Chapter- 01

Introductory Part

Page 1 of 64

1.1

Introduction

From very first emergence and inception of modern civilization, Bank plays a pivotal role in case
of overall financial and socio economic development of any modern country. The economic
development of a country largely depends upon the efficiency of the banking. Banks in
Bangladesh play a significant role compared to other financial Institutions.
With a view to acquiring theoretical knowledge about the practical
orientation and experiences of dynamic business world, it is obligatory to
undertake an extensive study to prepare a term paper by the students of
BBA program, IUBAT, who are desirous to the successful completion of their
BBA degree. As part of the program, I am highly proud to join with Jamuna
Bank Limited as Intern and selecting topic Advertisement and Promotion
strategy of Jamuna Bank.

I was placed in Jamuna Bank Limited, Kamarpara Branch for a period of

three months. This internship is an orientation to the entire working activities
of Jamuna Bank Limited, and a study on an overall banking area. However, I
had worked there in several departments, but I had to select an area of study
in which I can make detailed research and present my understanding in the
report. This report is an attempt to map out a document, which clearly
explains the existing situation in a comprehensive way regarding the
advertisement and promotion strategy of Jamuna Bank Ltd.
This affiliation report is originated as a partial fulfillment of the BBA program,
IUBAT. This report is a mandatory for the completion of BBA program and it
carries 9 credits as well. After completing my three months internship period,
I am adjusting my theoretical knowledge with my practical experience in this
report. The main purpose of internship program is to expose the students to
the professional life. The internship program has the following three phases:

1) Orientation of the organization: To introduce the internee with the

structure, function and performance of the organization.
2) The project part: Pertaining to a particular problem or searching topic
matching with the internees capacity, interest on the organization.

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3) The report writing: To summarize the internees analysis finding and

achievements in the preceding two phases.

1.3

Rationale of the Study

With the growing competition among nationalized, foreign and private

commercial banks, every organization are trying to evaluate their traditional
banking service to a better standard, to meet the challenging needs.
Therefore, they pay attention on better performance and existence through
effective Advertising and Promotional tasks. Under the above circumstances,
it has become necessary for Jamuna Bank Limited, one of the private
commercial banks, to focus its attention towards the improvement, who are
actually executing the policies undertaken by the top management will have
a chance to communicate their feelings and will have the feedback about
their dealings from the customer.

1.4

Importance of the Study

The study encompasses an area that is Advertisement and Promotion

strategies of Jamuna Bank ltd. Every organization believes that Marketing
for any organization plays a very important role. They believe because the
success of any organization depend on how they formulate their marketing
strategy in terms of segmenting the market, choosing target market,
Promoting their goods, making existing clients to loyal clients by satisfying
their needs and attracting new clients through providing superior quality to
ensure long run performance and reach marketing goals. In other words, how
the effective service is ensured, how they are responsible for making the
best effort for delivering the better service, how they can identify the
customer dissatisfaction towards their service and how these dissatisfaction
can be altered with satisfaction.

This is the aim of every Company to create new customers and hold them for
long time. Hence for Advertisement and Promotion is very much needed as a
Marketing strategy. The report will help the bank to identify its current
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position and hence find out ways to reduce the gap between what they are
expecting to gain and what they are actually achieving. It will also help to
identify future prospects for the bank. It identifies attitudes and opinions of
the customers i.e. how customers feel about the banking service. This will
help Jamuna bank to formulate comprehensive master plan regarding
advertisement and promotion.

1.5

Objectives of the Report

Each and every activity has its own definite objective. If the objective is fixed
and the one is confident, he or she can enjoy the work without any difficulty.
Objectives should be obvious and relevant so that it can be accomplished.
Objectives that are included in the report need to focus and explore.

1.5.1 Broad Objective:

Apart from fulfilling the course requirement BUS 490, I am practicing this
report to learn and know in detail about the Marketing strategies and
techniques which Jamuna Bank uses as their advertising and promotional
tools. The main objective of the report is to make an in depth analysis and
evaluation of current advertisement and promotion strategies of Jamuna
Bank ltd. and recommend as per requirements.

1.5.2 Specific Objectives:

To present major marketing policies and practices regarding

advertisement and promotion of JBL.
To analysis the pros and cons of the conventional ideas about
Promotion of Bank Products.
To evaluate promotional strategy of JBL and how they formulate their
strategy?
To examine the efficiency level of its present advertisement strategies.
To recommend some better strategies and suggest it for their policy
implication.
To give some ideas about its management and organization structure.

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1.6

Scope of the study:

This study taken within JBL through the internship was done in Kamarpara
Branch, Uttara. The research will deal to identify how JBL conducting its
advertising and promotional activities. Here I intended to explore the
different aspects of promotion and advertisement of Jamuna Bank Ltd.
including its overall performance. Since the time allocated for the internship
was very limited, it was bit difficult to cover up every pros and cons of the
marketing techniques. From this report, banker, banking clients as well as
students, teacher, and researchers will be benefited.

1.7

Limitations of the Report

However, I have given utmost effort to prepare this report but there are
some limitations of the study. Such are as follows Customers are very busy and they do not want to answer questions.
They try to avoid any interview and it is a major problem of preparing
the report.
In order to make the report meaningful relevant information is very
crucial. One of the limitations of the study was insufficiency of
information, which was required for the study. There are various
information the bank was not ready to provide due to security and
other corporate obligations.
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 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. In most cases, I simply did not
have any option but to furnish with data without verification.
JBL as a commercial bank they are very busy and they could not able
to give me enough time for discussion about various topics.

1.8

Methodology:

Although there were so many limitations, I tried to use both the primary and
secondary sources for collecting information to make the report presentable
with as less abstraction as possible.

1.8.1 Primary data

I have collected primary data by interviewing clients, executives and officer
of JBL, Kamarpara branch. I have also included valuable insights of the
employees. These data help me to determine the business development
trend of the branch. For primary data:
I have conducted a survey of few respondents to collect the
observations and analyze the data for evaluating the business
development trend of the branch.
Face-to-face conversation with clients visited the branch.
Practical with experience in the different desk of the department of the
branch covered.
Relevant field study as provided by the officer concern.

1.8.2 Secondary Data

Annual Report of Jamuna Bank Ltd (2014).
Website of the Jamuna Bank Ltd (www. jamunabankbd.com).
Various book articles regarding general banking functions, Foreign
exchange operations and credit policies.
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 Different procedure manual published by Jamuna Bank Ltd

Published documents.
Official files.
Different publication of Bangladesh bank and Bangladesh economic
reviews.

Chapter- 02
Organizational Overview

Page 7 of 64

2.1

Introduction of Jamuna Bank Limited

Jamuna Bank Limited (JBL) is a private commercial bank of Bangladesh

registered
under the Companies Act, 1994 with its Head Office at Chini Shilpa Bhaban,
3, Dilkusha C/A, Dhaka. The Bank started its operation from 3rd June 2001.
Jamuna Bank Ltd., the only Bengali named new generation private
commercial bank was established by a group of successful local
entrepreneurs conceiving an idea of creating a model banking institution
with different outlook to offer the valued customers, a comprehensive range
of financial services and innovative products for sustainable mutual growth
and prosperity. The sponsors are reputed personalities in the field of trade,
commerce and industries.
The Bank undertakes all types of banking transactions to support the
development of trade and commerce of the country. JBLs services are also
available for the entrepreneurs to set up new ventures.
The Bank is being managed and operated by a group of highly educated and
professional team with diversified experience in finance and banking. The
Management of the bank constantly focuses on understanding and
anticipating customers' needs. The scenario of banking business is changing
day by day, so the bank's responsibility is to device strategy and new
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products to cope with the changing environment. Jamuna Bank Ltd. has
already achieved tremendous progress within only eight years. The bank has
already ranked as one of top quality service provider & is known for its
reputation.
At present the Bank has real-time centralized Online banking branches
(Urban
&
Rural)
throughout the country having smart IT-backbone. Besides these traditional
delivery points, the bank has ATM of its own, sharing with other partner
banks & consortium throughout the country.
The operation hour of the Bank is 10:00 A.M. To 6:00 P.M. from Sunday to
Thursday with transaction hour from 10:00 A.M. to 4:00 P.M. The Bank
remains closed on Friday and Saturday including government holidays.

2.2

Nature of Business

JBL is a progressive commercial bank in private sector in Bangladesh. It

creates new opportunities for its clients. It gives customized services and
maintains harmonious bankerclient relationship. It contributes towards
formation of national capital, growth of savings and investment in trade,
commerce and industrial sectors. It provides different types of commercial
banking services to the customers of all strata in the society within the
stipulation laid down in the bank companies Act. 1999, rules and regulations
framed by the Bangladesh Bank from time to time.

2.3

Vision

To become the Bank of choice in serving the Nation as a progressive and

Socially Responsible financial institution by bringing credit & commerce
together for profit and sustainable growth.

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2.4

Mission

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.

2.5

Motto

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.

2.6

Corporate Slogan:

Your Partner for Growth

2.7

Objectives

Be one of the best banks of Bangladesh. Achieve excellence in customer

service next to none and superior to all competitors. Cater to all
differentiated segments of Retail and Wholesale Customers. Be a high quality
distributor of product and services. Use state-of the art technology in all
spheres of banking. In addition:

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 To

establish

relationship

banking

and

improve

service

through

development of strategies marketing plan

To remain one of the best banks in Bangladesh in terms of profitability
and assets quality
To ensure an adequate rate of return on investment
To keep risk position at an acceptable range
To maintain adequate liquidity to meet maturing obligation and
commitments
To maintain adequate control systems and transparency in procedure.
To develop and retain a quality work force through an effective Human
Resources Management Systems
To ensure optimum utilization of all available resources
To pursue an effective system of management by ensuring compliance
to clinical norms, transparency and accountability
To

introduced

fully

automated

systems

information

integration

of

technology

2.8

through

Values

Customer focus
Integrity
Team Work
Respect for individual
Quality
Responsible citizenship

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2.9

The main features of Jamuna Bank

Limited

Centralized Database
Internet Banking Interface
Real time any branch banking
ATM interface
Corporate MIS facility

2.10

Ethical Practices

1.
2.
3.
4.
5.

JBL strictly complies with all rules and regulations.

JBL provides fair treatment to all stakeholders.
JBL maintains strict secrecy of customers' accounts.
JBL authority listens to customers and work for their requirement.
JBL authority provides adequate disclosure of corporate information
and operation results to shareholders for taking suitable investment
decision.
6. JBL authority ensures work under highly motivated team spirit and
fellowship bond.
7. JBL authority does not encourage projects, which are not environment
friendly.
8. JBL authority extends financial assistance to poor, helpless and
distressed people as well as provides donation/ sponsorships to sports,
culture, health-care and community development ventures as they are
responsible corporate citizen of the country.

2.11

Outlook

They expect to continue their endeavor for a strong asset base and
automated banking in the years ahead. Through their personalized services
to the valued clients and integrated approach, the Bank aims to maintain a
strong presence in the banking sector of Bangladesh. They also plan to focus
on customers satisfaction as the highest priority and on managing the core
assets and cost controls to maximize the shareholders value, In this
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competitive market environment Jamuna Bank Limited is confident to make

increased gains in revenue, income .+, and return on capital.

2.12

Strategies of JBL

The strategies of JBL are as follows:

1. To manage and operate the bank in the most efficient manner to
enhance financial performance and to control cost of fund.
2. To strive for customer satisfaction through quality control and delivery
of timely service
3. To identify customer's credit and other banking related needs and
monitor their perception towards our performance in meeting those
requirements.
4. To review and update policies, procedures and practices to enhance
the ability to extend better service to customers.
5. To train and develop all employees and provide them adequate
resources so that customers needs can be reasonably addressed.
6. To promote organizational effectiveness by openly communicating
company plans, policies, practices and procedures to employees in a
timely fashion.
7. To cultivate a working environment that fosters positive motivation for
improved performance.
8. To diversify portfolio both in the retail and wholesale market.
9. To increase direct contact with customers in order to cultivate a closer
relationship between the bank and the customer.

2.13

Future Plan

(a) Full duplex on-line banking

(b) SMS Banking
(c) Merchant Banking
(d) Enhancing In-house Training Facilities
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(e) By modernizing the Training Institute

(f) Innovation and introduction of new liability/asset products
(g) Credit card
(h) Internet Banking
(i) Opening new branches
(j) Disaster Recovery Site (DRS)
(k) Expansion of business network at home and abroad

2.14

Competitors

Competitors of the JBL are others commercial banks, it can be private or

public and financial institutions such as insurance companies, lease
companies etc. Main branch of JBL is situated in Dilkusha Commercial
Area, Dhaka that place is the main commercial place in Bangladesh and
maximum financial institutions are situated in this area. Therefore, the
main branch of JBL always does face lots of competition in its business.

2.15

Corporate Culture of Jamuna Bank Ltd:

The Jamuna Bank Ltd is one of the most disciplined Banks with a distinctive
corporate culture. They are lived in shared meaning, shared understanding
and shared sense making. People related to the bank can see and
understand events, activities, objects and situation in a distinctive way. They
mould their manners and etiquette, character individually to suit the purpose
of the Bank and the needs of the customers who are of paramount
importance to them. The people in the bank see themselves as a tight knit
team or family that believes in working together for growth. The corporate
culture they belong has not been imposed; it has rather been achieved
through their corporate conduct.

2.16

Corporate information of Jamuna Bank

Page 14 of 64

Registered Name

Jamuna Bank Limited

Official Logo
Known As

JBL

Slogan

Your Partner for Growth.

Category

Commercial

Type

Private Limited Company

Date of Incorporation

April 02 2001

Inauguration of First Branch

June 03, 2001

Chairman of the JBL

Mr. Shaheen Mahmud

Number of Branches

97

Banking Operating System

Both Conventional &Foreign

Exchange System

Registered in Stock Exchange

DSE & CSE

Fields of Activity

Deposits, Corporate Banking,

SME Banking, Merchant Banking
and Remittance Services.

Head Office

Number of ATM Booth

Chini Shilpa Bhaban, 3, Dilkusha

C/A, Dhaka-1000, Dhaka
Bangladesh.
166

Number of Employees

2000(Approx.)

Customer
Email

Corporate and Individual

Customers
info@jamunabank.com.bd

Website

Jamunabankbd.com

SWIFT Code

JAMUBDDH
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Table 1: Profile of JBL

2.17

Name of Founders & Board of

Director

Name of the Board of Directors

Members
Mr. Md. Belal Hossain
Al-Haj M.A. khayer
Engr.A.K.M. Mosharraf Hussain

Designation
Chairman
Director & Founder
Chairman
Director

Engr. Md. Atiqur Rahaman

Director

Mr. Golam Dastagir Gazi, Bir Protik, MP

Director

Mrs. Fazlur Rahaman

Director

Al-Haj Nur Mohammed

Mr. Md. Tajul Islam, MP
Mr. Sakhawat, Abu Khair Mohammed

Director & Chairman

(Jamuna Bank Foundation)
Director & Chairman
(Audit Committee )
Director

Al-Haj Md. Rezaul Karim Ansari

Director

Mr. Md. Mahmudul Hoque

Director

Mr. Md. Sirajul Islam Varosha

Director

Mr. Farhad Ahmed Akand

Director

Mr. Shaheen Mahmud

Director

Mr. Kanutosh Majumder

Director

Mr. Ismail Hossain Siraji

Director

Page 16 of 64

Mr. Gazi Golam Murtoza

Director

Mr. A.S.M. Abdul Halim ( Re-presenter of

Dhaka Insurance LTD)
Mr. Md. Motior Rahaman

Director

2.18

Managing Director & CEO

Division-wise Branch

Location

Number of Branches

Dhaka
Chittagong
Rajshahi
Khulna
Sylhet

51
21
14
6
5

Table 2: Division-wise Branch

2.19

Brief Profile of JBLs Kamarpara Branch

Name

Jamuna Bank Limited,

Kamarpara Branch

Established
Location

27 November, 2014
Mollah Complex, First Floor,
Kamarpara, Horirampur, Turag,
Dhaka
9
Md. Shazzadur Rahman
Standard Bank Limited, Midland
Bank

Total Employee
Manager
Main Competitors

Table 3: Details of JBL, Kamarpara Branch

2.20

Different Divisions of JBL

An organization is like complex machinery consisting of different parts.

Different functional divisions and departments are the different parts of this
organizational machinery. Therefore, to make an organization a success, the
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divisions and departments must work accordingly. In Jamuna Bank Limited,

all the divisions and departments are closely tied with one another.
2.20.1 Sales division
Makes sales forecast, identifies market's potential opportunity and sends it
to the technical division for doing the plan for new coverage area. There is a
sales team in this bank, these people go to the customers and tell about the
benefits
of
their
bank
account.
If the sales and marketing team feces any problems and suggestions
regarding the products and their selling procedure they inform to the General
Banking Division.
2.20.2 Account division
Is related with all the divisions for fund allocation and fund management of
all shorts and giving salary to all the employees of the bank. After the daily
transaction period, they go to cash department and follow up the whole day
transaction.
2.20.3 General Banking division
Provides the foundation of Banker-Customer relationship. This is an era of
keen competition among Banks. It is most important and preliminary work of
a bank. The regular service given to customers such as Depositing or
drawing money, selling of instruments to them for remittance put-pose
collection of instruments, providing other subsidiary services to keep
customer. The Bank is being managed and operated by a group of highly
educated and professional team with diversified experience in finance and
banking.
2.20.4 Foreign Exchange Department
The foreign traders refer to the trade between the different sovereign
nations of countries. Foreign trade mainly categorizes into export trade and
import trade. For development of the economy in a country, foreign trade is
important. Financial institutions like Bank can help the foreign trade of a
country through financial accommodation to the foreign trade.

Page 18 of 64

2.21

Products and Services of JBL:

The Bank has an array of tailor made financial products and services. Such,
products are Monthly Savings Schemes, Consumer Credit Scheme, Lease
Finance, and Personal Loan for Women, and Shop Finance Scheme etc. JBL
also introduced Q-cash ATM cards for its valued customers giving 24 hours
banking services through Debit Cards. JBL offers the following services to its
valued customer:

Deposit Schemes
Remittance and Collection
Import and Export handling and Financing
Loan Syndication
Project Finance
Investment Banking
Lease Finance
Hire Purchase
Personal Loan for Woman
24-hours Banking: Q-Cash ATM facility
Islamic Banking
Corporate Banking
Consumer Credit Scheme
International Banking

2.21.1 Personal Banking Services:

Personal Banking services of Jamuna Bank offer wide-ranging products and
services matching the requirement of every customer. Transactional
accounts, savings schemes or loan facilities from Jamuna Bank Ltd. make
available you a unique mixture of easy and consummate service quality. JBL
offers the Personal Banking Services like Current Deposit Account, Savings
Deposit Account, Short Term Deposit Account, and Fixed Deposit Accounts. It
also offers attractive rates on various deposit schemes.

2.21.2 Corporate Banking Services:

Jamuna Bank Ltd. offers a complete range of advisory, financing and
operational services to its corporate client groups combining trade, treasury,
investment and transactional banking activities in one package. The
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corporate Banking specialists will render high-class service for speedy

approvals and efficient processing to satisfy customer needs. Corporate
Banking business envelops a broad range of businesses and industries. You
can leverage on the know-how in the following sectors mainly:
Agro processing industry
Industry (Import Substitute / Export oriented) -Textile, Spinning,
Dyeing/Printing
Export Oriented Garments, Sweater.
Food & Allied
Paper & Paper Products
Engineering, Steel Mills
Chemical and chemical products etc.
Telecommunications.
Information Technology
Real Estate & Construction
Wholesale trade Transport
Hotels, Restaurants
Non Bank Financial Institutions
Loan Syndication
Project Finance
Investment Banking Lease Finance
Hire Purchase
International Banking
Export Finance Import Finance

2.21.3 Q-Cash Round The Clock Banking

Jamuna Bank Q-Cash ATM Card enables you to withdraw cash and do a
variety of banking transactions 24 hours a day. Q-Cash ATMs are
conveniently located covering major shopping canters, business and
residential areas in Dhaka and Chittagong. ATMs in Sylhet, Khulna and other
cities will soon start be introduced. The network will expand to cover the
whole
country
within
a
short
span
of
time.

With Jamuna Bank Q-Cash ATM card customer can:

Cash withdrawal Round The Clock from any Q-Cash logo marked ATM
booths.
POS transaction (shopping malls, restaurants, jewellaries etc)
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 Enjoy overdraft facilities on the card (if approved)

Utility Bill Payment facilities
Cash transaction facilities for selective branches nationwide
2.21.4 Online Banking
Jamuna Bank Limited has introduced real-time any branch banking on
December 31, 2010. Now, customers can withdraw and deposit money from
any of its 65 branches located at Dhaka, Chittagong, Sylhet, Gazipur, Bogra,
Naogaon, Narayanganj, Dinajpur, Kushtia,Rajshahi, Bashurhat, Sirajganj and
Munshigonj. The valued customers can also enjoy 24 hours banking service
through ATM card from any of Q-cash ATMs located at Dhaka, Chittagong,
Khulna, Sylhet and Bogra.
All the existing customers of Jamuna Bank Limited will enjoy this service by
default.

Key features:

Centralized Database
Platform Independent
Real time any branch banking
Internet Banking Interface
ATM Interface
Corporate MIS facility

2.21.4.1 Working process through Online Banking

In all over the country, Banking Business has become competitive in respect
of line of products and quality of services. The Banks are operating in a race
to give the prompt services and technology for satisfying customer's need
better than one another. In case of Jamuna Bank Limited, they have adopted
the latest technology in operation and that atmosphere which bring the
development. Being aware of these facts, they are ready to provide world
class banking facilities and services supported by technology to the
customers. That is why the customers always remain satisfied. As Online
Banking software, Switching Software, Servers, ATM, Data Storage System
and other hardware this bank uses Flora Bank. The customers of this bank
are in apposition avail of world class banking services locally at a reasonable
cost through fully automated on line banking system.

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2.21.4.2 Delivery Channels:

Branch Network
ATM Network
POS (Point of Sales) Network
Internet Banking Network

Chapter- 03
Advertisement and Promotion
Strategy of Jamuna Bank

Page 22 of 64

3.1

Role of Advertisement and Promotion in

Banking Industry

It is said that the banking sector mirrors the larger economy - its linkages to
all sectors make it a proxy for what is happening in the economy as a whole.
Indeed, the Bangladesh banking sector today has the same sense of
excitement and opportunity that is evident in the Bangladesh economy. The
banking industry in Bangladesh has become more and more developed and
is functioning progressively. Customers have more opportunities for selection
of more suitable places to buy and use banking services and satisfy all their
demands. However, at the same time, they have also become more
fastidious and expect higher standards from banks, such as more friendliness
in service styles, more effectiveness in solving all their complaints, or more
modernization when it comes to equipment and tools. Here the terms
'Marketing' and 'Banking' blend together inextricably.
Marketing has lately entered the banking industry not in the form of
marketing concept, but in the forms of advertising and promotion concept. It
has been realized that marketing transcends advertising and friendliness.
Earlier, it was recognized that personal selling was not necessary. The
bankers even eliminated the word 'selling' and they called the function of
customer-contact 'business development function'. However, gradually they
have begun to realize that marketing is a lot more than smiling and friendly
tellers.
Bank executives and marketers faced with ongoing challenges can make
better business decisions with the help of software, data and analytic
services from Mapping Analytics:
1. Who are my best customers and how can I keep them?
2. Where is the greatest market potential to find new customers?
3. What locations should I choose to expand our branch network?
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4. Is our network of bank branches optimized for maximum performance?

The answer to each of these questions depends in large part on geography
and location. That means working with Mapping Analytics - experts in
mapping and Bank Customer Segmentation Analysis.
Banking is a personalized service-oriented industry. The marketing approach
involves anticipating, identifying, reciprocating (through designing and
delivering customer-oriented service), and satisfying the customer's needs
and wants effectively, efficiently, and profitably. To bring satisfaction to
customers, banks have had to improve their service quality to keep their old
customers and attract more new and potential ones.

3.2

Advertising strategies of Jamuna Bank

Ltd.

Advertising may be defined as a controlled form of non-personal presentation

message about specific ideas or services from an identified sponsor via a
specific communication medium designed to inform and persuade selected
audiences to undertake actions desired by the sponsor. In recent years, the
role of advertising in the banking industry in both personal and corporate
markets has expanded dramatically and the financial services industry is
now one of the most important sources of advertising revenue. In developing
advertising strategy, the bank must first ensure that it conforms to overall
marketing strategy. The process of developing advertising strategy of
Jamuna Bank Ltd then consists of the following steps:
1.
2.
3.
4.
5.

Set advertising
Establish copy platform
Develop the media plan
Set the advertising expenditure level
Measure advertising effectiveness

3.2.1 Promotional Decision:

Promotion forms an important component of any marketing campaign. The
intangible dominant product services are not easily advertised. The
intangible is difficult to depict in advertising whether the media is print, TV or
radio. Services advertising should thus emphasize tangible cues that will help
the customers understand and evaluate the service. The following tips may
be taken in this connection.
Page 24 of 64

3.2.2 Segmentation:
To provide better services, Jamuna Bank Ltd divided the banking sector lots
of segmentation. Segmentation just depends based on the lots of element.
When the marketing team divided the market under the segmentation, then
they consider the feature of the customers, financial condition of the
customers, local area and business nature of the geographical area.
3.2.3 Targeting& Positioning:
Jamuna Bank is the bank of mass people. People of all income groups are the
target customer of this bank. This bank all time searches the unused money
from
the
general
people
as
their
valuable
capital.

3.3

Advertisement of Banks products

Deposit Services
Loan Services

3.3.1

Deposit Services

Under deposit products the customers can maintain different types accounts
such
as:
Current Account, Savings Account, SID, FDR and Foreign Currency
Account. But the others are considered as deposit schemes.

All Schemes:

Monthly Savings Scheme

Lakhpati Deposit Scheme
Millionaire Deposit Scheme
Money Multiplier
Monthly Benefit Scheme
Page 25 of 64

Corepati Deposit scheme

Double Growth Deposit Scheme
Triple Growth deposit Scheme
Rural Deposit scheme
Education Savings Scheme
Deposit Scheme

3.3.2

Monthly Savings Scheme (MSS)

Savings is the best friend in everybody's life. Small savings can build up a
successful
future. In case of emergencies, this savings can help in a major way. 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. If anyone wants to build up a
significant
savings to carry out one's cherished dream, Mss is the best way of JBL. This
MSS is known to DPS in other banks.

Advertisement nalysis:
When they first introduced this new scheme, the customers have known
about it from
online and by personal selling.

Target group:
For MSS, the main target customers are the housewife and the lower income
group
Page 26 of 64

people. During my internship period, I have seen that the people of

Kamarpara,
they mainly come to deposit their money. The women and men who are
working in garments beside the bank, they also come to save money from
their
monthly income.
The rate sheet is given to all the customers.

Tenor

3 Years
5 Years

Installment

Payable
amount

500
1000
1500
2000
500
1000
1500
2000

20570
41145
61720
82300
37955
75915
113875
151835

The Government takes 10% from the payable interest. The customers have
to deposit the installment in every month. If anyone fails to deposit then she
or he has to given 50 tk after the month.

3.3.3

Marriage Deposit Scheme

In our country marriage of children, especially girl is a great headache for the
parents as it involves expense of considerable amount. Sensible parents
make effort for gradual building of fund as per their capacity. Parents get
relief and can have peace of mind if they can arrange the necessary fund for
marriage of their children, no matter whether they survive or not until the
marriage occasion. It can be a great help to the parents if there is any scope
of deposit of a reserved amount as per their financial capacity.
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.

Page 27 of 64

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.

Target group:
For this scheme the target group is the young girls and boys. In maximum
time I haves seen that the parents who have the girl's they are always
anxious about their child's marriage. So when they come to the bank and
know about the facilities of this scheme, they feel secure for future time.
The rate sheet is:

Tenor

3 Years
5 Years
3.3.4

Installment

Payable
amount

1000
1500
2000
2500
1000
1500
2000
2500

84375
126565
168755
210945
12790
190640
245190
317735

Education Savings Scheme

Every parent wants to impart proper education to his or her children. Yet,
there is no arrangement of free education to the citizens from the
government level. So that there should be pre-arrangement of fund to ensure
higher education for the children. Today's higher education is becoming
expired day by day. Parents can get relief and can have peace of mind if they
can arrange the necessary fund for higher education of their children.
Considering this matter, JBL has introduced 'Education Savings Scheme'
which offers one an opportunity to build up his cherished fund by monthly
deposit of small amount at affordable capacity deposit to meet the
educational expenses. Under this Scheme, the customers have the different
attractive options to avail the future benefit.
Page 28 of 64

Advertisement analysis
Jamuna Bank Limited has arranged some programs in colleges and
universities. The students can inform from those programs and from online.
They can save their money by depositing money.

Target group
The students who are well educated but sometimes they cannot manage
their study expenses for their financial crisis. They can use this scheme for
their better future life. At that program, they try to motivate the students
about the savings money. As a result, the students do not go for other bad
habits. It is a success of the Bank.

3.3.5

Lakhpoti Deposit Scheme

In Bangladesh most of the people want to become lakhpoti. Especially the

lower and lower middle class income group they wish to do it. Like every
process,
this
procedure
should have a right plan. Keeping the thinking in mind JBL has introduced
"Lakhopati
Scheme" which has flexibility in report of maturity and monthly installment
as
per
affordable capacity.

Advertisement analysis
The middle class people are interested to deposit this scheme. Because if
they deposit
only 2435 tk as an installment for 3 years then they will get One Lakh taka.
It's a huge
pleasure for a customer if he can properly maintain this scheme. For 5 years
it will have to
deposit only 1315 taka.

3.3.6

Millionaire Deposit Scheme

It is a dream for many small savers to become a Millionaire. Jamuna Bank has
introduced 'Millionaire Deposit Scheme' which has flexibility in respect of

Page 29 of 64

period and monthly deposit as per one's affordable capacity for giving a sum
of Tk l million i.e. Tk l0 (ten) lakh 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 who always use the internet
they can
easily visit the Jamuna Bank's web site and can informed about the all
schemes.

3.3.7

Kotipati Deposit Scheme

It is feasible for high-income group who have strong determination and

savings
habit.
If
anyone decides and plans to save money from his regular income, he can
own Tk 1.00 crore easily by making a planned savings. In this regard, JBL has
introduced "Kotipati Deposit Scheme" offering the savings plan.

Advertisement analysis

The officers sometimes go for marketing and advertise their products. In this
case, they try to convince the people. Nevertheless, I came to know while
working in this Bank that this scheme is not so much popular. Mainly the MSS
is so much popular.

3.3.8

Double/triple Growth Deposit Scheme

For people who have cash flow at this moment and want to get it
doubled/tripled quickly. JBL has introduced Double/Triple Growth Deposit
Scheme which offers anyone to make double/triple money within 6(six) years
and 9.5 (nine and a half) years respectively resulting a high rate of interest.

Advertising analysis:
For advertising this scheme, Jamuna Bank uses "Personal selling" as an element
of the promotional Mix. Personal selling is a form of person-to-person
communication in which a seller tries to assist prospective buyers to purchase the
company's product or service on an idea. Mainly it is the direct contact between

Page 30 of 64

buyer and seller. In this bank, sometimes the junior level officers go for marketing
and try to capture the customers.

3.4

Loan Services:

Lending is the core function of commercial bank. For a bank, good loans,
credits, or advances are most profitable assets. The largest portion of
operating income is derived from lending. A commercial bank usually wins
over its competitors only on the quality and quantity of lending. It is
therefore, indispensable for a bank to have a well thought
policy for executing its lending operation.
General loan facility includes the letter of credit, Bank Guarantee, Cash
Credit,
SOD,
Lease Finance, Export Finance, LDBP, and House Building Loan. The others
are:

3.4.1 SME Credit Scheme

Double Loan
Festival Credit
Shop/Business office renovation loan
Loan for women entrepreneur
Working capital
Flexible working loan
Loan for purchase of possession right for shop/Business

Jamuna Bank Limited gives the Capital Machinery Loan. Business is a running
process. For its maintenance there is always need of machinery. The
customers can know about the loan from online or through the SME service
centers. For any kind of business purpose, this loan is given if they have two
years experience. The loan receiver must have to be 20-60 years. They will
have to be capable to pay the loan amount from their business.

3.4.2 Personal Loan for Women

Jamuna Bank limited always tries to help the poor women or women
Page 31 of 64

entrepreneurs
who
want to do something for their safety. This product is designed especially for
the working women and housewives. Housewives with reasonable income of
the spouses are also eligible to avail this loan. The loan can be availed for
the purchase of domestic device, house renovation etc. Our sales team goes
to some villages and they talk with the women who are capable to earn
money.
3.4.3 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 Others conditions are almost same as
the
industrial loan. The customers can easily know about this loan facility from
the
online.
There is some advertisement against this Loan in Newspaper.

3.4.4 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. But in this bank, this type of Loan is not
given
in
a
frequent moment.

3.4.5 Agricultural Loan:

It is given from the branch wise of Jamuna bank Limited. The interest rate is
12.0013.00%. The poor farmers can get this Loan so the outside of Dhaka city,
wherever
the
branches of Jamuna Bank Ltd. are located the branch people try to motivate
to
take
this
loan. Because in the rural area everywhere it is not available of TV and the
internet.

Page 32 of 64

3.5

Promotion Strategy of Jamuna Bank Ltd

In order to sell goods and services or promote an idea, Promotion acts as the
coordinator of all seller initiated efforts to set up channels of information and
persuasion. The basic tools used to accomplish an organization's
communication objectives are often referred to as the Promotional mix.
There are mainly four parts of Promotional Mix:

1.
2.
3.
4.

Advertising
Sales Promotion
Public Relations
Personal Selling

But besides them we can recognize extra two tools Direct Marketing
and Interactive
Marketing as the major promotional mix elements. How the Jamuna
Bank Limited is
going to use the promotional tools through its different activities are given
below:

Page 33 of 64

 Jamuna Bank Limited does not use all the tools of promotional tools.
This
bank
only uses direct marketing and personal selling as their advertising
procedure.
In the TV news, Jamuna Bank sponsors for reminding the customers.
They believe on a variety of promotional elements to progress their
products
and
services through intermediaries directly to the customers.
They think that Personal Selling is effective in creating brand image,
conveying
information, creating awareness and can generate a behavioral
response.
As we know that Direct Marketing is in itself a form of Advertising.
Trough
mail,
print, or TV adds they make a direct response with the customers.

In the newspapers, Jamuna Bank gives ads for their social marketing
activities.
Like, AIDS, Drug Addiction, to help poor children, to save the ACID
victim etc.

Vigilance & Control Division (VCD) and Marketing & Development Division
(MDD) at Jamuna Bank Ltd Head office will jointly arrange for well publicity of
the brand name of new deposit scheme with its important features by the
national newspaper and electronic media (TV). Every branch will show
special and attractive banners of the new offering for awareness. Leaflet,
placard, festoon, poster and brochure will be supplied to each branch for
distribution and exhibit to all important places with the differentiation feature
and attractive. The Jamuna Bank Ltd also offers to their marketing
employees (Field worker) extra incentive, if they fulfill the following chart. It
is the financial motivation to their marketing employees. As a result, they
express their better effort in banking service.

Page 34 of 64

Sl. No.

Deposit (TK)

Number of
new
Accounts

Cash Prize

1,00,000

10

100 tk.

2,00,000

12

200 tk.

3,00,000

14

350 tk.

4,00,000

16

475 tk.

5,00,000

18

600 tk.

6,00,000

20

750 tk.

7,00,000

23

985 tk.

This table indicates that, when a banker arranges to open number of 10

accounts which value will be 1.00 lac then she/he will get extra 100 Tk. next
one account. The fillip the 12 accounts and value will be 2.00 lac then banker
gets extra 200 Tk for extra one account. The Jamuna Bank Ltd. by this way
maintain the extra account commission to promotion their banks
employees.

3.6

Developing Promotion Strategy of

Jamuna Bank Ltd.

Several activities are involved in designing the promotion strategy including:

1. Setting communication objectives.
2. Deciding the role of each of the components that make up the
promotion program.
Page 35 of 64

3.
4.
5.
6.

Determining the promotion budget.

Selecting the strategy for each promotion component.
Integrating and implementing the promotion component strategies.
Evaluating the effectiveness of the integrated promotion strategies.

3.7

Promotional activities of Jamuna Bank

Ltd. through CSR

Promotional activity of a bank can include anything that will promote the
bank to the people. Normally, these can include advertisement in Billboards,
TV commercials or paper ads etc; CSR activities, brandings, sponsorships.
Jamuna Bank Ltd. occasionally gives advertisement and notices in daily
Page 36 of 64

newspapers. For example, any new branch opening information or new

products etc. Billboards of Jamuna Bank Ltd. are not that much visible in the
road. Jamuna Bank Ltd has many CSR activities all over the country. At least
2% of our annual profit of every year is put aside for the foundation to
conduct Corporate Social Responsibilities (CSR) activities.
These include
Healthcare service.
Scholarship program for brilliant poor student.
Education Promotion Scheme (Interest free loan).
Helping people affected by natural calamities.
Helping people in slum areas.
Donation to educational institutions to setup computer lab.
3.7.1 Scholarship Program
From a social responsibility, Jamuna Bank Limited has arranged some
programs. So that the people can have their mind that name of Jamuna Bank
Limited. They have donated to the S.S.C passing students. The amount was
42,000 tk. Jamuna bank limited helps the poor children with some money. For
this program, the students are influenced to study more, besides this JBL
tries to remind people of their bank.
Providing monthly scholarship to 60 social-advantage deprived
students having GPA 5.0 at SSC & HSC exam.
Scholarships to Underprivileged Student.
Scholarship to the children of JBL Employee.

3.7.2

Health
This Bank
has also
helped the patients. For treatment purpose they used 25,000 tk.. Jamuna
Bank frequently arranges Free Eye Camp. Especially in rural area where
people are not solvent and does not have enough medical facility.
Page 37 of 64

3.7.3 Training Program

Jamuna Bank provides various training program to physically challenged
people. Recently in Sunamgonj district they arranged computer training for
speak impaired.

3.7.4 Blood Donation Program

Page 38 of 64

For blood donation program, they expend 54,830 tk. So that nobody dies
because of blood, Jamuna Bank arranges blood donation program. They
collect blood from volunteers, and deposit it to blood bank.

3.7.5 Disaster relief

Donated a mentionable amount to the government during various

natural disasters.
Provided financial assistance to the famous artists for the treatment of
incurable diseases.
Donated to Prime Ministers Relief Fund.

By doing these kinds of program, Jamuna Bank has reminded the people to
come and join with them.

Page 39 of 64

Chapter- 04
Actual Task Done By Me

Page 40 of 64

4.1

Internship Experience

As an intern, I started working in Jamuna Bank Ltd. (Kamarpara Branch) on

September 16, 2015 to December 10, 2015. JBL gave me the opportunity to
work in the banking industry from where I learned many things. As I worked
in the bank, I got a huge idea on how the whole banking system works. The
task that I performed during the tenure of my internship has surely enriched
my skills and this working experience in a bank was very beneficial to me. As
it helped me to learn how to work under pressure, manage time efficiently,
deal with clients etc. The tasks, which I have performed during the tenure of
my internship, are briefly described
There actually I learn two types of learning: i) Primary Learning ii) Secondary
Learning. Those are described below:

4.1.1

Primary Learning

As this is my first time to work in a corporate world, there are so many things
to learn. The things that I primarily in there
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

4.1.2

Secondary Learning

4.1.2.1 Accounts Department

The first department I worked at was account department. It is under
General banking. From 12th of October to 21th of October, I worked in
accounts. My main task in accounts is sorting the voucher. After voucher
sorting I had to attach them with related supplementary. Voucher is actually
a proof of the transaction. There are various types of voucher and they are
categorized by different number. Which I had to separate and sort group
Page 41 of 64

wise. Supplementary is the automated list of all transactions. Each of the

transaction has related voucher. After attaching them next job was to
balance. Next step is to make a cover page, which is a brown color hard
paper. Then prepare it for binding in an organized format.
4.1.2.2 Cash Department
I was in cash department from 22 th of October to 5th of November. My duty in
cash was to make entry of cheques and deposit slip amounts and number in
registers and then give the serial number to the cheque and deposit slip
according the register entry number. There were two registers. One was to
enter the cheque number and amount. Another register was for entering
deposit slip numbers. Cheques were entered in debit register because with
cheques bank gives money to customer which is debit and deposit slips are
entered in credit register because with using deposit slip customer deposit
money to bank which is earning for bank and that is why it is credited. At the
end of the day, I had to sum up register individually and check them with
automated amount got through the computer.

4.1.2.3 Front Desk

I was there from 6th of November to 13th November. I found Front Desks tasks
are a little bit difficult. My job was to attain and help the clients directly. I had
to help clients by providing information, helping to fill up account opening,
MSS opening, FDR opening forms etc.
Many clients come to know about different types of accounts. My duty
was to give them information about an account. For opening account
different types of documents need like signature of introducer, photo of
nominee, photo of account holder, national ID card of account holder,
national ID card of nominee. For current account trade license, seal of
organization and same as other accounts document.
During account opening, I took signature of customer on signature
card.
After opening the account, I had to take a cheque requisition for the
customers who wanted to take books.

Page 42 of 64

 When new cheque books will come, my task was to register all the
books under current account and savings account category.

4.1.2.4 Clearing
From 14th November to 09th December, I was appointed in clearing
department. In clearing department transactions of cheques from other
banks happens. My job was to entry those transactions in a register and at
the end of the day. Then I had to sum up the amount and check with the
automated amount from computer. The amount had to be the same.

Chapter- 05
Research Part

Page 43 of 64

5.1

Problem Statement

Jamuna Bank Limited performs their advertising and promotional activities in

a conventional way. To draw new customers and maximize customer
services, there is no other way but following modern methods for promotion
and advertisement. Yet providing superior service to some of their products
is not getting popularity only because of lack of enough publicity. In order to
go in-depth of this fact and explore the phenomena, the research is
conducted.

5.2

Project Timeline

To prepare this project report I had to spend total one month. The project
activities have shown in the following:
Week 01

Developed the research plan

Week 02

Developed the hypothesis

Week 03

Conduct survey research

Week 04

Data analysis and Interpretation

Page 44 of 64

Gantt chart of Project Time Allocation

Description of Activities

Week 1

Week 2

Week 3

Week 4

Developed the research plan

Developed the hypothesis
Conduct survey research
Data analysis and Interpretation

5.3

Budget Information

The total individual expenditure to prepare this project as followed:

Particulars

Amount (BDT)

Transportation
Printing, Photocopy & Binding
Cell phone & Internet Bill

300
550
300

Others Expenses

250

Total

5.4

1400

Methodology of the Study

The study has been conducted among 46 employees only who are involving
with Jamuna Bank Ltd.. Primary data information has been used. Primary
data have been collected by questionnaire survey methods. Only structured
questionnaire has been followed.
The collected data have been processed with due care as per requirements
of the study designed in the light of the objectives of the study. Various
statistical tools have been used in the study. Likert scale has been applied in
assessing the opinion of the sample respondents and has been well tested.
The data and information thus collected have been processed and analyzed
critically in order to make the study more informative, reliable and accurate
to reveal the actual ulterior situations.
Page 45 of 64

5.4.1 Data collection

I have collected data from two sources, which is primary source, and secondary sources.

5.4.1.1 Primary Data

The primary data has been collected from survey through the questionnaire structure. The
questionnaire structure has been solved face-to-face interview with the selected sample.

5.4.1.2 Secondary Data

Secondary data are collected from:

Different Annual reports of Jamuna Bank Ltd.

Wed site of the company
Questionnaire
Internet

5.4.2 Research Instruments

Data collection instrument are the questionnaire with structured questions
and I also used likert scale questions.

5.4.3 Research Approach

Survey
5.4.4 Type of Research
Qualitative Research

5.4.5 Sampling Plan

Sampling Unit:
Employees and customers
Sampling Frame :
Page 46 of 64

The sample frame of the study consists of Customers/Clients who have

financial transaction with Jamuna Bank Ltd. Kamarpara, Uttara area.
The sample frame was taken from the selected area.

Population size
910
Sample Size:
46 Respondents
Sampling Procedure:
Probability Sampling
Simple Random Sampling
5.4.6 Sampling Technique
Likert Scale where 1= Strongly Disagree, 2= Disagree, 3= Neither Agree Nor
Disagree,

4= Agree, 5= Strongly Agree.

The scale has been shown below:

STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
Table Hypothesis scale:

1
2
3
4
5

5.4.7 Contact Method

As it is a survey research, I collected the opinions from the respondents
through the questionnaire. I developed a questionnaire with structured
questions and distributed among the respondents to collect the responses.

5.5

Analysis of data

For analysis of data Microsoft Word, Microsoft Excel, different tables and
graphs were used to make the data meaningful. Hypotheses were testing to
derive a meaningful conclusion from the empirical data. In addition, basic
statistical techniques of different measures of central tendency have been
used for analyzing the data. The following formula has been followed:
Page 47 of 64

n
Z test =
= mean value
n = sample size
= Standard deviation
X = Average

5.6

Hypothesis Development

1. HA: Maximizing advertisement and promotion create more clients.

2. HA: Customers are well familiar with the products offered by Jamuna
Bank Ltd.
3. HA: Contemporary methods of advertisement and promotion will give
significant results.
4. HA: JBL should frequently appear in Electronic media.
5. HA: Print media provides more clarification. Therefore, more
advertisement on print media gives better result.
6. HA: Direct Marketing provides significant results in promotion.

5.7

Hypothesis Testing
H1

H2

H3

H4

H5

H6

1= Strongly disagree

12

2= Disagree

14

3= Neither agree nor disagree

Page 48 of 64

4= Agree

18

17

12

14

15

5= Strongly Agree

14

12

12

13

12

Total

170

120

113

155

164

160

Average

3.7

2.6

2.46

3.37

3.56

3.48

Standard Deviation

1.27

1.39

1.30

1.36

1.24

1.31

Z-test value

6.4

0.49

5.96

4.34

5.80

5.07

Chart- : Hypothesis Testing

Hypothesis: 1
HO: Maximizing advertisement and promotion do not create more clients.
HA: Maximizing advertisement and promotion create more clients.
Ho: =2.5
HA: 2.5
n = 46
Here

= 3.7

Standard Deviation = 1.27

Zcal = ( X

)/ (/n) = 6.4

At 5% level of significance, follows Z distribution Z0.05= 1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, it can be said that if JBL performs more advertisement and
promotion there is a possibility that it will get more clients.

Page 49 of 64

Hypothesis 1
9%
30%

13%
9%

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

39%

Figure: Hypothesis 01

Hypothesis: 2
HO: Customers are not well familiar with the products offered by Jamuna
Bank Ltd.
HA: Customers are well familiar with the products offered by Jamuna Bank
Ltd.

Ho: =2.5
HA: 2.5
n = 46
Since the sample size n > 30 so, I may use Z - test.
X

= 2.6

Standard Deviation = 1.39

Z cal = (

-)/ (/n) = 0.49

Page 50 of 64

At the 5% significant level, the value of Z in Z- distribution table is

= 1.96

z.05

Since z cal < z tab, we failed to reject null hypothesis. Therefore, at 5 %

significant level, we can say that people are not well familiar with Jamuna
Bank Ltd.s products.

Hypothesis 2
15%

26%

13%

Strongly Disagree
Disagree
Neutral
Agree

15%

30%

Strongly Agree

Figure: Hypothesis 02

Hypothesis: 3
HO: Contemporary methods of advertisement and promotion will not give
significant results.
HA: Contemporary methods of advertisement and promotion will give
significant results.
Ho: =2.5
HA: 2.5
n = 46
Here

= 3.59

Standard Deviation = 1.24

Zcal = ( X

)/ (/n) = 5.96
Page 51 of 64

At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, it can be said that Contemporary methods of advertisement and
promotion will give significant result.

Hypothesis 3
9%

26%

Strongly Disagree
13%

Disagree
Neutral

15%

Agree
Strongly Agree

37%

Figure: Hypothesis 03

Hypothesis: 4
HO: JBL should not frequently appear in Electronic media.
HA: JBL should frequently appear in Electronic media.
Ho: =2.5
HA: 2.5
n = 46
Here

= 3.37

Standard Deviation = 1.36

Page 52 of 64


Zcal = ( X

)/ (/n) = 4.34

At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, it can be said that, advertisement on electronic media draws
attention of maximum people. Therefore, more appearance on electric media
will help JBL to make their message reach to maximum potential clients.

Hypothesis 4

26%

13%

Strongly Disagree
15%

Disagree
Neutral
Agree

26%

20%

Strongly Agree

Figure: Hypothesis 04

Hypothesis: 5
HO: Use of Print media for advertisement will not provide better result to JBL.
HA: Use of Print media for advertisement will provide better result to JBL.
Ho: =2.5
HA: 2.5
n = 46
Here

= 3.56
Page 53 of 64

Standard Deviation = 1.24

Zcal = ( X

)/ (/n) = 5.8

At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, we can say that, for advertisement choosing print media will
provide better outcome to JBL.

Hypothesis 5
7%
28%

Strongly Disagree
17%

Disagree
Neutral

17%
30%

Agree
Strongly Agree

Figure: Hypothesis 05

Hypothesis: 6
HO: Direct Marketing does not provide significant results in promotion.
HA: Direct Marketing provides significant results in promotion.

Ho: =2.5
HA: 2.5
Page 54 of 64

n = 46
Here

= 3.48

Standard Deviation = 1.31

Zcal = ( X

)/ (/n) = 5.07

At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, we can say that, emphasize of direct marketing will provide
significant results in promotion.

Hypothesis 6

26%

11%

Strongly Diasgree
15%

Disagree
Neutral

15%
33%

Agree
Strongly Agree

Figure: Hypothesis 06

5.8

Analysis and Findings

1. In hypothesis 1 titled Maximizing advertisement and promotion

create more clients. 9% respondents are strongly disagreed, 13% respondents
are disagreed, 9% respondents are neutral, 39% respondents are agreed and 30%
respondents are strongly agreed. It clearly indicates that performance of more
Page 55 of 64

advertisement and promotion let people know about the company and its specialty. Then
people become interested towards testing the product. Thus, it creates more clients.
2. In hypothesis 2 titled Customers are well familiar with the
products offered by Jamuna Bank Ltd. 26% respondents are strongly
disagreed, 31% respondents are disagreed, 15% respondents are neutral, 13% respondents
are agreed and 15% respondents are strongly agreed. It clearly indicates that people are
not well familiar with the products of Jamuna Bank Ltd.
3. In hypothesis 3 titled Contemporary methods of advertisement
and promotion will give significant results. 9% respondents are
strongly disagreed, 13% respondents are disagreed, 15% respondents are neutral, 37%
respondents are agreed and 26% respondents are strongly agreed. It clearly indicates that
modern technologies can play a significant role in the field of
promotion and advertisement.
4.

In hypothesis 4 titled JBL should frequently appear in Electronic

media. 13% respondents are strongly disagreed, 15% respondents are disagreed,
20% respondents are neutral, 26% respondents are agreed and 26% respondents are
strongly agreed. It clearly indicates that if JBL conduct advertisement on Electric media,
they will be able to draws attention of maximum potential customer.

5. In hypothesis 5 titled Use of Print media for advertisement will

provide better result to JBL. 7% respondents are strongly disagreed, 17%
respondents are disagreed, 17% respondents are neutral, 31% respondents are agreed and
28% respondents are strongly agreed. It clearly indicates that considering print media for
advertisement produces better results. Therefore, it should be taken under consideration
for advertisement.
6. In hypothesis 6 titled Direct Marketing provides significant
results in promotion. 11% respondents are strongly disagreed, 15% respondents
are disagreed, 15% respondents are neutral, 33% respondents are agreed and 26%
respondents are strongly agreed. It clearly indicates that Direct Marketing helps to
build relationship and creates more clients. Hence, JBL should emphasize Direct
Marketing.

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Chapter- 06
Conclusion Part

Recommendation
The following factors are recommended to this report to improve
advertisement and promotion methods of Jamuna Bank Limited. However,
JBL is more popular to the customers for their better services but they have
to expand it. It is therefore imperative to get to the customers to know their
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impression on the services of this important communication medium. Such

as:
1. Successful advertising involves products or services positively known
by that section of the public most likely to purchase them. Therefore,
Jmauna Bank should perform more advertisement.
2. This is the responsibility of Banks to inform and let people learn about
their various products. Therefore, Jamuna Bank Ltd. should take
necessary actions to educate their customers and make them familiar
with their services.
3. Now a days, there are lot of new technologies and communication
medium which can be used for advertisement and promotion. Social
Media e.g. Facebook, Internet advertisement, direct mail etc can be
great mediums to reach to the customers at very cheap cost and
quickly.
4. 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. Therefore, it is suggestion to JBL as they
appear frequently in electronic media.

5. The details of schemes including time period, interest rate, profit,

conditions, benefits etc can be presented only through Print Media.
Therefore, besides TV advertisement JBL should use print media as
well.
6. Direct Marketing is a crucial element in ensuring customers postpurchase satisfaction, and in building profitable long-term buyer-seller
relationships built on trust and understanding. Therefore, JBL should
emphasize direct marketing.

Conclusion
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Consumer banking industry has been treated as a prospective financial

sector in Bangladesh. More and more banks are entering the industry. The
industry became so attractive that since trustworthy Banks like JBL has
entered the market and wants to lead the market for which they need to
ensure best customer services and follow the extended marketing mix for
advertisement and promotion. However, the entrance of banks like JBL has
brought revolutionary changes in banking services. People get better
services but at some sectors customers are dissatisfied and those factors like
availability of ATM, good delivery services and recreational facilities to be
prcised needs to be improved. In some cases people are not well informed
about the service they can have from a Bank.
To let people know about the company, every company uses different types
of promotional tools. However, directersonal Selling is used in a wide range
but besides this JBL must have to use other tools to advertise their bank's
products and services. Such billboard is one of the most popular using
promotional tools to the company. As it is cheap and mostly seen in an open
place, most of the company likes to use this tool because of its wide
repeated exposure.
A research was done on Advertisement and Promotion strategy of Jamuna
Bank Limited. Different people gave different opinion. From the survey, it can
be said that they want to see more advertisement on Television, newspaper.
Customer is the king of any company so before taking any decision in case of
advertising should identify what types of ads the customers really want from
them. Most of the customers are aware of TV advertisement, newspaper
advertisements. Advertising is a crucial role for the customer to recall the
brand name repeatedly. The more advertisements will be presented in front
of the customers the more they will focus to Jamuna Bank Limited. I hope
that JBL will be able to spread their business with increasing various schemes
& other utility services.
The study on Advertisment and Promotion Strategy of Jamuna Bank Ltd. is
cased out with full co- operation of the customers. As far as possible within
the given limits the study is completed with the satisfaction of many people.
The data collected are analyzed scientifically.

Page 59 of 64

Reference
Books:
Ghauri, P. & Gronhaug, K. (2005), Research Methods in Business
Studies. Prentice Hall: London
William G. Zikmund (2010), Business

Research

Method 8th ed.

South-Western Cengage Learning.

Alam, M. (1997), Budgetary process in uncertain contexts: a study of
state-owned

enterprise

in

Bangladesh,

Management

Accounting

Research, vol.8, no.2 pp147-167.Chiwhury, L R. A Textbook in Bankers

Advances. 2nded. Dhaka: Fair Corporation, 2003
Dess, G., Lumpkin, G. & Eisner, A. (2008), Strategic Management: text
and cases. 4th ed. McGraw-Hill/Irwin: New York.
Cooper, D. & Schindler, P. (2008), Business Research Methods. 10th
ed. McGraw-Hill: New York.
Zikmund, G. William. (2003) Business Research Methods.

7th ed.

Singapore: Thomson Learning South Western,

Reports:
Marketing strategies of Jamuna Bank Ltd. (2011), Report, Available
from: http://www.academia.edu (Accessed: 13 June 2015)

Page 60 of 64

 General Banking Activities of Jamuna Bank Ltd.(2013), Available from:

http://www.academia.edu (Accessed: 13 June 2015)

Official Websites:
Annual Report of Jamuna Bank Limited, (2014) Available from:
An Analysis of Financial Performance, (2014) Available from:
http://www.scribd.com/doc/15074491/An-Analysis-of-FinancialPerformance (Accessed: 30 May 2015)

Page 61 of 64

Questionnaire for Clients

Dear Respondent,
I am the students of IUBAT- International University of Business Agriculture
and Technology, conducting a survey on Advertisement and Promotion
Strategy of Jamuna Bank Ltd.. Kindly noted that this is an academic study
and the findings will remain confined within academic interests. No part of
this study will be disclosed. Your kind cooperation will be highly appreciated.
Please read the questions carefully and just put a tick () in the respective
box and kindly give your judgments where necessary.

Personal Information
Name:
Profession:
A. Business Man
D. Others

B. Service Holder
Strongl
y
Disagre
e (1)

01

02

03

C. House Wife
Disagre
e
(2)

Neither
Agree
nor
Disagre
e (3)

Agre
e
(4)

Strongl
y
Agree
(5)

Maximizing
advertisement
and
promotion create more
clients.
Customers
are
well
familiar
with
the
products offered by
Jamuna Bank Ltd.
Contemporary methods
of advertisement and
promotion
will
give
significant results.

Page 62 of 64

04

05

06

JBL should frequently

appear in Electronic
media.
Use of Print media for
advertisement
will
provide better result to
JBL.
Direct
Marketing
provides
significant
results in promotion.
Thank You for Your Cooperation.

Abbreviations
JBL- Jamuna Bank Ltd.
BB- Bangladesh Bank
SME - Small & Medium Enterprise
CRM- Credit Relationship Management
KYC- Know your customer
ATM - Automated Teller Machine
CIB - Credit Information Bureau
CD- Current Deposit Account
STD- Short Term Deposit Account
MSS- Monthly Saving Scheme
MBS- Monthly Benefit Scheme
LDS- Lakhopati Deposit Scheme
MDS- Millionaire
SOD- Secured Overdraft
LDBP- Local Documentary Bill Purchased

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SND- Short Notice Deposit

PBD- Personal Banking Division
CRG- Credit Rating Grading
ECC- Export Credit Cash
PC- Packing Credit
CSR- Corporate Social Responsibility

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