Advertising of Jamuna Bank

JAMUNA BANK LIMITED
Advertisement and Promotion

Strategy of Jamuna Bank Ltd.
Fall- 2015
MOLLAH COMPLEX, FIRST FLOOR, KAMARPARA, HORIRAMPUR, TURAG,

DHAKA
INTERNSHIP REPORT
On
“Advertisement and Promotion Strategy of

Jamuna Bank Ltd.”
Submitted to:
Prof. Dr. M Alimullah Miyan
Vice-Chancellor
Chair, College of Business Administration (CBA)
IUBAT
Submitted by:
Md. Saidur Rahman Said
ID: 12102053
Program: BBA
Major: Marketing
Semester: Fall 2015.
Date of Submission: 15th December, 2015
ii
Letter of Transmittal
15th December, 2015
Prof. Dr. M Alimullah Miyan

Chair, College of Business Administration
IUBAT- International University of Business Agriculture and Technology
4, Embankment Drive Road, Uttara Model Town
Sector- 10, Dhaka – 1230, Bangladesh
Subject: Submission of Internship Report on “Advertisement and Promotion Strategy of

Jamuna Bank Ltd.”
Dear Sir,
I have completed my 12 weeks internship period at Jamuna Bank Ltd. (Kamarpara Branch)
and would like to submit my internship report on “Advertisement and Promotion
strategy of Jamuna Bank Ltd.” as per your specifications.
I believe that this internship program has given me a huge opportunity to enrich my
knowledge and experience. I made my best effort to fulfill the objective of the report and
believe that it will meet your expectation.
In preparing this report, I have tried to include all the relevant information and analysis to
make the report comprehensive as well as workable one. I, therefore, hope that you will
enjoy reviewing this report.
Sincerely Yours,
…………………………………………..
ID: 12102053
Program: BBA
Major: Marketing
iii
Certificate of Supervisor
This is to certify that Md. Saidur Rahman Said, bearing ID no. 12102053 student of BBA
Program, IUBAT, has completed the internship report under my supervision. He has
worked with Jamuna Bank Limited as an intern and completed the report entitled
“Advertisement and Promotion strategy of Jamuna Bank Ltd.” as a partial requirement
for obtaining BBA Degree. He has completed the report by himself. He has been permitted
to submit the report.
Md. Saidur Rahman Said bears a strong moral character and a very pleasing
responsibility. It has indeed been a great pleasure working with him. I wish him all success
in life.
.................................................................
Md. Faquire Mohammad Istique
Faculty of CBA
International University of Business Agriculture & Technology
v
Student Declaration
I do hereby solemnly declare that the work presented in this Internship Report has been
carried out by me and has not been previously submitted to any other University / College/
Organization for an academic certificate/degree or any other purpose.
I, Md. Saidur Rahman Said, ID No: 12102053, declare that the presented internship
report on “Advertisement and Promotion strategy of Jamuna Bank Ltd.” submitted as a
course requirement for Bachelor of Business Administration at IUBAT was prepared by me.
The work I have presented does not breach any existing copyright and no portion of this
report is copied from any work done earlier for a degree or otherwise.
I further undertake to indemnify the damage arising from breach of the foregoing
obligations.
…………………………………..
ID No: 12102053
BBA, Major in Marketing
IUBAT
vi
Acknowledgement
At first, I would like to express my gratefulness to the almighty Allah for being so kind to
allow me to work on this report successively. In the process to doing and preparing my
report, I would like to pay my gratitude and respect to some persons for their immense
helps and enormous cooperation for completing my report on “Advertisement and
Promotion strategy of Jamuna Bank Ltd.”.
I would like to thank and convey my gratitude to honorable Supervisor, Md. Faquire
Mohammad Istique, Faculty of CBA, IUBAT, for letting me to prepare this report and I
would like to express my sincere appreciation to him for his wholehearted support and
guidance.
I am also grateful to the management of the Jamuna Bank Ltd. for offering me the
Internship opportunity. My sincere gratitude goes to Md. Mamun Hossain, my internship
supervisor, Jamuna Bank Ltd., who gave special attention to me from the very beginning
and whenever I went there.
I am also owed to each person who provides his or her cooperation inside of Jamuna Bank
Ltd, Kamarpara Branch, in carrying out this report. Finally, I wish all my unwilling mistakes
for example miss presentation of kind of information would be forgiven.
vii
Table of Contents
Prefatory Part
Particular Page No.
Letter of Transmittal iii
Bank Certificate iv
Student Declaration v
Certificate of Supervisor vi
Acknowledgement vii
Table of Contents viii-xi
Executive Summary xii
Chapter-01: Introductory Part

Serial No. Particular Page No.
1.1 Introduction 2
1.3 Rationale of the Study 3
1.4 Importance of the Study 3
1.5 Objectives of the Report 4
1.5.1 Broad Objective 4
1.5.2 Specific Objectives 4
1.6 Scope of the Study 5
1.7 Limitations of the Report 5
1.8 Methodology 6
1.8.1 Primary Data 6
1.8.2 Secondary Data 6
Chapter-02: Organizational Overview

2.1 Introduction of Jamuna Bank Limited 8
2.2 Nature of Business 9
2.3 Vision 9
2.4 Mission 9
2.5 Motto 9
2.6 Corporate Slogan 10
2.7 Objectives 10
viii
2.8 Values 11
2.9 The Main Features of Jamuna Bank Limited 11
2.10 Ethical Practices 11
2.11 Outlook 12
2.12 Strategies of JBL 12
2.13 Future Plan 13
2.14 Competitors 13
2.15 Corporate Culture of Jamuna Bank Ltd. 13
2.16 Corporate Information of Jamuna Bank at a Glance 14-15
2.17 Name of Founders & Board of Director 15-16
2.18 Division-wise Branch 16
2.19 Brief Profile of JBL.’s, Kamarpara Branch 17
2.20 Different Division of JBL 17
2.20.1 Sales division 17
2.20.2 Account division 17
2.20.3 General Banking division 17
2.20.4 Foreign Exchange Department 17
2.2 Products and Services of JBL 18
2.21.1 Personal Banking Services 18
2.21.1 Corporate Banking Services 18-19
2.21.3 Q-Cash Round The Clock Banking 19
2.21.4 Online Banking 20
2.21.4.1 Process through Online Banking 20
Chapter-03: Advertisement and Promotion Strategy of

Jamuna Bank Limited
3.1 Role of Advertisement and Promotion in Banking 22
3.2 Advertisement Strategies of Jamuna Bank Ltd. 23
3.3 Advertisement of Bank’s products 24
3.3.1 Deposit Services 24
3.3.2 Monthly Saving Scheme 25
3.3.3 Marriage Deposit Scheme 26
3.3.4 Education Saving Scheme 27
3.3.5 Lakhpoti Deposit Scheme 27
3.3.6 Millionaire Deposit Scheme 28
3.3.7 Kotipati Deposit Scheme 28
3.3.8 Double/Triple Growth Deposit Scheme 28
3.4 Loan Services 29
3.4.1 SME Credit Scheme 29
ix
3.4.2 Personal Loan for Women 29
3.4.3 Car Loan 30
3.4.4 House Building Loan 30
3.4.5 Agricultural Loan 30
3.5 Promotional strategies of Jamuna Bank Ltd. 31-32
3.6 Developing Promotion Strategy of Jamuna Bank Ltd. 33
3.7 Promotional activities of Jamuna Bank Ltd. through CSR 34
3.7.1 Scholarship Program 34
3.7.2 Health 35
3.7.3 Training Program 35
3.7.4 Blood Donation Program 36
3.7.5 Disaster Relief 36
Chapter-04: Job Responsibilities and Observation

4.1 Internship Experience 38
4.1.1 Primary Learning 38
4.1.2 Secondary Learning 38
4.1.2.1 Accounts Department 38
4.1.2.2 Cash Department 39
4.1.2.3 Front Desk 39
4.1.2.4 Clearing 39
Chapter-05: Research Part

5.1 Problem Statement 41
5.2 Project Timeline 41
5.3 Budget Information 42
5.4 Methodology of the Study 42
5.4.1 Data Collection 42
5.4.1.1 Primary Data 42
5.4.1.2 Secondary Data 43
5.4.2 Research Instruments 43
5.4.3 Research Approach 43
5.4.4 Type of Research 43
5.4.5 Sampling Plan 43
x
5.4.6 Sampling Technique 44
5.4.7 Contract Method 44
5.5 Analysis of Data 44
5.6 Hypothesis Development 45
5.7 Hypothesis Testing 45
5.8 Analysis and Findings 52
Chapter-06: Conclusion Part

Recommendation 54
Conclusion 55
References 56-57
Questionnaire for Clients 58
Abbreviations 59
List of Tables
1 Profile of JBL 14-15
2 Founders and Directors 15-16
3 Division-wise Branch 16
4 Details of JBL, Kamarpara Branch 16
5 Rates of MSS 25
6 Rates of MDS 26
7 Project Time Allocation 41
8 Budget Information 42
9 Hypothesis Scale 44
10 Hypothesis Testing 45
List of Figures
1 Hypothesis 01 46
2 Hypothesis 02 47
3 Hypothesis 03 48
4 Hypothesis 04 49
5 Hypothesis 05 50
6 Hypothesis 06 51
xi
Executive Summery
This report is an individual assignment as a part of the internship program under the BBA
curriculum of IUBAT. The primary objective of this report is to know what marketing
strategy Jamuna Bank is following and how they are promoting their products to the
customers.
The internship program helped me to learn about the current situation of a financial
institution. I have also implemented my theoretical knowledge into practical and realistic
work environment.
Banks have a unique challenge when it comes to marketing because they do not offer
tangible products for consumers. Promoting a bank requires convincing consumers to trust
a bank with their money and make customers feel like they are getting the most value for
their money. Once customers invest with a bank, the bank must work to keep customers
and get them to buy-in to additional products.
Banking industry in Bangladesh up to now is leading the financial system. All of the banks
in Bangladesh are introducing new and new products to meet the dimensional demands of
customers. But only adoption of new products is not sufficient. Customers should get the
proper information about the products. For this Banks are now emphasizing on proper
marketing strategy. And of course in this aspect they are applying different promotion mix.
This is a descriptive research designed to evaluate the advertisement and promotion

strategy of Jamuna Bank Limited based on observed facts and figures. This report
“Advertisement and Promotion strategy of Jamuna Bank Ltd.” is the picture of
marketing and promotion strategies used by one of the well-known private commercial
bank of Bangladesh Jamuna Bank Limited. The study covers the following sections:
 Brief discussion about Jamuna Bank Limited (JBL)

 Advertisement strategy followed by Jamuna Bank Limited
 Promotional strategies and activities performed by Jamuna Bank Ltd.
 Evaluation of current strategies.
 Findings & Recommendations.
xii
Chapter- 01
Introductory Part
1.1 Introduction
From very first emergence and inception of modern civilization, Bank plays a pivotal role in
case of overall financial and socio economic development of any modern country. The
economic development of a country largely depends upon the efficiency of the banking.
Banks in Bangladesh play a significant role compared to other financial Institutions.
With a view to acquiring theoretical knowledge about the practical orientation and
experiences of dynamic business world, it is obligatory to undertake an extensive study to
prepare a term paper by the students of BBA program, IUBAT, who are desirous to the
successful completion of their BBA degree. As part of the program, I am highly proud to join
with Jamuna Bank Limited as Intern and selecting topic “Advertisement and Promotion
strategy of Jamuna Bank”.
I was placed in Jamuna Bank Limited, Kamarpara Branch for a period of three months.
This internship is an orientation to the entire working activities of Jamuna Bank Limited,
and a study on an overall banking area. However, I had worked there in several
departments, but I had to select an area of study in which I can make detailed research and
present my understanding in the report. This report is an attempt to map out a document,
which clearly explains the existing situation in a comprehensive way regarding the
advertisement and promotion strategy of Jamuna Bank Ltd.
This affiliation report is originated as a partial fulfillment of the BBA program, IUBAT. This
report is a mandatory for the completion of BBA program and it carries 9 credits as well.
After completing my three months internship period, I am adjusting my theoretical
knowledge with my practical experience in this report. The main purpose of internship
program is to expose the students to the professional life. The internship program has the
following three phases:
1) Orientation of the organization: To introduce the internee with the structure,

function and performance of the organization.
2) The project part: Pertaining to a particular problem or searching topic matching

with the internee’s capacity, interest on the organization.
3) The report writing: To summarize the internee’s analysis finding and

achievements in the preceding two phases.
1.3 Rationale of the Study
With the growing competition among nationalized, foreign and private commercial banks,
every organization are trying to evaluate their traditional banking service to a better
standard, to meet the challenging needs. Therefore, they pay attention on better
performance and existence through effective Advertising and Promotional tasks. Under the
above circumstances, it has become necessary for Jamuna Bank Limited, one of the private
commercial banks, to focus its attention towards the improvement, who are actually
executing the policies undertaken by the top management will have a chance to
communicate their feelings and will have the feedback about their dealings from the
customer.
1.4 Importance of the Study

The study encompasses an area that is “Advertisement and Promotion strategies of Jamuna
Bank ltd.” Every organization believes that Marketing for any organization plays a very
important role. They believe because the success of any organization depend on how they
formulate their marketing strategy in terms of segmenting the market, choosing target
market, Promoting their goods, making existing clients to loyal clients by satisfying their
needs and attracting new clients through providing superior quality to ensure long run
performance and reach marketing goals. In other words, how the effective service is
ensured, how they are responsible for making the best effort for delivering the better
service, how they can identify the customer dissatisfaction towards their service and how
these dissatisfaction can be altered with satisfaction.
This is the aim of every Company to create new customers and hold them for long time.
Hence for Advertisement and Promotion is very much needed as a Marketing strategy. The
report will help the bank to identify its current position and hence find out ways to reduce
the gap between what they are expecting to gain and what they are actually achieving. It
will also help to identify future prospects for the bank. It identifies attitudes and opinions
of the customers i.e. how customers feel about the banking service. This will help Jamuna
bank to formulate comprehensive master plan regarding advertisement and promotion.
1.5 Objectives of the Report
Each and every activity has its own definite objective. If the objective is fixed and the one is
confident, he or she can enjoy the work without any difficulty. Objectives should be obvious
and relevant so that it can be accomplished. Objectives that are included in the report need
to focus and explore.
1.5.1 Broad Objective:

Apart from fulfilling the course requirement BUS 490, I am practicing this report to learn
and know in detail about the Marketing strategies and techniques which Jamuna Bank uses
as their advertising and promotional tools. The main objective of the report is to make an in
depth analysis and evaluation of current advertisement and promotion strategies of
Jamuna Bank ltd. and recommend as per requirements.
1.5.2 Specific Objectives:

 To present major marketing policies and practices regarding advertisement and
promotion of JBL.
 To analysis the pros and cons of the conventional ideas about Promotion of Bank
Products.
 To evaluate promotional strategy of JBL and how they formulate their strategy?
 To examine the efficiency level of its present advertisement strategies.
 To recommend some better strategies and suggest it for their policy implication.
 To give some ideas about its management and organization structure.
1.6 Scope of the study:
This study taken within JBL through the internship was done in Kamarpara Branch, Uttara.
The research will deal to identify how JBL conducting its advertising and promotional
activities. Here I intended to explore the different aspects of promotion and advertisement
of Jamuna Bank Ltd. including its overall performance. Since the time allocated for the
internship was very limited, it was bit difficult to cover up every pros and cons of the
marketing techniques. From this report, banker, banking clients as well as students,
teacher, and researchers will be benefited.
1.7 Limitations of the Report

However, I have given utmost effort to prepare this report but there are some limitations of
the study. Such are as follows-
 Customers are very busy and they do not want to answer questions. They try to
avoid any interview and it is a major problem of preparing the report.
 In order to make the report meaningful relevant information is very crucial. One of
the limitations of the study was insufficiency of information, which was required for
the study. There are various information the bank was not ready to provide due to
security and other corporate obligations.
 Due to time limitation, many of the aspects could not be discussed in the present
report. Learning all the functions and preparing as well within just 90 days is really
tough.
 Available data also could not be verified. In most cases, I simply did not have any
option but to furnish with data without verification.
 JBL as a commercial bank they are very busy and they could not able to give me
enough time for discussion about various topics.
1.8 Methodology:
Although there were so many limitations, I tried to use both the primary and secondary
sources for collecting information to make the report presentable with as less abstraction
as possible.
1.8.1 Primary data

I have collected primary data by interviewing clients, executives and officer of JBL,
Kamarpara branch. I have also included valuable insights of the employees. These data help
me to determine the business development trend of the branch. For primary data:
 I have conducted a survey of few respondents to collect the observations and

analyze the data for evaluating the business development trend of the branch.
 Face-to-face conversation with clients visited the branch.
 Practical with experience in the different desk of the department of the branch
covered.
 Relevant field study as provided by the officer concern.
1.8.2 Secondary Data

 Annual Report of Jamuna Bank Ltd (2014).
 Website of the Jamuna Bank Ltd (www. jamunabankbd.com).
 Various book articles regarding general banking functions, Foreign exchange
operations and credit policies.
 Different procedure manual published by Jamuna Bank Ltd
 Published documents.
 Official files.
 Different publication of Bangladesh bank and Bangladesh economic reviews.
Chapter- 02
Organizational Overview
2.1 Introduction of Jamuna Bank Limited
Jamuna Bank Limited (JBL) is a private commercial bank of Bangladesh registered
under the Companies Act, 1994 with its Head Office at Chini Shilpa Bhaban, 3, Dilkusha
C/A, Dhaka. The Bank started its operation from 3rd June 2001.
Jamuna Bank Ltd., the only Bengali named new generation private commercial bank was
established by a group of successful local entrepreneurs conceiving an idea of creating a
model banking institution with different outlook to offer the valued customers, a
comprehensive range of financial services and innovative products for sustainable mutual
growth and prosperity. The sponsors are reputed personalities in the field of trade,
commerce and industries.
The Bank undertakes all types of banking transactions to support the development of trade
and commerce of the country. JBL’s services are also available for the entrepreneurs to set
up new ventures.
The Bank is being managed and operated by a group of highly educated and professional
team with diversified experience in finance and banking. The Management of the bank
constantly focuses on understanding and anticipating customers' needs. The scenario of
banking business is changing day by day, so the bank's responsibility is to device strategy
and new products to cope with the changing environment. Jamuna Bank Ltd. has already
achieved tremendous progress within only eight years. The bank has already ranked as one
of top quality service provider & is known for its reputation.
At present the Bank has real-time centralized Online banking branches (Urban & Rural)
throughout the country having smart IT-backbone. Besides these traditional delivery
points, the bank has ATM of its own, sharing with other partner banks & consortium
throughout the country.
The operation hour of the Bank is 10:00 A.M. To 6:00 P.M. from Sunday to Thursday with
transaction hour from 10:00 A.M. to 4:00 P.M. The Bank remains closed on Friday and
Saturday including government holidays.
2.2 Nature of Business
JBL is a progressive commercial bank in private sector in Bangladesh. It creates new
opportunities for its clients. It gives customized services and maintains harmonious
banker–client relationship. It contributes towards formation of national capital, growth of
savings and investment in trade, commerce and industrial sectors. It provides different
types of commercial banking services to the customers of all strata in the society within the
stipulation laid down in the bank companies Act. 1999, rules and regulations framed by the
Bangladesh Bank from time to time.
2.3 Vision
To become the Bank of choice in serving the Nation as a progressive and Socially
Responsible financial institution by bringing credit & commerce together for profit and
sustainable growth.
2.4 Mission
The Bank is committed to satisfy diverse needs of its customers through an array of
products at a competitive price by using appropriate technology and providing timely
service so that a sustainable growth, reasonable return and contribution to the
development of the country can be ensured with a motivated and professional workforce.
2.5 Motto
The Bank will be a confluence of the following three interests:
 Of the Bank: Profit Maximization and Sustained Growth.

 Of the Customer: Maximum Benefit and Satisfaction.
 Of the Society: Maximization of Welfare.
2.6 Corporate Slogan:
Your Partner for Growth
2.7 Objectives
Be one of the best banks of Bangladesh. Achieve excellence in customer service next to
none and superior to all competitors. Cater to all differentiated segments of Retail and
Wholesale Customers. Be a high quality distributor of product and services. Use state-of the
art technology in all spheres of banking. In addition:
 To establish relationship banking and improve service through development of

strategies marketing plan
 To remain one of the best banks in Bangladesh in terms of profitability and assets
quality
 To ensure an adequate rate of return on investment
 To keep risk position at an acceptable range
 To maintain adequate liquidity to meet maturing obligation and commitments
 To maintain adequate control systems and transparency in procedure.
 To develop and retain a quality work force through an effective Human Resources
Management Systems
 To ensure optimum utilization of all available resources
 To pursue an effective system of management by ensuring compliance to clinical
norms, transparency and accountability
 To introduced fully automated systems through integration of information
technology
2.8 Values
 Customer focus
 Integrity
 Team Work
 Respect for individual
 Quality
 Responsible citizenship
2.9 The main features of Jamuna Bank Limited
 Centralized Database
 Internet Banking Interface
 Real time any branch banking
 ATM interface
 Corporate MIS facility
2.10 Ethical Practices

1. JBL strictly complies with all rules and regulations.
2. JBL provides fair treatment to all stakeholders.
3. JBL maintains strict secrecy of customers' accounts.
4. JBL authority listens to customers and work for their requirement.
5. JBL authority provides adequate disclosure of corporate information and operation
results to shareholders for taking suitable investment decision.
6. JBL authority ensures work under highly motivated team spirit and fellowship bond.
7. JBL authority does not encourage projects, which are not environment friendly.
8. JBL authority extends financial assistance to poor, helpless and distressed people as
well as provides donation/ sponsorships to sports, culture, health-care and
community development ventures as they are responsible corporate citizen of the
country.
2.11 Outlook
They expect to continue their endeavor for a strong asset base and automated banking in
the years ahead. Through their personalized services to the valued clients and integrated
approach, the Bank aims to maintain a strong presence in the banking sector of Bangladesh.
They also plan to focus on customers’ satisfaction as the highest priority and on managing
the core assets and cost controls to maximize the shareholders’ value, In this competitive
market environment Jamuna Bank Limited is confident to make increased gains in revenue,
income .+, and return on capital.
2.12 Strategies of JBL

The strategies of JBL are as follows:
1. To manage and operate the bank in the most efficient manner to enhance financial
performance and to control cost of fund.
2. To strive for customer satisfaction through quality control and delivery of timely
service
3. To identify customer's credit and other banking related needs and monitor their
perception towards our performance in meeting those requirements.
4. To review and update policies, procedures and practices to enhance the ability to
extend better service to customers.
5. To train and develop all employees and provide them adequate resources so that
customers’ needs can be reasonably addressed.
6. To promote organizational effectiveness by openly communicating company plans,
policies, practices and procedures to employees in a timely fashion.
7. To cultivate a working environment that fosters positive motivation for improved
performance.
8. To diversify portfolio both in the retail and wholesale market.
9. To increase direct contact with customers in order to cultivate a closer relationship
between the bank and the customer.
2.13 Future Plan
(a) Full duplex on-line banking
(b) SMS Banking
(c) Merchant Banking
(d) Enhancing In-house Training Facilities
(e) By modernizing the Training Institute
(f) Innovation and introduction of new liability/asset products
(g) Credit card
(h) Internet Banking
(i) Opening new branches
(j) Disaster Recovery Site (DRS)
(k) Expansion of business network at home and abroad
2.14 Competitors
Competitors of the JBL are others commercial banks, it can be private or public and
financial institutions such as insurance companies, lease companies etc. Main branch of
JBL is situated in Dilkusha Commercial Area, Dhaka that place is the main commercial
place in Bangladesh and maximum financial institutions are situated in this area.
Therefore, the main branch of JBL always does face lots of competition in its business.
2.15 Corporate Culture of Jamuna Bank Ltd:

The Jamuna Bank Ltd is one of the most disciplined Banks with a distinctive corporate
culture. They are lived in shared meaning, shared understanding and shared sense making.
People related to the bank can see and understand events, activities, objects and situation
in a distinctive way. They mould their manners and etiquette, character individually to suit
the purpose of the Bank and the needs of the customers who are of paramount importance
to them. The people in the bank see themselves as a tight knit team or family that believes
in working together for growth. The corporate culture they belong has not been imposed; it
has rather been achieved through their corporate conduct.
2.16 Corporate information of Jamuna Bank
Registered Name Jamuna Bank Limited
Official Logo
Known As JBL
Slogan “Your Partner for Growth”.
Category Commercial
Type Private Limited Company
Date of Incorporation April 02 2001
Inauguration of First Branch June 03, 2001
Chairman of the JBL Mr. Shaheen Mahmud
Number of Branches 97
Banking Operating System Both Conventional &Foreign Exchange

System
Registered in Stock Exchange DSE & CSE
Fields of Activity Deposits, Corporate Banking, SME

Banking, Merchant Banking and
Remittance Services.
Head Office Chini Shilpa Bhaban, 3, Dilkusha C/A,

Dhaka-1000, Dhaka Bangladesh.
Number of ATM Booth 166
Number of Employees 2000(Approx.)
Customer Corporate and Individual Customers

Email info@jamunabank.com.bd
Website Jamunabankbd.com
SWIFT Code JAMUBDDH
Table 1: Profile of JBL
2.17 Name of Founders & Board of Director

Name of the Board of Directors Members Designation
Mr. Md. Belal Hossain Chairman
Al-Haj M.A. khayer Director & Founder Chairman
Engr.A.K.M. Mosharraf Hussain Director
Engr. Md. Atiqur Rahaman Director
Mr. Golam Dastagir Gazi, Bir Protik, MP Director
Mrs. Fazlur Rahaman Director
Al-Haj Nur Mohammed Director & Chairman

(Jamuna Bank Foundation)
Mr. Md. Tajul Islam, MP Director & Chairman (Audit
Committee )
Mr. Sakhawat, Abu Khair Mohammed Director
Al-Haj Md. Rezaul Karim Ansari Director
Mr. Md. Mahmudul Hoque Director
Mr. Md. Sirajul Islam Varosha Director
Mr. Farhad Ahmed Akand Director
Mr. Shaheen Mahmud Director

Mr. Kanutosh Majumder Director
Mr. Ismail Hossain Siraji Director
Mr. Gazi Golam Murtoza Director
Mr. A.S.M. Abdul Halim ( Re-presenter of Director

Dhaka Insurance LTD)
Mr. Md. Motior Rahaman Managing Director & CEO
Table 2: Founders of Jamuna Bank Ltd.
2.18 Division-wise Branch

Location Number of Branches
Dhaka 51
Chittagong 21
Rajshahi 14
Khulna 6
Sylhet 5
Table 3: Division-wise Branch
2.19 Brief Profile of JBL’s Kamarpara Branch

Name Jamuna Bank Limited,
Kamarpara Branch
Established 27 November, 2014
Location Mollah Complex, First Floor, Kamarpara,
Horirampur, Turag, Dhaka
Total Employee 9
Manager Md. Shazzadur Rahman
Main Competitors Standard Bank Limited, Midland Bank
Table 4: Details of JBL, Kamarpara Branch

2.20 Different Divisions of JBL
An organization is like complex machinery consisting of different parts. Different functional
divisions and departments are the different parts of this organizational machinery.
Therefore, to make an organization a success, the divisions and departments must work
accordingly. In Jamuna Bank Limited, all the divisions and departments are closely tied
with one another.
2.20.1 Sales division

Makes sales forecast, identifies market's potential opportunity and sends it to the technical
division for doing the plan for new coverage area. There is a sales team in this bank, these
people go to the customers and tell about the benefits of their bank account.
If the sales and marketing team feces any problems and suggestions regarding the products
and their selling procedure they inform to the General Banking Division.
2.20.2 Account division

Is related with all the divisions for fund allocation and fund management of all shorts and
giving salary to all the employees of the bank. After the daily transaction period, they go to
cash department and follow up the whole day transaction.
2.20.3 General Banking division

Provides the foundation of Banker-Customer relationship. This is an era of keen
competition among Banks. It is most important and preliminary work of a bank. The
regular service given to customers such as Depositing or drawing money, selling of
instruments to them for remittance put-pose collection of instruments, providing other
subsidiary services to keep customer. The Bank is being managed and operated by a group
of highly educated and professional team with diversified experience in finance and
banking.
2.20.4 Foreign Exchange Department

The foreign traders refer to the trade between the different sovereign nations of countries.
Foreign trade mainly categorizes into export trade and import trade. For development of
the economy in a country, foreign trade is important. Financial institutions like Bank can
help the foreign trade of a country through financial accommodation to the foreign trade.
2.21 Products and Services of JBL:
The Bank has an array of tailor made financial products and services. Such,
products are Monthly Savings Schemes, Consumer Credit Scheme, Lease Finance, and
Personal Loan for Women, and Shop Finance Scheme etc. JBL also introduced Q-cash ATM
cards for its valued customers giving 24 hours banking services through Debit Cards. JBL
offers the following services to its valued customer:
 Deposit Schemes
 Remittance and Collection
 Import and Export handling and Financing
 Loan Syndication
 Project Finance
 Investment Banking
 Lease Finance
 Hire Purchase
 Personal Loan for Woman
 24-hours Banking: Q-Cash ATM facility
 Islamic Banking
 Corporate Banking
 Consumer Credit Scheme
 International Banking
2.21.1 Personal Banking Services:

Personal Banking services of Jamuna Bank offer wide-ranging products and services
matching the requirement of every customer. Transactional accounts, savings schemes or
loan facilities from Jamuna Bank Ltd. make available you a unique mixture of easy and
consummate service quality. JBL offers the Personal Banking Services like Current Deposit
Account, Savings Deposit Account, Short Term Deposit Account, and Fixed Deposit
Accounts. It also offers attractive rates on various deposit schemes.
2.21.2 Corporate Banking Services:
Jamuna Bank Ltd. offers a complete range of advisory, financing and operational services to
its corporate client groups combining trade, treasury, investment and transactional
banking activities in one package. The corporate Banking specialists will render high-class
service for speedy approvals and efficient processing to satisfy customer needs. Corporate
Banking business envelops a broad range of businesses and industries. You can leverage on
the know-how in the following sectors mainly:
 Agro processing industry

 Industry (Import Substitute / Export oriented) -Textile, Spinning, Dyeing/Printing –
 Export Oriented Garments, Sweater. –
 Food & Allied –
 Paper & Paper Products –
 Engineering, Steel Mills –
 Chemical and chemical products etc.
 Telecommunications.
 Information Technology
 Real Estate & Construction ·
 Wholesale trade Transport ·
 Hotels, Restaurants ·
 Non Bank Financial Institutions
 Loan Syndication ·
 Investment Banking Lease Finance ·
 Hire Purchase ·
 International Banking ·
 Export Finance Import Finance
2.21.3 Q-Cash Round The Clock Banking

Jamuna Bank Q-Cash ATM Card enables you to withdraw cash and do a variety of banking
transactions 24 hours a day. Q-Cash ATMs are conveniently located covering major
shopping centers, business and residential areas in Dhaka and Chittagong. ATMs in Sylhet,
Khulna and other cities will soon start be introduced. The network will expand to cover the
whole country within a short span of time.
With Jamuna Bank Q-Cash ATM card customer can:

 Cash withdrawal Round The Clock from any Q-Cash logo marked ATM booths.
 POS transaction (shopping malls, restaurants, jewelleries etc)
 Enjoy overdraft facilities on the card (if approved)
 Utility Bill Payment facilities
 Cash transaction facilities for selective branches nationwide
2.21.4 Online Banking
Jamuna Bank Limited has introduced real-time any branch banking on December 31, 2010.
Now, customers can withdraw and deposit money from any of its 65 branches located at
Dhaka, Chittagong, Sylhet, Gazipur, Bogra, Naogaon, Narayanganj, Dinajpur,
Kushtia,Rajshahi, Bashurhat, Sirajganj and Munshigonj. The valued customers can also
enjoy 24 hours banking service through ATM card from any of Q-cash ATMs located at
Dhaka, Chittagong, Khulna, Sylhet and Bogra.
All the existing customers of Jamuna Bank Limited will enjoy this service by default.
Key features:
 Centralized Database
 Platform Independent
 Real time any branch banking
 Internet Banking Interface
 ATM Interface
 Corporate MIS facility
2.21.4.1 Working process through Online Banking
In all over the country, Banking Business has become competitive in respect of line of
products and quality of services. The Banks are operating in a race to give the prompt
services and technology for satisfying customer's need better than one another. In case of
Jamuna Bank Limited, they have adopted the latest technology in operation and that
atmosphere which bring the development. Being aware of these facts, they are ready to
provide world class banking facilities and services supported by technology to the
customers. That is why the customers always remain satisfied. As Online Banking software,
Switching Software, Servers, ATM, Data Storage System and other hardware this bank uses
Flora Bank. The customers of this bank are in apposition avail of world class banking
services locally at a reasonable cost through fully automated on line banking system.
2.21.4.2 Delivery Channels:
 Branch Network
 ATM Network
 POS (Point of Sales) Network
 Internet Banking Network
Chapter- 03
Advertisement and Promotion
Strategy of Jamuna Bank
3.1 Role of Advertisement and Promotion in
Banking Industry
It is said that the banking sector mirrors the larger economy - its linkages to all sectors
make it a proxy for what is happening in the economy as a whole. Indeed, the Bangladesh
banking sector today has the same sense of excitement and opportunity that is evident in
the Bangladesh economy. The banking industry in Bangladesh has become more and more
developed and is functioning progressively. Customers have more opportunities for
selection of more suitable places to buy and use banking services and satisfy all their
demands. However, at the same time, they have also become more fastidious and expect
higher standards from banks, such as more friendliness in service styles, more
effectiveness in solving all their complaints, or more modernization when it comes to
equipment and tools. Here the terms 'Marketing' and 'Banking' blend together inextricably.
Marketing has lately entered the banking industry not in the form of marketing concept,
but in the forms of advertising and promotion concept. It has been realized that marketing
transcends advertising and friendliness. Earlier, it was recognized that personal selling was
not necessary. The bankers even eliminated the word 'selling' and they called the function
of customer-contact 'business development function'. However, gradually they have begun
to realize that marketing is a lot more than smiling and friendly tellers.
Bank executives and marketers faced with ongoing challenges can make better business
decisions with the help of software, data and analytic services from Mapping Analytics:
1. Who are my best customers and how can I keep them?
2. Where is the greatest market potential to find new customers?
3. What locations should I choose to expand our branch network?
4. Is our network of bank branches optimized for maximum performance?
The answer to each of these questions depends in large part on geography and location.
That means working with Mapping Analytics - experts in mapping and Bank Customer
Segmentation Analysis.
Banking is a personalized service-oriented industry. The marketing approach involves

anticipating, identifying, reciprocating (through designing and delivering customer-
oriented service), and satisfying the customer's needs and wants effectively, efficiently, and
profitably. To bring satisfaction to customers, banks have had to improve their service
quality to keep their old customers and attract more new and potential ones.
3.2 Advertising strategies of Jamuna Bank Ltd.
Advertising may be defined as a controlled form of non-personal presentation message
about specific ideas or services from an identified sponsor via a specific communication
medium designed to inform and persuade selected audiences to undertake actions desired
by the sponsor. In recent years, the role of advertising in the banking industry in both
personal and corporate markets has expanded dramatically and the financial services
industry is now one of the most important sources of advertising revenue. In developing
advertising strategy, the bank must first ensure that it conforms to overall marketing
strategy. The process of developing advertising strategy of Jamuna Bank Ltd then consists
of the following steps:
1. Set advertising
2. Establish copy platform
3. Develop the media plan
4. Set the advertising expenditure level
5. Measure advertising effectiveness
3.2.1 Promotional Decision:

Promotion forms an important component of any marketing campaign. The intangible
dominant product services are not easily advertised. The intangible is difficult to depict in
advertising whether the media is print, TV or radio. Services advertising should thus
emphasize tangible cues that will help the customers understand and evaluate the service.
The following tips may be taken in this connection.
3.2.2 Segmentation:
To provide better services, Jamuna Bank Ltd divided the banking sector lots of
segmentation. Segmentation just depends based on the lots of element. When the
marketing team divided the market under the segmentation, then they consider the feature
of the customers, financial condition of the customers, local area and business nature of the
geographical area.
3.2.3 Targeting& Positioning:

Jamuna Bank is the bank of mass people. People of all income groups are the target
customer of this bank. This bank all time searches the unused money from the general
people as their valuable capital.
3.3 Advertisement of Bank’s products
 Deposit Services
 Loan Services
3.3.1 Deposit Services

Under deposit products the customers can maintain different types accounts such as:
Current Account, Savings Account, SID, FDR and Foreign Currency Account. But the
others are considered as deposit schemes.
All Schemes:
 Monthly Savings Scheme
 Lakhpati Deposit Scheme
 Millionaire Deposit Scheme
 Money Multiplier
 Monthly Benefit Scheme
 Corepati Deposit scheme
 Double Growth Deposit Scheme
 Triple Growth deposit Scheme
 Rural Deposit scheme
 Education Savings Scheme
 Deposit Scheme
3.3.2 Monthly Savings Scheme (MSS)
Savings is the best friend in everybody's life. Small savings can build up a successful
future. In case of emergencies, this savings can help in a major way. Jamuna Bank Ltd has
introduced Monthly Savings Scheme (MSS) that allows one to save on a monthly basis
and get a handsome return upon maturity. If anyone wants to build up a significant
savings to carry out one's cherished dream, Mss is the best way of JBL. This MSS is known
to DPS in other banks.
Advertisement nalysis:
When they first introduced this new scheme, the customers have known about it from
online and by personal selling.
Target group:
For MSS, the main target customers are the housewife and the lower income group
people. During my internship period, I have seen that the people of Kamarpara,
they mainly come to deposit their money. The women and men who are working in
garments beside the bank, they also come to save money from their
monthly income.
The rate sheet is given to all the customers.
Tenor Installment Payable amount

500 20570
1000 41145
3 Years 1500 61720
2000 82300
500 37955
1000 75915
5 Years 1500 113875
2000 151835
The Government takes 10% from the payable interest. The customers have to deposit the
installment in every month. If anyone fails to deposit then she or he has to given 50 tk after
the month.
3.3.3 Marriage Deposit Scheme
In our country marriage of children, especially girl is a great headache for the parents as it
involves expense of considerable amount. Parents get relief and can have peace of mind if
they can arrange the necessary fund for marriage of their children, no matter whether they
survive or not until the marriage occasion. It can be a great help to the parents if there is
any scope of deposit of a reserved amount as per their financial capacity.
Jamuna Bank Limited has introduced Marriage Deposit Scheme, which offers the customers
an opportunity to build up their cherished fund by monthly deposit of small amount at
their affordable capacity.
Advertisement analysis:
The parents can know about this scheme from the bank. They can collect a rate sheet of
marriage deposit scheme. The employees sometimes go personally to the known people
and tell them about the facilities of this scheme.
Target group:
For this scheme the target group is the young girls and boys. In maximum time I haves seen
that the parents who have the girl's they are always anxious about their child's marriage.
So when they come to the bank and know about the facilities of this scheme, they feel
secure for future time.
The rate sheet is:
Tenor Installment Payable amount

1000 84375
1500 126565
3 Years 2000 168755
2500 210945
1000 12790
1500 190640
5 Years 2000 245190
2500 317735
3.3.4 Education Savings Scheme
Every parent wants to impart proper education to his or her children. Yet, there is no
arrangement of free education to the citizens from the government level. Parents can get
relief and can have peace of mind if they can arrange the necessary fund for higher
education of their children.
Considering this matter, JBL has introduced 'Education Savings Scheme' which offers one
an opportunity to build up his cherished fund by monthly deposit of small amount at
affordable capacity deposit to meet the educational expenses. Under this Scheme, the
customers have the different attractive options to avail the future benefit.
Advertisement analysis
Jamuna Bank Limited has arranged some programs in colleges and universities. The
students can inform from those programs and from online. They can save their money by
depositing money.
Target group
The students who are well educated but sometimes they cannot manage their study
expenses for their financial crisis. They can use this scheme for their better future life. At
that program, they try to motivate the students about the savings money. As a result, the
students do not go for other bad habits. It is a success of the Bank.
3.3.5 Lakhpoti Deposit Scheme

In Bangladesh most of the people want to become lakhpoti. Especially the lower and lower
middle class income group they wish to do it. Like every process, this procedure
should have a right plan. Keeping the thinking in mind JBL has introduced "Lakhopati
Scheme" which has flexibility in report of maturity and monthly installment as per
affordable capacity.
The middle class people are interested to deposit this scheme. Because if they deposit
only 2435 tk as an installment for 3 years then they will get One Lakh taka. It's a huge
pleasure for a customer if he can properly maintain this scheme. For 5 years it will have to
deposit only 1315 taka.
3.3.6 Millionaire Deposit Scheme
It is a dream for many small savers to become a Millionaire. Jamuna Bank has introduced
'Millionaire Deposit Scheme' which has flexibility in respect of period and monthly deposit
as per one's affordable capacity for giving a sum of Tk l million i.e. Tk l0 (ten) lakh at a time.
The customers can know about the scheme from online advertisement. There is no any
billboard, poster, TV advertisement. The people who always use the internet they can
easily visit the Jamuna Bank's web site and can informed about the all schemes.
3.3.7 Kotipati Deposit Scheme

It is feasible for high-income group who have strong determination and savings habit. If
anyone decides and plans to save money from his regular income, he can own Tk 1.00 crore
easily by making a planned savings. In this regard, JBL has introduced "Kotipati Deposit
Scheme" offering the savings plan.
The officers sometimes go for marketing and advertise their products. In this case, they try
to convince the people. Nevertheless, I came to know while working in this Bank that this
scheme is not so much popular. Mainly the MSS is so much popular.
3.3.8 Double/triple Growth Deposit Scheme

For people who have cash flow at this moment and want to get it doubled/tripled quickly.
JBL has introduced Double/Triple Growth Deposit Scheme which offers anyone to make
double/triple money within 6(six) years and 9.5 (nine and a half) years respectively
resulting a high rate of interest.
Advertising analysis:
For advertising this scheme, Jamuna Bank uses "Personal selling" as an element of the
promotional Mix. Mainly it is the direct contact between buyer and seller. In this bank,
sometimes the junior level officers go for marketing and try to capture the customers.
3.4 Loan Services:
Lending is the core function of commercial bank. For a bank, good loans, credits, or
advances are most profitable assets. The largest portion of operating income is derived
from lending. A commercial bank usually wins over its competitors only on the quality and
quantity of lending. It is therefore, indispensable for a bank to have a well thought
policy for executing its lending operation.
General loan facility includes the letter of credit, Bank Guarantee, Cash Credit, SOD,
Lease Finance, Export Finance, LDBP, and House Building Loan. The others are:
3.4.1 SME Credit Scheme
 Double Loan
 Festival Credit
 Shop/Business office renovation loan
 Loan for women entrepreneur
 Working capital
 Flexible working loan
 Loan for purchase of possession right for shop/Business
Jamuna Bank Limited gives the Capital Machinery Loan. Business is a running process. For
its maintenance there is always need of machinery. The customers can know about the loan
from online or through the SME service centers. For any kind of business purpose, this loan
is given if they have two years experience. The loan receiver must have to be 20-60 years.
They will have to be capable to pay the loan amount from their business.
3.4.2 Personal Loan for Women
Jamuna Bank limited always tries to help the poor women or women entrepreneurs who
want to do something for their safety. This product is designed especially for the working
women and housewives. Housewives with reasonable income of the spouses are also
eligible to avail this loan. The loan can be availed for the purchase of domestic device,
house renovation etc. Our sales team goes to some villages and they talk with the women
who are capable to earn money.
3.4.3 Car Loan:
This is given to accelerate the transport facility national wide It's interest rate is 16.00%
It is paid to equal monthly installment Others conditions are almost same as the
industrial loan. The customers can easily know about this loan facility from the online.
There is some advertisement against this Loan in Newspaper.
3.4.4 House Building Loan:
This loan is given for the construction of dwelling house. At a monthly installment, this
loan is given at 13% interest rate. But in this bank, this type of Loan is not given in a
frequent moment.
3.4.5 Agricultural Loan:
It is given from the branch wise of Jamuna bank Limited. The interest rate is 12.00-
13.00%. The poor farmers can get this Loan so the outside of Dhaka city, wherever the
branches of Jamuna Bank Ltd. are located the branch people try to motivate to take this
loan. Because in the rural area everywhere it is not available of TV and the internet.
3.5 Promotion Strategy of Jamuna Bank Ltd
In order to sell goods and services or promote an idea, Promotion acts as the coordinator of
all seller initiated efforts to set up channels of information and persuasion. The basic tools
used to accomplish an organization's communication objectives are often referred to as the
Promotional mix.
There are mainly four parts of Promotional Mix:
1. Advertising
2. Sales Promotion
3. Public Relations
4. Personal Selling
But besides them we can recognize extra two tools Direct Marketing and Interactive
Marketing as the major promotional mix elements. How the Jamuna Bank Limited is
going to use the promotional tools through its different activities are given below:
 Jamuna Bank Limited does not use all the tools of promotional tools. This bank
only uses direct marketing and personal selling as their advertising procedure.
 In the TV news, Jamuna Bank sponsors for reminding the customers.
 They believe on a variety of promotional elements to progress their products and

services through intermediaries directly to the customers.
 They think that Personal Selling is effective in creating brand image, conveying
information, creating awareness and can generate a behavioral response.
 As we know that Direct Marketing is in itself a form of Advertising. Trough mail,

print, or TV adds they make a direct response with the customers.
 In the newspapers, Jamuna Bank gives ads for their social marketing activities.
Like, AIDS, Drug Addiction, to help poor children, to save the ACID victim etc.
Vigilance & Control Division (VCD) and Marketing & Development Division (MDD) at
Jamuna Bank Ltd Head office will jointly arrange for well publicity of the brand name of
new deposit scheme with its important features by the national newspaper and electronic
media (TV). Every branch will show special and attractive banners of the new offering for
awareness. Leaflet, placard, festoon, poster and brochure will be supplied to each branch
for distribution and exhibit to all important places with the differentiation feature and
attractive. The Jamuna Bank Ltd also offers to their marketing employees (Field worker)
extra incentive, if they fulfill the following chart. It is the financial motivation to their
marketing employees. As a result, they express their better effort in banking service.
Sl. No. Deposit (TK) Number of new Cash Prize

Accounts
1 1,00,000 10 100 tk.
2 2,00,000 12 200 tk.
3 3,00,000 14 350 tk.
4 4,00,000 16 475 tk.
5 5,00,000 18 600 tk.
6 6,00,000 20 750 tk.
7 7,00,000 23 985 tk.
This table indicates that, when a banker arranges to open number of 10 accounts which
value will be 1.00 lac then she/he will get extra 100 Tk. next one account. The fillip the 12
accounts and value will be 2.00 lac then banker gets extra 200 Tk for extra one account.
The Jamuna Bank Ltd. by this way maintain the extra account commission to promotion
their bank’s employees.
3.6 Developing Promotion Strategy of Jamuna
Bank Ltd.
Several activities are involved in designing the promotion strategy including:
1. Setting communication objectives.

2. Deciding the role of each of the components that make up the promotion program.
3. Determining the promotion budget.
4. Selecting the strategy for each promotion component.
5. Integrating and implementing the promotion component strategies.
6. Evaluating the effectiveness of the integrated promotion strategies.
3.7 Promotional activities of Jamuna Bank Ltd.
through CSR
Promotional activity of a bank can include anything that will promote the bank to the
people. Normally, these can include advertisement in Billboards, TV commercials or paper
ads etc; CSR activities, brandings, sponsorships. Jamuna Bank Ltd. occasionally gives
advertisement and notices in daily newspapers. For example, any new branch opening
information or new products etc. Billboards of Jamuna Bank Ltd. are not that much visible
in the road. Jamuna Bank Ltd has many CSR activities all over the country. At least 2% of
our annual profit of every year is put aside for the foundation to conduct Corporate Social
Responsibilities (CSR) activities.
These include –
 Healthcare service.
 Scholarship program for brilliant poor student.
 Education Promotion Scheme (Interest free loan).
 Helping people affected by natural calamities.
 Helping people in slum areas.
 Donation to educational institutions to setup computer lab.
3.7.1 Scholarship Program

From a social responsibility, Jamuna Bank Limited has arranged some programs. So that
the people can have their mind that name of Jamuna Bank Limited. They have donated to
the S.S.C passing students. The amount was 42,000 tk. Jamuna bank limited helps the poor
children with some money. For this program, the students are influenced to study more,
besides this JBL tries to remind people of their bank.
 Providing monthly scholarship to 60 social-advantage deprived students having

GPA 5.0 at SSC & HSC exam.
 Scholarships to Underprivileged Student.
 Scholarship to the children of JBL Employee.
3.7.2 Health
This Bank has also helped the patients. For treatment purpose they used 25,000 tk..
Jamuna Bank frequently arranges Free Eye Camp. Especially in rural area where people are
not solvent and does not have enough medical facility.
3.7.3 Training Program

Jamuna Bank provides various training program to physically challenged people. Recently
in Sunamgonj district they arranged computer training for speak impaired.
3.7.4 Blood Donation Program
For blood donation program, they expend 54,830 tk. So that nobody dies because of blood,
Jamuna Bank arranges blood donation program. They collect blood from volunteers, and
deposit it to blood bank.
3.7.5 Disaster relief
 Donated a mentionable amount to the government during various natural disasters.

 Provided financial assistance to the famous artists for the treatment of incurable
diseases.
 Donated to Prime Minister’s Relief Fund.
By doing these kinds of program, Jamuna Bank has reminded the people to come and join
with them.
Chapter- 04
Actual Task Done By Me

4.1 Internship Experience
As an intern, I started working in Jamuna Bank Ltd. (Kamarpara Branch) on September 16,
2015 to December 10, 2015. JBL gave me the opportunity to work in the banking industry
from where I learned many things. As I worked in the bank, I got a huge idea on how the
whole banking system works. The task that I performed during the tenure of my internship
has surely enriched my skills and this working experience in a bank was very beneficial to
me. As it helped me to learn how to work under pressure, manage time efficiently, deal
with clients etc. The tasks, which I have performed during the tenure of my internship, are
briefly described
There actually I learn two types of learning: i) Primary Learning ii) Secondary Learning.
Those are described below:
4.1.1 Primary Learning

As this is my first time to work in a corporate world, there are so many things to learn. The
things that I primarily in there
 How to behave with client in corporate world

 Time management
 How to behave with colleagues supervisors, manager and with overall organization
 How to manage different client at the same time and everyone is important for the
organization
4.1.2 Secondary Learning

4.1.2.1 Accounts Department
The first department I worked at was account department. It is under General banking.
From 12th of October to 21th of October, I worked in accounts. My main task in accounts is
sorting the voucher. After voucher sorting I had to attach them with related supplementary.
Voucher is actually a proof of the transaction. There are various types of voucher and they
are categorized by different number. Which I had to separate and sort group wise.
Supplementary is the automated list of all transactions. Each of the transaction has related
voucher. After attaching them next job was to balance. Next step is to make a cover page,
which is a brown color hard paper. Then prepare it for binding in an organized format.
4.1.2.2 Cash Department
I was in cash department from 22th of October to 5th of November. My duty in cash was to
make entry of cheques and deposit slip amounts and number in registers and then give the
serial number to the cheque and deposit slip according the register entry number. There
were two registers. One was to enter the cheque number and amount. Another register was
for entering deposit slip numbers. Cheques were entered in debit register because with
cheques bank gives money to customer which is debit and deposit slips are entered in
credit register because with using deposit slip customer deposit money to bank which is
earning for bank and that is why it is credited. At the end of the day, I had to sum up
register individually and check them with automated amount got through the computer.
4.1.2.3 Front Desk

I was there from 6th of November to 13th November. I found Front Desk’s tasks are a little
bit difficult. My job was to attain and help the clients directly. I had to help clients by
providing information, helping to fill up account opening, MSS opening, FDR opening forms
etc.
• Many clients come to know about different types of accounts. My duty was to give
them information about an account. For opening account different types of
documents need like signature of introducer, photo of nominee, photo of account
holder, national ID card of account holder, national ID card of nominee. For current
account trade license, seal of organization and same as other account’s document.
• During account opening, I took signature of customer on signature card.
• After opening the account, I had to take a cheque requisition for the customers who
wanted to take books.
• When new cheque books will come, my task was to register all the books under
current account and savings account category.
4.1.2.4 Clearing
From 14th November to 09th December, I was appointed in clearing department. In clearing
department transactions of cheques from other banks happens. My job was to entry those
transactions in a register and at the end of the day. Then I had to sum up the amount and
check with the automated amount from computer. The amount had to be the same.
Chapter- 05
Research Part
5.1 Problem Statement
Jamuna Bank Limited performs their advertising and promotional activities in a
conventional way. To draw new customers and maximize customer services, there is no
other way but following modern methods for promotion and advertisement. Yet providing
superior service to some of their products is not getting popularity only because of lack of
enough publicity. In order to go in-depth of this fact and explore the phenomena, the
research is conducted.
5.2 Project Timeline

To prepare this project report I had to spend total one month. The project activities have
shown in the following:
• Week 01 : Developed the research plan
• Week 02 : Developed the hypothesis
• Week 03 : Conduct survey research
• Week 04 : Data analysis and Interpretation
Gantt chart of Project Time Allocation

Description of Activities Week 1 Week 2 Week 3 Week 4
Developed the research plan
Developed the hypothesis
Conduct survey research
Data analysis and Interpretation

5.3 Budget Information
The total individual expenditure to prepare this project as followed:
Particular’s Amount (BDT)

Transportation 300
Printing, Photocopy & Binding 550
Cell phone & Internet Bill 300
Others Expenses 250
Total 1400
5.4 Methodology of the Study

The study has been conducted among 46 employees only who are involving with Jamuna
Bank Ltd.. Primary data information has been used. Primary data have been collected by
questionnaire survey methods. Only structured questionnaire has been followed.
The collected data have been processed with due care as per requirements of the study
designed in the light of the objectives of the study. Various statistical tools have been used
in the study. Likert scale has been applied in assessing the opinion of the sample
respondents and has been well tested. The data and information thus collected have been
processed and analyzed critically in order to make the study more informative, reliable and
accurate to reveal the actual ulterior situations.
5.4.1 Data collection

I have collected data from two sources, which is primary source, and secondary sources.
5.4.1.1 Primary Data

The primary data has been collected from survey through the questionnaire structure. The
questionnaire structure has been solved face-to-face interview with the selected sample.
5.4.1.2 Secondary Data
Secondary data are collected from:
 Different Annual reports of Jamuna Bank Ltd.

 Wed site of the company
 Questionnaire
 Internet
5.4.2 Research Instruments

Data collection instrument are the questionnaire with structured questions and I also used
likert scale questions.
5.4.3 Research Approach

 Survey
5.4.4 Type of Research

Qualitative Research
5.4.5 Sampling Plan

 Sampling Unit:
 Employees and customers
 Sampling Frame :
 The sample frame of the study consists of Customers/Clients who have financial
transaction with Jamuna Bank Ltd. Kamarpara, Uttara area.
 The sample frame was taken from the selected area.
 Population size
 910
 Sample Size:
 46 Respondents
 Sampling Procedure:
 Probability Sampling
 Simple Random Sampling
5.4.6 Sampling Technique
Likert Scale where 1= Strongly Disagree, 2= Disagree, 3= Neither Agree Nor Disagree,
4= Agree, 5= Strongly Agree.
The scale has been shown below:
STRONGLY AGREE 1
AGREE 2
NEUTRAL 3
DISAGREE 4
STRONGLY DISAGREE 5
Table Hypothesis scale:
5.4.7 Contact Method

As it is a survey research, I collected the opinions from the respondents through the
questionnaire. I developed a questionnaire with structured questions and distributed
among the respondents to collect the responses.
5.5 Analysis of data

For analysis of data Microsoft Word, Microsoft Excel, different tables and graphs were used
to make the data meaningful. Hypotheses were testing to derive a meaningful conclusion
from the empirical data. In addition, basic statistical techniques of different measures of
central tendency have been used for analyzing the data. The following formula has been
followed:
X 
Z test =

n
µ = mean value
n = sample size
σ = Standard deviation
X = Average
5.6 Hypothesis Development
1. HA: Maximizing advertisement and promotion create more clients.
2. HA: Customers are well familiar with the products offered by Jamuna Bank Ltd.
3. HA: Contemporary methods of advertisement and promotion will give significant
results.
4. HA: JBL should frequently appear in Electronic media.
5. HA: Print media provides more clarification. Therefore, more advertisement on print
media gives better result.
6. HA: Direct Marketing provides significant results in promotion.
5.7 Hypothesis Testing
H1 H2 H3 H4 H5 H6
1= Strongly disagree 4 12 4 6 3 5
2= Disagree 6 14 6 7 8 7
3= Neither agree nor disagree 4 7 7 9 8 7
4= Agree 18 6 17 12 14 15
5= Strongly Agree 14 7 12 12 13 12
Total 170 120 113 155 164 160
Average 3.7 2.6 2.46 3.37 3.56 3.48
Standard Deviation 1.27 1.39 1.30 1.36 1.24 1.31
Z-test value 6.4 0.49 5.96 4.34 5.80 5.07
Chart- : Hypothesis Testing

Hypothesis: 1
HO: Maximizing advertisement and promotion do not create more clients.
HA: Maximizing advertisement and promotion create more clients.
Ho: μ =2.5
HA: µ ≠ 2.5
n = 46
Here 𝑋 = 3.7
Standard Deviation σ = 1.27
Zcal = (𝑋 – μ)/ (σ/√n) = 6.4
At 5% level of significance, follows Z distribution Z0.05= 1.96
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it can
be said that if JBL performs more advertisement and promotion there is a possibility that it
will get more clients.
Hypothesis 1
9%
30% 13%
Strongly Disagree
9%
Disagree
Neutral
39% Agree
Strongly Agree
Figure: Hypothesis 01
Hypothesis: 2
HO: Customers are not well familiar with the products offered by Jamuna Bank Ltd.
HA: Customers are well familiar with the products offered by Jamuna Bank Ltd.
Ho: μ =2.5
HA: µ ≠ 2.5
n = 46
Since the sample size n > 30 so, I may use Z - test.
X = 2.6
Z cal = ( X -µ)/ (σ/√n) = 0.49
At the 5% significant level, the value of Z in Z- distribution table is z.05= 1.96

Since z cal < z tab, we failed to reject null hypothesis. Therefore, at 5 % significant level, we
can say that people are not well familiar with Jamuna Bank Ltd.’s products.
Hypothesis 2
15%
26%
13% Strongly Disagree
Disagree
15% Neutral
31%
Agree
Strongly Agree
Hypothesis: 3
HO: Contemporary methods of advertisement and promotion will not give significant
results.
HA: Contemporary methods of advertisement and promotion will give significant results.
Ho: μ =2.5
HA: µ ≠ 2.5
n = 46
Here 𝑋 = 3.59
Zcal = (𝑋 – μ)/ (σ/√n) = 5.96
At 5% level of significance, follows Z distribution Z0.05=1.96
be said that Contemporary methods of advertisement and promotion will give significant
result.
Hypothesis 3
9%
26% 13%
Strongly Disagree
15% Disagree
Neutral
37% Agree
Strongly Agree
Hypothesis: 4
HO: JBL should not frequently appear in Electronic media.
HA: JBL should frequently appear in Electronic media.
Ho: μ =2.5
HA: µ ≠ 2.5
n = 46
Here 𝑋 = 3.37
Zcal = (𝑋 – μ)/ (σ/√n) = 4.34
be said that, advertisement on electronic media draws attention of maximum people.
Therefore, more appearance on electric media will help JBL to make their message reach to
maximum potential clients.
Hypothesis 4
13%
26%
15% Strongly Disagree
Disagree
20% Neutral
26%
Agree
Strongly Agree
Hypothesis: 5
HO: Use of Print media for advertisement will not provide better result to JBL.
HA: Use of Print media for advertisement will provide better result to JBL.
Ho: μ =2.5
HA: µ ≠ 2.5
n = 46
Here 𝑋 = 3.56
Zcal = (𝑋 – μ)/ (σ/√n) = 5.8
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, we can
say that, for advertisement choosing print media will provide better outcome to JBL.
Hypothesis 5
7%
28% 17%
Strongly Disagree
Disagree
17%
Neutral
31%
Agree
Strongly Agree
Hypothesis: 6
HO: Direct Marketing does not provide significant results in promotion.
HA: Direct Marketing provides significant results in promotion.
Ho: μ =2.5
HA: µ ≠ 2.5
n = 46
Here 𝑋 = 3.48
Zcal = (𝑋 – μ)/ (σ/√n) = 5.07
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, we can
say that, emphasize of direct marketing will provide significant results in promotion.
Hypothesis 6
11%
26%
15% Strongly Diasgree
Disagree
15% Neutral
Agree
33%
Strongly Agree
5.8 Analysis and Findings
1. In hypothesis 1 titled “Maximizing advertisement and promotion create more
clients.” 9% respondents are strongly disagreed, 13% respondents are disagreed,
9% respondents are neutral, 39% respondents are agreed and 30% respondents are
strongly agreed. It clearly indicates that performance of more advertisement and
promotion let people know about the company and its specialty. Thus, it creates
more clients.
2. In hypothesis 2 titled “Customers are well familiar with the products offered by
Jamuna Bank Ltd.” 26% respondents are strongly disagreed, 31% respondents are
disagreed, 15% respondents are neutral, 13% respondents are agreed and 15%
respondents are strongly agreed. It clearly indicates that people are not well
familiar with the products of Jamuna Bank Ltd.
3. In hypothesis 3 titled “Contemporary methods of advertisement and promotion

will give significant results.” 9% respondents are strongly disagreed, 13%
respondents are disagreed, 15% respondents are neutral, 37% respondents are
agreed and 26% respondents are strongly agreed. It clearly indicates that modern
technologies can play a significant role in the field of promotion and advertisement.
4. In hypothesis 4 titled “JBL should frequently appear in Electronic media.” 13%

respondents are strongly disagreed, 15% respondents are disagreed, 20%
respondents are neutral, 26% respondents are agreed and 26% respondents are
strongly agreed. It clearly indicates that if JBL conduct advertisement on Electric
media, they will be able to draws attention of maximum potential customer.
5. In hypothesis 5 titled “Use of Print media for advertisement will provide better
result to JBL.” 7% respondents are strongly disagreed, 17% respondents are
respondents are strongly agreed. It clearly indicates that considering print media for
advertisement produces better results.
6. In hypothesis 6 titled “Direct Marketing provides significant results in

promotion.” 11% respondents are strongly disagreed, 15% respondents are
respondents are strongly agreed. It clearly indicates that “Direct Marketing” helps to
build relationship and creates more clients. Hence, JBL should emphasize Direct
Marketing.
Chapter- 06
Conclusion Part
Recommendation
The following factors are recommended to this report to improve advertisement and
promotion methods of Jamuna Bank Limited. However, JBL is more popular to the
customers for their better services but they have to expand it. It is therefore imperative to
get to the customers to know their impression on the services of this important
communication medium. Such as:
1. Successful advertising involves products or services positively known by that

section of the public most likely to purchase them. Therefore, Jmauna Bank should
perform more advertisement.
2. This is the responsibility of Banks to inform and let people learn about their various
products. Therefore, Jamuna Bank Ltd. should take necessary actions to educate
their customers and make them familiar with their services.
3. Now a days, there are lot of new technologies and communication medium which
can be used for advertisement and promotion. Social Media e.g. Facebook, Internet
advertisement, direct mail etc can be great mediums to reach to the customers at
very cheap cost and quickly.
4. Television has greater sensory appeal than any other media. It allows businesses to
target certain customers by placing ads on certain shows or during specified time
slots. Therefore, it is suggestion to JBL as they appear frequently in electronic media.
5. The details of schemes including time period, interest rate, profit, conditions,
benefits etc can be presented only through Print Media. Therefore, besides TV
advertisement JBL should use print media as well.
6. Direct Marketing is a crucial element in ensuring customers’ post-purchase

satisfaction, and in building profitable long-term buyer-seller relationships built on
trust and understanding. Therefore, JBL should emphasize direct marketing.
Conclusion
Consumer banking industry has been treated as a prospective financial sector in
Bangladesh. More and more banks are entering the industry. The industry became so
attractive that since trustworthy Banks like JBL has entered the market and wants to lead
the market for which they need to ensure best customer services and follow the extended
marketing mix for advertisement and promotion. However, the entrance of banks like JBL
has brought revolutionary changes in banking services. People get better services but at
some sectors customers are dissatisfied and those factors like availability of ATM, good
delivery services and recreational facilities to be précised needs to be improved. In some
cases people are not well informed about the service they can have from a Bank.
To let people know about the company, every company uses different types of promotional
tools. However, directersonal Selling is used in a wide range but besides this JBL must have
to use other tools to advertise their bank's products and services. Such billboard is one of
the most popular using promotional tools to the company. As it is cheap and mostly seen in
an open place, most of the company likes to use this tool because of its wide repeated
exposure.
A research was done on Advertisement and Promotion strategy of Jamuna Bank Limited.
Different people gave different opinion. From the survey, it can be said that they want to
see more advertisement on Television, newspaper. Customer is the king of any company so
before taking any decision in case of advertising should identify what types of ads the
customers really want from them. Most of the customers are aware of TV advertisement,
newspaper advertisements. Advertising is a crucial role for the customer to recall the
brand name repeatedly. The more advertisements will be presented in front of the
customers the more they will focus to Jamuna Bank Limited. I hope that JBL will be able to
spread their business with increasing various schemes & other utility services.
The study on Advertisment and Promotion Strategy of Jamuna Bank Ltd. is cased out with
full cooperation of the customers. As far as possible within the given limits the study is
completed with the satisfaction of many people. The data collected are analyzed
scientifically.
Reference
Books:
• Ghauri, P. & Gronhaug, K. (2005), “Research Methods in Business Studies.” Prentice

Hall: London
• William G. Zikmund (2010), “Business Research Method 8th ed.” South-Western

Cengage Learning.
• Alam, M. (1997), “’Budgetary process in uncertain contexts”: a study of state-owned

enterprise in Bangladesh’, Management Accounting Research, vol.8, no.2 pp147-
167.Chiwhury, L R. A Textbook in Banker’s Advances. 2nded. Dhaka: Fair
Corporation, 2003
• Dess, G., Lumpkin, G. & Eisner, A. (2008), “Strategic Management: text and cases. 4th
ed.” McGraw-Hill/Irwin: New York.
• Cooper, D. & Schindler, P. (2008), “Business Research Methods. 10th ed.” McGraw-
Hill: New York.
• Zikmund, G. William. (2003) “Business Research Methods. 7th ed.” Singapore:

Thomson Learning South Western,
Reports:
• Marketing strategies of Jamuna Bank Ltd. (2011), Report, Available from:

http://www.academia.edu (Accessed: 13 June 2015)
• General Banking Activities of Jamuna Bank Ltd.(2013), Available from:
http://www.academia.edu (Accessed: 13 June 2015)
Official Websites:
• Annual Report of Jamuna Bank Limited, (2014) Available from:

• An Analysis of Financial Performance, (2014) Available from:
http://www.scribd.com/doc/15074491/An-Analysis-of-Financial-Performance
(Accessed: 30 May 2015)
Questionnaire for Clients
Dear Respondent,
I am the students of IUBAT- International University of Business Agriculture and
Technology, conducting a survey on “Advertisement and Promotion Strategy of
Jamuna Bank Ltd.”. Kindly noted that this is an academic study and the findings will
remain confined within academic interests. No part of this study will be disclosed. Your
kind cooperation will be highly appreciated. Please read the questions carefully and just
put a tick (√) in the respective box and kindly give your judgments where necessary.
Personal Information
Name:
Profession:
A. Business Man B. Service Holder C. House Wife D. Others

Strongly Disagree Neither Agree Strongly
Disagree (2) Agree nor (4) Agree
(1) Disagree (5)
(3)
01 Maximizing advertisement
and promotion create more
clients.
02 Customers are well familiar
with the products offered by
Jamuna Bank Ltd.
03 Contemporary methods of
advertisement and promotion
will give significant results.
04 JBL should frequently appear

in Electronic media.
05 Use of Print media for
advertisement will provide
better result to JBL.
06 Direct Marketing provides
significant results in
promotion.
Thank You for Your Cooperation.

Abbreviations
JBL- Jamuna Bank Ltd.

BB- Bangladesh Bank
SME - Small & Medium Enterprise
CRM- Credit Relationship Management
KYC- Know your customer
ATM - Automated Teller Machine

CIB - Credit Information Bureau
CD- Current Deposit Account
STD- Short Term Deposit Account
MSS- Monthly Saving Scheme
MBS- Monthly Benefit Scheme
LDS- Lakhopati Deposit Scheme
MDS- Millionaire
SOD- Secured Overdraft
LDBP- Local Documentary Bill Purchased
SND- Short Notice Deposit
PBD- Personal Banking Division
CRG- Credit Rating Grading
ECC- Export Credit Cash
PC- Packing Credit
CSR- Corporate Social Responsibility

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JAMUNA BANK LIMITED

Advertisement and Promotion

MOLLAH COMPLEX, FIRST FLOOR, KAMARPARA, HORIRAMPUR, TURAG,

“Advertisement and Promotion Strategy of

Date of Submission: 15th December, 2015

Prof. Dr. M Alimullah Miyan

Subject: Submission of Internship Report on “Advertisement and Promotion Strategy of

Chapter-01: Introductory Part

Chapter-02: Organizational Overview

Chapter-03: Advertisement and Promotion Strategy of

Chapter-04: Job Responsibilities and Observation

Chapter-05: Research Part

Chapter-06: Conclusion Part

This is a descriptive research designed to evaluate the advertisement and promotion

 Brief discussion about Jamuna Bank Limited (JBL)

1) Orientation of the organization: To introduce the internee with the structure,

2) The project part: Pertaining to a particular problem or searching topic matching

3) The report writing: To summarize the internee’s analysis finding and

1.4 Importance of the Study

1.5.1 Broad Objective:

1.5.2 Specific Objectives:

1.7 Limitations of the Report

1.8.1 Primary data

 I have conducted a survey of few respondents to collect the observations and

1.8.2 Secondary Data

 Of the Bank: Profit Maximization and Sustained Growth.

 To establish relationship banking and improve service through development of

2.9 The main features of Jamuna Bank Limited

2.10 Ethical Practices

2.12 Strategies of JBL

2.15 Corporate Culture of Jamuna Bank Ltd:

Slogan “Your Partner for Growth”.

Type Private Limited Company

Date of Incorporation April 02 2001

Inauguration of First Branch June 03, 2001

Chairman of the JBL Mr. Shaheen Mahmud

Banking Operating System Both Conventional &Foreign Exchange

Registered in Stock Exchange DSE & CSE

Fields of Activity Deposits, Corporate Banking, SME

Head Office Chini Shilpa Bhaban, 3, Dilkusha C/A,

Number of ATM Booth 166

Number of Employees 2000(Approx.)

Customer Corporate and Individual Customers

SWIFT Code JAMUBDDH

Table 1: Profile of JBL

2.17 Name of Founders & Board of Director

Al-Haj M.A. khayer Director & Founder Chairman

Engr.A.K.M. Mosharraf Hussain Director

Engr. Md. Atiqur Rahaman Director

Mr. Golam Dastagir Gazi, Bir Protik, MP Director

Mrs. Fazlur Rahaman Director

Al-Haj Nur Mohammed Director & Chairman

Al-Haj Md. Rezaul Karim Ansari Director

Mr. Md. Mahmudul Hoque Director

Mr. Md. Sirajul Islam Varosha Director

Mr. Farhad Ahmed Akand Director

Mr. Shaheen Mahmud Director

Mr. Ismail Hossain Siraji Director

Mr. Gazi Golam Murtoza Director

Mr. A.S.M. Abdul Halim ( Re-presenter of Director

Table 2: Founders of Jamuna Bank Ltd.

2.18 Division-wise Branch

Table 3: Division-wise Branch

2.19 Brief Profile of JBL’s Kamarpara Branch