Assignment Front Sheet

Assignment Front Sheet
CIM Membership
Number
38450488
Module/ Unit Title
Integrated Communication
Level/Award
Professional Certificate in Marketing
Accredited Study Centre
Strategy
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Word count (Excluding,

content, references and
annexes)
Task 1: 1289
Task 2: 2834
Task 3: 4096
Total: 8219
CIM Membership number: 38450488
Contents
Task 1 ...................................................................................................................................................................... 3
1.2 Internal communication methods for enhancing employee engagement ........................................................... 4
1.3 Allocation of internal resources ...................................................................................................................... 4
1.4 How marketers justify their future budget requirements .................................................................................. 4
Task 2 ...................................................................................................................................................................... 5
2.1 Process of developing a creative brief which reinforce the value preposition of the Peoples Bank .................. 6
2.2 The main challenges in working with an external marketing agency and the solutions ..................................... 7
2.3 How to use the Product life cycle to maximize the product profitability of the bank ........................................ 8
2.4 The benefits of branding for Peoples bank and the method of brand building used in the bank. ...................... 9
Task 3 .................................................................................................................................................................... 10
3.1 Comparison of the main marketing communication methods used in Peoples bank with another industry. ... 11
3.2 Marketing communication objectives that are important for improving the corporate reputation of the bank . 12
3.3 An integrated marketing plan to achieve the above objectives and measuring the effectiveness of the plan .... 13
1.1 Peoples Bank; Company Background .............................................................................................................. 17
References ............................................................................................................................................................. 18
Annexes (1) ........................................................................................................................................................... 18
Annexes (2) ........................................................................................................................................................... 20
Page 2
Task 1
Word count: 1289
Page 3
To: Senior management of the Peoples bank

From: Marketing manager
Date: 23rd June, 2015
Subject: To improve the performance of marketing activities of The Peoples Bank to increase the market share.
1.2 Internal communication methods for enhancing employee engagement

Internal communication means communication within an organization that requires free flow of communication and
share as much as information as possible with all relevant parties so that they feel involved, empowered and trusted. To
engage employees, they are needed to be branded and so making them to become motivated (IC course book, 2015).
The Peoples Bank has implemented a bottoms-up approach in communicating with the team members (The Peoples
bank annual report, 2014).
Method of
engagement
Frequency
of usage
Application to facilitate enhanced employee engagement
Staff meetings
High usage
(Once a
month)
Performance
review systems
Medium
usage
(Annually)
High usage
(Often)
Team breathing meetings are held every 1st week of the month where employees and lower level
managers are informed about top managers decisions, profits the bank earned, current situation of the
bank, best performed employees and about their promotions etc. and the employees can come up with
their own ideas
Employee surveys are carried out for offer increments for those who performed well to make them
motivated.
Digital
communication
Magazines and
circulars
High usage
Special events
High usage
Every employee has their own intranet account to access all the information they need (including
circulars). Employees are informed with Email bulletins, management information system (MIS)
provides all the necessary information about consumers. And employees and staff members can
comment on the banks performances via social media (such as Facebook)
Pulse magazine informs the employees the banks performances with the society to make them feel
positive about the banks culture and also about newly recruited staff members to make others known
about them. And Peoples Bank in-house publication Bankuwai obai (quarterly magazine ) with
employee suggestions and publishing employees talents on writing poetry, prose etc.
Employees in different departments, branches can meet in special events (such as contests, staff
childrens party, religious activities) and identify each other making the banks background more
friendly and also can talk about their work and suggest new ideas. By participating to training
programs, workshops, seminars, quizzes etc., employees can improve skills and become motivated.
1.3 Allocation of internal resources

There are four types of resources within an organization as physical resources, Human resources, Financial resources
and intangible resources (IC course book, 2015). Human Resources are the core driver of the bank while Financial
resources, Marketing and sales resources (market reputation, brand, image) are also important areas that the bank
concerns. The product portfolio of the bank also about allocating resources for supporting the customers to get the best
for their banking needs. So the bank is highly concern on allocating its internal resources.
Resource
Allocation of internal resources
Human
Resource
Employees are empowered to better equip with tools to tackle a dynamic operational environment with
sufficient skills and relevant experience to increase the marketing, sales and work in a customer centric culture
by recruiting employees with the necessary skills, knowledge, experience, attitude and qualifications, training
the employees, appraisal their performance.
Financial
The board of directors should ensure that the bank keeps proper books of account of all the transactions and
resources
prepares financial statements that give a true and fair view of the allocation of financial resources.
Marketing
By identifying the strengths, weaknesses, opportunities and threats that will influence future profit and formulate
and
sales strategic plans accordingly and by creating brand awareness on existing products and launching new products
resources
and services, initiating additional promotions, value additions on the host of other areas such as branch openings
and relocating that need public awareness and advertising about those changes
Customer
When the technology has being developed, the bank allocated their resources to easier, efficient, accessible,
support
penetrative and hassle free for banking anytime anywhere including internet banking, visa debit cards, mobile
resources
banking, SMS banking, online payment for EPF and ETF and custom duty payment facilities.
1.4 How marketers justify their future budget requirements

The bank uses Bottom-up budgeting method where managers in each department submit their own budgeting
requirements over their strategic time horizon and how it might respond to these changes to the financial department
where the whole budget for the bank is set and finally submitted to the central bank of Sri Lanka which emanate
significant finance for the banks operations. As an example, (Source: The Peoples bank financial statement, 2014)
Category
Internal and external resources
Purchase of property;
plant and equipment
Employee wellbeing
Tv Advertising
Sales promotions
2014
2015
LKR 1,049,107
LKR 1,562,425
LKR 2,056,758
LKR 1,881,065
LKR 1,258,928
LKR 1,874,910
LKR 1,851,082
LKR 2,086,740
Change
Objective for the Justification
20%
-10%
10.93%
To achieve the objective of increasing the efficiency of

working of equipment and employees by 20% within
one year period.
To reduce the capital spent on Tv advertising by 10%
and allocate that capital for having more sales
promotions which make the profit increased in Bank of
Ceylon last year (according to me too approach)
Page 4
Task 2
Word count: 2834
Page 5
2.1 Process of developing a creative brief which reinforce the value preposition of the
Peoples Bank
A creative brief is a document that gives details of what should be considered when something is designed or
advertised (Cambridge business English dictionary). So it should contain every aspects of the communication
strategy, including the target audience, the desired position and brand image, and should be documented ideally
fitting on a single A4 sheet (IC course book, 2015). Value proposition is the set of benefits or values that a brand
promises to deliver to customer to satisfy their needs (Kotler and Armstrong, 2011) which describes the perceived
functional, emotional, social or self-expressive benefits provided by the organizations offerings (Aaker and
McLaughlin, 2007) that makes the consumer build the brand awareness. Peoples bank offers savings accounts and
fixed deposits with comparatively higher interest rates, debit cards with secure and encompasses myriad
conveniences and also higher security of gold articles and protect confidence of loan (Peoples bank annual report,
2014). An example for a creative brief that is developed to reinforce the banks value proposition can be described as
following,
Step 1: Writing a brief overview / background about the organization which includes a brief history of the
organization, competitive environment, and opportunities spotted in the market place etc. This should be written
simply and clearly as much as possible.
Peoples Bank was set up in 1961 to mobilize rural savings and channel it towards the process of development and to
provide banking services to population groups that had previously been excluded from financial service industry. Thus
over fifty years the bank has used financial products to catalyze development in rural and urban areas and to provide
support to an economy in transition (Peoples bank annual report, 2014).
Step 2: Writing the campaign objectives including the metrics by which success will be measured. This objective
should be Specific, Measurable, Achievable, Relevant and Time bound (SMART) and should keep everyone focused
on the common goal; (According to peoples bank, the common goal is to benefiting all)
To create brand awareness and trust among the customers and to increase the profitability by 20% from six months
time.
Step 3: Writing the product features and benefits including description of direct competition and competitive
offerings. Its better if some key information derived from market research has been added including what are the
competing brands in the market? What are the similarities? and more importantly, how can the organization
establish a stark difference from competitors? (benefits that regards for value proposition are bolded. Source:
The Peoples bank annual report, 2013 )
Product
Savings accounts
NRFC accounts
Internet banking
Mobile banking
Having branches at every town
Features and benefits

Higher interest rates, special gifts and rewards for achievements, credit card facilities, leasing
facilities and loan facilities, pilgrimages for senior citizens
Higher interest rates, fastest money receiving method, ability to having fixed deposits
Easy management of several accounts and effect a variety of banking transactions.
24*365 banking environment by one touch, checking account balance, transaction history, transferring
funds to own accounts and third party accounts (both peoples bank and other bank accounts), credit card
and utility bill payments, ordering check books statements, inquiring pawned article details and inquiring
closet bank branches and ATMs
Easy to access
Step 4: Writing the target audience. Have to define the customers including their age, background, gender,
ethnicity, marital status and income where applicable. It is very important to know the best way to appeal to them
have an idea about what kind of triggers they are more likely to respond to. So by identifying the target groups
clearly, can satisfy them by fulfilling their requirements well to reinforce the value proposition.
Product
Savings accounts
NRFC accounts
Internet banking and Mobile
banking
Loans
Debit and credit cards
Target audience
New born infants till age 5 (Isuru udana), Children age between 6 to 18 (Sisu udana), Young people above
18 (Yes), senior citizen (Parinatha), house wives (Wanitha wasana), farmers (Aswanna)
People working in abroad (Ethera isura), Children whose parents are working abroad (Doodaru ethera isura)
Both male and female above 18 years old who are comfortable with technology, with busy lifestyle
Both men and women above 18 years old, who require urgent cash
Both men and women above 18 years old, do more shopping and travelling and also people with busy
lifestyle
Step 5: Describing the basic consumer benefits including USP/ value proposition
Offering savings accounts and fixed deposits with higher interest rates, debit cards with secure and encompasses
myriad conveniences and also higher security of gold articles and protect confidence of loan.
Page 6
Step 6: Timing. Should include a realistic schedule or timeline when drafts or samples are needed or when the entire
campaign needs to be done. It is better if the phases of the project, and specify any important dates, key milestones,
and deadlines etc. are listed. When appropriate, also specify where project activities will take place.
The campaign should be designed before the end of August and this special campaign about the peoples bank is
planned to be held at police park, Colombo.
Step 7: Budget and communication media. The budget is provided here as a guide to select the media
The profit of the bank in 2014 is LKR (billion) 14.22 and the bank plans to allocate necessary amount of money for
the creativity, and the efficiency of the agency of selecting correct media for particular advertisement etc.
Step 8: Mandatories. Any legal constrain should be included here (exactly what claims can and cant be made.
Example: proper labeling, easily understandable and simple information etc.)
Information should be simple and easy to understand

Do not include information that may mislead the public
All advertisements should include contact details of relevant bank officials and also state that Peoples Bank is a
licensed bank supervised by the Central Bank of Sri Lanka.
2.2 The main challenges in working with an external marketing agency and the solutions
An advertising agency is a marketing services firm that assists companies in planning, preparing, implementing
and evaluating all or portions of their advertising programs (Kotler and Armstrong, 2011). Agencies not only
become more than just suppliers of marketing services but also can become strategic partners of the client (particular
organization). So, clear communications between client and agency are important if the right messages are going to
be successfully communicated to target audiences (Smith, 2011).
Challenges
Solution
May require heavy payment charges Work with an marketing agency which
and may contain wasted spending
Can buy media in bulk at lower rates
Has people with good knowledge and experience about best time and
Advertisements may not creative
places to run advertisements in the agency and who can reach the target
The particular agency may not be
market for each product by finely tuning the message.
able to buy media in bulk at lower
Can provide a full creative recommendation at no additional charges
rates
So, even though the agency requires higher payments, the bank can minimize
wasted spending.
It may take grate amount of time and Extensive communication should be maintained between the external agency
effort to update the agencys
and the bank.
creations or redesign advertisements
Lack of product knowledge of the Have to communicate the value proposition (with perceived functional,
advertising agent (the agency may
emotional, social or self-expressive benefits) from each product of the bank
not have a good understanding about
and clearly define the target audience for each product with providing
the product values and the
information on customer behavior and requirements
customers). Therefore the message The bank has detailed guidelines for with regard to engagement with media
may not be able to reach effectively
and related stakeholders within the bank
to the relevant audience.
Select the RIGHT agency that can give the target and how to best
And therefore may provide false or
communicate the products benefits to the market who knows the challenges
misleading
information
about
and opportunities by using their experience.
products
Make the agency become a part of the marketing team of the bank
As the advertising agency may have Should have a better connection with the agency to build a stable relationship
a number of accounts to work upon, The agency should be obligated to safeguard any information deemed
the attention of the agency may
sensitive
divide among various organizations Agree a system of remuneration in writing policy on strategic communication
hence their service may not
and vision for every five years was drafted by marketing division and
exclusive. Hence the safeguard of
approved by board of directors. Aligned to the diktats contained in this policy,
the confidentiality may reduce.
the bank remains well-aligned to the standards codes related to marketing
communications (including advertising, promotion and sponsorship kinetics)
Page 7
2.3 How to use the Product life cycle to maximize the product profitability of the bank
The product life cycle is the course of a products sales and profits over its lifetime. It involves five distinct
stages: Product development, introduction, growth, maturity and decline (Kotler and Armstrong, 2011). After
launching a new product, management wants that product to have a long and profitable life. Although that does not
expect that product to sell forever, to earn a decent profit to cover all the effort and risk that went in to launching it.
Example: How to increase the profitability of bank by increasing credit card usage and deposits using the product
life cycle of ATM
Through Automatic Teller Machines (ATM) connected to the peoples bank visa network worldwide (over a
network of 1.5 million ATMs globally) the customer can withdraw cash any time a day, through the debit card of
peoples bank, Peoples visa debit card which can be obtained for the savings accounts. Hence customer does not
need to stay at long queues in the bank to make their withdrawals. So by increasing the ATM service, the usage of
debit card and deposits of money in saving accounts increased with adding myriad conveniences with the added
confidence of secure financial services which make the profitability of the bank increased. (Refer annexes (1) for the
product details of ATM service centers and depositions)
Introduction period
Within this period,
the R&D facilities
and
the
total
number of ATMs
were increased to
36 serving over
125,000 (Peoples
visa debit card)
PET
cardholders
while
fully
automating 175
branches by 1998.
Fig 2.1 Product life cycle for ATM
2015
2011
2007
2003
1999
1995
1,000,000
800,000
600,000
400,000
200,000
0
20
15
10
5
0
Pre-tax
profit
(LKR
Bilion)
2009
2011
2013
200
year
Pre and post tax profit

LKR (bilion)
400
1991
Number of ATM
600
-200
Growing period
Product began to be popularized among customers.
Hence, more ATM centers were developed throughout the
island.
Some new features were improved including, introduction
of central ATM switch to connect with Peoples
Automated Banking System (PABS; a banking application
developed in-house, commenced live operations) branches
by 2000.
By 2002 the number of PABS automated branches
increased to 218 and 119 branches were connected to the
central ATM switch.
In 2003 the Young Executive Saver's (YES) Account was
launched to make young people do more deposits which
provide ATM facilities
By 2012, the total branch network reached 728, whilst
ATM locations increased to 420 covering almost all parts
of the island.
During this growth period, the development of the product
among public was highly focused by the management to
build brand awareness than the competitors have. As a
result of their strive, Peoples Bank became the first bank
to be connected to the national common ATM switch
which may help to increase the number of customers using
Peoples Banks accounts in ATMs and hence could
increase the profitability in 2014. So, with probably the
countrys largest savings base now exceeding Rs 318
billion with increasing customer confidence, deposits
reached Rs 793,342 million indicating a 4.1%
improvement over 2013
Product life cycle for Deposits
Product life cycle for ATM
Deposits LKR (million)
Development period
The first ATM was introduced
in 1991 at the headquarters
branch
During this period, the product
was not launched throughout
the island at once (because it
requires
higher
cost
to
automate the all branches and
as it was still under test
market).
Instead people were educated
about the advantages of the
new product and gradually
increased the number of ATM
centers by opening another
eight ATM centers fully
automating 160 branches by
1994.
year
Fig 2.2 Product life cycle for Deposits
year
Post-tax
profit
(LKR
Bilion)
Fig 2.3 Pre and post-tax profit
Page 8
2.4 The benefits of branding for Peoples bank and the method of brand building used in the
bank.
A brand is a product or service that carries lots of positive associations in customers heads, based on its quality,
consistency and values. Successful brand building is arguably biggest challenge the marketers face. So the primary
role of marketing is to generate brand awareness and create, maintain and strengthen brand image which are trusted
by customers to produce strong profits (IC course book, 2015). As a commercial bank, Peoples bank comes under
service brands. The benefits of the brand Peoples bank includes, (The Peoples banks annual report, 2014)
The perception values and trust of the bank has been improved.
According to certain surveys conducted, the brand peoples bank is now among the top brands in the country
and is a top of mind recall brand, so can become basis for building strong and profitable customer relationships. (the
Peoples award for banking and financial service brand of the year for the second consecutive year in 2007 and
Peoples bank won the SLIM-Nielsen peoples award for the most popular bank in the Sri Lankan banking and
financial service sector, SLIM-Nielsen peoples awards-service brand of the year and also the bronze award for
service category at the SLIM brand excellence award in 2011 had been won by the Peoples bank).
All advertising are aligned with the goals and priorities of the corporate brand. This gave the bank a strong
platform to extent the brand more, using it as the blanket arch in all communication to complement the subbrands of products and services promoted.
Peoples Bank became the first bank to be connected to the national common ATM switch due to building of
brand awareness than the competitors have.
The profit margins could be able to increased

There are different methods for branding such as Interbrand barnd onion, Kapferers Brand Prism (1997) (IC
course book, 2015). The branding of Peoples bank (based on the
Interbrand barnd onion) has been started at its core, by setting their vision
which is considered as a snapshot of the future and setting values which is a
belief system (way of working and communicating) within the organization.
Vision: To be the bank of the aspiring People in Sri Lanka: Empowering
People to become value creating, competitive and self-reliant.
Values: the core values of the bank are strength, stability, trust and
accessibility (the Peoples bank annual report, 2014)
Personality which describes all communications and consumer
perception towards the organization and positioning is a summary of the
brand in relation to completion in the consumers mind. The information
Fig 2.4 The brand onion (adapted from
that makes the layers of this brand onion can be informed from a brand
interbrand,2002)
audit, based on a market research (IC course book, 2015).
The core values help to build the consumer perception about the bank. Therefore according to the core values the
bank performs and the image of the consumers mind, the personality of the bank has been identified as a
competence brand (based on the framework of brand personality by professor Jennifer Asker, 1997).
Marketers need to position their brand clearly in target customers minds. The aim of the Peoples bank is to be
the first choice of people; Top of mind brand is the goal of positioning themselves as a brand and the brand name
Peoples bank also represent that the bank is there to benefit people. The Peoples
bank has shown repeatedly that its unique brand of banking by the people, to the
people is the formula to its success (Peoples bank chairman).
A company can have four choices when it comes to developing brands
including, line extensions, brand extensions, multibrands, or new brands (Kotler and
Armstrong, 2011). As the bank markets many different brands in a given product
category (ex: under the product category savings accounts the Peoples bank
market different brands as Isuru udana, Sisu udana, Yes, Jana jaya,
Parinatha, Wanitha wasana etc.) bank has developed the brands under the Fig 2.5 Brand building
(adapted from Kotler and
category of multibrands which offers a way to establish different features that appeal
Armstrong,)
to different customer segments, and capture a larger market share.
With repeated accolades in this field, the bank has been able to achieve a larger market share. However this lofty
status has a continually raising of the bar, its an evolutionary stance that the members need to be aware of and work
hard to ensure the bank remain at the zenith (Ex: It has been earmarked that the Bank to be the Most Digitalized
Bank in Sri Lanka by the chairman). The bank have proceeded to do so by utilizing creative and original approaches,
taking steps to ensure that communication themes are align with the core values.
Page 9
Task 3
Word count: 4096
Page 10
3.1 Comparison of the main marketing communication methods used in Peoples bank with
another industry.
The marketing mix is the core of marketing. The traditional marketing mix is made up of four main components
as Product, price, place, promotion. As the Peoples bank is mainly focused on service providing, the extended
marketing mix can be applied which includes people, procedure and physical evidence. The marketing
communication falls under the fourth p (the promotion element) of the marketing mix. This includes mainly,
advertising, sales promotion, public relation, personal selling and direct marketing where each category involves
specific promotional tools used to communicate with customers (IC course book, 2015).
Benchmarking is the process of comparing the companys products and processes to those of competitors or
leading firms in other industries to identify best practices and find ways to improve quality and performance (Kotler
and Armstrong, 2011). Because of this benchmarking, the competitiveness of the firms can be increased.
According to the consumer base data (in fig 1.3 in company background), peoples bank is a leading bank in Sri
Lanka (The second largest state sector bank, the peoples bank annual report, 2014) and Elephant house (Ceylon
cold stores) is the leading beverage company in Sri Lanka (Elephant house annual report, 2012-13) and also
somewhat same types of market segments are targeted (Ex: children, young generation etc). So the marketing
communication tools used in those two organizations can be compared to get an idea on the best communication
practices and find ways to improve the quality and performances of the peoples bank. A summarized table of the
detailed survey table is given bellow. (Refer annexes (2) for the complete survey tables).
Marketing
communication
tools
Advertising
media
Sales promotion
Public relations
Personal selling
Peoples bank
Elephant house
Among the advertising media, Tv, newspapers All possible tradition advertising media such as
and web are the main media used by the bank.
Tv, radio, press release, billboards and posters
High emphasis is placed on Tv but lower than are used widely in promotion of elephant house
products.
the Elephant house
Highest emphasis is placed on Tv which

Very low emphasis is placed on radio and
complements the companys marketing
posters than the Elephant house.
strategies, specially in promoting its brand.
Very high emphasis is placed on web than
Higher emphasis is placed on radio and
Elephant house.
posters than the peoples bank.
Lesser emphasis is placed on web than the
peoples bank.
Customers are informed in promotional campaigns and information about added values (promotions)
of products within a certain period of time by both the Peoples bank and Elephant house to attract
new customers and increase the brand awareness of the current customers. (especially within the new
year season, childrens day season, Christmas season etc.)
Therefore High emphasis is placed on the sales promotions.
Higher emphasis is placed on public relations by both the bank and Elephant house to promote
goodwill and mutual understanding across all the various public.
Special emphasis is placed on sponsors and Special emphasis (more than the Peoples
events and a comparatively higher budget has
bank) is placed on sponsors and events and a
been allocated (Ex: donating essential items)
comparatively higher budget has been
allocated
(Ex:
organizing
new-year
Medium usage on Facebook (the banks
celebrations, organizing fun competitions)
Facebook page is not active as much as the
Elephant houses page)
Very high usage is on Facebook by updating
information about the products occasionally in
an attractive way.
As the bank is included under service sector, Public are informed by Elephant house agents
the customers are informed about new products
(Ex: in super markets) about new products,
and benefits to retain them and make them buy
their nutritionals benefits (Ex: Orange barley
those new products within the bank by the staff
light contain zero celery) and product
people and also saving campaigns are conduct
promotions. But this is not much popular as
Page 11
Direct marketing
(Ex: bank staff inform the account holders

about the benefits of having debit cards)
Customers are directly contacted via direct
post and e mails than elephant house does as
the bank knows its customers and which
segments they belong to, so it is an easy
communication tool for the bank which
requires much lower budget than other tools.
Very high emphasize on marketing via
internet. Specially, because the bank provides
services that provide more efficient, easy and
confidant for customers.
Not much emphasis on Facebook activities as
Elephant house does.

much as the bank does.
The usage of post and e mails for direct

contact is not very efficient (as the Elephant
house doesnt know exactly who the
consumers are).
Not very highly emphasis on direct marketing
products via internet.
The activities on the Facebook are very high
and information and advertisements are
frequently updated, specially in a manner that
can attract the target segment (Ex: Cream soda
for youth, Elephant Ginger Beer for people
who love for appetizers etc.)
3.2 Marketing communication objectives that are important for improving the corporate
reputation of the bank
The term corporate reputation refers to how positively, or negatively, a company or similar institution is
perceived by its key stakeholders such as employees, customers, members of the media, investors, NGOs, suppliers
and financial analysts (Gaines-Ross, 2007). The corporate reputation not only focuses on consistent communication
but some other behaviors to create linkages in perception across, image setting, financial image, product image,
recruitment image. Therefore an organization wishing to have a positive reputation should ensure that the products
have good quality, have adequate financial resources to deliver quality and recruit and train quality staff (IC course
book, 2015).
Marketing communication objectives are derived from understanding the current context in which a brand exists
and the future context in the form of where the brand is expected to be at some points in future (Fill, 2006).
It is very important for setting the right objectives. Because it can determine the communication strategy as well
as the campaign mix of media and the message content. Corporate reputation depends on the strong brands, strong
organizational values and management practices, but the stakeholders are quick to point out gaps between what the
organization purports to be, or sincerely believes it is and what it actually is. Hence it is really important to build
positive perceptions in the stakeholders mind which may lead to increase the corporate reputation of the
organization (IC course book, 2015).
According to the banks common value of the benefiting all, bank tries to retain a positive corporate reputation
by having a good communication with both internal and external stakeholders. The following table describes some
marketing communication objectives of the bank and how to apply them within the bank to improve the corporate
reputation of the external stakeholders according to their needs (Source: The Peoples bank annual report, 2014).
Areas
Communication objectives to improve
Stakeholder group
Interests (needs)
where they
the corporate reputation
impact on
Customers
Safety and confidence about High impact- To develop a data protection program
and increase the efficiency of customer
their properties that deposited Profit of
the bank
contact servicers by 60% within three
in the bank (money and
months time.
specially gold items that they Brand
This may create positive brand awareness
pawn)
image
in target consumer group by fulfilling their
Having a reliable interest for
communication needs.
savings (for savings accounts
and fixed deposits) and have
regular communication about
the interest rates
Information provided by the
bank is accurate and reliable
High impact- To organize meetings for suppliers in
Suppliers
Reliable payment methods
Stationary items, Regular supply schedules
Quality of
every three months for increasing
machines (computers, Good supportive practices
the
supplier communication by 70% within
printers, air conditions
resources
a six months period.
etc.)
and
some
Time
of This may help to sustain the competitive
equipment
(ex:
advantage towards other local banks and
delivery
computer parts) are the
increase the corporate reputation (in
Page 12
major
resources
supplied by external
suppliers.
Community
Not only with the
customers but also a
positive
corporate
reputation with local
community is very
important for sustain of
an organization.
Media
Careful control of
the media is essential
for an organization to
maintain a positive
image in the eyes of the
public.
Social investment details

Product benefits and features
(including interest rates)
High impact Profit of

the bank
Brand
image
Briefed information about

products and target audience
Strong and weak points of
the bank
High impact Brand

image
Customer
attraction
suppliers and customers,

specially
concerning on the 7th P; Physical evidence
towards the consumers)
To carry out a special CSR activity
every year and increase the community
engagement from 30% within a year.
This may give a positive brand image
within the community and to increase the
market share.
To create training programs and have

special meetings with media every three
months to increase the communication
by 40% within a year.
This helps to get a positive image
transferred about the bank which can
increase corporate reputations of both the
local community and customers
To organize meetings with minister of
finance to make the government
knowledge about the banks dividends
100% by the end of each year.
This may increase the providing capital
from government sources to the banks
various operational projects which may
lead to gain a positive corporate reputation
within the local community.
High impact Information on the

performance and integrity of Profit and
taxes for
the staff
the bank
Dividend and share values
Providing
Information on corporate
investmen
governance and business
ts
ethics
Brand
Whether supporting for
image
Government policy and
compliances
By communicating about new facilities and benefits and about the safe and confidence for the deposits
effectively to the customers, emotional benefit can be developed as a bank that provide more safe and confident, as a
bank that provides more faster and easier facilities and also a bank that provides more promotions and interest for the
accounts, (Simply as a bank that provide benefit for all the stakeholders) a positive brand image can be developed
regarding the bank and which can increase the corporate reputation of the Peoples bank better than the competitors.
Government
The government of
Sri Lanka presently
holding 92.27% of the
banks ownership.
Hence, government is
the major shareholder
of the bank.
3.3 An integrated marketing plan to achieve the above objectives and measuring the
effectiveness of the plan
The main goal of integrated marketing communication is to influence customer buying behavior.
Communication planning according to a framework is really helpful for the market people to understand the whole
process and also enables them to make decisions that link each part of the communication plan together. Fills
marketing communication planning framework (MCFP) and Pickton and Brodericks ROBOSTIC approach to
planning are two planning methods. Neither of them is considered as right or wrong. So the marketers can choose
either of them which are more helpful (IC course book, 2015).
According to the fig 3.1, the (MCFP) (Fill, 2006) is mainly based around the 3Ps of the promotional strategy
(push, pull and profile) and the coordinated promotional mix. So as Fill described, the marketing communication
plan should contain,
Context analysis
Communication objectives
Marketing communication strategy
Coordinated communication mix (tool, media
and context)
Scheduling and implementation
Resources (human and financial)
Feedback
By referring to this framework, an integrated
marketing communicational plan can be developed
Fig 3.1 Fills marketing communication planning
for the Peoples bank to achieve the above
framework (MCFP). (Fill 2006)
mentioned marketing communication objectives.
Page 13
3.3.1 Context analysis

Context analysis attempts to identify the key marketing and communication drivers that are likely to influence
(or already are influencing) the bank and will affect its ability to achieve its objectives. The main elements of the
context analysis are Customer context, Business context, internal context and external context (Fill, 2006). The root
of the context analysis is the marketing plan. The information of the context analysis can be gathered into the SWOT
analysis, where all the factors can be screen at a glance.
Strengths
Weaknesses
Strong brand name (The second largest state sector bank in Sri Lanka) Maturity mismatches between assets and
liabilities
A bank that 92.27% is owned by the Sri Lankan government
Less consideration on social networks for

The bank has a higher customer base
communications
Bank has skilled, well trained, friendly staff
Lack of organizational infrastructure
Branch networks are deployed and invested on the latest technology
The product portfolio is all about supporting the customers
The target customer groups are clearly characterized for each product
Opportunities
Threats
Peoples high trend for saving money
Increasing industry competition
The emotional feelings of people about the confidence of the Constant changes to regulations
government banks
Volatility in interest rates, liquidity issues &
High reputation within the community towards the Peoples bank as a
exchange rates
brand of banking by the people, to the people
Increasing tourism industry, migration and foreign employment
3.3.2 Communication objectives, Marketing communication strategy and Coordinated communication mix
(tool, media and context)
Under the previous question, certain marketing communication objectives were set to increase the corporate
reputation of the external stakeholders of the bank. When developing a marketing communication plan, it is
important to determine the organizations current and desired reputation, with relevant communication tools and
media designed to address if there is any gap and increase the corporate reputation by achieving the objectives.
According to the MCPF, the marketing communication strategy is the core component to carry out a marketing
communication plan. The communication should be audience oriented not media oriented. This will show what the
task is that the marketing communication needs to achieve where pull, push or profile-demand strategies can be
identified (Fill, 2006).
So, Pull strategy (promotion given in the bank is targeting at the customer to increase awareness and ultimately
purchase) and profiling (promoting the corporate image of the bank for stakeholders) are considered in the Peoples
Bank. Depending on the marketing communication strategy, suitable marketing communication tools and media
have to be selected which can reach the target audience effectively. But these should be used in an integrated fashion
where the desired objectives can be achieved to reduce the gap between the current and desired reputation and
clearing up misunderstanding.
Stakeholder
Marketing communication plan (promotional methods)
group
Objectives
How to achieve this objectives within the bank
To
develop
a
data
The
bank
currently
communicates with the customers via, branches and service
Customers
protection program centers, annual reports, corporate websites, written communication and responses,
and increase the call centers, press releases (ex: the pulse magazine), customer meetings and
efficiency
of customer satisfaction surveys. So the bank can have an idea about the
customer
contact requirements of the customers, their current perceptions and their banking
servicers by 60% patterns. The bank can develop a data protection program and can initiate
within three months customer loyalty programs.
time.
So then the bank can select relevant marketing communication tools to promote
the products in a manner that the marketing communication objectives regarding
those customers are satisfied making positive perceptions in consumers minds.
This regards especially about safety and confidence about their properties that
deposited in the bank and having a reliable interest for their savings which are the
basic expectation of the customers.
To
organize
Regular supply of quality resources on right time is very important to sustain
Suppliers
meetings
for the banks competitive advantage within the marketplace.
suppliers in every
To have a positive perception in those suppliers mind, proper communications
three months for should have been continued. On-site visits and meetings and public notices in
increasing supplier printed media are the main methods the bank uses to communicate with them and
Page 14
communication by
70% within a six
months period.
Community
Media
Government
To carry out a
special CSR activity
every year
and
increase
the
community
engagement
from
30% within a year.
To create training
programs and have
special
meetings
with media every
three months to
increase
the
communication by
40% within a year.
To
organize
meetings
with
minister of finance
to
make
the
government
knowledge about the
banks
dividends
100% by the end of
each year.

by organizing special meetings with suppliers every three months with specially
trained group of staff.
So that the bank can identify and satisfy supplier needs by continuing reliable
payment methods, regular supply schedules and developing support practices.
Hence can have positive perceptions in suppliers mind (can increase corporate
reputations)
Not only with the customers but also a positive corporate reputation with local
community is very important for sustain of an organization.
CSR initiatives, corporate websites, sponsorship, scholarships, public events,

conferences, branches, media and call centers are the marketing communication
tools that the bank uses to communicate with local community such as providing
donates, free essential items for general community and also open new accounts
for children in rural areas. So, budgets can be allocated with increasing capital for
CSR activities. Which make the market share get increased by attracting new
consumers among the local community and gain positive brand image within the
community which is a very powerful tool to have a positive corporate reputation.
The bank communicates with the media via, Press releases, annual report, press
conferences, corporate websites and interim financial statements. By providing the
necessary information in an intelligent manner (where providing required
information to the media considering carefully not to mention about customer data
and also in a manner that they may get satisfied with our information) their
messages can be transferred correctly to the target group which may gain a
positive corporate reputation.
Since the government of Sri Lanka is the major shareholder of the bank, it is
very important to maintain a constant dialogue with the ministry of finance
planning under whose aegis the bank operates. Regular meetings can be held and
attended by members of the regional management of the bank and representatives
of co-operative societies can improve that more. And also it needs to conduct
meetings of general body regularly to obtain opinion of shareholders and resolve
matters pertaining to them to increase the invest by the government for the banks
progress and development.
3.3.3 Resources (human and financial) and scheduling and implementation

Not only on the selection of the marketing communication tools, but also an organizations success on achieving
the objectives depend on its human resources. Peoples bank has the strength of having high skilled, well trained,
friendly staff so that, the Peoples bank has shown repeatedly that its unique brand of banking by the people, to the
people is the formula to its success. So, with regard to the main goal of the bank For benefiting all, bank works
on the wellbeing of both internal and external stakeholders therefore to increase the marketing, sales and work in a
customer centric culture. Human resources in the bank con be managed by recruiting employees with the necessary
skills, knowledge, experience, attitude and qualifications, training the employees, appraisal their performance.
The financial resources (a proper budget) have to be allocated for marketing communication purpose to achieve
the recommended objectives. It has to be specially concern on the most effective marketing communication tools
which can reach the maximum amount of the target audience in a cost effective way. And the board of directors
should ensure that the bank keeps proper books of account of all the transactions and prepares financial statements
that give a true and fair view of the allocation of financial resources.
The schedule determines the time, which can be used, or need to be used for obtaining objectives. So when
scheduling, the year can be divided into quarters and the actions of each quarter can be determined individually (Fill,
1999). After the communication plan has been launched, it should be monitored. The most important measurement
is to find out how the objectives were achieved (Baines et al. 2008).
3.3.4 Measuring the effectiveness of integrated marketing communication plan
When measuring the effectiveness, three things have to be considered as are the target customer needs being
satisfied, how competitive the chosen market is and what external factors are affecting. To measure the effectiveness
of the communication plan in terms of achieving the recommended marketing communication objectives, a market
Page 15
research has to be done to measure the effectiveness of the current marketing communication tools (IC course book,
2015)
Marketing
communication tool
Advertising
Sales promotions
Public relations
Personal selling
Direct marketing
How to measure the effectiveness
The main objective that is considered by this tool is increasing the brand awareness of the
customers and the local community and increase the market share. Other than that to have a
good relationship with the media and to get a positive image transferred about the bank is
another objective that considered under this.
The effectiveness can be measured mainly by measuring the amount and value of attention
gained, communication of the defined message and comparing the customer attraction towards
different media, attitudes improved or modified and product preference, measuring the increase
of the profit and return on investment
Web server logs and page tagging can be used to measure the effectiveness of the use of the
banks web pages.
Even though sales and profits of advertising are often much harder to measure, it can be
measured by comparing past sales and profit advertising expenditure or through experiments
(Kotler and Armstrong, 2011)
To increase the effectiveness, those advertisements have to be designed in a creative and
attractive way and several tools can linked together in a customer supportive manner (Ex:
Television can used in a direct marketing sense by including website addresses and telephone
numbers)
The main objective that is considered by this tool is increasing the market share and increasing
the brand awareness of the customers
Market research, customer surveys can be used as qualitative methods to measure the
effectiveness (Ex: Gathering consumer perception on the promotional campaign after doing the
campaign, Doing a market survey before and after doing a promotional campaign), measuring
the increase of the profit and return on investment (especially in that particular time period when
the sales promotions carried out) may also help to measure the effectiveness.
To increase the effectiveness the bank can organize more campaigns for other segments also and
can organize those campaigns in a manner that can attract customers more.
The main objective that is considered by this tool is increasing the brand awareness of the both
customers and the local community and increase the market share.
The effectiveness can be measured via the amount and value of attention gained, attitudes
improved or modified, measuring the increase of product preferences (Ex: the number of
deposits increased after an event), increase of the profit and return on investment, number of
likings and share in Facebook uploads etc.
To increase the effectiveness the bank can give more attention for its Facebook page by
frequently updating the product benefits and about product promotions in a manner that can
attract the customers, bank can organize more sponsorships for the local community by
achieving the objective of gaining more invests from the government can also bank can organize
more fun events like Elephant house does.
This tool also mainly helps increase the brand awareness of the both customers and the local
community and increase the market share.
The effectiveness can be measured by the increases of revenue and return on investment, (Ex:
increase of the number of deposits or acquiring new products after doing the personal selling ,
customer satisfaction (retention rate and defection rate), consumer feedback and perceptions.
To increase the effectiveness of this tool, the bank can train staff in a manner they can work with
the customers in a friendly manner and make them educated about all the current and new
products and technologies that the bank has.
This tool also mainly helps increase the brand awareness of the both customers and the local
community and increase the market share and also some times to achieve the objective of have a
regular supply of quality resources on time by directly communicating with the suppliers.
The effectiveness can be measured mainly by collecting the information via web server logs and
page tagging about the customers who uses the banks web services (people occasionally search
for the banks interest rates, online services etc.), the number of online applications for e
banking and the amount of peoples connected via e banking services etc.), increase of the profit
and return on investment, the number of likes and share of Facebook uploads etc.
The bank can increase the effectiveness of this tool, by increase the effectiveness, speed and
easiness of the web services and highly emphasizing for uploading more posts in an interesting
and attractive way aiming the relevant target segments.
Page 16
1.1 Peoples Bank; Company Background

1.1.1 Organization type:
Peoples bank is a licensed commercial bank that is inaugurated
under the Banking Act No. 30 off 1988;
incorporated as a Commercial
Bank by the Peoples Bank Act No. 29 of 1961. Government of Sri Lanka
holds 92% of the Banks ownership, the remaining 8% is held by Cooperative societies.
1.1.2 Size of the organization:
There are 735 branches island-wide and over 10,863 of employees
are employed. There are around 460 ATMs across the country owned by
the Peoples bank. Turnover,
Year
pre-tax profit (billion)
post-tax profit (billion)
LKR 15.25
LKR 10.89
2012
LKR
10.30
LKR 7.50
2013
LKR 17.23
LKR 14.89
2014
1.1.3 Customer base:
As a B2C organization it serves approximately 15 million customers
1.1.4 Other information:
Peoples Leasing and Finance PLC and Peoples Travels are
considered as subsidiaries and Peoples Merchant Finance PLC is the
associate of the Peoples bank.
Vision: To be the bank of the aspiring People in Sri Lanka: Empowering
People to become value creating, competitive and self-reliant.
1.1.6 Important stakeholders

Chairman, Chief
Executive Officer (CEO),
directors, head of the
departments, general
managers, deputy general
managers, assistant
general managers, chief
law officers and deputy
chief law officers, internal
auditors and employees
Government, customers,
suppliers and shareholders
Media, local communities,
regulators, represents and
trade unions
Internal
stakeholders
Connected
stakeholders
External
stakeholders
Fig 1.1: Awards of Best

banking group in Sri
Lanka
and
Most
sustainable bank in Sri
Lanka in 2014
1.1.5 Cross-Functional Relationships

Departments in Peoples bank: IT, marketing,
human resources, finance and management accounts,
international division, card, credit, development and
microfinance department and supplier department.
Corporate Management meetings: To maintain
a continuous dialogue with the all members in
corporate management team, to gain a pulse on
developing new products and evolving operations
of the bank, including issues that arise in the
banks overall strategic direction, corporate plan
and annual budget, (regularly with members of the
Executive Management, Regional Managers and
Branch Managers) and brief them of related to
increase the market share and evaluate past
performances of the past quarter taken place
together with members of the board at the
recurrent mangers conference.
A good flow of internal communication within
the bank: having team breathing meetings once a
month with employees and other staff members,
and an intensive digital communication network
within and between branches and regions (Ex:
Core banking system which contains consumer
databases and links branches, Customer
Information File (CIF) a customer database which
nominates customers by their identity card
number) to provide customer supportive services.
Involving the bank with trade unions and
regularly consult with them: for good
governance and to gain a positive brand image.
Have a common goal: For the Benefiting all
Planning financial budget for the activities of
each department
Debid
and
credit
cards
Mobile
banking
Accounts
Savings
accounts
NRFC
accounts
Fixed
deposits
Products and
servicers
Loans
Internet
banking
Gift
voucher
s
Fig 1.2 Product and service range in Peoples Bank

Fig 1.3 The major competitor
Page 17
References
People's
Bank.
2014.
People's
Bank
annual
report.
[ONLINE]
Available
at:
http://www.peoplesbank.lk/downloads/financial/2014/PeoplesBank2014.pdf. [Accessed 30 March 15]
People's
Bank.
2013.
People's
Bank
annual
report.
[ONLINE]
Available
at:
http://www.peoplesbank.lk/downloads/financial/2013/PeoplesBank2013.pdf. [Accessed 28 March 14]
People's
Bank.
2014.
People's
Bank
Financial
Statement.
[ONLINE]
Available
at:
http://www.peoplesbank.lk/downloads/financial/2014/FinancialStatementforthedecember2014.pdf.
Integrated communication course book, 2015
Kotler, P. and Armstrong, G. (February 6, 2011). Principles of marketing. 14th edition. Prentice Hall
Fill and Chris. (2006). Simply Marketing Communications. Prentice Hall: Financial Times. [ONLINE]
Available at: https://lib.myilibrary.com/SearchResults.aspx
Gaines-Ross, L (2007) Corporate reputation; 12 steps to safeguarding and recovering reputation [ONLINE]
Available at: http://www.corporatereputation12steps.com/
People's bank. 2015. People's Bank website. [ONLINE] Available at: http://www.peoplesbank.lk/. [Accessed 23
June 15].
Laitinen,
J
(2009)
MARKETING
COMMUNICATION
PLAN
(Thesis)
http://www.theseus.fi/bitstream/handle/10024/2618/Laitinen_Jenni-Mari.pdf
Cohesion
brand
blog.
2010.
Know
your
onion.
[ONLINE]
Available
at:
http://cohesionbrandblog.co.uk/2010/01/11/know-you-onion/. [Accessed 11 January 10]
Dailymirror. 2015. Peoples Bank posts best ever financial results in 53 years. [ONLINE] Available at:
http://www.dailymirror.lk/67673/people-s-bank-posts-best-ever-financial-results-in-53-years. [Accessed 30
March 15]
Elephant house. 2015. Elephant house website. [ONLINE] Available at: http://www.elephanthouse.lk/.
[Accessed 23 June 15].
Elephant
house.
2012/13.
Elephant
house
annual
report.
[ONLINE]
Available
at:
http://www.elephanthouse.lk/annualreport/CCS-Annual-Report-2012-13.pdf. [Accessed 03 June 13].
The Financial Brand. 2013. 8 steps to Crafting Killer Creative Strategies. [ONLINE] Available at:
http://thefinancialbrand.com/27428/writing-effective-creative-briefs/
Cambridge University. 2015. Cambridge Business English Dictionary. [ONLINE] Available at:
http://dictionary.cambridge.org/dictionary/business-english/creative-brief [Accessed 19 June 15].
Annexes (1)
1.1) Product details of ATM service centers and depositions (Source: Peoples bank website
http://www.peoplesbank.lk/about/glance)
Year
Product details
1991
The first ATM was installed
1994
Eight new ATMs were installed
1995
"Gurusetha", a new deposit mobilization and loan scheme catering to government teachers was
launched with the cooperation of the Ministry of Education.
1996
"Sisu Udana", a new deposit scheme for school children was introduced.
1998
The total number of ATMs increased to 36 serving over 125,000 PET cardholders. 175 branches
were fully automated.
1999
The Bank launched "Isuru Udana", a deposit scheme that encourages parents and guardians to save
for the benefit of their young charges.
2000
The ATM network expanded to 74 machines throughout the country. The Central ATM Switch was
introduced to connect the PABS branches and the ATM.
"Jana Jaya", savings cum loan scheme was launched.
2001
The total number of ATM machines grew to 90
2003
The Young Executive Saver's (YES) Account was launched to assist young people embarking on a
career.
The Housing Loan product was repackaged and re-launched under the 'Jaya Nivasa' name.
Page 18
2004
2005
2006
2008
2009
2011
2012
2013
The new Savings Scheme titled "Visrama Suvaya" was launched for the pensioners.
Sisu Udana Vishishtayo, an innovative CSR project launched. Inaugural Jaya Pranama staff
awards scheme held during the year.
Innovative Ratasalli prize scheme launched to attract inward remittances of foreign currency into
Sri Lanka.
The Inaugural Sisu Udana Vishishtayo National awards ceremony held under the patronage of the
then Prime Minister of Sri Lanka successfully completed with huge media publicity support.
The on-line access to AMEX account was facilitated enabling efficient customer service by granting
immediate credit on account of incoming remittances.
The second Sisu Udana Vishishtayo National Award ceremony was held under the patronage of
the President of Sri Lanka in recognizing the extra curricular excellence of school children in varied
fields.
The bank launched its latest service offer of Palm Top Banking to its customers.
A notable advancement in the Banks remittance service with the introduction of Peoples eRemittance, a web-based remittance product supported by latest technology to remit money from
overseas within minutes.
Two new foreign currency deposit products were launched, viz., Doo Daru Ethera Isura a foreign
currency deposit product for children and Special Foreign Investment Deposit Account [SFIDA].
214 branches and 236 service centers are now connected online. The Bank has strategically placed
over 300 ATMs island wide.
Total branch network reached 714 whilst ATM locations increased to 382 covering almost all parts
of the Island.
Total branch network reached 728 whilst ATM locations increased to 420 covering almost all parts
of the island.
People': Bank became the first Bank to be connected to the National Common ATM Switch.
ATM locations increased to 460 with the Branch Network expanding to 735.
1.2) The table for the product life cycle for

deposition
(Peoples bank annual reports, 2012, 2013,2014)
Year
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Savings LKR (million)

201,647
243,077
300,956
324,489
396,158
426,140
550,226
683,951
762,249
810,432
1.3) The table for the Pre-tax profit and Post-tax

profit
(Peoples bank annual reports, 2012, 2013,2014)
Year
2009
2010
2011
2012
2013
2014
Pre-tax profit
(LKR Bilion)
6.08
8.77
15.6
15.25
10.3
17.23
Post-tax profit
(LKR Bilion)
3.32
5.21
10.45
10.89
7.5
14.89
Page 19
Annexes (2)
2.1) Complete survey of communication methods in Peoples bank
Marketing
communication
method
Advertising
Tv
Print
media
(newspape
rs)
Digital
media
Sales promotion
Examples
Budget
Usage
Tv advertisements to promote both the bank itself and individual

products
Move up with peoples bank TV commercial (45 seconds)
https://www.youtube.com/watch?v=iWcxIEpA6jI
Peoples bank YES TV commercial (30 seconds)
https://www.youtube.com/watch?v=tzJN2FHC414
There are newspaper articles to inform community about bank
activities and also articles for advertising the products.
Peoples Bank support on training in new markets newspaper
article
(http://www.sundaytimes.lk/070218/FinancialTimes/ft320.html)
Peoples Bank posts best ever financial results in 53 years
(http://www.dailymirror.lk/67673/people-s-bank-posts-best-everfinancial-results-in-53-years#sthash.wFhKLEut.dpuf)
Sisu udana newspaper article
About 20% of the

marketing budget
has been allocated
Higher usage
About 9% of the
marketing budget
has been allocated
Medium usage
Peoples bank website and news provided via internet

Peoples bank website http://www.peoplesbank.lk/ (1.12 kb web
space)
Inform customers about promotional campaigns and informing about
added values (promotions) of products within a certain period of time.
Join the path to success YES promotion campaign
About 4% of the
marketing budget
has been allocated
Very high usage
About 17% of the

marketing budget
has been allocated
High usage
Medium usage
Likes: 5541
4.2 of 5 stars (40
reviews)
Medium usage
(Once a year)
3269 views on
youtube
1168 views in
youtube
Amazing gifts for worlds children's day for childrens accounts
Public relations
Social
media
channels
Facebook https://www.facebook.com/peoplesbank.lk
About 5% of the
marketing budget
has been allocated
Annual
report
Peoples Bank annual reports

(contains pictorial reviews of the events, sponsors and undertakings
during each year)
The banks 2011 annual report won one grand award and three gold
awards in the banks national category at 2012 international ABC
awards
Apart from the events in annual reports there are some events such as
grand draws for account holders
Jeewithayata jayen jayasri Jaysri grand draw for peoples bank
account holders
About 8% of the
marketing budget
has been allocated
Events
and
sponsors
About 19% of the

marketing budget
has been allocated
High usage
About 1% of the
marketing budget
Medium usage
Peoples Bank Jaya Sri 2013 Winner Junehttp://www.peoplesbank.lk/news/

news_72
Personal selling
Bank staff people inform the customers about their new products and
benefits and try to retain them and make them buy those new
Page 20
products.
Peoples Banks Door to Door Savings Campaign at Kandy
has been allocated
Post
Posting gift vouchers and leaflets regarding new promotions.
Email
Emailing for the costomers about new promotions
Internet
Peoples bank provides several services via peoples bank website and
internet
Peoples bank e-banking service https://www.ebank.peoplesbank.lk/
Dirrectly inform the customers about new promotions via social
media.
About 3% of the
marketing budget
has been allocated
About 5% of the
marketing budget
has been allocated
About 4% of the
marketing budget
has been allocated
About 5% of the
marketing budget
has been allocated
Direct
marketing
Social
media
Medium usage
Medium usage
Very high usage
Medium usage
2.2) Complete survey of communication methods in Elephant house

Marketing
communication
method
Advertising
Tv
Print media
(newspapers)
Digital media
Sales promotion
Examples
Budget
Tv advertisements to promote both the organization itself and

individual products
Elephant House Cream Soda Commercial
https://www.youtube.com/watch?v=InqYzqm_GCg
Elephant house commercial
https://www.youtube.com/watch?v=wfoPGbVxBxM
There are newspaper articles to inform community about the
promotional campaigns of the organization and for advertising
products
Newspaper article for Elephant house sugar free beverages
Newspaper article for brand excellence in Elephant house cream
soda
About 22% of the

marketing budget
has been allocated
Elephant house website http://www.elephanthouse.lk/
About 5% of the
marketing budget
has been allocated
About 18% of the
marketing budget
has been allocated
Elephant House under the Bottle cap promotion on February

2013 to increase brand awareness in existing customers and
attract new customers.
About 11% of the

marketing budget
has been allocated
Usage
Very high usage

9556 view in
youtube
64008 views in
youtube
Medium usage
Medium usage
High usage
Elephant house special new year promotions
Page 21
Public relations
Social media
channels
Annual
report
Events
and
sponsors
Personal selling
Face book
https://www.facebook.com/ElephantHouseBeverages
Twitter page
https://twitter.com/elephanthouselk
Elephant house annual reports
The Sisilase Sawari trade promotion is part of Elephant
Houses ongoing Under the Moodiya promotion
Sinhala and Tamil New Year celebrations by sponsoring
multiple, diverse events at several locations during the month of
April. (http://www.ft.lk/2013/05/18/elephant-house-cream-sodaputs-the-pop-into-avurudu/#sthash.NtcdEege.dpuf)
Elephant house agents, super markets inform the customer about
new products their nutritionals benefits (Ex: Orange barley light
contain zero celery) and product promotions
About 4% of the
marketing budget
has been allocated
Very high usage

Likes;88160
Like:6367
About 5% of the
marketing budget
has been allocated
Medium usage
About 18% of the

marketing budget
has been allocated
Very high usage
About 6% of the
marketing budget
has been allocated
Medium usage
About 2% of the
marketing budget
has been allocated
About 3% of the
marketing budget
has been allocated
About 6% of the
marketing budget
has been allocated
Low usage
Direct marketing
Post
Posting details on new promotions, sponsors and events
Email
Emailing customers about new products, Promotions and events
Social media
Select the best consumer segment for each product and promote
the product via social media.
Low usage
Very high usage
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Module/ Unit Title

Professional Certificate in Marketing

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Word count (Excluding,

CIM Membership number: 38450488

CIM Membership number: 38450488

CIM Membership number: 38450488

To: Senior management of the Peoples bank

1.2 Internal communication methods for enhancing employee engagement

Application to facilitate enhanced employee engagement

1.3 Allocation of internal resources

Allocation of internal resources

1.4 How marketers justify their future budget requirements

Objective for the Justification

To achieve the objective of increasing the efficiency of

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Having branches at every town

Features and benefits

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Information should be simple and easy to understand

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Fig 2.1 Product life cycle for ATM

Pre and post tax profit

Product life cycle for Deposits

Product life cycle for ATM

Deposits LKR (million)

Fig 2.2 Product life cycle for Deposits

Fig 2.3 Pre and post-tax profit

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The profit margins could be able to increased

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Highest emphasis is placed on Tv which

(Ex: bank staff inform the account holders

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The usage of post and e mails for direct

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Social investment details

High impact Profit of

Briefed information about

High impact Brand

suppliers and customers,

To create training programs and have

High impact Information on the

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3.3.1 Context analysis

Less consideration on social networks for

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CSR initiatives, corporate websites, sponsorship, scholarships, public events,

3.3.3 Resources (human and financial) and scheduling and implementation

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How to measure the effectiveness

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1.1 Peoples Bank; Company Background

1.1.6 Important stakeholders

Fig 1.1: Awards of Best

1.1.5 Cross-Functional Relationships

Fig 1.2 Product and service range in Peoples Bank

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