PRESENTATION TITLE

MARKETING STRATEGY OF COMPANY

BANK ASIA

Outline of presentation
ABDI RAHIM AW AHMED MUHUMED
&
MOHAMED OMER

OVERVIEW OF BANK ASIA

BANK ASIA Limited is a schedule bank under private sector
established with in the ambit of bank company act, 1991 and
was incorporated as a public limited company under company
act, 1994 on September 28, 1999. The bank started commercial
banking operations from November 27, 1999 with the
inauguration of the banks corporate office at the rangs bhaban.
A huge public response has enabled the bank to keep up the
plan of expanding its network. The opening of the principal
office was the big leap forward and successively the opening of
gulshan and chittagong branch expanded the horizon of Bank

INTRODUCTION
Bank Asia limited was licensed as a scheduled bank. It is
engaged in pure commercial banking and providing services to
all types of customers ranging from small and medium
enterprises to large business organizations. It is working for the
economic welfare by transferring funds from the surplus
economic unit to those who are in deficit.

MARKETING STRATEGY MEANING

What is marketing strategy? A process that can allow
an organization to concentrate its resources on the
optimal opportunities with the goals of increasing sales
and achieving a sustainable competitive advantage

WHAT IS BANK MARKETING

Bank marketing is the aggregate of functions directed
at providing services to satisfy customers financial
needs and wants, more effectively and efficiently than
the competitors keeping in view the organizational
objectives of the bank.

TYPES OF MARKETING
External marketing
Internal marketing
Interactive marketing

EXTERNAL MARKETING
Consists of usual four Ps of product, price, place and promotion
of marketing mix product: the products offered are the services
which includes various types of bank accounts, different types of
loans, investment services, credit cards, online banking, mobile
banking and many more.

INTERNAL MARKETING
It involves the people (5th P) of the bank i.E. The employees.
Employees should also be treated as internal customers, and
sort of marketing mix should be followed.
QUALITY HUMAN RESOURCE CAN BE A POINT OF DIFFERENTIATION

INTERACTIVE MARKETING
The quality of service provided during the buyer-employee
interaction.
Efforts for previous strategies will turn futile if the interaction
does not take place satisfactorily. It involves:
process (6th P)
physical evidence (7th P)

CURRENT MARKETING STRATEGIES

DIRECT MAILING
COLD CALLING
OFFERING ITEMS HAVING YOUR BRAND IDENTITY
USING THE MEDIA
GETTING CELEBRITIES TO ENDORSE THE PRODUCT OR SERVICE.
SPONSORING EVENTS

BRANDING
CLIENTS ARE MORE WILLING TO PAY A PREMIUM PRICE FOR STRONG
BRANDS.
A STRONG BRAND SIMPLIFIES CLIENT CHOICES.
HELPS TO RETAIN CUSTOMERS.
PEOPLE ARE NATURALLY ATTRACTED TO FIRMS WITH STRONG BRANDS
IT CONFIRMS YOUR CREDIBILITY.

POSITIONING
POSITION OF BANK SERVICES
ESSENTIAL TO COMMUNICATE TO CUSTOMER
BENEFITS RELATIVE TO COMPETITORS
CAREFULLY ANALYZE THE COMPETITION

CONCLUSION
As a ubiquitous financial institution in todays globalize economy
banking sector deals with the most insightful part of the
economy.
As a third generation bank, Bank Asia has been operating
successfully in the banking arena for many years. The assets
position of Bank Asia limited is quite satisfactory & it has
requisite strength & opportunity to sustain.

RECOMMENDATIONS
I THINK THE FOLLOWING SHORT LISTED MEASURES CAN BOOST ITS
PERFORMANCE IN MARKETING DEPARTMENT AND THE BANK AS WELL:
Customer service is related to do work accurately and speedy and energetic
way.
Providing service at once when customer need.
Customer service is the core concern of general banking. A bank must satisfy
its customer by providing best facilities and advantages.
Take efficient and effective initiatives to raise deposit. Like introduce new
accounts to acquire more deposit. They also offer diversified investment
scheme, which leads to increase deposits

REFERENCES
HTTP://WWW.EDUCARNIVAL.COM/REPORT-ON-BANK-ASIA-LIMITED
HTTPS://WWW.SCRIBD.COM/DOCUMENT/201986191/BANK-ASIA
WWW.SLIDESHARE.NET/SEARCH/SLIDESHOW?SEARCHFROM=HEADER&Q=M
ARKETING+STRATEGY+OF+COMPANY+OF+BANK+ASIA