Promotion Mix of Jamuna Bank Ltd. - A Study On Konabari Branch

International University of Business Agriculture and
Technology
Promotion Mix of Jamuna Bank Ltd.: A study on Konabari branch
Page 1 of 99
Internship Report on
Promotion Mix of Jamuna Bank Ltd.: A study on Konabari

branch
Submitted to:
Professor Md. Abdur Rob
Vice-Chancellor, IUBAT
Submitted by:
Md. Saidur Rahman Said
ID: 16204006
Program: MBA
Major: Marketing
Semester: Fall 2017
Date of Submission: 17th December, 2017.
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Letter of Transmittal
17th December, 2017

Professor Md. Abdur Rob,
Vice Chancellor,
IUBAT- International University of Business Agriculture and Technology,
4, Embankment Drive Road, Uttara Model Town,
Sector- 10, Dhaka – 1230, Bangladesh.
Subject: Submission of Internship Report on ―Promotion Mix of Jamuna Bank Ltd.: A study
on Konabari branch‖.
Dear Sir,
I have completed my 12 weeks internship period at Jamuna Bank Ltd. (Konabari Branch) and
would like to submit my internship report on ―Promotion Mix of Jamuna Bank Ltd.: A study
on Konabari branch” I have prepared this report as a partial fulfillment of the course BUS-
590 (Practicum).
In preparing this report, I have tried to include all the relevant information and analysis to
make the report comprehensive as well as workable one. I, therefore, hope that you will enjoy
reviewing this report.
I express my heart full gratitude to you to go through this report and make your valuable
comments.
Sincerely Yours,
…………………………………………..
ID: 16204006
Program: MBA
Major: Marketing
Semester: Fall-2017
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Supervisor‟s Declaration
17th December, 2017
To whom it may concern
This is to certify that MD. Saidur Rahman Said, bearing ID number 16204006, Program
MBA, Major in Marketing, IUBAT, has completed his internship in Jamuna Bank Limited,
Konabari branch under my supervision. He has always maintained communication with me
and has taken necessary advice. Under my guidance and supervision, he has successfully
prepared an internship report on “Evaluation of Promotion Mix: A study on Jamuna Bank
Ltd.” in Fall-2017.
With Best Regards
………………………..
Kazi Khaled Shams Chisty
Assistant Professir, College of Business Administration
IUBAT- International University of Business Agriculture and Technology
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Student Declaration
I am Md. Saidur Rahman Said, ID No: 16204006, Program: MBA, student of IUBAT
declaring that this internship report on ―Promotion Mix of Jamuna Bank Ltd.: A study on
Konabari branch‖ submitted as a course requirement for Master of Business Administration
program at IUBAT was prepared by me. I am also stating that the work presented in this
report has not been previously submitted to any other University / College/ Organization for
an academic certificate/degree or any other purpose.
The work I have presented does not breach any existing copyright and no portion of this
report is copied from any work done earlier for a degree or otherwise.
I further undertake to indemnify the damage arising from breach of the foregoing obligations.
…………………………………..
ID: 16204006
Program: MBA,
Major: Marketing
Semester: Fall-2017
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Acknowledgement
At first, I would like to express my gratefulness to the almighty Allah for being so kind to
allow me to work on this report successively. In the process to doing and preparing my
report, I would like to pay my gratitude and respect to some persons for their immense
helps and enormous cooperation for completing my report on “Evaluation of Promotion
Mix: A study on Jamuna Bank Ltd.”.
I would like to thank and convey my gratitude to honorable Supervisor, Kazi Khaled
Shams Chisty, Assistant Professor, College of Business Administration, IUBAT, for
letting me to prepare this report and I would like to express my sincere appreciation to
him for his wholehearted support and guidance.
I am also grateful to the management of the Jamuna Bank Ltd. for offering me the
Internship opportunity. My sincere gratitude goes to Md. Tanjiv Hossain, my
internship supervisor, who gave special attention to me from the very beginning and
whenever I went there.
I am also owed to each person who provides his or her cooperation inside of Jamuna
Bank Ltd, Konabari Branch, in carrying out this report. Finally, I wish all my unwilling
mistakes for example miss presentation of kind of information would be forgiven.
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Table of Contents
Prefatory Part
Particular Page No.
Letter of Transmittal iii
Bank Certificate iv
Student Declaration v
Certificate of Supervisor vi
Acknowledgement vii
Table of Contents viii-xi
Executive Summary xii
Chapter-01: Introductory Part

Serial No. Particular Page No.
1.1 Introduction of the Report 2-4
1.2 Rationale of the Study 5
1.3 Research objectives 6
1.3.1 Broad Objective: 6
13.2 Specific Objectives 6
1.4 Scope of the study 6
1.5 Research Aims 7
1.6 Limitations of the Report 7
1.7 Ethical Considerations 7
Chapter-02: Organizational Part

2.1 Background of the Organization 9-10
2.2 Mission 10
2.3 Vision 10
2.4 Objectives 10-11
2.5 Values 11
2.6 Motto 11
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2.7 Corporate Slogan 12
2.8 Outlook 12
2.9 Strategic Priority 12-13
2.10 Ethical Practices 14
2.11 Competitors 14
2.12 Corporate information of the organization 15
2.13 Corporate Governance 15
2.13.1 Board of Directors 16-17
2.14 Division-wise Branch 17
2.15 Brief Profile of JBL’s Konabari Branch 17
2.16 Porter’s Five Forces 18
2.16.1 Threat of new entrants 18
2.16.2 Buyers’ bargaining power 19
2.16.3 Suppliers’ bargaining power 19
2.16.4 Threat of Substitutes 19-20
2.16.5 Degree of rivalry 20
2.17 Economic Condition 21
2.18 The service marketing mix of JBL 21
2.18.1 Product 22
2.18.2 Price 22-23
2.18.3 Place 23
2.18.4 Promotion 24
2.18.5 People 25
2.18.6 Process 25-26
2.18.7 Physical Evidence 26
Chapter-03: Topic and review of literature

3.1 Promotion Mix 28-29
3.2 Marketing communication at the present day 29-31
3.3 Promotion Mix in Jamuna Bank Ltd. 31
3.3.1 Advertisement 31
3.3.1.1 Deposit Services 31-34
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3.3.1.2 Loan Services 35
3.3.1.3 Evaluation of advertisement 36
3.3.2 Sales Promotion 37
3.3.2.1 Evaluation of Sales Promotion 38
3.3.3 Personal selling 39
3.3.3.1 Evaluation of Personal selling 40
3.3.4 Public Relations and Publicity 41
3.3.4.1 CSR 41-44
3.3.4.2 Annual report 45
3.3.4.3 Inauguration program 45
3.3.4.4 Evaluation of Public Relations and Publicity 46
3.3.5 Direct Marketing 47
3.3.5.1 Evaluation of Direct marketing 48
Chapter-04: Actual Task

4.1 Internship Experience 50
4.2 Primary Leanings 50
4.3 Secondary learning 51
4.3.1 Relationship desk 51
4.3.2 Accounts Department 51
4.3.3 Cash Department 52
4.3.4 Front Desk 52
4.3.5 Clearing Department 53
Chapter-05: Research Part

5.1 Research design 55
5.2 Marketing Research Data 55
5.2.1 Secondary data 55
5.2.2 Primary data 55-57
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5.3 Measurement and Scaling 58
5.3.1 Primary Scales of Measurement 58
5.3.2 Itemized rating scale 59-60

5.4 Data collection method 60-61
5.5 Sampling procedure 61
5.5.1 The Sampling Design Process 61-64
5.6 Difference between probability and nonprobability 65
sampling
5.7 Problem Statement 66
5.8 Background of the problem 66
5.9 Project Timeline 67
5.10 Budget Information 67
5.11 Research Methodology 68
5.11.1 Population 68
5.11.2 Sampling Plan 68-69
5.12 Data Source 69-70
5.13 Sampling Technique 70
5.14 Analysis of data 71
5.15 Independent and Dependent variables 71
5.16 Hypothesis Development 72
5.17 Hypothesis Testing 72
Hypothesis 1-5 73-77
5.18 Analysis and Findings 78
Chapter-06: Conclusion Part

6.1 Recommendation 80
6.2 Conclusion 81
6.3 Reference 82-84
6.4 Questionnaire for Clients 85-86
6.5 Abbreviations 86
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List of Tables
1 Role of marketing communications 2
2 Corporate information of JBL 15
3 Corporate governance of JBL 16-17
4 Division wise branch 17
5 Konabari branch information 17
6 Economic condition of JBL 21
7 Interest rate sheet 23
8 Advertisement evaluation 36
9 Sales promotion evaluation 38
10 Promotion incentives 39
11 Personal selling evaluation 40
12 CSR expenditure 46
13 Public relation evaluation 46
14 Direct marketing evaluation 48
15 Difference between Qualitative and Quantitative 56

research
16 Staple scale 60
17 Probability and nonprobabilbity sampling difference 65
18 Project timeline 67
19 Budget information 67
20 Hypothesis scale 70
21 Dependent and independent variable 71
22 Hypothesis Testing 72
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List of Charts
1 Porter’s five forces of JBL 18
2 Management Hierarchy of JBL 25
3 Account opening process 26
4 Integrated Marketing Communications 29
5 Research data type 55
6 Primary data collection method 60
7 Secondary data collection method 61
8 Hypothesis 01 73
9 Hypothesis 02 74
10 Hypothesis 03 75
11 Hypothesis 04 76
12 Hypothesis 05 77
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Executive Summery
Promotion is considered as one of the means used in order to spread and to increase the
market share of the organization by increasing its competition against similar organizations in
the market. Competition increased in the banking sector which makes it imperative for the
banks to improve their promotion strategies with the strengthening of the competition. In the
era of fierce competitive financial markets and the fastest growth of banking sector and other
financial institutions, it is very tremendous task for banks to meet the demands of customers
and to apply marketing techniques and strategies to attract, grow and retain customers and
increase their volume of deposits.
Banking industry in Bangladesh up to now is leading the financial system. All of the
banks in Bangladesh are introducing new and new products to meet the dimensional
demands of customers. But only adoption of new products is not sufficient.
Customers should get the proper information about the products. For this Banks are
now emphasizing on proper marketing strategy. And of course in this aspect they are
applying different promotion mix. The aim of this study is to analyze the promotion mix to
attract customers and to achieve the competitive advantage and their relationship as well as
their impact on bank marketing performance of Jamuna Bank Limited.
The important findings help gather knowledge and understanding about the scenario of
promotion mix and highlight elements that mostly influence the marketing of banking
product and service. The contribution made by the study is to make clear understanding about
the concept of marketing communication mix tools that will help managers to properly
construct and design promotion program for marketing banking products and service with
affordable price to satisfy their needs more effectively and efficiently through dynamic and
innovative promotion strategies.
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Chapter- 01
Introductory Part
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1.1 Introduction of the Report
Banks have a unique challenge when it comes to promoting because they do
not offer tangible products for consumers. Promoting a bank requires
convincing consumers to trust a bank with their money and make
customers feel like they are getting the most value for their money. Once
customers invest with a bank, the bank must work to keep customers and
get them to buy-in to additional products. The study encompasses an area that is promotion
mix of Jamuna Bank ltd. (Konabari branch). This is the aim of every company to create new
customers and hold them for long time. Every organization has begun to realize the
importance of promotion. [18]
Promotion is the process of marketing communication involving information, persuasion, and
influence. According to Philip Kotler, ―Promotion includes all the activities the company
undertakes to communicate and promote its products to the target market.‖ The promotion
has specific purposes:
Role Tasks Explanation
Differentiate Attribute To make a product or service stand
Whole product out in the category
Reinforce Remind To consolidate and strengthen
Reassure previous messages and experiences
Inform Make aware To make known and advise of
Educate availability and features
Persuade Purchase To encourage further positive

Further enquiry purchase-related behavior
Table 1: Role of marketing communications [6]
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It is no longer enough for a business to have great products. Lots of businesses have those
too. Customers need to know about a great product and be persuaded to buy. That is the role
of promotion. Why because promotion is the way in a business makes its products known to
the customers, both current and potential. The main aim of promotion is to ensure that
customers are aware of the existence and positioning of products. Promotion is also used to
persuade customers that the product is better than competing products and to remind
customers about why they may want to buy. There are a variety of approaches that a business
can take to get their message across to customers. It is important to understand that a business
will use more than one method of promotion. The variety of promotional methods used is
referred to as the promotional mix. Promoting their brand will help in many different ways:
1) Increasing brand awareness – Promotions help in creating brand awareness. With the
help of various media like the television, billboards, radio or local newspaper news, you can
spread across information about their brand and company, which helps people to find out
more about you and look into their products and make purchases.
2) Increasing customer traffic – Also, promotion helps in increasing customer traffic. The
more you promote their brand, the more will the customers know about you and their
company and the more will they be interested in their products. Promotion can be done even
by giving out free samples which works wonders for customers. They try their product and
ultimately, come to you and make purchases.
3) Filling the gap between producers and consumers: Promotion helps in filling the gap
between producers and consumers. Due to the tough market condition, mass selling is quite
impossible without promotional activities. The distance between producers and consumers
has so widened in present days to get them touched with the product that promotional
activities are necessary.
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4) Facing intense competition: Promotion helps in facing intense competition in the market.
When a manufacturer increases his promotional spending and adopts an aggressive strategy
in creating a brand image, others are also forced to follow the suit. This leads to
„promotional war’. Without promoting the goods, the competition is not possible in the
market. So, it is necessary to face the competition in the market with the help of promotional
activities.
5) Large scales selling: Promotion helps in the large selling of goods and services. Sales
promotion is the result of large-scale production. Large scale selling is possible with the help
of promotional activity. Due to the large selling of goods, there will be more chance of
promotion of goods. So, it is necessary to sell lot of goods in the market for promotional
activities.
6) Higher standard of living: The promotional activities increase the standard of living by
providing the better goods at a lower rate due to large scale production and selling. People
can raise their standard of living with the help of promotional activity. As the promotional
activities increases, the standard of living of people also increases.
7) Effective sales support: Promotion helps in the sales support of the product. Good sales
promotion materials make the salesman’s effort more productive. Promotion helps in the
sales of the product. It provides good support in selling the different types of goods. Sales of
different types of goods in the market are very necessary to increase the market economy.
8) Increased speed of product acceptance: Promotion helps to increase the speed of the
products acceptance. The increase in rapid speed of product acceptance has occurred with the
help of promotional activities. As the promotional activities are done, there will be direct
effect in the increment of a speed of the product.
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While promotional strategies are very much important, marketers and businesses must take
into account a few aspects in their marketing mix plan. It is essential that businesses make
use of the right media tool to target their customers. These days, when social media is the
most effective tool on the online platform, promotional strategies need to extend beyond
radio, television and print. [19, 20]
1.2 Rationale of the Study
With the growing competition among nationalized, foreign and private commercial banks,
every bank are trying to upgrade their traditional banking service to a better standard, to meet
the challenging needs. Therefore, they pay attention on better performance and effective
promotional tasks. Communication with current customers or potential achieved through well
thought out promotional strategies. Today, banks are struggling to shape new ways to create
their own image, strong among consumers. Under the above circumstances, it has become
necessary for Jamuna Bank Limited (Konabari branch) to focus its attention towards
identifying clients’ needs, clients’ segmentation, improving the quality of supply - all for
shaping a promotional campaign for attracting new customers.
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1.3 Research objectives
1.3.1 Broad Objective:
The purpose of the study is to understand the implication of promotion in context of banking
industry, identify and evaluate promotion mix employed by Jamuna Bank Ltd. (Konabari
branch).
1.3.2 Specific Objectives
1. To study various forms of promotion tools that affect clients and their behavior.
2. To discover if JBL has employed any forms of promotion that clients
feel strongly.
3. To discover how JBL has employed their promotion mix.
4. To measure what effects have these promotion methods had on clients behavior.
5. To provide them recommendations regarding improving the effectiveness of their
promotion mix.
1.4 Scope of the study
This research project is designed to discover the various promotion methods employed by
Jamuna Bank Ltd. (Konabari branch) and the affect those promotion methods have on clients
and clients’ behavior. The data for this research project is collected from Konabari Branch,
Gazipur. It will deal to identify how JBL conducting its promotional activities. Since the time
allocated for the internship was very limited, it was bit difficult to cover up every pros and
cons of the promotion techniques. From this report, banker, banking clients as well as
students, teacher, and researchers will be benefited.
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1.5 Research Aims
The intention of this study is to gain a deeper understanding of promotion and to analyze
promotion methods as they have been applied at and by Jamuna Bank Ltd. (Konabari
branch).
1.6 Limitations of the Report
Due to some legal obligation and business privacy the bank was unwilling to provide some
sensitive data. The present study was not out of limitations. However, I have given utmost
effort to prepare this report but there are some limitations of the study. Such are as follows-
 The research was conducted only within the Konabari branch of the bank.
 Non voluntary attitude of bank’s clients hindered reporting progress.
 Insufficiency of necessary information was another major problem in preparing this
report. Due to security and other corporate obligations declined to provide some
information.
 Load at the work place was also a barrier to prepare this report.
 Due to time limitation, many of the aspects could not be discussed in the present
report. Learning all the functions and preparing as well within just 90 days is really
tough.
 Available data also could not be verified.
1.7 Ethical Considerations
I hereby declare that this report has been solely prepared by me and to the best of my
knowledge. It has not been prepared for any other purpose, reward, or presentation.
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Chapter- 02
Organizational Overview
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2.1 Background of the Organization
Jamuna Bank Limited (JBL) is a Banking Company registered under the Companies Act,
1994 of Bangladesh with its Head Office currently at Hadi Mansion, 2, Dilkusha C/A,
Dhaka-1000, Bangladesh. The Bank started its operation from 3rd June 2001.
The Bank provides all types of support to trade, commerce, industry and overall business of
the country. JBL's finances are also available for the entrepreneurs to set up promising new
ventures and BMRE of existing industrial units. The bank was established by a group of local
entrepreneurs who are well reputed in the field of trade, commerce, industry and business of
the country.
The Bank offers both conventional and Islamic banking through designated branches. The
Bank is being managed and operated by a group of highly educated and professional team
with diversified experience in finance and banking. The Management of the bank constantly
focuses on understanding and anticipating customers' needs. Since the need of customers is
changing day by day with the changes of time, the bank endeavors its best to devise strategies
and introduce new products to cope with the change. Jamuna Bank Ltd. has already achieved
tremendous progress since its beginning. The bank has already built up reputation as one of
quality service providers of the country.
Jamuna Bank believes in development that meets the need of current generation without
having compromised the future generation to meet their need. The bank remains conscious to
using its resources for generating assets and doing activities that leave a positive and lasting
impact on the environment. The bank realizes that sustainability is needed for the very
existence of the mankind. It focuses on both external as well as internal activities. When it
comes to external activities of mainly financing businesses or setting up of
manufacturing/service facilities, the bank endeavors to ensure that the businesses have a
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proper environmental management system in place. The bank is also making it a point that
the internal use of water, energy, fuel, equipments etc. have minimum impact on environment
and the resources are recycled where possible. The bank believes that its efforts combined
with the efforts put on by others will help the country to transit towards a better and
sustainable place for living in the days to come.
2.2 Mission
The Bank is committed for satisfying diverse needs of its customers through an array of
products at a competitive price by using appropriate technology and providing timely service
so that a sustainable growth, reasonable return and contribution to the development of the
country can be ensured with a motivated and professional work-force.
2.3 Vision
To become a leading banking institution and to play a significant role in the development of
the country.
2.4 Objectives
1. To earn and maintain CAMEL Rating 'Strong'
2. To establish relationship banking and improve service quality through development of

Strategic Marketing Plans.
3. To remain one of the best banks in Bangladesh in terms of profitability and assets
quality.
4. To introduce fully automated systems through integration of information technology.
5. To ensure an adequate rate of return on investment.
6. To keep risk position at an acceptable range.
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7. To maintain adequate liquidity to meet maturing obligations and commitments.
8. To maintain a healthy growth of business with desired image.
9. To maintain adequate control systems and transparency in procedures.
10. To develop and retain a quality work-force through an effective human Resources
Management System.
11. To ensure optimum utilization of all available resources.
12. To pursue an effective system of management by ensuring compliance to ethical
norms, transparency and accountability at all levels.
2.5 Values
 Customer Focus  Fairness
 Integrity  Courtesy
 Quality  Commitment
 Teamwork  Respectable Citizenship
 Respect for the individual  Business Ethics
 Harmony  Unique Culture
2.6 Motto
The Bank will be a confluence of the following three interests:
 Of the Bank: Profit Maximization and Sustained Growth.
 Of the Customer: Maximum Benefit and Satisfaction.
 Of the Society: Maximization of Welfare.
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2.7 Corporate Slogan
Leadership through technology
2.8 Outlook
They expect to continue their endeavor for a strong asset base and automated banking in the
years ahead. Through their personalized services to the valued clients and integrated
approach, the Bank aims to maintain a strong presence in the banking sector of Bangladesh.
They also plan to focus on customers’ satisfaction as the highest priority and on managing the
core assets and cost controls to maximize the shareholders’ value. In this competitive market
environment Jamuna Bank Limited is confident to make increased gains in revenue, income
+, and return on capital.
2.9 Strategic Priority
1. Delivering customer’ desired products and services to create true customers’ value.
2. Focusing on export of both traditional and nontraditional items and remittance to
ensure a comfortable position of foreign exchange all the time.
3. Doing businesses that have higher risk adjusted return.
4. Focusing on maintenance of assets quality rather than its aggressive expansion.
5. Changing the deposit mix thereby reduce the cost of deposits.
6. Ensuring all modern alternative delivery channels for easy access to their services by
customers.
7. Restructuring existing products and introducing new products to meet the demand of
time and the target group.
8. Bringing unbanked people into their delivery channels.
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9. Ensuring organizational efficiency by continuous improvement of human capital and
motivation level, dissemination of information and thereby ensuring a sustainable
growth of the organization.
10. Maximizing shareholders’ value at all times alongside ensuring a sustainable growth
of the organization.
11. Pursuing CSR activities for their continued support to future generation, distressed
people and for advancement of underprivileged people of the country.
12. Establishing the brand image as a growth supportive and pro-customers’ bank.
13. Strengthening risk management techniques and ensuring compliance culture.
14. Remaining cautious about environment and supporting for maintaining a green and
clean soil.
[15, 16, 24]
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2.10 Ethical Practices
1. JBL strictly complies with all rules and regulations.
2. JBL provides fair treatment to all stakeholders.
3. JBL maintains strict secrecy of customers' accounts.
4. JBL authority listens to customers and work for their requirement.
5. JBL authority provides adequate disclosure of corporate information and operation
results to shareholders for taking suitable investment decision.
6. JBL authority ensures work under highly motivated team spirit and fellowship bond.
7. JBL authority does not encourage projects, which are not environment friendly.
8. JBL authority extends financial assistance to poor, helpless and distressed people
2.11 Competitors
Competitors of the JBL are others commercial banks, it can be private or public and financial
institutions such as insurance companies, lease companies etc. At present there are 6 State
Owned Commercial Banks, 32 Conventional Commercial Banks, 9 Islamic Shariah based
Commercial Banks, 9 Foreign Commercial Banks, 6 Non-Scheduled Banks, 35 Non Bank
Financial Institutions, and 2 Specialized Financial Institutions (Semi Formal Sector) in
Bangladesh. Each of the banks directly and indirectly poses competition in the industry.
Among them Dutch Bangla Bank, Dhaka Bank, HSBC Bank, Brack Bank, City Bank, Bank
Asia, etc are mentionable.
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2.12 Corporate information of the organization
Registered Name Jamuna Bank Limited
Official Logo
Known As JBL
Category Commercial
Type Public Limited Company
Date of Incorporation April 02 2001
Inauguration of First Branch June 03, 2001
Chairman of the JBL Mr. Md. Ismail Hossain Siraji
Number of Branches 112
Banking Operating System Both Conventional & Foreign Exchange System
Registered in Stock Exchange DSE & CSE
Fields of Activity Deposits, Corporate Banking, SME Banking,

Merchant Banking and Remittance Services.
Head Office Chini Shilpa Bhaban, 3, Dilkusha C/A, Dhaka-

1000, Dhaka Bangladesh.
Number of ATM Booth 215
Number of Employees 2443
Customer Corporate and Individual Customers
Email info@jamunabank.com.bd
Website Jamunabankbd.com
SWIFT Code JAMUBDDH
Table 2: Corporate information of JBL
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2.13 Corporate Governance
Corporate governance, the system used to govern a corporation so that the interests of
corporate owners are protected. The framework of rules and practices by which a board of
directors ensures accountability, fairness, and transparency in a company’s relationship with
its all stakeholders (financiers, customers, management, employees, government, and the
country).
2.13.1 Board of Directors
SL No Name Designation
1. Mr. Md. Ismail Hossain Siraji Chairman
2. Engr. A. K. M. Mosharraf Hussain Director
3. Engr. Md. Atiqur Rahman Director
4. Mr. Golam Dastagir Gazi, Bir Protik Director
5. Mr. Fazlur Rahman Director
6. Al-Haj Nur Mohammed Director
7. Mr. Md. Tajul Islam Director
8. Mr. Sakhawat, Abu Khair Mohammad Director
9. Mr. Md. Belal Hossain Director
10. Mr. Md. Mahmudul Hoque Director
11. Mr. Shaheen Mahmud Director
12. Mr. Md. Sirajul Islam Varosha Director
13. Mr. Kanutosh Majumder Director
14. Mr. Gazi Golam Murtoza Director
15. Mrs. Tasmin Mahmud Director
16. Mr. Redwan-ul Karim Ansari Director
17. Mr. Narayan Chandra Saha Independent Director
18. Mr. Chowdhury Mohammad Mohsin Independent Director
19. Mr. Md. Rafiqul Islam Independent Director
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20. Mr. Shafiqul Alam Managing Director
Table 3: Corporate governance of JBL
2.14 Division-wise Branch
Location Number of Branches

Dhaka 61
Chittagong 20
Rajshahi 14
Khulna 9
Sylhet 8
Table 4: Division wise branch
2.15 Brief Profile of JBL‟s Konabari Branch
Name Konabari Branch
Established 3rd July, 2010
Location BSCIS Shilpa Area, Konanari, Gazipur.
Total Employee 16
Manager Muhammad Nurul Huda
Main Competitors Dutch Bangla Bank, Eastern Bank, City

Bank, Bank Asia.
Table 5: Konabari branch information [15, 16, 24]
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2.16 Porter‟s Five Forces
An analysis of Porter’s five forces of Jamuna Bank Ltd is in the below:
Bergaining
power of
supplier
Bergaining Threats of
power of buyer substitute
Threats of new Porter's five Rivalry among

entrants forces existing firms
Chart 1: Porter’s five forces of JBL
2.16.1 Threat of new entrants
The banking industry of their country is staying in closer to mature level. So we can say
targeted customers of new entry are those customers who already customer of existing banks.
Threat of new entrants is significant for Jamuna Bank Ltd. because they want to attract
customer of existing bank.
 New entrants get a developed banking industrial environment.
 They offer several types of services.
 New entrants motive customers to take services from them.
So threat of new entrants is valuable to the existing banks and they should take defensive
strategy about new entrants.
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2.16.2 Buyers’ bargaining power
Buyers’ bargaining power is high in Bangladesh banking industry. Because of banking
industry already stay in closer to mature level and they want to attract rival banks customer.
For this reason buyers are getting more bargaining power to switch another bank.
 There are available bank and they also provide similar service.
 Buyer switching cost is low.
 Buyer can easily move other bank for getting better service.
For availability of similar institutions and services buyer of this industry is more
powerful and they become threat of banks.
2.16.3 Suppliers’ bargaining power
Supplier of banking industry refers the surplus unit from those bank collect money and
lending those money to deficit unit. There are clients with large amount of money but they
are few in number. Therefore, clients acquire bargaining power as a supplier. In a service
sector there is no direct supplier of raw material. However the supply of supporting facilities
like check books, furniture, stationeries, etc can give the same analogy.
2.16.4 Threat of Substitutes
Substitute’s service refers to those services that provided by other financial organization they
can be recognized or unrecognized but these organizations is existing threat for the bank
industry.
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 Provide financial service among customers.
 Provide financial substitute service by non banking financial organization.
 Substitute services create threat to banking industry.
 Others financial organization use substitute services to attract customers.
Banking industry always gets threat of substitute service from other financial organization
and multipurpose society like IDLC, Lonka Bangla Finance, Friends Multipurpose Ltd.
2.16.5 Degree of rivalry
Competition among rival firms drives profits to zero. Therefore, firms (banks) strive for a
competitive advantage over their rivals. The intensity of rivalry among firms varies across
industries, and strategic analysts are interested in these differences. These differences give
some firms a competitive advantage while to others a disadvantage. Economists measure
rivalry by indicators of industry concentration.
 Banking industry more competitive in Bangladesh.
 Profit earning level among all banks not equal.
 Economic scale is closer in this industry.
 Same type of service provided by all bank.
For these reason degree of rivalry of banking industry in Bangladesh is high and it’s also
increasing day by day.
[9, 24]
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2.17 Economic Condition
Field Condition Growth from PY
Profit After Tax (PAT) BDT 1,876.36 million 14.24%
Total Asset BDT 1,68,418.30 million 17.89%
Total Import: BDT 87,479.60 million. 24.44%
Total Export: BDT 74,317.50 million. 10.79%
Loans & Advances: BDT 117,099.61 million. 34.21%
Total Deposit: BDT 141,550.96 million. 19.10%
Total Capital: BDT 15,809.24 million --------
Table 6: Economic condition of JBL [15]
2.18 The service marketing mix of JBL
The service marketing mix is an incorporation of the different components
of services marketing that companies blends together and use to communicate their services,
organizational and brand messages to customers. The mix consists of the seven P’s for
instance, Product, Pricing, Place, Promotion, People, Process and Physical Evidence. The
service marketing mix, also renamed as the extended marketing
mix, treats the service that the business offers just as it would treat as a product. [9]
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2.18.1 Product
Actually, product means customer. Unlike a product, a service is intangible, inseparable,
perishable and cannot be measured in terms of look, feel and other qualities present in a
commodity. However, it can be customized to suit the user requirements and give a personal
touch. JBL belongs to a service industry and it provides different types of services to its
clients across the nation. It provides a wide range of deposit and loan products. JBL offers the
following services to its valued customer:
 Deposit Schemes  Hire Purchase
 Remittance and Collection  Personal Loan for Woman
 Import and Export handling and  24-htheirs Banking: Q-Cash ATM
Financing facility
 Loan Schemes  Corporate Banking
 Project Finance  Consumer Credit Scheme
 Investment Banking  International Banking
 Lease Finance
2.18.2 Price
The pricing strategy for services is tricky to achieve unlike in products, wherein the final
price depends on the raw materials, cost of production and distribution etc. However, in
service pricing, one cannot measure the cost of the services they offer that easily. Therefore,
pricing plays a crucial role in the services marketing mix for business. Jamuna Bank Ltd.
offers their services at different prices that are mainly interest and service charge depending
on type service and its duration. The interest rate sheets of their products are given below:
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Scheme Duration Interest rate
Lakhpati Deposit Scheme 5 years 6.10%
Millionaire Deposit Scheme 5 years 6.10%
Kotipati Deposit Scheme 5 years 6.10%
Double Growth Deposit Scheme 10 years 7.00%
Triple Growth Deposit Scheme 15 years 7.35%
Pension Deposit Scheme 5 years 6.25%
Mudaraba Hajj Savings Scheme 5 years 6.10%
Rural Deposit Scheme 5 years 6.25%
Table 7: Interest rate sheet
2.18.3 Place
Sending the right product and service to the right customers at the right time and convenience
location is the ultimate goal of place or distribution. The place where you choose to conduct
their service business can make or break organizational prospect and growth. You need to
understand how visible their setup would be to potential customers and how frequently it
would be visited by consumers. Jamuna bank sale their deposit, loan, various saving scheme
and other services to their customer countrywide by opening banking branches at the suitable
and attractive locations. JBL gave a lot of preference to customer’s convenience and ease of
doing banking across the whole country. Therefore they have:
 112 branches across the nation
 215 ATM booths across the country
 Ease of online banking service
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2.18.4 Promotion
Especially the banking industry usually has stiff competition across different angels and
business would need a lot of promotions to pass on the right message to potential customers.
For tangible product advertising is the most important component. But for intangible product
(e.g. bank service) personal selling is the most important component. JBL use the internet
banking service to provide information about product. JBL contains two types of
communication in order to do their promotions for the organization. The two types of
communications are:
i. External Marketing Communications:
Advertising: Only news paper advertisements, mini-boards inside of the ATM Booth.
Sales Promotion: Not much effort given by the Bank in the area of sales promotions in terms
of loan and deposit products.
Public Relations: Conducted through newspapers during any new event
like ATM booth inauguration.
Direct Marketing: This is done mostly by any officer when needed, but no specific
department is there for direct marketing activities.
ii. Internal Marketing:
Personal Selling: It is practiced very much in the bank, they hire agents for
specific services like they have loan agents who go across the different
part of the city and contact with different people who need loans, they
have other agents like other services agents who would go to different
potential clients and inform them about the services that JBL is providing.
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2.18.5 People
JBL has a total of 2,443 employees across the nations. To elevate its current position in
banking sector, the organization provides extensive training program for the employees so
that it the performance level and the efficiency level would increase. In this bank the
employees are well trained to provide their service to customers. They have good customer
contact, good customer interaction. The Board of Directors had delegated the authority of the
bank to the management team. The Management Hierarchy of JBL is as follows:
Senior
Principle
Chairman Principle
Officer
Officer
Assistsnt
Board of
General Senior Officer
Directors
Manager
Deputy
Managing
General Officer
Director
Manager
Deputy
General
Managing Junior Officer Sub-staff
Manager
Director
Chart 2: Management Hierarchy of JBL
2.18.6 Process
In the arena of service marketing, process of service is meant how efficiently and effectively
services are delivered to the ultimate customers at hand. In today’s competitive world,
companies are always in the constant race to deliver services quickly, efficiently and with the
highest quality. JBL use various new and innovative technologies to provide standard and
superb services to customers. In case of JBL, when opening an account the customer should
follow the following procedure
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2. He/she is 3. An account
1. Applicant fillup
required to sign in holder of the bank
application form
the specimen should intoduce
provided by bank
signature card the applicant
6. After depositing
4. The responsible
the cash one 5. Issuance of
officer examine
cheque book and diposit must be
the intruction and
pay in slip book is made in cash
application form.
issued.
7. Account is
opened
Chart 3: Account opening process
2.18.7 Physical Evidence
Physical evidence in Jamuna Bank Ltd. refers to all the tangible, visible touch points
that clients will encounter before they get or purchase the benefits of service from reception
area and in the service territory. Staff’s clothing, logo, sign, symbols, location, annual reports,
images, corporate brochures all are essential conditions for rendering really high quality
service to customers. The instrument of physical evidence focuses a banker’s attention on this
crucial aspect. Under this strategy factors are include- environment, decorations, lighting,
atmosphere, visual corporate, facilitating goods. [9, 22, 24]
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Chapter- 03
Promotion Mix of Jamuna Bank
Page 40 of 99
3.1 Promotion Mix
A company’s total promotion mix—also called its marketing communications mix—
consists of the specific blend of advertising, public relations, personal selling, sales
promotion, and direct-marketing tools that the company uses to persuasively communicate
customer value and build customer relationships. The five major promotion tools are defined
as follows:
1. Advertising: Any paid form of no personal presentation and promotion of ideas, goods, or
services by an identified sponsor via print media (newspapers and magazines), broadcast
media (radio and television), network media (telephone, cable, satellite, wireless),
electronic media (audiotape, videotape, videodisk, CD-ROM, Web page), and display
media (billboards, signs, posters).
2. Sales promotion: A variety of short-term incentives to encourage trial or purchase of a
product or service including consumer promotions (such as samples, coupons, and
premiums), trade promotions (such as advertising and display allowances), and business
and sales force promotions (contests for sales reps).
3. Personal selling: Personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships. Face-to-face interaction with one or
more prospective purchasers for the purpose of making presentations, answering
questions, and procuring orders.
4. Public relations: Building good relations with the company’s various publics by
obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events. A variety of programs directed
internally to employees of the company or externally to consumers, other firms, the
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government, and media to promote or protect a company’s image or its individual product
communications.
5. Direct marketing: Direct connections with carefully targeted individual consumers to
both obtain an immediate response and cultivate lasting customer relationships. Use of
mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response
or dialogue from specific customers and prospects. [3, 4]
3.2 Marketing communication at the present day
Advertising
Sales Personal
promotion Consistent, selling
clear, and
compelling
company and
brand
messages
Direct Public
marketing relations
Chart 4: Integrated Marketing Communications
Several major factors are changing the face of today’s marketing communications. First,
consumers are changing. In this digital, wireless age, they are better informed and more
communications empowered. Rather than relying on marketer-supplied information, they can
use the Internet and other technologies to find information on their own. They can connect
more easily with other consumers to exchange brand-related information.
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Second, marketing strategies are changing. As mass markets have fragmented, marketers are
shifting away from mass marketing. More and more, they are developing focused marketing
programs designed to build closer relationships with customers in more narrowly defined
micro markets.
Finally, the digital age has generated a host of new information and communication tools—
from smart phones and iPods to satellite and cable television systems to the many faces of the
Internet (e-mail, social networks, blogs, brand Web sites, and so much more). These
explosive developments have had a dramatic impact on marketing communications. Just as
mass marketing once gave rise to a new generation of mass-media communications, the new
digital media have given birth to a new marketing communications model. Although
television, magazines, newspapers, and other mass media remain very important, their
dominance is declining. In their place, advertisers are now adding a broad selection of more-
specialized and highly targeted media to reach smaller customer segments with more-
personalized, interactive messages. The new media range from specialty cable television
channels and made-for-the-Web videos to Internet catalogs, e-mail, blogs, cell phone content,
and online social networks. In all, companies are doing less broadcasting and more
narrowcasting.
Some advertising industry experts even predict that the old mass-media communications
model will soon be obsolete. Mass media costs are rising, audiences are shrinking. As a
result, they suggest, marketers are shifting ever-larger portions of their marketing budgets
away from old-media mainstays such as 30-second TV commercials
and glossy magazine ads to digital and other new-age media.
The new marketing communications model will consist of a shifting mix of both traditional
mass media and a wide array of exciting, new, more-targeted, and more personalized media.
Many advertisers and ad agencies are now grappling with this transition. In the end, however,
regardless of whether it’s traditional or digital, the key is to find the mix of media that best
communicates the brand message and enhances the customer’s brand experience. [4, 5, 6]
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3.3 Promotion Mix in Jamuna Bank Ltd.
3.3.1 Advertisement:
The offering of JBL can be classified into:
1. Deposit Services
2. Loan Services
3.3.1.1 Deposit Services
i. Monthly Savings Scheme (MSS)
Savings is the best friend in everybody's life. Small savings can build up a successful
future. In case of emergencies, this savings can help in a major way. Jamuna Bank Ltd has
introduced Monthly Savings Scheme (MSS) that allows one to save on a monthly basis and
get a handsome return upon maturity. If anyone wants to build up a significant savings to
carry out one's cherished dream, MSS is the best way of JBL. This MSS is known to DPS in
other banks.
For MSS, the main target customers are the housewife and the lower income group
people. During my internship period, I have seen that this is one of the most popular deposit
schemes in Jamuna Bank at Konabari branch. If anyone fails to deposit then she or he has to
give 50 tk after the month.
Advertisement analysis:
Through the infrequent advertisement on newspaper JBL promote this scheme. Information is
also accessible from their website. They have mini prospectus describing the scheme which is
available at the branch office.

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ii. Marriage Deposit Scheme
In their country marriage of children, especially girl is a great headache for the parents as it
involves expense of considerable amount. Parents get relief and can have peace of mind if
they can arrange the necessary fund for marriage of their children.
Jamuna Bank Limited has introduced Marriage Deposit Scheme, which offers the customers
an opportunity to build up their cherished fund by monthly deposit of small amount at their
affordable capacity.
For this scheme the target group is the young girls and boys. In maximum time I have seen
that the parents who have the girl's they are always anxious about their child's marriage. So
when they come to the bank and know about the facilities of this scheme, they feel secure for
future time.
The parents can know about this scheme from the bank. They can collect a rate sheet of
marriage deposit scheme. The employees sometimes go personally to the known people and
tell them about the facilities of this scheme.
iii. Education Savings Scheme
Every parent wants proper education to his or her children. Yet, there is no enough
arrangement of free education to the citizens from the government level. So that there should
be pre-arrangement of fund to ensure higher education for the children. Today's higher
education is becoming expensive day by day. Considering this matter, JBL has introduced
'Education Savings Scheme' which offers one an opportunity to build up his hard earned
fund by monthly deposit of small amount at affordable capacity deposit to meet the
educational expenses. Under this Scheme, the customers have the different attractive options
to avail the future benefit.

Page 45 of 99
The students who have merit but cannot manage their study expenses for their financial crisis
they can use this scheme for their better future life. At that program, they try to motivate the
students about the savings money. As a result, the students do not go for other bad habits. It is
a success of the Bank.
Jamuna Bank Limited sometimes arranges programs in colleges and universities regarding
describing the policy. The students can be informed from those programs and from online.
They can save their money by depositing money.
iv. Millionaire Deposit Scheme
It is a dream for many small savers to become a Millionaire. The word ―millionaire‖ is really
exciting. Jamuna Bank has introduced 'Millionaire Deposit Scheme' which has flexibility in
respect of period and monthly deposit as per one's affordable capacity for giving a sum of Tk
l million i.e. Tk l0 (ten) lac at a time.
Advertisement analysis
The customers can know about the scheme from online advertisement. There is no any
billboard, poster, TV advertisement. The people who always use the internet they can
easily visit the Jamuna Bank's web site and can be informed about the all schemes.
Page 46 of 99
v. Kotipati Deposit Scheme
It is feasible for high-income group who have strong determination and savings habit. If
anyone decides and plans to save money from his regular income, he can own Tk 1.00 crore
by making a planned savings. In this regard, JBL has introduced "Kotipati Deposit Scheme"
offering the savings plan. Savers can take advantage of this scheme from JBL and plan for
golden future accordingly.
Advertisement analysis
The officers sometimes go for marketing and advertise their products. In this case, they try to
convince the people. Nevertheless, I came to know while working in this Bank that this
scheme is not so much popular. Mainly the MSS is so much popular.
vi. Double/triple Growth Deposit Scheme
For people who have cash flow at this moment and want to get it doubled/tripled quickly.
JBL has introduced Double/Triple Growth Deposit Scheme which offers anyone to make
double/triple money within 6 (six) years and 9.5 (nine and a half) years respectively resulting
a high rate of interest.
Advertising analysis:
For advertising this scheme, Jamuna Bank uses "Personal selling" as an element of the
promotional Mix. Personal selling is a form of person-to-person communication in which a
seller tries to assist prospective buyers to purchase the company's product or service on an
idea. Mainly it is the direct contact between buyer and seller. In this bank, sometimes the
junior level officers go for marketing and try to capture the customers.
[12, 15, 22, 26]
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3.3.1.2 Loan Services:
For a bank, good loans, credits, or advances are most profitable assets. The largest portion of
operating income is derived from lending. A commercial bank usually wins over its
competitors only on the quality and quantity of lending.
i. Personal Loan for Women
Jamuna Bank ltd. always tries to help the poor women or women entrepreneurs who want to
do something for their future. This product is designed especially for the working women and
housewives. Housewives with reasonable income of the spouses are also eligible to avail this
loan. The loan can be availed for the purchase of domestic device, house renovation etc. JBL
sales team goes to some villages and they talk with the women who are capable to earn
money.
ii. Car Loan
This is given to accelerate the transport facility national wide its interest rate is 16.00%
It is paid to equal monthly installment. Others conditions are almost same as the
industrial loan. The customers can easily know about this loan facility from the online.
There is some advertisement against this Loan in Newspaper.
iii. House Building Loan
This loan is given for the construction of dwelling house. At a monthly installment, this
loan is given at 13% interest rate. But in this bank, this type of Loan is not given in a
frequent moment. JBL advertise this scheme mainly through newspaper.
iv. Agricultural Loan

It is given from the branch wise of Jamuna bank Limited. The interest rate is 12.00-
13.00%. The poor farmers can get this Loan so the outside of Dhaka city, wherever the
branches of Jamuna Bank Ltd. are located the branch people try to motivate to take this
loan. [12, 15, 22, 26]
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3.3.1.3 Evaluation of advertisement
Yet advertisement being one of the most powerful tools of promotion JBL doesn’t maintain
enough advertisement. Infrequently we can see their activity on newspaper. Though now a
days, business have vast choices of medium to reach target customer, JBL don’t seem to
make its proper application. Due to the advancements of technology, the internet has come to
be one of the fastest growing advertising mediums whereas more traditional forms of
advertising such as newspapers, radio, and magazines are struggling with limited or no
growth in ad revenues. But unfortunately, we find absence of JBL in modern internet
platform.
Promotion Evaluation Intensity
Print and broadcast ads Yes Limited
Cinema No -
booklets and leaflets Yes Limited
Directories Yes Medium
Billboards Yes Medium
Social Media No -
Table 8: Advertisement evaluation
Page 49 of 99
3.3.2 Sales Promotion
Sales promotions typically come in the form of coupons, rebates, samples, loyalty programs,
point-of-purchase promotions, premiums, contests and sweepstakes. During my internship
period I found that JBL provides free calendar among the clients every year at the beginning
of New Year. Sometimes they are seen to participate fair and trade show. JBL offers
specialized credit cards for consumers, such as cards designed for college students, small-
business owners or mature bankers. JBL has been
announced many discount programs, organize different sports event. [18]
1. JBL Women Entrepreneur Cell, SME Banking has arranged a customer
get together to celebrate the Bengali New Year 1423 on April 15, 2016.
2. JBL has sponsored Housing & Remittance Fair at Dubai, UAE from March, 2017.
3. Jamuna Bank Ltd. has recently signed an agreement with Malaysian Airlines
under the JBL Customer Benefit Program titled JBL Advantage. JBL
Employees and Selective JBL Credit Card holders will enjoy exclusive
priority service from Malaysian Airlines as per the agreement.
4. JBL Credit/Debit/Prepaid Cardholders shall be able to get 5% discount on

lunch and 10% discount on dinner bills at Dhaka's leading restaurant Baton
Rouge. A service agreement in this regard was signed recently at JBL Head
Office.
5. JBL Credit Card holders, upon showing their cards at Raffles Hospital, will
enjoy special discount on some medical & hospital facilities like, outdoor
consultation fee, standard health screening package, published room rates and
others.
6. Banglalink and JBL starts join promotion of SME. [8, 10, 12, 26]
Page 50 of 99
3.3.2.1 Evaluation of Sales Promotion
Every year JBL provide free calendar among their clients. Yet their free item calendar
doesn’t seem to have enough appeal to general customer. People are habituated in using
mobile phone for calendar service. It remains unused for them. But it is good for corporate
customer. An official calendar in client’s office increases Company’s identity and appeal to
people. Free items help attract customers to a bank. Some consumers may be persuaded to
switch banks with the promise of a small gift certificate or household item. Other customers
may respond to free money for opening an account with a certain minimum balance or
opening a premium account with the bank. JBL must analyze the targeted customer base to
determine what type of free items will most appeal to potential customers. [22, 26]
Contests, games, lotteries No -
Premiums and gifts Yes Limited
Fairs and trade shows Yes Limited
Low-interest financing Yes Strong
Event Sponsorship Yes Medium
Table 9: Sales promotion evaluation
Page 51 of 99
3.3.3 Personal selling
The personal selling is found instrumental in promoting the banking business. JBL believes
that Personal Selling is effective in creating brand image, conveying
information, creating awareness and can generate a behavioral response. It is a process of
communication in which JBL exercise their potentials, tact, skill and ability to influence the
customers. Since they get immediate feedback, the personal selling activities energies the
process of communication very effectively. JBL has sales agent who mainly works on the
field, visit prospect, corporate clients, with a view to make them customer. JBL sets a target
on them on a monthly basis that they are expected to meet. In recent time, no employees are
clean free from target. Even the branch manager has target imposed on him that he/she must
meet through the team. At present JBL focusing more on loan customer rather than deposit
customer as it provides maximum revenue for the bank.
The Jamuna Bank Ltd offers to their marketing employees (Field worker) extra incentive, if
they fulfill the following chart. It is the financial motivation to their marketing employees. As
a result, they express their better effort in banking service. [6, 22, 25]
Sl. No. Deposit (TK) Number of new Accounts Cash Prize
1 1,00,000 10 200 tk.
2 2,00,000 12 300 tk.
3 3,00,000 14 350 tk.
4 4,00,000 16 475 tk.
5 5,00,000 18 600 tk.
6 6,00,000 20 750 tk.
7 7,00,000 23 985 tk.
Table 10: Promotion incentives
Page 52 of 99
3.3.3.1 Evaluation of Personal selling
It seems JBL has a strong sales force. In almost every branch Jamuna Bank has their sales
team through which branches got new clients. Not only has the sales agent, bank have other
staffs also taken part in this process. Sometimes they visit nearby college, office, factories to
inform about their offering and encourage them to take their services. Process of their
personal selling are:
(1) Prospecting - trying to find new customers
(2) Communicating - with existing and potential customers about the product range
(3) Selling - contact with the customer, answering questions and trying to close the sale
(4) Servicing - providing support and service to the customer in the period up to delivery
and also post-sale
(5) Information gathering - obtaining information about the market to feedback into the
marketing planning process [12]
Sales presentations Yes Medium
Sales meetings Yes High
Incentive programs Yes Medium
Fairs and trade shows Yes Medium
Table 10: Personal selling evaluation
Page 53 of 99
3.3.4 Public Relations and Publicity
3.3.4.1 Corporate Social Responsibility
Jamuna Bank is committed to discharge its duties for the service of
people of the society. The bank’s CSR activities are about addressing the needs of all the
stakeholders in a positive and meaningful manner. Over the past years they have taken
forward their commitment to a structured and integrated approach to sustainability by
developing group-wide CSR focus areas at the core of their business. Jamuna Bank earned
mentionable applause in playing important role in the field of Corporate Social
Responsibilities with the object to contributing for the cause of underprivileged segment of
the society and for socio-economic development of the country. The burdensome task of
fulfilling commitment to the society is worthily undertaken by Jamuna Bank Foundation
since inception in the year 2007. The Bank made provision for Jamuna Bank Foundation at
3.00% on pretax profit of Jamuna Bank Limited. As Jamuna Bank’s non-profit subsidiary,
Jamuna Bank Foundation has a unique role to play, providing leadership and making a
difference for CSR in the Country.
Jamuna Bank Foundation as a part of social as well as corporate responsibilities arranged
various programs, seminars. Jamuna Bank Foundation unveiled their future plan regarding
corporate social relationship (CSR) activities. The bank should bring all these welfare
activities to the society under one umbrella by forming a structure which would be helpful for
them to enhance the brand image to its current and potential customers.
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With a view to extend its services as a part of corporate social responsibilities, Jamuna Bank
Foundation undertook various CSR activities. The following CSR activities are done by
Jamuna Bank Foundation:
1. Launching Anti‐drug movement by arranging seminar, rally, publishing stickers

2. Blood Donation by the employees of the Bank
3. Free Eye Camp program
4. Scholarship among the underprivileged & disabled but meritorious students
5. Established an Anti‐Drug Care Center at Rokeya Sharani, Mirpur, Dhaka
6. World Querat competitors celebrating with awards every years (1st, 2nd and 3rd position)
7. Distribution of Cloth (Shari) for amount of Tk. 30.00 Lac among the poor people at
Eid‐ul‐Fitr.
8. Holding seminar on Holy Ramadan and Querat Competition Program among the
Offspring’s of Jamuna Bank’s Executive/Officers
9. Relief for disaster affected people around the country
10. Jamuna Bank Old Home & Old‐aged Rehabilitation Complex (Under Process)
11. Distribution of blankets among the cold prone destitute
12. Life Time Financial Assistance to Mr. Binod Bihari Chowdhury (Tk.25000/‐ every
month), is a valiant freedom fighter & fought against British rule and who was a
Co‐fighter of Shaheed Masterda Surja Sen.
13. Financial support to 03 (Three) Family of BDR Carnage for 10 years (Monthly
Tk.40,000/‐ each family)
14. Donation to Prime Minister Wealfare fund for Nimtoli Fire Tragedy
15. Financial support to poor freedom fighters
16. Tree Plantation Program by Jamuna Bank Foundation
17. Temporary Medical Team at Biswa Ijtema, Tongi, Gazipur
18. Financial support to Government & Non‐Government organization.
19. GPA‐5 scholarship among the Offspring’s of Executive/Officers of Jamuna Bank Ltd.
20. Financial support to poor people for treatment.
21. Arranging Art Competition for the Children
22. Mobile Medical Team
Page 55 of 99
On behalf of Jamuna
Bank Foundation a
cheque valuing Tk.50.00
lac was handed over to
the honorable Prime
Minister, Sheikh Hasina.
Scholarship giving
ceremony 2016 to
unprivileged student
and Anti-Drug program
by JB Foundation
Jamuna Bank Foundation
organized Free Medical
Camp and Blanket
distribution
Page 56 of 99
Free Eye Camp, Medical
Team of Jamuna Bank
Foundation in Sirajgonj.
Jamuna Bank
Foundation’s Free
Medical Service Centre at
Bishwa Ijtema 2016.
JB Foundation organized
Art Competition on the
occasion of Victory Day
2016.
[11, 14, 15, 16, 17, 25]
Page 57 of 99
3.3.4.2 Annual report
Every year Jamuna Bank Ltd. publish their annual report. In the report all necessary information
for the external stakeholders are provided. The report is audited by third party. Company history,
corporate governance, administration, share, financial statement etc are included in the report. It
is readily for public in their website.
3.3.4.3 Inauguration program
Jamuna Bank ltd. arrange inauguration program when they launch new branch or ATM
booth. Local newspaper, local dish channel, banner, etc are used as a medium for
inauguration cover. Milad-mahfil is sometimes arranged by the banks. Local important
persons, businessman, officers are invited to attend the inauguration program. [15, 16]
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3.3.4.4 Evaluation of Public Relations and Publicity
Jamuna Bank Ltd. spends a lot of money for corporate social work. Every year thousands of
people get help from JBL. According to statistics their spending for csr in last two years is:
Sector BDT (in millions) 2015 BDT (in millions) 2016
Education 11.75 17.88
Health 13.7 19.55
Sports 6.5 11.45
Disaster/Relief 11.5 15.55
Art & Culture 10.5 14.55
Other 13.06 16.82
Total 67.10 95.80
Table 12: CSR expenditure [47]
Speeches Yes Medium
Seminars Yes Limited
Annual reports Yes Strong
Charitable donations Yes Strong
Publications Yes Limited
Community relations Yes Strong
Company magazine No -
Table 13: Public relation evaluation
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3.3.5 Direct Marketing
JBL performs direct marketing in limited number that is concerned with establishing an
individual relationship between their offering a product or service and the final customer.
Direct marketing is an interactive system of marketing using one or more advertising media
to achieve measurable response anywhere, forming a basis for creating and further
developing an on-going direct relationship between the bank and its clients. Computer
literacy and the availability of computers increase and the costs decrease. Internet banking
consumers are increasing considerably. Through the Internet banks, the customers can
identify what interests them. Furthermore, the Internet technology also makes it possible to
follow individual customer usage. With the information gathered in an integrated database it
is possible to read the customers’ needs and satisfy them. This knowledge can be used for
different kinds of direct marketing.
JBL do their direct marketing through:
1. E-mail: JBL sends mail to their clients regarding their accounts status and new offering
that they may prefer.
2. Magazine inserts: Infrequently JBL appears in some magazine stating their activities,
features, and specialty. [4, 5, 26]
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3.3.5.1 Evaluation of Direct marketing
Direct marketing in service industry is different from manufacturing industry. Activity in
service industry for direct marketing is naturally less than production oriented company.
Therefore, JBL doesn’t have enough scope to perform direct marketing.
Catalogs Yes Limited
Mailings Yes Medium
Telemarketing No -
Fax No -
TV shopping No -
Table 14: Direct marketing evaluation
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Chapter- 04
Actual task
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4.1 Internship Experience
As an intern, I started working in Jamuna Bank Ltd. (Konabari Branch) on September 28,
2017 to December 10, 2017. JBL gave me the opportunity to work in the banking industry
from where I learned many things. As I worked in the bank, I got a huge idea on how the
whole banking system works. The task that I performed during the tenure of my internship
has surely enriched my skills and this working experience in a bank was very beneficial to
me. As it helped me to learn how to work under pressure, manage time efficiently, deal with
clients etc. The tasks, which I have performed during the time of my internship, are briefly
described
4.2 Primary Leanings
As this is my first time to work in a corporate world, there are so many things to learn. The
things that I primarily in there
 How to behave with client in corporate world
 Time management
 How to behave with colleagues supervisors, manager and with overall organization
 How to manage different client at the same time and everyone is important for the
organization
 To get an idea about how to make a successful career in the banking sector.
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4.3.1 Secondary learning
4.3.1 Relationship desk
Relationship desk in the bank provides help and advice clients. The range and scope of the
desk’s work would range from helping clients with their account details to giving advice on a
financial investment. It requires provide to individual clients while trying to generate new
business and clients for the bank. A retail relationship officer would primarily deal with
individual retail customer and advice them on various banking and financial products and
services offered by the bank. A wholesale relationship officer would be providing to the
corporate clients like SME’s or large corporation. It is often require of the desk to supervise
other bank employees who communicate with their clients. A relationship is required to
interact with customer for most part of his day and so good communication and presentation
skills are a perquisite for the job. The job also require through financial and sector knowledge
in order to provide sound and reliable advice to clients. I worked there from 28th September
to 12th October.
4.3.2 Accounts Department
I worked in accounts department from 15th of October to 22th of October, I worked in
accounts. My main task in accounts is sorting the voucher. After voucher sorting me had to
attach them with related supplementary. Voucher is actually a proof of the transaction. There
are various types of voucher and they are categorized by different number. Which I had to
separate and sort group wise. Supplementary is the automated list of all transactions. Each of
the transaction has related voucher.
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4.3.3 Cash Department
I was in cash department from 23th of October to 5th of November. My duty in cash was to
make entry of checks and deposit slip amounts and number in registers and then give the
serial number to the check and deposit slip according the register entry number. There were
two registers. One was to enter the check number and amount. Another register was for
entering deposit slip numbers. Checks were entered in debit register because with checks
bank gives money to customer which is debit and deposit slips are entered in credit register
because with using deposit slip customer deposit money to bank which is earning for bank
and that is why it is credited. At the end of the day, I had to sum up register individually and
check them with automated amount got through the computer.
4.3.4 Front Desk
I was there from 6th of November to 19th November. I found Front Desk’s tasks are a little bit
difficult. My job was to attain and help the clients directly. I had to help clients by providing
information, helping to fill up account opening, MSS opening, FDR opening forms etc.
 Many clients come to know about different types of accounts. My duty was to give
them information about an account. For opening account different types of documents
need like signature of introducer, photo of nominee, photo of account holder, national
ID card of account holder, national ID card of nominee. For current account trade
license, seal of organization and same as other account’s document.
 During account opening, I took signature of customer on signature card.
 After opening the account, I had to take a check requisition for the customers who
wanted to take books.
 When new check books will come, my task was to register all the books under current
account and savings account category.
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4.3.5 Clearing Department
From 20th November to 09th December, I was appointed in clearing department. In clearing
department transactions of check from other banks are dealt. Movement of check in which it
was deposited to the bank on which it was drawn, and the movement of its face amount in the
opposite direction. This process normally results in a credit to the account at the bank of
deposit, and an equivalent debit to the account at the bank on which it was drawn. My job
was to entry those transactions in a register. Then I had to sum up the amount and check with
the automated amount from computer. The amount had to be the same.
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Chapter- 05
Research Part
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5.1 Research design
A research design is a framework or blueprint for conducting the marketing research project.
It specifies the details of the procedures necessary for obtaining the information needed to
structure and/or solve marketing research problems. A good research
design will ensure that the marketing research project is conducted effectively and efficiently.
[1]
5.2 Marketing Research Data
Secondary
Data Survey
Marketing
Qualitative
Research Data Descriptive
Primary Data
Observation
Quantitative
Causal Experiment
Chart 5: Research data type
5.2.1 Secondary data that have previously been gathered by someone other than the
researcher and/or for some other purpose than the research project at hand. Secondary data
consist of information that has already been gathered and might be relevant to the problem at
hand
5.2.2 Primary data refers to information that is developed or gathered
by the researcher specifically for the research project at hand. Data originated by the
researcher specifically to address the research problem.
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i. Qualitative research An unstructured, exploratory research methodology based
on small samples that provide insights and understanding of the problem setting. It
consists a set of research techniques, used in marketing/business and the social
sciences, in which data is obtained from a relatively small group of respondents
ii. Quantitative research A research methodology that seeks to quantify the data
and, typically, applies some form of statistical analysis. Quantitative research is
defned as research involving the administration of a set of structured questions with
predetermined response options to a large number of respondents.
Difference between Qualitative and Quantitative research
Qualitative Research Quantitative Research
Objective To gain a qualitative To quantify the data and generalize
understanding of the underlying the results from the sample to the
reasons and motivations population of interest
Sample Small number of non- Large number of representative
representative cases cases
Data Collection Unstructured Structured
Data Analysis Non-statistical Statistical
Outcome Develop an initial understanding Recommend a final course of action
Table 15: Difference between Qualitative and Quantitative research
a) Descriptive Research: A type of conclusive research that has as its major
objective the description of something-usually market characteristics or functions.
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i. Survey Surveys involve interviews with a large number of respondents
using a predesigned questionnaire. It can be gathered, in a variety of ways (e.g.,
Internet, telephone, mail, mall, or self-administration), and the survey method
impacts questionnaire design.
ii. Observational research (or field research) is a social research technique that
involves the direct observation of phenomena in their natural setting.
b) Causal research: A type of conclusive research where the major objective is to
obtain evidence regarding cause-and-effect (causal) relationships. Causal relationships
are determined by the use of experiments, which are special types of studies.
 Cause = independent variable(s)
 Effect = dependent variable(s)
i. Experiments An experiment is defined as manipulating an independent variable
to see how it affects a dependent variable, while also controlling the effects of
additional extraneous variables.
1. Independent variables are those variables over which the researcher has control
and wishes to manipulate. Examples include level of advertising expenditure, type
of advertising appeal, display location, method of compensating salespersons,
price, and type of product.
2. Dependent variables are those variables over which we have little or
no direct control but a strong interest in changing. Examples include sales, market
share, customer satisfaction, sales force turnover, and net profits. [1, 2, 3]
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5.3 Measurement and Scaling
Measurement means assigning numbers or other symbols to characteristics of objects
according to certain pre-specified rules. Note that what we measure is not the object, but
some characteristic of it. Thus, we do not measure consumers—only their perceptions,
attitudes, preferences, or other relevant characteristics.
5.3.1 Primary Scales of Measurement
There are four primary scales of measurement: nominal, ordinal, interval, and ratio.
1. Nominal scale A scale whose numbers serve only as labels or tags
for identifying and classifying objects. When used for identification,
there is a strict one-to-one correspondence between the numbers and the
objects.
2. Ordinal scale A ranking scale in which numbers are assigned to objects to indicate
the relative extent to which some characteristic is possessed. Thus it is possible to
determine whether an object has more or less of a characteristic than some other
object.
3. Interval scale A scale in which the numbers are used to rate
objects such that numerically equal distances on the scale represent equal distances in
the characteristic being measured.
4. Ratio scales The highest scale. It allows the researcher to identify or
classify objects, rank-order the objects, and compare intervals or differences. It is
also meaningful to compute ratios of scale values.
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5.3.2 Itemized rating scale
A measurement scale having numbers and/or brief descriptions associated with each
category. The categories are ordered in terms of scale position.
1. Likert scale A measurement scale with five response categories ranging from
―strongly disagree‖ to ―strongly agree,‖ which requires the respondents to indicate a
degree of agreement or disagreement with each of a series of statements related to the
stimulus objects.
1= strongly disagree
2= Disagree
3= neither agree nor disagree
4= Agree
5= strongly agree
2. Semantic differential scales Measurement scales that examine the strengths and
weaknesses of a concept by having the respondent rank it between dichotomous pairs
of words or phrases that could be used to describe it; the means of the responses are
then plotted as a profile or image.
Powerful 1 2 3 4 5 6 7 Weak
Unreliable --:--:--:--:--:--:--: Reliable
Modern --:--:--:--:--: Old-fashioned
3. Stapel scales Measurement scales that require the respondent to rate, on a scale
ranging from +5 to –5, how closely and in what direction a descriptor adjective fits a
given concept.
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+5 +5
+4 +4
+3 +3
+2 +2
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4 -4
-5 -5
Table 16: Staple scale [3]
5.4 Data collection method
Primary data
Telephone Personal Mail Electronic

Interviewing Interviewing Interviewing Interviewing
Computer Mall Computer Mail

Traditional In-Home Mail E-Mail Internet
-Assisted Intercept -Assisted Panel
Chart 6: Primary data collection method
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Secondary
Data
Internal External
Requires
Published Computerized Syndicated
Ready to Use Further
Materials Databases Services
Processing
Chart 7: Secondary data collection method [3]
5.5 Sampling procedure
Population entire group of people about whom information is needed; also called universe or
population of interest.
Sample a subgroup of the elements of the population selected for participation in the study.
5.5.1 The Sampling Design Process
1. Define the target population: The target population is the collection of
elements/objects/people that possess the information sought by the researcher and about which
inferences are to be made. The target population should be defined in terms of:
a) An element is the object about which or from which the information is desired.
e.g., a person in the population.
b) A sampling unit is an element that is available for selection at some stage of the
sampling process. E.g., a respondent who takes their survey
c) Extent refers to the geographical boundaries.
d) Time is the time period under consideration.

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2. Determine the sampling frame: A sampling frame is a representation of the
elements of the target population. It consists of a list or set of directions for identifying
the target population. Examples of a sampling frame include the telephone book, an
association directory listing the firms in an industry, a mailing list purchased from a
commercial organization, a city directory, or a map.
3. Select a sampling technique(s):
i. Nonprobability sampling is any sampling method where some elements of the
population have no chance of selection. A subset of a population in which the chances of
selection for the various elements in the population are unknown
a. Convenience sampling attempts to obtain a sample of convenient elements. Often,
respondents are selected because they happen to be in the right place at the right time.
b. Judgmental sampling is a form of non probability sampling in which the population
elements are selected based on the judgment of the researcher.
c. Quota sampling Nonprobability samples in which quotas, based on demographic or
classification factors selected by the researcher, are established for population subgroups.
d. Snowball samples Nonprobability samples in which additional respondents are selected
based on referrals from initial respondents.
ii. Probability sampling scheme is one in which every unit in the population has a
chance (greater than zero) of being selected in the sample. A subset of a population where
every element in the population has a known nonzero chance of being selected.
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a. Simple Random Sample: Each element in the population has a known and equal
probability of selection. This implies that every element is selected independently of
every other element.
b. Systematic Sampling: The sample is chosen by selecting a random starting point and
then picking every ith (e.g. 5th, 10th) element in succession from the sampling frame.
i. The sampling interval, i, is determined by dividing the population size, N, by the
sample size, n, and rounding to the nearest integer.
ii. For example: 500,000 (N)/1,000(n) = 500(i)
iii. When the ordering of the elements is related to the characteristic of interest (e.g.
age), systematic sampling increases the representativeness of the sample.
c. Stratified Sampling: A two-step process in which the population is partitioned into
subpopulations, or strata. Every person in the population should be assigned to one and
only one stratum and no population elements should be omitted. A major objective of
stratified sampling is to increase precision without increasing cost.
d. Cluster Sampling: The target population is first divided into mutually exclusive and
collectively exhaustive subpopulations, or clusters. Then a random sample of clusters is
selected, based on a probability sampling technique such as simple random sampling. For
each selected cluster, all the elements are generally included in the sample.
4. Determine the Sample Size
Sample size refers to the number of elements to be included in the study. Important
factors in determining the sample size are:
i. the nature of the research
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ii. Surveys need more people; qualitative interviews need less
iii. the number of variables
iv. More variables = more people
v. the nature of the analysis
vi. Certain methods require more people – e.g. t-tests need more than simple averages.
vii. sample sizes used in similar studies
5. Execute the Sampling Process Execution of the sampling process requires a
detailed specification of how the sampling design decisions with respect to the
population, sampling frame, sampling unit, sampling technique, and sample size are to be
implemented.
[1, 2, 3]
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5.6 Difference between probability and nonprobability sampling
Factors Nonprobability Probability sampling
sampling
Nature of research Exploratory Conclusive
Relative magnitude of Non-sampling errors are Sampling errors are larger
sampling and non-sampling larger
errors
Variability in the population Homogeneous (low Heterogeneous (high
variability) variability)
Statistical considerations Unfavorable Favorable
Operational considerations Favorable Unfavorable
Time Favorable Unfavorable
Cost Favorable Unfavorable
Table 17: Probability and nonprobabilbity sampling difference [3]
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5.7 Problem Statement
Within the Banking business, with many of the major competitors offering the same or
similar products at the same or similar rate, it is necessary for Banks to stand out from each
other so that they can maximize profits. Various means of promotion are employed to attract
customers and to understand effective means of promotion and how promotion affects
consumers and consumer behavior. With the recent and ongoing economic downturn, it is
even more imperative that Banks entice clients into Banks and get them as a customer.
Therefore, it is more important now that Banks are able to assume what affect promotional
activities have on consumer purchasing behavior and how consumers rank promotions
relative to each other. This research study will analyze various forms of promotion used by
Jamuna Bank Ltd. and how those promotion methods affect their consumers and their
behavior.
5.8 Background of the problem
Promotion is considered as one of the means used in order to spread and to increase the
market share of the organization by increasing its competition against similar organizations
in the market. Promotion became an essential part of the organization’s policy, which is the
only means used by the organization in light of the intense competition with other
organizations. It is also as a means that enables the organization to reach its target consumers
in order to create customer’s desire, and here it is necessary to develop firm integrated
promotional strategies that contribute to achieving the organization’s strategic objectives
Competition increased in the banking sector in Bangladesh as a result of increasing
orientation towards this industry, which makes it imperative for these banks to improve their
promotion strategies with the increase of the competition.
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5.9 Project Timeline
For preparing the research part it took 1 months of me. During the time I prepared research
design, questionnaire, collected data, and analyze the findings. The project activities have
shown in the following:
 1st week : Research plan development.
 2nd week : Development of hypothesis.
 3rd week : Conduct survey research.
th
 4 week : Data analysis and Interpretation
Description of Activities Week 1 Week 2 Week 3 Week 4
Research plan development
Development of hypothesis
Conduct survey research
Data analysis and Interpretation
Table 18: Project timeline
5.10 Budget Information
The total individual expenditure to prepare this project as followed:
Particular‟s Amount (BDT)

Transportation 600
Printing, Photocopy & Binding 500
Cell phone & Internet Bill 300
Others Expenses 250
Total 1650
Table 19: Budget information
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5.11 Research Methodology
The study has been conducted among 55 clients and bankers of Jamuna Bank Ltd at Konabari
branch. Primary data have been collected by questionnaire survey methods. Only structured
questionnaire has been followed. The collected data have been processed with due care as per
requirements of the study designed in the light of the objectives of the study. Likert scale has
been applied in assessing the opinion of the sample respondents and has been well tested. The
data and information thus collected have been processed and analyzed critically in order to
make the study more informative, reliable and accurate to reveal the actual ulterior situations.
5.11.1 Population
The population for the survey was the existing customers and bankers of Jamuna Bank
Limited, Konabari branch.
 Population size
 Around 1600 clients and bankers of Jamuna Bank Ltd. at Konabari branch.
5.11.2 Sampling Plan
 Sampling Unit:
 Employees and mainly customers of Jamuna Bank Ltd at Konabari branch.
 Sampling Frame :
 The sample frame of the study consists of Customers/Clients who have

financial transaction with Jamuna Bank Ltd. at Konabari branch.
 The sample frame was taken from the selected area.
 Sample Size:
 A total of 55 Respondents including clients and bankers of Konabari
branch were selected randomly.
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 Sampling Procedure:
 Probability Sampling
 Simple Random Sampling
 Research Instruments
 Questionnaires with Structure question
 Likert Scale Question
 Research Approach
 Survey
 Type of Research
 Quantitative Research
o Descriptive research
5.12 Data Source
i. Primary data
Primary data is collected by interviewing clients, executives and officer of JBL, Konabari
branch. The valuable comments of the employees are also included in the report. These data
help me to determine the business development trend of the branch. For primary data:
 Survey within the branch to collect the data and it.
 Face-to-face conversation with clients visited the branch.
 Practical experience in the different desk of the branch.
 Relevant field study as provided by the officer concern.
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ii. Secondary Data
 Annual Report of Jamuna Bank Ltd.
 Website of the Jamuna Bank Ltd (www. jamunabankbd.com).
 Text books: Marketing Management, Marketing Principles, Marketing Communication,
Marketing Research etc.
 Various Journals regarding Marketing, Promotion, Consumer behavior, Promotion goods.
 Thesis paper.
 Published documents as well as unpublished reports.
 Different publication of Bangladesh bank and Bangladesh economic reviews.
5.13 Question scale
Likert Scale where 1= Strongly Disagree, 2= Disagree, 3= Neither Agree Nor Disagree,
4= Agree, 5= Strongly Agree. The scale has been shown below:
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly agree 5
Table 20: Question scale
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5.14 Analysis of data
For analysis of data Microsoft Word, Microsoft Excel, different tables and graphs were used
to make the data meaningful. Hypotheses were testing to derive a meaningful conclusion
from the empirical data. In addition, basic statistical techniques of different measures of
central tendency have been used for analyzing the data. The following formula has been
followed:
X 
Z test =

n
µ = mean value
n = sample size
σ = Standard deviation
X = Average
5.15 Independent and Dependent variables
IV DV
Local dish channel Attract local people to enter into transaction
with the bank.
Television advertisement Good mass-marketing coverage.
Social media advertisement (Facebook) Close communication with clients and

prospects.
Newspaper advertisement Reinforce the acceptability.
Advertisement on Radio Target audience selectivity.
Table 21: Dependent and independent variable
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5.16 Hypothesis Development
1. HA: Local dish channel is the appropriate media to inform the local people about the
bank’s services.
2. HA: Frequent TV advertisement will help the bank to attract more clients.
3. HA: Facebook will significantly help to build strong communication with clients.
4. HA: Newspaper advertisement helps to reinforce acceptability.
5. HA: Radio advertisement help to promote the products to target audience.
5.17 Hypothesis Testing
H1 H2 H3 H4 H5
1= Strongly disagree 1 3 2 3 4
2= Disagree 3 4 4 3 5
3= Neither agree nor disagree 8 7 5 8 9
4= Agree 18 20 25 16 17
5= Strongly Agree 25 21 19 25 20
Total 222 217 220 222 209
Average 4.03 3.95 4 4.04 3.8
Standard Deviation 0.98 1.13 1.02 1.14 1.23
Z-test value 7.79 6.23 7.27 6.76 2.29
Table 22: Hypothesis Testing
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Hypothesis: 1
HO: Local dish channel is not the appropriate media to inform the local people about the bank
offerings.
HA: Local dish channel is the appropriate media to inform the local people about the bank
offerings.
Since the sample size n > 30 so, I may use Z - test.
Ho: μ =3
HA: µ > 3
n = 55
Here X = 4.03
Standard Deviation σ = 0.98
Zcal = (X – μ)/ (σ/√n) = 7.79
At 5% level of significance, follows Z distribution Z0.05= 1.645
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it can
be said that advertisement through local dish channel will help the bank to communicate with
local people and inform them about various bank services.
Hypothesis 1
2% 5%
Strongly Disagree
15%
45%
Disagree
Neutral
33%
Agree
Strongly Agree
Chart 8: Hypothesis 01
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Hypothesis: 2
HO: Frequent TV advertisement will not help the bank to attract more clients.
HA: Frequent TV advertisement will help the bank to attract more clients.
Ho: μ =3
HA: µ > 3
n = 55
X = 3.95
Z cal = ( X -µ)/ (σ/√n) = 6.23
At the 5% significant level, the value of Z in Z- distribution table is Z0.05= 1.645
Since z cal > z tab, we reject null hypothesis. Therefore, we can say that more advertisement
will draw the attention of people, thus it will attract more clients.
Hypothesis 2
6% 7%
Strongly Disagree
38% 13%
Disagree
Neutral
36%
Agree
Strongly Agree
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Hypothesis: 3
HO: Facebook will not significantly help to build strong communication with clients
HA: Facebook will significantly help to build strong communication with clients
Ho: μ =3
HA: µ > 3
n = 55
Here X =4
Zcal = (X – μ)/ (σ/√n) = 7.27
At 5% level of significance, follows Z distribution Z0.05=1.645
be said that social media say Facebook will strengthen bank-clients relationship.
Hypothesis 3
4% 7%
35% 9%
Strongly Disagree
Disagree
Neutral
45%
Agree
Strongly Agree
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Hypothesis: 4
HO: Newspaper advertisement does not help to reinforce acceptability.

HA: Newspaper advertisement helps to reinforce acceptability.
Ho: μ =3
HA: µ > 3
n = 55
Here X = 4.04
Zcal = (X – μ)/ (σ/√n) = 6.76
be said that, advertisement on newspaper provides the people with detailed information about
services, process, conditions, etc. Thus it enhances acceptability.
Hypothesis 4
6% 5%
15%
45% Strongly Disagree
Disagree
Neutral
29%
Agree
Strongly Agree
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Hypothesis: 5
HO: Radio advertisement does not help to promote the products to target audience.
HA: Radio advertisement help to promote the products to target audience.
Ho: μ =3
HA: µ > 3
n = 55
Here X = 3.8
Zcal = (X – μ)/ (σ/√n) = 2.29
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, we can
say that, for advertisement choosing radio as a media will enable the bank to promote their
products to target clients.
Hypothesis 5
7%
9%
37% Strongly Disagree
16%
Disagree
Neutral
31% Agree
Strongly Agree
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5.18 Analysis and Findings
1. In hypothesis 1 titled ―Local dish channel is the appropriate media to inform the local
people about the bank offerings” 2% respondents are strongly disagreed, 5% respondents
are disagreed, 15% respondents are neutral, 33% respondents are agreed and 45%
respondents are strongly agreed. It clearly indicates that advertisement on local cable
channel will help the bank to reach their messages to targeted local prospects.
2. In hypothesis 2 titled ―Frequent TV advertisement will help the bank to capture more
clients” 6% respondents are strongly disagreed, 7% respondents are disagreed, 13%
respondents are neutral, 36% respondents are agreed and 38% respondents are strongly
agreed. It clearly indicates that more advertisement the bank will employ more the clients
they will be able to capture.
3. In hypothesis 3 titled ―Facebook will significantly help to build strong communication

with clients” 4% respondents are strongly disagreed, 7% respondents are disagreed, 9%
agreed. It clearly indicates that if JBL maintains social media say Facebook it will
provide them the opportunity to establish strong communication with clients. Moreover it
is free or less expensive, and immediate feedback is possible.
4. In hypothesis 4 titled ―Newspaper advertisement helps to reinforce acceptability” 6%

respondents are strongly disagreed, 5% respondents are disagreed, 15% respondents are
neutral, 29% respondents are agreed and 45% respondents are strongly agreed. It clearly
indicates that considering print media say newspaper for advertisement produces better
acceptability and clarify details.
5. In hypothesis 5 titled ―Radio advertisement help to promote the products to target

audience” 7% respondents are strongly disagreed, 9% respondents are disagreed, 16%
agreed. It clearly indicates that yet not being so popular Radio can be used to advertise in
lower cost.
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Chapter- 06
Conclusion Part
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6.1 Recommendation
The following factors are recommended to this report to improve promotion methods of
Jamuna Bank Limited. However, JBL is more popular to the customers for their better
services but they have to expand it. It is therefore imperative to get the customers know about
their new and existing services. Recommendations are:
1. Successful advertising involves products or services positively known by that section of
the public most likely to purchase them. Therefore, Jamuna Bank should undertake
promotional program to inform and entice target customer. Local dish can meet this
demand.
2. Television has greater sensory appeal than any other media. It allows businesses to target
certain customers by placing ads on certain shows or during specified time slots. It has the
facility of Good mass-marketing coverage; low cost per exposure; combines sight, sound,
and motion; appealing to the senses. Therefore, it is suggestion to JBL as they appear
frequently in television.
3. Social Media e.g. Facebook can be a great mediums to reach the customers at very cheap
cost and quickly. It has the facility of Close communication with clients and prospects,
low cost; immediacy; interactive capabilities. JBL should go for it.
4. The details of schemes can be advertised better through Print Media. It has the facility of
detailed information about the services, good local market coverage; broad
acceptability; high believability. Therefore, besides TV advertisement JBL should use
newspaper for advertising.
5. Radio advertisement has the facility of good local acceptance; high geographic and
demographic selectivity; low cost. In such condition Jamuna Bank Ltd. should use this
media as well with their other tolls.
Page 93 of 99
6.2 Conclusion
From the every inception of banking history in their country, commercial banks are
playing a vital role in the economic development. To survive in the competitive world
of globalization and to make them up to date with the modernization trend, banks are
introducing new products based on new technologies which will meet up the demand
of their customers. To make these new services informed by the customers, the banks
are also focusing in different promotion tools. Jamuna Bank Limited is serving the mass
market in the country. It adopts some form of promotional work which appeals to its peculiar
nature.
The results of this research highlight the fact that Jamuna banks use, in
a very small percentage, billboards to promote their products and services. They mainly favor
direct advertising and through printings, such as: leaflets, brochures,
catalogues, calendars etc. In particular, the bank's existing customers have access to this type
of promotion and their potential customers have less access. There are deficiencies in
promotion activities and the reason is that these strategies have not been able to attract a large
segment. The components of promotion strategy in the field of advertising, publicity and the
field of personal selling, public relations are still immature and the reason is the absence of
clear strategies targeting the largest segment of the customers or who are interested in dealing
with Islamic banks.
Hence the banks promotion strategies must be dynamic and flexible to meet the dynamic
need of the banking customers by properly modifying promotion mix. Promotional strategies
as advertising should thus emphasize tangible cues that will help the customers understand
and evaluate the service. The bank can use the type of advertisement by creating its name,
which is designed to distinguish itself in the mind of the customer from its competitors and
refer attractive. They should introduce other promotional item these are EID card, happy New
Year card and specialty advertising items for instance name or logo printed t- shirts, mugs
and gifts for the entire customers. And other type of special gifts like wallet, wall clock, pen
for only special clients as promotional strategies. [19, 20]
Page 94 of 99
6.3 Reference
Books
1. Burns, Alvin C. and Bush, Ronald F, 2014. Marketing Research. 7th Edition. New York:
Pearson Prentice Hall. Available at: www.scribd.com. [Accessed 10 Oct 2017].
2. Jr., Carl McDaniel and Gates, Roger, 2015. Marketing Research. 10th Edition. United
States of America: WILEY. Available at: www.ebook3000.org [Accessed 24 Oct 2017].
3. Malhotra, Naresh K., 2009. Marketing Research: An Applied Orientation. 6th Edition.
New York: Pearson Prentice Hall. Available at: www.ebook3000.org [Accessed 18 Oct
2017].
4. Kotler, Philip and Armstrong, Gary, 2010. Principles of marketing. 14th edition. New
York: Pearson Prentice Hall. Available at: www.extratorrent.com. [Accessed 27 Sep
2017].
5. Kotler, Philip and Keller, K. L., 2016. Marketing Management. 15th Global edition.
New York: Pearson Prentice Hall. Available at: www.extratorrent.com. [Accessed 29
Nov 2017].
6. Fill, Chris, 2009. Marketing Communications: Interactivity, Communities and
Content. Fifth Edition. New York: Pearson Prentice Hall. Available at:
www.extratorrent.com. [Accessed 23 Sep 2017].
Thesis paper
7. C., Abdul Majeed, 2007. A study of the effect of sales promotion on consumption of
fast moving consumer goods in Kerala. MBA thesis, University of Calicut.
Page 95 of 99
Journal article
8. Al-Sharif, B. M. and Qwader, A. and Al-Slehat, Z. A. F., 2017. The Effect of Promotion
Strategy in the Jordanian Islamic Banks on a Number of Customers. International
Journal of Economics and Finance, Vol. 9, No. 2.
9. Islam, Md. Farijul and Rahman, Md. Mostafizur, 2015. Service Marketing Mix and Their
Impact on Bank Marketing Performance: A Case Study on Jamuna Bank Limited,
Bangladesh. Journal of worldwide holistic sustainable development, issue 1, volume 1.
10. Ekankumo, Banabo and Henry, Koroye Braye, 2011. Sales Promotion Strategies of
Financial Institutions in Bayelsa State. Asian Journal of Business Management, 3(3):
203-209, 2011.
11. Rahman, Mohammad Mazibar, 2014. Corporate Social Responsibility and Financial
Performance: A Case Study of Jamuna Bank Limited, Bangladesh. Asian Journal of
Finance & Accounting, Vol. 6, No. 2.
12. Arina, Mircea Valeria, 2015. Promotion Banking Services and Products - Factors
Influencing Bank Offer Promotion among Consumers. Journal of Knowledge
Management, Economics and Information Technology, Vol. V, Issue 1, February
2015.
13. BALACEANU, Valeria Arina, 2011. Modern Techniques for Online Promotion of
Banking Services and Products. Journal of Knowledge Management, Economics and
Information Technology, Issue 6, October 2011.
Page 96 of 99
Publications
14. Jamuna Bank Ltd., 2016. Corporate Social Responsibility, Jamuna Bank Foundation.
Bangladesh: Jamuna Bank Ltd.
15. Jamuna Bank Ltd., 2016. Annual report 2016. Bangladesh: Jamuna Bank Ltd.
16. Jamuna Bank Ltd., 2015. Annual report 2015. Bangladesh: Jamuna Bank Ltd.
17. Bangladesh Bank, 2015. Review of Corporate Social Responsibility
(CSR) Initiatives in Banks (2014 & 2015). Bangladesh: Bangladesh Bank
Blogs
18. Mishra, Ajeet, 2015. Why Is Promotion Important for a Business? ResellerClub Blog
[online blog]. July 23. Available at: https://blog.resellerclub.com/why-is-promotion-
important-for-a-business/ [Accessed 27 October 2017].
19. Riley, Jim. 2016. Marketing: Introduction to Promotion (GCSE). Tutor2u Business
[online blog] https://www.tutor2u.net/business/reference/marketing-introduction-to-
promotion [Accessed 27 October 2017].
20. Kullabs, 2015. Note on Meaning, Importance & Components of Promotion. Kullabs
[online blog] https://www.kullabs.com/classes/subjects/units/lessons/notes/note-
detail/7548 [Accessed 27 October 2017].
Unpublished report
21. Yang, Zhanting, 2009. The impact of promotional activities on customer purchasing
behavior at tesco lotus.
22. Ahemad, Riaz, 2015. A Project on Promotional Mix & Advertisement.
23. HARANGUS, Daniela, 2011. Promoting Banking Products in the Context of the Digital
Economy.
24. Sharma, Lisa, 2015. The Critical Evaluation of Marketing Mix Strategy in Jamuna Bank
Limited.
25. Mosaraf, Md. Perves, 2014. Report On Corporate Social Responsibilities of Jamuna Bank
Limited.
26. Kamal, Mohammad Afsar, 2013. Advertising & Promotional Mix management about
Jamuna Bank Ltd.
Page 97 of 99
6.4 Questionnaire for Clients
Dear Respondent,
I am the students of IUBAT- International University of Business Agriculture and
Technology, conducting a survey on ―Evaluation of promotion mix: A study on Jamuna
Bank Ltd.‖. Kindly noted that this is an academic study and the findings will remain
confined within academic interests. No part of this study will be disclosed. Their kind
cooperation will be highly appreciated. Please read the questions carefully and just put a tick
(√) in the respective box and kindly give their judgments where necessary.
Personal Information
Name:
Profession:
A. Business Man B. Service Holder C. House Wife D. Others

Disagree (1)
Disagree (3)
Agree nor
Disagree
Strongly
Strongly
Neither
Agree
Agree
(2)
(4)
(5)
01 Local dish channel is the
appropriate media for
advertising to local people.
02 Frequent TV advertisement
will help the bank to capture
more clients.
03 Facebook will significantly

help the bank to build strong
communication with clients.
Page 98 of 99
04 Newspaper advertisement
provides more explanation of
the services and reinforces
acceptability.
05 Radio advertisement is a cost
effective media for
advertising banking services.
Thank You for Their Cooperation.
6.5 Abbreviations
JBL- Jamuna Bank Ltd.

BB- Bangladesh Bank
SME - Small & Medium Enterprise
CRM- Credit Relationship Management
KYC- Know their customer
ATM - Automated Teller Machine
CIB - Credit Information Bureau
CD- Current Deposit Account
STD- Short Term Deposit Account
MSS- Monthly Saving Scheme
MBS- Monthly Benefit Scheme
LDS- Lakhopati Deposit Scheme
MDS- Millionaire Deposit scheme
SOD- Secured Overdraft
PBD- Personal Banking Division
CRG- Credit Rating Grading
CSR- Corporate Social Responsibility
Page 99 of 99

Promotion Mix of Jamuna Bank Ltd. - A Study On Konabari Branch

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International University of Business Agriculture and

Promotion Mix of Jamuna Bank Ltd.: A study on Konabari branch

Promotion Mix of Jamuna Bank Ltd.: A study on Konabari

Date of Submission: 17th December, 2017.

17th December, 2017

17th December, 2017

To whom it may concern

Konabari branch under my supervision. He has always maintained communication with me

prepared an internship report on “Evaluation of Promotion Mix: A study on Jamuna Bank

With Best Regards

Kazi Khaled Shams Chisty

Assistant Professir, College of Business Administration

IUBAT- International University of Business Agriculture and Technology

Konabari branch‖ submitted as a course requirement for Master of Business Administration

an academic certificate/degree or any other purpose.

Md. Saidur Rahman Said

helps and enormous cooperation for completing my report on “Evaluation of Promotion

Mix: A study on Jamuna Bank Ltd.”.

Shams Chisty, Assistant Professor, College of Business Administration, IUBAT, for

him for his wholehearted support and guidance.

Internship opportunity. My sincere gratitude goes to Md. Tanjiv Hossain, my

whenever I went there.

mistakes for example miss presentation of kind of information would be forgiven.

Chapter-01: Introductory Part

Chapter-02: Organizational Part

Chapter-03: Topic and review of literature

Chapter-04: Actual Task

4.3.5 Clearing Department 53

Chapter-05: Research Part

5.3.2 Itemized rating scale 59-60

Chapter-06: Conclusion Part

Serial No. Particular Page No.

1 Role of marketing communications 2

2 Corporate information of JBL 15

3 Corporate governance of JBL 16-17

4 Division wise branch 17

5 Konabari branch information 17

6 Economic condition of JBL 21

7 Interest rate sheet 23

9 Sales promotion evaluation 38

11 Personal selling evaluation 40

13 Public relation evaluation 46

14 Direct marketing evaluation 48

15 Difference between Qualitative and Quantitative 56

17 Probability and nonprobabilbity sampling difference 65

21 Dependent and independent variable 71

2 Management Hierarchy of JBL 25

3 Account opening process 26

4 Integrated Marketing Communications 29

5 Research data type 55

6 Primary data collection method 60

7 Secondary data collection method 61

increase their volume of deposits.

demands of customers. But only adoption of new products is not sufficient.

their impact on bank marketing performance of Jamuna Bank Limited.

innovative promotion strategies.

Banks have a unique challenge when it comes to promoting because they do

not offer tangible products for consumers. Promoting a bank requires

convincing consumers to trust a bank with their money and make

importance of promotion. [18]

Promotion is the process of marketing communication involving information, persuasion, and

has specific purposes:

Role Tasks Explanation

Differentiate Attribute To make a product or service stand