COURSE TITLECOURSE TITLE

MARKETING MARKETING MANAGMENTMANAGMENT

Topic of presentation Topic of presentation BANK AL FALAHBANK AL FALAH

GROUP MEMBERSGROUP MEMBERS

•Mr. QAISAR HUSSAIN

• Mr. MUHAMMAD RIZWANMr. MUHAMMAD RIZWAN

• Mr. MUHAMMAD FAHAD KHANMr. MUHAMMAD FAHAD KHAN

• Mr. ALI TEHSEENMr. ALI TEHSEEN

• Mr. Muhammad USMAN ZIAMr. Muhammad USMAN ZIA

HISTORY OF BANK Al FALAHHISTORY OF BANK Al FALAH

• Bank Al Falah Limited was launched on Bank Al Falah Limited was launched on June 21, 1997 as a public limited June 21, 1997 as a public limited companycompany

• The bank commenced its operations on The bank commenced its operations on November 1, 1997November 1, 1997

• The bank introduced commercial banking The bank introduced commercial banking and related services as defined in the and related services as defined in the Banking companies ordinance, 1962Banking companies ordinance, 1962

• The bank is currently operating The bank is currently operating through more than 223 branches in through more than 223 branches in Pakistan Pakistan

MANAGEMENT FUNCTIONSMANAGEMENT FUNCTIONS

• PLANNINGPLANNING

• ORGANIZINGORGANIZING

• LEADINGLEADING

• CONTROLINGCONTROLING

•ALI’S TURNALI’S TURN

StrengthsStrengths

• Target AchievementTarget Achievement

• Policies & ProceduresPolicies & Procedures

• Rewards & BenefitsRewards & Benefits

• Job securities for the employers Job securities for the employers

• Favorable, friendly & Healthy Favorable, friendly & Healthy Working EnvironmentWorking Environment

• Accounting & Banking System is Accounting & Banking System is Accurate & Reliable OneAccurate & Reliable One

WeaknessesWeaknesses

• Work loadWork load

• Low Training & CoachingLow Training & Coaching

• Low incentives like bonuses overtime Low incentives like bonuses overtime pay etcpay etc

• Human Resource Department is not Human Resource Department is not so much effectiveso much effective

• Low salary packages as compared to Low salary packages as compared to other banks other banks

OpportunitiesOpportunities

• On the job training & coaching sessions On the job training & coaching sessions can be conductedcan be conducted

• Work sharing activities should be started Work sharing activities should be started so that a person who is working so that a person who is working continuously for 9 hours can get relaxcontinuously for 9 hours can get relax

• Attractive salary packages should be Attractive salary packages should be awardedawarded

ThreatsThreats

• The conventional banks those having high The conventional banks those having high growth rate and high market share are growth rate and high market share are always being a threatalways being a threat

• There is an average not low turnover rate, There is an average not low turnover rate, mainly because of low incentives as mainly because of low incentives as compared to the other bankscompared to the other banks

QAISAR’S TURNQAISAR’S TURN

PEST AnalysisPEST Analysis

PESTPEST ANALYSISANALYSIS

• POLITICALPOLITICAL FACTORSFACTORS

• ECONOMICAL FACTORSECONOMICAL FACTORS

• SOCIAL FACTORSSOCIAL FACTORS

• TECHNOLOGICAL FACTORSTECHNOLOGICAL FACTORS

•USMAN’TURNUSMAN’TURN

PORTER FIVE FORCES PORTER FIVE FORCES MODELMODEL

Availability of SubstitutesAvailability of Substitutes

•National saving centersNational saving centers

•Stock MarketStock Market

Rivalry Among Existing Rivalry Among Existing FirmsFirms

• Bank Al Falah Bank Al Falah 223 Branches223 Branches• Meezan BankMeezan Bank 120 Branches120 Branches• Habib BankHabib Bank 1000 Branches1000 Branches• MCBMCB 900 Branches900 Branches

Threat of New EntrantsThreat of New Entrants

• Security problems & uncertainty in Security problems & uncertainty in Pakistan Foreign Banks will not invest in Pakistan Foreign Banks will not invest in futurefuture

Bargaining Power of BuyersBargaining Power of Buyers

• Banks and Banking Intermediaries Banks and Banking Intermediaries have wide range of productshave wide range of products

• Bargaining Power of buyers in Bargaining Power of buyers in Banking sector is highBanking sector is high

Bargaining Power of Bargaining Power of SuppliersSuppliers

• Supplier does not exist in banking Supplier does not exist in banking sectorsector

• No bargaining power of suppliers No bargaining power of suppliers

•RIZWAN’s TURNRIZWAN’s TURN

MARKETING MIXMARKETING MIX

4p’s OF BANK Al FALAH 4p’s OF BANK Al FALAH

PRODUCTPRODUCT

• The product of Bank Al FALAH are its The product of Bank Al FALAH are its various banking services which arevarious banking services which are

• Its del deposits (PLS & non PLS) Its del deposits (PLS & non PLS) accountsaccounts

• Remittances Remittances

• ATM cardATM card

• visa cardvisa card

ProductProduct (continue)(continue)

• LockersLockers

• Credit ExtensionCredit Extension

• BBA (Basic Banking Accounts)BBA (Basic Banking Accounts)

PRICEPRICE

• Prices at the bank are quite Prices at the bank are quite competitive with those of other competitive with those of other banks banks

• Low interest rate for loans Low interest rate for loans

• High interest rate for depositsHigh interest rate for deposits

PLACEMENTPLACEMENT

• BranchesBranches

• Distribution channelsDistribution channels

• Branches are situated Branches are situated Industrial zoneIndustrial zone Agriculture zoneAgriculture zone Commercial area Commercial area

PROMOTIONPROMOTION

• Various promotional techniques areVarious promotional techniques are

• AdvertisingAdvertising

• Personal sellingPersonal selling

Following techniques are mostly Following techniques are mostly usedused

• SponsorshipsSponsorshipsEvent sponsorEvent sponsorSports sponsorSports sponsor

Some famous event areSome famous event are

• Al Falah cup (cricket)Al Falah cup (cricket)

• Bank Al Falah Pakistan squash openBank Al Falah Pakistan squash open

• Bank al Falah poloBank al Falah polo

• Al Falah cricket Triangular seriesAl Falah cricket Triangular series

SOCIAL EventsSOCIAL Events

• PICNICSPICNICS

• BARBEQUESBARBEQUES

• SPORTSSPORTS

• CULTURAL toursCULTURAL tours

•FAHAD KHAN’S FAHAD KHAN’S TurnTurn

INTEGRATED MARKET INTEGRATED MARKET COMMUNICATIONCOMMUNICATION

(IMC)(IMC)

IMCIMC

•ADVERTISINGADVERTISING TVCTVC News PaperNews Paper JournalsJournals

•MagazinesMagazines

•FlyersFlyers

•BillboardsBillboards

•HoodingHooding

SOURCE Of BRAND SOURCE Of BRAND EQUITYEQUITY

• AuthenticityAuthenticity

• ConsistencyConsistency

• DifferentiationDifferentiation

• ReassuranceReassurance

Levels of Brand Levels of Brand Awareness and ImageAwareness and Image

• Brand AwarenessBrand Awareness

Consequences of Consequences of AwarenessAwareness

• LearningLearning

• ConsiderationConsideration

• ChoiceChoicePurchase MotivationPurchase Motivation

Purchase abilityPurchase ability

Questions session Questions session