Professional Documents
Culture Documents
Topic
Marketing Analysis of Dutch Bangla Bank Limited
ID: 16 029
Mission
Dutch-Bangla Bank Limited is established jointly by local Bangladeshi parties spearheaded by M Sahabuddin Ahmed
Dutch-Bangla Bank engineers enterprise and creativity in business and industry with a commitment to social responsibility. "Profits alone" do not hold a central focus in the Bank's operation; because does not live by bread and butter alone
Vision To become a leading banking g institution and play a pivotal role in the development of the country
16-004
Full Product -Deposit -Loans -Import Export Handling -Corporate Banking -Investment Banking
More Product & Less Service -Retail Banking -Credit Facilities -SME Banking
-Internet Banking -Mobile Banking -Remittance And Collection -Value Added Services Less Product & More Service
Full Service
By providing less product and more service the intends to create and strengthen relationships with customers
This is aimed at increasing customer convenience and attract them by providing technology oriented services
ATM Networks
Mobile Banking
16-021
Deposit
Loan
It is much safer, It is much speedy more It is Available Real time and effective in convenient, anytime, on-line safeguard affordable developing anywhere banking against and secure savings fraudulent habits transactio ns
Target customers
Customers are selected according to their sources of income and trend of expenditure
16-029
DBBL is the bank in Bangladesh which has greater number of ATM booth across the country.
It has recently introduced Mobile banking services for the first time in Bangladesh.
Economic factors
Political factors
DBBL provide their banking products and services considering the income ,savings, debt, and credit ability of the customer They Provide most of their loan in those sector of Bangladesh which contribute to increase total GDP of the country like garments, agriculture It contributing to increase GDP, GNP, PPP Etc.
Demographical factors
DBBL is operating their business in BD by considering a wide variety of user group like age, gender ,education occupation etc.
The services are provided according to the category of the customer and their need.
ID: 16003
Competitors
Competitions from foreign banksCompetitions from local banks-
Eastern Bank Ltd. Dhaka Bank Ltd. BRAC Bank Ltd. Prime Bank Ltd. National Bank Ltd. AB Bank Ltd. Bank Asia Ltd.
DBBL is concerned about future competition from 9 new commercial banks in Bangladesh.
Holding their products & services unique from competitors. Attracting deposits from customers because almost all banks are offering same services. Making safe & appropriate loans & advances to customers.
Cost contraction to provide better services than competitors at low cost. Technology forcing the banking system becoming more automated & sophisticated.
Customers
The focus of the bank has been financing high-growth manufacturing industries to achieve the desired growth of Bangladesh.
DBBL has been focusing individual customers in several ways Salaried persons Low income people Student Retired persons Children Farmers Old citizen Women
Government- a major portion of loans is demanded to fill the budget deficit.
Individualscore customers because they are the prime source of funds to bank.
Customers
16-019
SWOT ANALYSIS
Strengths:
Largest banking service provider in the commercial bank and operate near about 1000 corporate client.
Weakness
Low deposit rate and minimum balances are too high Non functioning ATM machines and delay for providing cards Poor coordination and communication between head offices and branches.
Opportunities:
By reducing current fees and charges it can attract more corporate client Attract a lot of old customer by offering more attractive deposit interest and lowering minimum balances
Threats
New comers in commercial banking Existing reputed commercial banks
16-036
Strategy
Performance cannot be judged by profit alone
Good corporate governance, long term stability Flexibility for smooth business operation
Product
Deposits & Advances
Deposits Term deposit Loans & advances
Corporate Banking
Electronic banking Project finance Working capital finance Trade finance Equity finance
SME Banking
Smart SME cash credit Smart SME term loan Smart SME small shop financing scheme
Product (continued)
Foreign Remittance
Exchange house
Trade Finance
Import Finance
Western Union
Export Finance
Considering the high accessibility of mobile phone, the bank has introduced SMS & Alert banking for the convenience of the customers. The ATM sites are selected considering many factors such as easy accessibility using different transport, wide & free space & population density in the surrounding area. Different types of loans and advances has introduced according to the demand of different sectors. For example, transport loan, real estate loan, lease finance, industrial term loan etc. For the convenience of the students regarding the payment of tuition and exam fees, Electronic Student Booth is introduced.
Place
Branches
ID: 16006
Mobile Banking
Delivery Channel
SMS/Alert Banking
Branches
At present DBBL has 120 branches Traditional banking services are provide to the customers through these branches
Internet Banking
With internet connectivity customers can access their bank account anytime from anywhere securely Customers can know account balance, account details, print account statement, transfer funds, pay bills etc.
Point of Sale(POS)
A convenient and popular means of paying bills and services By using DBBLs own proprietary DBBL Nexus debit card and MasterCard/Visa credit and debit cards customers can enjoy the freedom of moving without cash
ATMs
Has the largest ATM network in Bangladesh with 2158 ATMs nationwide and access to all DBBL ATMs is unlimited and free for all DBBL clients The 1st bank in Bangladesh to set up Mobile ATM booth which is available anytime, anywhere and which provides customers access to various services that are offered by a standard ATM
Fast track
In November 2009, DBBL introduced Fast Track with a aim to offer some integrated banking services Cash Withdrawal, Cash Deposit, Co-operation in Account Opening are some of the functions performed by Fast-track
Mobile Banking
Introduced in 2011,this banking process provides financial services to the unbanked community efficiently and at affordable cost Services include cash-in, cash-out, salary disbursement, govt. allowance disbursement, ATM money withdrawal through mobile technology.
Newly introduced banking service for educational institutions let teachers, employees and students to withdraw or deposit money from ATM or deposit machines and perform other banking activities
Advertising
Sales promotion
Public relation
Publicity
References:
Annual report of Dutch Bangla Bank Ltd. http://banking-diploma.blogspot.com/2011/12/promotional-mix-of-bankservice.htm
Advertising
Objective: to position the idea your trusted partner currently using both the printed and electronic media Printed Media
Newspaper Magazines Internet
Electronic Media
Different government run and privately owned TV channels
Festoons
Billboard
Mobile
Public relation
sponsors different Seminars, Symposiums, Math Olympiad builds corporate relation with the mass people
Publicity
Process
Refers to the processes and systems within the organization that affects the marketing process. From this term quality deliver of a service is started. Processes become all the more crucial to ensure standards.
16-016
Finally, it is process of any bank that targets the customer demand which is perceived able.
Process of DBBL
Top-down approach Database management system
Uncompromising commitment
Technological operation
Predefined activities
To manage service quality DBBL has arranged their information flow according to top-bottom approach.
They have well segment branch system. For example to manage marketing activities they have a separate marketing branch.
To become customers first choice in banking DBBL is uncompromising about its commitment
Sources are collected from TPS, KWS, ESS these three systems.
Uses flex cube software to process data and store them into data warehouse. Processes data are used in different departments as per necessities.
Entrance into any branch or ATM booth will give the customer enough information to take services from correct department.
ID : 16073
Employee Challenges
To perform at the highest level in fiercely competitive financial market like Bangladesh Maintaining the corporate culture of DBBL Management and staff work together and are mutually accountable
DBBLs Motive
To attract, retain and motivate the most talented people Providing them with healthy, safe and progressive work environment and compensation packages People willing to have a long term career with the bank are preferred
Imparted training to 1830 officer in 25 different courses during 2011 Nominated 149 officers to attend programs at BIBM (Bangladesh Institute of Bank Management) and BBTA (Bangladesh Bank Training Academy)
Implementing proper strategies for holding the products & services unique from existing and new competitors Cost contraction to provide better services than competitors at lower cost Reducing low deposit rate Maintaining coordination and communication between head offices and branches Proper maintenance of IT elements such as - non functioning ATM machines and delay for providing cards Informing the customers about new products and services should be continued