SWIFT : JAMUBDDH
Date of incorporation : 3rd June 2001
Authorized Capital : Tk.1600.00 Million
Paid up capital : Tk.390.00 Million
Number of Branches : 35 (Thirty Five Branches)
Chairman : MR. Md. Tajul Islam
Managing Director : Mohammed Lakiotullah
Auditor : Ms. G. Kibria & Company, Chartered Accountants
JBL has registered a steady growth in all spheres of its operations and expects to attain better results in the days ahead.
Target Market for Loans and Advances
Product or service offer by bank
Three Themes for Growth
R&D: Investing into the Future
Excellence in banking operation depends largely on a well equipped and efficient Research and Development Division. Such activities require the investment of substantial resources and a set of qualified personnel with multidisciplinary background. Although it is not possible at this stage to undertake R&D activities similar to those of the banks in the developed countries, Jamuna Bank’ has established a core Research and Planning Division comprising skilled persons from the very inception of the Bank.
They sincerely believe investment in human recourses ultimately pays high divided and also recognize the intellectual capital is the most important asset for the Bank. The Bank offers competitive comprehensive package to the employees. They recognize the importance of the developing a well trained professional staff whose skill and dynamic X-ray vision and deep commitment will steer the Bank through the turbulence of globalize business scenario to growth and prosperity.
The bank also recognizes the importance of employee participation in standardization and general well-being of the company. They believe that their success depends on our employees who are working together in the interest of our customers. They follow the under-mentioned policies for the development of our human resource.
1) The Bank committed to nurturing the employee relationship by continuous development of innovative reward and incentive programs that focus on long and short term operational and strategic goals.
2) Emphasis is given to teamwork, training and philosophy of internal promotion to enhance the empowerment of employees
3) For free exchange of positive ideas within the workplace a policy is adopted for open, honest and two –way communication.
4) For maintaining their human resources they reward them with performance bonus, overseas trip, promotions, and increments reasonably.
Besides developing the human resources professionally, with the view of this Jamuna Bank has established a library where all sorts of books including professional books are available so that the officers and executives can sharpen and update their knowledge.
Use of technology for providing prompt services to customers is inevitable for a service industry like bank. They have a strong conviction of applying information technology in their operation for ensuring prompt but accurate service to their customer. All of their branches are connected with on-line. They have established 45 ATMs. They have already introduced direct debit card, credit card in limited range, tele banking. All these, they believe “would take your bank to a newer height in auto-banking services.”
The Bank has set up Training Institute for providing training facilities to its executives/officers and this training institute was established in September, 2006. The Training Institute has already conducted a number of foundations and specialized training courses. A number of officers were sent to Bangladesh Institute of Bank Management (BIBM) and other training institutes at home and abroad for specialized training on various aspects of banking.
In the backdrop of profound financial success the benign Board of Directors and prudent management considered the formation of Jamuna Bank Foundation through which some social welfare activities can be rendered to the society. For the last few years, they are consistently expanding their social welfare activities. They have distributed relief to the various disaster-affected areas of the country. They have contributed Tk.1.00 million to Muktijoddha Jadughar, Tk.1.00 million to AtishDipankerUniversityetc. The bank also distributed 27,000 new blankets among the distressed peoples. They have started scholarship programme to the meritorious but financially weak students in various parts of the country.
Jamuna Bank Limited has established correspondent relationship with leading International Banks in 117 countries through 152 correspondents to cover all important financial centers of the Globe. It endeavors to increase its network of Correspondent Relationship with prime International Banks and Financial Institutions in order to help satisfy the expanded needs of its customer globally Efforts are being made of established drawing arrangements with the overseas exchange house to bring home-bound remittance into the country through the Banking channel.
Automation and Customer Service
Banking is an industry has to cope with rapid change. Innovative and Application to technology to meet the needs to our customers are becoming more vital than ever before. From day one, Jamuna Bank Limited has been offering automated banking services to its customers through use of cutting edge technology. It is so being done to extended quick services with accuracy. They shall constantly try adapted their selves to every change and competition.
Jamuna Bank Limited got membership of the society for worldwide inter bank Financial Telecommunication (SWIFT) and going to provide the valued customers’ prompt & accurate trade related activities.
The Bank has signed an agreement with ITCL with view to introduced Q-cash ATM 24 hours banking services with provision for Debit/ Credit Card, Utility bill payment at Merchant location etc. From the month of July 2008, they have already started their VISA card for the customer. The Bank is contemplating to introduce online Banking facilities to its valued customers to facilities Branch to Branch transaction, withdrawals and remittances of fund through the Branch network.
Internal Control and Audit System
With a view to reviewing and evaluating internal control system the bank has an Internal Control & Compliance Division managed by experienced and efficient personnel. There are three departments under the Division namely
Audit and Inspection Department
Compliance Department &
The main features of JBL online Banking are as follows:
Real time any branch banking
Internet banking interface
Corporate MIS facility
24 hours banking Q-Cash ATM
Q-cash is a self-service automated network that services all your banking needs – The JBL Q-cash card is more than just an ATM card.
It can be used as a combination of debit and credit card. More importantly JBL Q-cash card contains a microchip that allows it to store money as well as transaction and account information within transforming the way you do your banking. To Q-cash network offer all your banking requirements without ever setting foot in a bank. It’s more than just an ATM service for quick cash withdrawals or account inquiries.
With the unique point of sale (POS) terminals situated in shops, restaurants and other service centers around the city, any one can use their JBL Q-cash card with the JBL Q-cash card they will be able to access banking services and account information at all times from any of 50 ATM and numbers POs (Point Of Sale) terminals around the city, revolutionizing your everyday banking transaction. JBL Q-cash card provides. JBL Q-cash card provides round the clock banking. ATM operates 24 hours to offer.
Cash withdrawals from any Q-cash logo marked ATM Card can store account information within and record transactions offline. ATM and POS services can be accessed without the need for online authorization from your bank.
In line with the provisions of Money Laundering Prevention Act 2002 and Bangladesh Bank instruction and guidance Jamuna Bank Limited has strengthen Anti Money, Laundering activities. Besides creating awareness among the valued customer, the Bank also conducted a number of Training Programs for its officials. A good number of officials of the Bank participated in training programs/workshops.
They expect to continue their endeavor for a strong asset base and automated banking in the years ahead. Through their personalized services to the valued clients and integrated approach the Bank aims to maintain a strong presence in the banking sector of Bangladesh. They also plan to focus on customers’ satisfaction as the highest priority and on managing the core assets and cost controls to maximize the shareholders’ value, In this competitive market environment Jamuna Bank Limited is confident to make increased gains in revenue, income .+, and return on capital.
(a) Full duplex on-line banking
(b) SMS Banking
(c) Merchant Banking
(d) Enhancing In-house Training Facilities
(e) By modernizing the Training Institute
(f) Innovation and introduction of new liability/asset products
(g) Credit card
(h) Internet Banking
(i) Opening new branches
(j) Disaster Recovery Site (DRS)
(k) Expansion of business network at home and abroad
Competitors of the JBL are others commercial banks, it can be private or public and financial institutions such as insurance companies, lease companies etc. Main branch of JBL is situated in Dilkusha Commercial Area, Dhaka that place is the main commercial place in Bangladesh and maximum financial institutions are situated in this area. So the main branch of JBL always does face lots of competition in its business.
Threat & new entries
New entries in the financial market always threat for banks and it is more threat for JBL. Because when any new financial company such as bank, insurance company, leasing company introduced in the financial market then it creates more competition with the existing companies and then JBL has to face competition with these new companies.
SWOT analysis is the detailed study of an organization’s exposure and potential in perspective of its strength, weakness, opportunity and threat. This facilitates the organization to make their existing line of performance and also foresee the future to improve their performance in comparison to their competitors. As though this tool, an organization can also study its current position, it can also be considered as an important tool for making changes in the strategic management of the organization.
Islamic Branch funds are not ring fenced
Jamuna Bank Limited Motijheel Branch
Jamuna Bank Motijheel Branch has started its operation on 7th December 2006 as 24th Branch of JBL. The branch is located at 2 DIT Avenue (Extension), Motijheel C/A Dhaka-1000. Office floor is spacious that can accommodate good number of customers comfortably.
The branch has efficient human resources that can meet up customer’s needs. Order wise work load is distributed properly. Besides, interpersonal relationship is remarkable. Most noted strength is customer service. Prompt, cordial and enthusiastic service satisfies almost all customers. Flexible banking hour attracts more clients doing banking transactions with the branch. In some cases, customers coming outside the banking hour can honor cheque and others without delay.
Under the charge of Vice president and Manager Mr. Khorshed Ahmed Nayeem the branch has been performing very well. Under his efficient handling, the branch has already been able to introduce itself as one of the best performer among other branches of JBL.
Jamuna Bank Limited Motijheel Branch is a new branch because it started its operation from 7th December 2006. So its age is one and half year. In this short time, the performance of this bank is cooperatively good. It is not an Authorized Dealer Branch because it is operating from a short span of time. But this branch can open L/C and can do import export business. Jamuna Bank Foreign Exchange Branch works as AD Branch for JBL Motijheel Branch.
Performance of Motijheel Branch at a glance as on June 2011
(Tk. In Thousand)
|Sl No.||Name of the items||Performance June 2010||Performance June 2011|
|i. Core Deposit||630087.00||394337.00|
|ii. Bank Deposit|
|iii. Bills Payable||4744.00||2413.00|
|01.||Total Deposit (i+ii+iii)||634831.00||396750.00|
|02.||Loans & Advances||207896.00||40590.00|
|04.||No. of Import L/C||32||02|
|06.||No. of Export Document Handled||184||55|
|08.||Total Remittance (Foreign)||10969||–|
|09.||Total Guarantee Issued||7408||732|
Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user.
Marketing is the process by which companies create value for customers and build strong customer’s relationships in order to capture value from customers in return.
Marketing management wants to design strategies that will build profitable relationships with target consumers. But what Philosophy should guide these marketing strategies? What weight should be given to the interests of customers, the organization, and society? very often this interest conflict.
There are five alternative concepts under which organizations design and carry out their marketing strategic:
The production concept:
The idea that consumers will favor products those are available and highly affordable.
The product concept:
The idea that consumers will favor products that offer the most in quality, performance, and features and the organization should therefore devote its energy to making continuous product improvements.
The selling concept:
The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort.
The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do.
The societal marketing concept:
A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumers wants, the company’s requirements, consumer’s long runs interests.
Understand the marketplace and customer needs and wants
Customer Needs, Wants and Demands:
Needs: States of felt Deprivation.
Wants: The form human needs take as shaped by culture and individual personality.
Demands: Human wants that are backed by buying power.
Marketing Offers- product, services, and experiences:
Consumers’ needs and wants are fulfilled though a marketing offer- some combination of product, services, information, or experiences offered to a market to satisfy a need or want. Marketing offer are not limited to physical products. They also include services, activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything.
Customer value and satisfaction:
Consumer usually faces a broad array of products and services that might satisfy a given need. How do they choose among these many marketing offers? Customer form expectations about the value and satisfaction that various marketing offers will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to other.
Exchange and Relationships:
Marketing occurs when people decide to satisfy needs and wants through exchange e relationships. Exchange is the act of obtaining a desired object from someone by offering something in return. In the broadest sense the market tries to bring about a response to some marketing offer. The response may be more than simply buying or trading product or services.
The set of controllable tactical marketing tools-product, price, place & promotion-that the firm blends to produce the response it wants in the target market.
Product means the goods and services combination the company offers to the target market.
It includes quality, design, features, branding, packaging, warranties, guaranties, product life cycle etc of the product offered by a firm.
Price is the amount of money customers have to pay to obtain the products.
Promotion includes all the activities the firm undertakes to communicate and promote its products to the target market to buy.
Place includes company activities that make the product available to target consumers.
It includes the decision of:
Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.
Calls for dividing the market into different geographical units such as:
It divides the market into groups based on variables such as:
Psycho graphic segmentation:
Psycho graphic segmentation divides buyers into different groups based on
Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses or responses to a product. The variables are:
Requirements for Effective Segmentation:
Definition of service
Service can be defined as any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything. Its production may or may not be tied to a physical product. A company’s offerings often include some services. (Lovelock Christopher, 2004).
In other words, services are deeds, processes, and performances”. (Zeithaml and Bitner, 2003).
Categories of Service Mix
A company’s offerings often include some services. The service component can be a minor or major part of the total offering. Categories of offerings are:
The offering consists primarily of a tangible good such as soap, toothpaste etc,
The offering consists of a tangible good accompanied by one or more services, such as car, computer etc,
The offering consists of equal parts of goods and services, such as restaurants.
The offering consists of a major service along with additional services or supporting goods, such as airline services.
The offering consists primarily of a service such as psychotherapy, baby- sitting etc.
Characteristics of service
There are some basic differences exist between services and goods. Services posses the following Characteristics that make services difference from those of goods:
1. Intangibility: Services cannot be seen, tasted, felt, heard or smelled before they are bought. Consumers look for service quality signals. Example: Airline services.
2. Inseparability: Services can’t be separated from their providers whether the providers are people or machine. If a service employee provides the service, then the employee is a part of the service, such as doctor services.
3. Variability: The quality of services depends on who provides them as well as when, where and how they are provided. Employees and other factors result in variability. Example: Hotel services.
4. Perishability: Services can’t be stored for later sales or use. Several strategies can produce a better match between demand and supply in a service business. Example: Seats of a theater hall for a particular movie.Building Customer Relationships
The first three steps in the marketing process- understanding the marketplace and customer needs, designing a customer driven marketing strategy, and constructing marketing programs- all lead up to the fourth and most important step: Building profitable customer relationships.
Customer relationships management (CRM)
The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is the customer relationships management.
Attracting and retaining customers can be a difficult task. Customer often faces a confusing array of products and services from which to choose. A customer buys from the firm that offers the highest customer perceived value- the customer evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.
Customer satisfaction depends on the products/services perceived performance relative to buyer’s expectations. If the products/services performance falls short of expectations, the customer is dissatisfied. If the performance matches expectations, the customer is satisfied. If performance exceeds expectations, the customer is highly satisfied or delighted.
Customer Relationship Levels and Tools:
The Changing nature of customer relationships:
The instrument used in this study was adapted from SERVQUAL (Parasuraman, Zeithaml and Berry, 1988). This model highlights the main requirements for delivering high service quality. The SERVQUAL instrument has many advantages (Buttle, 1994):
Few studies have used SERVQUAL to measure IT service quality (KIM 1990: Pitt, Watson and Kavan 1995; Shaw, Delone and Niedman 2002). These studies have confirmed that SERVQUAL can be used with confidence in IT environment.
The SERVQUAL is based on the concept of a “service quality gap” that exits between the customers expected level of services (from the previous experience and word-of-mouth communication) and their perception of actual level of service delivery. And the model also identifies five gaps that cause unsuccessful delivery. The figure of the gaps of SERVQUAL Model is stated below:
Gap- 01: Gap between consumer expectation and management perception: management does not always correctly perceive what customers want.
Example: Hospital administrators may think that patients want better food, but patients may be more concerned with nurse responsiveness.
Gap-02: Gap between management perception and service-quality specification: management might correctly perceive customers’ wants but not set a performance Standard.
Example: Hospital administrators may tell the nurses to give fast service without specifying it in minutes.
Gap-03: Gap between service-quality specification and service delivery: personnel might be poorly trained, or incapable of, unwilling to meet the standard or there may be conflicting standards. Example: taking time to listen to customers and serving them fast.
Gap-04: Gap between service delivery and external communications of consumer expectations are affected by statements made by company representatives and ads.
Example: If the hospital brochure shows a beautiful room, but the patient arrives and finds the room to be cheap and tacky looking, external communications have distorted the customer’s expectations.
Gap-05: Gap between perceived service and expected service: consumer misperceives the service quality. Example: the physician may keep visiting the patient to show care, but the patient may interpret this as an indication that something really is wrong.
Based on this service-quality model the researchers identified the following five determinants of service-quality in order of importance.
1. Reliability: Ability to perform the promised service dependably and accurately.
2. Responsiveness: Willingness to help customers and provide prompt service.
3. Assurance: Employees’ knowledge and courtesy and their ability to inspire trust and confidence.
4. Empathy: Caring, individualized attention given to customer.
5. Tangibles: Appearance of physical facility, equipment, personnel and written materials.
Based on these five factors the researchers developed the 22-item SERVQUAL scale. These are listed bellow:
(Philip Kotler and Kevin Lane Keller, 2005-2006)
Definition of customer satisfaction
Analysis of questionnaires is given below
Questionnaire1. Sex of Respondents
Table: – Sex of respondents
No. of respondents
Interpretation: From this chart we can see that from 50 respondents, 54% respondents are male and 44% respondents are female.
Questionnaire2. Age of Respondents
Table: – Age of respondents
No. of respondents
65 & above
Interpretation: From this chart we can see that from 50 respondents, the age of 32% respondents are between 26-35 , the age of 22% respondents is between 36-45 & 46-55 .
Questionnaire3. Profession of Respondents
Table : Profession of respondents
No. of Respondents
Interpretation: From this chart we can see that from 50 respondents, 36% respondents are businessmen, and 20% respondents are respectively service holder, student and housewife.
Questionnaire4. Educational qualification of Respondents
Table : Education of respondent
No. of respondents
Interpretation: From this chart we can see that from 50 respondents, 46% respondents are postgraduate, and 36% respondents have graduation degree.
Questionnaire5. Customer of Jamuna Bank Limited for the year of
Table : Year
No. of respondents
Less than one Year
One Year to less than two year
More than two year
Interpretation: From this chart we can see that from 50 respondents, 36% respondents are the customer for One Year to less than two year, and 32% respondents are the customer for less than one year and more than two year.
Questionnaire06. The types of account customer’s have
Table : The type of Account they have or no
Interpretation: From this chart we can see that from 50 respondents, 70% respondents say that they have savings account in this bank, 34% have CD A/C, 24% have STD A/C, 46% have FDR, 36% have special deposit scheme, 40% have loan A/C, 14% have SME, 28% have foreign currency A/C and 30% have SOD (FDR) A/C.
Questionnaire 07: The reason for choosing Jamuna Bank limited
Table : The reason for choosing JBL
|Types||Ranking on 4 point scale (Strongly agree to Strongly disagree) & percentage of their agreement (100%)|
Better service quality
Lowest service charge
Recommended by friends
Interpretation: From this chart we can see that from 50 respondents, 60% respondents like JBL for branch location, 56% like it for better service quality, and 50% like JBL for various types of facility, personnel and lowest service charge.
Questionnaire 08: Please rate the following service you received from the bank during your transaction
Table which service you received best during transaction
|Types||Ranking on 5 point scale (Very satisfied to very dissatisfied) & percentage of their agreement (100%)|
Interpretation: From this chart we can see that from 35 respondents of SB A/C, 40% customer are very satisfied with the service of JBL, from 17 respondents of CD A/C, 30% are very satisfied with it, from 12 respondents of STD A/C, 20% are very satisfied with it, from 23 respondents of FDR A/C, 26% are very satisfied with it, from 18 respondents of SDS A/C, 40% are satisfied with JBL, from 20 respondents of Loan General A/C, 24% are satisfied with the service of JBL, and from 15 respondents of SOD(FDR), 16% respondents are very satisfied.
Questionnaire 09: Please rate the followings of the Jamuna Bank Limited
Table : which service you received best during transaction
Interpretation: From this chart we can see that from 50 respondents, 58% respondents say that the speed of transaction of JBL is excellent, 50% say that the employs of JBL are expert in problem solving, 60% say that there confidentiality is good, 60% say that there working condition is good, 60% say that employee appearance of JBL is good, 70% say that there Public relation and media information to the customer is good, and 60% say there branch approachability is good.
Analyze Survey Question 10
From this chart we can examine that from 50 respondents, 60% Respondents say that among of the features, they like JBL for the Reliability of the employee of JBL that means the employees are accurate and consistent.
A prior determination:
As prior determination we determine that maximum consumers say that employee of JBL are reliable.
Determination based on Eigenvalues:
By the analysis of eigenvalues we see that in the statistical output only reliability has a value above 1.0 which is 6.815. So it is the extracted variables.
Determination based on scree plot:
In the scree plot analysis we can see that only reliability is accepted as having accepted value of eigenvalues.
Determination based on percentage of variance:
The factors with more than 60% variance is accepted as extracted variable, here the variable is Savings Account which is 75.724%
From the above discussion, now I can say that, the performance of JBL is better. It is a new bank, only running with 8 years. I only analysis with the customer of JBL Motijheel Branch, and this branch is almost a new Branch, it is running with one and half year. I think it has many reliable customers, and it can achieve no. 1 position in the market quickly if it maintains its customer effectively and follow some marketing strategy. Motijheel branch is a new Branch and I take a small sample size for my survey, so I don’t go towards a thorough analysis. I simply just do frequency distribution and factor analysis. From this analysis, I see that JBL has a better future and it can achieve target market easily. I wish a very best of luck to Jamuna Bank Limited.
Developing the position of Jamuna Bank Limited in the Market:
Positioning is how your target market defines you in relation to your competitors.
A good position is:
1. What makes you unique
2. This is considered a benefit by your target market
Both of these conditions are necessary for a good positioning. Positioning is important because company is competing with all the noise out there competing for their potential fans attention. If they can stand out with a unique benefit, they have a chance at getting their attention.
It is important to understand about product from the customers’ point of view relative to the competition. Jamuna Bank Limited has a good position in the market. It is not the market leader and it is not a matured Bank. I try to develop its positioning into various ways for competing with their competitors more strongly.
I try to follow some positioning strategies for developing its positioning. Seven positioning strategies are given below:
To implement the strategy for the JBL I plan something different for it. I like to develop the product in a way that it can better serve the targeted consumer and best fit with their expectation. So I plan for brand proliferation, media fragmentation, creating sense of community, establish new marketing strategy and develop a new advertising.
Brand proliferation is the line and brand extension of new products or brands. JBL can make brand proliferation by adding new product for the customer, and by changing their existing products strategy and can improve service quality for existing product.
I try to extend JBL products in to various segments. I try to segment as Product-variety Marketing or Differentiated Marketing that means target several market segments and design separate offers for each. They can proliferate their product to add new special deposit scheme as
Media fragmentation is the arrangement of traditional and no-traditional media for advertising.
We will give a special opportunity for the couple in Valentines Day. There will some special valentines package in Shoppers world, K-Kraft. With opening one account every person get a special gift from us. This special package form will be ticket of a valentine’s concert or there will be 10% off in the bill of “VOOT” restaurant.
Those consumers who are participate in the special program of our product and select some specific retail store from which consumer purchase our product, there we will maintain a customer database. From the database we will collect the loyal consumer of our product.
We will invite our loyal consumer to join a specific club. We will take suggestion from them to improve the product and the service. We will discuss about our ingredient which we use for the product, new idea for social welfare.
We can arrange a special program in area basis where the loyal consumer of that area will come and spend some time with a few well-known celebrities.
We can open a different chat room for the internet user from the Bank user.
By arranging a voting program for loyal customer we can select a Brand ambassador for the Jamuna Bank Limited.
Place, or distribution channel, is the method for making the product available to the consumer. We try to use many ways to distribute our product.
One of the simplest methods for segmenting markets by their geographic location. People who are living in one region of the country have consuming and purchasing habits that differ from those who live other regions. For example, the usages of woolen sweaters and jackets are higher in north India, due to extreme cold during the winter months compared to consumers in south India.
Even in local markets, geographic segmentation is important. A bank branch in the western part of the city may attract account holders form that part of town to the bank. However, the bank branch manager may find it difficult to attract customers from the eastern part of the due to the location inconvenience. When marketers analyze geographic data, they study sales by region, by state, city size, specific locations and the kind of retail outlets where sales are made. We try to maintain a pull strategy not a push strategy. We try to make our product more attractive and more useful because we want consumers willingly buy or order our product.
Web is wonderful for promote a product. We can easily and cheaply set up a web page with our information, sample files, show dates, and how to order our product.
To use personal selling we can easily promote our product.
By taking telephone orders we can also promote our product.
Promotion is the specific mix of advertising, personal selling, sales promotion, design a webpage only for the tissue and public relations a company uses to pursue its advertising and marketing objectives.
The objectives that are met by promoting are to move the target market through the following phases:
Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase
It is believed that consumers cannot skip over a phase, but they need to move through them. Promotion is used to move the target market from one phase to another to finally purchase.
One mistake that can be made is to create a promotional advertisement and not tell the customer what to do. We will prompt the customer and tell them to “call this number to place an order” or “download from our web site”.
Advertisement will be the principal means of promotion for JBL. Following methods are observed as part of advertisement program:
I think bank should increase the benefit interest of the scheme for the customer. And can decrease loan and advances interest. They should decrease the service charge for their valued customer. If they practice market penetration strategy for price where price will low and quality will remain high then it is better for them.LIMITATIONS
There is a certain boundary to cover this study. To achieve the objective of the study, i.e. through knowledge about the organizational function specially Activities of Jamuna Bank Ltd. It was not possible due to shortage of time to cover each and every activity performed by the bank.
Like any other articles and theories, this study is not free from limitations. I have tried my level best to overcome these limitations through extensive study, hard and sincere devotion to the assigned duty. The major limitations are:
In spite of all these limitations I have tried to put the best effort as far as possible.
In JBL Motijheel Branch I have seen these types of improvement and problem.
I had the practical exposure in Jamuna Bank Ltd. for just three months, with my little experience in the bank in comparison with vast and complex banking system; it is not so easy to recommend some suggestion to enhance the performance level of the organization. I have observed some shortcomings regarding operational and other aspects of their banking. On the basis of my observation I would like to present the following recommendations-
From the findings it can be observed, as a new bank JBL has a positive participation in the economic development. Although JBL could not reach still in the highest position but its growth rate is continuously increasing. Based on the performance, hope that JBL will be able to achieve its goals and would become a finest corporate citizen’s in the banking industry.
However, I have enjoyed my three months internship at JBL. There were some problems in case of preparing report. But I have tried at my level best to prepare my report effectively.
From the above analysis of information we can draw some key decision, Jamuna Bank Limited have the opportunity and possibility to hold major market share for its quality, availability and company image. It can make itself market leader with proper utilization of its resources.