CHAPTER-ONE

INTRODUCTION

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1.1 Introduction
In today fastest world, bank and banking activities is essential for every person. Bank play
vital role in the economy life of nation. As a result everybody needs to keep idea about bank
and banking activities. Although bank does not produce wealth but borrowing, leaning and
related a1ctivities facilitate the process of production, distribution, exchange and
consumption of wealth and commercial bank is the fact that keep contribution in
development of developing countries and both people and their money safe through service
the provide. Business, companies and industries cannot survive without the presence of the
bank. It allows people to deposit money using several scheme, borrow loan for investment
purpose, to do business both and internationally, to pay different types of bills and use locker
facility to secure valuable ones. Bank mobilizes people saving money in purpose of
investment. In this way making profit and contribute economically in general people and
countries. Dutch Bangla Bank Ltd is commercial Bank which contributes economy of our
country.

As a student of Bachelor of Business Administration (BBA) everyone has to conduct a

practical orientation in any organization for fulfilling the requirement of the 3 months
Internship Program. The main purpose is to expose the student to real world situation. This
report is done as a partial requirement of internship program for BBA students. As a student
of BBA, with the partial fulfillment of the course requirement, I was assigned to pursue
internship on “Analysis Marketing Mix” of Dutch Bangla Bank Ltd, Hathazari Branch
Chattogram. There are some differences between theories and practice.

Due to complete the report, I worked at Hathazari branch in Dutch Bangla Bank Ltd. The
employee who associated with general bank help me to complete the report by providing
various information From them learn many practical activities.

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 1.2 Objectives of the report:

Objectives:

 To complete the report to gain some practical experience and knowledge

 To know an overview of Dutch Bangla Bank Ltd
 To Identify the marketing mix of Dutch Bangla Bank Ltd
 To analyze the findings & recommend Suggestions for the development of marketing
mix of DBBL.
 To identify the SWOT analysis of Dutch Bangla Bank Ltd

1.3 Methodology of the study

The study requires various types of information of present policies, procedure and methods of
general banking operation. I used both primary and secondary data in preparing this report

Primary Data sources:

1) Practical banking work
2) Personal discussion with the officers and executives of Dutch Bangla Bank
Ltd.
3) Personal interview with the customer.
Secondary data sources:
1) Annual report of Dutch Bangla Bank Ltd
2) Files and documents of the branch.
3) Different papers and forms related to account opening, closing and check
books.
4) Official website of Dutch Bangla Bank Ltd and goggle search.
5) http://www.dbbl.bd.com

1.3 Limitation of the report :

The main problem I faced in preparing the paper was the inadequate and lack of
availability-required data. Those limitations are:

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1) The one of the main limitation of the report was to conduct small-scale survey on client.
2) The time was the other limitation for collecting information, which was only three month
long. the branch is so busy; it became difficulty to operate the survey because of
questionnaire. 3) Deficiencies in data required for the study.
4)) Field with the standard practice that also created problem.
5) The time period for conducting the study is another important constraint
6)The employees in Dutch Bangla Bank Ltd are so busy, they could hardly provide little time
to me to discuss with them.

With all of limitation, I tried my best to make this report best as possible. So my earnest
request to consider those limitation while reading and justifying any part of my study.

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 CHAPTER TWO
OVERVIEW OF DUTCH
BANGLA BANK LTD

2.1 Background of DBBL:

Dutch-Bangla Bank started operation is Bangladesh's first joint venture bank. The bank was
an effort by local shareholders spearheaded by M Sahabuddin Ahmed (founder chairman) and

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the Dutch company FMO. Dutch Bangla Bank Limited has started its journey as a private
commercial bank on June 03, 1996.

From the onset, the focus of the bank has been financing high-growth manufacturing
industries in Bangladesh. The rationale being that the manufacturing sector exports
Bangladeshi products worldwide. Thereby financing and concentrating on this sector allows
Bangladesh to achieve the desired growth. DBBL's other focus is Corporate Social
Responsibility (CSR). Even though CSR, DBBL is the pioneer in this sector and termed the
contribution simply as 'social responsibility'. Due to its investment in this sector, DBBL has
become one of the largest donors and the largest bank donor in Bangladesh. The bank has
won numerous international awards because of its unique approach as a socially conscious
bank.

DBBL was the first bank in Bangladesh to be fully automated. The Electronic-Banking
Division was established in 2002 to undertake rapid automation and bring modern banking
services into this field. Full automation was completed in 2003 and hereby introduced plastic
money to the Bangladeshi masses.

DBBL also operates the nation's largest ATM fleet and in the process drastically cut
consumer costs and fees by 80%. Moreover, DBBL choosing the low profitability route for
this sector has surprised many critics. DBBL had pursued the mass automation in Banking as
a CSR activity and never intended profitability from this sector. As a result it now provides
unrivaled banking technology offerings to all its customers. Because of this mindset, most
local banks have joined DBBL's banking infrastructure instead of pursuing their own.

Even with a history of hefty technological investments and an even larger donations,
consumer and investor confidence has never waned. Dutch-Bangla Bank stock set the record
for the highest share price in the Dhaka Stock Exchange in 2008.

Starting with one Branch in 1996, DBBL has expanded to seventy nine branches & about 700
ATM Booths .To provide client services all over Bangladesh it has established a wide
correspondent banking relationship with a number of local banks. To facilitate international
trade transactions, it has arranged correspondent relationship with large number of
international banks that are active across the globe.

2.2 Mission

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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 “man does not live by bread and butter alone.

2.3 Vision

Dutch-Bangla Bank dreams of better Bangladesh, where art and letter, sports and athletics,
music and entertainment, science and education, health and hygiene, clean, and pollution free
environment and above all a society based on morality ethics make all our lives worth living.
DBBL’S essence and ethos rest on a cosmos of creativity and the marvel-magic of a charmed
life that abounds with spirit of life and adventures that contributes towards human
development.

2.4. Board Of Directors Of DBBL:

SI. No. Name of the Directors Designation

01. Mr. Sayem Ahmed Chairman

02. Mr. Abedur Rashid Khan Director

03. Mrs. Frey-Tang Yuen Mei, Barbara  Director

(Nominated by M/s. Ecotrim Hong
Kong Limited)

04. Mr. Md. Fakhrul Islam Director

05. Mr. Md. Yeasin Ali Independent Director

06. Mr. Md. Nazim Uddin Bhuiyan Independent Director

07. Mr. K. Shamshi Tabrez Managing Director,

Director(Ex-officio)

2.4.1 Executive Committee

1) Mr. Zaheed Hossain Khan Chairman

2 ) Mr.Abul Hasnat MD.Rasedul Islam Member

3) Mr. Md.Shahidur Rahaman Member

4) ) Mr.Md.Yeasin Ali Member

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2.4.2 Audit Committee

1) Mr. Abul Hasnat M.D.Rasedul Islam Chairman

2) Mr. Sahabuddin Ahmed Member

3) Mr. Md.Shahidur Rahaman Member

2.4.3 Risk Management Committee

1) Board of Directors:

Board oversees and approves all major risk management policies and parameters taking into
account market condition, regulatory requirement and lessons learned in the past. While
setting policies and parameters for credit, operational and market risks, a balance is
maintained for ensuring smooth banking operations while protecting against down-side risk
from potential loss or foregone income and to protect interest of Shareholders and
depositors.

2) Executive Committee (EC) of the Board:

Executive Committee is responsible to oversee that the management and its committees are
operating within approved limits and authorities and that all major risks are managed &
mitigated effectively and potential and actual losses arising from risks are within accepted
limits. The Committee also approves credit proposals, administrative proposals and major
purchases as recommended by the Management Credit Committee, Management Committee
and Management Purchase Committee.

3) Audit Committee of the Board

Audit Committee independently monitors all activities of banking operations involving credit
risks, operational risks and market risks through Internal Control & Compliance Division of
the Bank. Risk based audit plan for IC &CD is approved by the Committee and its
implementation is monitored on a regular basis to ensure that all risk factors are adequately
addressed and any deviation is quickly corrected to ensure sustainable operation of banking
activities.

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2.4.4 Management Committee

Management Committees like Credit Committee, Asset-Liability Management Committee

and Purchase Committee ensure compliance with all relevant risk management policies.

1.Management units

Management units like Credit Risk Management Division, Treasury Division, Credit
Administration Division, Credit Monitoring & Recovery Division etc. ensure and monitor
risk management system and compliance with all approved limits and procedures at
operational level on a daily basis.

2.Internal Control & Compliance Division

Internal Control & Compliance Division on a regular basis independently verifies

compliance with all approved risk management and internal control policies. Deviations are
identified, reported and corrected to mitigate risk on a continuous basis and to ensure that the
Bank is operating in compliance with all approved and established policies. Internal Control
& Compliance Division directly reports to the Audit Committee of the Board.

3.Credit Risk

Credit risk is the most significant and inherent risk in banking business. Every loan exposure
or transaction with counterparty involves the Bank to some degree of credit risks. Credit Risk
Management is at the heart of the overall risk management system of the Bank. It is designed
and continuously updated to identify, measure, manage and mitigate credit risk to maintain
and improve quality of loan portfolio and reduce actual loan losses and to ensure that
approved processes are followed and appropriate due diligence are made in approving new
credit facilities and renewals.

4.Early warning system

Operation and performance of loans are regularly monitored to trigger early warning system
to address the loans whose performance show any deteriorating trend enabling the Bank to
grow its credit portfolio in a sustainable way to ensure higher quality and lower risk with the
ultimate objective to protect the interest of depositors and shareholders.

5.Credit policy approved by the Board

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The Board approves the major policy guidelines, growth strategy, exposure limits for
particular sector, product, individual company and group, keeping in view regulatory
compliance, risk management strategy and industry best practice.

6.Credit approval is delegated properly

Credit approval authorities are carefully delegated to the Executive Committee of the Board
and appropriate level of management to strike a balance between adequate control and
flexibility in credit operations to ensure full transparency and accountability at all levels.
Independent Credit Risk Management Division There is an independent risk management
division to assess credit risks and suggest mitigations before recommendation of every credit
proposal. Separate Credit Administration Division for documentation. A separate Credit
Administration Division confirms that perfected security documents are in place before
disbursement. DBBL is continuing a unique process of rechecking security documentation by
a second legal adviser other than the lawyer who vetted it originally. Independent Credit
Monitoring, Recovery Division &Management Recovery Committee an independent and
fully dedicated credit monitoring and recovery division monitors the performance and
recovery of loans, identify early signs of delinquencies in portfolio and take corrective
measures to mitigate risks, improve loan quality and to ensure recovery of loans on time
including legal actions. This department also monitors risk status of loan portfolio and
ensures adequate loan loss provision. There is a dedicated and high-level management
recovery committee to deal with the problem loans for early and most appropriate
settlements. Adequate provision & suspension of interest accrued on classified loan is
suspended and adequate provision is maintained there-against as per Bangladesh Bank’s
Guidelines. Credit operations are subject to independent Internal Audit Internal Control &
Compliance Division independently verifies and ensures, at least once in a year, compliance
with approved lending guidelines, Bangladesh Bank guidelines, operational procedures,
adequacy of internal control and documentation. Internal Control & Compliance Division
directly reports to the Audit Committee of the Board.

2.5 Organizational Structure of DBBL

President & Managing Director

Deputy Managing Director

Senior Executive vice president

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 Executive vice president

vice president

First vice president

Senior vice president

Asstt. vice president

Senior Principal Officer

Principal Officer

Management Trainee Executive Officer Entry Level

Probationary Officer Senior Officer Entry Level

Trainee Officer Officer Entry Level

Trainee Junior Officer Junior Officer Entry Level

Trainee Assistant Officer Assistant Officer Entry Level

Trainee Computer Junior Officer (Computer) Entry Level

Officer

Trainee Cash Officer Junior Officer ( Cash) Entry Level

Trainee Assistant Entry Level

2.6 Deposit product of DBBL

2.6.1 Accepting Deposit

The relationship between banker and customer begins with the opening an account by the
customer. Opening an account binds the banker and customer into contractual relationship.
Infect all kinds of fraud & forgery start by opening an account. So, the bank should take
extreme caution in selection customers. Bank is a financial intermediary, which mobilizes

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fund from surplus unit and allocates it to deficit unit. Surplus unit means the people who have
surplus money and willingness to save. Deficit unit means the people who need money for
industry, trade, business, or for personal use but don’t have sufficient money of their own for
such purposes. Bank mobilizes the fund by accepting deposits from depositors and allocates
the fund by providing loan to borrower. So accepting deposits is one of the two classic
functions of commercial banks. In DBBL account opening section deal with

    • Current deposit (CD)

    • Savings deposit (SB)

    • Short term deposit (STD)

    • Fixed deposit (FDR)

2.6.2 Deposit product of DBBL

Banking Product

Deposit-

Savings Deposit Account

Current Deposit

Account Short Term Deposit

Account
Resident Foreign Currency Deposit
Foreign Currency Deposit
Convertible Taka Account

Non-Convertible Taka Account

Exporter's FC Deposit (FBPAR)
Current Deposit Account-Bank
Short Term Deposit Account-Bank

Current Deposit Account

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General Characteristics:

 CD accounts are unproductive in nature as banks loan able fund is concerned.

Sufficient fund has to be kept in liquid form, as current deposits are demand liability.
 Businessmen and companies are the main customers of this product.
 Thus huge portion of this fund become non-performing. For this reason banks do not
pay any interest to CD Account holders There is no restriction on the number and the
amount of withdrawals from a current account.
 Service charge and incidental charges are recovered from the depositors since the
bank make payments and collect the bills, drafts, cheques, for any number of times
daily.
 The Banks through current accounts grant the loans and advances
 In practice of DBBL, a minimum balance of TK.5000 has to be maintained.

Savings Deposit Account

General Characteristics:

As per Bangladesh Bank instruction 90% of SB deposits are treated as time liability and 10%
of it as demand liability

 Interest is paid on this account. DBBL offers a reasonable rate of interest (6.5%) for
SB A/C on day basis.

Generally, banks require a 7-day prior notice if the total amount of one or more withdrawals
on any date exceeds 25% of the balance of the account unless is given. But in DBBL there is
no restriction about drawing money from savings account. Any time holders may draw
money of any amount without prior notice.

 Generally householders, individuals and other small-scale savers are the clients of this
account
 Minimum Balance of Tk.500 is to be maintained. But initial deposit is Tk 2000.

Very limited service charge (Tk.25 per year) as it is an interest bearing account.

Govt. charge 10% only on interest income of the customer

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Short Term Deposit Account (STD)

General Characteristics:

  Customers deposit money for a shorter period of time.

  STD account can be treated as semi-term deposit

  STD should be kept for at least thirty days to get interest.

 The interest offered for STD is less than that of savings deposit.

In practice, DBBL offers 5.00% rate of interest (half yearly compounding) for
STD account. It may increase depending on the fund. Volume of STD A/C is generally high.
In DBBL, various big companies, organizations,   Government Departments keep money in
STD accounts.  Frequent withdrawal is discouraged and requires prior notice.

Retail Banking Products

(DBBL Future Line)

DBBL Deposit Plus Scheme (DPS)

DBBL Periodic Benefit Scheme (PBS)

DBBL Bochore Dorgan Scheme (BDS)

DBBL Children Education Savings Scheme (CHESS)

DBBL Pension Plus (PP)

Card Products

DBBL ATM Service

DBBL-NEXUS Classic Card (debit)

DBBL-NEXUS Maestro card (debit)

DBBL-NEXUS VISA Electron card (debit)

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DBBL-NEXUS Silver OD card (credit)

DBBL-NEXUS Gold OD card (credit)

IT Products

Online Banking

ATM & POS

Internet Banking

Account Summary

Account Details

Account Activity

Transfer Funds

Third Party Transfer

Pay Bills

Standing Instructions

Open/Modify Term Deposit

Loan Repayments

Statement Reque

Cheque Book Request

Cheque Status Inquiry

Stop Payment Cheque

Interest Rate Inquiry

Foreign Exchange Rate Inquiry

Refill Pre-Paid Card

Change Password

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 Extra Features for Corporate Customer

Letter of Credit

Bank Guarantee

SMS & Alert Banking

Western Union Money Transfer

Table Showing the total Deposit from 2015-20019:

Deposit from
1,50,000

1,20,000

90,000

60,000

30,000

2015 2016 2017 2018 2019

0

Total Deposit to DBBL: ( in million taka )

Year 2015 2016 2017 2018 2019

Saving Deposit 52,500 41,500 29,500 18,500 9,450

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Current Deposit 60,000 47,400 38,350 29,000 14,300

Fixed Deposit 37,500, 31,100 22,150 15,500 6250

Total Deposit 1,50,000 1,20,000 90,000 60,000 30,000

Source: Annual Report.

Analysis:  The Deposit of DBBL is highest in 2015.And of course gradually it increase

from 2015 to 2018. The Deposit of DBBL of 2016 is higher than 2015, which means that
the bank may generate more growth in Deposit in the future.

2.7 Cheque Books Issues

Quality

Cheque books prints MICR characters onto high security base stationery, incorporating a full
range of security features that comply and surpass APACS (Association for Payment
Clearing Services) standards.

Security

Cheque print books uses an APACS approved MICR laser printer which comes complete
with operator and tray locks. Cheque print books software has a fully controlled print centre
with password control to prevent unauthorized access. It also provides full audit reporting on
all activity carried out.

Efficiency

The Cheque print books software combines with the printer to control the paper trays
allowing all combinations of MICR cheques, giro slips and re-order slips to be printed in one
pass.

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CONTROL

CHEQUE books manages : CHEQUE books eliminates:

• Poor print quality and cheques rejected

• Client data at the bank

• Layout of all: cheques, giro credits, re-order • Reliance on out-dated, often bulky

and delivery slips using fixed print positions technology and the need for technically
• Automatic collation of slips
aware operators
• Re-prints under software control MICR
• High maintenance costs
production from CHEQUEPRINT books • Expensive running costs
• Labour intensive chequebook collating
complies with all APACS Standards.
• Questions over different currency layout
positions

ATM Card: An account holder gets a NEXUS Debit card at free of cost after opening
account. It takes two or three weeks and sends him by mail.

Short Term Deposit Account (STD)

General Characteristics:

  Customers deposit money for a shorter period of time.

  STD account can be treated as semi-term deposit

  STD should be kept for at least thirty days to get interest.

The interest offered for STD is less than that of savings deposit.

  In practice, DBBL offers 5.00% rate of interest (half yearly compounding) for
STD account. It may increase depending on the fund.

  Volume of STD A/C is generally high. In DBBL, various big companies, organizations,  
Government Departments keep money in STD accounts.  Frequent withdrawal is discouraged
and requires prior notice.

Term Deposit

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The fixed deposit account is repayable after the expiry of a predetermined period fixed by the
customer himself. The period varies from three months to three years. The customer may
open his /her account for different time periods,

Payment of Interest:It is usually paid on maturity of the fixed deposit. DBBL calculates
interest at each maturity date and provision is made on that “Miscellaneous creditor
expenditure payable accounts” is debited for the accrued interest.But the Bank may pay
interest to depositor every 6 months or credit the amount of interest to his savings or current
account, at his request.

Interest rate for Fixed Deposit

Name of Deposit                                                  Interest Rate                    Remark

a) 1 month                                                                         10.50%                        Unchanged

b) 3 Months                                                                       10.75%                          Revised

(i)Below Tk. 1.00 Million                                                  10.75%

(ii)Tk. 1.0 Million & above                                               11.50%                          Revised

c) 6 Months

(i)Below Tk. 1.00 Million                                             11.25%                        Unchanged

|(ii)Tk.1.0Million&above                                            11.50%                           Revised

d) 12 Months

(i)Below Tk. 1.00 Million                                                  11.75%                         Revised

(ii)Tk. 1.0 Million & above                                                11.50%                        Revised

STD Account                                                                      5.00%

STD Account (Bank)                                                           4.50%

Savings Account                                                                  6.50%

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2.8 Account Opening System

General banking is the starting point of the banking operation. It is the department which
provides day-to-day services to the customers ‘main functions of general banking department
are the following:

2.9 : Account Opening Process:

Under this section, DBBL Bank Assistant Officer opens different types of accounts on the
request of clients. The procedure of opening account is given is given below.

Step 1: Receiving filled up application and signed by account holder in bank’s prescribed
form   mentioning what   type of account is desired to be opened

Step 2:  The form is filled up by the applicant himself / herself

Two copies of passport size photographs from individual are taken, in case of firms
photographs of all Partners are taken.(attested by the introducer) Applicants must submit
citizenship certificates: Photocopy of valid passport or ward commissioner certificate
Application must sign in A/c opening form and KYC (Know Your Customer) form
Introducer’s signature and accounts number – verified by legal officer. Nominee name,
signature and photograph one copy.

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Step 3: Authorized Officer accepts the application

Step 4: Minimum balance is deposited – only cash is accepted

Step 5: Account is opened and a pay-in-slip book is given

Bank activity: After fill up account opening form and KYC by customer the assistant officer
done following job:

 Verify all information by assistant officer then

Entry all customer information into DBBL’s online server

 After completion of entry assistant officer it sends to Second officer/Manager for

authorization.

  If Second officer/Manager satisfies with customer information he gives authorization.

  Assistant officer gets new account number for certain customer after authorization.

After fulfilling the above formalities, DBBL Bank provides the customer pay-in-slip book
that customer deposit their initial deposit.

ATM Card: An account holder gets a NEXUS Debit card at free of cost after opening
account. It takes two or three weeks and sends him by mail.

Opening Of Fixed Deposit Account:

  The depositor has to fill an application form

  In case of a deposit in joint name, DBBL also takes the instructions regarding payment of
money on maturity of the deposit.

  The banker also takes the specimen signatures of the depositor(s).

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  Necessary entries are given on the FDR register and on line.

  An FDR is then issued to the depositor acknowledging receipt of the sum of money
mentioned therein. It also contains the rate of interest & the date on which the deposit will
mature.

  Payment of Interest:

  It is usually paid on maturity of the fixed deposit. DBBL calculates interest at each maturity
date and provision is made on that “Miscellaneous creditor expenditure payable accounts” is
debited for the accrued interest.

  But the Bank may pay interest to depositor every 6 months or credit the amount of interest
to his savings or current account, at his request.

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 CHAPTER – THREE
ELEMENTS OF MARKETING
MIX

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3.1 Marketing MIX:

The term ‘marketing mix’ refers to the four major areas of decision making in the marketing
process that are blended to obtain the results desired by the organization. The
Four elements of the marketing mix are sometimes referred to the four Ps of marketing.
The marketing mix shapes the role of marketing within all types of organizations, both profit
and nonprofit. Each element in the marketing mix—product, price, promotion, and place—
consists of numerous sub elements. Marketing managers make numerous decisions based on
the various sub elements of the marketing mix, all in an attempt to satisfy the needs and
wants of consumers.
The set of controllable, tactical marketing tools that work jointly to achieve company’s
objectives is called marketing mix. It is also known as 4ps of marketing.
The 4ps of marketing mix are
1. Product
2. Price
3. Place
4. Promotion

Product means the “good-and-service” combination the company offers to the target market.
Price is the amount customers have to pay to obtain the product.

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Place includes company activities that make the product available to target consumers.
Promotion means activities that communicate the merits of the product and persuade target
customers to buy it.
3.2 What Is Product
It refers to tangible, physical products as well as services. Consumers prefer to buy products
on the basis of quality brand price place and availability. So some of the examples of
products decisions of customers are as follows

 Quality
 Packaging
 Brand
 Price
 Safety
 Fashion
 Warranty
 Repairers and services

3.3 Elements of Marketing Mix:

Definition: The set of controllable tactical marketing tools- Product, Price, place &promotion
that the farm blends to produce the response it wants in the target market.

Marketing Mix Strategy:

The expression ‘Marketing MIX’ refers to the collection of products offered for sale by a
business unit. The American Marketing Association defines ‘Product Mix’ as the composite
of products offered for sale by a firm or a business unit. It defines ‘Product Line’ as a group
of product that are closely related either because they satisfy a class of need or used together,
or sold to the same customer groups, or marketed the same types of outlets or fall within
given price ranges.

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 Elements of Marketing Mix:

Marketing Mix

Product Price Place Promotion People

Variety List Price Channels Advertising Individuals on marketing activities

Quality Discounts Assortments publicity Individuals on customer contact
Design Payment Period Locations public relationRecruitments
Brand Name Credit Terms Transportation sales promotion
Packaging Logistics

Physical Evidence Process

Customer focus
Sales/staff contract experience
Business-led
Product packaging Design features
Online experience

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3.4 Product:

The product has to have the right features - for example, it must look good and work well.

 The price must be right. Consumer will need to buy in large numbers to produce a
healthy profit.
 The goods must be in the right place at the right time. Making sure that the goods
arrive when and where they are wanted is an important operation.
 The target group needs to be made aware of the existence and availability of the
product through promotion.

Successful promotion helps a firm to spread costs over a larger output.

For example, a company like Kellogg's is constantly developing new breakfast cereals – the
product element is the new product itself, getting the price right involves examining customer
perceptions and rival products as well as costs of manufacture, promotion involves engaging
in a range of promotional activities e.g. competitions, product tasting etc, and place involves
using the best possible channels of distribution such as leading supermarket chains. The
product is the central point on which marketing energy must focus. Finding out how to make
the product, setting up the production line, providing the finance and manufacturing the
product are not the responsibility of the marketing function. However, it is concerned with
what the product means to the customer. Marketing therefore plays a key role in determining
such aspects as:

 The appearance of the product - in line with the requirements of the market
 The function of the product - products must address the needs of customers as
identified through market research.
The product range and how it is used is a function of the marketing mix. The range may be
broadened or a brand may be extended for tactical reasons, such as matching competition or
catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it
more acceptable for a new group of consumers as part of a long-term plan.

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3.5 Price:

Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the
others are costs. The price of an item is clearly an important determinant of the value of sales
made. In theory, price is really determined by the discovery of what customers perceive is the
value of the item on sale. Researching consumers' opinions about pricing is important as it
indicates how they value what they are looking for as well as what they want to pay. An
organization’s pricing policy will vary according to time and circumstances. Crudely
speaking, the value of water in the Lake District will be considerably different from the value
of water in the desert.

3.6 Place:

Although figures vary widely from product to product, roughly a fifth of the cost of a product
goes on getting it to the customer. 'Place' is concerned with various methods of transporting
and storing goods, and then making them available for the customer. Getting the right product
to the right place at the right time involves the distribution system. The choice of distribution
method will depend on a variety of circumstances. It will be more convenient for some
manufacturers to

sell to wholesalers who then sell to retailers, while others will prefer to sell directly to
retailers or customers.

3.7 Promotion

Promotion is the business of communicating with customers. It will provide information that
will assist them in making a decision to purchase a product or service. The razzmatazz, pace
and creativity of some promotional activities are almost alien to normal business activities.

The cost associated with promotion or advertising goods and services often represents a
sizeable proportion of the overall cost of producing an item. However, successful promotion
increases sales so that advertising and other costs are spread over a larger output. Though
increased promotional activity is often a sign of a response to a problem such as competitive
activity, it enables an organization to develop and build up a succession of messages and can
be extremely cost-effective.

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3.8 People:

People are one of the main elements of service marketing and it defines service or represents
the organization to the customers. Kumar (2013) said that “each individual working in the
bank is a marketing person who contributes to the total satisfaction to customers and the bank
should ultimately develop customer orientation among all the personnel of the bank.” While
once (n.d.) thinks that “all people directly or indirectly involved in the consumption of
banking services are an important part of the extended marketing mix.” In fact, employees are
the first starting point of internal marketing and the basic objective of internal marketing is to
create motivated and customer conscious employee.

3.9 Process:

which the service is delivered to the customers. In fact, before developing the product or
service, it is determined by the company that how are they going to deliver the service to its
customers. It represents the activities, procedures, protocols that are delivered to the
customer. It involves a sequence of steps and activities to get there. For example in banking
sector the process would be as follows:

It is a way or process in

 Producing of proper documents

 Filling up of application form
 Paying for the initial down payment
3.10 Physical Evidence:

It refers to an environment where the employee is in interaction with a customer which is

combined with tangible commodity or in other words it is the material part of the service. It is
the overall layout of the place and the bank has been designed. It also important to keep in
mind when designing the bank, that they should design it according to the convenience for
the customer which will not confuse them. For example the placement of customer service
executive desk, the location of depositing the cheque, logo of the bank, employee uniform
etc, tangibles etc.

29
 CHAPTER – FOUR
ANALYSIS OF MARKETING
MIX OF DBBL

30
4.1 Marketing Mix Model

The marketing mix model is often expanded to include sub-mixes. For example, the
promotion variable can be further decomposed into a promotional mix consisting of
advertising, sales promotion, personal selling, publicity, direct marketing, undercover
marketing, viral marketing, and e-marketing. Within the promotional mix, advertising can be
further broken down into an “advertising media mix” that specifies how much emphasis is
placed on television ads, radio ads, newspaper ads, internet ads, magazine ads, etc.

Mix coherency refers to how well the components of the mix blend together. A strategy of
selling expensive luxury products in discount stores has poor coherency between distribution
and product offering.

4.2 Products and Services of Dutch Bangla Bank Limited

DBBL is always attentive to give the highest value to their customers. That’s why
DBBL is offering the modern products & Services to their customers. DBBL is
offering the segmented Products & Services to different level of customers along with
their general Products and Services. That is very help-full for DBBL to create value
for their customers. The products & Services offered by DBBL have given billow.

31
 4.3 General Banking of DBBL:

DBBL provides all general banking services to its clients through its 158 branches all over
the
country. These include savings and current accounts, SMS banking, deposits and schemes.
DPS plus, Earning plus, Multimillionaire, Money maximize, Time deposit scheme, Monthly
saving and Royal savings deposit etc. are some of their deposit services. Clients having
requisite qualifications may have Foreign Currency Deposit accounts in DBBL. DBBL
Multimillionaire scheme is a deposit service providing you a great opportunity of saving a
good amount in a short time. The interest rate is quite high for idle money. There are three
levels in this scheme, namely 1 million, 5 million, and 10 million Taka. A client has to
deposit an amount every month for 5 to 15 years and at the end client get the full amount as
declared. DBBL Money Maximized was a lucrative deposit scheme for limited income
people. This scheme pays 9.10% of interest and the deposit is doubled just in 8 years.

32
DBBL provides different types of debit and credit card facilities. The features of DBBL
credit
card are as follows:
Truly global: Locally & Internationally transact-able with the same card. This is a dual
product
Higher coverage of acceptance globally in POS terminals & ATMs.
Latest & best quality product at lowest price (annual fee) in the market.
Reward point for spending leads to wining of attractive prizes.
Choice of colors in Classic (Silver) products.
Credit Card for ladies - first time in Bangladesh.

4.4 Loans and Retail Services:

The Dutch Bangla Bank Ltd with their financing items under CCS loan is given below:
Household Durable Loan: Motor Cycle, Personal Computer, Photocopier, Fax machine,
Small PABX system, Television, Mobile Phone set, Refrigerator, Audio-video equipment,
Other home electric appliances, Furniture and any other household items.

Types of Loan
Household Durable Loan For purchasing household durables.
Car loan Car, Jeep, Station Jeep, Pick up Van, Cover Van, Bus,
Truck, Ambulance and any other vehicle for own use.
Doctors’ Loan For the Doctors only.
Loan against salary Any qualified person
Any purpose loan For emergency need
Education loan For Study purpose only
Travel Loan For traveling purpose,
Marriage loan For wedding only.
CNG Conversion Loan To convert into CNG
Hospitalization Loan For treatment in hospital

33
4.5 Commercial Banking:
Commercial Credit services are quite different from consumer credit banking due to its
flexibility of customization and it depends entirely on commercial customer’s requirements.
Hence, generic offerings for commercial clients are as follows:
One Stop Service
Time Deposit Scheme
Monthly Savings Scheme
Deposit Insurance Scheme
Inward & Outward Remittances
Travelers Cheques
Import Finance
Export Finance
Working Capital Finance
Loan Syndication

Underwriting and Bridge financing

4.6 Price
The price of the product depends upon the services provided by the bank on the respective
product to the customers. Detailed pricing changes from time to time and the same can be
found on the website of BRAC Bank interest rate means banking price.
The selection of a pricing strategy for the Dutch Bangla Bank Ltd is function of three key
determines.
 Demand
 Competitor prices
 Cost Structure.
4.6.1 approaches For Pricing setting: Approached for pricing strategy of Dutch Bangla
Bank Ltd are appended below:
 Value Based pricing: setting prices based on buyers perceptions of value rather than
on the Sellers cost.
 Cost Based pricing: Adding a standard markup to the cost of the product .
 Cost plus Pricing.
 Breakeven Analysis And Target Profit.

34
4.6.2 :Price Adjustment Strategies: Dutch Bangla Bank Ltd Usually Adjusts Their Basic
Prices to accounts for
various customer differences an changing situation.
 Discount: A straight reduction in price on purchases during a started period of time
Allowances: promotional money paid by manufacturers to retailers in retails in return
For an agreement to feature the manufacture’s products in some way.
 Segmented pricing: Selling a product or services at two or more prices, were the
deference's in prices is not based o deference's in costs.
 Psychological pricing: A Pricing approach that considers the psychology of prices
and not
simply the economies, the price is used to say something about the product.
 Promotional pricing: Temporarily pricing products below the list price, and
sometimes
even below cost, to increase short –run sales.
 Geographical pricing: Setting prices for customers located and different parts of the
country or world.
 Dynamic pricing: Adjusting prices continually to meet characteristics and needs of
individual customers and situations.

4.6.3:Pricing decision: Pricing decisions of Dutch Bangla Bank Ltd are affected by some
following factors:
 Cost of the product.
 Marketing Objections.
 Marketing Mix Strategy.
 Organization for pricing.

4.6.4:Pricing of Depository Products: Pricing of depository products of Dutch Bangla Bank

Ltd is mentioned below:

35
4.6.5 Fixed Deposit Receipt: Rate & Duration of fixed deposit of Dutch Bangla Bank Ltd
are Appended below:

SL Duration Pricing
1 01 Months 3.5%
2 06 Months 4.25%
3 01 year & Above 4.25%

4.6.6 Double Benefit deposit Scheme (DBDS): The deposit scheme is issued for 10 years
term. After 10 years terminal value will stand at 2 lakhs from the initial fixed deposit of tk .1
lac.

SL Name Of Scheme No. Installment Interest Terminal

Of Rate % Benefit
year

Double Benefit deposit 10 10,000 Multiple 7.23% Double of

Scheme Years &no maximum Initial deposit
limit

4.6.7 Monthly Benefit Deposited Scheme(general And Senior Citizen):This is a deposit

scheme where the depositor gets a fixed amount of profit every month without disturbance of
the principal.

Tenure Amount before Tax Tax @10%(Tin Tax@15%(without Interest rates

holder) Tin)

5 708.33 637.50 602.08 8.50%

10 708.33 637.08 602.08 8.50%

4.6.8 House Building deposit Scheme: The tenor of the house building deposit scheme is

36
5/7/10 years.

Name Of Scheme No. Of year Installment Interest Terminal

Rate % Benefit

House Building 5 13,920 7.00 10.00Lac

Deposit Scheme

7 8,885 8.00 10.00Lac

10 5,445 8.00 10.00Lac

4.6.9 Lakhopoti Deposit scheme: The Tenor Of the Lakhopati deposit Scheme Will be

3/5/10 years. Terminal amount on maturity Shall be TK.1.00Lac.

Name Of Scheme No. Of year Installment Interest Terminal Benefit

Rate %

3 2500.00 7.00 Tk.1.00Lac

Lakhopoti Saving 5 1400.00 7.00 Tk.1.00Lac

Scheme

10 530.00 8.50 Tk.1.00Lac

15 275.00 8.50 Tk.1.00Lac

4.6.10 Pricing Of loan Products:

4.2.4.2.1 Pricing Of retail Loan Products: Under retail Loan services there are a

37
 number of products and services. Details of the pricing of loan products are
appended below:

4.6.11 Home Loan @9%,0% Processing Fee:

 70% Of total Expenditure of building.
 In case of buying an apartment 70% of total cost.
 In case of buying second hand apartment 50% of total cost.
 Borrowers age limit should be 25-60 years.
 Validity of the loan is 20 years.

4.6.12 :Car Loan:@11%,0% processing fee:

 For Reconditioned And new Car The Loan limited is highest 40,00,000/- Tk.
 Service Holder with monthly income of the at least 20,000/- Tk. And businessman
with monthly income of the atleast 40,000/-is eligible for applying for the loan.
 Down payment should be 10%
 Borrowers age Should be in between 25-60 years.
 Validity of the loan is 20 years.

4.6.13: Personal loan@11%,0% processing Fee:

 Loan limit Should be highest 10,00,000/-TK.
 Borrowers Should Have the monthly income of the least 10,000/- to 12,000/-tk.
 Age limit should be in between 25-65 years.
 Validity of the loan is 5 years.
4.6.14 Long against salary @11%,0% processing Fee:
Loan limit is highest 5,00,000/-TK.
 Job holder should have the monthly income of atleast 12,000/-TK. And businessman
should have the monthly income of atleast 25,000/-Tk.
 Government service holder should have the monthly income of atleast 10,000/-tk.
 Applications should be in between the age limit of 52-65years.
 Loans validity is 2 years.

4.6.14 Export Finance Unit @7% to 11.50%

4.6.11 Lease Finance Unit @9% to 12%

4.7 PLACE:

38
 This component of marketing mix is related to the offering of services of Dutch Bangla Bank
Limited. The services of the bank are sold through the branches. Place is also an important factor
while determining the 7p’s of marketing for an organization. Dutch Bangla Bank Ltd
consider following points while selecting places for establishing a branch

4.7.1 Branch information

At present the bank has 149 Branches throughout the Bangladesh. The total number of branches o
the bank in each year from 2007 to 2018.

Total Branch of DBBL in Bangladesh

Dhaka Chittagong Rajshahi Khulna Barishal Sylhet

56 43 12 25 10 23

. 4.6.2 SME/Agriculture Branch:Total 18 nos.of SME/Agriculture Branches

 135branches Across the nation.
 101 ATM booths Across the Country
 Ease of online banking service

4.6.3 ATM Booths:There are about 152 mos. Of ATM booths around the country
 Dhaka Division-58 Branches
 Chattogram Division-19 Branches
 Narayangonj Division-18 branches

4.6.4 Overseas Network: DBBL owns following sub sidiaries in Singapore, London &
hongkonged,
1.DBBL Exchange (UK)LTD(03 Branches)
2.DBBL Finance (Hong Kong)Limited (01 Branches)

39
  The safety and security provisions.
 Infrastructure Facility.
 Branch Network.
 Near the station and located on us. abroad.
 Market coverage.
 Industrials location.
 Income Characteristics.
 Residential area.
 Commercial important place.
 Rural area –Expanding Marketing.
 Sub urban area.
Keeping that in mind, DBBL gave a lot performance to customer’s convenience and ease of
doing banking across the whole country.

4.8 Promotion
DBBL Contains Two types of communication in order to do their promotions for the
organization.
The two types Of communications are:
External Marketing Communications:
 Advertising: Only news Paper Advertisements, mini-boards inside of the ATM
booth.
 Sales Promotion: Not Much Effort given by the bank in the area on sales promotions
in terms of loan and deposit products.
 Public Relations: Conducted Through newspapers during any new event like ATM
booth Inauguration or the annual general meeting 2014.
 Direct marketing; This is done mostly by any officer when needed, but no specific
department is there for direct marketing activities.

Internal Marketing:
 Personal Selling: it is practiced very much in the bank, they hire agents for specific
services like they have loan agents who go across the different part of the city and
40
 contact with different people who need loans, they have other agents like other
services agents who would go to different potential clients and inform them about the
services that DBBL is providing.
 Customer Service center: Dutch Bangla Bank Limited does not have any official
customer service center but in every branch, In the general banking department, the
employee provides the service the client is seeking for.
4.9 People
Employees are the biggest assets of the company and only employees can fulfill the objective
pr the organization and make it profitable. DBBL has a total 7,645 employees across the
nations.
To elevate its current position in banking sector, the performance level and the efficiency
training program for the employees so that it the performance level and the efficiency level
would increase. At present, There are 15 members who belong in the board of Directors
group including the chairman and two vice chairman of the organization. Next, there are nine
members who belong from the group of directors. The board of directors had delegated the
authority of the bank to the management team.

4.9.1 The importance of people: people are one of the elements of service marketing Mix.
The importance of people in the marketing of service. All the human actors who play a part in
service delivery and thus influence the buyers perception: namely, the firms personal, the
customers; and other customers in the service employee’s environment. The key focus on
customer-contact service employees because;
 They are the service.
 They are the organization in the customers' eyes.
 They are the brand.
 They are marketers.
People are the assets of any business. People are pipeline through which your products and
services pass from you to the final consumer. the more effective the pipeline, the better the
outcome will be for all concerned. For it will be a pleasurable and rewarding buying
experience leading to the development of loyalty, referral and repeat purchase.

41
o
P
s
u
C
p
E
r
m
e
y
lt
4.9.2 How to manage employee Of Dutch Bangla Bank Limited
Management is the art of getting things done through people, so the better the people on your
bank, the better managed your business will be. the process of managing people can be
summarized in six key words:
 Recruiting
 Training.
 Supervising.
 Maintaining.
 Evaluating.
 Rewarding.
4.9.3 How Dutch Bangla Bank Ltd manage And Motivate Customer?
 Maintain Proper Public relationship.
 Good Behavior.
 Giving Reward To Customer.
 Attractive Interior Design.
 Internet Banking.
 SMS Banking.
 Packaging.
 Personal selling.

42
4.10 Process
Process refers to the procedures or processes that are developed to ensure the customer has a
positive and memorable experience when the planning, development, implementation,
documentation
And review of systems and procedures to ensure that right place at the right time in a
profitable manner actually occurs.
4.10.1 Frame work For Service process Innovation
 The service system:
The services system is often the service organization. However, the service system
can
Be expanded to include suppliers to whom part of the service delivery process has
Been outsourced and who therefore can affect the customers' experience.
Service Delivery process:
This is the end-to-end process that directly interacts with the customer. The service
Delivery process designs when the customer first interacts with the service
organization
Or system and ends when the delivery of the desired service is completed and the
Completed and the customer exits the process.
 Supporting processes:
The supporting Processes are all of the different elements in service delivery
system
That affect the service delivery process. These include:
 Technology.
 Human recourses.
 Inventories.
 Facilities.
 Equipment.
 Marketing.
4.10.2 Process strategy practices by Dutch Bangla Bank Ltd
 All Work of the DBBL are very perfect and speedy.
 Their All activities and process are made on the basis of their customers’ easy
understanding.

43
4.11 Physical Evidence:
The physical evidence of service includes all tangibles components representation of the
service such as brochures, letterhead, business cards, report formats, signage, and equipment.
Physical evidence is the environment in which the service is delivered and where the firm and
the customer interact and any tangible commodities that facilitate performance or
communication of the service .
Elements of physical Evidence:
Facility Exterior:
 Exterior Design.
 Signage.
 Parking.
 Landscape.
 Building.
 Surrounding environment.
Facility Interior:

 Interior Design.

 Equipment.

 Signage.

 Layout.

 Air quality/Temperature.

Other tangibles

 Internet(web Page)

 Financial reports.

 Paper work.

 Billing Statements.

 Products design/package.

 Brochures.

 Furnishings.

44
  Business cards.

 Clean.

 Employees Dress.

4.12 SWOT analysis of Dutch Bangla Bank Ltd

Not surprisingly, in the competitive arena of marketing era SWOT analysis is a must based
on product, Price, Place and promotion of a financial institute like private bank. From the
SWOT analysis we can figure out ongoing scenario of the bank.

45
W
E
P
IO
N
U
R
H
S
T
A
K
G
Y
Figure: SWOT Analysis

46
In SWOT Analysis Two Factors Act as prime movers.

 Internal Factors which are prevailing inside the concern which include strengths and

And weakness.

 On The Other hand another factor is external factors which act as opportunity and

Threat.

4.10.1 STRENGTHS:

 Wide Image.

 Enthusiastic employee.

 High Deposit.

 Higher Profit rate to client.

 Wide Branch network among the 3rd generation banks.

 Qualified & experienced human resource.

 Satisfactory Environment.

 Wide Product line. Low infection in loan exposure.

4.10.2 Weakness:

 It has High cost fund.

 It has highly exposed to volatile garment business.

 It has highly exposed dependency on term of deposit.

 Inadequate delegation of power.

 The bank has limited ATM service.

 Marketing policy is not well setup.

47
4.10.3 Opportunities:

 Increasing demand of client finance.

 Investment potential of Bangladesh.

 Good prospect of more export import business at Hathazari turning to

Commercial area. relationship management.

 It has credit card business.

 It has scope of market penetration through diversified products and wide banking

Network.

4.10.4 Threats:

 Some other banks also follow the same banking policy.

 Similar types of retail banking products.

 Certain Bangladesh Bank’s rules and regulations.

 Marketing share for lowering interest rate.

 Entrance of new private commercial Banks.

 Smart work force of competitors.

 Govt. .imposes high rate of taxes and vat.

48
 CHAPTER – FIVE
FINDINGS
RECOMMENDATION &
CONCLUSION

49
5.1 Findings:

 In Chittagong division the number of ATM booths of DBBL is not enough. As a

result customers having DBBL’s ATM card face some problems regarding
withdrawal of money by using ATM card.
 Dutch Bangla Bank Ltd performs little promotional activities in comparison with
other commercial bank.
 Before selecting location for establishing branch DBBL does not conduct any market
research. But market research is necessary to ensure that the location is perfect for
establishing a branch.
 The number of human resources needed in front desk and in cash section is really
insufficient to give services to huge number of customers especially on the first day
after the weekends.
 Although DBBL has undertaken several CSR activities in recent years, the CSR
programs run by the bank are not sufficient comparing with the other banks activities.
 Because of delay in transaction and over the counter there is long queue in the
counter. The reason of such queues is due to the lack of initiative of the concern
officers.
 Lack of Team work is a major problem in general section. It is one of the most
important criteria for the development of customer service in this branch.
 The amount of foreign exchange transaction is lower than other commercial bank

5.2 Recommendation

50
In the fast evolving world, it is very necessary for each and every organization to build a
strong presence in the market by maximizing profit margin by Marketing as much as
possible.

 After completing my internship program with Dutch Bangla Bank Limited ,Hathazari
Branch, Chattogram.
 I think the following recommendations will help them to improve the customer care.
 At present DBBL performs CSR activities at ethical level. They should involve in
CSR activities more proactively & become an ideal corporate citizen
 DBBL should increase better team work to provide good customer service for the
satisfactions of the customer.
 Interior decoration should be arranged more attractively for clients comfort.
 DBBL should be more careful to choose branch location incase of increasing branch.
 Marketing department should be more efficient. They should launch frequent
marketing campaign which eventually attract the people to get the product of the
bank.
 They should take initiative to increase foreign exchange transaction.
 The situational factor of Dutch Bangla Bank Limited. Hathazari Branch, Chattogram
is not so bad but they have more opportunity to improve it.

 All of the observation the company should maintain their all commitment, provide
prompt service, follow the company rules and regulation those are positive
perception by customer and avoid some bad activities that negative perception by the
customer than the customer will be satisfied.

5.3 Conclusion

51
Modern time is the golden time of business. Nowadays the idea of banking is also developed
and a huge number of private Commercial Bank is competing for business. So definitely it’s a
matter of thing that, how to establish an idea with different techniques.

Dutch Bangla Bank Limited is now a Third-generation bank in Bangladesh and has a strong
position in the today’s competitive market. Dutch Bangla Bank Limited is continuously
upgrading itself with a view to be competitive and to remain the leader of the banking
industry. This is a well-established statement that practical situations are always differing
from theoretical explanation. In this report I try to determine Marketing factors on overall
banking activities of Dutch Bangla Bank Limited. Hathazari Branch, Chattogram. During the
practical orientation I have observed the function of General banking, Foreign Exchange and
Credit department of Dutch Bangla Bank Limited, Hathazari Branch, Chattogram, which will
help me a lot to be a professional banker in future. Although they are giving services more
than 80% of corporate clients, SME and thousand of general people, now a day, banking
sector is very competitive. So for the successful operation, this bank needs a very good
planning and strong strategy. This report can help them to find how they can have more
customers and do brand of their company with new innovative ideas. I wish huge success and
profitable business portfolio of Dutch Bangla Bank Limited. Hathazari Branch, Chattogram. I
hope that this bank can be a world class bank.

References

52
 Dutch Bangla Bank Limited Annual Report 2018-2019.
 Brochures Of Dutch Bangla Bank Limited.
 Reading Materials on Marketing Mix.
 Reading Materials on Credit Department.
 Credit Manual.
 By: Peter Rose.

 A Text Book For Bankers Advance.

 By: L. R. Chowdhury.

 Website- www.dbbl.com.bd
 With Help of www,google.com.

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