Marketing Plan

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Marketing plan for ONE Bank Limited

ONE Bank’s Profile  ONE Bank Limited.  Third Generation Private Commercial

Bank  ONE Bank Limited was incorporated in May, 1999  The prime focus is on efficiency, transparency, precision and motivation

ONE Bank’s Profile  Mission To establish ONE Bank Limited as a Role Model in the Banking Sector of Bangladesh.

Vision    

To constantly seek to better serve our Customers. Be pro-active in fulfilling our Social Responsibilities To review all business lines regularly and develop the Best Practices in the industry Working environment to be supportive of Teamwork, enabling the Employees to perform to the very best of their abilities.

Operational Area

Products and Services            

Retail Banking Institutional Banking Corporate Banking Commercial Banking On-Line Banking Merchant Banking Advisory Services Capital Market Operation Islamic Banking Services Seed Money For Self-Employment Credit To Women Entrepreneurs Consumer Credit Facility Counter For Payment Of Bills

Competitors Analysis of ONE Bank Strength:       

Dynamic branch manager or team leader of most of the banks. Most of the branches are located at very front area. They are able to create some loyal customer so they have a loyal customer base They have ethnic, caste, community oriented business They have already established in banking business at their areas They are moving with very new & unique product. Some of them have already created very good brand image.

Competitors Analysis of ONE Bank Weakness:   

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They have bad industrial relations. They do not follow relationship marketing theory. Their customer services are not so good. As we have noticed from one customer that one customer has to wait for a long time for getting a bank statement from BRAC bank. No bank branch had undertaken marketing as a conscious and organized activity. Most of theses banks are operating their business with trading & commerce and industrial sector.

Competitors Analysis of ONE Bank So we have found a major competitive advantage for ONE bank in this branch is organized & conscious marketing activity that will also follow the relationship marketing theory, thereby increasing market awareness of the branch.

Opportunity of ONE Bank 

The bank can allow opening several types of acts for the welfare of the country as well as increasing their profit.

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The bank can develop its information technology system for smoothing banking operation.

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The general bank can be more efficient by providing quick services.

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It can also expand its business by creating new branches at the suitable (rational) position.

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Interest rate can be the opportunity

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Changes of service charge can give branch opportunity to seek – out potential earnings .

Findings Aggregate Deposit

Million in TK

800 700 600 500 400

Series2

300 200 100 0 2002

2003

2004

2005

2006

Year

The total deposit of this branch is declining year by year which results the overall performance of this branch while the competitors are in better position with sufficient deposit amount and performing well.

Findings Advance scenario Advance 350 300 250

Advance

Million in TK

Ser ies 2

200 150 100 50 0 2002

2003

2004

2005

2006

Year

Total loans and advances of this branch is increasing but at a decreasing rate. The loans and advances are not enough to compete with the other banks’ branch.

Policy Recommendation Price mix : Retail Banking Pricing: Deposit rate can be increased .5 to .75 to increase the deposit amount and customer satisfaction attract new customer .

Institutional Banking Pricing: Deposit rate can be decrease by .3 to .5 percent. Because most of the clients are, NGOs and voluntary organizations, consultants, contractors, schools, colleges and universities coaching center.

Policy Recommendation Price mix : Corporate Banking Pricing: Corporate deposit rate can be keep as same as the competitors have because corporate are price sensitive. Project & Infrastructure Finance, Investment Business Counseling, Working Capital and other finances loan and advance can be decreased.

Commercial Banking Pricing: Here very limited scope of price distortion

Policy Recommendation Price mix : Islamic Banking Services Pricing : According to Islami Bank Bangladesh LTd even less than them.

Credit To Women Entrepreneurs Pricing : Price should not be more than competitors charge

Policy Recommendation Price mix : Consumer Credit Facility Pricing : Price should be the standard price of the current consumer credit market .

Other Services Pricing: For DD, TT, MT price should be increase 1% traveler’s cheque etc should be same as competitors.

for L/C

Policy Recommendation Promotional Activities Advertising and publicity  The customer lobby of space will be in innovatively design and decorated by special interior designer.  The design of the furniture and interior design will same as other branches of the bank. . Few banners and posters can be setup for the latest scheme at vantage points in the areas.  A few rode side trees can be taken up for maintain bank concern for the environment and social awareness.  Need to established a regular –mail system of 200 address at least ever quarter. . Established close contract the press media and electronic media.  Public relation tools may be speech, Mobile marketing, specialevents , public service activities.  Greeting cards and other can be send off to the all customers and special (gifts) flowers can be offer to the valued customer.  Banks banners can be displayed in certain festival in every year which will a carry a simple message on a recent product /services.

Policy Recommendation Promotional Activities Sales promotion 

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For every new saving and time deposit account a token gift can be given to the customer. The token gift can be a key ring, key chain, ball pen, pencil, paper weight , pen box eraser etc which will be inscribing the bank name. In school /college / universities coaching centers black board, water filter, wall map and other display material can be offered. Tiffin box or bag can be offered to teachers and officials with the logo of the bank. . Bank card, diary, wall calendar can be offered to the quality customer frequently and retail customer to a systemic basis. Plastic folders can be given to Term deposit account holder. Smart looking small telephone pocket notes, diaries mouse pad can be given to the corporate customer.

Policy Recommendation Promotional Activities Personal selling 

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Recruiting some enthusiastic and motivated sales person. Sales team formation. Personal selling can be door to door selling of products. Telephone marketing can be used. Direct mail marketing using internet.

Thank you All