76045929 Internship Report on Askari Bank 2

7/31/2019 76045929 Internship Report on Askari Bank 2

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ACBL Internship Report

Internship Report-Marketing

Course Code: MKT619 1


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Virtual university

InternshipReport-Marketing

Project Name: Internship report on Askari commercial banklimited Rahim-Yar-Khan

Submitted to: [email protected]

Submitted by: SHAHZABALEEMMc070202684




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20/6/2009

To

Our loving parents

&

Respectable Teachers




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Whose endless support andkindness is beyond expression

and words may not just beenough to express our gratitude.

Acknowledgement

We are thankful to God Almighty who enables us to accomplish this task

with due care.

We also want to pay tribute to our worthy teachers who are the main

source of enlighten to our mind. We are thankful to them as they prepared

us for looking at the matters of life widely with open minds. This

research is one of the sources of giving us knowledge about Brief

analysis on Askari commercial bank Limited

We are especially thankful to our honorable teacher who provides us

guidance whenever we feel some difficulty. His knowledge, approach and

professionalism have always inspired us and helped us understand,

analyze and solve problems in a practical manner.

I am also thankful to virtual university of Pakistan who provide us a

platform to polish our skill and provide a quality of education in ou door

step

We must mention our dear respondents for their co-operation because

without their co-operation it was not possible for us to complete this

research. The completion of this research project is a result of hard wok




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Thank you

In MBA the internship program is very compulsory for regular students and withoutthe internship program the degree is not complete and the concepts that I learn duringthe study it is very important for me to learn all the concepts practically associatedwith any organization and learn the practical concepts. . I selected AskariCommercial bank and decided to do internship in this bank

This report is Brief Marketing analysis of Askari commercial bank And ourresearch objective is to share our practical experience of professional life Which i gotduring the internship period the research is based on our findings which I gatherduring the period and personnel observation the primary source is interview survey

and personnel observation during the internship and secondary source I read newspaper article text books and internet .This report is brief description and summery ofour work which I perform during eight week in Askari commercial bank limitedAshraf Complex, Model Town, Rahimyar Khan during the period I worked incustomer service , cash clearing account and marketing department the task and dutieswhich were assigned their detail is given below this report specially highlight thehierarch structure and function of marketing department of Askari commercial banklimited Ashraf Complex, Model Town, Rahimyar Khan The internship program

provides me the great opportunity of being exposed to actual business, dealing, andopportunity of professional insight which help me in future.It was a great experiencefor me to work in this organization.My theoretical knowledge about my subjects

became potent and strong with the help of practical implication.

When I work in different departments of Askari Commercial Bank limited I see thatwhat is done in different departments and how the work is done in departments duringthe internship I collect data about the main clients of bank and more I see how themarketing is done in askari commercial bank limited and see the segmentationstrategy, what is the target market of the Askari bank, positioning strategy,

promotional strategy and other strategies. I also collect data about the function of saledepartment and see how the sale department is work.

During the period I saw the strength of the organization is good dynamicenvironment large deposit automatic operation online banking and Islamic banking



Executive summery


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the weakness which is affecting the image of the bank is short number of branchesshort number of employee no job speciation and satisfaction and centralize decisionmaking to overcome these weakness the top management need to focus on internaland external factor which affecting the bank and increase number of branches andemployee and give special training to employee to perform their well and it is also

necessary to promote the Islamic banking only few branches this service is availableand it should expand to other branches the bank should also increase their marketingactivities to promote their product and service both local and domestic level andlunch different kind promotion scheme such like sale promotion public relation and

publicity if Askari commercial bank limited Ashraf Complex, Model Town, Rahimyar Khan follow these guideline and overcome their weakness it will achieve the newways of success

Internship completion Letter




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Table of contentIndex

Description Page

Prefatory part 2

1 Title page 2

2 Dedication 3

3 Acknowledgment 4

4 Executive summery 5

5 Scanned copy of internship certificate 6

6 Table of content 7-8

Main part

7 Brief introduction of the sector of organization 9

8 Overview of the organization

8.1 History 10

8.2 Nature of organization 12

8.3 Business volume 13

8.4 Product line 13

8.5 Brand portfolio of the organization 18

8.6 Strategies of branding used by the organization 19

8.7 List of main client 19

8.8 List of main competitor 20

8.9 Organization structure

9 Organizational Hierarchy chart 21

9.1 Number of employees 21

9.2 Main offices 22

9.3 Introduction of all the departments 25

9.4 Comments on the organizational structure 31

10 Plan for you internship program 32

10.1 A brief introduction of the branch/head office where

you did your internship

32

10.2 Starting and ending dates of your internship 33

10.3 The departments in which you got training andduration of your training

11 Training program 33

11.1 Detailed description of the department youworked in

34

12 Structure of marketing department 42

12.1 Department hierarchy43




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12.2 Number of employees working in the Marketingdepartment

43

12.3 Marketing operations 44

13 Functions of the Marketing Department 45

13.1 Segmentation strategy 4513.2 Target marketing strategy 46

13.3 Product planning, development & management 47

13.4 Positioning 48

13.5 Pricing strategy 48

13.6 Distribution strategy 53

13.7 Promotional strategy 55

14 Structure of the Sales Department 57

14.1 Department hierarchy 57

14.2 Number of employees working in the salesdepartment

59

14.3 Sales operations 59

15 Function of sales department

15.1 Sales methodology 60

15.2 Type of selling 61

15.3 Sales returns procedures 61

16 Customer services department 62

16.1 process of developing relations with customers 62

16.2 Techniques of retaining the customers 6316.3 Techniques of attracting new customers 64

16.4 Ways of handling different kinds of customers 64

17 Critical analysis 65

17.1 Success & failure of different products of theorganization in the market along with reasons.

66

17.2 Future prospects of the organization 67

18 SWOT analysis of the organization in the businesssector

68

19 Conclusion & recommendations for improvement 7320 References and sources used 75

Appendix part

21 Annexes




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Brief Introduction of the sector of the organization

Askari commercial bank limited is categories in banking sector. The word Bank

is of a European origin and is derived from the Italian word BANCO,which means a table or a counter. bankis a financial institution licensed by agovernment. Its primary activity is to lend money. Many other financial activitieswere allowed over time. For example banks are important players in financial marketsand offer financial services such as investment fund The level of governmentregulation of the banking industry varies widely, with counties such as Iceland, theUnited Kingdom and the United States having relatively light regulation of the

banking sector, and countries such as China having relatively heavier regulation(including stricter regulations regarding the level of reserves).

1947, banking in Pakistan was dominated by branches of British banks. The State

Bank of Pakistan, the central bank, was formed after partition in 1948. It assumed thesupervisory and monetary policy powers of the State Bank of India. In the period of60s to 70s the emergence of a number of specialized development finance institutions(DFIs) such as Industrial Development Bank of Pakistan (IDBP) and the AgriculturalDevelopment Bank (ADB). These DFIs were either controlled directly by the state orthrough the SBP, and were intended to concentrate on specific priority sector lending.In 1974 all domestic commercial banks were nationalized by the Government. ThePakistan Banking Council was established, which assumed the role of a bankingholding company but with limited supervisory powers. However, PBC was dissolvedin 1997, leaving the SBP as the sole regulatory authority for banks and financialinstitutions in Pakistan. Nationalization of the banking sector led to pet projects. Thethe branch network of NCBs also proliferated in an effort to provide banking servicesto all regions/territories of the country, often with disregard to the viability or




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feasibility of such expansion

The banking sector is categorize in different categorize central commercial industrialand investment bank central bank is banker of all bank and regulate the monetary

policy commercial bank usually accepts deposits, makes business loans, and offersrelated services Agriculture banks provides the loan for agriculture

Overview of the organization

History of Askari commercial bank limited

The banking sector has witnessed a dramatic change during thelast ten years with the development of Askari Bank, which isnot only redefining priorities and focus of the banks, but alsothreatening the domination of traditional players.

The story begins with the incorporation of Askari

Commercial Bank limited in Pakistan on October 09, 1991, Askari Bank Commenced



BANK

Central bank

Commercial bank

Exchange bank

Industrial bank

Agriculture bank

Investment bank


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(begin) to operations in April 1992, as a public limited company. The bank is listed onthe Karachi, Lahore and Islamabad Stock Exchanges and the initial public offeringwas over subscribed by 16 times.

While capturing the target market share amongst the view banks, Askari hasprovided good value to its shareholders. Its share price has remained approximately12% higher than the average share price of quoted banks during the last four years.

Askari Bank has expanded into a nation wide presence of 83 Branches, and anOffshore Banking Unit in Bahrain. A shared network of over 800 online ATMscovering all major cities in Pakistan supports the delivery channels for customerservice. As on December 31, 2004, the Bank had equity of Rs. 6.016 billion and totalassets of Rs. 107.168 billion, with over 475,000 banking customers, serviced by atotal staff of 2,118.

Askari Bank is the only bank with its operational head office in the twin citiesof Rawalpindi-Islamabad, which have relatively limited opportunities as compared to

Karachi and Lahore. This created its own challenges and opportunities, and forced asto evolve an outward-looking strategy in terms of Askari market emphasis. As aresult, Askari developed a geographically diversified assets base instead of aconcentration and heavy reliance on business in the major commercial centers ofKarachi and Lahore, where most other banks have their operational Head offices.

MOTIVATION OF ASKARI COMMERCIAL BANK

While successfully penetrating the key domestic markets through strategic

expansion and business diversification they remain alive to the challenge emanatingfrom the development in the global financial markets; the opportunities and threatsengendered by greater deregulation and increased customer expectations. These

provide them the impetus (moment) to make the best use of available resources,including modern technologies, to meet the challenges ahead.

Historically, Askaris core marketing focus for its asset base has been themiddle and upper middle business houses (including wholesalers and manufacturers)operating in the large urban centers of Pakistan, which are primarily oriented towardsforeign trade. This segment constitutes significant revenues to the bank. The liabilityside remains focused on the middle and upper middle class retired and servinggovernment and armed forces personal and mid-size business houses.

Their corporate banking division was established in April 1999 with theprimary focus on servicing large corporate and multi-national companies (MNCs).Benefiting from the banks growing balance sheet size, this division B now gainingmomentum and their long-term aim D to develop it into an independent.

Strategic business unit (SBU) This would the bank to acquire, develop andspecialized abilities, and enhance their focus on serving the emerging needs of thecorporate clients.

With this branch network of 75 and further expected increase in future, theATMs facility and internet Banking, Askari Banks reach is ever increasing. Inrecognition of this reach, they have set up a retail-banking group in July 2000, the

mobile ATMs facility is first time started by Askari commercial bank in 2005dedicated to serving the urban consumer market; Askari is committed to aggressively




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market this segment. The strategy is to provide their customers with a basket ofinnovative products to meet their varying needs.

Askari Commercial Bank is the only Private Sector bank that has been approved bythe World Bank as a Participating Financial Institution for the US$ 200 million Lineof Credit sanctioned (authorized) to the Government of Pakistan for the FinancialSector Deepening and Intermediation Project.

Askari's emphasis on further broadening its core foreign trade business translated intohandling a higher volume of Export and Import business of Rs. 36 billion registering agrowth of 42% over the pervious year. This enhanced foreign trade business wassecured due to excellent customer services and efficient international settlementarrangements with our correspondent banks.

Awards and Achievements

Askari Bank continues its success in competition. Recently we have once again beengiven the Best Retail Bank in Pakistan by The Asian Banker for the 2ndconsecutive year. Askari Bank has been given the 1st Consumer Choice Award 2004for the Commercial Banking Category by the Consumer Association of Pakistan. Wehave also received the Corporate Excellence Award for the financial sector from theManagement Association of Pakistan (MAP) for the years 2002, 2003 and 2004.

We have been given The Best Bank in Pakistan award by Global Financemagazine twice i.e. for the years 2001 and 2002. We have been given the BestConsumer Internet Bank award by Global Finance magazine for the years 2002

and 2003. We won the Euro money and Asiamoney awards as early as 1994, 1996and 1997. We have A1+, the highest possible credit rating, for short-term obligations,and our long-term rating stands at AA. We won the prestigious Best PresentedAnnual Accounts award from the Institute of Chartered Accountants in Pakistan(ICAP), and The Institute of Cost and Management Accountants in Pakistan(ICAMP), for the Services Sector, for the years 2000, 2001and 2002. We have alsoreceived ranking prizes during the last six years from the South Asian Federation ofAccountants (SAFA) forThe Best Presented Annual Accounts for the financialsector, in the SAARC region. In 2007 Askari bank won The Best ConsumerBanking Award 2006 for the third consecutive year from the consumer Associationof Pakistan. In 2008, Askari Bank has been given The Best Retail Banking Award

2008 by Pakistan Guarantee Export Corporation Ltd.

Mission statement

To be the leading private sector bank in Pakistan with an international presence,delivering quality service through innovative technology and effective humanresource management in a modern and progressive organizational culture ofmeritocracy, maintaining high ethical and professional standards, while providingenhanced value to all our stake-holders, and contributing to society




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Nature of the organization

ACBL is private sector bank and is categorize in commercial bank. commercial bankto refer to a bank or a division of a bank primarily dealing with deposits and loans

from corporations or large businesses. Commercial banking may also be seen asdistinct from retail banking, which involves the provision of financial services directto consumers. ACBL offer both commercial and retail banking services. In retail

banking Services offered include: savings and checking accounts, mortgages, personalloans, debit cards, credit cards, It provide both product and service to the consumerand the businress user

Business volume of Rahim-Yar-Khan Branch

Business volume of Askari commercial bank limited Ashrif complex model townRahim-Yar -khan is 270 million

Overall Business volume

Total assets 1,188,245Total liabilities 861,887

Net assets 326,358

Total revenue and proft after tax for the nine months ended September 30 , 2008were Rs. 75,137 thousands and Rs. 37,061 thousands respectively.

Source

Askari commercial bank financial report 2008 [online]http://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdf

Product LineAskari commercial bank offer four main product Consumer banking Islamic bankingAgriculture finance solution and corporate investment banking under these four

product banks offer a range of product line

Consumer banking productA) Askari finance loan


http://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdfhttp://www.askaribank.com.pk/Reports/Askari%20Financials%202008.pdf


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Personal Finance

Mortgage Finance

Business Finance

Smart CashB) Investment product

Mahana Bachat Account

Roshan Mustaqbil Deposit

Deposit Multiplier Account

Value Plus Deposits

Rupee Traveler Cheques

ASKCARD (Askari Debit Card)

Internet Banking Service

Electronic Bill Payment Services

Cash Management Services

Investment CertificatesIslamic banking services

Islamic Corporate Banking

Islamic Investment Banking

Islamic Trade Finance

Islamic General Banking

Islamic Consumer Banking

Agriculture finance solution

Kissan Ever Green Finance

Kissan Tractor Finance

Kissan Aabpashi Finance

Kissan Livestock Development Finance

Kissan Farm Mechanization Finance

Kissan Transport Finance

Corporate & Investment Banking

Corporate Banking Division

Term Loans

Fund Transfers / Remittances

Investment Banking Division

Project Finance

Islamic Finance

Askari Roshan Mustaqbil Deposit


http://www.askaribank.com.pk/roshan_mustqbil.phphttp://www.askaribank.com.pk/roshan_mustqbil.php


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Askari Bank has launched the Askari RoshanMustaqbil Deposit, a saving plan specially designedfor individual investors who wish to invest now for aregular return at a later stage while keeping their

principal amount intact. With Askari Roshan

Mustaqbil Deposit you can double your investmentin a time period of ten years. Invest now in the formof monthly deposits for five years and get paid backthe same amount for the next five years whilereceiving your principal amount in full at the end ofthe tenure.

Askari Deposit Multiplier Account

Value of initial investment of Rs. 100,000/- will increase to Rs. 265,000/- at

maturity!

Multiplier account. This account is for individualinvestors whose purpose is long term savings withhigh returns. With a tenure of 10 Years and acompetitive rate of return on maturity this account isideal for investors who wish to start saving for theirfuture today.Value of initial investment of Rs. 100,000/- will

increase to Rs. 265,000/- at maturity!

Value Plus Deposits

Askari Bank leads the way, yet again with theintroduction of Askari Value Plus Rupee DepositAccounts, which promise greater financial freedomand security, in an un-matched way.

Now you can open a "Value Plus Account" while

enjoying the flexibility of a normal checking account.

ASKARI CARD


http://www.askaribank.com.pk/deposit_multiplier.phphttp://www.askaribank.com.pk/valueplusdeposit.phphttp://www.askaribank.com.pk/askaricard.phphttp://www.askaribank.com.pk/deposit_multiplier.phphttp://www.askaribank.com.pk/valueplusdeposit.phphttp://www.askaribank.com.pk/askaricard.php


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Askari Debit Card means freedom, comfort,convenience and security, so that you can have retailtransactions with complete peace of mind. AskariDebit Card is your new shopping companion whichenhances your quality of life by letting you do

shopping, dine at restaurants, pay your utility bills,transfer funds, withdraw and deposit cash throughATM anywhere, anytime.

Travelers Cheques

Askari Bank Limited has always remained atforefront in introducing innovative and unique

products in banking sector. Our financial instrumentsprovide greater financial freedom and security in anunmatched way to our valued customers.

Askari Bank offers you its "Rupee TravellerCheques" eliminating all financial risks whiletraveling. So avoid risk of carrying cash throughAskari Bank's Rupee Traveler Cheques.

Smart Cash

This personal line of credit would be set upWith a specified credit limit up to Rs. 500,000/-

Personal Finance


http://www.askaribank.com.pk/travelerschecques.phphttp://www.askaribank.com.pk/askarismart.phphttp://www.askaribank.com.pk/pfinance.phphttp://www.askaribank.com.pk/travelerschecques.phphttp://www.askaribank.com.pk/askarismart.phphttp://www.askaribank.com.pk/pfinance.php


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Personal Finance is a parameter driven product forcatering to the needs of the general public belongingto different segments. One can avail unlimitedopportunities through Askari Bank's PersonalFinance. With unmatched finance features in terms of

loan amount, payback period and most affordablemonthly installments, Askari Bank's PersonalFinance makes sure that one gets the most out ofhis/her loan.

Mortgage Finance

Askari "Mortgage Finance" offers the convenience ofowning a house of choice, while living in it at itsrental value. The installment plan has carefullydesigned to suit both the budget & accommodationrequirements.

Business Finance

ACBL is providing loans to small and medium sizebusiness enterprises under Askari Bank's BusinessFinance Scheme. The goal of ACBL is to offer aloan, which enables business community to receivethe financing required by them based on their cashflows.


http://www.askaribank.com.pk/mortgagefinance.phphttp://www.askaribank.com.pk/businessfinance.phphttp://www.askaribank.com.pk/mortgagefinance.phphttp://www.askaribank.com.pk/businessfinance.php


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Brand Protifolio

Askari commercial bank target four different markets with different needs andwants every market can be segment by product and consumer expectation The

brand portfolio is the set of all brands and brand lines that a particular firm offersfor sale to buyers in a particular category. Thus, a brand portfolio would be one

particular column of the matrix. Different brands may be designed and marketedto appeal to different market segments. Askari commercial bank has four different

product and Islamic banking consumer banking product agriculture financesolution and corporate investment banking and provide a rang of different productin these categorize according to customer need




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Askari commercial bank use umbrella brand strategy the same brand name supportseveral different product in different market such like the name of the brand is askaricommercial bank and it offer a range of product in different market such like Askarirupee traveler cheque and Askari smart cash An umbrellabrand is a brand that coversdiverse kinds of products which are more or less related Umbrella branding can be asuccessful marketing strategy. However, this de-pends on having a consistent and

clear brand identity across the variants. It also needs to be recognized that, while thisapproach can help kick start variant launches, halo effects are not guaranteed. Only



Islamicbankingservices

Corporate

&InvestmentBanking

Agriculturefinancesolution

Consumer bankingproduct

Brandportfolio

of the

organization

Strategies of branding used by the organization


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around a quarter of variant ads benefit other variants within the portfolio so it isusually necessary to support individual variant launches.

The main advantages of Umbrella brand strategy are

One can capitalize on the strength of one product and gain the benefit of scaleeconomies in other markets.

The almost immediate goodwill can be generated only if the brand is wellknown

And enjoys great reputation like the brands mentioned above.

Firms of great reputation can save a lot of money on communications if theyEnter markets where they were not present before.

In present days over-communicated era, this is a tremendous advantage givenThe fact that the cost of achieving awareness is out of reach of so manyCompanies

The drawbacks are of Umbrella brand strategy is:

Any product can negatively affect the overall brand and specific benefits maybe muddled in the overall shared value

Clients in R.Y.Khan Branch Z.M Corporation

Salman flour Mills

Punjab oil Mills

Army public school and college

Superior group of college

National garrison school

She Beauty

Dr, Qazi Abul Samad

Nauman medicines

Muslim jening industry

Number of competitors

Bank Name Branches URL

A. Public Sector commercial bank

1. First Women Bank Ltd 39 www.fwbl.com.pk2. National Bank of Pakistan 1219 www.nbp.com.pk3. The Bank of Punjab 255 www.punjabbank.com

B. Local Private Banks

1. Allied Bank Ltd 732 www.abl.com.pk

2. Bank Al-Falah Ltd. 114 www.bankalfalah.com3. Bank Al-Habib Ltd. 77 www.bankalhabib.com .


http://www.fwbl.com.pk/http://www.nbp.com.pk/http://www.punjabbank.com/http://www.abl.com.pk/http://www.bankalfalah.com/http://www.bankalhabib.com/http://www.fwbl.com.pk/http://www.nbp.com.pk/http://www.punjabbank.com/http://www.abl.com.pk/http://www.bankalfalah.com/http://www.bankalhabib.com/


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4. Faysal Bank Ltd. 55 www.faysalbank.com.pk5. Habib Bank Ltd. 1425 www.habibbankltd.com6. KASB Bank Ltd. 23 www.kasbbank.com7. Meezan Bank Ltd. 23 www.meezanbank.com8. Metropolitan Bank Ltd 47 www.metrobank.com.pk

9. MCB Bank Ltd. 941 www.mcb.com.pk10. Saudi-Pak Commercial Bank Ltd. 38 www.saudipakbank.com11. Soneri Bank Ltd. 53 www.soneri.com12. United Bank Ltd. 1,043 www.ubl.com.pk

C. Foreign Banks

1Standard Chartered Bank Ltd 30 www.standardchartered.com

D. Specialized Banks

1. Zarai Traqiati Bank Ltd. 345 www.ztbl.com.pk

Organization Hierarchy chart


http://www.faysalbank.com.pk/http://www.habibbankltd.com/http://www.kasbbank.com/http://www.meezanbank.com/http://www.metrobank.com.pk/http://www.mcb.com.pk/http://www.saudipakbank.com/http://www.soneri.com/http://www.ubl.com.pk/http://www.standardchartered.com/http://www.ztbl.com.pk/http://www.faysalbank.com.pk/http://www.habibbankltd.com/http://www.kasbbank.com/http://www.meezanbank.com/http://www.metrobank.com.pk/http://www.mcb.com.pk/http://www.saudipakbank.com/http://www.soneri.com/http://www.ubl.com.pk/http://www.standardchartered.com/http://www.ztbl.com.pk/


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Board of directors

Lt. Gen. Waseem Ahmed Ashraf - Chairman Lt. Gen. Imtiaz Hussain - Chairman Executive Committee Lt. Gen. FAROOQ AHMED KHAN GURMANI (SHAHEED)

Mr. M.Rafiq Mehkari - President & Chief Executive Brig (R) Muhammad Shiraz Baig - Director Brig (R) Asmat Ullah Khan Niazi - Director Brig (R) Muhammad Bashir Baz - Director Brig (R) Shaukat Mahmood Chaudhari - Director Mr. Zafar Alam Khan Sumbal - Director Mr. Kashif Mateen Ansari - Director Mr. Muhammad Najam Ali - Director Mr. Muhammad Afzal Munif - Director Mr. Tariq Iqbal Khan - Director (NIT Nominee)

Number Of Employee

Branch Total Employee Year

RAHIM-YAR-Khan 28 2009

Overall 6,808 2008

Main office Askari commercial Bank



Askari Bank has expanded into a nationwidepresence of 150 branches, and an offshore banking

Unit in Bahrain and the main head quarter ofaskari commerical bank in Rawalipandi and thedetail of the main offices given below


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City Address PABX NO. Fax NoBank Square,

Lahore

47- Bank Square, The Mall Lahore 042-7211851 042-

7211865Baghbanpura,Lahore

6/7, Shalimar Link Road,Baghbanpura Lahore

042-6830361-63

042-6830367

Bahawalpur 1-Noor Mahal Road, Bahawalpur 062-9255322-3 062-9255324

Burewala 9-C, City Gate Mkt, College RoadBurewala

067-3772206-8 067-3772204

Chani Goth,Bahawalpur

Uch Road Channi Goth TehsilAhmedpur East, Bahawalpur

062-2783008 062-9255324

Gujranwala G.T Road Gujranwala 055-9200855-6 055-9200858

Gujrat Hassan Plaza G.T.Road Gujrat 053-3530164-5 053-3530179

JalalpurBhattian

Ghala Mandi Jalalpur Bhattian 0547-501013-4 0547-501015

Jhang Church Road Saddar, Jhang 047-7621150 047-7621050

Khanewal DAHA Plaza, Chowk Markazi,Khanewal

065-9200271-7 065-9200273

Khurrianwala Jumrah Road, Khurrianwala 041-4364029 041-4364030

Lalamusa G.T Road, Lalamusa 0537-519690-1 0537-519692

Abdali Road,Multan

64/ A-1, Abdali Road, Multan 061-9201391-4 061-9201395

Bosan Road,Multan

Plot 1802, Ward No. 10, BosanRoad, Multan

061-6510435-37

061-6510438

Okara Chak No. 2-42, M.A. Jinnah RoadOkara Cantt

0442-529973-4 0442-550974

Okara Cantt 5/ H2, Classic Complex Ilam DinShahdeed Road , Okara Cantt

044-2881644 044-2881740

MandiBahauddin

Dr. Sakina Rizvi Road, MandiBahuddin

0300-9645025




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Peoples ColonyFaisalabad

Peoples Colony, Faisalabad 041-8739326-8 041-8739321

Uni, RoadFaisalabad

University Road, Faisalabad 041-9201008-11

041-9201006

Phool Nagar Plot Khasra No. 1193, Main

Multan Road, Distt, Kasur

0494-

510431&7

0494-

510436Rahim YarKhan

Ashraf Complex, Model Town,Rahimyar Khan

068-5879851-2 068-5879850

Ravi Road,Lahore

35-Main Ravi Road, Lahore 042-7700516 042-7700517

Sadiqabad 78-D, Allama Iqbal Road, NewTown, Sadiqabad

068-5802377-8 068-5802374

Sahiwal 48/ B & B 1, High Street Branch,Sahiwal

040-4467737-9 040-4467746

Sargodha 80-Club Road, Old Civil Lines,

Sargodha

048-3725490 048-

3725240Shahdara,Lahore

N-127R-70C, Opp Rustum SohrabCycle Factory, Sheikhupura Road,Shahdhara

042-7919302-5 042-7919306

Sheikhupura Property No. B-IX-6S-44, MainLahore Sargodha Road,Sheikhupura

056-3788031&71

056-3788084

Sialkot ParisRoad

Paris Road Sialkot 052-4262806-8 052-4265532

Sialkot Cantt Tariq Road, Sialkot Cantt 052-4299001-3 052-4299004

Toba Tek Singh 596- Mohallah Chamra Mandi,Jhang Road, Toba Tek Singh

0462-516120-1 0462-516142

Vehari 13, E Block, Karkahna Bazar,Vehari

067-3366718-9 067-3366720

Chakwal Talagang Road , Chakwal 0543-553142-3 0543-601979

Chashma Plot No. 1, Bank Square, Chashma 0459-241544 0459-242761

D.I.Khan Kaif Gulbahahr Building ,A.Q.Khan Chowk, Circular Road

D.I. Khan

0966-720180-2 0966-720184

Gujar Khan B-III, 360/1, G.T.Road, GujarKhan

0513-515671-74

0513-515676

H.R.Rawalpindi Bilal Plaza, Haider Road,Rawalpindi

051-9272880-3 051-9272886

Haripur Shahrah-e-Hazara, Haripur 0995-627128-32

0995-616508

Jhelum Plot No. 225 & 226, Kohinoor Plaza, Old G.T Road, JhellumCantt

0544-720053-5 0544-720060

Kohat Hangu Road, Kohat Cantt 0922- 510913-17

0922-510912




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Kharian Raza Building, Main G.T Road,Kharian Cantt

0533-024363

Mardan The Mall Road, Mardan 0937-9230501-2

0937-9230503

Mingora, Swat Opp Park Hotel , Maakan Bagh,

Saidu Sharif Road, Mingora Swat

0946-713358-9 0946-

713361Mirpur AJ&K Nathia Building, Chowk

Shaheedan, Mirpur AJ & K058610-45451-2

058610-35429

Peshawer(Cantt)

3-7, Fakhr-e-Alam Road, CanttPlaza Branch, Peshawar

091- 9212433-6 091- 5276391

Peshawar City Bank Square, Chowk Yadgar,Peshawar

091-2561246-7 091-2561245

Quetta (Main) M.A Jinnah Road, Quetta 081-2843751-4 081-2824602

Wah Cantt POF Hotel , The Mall Wah Cantt 051-4533272

Daharki 1276, Main Road Zafar Bazar,Daharki

0723-641260 0723-642260

Ghotki Plot No. 9 D, Deh Odher Wali,Qadirpur Road, Opp TownCommittee, Ghotki

0723-600500 0723-600526

Hyderabad 332-333, Saddar Bazar, Hyderabad 022-2783616&8

022-2783617

Shahra-e- Noor,Hyderabad

C.S. Nos. 2611/1&2611/2,Shahrah-e-Noor MuhammadMarket, Hyderabad

022-2784852 022-2613193

Jacobabad Ward No. 05, Quaid-e-Azam Road,Jacobabad

0722-651866 0722-650344

Kandhkot Plot No. 29/1, Tower Road,Kandhkot

0722-572361&67

0722-573788

Larkana Buder Road, Larkana 074-4053823-4 074-4045371

Mirpur Khas C.S 835, Ward B, M.A. JinnahRoad, Mirpur Khas

0231-9290335 0231-9290331

Nawabshah Katchary Road, Nawab Shah 0244-9370460-4

0244-9370467

Sukkur Sarafa Bazar, Sukkur 071- 5628267-8 071-

5627219

Introduction of All departments

1. Remittances department

2. Customer service center




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3. Cash department4. Clearing department5. Account department6. I.T department

7. Credit department8. Auto Finance Department9. Agriculture Department10.Human Resource Department

Remittances department

The head of the remittances department is Yousif Jamil

The function of remittance departments is to handle with the following instruments:

Pay Order

Demand Draft

Pay slip

Telegraphic Transfer

Payment of Remittances

Cancellation of pay order & demand draft

The remittance department deals with the transfer of money from one place to

another.

This department deals with the local currency transfer only. ACBL provides these

services to both customers & non-customers



Yousif Jamil Head of

RemittanceDepartment

Remittance

Department

Imran-ul-Haq

Junior officer


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Customer service center

Customer service Department perform the following duties

Give brief information about different account to customer

Account opening

Provide service to customer such as filling the forma

Issuing the cheque book

Issue Debit card and credit card

Locker record keeping

Computerize record keeping of utility bills and other collection

Cash department

All physical movement of cash in the bank is made through the cash department.

Normally cash department performs following functions



Cash

Department

Waseem Sadique Head

of cash Department

Ch Jamil

Casher

Customer Service

Department

Amir Rehmani Head of

customer service

Miss Sima

Junior officer

Munir Khan

Casher


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Receipt

Payments

Act according to any standing instructions

Transfer of funds from one account to another

Handling of ATM

Verification of signatures

Posting

Handling of prize bond

Clearing department

The word clearing has been derived from the word Clear and is defined as asystem by which banks exchange cheques and other negotiable instruments drawn oneach other within a specific area and thereby secure payment for their clients throughthe Clearing House At specified time in an efficient way.

CLEARING HOUSE

It is a place where representatives of all banks sit together and interchange theirclaims against each other with the help of controlling staff of State Bank of PakistanAnd where there is no branch of State Bank of Pakistan the designated branch of

National Bank of Pakistan act as controlling member instead of State Bank ofPakistan

RULES AND REGULATIONS HAVE CLEARING HOUSE:



Clearing

Department

Imran Aslam Head of

clearing Department

Khalil-ur-rehmab

Junior officer


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Timing:(Monday through Saturday)

i. 1st Clearing at 10:00 a.m.

ii. 2nd Clearing at 2.30 p.m.

Account department

Account department is responsible for budgeting and account opening all thetransaction that are take place in the bank and their physical prove are match to thecomputer generated report and save it as a physical that these transaction are take

place in the bank. Secondly account is responsible for budgeting and also record dailyexpense incurred by the bankAccount department work as a backbone of the organization this department directalyreport the operational manger and vice president Preparing the bank's annual accountsand coordinating external audit is also a direct function of the finance division

I.T department

The computer has change the way of working now all the departmentsof Askari commercial bank limited perform their duties in computerize environmentthe duty of the I.T department is to perform the following duties

Verification of N.I.C online for the purpose of account opening

Computerize record keeping of Accounts

Generate report of daily transaction in the bank

Maintain the LAN and make the software and hardware configuration



I.T

Department

Mr. Rehan Luckey

Head of IT department

Account

Department

Miss. Medha Head of

Account Department

Imran ul-Haq

Grade 1 officer


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Credit department

CreditDepartmentdeals with arrangement by which a buyer can take ownership ofsomething now and pay for it later or over time credit department perform followingduties

Computer Loans:

Personal Finance

Mortgage Finance

Business Finance

Auto finance Department



Auto Finance

Department

Rana Hasan Head of

Auto finance department

Muhammad Naeem

Grade 1 officer

Credit

Department

M. Salman Head of

credit Department

Amir Akther

Grade 1 officer

Amras Rasheed

Grade 1 officer


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Auto finance Department offers us the most convenient and affordable vehiclefinancing scheme to help us own our favorite brand new car.

Product Features:

Borrower: Resident Pakistani NationalsFacility: Term Financing

Financing Limits: Rs: 100,000/- to Rs: 3.0 Million

Repayment: Monthly Installments

Markup Rates: Competitive

Balloon Payment: Available

Minimum Income: Salaried: Rs: 10,000/-,Self Employed Businessman: Rs: 25,000/-

Charge / Fees: As Per current Schedule of Charges

Auto Insurance: Mandatory

Financing Tenor Up to 7 years

Agriculture Department

The head of agriculture department is Ali Ahmed it Provide the different kind of loanto the Kissan or former it include







Agriculture

Department

Ali Ahmed Head of

Agriculture Department

Mouzam Ali

Grade 1 officer

Amir Akther

Grade 1 officer


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Consumer Finance Department

The Head of consumer finance department is Jam.Arshed consumer financedepartment provide the business loan 500000-50000000 The rate of interest charge bythe bank is twenty one percent which is lower as compare to the other competitor

Human Resource DepartmentThe responsibility of Human resource

department is performing the Account department due to short number of employeethe responsibilities of HR department is share to account department such as

recruitment of internee

Comments on organization structureOrganization structure

The formal pattern of how people and jobs are grouped in anorganizationDepartmentalization

The basis which jobs are grouped togetherChain of command

Is the continuous line of authority that extends from upperorganization level to the lowest level and clarifies who report to whom?

Centralization and decentralization

Decision making is made by top level or lowlevelSpan of control

The number of subordinates a manager can direct efficiently andeffectively

In my personal point of view the structure of Askari commercial bank limited issimple dynamic and centralize decision making all the department is report to

operational manager and then he report to branch manager. The jobs duties andresponsibilities is divided by department but due to short number of employee in the



Consumer Finance

Department

Jam.Arshed Head of

Consumer Finance


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organization jobs responsibilities are share between the employee

Centralize decision making make the distance between the top level and lower levelmanager the jobs responsibilities and divided by the department but these are share

between the employee due to short number of employee and all head of eachdepartment report to the operational manger and who next report to the branchmanger. The main advantage of centralize decision making is supervisor can judge

and evaluate the performance of each employee

Plan of internship program

I am very thank full to Askari commercial bank who provide us the plate form to

polish our skill and give me opportunity to polish my skill

A brief introduction of the branch/head office where you did

. your internship

Askari commercial bank start its operation 1992, and main head quarter of askaricommerical bank in Rawalipandi It has sevent five branches in pakistan our branch ofRahim-Yar-Khan where I did my internship was establish in 1996 It is located onAshraf Complex, Model Town, Rahim-Yar- Khan. There are twenty eight employeein Askari commercial bank The environment of the bank is very dynamic andattractive The branch manager of Askari commercial bank Ashraf Complex, ModelTown, Rahim-Yar-Khan is Mehboob Qamar which is very hardworking and

punctilious



Branch Manager

Operational Manager

Head of cash Department

Employee 1

Employee 2

Employee 3

Head of Remittances Department

Employee 1

Employee 2


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The business volume of our branch is twenty million and it has ten departmentsAccount department, customer service, remittances cash credit, auto finance,consumer finance department and IT department

Head of Remittances department is Yousif Jamil

Head of Customer service center Amir RehmaniHead of Cash department Waseen-ud-din SidquiHead of Clearing department Imran AslamHead of Account department Miss MelhaHead of I.T department Rahan LuckeyHead of Credit department Muhammad SalmanHead of Auto Finance Department Rana HasanHead of Agriculture Department Ali AhmedHead of Human Resource Department Rehan Luckey

Askari bank provide 24/7 ATM service for the customer and has Twenty seven

million business volume of Rahim-Yar-Khan branch and the staff of the bank isvery hard working and cooperative The bank held a good image in the public duegood customer relationship management and automatic operation in the bankingand has a strong identify as compare to the competitor

Starting date and ending date of internship

Starting date of internship 20-02-2009 Ending date of internship 05-04-2009

The departments in which you got training and duration of .

. your training

Sr. # Name of department from To1 Customer Service 20Feb 5March2 Account Department 6March 15March3 Clearing Department 16March 26March4 Cash Department 27 March 5April

Detailed description of the project assigned

Customer ServiceAccount Department

Clearing Department

Cash Department




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Customer Service

Customer service Department perform the following duties


Account opening

Provide service to customer such as filling the forma



Locker record keeping

Computerize record keeping of utility bills and other collection


It is the duty of customer service department that provide the information aboutthe product and service to their customer according to their need Askari providedifferent account for their customerCurrent account [business transaction]Saving account [pensioner]Askari special deposit account [student]Askari evergreen {Taking loan]Unique [salary person]

Account opening

ACCOUNT OPENING PROCEDURE

Know you customer

The objective of knowing a customer is to have a fair idea about the identity, financialresources, and general information about the customer at the time when therelationship is established. A banker must have following information about thecustomer:

Customer name:



Customer Service

Department

Amir Rehmani Head of

customer service

Miss Sima

Grade 1 officer


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Enter complete name as mentioned in original ID card /other businessdocuments.

Nature of business /profession: if customer is of salaried class enter his employername. If the customer is a businessman, trader, sole proprietor, enter the businessname, for example Jamil Tradersetc.also enter the customers title/position and

address of the business/employer. Address with P.O.BOX is not acceptable. Similarlyremarks like

Private service, business are not acceptable, rather specify what type ofcompany/business the customer is associated with for example Manager PhilipsElectrical Company.

Address:

Enter the complete business/residential address. With in the brackets you may alsoprovide prominent address identification marks for ease of physically locating theaddress.

Contact Numbers:

Enter home, official, mobile, fax number and e-mail address (if available). Banker canverify the number by giving the customer a courtesy call or by sending him a e-mail.

Other/ secondary/ mailing address:

Some customer may volunteer their parents or siblings addressor second homeaddress or a mailing address other than a permanent address.

Existing/other bankers:

Almost most all the bankers usually have a banking relationship with another bank. In

case of customer who does not have an existing banking relationship, or does notwant to disclose the existing relationship, then it is strongly recommended that at leastfor some time this particular account must be kept under observation.

Source of Income

Now the state bank of Pakistan has also add the regulation that to knowabout your customer source of income and it is compulsory to the person who want toopen their account in the bank must show his source of income to the bank


When the account of the account holder is open it is theduty of the customer service department is to issue the cheque book to the customeralso the previous account holder the procedure of the issuing of the cheque book isthat bank has different kind of cheque book for different customer the bask has threetypes of cheque book ten, twenty five and fifty pages bank charge a fee for issuing thecheque book for example three hundred rupee is charge for the fifty pages cheque

book

Provide service to customer such as filling the forma or VoucherThe task which is assigned to us is that provide service to customer such as fillingthe voucher form it include

Filling the cheque book




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Filling the voucher of student Fee of different School and college

DHA

Filling the voucher To transfer the money in debit credit card


It is also the duty of CD department to issue the debit and credit to account holderwhich is requested to issue the debit and credit card and provide pin code andother necessary and also record of the transaction

Locker record keepingCustomer service department is also record of the lockers on register the name ofthe account key number signature and the time to use the locker all thesetransactions are daily record on the register

CHARGES

Lockers Rent of locker (RS) p.a.

Large 2500

Medium 1500

Small 1000

Computerize record keeping of utility bills and other

collection

It is also the duty of CS department and the task which is assigned to us tocomputerize record keeping of the utility ills and also record the Fee of Studentwhich is paid during the day

Account Department

The most important department of the bank the head of account department is MissMedha the main responsibilities of the account department is

a) Budgeting



Account

Department

Miss Medha Head of

Account Department

Imran ul-Haq

Grade 1 officer


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b) Reportingc) Maintenance & depreciation of fixed assetsd) Miscellaneous functions

Account department is responsible for budgeting keeping record of the revenue and

expense all the transaction that are take place in the bank and their physical prove[voucher] are come to the account department next day these voucher are also postedto computer and the computer generated report of the daily transaction is created in ITdepartment and then they send to the account department to match or tell to thecomputer generated report and their voucher of daily transaction and save it as a

physical record that these transaction are take place in the bank at following date

. Secondly account is responsible for budgeting and also record daily expenseincurred by the bank Account department work as a backbone of the organization thisdepartment directly report the operational manger and vice president Preparing the

bank's annual accounts and coordinating external audit is also a direct function of the

finance division

Accounts department maintains the record of all the assets and charges depreciationon them. The bank normally uses the straight-line method to compute thedepreciation.It is calculated on monthly basis and charged yearly. Bank not only depreciates theexisting assets but also the assets but also the assets transferred in and transferred out.All the operations performed in various departments of ACBL are computerized. Thefunctions are performed through the customized software. In order to facilitatedouble-checking of all the transactions done, every concerned official also passesvouchers and cheques manually. At the day end all the vouchers passed by variousofficers working in different departments are given to Accounts Department.Furthermore the I.T. department also prints a very bulky report of all the transactions /entries which have been fed into the computer system of the branch that day. When

both of these things are at the desk of concerned officer, he performs the job oftallying the daily activity report with all the corresponding vouchers and cheques, inorder to track down any discrepancy.

The reports generated by the accounts department on a daily, weekly, monthly, bi-yearly and yearly are written in a proper format. It is neither necessary nor possible to

get acquainted by all of these reports in a short period of time. Some of the commonreports are:-

Monthly Assets & Liabilities

Monthly Budget Review Report

Monthly Monitory Statement

Monthly Performance Review Report

Monthly fixed investmentFrom these statements, five reports carry extreme importance. The five reports are:-

Daily position of advances and deposits

Statement of affairs

Daily exchange position report

Fixed assets statement




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Monthly review of performance.-

The account department of ACBL has to record even the minor expenses of thebranch like tea for the staff, stationery for the branch

Clearing Department

MEANING OF CLEARING

The word clearing has been derived from the word Clear and is defined as asystem by which banks exchange cheques and other negotiable instruments drawn oneach other within a specific area and thereby secure payment for their clients throughthe Clearing House At specified time in an efficient way.

1. Since clearing does not involve any cash etc. and all the transaction take placethrough book entries, the number of transaction can be unlimited.

2. No cash is needed as such the risk of robbery, embezzlements and pilferage istotally eliminated.

3. As major payments are made through clearing, the banks came manage cashpayments at the counters with a minimum amount of cash in vaults.

4. A lot of time, cost and labor are saved.5. Since it provides an extra service to the customer of banks without any service

charges or costs, more and more people are inclined and attracted towardsbanking.

CLEARING HOUSE

It is a place where representatives of all banks sit together and interchange theirclaims against each other with the help of controlling staff of State Bank of PakistanAnd where there is no branch of State Bank of Pakistan the designated branch of

National Bank of Pakistan act as controlling member instead of State Bank ofPakistan

RULES AND REGULATIONS HAVE CLEARING HOUSE:

Timing:(Monday through Saturday)



Clearing

Department

Imran Aslam Head of

clearing Department

Khalil-ur-Rehman

Junior officer


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i. 1st Clearing at 10:00 a.m.ii. 2nd Clearing at 2.30 p.m.

Each bank will send competent representative to exchange the cheques.

Each bank is required to insure that all cheques and other negotiable

instruments are properly stamped and suitably discharged An objection memo must accompany each and every cheque when return

unpaid duly initialed.

Each bank is required to maintain sufficient funds in the principal accountwith SBP to meet the payment obligations.

.

OUTWARD CLEARING AT THE BRANCH:

The following points are to be taken into consideration while an instrument isaccepted at the counter to be presented in outward clearing:

The name of the branch appears on its face where it is drawn o.

It should be stale or post dated or without date.

Amount in words and figures does not differ.

Signature of the drawer appears on the face of the instrument.

Instrument is not mutilated.

There should be no material alteration, if so, it should be properlyauthenticated.

If order instrument suitably indorsed and the last endorsees account beingcredited.

Endorsement is in accordance with the crossing if any.

The amount of the instrument is same as mentioned on the paying-in-slipand counterfoil.

The title of the account on the paying-in-slip is that of payee or endorsee(with the exception of bearer cheque).

If an instrument is in order than our bank special crossing stamp is affixed across theface of the instrument. Clearing stamp is affixed on the face of the instruments,

paying-in-slip and counterfoil (The stamp is affixed in such a manner that halfappears on counterfoil and paying-in-slip). The instrument is suitably discharged,where a bearer cheque does not require any discharge and also an instrument in favora bank not need be discharged.The instrument along with pay-in-slip is retained while the counterfoil is given to thecustomer duly signed. Then the following steps are to be taken:

1. The particulars of the instrument and the pay-in-slip or credit voucher areentered in the outward clearing register.

2. Serial no. Is given to each voucher.3. The register is balanced; the credit vouchers are balanced from the instruments

and are released to the respective departments against acknowledgement in theregister.

4. The instruments are arranged bank wise.




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5. The schedules are prepared in triplicate, two copies which are attached withthe relevant instrument and the third is kept as office copy.

6. The house page is prepared from schedules in triplicate.7. The schedules and house pages are signed by the house incharge with branch

stamp.

8. The grand total of the house page is taken and agreed with that of the outwardclearing register.

9. The instrument along with duplicate schedule and house page are sent to themain office.

However the amount is kept in float till final status of various instruments is knownfrom respective paying banks in second dealing.

The entry of the instrument returned unpaid is made in Cheques returned Register. Ifthe instrument is not to be presented again in clearing then a covering memo is

prepared. The covering memo along with returned instrument and objection memo is

sent to the customer who sent the same to his account.

INWARD CLEARING OF THE BRANCH:

1. The particulars of the instruments are compared with the list.2. The instruments are detached and sort out department wise.3. The entry is made in the inward clearing register (serial no. Instrument no.

Account no. Is written).4. The instruments are sent top the respective departments5. The instruments are scrutinized in each respect before honoring the same.

OUTWARD CHEQUES RETURNED UNPAID:

These are the cheque returned unpaid by us in inward clearing. due to some

objections.

INWARD CHEQUES RETAINED UNPAID:

These are the cheques retained unpaid to us which were lodged by us in Outward

Clearing.

Cash Department



Cash

Department

Waseem Sadique

Head of cash

Ch JavadCasher


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The cash department is the most important department of the bank. It receives cashfrom customers and then deposits it into the accounts of the customers and maintainedtheir balances. All physical movement of cash in the bank is made through the cashdepartment.

Normally cash department performs following functions

Receipt

Payments

Act according to any standing instructions

Transfer of funds from one account to another

Handling of ATM

Verification of signatures

Posting

Handling of prize bond

The task which is assigned to me in the cash department is that sort the rupees andexclude the affected or damage note and make the bundle or copy [package] of notefor example 1000*100=100000 make the copy of one lack secondly before goingcustomer to counter for payment write the detail of note or currency back word on thevoucher for example a customer want to deposit 100000 rupees we write the detail ofrupees on backside of voucher such as1000*100=100000500*100=50000100*500=50000Total =200000Third the task which is assigned to me is that record the detail of voucher on register

voucher number rupee and also makes the spread record of student fee voucher suchas their roll number amount and classDeposit Cash In Customers Account:-

When the customer want to deposit amount in his account at opening of account orafter that then he has to fill a deposit slip that shows the amount and the account inwhich the cash will be deposited. Then teller will receive amount and credit thecustomers account that shows increase in customers bank account.Make Payments From Customers Account:-

When the customer draws a cheque on the bank to pay a certain amount then tellerwill debit the customers account that shows reduction in his account balance.Cheque payment procedure

Cheque Encashment are made in four steps, these are:-



Abdul Hameed

Casher


44/78


1. Receiving of Cheques2. Verification of Signature3. Computer Terminal Process4. Payment of Cashs

Structure of the Marketing Department

When I talk about the structure of marketing department in ACBL it is very clearthat the Auto financing department, Agriculture department, Consumer financedepartment are the marketing departments in Askari bank commercial bank

The Marketing departments in Askari Bank are

Branch manger operational manger and business development officer are partiallyinvolved in the marketing and get grant from head office to promote their promotionalactivities such as banner advertisement social marketing and public relation andCustomer service credit consumer finance and Agriculture are internally involved inmarketing When I see at the branch in Rahim yar khan I see that the operationaldepartment follows the marketing activities which is supervised by the operationalmanager of Askari commercial bank limited bank Tariq Mehmood Khan. Operationalmanager and calls to customers through telephone and personally meet with thecustomers and apply the principle of customer relationship management to attracts thecustomer. Mr. Imran Aslam works as a business development officer (BDO) and meetwith clients to convince them to open the account in Askari bank and tell thecustomers about the detail of different types of accounts.

The marketing departments of Askari commercial bank are agriculture department,auto finance department, consumer finance department and customers servicesdepartments these departments are practically engaged in the marketing of the

products and services that the Askari bank offer to customers. The marketing policiesof the Askari commercial bank is keeping the track of the latest development in theworld and incorporating the latest and the most modern equipment to make the

banking procedures simple and easy




45/78


Department Hierarchy

Marketing

MehboobQamarBranch manager Department

Tariq MehmoodOperational manager

Imran AslamB.D.O

Customer ServiceDepartment

AgricultureDepartment

Auto financeDepartment

Consumer financeDepartment

Amir rehmainHeadOf C.S Dept

Miss SimaJounioofficer

Ali Ahmed Head ofAgriculture Dept

Muhammad MouzamGrade 1 officer

Amir AkhterJunior officer

Rana Hassan HeadOf Autoo Finance Dept

Muhammad Naeem

Junior officer

Jam ArshedHeadOf consumer Fiance

Number of employees working in the Marketing departmentThere are eleven employee working in marketing department of Askari commercial

bank Ashrif complex model town Rahim-Yar-Khan

Marketing operations

Before discussing marketing operation of Askari commercial bank I want to clarifyMarketing and the Marketing Department are two different things. Marketing might



Double click on the object to see the

marketing Department in full screen


46/78


best bedefined as all organized efforts, activities and expenditures designed to, first,acquire acustomer and, second, maintain a customer. The Marketing Department is aunit of organization, traditionally charged with carrying out specific tasks that aredeemed to be "marketing" (such as advertising, market research).

Marketing involves a range of processes concerned with finding out what consumerswant, and then providing it for them. This involves four key elements, which arereferred to as the 4P's (the marketing mix). A useful starting point therefore is to carryout market research to find out about customer requirements in relation to the 4Ps.

Marketing operation of Askari commercial bank is to identify the needs and wantsAnd provide the right product and right price and right place our R.Y.K branch ofAskari commercial bank is mainly focus on how to aware the customer about the

product and service and convert their need into demand to aware the customer ortarget audience the organization use different promotion scheme such Advertisement

banner internet and newspaper and convey their message to target audienceAskari commercial bank use different marketing strategies to avail the opportunity to

full fill the consumer demand and it lunch different kinds of schemeAskari Bank is financing products of different companies, which would benefit those

people who can only afford to buy home appliances oninstallments due to limited resources. In addition to this, bank hasalso signed agreements with other top manufacturers ofautomobiles for financing of motorcycles to the general public atmost competitive rates.

The top management must continuouslyFocus on the Customer, Monitor theCompetition, Find & Direct outside Vendors, Create New Ideas to attract customerand Set the Strategy, Plan the Attack, and Execute To attract the customer Askaricommercial bank offer different types of product and service according to customerneed Wants and expectationMarketing operation are performed by the employees working in these departmentslike auto finance department, agriculture department, consumer financing departmentand customer service department. The target of this bank is to increase in the depositof the bank as compared to competitors. The employee is very talented and knows thevalue of customer for example in agriculture department the head and junior officer

provide detail about the agriculture products and they do marketing in the shape ofbanners new ad and try to create the attraction of the customer toward theorganization and the auto finance department the employees there providing

information about the auto financing and in the consumer financing department theemployee there are responsible to do the marketing operations for consumer




47/78


financing. The marketing operation is done through the use of media like on TVpeople see the Ad of different types of accounts the Askari bank offer to itscustomers. The main media the Askari bank used for advertisement of their productsand services is the internet. The Askari bank has very attractive website any personcan go on this website and collect all the details about the products and services the

Askari bank offer to its customers.

Functions of the Marketing Department

There are following function of marketing Department

Focus on the Customer

Monitor the Competition

Own the Brand

Find & Direct Outside Vendors.

Create New Ideas.

Communicate Internally.

Manage a Budget.

Understand the ROI.

Set the Strategy, Plan the Attack, and Execute.

Segmentation strategy

Askari commercial bank segment their market geographicaldemographic and Niche marketingAskari bank belongs to Pakistan Army, andthe size of the this market is very small as compares to other markets so theniche market for Askari Bank is Pakistan Army and there is competitor belongto this segment

.In geographical segment the askari bank divide their segment religion and citiesthe most population of Pakistan is Muslim so it offer both Islamic banking andcommercial banking for religious group it offer Islamic banking free of interestrate and for secular group it offer the commercial banking In demographicsegment it divide the market into age income education occupation andnationality




48/78


Askari commercial bank offer different product for different segment and targetcustomer in demographic segment it divide the market into age wise for examplestudent 12-30 and retired or pensioner 40-65 For student askari commercial provideAskari special deposit account Askari commercial bank has also segment their marketin occupation the target audience that are related to agriculture provide them differentkind of scheme







Target marketing strategyThe focus of marketing effort is people. The goal is to reach asubset of the population who may be interested in your

particular product. That group of people is your target market.The target market of Askari commercial bank is given belowwhich is based on

Objective of the organization which it want to achieve target market of askaricommercial bank is

All Army related institution

Customer having deposit Kissan



Segmentation

Niche MarketGeographicSegmentation

Demographic

Segmentation

Age

Income

Occupation

Geographical unit

Religious

Army

Education

Nationality


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Customer who wants to purchase vehicle

All agriculture related communities

Customer desires different loan

Kissan

School college and business industries

Financial invertors

Consumer having interested to purchase on leasing

Religious group interested in Islamic Banking

Group of people needs to get banking services such as utility bills collector

The term target market is used because that market is the target at which you aim allyour marketing efforts. The markets you are trying to reach are people with commoncharacteristics that set them apart as a group. The more we know about a targetmarket, the more precisely we can develop our marketing strategy. The reason youneed to identify a target market is because it makes strategies for designing, pricing,

distributing, promoting, positioning and improving our product, service or idea easier,more effective, and more cost-effective.

Two important factor to consider when selecting a target market segment are theAttractiveness of the segment and the fit between the segment and firms objectiveResources and capabilities

Product planning, development & management

In simple words product planning is making decisions aboutthe features that are needed to sell a business's products,

services, or ideas.

When any new product is launched by the Askaricommercial bank the planning development and

management of the product is perform on Askari commercial bank head quarterRawalpandi and then scheme is lunched all branches of Askari commercial bank each

product is based on the customer need wants and expectation

Before Lunching the new product management will continuously observe the marketneed and wants and plan for the product that can achieve the organization goals andobjective Companies must be constantly modifying existing products and developingnew ones; the marketplace demands it how new is new? most new products aremodifications of or extensions to existing ones the introduction of a new product is astrategic decision which should be guided by the companys goals and a new productintroduction strategy when the organization think that there product is not achievingorganization goal then they decide to create new product or to modify it




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The management should keep the following point when developing new product

new product is best developed through a series of six stages:

The first two stages provide a focus for generating new-product ideas and abasis for evaluating them.

The next three stages deal with ideas and are the least expensive.

must satisfy key financial criteria

must be compatible with environmental standards

must fit with the companys marketing structure

should also be compatible with production capabilities, satisfy legal

requirements, and fit with corporate goals and objectives

Product management is an organizational lifecycle function within a company dealingwith the planning or marketing of a product or products at all stages of the productlifecycle.Product management (inbound focused) and product marketing (outboundfocused) are different yet complementary efforts with the objective of maximizingsales revenues, market share, and profit margins. The role of product managementspans many activities from strategic to tactical and varies based on the organizationalstructure of the company each product has life cycle introduction growth maturity anddecline when a product reach at maturity level mangment try to keep maintain thislevel the branch manger of Askari cmmerical bank is tray to mange the product and

tray to provide their best mangement to their customer and provde them good andbetter envirnment when the see that product or service is not filling customer neeedthen they develop a new product or modify it the key point is how to mange the

product its depend on mangment how the present their product to customer to achievetheir gol and objective

Positioning

In marketing, positioning has come to mean the process by which marketers try tocreate an image or identity in the minds of their target marketfor its product, brand, or organization. It is the 'relativecompetitive comparison' their product occupies in a given




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market as perceived by the target market.positioning is how you want to be known itmust reflect reality. How the company really is known. Or how it can believably beknown

Askari commercial Bank has strong positioning in the mind of their customer or target

market due to its product unique attribute characteristic feature and superior service.Top management always try to differinate their product and service using differentPromotion scheme to communicate their audience and create strong identity ACBLshorter, smarter name, crisper new colors and fresh new look are an insight to ourviews on banking. The aim to provide innovative financial solutions to customers,with the security of knowing they are dealing with one of the strongest financialinstitutions in the country.ACBL new slogan reflects customer service philosophy and provide

them 24/7 information through online and call center and listencustomer complaint and provide them For submitting an online complaint regarding bankrelated issues (e.g. account, credit card, debit card) A carefully crafted business

positioning strategy can be used as a guideline for judging the appropriateness of allmarketing programs, especially for promotion, advertising, and PR events. It willensure that our business image is consistent to your target buyers/end users and helpto build an enduring, memorable (and hopefully unique) message to sell your business

products1 product = 1 marketing program = 1 positioning statement

Positioning is based on idea that customer keep in mind the positioning of Askaricommercial bank toward the customer is that it is only bank which provide convinceand dynamic environment to their customer each product of ACBL has its own

positioning in the mind of the customer for example Akari rupee traveler cheque isconsider secure way to transfer the money from one particular place to another and ithas a strong identity in the mind of customer It is necessary to create a strong identifyin the mind of customer that product has some quality attribute that create superiorvalue in customer mindAskari commercial Bank has strong positioning in the mind of their customer or targetmarket due to its product unique attribute characteristic feature and superior serviceIt has necessary to keep in the mind that each product and service has its own

positioning in the mind of customer

To create strong positioning of organization and its product and service the ACBLlimited use different marketing strategies such as advertisement sale promotion

personal selling and publicity to create the strong image and convey their message tocustomer

Pricing strategy

Pricing is one of the four Ps of the marketing mix. Theother three aspects are product, promotion, and place. Priceis the only revenue generating element amongst the 4ps, the

rest being cost centers.




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Askari commerical bank use different price strategy for different products and serviceto Achive the organization Financial goals for each product it use different strategywhen any new product is lunched by the Askari commerical bank the top mangmentof the organization must the see the marketing objective Before selecting a suitable

price for a product, the marketer is needed to review the company's objectives. The

more clearer the company's objectives the more easily to set a priceFollowing are the possible pricing objectives

a) Survival

b) Maximum current profit,

c) Maximum market share,

d) Maximum market skimming,

e) Product quality leadership.

When the mangement set its marketing objective its position in the market and theproduct nature where it is a innovative product and create monopoly in the market

when the topmangment set its pricing objective then stage of setting the price of theproduct come

Following are the steps in setting price for a product:

1. Selecting the pricing objectives;

2. Determining the consumers' demand;

3. Estimating costs;

4. analyzing the competitors' costs, prices and offers;

5. Selecting a pricing method;

6. Selecting the final price.

ACBL see the nature of product and charge price according to product if the productis innovative it charge higer margin before luching the new product the topmanagment must see and analyze the demand of product and estimate its costsanalyzing competion cost price and offer and then choose a pricing strategy accordingto company objective Askaric commerical bank has different product and serviceseach is based on its own target maket and expection toward the customer price is onlykey which genrate the revenue for the organization to achieve its financial objectiveand the success and failur of product and service is depand on the price strategy thedetail of some product and service and their marketing strategy is given below

Product & Service Strategy Detail

Kissan TractorFinance

Cost-plus pricing Price = Cost of Production + Margin ofProfit.

Electronic BillPayment Services

Market-orientedpricing

Setting a price based upon analysis andresearch compiled from the targeted market.Also with the cost price

Personnel finance Pricediscrimination

Charge different price for civilian customerand army customer

Agriculture

Finance

Product line

pricing

Askari commercial bank offer a range of

product line for former such likeKissan Ever Green Finance




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Kissan Tractor FinanceKissan Aabpashi Finance

DepositMultiplier Account

Premium pricing Premium pricing is the practice of keepingthe price of a product or service artificiallyhigh in order to encourage favorable

perceptions among buyersAskari Rupeetraveler cheque

Target pricing Pricing method whereby the selling price ofa product is calculated to produce a

particular rate of return on investment for aspecific volume of production.

Askers car Finance Competion basedpricing

Charge the price accoding to competatioerPrice strategy

Islamic Banking Competion basedpricing

Charge the price accoding to competatioerPrice strategy

76045929 Internship Report on Askari Bank 2

Documents

Transcript of 76045929 Internship Report on Askari Bank 2