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“APPLICATION OF MARKETING MIX”

A CASE OF -

EXIM BANK LIMITED.

SSUBMITTEDUBMITTED TTOO 

Dr. A.B.M Shahidul Islam

Professor

Department of Marketing

University Of Dhaka.

SSUBMITTEDUBMITTED BBYY:: Md. Nazmul Hossain

Roll: 01(BBA! 1"#(MBA

 MBA $th Bat%h

Department of MarketingUniversity Of Dhaka.

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INTRODUCTION:

Marketing mix is the set of controllable and tactical marketing tools that a firm

blends to produce the response it wants in the target market. It is the combination

of four elements: product, price, place and promotion that is 4p’s.

Service sectors have grown dramaticall in recent ears. ! large number of 

business organi"ations offer services # bank is one of them. $ust like other 

manufacturing businesses, a good service firm uses its marketing mix in order to

position itself strongl in the chosen target markets. In m report I am going to

show how %&IM 'ank (td. )as used its marketing mix to create a distinctive

place in the mind of target customers.

*enerall b the word +'ank we can easil understand that the financial

institutions deal with mone. 'ut there are different tpes of banks like- entral

'anks, ommercial 'anks, Savings 'anks, Investment 'anks, industrial 'anks,

ooperative 'anks etc. 'ut when use the term +'ank without an prefix, or 

/ualification it refers to the 0commercial banks’. ommercial banks are the

primar contributor to the econom of a countr. So we can sa commercial

banks are a profit making institution that holds the deposit of the individuals 1

business in checking 1 savings account and than uses these funds to make

loans. 2or these, people and government are ver much dependent on these

banks. !s banks are profit3earning concern- the collect deposit at the lowest

possible cost and provide loans and advances at higher cost. he differences

between two are the profit for the bank.

'anking sector is expanding its hand in different events ever da. !t the same

time the banking process is becoming faster, easier and the banking arena

becoming wider. !s the demand for better services increases da b da, the

are coming with different innovative ideas and products. In order to survive in the

competitive field of the banking sector, all banking organi"ation are looking for 

better service opportunities to provide their fellow clients. !s a result, it has

become essential for ever person to have some idea on the bank and banking

procedure.

Internship program is ver essential for ever student, especiall for the students

of business administration, which helps them to know real life situation. 2or this

reason a student takes the internship program at the last stage of his academic

life, to launch a career with some practical experience.

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RATIONAL OF THE STUDY:

'anking sector is spending its hand in different financial event ever da. !t the

same time the banking process is becoming faster, easier and the banking arenais becoming wider. !s the demand for better service increase da b da, theare coming with different innovative ideas 1 product. In order to survive in thecompetitive field of the banking sector, all banking organi"ation are looking for better service opportunities to provide their fellow clients. !s a result, it hasbecome essential for ever person to have some idea on the bank and bankingprocedure.

OBJECTIVES OF THE STUDY:

he main ob5ective of the stud is to examine and explore the marketingpractices and policies of %&IM 'ank 'angladesh (td. he stud also discoversthe functions, corporate mission and the social commitment of the bank.)owever, the ob5ectives of the stud can be divided into two basic parts:

Primary objectives of the study are:

o explore the ma5or marketing policies and practices of %&IM 'ank.

o examine how +'ank Marketing is applied b %&IM 'ank 'angladesh

(td. o find out the strengths, weaknesses, opportunities and threats of %&IM

'ank b conducting a +S67 analsis. o assess the marketing mix strategies of the bank:

Product / Service strategy.

Pricing strategy.

Location (place) strategy.

Promotional strategy.

Secodary objectives of the study are:

o explore the corporate mission of %&IM 'ank 'angladesh (td.

o examine the functions of %&IM 'ank.

o assess the social commitment of the bank.

METHODOLOGY OF THE RESEARCH:

In order to achieve the primar ob5ectives explorator research methods will beused to provide the insights and understanding. ! descriptive research stud

particularl observation and in3depth interview will be conducted to gather theprimar data. 2or gathering the insight information the six 6’s will be introduced

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8who, what, when, where, wh and wa9 the people who are involved in datacollection and observation, should be experienced enough to collect the data. !data analst will be elected for anal"ing all the data. !ll the interviews arerecorded if there is no exception.

he details of the work plan are furnished below:

Sample selection and size:

 !s I am going to prepare m report on the basis of %&IM 'ank, Satmas5id

oad 'ranch, so the sample si"e will be limited to this branch onl.

Data collection method:

elevant data for this report will be collected primaril b direct

investigations of different records, papers, documents, operational

process and different personnel. he interviews will administer b formal

and informal discussion. ;o structured /uestionnaire will be used.

Data sources:

he information and data for this report will be collected from both the

primar and secondar sources.

Data processing:

<ata collected from secondar sources will be processed manuall and

/ualitative approach will be used through the stud.

Data analsis and interpretation:

=ualitative approach will be adopted for data analsis and interpretation

taking the processed data as the base. So the report relies primaril on an

analtical 5udgment and critical reasoning.

SOURCES OF THE STUDY:

The !"rimar sources# are as $ollo%s:

• 2ace3to3face conversation with the respective officers and stuffs of the branch

and head office.

• 2ace3to3face conversation with clients visited the branch.

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• elevant field stud as provided b the officer concern.

The !Secondar Sources& o$ data and the in$ormation are:

•  !nnual eport of %&IM 'ank (td.

• 6ebsite of the %&IM 'ank (td.

• >arious books, articles regarding general banking functio?s, foreign exchange

operations and credit policies.

• <ifferent procedure manual published b %&IM 'ank (td

• <ifferent circular sent b head office or %&IM 'ank (td. and 'angladesh

'ank.

 

ORGANIZATION OF THE STUDY:

M stud is organi"ed into six chapters. he are given below:

!ha"ter #$:

It represents the introduction, ob5ectives of the stud, conceptualframework, research methodolog, contribution of the stud and scopes 1limitations of the stud.

!ha"ter #%:

In this chapter I am going to show the overview of %&IM 'ank including itshistorical background, corporate mission, functions, corporate culture, socialcommitment, overall performance and finall the management sstem of thebank.

!ha"ter #&:

 !n overview of Satmas5id oad branch where I am conducting minternship including its number of accounts, deposits, loans and advances,foreign exchange activities etc.

!ha"ter #':

hrough this chapter two important analses are going to be done # one isproductivit analsis and another is profitabilit analsis.

!ha"ter #(:

In this chapter the marketing activities of the bank will be discussedincluding its channel of distribution and electronic methods of distributing financialservices.

!ha"ter #):

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his chapter presents the marketing policies and practices of %&IM 'ankincluding new product development strateg, pricing strateg, distribution andcommunication strateg.

!ha"ter #*:

his chapter will show ou the deposit marketing practice of %&IM 'ank(td.

!ha"ter #+:

his chapter will explore ou the investment marketing practice of %&IM'ank (td.

!ha"ter #,:

his chapter will represent a +S67 analsis of the bank to find out itsstrengths, weaknesses, opportunities and threats.

!ha"ter $#:

he final chapter will include some recommendations and conclusion.

SCOPES AND LIMITATIONS OF THE STUDY:

 !s I was sent to the %&IM 'ank, Satmas5id oad 'ranch, the scope of the stud

is onl limited to this 'ranch. he report will cover its overall department wise

function, structure and performance. he report will also cover the topic!Application o$ mar'eting mi( ) A case o$ E*IM Ban' Ltd&.

2ollowing are the main limitations of the report:

• It is ver different to collect the information form various personnel for the 5ob

constrain.

•

'ank polic is not going to disclose some data and information for obviousreasons.

• 'ecause of the limitation of information some assumption ma be made. So

there ma be some personal mistake in the report.

• he time @ months onl, which is insufficient to know all activities of the

branch are prepare the report

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