This document outlines a study on the 7 P's marketing mix of Agrani Bank Limited, a state-owned commercial bank in Bangladesh. It details the bank's products, pricing strategies, placement, promotional methods, people management, processes, and physical evidence. The study concludes that implementing the 7 P's is essential for the bank's competitive strategy and customer satisfaction.

1. 7 P’s Marketing Mix: Bank Industry
International Islamic University Chittagong
Department of Economics & Banking
Course Code: MKTG 3502
Course Name: Marketing of Banking Services
Submitted By: MD. Shariful Haque, Associate Professor, IIUC
Submitted To: Shah Meraz Rizvi
ID No: EB161045
Semester: 5th
Table of Context
1. Introduction
Definition of Marketing Mix
Objective of the Study
Overview Of Agrani Bank Limited
2. 7 Ps Marketing Mix : A Study of Agrani Bank Limited
3. Problem and Solution
4. Conclusion
1. Introduction
➢ Marketing Mix
Marketing Mix is the set of marketing tools the firm uses to implement its marketing strategy.The marketing mix
tools and classified into 7 broad groups called the 7 PS of marketing: Product, Price, Place, Promotion, People,
Process and Physical Evidence.
➢ Objective of the Study
Commercial bank, especially Govt. Bank is one of the important business sectors in Bangladesh. Agrani Bank
Limited is a scheduled commercial bank in the govt. sector which is focused on the established and emerging
markets of Bangladesh. The purpose of this study is to earn a real life practical experience on marketing of bank
service.
The study mainly conducted with the following objectives :To find out 7Ps of marketing mix in Agrani Bank LTD
➢ Overview Of Agrani Bank Limited
• Agrani Bank Limited is a State-owned commercial bank of Bangladesh established in 1972.
• The Bank is fully owned by the Government of Bangladesh.
• Agrani Bank is governed by a Board of Directors consisting of 12 members headed by a Chairman. The Bank is
headed by the Managing Director & Chief Executive Officer (Managing Director is assisted by Deputy Managing
Directors and General Managers).
• The bank has 11 Circle offices, 34 Divisions in head office, 62 zonal offices and 941 branches including 27 corporate
and 40 AD (authorized dealer) branches.
Vision
To become the best leading state owned commercial bank of Bangladesh operating at international level of
efficiency, quality, sound management, customer service and strong liquidity.
Mission
To operate ethically and fairly within the stringent framework set by our regulators and to assimilate ideas and
lessons from best practices to improve our business policies and procedures to the benefit of our customers and
employees.
Motto
To adopt and adapt modern approaches to stand supreme in the banking arena of Bangladesh with global
presence.
Values
We value in integrity, transparency, accountability, dignity, diversity, growth and professionalism to provide high
level of service to all our customers and stakeholders inside and outside the country.

2. 2. 7 Ps Marketing Mix of Banking Services : A Study of Agrani Bank Limited
1. PRODUCT
The Product and Services of ABL
a. Deposit: Current Deposit (CD), Savings Deposit (SB), Fixed Deposit (FDR) etc
b. Loan and Advances: Housing Loan, Car loan, Poverty Alleviation Loan. Agricultural loan, SME loan etc.
c. Treasury: Call Money Transaction, Term Placement (FDR), Treasury Bills, Treasury Bonds, Repo, Other
Investments.
d. Card Services : Debit Card.
e. Letter of Credit & Letter of Guarantee
f. Foreign Exchange Service
g. Cash Service: ATM Service, Cheque Encashment, Foreign Currency.
h. Fund Transfer: TT, BEFTN, BACH, Online Deposit to A/C, Issuing foreign Draft
i. Value Added Service: Locker Service, Utility Bill Collection
j. Merchant Banking Service: Issue Management, Underwriting, Portfolio Managenent
k. Islamic Banking Service:
i. Deposit: Al Wadiah Current A/C, Mudaraba Savings A/C etc.
ii. Investment: Bai Murabaha (Pledge), Bai Muazzal (Hypo), Higher purchase Shirkatul Meilk.
• If any customer satisfied and dissatisfied with bank service quality level then Customer comments about
the product.
• Customer Demand These services are very effective.
• All products are selected from the main head office, So who are the compatitors, Just Only seen the head
office
• ABL is collecting customer review for over product.
2. PRICE
D. Miscellaneous Commission:
Collection of Check / Bilas ,Call deposit, Duplicate issuance issue, Internal check / purchase of bill, Bank
Guarantee, Parcel, Locker and safe Charge, Check return, Stamp payment, ATM, Debit Card Charge etc.
• All products price are selected from the main head office, So the compatitors price, Just Only seen the
head office.
• Customers response is very well for the current price of product.
• The product price is not change in frequently.
• No seasonal discount offers for customers.
• No type of allowance is given.
• Detailed pricing fixed and the same can be found on the website of ABL.
3. PLACE
• E-Business bring a new channel of distribution service which the bank provides to their clients.
• Mostly is commercial area, three banks in the city with service product and one is the village.
• This one based on the return of loan.
B. Interest rate of LoanA. Interest rate of deposits C. Islamic Banking

3. • One demand line management.
• If a bank is located in a crowded market the place or location will be a negative tangibilizes. More recently
some of the Public banks in Bangladesh like ABL are providing very attractive tangibles in the form of their
location, exteriors and interiors.
4. Promotion
• The use banner, leaflet, and more over on their web side.
• Not is mass but is the some specific sectors.
• Not is event arrangement. Bur in fair on in foreign conferences.
• School banking.
• Punch Line: “Committed to Serve the Nation”.
5. People
• Especially Mass People are targeted.
• All Employees are participated of standard settings for customer service.
• Employees are trained.
• Employees know about the customer behavior and want.
• Employees are providing services with the minimum time.
• The Employees are very friendly and courteous.
• ABL provide facilities as motivational loan, bonus, other facilities for employees.
6. Process
• Three types of accounts are opened to ABL: Personal Account, Partnership Account, Private/Public Limited
Company Account.
• After knowing their demand we try our best to let them achieve their acquisition.
• And who is in account tries to understand their demand and fulfill that in a proper way.
• More employees are provided for manage rush hour
• At first our employees fulfill their expectations properly as much as possible, customer's satisfaction is our
first Priority. And they response properly.
• By providing student scholarship remittance service.
• Low level delivery of services.
• Standardization of procedures.
• Customization as per individual demand simplicity etc.
• Customer involvement in money matters for signature purpose.
7. Physical Evidence
1. Financial Reports Everyone can see bank web pages
Corporate Branding:
2. The main signage is font style & Green color.
3. Formal dress both Male & Female.
4. There are some symbols and effects in the logo.
5. Complain Box: Audited to the monthly.
6. Different types of souvenirs are offered to customers: Calendar, Note Book, Diary, Pen, Key Ring,
magazine.
7. Web page.

4. 3. Problem and Solution
Problem:
• Three member was not serious about this presentation.
• We were bit scared whether could we be able to complete the task at such situation or not.
• We were not able to answer some of the questions, the manager had asked. As we were nervous.
• We were little bit late about half an hour to reach to the bank because of the traffic jam.
Solution:
• Group members must be serious about their task
• We should not get nervous.
• We must not get nervous, We should be confident.
• Time has to be understood
4. Conclusion
• From the above implementation, we can assume that 7P’s of marketing mix are the most viable and
productive process to keep the bank in a balance.
• The implementation, which helps the bank to achieve it’s ambition.
• Banks are competing strategically through service quality.
5. References
1. Mohammad Yousuf
Assistant General Manager & Head of branch, ABL
New Market Corporate Branch, Chowdhury Tower
Opposite GPO
Alkorn, Chittagong, Bangladesh.
2. Mohammad Sultan Ahmmed
Senior Principal Officer, ABL
New Market Corporate Branch, Chowdhury Tower
Phone: 01730597188
3. Mohammad Sirajul Islam
Senior Principal Officer, ABL
Agrabad C/A, Chittagong 4100
Phone: 01716142429
The End