Internship

ACBL Internship Report

Internship Report-Marketing

Course Code: MKT619 1


Virtual university


Project Name: Internship report on Askari commercial bank limited Rahim-Yar-Khan

Submitted to: [email protected]




Submitted by: SHAHZABALEEM Mc070202684 20/6/2009

To

Our loving parents

&

Respectable Teachers




Whose endless support and kindness is beyond expression

and words may not just be enough to express our gratitude.

Acknowledgement

We are thankful to God Almighty who enables us to accomplish this task

with due care.

We also want to pay tribute to our worthy teachers who are the main

source of enlighten to our mind. We are thankful to them as they prepared

us for looking at the matters of life widely with open minds. This research

is one of the sources of giving us knowledge about “Brief analysis on

Askari commercial bank Limited”

We are especially thankful to our honorable teacher who provides us

guidance whenever we feel some difficulty. His knowledge, approach and

professionalism have always inspired us and helped us understand,

analyze and solve problems in a practical manner.




I am also thankful to virtual university of Pakistan who provide us a

platform to polish our skill and provide a quality of education in ou door

step

We must mention our dear respondents for their co-operation because

without their co-operation it was not possible for us to complete this

research. The completion of this research project is a result of hard wok

Thank you

Executive summery

In MBA the internship program is very compulsory for regular students and without the internship program the degree is not complete and the concepts that I learn during the study it is very important for me to learn all the concepts practically associated with any organization and learn the practical concepts. . I selected Askari Commercial bank and decided to do internship in this bank

This report is “Brief Marketing analysis of Askari commercial bank” And our research objective is to share our practical experience of professional life Which i got during the internship period the research is based on our findings which I gather during the period and personnel observation the primary source is interview survey and personnel observation during the internship and secondary source I read news paper article text books and internet .This report is brief description and summery of our work which I perform during eight week in Askari commercial bank limited Ashraf Complex, Model Town, Rahimyar Khan during the period I worked in customer service , cash clearing account and marketing department the task and duties which were assigned their detail is given below this report specially highlight the hierarch structure and function of marketing department of Askari commercial bank limited Ashraf Complex, Model Town, Rahimyar Khan The internship program provides me the great opportunity of being exposed to actual business, dealing, and opportunity of professional insight which help me in future. It was a great experience for me to work in this organization. My theoretical knowledge about my subjects became potent and strong with the help of practical implication.




When I work in different departments of Askari Commercial Bank limited I see that what is done in different departments and how the work is done in departments during the internship I collect data about the main clients of bank and more I see how the marketing is done in askari commercial bank limited and see the segmentation strategy, what is the target market of the Askari bank, positioning strategy, promotional strategy and other strategies. I also collect data about the function of sale department and see how the sale department is work.

During the period I saw the strength of the organization is good dynamic environment large deposit automatic operation online banking and Islamic banking the weakness which is affecting the image of the bank is short number of branches short number of employee no job speciation and satisfaction and centralize decision making to overcome these weakness the top management need to focus on internal and external factor which affecting the bank and increase number of branches and employee and give special training to employee to perform their well and it is also necessary to promote the Islamic banking only few branches this service is available and it should expand to other branches the bank should also increase their marketing activities to promote their product and service both local and domestic level and lunch different kind promotion scheme such like sale promotion public relation and publicity if Askari commercial bank limited Ashraf Complex, Model Town, Rahim yar Khan follow these guideline and overcome their weakness it will achieve the new ways of success

Internship completion Letter







Table of content Index

Description Page

Prefatory part 2

1 Title page 2

2 Dedication 3

3 Acknowledgment 4

4 Executive summery 5

5 Scanned copy of internship certificate 6

6 Table of content 7-8

Main part 7 Brief introduction of the sector of organization 9

8 Overview of the organization8.1 History 10

8.2 Nature of organization 12

8.3 Business volume 13

8.4 Product line 13

8.5 Brand portfolio of the organization 18

8.6 Strategies of branding used by the organization 19

8.7 List of main client 19

8.8 List of main competitor 20

8.9 Organization structure 9 Organizational Hierarchy chart 21

9.1 Number of employees 21

9.2 Main offices 22

9.3 Introduction of all the departments 25

9.4 Comments on the organizational structure 31

10 Plan for you internship program 32

10.1 A brief introduction of the branch/head office where you did your internship

32

10.2 Starting and ending dates of your internship 33

10.3 The departments in which you got training and duration of your training

11 Training program 33

11.1 Detailed description of the department you worked in

34

12 Structure of marketing department 42

12.1 Department hierarchy 43




12.2 Number of employees working in the Marketing department

43

12.3 Marketing operations 44

13 Functions of the Marketing Department 45

13.1 Segmentation strategy 45

13.2 Target marketing strategy 46

13.3 Product planning, development & management 47

13.4 Positioning 48

13.5 Pricing strategy 48

13.6 Distribution strategy 53

13.7 Promotional strategy 55

14 Structure of the Sales Department 57

14.1 Department hierarchy 57

14.2 Number of employees working in the sales department

59

14.3 Sales operations 59

15 Function of sales department15.1 Sales methodology 60

15.2 Type of selling 61

15.3 Sales returns procedures 61

16 Customer services department 62

16.1 process of developing relations with customers 62

16.2 Techniques of retaining the customers 63

16.3 Techniques of attracting new customers 64

16.4 Ways of handling different kinds of customers 64

17 Critical analysis 65

17.1 Success & failure of different products of the organization in the market along with reasons.

66

17.2 Future prospects of the organization 67

18 SWOT analysis of the organization in the business sector

68

19 Conclusion & recommendations for improvement 73

20 References and sources used 75

Appendix part 21 Annexes




Brief Introduction of the sector of the organization

Askari commercial bank limited is categories in banking sector. The word “Bank” is of a European origin and is derived from the Italian word “BANCO”, which means a table or a counter. bank is a financial institution licensed by a government. Its primary activity is to lend money. Many other financial activities were allowed over time. For example banks are important players in financial markets and offer financial services such as investment fund The level of government regulation of the banking industry varies widely, with counties such as Iceland, the United Kingdom and the United States having relatively light regulation of the banking sector, and countries such as China having relatively heavier regulation (including stricter regulations regarding the level of reserves).

1947, banking in Pakistan was dominated by branches of British banks. The State Bank of Pakistan, the central bank, was formed after partition in 1948. It assumed the supervisory and monetary policy powers of the State Bank of India. In the period of 60s to 70s the emergence of a number of specialized development finance institutions (DFIs) such as Industrial Development Bank of Pakistan (IDBP) and the Agricultural Development Bank (ADB). These DFIs were either controlled directly by the state or through the SBP, and were intended to concentrate on specific priority sector lending. In 1974 all domestic commercial banks were nationalized by the Government. The Pakistan Banking Council was established, which assumed the role of a banking holding company but with limited supervisory powers. However, PBC was dissolved in 1997, leaving the SBP as the sole regulatory authority for banks and financial institutions in Pakistan. Nationalization of the banking sector led to pet projects. The the branch network of NCBs also proliferated in an effort to provide banking services to all regions/territories of the country, often with disregard to the viability or




feasibility of such expansion

The banking sector is categorize in different categorize central commercial industrial and investment bank central bank is banker of all bank and regulate the monetary policy commercial bank usually accepts deposits, makes business loans, and offers related services Agriculture banks provides the loan for agriculture

Overview of the organization

History of Askari commercial bank limited

The banking sector has witnessed a dramatic change during the last ten years with the development of Askari Bank, which is not only redefining priorities and focus of the banks, but also threatening the domination of traditional players.

The story begins with the incorporation of Askari Commercial Bank limited in Pakistan on October 09, 1991, Askari Bank Commenced



BANK

Central bank

Commercial bank

Exchange bank

Industrial bank

Agriculture bank

Investment bank


(begin) to operations in April 1992, as a public limited company. The bank is listed on the Karachi, Lahore and Islamabad Stock Exchanges and the initial public offering was over subscribed by 16 times.

While capturing the target market share amongst the view banks, Askari has provided good value to its shareholders. Its share price has remained approximately 12% higher than the average share price of quoted banks during the last four years.

Askari Bank has expanded into a nation wide presence of 83 Branches, and an Offshore Banking Unit in Bahrain. A shared network of over 800 online ATMs covering all major cities in Pakistan supports the delivery channels for customer service. As on December 31, 2004, the Bank had equity of Rs. 6.016 billion and total assets of Rs. 107.168 billion, with over 475,000 banking customers, serviced by a total staff of 2,118.

Askari Bank is the only bank with its operational head office in the twin cities of Rawalpindi-Islamabad, which have relatively limited opportunities as compared to Karachi and Lahore. This created its own challenges and opportunities, and forced as to evolve an outward-looking strategy in terms of Askari market emphasis. As a result, Askari developed a geographically diversified assets base instead of a concentration and heavy reliance on business in the major commercial centers of Karachi and Lahore, where most other banks have their operational Head offices.

MOTIVATION OF ASKARI COMMERCIAL BANK

While successfully penetrating the key domestic markets through strategic expansion and business diversification they remain alive to the challenge emanating from the development in the global financial markets; the opportunities and threats engendered by greater deregulation and increased customer expectations. These provide them the impetus (moment) to make the best use of available resources, including modern technologies, to meet the challenges ahead.

Historically, Askari’s core marketing focus for its asset base has been the middle and upper middle business houses (including wholesalers and manufacturers) operating in the large urban centers of Pakistan, which are primarily oriented towards foreign trade. This segment constitutes significant revenues to the bank. The liability side remains focused on the middle and upper middle class retired and serving government and armed forces personal and mid-size business houses.

Their corporate banking division was established in April 1999 with the primary focus on servicing large corporate and multi-national companies (MNCs). Benefiting from the bank’s growing balance sheet size, this division B now gaining momentum and their long-term aim D to develop it into an independent.

Strategic business unit (SBU)… This would the bank to acquire, develop and specialized abilities, and enhance their focus on serving the emerging needs of the corporate clients.

With this branch network of 75 and further expected increase in future, the ATM’s facility and internet Banking, Askari Bank’s reach is ever increasing. In recognition of this reach, they have set up a retail-banking group in July 2000, the mobile ATM’s facility is first time started by Askari commercial bank in 2005 dedicated to serving the urban consumer market; Askari is committed to aggressively




market this segment. The strategy is to provide their customers with a basket of innovative products to meet their varying needs.

Askari Commercial Bank is the only Private Sector bank that has been approved by the World Bank as a Participating Financial Institution for the US$ 200 million Line of Credit sanctioned (authorized) to the Government of Pakistan for the Financial Sector Deepening and Intermediation Project.

Askari's emphasis on further broadening its core foreign trade business translated into handling a higher volume of Export and Import business of Rs. 36 billion registering a growth of 42% over the pervious year. This enhanced foreign trade business was secured due to excellent customer services and efficient international settlement arrangements with our correspondent banks.

Awards and Achievements

Askari Bank continues its success in competition. Recently we have once again been given the “Best Retail Bank in Pakistan” by The Asian Banker for the 2nd consecutive year. Askari Bank has been given the 1st Consumer Choice Award 2004 for the Commercial Banking Category by the Consumer Association of Pakistan. We have also received the Corporate Excellence Award for the financial sector from the Management Association of Pakistan (MAP) for the years 2002, 2003 and 2004.

We have been given “The Best Bank in Pakistan” award by Global Finance magazine twice i.e. for the years 2001 and 2002. We have been given the “Best Consumer Internet Bank” award by Global Finance magazine for the years 2002 and 2003. We won the Euro money and Asiamoney awards as early as 1994, 1996 and 1997. We have A1+, the highest possible credit rating, for short-term obligations, and our long-term rating stands at AA. We won the prestigious “Best Presented Annual Accounts” award from the Institute of Chartered Accountants in Pakistan (ICAP), and The Institute of Cost and Management Accountants in Pakistan (ICAMP), for the Services Sector, for the years 2000, 2001and 2002. We have also received ranking prizes during the last six years from the South Asian Federation of Accountants (SAFA) for “The Best Presented Annual Accounts” for the financial sector, in the SAARC region. In 2007 Askari bank won “The Best Consumer Banking Award 2006” for the third consecutive year from the consumer Association of Pakistan. In 2008, Askari Bank has been given “The Best Retail Banking Award 2008” by Pakistan Guarantee Export Corporation Ltd.

Mission statement

To be the leading private sector bank in Pakistan with an international presence, delivering quality service through innovative technology and effective human resource management in a modern and progressive organizational culture of meritocracy, maintaining high ethical and professional standards, while providing enhanced value to all our stake-holders, and contributing to society




Nature of the organization

ACBL is private sector bank and is categorize in commercial bank. commercial bank to refer to a bank or a division of a bank primarily dealing with deposits and loans from corporations or large businesses. Commercial banking may also be seen as distinct from retail banking, which involves the provision of financial services direct to consumers. ACBL offer both commercial and retail banking services. In retail banking Services offered include: savings and checking accounts, mortgages, personal loans, debit cards, credit cards, It provide both product and service to the consumer and the businress user

Business volume of Rahim-Yar-Khan Branch

Business volume of Askari commercial bank limited Ashrif complex model town Rahim-Yar -khan is 270 million

Overall Business volume

Total assets 1,188,245 Total liabilities 861,887 Net assets 326,358 Total revenue and proft after tax for the nine months ended September 30 , 2008 were Rs. 75,137 thousands and Rs. 37,061 thousands respectively.

Source

Askari commercial bank financial report 2008 [online] http://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdf

Product LineAskari commercial bank offer four main product Consumer banking Islamic banking Agriculture finance solution and corporate investment banking under these four product banks offer a range of product line



http://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdf


Consumer banking product A) Askari finance loan

Personal Finance Mortgage Finance Business Finance Smart Cash

B) Investment product Mahana Bachat Account Roshan Mustaqbil Deposit Deposit Multiplier Account Value Plus Deposits Rupee Traveler Cheques ASKCARD (Askari Debit Card) Internet Banking Service Electronic Bill Payment Services Cash Management Services Investment Certificates

Islamic banking services Islamic Corporate Banking Islamic Investment Banking Islamic Trade Finance Islamic General Banking Islamic Consumer Banking

Agriculture finance solution

Kissan Ever Green Finance Kissan Tractor Finance Kissan Aabpashi Finance Kissan Livestock Development Finance Kissan Farm Mechanization Finance Kissan Transport Finance

Corporate & Investment Banking

Corporate Banking Division Term Loans Fund Transfers / Remittances Investment Banking Division Project Finance Islamic Finance

Askari Roshan Mustaqbil Deposit



http://www.askaribank.com.pk/roshan_mustqbil.php


Askari Bank has launched the Askari Roshan Mustaqbil Deposit, a saving plan specially designed for individual investors who wish to invest now for a regular return at a later stage while keeping their principal amount intact. With Askari Roshan Mustaqbil Deposit you can double your investment in a time period of ten years. Invest now in the form of monthly deposits for five years and get paid back the same amount for the next five years while receiving your principal amount in full at the end of the tenure.

Askari Deposit Multiplier Account

“Value of initial investment of Rs. 100,000/- will increase to Rs. 265,000/- at maturity!

Multiplier account. This account is for individual investors whose purpose is long term savings with high returns. With a tenure of 10 Years and a competitive rate of return on maturity this account is ideal for investors who wish to start saving for their future today.Value of initial investment of Rs. 100,000/- will increase to Rs. 265,000/- at maturity!

Value Plus Deposits

Askari Bank leads the way, yet again with the introduction of Askari Value Plus Rupee Deposit Accounts, which promise greater financial freedom and security, in an un-matched way.

Now you can open a "Value Plus Account" while enjoying the flexibility of a normal checking account.

ASKARI CARD



http://www.askaribank.com.pk/askaricard.php

http://www.askaribank.com.pk/valueplusdeposit.php

http://www.askaribank.com.pk/deposit_multiplier.php


Askari Debit Card means freedom, comfort, convenience and security, so that you can have retail transactions with complete peace of mind. Askari Debit Card is your new shopping companion which enhances your quality of life by letting you do shopping, dine at restaurants, pay your utility bills, transfer funds, withdraw and deposit cash through ATM anywhere, anytime.

Travelers Cheques

Askari Bank Limited has always remained at forefront in introducing innovative and unique products in banking sector. Our financial instruments provide greater financial freedom and security in an unmatched way to our valued customers.

Askari Bank offers you its "Rupee Traveller Cheques" eliminating all financial risks while traveling. So avoid risk of carrying cash through Askari Bank's Rupee Traveler Cheques.

Smart Cash

This personal line of credit would be set up With a specified credit limit up to Rs. 500,000/-

Personal Finance



http://www.askaribank.com.pk/pfinance.php

http://www.askaribank.com.pk/askarismart.php

http://www.askaribank.com.pk/travelerschecques.php


Personal Finance is a parameter driven product for catering to the needs of the general public belonging to different segments. One can avail unlimited opportunities through Askari Bank's Personal Finance. With unmatched finance features in terms of loan amount, payback period and most affordable monthly installments, Askari Bank's Personal Finance makes sure that one gets the most out of his/her loan.

Mortgage Finance

Askari "Mortgage Finance" offers the convenience of owning a house of choice, while living in it at its rental value. The installment plan has carefully designed to suit both the budget & accommodation requirements.

Business Finance

ACBL is providing loans to small and medium size business enterprises under Askari Bank's Business Finance Scheme. The goal of ACBL is to offer a loan, which enables business community to receive the financing required by them based on their cash flows.



http://www.askaribank.com.pk/businessfinance.php

http://www.askaribank.com.pk/mortgagefinance.php


Brand Protifolio

Askari commercial bank target four different markets with different needs and wants every market can be segment by product and consumer expectation The brand portfolio is the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category. Thus, a brand portfolio would be one particular column of the matrix. Different brands may be designed and marketed to appeal to different market segments. Askari commercial bank has four different product and Islamic banking consumer banking product agriculture finance solution and corporate investment banking and provide a rang of different product in these categorize according to customer need




Strategies of branding used by the organization

Askari commercial bank use umbrella brand strategy the same brand name support several different product in different market such like the name of the brand is askari commercial bank and it offer a range of product in different market such like Askari rupee traveler cheque and Askari smart cash An umbrella brand is a brand that covers diverse kinds of products which are more or less related Umbrella branding can be a successful marketing strategy. However, this de-pends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this



Islamic banking services

Corporate & Investment Banking

Agriculture finance solution

Consumer banking product

Brand portfolio

of the organiza

tion


approach can help “kick start” variant launches, halo effects are not guaranteed. Only around a quarter of variant ads benefit other variants within the portfolio so it is usually necessary to support individual variant launches.

The main advantages of Umbrella brand strategy are

One can capitalize on the strength of one product and gain the benefit of scale economies in other markets.

The almost immediate goodwill can be generated only if the brand is well known

And enjoys great reputation like the brands mentioned above. Firms of great reputation can save a lot of money on communications if they

Enter markets where they were not present before. In present day’s over-communicated era, this is a tremendous advantage given

The fact that the cost of achieving awareness is out of reach of so many Companies

The drawbacks are of Umbrella brand strategy is:

Any product can negatively affect the overall brand and specific benefits may be muddled in the overall shared value

Clients in R.Y.Khan Branch Z.M Corporation Salman flour Mills Punjab oil Mills Army public school and college Superior group of college National garrison school She Beauty Dr, Qazi Abul Samad Nauman medicines Muslim jening industry

Number of competitors Bank Name Branches URL

A. Public Sector commercial bank

1. First Women Bank Ltd 39 www.fwbl.com.pk 2. National Bank of Pakistan 1219 www.nbp.com.pk 3. The Bank of Punjab 255 www.punjabbank.com

B. Local Private Banks

1. Allied Bank Ltd 732 www.abl.com.pk2. Bank Al-Falah Ltd. 114 www.bankalfalah.com3. Bank Al-Habib Ltd. 77 www.bankalhabib.com .



http://www.bankalhabib.com/

http://www.bankalfalah.com/

http://www.abl.com.pk/

http://www.punjabbank.com/

http://www.nbp.com.pk/

http://www.fwbl.com.pk/


4. Faysal Bank Ltd. 55 www.faysalbank.com.pk 5. Habib Bank Ltd. 1425 www.habibbankltd.com 6. KASB Bank Ltd. 23 www.kasbbank.com 7. Meezan Bank Ltd. 23 www.meezanbank.com 8. Metropolitan Bank Ltd 47 www.metrobank.com.pk 9. MCB Bank Ltd. 941 www.mcb.com.pk 10. Saudi-Pak Commercial Bank Ltd. 38 www.saudipakbank.com 11. Soneri Bank Ltd. 53 www.soneri.com 12. United Bank Ltd. 1,043 www.ubl.com.pk

C. Foreign Banks

1Standard Chartered Bank Ltd 30 www.standardchartered.com

D. Specialized Banks

1. Zarai Traqiati Bank Ltd. 345 www.ztbl.com.pk

Organization Hierarchy chart



http://www.ztbl.com.pk/

http://www.standardchartered.com/

http://www.ubl.com.pk/

http://www.soneri.com/

http://www.saudipakbank.com/

http://www.mcb.com.pk/

http://www.metrobank.com.pk/

http://www.meezanbank.com/

http://www.kasbbank.com/

http://www.habibbankltd.com/

http://www.faysalbank.com.pk/


Board of directors

Lt. Gen. Waseem Ahmed Ashraf - Chairman Lt. Gen. Imtiaz Hussain - Chairman Executive Committee Lt. Gen. FAROOQ AHMED KHAN GURMANI (SHAHEED) Mr. M.Rafiq Mehkari - President & Chief Executive Brig (R) Muhammad Shiraz Baig - Director Brig (R) Asmat Ullah Khan Niazi - Director Brig (R) Muhammad Bashir Baz - Director Brig (R) Shaukat Mahmood Chaudhari - Director Mr. Zafar Alam Khan Sumbal - Director Mr. Kashif Mateen Ansari - Director Mr. Muhammad Najam Ali - Director Mr. Muhammad Afzal Munif - Director Mr. Tariq Iqbal Khan - Director (NIT Nominee)

Number Of Employee

Branch Total Employee Year RAHIM-YAR-Khan 28 2009Overall 6,808 2008

Main office Askari commercial Bank



Askari Bank has expanded into a nationwide presence of 150 branches, and an offshore banking Unit in Bahrain and the main head quarter of askari commerical bank in Rawalipandi and the detail of the main offices given below


City Address PABX NO.

Fax No

Bank Square, Lahore

47- Bank Square, The Mall Lahore

042-7211851 042-7211865

Baghbanpura, Lahore

6/7, Shalimar Link Road, Baghbanpura Lahore

042-6830361-63

042-6830367

Bahawalpur 1-Noor Mahal Road, Bahawalpur 062-9255322-3 062-9255324

Burewala 9-C, City Gate Mkt, College Road Burewala

067-3772206-8 067-3772204

Chani Goth, Bahawalpur

Uch Road Channi Goth Tehsil Ahmedpur East, Bahawalpur

062-2783008 062-9255324

Gujranwala G.T Road Gujranwala 055-9200855-6 055-9200858

Gujrat Hassan Plaza G.T.Road Gujrat 053-3530164-5 053-3530179

Jalalpur Bhattian

Ghala Mandi Jalalpur Bhattian 0547-501013-4 0547-501015

Jhang Church Road Saddar, Jhang 047-7621150 047-7621050

Khanewal DAHA Plaza, Chowk Markazi, Khanewal

065-9200271-7 065-9200273

Khurrianwala Jumrah Road, Khurrianwala 041-4364029 041-4364030

Lalamusa G.T Road, Lalamusa 0537-519690-1 0537-519692

Abdali Road, Multan

64/ A-1, Abdali Road, Multan 061-9201391-4 061-9201395

Bosan Road, Multan

Plot 1802, Ward No. 10, Bosan Road, Multan

061-6510435-37

061-6510438

Okara Chak No. 2-42, M.A. Jinnah Road Okara Cantt

0442-529973-4 0442-550974

Okara Cantt 5/ H2, Classic Complex Ilam Din Shahdeed Road , Okara Cantt

044-2881644 044-2881740




Mandi Bahauddin

Dr. Sakina Rizvi Road, Mandi Bahuddin

0300-9645025

Peoples Colony Faisalabad

Peoples Colony, Faisalabad 041-8739326-8 041-8739321

Uni, Road Faisalabad

University Road, Faisalabad 041-9201008-11

041-9201006

Phool Nagar Plot Khasra No. 1193, Main Multan Road, Distt, Kasur

0494-510431&7

0494-510436

Rahim Yar Khan

Ashraf Complex, Model Town, Rahimyar Khan

068-5879851-2 068-5879850

Ravi Road, Lahore

35-Main Ravi Road, Lahore 042-7700516 042-7700517

Sadiqabad 78-D, Allama Iqbal Road, New Town, Sadiqabad

068-5802377-8 068-5802374

Sahiwal 48/ B & B 1, High Street Branch, Sahiwal

040-4467737-9 040-4467746

Sargodha 80-Club Road, Old Civil Lines, Sargodha

048-3725490 048-3725240

Shahdara, Lahore

N-127R-70C, Opp Rustum Sohrab Cycle Factory, Sheikhupura Road, Shahdhara

042-7919302-5 042-7919306

Sheikhupura Property No. B-IX-6S-44, Main Lahore Sargodha Road, Sheikhupura

056-3788031& 71

056-3788084

Sialkot Paris Road

Paris Road Sialkot 052-4262806-8 052-4265532

Sialkot Cantt Tariq Road, Sialkot Cantt 052-4299001-3 052-4299004

Toba Tek Singh

596- Mohallah Chamra Mandi, Jhang Road, Toba Tek Singh

0462-516120-1 0462-516142

Vehari 13, E Block, Karkahna Bazar, Vehari

067-3366718-9 067-3366720

Chakwal Talagang Road , Chakwal 0543-553142-3 0543-601979

Chashma Plot No. 1, Bank Square, Chashma

0459-241544 0459-242761

D.I.Khan Kaif Gulbahahr Building , A.Q.Khan Chowk, Circular Road D.I. Khan

0966-720180-2 0966-720184

Gujar Khan B-III, 360/1, G.T.Road, Gujar Khan

0513-515671-74

0513-515676

H.R.Rawalpindi

Bilal Plaza, Haider Road, Rawalpindi

051-9272880-3 051-9272886

Haripur Shahrah-e-Hazara, Haripur 0995-627128-32

0995-616508

Jhelum Plot No. 225 & 226, Kohinoor Plaza, Old G.T Road, Jhellum

0544-720053-5 0544-720060




Cantt Kohat Hangu Road, Kohat Cantt 0922- 510913-

170922-510912

Kharian Raza Building, Main G.T Road, Kharian Cantt

0533-024363

Mardan The Mall Road, Mardan 0937-9230501-2

0937-9230503

Mingora, Swat Opp Park Hotel , Maakan Bagh, Saidu Sharif Road, Mingora Swat

0946-713358-9 0946-713361

Mirpur AJ&K Nathia Building, Chowk Shaheedan, Mirpur AJ & K

058610-45451-2

058610-35429

Peshawer (Cantt)

3-7, Fakhr-e-Alam Road, Cantt Plaza Branch, Peshawar

091- 9212433-6

091- 5276391

Peshawar City Bank Square, Chowk Yadgar, Peshawar

091-2561246-7 091-2561245

Quetta (Main) M.A Jinnah Road, Quetta 081-2843751-4 081-2824602

Wah Cantt POF Hotel , The Mall Wah Cantt 051-4533272 Daharki 1276, Main Road Zafar Bazar,

Daharki0723-641260 0723-

642260Ghotki Plot No. 9 D, Deh Odher Wali,

Qadirpur Road, Opp Town Committee, Ghotki

0723-600500 0723-600526

Hyderabad 332-333, Saddar Bazar, Hyderabad

022-2783616&8

022-2783617

Shahra-e- Noor, Hyderabad

C.S. Nos. 2611/1&2611/2, Shahrah-e-Noor Muhammad Market, Hyderabad

022-2784852 022-2613193

Jacobabad Ward No. 05, Quaid-e-Azam Road, Jacobabad

0722-651866 0722-650344

Kandhkot Plot No. 29/1, Tower Road, Kandhkot

0722-572361& 67

0722-573788

Larkana Buder Road, Larkana 074-4053823-4 074-4045371

Mirpur Khas C.S 835, Ward B, M.A. Jinnah Road, Mirpur Khas

0231-9290335 0231-9290331

Nawabshah Katchary Road, Nawab Shah 0244-9370460-4

0244-9370467

Sukkur Sarafa Bazar, Sukkur 071- 5628267-8

071-5627219

Introduction of All departmentsInternship Report-Marketing



1. Remittances department2. Customer service center3. Cash department4. Clearing department5. Account department6. I.T department7. Credit department 8. Auto Finance Department9. Agriculture Department10.Human Resource Department

Remittances department

The head of the remittances department is Yousif Jamil

The function of remittance departments is to handle with the following instruments:

Pay Order

Demand Draft

Pay slip

Telegraphic Transfer

Payment of Remittances

Cancellation of pay order & demand draft

The remittance department deals with the transfer of money from one place to

another.



Yousif Jamil Head of Remittance Department

Remittance Department

Imran-ul-Haq Junior officer


This department deals with the local currency transfer only. ACBL provides these

services to both customers & non-customers

Customer service center

Customer service Department perform the following duties

Give brief information about different account to customer Account opening Provide service to customer such as filling the forma Issuing the cheque book Issue Debit card and credit card Locker record keeping Computerize record keeping of utility bills and other collection

Cash department



Cash Department

Waseem Sadique Head of cash Department

Ch JamilCasher

Customer ServiceDepartment

Amir Rehmani Head of customer service

Miss Sima Junior officer

Munir KhanCasher


All physical movement of cash in the bank is made through the cash department.

Normally cash department performs following functions

Receipt

Payments

Act according to any standing instructions

Transfer of funds from one account to another

Handling of ATM

Verification of signatures

Posting

Handling of prize bond

Clearing department

The word clearing has been derived from the word “Clear” and is defined as “ a system by which banks exchange cheques and other negotiable instruments drawn on each other within a specific area and thereby secure payment for their clients through the Clearing House At specified time” in an efficient way”.

CLEARING HOUSE

It is a place where representatives of all banks sit together and interchange their claims against each other with the help of controlling staff of State Bank of Pakistan And where there is no branch of State Bank of Pakistan the designated branch of National Bank of Pakistan act as controlling member instead of State Bank of Pakistan



Clearing Department

Imran Aslam Head of clearing Department

Khalil-ur-rehmab Junior officer


RULES AND REGULATIONS HAVE CLEARING HOUSE:

Timing:(Monday through Saturday)

i. 1st Clearing at 10:00 a.m.

ii. 2nd Clearing at 2.30 p.m.

Account department

Account department is responsible for budgeting and account opening all the transaction that are take place in the bank and their physical prove are match to the computer generated report and save it as a physical that these transaction are take place in the bank. Secondly account is responsible for budgeting and also record daily expense incurred by the bank Account department work as a backbone of the organization this department directaly report the operational manger and vice president Preparing the bank's annual accounts and coordinating external audit is also a direct function of the finance division

I.T department

The computer has change the way of working now all the departments of Askari commercial bank limited perform their duties in computerize environment the duty of the I.T department is to perform the following duties

Verification of N.I.C online for the purpose of account opening Computerize record keeping of Accounts Generate report of daily transaction in the bank Maintain the LAN and make the software and hardware configuration



I.T Department

Mr. Rehan LuckeyHead of IT department

Account Department

Miss. Medha Head ofAccount Department

Imran –ul-Haq Grade 1 officer


Credit department

Credit Department deals with arrangement by which a buyer can take ownership of something now and pay for it later or over time credit department perform following duties

Computer Loans:

Personal Finance Mortgage Finance Business Finance

Auto finance Department



Auto Finance Department

Rana Hasan Head of Auto finance department

Muhammad Naeem Grade 1 officer

Credit Department

M. Salman Head of credit Department

Amir Akther Grade 1 officer

Amras Rasheed Grade 1 officer


Auto finance Department offers us the most convenient and affordable vehicle financing scheme to help us own our favorite brand new car.

Product Features:Borrower: Resident Pakistani NationalsFacility: Term FinancingFinancing Limits: Rs: 100,000/- to Rs: 3.0 MillionRepayment: Monthly InstallmentsMarkup Rates: CompetitiveBalloon Payment: AvailableMinimum Income: Salaried: Rs: 10,000/-,

Self Employed Businessman: Rs: 25,000/-Charge / Fees: As Per current Schedule of ChargesAuto Insurance: MandatoryFinancing Tenor Up to 7 years

Agriculture Department

The head of agriculture department is Ali Ahmed it Provide the different kind of loan to the Kissan or former it include

Kissan Ever Green Finance Kissan Tractor Finance Kissan Aabpashi Finance Kissan Livestock Development Finance




Ali Ahmed Head of Agriculture Department

Mouzam Ali Grade 1 officer



Kissan Farm Mechanization Finance Kissan Transport Finance

Consumer Finance Department

The Head of consumer finance department is Jam.Arshed consumer finance department provide the business loan 500000-50000000 The rate of interest charge by the bank is twenty one percent which is lower as compare to the other competitor

Human Resource DepartmentThe responsibility of Human resource

department is performing the Account department due to short number of employee the responsibilities of HR department is share to account department such as recruitment of internee

Comments on organization structureOrganization structure

The formal pattern of how people and jobs are grouped in an organization Departmentalization

The basis which jobs are grouped togetherChain of command

Is the continuous line of authority that extends from upper organization level to the lowest level and clarifies who report to whom?

Centralization and decentralization

Decision making is made by top level or low level Span of control

The number of subordinates a manager can direct efficiently and effectively

In my personal point of view the structure of Askari commercial bank limited is simple dynamic and centralize decision making all the department is report to operational manager and then he report to branch manager. The jobs duties and responsibilities is divided by department but due to short number of employee in the




Jam.Arshed Head of Consumer Finance


organization jobs responsibilities are share between the employee

Centralize decision making make the distance between the top level and lower level manager the jobs responsibilities and divided by the department but these are share between the employee due to short number of employee and all head of each department report to the operational manger and who next report to the branch manger. The main advantage of centralize decision making is supervisor can judge and evaluate the performance of each employee

Plan of internship program

I am very thank full to Askari commercial bank who provide us the plate form to polish our skill and give me opportunity to polish my skill

A brief introduction of the branch/head office where you did . your internship

Askari commercial bank start its operation 1992, and main head quarter of askari commerical bank in Rawalipandi It has sevent five branches in pakistan our branch of Rahim-Yar-Khan where I did my internship was establish in 1996 It is located on Ashraf Complex, Model Town, Rahim-Yar- Khan. There are twenty eight employee in Askari commercial bank The environment of the bank is very dynamic and attractive The branch manager of Askari commercial bank Ashraf Complex, Model Town, Rahim-Yar-Khan is Mehboob Qamar which is very hardworking and punctilious



Branch Manager

Operational Manager

Head of cash Department

Employee 1

Employee 2

Employee 3

Head of Remittances Department

Employee 1

Employee 2


The business volume of our branch is twenty million and it has ten departments Account department, customer service, remittances cash credit, auto finance, consumer finance department and IT department

Head of Remittances department is Yousif Jamil Head of Customer service center Amir RehmaniHead of Cash department Waseen-ud-din SidquiHead of Clearing department Imran AslamHead of Account department Miss MelhaHead of I.T department Rahan LuckeyHead of Credit department Muhammad Salman Head of Auto Finance Department Rana HasanHead of Agriculture Department Ali Ahmed Head of Human Resource Department Rehan Luckey

Askari bank provide 24/7 ATM service for the customer and has Twenty seven million business volume of Rahim-Yar-Khan branch and the staff of the bank is very hard working and cooperative The bank held a good image in the public due good customer relationship management and automatic operation in the banking and has a strong identify as compare to the competitor

Starting date and ending date of internship

Starting date of internship 20-02-2009 Ending date of internship 05-04-2009

The departments in which you got training and duration of . . your training

Sr. # Name of department from To1 Customer Service 20Feb 5March2 Account Department 6March 15March3 Clearing Department 16March 26March4 Cash Department 27 March 5April

Detailed description of the project assigned

Customer Service Account Department Clearing Department Cash Department




Customer Service

Customer service Department perform the following duties

Give brief information about different account to customer Account opening Provide service to customer such as filling the forma Issuing the cheque book Issue Debit card and credit card Locker record keeping Computerize record keeping of utility bills and other collection Give brief information about different account to customer

It is the duty of customer service department that provide the information about the product and service to their customer according to their need Askari provide different account for their customer Current account [business transaction]Saving account [pensioner] Askari special deposit account [student]Askari evergreen {Taking loan]Unique [salary person]

Account opening

ACCOUNT OPENING PROCEDURE

Know you customer

The objective of knowing a customer is to have a fair idea about the identity, financial resources, and general information about the customer at the time when the relationship is established. A banker must have following information about the customer:

Customer name :





Miss Sima Grade 1 officer


Enter complete name as mentioned in original ID card /other business documents.Nature of business /profession: if customer is of salaried class enter his employer name. If the customer is a businessman, trader, sole proprietor, enter the business name, for example “Jamil Traders”etc.also enter the customer’s title/position and address of the business/employer. Address with P.O.BOX is not acceptable. Similarly remarks like

“Private service”, “business” are not acceptable, rather specify what type of company/business the customer is associated with for example Manager Philips Electrical Company.

Address:

Enter the complete business/residential address. With in the brackets you may also provide prominent address identification marks for ease of physically locating the address.

Contact Numbers :

Enter home, official, mobile, fax number and e-mail address (if available). Banker can verify the number by giving the customer a courtesy call or by sending him a e-mail.

Other/ secondary/ mailing address:

Some customer may volunteer their parents or siblings’ addressor second home address or a mailing address other than a permanent address.

Existing/other bankers:

Almost most all the bankers usually have a banking relationship with another bank. In case of customer who does not have an existing banking relationship, or does not want to disclose the existing relationship, then it is strongly recommended that at least for some time this particular account must be kept under observation.

Source of Income

Now the state bank of Pakistan has also add the regulation that to know about your customer source of income and it is compulsory to the person who want to open their account in the bank must show his source of income to the bank

Issuing the cheque book When the account of the account holder is open it is the

duty of the customer service department is to issue the cheque book to the customer also the previous account holder the procedure of the issuing of the cheque book is that bank has different kind of cheque book for different customer the bask has three types of cheque book ten, twenty five and fifty pages bank charge a fee for issuing the cheque book for example three hundred rupee is charge for the fifty pages cheque book

Provide service to customer such as filling the forma or Voucher The task which is assigned to us is that provide service to customer such as filling the voucher form it include

Filling the cheque book




Filling the voucher of student Fee of different School and college DHA Filling the voucher To transfer the money in debit credit card

Issue Debit card and credit card

It is also the duty of CD department to issue the debit and credit to account holder which is requested to issue the debit and credit card and provide pin code and other necessary and also record of the transaction

Locker record keeping Customer service department is also record of the lockers on register the name of the account key number signature and the time to use the locker all these transactions are daily record on the register

CHARGES

Lockers Rent of locker (RS) p.a.

Large 2500

Medium 1500

Small 1000

Computerize record keeping of utility bills and other collection

It is also the duty of CS department and the task which is assigned to us to computerize record keeping of the utility ills and also record the Fee of Student which is paid during the day

Account Department



Account Department

Miss Medha Head of Account Department

Imran –ul-Haq Grade 1 officer


The most important department of the bank the head of account department is Miss Medha the main responsibilities of the account department is a) Budgetingb) Reportingc) Maintenance & depreciation of fixed assetsd) Miscellaneous functions

Account department is responsible for budgeting keeping record of the revenue and expense all the transaction that are take place in the bank and their physical prove [voucher] are come to the account department next day these voucher are also posted to computer and the computer generated report of the daily transaction is created in IT department and then they send to the account department to match or tell to the computer generated report and their voucher of daily transaction and save it as a physical record that these transaction are take place in the bank at following date

. Secondly account is responsible for budgeting and also record daily expense incurred by the bank Account department work as a backbone of the organization this department directly report the operational manger and vice president Preparing the bank's annual accounts and coordinating external audit is also a direct function of the finance division

Accounts department maintains the record of all the assets and charges depreciation on them. The bank normally uses the straight-line method to compute the depreciation.It is calculated on monthly basis and charged yearly. Bank not only depreciates the existing assets but also the assets but also the assets transferred in and transferred out.　All the operations performed in various departments of ACBL are computerized. The functions are performed through the customized software. In order to facilitate double-checking of all the transactions done, every concerned official also passes vouchers and cheques manually. At the day end all the vouchers passed by various officers working in different departments are given to Accounts Department. Furthermore the I.T. department also prints a very bulky report of all the transactions / entries which have been fed into the computer system of the branch that day. When both of these things are at the desk of concerned officer, he performs the job of tallying the daily activity report with all the corresponding vouchers and cheques, in order to track down any discrepancy.

The reports generated by the accounts department on a daily, weekly, monthly, bi-yearly and yearly are written in a proper format. It is neither necessary nor possible to get acquainted by all of these reports in a short period of time. Some of the common reports are:-

Monthly Assets & Liabilities Monthly Budget Review Report Monthly Monitory Statement Monthly Performance Review Report Monthly fixed investment

From these statements, five reports carry extreme importance. The five reports are:- Daily position of advances and deposits Statement of affairsInternship Report-Marketing



Daily exchange position report Fixed assets statement Monthly review of performance.

-The account department of ACBL has to record even the minor expenses of the branch like tea for the staff, stationery for the branch

Clearing Department

MEANING OF CLEARING

The word clearing has been derived from the word “Clear” and is defined as “ a system by which banks exchange cheques and other negotiable instruments drawn on each other within a specific area and thereby secure payment for their clients through the Clearing House At specified time” in an efficient way”.

1. Since clearing does not involve any cash etc. and all the transaction take place through book entries, the number of transaction can be unlimited.

2. No cash is needed as such the risk of robbery, embezzlements and pilferage is totally eliminated.

3. As major payments are made through clearing, the banks came manage cash payments at the counters with a minimum amount of cash in vaults.

4. A lot of time, cost and labor are saved.5. Since it provides an extra service to the customer of banks without any service

charges or costs, more and more people are inclined and attracted towards banking.

CLEARING HOUSE

It is a place where representatives of all banks sit together and interchange their claims against each other with the help of controlling staff of State Bank of Pakistan And where there is no branch of State Bank of Pakistan the designated branch of National Bank of Pakistan act as controlling member instead of State Bank of Pakistan

RULES AND REGULATIONS HAVE CLEARING HOUSE:Internship Report-Marketing


Clearing Department

Imran Aslam Head of clearing Department

Khalil-ur-Rehman Junior officer


Timing:(Monday through Saturday)i. 1st Clearing at 10:00 a.m. ii. 2nd Clearing at 2.30 p.m.

Each bank will send competent representative to exchange the cheques. Each bank is required to insure that all cheques and other negotiable

instruments are properly stamped and suitably discharged An objection memo must accompany each and every cheque when return

unpaid duly initialed. Each bank is required to maintain sufficient funds in the principal account

with SBP to meet the payment obligations..

OUTWARD CLEARING AT THE BRANCH:

The following points are to be taken into consideration while an instrument is accepted at the counter to be presented in outward clearing:

The name of the branch appears on its face where it is drawn o. It should be stale or post dated or without date. Amount in words and figures does not differ. Signature of the drawer appears on the face of the instrument. Instrument is not mutilated. There should be no material alteration, if so, it should be properly

authenticated. If order instrument suitably indorsed and the last endorsee’s account being

credited. Endorsement is in accordance with the crossing if any. The amount of the instrument is same as mentioned on the paying-in-slip

and counterfoil. The title of the account on the paying-in-slip is that of payee or endorsee

(with the exception of bearer cheque).

If an instrument is in order than our bank special crossing stamp is affixed across the face of the instrument. Clearing stamp is affixed on the face of the instruments, paying-in-slip and counterfoil (The stamp is affixed in such a manner that half appears on counterfoil and paying-in-slip). The instrument is suitably discharged, where a bearer cheque does not require any discharge and also an instrument in favor a bank not need be discharged.The instrument along with pay-in-slip is retained while the counterfoil is given to the customer duly signed. Then the following steps are to be taken:

1. The particulars of the instrument and the pay-in-slip or credit voucher are entered in the outward clearing register.

2. Serial no. Is given to each voucher.3. The register is balanced; the credit vouchers are balanced from the instruments

and are released to the respective departments against acknowledgement in the register.

4. The instruments are arranged bank wise.5. The schedules are prepared in triplicate, two copies which are attached with

the relevant instrument and the third is kept as office copy.Internship Report-Marketing



6. The house page is prepared from schedules in triplicate.7. The schedules and house pages are signed by the house incharge with branch

stamp.8. The grand total of the house page is taken and agreed with that of the outward

clearing register.9. The instrument along with duplicate schedule and house page are sent to the

main office.However the amount is kept in float till final status of various instruments is known from respective paying banks in second dealing.

The entry of the instrument returned unpaid is made in Cheques returned Register. If the instrument is not to be presented again in clearing then a covering memo is prepared. The covering memo along with returned instrument and objection memo is sent to the customer who sent the same to his account.

INWARD CLEARING OF THE BRANCH:

1. The particulars of the instruments are compared with the list.2. The instruments are detached and sort out department wise.3. The entry is made in the inward clearing register (serial no. Instrument no.

Account no. Is written).4. The instruments are sent top the respective departments5. The instruments are scrutinized in each respect before honoring the same.

OUTWARD CHEQUES RETURNED UNPAID:

These are the cheque returned unpaid by us in inward clearing. due to some

objections.

INWARD CHEQUES RETAINED UNPAID:

These are the cheques retained unpaid to us which were lodged by us in Outward

Clearing.

Cash Department



Cash Department

Waseem Sadique Head of cash Department

Ch Javad Casher


The cash department is the most important department of the bank. It receives cash from customers and then deposits it into the accounts of the customers and maintained their balances. All physical movement of cash in the bank is made through the cash department.Normally cash department performs following functions

Receipt

Payments

Act according to any standing instructions

Transfer of funds from one account to another

Handling of ATM

Verification of signatures

Posting

Handling of prize bond

The task which is assigned to me in the cash department is that sort the rupees and exclude the affected or damage note and make the bundle or copy [package] of note for example 1000*100=100000 make the copy of one lack secondly before going customer to counter for payment write the detail of note or currency back word on the voucher for example a customer want to deposit 100000 rupees we write the detail of rupees on backside of voucher such as 1000*100=100000500*100=50000100*500=50000Total =200000Third the task which is assigned to me is that record the detail of voucher on register voucher number rupee and also makes the spread record of student fee voucher such as their roll number amount and class Deposit Cash In Customer’s Account:-When the customer want to deposit amount in his account at opening of account or after that then he has to fill a deposit slip that shows the amount and the account in which the cash will be deposited. Then teller will receive amount and credit the customer’s account that shows increase in customer’s bank account.Make Payments From Customer’s Account:-When the customer draws a cheque on the bank to pay a certain amount then teller will debit the customer’s account that shows reduction in his account balance.Cheque payment procedureCheque Encashment are made in four steps, these are:-1. Receiving of Cheques2. Verification of Signature3. Computer Terminal Process



Abdul Hameed Casher


4. Payment of Cashs

Structure of the Marketing Department

When I talk about the structure of marketing department in ACBL it is very clear that the Auto financing department, Agriculture department, Consumer finance department are the marketing departments in Askari bank commercial bank

The Marketing departments in Askari Bank are

Branch manger operational manger and business development officer are partially involved in the marketing and get grant from head office to promote their promotional activities such as banner advertisement social marketing and public relation and Customer service credit consumer finance and Agriculture are internally involved in marketing When I see at the branch in Rahim yar khan I see that the operational department follows the marketing activities which is supervised by the operational manager of Askari commercial bank limited bank Tariq Mehmood Khan. Operational manager and calls to customers through telephone and personally meet with the customers and apply the principle of customer relationship management to attracts the customer. Mr. Imran Aslam works as a business development officer (BDO) and meet with clients to convince them to open the account in Askari bank and tell the customers about the detail of different types of accounts.

The marketing departments of Askari commercial bank are agriculture department, auto finance department, consumer finance department and customers services departments these departments are practically engaged in the marketing of the products and services that the Askari bank offer to customers. The marketing policies of the Askari commercial bank is keeping the track of the latest development in the world and incorporating the latest and the most modern equipment to make the banking procedures simple and easy




Department Hierarchy

Number of employees working in the Marketing departmentThere are eleven employee working in marketing department of Askari commercial bank Ashrif complex model town Rahim-Yar-Khan

Marketing operations

Before discussing marketing operation of Askari commercial bank I want to clarify Marketing and the Marketing Department are two different things. Marketing might best be defined as all organized efforts, activities and expenditures designed to, first,



Double click on the object to see the marketing Department in full screen


acquire a customer and, second, maintain a customer. The Marketing Department is a unit of organization, traditionally charged with carrying out specific tasks that are deemed to be "marketing" (such as advertising, market research).

Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4P's (the marketing mix). A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.

Marketing operation of Askari commercial bank is to identify the needs and wants And provide the right product and right price and right place our R.Y.K branch of Askari commercial bank is mainly focus on how to aware the customer about the product and service and convert their need into demand to aware the customer or target audience the organization use different promotion scheme such Advertisement banner internet and newspaper and convey their message to target audience Askari commercial bank use different marketing strategies to avail the opportunity to full fill the consumer demand and it lunch different kinds of scheme Askari Bank is financing products of different companies, which would benefit those

people who can only afford to buy home appliances on installments due to limited resources. In addition to this, bank has also signed agreements with other top manufacturers of automobiles for financing of motorcycles to the general public at most competitive rates.

The top management must continuously Focus on the Customer, Monitor the Competition, Find & Direct outside Vendors, Create New Ideas to attract customer and Set the Strategy, Plan the Attack, and Execute To attract the customer Askari commercial bank offer different types of product and service according to customer need Wants and expectation Marketing operation are performed by the employees working in these departments like auto finance department, agriculture department, consumer financing department and customer service department. The target of this bank is to increase in the deposit of the bank as compared to competitors. The employee is very talented and knows the value of customer for example in agriculture department the head and junior officer provide detail about the agriculture products and they do marketing in the shape of banners new ad and try to create the attraction of the customer toward the organization and the auto finance department the employees there providing information about the auto financing and in the consumer financing department the employee there are responsible to do the marketing operations for consumer financing. The marketing operation is done through the use of media like on TV




people see the Ad of different types of accounts the Askari bank offer to its customers. The main media the Askari bank used for advertisement of their products and services is the internet. The Askari bank has very attractive website any person can go on this website and collect all the details about the products and services the Askari bank offer to its customers.

Functions of the Marketing Department

There are following function of marketing Department Focus on the Customer Monitor the Competition Own the Brand Find & Direct Outside Vendors. Create New Ideas. Communicate Internally. Manage a Budget. Understand the ROI. Set the Strategy, Plan the Attack, and Execute.

Segmentation strategy

Askari commercial bank segment their market geographical demographic and Niche marketing Askari bank belongs to Pakistan Army, and the size of the this market is very small as compares to other markets so the niche market for Askari Bank is Pakistan Army and there is competitor belong to this segment

.In geographical segment the askari bank divide their segment religion and cities the most population of Pakistan is Muslim so it offer both Islamic banking and commercial banking for religious group it offer Islamic banking free of interest rate and for secular group it offer the commercial banking In demographic segment it divide the market into age income education occupation and nationality




Askari commercial bank offer different product for different segment and target customer in demographic segment it divide the market into age wise for example student 12-30 and retired or pensioner 40-65 For student askari commercial provide Askari special deposit account Askari commercial bank has also segment their market in occupation the target audience that are related to agriculture provide them different kind of scheme

Kissan Ever Green Finance Kissan Tractor Finance Kissan Aabpashi Finance Kissan Livestock Development Finance Kissan Farm Mechanization Finance Kissan Transport Finance

Target marketing strategy The focus of marketing effort is people. The goal is to reach a subset of the population who may be interested in your particular product. That group of people is your target market. The target market of Askari commercial bank is given below which is based on

Objective of the organization which it want to achieve target market of askari commercial bank is

All Army related institution Customer having deposit Kissan Customer who wants to purchase vehicle



Segmentation

Niche Market GeographicSegmentation

DemographicSegmentation

Age

Income

Occupation

Geographical unit

Religious

Army

Education

Nationality


All agriculture related communities Customer desires different loan Kissan School college and business industries Financial invertors Consumer having interested to purchase on leasing Religious group interested in Islamic Banking Group of people needs to get banking services such as utility bills collector

The term target market is used because that market is the target at which you aim all your marketing efforts. The markets you are trying to reach are people with common characteristics that set them apart as a group. The more we know about a target market, the more precisely we can develop our marketing strategy. The reason you need to identify a target market is because it makes strategies for designing, pricing, distributing, promoting, positioning and improving our product, service or idea easier, more effective, and more cost-effective.

Two important factor to consider when selecting a target market segment are the Attractiveness of the segment and the fit between the segment and firm’s objectiveResources and capabilities

Product planning, development & management

In simple words product planning is making decisions about the features that are needed to sell a business's products, services, or ideas.

When any new product is launched by the Askari commercial bank the planning development and

management of the product is perform on Askari commercial bank head quarter Rawalpandi and then scheme is lunched all branches of Askari commercial bank each product is based on the customer need wants and expectation

Before Lunching the new product management will continuously observe the market need and wants and plan for the product that can achieve the organization goals and objective Companies must be constantly modifying existing products and developing new ones; the marketplace demands it how new is new? most new products are modifications of or extensions to existing ones the introduction of a new product is a strategic decision which should be guided by the company’s goals and a new product introduction strategy when the organization think that there product is not achieving organization goal then they decide to create new product or to modify it




The management should keep the following point when developing new product new product is best developed through a series of six stages: The first two stages provide a focus for generating new-product ideas and a

basis for evaluating them. The next three stages deal with ideas and are the least expensive. must satisfy key financial criteria must be compatible with environmental standards must fit with the company’s marketing structure should also be compatible with production capabilities, satisfy legal

requirements, and fit with corporate goals and objectives

Product management is an organizational lifecycle function within a company dealing with the planning or marketing of a product or products at all stages of the product lifecycle.Product management (inbound focused) and product marketing (outbound focused) are different yet complementary efforts with the objective of maximizing sales revenues, market share, and profit margins. The role of product management spans many activities from strategic to tactical and varies based on the organizational structure of the company each product has life cycle introduction growth maturity and decline when a product reach at maturity level mangment try to keep maintain this level the branch manger of Askari cmmerical bank is tray to mange the product and tray to provide their best mangement to their customer and provde them good and better envirnment when the see that product or service is not filling customer neeed then they develop a new product or modify it the key point is how to mange the product its depend on mangment how the present their product to customer to achieve their gol and objective

Positioning

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.positioning is how




you want to be known it must reflect reality. How the company really is known. Or how it can believably be known

Askari commercial Bank has strong positioning in the mind of their customer or target market due to its product unique attribute characteristic feature and superior service. Top management always try to differinate their product and service using different Promotion scheme to communicate their audience and create strong identity ACBL shorter, smarter name, crisper new colors and fresh new look are an insight to our views on banking. The aim to provide innovative financial solutions to customers, with the security of knowing they are dealing with one of the strongest financial institutions in the country. ACBL new slogan reflects customer service philosophy and provide them 24/7 information through online and call center and listen customer complaint and provide them For submitting an online complaint regarding bank

related issues (e.g. account, credit card, debit card) A carefully crafted business positioning strategy can be used as a guideline for judging the appropriateness of all marketing programs, especially for promotion, advertising, and PR events. It will ensure that our business image is consistent to your target buyers/end users and help to build an enduring, memorable (and hopefully unique) message to sell your business products1 product = 1 marketing program = 1 positioning statementPositioning is based on idea that customer keep in mind the positioning of Askari commercial bank toward the customer is that it is only bank which provide convince and dynamic environment to their customer each product of ACBL has its own positioning in the mind of the customer for example Akari rupee traveler cheque is consider secure way to transfer the money from one particular place to another and it has a strong identity in the mind of customer It is necessary to create a strong identify in the mind of customer that product has some quality attribute that create superior value in customer mind Askari commercial Bank has strong positioning in the mind of their customer or target market due to its product unique attribute characteristic feature and superior serviceIt has necessary to keep in the mind that each product and service has its own positioning in the mind of customer

To create strong positioning of organization and its product and service the ACBL limited use different marketing strategies such as advertisement sale promotion personal selling and publicity to create the strong image and convey their message to customer

Pricing strategy

Pricing is one of the four Ps of the marketing mix. The other three aspects are product, promotion, and place. Price is the only revenue generating element amongst the 4ps, the rest being cost centers.




Askari commerical bank use different price strategy for different products and service to Achive the organization Financial goals for each product it use different strategy when any new product is lunched by the Askari commerical bank the top mangment of the organization must the see the marketing objective Before selecting a suitable price for a product, the marketer is needed to review the company's objectives. The more clearer the company's objectives the more easily to set a price Following are the possible pricing objectives

a) Survival

b) Maximum current profit,

c) Maximum market share,

d) Maximum market skimming,

e) Product quality leadership.

When the mangement set its marketing objective its position in the market and the product nature where it is a innovative product and create monopoly in the market when the topmangment set its pricing objective then stage of setting the price of the product come

Following are the steps in setting price for a product:

1. Selecting the pricing objectives;

2. Determining the consumers' demand;

3. Estimating costs;

4. analyzing the competitors' costs, prices and offers;

5. Selecting a pricing method;

6. Selecting the final price.

ACBL see the nature of product and charge price according to product if the product is innovative it charge higer margin before luching the new product the top managment must see and analyze the demand of product and estimate its costs analyzing competion cost price and offer and then choose a pricing strategy according to company objective Askaric commerical bank has different product and services each is based on its own target maket and expection toward the customer price is only key which genrate the revenue for the organization to achieve its financial objective and the success and failur of product and service is depand on the price strategy the detail of some product and service and their marketing strategy is given below

Product & Service Strategy DetailKissan Tractor Finance

Cost-plus pricing Price = Cost of Production + Margin of Profit.

Electronic Bill Payment Services

Market-oriented pricing

Setting a price based upon analysis and research compiled from the targeted market. Also with the cost price

Personnel finance Price discrimination

Charge different price for civilian customer and army customer

Agriculture Finance

Product line pricing

Askari commercial bank offer a range of product line for former such like




Kissan Ever Green Finance Kissan Tractor Finance Kissan Aabpashi Finance

Deposit Multiplier Account

Premium pricing Premium pricing is the practice of keeping the price of a product or service artificially high in order to encourage favorable perceptions among buyers

Askari Rupee traveler cheque

Target pricing Pricing method whereby the selling price of a product is calculated to produce a particular rate of return on investment for a specific volume of production.

Askers car Finance Competion based pricing

Charge the price accoding to competatioerPrice strategy

Islamic Banking Competion based pricing

Charge the price accoding to competatioerPrice strategy

The detail of product and service and their pricing strategy is given below which is based on company financial objective

SAFE DEPOSIT LOCKERS Fee for safe deposit lockers (to be recovered in advance or at the commencement of the period yearly/half yearly/quarterly as the case may be) a) i) Small Rs. 1,200 p.a. ii) Medium Rs. 1,700 p.a. iii) Large Rs. 3,000 p.a iv) Extra Large XL (16”x 16”) Rs. 3,750 p.a v) Extra Large XXL(16”x31”) Rs. 6,000 p.acharge price according to usage or service . . UTILITY BILLS (PTCL, WAPDA, SNGPL) a. Service Charges RS 8 Rupees payable by utilities companies

Charge a fix fee for every customer

AGRICULTURE BANKING Processing Fee for following Finances: 1% of the sanctioned facility amount i) Askari Kissan Evergreen Finance. ii) Askari Kissan Tractor Finance. iii) Askari Kissan Farm Mechanization. iv) Askari Kissan Livestock Development Finance v) Askari Kissan Aabpashi Finance




vi) Askari Kissan Transport Finance vii) Askari Kissan Green House & Tunnel Finance viii) Askari Kissan Farm Storage Finance ix) Askari Kissan Model Dairy Finance x) Askari Kissan Gold Fish Finance. xi) Askari Kissan White Pearl Finance xii) Askari Kissan Murghban Finance xiii) Askari Kissan Gulban Finance xiv) Askari Kissan Samar Bahisht Finance xv) Asan Mali Sahulat.

2. Service charges on delayed payment of markup/Installment of TF/rollover of revolving credit facilities. i) overdue by 31 days to 60 days Rs. 500/- (flat) ii) overdue by 61 days to 90 days Rs. 1,000/- (flat) iii) overdue (past) 90 days Rs. 1,500/- or Rs. 0.46/1000 on daily product (whichever is higher) 3. Transfer of Facility (on request within the bank) Rs. 1,000/- (flat) 4. Amendments in terms of approval Rs. 500/- (flat) Provide a rage of product and service to former and provide different loans for agriculture Retail bankingPersonal Finance a. Processing fee for civilians i) Clean - 1.20% of loan amount min. Rs.2, 750/- (Including legal & documentation charges)

ii) Secured – 1.20% of loan amount max. Up to Rs.5, 500/- (Legal & documentation charges at actual) b. Processing fee for Armed Forces personnel i) Clean - 1.20% of loan amount min. Rs.1, 800/- (Including legal & documentation charges) ii) Secured - 1.20% of loan amount max. Up to Rs.5, 500/- (Legal & documentation charges at actual) Smart Cash a. Processing Fee i) Clean - 1.20% of loan amount min. Rs.3,500/- (Including legal & documentation charges) ii) Secured - 1.20% of loan amount max. Up to Rs.5, 500/- (Legal & documentation charges at actual)

Mortgage Finance a. Processing Fee Rs.5, 500/- (Flat) b. Legal/documentation/valuation/income Estimation charges at actual




c. Enhancement Charges Rs.5, 500/- (Flat) d. Late Payment Charges Rs.600/- per installment f. Premature Termination Charges a) In case of early settlement by the borrower charges will be Applicable in the following manner i) 1stYear: Unto 6% on outstanding balance ii) 2ndYear: Up to 5% on outstanding balance iii) 3rdYear onwards: Upto 4% on outstanding balance. b) Upto 10% of the outstanding balance, in case of balance Transferred to other bank, irrespective of the time period Balloon Payment allowed up to a maximum of 20% of The outstanding balance in a year Additional balloon Payment be up to 5.5% charges on the amount being paidg. Balloon Payment Rs.250/- per cheque

Business Finance

Processing Fee Rs.5, 500/- (Flat) Legal/documentation/valuation/income Estimation charges at actual Renewal Fee Rs.5, 500/- (Flat) Enhancement Charges Rs.5, 500/- (Flat) Cheque Return Charges Rs. 600/- (per cheque)Late Payment Charges 21% of the overdue amPremature Termination Charges Upto 6% of the limit.

Auto Finance a. Processing Fee Rs.5, 000/- (Rs.2, 200/- non-refundable) b. Legal/documentation/valuation/income Estimation charges at actual c. Premature Termination Charges Up to 6.5% of the outstanding loan amount d. Baloon Payment 15% of the outstanding balance in a year subject to 3.25% Charges on the amount being paid (balloon payment amount) e. Cheque Return Charges Rs.600/- f. Late Payment Charges Rs.600/-

The price is based on competitor price and price include margin + cost

Distribution Strategy




Distribution or place is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.

ACBL has 150 branches through which it offers services to its clients. The distribution channels are its employees who deal with customers Distribution strategy of banking sector is different from consumer consumable product Askri commercial bank use its own distribution channel to promote their product when any product is lunched by Askari commercial bank to make the product available to final user it is distributed to its all branches Askari commercial bank has one fifty branches where customer can avail product and service and also gain information related to product and service Askari Bank has expanded into a nationwide presence of 150 branches, and an offshore banking Unit in Bahrain. A shared network of over 1,100 online ATMs covering all major cities in Pakistan supports the delivery channels for customer service.

Askari commercial bank use selective distribution strategy it has only a few outlet in geographical area to provide is only one branch of Askari commercial bank in district Rahim-Yar-khan selective distribution means selective distribution, it means that there are fewer locations where the customer can buy our product. Several advantages may be gained by the use of selective distribution. Askari commercial bank has its own outlet or branches to promote their product the main advantage and disadvantage of selective distribution strategy is




Advantage Better market coverage than exclusive distribution More control and less cost than intensive distribution Maximize control over service Enhance product’s image & allow higher markups Promotes loyalty, better forecasting

Disadvantages: May not cover the market adequately Difficult to select that can match your requirement and goals

Promotion Strategy

Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain




message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion.

Under the concept of Integrated Marketing Communication ACBL attempt to develop a unified promotional strategy involving the coordination of many different types of promotional techniques. The objective of promotion strategy is to getting customers to buy an organization’s product and, in most cases, to remain a loyal long-term customer.

The purpose and objectives for marketing promotions of ACBL may include the following:

Build Awareness Create Interest. Provide information Stimulate Demand. Reinforce the Brand

Promotional Strategies use by ACBL

Advertising The main source is used by ACBL is advertisement it involves non-personal, mostly paid promotions often using mass media outlets to deliver the marketer’s message. While historically advertising has involved one-way communication with little feedback opportunity for the customer experiencing the advertisement, the advent of computer technology and, in particular, the Internet has increased the options that allow customers to provide quick feedback.

Advertising in News Papers and Television is used as a marketing tool by ACBL However it is often used when a new product is introduced

Bill Board Another source used by ACBL to convey message is billboard the main

areas of urban era near the school/college airport and high traffic areas the bill board are placed to convey message

Broachers:

The Bank publishes various brochures for the general guidance of the customers. These include the Schedule of Bank Charges, VISA Card Information, and Savings & Term Deposit Information etc

Personal Selling Personal selling is also a norm at the Bank. The branch has well learned sales executives i.e., Business alumnae. Personal selling is used both for attracting individual and corporate clients

Internet




Askari commercial bank use internet as a promotion tool to convey the message to the target audience all the information related to product and service and the organization is available on the internet www.askaribank.com.pk

Social marketing ACBL has made generous contribution in the area of sport culture poverty woman & child care health & medical science human development and scientific research ACBL sponsored international squash tournaments were professional from all over the world participated Askari commercial has also sponsored other sports tournament include Golf at both amateur and professional level the bank has also contribute toward awareness program for AIDS water conservation and blindness and has promoted the country 's cause on international forum by cosponsoring the first interactive encyclopedia of Pakistan

Public Relations The most popular tool use by the banker and manger to increase their deposit crate awareness and loyalty public relation s also tool of promotion

Publicity This type of promotion uses third-party sources, and particularly the news media, to offer a favorable mention of the marketer’s company or product without direct payment to the publisher of the information. For example media cover any Tournament that is sponsored by ACBL

Structure of the Sales Departments

When we talk about the structure of sale department in Askari Commercial Bank Limited the Auto financing department, Agriculture department, Consumer



http://www.askaribank.com.pk/


finance and credit department are the sale departments of Askari bank commercial bank

They sell their product and service to their customer

Department hierarchy

There is no sprat sale department in Askari commercial bank limited Ashrif complex model town Rahim-Yar-Khan each department sales its own product and service the product and service sold by the department customer service credit customer finance and auto finance department in consumer consumable products companies like Lever Broth of Pakistan there is only one sale department that sell the product of the organization but in banking sector it is different each department sell its product and services

.

Each Department Hierarchy





Miss Sima Junior officer

Credit Department

M. Salman Head of credit Department


Amras Rasheed Grade 1 officer


Each Department Hierarchy

Number of employee working in Sale Department



Auto Finance Department


Ali Ahmed Head of Agriculture Department

Mouzam Ali Grade 1 officer



Jam.Arshed Head of Consumer Finance


Muhammad Naeem Grade 1 officer



Department Name Number of employeeAgriculture Department 3Credit Department 3Auto finance Department 2Consumer Finance Department 1Customer Service Department 2Total number of employee 11

Sales operations

The sale departments perform the sale operation sale departments is Askari commercial bank Limited are the auto finance department, agriculture department and consumer finance department is they first marketing of their products and services and after that they sell their products to customers each of these department are individually or separately involved in the marketing and sell their product and service customer fiancéDepartment open different account to customer and provide them service give them detail information about their product and service when any customer want to open the account in the bank customer service work as a sale department and sell the product and service issuing of cheque book credit card and debit card is performed by the customer department All these department work as a uniformed to sell their product and service support and promote each other product The employees in auto finance department personally meet with customers and tell all detail about the interest rates of different cars and catch the attention of the customer towards their product. The consumer finance department head is also personally meet with business class customers and tells all detail to customers about loaning of the product and they also contact with customer through telephone calls, give broachers to customers for selling of the product.

The selling function is an important element of the overall marketing process. In many instances, some component of the Marketing Department is responsible for developing leads and then turns them over to the Sales Department. Make sure that planning and execution of plans is always coordinated, and that all programs are integrated across both marketing and sales efforts.

Function of sales department

The function of sale department is to sell the product and service of the organization and the focus of a sales department is to co ordinate sales activities to meet the customer demand with appropriate supply. The next is to increase the sales volume considering a particular period of time the sale department is link with marketing department to help marketing department in meeting the sales volume fore castled by then. To give motivation by appropriate means to the sales persons and to give appropriate training to them in carrying out the sales activities successfully the sale department analyze the demands of markets and study the consumer's psychology, study market fluctuations, prepare sale budgets, explore new markets and so on




Sales are the activities involved in providing products or services in return for money or other compensation. The marketing department generates potential customers and, it can be beneficial for sales. The marketing department's goal is to bring people to the sales team using promotional techniques such as advertising, sales promotion, publicity, and public relations. The function of sale department is not to see the product and service to customer but also satisfy other factor and provide them special attention because the sale is performed by customer and it will be repeated if the customer is satisfy

In ACBL the marketing department is structured in a similar fashion to the sales department and the managers of these teams must coordinate efforts in order to drive profits and business success. Driving more customers "through the door" gives the sales department a better chance by ratio of selling their product to the consumer

Sales methodology

Sale department is back bone of any organization No organization exists without the sale department. After the procedure of the marketing these departments give the product to customers finally. The main and the most important function of the sale department are to coordinate the sale activities.

The operational manager and the head of sale departments do the personal selling to sell their products because lot of competitors in the market and they meet personally with customers to convince the customers and sell the products to customers. The marketing departments and sale departments are linked with each other by developing a solid business plan to best position your products to the consumers that will buy. Working in cooperation with your business leaders Marketing and Sale Methodology helps to craft a plan specific for business dynamics. Using Six Sigma tools and proven marketing strategies, M and S Methodology will help you succeed in today’s competitive environment The selling function is an important element of the overall marketing process. Many organizations establish a separate sales function, apart from other elements of the marketing process. This is often a sound business strategy but can lead to a gap between Sales and the other marketing elements. In ACBL the marketing department and department are sale in many instances; some component of the Marketing Department is responsible for developing leads and then turns them over to the Sales Department. "

Sale department in Askari commercial bank are Auto finance, credit consumer finance that sell the product and service to the consumer The operational manager and the head of sale departments do the personal selling to sell their products to large business user The employees in auto finance department personally meet with customers and tell all detail about the interest rates of different cars and catch the attention of the customer towards their product. The consumer finance department head is also personally meet with business class customers and tells all detail to customers about loaning of the product and they also contact with customer through telephone calls, give broachers to customers for selling of the product.




.

Type of selling

Selling is art and science both. The selling of a product is different from serviceThe most of selling of Askari commercial bank product is through the operational manager and branch manager directly contact to consumer convey the message to the customer and convince consumer to purchase the product

Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified. Two other forms of personal selling that are not used with high-end products are door-to-door selling and home demonstration partiesThe operational manager and the head of sale departments do the personal selling to sell their products because lot of competitors in the market and they meet personally with customers to convince the customers and sell the products to customers

Sales returns procedures

The sale return procedure is if the customer wants to close his account in the bank if any customer want to close the customer and sale return procedure is he writes application in his own writing and with the signature of operational manager and the account of customer is closed in the bank.

If the customer is want to sell the product like car and tractor or any other service such like processing fee it is not returnable bank charge fee for their service that is not returnable for example bank charge eight rupees to every customer who pay utilities bill in Askari commercial bank and that is not returnable another example bank charge three hundred rupees fee to Transfer the money from one place to another that is not returnable the consumer not directly sell the product and service to another consumer products and services such like to close the account make through the bank




Customer service departmnet

Customer Service Department is the provision of to customers before, during and after a purchase.Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation

Process of developing relations with customers

Customer service department is develop a series of activities designed to enhance the level of customer satisfaction to make the long term relation with customer is necessay to Make long term relation with them the long term relation is based on the product service quality a feature provide by the bank to their customer to make the long term relationship with customer management of Askari commerical bank limited apply the principle of customer relation ship mangment some of them as follow

Keep Constant Communication with Customers Respond Quickly to their Needs Satisfaction not only on product but also on other aspects Avoid Irritations Make Products Available Render Advice Give Special Attention Protect Customers Rights Be Visible Provide good and dynamic environment Make Customers Part of the Organization

The relation between the organization and customer is based on satisfaction the demand of the product come through customer if the customer is satisfy it will repeat their purchase if customer is not satisfy than it will switch to another substituteIf a customer is lost, not only is that particular transaction lost, but perhaps all future transactions throughout the life of that customer. it is necessary for the organization to keep satisfy the customer and make long term relation with them long term relation is based on services offered by customer and the attitude of the customer toward the organization to create a good image in the mind of customer it is necessary Keep Constant Communication with Customers, Respond Quickly to their Needs Satisfaction not only on product but also on other aspects Avoid Irritations and Make Products Available Give Special Attention and don’t mislead the customer give him brief introduction of their product and be visible Provide good and dynamic environment and consider as Part of the Organization

Techniques of retaining the customers




Yts it is fact that acquiring a new customer is five time better than to satisfy your exising customer because customer is the king we are there for customer and we can’t surveive in this world if we ignore our customer Managing demand means managing customers because A demand comes from new customers and repeat customers.

Today, besides making efforts to attract new customers, marketers are going all out to retain and build relationships with existing customers. It costs five times as much to attract a new customer as it does to keep a current customer satisfied. Because of changing demographics, a slow-growth economy, more sophisticated competitors, and overcapacity in many industries, many markets and market shares are shrinking. The key to successful customer retention is superior customer value and satisfaction.

To retain the customer it is necessary for the organization is to keep satisfy the customer provide them service understand need and want and react according to their need not staisy product and service bt also other factor the attraction of the customer and the organization depand own how the ogranization give him special attention are the organization consider customer as a part of the organization customer service department play important role in this catgorie because the most of the attraction of the customer in ACBL is customer service department ACBL provide them special attention and good and dynamic enviroment if the customer has any complaint related ACBL it can register their complaint online are toll free and the management not only solve their provlem but give it back because demand comes form customer and repeate the customer ACBL is treat customer as king give special attention to customer then customer notonlu satisy but beecome regular customer to loyal customer This relationship must provide value to both parties. If a customer is lost, not only is that particular transaction lost, but perhaps all future transactions throughout the life of that customer.

Techniques of attracting new customers

To attract a new customer is communicate the customer about product and service It is always important for every company to always be acquiring new customers since the main idea to make profit each month. The goal with each business usually is make more of a profit each year than the previous years. The strategy used by ACBL for acquiring new customers Advertising is one of the most important methods used to constantly be acquiring new customers. ACBL used different kinds of promotion scheme to convey the message and acquire the new customer advertisement bill board social marketing personal selling publicity and public relation are important toot to communicate the customer and acquire the new customer

To attract the new customer ACBL use different technique create new product and service according to customer need and expectation Askari Rupee Travelers cheque is a new product of Askari commercial bank that attract the customer who want to transfer the money from one place to another

Now the trend of banking is change the banks tray to create new dynamic environment and provide convince service to attract the customer completion is so strong each organization tray to take competitive edge and dominant to other ACBL




has capture many customer due to good environment and convince service as compare to competitor such like national bank of Pakistan the focus of the organization is toward the customer ACBL want to expand their business world wide and want to create a strong image in the mind of consumer customer generate the revenue and revenue is blood of organization to attract the new customer ACBL continuously communicate the target audience and communicate their message about product and service and the special feature of product and service to purchase the product and try to create the demand

Ways of handling different kinds of customers like furious customers . problem creating customers

Difficult customer is One that is never happy no matter what These "negative" customers can lead to employee burnout, low staff morale, or be responsible for someone leaving the industry entirely. We've all heard that one disgruntled customer can lead to the loss of at least six others by word of mouth alone.

Following step should followed by customer service department to handle difficult customer

Step One: Assume the customer is telling the truth. Step Two: Let the customer talk Step Three: Always listen without interruption or comments Step Four: Be empathic Step Five: Understanding Step Six: Solution. Step Six: Follow-up. Step Seven: Take steps to fix the problem(s) that caused the problem in

the first place.

Personal experience handling the difficult customer during the . internship period

During the internship when I was working in customer service department the task which is assigned to me is that to fill the voucher of transfer the money to another branch one day I was working usually a customer came and provide me the necessary information and fill the voucher after some time he came and make a noise using bad language and violent behavior and so rude all the staff gather and operation manager listen his point of view give him a cup of tea and fill the voucher in fact he is wrong and he gave the wrong information about the account number but the operational manger listen his point of view and fill voucher again and he follow-up with the customer after the fact, the point is that don’t ignore the customer listen him be patience and tray to follow up




Critical analysis

During the eight week of the internship the weakness which I observe in Askari commercial bank is that short number of employee and branches there is only one branch of Askari commercial bank in district Rahim-Yar-Khan the bank has only twenty eight employees. There is no job training to the employee the behavior of the employee is not so good toward the customer because the staff is not technical trained and due to short number of employee the responsibilities of the employee is share between the department therefore they cannot perform their duties well. The decision making is centralize and that create the distance between higher and lower level and create stress on employee

During the internship I fell that there is a bridge between educational and professional life The thinks that we read and observer now has implemented practically it is necessary for us to show our skills the task and assignment which is assigned us during educational life is very helpful in professional life and show us the new way of innovation and success

Askari commercial bank has different product that is running successfully it is not possible give a brief detail of Askari products which are running successfully some of them given as follow with reason of success

Current account [business transaction] Saving account [pensioner] Askari special deposit account [student] Debit card ATM card Credit card Askari Rupee traveler cheque

Akari current account is design for those customer who are involve in business they can take unlimited number of transaction in a day in banking hour and saving account is design for those customer such like retire officer pensioner disable person the can deposit their money in saving account and get monthly profit Askari special deposit for student who can deposit their money in ASDA account it is free of bank charges the fee bank is charge is very nominal and Akari commercial bank offer credit and ATM card and provide 24/7 service to the customer that the can get deposit any time through ATM Askari Rupee Traveler cheque is design mainly for passenger Askari Bank offers you its "Rupee Traveler Cheques" eliminating all financial risks while traveling. So avoid risk of carrying cash through Askari Bank's Rupee Traveler Cheques. The benefit of rupee travler cheque is

Free insurance Free encashment Profit will be offered at the time of encashment*




Nationwide acceptability Facility of encashment in cash to the purchaser Facility of encashment through clearing No purchasing limit Valid until encashed Easily transferable Account relationship not mandatory Fastest refund procedure in case of loss / theft Safe & secure mode of funds transfer Available in Rs. 10,000 Denomination at all branches of Askari Bank Perfect subtitute of your cash

Askari commercial bank has different product for their target customer each has its own demand but due to high inflation the state bank of Pakistan has increase the interest rate to control the supply of money due to increase in interest rate credit ,auto finance and consumer fiancé is affected because the interest is high people avoid to get the loan these brand such like

Askari car Kissan Tractor Finance Personal Finance Mortgage Finance Business Finance Smart Cash

Are affected due to interest rate each particular product has its own market and demand the product which cannot fulfill customer need and expectation will fail if we ignore customer need we cannot survive in this world there is no product of Askari commercial bank is failure but these product that is mention above will badly effect due to inflation and high interest rate

In my point of view the future perspective of Askari commercial bank Ashraf Complex, Model Town, Rahim-yar Khan is wonderful and outstanding it provide superior value to their customer the customer are loyal and Askari bank provide 24/7 twenty four hours and seven days service of ATM and charge a nominal fee as compare to the competitorOne thinks which make it superior and better to competitor it has fully automated operation if we see other bank suck like National bank of Pakistan the procedure to receipt or payment to bank is very difficult and time consuming. Because the use old and traditional method and Askari bank use new computerize technology. The environment of Askari commercial bank is good dynamic and attractive as compare to other banks in our area Rahim-Yar-Khan the main target customer of Askari commercial bank is Army and Army related institute and it is only the bank which target the particular customer the business volume of our branch is twenty seven million. Askari commercial bank aware their target audiences about their new and existing product through different media the staff work together as a team together every one




and achieve more that create motivation and synergy the staff is highly qualified. Askari commercial bank also provide the online banking for their customer to get the account information bills collection money transfer these qualities make it stronger against their competitor the future perspective of Askari commercial bank is bright and it will open new ways of success

SWOT ANALYSISSWOT analysis indicating towards the organizations strengths, weaknesses, opportunities and threat SWOT analysis is very important for the management in retaining the strength, overcoming the weaknesses, capitalizing market opportunities, and aware to threat and overcoming it During eight weeks of my stay at Askari Commercial Bank, Rahim-Yar-Khan, I have come across the following SWOT analysis of the bank.

StrengthWeakness

Financial Strength

Leading private sector bank

Ethical concern and public image

Automatic operationOnline Banking Good dynamic environment Full day banking ATM networkElectronic Banking

Lower number of Branches

Short number of employee

Low job specialization

Low job satisfaction

Centralization

Weak customer handling

Inside recruitment no merit

Lack of training faculties

Opportune Threat

Promote Islamic Banking

A large amount of foreign investment

is attracted

Steady increase in Customer DepositsOpen branches in rural AreasTechnological Improvements

Use ATM as a credit card

High charges

Strong competition

Legal regulation

Higher expenses

Economic Environment

High rate of inflation

Less experienced Staff




Strength

Online Banking Askari commercial bank provide online banking for their customer This service is available in all branches it is only the bank which provide online service to pay utilities bill transfer money check balance that give a competitive edge to Askari commercial bank as compare to the competitor

Good dynamic environment Askari commercial bank provide good and dynamic environment to their customer as compare other competitor bank such like UBL National bank the environment of the bank is not so good and they treat customer as a animal but Askari commercial bank know the value of customer and provide them good environment Financial Strength

Financial strength is a strong strength for Askari commercial bank our branch of Ashraf Complex, Model Town, Rahim yar Khan has twenty seven million and over all business volume of Askari commercial bank is Total assets 1,188,245 Total liabilities 861,887 Net assets 326,358 Total revenue and profit after tax for the nine months ended September 30 , 2008 were Rs. 75,137 thousands and Rs. 37,061 thousands respectively.

LEADING PRIVATE SECTOR BANK: Askari commercial bank is the leading private sector bank in the banking network in Pakistan with many of them online branches in major cities of the country

AUTOMATIC OPERATIONS:

The operations performed by the bank are highly automated that result in assurance for the customers that their transactions are completed reliably, efficiently and securely.

FULL DAY BANKING




One can avail the benefit of the services provided at the bank till 5:00 P.m. which is highly useful for those customers who find it difficult to leave their officers in the morning.

ATM NETWORK

The bank has the largest ATM Network cross the country. The customers of ACBL withdraw access their funds any time at all the ATM Sites with ASKCASH Logo.

ELECTRONIC BANKING

The revolution in the banking in the form of electronic banking operations have opened avenues of excellent, efficient and quick services saving the time and costs of the customers and fortunately ACBL is among those few banks who are already reaping the benefits of electronic transactions.

ELECTRONIC FUNDS TRANSFER

ACBL management is quite prepared to adopt the latest advancements in technology resulting in revolution in the banking operations such as check clearing process, computer based teller equipment, automatic teller machines, and electronic funds transfers among the others.

ETHICAL CONCERNS AND PUBLIC IMAGE

The organizations showing concern for the people, ethics, and environment enjoy good public reputation and are able to reap the benefits in the long run. ACBL management is quite sensitive to this issue.

Weakness

In my opinions these are the points that might be detrimental to the efficiency and profitability of the bank.Lower number of Branches

The main weakness of Askari commercial bank is short or lower number of branches there is only one branch of Askari commercial bank in district Rahim Yar Khan if we compare to competitor UBL has five branches in our city Rahim Yar Khan Short number of employee

The main weakness during the internship I found shot number of employee there is only twenty eight employees in whole the bank only one or two employee is working in every department when anybody is at abscond bank




face a lot of difficulty to accomplish its task for example there is only one employee of IT is working in whole the bank

Centralization

The decision making is centralize the branch manger is fully control whole the branch and decision making is at top level that create the distance between middle and higher level to overcome the weakness the authority of decision making is also share to middle level and give them freedom to work Weak customer handling

The main weakness during I found weak customer handling employee are not technical trained and not apply the principle of Customer Relation Management customer are the blood of organization the organization who ignore it can’t survive in this world

Inside recruitment no merit

No merit of recruitment all recruitment is internally is reference base employee ignoring young and talent people

Low job Satisfaction

Understanding and the effective management of the human resources is the most difficult challenge faced not only by the bank but by all the organizations. Even though the people have been sacrificed in the new organizational developments, it is becoming clear that the true lasting competitive advantage comes through human resources and how they are managed. ACBL seems to not focusing on this highly critical issue as the job satisfaction level of the employees working at ACBL, was quite low.

LACK OF SPECIALISATION

This famous and useful concept given by Adam Smith in 1776 seems to be missing in the bank. The employees are constantly rotated from one job to another job of totally different characteristic in the view of giving them the know-how of the working in all the departments. But I think this is not a very good tactics used by the management. Otherwise the situation might be like this ‘Jack of all and master of none

LACK OF TRAINING FACILITIES

Presently there is no specific training program arranged for the new recruiters. They have to learn based on their observations and also their mistakes. It takes a bit time for the fresh one to learn the banking the result is huge amount of blunders, mistakes etc. resulting in monetary and




non-monetary losses for the bank. There is pressure not only on the new learner but also on the person placed upon with this responsibility.

Opportune

Apart from the ones discussed in External Factors Evaluation Matrix, the bank is facing the following threats and opportunities currently:

Promote Islamic Banking

Askari commercial Bank promote Islamic banking in all the branches only a few branches this service is available

A large amount of foreign investment is attracted




A large amount of foreign investment is attracted to expand their business world wide It is external opportunity for Askari commercial bank to avail it and take a competitive edge and create a strong identity world wide

Steady increase in Customer Deposits It is opportunity for Askari commercial bank to steady increase customer deposit by adopting new marketing and promotion scheme and lunch new scheme for their customer

Open branches in rural Areas It is the opportunity for Askari commercial bank to expand their business in rural areas and met unmet segment in geographical areas and promote their business

Technological Improvements

It is opportunity for Askari commercial bank limited to make technical improvement in their operation and adopt new technologies of business and make their whole operation automatic it is convince for both customer and organization to save their time

Use of ATM as a Credit Card It can be an opportunity for ACBL to introduce ATM also as a credit card which will invite a different segment and which will improve profitability. They can also cut costs in this way.

Threat

High charges

Higher charges is a strong threat for Askari commercial bank It charge 300 Rupess to transfer the money to another Askari branch it is very expensive as compare to other UBL 125 Rupees

Legal regulation

Legal regulation is serious threat for organization because government change their policies and put different kind of taxes and regulation on the organization top management always keep the eye on moving trend of government




Higher expenses

Higher expense is a threat for Askari commercial bank Ashraf Complex, Model Town, Rahim yar Khan has roundabout eight thousand expense per month

High rate of inflationHigher rate of inflation is a threat for Askari

commercial bank the prices of the product and services up and up and unemployment is increasing very rapidly bank should adopt flexible policies to give relief their customer High charges

The schedules of charges indicate that the fees charged by the bank on the various services it provides are extremely high. It may result in decrease in the number of its exiting customers. Further more, this could be very alarming situation for the bank in case some of the competitors grasped the opportunity and lowered its rates. The result would be either the lost of market share or decrease in the charges resulting in lowering the bank’s income.

Stiff Competition

SCB is currently facing strict competition from the foreign banks especially the American who banks enjoy a good market position. Collectively U.S. banks hold approximately 9 percent of all commercial banks' assets. At present, three American banks are operating in Pakistan: American Express Bank; Bank of America and Citibank.

Less Experienced Staff

Owing to huge turnover of the employees, the no. of experienced and well trained staff is very low. Majority of the staff working in the bank branches is quite young and inexperienced. If the bank failed to bring down its high employees turnover, then it would be lacking the most important resources of any organization i.e. the experienced staff.

Conclusion and Recommendation

After spending six weeks at different departments of the bank, interacting with the employees, getting their views, observing the organizational structure and design, I have come up with the following suggestions that in my view, will definitely improve a few weaknesses observed in the bank by me.




Increase number of Branches and employee

It is necessary for Askari commercial bank to increase number of branches and increase number of employee in their branches otherwise bank can face difficulty if any employee is turnover and there is only twenty eight employees in whole the branch of the Askari commercial bank Rahim-yar -khan

Flexible Policies

The bank should be adopting flexible policies, especially in the areas of the recruitment, promotions, evaluation of the employees otherwise the high turnover observed in the bank will continue to create problems for the bank now and in the future. Job security

The employees in the organization should be insured job security so that there is no pressure on the employees while performing their tasks. Permanent Hiring

The fresh hiring should be made permanent so that they are secured of their future. Further the allowances and perquisites attached with the permanent jobs will also increase the motivation level of the employees.Job Training Programs

The bank should place emphasis on the organization of effective training and development programs for its new as well as existing employees so that these are gradually updated regarding the recent developments in the field of bankingPerquisites and Allowances

The number of allowances and perquisites for the employees should be increased to ensure that they put their body and soul in the jobs assigned to them.

Revival of the Charges

The rates for the various charges provided by the bank should be brought down a bit, as it would result in increase in the number of customers of the bank.

Adoption of Effective technology

The current unbind system used by the bank is very slow in processing so my view is that the bank should try to adopt some other but more effective form of technology in order to provide comfort to the customers as well as the staff.Decentralize Decision making

Decentralization management rather than centralized management it would result in i The higher authorities should form team-based improvement in uplifting the morale of the employees. They will be more motivated and involved in all their operations resulting in overall effectiveness of the organization.If Askari commercial bank limited follow these guideline it can create strong identy in the market and achieve new ways of success and bank can also achieve their objective




vision and mission my conclusion and recommendation is based on my finding which I gather during internship period personnel observation and data which I gather both primary source and secondary source Askari commercial banks has to over come their weakness and avail the opportunity to create a strong image world wide

References and sources used

1) Amir Rehmani Head of Customer Service Department Askari commercial bank Limited Ashraf Complex, Model Town, Rahim-yar-Khan Phone Number #068-5879850

2) Rehan Luckey Head of I.T Department Askari commercial bank Limited Ashraf Complex, Model Town, Rahim-yar-Khan Phone Number #068-5879850

3) Aksari commercial bank official website [online]http://www.askaribank.com.pk/

4) Askari commercial annual report 2008 [online] http://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdf

5) Imran Aslam Business development officer Askari commercial bank Limited Ashraf Complex, Model Town, Rahim-yar-Khan Phone Number #068-5879850

6) Wikipedia the encyclopedia [online]http://en.wikipedia.org/wiki/Askari_Commercial_Bank



http://en.wikipedia.org/wiki/Askari_Commercial_Bank

http://en.wikipedia.org/wiki/Askari_Commercial_Bank



http://www.askaribank.com.pk/

Internship

Documents

askari bank

internship period

internship program

acbl internship report

main clients of bank

practical concepts

model town

rahimyar khan