Methodology

For the purpose of preparing this report, consolidated financial statement s of all A class
financial institutions has been used so the population of this research is A class commercial
banks. The study boils down to Global IME Bank, as our focus is on Global IME Bank.

Research Design:
The research design focuses on sample survey, direct observation and interview with the
managers of the bank. The data analysis techniques are financial statement analysis, statically
analysis and strategic analysis. These are briefly discussed below:
1. Sampling:
Sampling means selecting representative units from a population to estimate the characteristic of
the whole population and explain the behavior of whole population. We have taken consolidated
financial statements provided by Global IME Bank. These are the samples which represents the
population of changes in the financial positions of Global IME Bank. Because these changes can
be as frequent as daily basis and also it is not possible to use daily financial statement because
they are not available for many reasons such as privacy policy and resource constraint at our
disposal. Similarly to measure the effectiveness of the marketing mixes several surveys have
been done, all surveys were done on the basis of sampling.
2. Direct Observation:
Direct observation is rather a way of acquiring qualitative data because we cannot downplay
qualitative information on a single ground that these cannot be qualified with accuracy. The
direct observation in our study includes the marketing approach used by Global Bank the
implementation of such approaches and readiness of employees to embrace such approaches.
3. Interviewing Managers:
It is also a valuable source of qualitative information. Interviewing and interacting with top level
managers provide us with the clear cut path used by Global IME Bank in managing deposit.
4. Data Analysis Techniques:

Financial Statement Analysis:

We have analyzed the product marketing of Global IME Bank through deposit analysis
Deposit volume = Current deposit + fixed deposit

Statistical Analysis:

We have analyzed the marketing strategy of Global IME Bank through the deposit
growth rate analysis and public view in the relation to this bank.

Presentation and Analysis of Project

Interview with assistant marketing manager of Global IME Bank?

Mr. Riwaz Sharma is the assistant marketing manager of Global IME Banks marketing
department. He is the active and crucial personnel of Global IME Bank.

Does Global IME bank works follow the dos and donts of ethics?
This bank and other banks work under Nepal Rastra Bank. The laws made by NRB
cannot be changed or no bank can loosen guide line made by NRB.

How much of the product expert are the marketing people in the bank work?
They have well knowledge of the product. They have been serving for more than a year.
All the people in marketing staff go out for analysis. Students of different colleges come
to intern. They give goal and interns work under that goal.

What does the Global IME Bank do in order to add value to the product that is
provided after service with the product?
This bank has been providing Internet/Mobile Banking services through its website
www.globalimebank.com, SMS Banking Services and customer care in all 28 sub
branches and SMS notification services among such value added proposition to its
customers. The bank has also been issuing VISA debit and VISA credit cards to its
customers since 2009. GBL is the only bank to provide SMS alert to its customers on
credit transaction and credit card transactions besides other transactions.

Why should customer prefer Global IME Bank in compare to other commercial
banks?
As the entire bank it has same service but with correct SMS banking and SMS alert
customers should choose GBL in compare to other commercial banks.

What does GBL do to create the long term relationship with the customer?
They usually do nothing with smooth customers but with irregular customer they are very
sensitive. However, here no individual service is provided. All customers are equal. But
to maintain convenience of customers the bank has operated 70 ATMs throughout the
country.

How is the current relationship with customer of GBL?

As GBL has more than a lakh customer, it can be said that they are having a good
relationship with customer.

What steps are being taken to develop long term relationship?

GBL is providing 24 hrs call center services, SMS banking, and online banking to
develop long term relationship with its customer.

Is GBL planning to launch any new services?

The bank has currently been focusing on SMEs and Global Small Loans, also the bank
has launched Agricultural loan in co-ordination with food processing industries.
.

Conclusion
The recent marketing campaign of GB according to the weeklong survey shows:

The last quarter shows the deposit has increased by 1.03% which shows that the bank has
been able to market itself effectively and efficiently.
The product marketing of GBL is 9% which comparatively low than that of other
commercial bank. Other commercial banks have 53% product marketing.
According to our survey, in the price marketing of GBL, 20% commented it as
reasonable interest rate, 60% commented that the interest rate is low, 10% commented
that interest rate is high and other 10% were undecided.
The promotion marketing shows that GBL has 19% market coverage, other commercial
bank has 67% and other financial institution has 14% which is satisfactory.
The place marketing of GBL is 15% , other commercial bank has 56% coverage and
other financial institution has 15% which shows that it has satisfactorily reached its place
marketing through its 72 branch and 70 ATM machine in recent times.

The recent marketing of GBL is average according to our survey which needs to improve in
various ways to succeed in its marketing

Recommendation and suggestions

The bank should improve its product marketing by introducing new kinds of saving
account with attractive features.
The GBL should also focus on pricing marketing whose interest rates should be
competitive in current market scenario in order to increase its deposit and share value.
GBL needs to spend more on promotional through television, radio and holding boards.
GBLs place marketing should be expanded. More ATM machine and more branches
which facilitate not only deposits but also loans and easy money withdrawal.