ASSIGNMENT 1

Subject: Marketing of Financial Services

Submitted To: Dr. Zoya Wajid

Submitted By:
Areesha Shakeel (FA18-BAF-002)
Laiba Tufail Malik (FA18-BAF-005)
Khadeeja (FA18-BAF-00)

Date of Submission: September 20, 2021

COMSATS UNIVERSITY ISLAMABAD,

ATTOCK CAMPUS
 Bank Alfalah
History:
Bank Alfalah was established on June 21, 1997, as a public limited company under the
Companies Ordinance 1984. Its banking operations commenced on November 1, 1997. The bank
is engaged in commercial banking and related services as defined in the Banking companies’
ordinance, 1962. It was formerly known as Habib Credit and Exchange Bank, and is a subsidiary
of Emirati company Abu Dhabi Group. Its current headquarter is in Karachi and some of its key
persons are Sheikh Hamdan Bin Mubarak Al Nahayan (Chairman) and Sheikh Mansour bin
Zayed Al Nahyan (Owner).

Importance:
Bank Alfalah is one of the largest private Banks in Pakistan with a network of over 700+
branches in more than 200 cities across Pakistan with an international presence in Afghanistan,
Bangladesh, Bahrain, and a representative office in the UAE.
The Bank provides financial solutions to consumers, corporations, institutions, and governments
through a broad spectrum of products and services, including corporate and investment banking,
consumer banking and credit, securities brokerage, commercial, SME, Agri-finance, Islamic and
asset financing.
In 2017 Bank Alfalah marks as Pakistan’s number one Bank. The most significant contribution
to national development and for the most effective management is its resources, including its
employees, clients, franchises, community and financials. It was awarded as Best Website of the
Year 2017.
In 2020 Bank Alfalah Islamic was recognized by GIFA for its striving excellence to continuously
serve its customers in new and better ways.  In 2020, the Bank also introduced a Shariah
compliant Islamic App for its customers. Since its launch and till date, Alfalah Islamic Recurring
Value Deposit has served as an outshining star to Bank’s Deposit Portfolio. It is one of its kind
savings propositions in the industry, which lets the Bank’s valued customers save according to
their preferences and provides them with increasing and Halal returns.

Reason of choosing this bank:

Bank Alfalah is one of the leading banks in Pakistan. The reason of choosing this bank is its
achievements. It was marked as Pakistan’s no 1 bank in 2017 with many other awards. In 2018 it
won 2 awards i.e., Best Customer Franchise; this was bank’s third consecutive year award for
the most efficient service delivery and attention to customer requirements and second award was
Best SME Bank; for providing financial support to SMEs and helping them develop a
sustainable growth strategy.
Current weightage in market:

Bank Alfalah is Pakistan's fifth largest private bank, the largest issuer and acquirer of credit cards
and one of the largest Islamic Banking businesses in the country.