10,00,000/- o Repayment tenure: 24 months to 60
months o Rate of interest: 15% 4.2.2.17 NRB festival loan: HASH(0x7f29a79c4838) to take
this loan for financing miscellaneous legitimate purposes during festivals. Key features: o
Purpose: Financing for miscellaneous legitimate purposes during festivals o Loan limit: BDT
100,000 up to BDT 5,00,000/- o Repayment tenure: 12 months o Rate of Interest: 15%
4.2.3 Trade finance: NRB Bank Limited provides the following trade finance products for
their customers- 4.2.3.1 HASH(0x7f29a79c4b50). 4.2.3.2 HASH(0x7f29a79c4f70). 4.2.3.3
Bank guarantee: NRB Bank Limited also provide the following bankguarantee services-
HASH(0x7f29a79bba68). 4.2.4 Other banking services of NRB Global Bank Limited: 4.2.4.1
SMS banking: Customer has to register for SMS banking to their respective Branch. If they
didn't this then customer don't get SMS from NRB Global Bank. Services: ? Balance query ?
Mini statements ? PIN change 4.2.4.2 Mobile banking: HASH(0x7f29a79bb720) ? Bills Pay &
Mobile Top-up ? Branch & ATM Locator ? Exchange Rate Inquiry 4.2.5
HASH(0x7f29a79bc008) Figure : New Products Planning Process of NRB Bank Limited 4.3
Pricing: The price HASH(0x7f29a79bdb40) of charge. Likewise, as HASH(0x7f29a79be668)
charges. Therefore, the following operations are carried out by the bank for borrowing
purposes – ? Bank HASH(0x7f29a79bf3c8). 4.3.1 Pricing HASH(0x7f29a79bf788). On the
basis of HASH(0x7f29a79c0070). 4.3.2 Steps of pricing strategy of NRB Bank Limited: The
HASH(0x7f29a79c0f38) in order to increase the number of customers in relation to the
accretion of deposits. The reliability of the service provided is also directly linked to the fees
charged. Therefore, when deciding on a HASH(0x7f29a79c1538) develop a dual strategy.
Second, the strategy concerns the benefit and the HASH(0x7f29a79c18b0) and sellers have
a feeling of winning. NRB Bank Ltd generally follows a rise in market rate deposit rates. Now
that there are 49 private commercial banks in Bangladesh, NRB HASH(0x7f29a79cefa8) of
profit. HASH(0x7f29a79cf2d8) of NRB Bank Limited Daffodil International University 44
4.3.3 HASH(0x7f29a79cf608). NRB Bank Ltd's customers, who are primarily
HASH(0x7f29a79cefc0) and Distribution Strategy is about how easily a company makes its
brand available to consumers and end users. HASH(0x7f29a79c5af0) point of sale or quality
of the product when it comes to marketing. Because banks are struggling with balancing the
economy, availability is very critical. In the case of banks, accessibility
HASH(0x7f29a79c5e98) locations. It is a benefit for a bank to set up a branch in the vicinity
of HASH(0x7f29a79c6198) taking into account the places of business, thegeography and
availability of the citizens. The sites of the NRB Bank Limited branch are located. o Dhaka-

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21 o Chattogram-31 o Barisal-01 o Rajshahi-01 o Khulna-01 o Sylhet-01 4.4.1
HASH(0x7f29a79c7fa0). The final approval was given on 25 July 2013 by
HASH(0x7f29a79c8408) t Figure: Distribution Strategy of NRB Bank Limited Daffodil
International University 45 4.4.1.1 The quality distribution capabilities of NRB Bank Limited
are listing below: Marketing experience and capability: NRB Bank Limited recruit the well
experienced employees to do the better marketing in different areas and that experience
helps them to increase the capability in the market of banking. 1. Location of Branches:
According to the rules of NRB Bank Limited Branches must in a good place where the
customers are available and get better services all the time. 2. Good will: Good will is an
intangible asset. All the branches employees contain a good will which helps them to sell the
banking products in the market more. 3. Negotiation power: In this competitive banking
market NRB Bank employees have an extreme negotiation power to sell their banking
products. And this negotiation power known as bargaining power. 4.5 Promotion:
HASH(0x7f29a79c8840). Major elements of the advertisement mix include ads, private
product, sales promotion, direct marketing and advertising. HASH(0x7f29a79c8b10) lane,
despite this position, they also tolerated a drop in their sales in the face of the economic
downturn. Figure: Promotional Strategy of NRB Global Bank Limited 4.5.1 Main promotional
objectives of NRB Bank Limited: ? To face competition ? To educate the customers ? Survive
in the completive market ? Introduce the product to whole world ? To maximize the sale ? To
sustain and enhance the brand as well as corporate image Daffodil International University
46 4.5.2 Promotional tools of NRB Bank Limited: ? HASH(0x7f29a79c9ee0) 4.5.2.1
HASH(0x7f29a79c9dc0). To date, NRB Bank has marketed its products / services in a
variety of ways and newspapers. We've seen various commercials of its goods through the
newspaper. HASH(0x7f29a79ca4f8)., will be published by local daily newspapers. 4.5.3.1
NRB Bank Limited uses the following media for advertising: ? Print media ? Local and
national dailies ? TVC ? Notice 4.5.2.2 Sales promotion: HASH(0x7f29a79ca378). Marketing
deals include, HASH(0x7f29a79cb858). NRB Global Bank Limited has marketed its products
and services through a range of HASH(0x7f29a79cbc30). NRB Bank Limited has mainly used
following sales promotional tools:- ? Coupons for different products ? Special Interest rates
? Credit Sales ? Discounts for valuable customers ? Loyalty incentives ? Gifts on opening
branches 4.5.2.3 HASH(0x7f29a79cbf30). HASH(0x7f29a79db158). Through its various
branches, NRB Bank offers services to customers who will need some information on the
different types of products / services. In this way, NRB Bank will establish
HASH(0x7f29a79db668). Figure: NRB Bank Limited giving cheques to Prime Minister’s relief
funds Daffodil International University 48 Public relation and publicity of NRB Bank Limited
are: ? HASH(0x7f29a79dbb90)HASH(0x7f29a79dbdd0) provide better service to the
customer. It is a great experience in banking service of NRB Bank. The sales force of NRB
bank limited personally visits all customers to: ? Inform customers about the new branch ?
Give idea about product and services ? Promote the products ? Influence customer to take
the services 4.5.2.5 Direct marketing: Direct marketing is taking the message directly to the
consumer.Direct HASH(0x7f29a79dc1e8) by: o Mass marketing with all types of customers o
One- to- one marketing with corporate customers. o Telemarketing o Email Daffodil
International University 49 4.5.3 Branding: NRB Bank Limited branded by singing these
following elements: Figure: Branding of NRB Bank Limited ? Brand Name ? Slogan ? Logo ?
Brand Name: The corporate brand name of NRB Bank Limited is ‘Non-Resident Bangladeshi
Global Bank Limited ’. ? Slogan: The corporate slogan of NRB Bank Limited is ‘Great
Experience’. ? Logo: 4.6 People: All people who have a direct or indirect impact on
HASH(0x7f29a79dc770) customers of NRB Bank Limited. The term people are used in the
marketing of services in two ways. HASH(0x7f29a79dcb48) of a bank selling the institution
to its clients. NRB Bank Limited be aware of HASH(0x7f29a79dcdb8) manner. Daffodil
International University 50 4.7 HASH(0x7f29a6a27fd0) of NRB Bank Limited is as following:
o Flow of activities o Standardization o Customization o Simplicity o Customer involvement
4.8 Physical evidence: The physical evidence of NRB Bank Limited includes: ? Internet/ web
pages ? Paperwork ? Brochures ? Building itself ? ATMs ? Reports ? Other tangibles 4.9
Segmentation of NRB Bank Limited: In order to provide better services, NRB Bank Limited
has divided a lot of segmentation of the banking sector. Segmentation relies only on a
number of elements. When the marketing team split the market into categories, they
considered the characteristics of the consumers, the HASH(0x7f29a6a282a0). NRB Bank
Limited follows the following market segmentation: ? Demographic segmentation: NRB Bank
Limited focusing on the demographic segmentation, they segment their market according to
the different elements such- the income of the customers they focus on the upper-middle
class people to working class peoples are their potential customers. ? Geographic
segmentation: NRB Bank Limited segmented their market also according to geographical
area. They establish their different branches in rural areas. The rural-development area
peoples are their potential customers. Daffodil International University 51 4.10 Targeting
strategy of NRB Bank Limited: This bank's name is the Bangladeshi non-resident bank.

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That's why this bank's target customer is rich and elite. But HASH(0x7f29a6a28690) is
always searching for leftover money from the generals as their precious resources. 4.11
HASH(0x7f29a6a289c0). 4.11.HASH(0x7f29a79e59f0) deposits designed for them. 4.11.2
Positioning by use: Consumer awareness of the kinds and amount of uses the commodity
should represent. "NRB Bank Limited Deposit Programmed" shall HASH(0x7f29a79e3900) at
the same time, enabling it to be placed HASH(0x7f29a79e3c18).
4.11.HASH(0x7f29a7abba70) as a result of its wide range depending on the savings
potential of the customers. Therefore, positioning by user is going to take place. Since NRB
Bank Ltd provides several forms of competitive deposit schemes which are not provided by
other private banks under the programmed deposit scheme. 4.12 SWOT analysis of NRB
Bank Limited: SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats.
It is a careful assessment of the HASH(0x7f29a7abbc98). The best strategies in SWOT
analysis achieve the mission of an organization by (1) exploring the opportunities and
strengths of an organization while (2) neutralizing its threats and (3) avoiding its
weaknesses. Daffodil International University 52 Figure: SWOT Analysis of NRB Bank
Limited Business organizations both manufacturing and service-oriented start processing
some weaknesses as time goes by. An organization's vulnerabilities can become strengths if
they are understood on time. In addition, if any threats are overlooked, valuable business
opportunities may be lost. For this purpose, it is important to analyze the quality from the
perspectives of its Strengths, Weaknesses, Opportunities and Threats (SWOT) of each
business organization. 4.12.1 Strengths: ? The bank's top management, the main strength
of the NRB Bank, has made a significant contribution to the growth and development of the
bank. ? Workers HASH(0x7f29a7ada708)HASH(0x7f29a79e2d18). ? The bank's corporate
culture is good. The work HASH(0x7f29a7abcd58) been trying to equip its working
environment HASH(0x7f29a79e3450) country and delivering quality of service to all levels
of customers. Daffodil International University 53 ? Relationship with existing clients is very
good and professional. We also built a professional relationship with their customers, which
also involves emotional distress. ? The concepts of benefit HASH(0x7f29a79e2f70) have
been developed by NRB Bank. ? HASH(0x7f29a7abd730). 4.12.2 Weaknesses: ?
HASH(0x7f29a79e3378). ? Dependence on high cost of fixed deposits. ? Some of the
workers in NRB Bank have no road to development or advancement. So there is a
HASH(0x7f29a7afde50) to have a group of unsatisfied employees. ? Lack of staff due to
customer demand. ? HASH(0x7f29a7b1cce0) loans. 4.12.3 Opportunities: ? The
HASH(0x7f29a7abd658). ? It will also promote the smooth operation of a
HASH(0x7f29a7abed00).. ? HASH(0x7f29a7ac1b00). ? The probability of retail banking lies
in the fact that there is a nation growing populationis slowly learning to embrace finance for
customers. The majority of HASH(0x7f29a7abf6f0) conceivable demand. 54 Daffodil
International University ? The bank will hire skilled, effective and competent workers as it
provides an attractive compensation package and a good working atmosphere. ?
HASH(0x7f29a7ac1b78)-sized enterprises. ? This concern would promote and help the long-
term vision of the NRB Bank. 4.12.4 Threats: ? The HASH(0x7f29a7ac1f50) limitation is an
obstacle to the normal operations and politics of the bank. ? HASH(0x7f29a7ac22e0) to a
bank. As the HASH(0x7f29a7ac4ba8). ? HASH(0x7f29a7ac4ed8) rivals. ? Poor pay packages
for workers from the middle level to the lower level to put employees at risk of
HASH(0x7f29a7ac5568). ? The global HASH(0x7f29a7ac59b8) growing their strength in
their respective areas. ? HASH(0x7f29a7ac7608) deficit. Daffodil International University 55
CHAPTER 5 PROBLEMS, RECOMMENDATIONS & CONCLUSION Daffodil International
University 56 5.1 PROBLEMS 1. HASH(0x7f29a7ac5a18). HASH(0x7f29a7ac7f50) strategies
HASH(0x7f29a7ac8130). 7. HASH(0x7f29a7aca008)HASH(0x7f29a7aca608). 5.2
Recommendation: HASH(0x7f29a7ac5628) 58 Daffodil International University
HASH(0x7f29a7acac80)). By considering the above recommendations An evaluation of the
marketing strategies of NRB HASH(0x7f29a7acd508) 5.3 HASH(0x7f29a7acdac0) increased
rivalry. Work experience at NRB Bank, Uttara branch, is quite exciting. I have gathered the
knowledge of a real HASH(0x7f29a7ace060) times. Nonetheless, there is still a lot to be
done to improve services and facilities HASH(0x7f29a7ad0300) Limited. During my
internship HASH(0x7f29a7ad2990) APPENDICIES Daffodil International University 61
REFERENCES REPORTS: Annual Report of NRB Global Bank Limited. WEBSITES:
https://www.nrbbankbd.com/our-history/ https://www.nrbbankbd.com/vision-mission-goal/
https://www.nrbbankbd.com/nrb-banking-bd/ https://www.nrbbankbd.com/retail-deposit-
account/ https://www.nrbbankbd.com/student-account/
https://en.wikipedia.org/wiki/Segmenting-targeting-positioning.
https://www.scribd.com/doc/100109989/Literature-Review-about-Marketing-Strategies-
and-a-Firms-performance. https://en.wikipedia.org/wiki. https://www.fannit.com/inbound-
marketing/5-major-problems-that-marketing-managers- face/ THE END Daffodil
International University 62

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