Analysis of Marketing Strategy of Eastern Bank Limited

Analysis of Marketing Strategy of Eastern Bank
Limited
CHAPTER 1
Introduction
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1.1 Introduction
Banking is the backbone of an economy. All sorts of economic and financial

activities revolve round the axis of the bank. As the industry produces goods and
commodities, so does the bank creates and controls money market and promotes
formation of capital. From this point of view, banking-a technical profession- can be
termed as industry. Services to its customers are the products of banking industry
besides being a pivotal factor in promoting capital formation in the country. As all
economic and fiscal activities revolve round this important 'Industry', the role of
banking can hardly be over emphasized.
Generally we understand about the bank that the financial institution dealing with
money. But there are different types of banks like Central Banks, Commercial
Banks, Savings Banks, Investment Banks, Industrial Banks, and Co-operative banks
etc. But when we use the term bank without any description, it refers to the
Commercial Banks. Eastern Bank Limited is one of the major commercial bank in
Bangladesh.
Most of the social scientists agreed that the term Bank came from the land of Italy.
From the history of Bank, we know that institutional banking started in the eleventh
century. Todays banking has changed a lot from that of that days banking, because
of socio-cultural changes. This change can be attributed to the social, cultural,
geographical and political factors. Banking mainly got dynamism in its activity by
the innovation and progress of technology. So, now- a days banking is not only
business of dealing with money, but also patronizing people in the business and
other day-to-day affairs.
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1.2 Rational Of the Study
Like other business organizations, commercial banks are established also for the
purpose of earning profit. It is an institution where clients keep their surplus deposits
and these deposits are invested in trade, commerce and industries in the form of Loans
& Advances to earn profit. Apart from earning profit, by lending to priority sector, Bank
also helps countrys economic development. So this profit is their main income source.
As a MBA student we need to all the people need to know about the different concepts
and principles of different banking prospects and sometimes to giving this service and
they cant do any transaction online because of long procedure.
This report is a part of my academic program has been set for the Eastern Bank Limited
as a part of my MBA program. My MBA program all courses based on theoretical. The
organizational atmosphere and behavior and I have gather some practical knowledge
about Analysis Marketing strategy of Eastern Bank limited .
1.3 Objectives of the Study

There are two types of objectives of this report. These are given below:
General Objective
Specific Objective
1.3.1 General Objective

The General objective of this report is to measure the Analysis of Marketing
Strategies of Eastern Bank Limited.
1.3.2 Specific Objective
1. To analyze the Marketing Mix of Eastern Bank Limited.
2. To find out the strategic issue of EBL.
3. To apply theoretical knowledge in the practical field.
4. To analyze the 7P of EBL
5. To provide some recommendations for improving marketing.
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1.4 Methodology of the Study
Both primary and secondary data have been used here in this study for making the
report fruitful. As my related topic is more narrative I have used the primary source as
the main of information. A study design provides guidelines, logical and systematic plan
for the detailed study. It specified the objectives of the study. The methodology and
techniques to be adopted for achieving the objectives. It constitutes the blue print for the
collection, measurement and analysis of the data.
Study Population
Customers of EBL are the target population of Corporate Branch.
Sample Size and Technique
For this study, the sample size that I have taken consists of 30 respondents.
1.4.1 Sources of Data

The data used to furnish this report has been collected from the Primary sources &
secondary sources.
Primary Sources
Conversation with the employee of the Eastern Bank Ltd.
Moreover, the questionnaires survey helped the researcher to get
information directly from the employees. Face-to-face conversation with
customers.
Primary Data was derived from the practical deskwork.
Direct observation of daily activity.
Secondary Sources
Web site
Textbooks, Academic journal and professional journal.
Annual report of EBL-2015
Bangladesh Bank annual report etc.
Data Analysis tools and technique
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In this report primary data is collected by conducting a survey on 50 people. The
questionnaire is attached in the report in the Appendix. The survey helped me in both
deriving the information and also explaining the condition of customers. Secondary data
was collected from EBL websites and other related websites and documents.
1.5 Scope of the Study

The scope of this report is limited to assess the practical functioning of the whole
banking activities. This report will cover the marketing strategy of the Eastern Bank
Limited. The other objectives are as follows: To fulfill the requirement of our M.B.A.
program. To evaluate the overall performance of the Eastern Bank Limited.
1.6 Limitations of the Study:

1. To collect information I faced difficulty because of the excessive nature of
confidentiality mentioned by the officials of Eastern Bank Limited.
2. Available data also could not be verified. In most cases, I did not have any
option to furnish data with the verification.
3. It requires lot of assistance from all level officers and staff but as a bank the
officers were busy in doing their jobs.
4. The study was limited by the availability of the data.
5. Some of the supplied information was contradictory.
6. To protect the organizational loss in regard of maintaining confidentiality, some
parts of the report are not in depth.
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CHAPTER 2
Organizational Overview
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2.1 Profile of EBL
Over the past twenty-four years product innovation, state-of-the-art IT solutions and
excellence in service proposition have become synonymous with Eastern Bank, best
known in its shorter version EBL. EBL is the first bank in Bangladesh to be awarded
ratings by Moody's in March 2016. The outlook rated by Moody's is stable.
The ability to innovate and keep pace with the fast changing world made EBL the most
valuable financial brand in Bangladesh. Established in 1992, EBL has always been a
forerunner in product and service innovation. Especially in the past three years, the
Bank introduced 12 new-to-Bangladesh financial products and services. EBL is first in
many areas including the first bank in Bangladesh to go online in its effort to go green;
first to introduce internet banking, first to introduce VISA Platinum and Signature cards,
first to offer priority banking proposition, first to introduce world renowned core
banking solutions UBS.
2.2 Vision
To become the most valuable brand in the financial services in Bangladesh creating
long-lasting value for our stakeholders and above all for the community we operate in
by transforming the way we do business and by delivering sustainable growth.
2.3 Mission
EBL will deliver service excellence to all our customers, both internal and
external.
EBL will ensure to maximize shareholders' value.
EBL will constantly challenge our systems, procedures and training to maintain a
cohesive and professional team in order to achieve service excellence.
We will create an enabling environment and embrace a team based culture where
people will excel.
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2.4 Values
SERVICE EBL passionately drive customer delight.

EXCELLENCE EBL use customer satisfaction to accelerate growth.
EBL believe in change to bring in timely solution.
OPENNESS EBL share the business plan.
EBL encourage two way communications.
EBL recognize achievements, celebrate results.
TRUST EBL care for each other.
EBL share learning/ knowledge.
EBL empower our people.
COMMITMENT EBL know our roadmap.
EBL believe in 'continuous improvement'.
EBL do not wait to be told.
INTEGRITY EBL say what we believe in.
EBL respect every relationship.
EBL do not abuse information power.
RESPONSIBLE EBL are tax-abiding citizen.
CORPORATE EBL promote protection of the environment for our children.
CITIZEN
EBL conform to all laws, rules, norms, sentiments and values of
the land.
2.5 Objectives of Eastern Bank Limited
Maximization of profit along with the benefits of employees is the main objective of the
bank. In addition, the other objectives are:
To be one of the leading banks of Bangladesh in terms of ROE and ROE
To be the market leader in high quality banking products and services
Achieve excellence in customer service through providing the most modern and
advanced state-art technological in the different spheres of banking
Cater to a broader and differentiated segment of retail and wholesale customers.

To grow its credit extension service to the commercials as well industrial sector;
To increase its diversification of loan portfolio and geographical coverage
To curd present operating expenses further so as to increase earning before tax
To reduce the burden of non performing assets
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2.6 Company Milestones
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August 8, 1992 Incorporated.
August 16, 1992 Commenced banking operations.
March 20, 1993 Listed with Dhaka Stock Exchange Ltd.
November 12, 1998 First dividend declared for income year 1997.
January 19, 2002 Centralization of Trade Services.
July 17, 2003 Launched online banking services across all the branches.
January 25, 2004 Obtained permission from Bangladesh Bank for Offshore Banking
Unit, Bangladesh.
September 11, 2004 Listed with Chittagong Stock Exchange Ltd.
June 27, 2005 Authorized share capital increased to BDT 3.3 billion.
November 30, 2005 Partnered with IFC under Global Trade Finance Program (GTFP)
for better handling complex trade transactions.
March 5, 2006 Centralization of liability product processing functions at Service
Delivery.
November 09, 2006 Partnered with ADB under Trade Finance Facilitation Program
(TFFP) to receive guarantee and revolving credit facility.
July 1, 2007 Launched Own Managed Cards Software and Production System.
May 25, 2008 First Right Issue declared @ 2:1 at par.
February 13, 2009 Commencement of Investment Banking Operations.
April 19, 2009 Registration of EBL 1st Mutual Fund with Securities and Exchange
Commission.
April 26, 2009 Launched Priority Banking for premium customer segment.
April 2009 Awarded Superbrand by Superbrands Inc. for the period 2009-
2011.
November 2009 EBL was awarded 3rd position for Annual Report 2008 in the Best
Published Accounts by ICAB and conferred a Certificate of Merit
award for 'Best Presented Accounts and Corporate Governance
Disclosures Awards 2008' by SAFA.
December 30, 2009 Established 'EBL Investments Limited' a fully owned subsidiary to
do merchant banking (MB) operations (MB License received in
January 2013).
March 1, 2010 Acquired 60% shares of a brokerage house 'LRK Securities
Limited' renamed afterwards as 'EBL Securities Limited' and was
acquired fully in 2012.
April 4, 2010 Implemented 'Universal Banking System (UBS)', world's one of the
renowned core banking solutions as a first bank in Bangladesh.
January 09, 2011 Incorporated 'EBL Asset Management Limited', a fully owned
subsidiary of the Bank to do asset management i.e. managing
mutual funds.
May 11, 2011 Centralized operations of EBL got Quality Management Systems
Certificate as per ISO 9001: 2008
June 25, 2011 Adjudged the Best Financial Institution 2010 at the DHL Daily Star
Bangladesh Business Awards.
November 25, 2011 Conferred Global awards for Brand Excellence in the category of
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'Best Banking and Financial Services' by The Global Brand
Congress.
November 28, 2011 Incorporated with HK authority 'EBL Finance (HK) Limited', the
2.7 Achievements of Eastern Bank Limited
As a business, EBL is guided by the objectives to expand and deepen client
relationships, and invest consistently on technology. As a bank, we operate according to
the fundamental principles of the company, which include putting our clients first and
adhering to the highest standards of integrity. Over the past 20 years our excellent
culture and a focused long-term strategy have contributed to our outstanding track
record. One of our core strengths is our fortress balance sheet and our adherence to
ethical banking. Our sincere efforts in bringing international standards in accounting
have been well-appreciated and gotten recognitions from local and international
institutions like The Institute of Chartered Accountants of Bangladesh (ICAB), South
Asian Federation of Accountants (SAFA), The Institute of Cost and Management
Accountants of Bangladesh (ICMAB).
EBL was awarded the 2nd Prize at 12th ICAB National Awards for the Best Presented
Annual Reports 2011 and also awarded same position for Annual Report 2009. EBL is a
recipient of Certifi cate of Merit' in the Best Presented Annual Report Awards 2011 by
South Asian Federation of Accountants (SAFA). Last year our Annual Report 2011 got
the 3rd Prize at the ICMAB Best Corporate Awards. Employee first is our bracing
motto. We believe that the source of our competitive advantage lay deep inside our
company, in our people. Our core brand has always been our employees, appreciated for
their passion to perform. For us employees are the best brand. We do not off er our
employees a job, we offer them a career. We have highest per employee productivity in
the banking industry for last 6 years.
Last year our HR policy and practices got international recognition when we were
awarded the Asia's Best Employer Brand Award at World HR Congress in Singapore.
Our Human Resources Division is also the first Bangladeshi bank to achieve ISO
certification for its commitment to quality HR Practice in People Management.
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Our Trade Service Department and Service Delivery Department are regarded among
the best in the market for our commitment to quality delivery and trade service
operations. Our ISO 9001:2008 certifications for Trade Service Department and Service
Delivery Department speak volumes about our best practices.
We are consistently achieving recognition from World Bank. We have been awarded
twice as the best GTFP issuing Bank in South Asia.
The crowning glory of EBL's commitment to perform with passion has been winning
the Best Financial Institution 2010, the most coveted award of the country at the DHL-
Daily Star Bangladesh Business Awards 2010.
As we are striving to achieve international standards in all our products and services,
international recognition is natural to follow. The Global Brand Congress held in
Mumbai conferred EBL Awards for Brand Excellence in the Best Banking and
Financial Services category.
One of the most significant awards for EBL last year was the CEO of the Year award to
our CEO Mr. Ali Reza Iftekhar by Asian HR Leadership Award held in Dubai. This
award carries a symbolic significance for us. Out of 45 nominations from Asia he was
selected by the Jury board for his significant contributions to the Bangladesh banking
sector. As an ardent promoter of the concept of sustainable development he has
successfully introduced international best practices and ethical banking and transformed
EBL into the most valuable financial brand in the country.
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2.8 Management Hierarchy at EBL
Chairman
Board of Directors
Managing Director
Deputy Managing Director
Senior Executive Vice President
Executive Vice President
Senior Vice President
Vice President
Senior Assistant Vice President
First Assistant Vice President
Assistant Vice President
Senior Principal Officer
Principal Officer
Management Trainee (Entry Level)
Senior Officer
Officer (Entry Level)
Contractual Officer (Entry Level)
Figure: Management Hierarchy of EBL
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2.9 Branches of Eastern Bank Limited
Total Branches: 67
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2.10 Corporate Social Responsibilities of the Eastern Bank Limited
In this 21st century, the social responsibility of an organization is unavoidable. The

societal marketing concept holds that the organization should determine the needs
wants, and interests of target markets. It should then deliver superior value to customers
in a way that maintains or improves the consumers and the societys well-being. In this
concept the marketers will maximize the consumers value in the long run rater than
short run to maximize their profit.
The bank realizes the importance of contributing to the public, community, and society
as a whole as well as participating in environmental protection and conservation for a
sustainable future. EBL ensures that the customer already having production facility that
is susceptible to damage environment has due environmental clearance certificate from
the concerned ministry while granting or renewing credit facility.
Every year EBL contribute their in various types of social activities, are; awarding the
talent student through talent hunt, monetary contribution in the disable fund,
contribute increasing public awareness about the social ills and the most recently EBL
contributed BDT 320 million in the Chief Advisors fund for the flood affected people.
No one in society can avoid the due responsibilities, EBLs position is positive in this
regard and they wish to find a suitable segment to work with in future to meet the
corporate social responsibility
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CHAPTER 3
Theoretical Overview
(Marketing Strategy)
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3.1 What is Marketing Strategy
A marketing strategy is a coherent and agreed upon process formed with the aim of
increased revenue and market share. Broadly speaking, marketing strategies refer to the
set of actions designed to meet your business goals.
3.2 Definition of 'marketing strategy'
A marketing strategy is a business' overall game plan for reaching people and turning
them into customers of the product or service that the business provides. The marketing
strategy of a company contains the companys value proposition, key marketing
messages, information on the target customer, and other high level elements. The
marketing strategy informs the marketing plan, which is a document that lays out the
types and timing of marketing activities. A companys marketing strategy should have a
longer lifespan than any individual marketing plan as the strategy is where the value
proposition and the key elements of a companys brand reside. These things ideally do
not shift very much over time.
3.3 Types of marketing strategies
There are different types of marketing strategies available. Picking up a marketing

strategy includes analyzing the needs of your business, your target audience and
specifications of your products.
The two main types of marketing strategy are:
1. Business to business (B2B) marketing

2. Business to consumer (B2C) marketing
The most common form of marketing is business to consumer (B2C) marketing. Lets
explore a bit more.
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Following are the different types of marketing strategies available.
1. Paid advertising
This includes multiple approaches for marketing. It includes traditional approaches like
TVCs and print media advertising. Also, one of the most well-known marketing
approach is internet marketing. It includes various methods like PPC (Pay per click) and
paid advertising.
2. Cause marketing
Cause marketing links the services and products of a company to a social cause or issue.
It is also well known as cause related marketing.
3. Relationship marketing
This type of marketing is basically focused on customer building. Enhancing existing

relationships with customers and improving customer loyalty.
4. Undercover marketing
This type of marketing strategy focuses on marketing the product while customers
remain unaware of the marketing strategy. It is also known as stealth marketing.
5. Word of mouth
It totally relies on what impression you leave on people. It is traditionally the most
important type of marketing strategy. Being heard is important in business world. When
you give quality services to customers, it is likely that theyd promote you.
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6. Internet marketing
It is also known as cloud marketing. It usually happens over the internet. All the
marketing items are shared on the internet and promoted on various platforms via
multiple approaches.
7. Transactional marketing
Sales is particularly the most challenging work. Even for the largest retailers, selling is
always tough especially when there are high volume targets. However with the new
marketing strategies, selling isnt as difficult as it was. In transactional marketing the
retailers encourage customers to buy with shopping coupons, discounts and huge events.
It enhances the chances of sales and motivates the target audience to buy the promoted
products.
8. Diversity marketing
It caters diverse audience by customizing and integrating different marketing strategies.

It covers different aspects like cultural, beliefs, attitudes, views and other specific needs.
3.4 Literature Review

Tanvir Abdullah December 1st 2015: marketing strategic of faith overseas ltd. with
Marketing Department. Basically I was involved with Customer relationship
management (CRM) department because they basically support to Marketing
department by dealing with customer and outlet people. faith overseas ltd has strong
marketing team who are engaged with lot of work and activities under the direction of
head of marketing of faith overseas ltd. From the inception of faith overseas ltd they are
engaged with very thoughtful marketing and advertising to attract customers. Their
dedicated marketing team always tries to exhibit faith overseas ltd as the best brand in
Bangladesh. The marketing team always prepared all kind of marketing materials like
leaflet, brochure, annual report and other kind of communication materials for faith
overseas ltd outlets and for external use... I did serve the entire place above mentioned
as required and ordered by my supervisor at faith overseas ltd. During my report period
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I got to learn that how faith overseas ltd can generate revenue from online marketing
and become the market leader in this sector. I am totally happy that I got to learn lot of
things during my period at faith overseas ltd. Observations and recommendations. As
my own personal view the faith overseas ltd marketing team is very much active,
dedicated toward work, very innovative with marketing staff. The marketing team
always tries to adopt a new strategy so that they established that, they are unique
compare the other local brands strategy.
Market share is the proportion of total sales of a product during a st ated time period in
a specific market that is captured by a single farm (Etzel,Walker, Stanton, 1997). A
firms percentage of the total sales volume generated by all competitors in a given
market ( Bagozzi, Rosa, Kirti, Chelly, Coronel, 1998).
Cravens and Piercy (2003) stated that company sales divided by the total sales of all
firms for a specified product market determine the market share of a particular firm.
They also stated that market share can be used to forecast future company sales and to
compare actual market position among competing brands of a product. The ratio of
sales revenue of the firm to the total sales revenue of all firms in the industry, including
the firm itself.
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(Farase, Kimbrell, Woloszyk). According to Kotler (2003) company sales do not
reveal how well the company is performing relative to competitors. For this purpose,
management needs to track its market share. He also stated that market share can be
measured in 3 ways: (1) overall market share (2) served market share (3) relative market
share. According to him overall market share is the companys sales expressed as a
percentage of total market sales. Relative market share can be expressed as market share
in relation to its largest competitor. A relative market share over 100 percent indicates a
market leader.
According to Cravens and Piercy (2003) relative market share is measured by

comparing the share of the firm against that of the competitor with the highest market
share in the segment.
Competitor analysis is an organized approach for evaluating the strengths and
weaknesses of current or potential competitors marketing strategies (Perreault, Mc
Carthy, 1996). They also stated competitive rivals as a firms closest competitors.
According to Farese, Kimbrell, Woloszyk analyzing competition means listing all the
competitors in trading area along with their type of products, prices, locations, general
quality of products and their strengths and weaknesses. Determining competitors sales
volume and how they promote and sell the products. Showing how the firms business
will be superior to the competitor based on these factors.
B A Gozzi, Rosa Kirti, Chelly, Coronel (1998) stated that analysis of the competition
is as important as study of the consumer. The goal is to meet customer needs with a
product or service that achieves a differential advantage over the competitor.
Cravens and Piercy (2003) stated that competitor analysis is conducted for farms that
compete directly with each other (e.g. Nike & Reebok) and other companies that
management may consider important in strategy analysis (for example, potential market
entrants). He proposed two major aspects of competitor analysis: (1) preparing the
descriptive profile for each competitor and (2) evaluating the competitors strengths and
weaknesses.
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Kotler (2003) stated that competitor companies that satisfy the same customer need.
The market concept of competition reveals a broader set of actual and potential
competitors. He also added that once a company identifies its primary competitors, it
must ascertain their characteristics, specifically, their strategies, objectives, strengths
and weaknesses, and reaction pattern. Rothschild (1979) suggested following questions
to ask about a competitor who is the competitor now and who will it be inthe future?
What are the key competitors strategies, objectives and goals? How important is a
specific market to the competitors and are they committed enough to continue to invest?
What unique strengths do the competitor have? Do they have any weaknesses that make
them vulnerable? What changes are likely in the competitors future strategies? What are
the imp lifications of competitors strategies on the market, the industry and ones own
company?
Following Rothchilds (1979) advice J. Baker (2000) stated that in an ideal world one
would seek to document competitive firms in as much detail as possible. According to
West (1999) a typical competitor information profile will cover ownership and
organizational structure; financial history, financial resources, key decision- makers and
their track records, staff resources, production resources and locations, product lines
and portfolios, patents, licenses and other unique assets; markets and segment serviced;
distribution channel used; export activity and country supplied; sales and marketing
activities. He also stated that the depth and quality of information available varies
considerably from market sector to market sector and from country to country. Kotler
(2003) stated, a company needed to gather information on each competitors strengths
and weaknesses. According to the Arthur D. little (1974) a company will occupy one of
six competitive positions in the target market. Dominant: this firm controls the behavior
of other competitors and has a wide choice of strategic options. Strong: this firm can
take independent action without endangering its long-term position and can maintain its
long-term position regardless of competitors actions. Favorable: this firm has an
exploitable strength and a more-than- average opportunity to improve its position.
Tenable: this farm is performing at a sufficiently satisfactory level to warrant continuing
in business, but it exists at the sufferance of the dominant company and has a less-than-
average opportunity to improve its position. Weak: this firm has unsatisfactory
performance, but an opportunity exists for improvement. The firm must change or else
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exit. Nonviable: this firm has unsatisfactory performance and no opportunity for
improvement.
Kotler (2003) supporting the Arthur D. Little (1974) assessment stated that this
assessment helped one company decide whom to attack in the programmable controls
market.
John Stapleton (1987) suggested that the most appropriate means for assessing
competition is in truly financial terms as this enables comparisons to be made and a
standard to be developed against which the firms own performance can be measured.
To structure such an analysis Stapleton proposes 9 different indicators.
But in contrast with West (1999) Baker (2000) stated that simple summary diagrams
are often much more illuminating than pages of statistics he recommended the use of
profiling diagrams. John Saunders (1995) stated such profiling diagrams as a
competitor assessment grid. And supporting him Baker (2000) constructed such a
profile and stated to construct such a profile by using the critical success factors, which
are important in the industry/ market under consideration. Baker (2000) stated that
having drawn up a list of the closest competitors staff evaluated each of these relative to
themselves in terms of each of the key success factors. He also stated that one can
identifying list of critical success factors and assemble enough data to make
comparative judgments of competing firms in terms of these factors, this will provide
decision makers with a powerful diagnostic tool.
Baker(2000) also stated that in strengths and weaknesses assessment technique some
information can be overlooked so it is vital to reduce the output of our appreciation to
the bare essentials. He also stated that obviously this will require the exercise of
judgment and it will usually be necessary to priorities the relative importance of the
factors under consideration. Either verbal or numerical scaling with only the critical
factors being included in the final analysis may do this.
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According to Grunert and Ellegaard (1993) the idea that there are few factors which
are decisive for the success of the company, and that these factors can be ascertained,
was first introduced by Daniel (1961) and later mainly elaborated by Rockart (1979);
Bullen and Rockert (1981) in the context of designing management information
systems. The identification of critical success factors was prompted by the observation
that many senior managers did not make use of the formal management information
systems. In turn, this led to the conclusion that this was due to the fact that these
systems were unnecessarily complex and should be structured around a smaller number
of what they called critical success factors.
According to Rockart (1979) there are five sources of critical success factors: the
industry, competitive strategy and industry position, environmental factors, temporal
factors, and managerial position.
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CHAPTER 4
Analysis of Marketing Strategy
of EBL
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4.1 Marketing Strategies of EBL
It is the outlines of the board marketing logic by which the organization hopes to
achieve its marketing objectives and specifies target markets, positioning, and marketing
expenditure level. This is the most important factor and crafting a marketing strategy
includes the following strategies:
Product strategy.
Pricing Strategy.
Positioning Strategy.
Promotional Strategy.
EBL marketing strategy is based on its positioning of different products. On the focus to
customer side of the target market is mainly upper- middle and middle- income professionals
who need savings with some attractive profit to meet any emergency secretions in future as well
as to develop a sizeable amount of money to procure some valuable or to reinvest the same for
future earnings. This segment of market includes individual, having a regular monthly income,
male or female, educated or less educated Bangladeshi person.
Its business target is to produce deposit at least Tk. 200 crore per year from the target market by
introducing an attractive new monthly small deposit scheme namely EBL deposit programmed
& from the Fixed Deposit Account. Its secondary target is to collect new deposit from the same
group of customers by promoting them their Savings Deposit Accounts or Current Deposit
Accounts with the bank for their normal banking transaction need.
Finally, banks aim is to allow loans to the target market against security behind the loan
whatever needed.
Each of the four marketing- mix strategies and customers relationship management conveys the
banks differentiation to the target market segments identified above.
4.1.1 Products and Services Strategy of EBL

Product refers to the tangible and intangible offerings of a business that is being offered to the
customers. Product is introduced and marketed through decisions on the brand name, quality,
functionality, styling, packaging, accessories and services among many others choosing the
correct product brand. The (EBL), has introduced & provides various types of financial product
and services.
Variety
The EBL offered the following products and service for customers:
Retail Banking
Deposit Schemes:
Monthly Benefit Scheme
Monthly Saving Scheme
Education Saving Scheme
Marriage Deposit Scheme
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Double Growth Deposit Scheme
Triple Growth Deposit Scheme
Lakhpati Deposit Scheme
Kotipati Deposit Scheme
Millionaire Deposit Scheme
Remittance and collection
Import and Export handling and Financing
Loan Finance
Investment Banking
Project finance
Personal loan for Women
Consumer Credit Scheme
International Banking
Quality
Product quality consist of the ability to satisfy customers needs and wants as well as the
ability of a product to perform its function; it includes the product the products overall
durability, reliability, precision, ease of operation repair and other valued attributes.
Product quality has two dimension that are level and consistency. The EBL is trying to
maintain the overall banking standard and competitive level of quality product and
service so that it may survive a long in the market. The EBL, has offered various types
of scheme with a high profit and management is concerned to provide the quality
product based on the customer choose. After matured the scheme successfully one can
get hand some amount of money from the EBL.
4.1.2 Pricing Strategy of EBL

Pricing refers to how a business prices its product offerings to reach its target market.
Company set prices by selecting a general pricing approach that includes three set of
factors- the cost base pricing, value base pricing, competition base pricing, competition
base pricing. EBL competition base pricing so the customers will base their judgments
of service value on the price that competitor charge for similar service. Although the
competing on price is as old as mankind, the customer is often still sensitive for price
discounts special offers. Price has also an irrational side something that is expensive
must be goods. Permanently competing on price is for many companies not a very
sensible approach.
Product list price
Price is called which is written on the product. The current prices of various scheme EBL are
given below-
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MONTHLY SAVINGS SCHEME (MSS)
Tenor Monthly Payable Ten Monthly Payable
Install: Amount or Installment Amount
Tk. 500/- Tk. Tk. 500/- Tk.
21,600/- 41,550/-
3year Tk. 1000/- Tk. 5ye Tk. 1000/- Tk.
s 43,200/- ars 83,100/-
Tk. 1500/- Tk. Tk. 1500/- Tk.
64,800/- 1,24,70
0/-
Tk. 2000/- Tk. Tk. 2000/- Tk.
86,400/- 1,66,25
0/-
Tk. 3000/- Tk. Tk. 3000/- Tk.
1,29,700/- 2,49,40
0/-
Tk. 5000/- Tk. Tk. 5000/- Tk.
2,16,200/- 4,15,70
0/-
Tk. Tk. Tk. 10000/- Tk.
10000/- 4,32,400/- 8,31,50
0/-
Tk. 500/- Tk. Tk. 500/- Tk.
82,400/- 1,19,60
0/-
8year Tk. 1000/- Tk. 10y Tk. 1000/- Tk.
s 1,64,800/- ears 2,39,25
0/-
Tk. 1500/- Tk. Tk. 1500/- Tk.
2,47,700/- 3,58,90
0/-
Tk. 2000/- Tk. Tk. 2000/- Tk.
2,39,700/- 4,78,55
0/-
Tk. 3000/- Tk. Tk. 3000/- Tk.
4,94,600/- 7,17,85
0/-
Tk. 5000/- Tk. Tk. 5000/- Tk.11,9
8,24,350/- 6,450/-
Tk. Tk. Tk. 10000/- Tk.
10000/- 16,48,700/- 23,93,0
00/-
Page | 28
LAKHPATI DEPOSIT SCHEME (LDS)
Tenor Monthly Instalment Payable Amount
1 Years Tk.7930 /- Tk. 1.00 Lac
2 Years Tk. 3745/- Tk. 1.00 Lac
3 Years Tk. 2350/- Tk. 1.00 Lac
4 Years Tk. 1655/- Tk. 1.00 Lac
5 Years Tk. 1240/- Tk. 1.00 Lac
6 Years Tk. 965/- Tk. 1.00 Lac
MILLIONAIRE DEPOSIT SCHEME (MDS)
3 Years Tk. 23,500 /- Tk. 10.00 Lac
4 Years Tk. 16,550/- Tk. 10.00 Lac
5 Years Tk. 12,400/- Tk. 10.00 Lac
6 Years Tk. 9,650/- Tk. 10.00 Lac
7Years Tk. 7,735/- Tk. 10.00 Lac
8 Years Tk. 6,300/- Tk. 10.00 Lac
10 Years Tk. 4,375/- Tk. 10.00 Lac
12 Years Tk. 3,135/- Tk. 10.00 Lac
15 Years Tk. 1,985/- Tk. 10.00 Lac
18 Years Tk. 1,290/- Tk. 10.00 Lac
KOTIPATI DEPOSIT SCHEME (KDS)
3 Years Tk. 2,35,005/- Tk. 1.00 Crore
4 Years Tk. 1,65,510/- Tk. 1.00 Crore
5 Years Tk. 1,24,000/- Tk. 1.00 Crore
6 Years Tk. 96,510/- Tk. 1.00 Crore
10 Years Tk. 43,730/- Tk. 1.00 Crore
12 Years Tk. 31,345/- Tk. 1.00 Crore
15 Years Tk. 19,830/- Tk. 1.00 Crore
18 Years Tk. 12,890/- Tk. 1.00 Crore
Page | 29
Payment period
Payment period is the time to pay by the buyer to the sellers. Payment procedures help
those buyers to pay easily. It should be flexible for customers. EBL is given the easy
payment procedure to customers that are from first day to twenty day in a month. A
customer can take the EBL product by paying the first installment as per the price
policy, such as if a customer want to open an Millionaire Deposit Scheme (MDS) for
three years then the customer will pay Tk.23,500/- as a first installment of that scheme.
It is not varied from person to person, it also same for all person.
Credit terms
EBL does not allow any types of credit sales. But if the customers do not pay their
monthly installment based on their product then the customer is bound to give 5% fine
of the due installment for not paying between the payment periods.
4.1.3 Positioning Strategy of EBL

EBL is required for positioning EBL deposit program. Account as a most Convenient
to its target market using product differentiation with other existing products due to its
special characteristics that are not provided by other banks. The following approaches
are considered for the strategy:
Positioning by attribute
Attributes of the product i.e. Characteristics, nature etc. of EBL deposit program are
more quality-full than the attributes of similar types of other products. As such, it can be
able to create its positioning by attributes.
Positioning by use
Customer consideration about the types and numbers of purpose the product will serve.
EBL deposit program will serve the Savings purpose and to obtain loan against the
same simultaneously, thus will able its positioning by use or application.
Positioning by product user
The number and classes of the EBL deposit program will serve relatively more due to
its Variety of range in accordance to the savings capacity of the customers. So,
positioning by product user will be take place.
Positioning by product class
The EBL deposit program will have its position among the various types of deposit
schemes in the same product line due to its special feature.
Page | 30
Positioning by competitors
The EBL deposit program will be more qualitative and it will perform better than the
competitors same type of offering or product. So, EBL deposit program will run with
positioning by competitors.
4.1.4 Promotional Strategy of EBL

Promotion refers to the marketing communication, such as communicating information
on the product or service. Promotions goal is to reach to the customers and create
positive responses. This includes all the weapons in the advertising, selling, sales
promotions, direct marketing, public relation etc. While the previous three Ps have lost
much of their meanings in todays markets, Promotion has become the most important P
to focus in the target market. EBL is advertising through newspaper, magazine, brochure
and website.
Advertising
Actually in the Bank sector they do not follow the many advertising system, so that the
EBL does not published their ads in many media or channel. They follow some
advertising media to publish about the EBL advertising strategy consists of creating
effective messages and select most effective advertising media to convey messages to
the large number of target audience. It provides advertisement in Islamic TV, ATN News
(The EBL Share Market), Radio aamar 88.4 FM. (The EBL Sports Update) and other
printing media. They use more advertisement in print media but most of the cost goes to
the TV ads. These expenses are approximately Tk. 2,00,000/- per month. In those
strategy they follow in the advertisings side.
Direct marketing
Direct marketing consist of direct communication with carefully targeted individual
customer to obtain an immediate response and cultivate lasting customer relationship.
EBL collects customers phone number from their existing record and their directly
communicate with the customers by arranging workshop, fair etc. then they contract
with those targeted customers through the call phone. They repeatedly follow these
types of marketing strategy. A customer collect the deposit post paid from the bank or
from workshop. The employee of EBL there products and services in front of the
customers and compared with the other competitors products.
Page | 31
Corporate slogan
The corporate slogan of EBL is your partner for growth.
Sales promotion
EBL uses personal selling through attending various fairs and workshop allover
Bangladesh and seminar to open free account. In those arrangement they told if any
person Fixed Deposited more than or equal Tk.10, 00,000/- for three months or over
then he/she will get 1% extra Interest and he or she can open an Savings Account with
free debit card . Another term is if any person Fixed Deposited more than or equal Tk. 5,
00,000/- not over Tk.10, 00,000/- for three months or over then he/she will get 0.5%
extra Interest and he or she can open an Savings Account with free one year service
charge. Another term is if any persons open any three schemes then he/she can open a
Savings Account with free one year service charge of debit card. Those offers only for
one month. In these strategies the EBL follows for the sales promotion.
Public relation
Another major mass promotional tool is public relations that build good relations with
the companys various publics by obtaining favorable publicity, buildup a good
corporate image and handling or handling off unfavorable rumors, stories and events.
EBL arrange seminars, workshops, campaign about to open free students saving
account in the various college and university. It uses banners, festoons and leaflet for
creating awareness about EBL products and services. EBL created a website for
searching the product and service related information called and here the product related
all information is available.
Page | 32
4.2 Analysis of Primary Data
In an organization the officers/employee is the main part. Without officers/employee the
organization cant be run. Only officers is know that about the organization that is what
strategy the organization follow, how the organization can be run, what is the present
condition of organization, how to run the organization to stay in the star in the market.
That is why I meet with the officers of the EBL to take their opinion about Marketing
Strategies of EBL. To understand this situation more clear I choice this officers
Respondents level as my intern project. To measure this Respondents level, I asked
some fixed question to 30 officers of EBL. (Questionnaire is attaching in appendix). I
divided my survey questioner in some criteria like advertising, promotional activities,
products and services, increase sales and marketing officers to create customer volume,
fixed deposit receipt, ATM booths, loan etc. randomly I select samples for the survey.
After completing my survey, I analyzed those data by using Microsoft Excel 2007 and
that result is shown in the Microsoft Office 2007.
4.2.1 Number of Officers Distinguished by Designation

Total number of officers in EBL is 30 and these officers are segmented divided by the
designations which are shown by the chart.
Figure-1: Officers Distinguished by Designation
A.V.P & Manager

11 S.E.O
3
5
E.O
4 F.E.O
Officer General
1 5
F.O
Officer SME
5
5 Asst. Officer Cash
Marketing Officer
This chart show that A.V.P & Manager is 1, Senior Executive Officer (S.E.O) is 5,
Executive Officer (E.O) is 5, First Executive Officer (F.E.O) is 5, Officer General is 5,
First officer (F.O) is 1, Officer SME is 4, Assistant Officer Cash is 3, and Marketing
Officer is 1.
Page | 33
4.2.2 Gender
The total respondent of this survey is 30, because the survey respondents are the
officers of the Branch. The following chart reveals the gender frequency of the
respondents.
Figure-2: Gender of Respondents
Female; 20%
Male; 80%
From the above chart it can show that most of the officer is male that is 80% and male is
20%.
4.2.3 Years of Servicing Officers
The range of services of the respondents of is given in the below chart:
Figure-3: Years of Servicing
Tenor Numbers of Officers
0-2 Years 9
2-4 Years 12
4-6 Years 6
6-Above Years 3
Total 30
10%
30% 0-2 Years
20% 2-4 Years
4-6 Years
6- Above Years
40%
Above chart and table demonstrate in cases of the EBL, the duration of service officers
that is 0-2 years is 9 officers, 2-4 years is 12 officers, 4-6 years 6 officers and 6-above
years is 3 officers it is say that 6-above years officers very mach expert officers and they
are the senior officers.
Page | 34
Page | 35
4.2.4 Strengthen the promotional activities
In this part of the survey I asked to the officers of EBL about The bank need strengthen the
promotional activities and marketing about different types of products and services. Then they
given answer that is given below-
Table-1: Strengthen the promotional activities
Percentage Mean score
Opinion Frequency
Frequency
Strongly Agree (SA) 8 26.7%
Agree(A) 15 50%
Nutral (N) 6 20%
4.00
Disagree (D) 1 3.3%
Strongly Disagree (SD) 0 0%
Total 30 100%
Source: Primary data
From the Figure and Table-1 I can conclude that out of 30 respondents, 8 i,e, (26.7%)
respondents say that strongly agree, 15 (50%) respondents say that agree, 6 (20%) respondents
say that nutral, 1(3.3%) say that disagree, 0 (0%) is strongly disagree about the bank need
strengthen the promotional activities and marketing about different types of products and
services. And the mean score is 4.00 respectively.
Page | 36
4.2.5 Introduces More Products & Services
In this part of the survey I asked to the officers of EBL about The Bank need
introduces more products based on the customers expectation. Then they given answer
that is given below-
Table-2: Introduces More Products & Services
Percentage Mean Score
Opinion Frequency
Frequency
Agree(A) 12 40%
Nutral (N) 7 23.3%
4.13
Disagree (D) 0 0%
Total 30 100%
respondents say that strongly agree, 12 (40%) respondents say that agree, 7 (23.3%)
respondents say that nutral, 0 (0%) say that disagree, 0 (0%) is strongly disagree about
The Bank need introduces more products based on the customers expectation. And the
mean score is 4.13 respectively.
Page | 37
4.2.6 Advertising and promotional activities
In this part of the survey I asked to the officers of EBL the bank should take immediate
action of advertising and promotional activities for promote their products and services.
Then they given answer that is given below-
Table-3: Advertising and promotional activities
Opinion Frequency
Frequency
Agree(A) 20 66.7%
Nutral (N) 2 6.7%
4.20
Disagree (D) 0 0%
Total 30 100%
respondents say that strongly agree, 20 (66.7%) respondents say that agree, 2 (6.7%)
The bank should take immediate action of advertising and promotional activities for
promote their products and services. And the mean score is 4.20 respectively.
Page | 38
4.2.7 Campaign for introducing products and services
In this part of the survey I asked to the officers of EBL The bank should arrange campaign for
introducing products and services of EBL to present and potential customers. Then they given
answer that is given below-
Table-4: Campaign for introducing products and services

Opinion Frequency
Frequency
Agree(A) 17 56.7%
Nutral (N) 4 13.3%
4.07
Disagree (D) 1 3.3%
Total 30 100%
respondents say that nutral, 1(3.3%) say that disagree, 0 (0%) is strongly disagree about
The bank should arrange campaign for introducing products and services of EBL to
present and potential customers and services and the mean score is 4.07 respectively.
Page | 39
4.2.8 Increase their advertising cost
In this part of the survey I asked to the officers of EBL the bank needs to increase their
advertising cost by focusing different media. Then they given answer that is given
below-
Table-5: Increase their advertising cost
Opinion Frequency
Frequency
Strongly Agree (SA) 6 20%
Agree(A) 19 63.3%
Nutral (N) 4 13.3%
4.00
Disagree (D) 1 3.3%
Total 30 100%
From the Figure and Table-5 I can conclude that out of 30 respondents, 6 i,e, (20%)
respondents say that nutral, 1 (3.3%) say that disagree, 0 (0%) is strongly disagree
about The bank needs to increase their advertising cost by focusing different media and
the mean score is 4.00 respectively.
Page | 40
4.2.9 Use of Modern Technology
In this part of the survey I asked to the officers of EBL about The bank should
use modern technology to avoid threat from other competing banks. Then they
Table-6: Use of Modern Technology
Opinion Frequency
Frequency
Agree(A) 9 30%
Nutral (N) 2 6.7%
4.57
Disagree (D) 0 0%
Total 30 100%
the bank should use modern technology to avoid threat from other competing banks and
the mean score is 4.57 respectively.
Page | 41
4.2.10 Needs to sponsor different types of sports as promotion
In this part of the survey I asked to the officers of EBL about The bank needs to
sponsor different types of sports as promotion. Then they given answer that is given
below-
Table-7: Needs to sponsor different types of sports as promotion
Opinion Frequency
Frequency
Agree(A) 14 46.7%
Nutral (N) 8 26.7%
3.70
Disagree (D) 3 10%
Total 30 100%
the bank needs to sponsor different types of sports as promotion and the mean score is
3.70 respectively.
Page | 42
4.2.11 Increase sales and marketing officers
In this part of the survey I asked to the officers of EBL about The bank should increase
sales and marketing officers to increase their sales and customers volume. Then they
Table-8: Increase sales and marketing officers
Opinion Frequency
Frequency
Strongly Agree (SA) 12 40%
Agree(A) 16 53.3%
Nutral (N) 1 3.3%
4.30
Disagree (D) 1 3.3%
Total 30 100%
respondents say that nutral, 1 (3.3%) say that disagree, 0 (0%) is strongly disagree
about the bank should increase sales and marketing officers to increase their sales and
customers volume and the mean score is 4.30 respectively.
Page | 43
4.2.12 Increasing the interest rate of FDR
In this part of the survey I asked to the officers of EBL about The bank should increase
the interest rate of FDR for more deposit in comparing to other banks. Then they given
answer that is given below-
Table-9: Increasing the interest rate of FDR
Opinion Frequency
Frequency
Agree(A) 7 23.3%
Nutral (N) 12 40%
2.93
Disagree (D) 5 16.7%
Strongly Disagree (SD) 4 13.3%
Total 30 100%
respondents say that strongly agree, 7 (23.3%) respondents say that agree, 12 (40%)
respondents say that nutral, 5 (16.7%) say that disagree, 4 (13.3%) is strongly disagree
about the bank should increase the interest rate of FDR for more deposit in comparing to
other banks and the mean score is 2.93 respectively.
Page | 44
4.2.13 Reduce their minimum balance to attract more customers
In this part of the survey I asked to the officers of EBL about the Bank should reduce
their minimum balance to attract more customers. Then they given answer that is given
below-
Table-10: Reduce their minimum balance to attract more customers
Opinion Frequency
Frequency
Agree(A) 13 43.3%
Nutral (N) 8 26.7%
3.60
Disagree (D) 3 10%
Strongly Disagree (SD) 1 3.3%
Total 30 100%
respondents say that nutral, 3 (10%) say that disagree, 1 (3.3%) is strongly disagree
about the Bank should reduce their minimum balance to attract more customers and the
mean score is 3.60 respectively.
Page | 45
4.2.14 Increasing the ATM booths
In this part of the survey I asked to the officers of EBL about the bank should increase
their ATM booths for providing better service to the customers rather than competitors.
Then they given answer that is given below-
Table-11: Increasing the ATM booths
Opinion Frequency
Frequency
Agree(A) 6 20%
Nutral (N) 1 3.3%
4.73
Disagree (D) 0 0%
Total 30 100%
the bank should increase their ATM booths for providing better service to the customers
rather than competitors and the mean score is 4.73 respectively.
Page | 46
4.2.15 Personal opinion in cases of marketing strategies
In this part of the survey I asked to the officers of EBL about Overall what is your
opinion in cases of marketing strategies of EBL? Then they given answer that is given
below-
Table-12: Personal opinion in cases of marketing strategies

Percentage Mean
Opinion Frequency
Frequency Score
High 6 20%
Moderate 20 66.7%
Low 3 10% 1.97
Others 1 3.3%
Total 30 100%
respondents say that they follow higher marketing strategies, 20 (66.7%) respondents
say that they follow moderate marketing strategies, 3 (10%) respondents say that they
follow low marketing strategies, 1 (3.3%) respondents say that they follow other
marketing strategies Overall what is your opinion in cases of marketing strategies of
EBL? and the mean score is 1.97 respectively.
Page | 47
CHAPTER 5
Findings, Recommendations &
Conclusion
Page | 48
5.1 Findings of the Study
1. According to the survey it is found that strengthen the promotional activities and
marketing about different types of products and services of EBL is not very strong.
2. It is found that the EBL does not introduce more products and based on the
customers expectation.
3. According to the survey it is found that the Advertising and promotional activities
of EBL is not very strong.
4. According to the survey it is found that the bank arranges campaign for introducing
products and services very frequently not more.
5. According to the survey it is found that the bank needs to increase the advertising
cost by focusing different media.
6. EBL used modern technology Fax, ink-z Printer, Photocopy machine, Scanner,
Money counting machine, Modern Cheque scanner machine for clearing, etc.
7. According to the survey it is found that the bank does sponsor as promotion very
frequently not more.
8. In the EBL they have only one marketing and promoting officer.
9. According to the survey it is found that the customers of EBL is not dissatisfied
about the FDR interest rate.
10. According to the survey it is found that the bank officers think that no need to
reduce their minimum balance to attract more customers.
11. According to the survey it is found that the bank officers think that no need to
reduce the interest rate of the loan.
12. EBL have limited ATM booth in all over the country. Thats why some time the
customers may dissatisfied.
13. According to the survey it is found that the bank officers think that they need to
increase the amount of customer loans.
14. According to the survey it is found that the Sometime the bank software does not
work properly thats why the officers cant give proper service to the customers.
15. Customers complain box is not available and customers complain not solved
properly.
16. According to the survey it is found that the EBL about personal opinion in cases of
marketing strategies is moderate.
Page | 49
5.2 Recommendations
Though EBL, tries to give the best customer support, they have some lake and linkage
compare to other bank of the same generation. The recommendations for this report are-
1 The bank should strengthen the promotional activities and marketing about
different types of product and services.
2 The bank should to introduce more products and based on the customers
expectation.
3 The bank should take immediate action about advertising and promotional
activities for promote their business activities.
4 The bank should arrange campaign for introducing products and services of to
present and potential customers.
5 The bank needs to take immediate action about their advertising cost by focusing
different media.
6 The bank should use modern technology to avoid threat from other competing
banks.
7 The bank needs to sponsor different types of sports as promotion.
8 The bank should increase sales and marketing officers to increase their sales and
customers volume.
9 The Bank should reduce their minimum balance to attract more customers.
10 The bank should increase their ATM booths for providing better service to the
customers rather than competitors.
11 The bank should provide more credit cards to their valuable customer for
increasing the credit card holder customers.
12 In some cases the rural area is profitable. So the bank should provide the loan in
the rural areas.
13 The bank should to use the modern banking software for providing quick customer
service.
14 The bank should create customers complain box and provide the proper solution as
soon as possible.
15 The Bank should change their interior decoration, especially in front desk.
Page | 50
5.3 Conclusions
As an organization the EBL, has earned the reputation of top banking operation in
Bangladesh. The organization much more structured compared to any other bank
operating local or foreign in Bangladesh. It is relentless in pursuit of business innovation
and improvement. It has a reputation as a partner of consumer growth. With a bulk of
qualification and experienced human resource, EBL can exploit any opportunity in the
banking sector. It is pioneer in introducing many new products and services in the
banking sector of the country. Moreover, in the overall banking sector, it is unmatched
with any other banks because of its wide spread branch networking through the country.
Banking sector in Bangladesh is playing a vital role by providing customer service to

business concern Advance is one of the source of their income. But providing quality
service is very much sensitive. Following certain method and policy can reduce the
sensitivity. Flexible behavior can provide the quality service to improve customer
position. By following quality service produce properly, A Bank can increase their
income and thus can help the national income.
Page | 51
References:
1. Kotler Philip, Gary Armstrong. 2012. Principles of Marketing 13 th ed. Dorling

Kindersley (India) Pvt. Ltd.
2. Malhotra K. Noresh, Satyabhushan Dash. 2013. Marketing Research 13th ed.
Dorling Kindersley (India) Pvt. Ltd.
3. Wilson, R. (1995). Marketing strategies for Bank financial products. New
Horizon, 39, 7-9.
4. Woelfel, C. J. (1993). Encyclopedia of banking and finance. Chicago: Probus
Publishing Company.
5. A Book on Lending Guidelines and Credit Risk Management of NCCBL.
6. A Hand Book on Credit Appraisal Publishing by BIBM.
7. Rose, Peter. S; 1999 Commercial Bank Management; Fourth Edition; Irwin-
McGraw-Hill
8. Huda, S, Chisty, K. K. S. and Rashid, M. (2007), An Evaluation of the Role of
Technology and Relationship on Banking: Study in Bangladesh, BRAC
University Journal, Vol. 4, No. 2, pp 41-53.
9. Lovelock, C. and Wirtz, J. 2007. Services Marketing: People, Technology,
Strategy. 6thEdition. New Jersey, USA: Pearson International - Pearson/Prentice
Hall.
Web Site:
www.ebl.com.bd
www.fdic.gov/.../siwin04/economic_capital.html
www.softek.ca/Products.html
www.bangladesh-bank.org.bd
Page | 52
Annexure
Sample of Questionnaire
Questionnaire
Analysis of Marketing Strategies of Eastern Bank Limited.
Dear Respondent,
I am a student of Daffodil Institute of IT. I would like to know your Analysis of
Marketing Strategies of Eastern Bank Limited. As per a requirement of my
Internship Report. I will appreciate your valuable time & support in answering the
questions. All the information collected will be kept strictly confidential and shall only
use for report purpose.
Ranking Order Form 1 to 5
Strongly Agree =5
Agree =4
Neutral =3
Disagree =2
Strongly Disagree =1
Please provide the following information:

Name: ..
Designation:
Gender: 1) Male 2) Female
Year of services: 1) 0-2 Years 2) 2-4 Years 3) 4-6 Years 4) 6- Above Years
S.L Factors Ranking strategy

No Strongl Agree Nutral Disagre Strongly
. y Agree (A) (N) e (D) Disagree
(SA) (SD)
The bank need strengthen
01 the promotional activities 5 4 3 2 1
and marketing about
different types of products
and services.
The Bank need introduces
02 more products based on the 5 4 3 2 1
customers expectation.
Page | 53
The bank should take
03 immediate action of 5 4 3 2 1
advertising and promotional
activities for promote their
products and services.
The bank should arrange
04 campaign for introducing 5 4 3 2 1
products and services of
DBBL to present and
potential customers.
The bank needs to increase
05 their advertising cost by 5 4 3 2 1
focusing different media.
The bank should use modern
06 technology to avoid threat 5 4 3 2 1
from other competing banks.
The bank needs to sponsor
07 different types of sports as 5 4 3 2 1
promotion.
The bank should increase
08 sales and marketing officers 5 4 3 2 1
to increase their sales and
customers volume.
09 the interest rate of FDR for 5 4 3 2 1
more deposit in comparing
to other banks.
The Bank should reduce
10 their minimum balance to 5 4 3 2 1
attract more customers.
The Bank should reduce the
11 interest rate of the loan. 5 4 3 2 1

12 their ATM booths for 5 4 3 2 1
providing better service to
Page | 54
the customers rather than
competitors.
The bank needs to make
13 available customers 5 4 3 2 1
suggestion and complain
box regarding their
marketing strategies.
14) Overall what is your opinion in cases of marketing strategies of EBL?
Page | 55

Analysis of Marketing Strategy of Eastern Bank Limited

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Analysis of Marketing Strategy of Eastern Bank

Banking is the backbone of an economy. All sorts of economic and financial

1.3 Objectives of the Study

1.3.1 General Objective

1.3.2 Specific Objective

1. To analyze the Marketing Mix of Eastern Bank Limited.

2. To find out the strategic issue of EBL.

3. To apply theoretical knowledge in the practical field.

4. To analyze the 7P of EBL

5. To provide some recommendations for improving marketing.

1.4.1 Sources of Data

1.5 Scope of the Study

1.6 Limitations of the Study:

SERVICE EBL passionately drive customer delight.

2.5 Objectives of Eastern Bank Limited

Cater to a broader and differentiated segment of retail and wholesale customers.

Deputy Managing Director

Senior Executive Vice President

Executive Vice President

Senior Vice President

Senior Assistant Vice President

First Assistant Vice President

Assistant Vice President

Senior Principal Officer

Management Trainee (Entry Level)

Officer (Entry Level)

Contractual Officer (Entry Level)

Figure: Management Hierarchy of EBL

In this 21st century, the social responsibility of an organization is unavoidable. The

3.2 Definition of 'marketing strategy'

3.3 Types of marketing strategies

There are different types of marketing strategies available. Picking up a marketing

The two main types of marketing strategy are:

1. Business to business (B2B) marketing

This type of marketing is basically focused on customer building. Enhancing existing

It caters diverse audience by customizing and integrating different marketing strategies.

3.4 Literature Review

According to Cravens and Piercy (2003) relative market share is measured by

4.1.1 Products and Services Strategy of EBL

4.1.2 Pricing Strategy of EBL

4.1.3 Positioning Strategy of EBL

4.1.4 Promotional Strategy of EBL

4.2.1 Number of Officers Distinguished by Designation

A.V.P & Manager

Table-4: Campaign for introducing products and services

Table-12: Personal opinion in cases of marketing strategies

Banking sector in Bangladesh is playing a vital role by providing customer service to

1. Kotler Philip, Gary Armstrong. 2012. Principles of Marketing 13 th ed. Dorling

Please provide the following information:

S.L Factors Ranking strategy

The bank should increase

14) Overall what is your opinion in cases of marketing strategies of EBL?

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