Presentation on Pnb

8/3/2019 Presentation on Pnb

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Public sector banks are those where the government has a major holding.

They are divided into two groups nationalized banks and the state bank of India

and its associates.

Among them 19 are nationalized banks, and 8 state bank of India associates.

PSU’s dominate 75% of the deposits and 71% of advances in the banking industry.

Public sector banks dominate commercial banking in India these can furtherbe classified into.

State Bank of India

Nationalized Banks

Regional Rural BanksIn July 1969 14 banks with a deposit base of 50 crore or more were

nationalized, Punjab National Banks was one of these.



Founded in 1894 in Lahore - now in Pakistan - as an offshoot of the Swadeshi

movement, PNB was the first to be launched with Indian capital - owned, operated and

managed by Indians. Freedom fighter Lala Lajpat Rai was closely associated with the

management of PNB in its early years. Shortly before the Partition riots broke out,

PNB relocated its headquarters to Delhi.

It has 520 branches across 764 cities , and serves over 37 million customers.The bank has been ranked 248th largest bank by the Banker‟s Almanac, London.

At end of FY11 the bank reported total assets worth 5,55,005 crore.

K.R. Kamath, is PNB's current Chairman and Managing Director. He was initiallyamazed by PNB's culture of „systems and „processes‟. He learnt, for instance, thatthe bank had a well thought-out risk management system in place. It hadappointed an external auditor in the very second year of its existence, at a timewhen the concept of auditing did not exist.”



PNB has a four-tier system, which include branches, regional offices,

zonal offices and head office.The bank is engaged in the businesses of retail banking, life and non

life insurance, mutual funds, agricultural banking, asset managementbusiness, and bullion business.

It offers credit cards, debit cards, asset management services, corporateand personal banking, industrial finance, agricultural finance, financing oftrade, and international banking services.

The bank operates through four segments namely,

Whole Sale Banking,

Retail Banking,

Treasury Others segment.

The bank‟s key areas of operations include Hong Kong, Dubai,

Kazakhstan, the UK, Shanghai, Singapore, Kabul, and Norway.



PNB was the first PSU bank which introduced

the concept of net-banking in 2002, thus usheringin a revolution in the Indian banking system.

Has been conferred with the best bank award for the year 2011( 2nd year in a row)by Business India magazine .PNB bagged the prize by defeating rivals like ICICI,HDFC, Bank Of Baroda

PNB bags FIBAC 2011 'Most Productive Public Sector Bank award„.

The bank was awarded GOLDEN PEACOCK HR excellence award in 2011.

PNB was adjudged the best managed bank by SCOPE(Standing Conference Of

Public Enterprises).Bank has also been conferred with the award by the Institute for Developmentand Research in Banking Technology (IDRBT, 2008) for the best Use of technologyfor financial inclusion.



SWOT Analysis

Strengths:1. Support of various promoters. PNB has a rich legacy and a large franchiseof loyal customers.

2. High level of services: the bank strives for maximum consumersatisfaction

3. Knowledge of Indian market. The staff is efficient and the management is

full of visionaries4. All branches offer the Centralised Banking Solution, along with a variety of

financial products catering to different market segments.

5. Use of technology is an important strength of PNB. The Bank transacts 5million transactions per day and has developed 22 risk rating models in

house. PNB has always looked at technology as a key facilitator to providebetter customer service and ensured that its „IT strategy‟ follows the

„Business strategy‟ so as to arrive at “Best Fit”. The bank has made rapid

strides in this direction.6. A strong culture of corporate governance was imbibed in the early stages

of the bank," says Kamath. "Even today our risk management systems are

among the best in public sector banks.“



Weaknesses : Not very visible, through all channels of

communication.Shortage of staff.

Opportunities:1. Growing Indian banking sectors.2. Aggressive strategies for the global market.3. Optimum use of technology.

Threats:

1. From various competitors.2. Foreign banks.3. Private sector banks4. Future market trends.



PNB‟s target audience‟s Demographic variable:

Location: Metro‟s, tier II,III cities, rural India.

Occupation: Comprises of people from the salaried class( majorly gov‟t

sector), housewives, students, retired people, agriculturalists , SME(small andmedium enterprise) owners. Segmentation strategy: Psychographic variable

People who look for maximum benefits” "Banking for the unbanked" under oneroof , and who believes in modern banking with higher set of services i.e. Internetbanking (i-contact, net-banking, e-payments etc.). A bank which is accessible andcustomer friendly and has something for everyone.

Targeting strategy: Target market:Government sector Retail banking marketAgricultural sectorRural market



PNB‟s objective is “to be a leading Global Bank with Pan India footprints and

become a household brand in the Indo- Gangetic plains providing entire range of financial products and services under one roof"

Being in existence for 117 years now, PNB‟s communication concern is not to

build an image but to create a „recall value‟. To communicate an image of a

modern yet „sincere‟ bank, which offers multiple services and strives to achieve

high consumer satisfaction through product innovation for the diverse need ofindividual & corporate clients.

Communicating the new product launches successfully to the consumers. Inthe past they introduced many new products like e-banking service EzRemit, PNBPrudent services or the students debit card services etc, but they were not able to

communicate it to the people. So now they want to communicate it to the peoplesuccessfully that they give emphasis on the product innovation.



Print: Paid advertisments &

Non paid news coverage forevents

Out of home : Metrobranding,horadings,LEDsignage, event brandings

Electronic: a panel ofadvertising agencies and anin-house unit of advertising

and marketing dept.

sender

mess

age

Multiple audiences

Model for externalcommunication



PNB engages its internal public through an internal fortnight newsletter called

PNB MONTHLY REVIEW and an independent newsletter from HO to circle offices.It focuses on the communication with the internal publics .



CSR just isn't about doing the right thing but also building a reputation as a

responsible business sets you apart. Companies often favor suppliers whodemonstrate responsible policies, as this can have a positive impact on how theyare perceived by customers(who are also the stakeholders in this case) Punjabnational bank has taken a lot of noteworthy CSR initiatives to name a few:

PNB hockey academy which was setup in 2002 for promoting our National game.The Academy was established with an objective to groom upcoming talented hockeyplayers to produce world class hockey players to bring back the glory the country had inthe past in the game of hockey. The bank then went on to employ these players.

The bank has recently adopted the Chennam-Pallipuram village in Alappuzhadistrict and are working towards improving lives there with the co-operation of thePanchayath. the bank's CSR activities included donating medicines to cancer patients ofErnakulum General Hospital, Palliative Care Unit.



„Prerna’ an initiative taken by bank’s senior officials wives , helps rehabilitateunderprivileged girls. From donating computers to learning kits the bank tries tobridge the socio-economic gap that these children face.



A few examples of CSR done by PNB



Though PNB‟s communication strategy has worked for them so far, butthey can certainly improvise it, and reap more benefits by employing the followingrecommendation.

PNB should pursue electronic media as a medium more aggressively, so asto acknowledge people from all sections(maybe allocate a bigger portion of the

advertising spend, which was 30 crore in 2010 for electronic and print.)

Utilize digital and social media to their advantage so as bring this generationon their radar of communication (Catch Them Young).

Collaborating with agencies like CRY, HELP AGE or NAACO to make theirsocial contributions more visible. Or taking up a major social cause solo eg.acampaign against bribery, corruption etc. Endorsing a very credible brand ambassador, the likes of Naseerudin Shah orOm Puri,



Arranging for cultural events for the gold card members or other loyal

customers as a part of the CRM activity.( e.g. organizing events like aBharatnatyam performance by the likes of Shovana Narayanan/ MallikaSarabhai or a music event, to bring together the customers once in a while togarner a sense of family.)

Organize a goodwill hockey match between team PNB and local colleges

, and the proceeds can go to charity.

PNB can also volunteer to train women players who come fromunderprivileged backgrounds at its hockey academy, guaranteeing ajob/scholarship to the deserving candidates.

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