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INTERNSHIP REPORT

MBA (MARKETING) Submitted to:
Chairman, Dept. of Business Administration

Submitted By:

IKRAM_UL_HAQ T-521888 06-PLR-0037 H# P-62,Street No 7 Chibban, Faisalabad 0346-7733685 03457787042

DEPARTMENT OF BUSINESS ADMINISTRATION, ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD.

BY:

ACKNOWLEDGEMENT

First of all I would like to thank Almighty ALLAH who is the most beneficent and Merciful blessed me to complete my education in Management Sciences Department of Esteemed institution ALLAMA IQBAL OPEN UNIVERSITY. I would also like to say thanks the entire management of my Esteemed University in Common and special thanks to the Regional Office management which guided me and continuous support on all occasions I need for the completion of my project. I am also thankful to my tutors/ teachers and seniors who support and guide me in this regard. Formally I am very much thankful to the entire management of Medicam Group of Companies Specially Area Manager Mr. M. Aslam who give me Opportunity to complete my internship In the Medicam Group of Companies. So on Branch controller AAMIR SARDAR and entire Marketing Department of the MGC. All marketing staff guide me in all concerns and provide me comprehensive knowledge About the marketing of the Bank and the products of the bank.

 Introduction
The purpose of writing this report is to observe Marketing technique & their implementation in subject field. Generally, these types of reports are written in formal language but I do believe in not in words. That’s why, I have tried to become a realistic in expression

of my view s. Simple words have been used so that I should also mean in my self what I have written. As for as MBA specialization in Marketing. I have found “Sales & Marketing Sector” as an ideal place to perform my internship activity. In appropriate delay in submission of this report is due to professional responsibilities at Medicam Group of Companies (MGC) as well which is totally private organization, working as Producer and Distributor of cosmetic and Pharmaceutical Products from 38 years. The Employees of this organization are working with full dedication to promote organization.

 Objectives of Studying of Organization
There are many organization related to my specialization study are working in the market. I find my field , the best of my internship

activity. I have working in Medicam Group of Companies(MGC) from previous three years in this organization. In my practical activity I am viewing that analyzing the functions & policies of organization I choose “Medicam Group of Companies” for this subject and research purpose. In addition to these things, I found “no tomorrow” or “later on” in this sector. In other words we can say that, the whole Market staff is not in a position to defer something to tomorrow which is main key of success of any organization.

Overview of the Organization:

The life of an organization depends on its ability to build vision and develop leadership. Medicam Group of Companies has emerged as a result of dynamic leadership and constant growth in sales and improvement of profitability. It is managed by well qualified, experienced, capable and dedicated professionals. Today's business environment is volatile and unpredictable. Organizations require people with a clear vision of future trends. The best way to predict the future is to create it. The strategic planning, effective implementation and transparent evaluation are made before projecting new targets. Comprehensive reports both in units and values of the products are compiled so that accurate forecast and achievable results may be obtained. The first commandment in marketing is 'know thy customer' and the second 'know thy product'. Exhaustive arrangements of training to the sales personnel by the professionals exist in the component organizations. It facilitates the team in discharging their duties, achieving the desired results and satisfying the customers. We are living in times of exponential change. Global competition has arisen and trade barriers no longer provide the safety they once did. Competitive pressure, expanding markets and growing customer expectations have contributed to the need for Research and Development. The Group keeps a vigilant eye on

these factors and provide facilities for successful operations under the prevailing circumstances. While formulating Group Policies, the key factors like geopolitical scenario, marketing environment - potential and growth, social-cum-cultural conditions, quality ideology, changes in Govt. policies etc. are taken into consideration. In-depth studies and analysis of these and other allied factors have enabled the Group to maintain high growth rate and consequent expansion. The Group has an extensive network of distribution of its products in Pakistan. Distributors and sub-distributors have been appointed throughout the country in order to ensure product availability with constant monitoring by the field executives. Hospitals (Government and Private), Clinics, Pharmacies, Specialists, Consultants, Physicians, Super Markets & General Stores are detailed and covered by our representatives and the sales are monitored by Marketing & Sales Department. The Group has attained not only the status of market leader of several categories amongst local manufacturers but has also commenced with exports to several countries due to maintained quality and consequent demand of our products.

Nature of Organization:

Medicam Group of Companies has emerged as a result of dynamic leadership and constant growth in sales and improvement of profitability. It is managed by well qualified, experienced, capable and dedicated professionals. Medicam Group of Companies is organization which is dealing to cosmetics, Pharmaceutical and Consumers Products. Medicam Group of companies stands today at a noteworthy point along the evolution of cosmetic, pharmaceutical and consumer products in Pakistan

Business Volumes:

FINANCIAL ANAYLASIS:
LIQUIDITY RATIOS:

CURRENT RATIO
LIABILITIES

=

CURRENT ASSET / CURRENT = 43640839000 1.1 /

39297881000 = ANALYSIS: The organization is considered more liquid. It means that it has ability to meet its current liabilities.

DEBT RATIO: Debt ratio
= Total liabilities / Total

Assets = 46438623000 = ANALYSIS: This shows that organization has financed closed to 90% of its assets the greater the ratio it means that the organization degree of indebt ness and the more financial leverage it has. 89 % 41675264000 /

 PROFITABILITY RATIO:
Earning per share
stock holders / stock Outstanding = 377989686 = 2.99 1131374000 / No. Of common = Earning available for common

ANALYSIS:
That on each share rupees 2.99 are earned.

Return on Assets
common stock holders

=

Earning available for / Total /

Assets = 46438623 = 2.4 % 1131374000

ANALYSIS:
It means that bank earned 2.4 paisa on each rupee. 

Profile of Employees:

In MGC committed, motivated and professionally trained employees are working who are very much empathic to their customers needs. As an estimate there are 2015 employees are working here. Meezan are in search of committed and professional employees to work in new branches which they want to open in near future. Here in bifurcation of employees at Meezan bank limited,

Category / Profile
Top Managements (President / Chief executive , Directors and Zonal Sales Managers) Area Managers and Regional Sales Manager Sales executive and Sales Officers

Number
50

109 1856

Product line:

MEDICAM DENTAL CREAM is an ideal gift from modern Dento-Medical Technology produced after a thorough study, research and trial. It is an advanced Teeth Gum Protection (TGP)

Formula and thus ideal remedy for sensitive/painful teeth and bleeding gums. MEDICAM SHAMPOO is a unique combination of Amla+Reetha+Sikakai and elegant answer to thickening and conditioning in hair care. Its continuous use provides complete treatment of any problem relating to hair care. The distinctive features are: Stopping hair loss. Removal of dandruff Making the hair smooth, silky and healthy. MEDICAM ANTI-DANDRUFF SHAMPOO contains ALD 50 is the most effective ingredient which cures and controls dandruff and along with other ingredients ensures healthy hair care. Directions of Use Shake the bottle well before use. Wet the hair and apply Medicam Anti-dandruff Shampoo thoroughly on dandruff affected scalp. Work up rich lather and leave it on scalp for 2 to 3 minutes.

Wash hair well and clear off shampoo. Repeat application if necessary. Do not wash hair with any other shampoo after using Medicam Anti-dandruff shampoo. For heavy dandruff, Medicam Anti-Dandruff Shampoo should be used thrice a week. As soon as dandruff is controlled use Medicam Anti-dandruff Shampoo once a week. After complete dandruff cure always use Medicam Regular Shampoo (Amla + Retha + Seekakai). Your hair will become long, thick shiny and silky. Only Medicam Shampoo ensures complete hair treatment. MEDICAM EGG SHAMPOO You can reduce excessive hair loss, thinning of hair, dandruff, dryness and split ends by simply changing to Medicam Egg Shampoo. For healthy hair to grow, hydrophobic lipids must be removed and protein should reach the roots of the hair shaft. Your hair follicles, just like the roots of a tree, demand constant feeding of essential nutrients. Only Medicam Shampoo improves micro circulation in the scalp skin

nourishing the roots of the hair follicles with protein to support healthy hair growth and give you longer, thicker and healthier hair. MEDICAM HERBAL SHAMPOO is plus 5 herbal formulation. The finest and purest extract of herbal ingredients provide hair with extra nutrition and protection. Hair look good and beautiful. Medicam Herbal Shampoo benefits of nature in its purest form. Aloe Vera natural conditioner ensures smooth and silky hair. Arnica Oil revitalizes week hair and adds shine. Ceramides penetrate deep to make hair structure stronger and also protect hair from environmental hazards. Coconut acts as a moisturizer and bring life to dry and dull hair. MEDICAM COLD CREAM - Vitamin enriched MEDICAM COLD CREAM with extra moisturizer offers your skin high protection against the harmful influence of the sun, air pollution and brings out smoothness, softness and radiant complexion. It improves complete tissue structure resulting in firmer and younger-looking skin. The cream can be used to clear make-up. MEDICAM FRECKLE CREAM - the perfumed MEDICAM FRECKLE CREAM when used regularly on skin: Removes freckles - the pigment, which appears as brown spot on skin surface due to exposure to wind and sun.

Fades away blotches, tan, shallowness and pimples. Cures skin pore disorders. Gives the skin radiance and smoothness. Add charm to grace. MEDICAM BLEACH CREAM - Skin Whitening Cream - enhances beauty of the complexion bringing fairness, uniformity and exceptional radiance. It Gives skin a charming white complexion. Leaves the skin soft, smooth and beautiful. Saves skin for the after effects of make-up and climatic changes. Corrects small skin imperfections. MEDICAM POWDER HAIR COLOUR - available in 3 colors, Black, Brown & Black Brown. It is: Formulated and manufactured on technically advanced formula. Free from Ammonia, does not need Hydrogen Per-oxide for application and its other ingredients do not harm hair. Only dyes white and gray hair and leaves hair healthy. TOUCHME NATURAL BALM (Herbal), based on modern research, is the most effective analgesic remedy for Headache and the best relieving agent for Cold, Nasal & Chest Congestion, Muscular and Joint Pain, Backache, Sprains and Insect Bites. Its ingredients, after quick absorption, bring lasting soothing effect &

comfort. TOUCHME SHAVING CREAM - for a perfect luxurious shave  Has Long Lasting Perfume that gives a remarkable freshness throughout the day eliminating the use application..  Extra creamy - rich lather acts too swiftly even to hard and tough beard giving a comfortable, complete and smooth shave.  Contains the most modern antiseptic to prevent from being infected by bacteria. TOUCHME NEW NATURAL TOOTHPASTE has an advanced Dental Decay-Preventive Formula based on natural ingredients and thus it has been clinically proved to reduce TARTAR build-up, fight CAVITIES, check GUM BLEEDING and strengthen GUMS even better than any toothpaste introduced so far. of any further after-shave

TOUCHME MINTO TOOTHPASTE - Triclosan and Fluoride unique formula for sensitive teeth provides Instant Cleaning and relief to paining teeth. It ensures Triclosan anti-bacterial protection, helps plaque control, cleans teeth instantly, removes all deposits on gums as well as teeth and adds a fine polish to teeth surface.

TOUCHME MINTO GUM TOOTHPASTE a thin film of food particles and bacteria called plaque can soon cover your teeth and start the

process of tooth decay. Every day use of Mintogum toothpaste helps clean away plaque and tartar. Ensures no sensitive teeth, no bleeding gums, no dental disease. TOUCHME MINTO MOUTH WASH  A good oral hygienic routine, combats and removes bacteria to give fresher breath.  Cleans food deposits, helps fight cavities, plaque and tartar.  Kills million of bad breath germs.  Freshens smoker's breath & wipes off pan stain.  Contains fluoride-strengthens teeth and prevents decay.  Gargle for 30 second and rinse for best results.

TOUCHME EAU DE COLOGNE a refined fragrance, wonderfully different scent of flora, a charisma that lasts all day long. Touchme, a never ending special feeling. TOUCHME 6TEEN CRÈME BLEACH - For blending and toning unwanted hair. The new advanced formula-based TOUCHME 6TEEN CRÈME BLEACH is today's most successful product. It lightens unwanted hair on face, arms or any part of body to blend perfectly with natural skin tones. It enhances beauty and makes look more attractive.

Distinctive Features

 Most advanced formula which is safe and effective.  It takes less time to blend unwanted hair to make look beautiful and white.  Its natural moisturizer keeps skin smooth, soft and glowing.  Effective for long period.  Constant use removes doubts of unwanted hairs becoming thicker.  Does not cause irritation on sensitive face skin.  TOUCHME 6TEEN CRÈME BLEACH is prepared in accordance with TOUCHME's Tradition of using superior quality ingredients.

Chairman

ORGANIZATIONAL CHART

Managing Director RECEPIONIST/TELEP HONE OPERATOR

HEAD OF CUSTOMER SERVICES AM-1

HEAD OF HOUSE FINANCE AM-1

HEAD OF CUSTOMER SERVICES AM-1

HEAD OF REMITT. /CASH OUTPUT CONTROLLER SO-1

HEAD OF CORPORATE BANKING
AM-1

HEAD OF FOREIGN TRADE AM-1 FOREIGN TRADE OFFICER JO

HEAD OF CREDIT ADMIN.
AM-1

RELA TIONS HIP OFFIC ER AM-2

RELA TIONS HIP OFFIC ER AM-2

CUSTOMER SERVICES OFFICER SO-1 CUSTOMER SERVICE OFFICER JO

OPERATIONS OFFICER JO

RELATIONSHIP OFFICER AM-2

CAD OFFICER JO

TELLER SO-1

RELATIONSHIP OFFICER AM-2

CAD OFFICER JO IT OFFICER JO

CUSTOMER SERVICE OFFICER JO CUSTOMER SERVICE OFFICER JO

 Comments on organizational Structure
MEEZAN BANK LIMITED should expand their set up with the expansion of their activities in commercial banking .The organization is improving and enhancing their activities with the passage of time so the whole group should set ups should be improved by their staff management and improving the customer satisfaction.

 Structure of Marketing Department
The Structural of Marketing Department is given in chart as below,

COUNTRY SALES MANAGER

REGIONAL SALE MANAGER

HEAD OF CUSTOMER SERVICESA M-1

HEAD OF HOUSE FINANCE AM-1

HEAD OF CUSTOMER SERVICE AM-1

HEAD OF CREDIT ADMIN AM-1

HEAD OF CORPORATE BANKING AM-1

HEAD OF FOREIGN TRADE AM-1

RELATIONSHIP OFFICER AM-2 RELATIONSHIP OFFICER AM-2

CUSTOMER SERVICES OFFICER SO-1

OPERATIONS OFFICER JO

RELATIONSHIP OFFICER AM-2

FOREIGN TRADE OFFICER JO

CAD OFF. JO

CUSTOMER SERVICE OFFICER JO

TELLER SO-1

RELATIONSHIP OFFICER AM-2

CAD OFFICER JO

Number

CUSTOMER SERVICE OFFICER JO

of

Employees

CUSTOMER SERVICE OFFICER JO

in

Marketing

IT OFFICER JO

Department
There are 367 employees are working in marketing department.

 Function of Marketing Department
The Marketing department in MEEZAN BANK LIMITED is very strong. It is the main source of gaining and maintains the customers that can give a large profit to the bank. There are five relationship managers in Meezan bank and every person is responsible for the credit of his party.

CUSTOMER DEALING:
MBL corporate center only deal with the following categories of business: • • • The organization that have minimum 250 million sales in a year. The organization that have availed 80 million finance MBL do not deal with the agriculture sector.

PROCEDURE FOR CREDIT APPROVAL:
It is the responsibility of the relationship manager to provide or fulfill the requirement of the customer by checking his financial and position. The procedure of credit approval starts with the credit

proposal. First of all the customer request to the bank for credit and on the behalf of him the RM check the memorandum. The Memorandum includes: • • • • • • The company information. Purpose of credit. Assessment of management. Risks. Financial analysis. Conclusion and recommendations.

 Marketing Strategy
A Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. There are 4 steps to prepare it:

1. Identifies the market needs (market study)
• •

Asks customers, prospects, sellers, market study units A good strategy takes into account the knowledge that everyone in the firm can bring

Continuous relation with customers (interviews, sharing, belongings.)

Prospective analysis (analyze the customer behavior and market trend)

2. Choose Market targets

Products + customer segments pairs. Ex: corporate credit card

• • •

Some of them exclusive niches (when possible) Some of them priorities on which to focus efforts With adequate positioning (low cost or upscale)

3. Define market shares goals

(or other market performance benchmarks, overall or for some products) => From them calculate Multi-annual sales growth objectives

4. Prepare adequate selling / distribution channels
Notes:
o o

No priorities => dispersion of energy Too small and static market shares => no future  Product Planning, Development

The Product/Service

& Management

You should be thoroughly familiar with the factors that establish products/services as strong contenders in the marketplace. Factors to consider include:

Whether some or all of the technology for the offering is The benefits the prospect will derive from use of the offering. The extent to which the offering is differentiated from the The extent to which common introduction problems can be

proprietary to the enterprise.
• •

competition.

avoided such as lack of adherence to industry standards, unavailability of materials, poor quality control, regulatory problems and the inability to explain the benefits of the offering to the prospect.

The potential for product obsolescence as affected by the

enterprise's commitment to product development, the product's proximity to physical limits, the ongoing potential for product improvements, the ability of the enterprise to react to technological change and the likelihood of substitute solutions to the prospect's needs.

Impact on customer's business as measured by costs of trying out

your offering, how quickly the customer can realize a return from their investment in your offering, how disruptive the introduction of your offering is to the customer's operations and the costs to switch to your offering.

Development
A review of the strength and viability of the product/service development program will heavily influence the direction of your strategy. Factors to consider include:

The strength of the development manager including experience with personnel management, current and new technologies, complex projects and the equipment and tools used by the development personnel.

Personnel who understand the relevant technologies and are able to perform the tasks necessary to meet the development objectives.

Adequacy and appropriateness of the development tools and equipment. The necessary funding to achieve the development objectives. Design specifications that are manageable.

• •

Leadership Strategies & Management

Having selected the direction most beneficial for the overall interests of the enterprise, the next step is to choose a strategy for the offering that will be most effective in the market. This means choosing one of the following 'generic'  A COST LEADERSHIP STRATEGY is based on the concept that you

can produce and market a good quality product or service at a lower cost than your competitors. These low costs should translate to profit margins that are higher than the industry average. Some of the conditions that should exist to support a cost leadership strategy include an on-going availability of operating capital, good process engineering skills, and close management of labor, products designed for ease of manufacturing and low cost distribution.  A DIFFERENTIATION STRATEGY is one of creating a product or

service that is perceived as being unique "throughout the industry". The emphasis can be on brand image, proprietary technology, special features, superior service, a strong distributor network or other aspects that might be specific to your industry. This uniqueness should also translate to profit margins that are higher than the industry average. In addition, some of the conditions that should exist to support a differentiation strategy include strong marketing abilities, effective product engineering, creative personnel, the ability to perform basic research and a good reputation.

A FOCUS STRATEGY may be the most sophisticated of the generic

strategies, in that it is a more 'intense' form of either the cost leadership or differentiation strategy. It is designed to address a "focused" segment of the marketplace, product form or cost management process and is usually employed when it isn't appropriate to attempt an 'across the board' application of cost leadership or differentiation. It is based on the concept of serving a particular target in such an exceptional manner, those others cannot compete. Usually this means addressing a substantially smaller market segment than others in the industry, but because of minimal competition, profit margins can be very high.

 Pricing Strategy
Pricing
Having defined the overall offering objective and selecting the generic strategy you must then decide on a variety of closely related operational strategies. One of these is how you will price the offering. A pricing strategy is mostly influenced by your requirement for net income and your objectives for long term market control. There are three basic strategies you can consider. A SKIMMING STRATEGY If your offering has enough differentiation to justify a high price

and you desire quick cash and have minimal desires for significant market penetration and control, then you set your prices very high.

A MARKET PENETRATION STRATEGY If near term income is not so critical and rapid market penetration for eventual market control is desired, then you set your prices very low.

A COMPARABLE PRICING STRATEGY If you are not the market leader in your industry then the leaders will most likely have created a 'price expectation' in the minds of the marketplace. In this case you can price your offering comparably to those of your competitors.

 Distribution Strategy
Distribution
You must also select the distribution methods you will use to get the offering into the hands of the customer. These include:

On-premise Sales involves the sale of your offering using a field sales organization that visits the prospect's facilities to make the sale.

Direct Sales involves the sale of your offering using a direct, inhouse sales organization that does all selling through the Internet, telephone or mail order contact.

Wholesale Sales involves the sale of your offering using intermediaries or "middle-men" to distribute your product or service to the retailers.

Self-service Retail Sales involves the sale of your offering using self service retail methods of distribution. Full-service Retail Sales involves the sale of your offering through a full service retail distribution channel. Of course, making a decision about pricing, promotion and

distribution is heavily influenced by some key factors in the industry and marketplace. These factors should be analyzed initially to create the strategy and then regularly monitored for changes. If any of them change substantially the strategy should be reevaluated.

 Promotional Strategy
Promotion
To sell an offering you must effectively promote and advertise it. There are two basic promotion strategies, PUSH and PULL.

The PUSH STRATEGY maximizes the use of all available channels of distribution to "push" the offering into the marketplace. This usually requires generous discounts to achieve the objective of giving the channels incentive to promote the offering, thus minimizing your need for advertising.

The PULL STRATEGY requires direct interface with the end user of the offering. Use of channels of distribution is minimized during the first stages of promotion and a major commitment to advertising is required. The objective is to "pull" the prospects into the various channel outlets creating a demand the channels cannot ignore.

There are many strategies for advertising an offering. Some of these include:

Product Comparison advertising In a market where you’re offering is one of several providing similar capabilities, if you’re offering stacks up well when comparing features then a product comparison ad can be beneficial.

Product Benefits advertising when you want to promote your offering without comparison to competitors, the product benefits ad is the correct approach. This is especially beneficial when you have introduced a new approach to solving a user need and comparison to the old approaches is inappropriate.

Product Family advertising If you’re offering is part of a group or family of offerings that can be of benefit to the customer as a set, then the product family ad can be of benefit.

Corporate advertising When you have a variety of offerings and your audience is fairly broad, it is often beneficial to promote your enterprise identity rather than a specific offering.

 Critical analysis of theoretical concept relating to practical experience
Internal Strengths
The MBL is under the ownership of three very strong (financially) group (The Islamic development of Jaddah). Shami bank of Behrain & third one is Pak-Kuwait Investment Company.

Huge Deposits
The bank has stable growth in deposits since its emergence. The MBL is the second largest Islamic bank in Pakistan and because of its 09 years long existence it is the trustworthy bank in Pakistan and outside Pakistan.

Advances on Sound Basis
The loan facility provided by the bank is on sound basis. They have many checks and documentation that secure their money after advancing. With their strategy there are very less chances of nonrecovery from the debtor. Infrastructure Because of its 150 Domestic and 20 Overseas Branches they have very good infrastructure and now going to expand in and

outside Pakistan also. MBL continually looks for ways to become more efficient and to increase their profit margins.

Brands
MBL has launched their products and varied services with particular brand names that is now-a-days a competitive strategy in its own. They are launching same schemes that are already existent in the banking sector but because of giving them brand names they are creating unique identity. Their popular brands are MBL (ATM Card), MBL Address (Easy Home), MBL Drive (car Ijara), MBL FreeONLINE (online banking services), MBL SMS Alert Service, MBL remittance service etc.

Fast Service
Another very important aspect of MBL is its fast service. Everything goes very quickly. If you are looking for a loan, or you want to deposit money or you want to pay your bills their services are so fast that they respond the customers very quickly. Like other banks customers do not have to wait for the long time.

Financial
MBL has financial strength as they are gaining profit from the advances that they provide to the organizations.

Services

MBL is providing lot of services to its customers like incase of remittances they have services like Click N Remit online service, MBLONLINE is their online service. Foreign Money Transfer is their service for foreign currency remittance from outside Pakistan.

Success & Failure of different products of Meezan
 Successes of different Products

Online Fund transfer The free online fund transfer is big success of main products of MBL. By the free online fund transfer customer can transfer his fund from one branch to another branch in any mode of fund either it is in transfer of Cheque or in form cash receipts and payment of fund.

Centralized clearing Centralized clearing is also a big successor of the product of the MBL. By centralized clearing customer can submit its Cheque of outward clearing in any branch of MBL in any city. after clearing the effect of financial instrument the funds are transfer to its native branch in the Account holder A/C. So its gives an easy access to customer to submit their Cheque of Clearing in any branch of the MBL. MBL ATM Debit card

MBL ATM card provide the easy access to customers to receive the money by ATM card from any ATM machine 24-hour facility. MBL SMS Alert System MBL SMS alert system is best facility of MBL online banking which link the customer to its Account the customer receive a SMS on being any transaction performed by its account.

 Failure of different Products
Customer Care Deficiency Due to free online facility walk in customer are facilitated but basic customer of the MBL can cot be facilitated properly and due to less knowledge of banking products the basic customer can not be entertained by basic products of MBL so some products fails due to non utilization.

Online Network connectivity problem. Some customers become very aggressive due to problem of online network connectivity problem so that they can not properly utilize and understand products of MBL. So that Network of MBL causes the diversification of customer from the products of MBL. Customer Service problem The basic problem of customers from diversification from MBL is Customer Services problem it in this sense that due to less staff

customer can not be entertained properly and can not provide the knowledge of

 Major Competitors of the Meezan
Major competitors of Meezan Bank Limited are given in graph,

 Future prospects of Meezan
Meezan Bank limited is expanding Its set up day by day In year 2007 MBL management achieved the target of 100 branches as per requirement of SBP (State Bank of Pakistan). The next Target of MBL is to achieve the target of 150 branches in year 2008. So as for to achieving there target of MBL’ management is working in every city to open their more branches with the increasing customer attention for MBL.Where as 05 branches are working in Faisalabad city and in future prospects of Meezan bank to 03 new branches in Faisalabad.

Short-fall/Weaknesses of the Marketing Department

Critical analysis of management departments with marketing operation, weak area which need to improve  INTERNAL WEAKNESSES

Centralization
MBL is not well centralized. It means authority is not delegated to branch level. Manager cannot take initiative regarding different decisions such that for giving finance.

Low Promotional Activity
The majority of people are not well aware about the products of MBL. It is due to their very low services of promotional activity.

Low Motivation Level
There is low level of motivation in the employees of the bank

Reactive Approach
MBL Management has opted reactive approach they respond to the market very slow and are reluctant to take initiative before the problem arise.

 Conclusion & Recommendation for Improvement
Conclusions are provided wither to build long-term relationship with the customer or not. SWIFT MECHANISM SWIFT mechanism is gaining importance for the treatment of LC and it has been found that UBL has only provided SWIFT facility at

its head office not to all the authorized dealers dealing with foreign exchange in their branches. To save the precious time of the prestigious for LC in their Central branches inside the country. TO AVOID CUSTOMER DEFECTION During my time period that I spent in foreign exchange department I found in their registers that many firms were defecting means those who were first loyal to MBL for the operations of opening LC were not viewed in the list for a longer period of time. To avoid their defection whether it is partial or full relationship should be created by giving a phone call. It will make betterment in MBL‘s goodwill and their profits. REDUCE COMPLEXITY IN ADVANCES While providing advances the mechanism that is opted by MBL is to provide facility and renew it after a year. In the renewal whole procedure is followed again that was opted at the start. Lot of documentation get not only employee confuse but even customer avoid that. This can be the reason for MBL having low ratio of advances as compared to their deposits. So MBL should finish the method of renewal but keep checking the performance of the organization by having relationship. INTERNATIONAL EXPANSION MBL has internationalized already and is performing very well in its abroad branches. But MBL has internationalized to few

countries. They have not so big markets ahead of them and with their working activity will get simpler with that. In the form of European countries and markets like CHINA where there is lot of activity related to banks but there is no branch of Meezan bank they can expand their chain to expand the business. MOBILE BANKING Mobile banking is actually banking that you can do yourself. You can perform various activities of bank through your mobile phones or through your computers. With just a call you can transfer money from an account to another and similarly other activities. It is a concept that is gaining importance throughout World Pakistan is no exception. MBL should start working on this concept to maintain their existence in the changing banking sector.

ADOPT PRO-ACTIVE APPROACH MBL management should adopt proactive to survive in this sector. What I have observed is that MBL management is having reactive approach means that they react to the situation that their competitors have created. In case of consumer financing MBL has respond by having same schemes that have been already launched by their competitive e.g. car financing and housing schemes are responded but very late by the MBL. MBL should try for new

innovative ideas rather than moving on the same track that their competitive are doing. EDUCATE ACCOUNT HOLDERS Whether the account holders are new or existing bank should provide them with the initial information about how to deposit and withdraw money from the bank. It will be beneficial for the bank in a way that lot of time could be saved afterwards with that approach. PROMOTIONAL ACTIVITY Bank must let potential customers know that all attractions for banking exist. This is done by advertising on Television and obtaining Press coverage, in conjunction with direct mail, window displays, pamphlet in branches and in appropriate other locations (such as hostels, shops etc.) and including leaflets in statement of accounts sent to existing customers in the hope that they will tell potential customers about the services provided by our bank. RELATIONSHIP The bank should keep on filling the gap between customer and the bank through consumer friendly attitude and efficient services. They should work on building relationship with the customers. BUSINESS PARTIES MBL should start thinking about relationship with the parties that are willing to do the business with the bank. Business in the form of deposits for a longer period of time. Rather than looking for small

parties whose purpose is just to deposit in the morning and have withdrawal in the evening should be discouraged. Lot of time in work activity can be saved by having few but good parties rather than having huge accounts of small amount and especially those are not for the purpose of long term deposits. CHANGE ATTITUDE Employees inside the branches should change their attitude toward the customer. It has been observed that customer do not get the same warm welcome and importance that he wants and he is been provided by other emerging banks like ALFALAH and UNION BANK. They should start thinking about changing their attitude from now. PERFORMANCE APPRAISEL & COMPETETION Employee appraisal is a major part good and effective HRM. It consists of systematic evaluation of an individual with respect to his personal traits and characteristics, his on job performance and his potential for development. In Meezan Bank Limited there is no

appraisal system exists. no relationship has so far been established between appraisal and staff motivation. No weight is assigned to appraisal in making decisions on promotions, postings, etc. Compensation is a necessary thing for employee’s satisfaction. And MBL has not any proper compensation plan when ever

management decide to give bonus or extra salary to employees it is followed. So there should be proper compensation plan.

PRODUCT MARKETING This is age of competition and every organization is facing hard competition from not only domestic organization but also from the international organizations due to globalization. Due to this

competition the marketing department plays a vital role in the success of the organization. MBL should have a strong marketing department like many other private banks have, for the publicity of their products and make well inform the customers all the services provided by the bank and to conduct detailed market researches to find out new opportunities, needs of the customers and make comprehensive plans to capitalize those opportunities. APPEARANNCE Physical appearance of the location and inside the building also matters. It helps a lot to attract the customer. Some branches of MBL are very attractive but all the branches should be well dressed. Recovery Facility It should also provide the facility of recovering notes payable and accounts payable.

 References & Sources Used

For gathering the information about Meezan bank limited competent Authorities help out to provide the necessary

information. The detail of references is given as below,

Mr. Moazam Ali Mr. Ashfaque Ahmed Mr. Rana Masood Ahmed Mr. Imran Ali MBL

Area Manager MBL Area Sale Manager MBL

Operation Manager MBL Business Development officer

 Annexes
I. II. III. IV. V. Annex Annex Annex Annex Annex I II III IV V

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