Dubai Islamic Bank

Vision statement

To be the leading Islamic Bank providing Shari’a compliant financial services, by creating value for all

stakeholders.

Mission statement

To provide diversified Shari’a compliant financial services and products through the best of innovation,

talent and operational excellence while ensuring consistent growth and profitability.

Value

Trust

Communicatio

Innovation

Caring

One Team, One Goal

History

Dubai Islamic Bank being the world's first Islamic bank combines the best of traditional Islamic values

with the technology and innovation that characterise the best of modern banking. Since its formation in

1975, Dubai Islamic Bank has established itself as the undisputed leader in its field. It also has set

standards for others to follow the trend towards Islamic banking which gathers momentum in the Arab

world and internationally.

Islamic banking Dubai is one of the world's fastest-growing economic sectors, comprising close on 200

institutions responsible for assets estimated at more than $200 billion. Different Islamic banking sectors

of Dubai for helping customers in easy banking includes

● Johara Banking

● Business Banking

● Corporate Banking

● Investment Banking

● Real Estate finance

● Sharia Board

● Electronic Banking Service (Online Banking,Mobile Banking, Calculator,Phone Banking)

● Retail Banking

● Private Banking

Dubai Islamic Bank Pakistan Limited

Dubai Islamic Bank Pakistan Limited (DIBPL), commenced operations in 2006. Since then, DIBPL has

undertaken major initiatives to expand its branch network across the country. Under its consumer

banking division, the bank is offering state-of-the-art Sharia compliant products that effectively compete

with those being offered in the market by conventional banks. It also has expertise in providing Retail,

Private, Small and Medium Enterprises, Corporate, Investment Banking and Advisory services.

The Bank launched Pakistan's first Islamic Visa Debit Card and introduced financial products covering

Home Financing, Auto Financing, and Depository products.

DIBPL has also introduced Priority Banking and Internet Banking, both of which are being recognized

as benchmark products in their respective categories. Besides regular banking services, the Bank is

committed to bringing foreign investment to the country. DIBPL's corporate wing has actively pursued

foreign investors and convinced world renowned giants from the GCC to be part of Pakistan's

economy.DIBPL is 100% owned by Dubai Islamic Bank PJSC (Public Joint Stock Company) and its

nominated shareholders. The parent company is a listed company in Dubai.

Management Team

Junaid Ahmed (CEO – DIB Pakistan)

Wamiq Rizvi (Chief Operating Officer)

Shaikh Mashhood-Ur-Rehman (Head of Information Technology)

Iqbal Ahmed Zuberi (Head of Country Operations)

Irfan Johar (Head of Internal Audit)

Syed Iftikhar Ul Haq (Head of Consumer Assets)

Khurram Munawar (Head of Credit Risk Management)

Zahid Mansoor (Head of Treasury)

Naveed Malik (Head of Distribution)

Ali Jaffer (Company Secretary & Head of Legal Affairs)

Muhammad Salim Yousaf (Chief Financial Officer)

Naveed Lodhi (Head of Compliance)

Shariah Board

Role of Shariah Board

DIBPL strives to bring to its customers, ‘World Class Banking, the Islamic Way’. To ensure that every

transaction complies with Islamic Law, we have in place a ‘Fatwa & Sharia Supervision Board’, comprising

of scholars of the highest repute, with vast experience in the field of Islamic Jurisprudence, economics and

banking. 

The ‘Fatwa & Sharia Supervision Board’ ranks above the Board of Directors and is empowered to issue

‘Fatwas’ on any matter proposed before it by the different business units of the Bank. This framework has

made DIBPL an organization that practices Islamic finance in true letter and spirit.

Important Duties of the Sharia Board

It is the source of expert knowledge on Islamic Principles (Including Fatwas).

It oversees the development of all products to ensure no Shariah repugnant feature arises. 

It analyses unprecedented situations not covered by fatwa, in the Bank’s transactions to ensure

Sharia compliance. 

It analyses contracts and agreements concerning the Bank’s transactions to ensure Sharia

compliance. 

It ensures the immediate correction of breaches (if any) in compliance to Shariah. 

It supervises Sharia training programmes for the Bank’s staff. 

It prepares an annual report on the Bank’s balance sheet with respect to its Sharia compliance.

Our Shariah Board members are widely acclaimed as leaders in the field of Islamic Finance. A

humble introduction to each member is given here.

Dr. Hussain Hamid Hassan (Chairman and Shariah Advisor).

Dr. Muhammad Qaseem.

Dr. Ajil Jasimal Nashim.

Products and Services

Products

All the products offered by DIBPL are purely Islamic in nature. Dubai Islamic Bank offers following

products.

Current Account

Saving Account

Fixed Deposit

VISA Debit Card

Current Account

Dubai Islamic Current Account is a non-remunerative checking account designed for account holders

who need to transact frequently. It specifically appeals to businessmen and salaried individuals who

need to make frequent payments and deposits in their account. The Dubai Islamic Current Account is an

ideal low cost option for such customers. Based on the Wadi’a contract, the Dubai Islamic Current

Account offers users safe keeping of their cash deposits against DIBPL’s guarantee to provide the

depositor his funds on demand. However, the depositor permits DIBPL to use or invest his money in its

Sharia compliant investments and is neither entitled to investment profit nor does the account holder

bear any risk of loss.

The Current Account is offered in currencies like Pak Rupees, US Dollar, UK Pound, EURO, Japanese

Yen and UAE Dirham’s (only for cash deposits, cash withdrawals are not allowed).

All entities including individuals, corporations, firms, societies, clubs, government organizations,

statutory bodies, public and private institutions can open a Dubai Islamic Current Account with as low

as PKR 1000.

Saving Account

Dubai Islamic Savings Account is a great investment option for depositors who wish to earn Halal

returns on their savings. That’s not all, it allows you the flexibility to withdrawn your funds when ever

required. By investing in the Dubai Islamic Savings Account, the depositor (fund provider or Rabbul-

Maal) authorizes DIBPL (fund manager or Mudarib) to invest his/her funds on the basis of unrestricted

Mudaraba contract according to the principles of Sharia. DIBPL invests these funds in its Common

Mudaraba Pool with other deposits and the shareholders’ equity. The profit on the Common Mudaraba

Pool is distributed amongst the shareholders’ and depositors on the basis of agreed upon weightages

which take into consideration the tenor, amount of deposit and profit payment frequency of the account.

The Dubai Islamic Savings Account is offered in Pak Rupees and US Dollar. All entities including

individuals, corporations, firms, societies, clubs, government organizations, statutory bodies, public and

private institutions can open a Dubai Islamic Savings Account with a balance as low as PKR 1000. For

US Dollar Savings Account, daily balance throughout the month must remain above US $500 to be

eligible for profit payment.

Fixed Deposit

Dubai Islamic Fixed Deposit Account offers the ideal mix of long and short term benefits to depositors

seeking attractive and Halal returns on their savings. With a history of high profit payouts Dubai Islamic

Fixed Deposit Account is an excellent investment vehicle for depositor. By investing in the Dubai

Islamic Fixed Deposit Account, the depositor (fund provider or Rabbul-Maal) authorizes DIBPL (fund

manager or Mudarib) to invest his/her funds on the basis of unrestricted Mudaraba contract according to

the principles of Sharia. DIBPL invests these funds in its Common Mudaraba Pool with other deposits

and the shareholders’ equity. The profit on the Common Mudaraba Pool is distributed amongst the

shareholders’ and depositors on the basis of agreed upon weightages which take into consideration the

tenor, amount of deposit and profit payment frequency of the account.

VISA Debit Card

VISA Debit Card of Dubai Islamic Bank provides the following benefits to the customers

Global Acceptance

Convenince

Unlimited number of Supplementary Cards

ATM Cash Withdrawal

Funds Transfer across Accounts

Balance Inquiry

Global Customer Assistance Services

Zero Loss Liability

Free renewal

Services

DIBPL offers following services to its customers:

Internet Banking

SMS Banking

Locker

Phone Banking

Problem Resolution Unit

Corporate Banking

Consumer Financing

Al-Islamic Saving & Takaful Plan

Internet Banking

DIBPL Branch Banking customers can easily make their monthly rental payments by using Dubai

Islamic Internet Banking facility to internally transfer the rental amount from their personal account to

the dedicated account.

SMS Banking

Now, Dubai Islamic Bank Pakistan Limited brings banking services at your fingertips. Free yourself

from the hassle of visiting the branch and enjoy the convenience of Dubai Islamic SMS Banking.

SMS Banking Features

You can select your desired services from a variety of options available

You can block your account, in case of stolen or lost cell phone

24/7 customer service helpline

Automated help messages on your cell phone

Locker

DIBPL is pleased to offer locker services to its customers. Our customers can lease a locker for the

safekeeping of their valuables for complete peace of mind. Customers are required to pay a security

deposit at the time of locker issuance. This security deposit is refundable once the customer discontinues

the service. In addition to the security deposit, an annual rental is payable in advance depending upon

the size of the locker.

Phone Banking

Dubai Islamic Bank Pakistan Ltd. offers a state-of-the art 24/7 Phone Banking service which provides

quality services and financial solutions to esteemed customers. Our highly trained Phone Banking

Officers are available round the clock to assist and provide you the services.

Problem Resolution Unit

DIBPL is fully committed to providing a World Class experience to its Customers. However, it needs

support to further improve its services. If you come across any problem or query, have a complaint or a

suggestion, you can contact Dubai Islamic Phone Banking

Corporate Banking

The world of finance belongs to those who shape it. DIB has taken a leading role in shaping the dramatic

transformation that UAE has experienced in the last two decades. Now, with the same vigor, the Bank

comes to assist businesses in Pakistan.

DIBPL provides a wide range of services specifically designed to assist Pakistani businesses. You can

benefit from our

Cash Management Services

Trade Related Services

Investment Banking Services

Cash Management

DIBPL Cash Management offers comprehensive end-to-end Sharia compliant solutions to meet your

cash flow requirements. With our help, you can reduce turnaround times for your accounts receivables,

better manage your payables, and benefit from our value-adding MIS reports. GL reconciliation would

have never been easier for you.

Collections

DIBPL is an expert at facilitating the collection of sales proceeds and converting your Receivables into

Funds Available. You are provided the facility of maintaining a single concentration account.Collections

from all over Pakistan (cash/ cheque/ pay order/ demand draft) will be credited to this main account via

DIBPL's real time online branch network.

Bulk & Data Processing

DIBPL has formed project-to-project alliance with National Institutional Facilitation Technologies on

processing and collection. DIBPL will perform the role of the financial institution while National

Institutional Facilitation Technologies will provide the expertise in the area of bulk processing. National

Institutional Facilitation Technologies has 10 years of experience in this area and has previously done

such projects for Sui Southern Gas Corporation and Lahore Electric Supply Company successfully.

Payment Product

The product facilitates clients in managing their outflow of funds. The outflows can be through Pay

Order/Demand Draft or by way of electronic cheques issued at the client’s office.

Depository Services / Liquidity / Funds Management

In DIBPL's suite of Shari'a approved Investment Depository Products, your organization will certainly

find just the right combination of attractive returns and enhanced liquidity that it requires. Enhance your

funds management like never before.

Foreign Exchange Remittances

The Cash Management Group at DIBPL is adept at handling outward/inward remittances through State

Bank of Pakistan. Be it money transfers within Pakistan or outside, DIBPL will have a product to meet

your needs safely and efficiently. The Bank's extensive network of correspondent banks in all major

countries of the world is all that your business will require.

Cash-In-Transit Services

DIBPL can arrange for its clients a secure pick up of cash from the customer’s door step for deposit at

DIBPL's nearest branch.

Trade Related

DIBPL offers a range of solutions to help customers in their trade transactions. The Banks rapidly

expanding local network befittingly complements the extensive experience it has acquired in managing

correspondent relationships across the globe. DIBPL’s Sales and Service Outlets have the infrastructure

in place to ensure that customers’ documents are processed accurately and in the fastest possible time.

DIBPL trade professionals look forward to sharing with you their trade related knowledge.

Import Murabaha

Import Murabaha is a product, used to finance a commercial transaction which consists of purchase by

the Bank (generally through an undisclosed agent) the goods from the foreign supplier and selling them

to the customer after getting the title to and possession of the goods. Murabaha financing is extended to

all types of trade transactions i.e., under Documentary Credits (LCs), Documentary Collections and

Open Account.

Wakala Istithmar Facility (Exports)

A unique structure tailor-made for the exporters of the country, the Wakala Istithmar facility which has

been developed under the direct guidance of Sharia to meet the working capital requirements of

exporters and local manufacturers speaks volumes about our Shari’a expertise and edge in bringing new

Shari’a compliant products to the market for promotion of Islamic banking and ridding those who desire

Halal income from interest-based financing.

Wakala Cum Istisna’a Facility (Local Supplies)

Istisna’a is a contract for manufacturing or construction whereby the manufacturer sells to the buyer,

goods of specific description, at a fixed price, which the manufacturer shall make from raw material of

its own and deliver to the buyer at a future date. Istisna cum Wakala is a two-leg short-term trade

finance solution which enables a manufacturer to fulfill his payment obligation under a documentary

credit presentation and allows time for the goods to be cleared, manufactured and stocked. Once the

goods are delivered to the buyer, the customer then sells the goods, in its capacity as the agent of the

bank to creditworthy and trusted buyers and realizes the sale proceeds on behalf of the Bank. Such

finances are offered in conjunction with L/Cs to corporate customers under Wakala Istisna facility.

Guarantee

A guarantee is issued by DIBPL (the guarantor) on behalf of its customer (the applicant) in favor of a

third party (the beneficiary), for fulfillment of specifically defined contractual and/or financial

obligations of the applicant. If the obligations are not fulfilled by the applicant, the guarantor will pay up

to a certain amount to the beneficiary on non-performance of the obligations by the applicant. Exchange

Regulations for Guarantees in Pakistan are governed under Chapter XIX of Foreign Exchange Manual

(FEM) of the State Bank of Pakistan. Internationally, (ISP-98) International Standby Practices 1998 of

International Chamber of Commerce (ICC) Publication No.590 also apply.

Investment Banking

With its team of seasoned professionals, DIBPL has become the Investment Bank of choice for local and

regional clients in a short span of time. DIBPL leverages the regional expertise and local knowledge to

create an efficient blend of solutions for our customers. DIBPL’s Investment Banking provide its clients

with a unique combination of expertise, broad range of investment banking/financial services and access

to top regional decision makers. DIBPL derive strength from our team that has unrivalled experience in

dealing with the largest M&A, Advisory and Fundraising transactions in the country

Consumer Financing

Home Finance

Auto Finance

Business Finance

Home Finance

Dubai Islamic Home Finance is the key to your dream home and we are eager to put this key in your

hands. Using the Musharaka cum Ijara model, the Bank enters into a partnership with you and helps you

in fulfilling your dream of owning a home quickly, conveniently and in a fully Shariah compliant

manner. Whether you want to buy, renovate or simply wish to switch from your present home finance

with any other bank, DIBPL’s would be the best Shariah compliant alternative. Currently Dubai Islamic

Home Finance is offering three product variants

Home Purchase

Purchase of undivided Share (Home Renovation)

Purchase of undivided share of property from other bank (Balance Transfer)

Auto Finance

Dubai Islamic Auto Finance offers a world class auto finance facility that enables you to get a car

quickly, conveniently and in a fully Sharia compliant manner. Using Musharaka cum Ijara model to

finance your car, steer yourself towards peace of mind and fulfillment of your desire

Business Finance

Dubai Islamic Business Finance is a shariah compliant term finance facility which provides a complete

solution for fulfilling the financial needs of your business. Using the Shirkatul Melk cum Ijara model,

Dubai Islamic Bank Pakistan Ltd. (DIBPL) enters into a shirkatul melk relationship with you by

purchasing an undivided share of your residential property and subsequently leases to you this undivided

share in the property against monthly rentals thus helping you in fulfilling your business needs

conveniently and in a fully Shariah compliant manner. This product is available for new as well as those

who already have a business finance facility from another bank and wish to bank the Islamic Way.

Features

There are so many reasons that make Dubai Islamic Business Finance the right choice. It is 100%

Shariah Compliant an customer can select from Financing amount of Rs. 500,000 and financing up to

Rs. 20 million. DIBPL offers Fastest processing time and affordable monthly payment plan. Customer

can finance up to 70% of your property value.

Al-Islami Saving & Takaful Plan

Dubai Islamic Bank Pakistan Limited (DIBPL) is proud to introduce Al-Islami Saving & Takaful Plan in

collaboration with Pak Qatar Family Takaful Ltd. (PQFTL) Al-Islami Saving Takaful Plan is a Shariah

compliant alternative to conventional insurance, offering a unique combination of saving , investment

and protection. The Al-Islami Saving & Takaful Plan offers you peace of mind and takes care of the

future of your loved ones by offering a saving plan and providing Takaful coverage in event of death to

your beneficiaries. So rest assured, with Al-Islami Saving and Takaful Plan, your future plans are in safe

hands. As an individual you have many dreams:

A college education for your child from a prestigious university

A dream wedding for your beloved daughter

Your spiritual journey to perform Hajj

Any other financial objectives you may want to achieve

The Islamic concept of Takaful

The word Takaful is derived from Arabic verb Kafala, which means to guarantee, to help, to take careof

one’s needs. Takaful is a system based on the principle of Ta’awun (mutual assistance) and Tabarru

(voluntary contribution where risk is shared collectively against loss or damage to any one of them as

defined in the pact. Takaful is operated on the basis of shared responsibility, brotherhood, solidarity and

mutual cooperation.

Departments

DIBPL has following departments

Cash department

Clearance Department

Advances Department

Remittance Department

Deposits Department

Foreign Exchange Department

Compliance Department

Human Resource Management Department

Information Technology Department

Cash department

Cash department performs following functions

Receipt

Payment

Receipt

The money which either comes or goes out from the bank, its record should be kept. Cash department

performs this function. The deposits of all customers of the bank are controlled by means of ledger

accounts. Every customer has its own ledger account and has separate ledger cards.

Payment

It is a banker’s primary contract to repay money received for this customer’s account usually by

honoring his cheque.

Clearance Department

A clearing house is an association of commercial banks set up given below for the purpose of

interchange and settlement of credit claims. The function of clearing house is performed by the central

bank of the country by tradition or by law. In Pakistan, the clearing system is operated by the SBP. If

SBP has no office at a place, then NBP, as a representative of SBP act as a clearing house.

The easy, safe and most efficient way is to offset the reciprocal claims against the other and receive only

the net amount owned by them. This facility of net interbank payment is provided by the clearing house.

The representatives of the local commercial banks meet at a fix time on all the business days of the

week. This meeting is held in the office of bank that officially performs the duties of clearing house. The

representatives of commercial banks deliver the cheques payable at other local banks and receive the

cheques drawn on their banks. The cheques are then sorted according to the bank on which they are

drawn. A summary sheet is prepared which shows the names of banks, the total number of cheques

delivered and received by them.

Advances Department

DIBPL gives loans to the borrowers for different purposes. These loans are given for various sectors for

different periods. Small Finance, Cash Finance, Personal Loans, Demand Finance, Running Finance,

Corporate Finance, Export Import Financing, House Building Finance.

Remittance Department

Another important department in the bank is remittance. People send their money to other persons and

organizations through various ways i.e. bank draft, telegraphic transfer, mail transfer, coupons, Govt.

Draft and Western Union Money Transfer etc. It works both inward and outward.

DIBPL offers the following forms the remittance.

Demand Draft

Telegraphic Transfer

Pay Order

Mail Transfer

Safe custody of specimen signature book

Preparation of periodical statements

Any other work/duty assigned by manager

Deposits Department

Customers keep their savings in PLS saving accounts and businessmen save their money in bank current

accounts. DIBPL gives profit on saving and special saving accounts.

Foreign Exchange Department

This department mainly deals with the foreign business. The main functions of this department are:

L/C dealing

Foreign currency account dealing

Foreign Remittance dealing

Compliance Department

Role of branch compliance department is to reconcile the prescribed frequencies, investigate long

pending reconciliation item, and ensure correct treatment every half year and clearing system service

branch-in major cities. Internal control is the integration of activities, plans, attitudes, policies and

efforts of the people of the bank working together to provide reasonable assurance that the organization

will achieve its objectives and mission.

Human Resource Management Department

Human Resource Management Department works for the betterment of the employees. Enhances skills,

training management, service benefit, wages, medical facilities, staff loans are basic function of this

department.

Information Technology Department

Bank’s data collection and information system run by Regional Data Collection Center. This department

manages staff training programs regarding computer.

Company Analysis

DIBPL being a quality organization strives to provide quality to all its stakeholders, customers,

employees and environment. In Pakistan, it is operating in a very volatile economic and political

environment. The detail of its analysis is given in following sections.

SWOT Analysis

SWOT analysis is an effective technique to evaluate various aspects of an organization.

Strength

DIBPL has this privilege to be the first in the Islamic Banking sector which give DIBPL a

competitive edge over all other banks and being the pioneer of this industry. DIBPL is enjoying

major share of it.

The first international Islamic Bank in Pakistan with a network of over 80 branches.

The members of Shariah Supervisory Board of DIBPL are internationally renowned scholars,

serving on the boards of many Islamic Banks operating in different countries.

Being an Islamic Bank, DIBPL has a wide national network. As an emerging markets bank, it

has branches in all major cities of Pakistan with the facility of online banking, it is very easy for

its customers to transact all over the country.

DIBPL provides online banking service. Online banking service means that a customer can

withdraw and deposit his money at any branch in the country. Where this service is not present,

cheque has to be presented only in that branch on which they are drawn. But with this facility, a

person has access to its funds at any branch of the bank

There are many value added features in the products offered by the bank. ATM cards are

provided with every account. Other features are present in various products. The priority

customers enjoy a much pampered status at the bank.

The employees at the bank provide impeccable customer service to their customers.

Customers are treated with great respect and honored to the utmost degree.

The working environment of bank is very friendly and cooperative. There is no bossiness in the

higher management. The upper management consults its staff in making decisions and provides

them independence in their job areas.

Weakness

Till the last year, DIBPL had a totally different perspective. The management was of the

view that the customer should come to them and they don’t need to go to customer. But in

this era of mass marketing and advertising, it is not possible to stay in competition without

these tools. The bank has now changed its perception arid has started an effective marketing

and advertising strategy. But the previous gaps are still there and there is lack of awareness in

the people about the bank and its products. The bank needs to improve in marketing and

advertising areas.

It was observed in the bank that the degree of satisfaction of employees was quite low. First

of all, the pays are lower those offered in other banks. Secondly, the employees are given

targets that are too difficult to achieve. For example, the targets given to the sales personnel

and service department are higher than any other bank in the country, be it a local bank or a

foreign bank. This makes a job too stressful and tensed. It is good to keep people under a

continuous move, but to overstress them can be harmful to them as well as to the

organization.

Due to the dissatisfaction of staff and recession, there is high turnover among them. People

who find other alternatives do not stay with the bank. Therefore, the bank incurs loss in their

training and development.

Opportunities

Home financing sector can be targeted to maximize profits.

Growing demand of Islamic products and services.

Venturing into Islamic groups outside the countries as opportunity to expand business in UAE

and Gulf states.

Coming up with the products for the SME to target the medium level customers.

Doing business with the companies having Islamic mindset i.e. Islamic Financial Institutions.

Increase branch network within the country.

The innovative service of Islamic Insurance called Takaful.

Threats

Right now there are a few banks that are providing Islamic banking services in addition

to DIBPL. These banks include Bank Islami, Al-Barkah Bank, Meezan Bank and some

branches of Bank Alfalah which are dedicated for Islamic Banking services. That’s why

there is no intense threat for the DIBPL in the near future but it is not difficult to say that

more banks may enter in this field as the awareness of Islamic banking is increasing

among the public. Therefore the DIBPL should not be contented to its present market

share but should strive for providing better and better and modern services.

Due to the increase in the conventional commercial banks, there is an increase in

competition. Also there is a lot of aggressive marketing by the competitor banks. This is

also threat for DIBPL.

Reviewing this SWOT analysis from time to time would help evaluate bank’s position. It would help the

management in comparing their strengths of the past with those of the present and to what extent the

management has been able to overcome the weaknesses.

Challenges

Dubai Islamic bank is facing a strong competition by its major Islamic bank competitors; Meezan Bank

and Burj bank. Business of these banks is also growing with very high pace. So in order to achieve the

sustainable growth in a market, DIB has to remain vigilant. DIB should enhance its Branch Network, in

order to capture the market of different areas. Another challenge aced by DIB is low deposits. While

offering a wide range of services provides opportunities, there is also the threat that customers may

prefer to go to suppliers who present a more specialised approach. In case of Islamic banking SBP does

not declared any policies that are enforceable by l aw. All the governmental policies is especially for

conventional banks not for the Islamic banks.

Marketing Analysis

Dubai Islamic Bank Pakistan Limited is growing rapidly in Pakistan. This shows the success of its

various strategies. Various factors of marketing for DIBPL are

Target Market

Marketing Mix

Positioning

Target Market

The DIBPL is mainly focusing on corporate sector. Small and medium sized companies are its main

customers. The reason behind focusing on corporate sector is that a single company can deposit a large

sum of money that is difficult to achieve by focusing on individual customers. It does not mean that

DIBPL is lacking the other side of the picture. It has also got individual customers. Corporate sector

constitute 80% of all the deposits of the bank. This is the reason DIBPL is focusing on corporate sector.

Due to this reason we see no advertisement of DIBPL in print and electronic media. Target marketing is

the basic step for rest of the strategies being developed.

Marketing Mix

Marketing Mix includes four P’s of marketing. These are:

Product

Price

Place

Promotion

Products and services provided by DIBPL have been discussed above. All the products and services

offered by DIBPL are purely Islamic. No other bank offers such services to the customers.

Price means that service charges of the bank. Charges are determined by the Schedule of Charges every

year. Bank provides quality services at very competitive charges. For example there are charges for the

renewal of ATM card, renewal of cheque books and cash withdrawals.

The main factor to discuss is the promotion. Promotion strategies consist of promotion mix. The

promotion mix includes:

Advertising

Publicity

Sales Promotion

Personal Selling

Advertising is paid and non personal communication of companies’ message to target customers. DIBPL

has no focus of advertising. This is also a weakness of DIBPL, because its customers are spending a lot

of funds on advertising. Competitors are taking full advantage of it. As DIBPL is offering products and

services to individual customers, so they need to communicate their products and services with people

through print and electronic media.

DIBPL has very effective personal selling teams. Their Financial consultants and Relationship managers

convince corporate customers to an account in the bank. This is competitive advantage of DIBPL. This

is the reason due to which DIBPL stands good in the market. Even without advertising and other

communication methods DIBPL manages to gain a good market share.

Positioning

Positioning is the customers’ perception about the company’s products and services. DIBPL is

positioning itself as a prestigious and quality services provider in the country. DIBPL believes that

customer is the key to success of business. Customer Relationship department and Relationship

managers are responsible for giving customer a sense of prestige at the bank.

Organizational structure

Head

Of

Audit

Head

Of

Complianc

e

Head

Of

Operations

Head

Of

Treasury

Head

Of

Consumer

Head

Of

Corporat

e

Head

Of

Finance

Hea

d

Of

HR

Risk

Management

division

Head

Of

Information

technology

Analysis of organizational structure

The chart shown above shows the organizational structure of Dubai islamic Bank ltd. The Board of

directors under whom is theCEO(Chief Executive officer) which forms the second level of this

organizational chart. Under the CEO there are different departments which include head of audit,

companies, operations, treasury, consumer ,finance, HR,I T, risk management Department. All the

departments mentioned above are headed by their respective Group Chiefs who controls their own

department and reports to the CEO.

The internal auditor will give the detailed report to he head of deparments and wil give the executive

summary to the CEO and BOd’s in Dubao Islamic bank.and this structure shows that CEO is directly

answerable to board of directors.

Board Of Directors

CEO

Internal

audit

division