School of Business & economics

Assignment
MKT 601: MARKETING MANAGEMENT
Submitted TO: Khandoker Mahmudur Rahman
Assistant Professor
School of Business & Economics
United International University

Submitted By
Name

ID

Sayed Sanwar Hossain

112-143-024

Lipu Das

112-143-045

Sultana Razia

113-132-007

Md. Tahminul Islam

112-131-006

Abdullah Al Ansary

112-151-052

Date: August 12, 2015

Section: B

Loyalty Program
A rewards program offered by a company to customers who frequently make purchases. A
loyalty program may give a customer advanced access to new products, special sales coupons
or free merchandise. Customers typically register their personal information with the
company and are given a unique identifier, such as a numerical ID or membership card, and
use that identifier when making a purchase.

The basic benefits of using a loyalty program to obtain customer information are
summarized below:
- Shift - Acquire new customers
- Lift - Increase the spending of existing customers
- Retention - Improve the natural churn rate of customers
- Profit mix - Shift spending to higher margin products
These loyalty program benefits form the basis for all loyalty program initiatives.

Loyalty Program of BRAC Bank (Credit Card)

Basic :
Basic loyalty program of BRAC Bank is Fast Rewards, which is for all types of credit card
holder. Fast Rewards is a loyalty program that allows you to earn points every time you make
payment through your BBL Credit/Debit Card on local Retail Purchase. Conditions of this
Fast Reward program for credit card holders are
1. A Credit Card holder can earn one (1) Reward Point for every local retail purchase of
Tk.50. Supplementary cardholders can earn bonus points but primary card holder can

only redeem the reward points of supplementary cardholder. Supplementary

cardholder cannot claim Rewards.
2. You can continue accumulating reward points till you close off your BRAC Bank
Credit Cards.
3. When the card is upgraded/downgraded, reward points will be automatically 1
transferred to your new account.
User can redeem reward points in various local outlets. Starting with 500 reward points worth
Tk 200 to 12500 reward point worth Tk 5000. User can also use his/her reward points to
waive annual card fee.

Other Offers & Discounts :

i.

Buy One Get One Free: This offer was given to Platinum and Gold credit
cards. Although this offer was valid till May 2015. New offer isnt announced yet.

Hotel / Restaurant

Location

Offer on (Buffet)

Offer for

The Westin

Dhaka

Breakfast, Lunch & Dinner

Platinum Credit Card

Hotel Sarina

Dhaka

Lunch & Dinner

Village Restaurant

Dhaka

Lunch

The Peninsula

Chittagong Lunch & Dinner

Ambrosia

Chittagong Lunch & Dinner

Roseview Hotel

Sylhet

Dinner

Platinum / Gold Credit

Card
Platinum / Gold Credit
Card
Platinum / Gold Credit
Card
Platinum / Gold Credit
Card
Platinum / Gold Credit

Card
Hotel

The

Cox Cox's

Today

Buy one night and stay one night

Bazar

free

Platinum/Gold Credit Card

2

ii.

Fuel Stations : BRAC Bank listed 33 fuel stations all around the country, if fuel
bills are paid using BRAC Bank credit card in these fuel station there will be no
surcharge charged.

iii.

Hospital : BRAC Banks card holder can enjoy certain discounts from one of
the best hospital in the country and outside the country. The hospitals are
-

iv.

Raffles Hospital, Singapore

United Hospital Limited
Parkway Hospitals Singapore Pte Ltd.

Discount on CNG Conversion at Intraco CNG Ltd: BRAC Bank card

holder can enjoy an instant 10% discount on the regular price while converting
vehicle into CNG at Intraco CNG Limited.

Cash back is applicable for a maximum transaction amount of BDT 3000

per transaction. For example, if a customer makes a transaction of BDT
4000 which is more than BDT 3000 then he will receive cash back of BDT
300. Likewise, if he does a transaction of BDT 2000 then he will receive
cash back of BDT 200 (10% of BDT 2000).

Transaction must be processed through BBL POS machine.

Applicable for any outlet of Agora, Shwapno or Meena Bazar.

Recommendation
3

Onetime Fee, Lifetime Free

At Eastern Bank Limited, to avail EBL Credit Card services, you need to pay the
Subscription/ Annual Fee only once. After that there is no annual fee for you as long as you
transact at least 18 times in a whole year.
BRAC bank had an offer which was called `free for life, but they discontinued this offer
since February 2008. If the offer is continued again then BRAC banks cardholders will
continue using BRAC banks credit cards in day to day transections.

EMI facility
BRAC banks credit card does not have widely accepted EMI facility available like Standard
Chartered Banks credit card has. For example Standard Chartered has EMI facility available
for Samsung mobile phones. BRAC bank should also increase its network partners to provide
this facility as soon as possible.

Auto bills pay service

BRAC bank should also start auto bills pay service like Standard Chartered bank. Bills like
electric bill, water bill, mobile phone bill, internet bill etc. So that we no longer have to stand
in the long queues for paying our monthly bills.

SMS alert
Credit card fraud has increased with its increase in use. To reduce fraud BRAC bank can start
sms alert service. When a card is charged the card holder will receive a sms containing the
store name and amount charged. This service can reduce fraud and cardholder can be relaxed
knowing that if his card is used he will know.

SafetyNet
4

SafetyNet service is provided by Standard Chartered bank to its credit card holder. In the
unfortunate event of death or Permanent Total Disability (PTD) of the Primary Cardholder,
the full outstanding balance gets waived! SafetyNet is enrolled at credit card based on the
confirmation of the card holder. Thereafter, card holder can enjoy the facility by paying a
nominal fee @ 0.35% on outstanding balance every month. And it could be stopped at any
time.
BRAC bank can start something like this. This program ensures that after death or PTD of the
primary cardholder his family wont be in pressure to pay the outstanding balance of the
account.

Balance Transfer
Eastern Bank Limited gives the option to transfer current outstanding balance of other banks
credit card at a much cheaper rate to EBLs Credit Card. This saves money, time and gives the
convenience to manage all expenses from one point.
But BRAC bank does not have this kind of offer available. This kind of offer helps the
cardholder to pay other banks credit cards outstanding balance with another banks card. So
we dont have to go in different banks to pay their credit card bills. We can just pay one banks
card bill and be done with it.