Askari Bank Marketing Internship Report

ACBL Internship Report
1
Virtua
l university
Internship
Report-Marketing
Project Name: Internship report on Askari commercial bank

limited Rahim-Yar-Khan
Submitted to: ………………………
Submitted by: ……………………

20/6/2009
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To
Our loving parents
&
Respectable Teachers
Whose endless support and

kindness is beyond expression
3
and words may not just be

enough to express our gratitude.
Acknowledgement
We are thankful to God Almighty who enables us to accomplish this task

with due care.
We also want to pay tribute to our worthy teachers who are the main
source of enlighten to our mind. We are thankful to them as they prepared
us for looking at the matters of life widely with open minds. This
research is one of the sources of giving us knowledge about “Brief
analysis on Askari commercial bank Limited”
We are especially thankful to our honorable teacher who provides us
guidance whenever we feel some difficulty. His knowledge, approach and
professionalism have always inspired us and helped us understand,
analyze and solve problems in a practical manner.
I am also thankful to virtual university of Pakistan who provide us a
platform to polish our skill and provide a quality of education in ou door
step
We must mention our dear respondents for their co-operation because
without their co-operation it was not possible for us to complete this
research. The completion of this research project is a result of hard wok
Thank you
4
Executive summery
In MBA the internship program is very compulsory for regular students and without
the internship program the degree is not complete and the concepts that I learn during
the study it is very important for me to learn all the concepts practically associated
with any organization and learn the practical concepts. . I selected Askari
Commercial bank and decided to do internship in this bank
This report is “Brief Marketing analysis of Askari commercial bank” And our
research objective is to share our practical experience of professional life Which i got
during the internship period the research is based on our findings which I gather
during the period and personnel observation the primary source is interview survey
and personnel observation during the internship and secondary source I read news
paper article text books and internet .This report is brief description and summery of
our work which I perform during eight week in Askari commercial bank limited
Ashraf Complex, Model Town, Rahimyar Khan during the period I worked in
customer service , cash clearing account and marketing department the task and duties
which were assigned their detail is given below this report specially highlight the
hierarch structure and function of marketing department of Askari commercial bank
limited Ashraf Complex, Model Town, Rahimyar Khan The internship program
provides me the great opportunity of being exposed to actual business, dealing, and
opportunity of professional insight which help me in future. It was a great experience
for me to work in this organization. My theoretical knowledge about my subjects
became potent and strong with the help of practical implication.
When I work in different departments of Askari Commercial Bank limited I see that
what is done in different departments and how the work is done in departments during
the internship I collect data about the main clients of bank and more I see how the
marketing is done in askari commercial bank limited and see the segmentation
strategy, what is the target market of the Askari bank, positioning strategy,
promotional strategy and other strategies. I also collect data about the function of sale
department and see how the sale department is work.
During the period I saw the strength of the organization is good dynamic
environment large deposit automatic operation online banking and Islamic banking
the weakness which is affecting the image of the bank is short number of branches
short number of employee no job speciation and satisfaction and centralize decision
making to overcome these weakness the top management need to focus on internal
and external factor which affecting the bank and increase number of branches and
employee and give special training to employee to perform their well and it is also
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necessary to promote the Islamic banking only few branches this service is available
and it should expand to other branches the bank should also increase their marketing
activities to promote their product and service both local and domestic level and
lunch different kind promotion scheme such like sale promotion public relation and
publicity if Askari commercial bank limited Ashraf Complex, Model Town, Rahim
yar Khan follow these guideline and overcome their weakness it will achieve the new
ways of success
Table of content
Inde Description Page
x
Prefatory part 2
1 Title page 2
2 Dedication 3
3 Acknowledgment 4
4 Executive summery 5
5 Scanned copy of internship certificate 6
6 Table of content 7-8
Main part
7 Brief introduction of the sector of organization 9
8 Overview of the organization
8.1 History 10
8.2 Nature of organization 12
8.3 Business volume 13
8.4 Product line 13
8.5 Brand portfolio of the organization 18
8.6 Strategies of branding used by the organization 19
8.7 List of main client 19
8.8 List of main competitor 20
8.9 Organization structure
9 Organizational Hierarchy chart 21
9.1 Number of employees 21
9.2 Main offices 22
9.3 Introduction of all the departments 25
9.4 Comments on the organizational structure 31
10 Plan for you internship program 32
10.1 A brief introduction of the branch/head office where 32
you did your internship
10.2 Starting and ending dates of your internship 33
10.3 The departments in which you got training and
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duration of your training

11 Training program 33
11.1 Detailed description of the department you 34
worked in
12 Structure of marketing department 42

12.1 Department hierarchy 43
12.2 Number of employees working in the Marketing 43

department
12.3 Marketing operations 44
13 Functions of the Marketing Department 45
13.1 Segmentation strategy 45
13.2 Target marketing strategy 46
13.3 Product planning, development & management 47
13.4 Positioning 48
13.5 Pricing strategy 48
13.6 Distribution strategy 53
13.7 Promotional strategy 55
14 Structure of the Sales Department 57
14.1 Department hierarchy 57
14.2 Number of employees working in the sales 59
department
14.3 Sales operations 59
15 Function of sales department
15.1 Sales methodology 60
15.2 Type of selling 61
15.3 Sales returns procedures 61
16 Customer services department 62
16.1 process of developing relations with customers 62
16.2 Techniques of retaining the customers 63
16.3 Techniques of attracting new customers 64
16.4 Ways of handling different kinds of customers 64
17 Critical analysis 65
17.1 Success & failure of different products of the 66
organization in the market along with reasons.
17.2 Future prospects of the organization 67
18 SWOT analysis of the organization in the business 68
sector
19 Conclusion & recommendations for improvement 73
20 References and sources used 75
Appendix part
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21 Annexes
Brief Introduction of the sector of the organization

Askari commercial bank limited is categories in banking sector. The word “Bank”
is of a European origin and is derived from the Italian word “BANCO”,
which means a table or a counter. bank is a financial institution licensed by a
government. Its primary activity is to lend money. Many other financial activities
were allowed over time. For example banks are important players in financial markets
and offer financial services such as investment fund The level of government
regulation of the banking industry varies widely, with counties such as Iceland, the
United Kingdom and the United States having relatively light regulation of the
banking sector, and countries such as China having relatively heavier regulation
(including stricter regulations regarding the level of reserves).
1947, banking in Pakistan was dominated by branches of British banks. The State
Bank of Pakistan, the central bank, was formed after partition in 1948. It assumed the
supervisory and monetary policy powers of the State Bank of India. In the period of
60s to 70s the emergence of a number of specialized development finance institutions
(DFIs) such as Industrial Development Bank of Pakistan (IDBP) and the Agricultural
Development Bank (ADB). These DFIs were either controlled directly by the state or
through the SBP, and were intended to concentrate on specific priority sector lending.
In 1974 all domestic commercial banks were nationalized by the Government. The
Pakistan Banking Council was established, which assumed the role of a banking
holding company but with limited supervisory powers. However, PBC was dissolved
in 1997, leaving the SBP as the sole regulatory authority for banks and financial
institutions in Pakistan. Nationalization of the banking sector led to pet projects. The
the branch network of NCBs also proliferated in an effort to provide banking services
to all regions/territories of the country, often with disregard to the viability or
8
feasibility of such expansion
BANK
Central bank
Commercial bank
Exchange bank
Industrial bank
Agriculture bank
Investment bank
The banking sector is categorize in different categorize central commercial industrial

and investment bank central bank is banker of all bank and regulate the monetary
policy commercial bank usually accepts deposits, makes business loans, and offers
related services Agriculture banks provides the loan for agriculture
Overview of the organization
History of Askari commercial bank limited
The banking sector has witnessed a dramatic change during the

last ten years with the development of Askari Bank, which is
not only redefining priorities and focus of the banks, but also
threatening the domination of traditional players.
The story begins with the incorporation of Askari

Commercial Bank limited in Pakistan on October 09, 1991, Askari Bank Commenced
(begin) to operations in April 1992, as a public limited company. The bank is listed on
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the Karachi, Lahore and Islamabad Stock Exchanges and the initial public offering
was over subscribed by 16 times.
While capturing the target market share amongst the view banks, Askari has
provided good value to its shareholders. Its share price has remained approximately
12% higher than the average share price of quoted banks during the last four years.
Askari Bank has expanded into a nation wide presence of 83 Branches, and an
Offshore Banking Unit in Bahrain. A shared network of over 800 online ATMs
covering all major cities in Pakistan supports the delivery channels for customer
service. As on December 31, 2004, the Bank had equity of Rs. 6.016 billion and total
assets of Rs. 107.168 billion, with over 475,000 banking customers, serviced by a
total staff of 2,118.
Askari Bank is the only bank with its operational head office in the twin cities
of Rawalpindi-Islamabad, which have relatively limited opportunities as compared to
Karachi and Lahore. This created its own challenges and opportunities, and forced as
to evolve an outward-looking strategy in terms of Askari market emphasis. As a
result, Askari developed a geographically diversified assets base instead of a
concentration and heavy reliance on business in the major commercial centers of
Karachi and Lahore, where most other banks have their operational Head offices.
MOTIVATION OF ASKARI COMMERCIAL BANK

While successfully penetrating the key domestic markets through strategic
expansion and business diversification they remain alive to the challenge emanating
from the development in the global financial markets; the opportunities and threats
engendered by greater deregulation and increased customer expectations. These
provide them the impetus (moment) to make the best use of available resources,
including modern technologies, to meet the challenges ahead.
Historically, Askari’s core marketing focus for its asset base has been the
middle and upper middle business houses (including wholesalers and manufacturers)
operating in the large urban centers of Pakistan, which are primarily oriented towards
foreign trade. This segment constitutes significant revenues to the bank. The liability
side remains focused on the middle and upper middle class retired and serving
government and armed forces personal and mid-size business houses.
Their corporate banking division was established in April 1999 with the
primary focus on servicing large corporate and multi-national companies (MNCs).
Benefiting from the bank’s growing balance sheet size, this division B now gaining
momentum and their long-term aim D to develop it into an independent.
Strategic business unit (SBU)… This would the bank to acquire, develop and
specialized abilities, and enhance their focus on serving the emerging needs of the
corporate clients.
With this branch network of 75 and further expected increase in future, the
ATM’s facility and internet Banking, Askari Bank’s reach is ever increasing. In
recognition of this reach, they have set up a retail-banking group in July 2000, the
mobile ATM’s facility is first time started by Askari commercial bank in 2005
dedicated to serving the urban consumer market; Askari is committed to aggressively
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market this segment. The strategy is to provide their customers with a basket of
innovative products to meet their varying needs.
Askari Commercial Bank is the only Private Sector bank that has been approved by
the World Bank as a Participating Financial Institution for the US$ 200 million Line
of Credit sanctioned (authorized) to the Government of Pakistan for the Financial
Sector Deepening and Intermediation Project.
Askari's emphasis on further broadening its core foreign trade business translated into
handling a higher volume of Export and Import business of Rs. 36 billion registering a
growth of 42% over the pervious year. This enhanced foreign trade business was
secured due to excellent customer services and efficient international settlement
arrangements with our correspondent banks.
Awards and Achievements
Askari Bank continues its success in competition. Recently we have once again been
given the “Best Retail Bank in Pakistan” by The Asian Banker for the 2nd
consecutive year. Askari Bank has been given the 1st Consumer Choice Award 2004
for the Commercial Banking Category by the Consumer Association of Pakistan. We
have also received the Corporate Excellence Award for the financial sector from the
Management Association of Pakistan (MAP) for the years 2002, 2003 and 2004.
We have been given “The Best Bank in Pakistan” award by Global Finance
magazine twice i.e. for the years 2001 and 2002. We have been given the “Best
Consumer Internet Bank” award by Global Finance magazine for the years 2002
and 2003. We won the Euro money and Asiamoney awards as early as 1994, 1996
and 1997. We have A1+, the highest possible credit rating, for short-term obligations,
and our long-term rating stands at AA. We won the prestigious “Best Presented
Annual Accounts” award from the Institute of Chartered Accountants in Pakistan
(ICAP), and The Institute of Cost and Management Accountants in Pakistan
(ICAMP), for the Services Sector, for the years 2000, 2001and 2002. We have also
received ranking prizes during the last six years from the South Asian Federation of
Accountants (SAFA) for “The Best Presented Annual Accounts” for the financial
sector, in the SAARC region. In 2007 Askari bank won “The Best Consumer
Banking Award 2006” for the third consecutive year from the consumer Association
of Pakistan. In 2008, Askari Bank has been given “The Best Retail Banking Award
2008” by Pakistan Guarantee Export Corporation Ltd.
Mission statement
To be the leading private sector bank in Pakistan with an international presence,

delivering quality service through innovative technology and effective human
resource management in a modern and progressive organizational culture of
meritocracy, maintaining high ethical and professional standards, while providing
enhanced value to all our stake-holders, and contributing to society
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Nature of the organization

ACBL is private sector bank and is categorize in commercial bank. commercial bank
to refer to a bank or a division of a bank primarily dealing with deposits and loans
from corporations or large businesses. Commercial banking may also be seen as
distinct from retail banking, which involves the provision of financial services direct
to consumers. ACBL offer both commercial and retail banking services. In retail
banking Services offered include: savings and checking accounts, mortgages, personal
loans, debit cards, credit cards, It provide both product and service to the consumer
and the businress user
Business volume of Rahim-Yar-Khan Branch
Business volume of Askari commercial bank limited Ashrif complex model town
Rahim-Yar -khan is 270 million
Overall Business volume

Total assets 1,188,245
Total liabilities 861,887
Net assets 326,358
Total revenue and proft after tax for the nine months ended September 30 , 2008
were Rs. 75,137 thousands and Rs. 37,061 thousands respectively.
Source
Askari commercial bank financial report 2008 [online]

http://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdf
Product Line
Askari commercial bank offer four main product Consumer banking Islamic banking
Agriculture finance solution and corporate investment banking under these four
product banks offer a range of product line
Consumer banking product

A) Askari finance loan
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 Personal Finance
 Mortgage Finance
 Business Finance
 Smart Cash
B) Investment product
 Mahana Bachat Account
 Roshan Mustaqbil Deposit
 Deposit Multiplier Account
 Value Plus Deposits
 Rupee Traveler Cheques
 ASKCARD (Askari Debit Card)
 Internet Banking Service
 Electronic Bill Payment Services
 Cash Management Services
 Investment Certificates
Islamic banking services
 Islamic Corporate Banking

 Islamic Investment Banking
 Islamic Trade Finance
 Islamic General Banking
 Islamic Consumer Banking
Agriculture finance solution
 Kissan Ever Green Finance

 Kissan Tractor Finance
 Kissan Aabpashi Finance
 Kissan Livestock Development Finance
 Kissan Farm Mechanization Finance
 Kissan Transport Finance
Corporate & Investment Banking
 Corporate Banking Division

 Term Loans
 Fund Transfers / Remittances
 Investment Banking Division
 Project Finance
 Islamic Finance
Askari Roshan Mustaqbil Deposit
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Askari Bank has launched the Askari Roshan

Mustaqbil Deposit, a saving plan specially designed
for individual investors who wish to invest now for a
regular return at a later stage while keeping their
principal amount intact. With Askari Roshan
Mustaqbil Deposit you can double your investment
in a time period of ten years. Invest now in the form
of monthly deposits for five years and get paid back
the same amount for the next five years while
receiving your principal amount in full at the end of
the tenure.
Askari Deposit Multiplier Account
“Value of initial investment of Rs. 100,000/- will increase to Rs. 265,000/- at

maturity!
Multiplier account. This account is for individual

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

introduction of Askari Value Plus Rupee Deposit
Accounts, which promise greater financial freedom
and security, in an un-matched way.
Now you can open a "Value Plus Account" while

enjoying the flexibility of a normal checking account.
ASKARI CARD
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Askari Debit Card means freedom, comfort,

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

forefront in introducing innovative and unique
products in banking sector. Our financial instruments
provide greater financial freedom and security in an
unmatched way to our valued customers.
Askari Bank offers you its "Rupee Traveller

Cheques" eliminating all financial risks while
traveling. So avoid risk of carrying cash through
Askari Bank's Rupee Traveler Cheques.
Smart Cash
This personal line of credit would be set up

With a specified credit limit up to Rs. 500,000/-
Personal Finance
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Personal Finance is a parameter driven product for

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

owning a house of choice, while living in it at its
rental value. The installment plan has carefully
designed to suit both the budget & accommodation
requirements.
Business Finance
ACBL is providing loans to small and medium size

business enterprises under Askari Bank's Business
Finance Scheme. The goal of ACBL is to offer a
loan, which enables business community to receive
the financing required by them based on their cash
flows.
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Brand Protifolio
Askari commercial bank target four different markets with different needs and
wants every market can be segment by product and consumer expectation The
brand portfolio is the set of all brands and brand lines that a particular firm offers
for sale to buyers in a particular category. Thus, a brand portfolio would be one
particular column of the matrix. Different brands may be designed and marketed
to appeal to different market segments. Askari commercial bank has four different
product and Islamic banking consumer banking product agriculture finance
solution and corporate investment banking and provide a rang of different product
in these categorize according to customer need
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Consume
r banking
product
Agricultu
Brand
Islamic re
portfolio
banking finance
of the
services organiza solution
tion
Corporate
&
Investme
nt
Banking
Strategies of branding used by the organization
Askari commercial bank use umbrella brand strategy the same brand name support
several different product in different market such like the name of the brand is askari
commercial bank and it offer a range of product in different market such like Askari
rupee traveler cheque and Askari smart cash An umbrella brand is a brand that covers
diverse kinds of products which are more or less related Umbrella branding can be a
successful marketing strategy. However, this de-pends on having a consistent and
clear brand identity across the variants. It also needs to be recognized that, while this
approach can help “kick start” variant launches, halo effects are not guaranteed. Only
around a quarter of variant ads benefit other variants within the portfolio so it is
usually necessary to support individual variant launches.
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The main advantages of Umbrella brand strategy are
• One can capitalize on the strength of one product and gain the benefit of scale
economies in other markets.
• The almost immediate goodwill can be generated only if the brand is well
known
And enjoys great reputation like the brands mentioned above.
• Firms of great reputation can save a lot of money on communications if they
Enter markets where they were not present before.
• In present day’s over-communicated era, this is a tremendous advantage given
The fact that the cost of achieving awareness is out of reach of so many
Companies
The drawbacks are of Umbrella brand strategy is:
• Any product can negatively affect the overall brand and specific benefits may
be muddled in the overall shared value
Clients in R.Y.Khan Branch
 Z.M Corporation
 Salman flour Mills
 Punjab oil Mills
 Army public school and college
 Superior group of college
 National garrison school
 She Beauty
 Dr, Qazi Abul Samad
 Nauman medicines
 Muslim jening industry
Number of competitors
Bank Name Branches URL
A. Public Sector commercial bank
1. First Women Bank Ltd 39 www.fwbl.com.pk

2. National Bank of Pakistan 1219 www.nbp.com.pk
3. The Bank of Punjab 255 www.punjabbank.com
B. Local Private Banks
1. Allied Bank Ltd 732 www.abl.com.pk

2. Bank Al-Falah Ltd. 114 www.bankalfalah.com
3. Bank Al-Habib Ltd. 77 www.bankalhabib.com .
4. Faysal Bank Ltd. 55 www.faysalbank.com.pk
5. Habib Bank Ltd. 1425 www.habibbankltd.com
6. KASB Bank Ltd. 23 www.kasbbank.com
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7. Meezan Bank Ltd. 23 www.meezanbank.com

8. Metropolitan Bank Ltd 47 www.metrobank.com.pk
9. MCB Bank Ltd. 941 www.mcb.com.pk
10. Saudi-Pak Commercial Bank Ltd. 38 www.saudipakbank.com
11. Soneri Bank Ltd. 53 www.soneri.com
12. United Bank Ltd. 1,043 www.ubl.com.pk
C. Foreign Banks
1Standard Chartered Bank Ltd 30 www.standardchartered.com
D. Specialized Banks
1. Zarai Traqiati Bank Ltd. 345 www.ztbl.com.pk
Organization Hierarchy chart
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Board of directors
• Lt. Gen. Waseem Ahmed Ashraf - Chairman

• Lt. Gen. Imtiaz Hussain - Chairman Executive Committee
• Lt. Gen. FAROOQ AHMED KHAN GURMANI (SHAHEED)
• Mr. M.Rafiq Mehkari - President & Chief Executive
• Brig (R) Muhammad Shiraz Baig - Director
• Brig (R) Asmat Ullah Khan Niazi - Director
• Brig (R) Muhammad Bashir Baz - Director
• Brig (R) Shaukat Mahmood Chaudhari - Director
• Mr. Zafar Alam Khan Sumbal - Director
• Mr. Kashif Mateen Ansari - Director
• Mr. Muhammad Najam Ali - Director
• Mr. Muhammad Afzal Munif - Director
• Mr. Tariq Iqbal Khan - Director (NIT Nominee)
Number Of Employee
Branch Total Employee Year
RAHIM-YAR-Khan 28 2009
Overall 6,808 2008
Askari Bank has expanded into a nationwide

Main office Askari commercial Bank and an offshore banking
presence of 150 branches,
Unit in Bahrain and the main head quarter of
askari commerical bank in Rawalipandi and the
detail of the main offices given below
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City Address PABX NO. Fax No

Bank Square, 47- Bank Square, The Mall Lahore 042-7211851 042-
Lahore 7211865
Baghbanpura, 6/7, Shalimar Link Road, 042-6830361- 042-
Lahore Baghbanpura Lahore 63 6830367
Bahawalpur 1-Noor Mahal Road, Bahawalpur 062-9255322-3 062-
9255324
Burewala 9-C, City Gate Mkt, College Road 067-3772206-8 067-
Burewala 3772204
Chani Goth, Uch Road Channi Goth Tehsil 062-2783008 062-
Bahawalpur Ahmedpur East, Bahawalpur 9255324
Gujranwala G.T Road Gujranwala 055-9200855-6 055-
9200858
Gujrat Hassan Plaza G.T.Road Gujrat 053-3530164-5 053-
3530179
Jalalpur Ghala Mandi Jalalpur Bhattian 0547-501013-4 0547-
Bhattian 501015
Jhang Church Road Saddar, Jhang 047-7621150 047-
7621050
Khanewal DAHA Plaza, Chowk Markazi, 065-9200271-7 065-
Khanewal 9200273
Khurrianwala Jumrah Road, Khurrianwala 041-4364029 041-
4364030
Lalamusa G.T Road, Lalamusa 0537-519690-1 0537-
519692
Abdali Road, 64/ A-1, Abdali Road, Multan 061-9201391-4 061-
Multan 9201395
Bosan Road, Plot 1802, Ward No. 10, Bosan 061-6510435- 061-
Multan Road, Multan 37 6510438
Okara Chak No. 2-42, M.A. Jinnah Road 0442-529973-4 0442-
Okara Cantt 550974
Okara Cantt 5/ H2, Classic Complex Ilam Din 044-2881644 044-
Shahdeed Road , Okara Cantt 2881740
Mandi Dr. Sakina Rizvi Road, Mandi 0300-9645025
Bahauddin Bahuddin
Peoples Colony Peoples Colony, Faisalabad 041-8739326-8 041-
22
Faisalabad 8739321
Uni, Road University Road, Faisalabad 041-9201008- 041-
Faisalabad 11 9201006
Phool Nagar Plot Khasra No. 1193, Main 0494- 0494-
Multan Road, Distt, Kasur 510431&7 510436
Rahim Yar Ashraf Complex, Model Town, 068-5879851-2 068-
Khan Rahimyar Khan 5879850
Ravi Road, 35-Main Ravi Road, Lahore 042-7700516 042-
Lahore 7700517
Sadiqabad 78-D, Allama Iqbal Road, New 068-5802377-8 068-
Town, Sadiqabad 5802374
Sahiwal 48/ B & B 1, High Street Branch, 040-4467737-9 040-
Sahiwal 4467746
Sargodha 80-Club Road, Old Civil Lines, 048-3725490 048-
Sargodha 3725240
Shahdara, N-127R-70C, Opp Rustum Sohrab 042-7919302-5 042-
Lahore Cycle Factory, Sheikhupura Road, 7919306
Shahdhara
Sheikhupura Property No. B-IX-6S-44, Main 056-3788031& 056-
Lahore Sargodha Road, 71 3788084
Sheikhupura
Sialkot Paris Paris Road Sialkot 052-4262806-8 052-
Road 4265532
Sialkot Cantt Tariq Road, Sialkot Cantt 052-4299001-3 052-
4299004
Toba Tek Singh 596- Mohallah Chamra Mandi, 0462-516120-1 0462-
Jhang Road, Toba Tek Singh 516142
Vehari 13, E Block, Karkahna Bazar, 067-3366718-9 067-
Vehari 3366720
Chakwal Talagang Road , Chakwal 0543-553142-3 0543-
601979
Chashma Plot No. 1, Bank Square, Chashma 0459-241544 0459-
242761
D.I.Khan Kaif Gulbahahr Building , 0966-720180-2 0966-
A.Q.Khan Chowk, Circular Road 720184
D.I. Khan
Gujar Khan B-III, 360/1, G.T.Road, Gujar 0513-515671- 0513-
Khan 74 515676
H.R.Rawalpindi Bilal Plaza, Haider Road, 051-9272880-3 051-
Rawalpindi 9272886
Haripur Shahrah-e-Hazara, Haripur 0995-627128- 0995-
32 616508
Jhelum Plot No. 225 & 226, Kohinoor 0544-720053-5 0544-
Plaza, Old G.T Road, Jhellum 720060
Cantt
Kohat Hangu Road, Kohat Cantt 0922- 510913- 0922-
17 510912
Kharian Raza Building, Main G.T Road, 0533-024363
23
Kharian Cantt
Mardan The Mall Road, Mardan 0937-9230501- 0937-
2 9230503
Mingora, Swat Opp Park Hotel , Maakan Bagh, 0946-713358-9 0946-
Saidu Sharif Road, Mingora Swat 713361
Mirpur AJ&K Nathia Building, Chowk 058610-45451- 058610-
Shaheedan, Mirpur AJ & K 2 35429
Peshawer 3-7, Fakhr-e-Alam Road, Cantt 091- 9212433-6 091- 52763
(Cantt) Plaza Branch, Peshawar 91
Peshawar City Bank Square, Chowk Yadgar, 091-2561246-7 091-
Peshawar 2561245
Quetta (Main) M.A Jinnah Road, Quetta 081-2843751-4 081-
2824602
Wah Cantt POF Hotel , The Mall Wah Cantt 051-4533272
Daharki 1276, Main Road Zafar Bazar, 0723-641260 0723-
Daharki 642260
Ghotki Plot No. 9 D, Deh Odher Wali, 0723-600500 0723-
Qadirpur Road, Opp Town 600526
Committee, Ghotki
Hyderabad 332-333, Saddar Bazar, Hyderabad 022- 022-
2783616&8 2783617
Shahra-e- Noor, C.S. Nos. 2611/1&2611/2, 022-2784852 022-
Hyderabad Shahrah-e-Noor Muhammad 2613193
Market, Hyderabad
Jacobabad Ward No. 05, Quaid-e-Azam Road, 0722-651866 0722-
Jacobabad 650344
Kandhkot Plot No. 29/1, Tower Road, 0722-572361& 0722-
Kandhkot 67 573788
Larkana Buder Road, Larkana 074-4053823-4 074-
4045371
Mirpur Khas C.S 835, Ward B, M.A. Jinnah 0231-9290335 0231-
Road, Mirpur Khas 9290331
Nawabshah Katchary Road, Nawab Shah 0244-9370460- 0244-
4 9370467
Sukkur Sarafa Bazar, Sukkur 071- 5628267-8 071-
5627219
Introduction of All departments

1. Remittances department
2. Customer service center
3. Cash department
4. Clearing department
24
5. Account department
6. I.T department
7. Credit department
8. Auto Finance Department
9. Agriculture Department
10.Human Resource Department
Remittances department
Remittance
Department
Yousif Jamil Head of

Remittance Department
Imran-ul-Haq
Junior officer
The head of the remittances department is Yousif Jamil

The function of remittance departments is to handle with the following instruments:
 Pay Order
 Demand Draft
 Pay slip
 Telegraphic Transfer
 Payment of Remittances
 Cancellation of pay order & demand draft
The remittance department deals with the transfer of money from one place to
another.
This department deals with the local currency transfer only. ACBL provides these
services to both customers & non-customers
Customer service center

Customer Service
Department
25
Amir Rehmani Head of

customer service
Miss Sima
Junior officer
Customer service Department perform the following duties
 Give brief information about different account to customer

 Account opening
 Provide service to customer such as filling the forma
 Issuing the cheque book
 Issue Debit card and credit card
 Locker record keeping
 Computerize record keeping of utility bills and other collection
Cash department
Cash
Department
Waseem Sadique Head

of cash Department
Ch Jamil
Casher
Munir Khan
Casher
All physical movement of cash in the bank is made through the cash department.
Normally cash department performs following functions
 Receipt
 Payments
26
 Act according to any standing instructions

 Transfer of funds from one account to another
 Handling of ATM
 Verification of signatures
 Posting
 Handling of prize bond
Clearing department
Clearing
Department
Imran Aslam Head of

clearing Department
Khalil-ur-rehmab
Junior officer
The word clearing has been derived from the word “Clear” and is defined as “ a
system by which banks exchange cheques and other negotiable instruments drawn on
each other within a specific area and thereby secure payment for their clients through
the Clearing House At specified time” in an efficient way”.
CLEARING HOUSE
It is a place where representatives of all banks sit together and interchange their
claims against each other with the help of controlling staff of State Bank of Pakistan
And where there is no branch of State Bank of Pakistan the designated branch of
National Bank of Pakistan act as controlling member instead of State Bank of
Pakistan
RULES AND REGULATIONS HAVE CLEARING HOUSE:

 Timing:(Monday through Saturday)
i. 1st Clearing at 10:00 a.m.
ii. 2nd Clearing at 2.30 p.m.
27
Account department
Account
Department
Miss. Medha Head of

Account Department
Imran –ul-Haq
Grade 1 officer
Account department is responsible for budgeting and account opening all the
transaction that are take place in the bank and their physical prove are match to the
computer generated report and save it as a physical that these transaction are take
place in the bank. Secondly account is responsible for budgeting and also record daily
expense incurred by the bank
Account department work as a backbone of the organization this department directaly
report the operational manger and vice president Preparing the bank's annual accounts
and coordinating external audit is also a direct function of the finance division
I.T department
I.T
Department
Mr. Rehan Luckey

Head of IT department
The computer has change the way of working now all the departments
of Askari commercial bank limited perform their duties in computerize environment
the duty of the I.T department is to perform the following duties
 Verification of N.I.C online for the purpose of account opening

 Computerize record keeping of Accounts
 Generate report of daily transaction in the bank
 Maintain the LAN and make the software and hardware configuration
Credit department
Credit
Department
28
M. Salman Head of
credit Department
Amir Akther
Grade 1 officer
Amras Rasheed
Grade 1 officer
Credit Department deals with arrangement by which a buyer can take ownership of
something now and pay for it later or over time credit department perform following
duties
 Computer Loans:
 Personal Finance
 Mortgage Finance
 Business Finance
Auto finance Department
Auto Finance
Department
Rana Hasan Head of

Auto finance department
Muhammad Naeem
Grade 1 officer
Auto finance Department offers us the most convenient and affordable vehicle
financing scheme to help us own our favorite brand new car.
Product Features:
29
Borrower: Resident Pakistani Nationals

Facility: Term Financing
Financing Limits: Rs: 100,000/- to Rs: 3.0 Million
Repayment: Monthly Installments
Markup Rates: Competitive
Balloon Payment: Available
Minimum Income: Salaried: Rs: 10,000/-,
Self Employed Businessman: Rs: 25,000/-
Charge / Fees: As Per current Schedule of Charges
Auto Insurance: Mandatory
Financing Tenor Up to 7 years
Agriculture Department
Agriculture
Department
Ali Ahmed Head of

Mouzam Ali
Grade 1 officer
Amir Akther
Grade 1 officer
The head of agriculture department is Ali Ahmed it Provide the different kind of loan
to the Kissan or former it include

Consumer Finance Department
30
Consumer Finance
Department
Jam.Arshed Head of
Consumer Finance
The Head of consumer finance department is Jam.Arshed consumer finance

department provide the business loan 500000-50000000 The rate of interest charge by
the bank is twenty one percent which is lower as compare to the other competitor
Human Resource Department

The responsibility of Human resource
department is performing the Account department due to short number of employee
the responsibilities of HR department is share to account department such as
recruitment of internee
Comments on organization structure

Organization structure
The formal pattern of how people and jobs are grouped in an
organization
Departmentalization
The basis which jobs are grouped together
Chain of command
Is the continuous line of authority that extends from upper
organization level to the lowest level and clarifies who report to whom?
Centralization and decentralization

Decision making is made by top level or low
level
Span of control
The number of subordinates a manager can direct efficiently and
effectively
In my personal point of view the structure of Askari commercial bank limited is

simple dynamic and centralize decision making all the department is report to
operational manager and then he report to branch manager. The jobs duties and
responsibilities is divided by department but due to short number of employee in the
31
organization jobs responsibilities are share between the employee
Branch Manager
Operational Manager
Head of cash Department Head of Remittances Department
Employee 1
Employee 1
Employee 2
Employee 2
Employee 3
Centralize decision making make the distance between the top level and lower level
manager the jobs responsibilities and divided by the department but these are share
between the employee due to short number of employee and all head of each
department report to the operational manger and who next report to the branch
manger. The main advantage of centralize decision making is supervisor can judge
and evaluate the performance of each employee
Plan of internship program
I am very thank full to Askari commercial bank who provide us the plate form to
polish our skill and give me opportunity to polish my skill
A brief introduction of the branch/head office where you did

. your internship
Askari commercial bank start its operation 1992, and main head quarter of askari
commerical bank in Rawalipandi It has sevent five branches in pakistan our branch of
Rahim-Yar-Khan where I did my internship was establish in 1996 It is located on
Ashraf Complex, Model Town, Rahim-Yar- Khan. There are twenty eight employee
in Askari commercial bank The environment of the bank is very dynamic and
attractive The branch manager of Askari commercial bank Ashraf Complex, Model
Town, Rahim-Yar-Khan is Mehboob Qamar which is very hardworking and
punctilious
32
The business volume of our branch is twenty million and it has ten departments
Account department, customer service, remittances cash credit, auto finance,
consumer finance department and IT department
Head of Remittances department is Yousif Jamil

Head of Customer service center Amir Rehmani
Head of Cash department Waseen-ud-din Sidqui
Head of Clearing department Imran Aslam
Head of Account department Miss Melha
Head of I.T department Rahan Luckey
Head of Credit department Muhammad Salman
Head of Auto Finance Department Rana Hasan
Head of Agriculture Department Ali Ahmed
Head of Human Resource Department Rehan Luckey
Askari bank provide 24/7 ATM service for the customer and has Twenty seven
million business volume of Rahim-Yar-Khan branch and the staff of the bank is
very hard working and cooperative The bank held a good image in the public due
good customer relationship management and automatic operation in the banking
and has a strong identify as compare to the competitor
Starting date and ending date of internship

Starting date of internship 20-02-2009 Ending date of internship 05-04-2009
The departments in which you got training and duration of .

. your training
Sr. # Name of department from To
1 Customer Service 20Feb 5March
2 Account Department 6March 15March
3 Clearing Department 16March 26March
4 Cash Department 27 March 5April
Detailed description of the project assigned

Customer Service
Account Department
Clearing Department
Cash Department
33
Customer Service
Customer Service
Department
Amir Rehmani Head of

customer service
Miss Sima
Grade 1 officer
Customer service Department perform the following duties

 Account opening
 Provide service to customer such as filling the forma
 Issuing the cheque book
 Issue Debit card and credit card
 Locker record keeping
 Computerize record keeping of utility bills and other collection
It is the duty of customer service department that provide the information about
the product and service to their customer according to their need Askari provide
different account for their customer
Current account [business transaction]
Saving account [pensioner]
Askari special deposit account [student]
Askari evergreen {Taking loan]
Unique [salary person]
 Account opening
ACCOUNT OPENING PROCEDURE
Know you customer

The objective of knowing a customer is to have a fair idea about the identity, financial
resources, and general information about the customer at the time when the
relationship is established. A banker must have following information about the
customer:
Customer name:
34
Enter complete name as mentioned in original ID card /other business

documents.
Nature of business /profession: if customer is of salaried class enter his employer
name. If the customer is a businessman, trader, sole proprietor, enter the business
name, for example “Jamil Traders”etc.also enter the customer’s title/position and
address of the business/employer. Address with P.O.BOX is not acceptable. Similarly
remarks like
“Private service”, “business” are not acceptable, rather specify what type of
company/business the customer is associated with for example Manager Philips
Electrical Company.
Address:
Enter the complete business/residential address. With in the brackets you may also
provide prominent address identification marks for ease of physically locating the
address.
Contact Numbers:
Enter home, official, mobile, fax number and e-mail address (if available). Banker can
verify the number by giving the customer a courtesy call or by sending him a e-mail.
Other/ secondary/ mailing address:

Some customer may volunteer their parents or siblings’ addressor second home
address or a mailing address other than a permanent address.
Existing/other bankers:
Almost most all the bankers usually have a banking relationship with another bank. In
case of customer who does not have an existing banking relationship, or does not
want to disclose the existing relationship, then it is strongly recommended that at least
for some time this particular account must be kept under observation.
Source of Income
Now the state bank of Pakistan has also add the regulation that to know
about your customer source of income and it is compulsory to the person who want to
open their account in the bank must show his source of income to the bank
Issuing the cheque book

When the account of the account holder is open it is the
duty of the customer service department is to issue the cheque book to the customer
also the previous account holder the procedure of the issuing of the cheque book is
that bank has different kind of cheque book for different customer the bask has three
types of cheque book ten, twenty five and fifty pages bank charge a fee for issuing the
cheque book for example three hundred rupee is charge for the fifty pages cheque
book
 Provide service to customer such as filling the forma or Voucher

The task which is assigned to us is that provide service to customer such as filling
the voucher form it include
 Filling the cheque book
 Filling the voucher of student Fee of different School and college
35
 DHA
 Filling the voucher To transfer the money in debit credit card
 Issue Debit card and credit card
It is also the duty of CD department to issue the debit and credit to account holder
which is requested to issue the debit and credit card and provide pin code and
other necessary and also record of the transaction
 Locker record keeping

Customer service department is also record of the lockers on register the name of
the account key number signature and the time to use the locker all these
transactions are daily record on the register
CHARGES
Lockers Rent of locker (RS) p.a.
Large 2500
Medium 1500
Small 1000
 Computerize record keeping of utility bills and other

collection
It is also the duty of CS department and the task which is assigned to us to

computerize record keeping of the utility ills and also record the Fee of Student
which is paid during the day
Account Department
Account
Department
Miss Medha Head of

Account Department
Imran –ul-Haq
Grade 1 officer
The most important department of the bank the head of account department is Miss
Medha the main responsibilities of the account department is
a) Budgeting
b) Reporting
c) Maintenance & depreciation of fixed assets
36
d) Miscellaneous functions
Account department is responsible for budgeting keeping record of the revenue and
expense all the transaction that are take place in the bank and their physical prove
[voucher] are come to the account department next day these voucher are also posted
to computer and the computer generated report of the daily transaction is created in IT
department and then they send to the account department to match or tell to the
computer generated report and their voucher of daily transaction and save it as a
physical record that these transaction are take place in the bank at following date
. Secondly account is responsible for budgeting and also record daily expense
incurred by the bank Account department work as a backbone of the organization this
department directly report the operational manger and vice president Preparing the
bank's annual accounts and coordinating external audit is also a direct function of the
finance division
Accounts department maintains the record of all the assets and charges depreciation
on them. The bank normally uses the straight-line method to compute the
depreciation.
It is calculated on monthly basis and charged yearly. Bank not only depreciates the
existing assets but also the assets but also the assets transferred in and transferred out.
　
All the operations performed in various departments of ACBL are computerized. The
functions are performed through the customized software. In order to facilitate
double-checking of all the transactions done, every concerned official also passes
vouchers and cheques manually. At the day end all the vouchers passed by various
officers working in different departments are given to Accounts Department.
Furthermore the I.T. department also prints a very bulky report of all the transactions /
entries which have been fed into the computer system of the branch that day. When
both of these things are at the desk of concerned officer, he performs the job of
tallying the daily activity report with all the corresponding vouchers and cheques, in
order to track down any discrepancy.
The reports generated by the accounts department on a daily, weekly, monthly, bi-
yearly and yearly are written in a proper format. It is neither necessary nor possible to
get acquainted by all of these reports in a short period of time. Some of the common
reports are:-
 Monthly Assets & Liabilities
 Monthly Budget Review Report
 Monthly Monitory Statement
 Monthly Performance Review Report
 Monthly fixed investment
From these statements, five reports carry extreme importance. The five reports are:-
 Daily position of advances and deposits
 Statement of affairs
 Daily exchange position report
 Fixed assets statement
 Monthly review of performance.
-
37
The account department of ACBL has to record even the minor expenses of the
branch like tea for the staff, stationery for the branch
Clearing Department
Clearing
Department
Imran Aslam Head of

clearing Department
Khalil-ur-Rehman
Junior officer
MEANING OF CLEARING
The word clearing has been derived from the word “Clear” and is defined as “ a
system by which banks exchange cheques and other negotiable instruments drawn on
each other within a specific area and thereby secure payment for their clients through
the Clearing House At specified time” in an efficient way”.
1. Since clearing does not involve any cash etc. and all the transaction take place
through book entries, the number of transaction can be unlimited.
2. No cash is needed as such the risk of robbery, embezzlements and pilferage is
totally eliminated.
3. As major payments are made through clearing, the banks came manage cash
payments at the counters with a minimum amount of cash in vaults.
4. A lot of time, cost and labor are saved.
5. Since it provides an extra service to the customer of banks without any service
charges or costs, more and more people are inclined and attracted towards
banking.
CLEARING HOUSE
It is a place where representatives of all banks sit together and interchange their
claims against each other with the help of controlling staff of State Bank of Pakistan
And where there is no branch of State Bank of Pakistan the designated branch of
National Bank of Pakistan act as controlling member instead of State Bank of
Pakistan
RULES AND REGULATIONS HAVE CLEARING HOUSE:

 Timing:(Monday through Saturday)
i. 1st Clearing at 10:00 a.m.
ii. 2nd Clearing at 2.30 p.m.
38
 Each bank will send competent representative to exchange the cheques.

 Each bank is required to insure that all cheques and other negotiable
instruments are properly stamped and suitably discharged
 An objection memo must accompany each and every cheque when return
unpaid duly initialed.
 Each bank is required to maintain sufficient funds in the principal account
with SBP to meet the payment obligations.
.
OUTWARD CLEARING AT THE BRANCH:
The following points are to be taken into consideration while an instrument is
accepted at the counter to be presented in outward clearing:
 The name of the branch appears on its face where it is drawn o.
 It should be stale or post dated or without date.
 Amount in words and figures does not differ.
 Signature of the drawer appears on the face of the instrument.
 Instrument is not mutilated.
 There should be no material alteration, if so, it should be properly
authenticated.
 If order instrument suitably indorsed and the last endorsee’s account being
credited.
 Endorsement is in accordance with the crossing if any.
 The amount of the instrument is same as mentioned on the paying-in-slip
and counterfoil.
 The title of the account on the paying-in-slip is that of payee or endorsee
(with the exception of bearer cheque).
If an instrument is in order than our bank special crossing stamp is affixed across the
face of the instrument. Clearing stamp is affixed on the face of the instruments,
paying-in-slip and counterfoil (The stamp is affixed in such a manner that half
appears on counterfoil and paying-in-slip). The instrument is suitably discharged,
where a bearer cheque does not require any discharge and also an instrument in favor
a bank not need be discharged.
The instrument along with pay-in-slip is retained while the counterfoil is given to the
customer duly signed. Then the following steps are to be taken:
1. The particulars of the instrument and the pay-in-slip or credit voucher are
entered in the outward clearing register.
2. Serial no. Is given to each voucher.
3. The register is balanced; the credit vouchers are balanced from the instruments
and are released to the respective departments against acknowledgement in the
register.
4. The instruments are arranged bank wise.
5. The schedules are prepared in triplicate, two copies which are attached with
the relevant instrument and the third is kept as office copy.
6. The house page is prepared from schedules in triplicate.
7. The schedules and house pages are signed by the house incharge with branch
stamp.
39
8. The grand total of the house page is taken and agreed with that of the outward
clearing register.
9. The instrument along with duplicate schedule and house page are sent to the
main office.
However the amount is kept in float till final status of various instruments is known
from respective paying banks in second dealing.
The entry of the instrument returned unpaid is made in Cheques returned Register. If
the instrument is not to be presented again in clearing then a covering memo is
prepared. The covering memo along with returned instrument and objection memo is
sent to the customer who sent the same to his account.
INWARD CLEARING OF THE BRANCH:

1. The particulars of the instruments are compared with the list.
2. The instruments are detached and sort out department wise.
3. The entry is made in the inward clearing register (serial no. Instrument no.
Account no. Is written).
4. The instruments are sent top the respective departments
5. The instruments are scrutinized in each respect before honoring the same.
OUTWARD CHEQUES RETURNED UNPAID:

These are the cheque returned unpaid by us in inward clearing. due to some
objections.
INWARD CHEQUES RETAINED UNPAID:
These are the cheques retained unpaid to us which were lodged by us in Outward
Clearing.
Cash Department
Cash
Department
Waseem Sadique
Head of cash
Department
Ch Javad
Casher
Abdul Hameed
Casher
40
The cash department is the most important department of the bank. It receives cash
from customers and then deposits it into the accounts of the customers and maintained
their balances. All physical movement of cash in the bank is made through the cash
department.
Normally cash department performs following functions
 Receipt
 Payments
 Act according to any standing instructions
 Transfer of funds from one account to another
 Handling of ATM
 Verification of signatures
 Posting
 Handling of prize bond
The task which is assigned to me in the cash department is that sort the rupees and
exclude the affected or damage note and make the bundle or copy [package] of note
for example 1000*100=100000 make the copy of one lack secondly before going
customer to counter for payment write the detail of note or currency back word on the
voucher for example a customer want to deposit 100000 rupees we write the detail of
rupees on backside of voucher such as
1000*100=100000
500*100=50000
100*500=50000
Total =200000
Third the task which is assigned to me is that record the detail of voucher on register
voucher number rupee and also makes the spread record of student fee voucher such
as their roll number amount and class
Deposit Cash In Customer’s Account:-
When the customer want to deposit amount in his account at opening of account or
after that then he has to fill a deposit slip that shows the amount and the account in
which the cash will be deposited. Then teller will receive amount and credit the
customer’s account that shows increase in customer’s bank account.
Make Payments From Customer’s Account:-
When the customer draws a cheque on the bank to pay a certain amount then teller
will debit the customer’s account that shows reduction in his account balance.
Cheque payment procedure
Cheque Encashment are made in four steps, these are:-
1. Receiving of Cheques
2. Verification of Signature
3. Computer Terminal Process
4. Payment of Cashs
41
Structure of the Marketing Department

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

auto finance department, consumer finance department and customers services
departments these departments are practically engaged in the marketing of the
products and services that the Askari bank offer to customers. The marketing policies
of the Askari commercial bank is keeping the track of the latest development in the
world and incorporating the latest and the most modern equipment to make the
banking procedures simple and easy
42
Department Hierarchy
Marketing
Mehboob Qamar T ariq Mehmood Imran Aslam

Branch manager Department Operational manager B.D.O
Customer Service Agriculture Auto finance Consumer finance

Department Department Department Department
Amir rehmain Head Ali Ahmed Head of Rana Hassan Head Jam ArshedHead
Of C.S Dept Agriculture Dept Of Autoo Finance Dept Of cons umer Fiancée
Miss Sima Muhammad Mouzam Muham mad Naeem

Jounio officer Grade 1 officer Junior offic er
Amir Akhter
Junior officer
Double click on the object to see the

marketing Department in full screen
Number of employees working in the Marketing department

There are eleven employee working in marketing department of Askari commercial
bank Ashrif complex model town Rahim-Yar-Khan
Marketing operations
Before discussing marketing operation of Askari commercial bank I want to clarify

Marketing and the Marketing Department are two different things. Marketing might
best be defined as all organized efforts, activities and expenditures designed to, first,
acquire a customer and, second, maintain a customer. The Marketing Department is a
unit of organization, traditionally charged with carrying out specific tasks that are
deemed to be "marketing" (such as advertising, market research).
Marketing involves a range of processes concerned with finding out what consumers
want, and then providing it for them. This involves four key elements, which are
43
referred to as the 4P's (the marketing mix). A useful starting point therefore is to carry
out market research to find out about customer requirements in relation to the 4Ps.
Marketing operation of Askari commercial bank is to identify the needs and wants
And provide the right product and right price and right place our R.Y.K branch of
Askari commercial bank is mainly focus on how to aware the customer about the
product and service and convert their need into demand to aware the customer or
target audience the organization use different promotion scheme such Advertisement
banner internet and newspaper and convey their message to target audience
Askari commercial bank use different marketing strategies to avail the opportunity to
full fill the consumer demand and it lunch different kinds of scheme
Askari Bank is financing products of different companies, which would benefit those
people who can only afford to buy home appliances on
installments due to limited resources. In addition to this, bank has
also signed agreements with other top manufacturers of
automobiles for financing of motorcycles to the general public at
most competitive rates.
The top management must continuously Focus on the Customer, Monitor the
Competition, Find & Direct outside Vendors, Create New Ideas to attract customer
and Set the Strategy, Plan the Attack, and Execute To attract the customer Askari
commercial bank offer different types of product and service according to customer
need Wants and expectation
Marketing operation are performed by the employees working in these departments
like auto finance department, agriculture department, consumer financing department
and customer service department. The target of this bank is to increase in the deposit
of the bank as compared to competitors. The employee is very talented and knows the
value of customer for example in agriculture department the head and junior officer
provide detail about the agriculture products and they do marketing in the shape of
banners new ad and try to create the attraction of the customer toward the
organization and the auto finance department the employees there providing
information about the auto financing and in the consumer financing department the
employee there are responsible to do the marketing operations for consumer
financing. The marketing operation is done through the use of media like on TV
people see the Ad of different types of accounts the Askari bank offer to its
customers. The main media the Askari bank used for advertisement of their products
and services is the internet. The Askari bank has very attractive website any person
can go on this website and collect all the details about the products and services the
Askari bank offer to its customers.
44
Functions of the Marketing Department
There are following function of marketing Department

 Focus on the Customer
 Monitor the Competition
 Own the Brand
 Find & Direct Outside Vendors.
 Create New Ideas.
 Communicate Internally.
 Manage a Budget.
 Understand the ROI.
 Set the Strategy, Plan the Attack, and Execute.
Segmentation strategy
Askari commercial bank segment their market geographical

demographic and Niche marketing Askari bank belongs to Pakistan Army, and
the size of the this market is very small as compares to other markets so the
niche market for Askari Bank is Pakistan Army and there is competitor belong
to this segment
.In geographical segment the askari bank divide their segment religion and cities
the most population of Pakistan is Muslim so it offer both Islamic banking and
commercial banking for religious group it offer Islamic banking free of interest
rate and for secular group it offer the commercial banking In demographic
segment it divide the market into age income education occupation and
nationality
Segmentation
Geographic Demographic
Niche Market
Segmentation Segmentation
Army Geographical unit Age
Religious Income
Occupation
Education
Nationality
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Askari commercial bank offer different product for different segment and target
customer in demographic segment it divide the market into age wise for example
student 12-30 and retired or pensioner 40-65 For student askari commercial provide
Askari special deposit account Askari commercial bank has also segment their market
in occupation the target audience that are related to agriculture provide them different
kind of scheme

Target marketing strategy
The focus of marketing effort is people. The goal is to reach a

subset of the population who may be interested in your
particular product. That group of people is your target market.
The target market of Askari commercial bank is given below
which is based on
Objective of the organization which it want to achieve target market of askari
commercial bank is
 All Army related institution
 Customer having deposit
 Kissan
 Customer who wants to purchase vehicle
 All agriculture related communities
 Customer desires different loan
 Kissan
 School college and business industries
 Financial invertors
 Consumer having interested to purchase on leasing
 Religious group interested in Islamic Banking
 Group of people needs to get banking services such as utility bills collector
The term target market is used because that market is the target at which you aim all
your marketing efforts. The markets you are trying to reach are people with common
characteristics that set them apart as a group. The more we know about a target
market, the more precisely we can develop our marketing strategy. The reason you
need to identify a target market is because it makes strategies for designing, pricing,
distributing, promoting, positioning and improving our product, service or idea easier,
more effective, and more cost-effective.
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Two important factor to consider when selecting a target market segment are the
Attractiveness of the segment and the fit between the segment and firm’s objective
Resources and capabilities
Product planning, development & management
In simple words product planning is making decisions about

the features that are needed to sell a business's products,
services, or ideas.
When any new product is launched by the Askari

commercial bank the planning development and
management of the product is perform on Askari commercial bank head quarter
Rawalpandi and then scheme is lunched all branches of Askari commercial bank each
product is based on the customer need wants and expectation
Before Lunching the new product management will continuously observe the market
need and wants and plan for the product that can achieve the organization goals and
objective Companies must be constantly modifying existing products and developing
new ones; the marketplace demands it how new is new? most new products are
modifications of or extensions to existing ones the introduction of a new product is a
strategic decision which should be guided by the company’s goals and a new product
introduction strategy when the organization think that there product is not achieving
organization goal then they decide to create new product or to modify it
The management should keep the following point when developing new product
 new product is best developed through a series of six stages:
 The first two stages provide a focus for generating new-product ideas and a
basis for evaluating them.
 The next three stages deal with ideas and are the least expensive.
 must satisfy key financial criteria
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 must be compatible with environmental standards

 must fit with the company’s marketing structure
 should also be compatible with production capabilities, satisfy legal
requirements, and fit with corporate goals and objectives
Product management is an organizational lifecycle function within a company dealing

with the planning or marketing of a product or products at all stages of the product
lifecycle.Product management (inbound focused) and product marketing (outbound
focused) are different yet complementary efforts with the objective of maximizing
sales revenues, market share, and profit margins. The role of product management
spans many activities from strategic to tactical and varies based on the organizational
structure of the company each product has life cycle introduction growth maturity and
decline when a product reach at maturity level mangment try to keep maintain this
level the branch manger of Askari cmmerical bank is tray to mange the product and
tray to provide their best mangement to their customer and provde them good and
better envirnment when the see that product or service is not filling customer neeed
then they develop a new product or modify it the key point is how to mange the
product its depend on mangment how the present their product to customer to achieve
their gol and objective
Positioning
In marketing, positioning has come to mean the process by which marketers try to
create an image or identity in the minds of their target market
for its product, brand, or organization. It is the 'relative
competitive comparison' their product occupies in a given
market as perceived by the target market.positioning is how
you want to be known it must reflect reality. How the
company really is known. Or how it can believably be known
Askari commercial Bank has strong positioning in the mind of their customer or target
market due to its product unique attribute characteristic feature and superior service.
Top management always try to differinate their product and service using different
Promotion scheme to communicate their audience and create strong identity ACBL
shorter, smarter name, crisper new colors and fresh new look are an insight to our
views on banking. The aim to provide innovative financial solutions to customers,
with the security of knowing they are dealing with one of the strongest financial
institutions in the country.
ACBL new slogan reflects customer service philosophy and provide
them 24/7 information through online and call center and listen
customer complaint and provide them For submitting an online complaint regarding bank
related issues (e.g. account, credit card, debit card) A carefully crafted business
positioning strategy can be used as a guideline for judging the appropriateness of all
marketing programs, especially for promotion, advertising, and PR events. It will
ensure that our business image is consistent to your target buyers/end users and help
to build an enduring, memorable (and hopefully unique) message to sell your business
products
1 product = 1 marketing program = 1 positioning statement
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Positioning is based on idea that customer keep in mind the positioning of Askari
commercial bank toward the customer is that it is only bank which provide convince
and dynamic environment to their customer each product of ACBL has its own
positioning in the mind of the customer for example Akari rupee traveler cheque is
consider secure way to transfer the money from one particular place to another and it
has a strong identity in the mind of customer It is necessary to create a strong identify
in the mind of customer that product has some quality attribute that create superior
value in customer mind
Askari commercial Bank has strong positioning in the mind of their customer or target
market due to its product unique attribute characteristic feature and superior service
It has necessary to keep in the mind that each product and service has its own
positioning in the mind of customer
To create strong positioning of organization and its product and service the ACBL
limited use different marketing strategies such as advertisement sale promotion
personal selling and publicity to create the strong image and convey their message to
customer
Pricing strategy
Pricing is one of the four Ps of the marketing mix. The

other three aspects are product, promotion, and place. Price
is the only revenue generating element amongst the 4ps, the
rest being cost centers.
Askari commerical bank use different price strategy for

different products and service to Achive the organization
Financial goals for each product it use different strategy when any new product is
lunched by the Askari commerical bank the top mangment of the organization must
the see the marketing objective Before selecting a suitable price for a product, the
marketer is needed to review the company's objectives. The more clearer the
company's objectives the more easily to set a price
Following are the possible pricing objectives
a) Survival
b) Maximum current profit,
c) Maximum market share,
d) Maximum market skimming,
e) Product quality leadership.
When the mangement set its marketing objective its position in the market and the
product nature where it is a innovative product and create monopoly in the market
when the topmangment set its pricing objective then stage of setting the price of the
product come
Following are the steps in setting price for a product:
1. Selecting the pricing objectives;
2. Determining the consumers' demand;
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3. Estimating costs;
4. analyzing the competitors' costs, prices and offers;
5. Selecting a pricing method;
6. Selecting the final price.
ACBL see the nature of product and charge price according to product if the product
is innovative it charge higer margin before luching the new product the top
managment must see and analyze the demand of product and estimate its costs
analyzing competion cost price and offer and then choose a pricing strategy according
to company objective Askaric commerical bank has different product and services
each is based on its own target maket and expection toward the customer price is only
key which genrate the revenue for the organization to achieve its financial objective
and the success and failur of product and service is depand on the price strategy the
detail of some product and service and their marketing strategy is given below
Product & Service Strategy Detail

Kissan Tractor Cost-plus pricing Price = Cost of Production + Margin of
Finance Profit.
Electronic Bill Market-oriented Setting a price based upon analysis and
Payment Services pricing research compiled from the targeted market.
Also with the cost price
Personnel finance Price Charge different price for civilian customer
discrimination and army customer
Agriculture Product line Askari commercial bank offer a range of
Finance pricing product line for former such like
Kissan Ever Green Finance
Kissan Tractor Finance
Kissan Aabpashi Finance
Deposit Premium pricing Premium pricing is the practice of keeping
Multiplier Account the price of a product or service artificially
high in order to encourage favorable
perceptions among buyers
Askari Rupee Target pricing Pricing method whereby the selling price of
traveler cheque a product is calculated to produce a
particular rate of return on investment for a
specific volume of production.
Askers car Finance Competion based Charge the price accoding to competatioer
pricing Price strategy
Islamic Banking Competion based Charge the price accoding to competatioer
pricing Price strategy
The detail of product and service and their pricing strategy is given below which is
based on company financial objective
SAFE DEPOSIT LOCKERS
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Fee for safe deposit lockers (to be recovered in advance or at the commencement of
the period yearly/half yearly/quarterly as the case may be)
a) i) Small Rs. 1,200 p.a.

ii) Medium Rs. 1,700 p.a.
iii) Large Rs. 3,000 p.a
iv) Extra Large XL (16”x 16”) Rs. 3,750 p.a
v) Extra Large XXL(16”x31”) Rs. 6,000 p.a
charge price according to usage or service
.
.
UTILITY BILLS (PTCL, WAPDA, SNGPL)
a. Service Charges RS 8 Rupees payable by utilities companies
Charge a fix fee for every customer
AGRICULTURE BANKING
Processing Fee for following Finances: 1% of the sanctioned facility amount
i) Askari Kissan Evergreen Finance.

ii) Askari Kissan Tractor Finance.
iii) Askari Kissan Farm Mechanization.
iv) Askari Kissan Livestock Development Finance
v) Askari Kissan Aabpashi Finance
vi) Askari Kissan Transport Finance
vii) Askari Kissan Green House & Tunnel Finance
viii) Askari Kissan Farm Storage Finance
ix) Askari Kissan Model Dairy Finance
x) Askari Kissan Gold Fish Finance.
xi) Askari Kissan White Pearl Finance
xii) Askari Kissan Murghban Finance
xiii) Askari Kissan Gulban Finance
xiv) Askari Kissan Samar Bahisht Finance
xv) Asan Mali Sahulat.
2. Service charges on delayed payment of markup/Installment

of TF/rollover of revolving credit facilities.
i) overdue by 31 days to 60 days Rs. 500/- (flat)

ii) overdue by 61 days to 90 days Rs. 1,000/- (flat)
iii) overdue (past) 90 days Rs. 1,500/- or Rs. 0.46/1000 on daily product
(whichever is higher)
3. Transfer of Facility (on request within the bank) Rs. 1,000/- (flat)
4. Amendments in terms of approval Rs. 500/- (flat)
Provide a rage of product and service to former and provide different loans for
agriculture
Retail banking
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Personal Finance
a. Processing fee for civilians
i) Clean - 1.20% of loan amount min. Rs.2, 750/-
(Including legal & documentation charges)
ii) Secured – 1.20% of loan amount max. Up to Rs.5, 500/-
(Legal & documentation charges at actual)
b. Processing fee for Armed Forces personnel
i) Clean - 1.20% of loan amount min. Rs.1, 800/-

ii) Secured - 1.20% of loan amount max. Up to Rs.5, 500/-
Smart Cash
a. Processing Fee
i) Clean - 1.20% of loan amount min. Rs.3,500/-
ii) Secured - 1.20% of loan amount max. Up to Rs.5, 500/-
Mortgage Finance
a. Processing Fee Rs.5, 500/- (Flat)
b. Legal/documentation/valuation/income
Estimation charges at actual
c. Enhancement Charges Rs.5, 500/- (Flat)
d. Late Payment Charges Rs.600/- per installment
f. Premature Termination Charges
a) In case of early settlement by the borrower charges will be
Applicable in the following manner
i) 1stYear: Unto 6% on outstanding balance
ii) 2ndYear: Up to 5% on outstanding balance
iii) 3rdYear onwards: Upto 4% on outstanding balance.
b) Upto 10% of the outstanding balance, in case of balance
Transferred to other bank, irrespective of the time period
Balloon Payment allowed up to a maximum of 20% of
The outstanding balance in a year Additional balloon
Payment be up to 5.5% charges on the amount being paid
g. Balloon Payment Rs.250/- per cheque
Business Finance
Processing Fee Rs.5, 500/- (Flat)

Legal/documentation/valuation/income
Renewal Fee Rs.5, 500/- (Flat)
Enhancement Charges Rs.5, 500/- (Flat)
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Cheque Return Charges Rs. 600/- (per cheque)

Late Payment Charges 21% of the overdue am
Premature Termination Charges Upto 6% of the limit.
Auto Finance
a. Processing Fee Rs.5, 000/- (Rs.2, 200/- non-refundable)

b. Legal/documentation/valuation/income
c. Premature Termination Charges Up to 6.5% of the outstanding loan amount
d. Baloon Payment 15% of the outstanding balance in a year subject to 3.25%
Charges on the amount being paid (balloon payment amount)
e. Cheque Return Charges Rs.600/-
f. Late Payment Charges Rs.600/-
The price is based on competitor price and price include margin + cost
Distribution Strategy
Distribution or place is one of the four elements of

marketing mix. An organization or set of organizations (go-
betweens) involved in the process of making a product or
service available for use or consumption by a consumer or
business user.
ACBL has 150 branches through which it offers services to its clients. The
distribution channels are its employees who deal with customers Distribution strategy of
banking sector is different from consumer consumable product Askri commercial bank
use its own distribution channel to promote their product when any product is lunched
by Askari commercial bank to make the product available to final user it is distributed
to its all branches Askari commercial bank has one fifty branches where customer can
avail product and service and also gain information related to product and service
Askari Bank has expanded into a nationwide presence of 150 branches, and an offshore
banking Unit in Bahrain. A shared network of over 1,100 online ATMs covering all
major cities in Pakistan supports the delivery channels for customer service.
Askari commercial bank use selective distribution strategy it has only a few outlet in
geographical area to provide is only one branch of Askari commercial bank in district
Rahim-Yar-khan selective distribution means selective distribution, it means that there
are fewer locations where the customer can buy our product. Several advantages may be
gained by the use of selective distribution. Askari commercial bank has its own outlet or
53
branches to promote their product the main advantage and disadvantage of selective
distribution strategy is
Advantage
 Better market coverage than exclusive distribution
 More control and less cost than intensive distribution
 Maximize control over service
 Enhance product’s image & allow higher markups
 Promotes loyalty, better forecasting
Disadvantages:
 May not cover the market adequately
 Difficult to select that can match your requirement and goals
Promotion Strategy
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Promotion is a form of corporate communication that uses

various methods to reach a targeted audience with a certain
message in order to achieve specific organizational objectives.
Nearly all organizations, whether for-profit or not-for-profit, in
all types of industries, must engage in some form of
promotion.
Under the concept of Integrated Marketing Communication ACBL attempt to

develop a unified promotional strategy involving the coordination of many different
types of promotional techniques. The objective of promotion strategy is to getting
customers to buy an organization’s product and, in most cases, to remain a loyal long-
term customer.
The purpose and objectives for marketing promotions of ACBL may include the
following:
•Build Awareness
• Create Interest.
• Provide information
• Stimulate Demand.
• Reinforce the Brand
Promotional Strategies use by ACBL
Advertising
The main source is used by ACBL is advertisement it involves non-
personal, mostly paid promotions often using mass media outlets to deliver the
marketer’s message. While historically advertising has involved one-way
communication with little feedback opportunity for the customer experiencing the
advertisement, the advent of computer technology and, in particular, the Internet has
increased the options that allow customers to provide quick feedback.
Advertising in News Papers and Television is used as a marketing tool by ACBL
However it is often used when a new product is introduced
Bill Board
Another source used by ACBL to convey message is billboard the main
areas of urban era near the school/college airport and high traffic areas the bill
board are placed to convey message
Broachers:
The Bank publishes various brochures for the general guidance of the
customers. These include the Schedule of Bank Charges, VISA Card
Information, and Savings & Term Deposit Information etc
Personal Selling
Personal selling is also a norm at the Bank. The branch has well learned
sales executives i.e., Business alumnae. Personal selling is used both for attracting
individual and corporate clients
Internet
55
Askari commercial bank use internet as a promotion tool to convey the

message to the target audience all the information related to product and service and
the organization is available on the internet www.askaribank.com.pk
Social marketing
ACBL has made generous contribution in the area of sport culture
poverty woman & child care health & medical science human development and
scientific research ACBL sponsored international squash tournaments were
professional from all over the world participated Askari commercial has also
sponsored other sports tournament include Golf at both amateur and professional level
the bank has also contribute toward awareness program for AIDS water conservation
and blindness and has promoted the country 's cause on international forum by
cosponsoring the first interactive encyclopedia of Pakistan
Public Relations
The most popular tool use by the banker and manger to increase
their deposit crate awareness and loyalty public relation s also tool of promotion
Publicity
This type of promotion uses third-party sources, and particularly the news
media, to offer a favorable mention of the marketer’s company or product
without direct payment to the publisher of the information. For example media
cover any Tournament that is sponsored by ACBL
Structure of the Sales Departments

When we talk about the structure of sale department in Askari Commercial Bank
Limited the Auto financing department, Agriculture department, Consumer
finance and credit department are the sale departments of Askari bank commercial
bank
56
They sell their product and service to their customer
Department hierarchy
There is no sprat sale department in Askari commercial bank limited Ashrif complex
model town Rahim-Yar-Khan each department sales its own product and service the
product and service sold by the department customer service credit customer finance
and auto finance department in consumer consumable products companies like Lever
Broth of Pakistan there is only one sale department that sell the product of the
organization but in banking sector it is different each department sell its product and
services
.
Each Department Hierarchy
Customer Service Credit

Department Department
Amir Rehmani Head of M. Salman Head of

customer service credit Department
Miss Sima Amir Akther

Junior officer Grade 1 officer
Amras Rasheed
Grade 1 officer
Each Department Hierarchy
57
Rana Hasan Head of
Auto Finance Agriculture

Department Department
Rana Hasan Head of

Ali Ahmed Head of
Muhammad Naeem Mouzam Ali

Grade 1 officer Grade 1 officer
Amir Akther
Grade 1 officer
Consumer Finance
Department
Jam.Arshed Head of
Consumer Finance
Number of employee working in Sale Department

Department Name Number of employee
Agriculture Department 3
Credit Department 3
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Auto finance Department 2

Consumer Finance Department 1
Customer Service Department 2
Total number of employee 11
Sales operations
The sale departments perform the sale operation sale departments is Askari
commercial bank Limited are the auto finance department, agriculture department and
consumer finance department is they first marketing of their products and services and
after that they sell their products to customers each of these department are
individually or separately involved in the marketing and sell their product and service
customer fiancé
Department open different account to customer and provide them service give them
detail information about their product and service when any customer want to open
the account in the bank customer service work as a sale department and sell the
product and service issuing of cheque book credit card and debit card is performed by
the customer department
All these department work as a uniformed to sell their product and service support and
promote each other product The employees in auto finance department personally
meet with customers and tell all detail about the interest rates of different cars and
catch the attention of the customer towards their product. The consumer finance
department head is also personally meet with business class customers and tells all
detail to customers about loaning of the product and they also contact with customer
through telephone calls, give broachers to customers for selling of the product.
The selling function is an important element of the overall marketing process. In
many instances, some component of the Marketing Department is responsible for
developing leads and then turns them over to the Sales Department. Make sure that
planning and execution of plans is always coordinated, and that all programs are
integrated across both marketing and sales efforts.
Function of sales department

The function of sale department is to sell the product and service of the organization
and the focus of a sales department is to co ordinate sales activities to meet the
customer demand with appropriate supply. The next is to increase the sales volume
considering a particular period of time the sale department is link with marketing
department to help marketing department in meeting the sales volume fore castled by
then. To give motivation by appropriate means to the sales persons and to give
appropriate training to them in carrying out the sales activities successfully the sale
department analyze the demands of markets and study the consumer's psychology,
study market fluctuations, prepare sale budgets, explore new markets and so on
Sales are the activities involved in providing products or services in return for money
or other compensation. The marketing department generates potential customers and,
it can be beneficial for sales. The marketing department's goal is to bring people to the
sales team using promotional techniques such as advertising, sales promotion,
publicity, and public relations. The function of sale department is not to see the
59
product and service to customer but also satisfy other factor and provide them special
attention because the sale is performed by customer and it will be repeated if the
customer is satisfy
In ACBL the marketing department is structured in a similar fashion to the sales

department and the managers of these teams must coordinate efforts in order to drive
profits and business success. Driving more customers "through the door" gives the
sales department a better chance by ratio of selling their product to the consumer
Sales methodology
Sale department is back bone of any organization No organization exists without the
sale department. After the procedure of the marketing these departments give the
product to customers finally. The main and the most important function of the sale
department are to coordinate the sale activities.
The operational manager and the head of sale departments do the personal selling to
sell their products because lot of competitors in the market and they meet personally
with customers to convince the customers and sell the products to customers. The
marketing departments and sale departments are linked with each other by developing
a solid business plan to best position your products to the consumers that will buy.
Working in cooperation with your business leaders Marketing and Sale Methodology
helps to craft a plan specific for business dynamics. Using Six Sigma tools and proven
marketing strategies, M and S Methodology will help you succeed in today’s
competitive environment
The selling function is an important element of the overall marketing process. Many
organizations establish a separate sales function, apart from other elements of the
marketing process. This is often a sound business strategy but can lead to a gap
between Sales and the other marketing elements. In ACBL the marketing department
and department are sale in many instances; some component of the Marketing
Department is responsible for developing leads and then turns them over to the Sales
Department. "
Sale department in Askari commercial bank are Auto finance, credit consumer finance
that sell the product and service to the consumer The operational manager and the
head of sale departments do the personal selling to sell their products to large business
user The employees in auto finance department personally meet with customers and
tell all detail about the interest rates of different cars and catch the attention of the
customer towards their product. The consumer finance department head is also
personally meet with business class customers and tells all detail to customers about
loaning of the product and they also contact with customer through telephone calls,
give broachers to customers for selling of the product.
Type of selling
60
Selling is art and science both. The selling of a product is different from service
The most of selling of Askari commercial bank product is through the operational
manager and branch manager directly contact to consumer convey the message to the
customer and convince consumer to purchase the product
Personal selling, however, is far more costly than advertising and is generally used
only when its high expenditure can be justified. Two other forms of personal selling
that are not used with high-end products are door-to-door selling and home
demonstration parties
The operational manager and the head of sale departments do the personal selling to
sell their products because lot of competitors in the market and they meet personally
with customers to convince the customers and sell the products to customers
Sales returns procedures

The sale return procedure is if the customer wants to close his account in the bank if
any customer want to close the customer and sale return procedure is he writes
application in his own writing and with the signature of operational manager and the
account of customer is closed in the bank.
If the customer is want to sell the product like car and tractor or any other service
such like processing fee it is not returnable bank charge fee for their service that is not
returnable for example bank charge eight rupees to every customer who pay utilities
bill in Askari commercial bank and that is not returnable another example bank
charge three hundred rupees fee to Transfer the money from one place to another that
is not returnable the consumer not directly sell the product and service to another
consumer products and services such like to close the account make through the bank
Customer service departmnet
Customer Service Department is the provision of to customers before, during

and after a purchase.Customer service is a series of activities designed to enhance the
level of customer satisfaction – that is, the feeling that a product or service has met
the customer expectation
Process of developing relations with customers
Customer service department is develop a series of activities designed to enhance the

level of customer satisfaction to make the long term relation with customer is
necessay to Make long term relation with them the long term relation is based on the
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product service quality a feature provide by the bank to their customer to make the
long term relationship with customer management of Askari commerical bank limited
apply the principle of customer relation ship mangment some of them as follow
 Keep Constant Communication with Customers

 Respond Quickly to their Needs
 Satisfaction not only on product but also on other aspects
 Avoid Irritations
 Make Products Available
 Render Advice
 Give Special Attention
 Protect Customers Rights
 Be Visible
 Provide good and dynamic environment
 Make Customers Part of the Organization
The relation between the organization and customer is based on satisfaction the
demand of the product come through customer if the customer is satisfy it will
repeat their purchase if customer is not satisfy than it will switch to another
substituteIf a customer is lost, not only is that particular transaction lost, but
perhaps all future transactions throughout the life of that customer. it is necessary
for the organization to keep satisfy the customer and make long term relation with
them long term relation is based on services offered by customer and the attitude
of the customer toward the organization to create a good image in the mind of
customer it is necessary Keep Constant Communication with Customers, Respond
Quickly to their Needs Satisfaction not only on product but also on other aspects
Avoid Irritations and Make Products Available Give Special Attention and don’t
mislead the customer give him brief introduction of their product and be visible
Provide good and dynamic environment and consider as Part of the Organization
Techniques of retaining the customers
Yts it is fact that acquiring a new customer is five time better than to satisfy your
exising customer because customer is the king we are there for customer and we can’t
surveive in this world if we ignore our customer Managing demand means managing
customers because A demand comes from new customers and repeat customers.
Today, besides making efforts to attract new customers, marketers are going all out
to retain and build relationships with existing customers. It costs five times as much to
attract a new customer as it does to keep a current customer satisfied. Because of
changing demographics, a slow-growth economy, more sophisticated competitors,
and overcapacity in many industries, many markets and market shares are shrinking.
The key to successful customer retention is superior customer value and satisfaction.
To retain the customer it is necessary for the organization is to keep satisfy the
customer provide them service understand need and want and react according to their
need not staisy product and service bt also other factor the attraction of the customer
and the organization depand own how the ogranization give him special attention are
the organization consider customer as a part of the organization customer service
62
department play important role in this catgorie because the most of the attraction of
the customer in ACBL is customer service department ACBL provide them special
attention and good and dynamic enviroment if the customer has any complaint related
ACBL it can register their complaint online are toll free and the management not only
solve their provlem but give it back because demand comes form customer and
repeate the customer ACBL is treat customer as king give special attention to
customer then customer notonlu satisy but beecome regular customer to loyal
customer This relationship must provide value to both parties. If a customer is lost,
not only is that particular transaction lost, but perhaps all future transactions
throughout the life of that customer.
Techniques of attracting new customers
To attract a new customer is communicate the customer about product and service It
is always important for every company to always be acquiring new customers since
the main idea to make profit each month. The goal with each business usually is make
more of a profit each year than the previous years. The strategy used by ACBL for
acquiring new customers Advertising is one of the most important methods used to
constantly be acquiring new customers. ACBL used different kinds of promotion
scheme to convey the message and acquire the new customer advertisement bill board
social marketing personal selling publicity and public relation are important toot to
communicate the customer and acquire the new customer
To attract the new customer ACBL use different technique create new product and
service according to customer need and expectation Askari Rupee Travelers cheque is
a new product of Askari commercial bank that attract the customer who want to
transfer the money from one place to another
Now the trend of banking is change the banks tray to create new dynamic
environment and provide convince service to attract the customer completion is so
strong each organization tray to take competitive edge and dominant to other ACBL
has capture many customer due to good environment and convince service as compare
to competitor such like national bank of Pakistan the focus of the organization is
toward the customer ACBL want to expand their business world wide and want to
create a strong image in the mind of consumer customer generate the revenue and
revenue is blood of organization to attract the new customer ACBL continuously
communicate the target audience and communicate their message about product and
service and the special feature of product and service to purchase the product and try
to create the demand
Ways of handling different kinds of customers like furious customers

. problem creating customers
Difficult customer is One that is never happy no matter what These "negative"
customers can lead to employee burnout, low staff morale, or be responsible for
63
someone leaving the industry entirely. We've all heard that one disgruntled
customer can lead to the loss of at least six others by word of mouth alone.
Following step should followed by customer service department to

handle difficult customer
 Step One: Assume the customer is telling the truth.

 Step Two: Let the customer talk
 Step Three: Always listen without interruption or comments
 Step Four: Be empathic
 Step Five: Understanding
 Step Six: Solution.
 Step Six: Follow-up.
 Step Seven: Take steps to fix the problem(s) that caused the problem in
the first place.
Personal experience handling the difficult customer during the

. internship period
During the internship when I was working in customer service department the task
which is assigned to me is that to fill the voucher of transfer the money to another
branch one day I was working usually a customer came and provide me the
necessary information and fill the voucher after some time he came and make a
noise using bad language and violent behavior and so rude all the staff gather and
operation manager listen his point of view give him a cup of tea and fill the
voucher in fact he is wrong and he gave the wrong information about the account
number but the operational manger listen his point of view and fill voucher again
and he follow-up with the customer after the fact, the point is that don’t ignore the
customer listen him be patience and tray to follow up
Critical analysis
During the eight week of the internship the weakness which I observe in Askari
commercial bank is that short number of employee and branches there is only one
branch of Askari commercial bank in district Rahim-Yar-Khan the bank has only
twenty eight employees. There is no job training to the employee the behavior of the
employee is not so good toward the customer because the staff is not technical
trained and due to short number of employee the responsibilities of the employee is
share between the department therefore they cannot perform their duties well. The
decision making is centralize and that create the distance between higher and lower
level and create stress on employee
64
During the internship I fell that there is a bridge between educational and professional
life The thinks that we read and observer now has implemented practically it is
necessary for us to show our skills the task and assignment which is assigned us
during educational life is very helpful in professional life and show us the new way of
innovation and success
Askari commercial bank has different product that is running successfully it is not
possible give a brief detail of Askari products which are running successfully some of
them given as follow with reason of success
 Current account [business transaction]
 Saving account [pensioner]
 Askari special deposit account [student]
 Debit card ATM card
 Credit card
 Askari Rupee traveler cheque
Akari current account is design for those customer who are involve in business they
can take unlimited number of transaction in a day in banking hour and saving account
is design for those customer such like retire officer pensioner disable person the can
deposit their money in saving account and get monthly profit Askari special deposit
for student who can deposit their money in ASDA account it is free of bank charges
the fee bank is charge is very nominal and Akari commercial bank offer credit and
ATM card and provide 24/7 service to the customer that the can get deposit any time
through ATM Askari Rupee Traveler cheque is design mainly for passenger Askari
Bank offers you its "Rupee Traveler Cheques" eliminating all financial risks while
traveling. So avoid risk of carrying cash through Askari Bank's Rupee Traveler
Cheques. The benefit of rupee travler cheque is
 Free insurance
 Free encashment
 Profit will be offered at the time of encashment*
 Nationwide acceptability
 Facility of encashment in cash to the purchaser
 Facility of encashment through clearing
 No purchasing limit
 Valid until encashed
 Easily transferable
 Account relationship not mandatory
 Fastest refund procedure in case of loss / theft
 Safe & secure mode of funds transfer
 Available in Rs. 10,000 Denomination at all branches of Askari Bank
 Perfect subtitute of your cash
Askari commercial bank has different product for their target customer each has its
own demand but due to high inflation the state bank of Pakistan has increase the
interest rate to control the supply of money due to increase in interest rate credit ,auto
65
finance and consumer fiancé is affected because the interest is high people avoid to
get the loan these brand such like
 Askari car
 Kissan Tractor Finance
 Personal Finance
 Mortgage Finance
 Business Finance
 Smart Cash
Are affected due to interest rate each particular product has its own market and
demand the product which cannot fulfill customer need and expectation will fail if we
ignore customer need we cannot survive in this world there is no product of Askari
commercial bank is failure but these product that is mention above will badly effect
due to inflation and high interest rate
In my point of view the future perspective of Askari commercial bank Ashraf

Complex, Model Town, Rahim-yar Khan is wonderful and outstanding it provide
superior value to their customer the customer are loyal and Askari bank provide 24/7
twenty four hours and seven days service of ATM and charge a nominal fee as
compare to the competitor
One thinks which make it superior and better to competitor it has fully automated
operation if we see other bank suck like National bank of Pakistan the procedure to
receipt or payment to bank is very difficult and time consuming. Because the use old
and traditional method and Askari bank use new computerize technology. The
environment of Askari commercial bank is good dynamic and attractive as compare to
other banks in our area Rahim-Yar-Khan the main target customer of Askari
commercial bank is Army and Army related institute and it is only the bank which
target the particular customer the business volume of our branch is twenty seven
million.
Askari commercial bank aware their target audiences about their new and existing
product through different media the staff work together as a team together every one
and achieve more that create motivation and synergy the staff is highly qualified.
Askari commercial bank also provide the online banking for their customer to get the
account information bills collection money transfer these qualities make it stronger
against their competitor the future perspective of Askari commercial bank is bright
and it will open new ways of success
SWOT ANALYSIS
SWOT analysis indicating towards the organizations strengths, weaknesses,
opportunities and threat SWOT analysis is very important for the management in
retaining the strength, overcoming the weaknesses, capitalizing market opportunities,
and aware to threat and overcoming it
During eight weeks of my stay at Askari Commercial Bank, Rahim-Yar-Khan, I have
come across the following SWOT analysis of the bank.
66
Strength Weakness
Financial Strength Lower number of Branches
Leading private sector bank Short number of employee
Ethical concern and public image Low job specialization
Automatic operation Low job satisfaction
Online Banking
Centralization
Good dynamic environment
Full day banking Weak customer handling
ATM network
Inside recruitment no merit
Electronic Banking
Lack of training faculties
Opportune Threat
Promote Islamic Banking High charges
A large amount of foreign investment Strong competition
is attracted Legal regulation
Steady increase in Customer Deposits Higher expenses
Open branches in rural Areas
Economic Environment
Technological Improvements
High rate of inflation
Use ATM as a credit card
Less experienced Staff
Strength
Online Banking
Askari commercial bank provide online banking for their
customer This service is available in all branches it is only the bank which provide
online service to pay utilities bill transfer money check balance that give a
competitive edge to Askari commercial bank as compare to the competitor
67
Good dynamic environment

Askari commercial bank provide good and dynamic
environment to their customer as compare other competitor bank such like UBL
National bank the environment of the bank is not so good and they treat customer as a
animal but Askari commercial bank know the value of customer and provide them
good environment
Financial Strength
Financial strength is a strong strength for Askari commercial
bank our branch of Ashraf Complex, Model Town, Rahim yar Khan has twenty seven
million and over all business volume of Askari commercial bank is
Total assets 1,188,245
Total liabilities 861,887
Net assets 326,358
Total revenue and profit after tax for the nine months ended September 30 , 2008
were Rs. 75,137 thousands and Rs. 37,061 thousands respectively.
LEADING PRIVATE SECTOR BANK:

Askari commercial bank is the
leading private sector bank in the banking network in Pakistan with many of them
online branches in major cities of the country
AUTOMATIC OPERATIONS:
The operations performed by the bank are highly
automated that result in assurance for the customers that their transactions are
completed reliably, efficiently and securely.
FULL DAY BANKING

One can avail the benefit of the services provided at the bank
till 5:00 P.m. which is highly useful for those customers who find it difficult to leave
their officers in the morning.
ATM NETWORK
The bank has the largest ATM Network cross the country. The
customers of ACBL withdraw access their funds any time at all the ATM Sites with
ASKCASH Logo.
ELECTRONIC BANKING
The revolution in the banking in the form of electronic
banking operations have opened avenues of excellent, efficient and quick services
saving the time and costs of the customers and fortunately ACBL is among those few
banks who are already reaping the benefits of electronic transactions.
68
ELECTRONIC FUNDS TRANSFER

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

The organizations showing
concern for the people, ethics, and environment enjoy good public reputation and are
able to reap the benefits in the long run. ACBL management is quite sensitive to this
issue.
Weakness
In my opinions these are the points that might be detrimental to the efficiency and
profitability of the bank.
Lower number of Branches
The main weakness of Askari commercial bank is
short or lower number of branches there is only one branch of Askari commercial
bank in district Rahim Yar Khan if we compare to competitor UBL has five branches
in our city Rahim Yar Khan
Short number of employee
The main weakness during the internship I found shot
number of employee there is only twenty eight employees in whole the bank only one
or two employee is working in every department when anybody is at abscond bank
face a lot of difficulty to accomplish its task for example there is only one employee
of IT is working in whole the bank
Centralization
The decision making is centralize the branch manger is fully
control whole the branch and decision making is at top level that create the distance
between middle and higher level to overcome the weakness the authority of decision
making is also share to middle level and give them freedom to work
Weak customer handling
The main weakness during I found weak customer
handling employee are not technical trained and not apply the principle of Customer
Relation Management customer are the blood of organization the organization who
ignore it can’t survive in this world
69
Inside recruitment no merit

No merit of recruitment all recruitment is
internally is reference base employee ignoring young and talent people
Low job Satisfaction
Understanding and the effective management of the human resources is the most
difficult challenge faced not only by the bank but by all the organizations. Even
though the people have been sacrificed in the new organizational developments, it is
becoming clear that the true lasting competitive advantage comes through human
resources and how they are managed. ACBL seems to not focusing on this highly
critical issue as the job satisfaction level of the employees working at ACBL, was
quite low.
LACK OF SPECIALISATION
This famous and useful concept given by
Adam Smith in 1776 seems to be missing in the bank. The employees are constantly
rotated from one job to another job of totally different characteristic in the view of
giving them the know-how of the working in all the departments. But I think this is
not a very good tactics used by the management. Otherwise the situation might be like
this ‘Jack of all and master of none
LACK OF TRAINING FACILITIES

Presently there is no specific training
program arranged for the new recruiters. They have to learn based on their
observations and also their mistakes. It takes a bit time for the fresh one to learn the
banking the result is huge amount of blunders, mistakes etc. resulting in monetary and
non-monetary losses for the bank. There is pressure not only on the new learner but
also on the person placed upon with this responsibility.
Opportune
Apart from the ones discussed in External Factors Evaluation Matrix, the bank is
facing the following threats and opportunities currently:
Promote Islamic Banking
70
Askari commercial Bank promote Islamic banking in

all the branches only a few branches this service is available
A large amount of foreign investment is attracted

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

It is opportunity for Askari
commercial bank to steady increase customer deposit by adopting new marketing and
promotion scheme and lunch new scheme for their customer
Open branches in rural Areas

It is the opportunity for Askari commercial bank
to expand their business in rural areas and met unmet segment in geographical areas
and promote their business
Technological Improvements
71
It is opportunity for Askari commercial bank

limited to make technical improvement in their operation and adopt new technologies
of business and make their whole operation automatic it is convince for both customer
and organization to save their time
Use of ATM as a Credit Card

It can be an opportunity for ACBL to introduce
ATM also as a credit card which will invite a different segment and which will
improve profitability. They can also cut costs in this way.
Threat
High charges
Higher charges is a strong threat for Askari commercial bank It charge
300 Rupess to transfer the money to another Askari branch it is very expensive as
compare to other UBL 125 Rupees
Legal regulation
Legal regulation is serious threat for organization because
government change their policies and put different kind of taxes and regulation on the
organization top management always keep the eye on moving trend of government
Higher expenses
Higher expense is a threat for Askari commercial bank Ashraf
Complex, Model Town, Rahim yar Khan has roundabout eight thousand expense per
month
High rate of inflation

Higher rate of inflation is a threat for Askari
commercial bank the prices of the product and services up and up and unemployment
is increasing very rapidly bank should adopt flexible policies to give relief their
customer
High charges
The schedules of charges indicate that the fees charged by the bank on
the various services it provides are extremely high. It may result in decrease in the
number of its exiting customers. Further more, this could be very alarming situation
for the bank in case some of the competitors grasped the opportunity and lowered its
rates. The result would be either the lost of market share or decrease in the charges
resulting in lowering the bank’s income.
72
Stiff Competition
SCB is currently facing strict competition from the foreign banks
especially the American who banks enjoy a good market position. Collectively U.S.
banks hold approximately 9 percent of all commercial banks' assets. At present, three
American banks are operating in Pakistan: American Express Bank; Bank of America
and Citibank.
Less Experienced Staff

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

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

It is necessary for Askari
commercial bank to increase number of branches and increase number of employee in
their branches otherwise bank can face difficulty if any employee is turnover and
there is only twenty eight employees in whole the branch of the Askari commercial
bank Rahim-yar -khan
Flexible Policies
The bank should be adopting flexible policies, especially in the areas of the
recruitment, promotions, evaluation of the employees otherwise the high turnover
observed in the bank will continue to create problems for the bank now and in the
future.
Job security
The employees in the organization should be insured job security so that there is no
pressure on the employees while performing their tasks.
Permanent Hiring
The fresh hiring should be made permanent so that they are secured of their future.
Further the allowances and perquisites attached with the permanent jobs will also
increase the motivation level of the employees.
73
Job Training Programs

The bank should place emphasis on the organization of effective training and
development programs for its new as well as existing employees so that these are
gradually updated regarding the recent developments in the field of banking
Perquisites and Allowances
The number of allowances and perquisites for the employees should be increased to
ensure that they put their body and soul in the jobs assigned to them.
Revival of the Charges

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

The current unbind system used by the bank is very slow in processing so my view is
that the bank should try to adopt some other but more effective form of technology in
order to provide comfort to the customers as well as the staff.
Decentralize Decision making
Decentralization management rather than centralized management it would result in i
The higher authorities should form team-based improvement in uplifting the morale
of the employees. They will be more motivated and involved in all their operations
resulting in overall effectiveness of the organization.
If Askari commercial bank limited follow these guideline it can create strong identy in
the market and achieve new ways of success and bank can also achieve their objective
vision and mission my conclusion and recommendation is based on my finding which
I gather during internship period personnel observation and data which I gather both
primary source and secondary source Askari commercial banks has to over come their
weakness and avail the opportunity to create a strong image world wide
Askari commercial annual report 2008 [online]

http://www.askaribank.com.pk/Reports/Askari
%20Financials%202008.pdf
Wikipedia the encyclopedia [online]

http://en.wikipedia.org/wiki/Askari_Commercial_Ba
nk
74

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ACBL Internship Report

Project Name: Internship report on Askari commercial bank

Submitted to: ………………………

Submitted by: ……………………

Whose endless support and

and words may not just be

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

duration of your training

12 Structure of marketing department 42

12.2 Number of employees working in the Marketing 43

Brief Introduction of the sector of the organization

feasibility of such expansion

The banking sector is categorize in different categorize central commercial industrial

Overview of the organization

History of Askari commercial bank limited

The banking sector has witnessed a dramatic change during the

The story begins with the incorporation of Askari

MOTIVATION OF ASKARI COMMERCIAL BANK

Awards and Achievements

To be the leading private sector bank in Pakistan with an international presence,

Nature of the organization

Business volume of Rahim-Yar-Khan Branch

Overall Business volume

Askari commercial bank financial report 2008 [online]

Consumer banking product

 Islamic Corporate Banking

Agriculture finance solution

 Kissan Ever Green Finance

Corporate & Investment Banking

 Corporate Banking Division

Askari Roshan Mustaqbil Deposit

Askari Bank has launched the Askari Roshan

Askari Deposit Multiplier Account

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

Multiplier account. This account is for individual

Value Plus Deposits

Askari Bank leads the way, yet again with the

Now you can open a "Value Plus Account" while

Askari Debit Card means freedom, comfort,

Askari Bank Limited has always remained at

Askari Bank offers you its "Rupee Traveller

This personal line of credit would be set up

Personal Finance is a parameter driven product for

Askari "Mortgage Finance" offers the convenience of

ACBL is providing loans to small and medium size

Strategies of branding used by the organization

The main advantages of Umbrella brand strategy are

The drawbacks are of Umbrella brand strategy is:

A. Public Sector commercial bank

1. First Women Bank Ltd 39 www.fwbl.com.pk

B. Local Private Banks

1. Allied Bank Ltd 732 www.abl.com.pk

7. Meezan Bank Ltd. 23 www.meezanbank.com

1Standard Chartered Bank Ltd 30 www.standardchartered.com

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

Organization Hierarchy chart

• Lt. Gen. Waseem Ahmed Ashraf - Chairman

Askari Bank has expanded into a nationwide

City Address PABX NO. Fax No

Introduction of All departments

Yousif Jamil Head of

The head of the remittances department is Yousif Jamil

Customer service center