Promotion is considered as one of the means used in order to spread and to increase the market share of the organization by increasing its competition against similar organizations in the market. Competition increased in the banking sector which makes it imperative for the banks to improve their promotion strategies with the strengthening of the competition. In the era of fierce competitive financial markets and the fastest growth of banking sector and other financial institutions, it is very tremendous task for banks to meet the demands of customers and to apply marketing techniques and strategies to attract, grow and retain customers and increase their volume of deposits. Banking industry in Bangladesh up to now is leading the financial system. All of the banks in Bangladesh are introducing new and new products to meet the dimensional demands of customers. But only adoption of new products is not sufficient. Customers should get the proper information about the products. For this Banks are now emphasizing on proper marketing strategy. And of course in this aspect they are applying different promotion mix. The aim of this study is to analyze the promotion mix to attract customers and to achieve the competitive advantage and their relationship as well as their impact on bank marketing performance of Jamuna Bank Limited. The important findings help gather knowledge and understanding about the scenario of promotion mix and highlight elements that mostly influence the marketing of banking product and service. The contribution made by the study is to make clear understanding about the concept of marketing communication mix tools that will help managers to properly construct and design promotion program for marketing banking products and service with affordable price to satisfy their needs more effectively and efficiently through dynamic and innovative promotion strategies.

1. Welcome to the Presentation
1

2. Promotion Mix of Jamuna Bank Ltd.: A study on
Konabari branch
Prepared by
MD. SAIDUR RAHMAN SAID
#160204006
MBA (MARKETING),
FALL-2017
2

3. Sequences
Introductory
Organizational
Overview
Topic
discussion
Actual task
ResearchFindings
Recommendati
on
Question
session
Conclusion
3

4. 4

5. Introduction of the Report
 Promotion is the process of marketing communication involving information,
persuasion, and influence.
 It is no longer enough for a business to have great products. Lots of businesses
have those too. Customers need to know about a great product and be persuaded to
buy.
Role Tasks Explanation
Differentiate Attribute
Whole product
To make a product or service stand out
in the category
Reinforce Remind
Reassure
To consolidate and strengthen previous
messages and experiences
Inform Make aware
Educate
To make known and advise of
availability and features
Persuade Purchase
Further enquiry
To encourage further positive
purchase-related behavior
5

6. Introduction of the Report cont.
6
 Promoting their brand will help in many different ways
1. Increasing brand awareness
2. Increasing customer traffic
3. Filling the gap between producers and consumers
4. Facing intense competition
5. Large scales selling
6. Higher standard of living
7. Effective sales support
8. Increased speed of product acceptance

7. Objectives
Broad Objective
 The purpose of the study is to understand
the implication of promotion in context of
banking industry, identify and evaluate
promotion mix employed by Jamuna Bank
Ltd. (Konabari branch).
Specific Objectives
 To study various forms of promotion tools
that affect clients and their behavior.
 To discover if JBL has employed any forms
of promotion that clients
feel strongly.
 To discover how JBL has employed their
promotion mix.
 To measure what effects have these
promotion methods had on clients
behavior.
 To provide them recommendations
regarding improving the effectiveness of
their promotion mix.
7

8. Limitations
8
 The research was conducted only within the Konabari branch of the bank.
 Non voluntary attitude of bank’s clients hindered reporting progress.
 Insufficiency of necessary information was another major problem in preparing this
report. Due to security and other corporate obligations declined to provide some
information.
 Load at the work place was also a barrier to prepare this report.
 Due to time limitation, many of the aspects could not be discussed in the present
report. Learning all the functions and preparing as well within just 90 days is really
tough.
 Available data also could not be verified.

9. 9

10. History of Jamuna Bank ltd.
10
 Jamuna Bank Limited (JBL) is a Banking Company registered under the
Companies Act, 1994 of Bangladesh with its Head Office currently at
Hadi Mansion, 2, Dilkusha C/A, Dhaka-1000, Bangladesh. The Bank
started its operation from 3rd June 2001.
 The Management of the bank constantly focuses on understanding
customers' needs.
 Jamuna Bank believes in development that meets the need of current
generation without having compromised the future generation to meet
their need. The bank remains conscious to using its resources for
generating assets and doing activities that leave a positive and lasting
impact on the environment.
 The bank believes that its efforts combined with the efforts put on by
others will help the country to transit towards a better and sustainable
place for living in the days to come.

11. Mission
11
 The Bank is committed to satisfy diverse needs of its
customers through an array of products at a competitive
price by using appropriate technology and providing timely
service so that a sustainable growth, reasonable return and
contribution to the development of the country can be
ensured with a motivated and professional workforce.
Vision
 To become a leading banking institution and to play a
significant role in the development of the country.

12. Objectives
1. To earn and maintain CAMEL Rating
'Strong'
2. To establish relationship banking and
improve service quality through
development of Strategic Marketing
Plans.
3. To remain one of the best banks in
Bangladesh in terms of profitability and
assets quality.
4. To introduce fully automated systems
through integration of information
technology.
5. To ensure an adequate rate of return on
investment.
6. To keep risk position at an acceptable
range.
1. To maintain adequate liquidity to meet
maturing obligations and commitments.
2. To maintain a healthy growth of
business with desired image.
3. To maintain adequate control systems
and transparency in procedures.
4. To develop and retain a quality work-
force through an effective human
Resources Management System.
5. To ensure optimum utilization of all
available resources.
6. To pursue an effective system of
management by ensuring compliance to
ethical norms, transparency and
accountability at all levels.
12

13. Values Motto
 Customer Focus
 Integrity
 Quality
 Teamwork
 Respect for the individual
 Harmony
 Fairness
 Courtesy
 Commitment
 Respectable Citizenship
 Business Ethics
 Unique Culture
 The Bank will be a confluence of the
following three interests:
 Of the Bank: Profit Maximization and
Sustained Growth.
 Of the Customer: Maximum Benefit and
Satisfaction.
 Of the Society: Maximization of Welfare.
Corporate Slogan
 LEADERSHIP THROUGH TECHNOLOGY
13

14. Strategic Priority
14
1. Delivering customer’ desired products and services to create true customers’
value.
2. Focusing on export of both traditional and nontraditional items and
remittance to ensure a comfortable position of foreign exchange all the time.
3. Doing businesses that have higher risk adjusted return.
4. Focusing on maintenance of assets quality rather than its aggressive
expansion.
5. Ensuring all modern alternative delivery channels for easy access to their
services by customers.

15. Strategic Priority cont.
15
6. Restructuring existing products and introducing new products to meet the demand of
time and the target group.
7. Bringing unbanked people into their delivery channels.
8. Ensuring organizational efficiency by continuous improvement of human capital and
motivation level, dissemination of information and thereby ensuring a sustainable
growth of the organization.
9. Maximizing shareholders’ value at all times alongside ensuring a sustainable growth of
the organization.
10. Pursuing CSR activities for their continued support to future generation, distressed
people and for advancement of underprivileged people of the country.

16. Competitors
16
State Owned Commercial Banks 6
Conventional Commercial Banks 32
Islamic Shariah based Commercial
Banks
9
Foreign Commercial Banks 9
Non-Scheduled Banks 6
Non Bank Financial Institutions 35
Specialized Financial Institutions 2

17. Corporate information
17
Registered Name Jamuna Bank Limited
Official Logo
Known As JBL
Category Commercial
Type Public Limited Company
Date of Incorporation April 02 2001
Inauguration of First Branch June 03, 2001
Chairman of the JBL Mr. Md. Ismail Hossain Siraji
Number of Branches 112
Banking Operating System Both Conventional & Foreign Exchange
System
Registered in Stock Exchange DSE & CSE

18. Corporate information cont.
18
Fields of Activity Deposits, Corporate Banking, SME
Banking, Merchant Banking and
Remittance Services.
Head Office Chini Shilpa Bhaban, 3, Dilkusha C/A,
Dhaka-1000, Dhaka Bangladesh.
Number of ATM Booth 215
Number of Employees 2443
Customer Corporate and Individual Customers
Email info@jamunabank.com.bd
Website Jamunabankbd.com
SWIFT Code JAMUBDDH

19. Board of Directors
19
SL No Name Designation
1 Mr. Md. Ismail Hossain Siraji Chairman
2 Engr. A. K. M. Mosharraf Hussain Director
3 Engr. Md. Atiqur Rahman Director
4 Mr. Golam Dastagir Gazi, Bir
Protik
Director
5 Mr. Fazlur Rahman Director
6 Al-Haj Nur Mohammed Director
7 Mr. Md. Tajul Islam Director
8 Mr. Sakhawat, Director
9 Mr. Md. Belal Hossain Director
10 Mr. Md. Mahmudul Hoque Director

20. Division-wise Branch Konabari
Branch
Location Number of Branches
Dhaka 61
Chittagong 20
Rajshahi 14
Khulna 9
Sylhet 8
Name Konabari Branch
Established 3rd July, 2010
Location BSCIS Shilpa Area,
Konanari, Gazipur.
Total Employee 16
Manager Muhammad Nurul
Huda
Main Competitors Dutch Bangla Bank,
Eastern Bank, City
Bank, Bank Asia.
20

21. Porter’s Five Forces
21
1. Threat of new entrants
 New entrants get a developed
banking industrial environment.
 They offer several types of
services.
 New entrants motive customers
to take services from them.
Porter's
five forces
Threats of
new entrants
Bargaining
power of
buyer
Bergaining
power of
supplier
Threats of
substitute
Rivalry
among
existing firms

22. Porter’s Five Forces cont.
22
2. Buyers’ bargaining power
 There are available bank and they also provide
similar service.
 Buyer switching cost is low.
 Buyer can easily move other bank for getting
better service.
3. Suppliers’ bargaining power
 There are clients with large amount of money but
they are few in number.
 Therefore, clients acquire bargaining power as a
supplier.

23. Porter’s Five Forces cont.
23
4. Threat of Substitutes
 Provide financial service among customers.
 Provide financial substitute service by non banking financial organization.
 Substitute services create threat to banking industry.
 Others financial organization use substitute services to attract customers.
5. Degree of rivalry
 Banking industry more competitive in Bangladesh.
 Profit earning level among all banks not equal.
 Same type of service provided by all bank.

24. Economic Condition
24
Field Condition Growth from PY
Profit After Tax (PAT) BDT 1,876.36 million 14.24%
Total Asset BDT 1,68,418.30 million 17.89%
Total Import: BDT 87,479.60 million. 24.44%
Total Export: BDT 74,317.50 million. 10.79%
Loans & Advances: BDT 117,099.61 million. 34.21%
Total Deposit: BDT 141,550.96 million. 19.10%
Total Capital: BDT 15,809.24 million --------

25. Service marketing mix
1. Product
 Deposit Schemes
 Remittance and Collection
 Import and Export handling and
Financing
 Loan Schemes
 Project Finance
 Investment Banking
 Lease Finance
 Hire Purchase
 Personal Loan for Woman
 24-hours Banking: Q-Cash ATM
facility
 Corporate Banking
 Consumer Credit Scheme
 International Banking
25

26. Service marketing mix cont.
26
2. Price
Scheme Duration Interest rate
Lakhpati Deposit Scheme 5 years 6.10%
Millionaire Deposit Scheme 5 years 6.10%
Kotipati Deposit Scheme 5 years 6.10%
Double Growth Deposit Scheme 10 years 7.00%
Triple Growth Deposit Scheme 15 years 7.35%
Pension Deposit Scheme 5 years 6.25%
Mudaraba Hajj Savings Scheme 5 years 6.10%
Rural Deposit Scheme 5 years 6.25%

27. Service marketing mix cont.
27
3. Place
 Jamuna bank sale their deposit, loan, various saving scheme and other services
to their customer countrywide by opening banking branches at the suitable and
attractive locations. JBL gave a lot of preference to customer’s convenience and
ease of doing banking across the whole country. Therefore they have:
 112 branches across the nation
 215 ATM booths across the country
 Ease of online banking service

28. Service marketing mix cont.
4. Promotion
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 of sales
promotions in terms of loan and deposit
products.
 Public Relations: Conducted through
newspapers during any new event
like ATM booth inauguration.
 Direct Marketing: This is done mostly
by any officer when needed, but no
specific department is there for direct
Internal Marketing
 Personal Selling: It is practiced
frequently by the bank, they hire agents for
specific services like they have loan
agents who go across the different part of
the city and contact with different people
who need loans.
28

29. Service marketing mix cont.
29
5. People
 JBL has a total of 2,443
employees across the nations
Chairman
Board of
Directors
Managing
Director
Deputy
Managing
Director
General
Manager
Deputy
General
Manager
Assistsnt
General
Manager
Senior
Principle
Officer
Principle
Officer
Senior
Officer
Officer
Junior
Officer
Sub-staff

30. Service marketing mix cont.
30
 6. Process
 JBL use various new and
innovative technologies to
provide standard and superb
services to customers.
 In case of JBL, when opening
an account the customer
should follow the following
procedure
1. Applicant
fillup
application
form provided
by bank
2. He/she is
required to sign
in the specimen
signature card
3. An account
holder of the
bank should
intoduce the
applicant
4. The
responsible
officer examine
the intruction
and application
form.
5. Issuance of
diposit must be
made in cash
6. After
depositing the
cash one
cheque book
and pay in slip
book is issued.
7. Account is
opened

31. Service marketing mix cont.
31
7. Physical Evidence
 Physical evidence in Jamuna Bank Ltd. refers to
all the tangible, visible touch points (Staff’s
clothing, logo, sign, symbols, location, annual
reports, images, corporate brochures) that clients
will encounter before they get or purchase the
benefits of service from reception area and in the
service territory.

32. 32

33. Promotion Mix
33
 A company’s total promotion mix—also called its marketing communications
mix—consists of the specific blend of advertising, public relations, personal selling,
sales promotion, and direct-marketing tools that the company uses to persuasively
communicate customer value and build customer relationships.
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct marketing
Consistent
, clear, and
compellin
g
company
and brand
messages
Advertisin
g
Personal
selling
Public
relations
Direct
marketing
Sales
promotion

34. Promotion Mix cont.
34
 Advertising: Any paid form of no personal presentation and promotion of ideas, goods, or
services by an identified sponsor via print media, broadcast media, network media,
electronic media, and display media.
 Sales promotion: A variety of short-term incentives to encourage trial or purchase of a
product or service including consumer promotions, trade promotions, and business and
sales force promotions.
 Personal selling: Personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships. Face-to-face interaction with one or
more prospective purchasers for the purpose of making presentations, answering
questions, and procuring orders.

35. Promotion Mix cont.
35
 Public relations: Building good relations with the company’s various publics by
obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events.
 Direct marketing: Direct connections with carefully targeted individual consumers to
both obtain an immediate response and cultivate lasting customer relationships.

36. Marketing communication at present
time36
 First, consumers are changing. In this digital, wireless age, they are better
informed and more communications empowered.
 Second, marketing strategies are changing. As mass markets have fragmented,
marketers are shifting away from mass marketing.
 Finally, the digital age has generated a host of new information and
communication tools.
 Television, magazines, newspapers, and other mass media dominance is
declining.
 Companies are doing less broadcasting and more narrowcasting.

37. Marketing communication at present time
cont.
37
 Some advertising industry experts even predict that the old mass-media
communications model will soon be obsolete. Mass media costs are rising,
audiences are shrinking.
 The new marketing communications model will consist of a shifting mix of both
traditional mass media and a wide array of exciting, new, more-targeted, and more
personalized media.

38. Promotion Mix in Jamuna Bank
Ltd.38
1. Advertisement
Deposit Services
i. Monthly Savings Scheme (MSS)
 Jamuna Bank Ltd has introduced Monthly Savings Scheme (MSS) that allows one to
save on a monthly basis and get a handsome return upon maturity. This MSS is
known to DPS in other banks. For MSS, the main target customers are the housewife
and the lower income group people.
Advertisement analysis
 Through the infrequent advertisement on newspaper JBL promote this scheme.
Information is also accessible from their website. They have mini prospectus
describing the scheme which is available at the branch office.

39. Advertisement
ii. Marriage Deposit Scheme
 Jamuna Bank Limited has introduced
Marriage Deposit Scheme, which offers
the customers an opportunity to build
up their cherished fund by monthly
deposit of small amount at their
affordable capacity.
Advertisement analysis:
 The parents can know about this
scheme from the bank. They can collect
a rate sheet of marriage deposit
scheme. The employees sometimes go
personally to the known people and tell
them about the facilities of this scheme.
iii. Education Savings Scheme
 Today's higher education is becoming
expensive day by day. Considering this
matter, JBL has introduced 'Education
Savings Scheme' which offers one an
opportunity to build up his hard earned
fund by monthly deposit of small
amount at affordable capacity deposit to
meet the educational expenses.
Advertisement analysis:
 Jamuna Bank Limited sometimes
arranges programs in colleges and
universities regarding describing the
policy. The students can be informed
from those programs and from online.
They can save their money by
depositing money.
39

40. Advertisement
iv. Millionaire Deposit Scheme
 Jamuna Bank has introduced
'Millionaire Deposit Scheme' which
has flexibility in respect of period and
monthly deposit as per one's
affordable capacity for giving a sum
of Tk l million i.e. Tk l0 (ten) lac at a
time.
Advertisement analysis
 The customers can know about the
scheme from online advertisement.
There is no any billboard, poster, TV
advertisement. The people can visit
Jamuna Bank's web site.
V. Kotipati Deposit Scheme
 In this regard, JBL has introduced
"Kotipati Deposit Scheme" offering
the savings plan. Savers can take
advantage of this scheme from JBL
and plan for golden future
accordingly.
Advertisement analysis
 The officers sometimes go for
marketing and advertise their
products. In this case, they try to
convince the people.
40

41. Advertisement
Loan Services
Personal Loan for
Women
 This product is designed especially
for the working women and
housewives. The loan can be availed
for the purchase of domestic device,
house renovation etc. JBL sales team
goes to some villages and they talk
with the women who are capable to
earn money.
Car Loan
 This is given to accelerate the
transport facility national wide It's
interest rate is 16.00% It is paid to
equal monthly installment. The
customers can easily know about this
loan facility from the online. There is
some advertisement against this
Loan in Newspaper.
41

42. Advertisement
House Building Loan
 This loan is given for the construction
of dwelling house. At a monthly
installment, this loan is given at 13%
interest rate. JBL advertise this
scheme mainly through newspaper.
Agricultural Loan
 The interest rate is 12.00-13.00%.
The poor farmers can get this loan
from outside of Dhaka city, wherever
the branches of Jamuna Bank Ltd.
are located. The branch officials try
to motivate to take this loan.
42

43. Evaluation of advertisement
43
Promotion Evaluation Intensity
Print and broadcast ads Yes Limited
Cinema No -
booklets and leaflets Yes Limited
Directories Yes Medium
Billboards Yes Medium
Social Media No -

44. Sales Promotion
44
 JBL Women Entrepreneur Cell, SME Banking has arranged a customer
get together to celebrate the Bengali New Year 1423 on April 15, 2016.
 JBL has sponsored Housing & Remittance Fair at Dubai, UAE from March, 2017.
 Jamuna Bank Ltd. has recently signed an agreement with Malaysian Airlines
under the JBL Customer Benefit Program titled JBL Advantage. JBL
Employees and Selective JBL Credit Card holders will enjoy exclusive
priority service from Malaysian Airlines as per the agreement.
 JBL Credit/Debit/Prepaid Cardholders shall be able to get 5% discount on
lunch and 10% discount on dinner bills at Dhaka's leading restaurant Baton
Rouge. A service agreement in this regard was signed recently at JBL Head
Office.
 JBL Credit Card holders, upon showing their cards at Raffles Hospital, will
enjoy special discount on some medical & hospital facilities like, outdoor
consultation fee, standard health screening package, published room rates and
others.
 Banglalink and JBL starts join promotion of SME.

45. Evaluation of Sales Promotion
45
Promotion Evaluation Intensity
Contests, games, lotteries No -
Premiums and gifts Yes Limited
Fairs and trade shows Yes Limited
Low-interest financing Yes Strong
Event Sponsorship Yes Medium

46. Personal selling
46
Sl. No. Deposit (TK) Number of new
Accounts
Cash Prize
1 1,00,000 10 200 tk.
2 2,00,000 12 300 tk.
3 3,00,000 14 350 tk.
4 4,00,000 16 475 tk.
5 5,00,000 18 600 tk.
6 6,00,000 20 750 tk.
7 7,00,000 23 985 tk.

47. Evaluation of Personal selling
47
 Prospecting - trying to find new customers
 Communicating - with existing and potential customers about the product range
 Selling - contact with the customer, answering questions and trying to close the sale
 Servicing - providing support and service to the customer in the period up to delivery and also
post-sale
 Information gathering - obtaining information about the market to feedback into the marketing
planning process
Promotion Evaluation Intensity
Sales presentations Yes Medium
Sales meetings Yes High
Incentive programs Yes Medium
Fairs and trade shows Yes Medium

48. Public Relations and Publicity
48
Corporate Social Responsibility
 Jamuna Bank is committed to discharge its duties for the service of
people of the society.
 Jamuna Bank earned mentionable applause in playing important role in the field of
Corporate Social Responsibilities with the object to contributing for the cause of
underprivileged segment of the society and for socio-economic development of the
country.
 The burdensome task of fulfilling commitment to the society is worthily undertaken by
Jamuna Bank Foundation since inception in the year 2007.
 The Bank made provision for Jamuna Bank Foundation at 3.00% on pretax profit of
Jamuna Bank Limited.
 As Jamuna Bank’s non-profit subsidiary, Jamuna Bank Foundation has a unique role
to play, providing leadership and making a difference for CSR in the Country.

49. Public Relations and Publicity
49
With a view to extend its services as a part of corporate social responsibilities, Jamuna Bank
Foundation undertook various CSR activities.
1. Launching Anti‐drug movement by arranging seminar, rally, publishing stickers
2. Blood Donation by the employees of the Bank
3. Free Eye Camp program
4. Scholarship among the underprivileged & disabled but meritorious students
5. Established an Anti‐Drug Care Center at Rokeya Sharani, Mirpur, Dhaka
6. World Querat competitors celebrating with awards every years (1st, 2nd and 3rd position)
7. Distribution of Cloth (Shari) for amount of Tk. 30.00 Lac among the poor people at Eid‐ul‐Fitr.
8. Holding seminar on Holy Ramadan and Querat Competition Program among the Offspring’s of
Jamuna Bank’s Executive/Officers
9. Relief for disaster affected people around the country
10. Jamuna Bank Old Home & Old‐aged Rehabilitation Complex (Under Process)

50. Public Relations and Publicity
50
1. Distribution of blankets among the cold prone destitute
2. Life Time Financial Assistance to Mr. Binod Bihari Chowdhury (Tk.25000/‐ every month), is a
valiant freedom fighter & fought against British rule and who was a Co‐fighter of Shaheed
Masterda Surja Sen.
3. Financial support to 03 (Three) Family of BDR Carnage for 10 years (Monthly Tk.40,000/‐ each
family)
4. Donation to Prime Minister Wealfare fund for Nimtoli Fire Tragedy
5. Financial support to poor freedom fighters
6. Tree Plantation Program by Jamuna Bank Foundation
7. Temporary Medical Team at Biswa Ijtema, Tongi, Gazipur
8. Financial support to Government & Non‐Government organization.
9. GPA‐5 scholarship among the Offspring’s of Executive/Officers of Jamuna Bank Ltd.
10. Mobile Medical Team

51. Public Relations and Publicity
51
On behalf of Jamuna
Bank Foundation a
cheque valuing
Tk.50.00 lac was
handed over to the
honorable Prime
Minister, Sheikh
Hasina.
Scholarship giving
ceremony 2016 to
unprivileged student
and Anti-Drug
program by JB
Foundation
Jamuna Bank
Foundation
organized Free
Medical Camp and
Blanket distribution
Free Eye Camp,
Medical Team of
Jamuna Bank
Foundation in
Sirajgonj.

52. Public Relations and Publicity
52
Jamuna Bank Foundation’s Free Medical
Service Centre at Bishwa Ijtema 2016.
JB Foundation organized Art Competition
on the occasion of Victory Day 2016.

53. Public Relations and Publicity
53
Annual report Inauguration
program

54. Evaluation of Public Relations and
Publicity54
Sector BDT (in millions)
2015
BDT (in millions)
2016
Education 11.75 17.88
Health 13.7 19.55
Sports 6.5 11.45
Disaster/Relief 11.5 15.55
Art & Culture 10.5 14.55
Other 13.06 16.82
Total 67.10 95.80
According to statistics their spending for CSR in last two years is

55. Evaluation of Public Relations and
Publicity55
Promotion Evaluation Intensity
Speeches Yes Medium
Seminars Yes Limited
Annual reports Yes Strong
Charitable donations Yes Strong
Publications Yes Limited
Community relations Yes Strong
Company magazine No -

56. Direct Marketing
56
 JBL performs direct marketing in limited number that is concerned with
establishing an individual relationship between their offering a product or
service and the final customer.
 Furthermore, the Internet technology also makes it possible to follow
individual customer usage. With the information gathered in an integrated
database it is possible to read the customers’ needs and satisfy them. This
knowledge can be used for different kinds of direct marketing.
 JBL do their direct marketing through:
 E-mail: JBL sends mail to their clients regarding their accounts status
and new offering that they may prefer.
 Magazine inserts: Infrequently JBL appears in some magazine stating
their activities, features, and specialty.

57. Evaluation of Direct marketing
57
Promotion Evaluation Intensity
Catalogs Yes Limited
Mailings Yes Medium
Telemarketing No -
Fax No -
TV shopping No -
Direct marketing in service industry is different from manufacturing industry. Activity in
service industry for direct marketing is naturally less than production oriented company.
Therefore, JBL doesn’t have enough scope to perform direct marketing.

58. 58

59. Primary learning
59
 How to behave with client in corporate world
 Time management
 How to behave with colleagues supervisors, manager and with overall organization
 How to manage different client at the same time and everyone is important for the
organization
 To get an idea about how to make a successful career in the banking sector.

60. Secondary learning
 Helping clients with their account
details to giving advice on a financial
investment.
 A retail relationship officer would
primarily deal with individual retail
customer and advice them on various
banking and financial products and
services offered by the bank.
 A wholesale relationship officer would
be providing to the corporate clients like
SME’s or large corporation.
 A relationship is required to interact with
customer for most part of his day and
so good communication and
presentation skills are a perquisite for
the job.
 Sorting the voucher and attach them
with related supplementary.
 After attaching them next job was to
balance. Balancing means doing sum
and ensuring that debit and credit is
equal.
60
Relationship desk Accounts Department

61. Secondary learning
 Make entry of checks and deposit
slip amounts and number in registers
 Give the serial number to the check
and deposit slip according the
register entry number
 Checks were entered in debit register
 Deposit slips are entered in credit
register
 Give them information about an
account.
 Help the clients directly
 Providing information, helping to fill
up account opening, MSS opening,
FDR opening forms etc
 register all the books under current
account and savings account
category
61
Cash Department Front Desk

62. Secondary learning
62
Clearing Department
 In clearing department transactions of check from other banks are dealt.
 Movement of check in which it was deposited to the bank on which it was drawn, and
the movement of its face amount in the opposite direction.
 This process normally results in a credit to the account at the bank of deposit, and an
equivalent debit to the account at the bank on which it was drawn.
 Entry those transactions in a register.
 Sum up the amount and check with the automated amount from computer.

63. 63

64. Problem Statement Background of the
problem
 Competitors offering the same or
similar products at the same or
similar rate. Various means of
promotion are employed to attract
customers. It is more important now
that Banks are able to assume what
affect promotional activities have on
consumer purchasing behavior and
how consumers rank promotions
relative to each other. It is necessary
for Banks to stand out from each
other so that they can maximize
profits.
 Competition increased in the banking
sector in Bangladesh as a result of
increasing orientation towards this
industry, which makes it imperative
for these banks to improve their
promotion strategies with the
increase of the competition.
64

65. Project Timeline
65
 For preparing the research part it took 1 months of me. During the time I prepared research
design, questionnaire, collected data, and analyze the findings. The project activities have shown
in the following:
 1st week : Research plan development.
 2nd week : Development of hypothesis.
 3rd week : Conduct survey research.
 4th week : Data analysis and Interpretation
Description of Activities Week 1 Week 2 Week 3 Week 4
Research plan development
Development of hypothesis
Conduct survey research
Data analysis and
Interpretation

66. Budget Information
66
Particular’s Amount (BDT)
Transportation 600
Printing, Photocopy & Binding 500
Cell phone & Internet Bill 300
Others Expenses 250
Total 1650

67. Research Methodology
 Population
 The existing customers and bankers of
Jamuna Bank Limited, Konabari branch.
 Population size
 Around 1600 clients and officials at
Konabari branch.
 Sampling Plan
 Sampling Unit
 Employees and mainly customers of
Jamuna Bank Ltd. at Konabari branch.
 Sampling Frame
 Customers/Clients who have financial
transaction with Jamuna Bank Ltd. at
Konabari branch.
 Sample Size
 A total of 55 Respondents including clients
and bankers were selected from Konabari
branch
 Sampling Procedure
 Probability Sampling
 Simple Random Sampling
 Research Instruments
 Questionnaires with Structure question
 Liker Scale Question
 Research Approach
 Survey
 Type of Research
 Quantitative Research
67

68. Data Source
Primary data
 Survey within the branch to collect
the data.
 Face-to-face conversation with
clients visited the branch.
 Practical experience in the different
desk of the branch.
 Relevant field study as provided by
the officer concern.
Secondary Data
 Annual Report of Jamuna Bank Ltd.
 Website of the Jamuna Bank Ltd
 Text books: Marketing Management,
Marketing Principles, Marketing
Communication, Marketing Research etc.
 Various Journals regarding Marketing,
Promotion, Consumer behavior, Promotion
goods.
 Thesis paper.
 Published documents as well as
unpublished reports.
 Different publication of Bangladesh bank
and Bangladesh economic reviews.
68

69. Question scale Analysis of data
Z test =
µ = mean value
n = sample size
σ = Standard deviation
= Average
69
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly agree 5
n
X


X

70. Independent and Dependent
variables
IV DV
Local dish channel
Inform more clients about
bank’s services
Television advertisement
Social media advertisement
(Facebook)
Newspaper advertisement
Advertisement on Radio
70

71. Hypothesis Development
71
1. HA: Local cable channel is the appropriate media to inform the local people about
the bank’s services.
2. HA: Frequent TV advertisement will help the bank to inform mass audience about
their various services.
3. HA: Facebook will significantly help the bank to inform the clients with latest
updates.
4. HA: Newspaper advertisement helps to inform the people bank services in detailed.
5. HA: Radio advertisement can help the bank to inform the target audience about
their services.

72. Hypothesis Testing
72
H1 H2 H3 H4 H5
1= Strongly disagree 1 3 2 3 4
2= Disagree 3 4 4 3 5
3= Neither agree nor disagree 8 7 5 8 9
4= Agree 18 20 25 16 17
5= Strongly Agree 25 21 19 25 20
Total 222 217 220 222 209
Average 4.03 3.95 4 4.04 3.8
Standard Deviation 0.98 1.13 1.02 1.14 1.23
Z-test value 7.79 6.23 7.27 6.76 2.29

73. Hypothesis: 1
73
HO: Local cable channel is not the appropriate media to inform the local people about the bank’s
services.
HA: Local cable channel is the appropriate media to inform the local people about the bank’s services.
Ho: μ =3
HA: µ > 3
n = 55
Here = 4.03
Standard Deviation σ = 0.98
Zcal = ( – μ)/ (σ/√n) = 7.79
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it can be said
that advertisement through local cable channel will help the bank to inform their products to local
people.
2% 5%
15%
33%
45%
Hypothesis 1
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
X

74. Hypothesis: 2
74
HO: Frequent TV advertisement will help the bank to inform mass audience about their various
services.
HA: Frequent TV advertisement will help the bank to inform mass audience about their various
services.
Ho: μ =3
HA: µ > 3
n = 55
= 3.95
Standard Deviation σ = 1.13
Z cal = ( -µ)/ (σ/√n) = 6.23
At the 5% significant level, the value of Z in Z- distribution table is Z0.05= 1.645
Since z cal > z tab, we reject null hypothesis. Therefore, we can say that more TV advertisement will
draw the attention of people, more clients will be informed about their services.
6% 7%
13%
36%
38%
Hypothesis 2
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
X

75. Hypothesis: 3
75
HO: Facebook will not significantly help the bank to inform the clients with latest updates.
HA: Facebook will significantly help the bank to inform the clients with latest updates.
Ho: μ =3
HA: µ > 3
n = 55
Here = 4
Standard Deviation σ = 1.02
Zcal = ( – μ)/ (σ/√n) = 7.27
At 5% level of significance, follows Z distribution Z0.05=1.645
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it can be said
that use of Facebook will update their clients with their new offers, changes, and so on.
4% 7%
9%
45%
35%
Hypothesis 3
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
X

76. Hypothesis: 4
76
HO: Newspaper advertisement does not help to inform the people bank services in detail.
HA: Newspaper advertisement helps to inform the people bank services in detail.
Ho: μ =3
HA: µ > 3
n = 55
Here = 4.04
Standard Deviation σ = 1.14
Zcal = ( – μ)/ (σ/√n) = 6.76
At 5% level of significance, follows Z distribution Z0.05=1.645
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it
can be said that, advertisement on newspaper provides the people with detailed
information about services, process, conditions, etc. Thus it enhances acceptability.
6% 5%
15%
29%
45%
Hypothesis 4
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
X

77. Hypothesis: 5
77
HO: Radio advertisement can not help the bank to inform the target audience about their services..
HA: Radio advertisement can help the bank to inform the target audience about their services.
Ho: μ =3
HA: µ > 3
n = 55
Here = 3.8
Standard Deviation σ = 1.23
Zcal = ( – μ)/ (σ/√n) = 2.29
At 5% level of significance, follows Z distribution Z0.05=1.645
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, we can say
that, for advertisement choosing radio as a media will enable the bank to manage their
advertisement in economic way.
7%
9%
16%
31%
37%
Hypothesis 5
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
X

78. Analysis and Findings
78
1. In hypothesis 1 titled “Local cable channel is the appropriate media to inform the
local people about the bank’s services” 2% respondents are strongly disagreed, 5%
respondents are disagreed, 15% respondents are neutral, 33% respondents are agreed
and 45% respondents are strongly agreed.
2. In hypothesis 2 titled “Frequent TV advertisement will help the bank to inform mass
audience about their various services” 6% respondents are strongly disagreed, 7%
respondents are disagreed, 13% respondents are neutral, 36% respondents are agreed
and 38% respondents are strongly agreed.
3. In hypothesis 3 titled “Facebook will significantly help the bank to inform the clients
with latest updates” 4% respondents are strongly disagreed, 7% respondents are
disagreed, 9% respondents are neutral, 45% respondents are agreed and 35%
respondents are strongly agreed.

79. Analysis and Findings cont.
79
4. In hypothesis 4 titled “Newspaper advertisement helps to inform the people bank
services in detailed” 6% respondents are strongly disagreed, 5% respondents are
disagreed, 15% respondents are neutral, 29% respondents are agreed and 45%
respondents are strongly agreed.
5. In hypothesis 5 titled “Radio advertisement can help the bank to inform the target
audience about their services” 7% respondents are strongly disagreed, 9%
respondents are disagreed, 16% respondents are neutral, 31% respondents are
agreed and 37% respondents are strongly agreed.

80. 80

81. Recommendation
81
1. Successful advertising involves products or services positively known by that section of the public
most likely to purchase them. Therefore, Jamuna Bank should undertake promotional program to
inform and entice target customer. Local cable channel can meet this demand. Therefore, they should
use it as a media to inform their local clients regarding their services.
2. Television has greater sensory appeal than any other media. It allows businesses to target certain
customers by placing ads on certain shows or during specified time slots. It has the facility of Good
mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to
the senses. Therefore, it is suggestion to JBL as they appear frequently in television.
3. Social Media e.g. Facebook can be a great mediums to reach the customers at very cheap cost and
quickly. It has the facility of Close communication with clients and prospects, low cost; immediacy;
interactive capabilities. JBL should maintain Facebook profile to keep their clients updated.

82. Recommendation cont.
82
4. The details of schemes can be advertised better through Print Media. It has the
facility of detailed information about the services, good local market coverage; broad
acceptability; high believability. Therefore, besides TV advertisement JBL should use
newspaper for advertising.
5. Radio advertisement has the facility of good local acceptance; high geographic and
demographic selectivity; low cost. In such condition Jamuna Bank Ltd. should use
this media as well with their other tolls.

83. 83

84. Conclusion
84
 Jamuna Bank Limited is serving the mass market in the country. It adopts some form
of promotional work which appeals to its peculiar nature.
 Jamuna banks use, in a very small percentage, billboards to promote their products
and services.
 Hence the banks promotion strategies must be dynamic and flexible to meet the
dynamic need of the banking customers by properly modifying promotion mix.
 They should introduce other promotional item these are EID card, happy New Year
card and specialty advertising items for instance name or logo printed t- shirts, mugs
and gifts for the entire customers.

85. 85