Professional Documents
Culture Documents
Credit Hours: 3
Evaluation Criteria
Written Work Status
(Internship Report)
Result
Needs improvement
Similarity Index
53%
Similarity by Source
Internet Sources:
29%
Publications:
2%
Student Papers:
54%
sources:
1
14% match (Internet from 1/22/10)
http://www.scribd.com/doc/17688456/Project-Nbp
2
6% match (student papers from 08/25/10)
Submitted to Higher Education Commission Pakistan on 2010-08-25
3
6% match (Internet from 2/24/11)
http://www.amcy5.com/Reports/internship/amcy20.htm
4
4% match (student papers from 02/19/10)
Submitted to Higher Education Commission Pakistan on 2010-02-19
5
3% match (student papers from 02/25/11)
Submitted to Higher Education Commission Pakistan on 2011-02-25
6
3% match (student papers from 07/19/11)
Submitted to Higher Education Commission Pakistan on 2011-07-19
7
3% match (student papers from 02/03/11)
Submitted to Higher Education Commission Pakistan on 2011-02-03
8
2% match (Internet from 6/9/11)
http://nbp.com.pk/AboutUs/Awards.aspx
9
2% match (student papers from 02/12/10)
Submitted to Higher Education Commission Pakistan on 2010-02-12
10
2% match (publications)
"NBP AWARDED TOP BANK IN PAKISTAN.", Pakistan & Gulf Economist, July 18
2010 Issue
11
2% match (student papers from 08/11/10)
Submitted to Higher Education Commission Pakistan on 2010-08-11
12
2% match (Internet from 1/8/11)
http://www.answers.com/topic/swot-analysis(Investment
13
2% match (student papers from 02/13/10)
Submitted to Higher Education Commission Pakistan on 2010-02-13
14
2% match (student papers from 08/09/10)
Submitted to Higher Education Commission Pakistan on 2010-08-09
Since this is your first attempt, a lenient action has been taken
against you by rejecting your internship report and giving you a
warning of avoiding such practice in future. You should consider
it as your Last Warning and do remember if you continue this
practice in future your case will be forwarded to the higher
INTERNSHIP REPORT
NATIONAL BANK OF PAKISTAN
SUBMITTED BY:
MUHAMMAD GHAZANFAR IQBAL
ID: MC090401452
SESSION 2009 - 2011
SUBMITTED TO:
INSTRUCTOR MKT619
SUBMITTED DATE:
13-JULY 2011
INTERNSHIP CERTIFICATE
DEDICATION TO
MY LOVING PARENT
WHO ALWAYS ENCOURAGE ME IN EVERY STEP OF MY LIFE
Acknowledgement:
In the name of
EXECUTIVE SUMMARY
TABLE OF CONTEXT
1
2
3
4
5
6
7
Introduction
Letter under taking
internship certificate
Dedication
Aknowledgment
Exective Summary
Table of context
Overview of National Bank
Introduction
Brief History
Nature of the organization
Product line
Product portfolio
Brand Strategies
List of main clients
List of main competitors
2
3
4
5
6
7
8
10
10
11
13
10
23
25
25
25
27
28
27
29
30
37
39
40
40
42
Organizational Structure
11
Training program
12
Structure
of
Marketing
Department
Department Hierarchy
Number of Marketing Department
employees
Marketing operation
Function of Marketing Department
13
Segmentation strategy
Target marketing strategy
Product Planning, Development
Management
Positioning
Pricing Strategy
and
52
52
53
55
56
57
58
59
60
60
61
62
65
73
75
79
17
18
19
20
Critical Analysis
SWOT Analysis
Conclusion
Recommendations
for
improvement
Refrence
In early due to uncertainty and unsuitability the banking sector suffer heavy
losses. This resulted in a negative effect on banking service in Pakistan. Due to collapse
of the new state by pushing a deliberate policy of withdrawals the Indian bank offices
closed quickly. The number of scheduled banks thus declined form 487 branches before
independence to only 195 branches in 1948 until 30th June.
Banking Start in Pakistan
In 1948 the banking situation is very tense and then committee was immediately setup to
formulate a scheme of central banking legislation of Pakistan. Many specialist were come
and gives opinion that in view of the acute shortage of trained staff, idea of establishing a
central bank and best that could be attempted was the setting up of a currency board until
such times as sufficient staff could be organize to operate a central bank.
There was come one question since independence of Pakistan that whether the institution
should be only a currency board or a full control central bank had exercised the mind of
the Pakistan government. Every time is was realized that the shortage of trained personal
to run the central bank would present serious difficulty in view of the tangible advantages
that a central bank enjoyed over currency board. Now this time government has come to
ultimately decided to take the important step of setting up a full fledged central baking
authority. The problem was the banking authority in the country had been totally
disrupted and there was an urgent need for their rehabilitation. Then banking sector pass
the hardly Time as Act, an order was drafted, known as the state bank of Pakistan order,
which was transmit by the government of Pakistan on 12th May 1948. And first time in
Pakistan a central bank come name The State Bank of Pakistan was declared open on 1
July 1948 by the father of the nation.
The State Bank of Pakistan First tasks faced the replacement of Reserve bank of India
notes which was circulated. The State Bank issued in October 1948 in the denominations
of Rs. 5 to 100.
Nature of Bank
The state bank recommended the setting up a new banking institution to serve both as an
agent to the state bank as well as the spearhead of it credit polices. Then the National
Bank of Pakistan was setup under an ordinance in November 1949.
Domestic Branches
Azad Kashmir
Baluchistan
Federal Capital
Punjab
Khyber Paktunkhwa
Sindh
Gilgit Baluchistan
Overseas Branches
ATM Machine
Islamic network Branches
Online Branches
Swift Branches
Customer facility Center
1256
88
60
24
641
212
217
14
22
104
5
350
13
6
Minimum deposit of Rs. 20,000/- with maximum balance of Rs. 10 million for 5
years
Premium Saver:
National Bank of Pakistan introduce another product this is
Premium Saver are also called the premium saver account.
This account is mostly use small income people which have to
deposit the money into the bank for profit. These products
introduce some of these benefits.
Saibaan:
Product Items
Home Purchase
Home Construction
Home Renovation
Home Purchase
Financing Amount
Upto 35 Million
Financing Period
3 to 20 Years
Home Construction
Financing Amount
Upto 35 Million
Financing Period
3 to 20 Years
Financing Amount
Upto 35 Million
Financing Period
3 to 20 Years
Home Renovation
Financing Amount
Upto 15 Million
Financing Period
3 to 15 Years
Upto 35 Million
Financing Period
3 to 20 Years
Advance Salary
with
easy
repayment
Cash Card:
NBP Cash Card is use in 24 hours a at full weak access
ATM/Debit card to your bank account, which is accepted
to 4000 POS merchants nationwide where ORIX logo is
displayed. Withdraw cash from NBP, 1-Link & M-Net
ATMs across nationwide. The NBP can enable you to
enjoy the convenience of cashless purchasing power
without the fear of overdrawing your account.
Advantages
You won't need to carry a lot of cash with you every time you go out.
Enable to Make Purchases from Around 4000 POS Countrywide including 2500+
POS in only Karachi.
Mini Statement
Investor Advantage:
Features
No security requirement from the customer except for the customer's equity
Eligibility
Product Information
Financing
Amount
Equity
Requirement:
Shares:
Trading:
Requirements
Photograph of Applicant
Copy of CNIC
Cash in Gold:
With NBP's Cash n Gold, you can meet your need for ready cash against
your idle gold jewelry.
Kisan dost:
NBP provide
the another
unique
Loan facility on revolving basis for three years (renewable on yearly basis without
obtention of fresh documentation and approval).
Pak Remit:
Pakremit is an internet based Home Remittance Service. This service
is available to U.S. residents for sending money to their family and
friends in Pakistan. One must have a valid US Dollar account with a
U.S. bank or a US Dollar credit or debit card in order to remit funds
through this channel.
Remitters in USA can log on to our user friendly website, www.pakremit.com and
easily remit funds to Pakistan from the comfort of their homes, in a matter of minutes.
The service is fully secure with advance encryption application and is available for
use 24 hours a day, 7 days a week. Fees and exchange rate have been set at competitive
levels and the remitters have the ability to track delivery of funds as well.
Available 24 x 7
Protection Shield:
Definitions:
The protect shield is also called accidental
insurance provided the insured is not directly
involved in these followings activities.
"Accident
means
unintentional,
unfortunate or a harmful event by
chance or apparent cause.
Accidental Death means death due to accidental injuries, but not illness.
Insured Person means a National Bank of Pakistan PLS account holder, aged
between 18 years and above, and whose premium is deducted & details are
reported to the selected insurance company by NBP.
Policy means Group Personal Accident Policy dated 26/09/05 executed between
NBP and Insurer.
Principal Sum means the amount stated in the Policys Schedule of Benefits as
respects each Insured Person.
Product Information:
Insurance Coverage In case of Accidental Death (Including death due to *Riots,
*Strikes, *Civil commotion, Coverage of Rs. 200,000/- for Rs. 20/- per month
Product Details
Eligibility
No Medical Required
No Documentation
Choice of Deactivation
Termination of Coverage
The date the Insured Person is no longer eligible within the Classification of
Insured Person(s).
The date the benefits are paid to the extent of the Principal Sum in respect of any
Insured Person.
The date the Insured Person cancels coverage under this policy.
General Terms
Insurer
time.
Maximum Amount Maximum Sum Assured PKR 1,000,000 (this limit is for multiple
Joint Account
accounts of an insured)
Coverage amount will be distributed proportionately at the time of
Term Available
Claim Payment
claim
Monthly deduction
Within 10 working days upon completion of all documentation /
Claim
formalities
Claimant & Physician statement, original death certificate, hospital
Requirements
death certificate, original NIC, FIR, newspaper clippings (if any) &
statement of account.
General information:
No documentation
No medical required
Accident
Riots
Civil Commotion
Strikes
Acts of Terrorism
Disclaimer
NBP will not be responsible in any manner if your claim is rejected or not
entertained.
NBP does not offer insurance advice or underwrite or issue insurance policies.
The information available here is intended for the customer intimation and
understanding only, and is subject to the policy documentation between NBP and
ALICO, as may be applicable from time to time.
Brand portfolio:
National Bank of Pakistan is a govt. and commercial bank that 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. National Bank of Pakistan has four
different product that is 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 and wants.
Consumer
Banking
Product
Islamic
Banking
System
Brand
Portfolio
of NBP
Corporate
banking
system
Agri.
Banking
system
Branding Strategies:
The branch should adopt various marketing strategy and promotion strategy to
promote the bank and its product.
The most important in my opinion is personal marketing; it is the most effective of all
when you think in term of branch level. But on the whole organization level, they should
arrange the seminar with in the bank and outside the bank. They should introduce various
prizing schemes just like premium Aamdani Scheme, Premium Saver scheme and other
(income earning scheme) and various others.
They should do more advertising through newspaper and media and through channel of
personal contacts.
List of main Client
There are three main client are categorized these are
Individuals
Joint
Partnership
Individual
Individual clients are only one person accounts. This accounts are opened are
called the individuals accounts.
Joint
In case of joint accounts there are two or more accounts are used. Application
mentions that how much person will operate the accounts.
Partnership Accounts
For partnership accounts is use as a company or agreement accounts of two are
more people groups. Partnership accounts are along with the application form signature
card.
Registration Certificate
Agreement among the partnership
Commencement of business.
ORGANIZATIONAL STRUCTURE
National bank Hierarchy Chart
Chirman
Presiden
t
Director
Director
Director
Sectary
board of
Director
Domestic
Overseas
operation
operation
SEVPs and
SEVPSs
Group Chief
SEVPs
SVPs
SVPs
EVPs
Officer Grade
I,II,III
Clerical Staff
Non Clerical
Staff
Organization Structure:
NBP is leader of commercial bank it has well managed organization structure
With the geographical development of its different branches, the Bank has been able to
extend its services to a much larger number of Pakistanis all over the country. Today it
has more than 8.5 million accounts.
Apart from having a vast branch network, Bank is at the forefront in the
acquisition and application of new technologies in every aspect of its banking facilities. It
has acquired leased telephone lines for on-line banking. The Bank has 12 Regional
Computer Centers to cover various on-line and batch system requirements of branches
and controlling.
There are more than 15000 employees are working in NBP in different section of
department. Employees at Bank are quite efficient. As the branch is renovated and new
employees are hired, its employees have to bring their bank among the list of good banks.
Therefore, they work more than their working hours and it is all according to their will. It
also shows their loyalty, commitment to organization.
Employees are given the benefits like bonus, gratuity funds, loans, increments, and
medical.
All the customers are entertained individually. Same kind of behavior and
attention is given to all the customers. Getting ideas for improvement from customer side
is a new idea and that is working very well in National Bank. All the customers are asked
to fill a suggestion form and the standards of the bank are improved.
Manager OG-II
Admin
OG-I
OG-II
Service
Cashier
Assistant
Assistant
Go down
Go down
keeper
keeper
OG-II
OG-II
Account
Credit
Assistant
Assistant
Go down
Go down
keeper
keeper
Head
Messenger
Messenger
Number of Employees
There is more than 15000 employees work in the National Bank of Pakistan in
different departments. All of these employees are professional in their field and know to
solves the every harder of organization. Human resource department of the National Bank
of Pakistan can hire many new employees on the merit base. National Bank of Pakistan
facilitates the employees as a good pays, bonus and many more.
Branch Banking
General Banking
Credits /Loans
Deposits
Credit Facilities
Cash
Loans
Account Opening
Documentations
TDRs
Remittance
DD,TT,PO
Online Funds
Transfer
Collection of Cheques
Clearing
Bills
Account Department
Formal Request
Specimen Signature
Minimum Initial Deposit
Operating the Account
Current Acounts
BBAs Accounts
PLS Account
Other Accounts
Current Accounts:
For current deposits NBP open the account in many name like
individual proprietary firms
partnership firm
private limited companies clubs
Association societies
Other Institutions.
BBAs Accounts
BBAs are stand for Basic banking accounts. This accounts
opened for individuals single or joints only. There are no profit are
given to the depositors and depositors are get money at least two
times. There are no other charges are made on further transactions fro
the banks own ATM.
PLS Saving Accounts:
PLS Saving accounts are basically introduced to encourage the
habit of saving among peoples. Savings Deposits account can be
opened with very small amount of money. State Bank of Pakistan has
introduce another Savings Scheme for school and college students and
industrial labor also. The purpose of these accounts is to inculcate the
habit of savings in the constituents. As such, the initial deposit required
for opening these accounts is very nominal.
Bank also encourage the Islam banking system in the country,
the NBP is get deposits on profit & loss sharing basis. The bank is
authorized to deduct service charges on half yearly basis. Profit on PLS
Saving Account is calculated on minimum monthly basis and is paid
half yearly basis announced by the Head Office after June 30 and
December. There is no restriction on the withdrawals from the deposit
accounts but the amount of money withdrawn is deleted from the
Remittance Department:
Four main Mode of remittance department are followings
Demand Draft
Pay Order
Mail Transfer/Online Funds Transfer
Telegraphic Transfer
Demand Draft:
Demand Draft or DD is a legal banking document payable on
demand for which value has been received, issued by one branch of
the bank drawn by the same other branch of the bank from entire city
to outside the city. In case of agreement the other branches of other
banks. e.g. can also draw it. DD issued by NBP payable by H
Issuance of Demand Draft
The customer on standard DD application form makes request.
All information such as name of beneficiary, place where the DD is
drawn, amount mode of payment, mode of authority, signature with
name and address is filled. The issuer checks the information.
Commission as per schedule of charges is charged. Withholding tax as
per applicable rates is recovered. After the customer has made
payment get the voucher from cash department.
Cancelation or Stop of DD
Account enquiry
Cash transactions
Transfer of funds
Printing statement
Account Department:
In a account department can be check the daily transaction
activities.
Daily Transaction Activities:
The main function of Account department is to check daily transactions
whether these transaction is in mode of
Cash
Transfer of payments
Billing
Clearing of all the departments.
INTERNSHIP PROGRAM
NBP Layyah.
Branch Name
Branch code
Address
Phone Number
Fax Number
Tehsil
District
Province
Status
Email
Layyah
0358
Circular Road
0606-411706
411506
Layyah
Layyah
Punjab
Offline
Manager0358@nationalbank.com.pk
Manager
Opsmanage0358@natinalbank.com.pk
Malik Arif
Numbers of employees
Managerial
Data entry officer
Credit Officer
Others officers
Peons
Security Guard
Total
6
6
4
7
2
2
27
All of these employees are well experienced in their relative fields, in result there is very
cooperative environment with each other as well as customers. So through this we can
have a complete picture on this branch of NBP. This type of bank or organization is most
important for the study purpose to get more practical approach; this branch shows the real
image of NBP as well as banking field
NBP Branch Layyah established with the aim of providing more and more facilities to the
customers of the different areas as well as directs their attention to deposit money in the
bank instead of other bank of their competitors.
The NBP has avoided the any risk, this Bank provide to the customers safety from the
pending and pillaging. It was all about satisfaction the customers and other factor object
of the opening of the branch at Layyah. NBP Layyah get more deposits as to earn more
profit due to well planned authority might have think that greater profit be achieved of a
branch is to be opened more branches at nearest suitable area.
Internship period:
16 March 2011
20 June 2011
Name of Department
1
2
3
4
5
6
Deposits
Accounts opening
Credits
Clearing
Remittances
Cash Department
From
16-04-2011
25-04-2011
05-05-2011
15-05-2011
25-05-2011
04-06-2011
Duration
To (date)
24-04-2011
04-05-2011
14-05-2011
24-05-2011
03-06-2011
10-06-2011
TRAINING PROGRAM
Time deposit
Demand deposits
Opening of Accounts
Closing of Accounts
Requirements:
Account opening has the following requirements:
Formal Request
Specimen Signature
Deposits:
All money to be deposited to the credit of an account is accompanied by pay-inslip showing the name and number of account to be credited. Putting Bank's stamp under
the signatures of two bank officers on the pay-in-slip then authenticates the entry.
Closure of Account:
While closing the account, the account holder returns the unused cheques and
passbook to the bank. The customer also withdraws the credit balance of the account (if
any).
Issuance of Cheque book:
Before issuing a new cheque book the bank is required to give requisition slip to
the customer. The customer put his signature on the requisition slip. After verifying the
signature the cost of cheque book is charged.
Types of Accounts:
Current Acounts
BBAs Accounts
PLS Account
Other Accounts
Current Accounts:
For current deposits NBP open the account in many name like
partnership firm
Association societies
Other Institutions.
If the person who wants to open the account is not in position to sign or signature is
not firm or shaky the bank requires is photographs and he has to come in the bank at the
time of withdrawals of his deposits.
The initial amount of deposits with which he can open the account less then Rs.1000/But this restriction is not imposed to the accounts of charitable institutions. Current
accounts are opened on proper introduction and submission of required documents.
No withholding tax.
BBAs Accounts
BBAs are stand for Basic banking accounts. This accounts opened for individuals
single or joints only. There are no profit are given to the depositors and depositors are get
money at least two times. There are no other charges are made on further transactions fro
the banks own ATM.
PLS Saving Accounts:
PLS Saving accounts are basically introduced to encourage the habit of saving
among peoples. Savings Deposits account can be opened with very small amount of
money. State Bank of Pakistan has introduce another Savings Scheme for school and
college students and industrial labor also. The purpose of these accounts is to inculcate
the habit of savings in the constituents. As such, the initial deposit required for opening
these accounts is very nominal.
Bank also encourage the Islam banking system in the country, the NBP is get
deposits on profit & loss sharing basis. The bank is authorized to deduct service charges
on half yearly basis. Profit on PLS Saving Account is calculated on minimum monthly
basis and is paid half yearly basis announced by the Head Office after June 30 and
December. There is no restriction on the withdrawals from the deposit accounts but the
amount of money withdrawn is deleted from the amount to be taken for calculation of
products for assessment of profit to be paid to the account holder.
Other Accounts:
Call deposits
The Account Opening Department of NBP mainly performs the function of:
Opening of Accounts
Closing of Accounts
CREDIT DEPARTMENT:
During the 05-May 2011 to 14-May 2011 I observed in NBP that this financial
institution is gives loans to the borrowers for different purposes. These loans are given for
various sectors for different periods these are
Small Finance
Cash Finance
Agriculture Finance
Personal Loans
Demand Finance
Running Finance
Corporate Finance
disbursed to desire agri. grower within a reasonable time and that the bank turns down no
viable loan request. Retail and Commercial wing enhanced the profitability of the
National Bank of Pakistan. National Bank of Pakistan became the largest profit-earning
bank of the country by introducing personal loans i.e. NBP Advance Salary Scheme and
Saiban Scheme etc.
CLEARING:
In internship program of my internship I see the clearing department in NBP that
Clearing is a system by which banks
Exchange cheques
Negotiable instruments
Inward clearing
Inward Clearing
The bank uses this book for the purpose of recording all the clearing cheques, drafts
etc. that are being received by the bank in the first clearing. Cheque received of any
parties after clearing are lodged in the system by vouching date, signature, documents
numbers is noted.
changing in amount
Outward Clearing
The NBP can uses outward clearing register with the behalf of the State bank of
Pakistan for the purpose of recording all the details of the cheques that the bank has
delivered to other banks. There are the cross cheques deposited by the customers for
credit the same amount to its account. Before posting following is being performed.
The payees amount will credit stamp is affixed on back of the cheque.
Place all the cheque in a back with special closing and sent to NIFT.
REMITTANCE DEPARTMENT:
25 May 2011 to 03-June 2011 I work in NBP Remittance Department. This is a great
chance for me to work on it. During the my internship I observed that the remittance
department are Four main Mode of remittance department are followings
Demand Draft
Pay Order
Telegraphic Transfer
Demand Draft:
Demand Draft or DD is a legal banking document payable on demand for which
value has been received, issued by one branch of the bank drawn by the same other
branch of the bank from entire city to outside the city. In case of agreement the other
branches of other banks. e.g. can also draw it. DD issued by NBP payable by H
Issuance of Demand Draft
The customer on standard DD application form makes request. All information
such as name of beneficiary, place where the DD is drawn, amount mode of payment,
mode of authority, signature with name and address is filled. The issuer checks the
information. Commission as per schedule of charges is charged. Withholding tax as per
applicable rates is recovered. After the customer has made payment get the voucher from
cash department.
Cancelation or Stop of DD
If any customer wants to cancel DD, obtain application in writing along with
original DD. Verify the signature of applicant. This signature should tally with the
signature of DD application form. Check the DD account into system of payment made
or not. Mark cancellation in DD issued register. Recover cancellation charges.
When Application form received from purchaser and verifies the signature.
Inform the drawer branch of the loss of DD and advise them to mark caution against
payment if presented. After necessary checking, the drawer branch will inform the branch
about the status of DD whether it has been paid or still outstanding. Then the bank take a
action on the order of the customers.
Pay Order:
Pay order or PO issued from one branch is only payable from the same branch. It is
normally issued for payment in the same city and is referred to as Bankers Cheque.
Issuance of PO
Get application form from the customer. Issue PO after vouchering all necessary
formalities of the bank .Get recovering charges and withholding tax in case of cheque
deposit for PO. Make entry in PO issue register. All pay order must be crossed payees
account only. It must be noted that bank entire Branch Clearing Advice is not involved
because it is payable at the same branch and same city only.
name of place
Account enquiry
Cash transactions
Transfer of funds
Printing statement
Telegraphic Transfer
It is also a quick way of transfer funds from one branch to another of the same
bank through telephone, fax or telex. Procedure of application and vouchering is same as
a DD. Apply test on the TT message and appropriate codes and instructions such as
advice & credit or advice & debit. It is mostly cleared through main branch of the same
area.
CASH DEPARTMENT:
In last days of my internship I work in cash department and this department can
deals Government treasury on behalf of State Bank of Pakistan. There are Chest, Subchest and Non-chest branches in the bank. State bank of Pakistan issues currency notes
and monitoring the cash flow of the bank. Cash In charge and other cashiers deal with
cash receipt and payment in the bank.
And also the following books are maintained in the cash department:
Token Book
scroll Books
The collection of utility bills is that bill that is includes electricity bills, gas and
water bills. It also includes PTCL bills.
Marketing Department
Customer Service
Department
Head of Agri.
Head of Consumer
Department
Deptment
Finance
Head of CS Depatment
Jounior Officer
Consumer Finance
Agriculture Department
Grade 1 Officer
Department
Jounior Oficer
Jouior Officer
NUMBERS OF EMPLOYEES:
There are 10 employees are working in the organization for marketing department. These
all of members are very competitive and well trained. They also knew the customers
needs and wants. And they also knew how to handle these problems and new
environment.
MARKETING OPERATION:
Before discussing marketing operation of National Bank of Pakistan, I want to
clarify Marketing and the Marketing Department and their difference. 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
Marketing department is a unit of organization, traditionally charged with
carrying out specific tasks that are deemed to be "marketing
Right Product
Right Price
Right Place
Right Promotion
Marketing operation of NBP Layyah is to identify the needs and wants of the
consumer and provide the right product, right price, right place and right promotions.
National Bank of Pakistan is mainly focus on this points that how to aware the customer
on their product and service and how to convert their need into demand and aware the
customer or target audience about organization. For this purpose the NBP use different
promotion scheme, such advertisement banner through different communication media
like internet and newspaper for convey their message to target audience.
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 department is to increase
in the deposit of the bank as compared to competitors. The employee is very talented and
knows the value of customer e.g 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.
Manage a Budget.
Communicate Internally.
SEGMENTATION STRATEGY:
National Bank of Pakistan segment in market as geographical demographic the
size of the this market is very wide as compares to other markets. So, In geographical
segment of the NBP is divide their segment as religion and cities atmosphere. The most
of the 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. And other is workings as a leader of the
bank and performing the clearance department functions
NBP is offer different product for different segment to target customer in
demographic segment. it is divide the market into age wise for example student 18-30
and retired or pensioner 40-65 For student National Bank of Pakistan provide some
special deposit account NBP has also segment their market in occupation the target
audience that are related to agriculture provide them different kind of scheme Kissan
Dost etc.
TARGET MARKETING STRATEGY:
NBP main focus is to encourage the people to serve the people. The goal is to
reach a subset of the population who may be interested in your particular product. These
focus group of people is your target market. The target market of NBP is given below
which is based on
Objective of the organization which it wants to achieve target market of commercial
bank is
Kissan
Financial invertors
Group of people needs to get banking services such as utility bills collector
In the term of targeting the market is used when that market is the target at which
you aim of all your marketing efforts. The markets you are trying to reach are people with
common characteristics that set them and apart as a group. There are two important factor
to consider when selecting a target market segment are the
Product planning is making decisions about the features that are needed to sell a
business's products, services, or ideas to the customers. When any new product is
launched by the NBP then the planning development and management of the product is
perform.
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. 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
companys 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 is
best developed
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.
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 management try to keep maintain this level the branch manger is tray to mange the
product and tray to provide their best management to their customer and provide them
good and better environment. When the bank see that product or service is not filling
customer need then they develop a new product or modify it the key point is how to
mange the product it depends on management how the present their product to customer
to achieve their goal.
POSITIONING
NBP is having a unique position in the mind of the people because of the good repute in
the market. In marketing, positioning has come to mean the process by which bank try to
create an image or develop 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.
National Bank of Pakistan 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 differentiate their product and service using different
Promotion scheme. To communicate their audience and create strong identity , 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.
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
PRICING STRATEGY
Pricing Strategy is one of the four Ps of the marketing mix. This marketing mix
strategy is different form other because it is the only revenue generating element amongst
the 4ps, the rest being cost centers.
NBP use different price strategy for different products and service to achieve the
organization financial goals for each product. It use different strategy when any new
product is lunched by the NBP the top management of the bank 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
Survival
Estimating costs;
and credit department are the sale departments of NBP. And there motive is sell their
product and service to their customer.
Hierarchy Chart:
General manager
Sales
Sales manager
Sales manager
Regional Head
Regional Head
Distt Sales
Distt. Sales
managers
Managers
Branch
Branch
Manager
Manager
Employees
There are 7 employees are working in the organization for marketing department. These
all of members are very competitive and well trained. They also knew the customers
needs and wants. And they also knew how to handle these problems and new
environment.
SALES OPERATIONS
The sale departments perform the sale operation sale departments is NBP 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
CRITICAL ANALYSIS
The concept about critical analysis is not much clear. You are
required to critically analyze the gap between actual
marketing principles and practices adopted by the
organization. You should have to critically analyze about
advertising, pricing, promotion and placement strategies.
The decision making is centralize and that create the distance between the higher
and lower level of the employees that can create the stress on the employees.
The work of assignment witch are given to me is very knowledge full. I do our
internship work in this assignment are covered
Cash deposit
Accounts opening
Adjusting Loans
Remittances
Cash department
Pension
Some of these departments I have got lot of experience. National Bank of Pakistan
showed its remarkable progress in retail banking in short period of 18 months. The
National Bank of Pakistan is becoming the market leader in consumer financing and
charming products have already achieved countrywide acceptability. The NBP advance
salary and Saibaan are Rs. 24 billion so far. The consumer of these products are 500, 000
approximately.
Corporate banking Group is dedicated to offers corporate and investment baking
services to large clients. The NBP committed to improve the quality and banking skills of
its human resource, imparting need base training and qualified professionals at entry
levels. The bank continued to improve its technological platform by expanding its ATM
network and increasing on line branches.
The National Bank of Pakistan is award wining during 2 previous years these are.
Bank of the Year awarded for the year 2010 by the world renowned The
Banker magazine owned by the Financial Times Group, London
NBP is awarded Prime Minister of Pakistan Trophy, a top slot award by Lahore
Chambers of Commerce and Industry in 2010
Among the global leading banks, NBP is the only Pakistani bank appearing in top
500 banks of the world in The Banker magazine owned by the Financial Times
Group, London
Bank of the Year awarded for the year 2008 by the world renowned The
Banker magazine owned by the Financial Times Group, London
The award wining is very encouraging for any sector of their employees. That shows
the ability and real picture of the any business.
SWOT ANALYSIS
Strengths are those qualities which distinguish or give an
edge to the organization over other organizations.
Mention competitive edge over its competitors. Following are
the common points also prevailing in its competitors. Also
mention few competitive edges over its competitor related to
your specialization i.e marketing.
SWOT an ellipsis that stands for strengths, weakness, opportunities and threats.
Threats External elements in the environment that could cause trouble for the
business.
Marketing managers may also design and oversee various environmental scanning
and competitive intelligence processes to help identify trends and inform the
company's marketing analysis.
In eight weak of working in the National Bank of Pakistan I have come across the
following SWOT analysis.
STRENGTH
A National Bank brand image is its major strength. It has always been considered
as the pillar of the country's economic scenario asset wise or balance sheet wise. Its
image, work force, network and reputation have created a sentimental and emotional
attachment of the people with the bank. The computerized networking is strength of the
bank of every bank. Now the bank has the ability to compete with any multinational bank
as to keep pace with the changing and fast growing world of today computer have
become necessities of every units. The reserve funds indicate positive sign as they have
increased as compared to the previous years. The competitive edge of the National Bank
of Pakistan has on the rest of the competitors is its expanding business worldwide
catering for a large and vast group of customers and maintain standards of excellence
globally. Followings is a press release report.
Computerized networking:
Organizational culture:
Being the pioneer of banking in Pakistan, NBP is one of the oldest banks and is
the richest in experience.
Best Return on Capital Bank for 2006 amongst all the banks in Asia
The band is always on the look to improve its services both to the domestic as
well as overseas customers.
24 hours cash access and safe payment products for high value transaction.
Dealing Government Treasury where SBP has not its own branch
Holds largest deposit base in the market share in terms of number of accounts
WEAKNESS:
Good will of any bank makes its weakness. Weakness in National Bank of
Pakistan has two types like downsizing and rightsizing. Due to downsizing of National
Bank of Pakistan policy can be made its own weakness. The experienced and devoted
employees were leaving the bank. Due to right sizing a lot of confusions have taken place
as well. From 1995 onward bank exhibits a downward trend indicating its low
performance-showing decline in total assets. This downward trend can caused a great
threat to the bank as its competitors are talking its market share, which can cause ruining
the image and reputation of the bank thus posing danger in the long run.
There is some of another weakness in the National Bank of Pakistan system.
Lowest Internal Control and Compliance System, SBP rated Marginal which is
alarming for the Bank
Physical environment and atmosphere compare to other banks is not meet the
standard
The general out look an interior layout of branches are not as required according
to modern banking
Different branches are pending because of this updating daily record is becoming
very difficult.
Loan formalities
Favoritism in loans
Employees dissatisfaction
Poor planning the bank had book losses of over 1.2 billion rupees in the karobar
scheme.
In NBPs five year strategic plan 2007-2011 approved by board of directors does
not address any serious thinking on
o Productivity improvement and benchmarking with the competition.
o Development required for serving major sectors of the economy.
o Infrastructure to support planned growth and vision.
o Inducting and leveraging specialized human capital.
o Bringing the institution on international banking landscape in the coming
five years, not to speak of the seven years which the current management
has already served.
OPPORTUNITY:
Reorganizing the efforts of NBP has open many opportunities for growing. National
Bank has very bright prospects for the future. They plan to region their lost glory not only
in terms of profitability but also include latest technology and competent work force.
NBP is the only bank which is providing facility of bills collecting from 9 AM. To 5 PM
and give the pension.
collaboration with a private firm, which would provide this service for 12 hours. They
also have taken steps to improve customers service, streamline internal procedure and
creating a delectating climate for technology initiative.
Electronic banking
Micro financing
Government patronage
NBP has given the opportunity to customer feedback on different products and
accounts has really improved the bank performance and encourage the
atmosphere for other future policies
Its vast network of domestic and overseas branches can help to expand business.
Being an agent of State Bank of Pakistan it can play vital role in local economy.
NBP also has an opportunity to expand its new technological advancement like,
online bank and internet banking facilities in order to serve the customers more
efficiently.
THREATS:
The National Bank of Pakistan can be threat means the threats to economy of Pakistan.
NBP has not considered the small bank in Pakistan, Due to large number of customers
and their dealing with other banks. Freezing of accounts by the State Bank of Pakistan
have also caused problem for NBP. But the recent facts and figures indicate that the banks
major rivals lime MCB and HBL are causing threats to the bank in the long run of
market. For some time they can get large number of customer due to their rising
standards giving quality service and value added products.
Sick projects
Downsizing
Customer complains
SBP rated just Marginal in respect of System & Control which is alarming
Foreign banks may increase marketing support and aggressive sales drive.
The Employee Turnover Can Create A Serious Problem For The Bank.
Its staff switching over to other private banks due to more facilities.
From SWOT analysis we can conclude that the management of the bank should
adopt systematic planning for the bank growth, introduced new schemes NBP has
more customers as compare to other banks, if they given proper attention to every
customer then if in few years it will be the leading bank of the country.
CONCLUSION
You are required to describe the organization according to
your evaluation/assessment in the light of critical and SWOT
analyses.
During my 8 weeks internship I got lot of knowledge and I observed some of things such
as its working procedures, policies, and many other things of practical nature of any big
organization and banking sector. On the basis of all these observations, I have come to the
conclusion. The banking field is more competitive and dynamic now days. In this
competitive environment the bank must have to use more innovative and creative ideas at
right time then they attract customers. Starting ATM facility in many big cities due to its
customer are loyal to it. Its equity position is very strong and it can compare competitor
in every aspect of banking. NBP is one of the oldest and more settled bank of Pakistan in
fact it remained in business of financial services for many years. During its course of
history NBP contributed a lot in the development and fostering the growth of economy in
the country.
Some more concluded that
This bank is only bank which must cover the backward regions of the country.
NBP has unique position to find the balance between the strengths and weakness.
The bank has successfully penetrated key market through branch expansion and
business diversification
The National Bank of Pakistan plays a key role in the strategic national
development.
In contract to other banks populating the FSI sector, NBP is mandated to uphold
public interest. It is critical too as all other banks and NBFIs in public sector have
been closed down or merged with NBP.
In contract to other banks populating the FSI sector, NBP is mandated to uphold
public interest. It is critical too as all other banks and NBFIs in public sector have
been closed down or merged with NBP.
The current management of National Bank of Pakistan was hired purely for their
international experience, bank serving public interest along the lines of a large
modern commercial bank.
Annual budget of the bank is approved by the Board and monthly comparisons of
actual results with the budget are prepared and reviewed by the senior
management.
Flexible Policies
job security
Permanent Hiring
The process of a transaction should be short in order in save time for both
customers and the bank.
It is suggested that promotion be given to the staff in due time and on the merit
base.
The Bank should introduce the computers software to cope the heavy load of
work and better control.
Extra counters should be established in order to facilitate during the rush days the
difficulties faced by the bank staff as well as the customers.
Procedure of receiving loans should be easy and short time to facilitate the
borrowers and enhance the profitability of the Bank.
Work equality
Better Communication
Proper uniform
Decentralization
Delegation of Authority
The procedure of taking services from the bank must be made easier and straight
forward not involving long difficult procedure for simple task.
People aware about he services of the banking and any addition which the bank as
made in the portfolio of its services.
NBP major fault is that wasnt keeping its pace with on going changing in
banking industry unlike other banks. Now this bank combining all it power and
trying to approach other banks.
Bank can increase its profit ratio by reducing extra expenditures and to enhance
the volume of advanced especially retail loans.
Bank should take step to establish separate counters for the old age employees
and pensioners.
The Bank should locate new market for its operational activities in the country as
well as abroad.
The Bank should increase profit rate on deposits and saving schemes especially
for pensioners and old age citizens.
For improvement of internal control and system the compliance wing and surprise
inspection system should work more effectively.
Double shift system should be introduced to improve attitude and behavior of the
employees.
For collection of utility bills i.e. Electricity bills, Telephone bills, Water and Gas
bills separate cash receipt counter must be established.
Refrence:
http://www.nbp.com.pk/
http://www.google.com/
vu hand book
Wiliam books