31 Oct 06,

Parvez Shah

Course Instructor,

Business Communication,

IQRA University (shaheed Millat Campus)

Dear Sir Parvez Shah,

Attached is the report you requested at the BBA session in your class on
date 7th

November 2006 on the profile of any Public or Multi-National Company.

We selected

United Bank Limited (UBL) for our analysis. The report contains detailed
analysis of

The current Entire system of UBL and also contains company profile, its

Competitors in the field, its Brand Vision, Brand strength and further
information

Regarding to your requirements as stated.

Our approach to the issue involved two areas: meeting with Manager
Asset Mr. Umer

Ansari and customer relationship manager Mr. Aziz Anwar, and self
administered

Survey of UBL customers. Two weeks of efforts were devoted for the
above
Investigation since it was difficult to get appointments with the concerned
personnel

And get hold of documents as most organizations are reluctant to give

their internal

Documents to students due to confidentiality policy.

We hope that report is comes up to your expectations, as we have put in

a lot of effort

To bring it closer to the requirements. As a group we found report very

interesting,

Challenging and it also gave us in opportunity to work together as a team.

Cordially,

---------------------------- -------------------- ----------------

Lukman (4499) Asfand (5380) Adeel Khan(4506)

--------------------------- ---------------------- -------------------

Sumra Khan (4700) sania akhtar(3476) S.M.Sheriyar(4554)

--------------------------
Muslim Aziz(3845)
 INTRODUCTION

United Bank Limited is one of the largest commercial bank in the

country. With almost forty-seven years of good standing to its
valued clients, it has stood the test of time, producing assets of
over Rs. 380 billion. It has 1400 branches throughout the country

and also 19 overseas locations. It is one of the pioneers of Islamic

Banking in Pakistan and runs and Islamic bank subsidiary with the
name of UBL AMEEN. After its privatization there has been a
significant change in the customer relation and external affairs
policy. The Current promotion campaign has done a good job in
enhancing the image of the bank and it has reemerged as one of
the leading consumer finance provider. UBL is known for its unique
and attractive products and services, which are as follows:

SERVICES

UBL Credit Card

UBL e-statement

UBL Wallet

Online Banking

DEPOSITS

UBL UniFlex

UBL Profit

Business Partner
 Special Notice Deposit

PLS Saving Account

Unisaver

FC Savings

FC Term Deposit

Unclaimed Deposits

Projected Rates

Declared Profit Rates

LOANS

UBL Money

UBL Business line

UBL Cash line

UBL Address

UBL Drive

Agriculture

Small Business

REMITTANCES

Click N Remit (USA)

Humrah

Tezraftaar
 Competitors In field

 Faysal Bank Limited

 Habib Bank Limited
 Union Bank Limited
 Meezan Bank Limited
 Askari Commercial Bank Limited
 Allied Bank Limited
 Muslim Commercial Bank Limited
 KASB Bank Limited
 NIB Bank Limited
 Soneri Bank Limited
 Crescent Commercial Bank Limited
 Saudi Pak Commercial Bank Limited
 NIB Bank Limited
 Prime Commercial Bank Limited
 Askari Commercial Bank Limited
 Metropolitian Bank Limited
 MyBank Limited
 Dawood Bank Limited
 BanK AL-Habib Limited
 Brand Vision

((United Bank Limited or UBL as it is commonly known. It was

established in November 1959 in Pakistan. The Bank currently has
over 1,000 branches,)) subsidiaries and representative offices
(across UAE, Bahrain, Qatar, Yemen, Oman, Iran, US, UK,
Switzerland, Kazakhstan and Pakistan.)

After nearly four decades of successful operations,(( UBL was

privatized in October 2002, with a majority of its stake taken up by
a consortium of the Abu Dhabi Group and Bestway Group of the UK.
Sheikh Nahayan Bin Mubarak Al Nahayan, Minister of Higher
Education and Scientific Research, is the Chairman and Sir
Mohammed Anwar Pervez OBE, the Vice-Chairman of the Bank.))

The Bank is committed to providing a complete range of consumer

financial services to customers across its Middle East network. UBL
also offers customers direct access to a comprehensive range of
commercial, corporate, investment and treasury products, the
delivery of which is based on a state-of -the art IT platform and
quality services

((Currently the Bank is re-profiling and expanding its distribution

network across the Middle East. Alternate service delivery channels
in shape of Service Centers, ATM kiosks and ATM lobbies at
prominent locations have been established, to provide customers
convenience and enhanced reach. Net-banking and Mobile Banking
are new initiatives that will be launched shortly.

An overall advancement in Service & Quality standards have been

initiated by way of huge investments in training & development. The
Bank has also made significant growth on the localization front and
continues to remain focused in this area.

On the corporate/commercial banking side, UBL’s investments cover

an array of industries from contracting, to real estate, trading, and
even the oil and gas industry and it plans to launch SME business
financing. Shortly the corporate slogan ‘where you come first’ says
it all. Its professional, courteous and efficient staff provides
customers with world-class solutions, based on mutual consent and
agreement, whenever needed.
 STRENGTHS AND WEAKNESSES OF THE
COMMUNICATION SYSTEM AT UBL

Strengths

• The current communication system makes use of technology

for e.g. e-mail is the most common channel of
communication.
• The communication system is open; there are less levels of
hierarchy to ensure fast and effective communication.
• Teamwork is used and encouraged.
• The system is moving towards fast and reliable
communication solutions such as e-mails and
videoconferencing.
• There is an open door policy, top management is open to
employee suggestions and complaints and so are the
employees to customers.
• The UBL team is very well trained in dealing with customers
they are provided with special training as to how the tone,
manner, and politeness be maintained while talking to the
customer.
• The account holders are satisfied by the services offered by
UBL.
• It has a good image in the minds of customers
• The service policy and problem resolution system is very
strong since it help in categorizing the queries and reduces
the turnaround time
 Weaknesses

There is need to improve information dissemination customers

complain that they are not informed about the changes in policies.
• Customers also complained that there is lack of politeness in
employees usually whenever a complaint is files.
• A system can never be perfect with changing environment it
should be able to change with it. The management should not
be satisfied with the fact that its current strategies are perfect
it should continuously strive towards betterment in
communication strategies.
• It needs to improve it effectiveness of advertisements and
Billboard.

Public Image of the Company

United Bank Limited (UBL) has bagged this year's prestigious 'Brand

Leadership Award' for Brand Excellence at the 16th Asian Brands

Congress sponsored by Saville Row and hosted by BBC World.

UBL was the only bank chosen from the entire Middle East. Her

Excellency Sheikha Lubna Al Qasimi, Minister of Economy, UAE, who

was also the Guest of Honour for the evening, gave away the
awards along with Prof. P. V. Ramana, Chairperson ITM Group of

Institutes, India.

The award comes as an acknowledgement for the success of the

On going global re-branding exercise undertaken by the bank, in

Association with its brand partners PDM Int'l., Percept Gulf &

Percept Profile Gulf, and vindicates the significant measures taken

towards repositioning UBL as an international bank.

In order to get basic information about the customer satisfaction

level of UBL, regarding its communication channels, effectiveness of
the communicated messages and to know that the messages are
communicated on time; we conducted a Question and the answer is
illustrated through a graphical presentation which is as follow:

Why did you choose UBL as your bank?

Other Reputation Reputation

40% 40% Service quality
Service Other

Quality
20%
 MARKETING

Over the last 5 years, Pakistan witnessed a phenomenal

growth of consumer banking. This unprecedented development has
followed privatization of nationalized banks, banking reforms
brought about by the State Bank of Pakistan and an increasingly
marketing-oriented approach primarily aimed by banks at a large
urban consumer base.

UBL has embarked in consumer financing activities in not just

big cities but smaller ones too, by virtue of their huge branch
network. In doing so, they have generated huge volumes of
business while at the same time driving down the prices of the
products they offer. By investing prodigiously on advertising and
sales promotion efforts, UBL has created awareness about their
product menus in a huge way. UBL’s marketing efforts have been
effective in attracting and educating the masses about their
products, they are clear and easy to understand, where most of the
details about the products are included. UBL’s brochures for its
various products outline clearly and coherently the characteristics
and benefits of the various products and also provide guidelines and
the contact numbers which can be used to apply for them.

The UBL Islamic Banking campaign is also an example of

good marketing. The message of the ad is simple, everyone can use
Islamic Banking and this is put forward in a brilliant tagline, "Main
bhi Ameen hoon" which is clear, concise and easy to understand.
Another important aspect of UBL’s marketing efforts is the fact that

most of the brochures are printed in both English and Urdu together
so that the target market can easily understand the message.

All banks have embarked on huge marketing campaigns the

only way to gain the attention of the customer is through
differentiation, which in turn is created by continuous innovation
and of course a deep insight of consumer needs and requirements
be the advertising is BTL or ATL , this is done by following the
principles of AIDA. Apart from that, UBL has made great strides in
improving and making its customer relationship management
efficient as it is a very important area where banks need to raise
their bar especially when loyalty thresholds are low. Many
consumers have expressed their reservations about the low level of
service in banks and don’t think twice when it comes to switching
over to other banks.

UBL continues to hire top notch professionals who have worked

laboriously on brand development and building identities for their
products. And to a great extent they have succeeded, although the
sky remains the limit when it comes to exploring the full potential of
consumer banking because a large portion of urban Pakistan still
remains untapped. Aggressive marketing along with an effective
and innovative mix of ATL and BTL has to continue at an impressive
enough pace.

The UBL Islamic Banking campaign is also an example of good

marketing. The message of the ad is simple, everyone can use
Islamic Banking and this is put forward in a brilliant tagline, "Main
bhi Ameen hoon" which is clear, concise and easy to understand.

Conclusion

Since the inception of UBL they have moved rapidly in expanding

their branch network and deposit base, along with making profitable
advances and increasing the range of products and services. They
have made a break-through in providing premier services at an
affordable cost to their customers.

UBL’s key areas of operations encompass product offerings and

services in Retail Banking and, in recent years, Consumer Banking
as well. UBL has one of the largest Corporate Banking portfolios in
the country with an active Investment Banking arm.

SME and Agriculture lending programs and banking services are

offered in both urban and rural centers. Using their branch network
as a key competitive advantage, their business concentration has
remained consistent for Retail, Consumer, Corporate and SME
clients.

As they pursue the path of excellence, customer satisfaction

remains their priority. It is only when they know their customers
better, can they deliver a higher quality of services, thereby adding
synergy to their existing management expertise, financial strength
and profitability.
This is yet another channel of communication for the
delivery of quality products and services that enhance value to our
stakeholders.