Intro.

In this age of information technology, electronic communication is

the cornerstone of a country for its business, every government
agency and economy. Modern banks play a pivotal role in promoting
economic advancement of a country. Electronic banking systems
allow business parties or individual to pay directly or to debit
accounts via telecommunication systems. It provides users ability to
access a variety of banking services.
On the behalf of BRAC Bank we want to bring a new service named
E-cash. E-cash refers to money which is exchanged only
electronically. Typically, this involves the use of computer networks,
the internet and digital stored value systems.
Why
There are a total of 49 scheduled public and private banks in
the country. In our banking sector 38% Private Commercial
Bank’s have computerized branches. Among them BRAC
BANK is an important one. BRAC bank is one of the bank’s
conducting Internet banking. It is a Member of
SWIFT( Society for Worldwide Interbank Financial
Telecommunication). It provides ATM services. Currently it
doesn’t have any access to E-cash system. Being a leading
Private Commercial Bank BRAC BANK is about to provide
E-Cash service to there customer & we are offering the
service to the customer on behalf of them for our mutual
benefit.
Branch banking.
Campus Account.
SME Loan.
Home Loan.
Quick Loan.
Salary Loan.
Car Loan.
 Customers

There are several types of bank

customer, among them-

 Depositor.
 Loaner.
 DD, TT, MT Purchaser.
 Consumer Creditor.
 Import/Exporter.
 Traders/Businessman.
 Company
Corporation/Industrialists.
Marketing Environment

Micro
 Bank’s activities- Bank’s activity
will affect on company’s ability.
 Customer- Bank’s customer,
young generation, business
people & High -income people
will affect company’s activities
 Competitors will affect on pricing
& other marketing strategy of
the company.
 Volatility of capital market.
► Technology of E-cash will
bring a new path to the
traditional banking system.
► E-cash will play a vital role of
economic advancement of a
country
► With a view of technological
change there will be cultural
changes of practicing this E-
cash system.
► Government policy issues.
► Volatility of Interest rate
 Political Factors.

 Stable Political Environment

 Changes in National Political Conditions.
 Changes in Government Policy Issues.
 Government Regulation Conducting TAX.
 Government position on Marketing Ethics.
 Government Policy on the Economy.
 Political view of Culture or religion.
 Governmental Involvement with International Trading Organization.
 Economic Factors.

 Volatility of Interest Rate

 Volatility of Capital Market
 Changes of CRR and SLR Requirement of the
Bank by Bangladesh Bank.
 Changes of Landing Rate.
 Changes of Corporate Tax.
 Changes in the Competitive Markets of the
Company.
 Changes in the Demand for BRAC Bank
Limited Products.
 Socio-cultural Factors.

• Dominant Religion- Islam, practice of so called Islami

Banking by other Banks.
• Rapid Influence of foreign Bank service.
• Consumer Behavior of Investing or Spending Money.
Technological Factors

 Practice of Internet Banking, Mobile banking etc.

 More Customer Convenience by delivering services through
Home-banking.
 Computerized Bank Branches.
 More Fluent & Efficient service.
 More Security accrued.
 Competition of service through advanced technology.
 SWOT analysis is a tool for auditing an organization and its
environment. It is the first stage of planning and helps marketers to
focus on key issues. SWOT stands for strengths, weaknesses,
opportunities, and threats. Strengths and weaknesses are internal
factors. Opportunities and threats are external factors.

 Opportunity-
 Strength-
Social responsibility.
Specialist marketing expertise.
Moving into new market
SME banking. segments that offer improved
Location of the brunches. profits.
Fast growing banking. A new international market.
 Threat-
 Weaknesses- A new competitor in your home
Lacking of IT investment. market.
Poor quality services. Price wars with competitors.
High Service charge. A competitor has a new,
innovative product or service.
 BCG Growth-Share Matrix

Online
Banking E-Cash

IT

SME
Banking
E-cash
E-cash is the payment transaction protocol, under
which digital coins are exchanged over the Internet.

Features of E-cash
Pre-paid.
Similar to coin.
Partially anonymous.
Specially designed for small cash payments.
Only suitable for spontaneous purchases if the system is
widely used. purchaser must have loaded sufficient E-cash,
seller must be able to process E-Cash systems.
International use is possible, but currently the system is
only implemented at national level.
 Benefits of E-Cash
Convenience, simplicity and check-out speed.
Suitable payment method
More secure
Less Risk
Cost-saving measure.
It could greatly reduce leakage and errors in
counting.
Finally, E-cash transactions are fast, accurate and
easy.
Target Market/Market
Segmentation
There are three main kinds of players in
the electronic money market:
Independent issuers of E-Cash.
Bank’s Customer.
& Credit card schemes or payment
associations.
Product Expansion Grid
 Though it’s a new product in our banking sector.
We are about to work on Product development.
In this case it is a service, based on modern
technology.
 Innovation can be risky, but we have planned
this E-Cash service because it’s a most popular
service around the world & even in our
neighboring countries.
 The chart below shows the improvement of
technology based banking, which denotes
strong possibility to our service-
Electronic Banking Services in Bangladesh [% of Banks]

Electronic Banking Services 2004 2005 2006

Tele Banking 35 46 54

Online corporate banking ---- 17 28

Electronic Fund Transfer 27 25 36

ATM 25 34 48

Credit Card 10 23 ----

Debit Card --- 13 28

Merchant account service to --- 13.8 21

merchant
Internet Banking --- 16 22
Market Coverage /Sales Forecast
Marketing Mix For the New
Product
Product

The E-Cash device will be our tangible

product.
The service we are providing require this
device.
It will be stylish & suitable for customer
convenience.
Promotion
• There will be campaign on E-Cash services
in Bank’s outlet, Universities & colleges.
• We will offer special discount for first 500
of customer.
• To introduce people with this relatively
new service we’ll launch some advertising
program( TV & Print media coverage)
• Website advertising through Facebook &
other local web-market will also be
conducted to attract young generation who
are fond of technology.
 Price
• Our pricing strategy will be skimming pricing,
where we will set the price relatively high for
new product to skim maximum revenues from
the segments .
• The reason behind skimming pricing strategy is
that BRAC bank is a reputed bank among the
private banks & we could use the Brand name of
BRACK in terms of pricing.
• Though it’s a technology based service that’s
why there will different price for the devices
price and the service charge.
 Place
 We will launch our service at first to the
branches of BRAC bank’s in Dhaka.
 We will look forward to response from
customer & based on that we will enlarge
our service area in other division of the
country.
 Branding

 As a franchisee of BRAC bank, our

branding policy is- we will use the reputed
brand name of BRAC.
 Our service name will be BR@C E-Cash.
 Though it’s a new service in this region
brand positioning will not be so
complicated.
Got any question?