This document provides information about Amana Bank in Sri Lanka including: - An overview of Amana Bank's financial performance, branches, employees, and customers. - Details on Amana Bank's vision to be a leader in providing equitable financial solutions and earning customer trust. - An explanation of how the 7Ps of marketing (Product, Place, Price, Promotion, Physical Evidence, People, Processes) are applied at Amana Bank, describing their products, branches, pricing, promotions, physical environment, employees, and processes. - Specific examples of Amana Bank's products like doorstep banking and debit cards, their pricing strategies, and promotional activities like social media, rewards, and email

1. It’s your Bank
BANK MARKETING ESSENTIALS
BBAM 3252
ASSIGNMENT 01

2. No Student Name Register Number Student’s
Contribution
(%)
Number of
question
(s) asked
Attendance
(%)
01. G.N.P
.GUNADASA. 2017/BAD/067 100% 100%
02. A.H.R.M.S.MADHUBHASHINI. 2017/BAD/130 100% 100%
03. A.G.M.MADUSHAN 2017/BAD/139 100% 100%
04. D.M.R.RAJAGURU 2017/BAD/198 100% 100%
05. T.THANURAJ 2017/BAD/276 100% 100%
DETAILS OF GROUP
Group Name : Goal Diggers
Name of the leader : A.G. Manoj Madushan.

3. INTRODUCTION
Type Private
Industry Islamic banking
Founded 2009 ; 12 years ago
Headquarters 480 Galle Road
Colombo 3
Sri Lanka
Area served Sri Lanka
Key people Osman Kassim
(chairman)
Mohamed Azmeer
( CEO)
Services Retail banking

4. Operating Income Rs. 1.002 billion
(2019) (2017)
Number of employees 342
Branches 32
Customers 300,000+
ATM 4000+
Assets 65 billion rupees
Osman Kassim (Chairman In Amana Bank)
Mohomad Azmeer (Chief Executivr Officer)
VISION
To be an admired leader in providing equitable financial solutions, not
limited to numerics, but also in earning the trust of our customers,
employees, shareholders and country.
MISSION
To adopt a unique and people friendly approach with a passion for
continuous improvement, enabling growth and enriching lives of our
customers.

5. Introduction about 7ps
The marketing mix is an acronym that encompasses 7Ps: Product, Place, Price, Promotion, Physical Evidence,
People, and Processes.
The marketing mix is a key foundation on which most modern marketing strategies and business activities are
based. But what is it? What are its components? And why is it so heavily relied upon?
The concept of the ‘Marketing Mix’ came about in the 1960s when Neil H. Borden, professor and academic,
elaborated on James Culliton’s concept of the marketing mix. Culliton described business executives as ‘mixers
of ingredients’: the ingredients being different marketing concepts, aspects, and procedures.
However, it’s now widely accepted that Jerome McCarthy founded the concept. After all, it was McCarthy who
offered the marketing mix as we know it today; in the form of The 4Ps of Marketing: Product, Place, Price, &
Promotion.
Now that you know the origins of these special little acronyms, let’s go into more detail about each aspect of
the 7Ps of the marketing mix...

6. Product
The 7Ps begins with ‘product’. This could refer to a physical product, a service or an experience. Basically... anything
that’s being sold.
Place
Place’ signifies where you choose to distribute or allow access to your product or service. It could refer to anything
from a warehouse or a high-street store to an e-commerce shop or cloud-based platform.
Price
How much does your product or service cost? The price you set should reflect your customer’s perceived value of
your product and should correlate with your budget. If your customer thinks your price is too high, you jeopardise
losing a market that’s in it for a bargain, if your price is too low then you run the risk of losing that all-important
profit.

7. Promotion
Promotion refers to your advertising, marketing, and sales techniques. This could mean traditional advertising, via TV,
radio, billboards, etc., or more modern methods, like ads within web content, ads on a podcast, email marketing or push
notifications.
Physical evidence
When we get down to the brass tacks, it’s important for consumers to know that the brand they’re purchasing from or
interacting with, are legitimate and, well, actually exist in real life. No Catfishing here, thank you. That’s where physical
evidence comes in.
People
Those people who are involved in selling a product or service, designing it, managing teams, representing customers. the
list goes on. The ‘people’ element of the 7Ps involves anyone directly, or indirectly, involved in the business side of the
enterprise.
Process
The 7th ingredient in our marketing mix - ‘process’ describes a series of actions that are taken in delivering the product or
service to the customer. Examining the process means assessing aspects such as the sales funnel, your payment systems,
distribution procedures and managing customer relationships

8. Application of 7P’s in Amana Bank
01) Product
 Under The product here we discuss the service provided by Amana Bank.
 DOORSTEP BANKING
Now no more waiting in queues to deposit money, as the teller now comes closer to us. We can now experience
the convenience of depositing cash and cheques to your` account at the comfort of your home with doorstep
Banking facility.
 VISA DEBIT CARD
Amana Bank VISA Debit card enables you to access your account from 3800+ ATMs locally through the Lanka Pay
Network as well as over 2 million VISA enabled ATMs in over 200 countries.
 INTERNET BANKING
Amana Bank internet banking now offers you the convenience of performing a host of banking functions from the
comfort of your home or office.

9.  SAFETY DEPOSIT LOCKERS
Safety Deposit Lockers are available as select branches of the bank facilitating customers to keep their valuables
under the bank’s trusted custody.
 SMS ALERTS
Be updated on your Debit card Transaction.
 MOBILE BANKING
Amana Bank offer you the convenience of performing a host of banking function on the go using either your
smartphone or tab.

10. 02) Place
 Under the place, here we discuss about Amana Bank main
branch and other branches.
 Amana Bank recently relocated its Main branch to No.365
Galle road, Colombo 3, thereby providing an enhanced
banking experience to its customers.
 Amana Bank has 32 branches and more than 4000 ATM
location in Sri lanka
 With a nationwide branch network, customers can easily
come to a bank branch and do their own banking.

11. 03) Price
Price is pricing strategy for your products and services and how
it will affect your customers.
Pricing is the only revenue-generating element in the bank
sector.
A value-based pricing approach in 7Ps focuses on
understanding the customers' willingness to pay a premium for
products or services.
‘price' of the product in Amana bank include
• Fixed in the form of interest
• Service charges
• Other fees to cover transaction costs
• Overheads
• Fees and commission
• Brokerage fees
• Loan prices
• Deposit prices
• Reference prices
• Risk premium

12. • Charged by the banks, per unit of transaction
• The cost of provision
• The charges of competing products
• Value of the product to customers
Amana bank interest rates
Term Investment Account Profit Rates June 2021 Annual Effective Rate
Savings Plan 4.42% p.a. 4.42% p.a.
Flexi Term Investment 4.42% p.a. 4.51% p.a.
60 Plus 12 Month Term
Investment (Maturity)* 15.00% p.a. 15.00% p.a.
60 Plus 12 Month Term
Investment (Monthly)* 14.06% p.a. 15.00% p.

13. 04) Promotion

14. Promotion refers to advertising, marketing, and sales techniques.
This could mean traditional advertising, via TV, radio, billboards, etc., or more modern
methods, like ads within web content, ads on a podcast, email marketing or push
notifications.
Promotion in very important item in bank sector.
There are four basic types of promotion in Amana bank
01) Advertising
02) Sales Promotion
03) Personal Selling
04) Publicity

15.  Promotion items in Amana bank
• Social Media Content
• Non-Traditional Rewards Programs
• Customer Data
• Target Different Demographics
• Adopt New Technologies
• Push Digital Apps and Service
• Focus on Customer Outreach
• Put Customer Experience First
• Visa debit card offers
• Gift as promotion items
• Swipe & Avail exclusive offers on your Amana Bank
Visa Debit Card
• Email Marketing and Mobile Marketing

16. 05) Physical evidence
Physical evidence refers to everything your customers see when interacting with your business. This includes: the
physical environment where you provide the product or service. the layout or interior design.
The seventh 'Ps' physical evidence will help evaluate the service before its purchase and to assess the customers'
comfort zone with the service during and after consumption.
Amana bank in Sri Lanka physical environment include
• ATM for withdrawals
• Cash deposit machines
• Quality lightning system inside of the bank
• Use quality communication systems
• Control temperature from air condition systems
• Flexibility of the physical environment
• Using comfortable furniture and noises
• Using higher technological background inside of the bank
• Using physical evidence strategy
• New technology design for online banking account creation, online enquiry and money transfer
• All the labors who works in Amana bank they wear Amana uniform
• The bank's physical face design according to the attractive plan

17. 06) People
The 'people' element of the 7Ps in Amana bank involves anyone directly, or indirectly, involved in the bank sector.
People are the transactional interface between the bank.
Having the right people is essential because they are as much a part of the bank offering as the products/services you are
offering.
When we consider people in 7P's in Amana bank in Sri Lanka
Customers/Clients
Customer Banking services include,
01.Checking accounts.
02.Saving accounts.
03.Certificates of deposit, and loans
04.Internet banking, phone banking
tele banking, online bill payment.
05.Receiving alerts of check
06.Law interest rate

18. Employees
Employees in Amana bank including
Tellers. Accounting clerks.
Customer service representatives. Bookkeepers.
Banks offer many facilities to their employees.
Empowering employees and staff training program.
Offer promotions.
Offer loan facilities and law interest rate.
Government
Governments control bank's operations through laws and regulations that dictate what banks and other financial
institutions can and cannot do.
Suppliers
Suppliers of banks are depositors. Depositors are normally people who seek safe investment for their money.

19. Society
Amana Bank play a fundamental role in society by acting as an intermediary providing, and advising on, a wide range of
financing and savings solutions, risk management and payment services for all types of customers.
Environmental factors
environmental factors such as customers, suppliers, competitors, government, technology, labor markets, shareholders,
creditors, competitors and pressure groups affect to the bank.
07) Process
Process refers to the flow of activities or mechanism that take place when there is in an interaction between the customers and
the businesses.
Amana bank in Sri Lanka process system include
• Developing and managing an effective and efficient through strategic marketing plan.
• The marketing plan is designed in order to increase the Vehicle financing Portfolio.
• Amana Banks strategic marketing plan analysis
• Amana Banks Micro and Macro Environment SWOT Analysis
• Internal Strengths & Weaknesses
• External Opportunities and threats from SWOT analysis
• Amana Bank segments
• Targets the particular market and position

20. Thank you