Final Report of Acbl

8/17/2019 Final Report of Acbl

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ACBL Internship Report

Internship Report:

Askari Commercial Bank Ltd.

Advisor:

Mr. Affan-ud-deen Ahmad

Lecturer (MS)

Submitted by:

Tahir NoumanCIITS!"#-BBA-$$%&'R

BBA (#$"#-")*

+epartment of Mana,ement SienesCMSATS Institute of Information Tehno/o,y

&ehari Campus

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Letter of undertaking

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1. Internship completion Letter

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Dedication

To

Our loving parents

&

Respectable Teachers

Whose endless support and kindnessis beyond expression and words maynot just be enough to express ourgratitude.

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2. Acknowledgementt

I am than1fu/ to 2od A/mi,hty 3ho enab/es me to aomp/ish this tas1 3ith due are.

I a/so 3ant to pay tribute to my 3orthy teahers 3ho are the main soure of en/i,hten

to my mind. I am than1fu/ to them as they prepared me for /oo1in, at the matters of

/ife 3ide/y 3ith open minds. This researh is one of the soures of ,ivin, us

1no3/ed,e about 4Brief analysis on Askari commercial bank Limited”I am espeia//y than1fu/ to my honorab/e teaher 3ho provides me ,uidane 3henever

I fee/ some diffiu/ty. 'is 1no3/ed,e5 approah and professiona/ism have a/3ays

inspired me and he/ped me understand5 ana/y6e and so/ve prob/ems in a pratia/

manner.

I am a/so than1fu/ to CMSATS university of !a1istan 3ho provide me a p/atform to

po/ish my s1i// and provide a 7ua/ity of eduation in our door step

I must mention my dear respondents for their o-operation beause 3ithout their o-

operation it 3as not possib/e for me to omp/ete this researh. The omp/etion of this

researh pro8et is a resu/t of hard 3or1.

Than1 you.

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3. Executive summer

This report is 4Brief Mar1etin, ana/ysis of As1ari ommeria/ ban1 And my researh ob8etive is to

share my pratia/ e;periene of professiona/ /ife 3hih I ,ot durin, the internship period. The

researh is based on my findin,s 3hih I ,ather durin, the period and personne/ observation. This

report is brief desription and summery of my 3or1 3hih I perform durin, Si; 3ee1s in As1ari

ommeria/ ban1 /imited Shai1h


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Table of ontents!etter of undertaking....................................................................................................... "

#. $nternship completion !etter......................................................................................%

edication........................................................................................................................'

". (cknowledgement..................................................................................................... )

%. *xecutive summery................................................................................................... +

'. ,rief $ntroduction of the sector of the organi-ation.................................................#

). Overview of the organi-ation...................................................................................##).#. /istory of (skari commercial bank limited........................................................##

).#.#. 0ission statement1......................................................................................#"

).". 2ature of the organi-ation.................................................................................#"

).%. 3roduct !ine1......................................................................................................#"

).%.#. onsumer banking product.........................................................................#"

).%.". ,rand 3ortfolio1...........................................................................................#)

).'. 4trategies of branding used by the organi-ation...............................................#+

).). lients in 5aggoo 0andi....................................................................................#+).+. 0ajor ompetitors in 5aggoo 0andi.................................................................#6

+. Organi-ational structure..........................................................................................#7

+.#. Organi-ation /ierarchy chart.............................................................................#7

+.". 2umber of *mployee.........................................................................................#8

+.%. $ntroduction of (ll departments.........................................................................#8

+.%.#. Remittances department1............................................................................#8

+.%.". ustomer service epartment1..................................................................."

+.%.%. ash department1....................................................................................... "+.%.'. learing department1.................................................................................."#

+.%.). (ccount department1..................................................................................""

+.%.+. redit department1......................................................................................""

6.' omments on organi-ation structure................................................................"%

6. 3lan of internship program......................................................................................"'

7.# ( brief introduction of the branch9head o:ce where you did your $nternship..."'

7.". 4tarting date and ending date of internship......................................................"'

7.%. The departments in which you got training and duration of your training...... ..")7.' etailed description of the project assigned.....................................................")

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7.'.#. ustomer 4ervice1.......................................................................................")

7.'.". (ccount opening1........................................................................................"+

7.'.%. (ccount epartment1................................................................................. "6

7.'.'. learing epartment1.................................................................................."7

7.'.). ash epartment 1......................................................................................%#

7. 4tructure of the 0arketing epartment...................................................................%"

7.#. The 0arketing departments in (skari ,ank1......................................................%"

7.". 2umber of employees working in the 0arketing department...........................%%

7.%. 0arketing operations.........................................................................................%%

8. ;unctions of the 0arketing epartment..................................................................%'

8.#. 4egmentation strategy......................................................................................%'

8.". Target marketing strategy.................................................................................%)

8.'. 3ositioning......................................................................................................... %+

8.). 3ricing strategy................................................................................................. %6

8.+. istribution 4trategy......................................................................................... %7

8.6.#. (dvertising.................................................................................................. %7

8.6.". ,ill ,oard.....................................................................................................%8

8.6.%. ,roachers1...................................................................................................%8

8.6.'. 3ersonal 4elling...........................................................................................%8

8.6.). $nternet....................................................................................................... %8

8.6.+. 4ocial marketing.........................................................................................%8

8.6.6. 3ublic Relations...........................................................................................%8

8.6.7. 3ublicity.......................................................................................................%8

#. 4tructure of the 4ales epartments.....................................................................'

#.#. epartment hierarchy....................................................................................'

#.". 2umber of employee working in 4ale epartment.........................................'

#.%. 4ales operations.............................................................................................'

##. ;unction of sales department............................................................................... '#

##.#. 4ales methodology.........................................................................................'#

##.". Type of selling................................................................................................ '#

##.%. 4ales returns procedures................................................................................'"

#". ustomer service department..............................................................................'"

#".#. 3rocess of developing relations with customers.............................................'"

#".". Techni


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#'. 4WOT (2(!>4$4.................................................................................................... ')

#'.#. 4trengths........................................................................................................')

#'.". Weaknesses....................................................................................................'+

#'.%. Opportunities.................................................................................................'6

#'.'. Threats...........................................................................................................'7

#). onclusion............................................................................................................ '7

#+. Recommendations................................................................................................'7

#6. References............................................................................................................)

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!. "rief Introduction of the sector of the organi#ation

As1ari ommeria/ ban1 /imited is ate,ories in ban1in, setor. The 3ord 4Ban1 is of auropean ori,in and is derived from the Ita/ian 3ord 4BANC5 3hih means a tab/e

or a ounter. Bank is a finania/ institution /iensed by a ,overnment. Its primary ativity is to/end money. Many other finania/ ativities 3ere a//o3ed over time

"@0>5 ban1in, in !a1istan 3as dominated by branhes of British ban1s. The State Ban1 of !a1istan5the entra/ ban15 3as formed after partition in "@0?. It assumed the supervisory and monetary po/iy

po3ers of the State Ban1 of India. In the period of )$s to >$s the emer,ene of a number of speia/i6ed +eve/opment 5 /eavin, the SB! as the so/ere,u/atory authority for ban1s and finania/ institutions in !a1istan. Nationa/i6ation of the ban1in,setor /ed to pet pro8ets. The the branh net3or1 of NCBs a/so pro/iferated in an effort to provide

ban1in, servies to a// re,ionsterritories of the ountry5 often 3ith disre,ard to the viabi/ity or feasibi/ity of suh e;pansion

The ban1in, setor is ate,ori6e in different ate,ori6e entra/ ommeria/ industria/ and investment ban1 entra/ ban1 is ban1er of a// ban1 and re,u/ate the monetary po/iy ommeria/ ban1 usua//yaepts deposits5 ma1es business /oans5 and offers re/ated servies A,riu/ture ban1s provides the/oan for a,riu/ture

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BANK

Central bank

Commercial bank

!c"an#e bank

$ndustrial bank

A#riculture bank

$n%estment bank


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$. %verview of the organi#ation

&.'. istory of Askari commercial bank limited

The ban1in, setor has 3itnessed a dramati han,e durin, the /ast ten years3ith the deve/opment of As1ari Ban15 3hih is not on/y redefinin, prioritiesand fous of the ban1s5 but a/so threatenin, the domination of traditiona/

p/ayers.

As1ari Ban1 Ltd. (former/y As1ari Commeria/ Ban1* is a ommeria/and retai/ ban1 in !a1istan It 3as founded on tober @5 "@@"5 as a !ub/i Limited Company. nune #"5 #$"% the ban1 3as a7uired by * under setion #> of

Ban1in, Companies rdinane5 "@)# from State Ban1 of !a1istan on "%th Bi//ion respetive/y.

As1ari Ban1 is the on/y ban1 3ith its operationa/ head offie in the t3in ities of Ra3a/pindi-Is/amabad5 3hih have re/ative/y /imited opportunities as ompared to arahi and Lahore. Thisreated its o3n ha//en,es and opportunities5 and fored as to evo/ve an out3ard-/oo1in, strate,y interms of As1ari mar1et emphasis. As a resu/t5 As1ari deve/oped a ,eo,raphia//y diversified assets

base instead of a onentration and heavy re/iane on business in the ma8or ommeria/ enters of arahi and Lahore5 3here most other ban1s have their operationa/ 'ead offies.

'istoria//y5 As1ariFs ore mar1etin, fous for its asset base has been the midd/e and upper midd/e business houses (in/udin, 3ho/esa/ers and manufaturers* operatin, in the /ar,e urban enters of !a1istan5 3hih are primari/y oriented to3ards forei,n trade. This se,ment onstitutes si,nifiantrevenues to the ban1. The /iabi/ity side remains foused on the midd/e and upper midd/e /ass retiredand servin, ,overnment and armed fores persona/ and mid-si6e business houses.

Their orporate ban1in, division 3as estab/ished in Apri/ "@@@ 3ith the primary fous onserviin, /ar,e orporate and mu/ti-nationa/ ompanies (MNCs*. Benefitin, from the ban1Fs ,ro3in,

ba/ane sheet si6e5 this division B no3 ,ainin, momentum and their /on,-term aim + to deve/op itinto an independent.

Strate,i business unit (SBG*H This 3ou/d the ban1 to a7uire5 deve/op and speia/i6edabi/ities5 and enhane their fous on servin, the emer,in, needs of the orporate /ients.

=ith this branh net3or1 of >9 and further e;peted inrease in future5 the ATMFs fai/ityand internet Ban1in,5 As1ari Ban1Fs reah is ever inreasin,. In reo,nition of this reah5 they haveset up a retai/-ban1in, ,roup in u/y #$$$5 the mobi/e ATMFs fai/ity is first time started by As1ari

ommeria/ ban1 in #$$9 dediated to servin, the urban onsumer mar1et As1ari is ommitted to

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a,,ressive/y mar1et this se,ment. The strate,y is to provide their ustomers 3ith a bas1et of innovative produts to meet their varyin, needs.

As1ari Commeria/ Ban1 is the on/y !rivate Setor ban1 that has been approved by the =or/d Ban1 as a !artiipatin,


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ASCAR+ (As1ari +ebit Card*

Internet Ban1in, Servie

/etroni Bi// !ayment Servies

Cash Mana,ement Servies

Investment Certifiates

C) $slamic bankin# ser%ices

Is/ami Corporate Ban1in,

Is/ami Investment Ban1in,

Is/ami Trade


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Mu/tip/ier aount. This aount is for individua/ investors 3hose purpose is /on, term savin,s 3ithhi,h returns. =ith a tenure of "$ ears and a ompetitive rate of return on maturity this aount isidea/ for investors 3ho 3ish to start savin, for their future today.

4alue of initial in%estment of 1s. '55655578 9ill increase to 1s. :&655578 at maturity;

4alue ,lus e/osits-

As1ari Ban1 /eads the 3ay5 yet a,ain 3ith the introdution of As1ari &a/ue !/us Rupee +epositAounts5 3hih promise ,reater finania/ freedom and seurity5 in an un-mathed 3ay.

No3 you an open a inance-

!ersona/


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ACBL is providin, /oans to sma// and medium si6e business enterprises under As1ari Ban1KsBusiness


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&.?. Strate#ies of brandin# used by t"e or#ani*ation

As1ari ommeria/ ban1 use umbre//a brand strate,y the same brand name support severa/ different produt in different mar1et suh /i1e the name of the brand is As1ari ommeria/ ban1 and it offer aran,e of produt in different mar1et suh /i1e As1ari rupee trave/er he7ue and As1ari smart ash.An umbre//a

brand is a brand that overs diverse 1inds of produts 3hih are more or /ess re/ated.Gmbre//a brandin, an be a suessfu/ mar1etin, strate,y. 'o3ever5 this de-pends on havin, aonsistent and /ear brand identity aross the variants. It a/so needs to be reo,ni6ed that5 3hi/e thisapproah an he/p 41i1 start variant /aunhes5 ha/o effets are not ,uaranteed. n/y around a7uarter of variant ads benefit other variants 3ithin the portfo/io so it is usua//y neessary to supportindividua/ variant /aunhes.

="e main ad%anta#es of @mbrella brand strate#y are-

• ne an apita/i6e on the stren,th of one produt and ,ain the benefit of sa/e eonomies in

other mar1ets.

• The a/most immediate ,ood3i// an be ,enerated on/y if the brand is 3e// 1no3n

And en8oys ,reat reputation /i1e the brands mentioned above.

•


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&.:. Maor Com/etitors in a##oo Mandi

Nationa/ Ban1 of !a1istan

The Ban1 of !un8ab

Ban1 A/-'abib Ltd.

'abib Ban1 Ltd.

Soneri Ban1 Ltd.

Gnited Ban1 Ltd.

Sindh Ban1 Ltd.

Mus/in Commeria/ Ban1 Ltd. Ban1 A/


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+. %rgani#ational structure:.'. r#ani*ation ierarc"y c"art

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Branc" Mana#er

peration+epartment

perationsMana,er

Cash +epartment Credit+epartment

Remittane+epartment

Aount+epartment

C/earin,+epartment

Customer Servie+epartment


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:.. Number of m/loyee

There are #? emp/oyees 3or1in, in As1ari Ban1 2a,,oo Mandi Branh.

:.+. $ntroduction of All de/artments

• Remittanes department

• Customer Servie +epartment

• Cash department

• C/earin, department

• Aount department

• Credit department

+.3.1. ,emittances department'

The head of the remittanes department is ousif ami/

The funtion of remittane departments is to hand/e 3ith the fo//o3in, instruments:

!ay rder

+emand +raft

!ay s/ip

Te/e,raphi Transfer

!ayment of Remittanes

Cane//ation of pay order D demand draft

The remittane department dea/s 3ith the transfer of money from one p/ae to another.

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1emittance

e/artment

Dousif Eamil ead of1emittance e/artment

$mran8ul8a2

Eunior officer


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This department dea/s 3ith the /oa/ urreny transfer on/y. ACBL provides these servies to both

ustomers D non-ustomers.

+.3.2. (ustomer service Department'

Customer servie +epartment perform the fo//o3in, duties

2ive brief information about different aount to ustomer

Aount openin,

!rovide servie to ustomer suh as fi//in, the forma

Issuin, the he7ue boo1 Issue +ebit ard and redit ard

Lo1er reord 1eepin,

Computeri6e reord 1eepin, of uti/ity bi//s and other o//etion

+.3.3. (ash department'

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Customer Ser%ice

e/artment

Amir 1e"mani ead of

customer ser%ice

Miss Sima

Eunior officer

Cas"

e/artment

Faseem Sadi2ue

ead of cas"

e/artment

C" Eamil

Cas"er

Munir K"an

Cas"er


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A// physia/ movement of ash in the ban1 is made throu,h the ash department. Norma//y ash

department performs fo//o3in, funtions

Reeipt

!ayments

At aordin, to any standin, instrutions

Transfer of funds from one aount to another

'and/in, of ATM

&erifiation of si,natures

!ostin,

'and/in, of pri6e bond

+.3.!. (learing department'

The 3ord /earin, has been derived from the 3ord 4C/ear and is defined as 4 a system by 3hih ban1s e;han,e he7ues and other ne,otiab/e instruments dra3n on eah other 3ithin a speifi areaand thereby seure payment for their /ients throu,h the C/earin, 'ouse At speified time in aneffiient 3ay.

CLA1$N @S

It is a p/ae 3here representatives of a// ban1s sit to,ether and interhan,e their /aims a,ainst eahother 3ith the he/p of ontro//in, staff of State Ban1 of !a1istan And 3here there is no branh of State Ban1 of !a1istan the desi,nated branh of Nationa/ Ban1 of !a1istan at as ontro//in, member instead of State Ban1 of !a1istan

1@LS AN 1@LA=$NS A4 CLA1$N @S-

Timin,:(Monday throu,h Saturday*

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Clearin#

e/artment

$mran Aslam ead

of clearin#e/artment

e/artment

K"alil8ur81e"man

Eunior officer


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i. "st C/earin, at "$:$$ a.m.

ii. #nd C/earin, at #.%$ p.m.

+.3.$. Account department'

Aount department is responsib/e for bud,etin, and aount openin, a// the transation that areta1e p/ae in the ban1 and their physia/ prove are math to the omputer ,enerated report and saveit as a physia/ that these transation are ta1e p/ae in the ban1. Seond/y aount is responsib/e for

bud,etin, and a/so reord dai/y e;pense inurred by the ban1Aount department 3or1 as a ba1bone of the or,ani6ation this department diret/y report the

operationa/ mana,er and vie president preparin, the ban1Ks annua/ aounts and oordinatin,e;terna/ audit is a/so a diret funtion of the finane division

+.3.+. (redit department'

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Account

e/artment

Miss. Madi"a ead of

Account e/artment

$mran Gul8a2

rade ' officer

Credit

e/artment

M. Salman ead ofcredit e/artment

Amir Akt"er

rade ' officer

Amras 1as"eed

rade ' officer


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Credit +epartment dea/s 3ith arran,ement by 3hih a buyer an ta1e o3nership of somethin, no3and pay for it /ater or over time redit department perform fo//o3in, duties

!ersona/


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Centra/i6ed deision ma1in, reates ,ap amon, top mana,ement and emp/oyees. =hih is a bad si,nfor an or,ani6ation. Therefore this ,ap shou/d be e/iminated. Branh mana,er shou/d reate friend/yenvironment in the ban1 to 1eep the interest of emp/oyees in their 8ob. mp/oyees shou/d a/soinvo/ve in deision ma1in, beause it motivates them to 3or1 more ompetent/y.

-. *lan of internship program

I am very than1 fu// to As1ari ommeria/ ban1 3ho provide us the p/ate form to po/ish our s1i// and,ive me opportunity to po/ish my s1i//. ItFs an honor for me that I have 3or1ed in As1ari Ban1 2a,,oo Mandi branh for ) 3ee1s.

I.' A brief introduction of t"e branc"7"ead office 9"ere you did your $nterns"i/

As1ari ommeria/ ban1 start its operation "@@#5 and main head 7uarter of as1ari ommeria/ ban1 inRa3a/ipandi. It has More Than seventy


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As1ari ban1 provide #0> ATM servie for the ustomer and has T3enty seven mi//ion businessvo/ume of 2a,,oo Mandi branh and the staff of the ban1 is very hard 3or1in, and ooperative The

ban1 he/d a ,ood ima,e in the pub/i due ,ood ustomer re/ationship mana,ement and automatioperation in the ban1in, and has a stron, identify as ompare to the ompetitor

I.. Startin# date and endin# date of interns"i/

Startin# date of interns"i/ #9-$)-#$"9 ndin# date of interns"i/ $)-$?-#$"9

I.+. ="e de/artments in 9"ic" you #ot trainin# and duration of your trainin#

Sr. J Name of de/artment from =o" Customer Servie #9 une "$ u/y# Aount +epartment ""u/y #$u/y% C/earin, +epartment #"u/y %"u/y0 Cash +epartment "st Au,ust )Au,ust

I.? etailed descri/tion of t"e /roect assi#ned

• Customer Servie

• Aount +epartment

• C/earin, +epartment

• Cash +epartment

.!.1. (ustomer /ervice'

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Customer Ser%ice

e/artment

Amir 1e"mani ead of

customer ser%ice Miss Sima

rade ' officer


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Customer servie +epartment perform the fo//o3in, duties:


Aount openin,

!rovide servie to ustomer suh as fi//in, the forma

Issuin, the he7ue boo1 Issue +ebit ard and redit ard

Lo1er reord 1eepin,

Computeri6e reord 1eepin, of uti/ity bi//s and other o//etion


It is the duty of ustomer servie department that provide the information about the produt andservie to their ustomer aordin, to their need As1ari provide different aount for their ustomerCurrent aount business transationO

Savin, aount pensionerOAs1ari speia/ deposit aount studentOAs1ari ever,reen PTa1in, /oanOGni7ue sa/ary personO

.!.2. Account opening'

ACC@N= ,N$N ,1C@1-

Kno9 you customer

The ob8etive of 1no3in, a ustomer is to have a fair idea about the identity5 finania/ resoures5 and,enera/ information about the ustomer at the time 3hen the re/ationship is estab/ished. A ban1er must have fo//o3in, information about the ustomer:

Customer name:

nter omp/ete name as mentioned in ori,ina/ I+ ard other business douments. Nature of business profession: if ustomer is of sa/aried /ass enter his emp/oyer name. If theustomer is a businessman5 trader5 so/e proprietor5 enter the business name5 for e;amp/e 4ami/Traders et. a/so enter the ustomerFs tit/eposition and address of the businessemp/oyer. Address3ith !..BQ is not aeptab/e. Simi/ar/y remar1s /i1e4!rivate Servie5 4business are not aeptab/e5 rather speify 3hat type of ompanybusiness theustomer is assoiated 3ith for e;amp/e Mana,er !hi/ips /etria/ Company.

Address-

nter the omp/ete businessresidentia/ address. =ithin the bra1ets you may a/so provide prominentaddress identifiation mar1s for ease of physia//y /oatin, the address.

Contact Numbers:

nter home5 offiia/5 mobi/e5 fa; number and e-mai/ address (if avai/ab/e*. Ban1er an verify thenumber by ,ivin, the ustomer a ourtesy a// or by sendin, him an e-mai/.

t"er7 secondary7 mailin# address-

Some ustomer may vo/unteer their parents or sib/in,sF addressor seond home address or a mai/in,address other than a permanent address.

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!istin#7ot"er bankers-

A/most most a// the ban1ers usua//y have a ban1in, re/ationship 3ith another ban1. In ase of ustomer 3ho does not have an e;istin, ban1in, re/ationship5 or does not 3ant to dis/ose the

e;istin, re/ationship5 then it is stron,/y reommended that at /east for some time this partiu/ar aount must be 1ept under observation.

Source of $ncome-

No3 the state ban1 of !a1istan has a/so add the re,u/ation that to 1no3 about your ustomer soure of inome and it is ompu/sory to the person 3ho 3ant to open their aount in the

ban1 must sho3 his soure of inome to the ban1

$ssuin# t"e c"e2ue book-

=hen the aount of the aount ho/der is open it is the

duty of the ustomer servie department is to issue the he7ue boo1 to the ustomer a/so the previous aount ho/der the proedure of the issuin, of the he7ue boo1 is that ban1 has different1ind of he7ue boo1 for different ustomer the bas1 has three types of he7ue boo1 ten5 t3enty fiveand fifty pa,es ban1 har,e a fee for issuin, the he7ue boo1 for e;amp/e three hundred rupee ishar,e for the fifty pa,es he7ue boo1.

.!.3. Account Department'

The most important department of the ban1 the head of aount department is Miss Madiha the mainresponsibi/ities of the aount department isa* Bud,etin,

b* Reportin,* Maintenane D depreiation of fi;ed assetsd* Mise//aneous funtions

Aount department is responsib/e for bud,etin, 1eepin, reord of the revenue and e;pense a// the

transation that are ta1e p/ae in the ban1 and their physia/ prove vouherO are ome to the aountdepartment ne;t day these vouher are a/so posted to omputer and the omputer ,enerated report of

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Account e/artment

Miss Madi"a ead of

Account e/artment

$mran Gul8a2

rade ' officer


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the dai/y transation is reated in IT department and then they send to the aount department tomath or te// to the omputer ,enerated report and their vouher of dai/y transation and save it asa physia/ reord that these transation are ta1e p/ae in the ban1 at fo//o3in, date

. Seond/y aount is responsib/e for bud,etin, and a/so reord dai/y e;pense inurred by the ban1

Aount department 3or1 as a ba1bone of the or,ani6ation this department diret/y report theoperationa/ mana,er and vie president preparin, the ban1Ks annua/ aounts and oordinatin,e;terna/ audit is a/so a diret funtion of the finane division

Aounts department maintains the reord of a// the assets and har,es depreiation on them. The ban1 norma//y uses the strai,ht-/ine method to ompute the depreiation.It is a/u/ated on month/y basis and har,ed year/y. Ban1 not on/y depreiates the e;istin, assets buta/so the assets but a/so the assets transferred in and transferred out.　

A// the operations performed in various departments of ACBL are omputeri6ed. The funtions are performed throu,h the ustomi6ed soft3are. In order to fai/itate doub/e-he1in, of a// the

transations done5 every onerned offiia/ a/so passes vouhers and he7ues manua//y. At the dayend a// the vouhers passed by various offiers 3or1in, in different departments are ,iven toAounts +epartment.


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MAN$N > CLA1$N-

The 3ord /earin, has been derived from the 3ord 4C/ear and is defined as 4 a system by 3hih ban1s e;han,e he7ues and other ne,otiab/e instruments dra3n on eah other 3ithin a speifi areaand thereby seure payment for their /ients throu,h the C/earin, 'ouse At speified time in aneffiient 3ay.

". Sine /earin, does not invo/ve any ash et. and a// the transation ta1e p/ae throu,h boo1 entries5 the number of transation an be un/imited.

#. No ash is needed as suh the ris1 of robbery5 embe66/ements and pi/fera,e is tota//ye/iminated.

%. As ma8or payments are made throu,h /earin,5 the ban1s ame mana,e ash payments at theounters 3ith a minimum amount of ash in vau/ts.

0. A /ot of time5 ost and /abor are saved.9. Sine it provides an e;tra servie to the ustomer of ban1s 3ithout any servie har,es or

osts5 more and more peop/e are in/ined and attrated to3ards ban1in,.

CLA1$N @S-

It is a p/ae 3here representatives of a// ban1s sit to,ether and interhan,e their /aims a,ainst eahother 3ith the he/p of ontro//in, staff of State Ban1 of !a1istan And 3here there is no branh of State Ban1 of !a1istan the desi,nated branh of Nationa/ Ban1 of !a1istan at as ontro//in, member

instead of State Ban1 of !a1istan

1@LS AN 1@LA=$NS A4 CLA1$N @S-

Timin,:(Monday throu,h Saturday*

i. "st C/earin, at "$:$$ a.m.ii. #nd C/earin, at #.%$ p.m.

ah ban1 3i// send ompetent representative to e;han,e the he7ues.

ah ban1 is re7uired to insure that a// he7ues and other ne,otiab/e instruments are proper/ystamped and suitab/y dishar,ed

#@ | ! a , e

$mran Aslam ead of

clearin# e/artment

K"alil8ur81e"man

Eunior officer


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An ob8etion memo must aompany eah and every he7ue 3hen return unpaid du/y

initia/ed. ah ban1 is re7uired to maintain suffiient funds in the prinipa/ aount 3ith SB! to meet

the payment ob/i,ations..

@=FA1 CLA1$N A= = B1ANC-

The fo//o3in, points are to be ta1en into onsideration 3hi/e an instrument is aepted at the ounter to be presented in out3ard /earin,:

The name of the branh appears on its fae 3here it is dra3n o.

It shou/d be sta/e or postdated or 3ithout date.

Amount in 3ords and fi,ures does not differ.

Si,nature of the dra3er appears on the fae of the instrument.

Instrument is not muti/ated.

There shou/d be no materia/ a/teration5 if so5 it shou/d be proper/y authentiated.

If order instrument suitab/y indorsed and the /ast endorseeFs aount bein, redited. ndorsement is in aordane 3ith the rossin, if any.

The amount of the instrument is same as mentioned on the payin,-in-s/ip and ounterfoi/.

The tit/e of the aount on the payin,-in-s/ip is that of payee or endorsee (3ith the

e;eption of bearer he7ue*.

If an instrument is in order than our ban1 speia/ rossin, stamp is affi;ed aross the fae of theinstrument. C/earin, stamp is affi;ed on the fae of the instruments5 payin,-in-s/ip and ounterfoi/(The stamp is affi;ed in suh a manner that ha/f appears on ounterfoi/ and payin,-in-s/ip*. Theinstrument is suitab/y dishar,ed5 3here a bearer he7ue does not re7uire any dishar,e and a/so an

instrument in favor a ban1 not need be dishar,ed.The instrument a/on, 3ith pay-in-s/ip is retained 3hi/e the ounterfoi/ is ,iven to the ustomer du/ysi,ned. Then the fo//o3in, steps are to be ta1en:

". The partiu/ars of the instrument and the pay-in-s/ip or redit vouher are entered in theout3ard /earin, re,ister.

#. Seria/ no. Is ,iven to eah vouher.%. The re,ister is ba/aned the redit vouhers are ba/aned from the instruments and are

re/eased to the respetive departments a,ainst a1no3/ed,ement in the re,ister.0. The instruments are arran,ed ban1 3ise.

9. The shedu/es are prepared in trip/iate5 t3o opies 3hih are attahed 3ith the re/evantinstrument and the third is 1ept as offie opy.). The house pa,e is prepared from shedu/es in trip/iate.>. The shedu/es and house pa,es are si,ned by the house inhar,e 3ith branh stamp.?. The ,rand tota/ of the house pa,e is ta1en and a,reed 3ith that of the out3ard /earin,

re,ister.@. The instrument a/on, 3ith dup/iate shedu/e and house pa,e are sent to the main offie.

'o3ever the amount is 1ept in f/oat ti// fina/ status of various instruments is 1no3n from respetive payin, ban1s in seond dea/in,.

$NFA1 CLA1$N > = B1ANC-

". The partiu/ars of the instruments are ompared 3ith the /ist.

%$ | ! a , e


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#. The instruments are detahed and sort out department 3ise.%. The entry is made in the in3ard /earin, re,ister (seria/ no. Instrument no. Aount no. Is

3ritten*.0. The instruments are sent top the respetive departments9. The instruments are srutini6ed in eah respet before honorin, the same.

@=FA1 C@S 1=@1N @N,A$-

These are the he7ue returned unpaid by us in in3ard /earin,. due to some ob8etions.

$NFA1 C@S 1=A$N @N,A$-

These are the he7ues retained unpaid to us 3hih 3ere /od,ed by us in ut3ard C/earin,.

.!.$. (ash Department '

The ash department is the most important department of the ban1. It reeives ash from ustomersand then deposits it into the aounts of the ustomers and maintained their ba/anes. A// physia/movement of ash in the ban1 is made throu,h the ash department.

Norma//y ash department performs fo//o3in, funtions

Reeipt

!ayments

At aordin, to any standin, instrutions

%" | ! a , e

Cas"

e/artment

Faseem Sadi2ue

ead of cas"

e/artment

C" Ea%ad

Cas"er

Abdul ameed

Cas"er


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Transfer of funds from one aount to another

'and/in, of ATM

&erifiation of si,natures

!ostin,

'and/in, of pri6e bond

=he tas1 3hih is assi,ned to me in the ash department is that sort the rupees and e;/ude theaffeted or dama,e note and ma1e the bund/e or opy pa1a,eO of note for e;amp/e"$$$"$$"$$$$$ ma1e the opy of one /a1 seond/y before ,oin, ustomer to ounter for

payment 3rite the detai/ of note or urreny ba1 3ord on the vouher for e;amp/e a ustomer 3antto deposit "$$$$$ rupees 3e 3rite the detai/ of rupees on ba1side of vouher suh as"$$$"$$"$$$$$9$$"$$9$$$$"$$9$$9$$$$Tota/ #$$$$$Third the tas1 3hih is assi,ned to me is that reord the detai/ of vouher on re,ister vouher number rupee and a/so ma1es the spread reord of student fee vouher suh as their ro// number amount and/asse/osit Cas" in Customers Account-8

=hen the ustomer 3ant to deposit amount in his aount at openin, of aount or after that then hehas to fi// a deposit s/ip that sho3s the amount and the aount in 3hih the ash 3i// be deposited.Then te//er 3i// reeive amount and redit the ustomerFs aount that sho3s inrease in ustomerFs

ban1 aount.Make ,ayments from Customers Account-8

=hen the ustomer dra3s a he7ue on the ban1 to pay a ertain amount then te//er 3i// debit theustomerFs aount that sho3s redution in his aount ba/ane.C"e2ue /ayment /rocedure

Che7ue nashment are made in four steps5 these are:-". Reeivin, of Che7ues#. &erifiation of Si,nature%. Computer Termina/ !roess0. !ayment of Cashs

. /tructure of the &arketing Department=hen I ta/1 about the struture of mar1etin, department in ACBL it is very /ear that the Autofinanin, department5 A,riu/ture department5 Consumer finane department are the mar1etin,departments in As1ari ban1 ommeria/ ban1

I.'. ="e Marketin# de/artments in Askari Bank-

Branh mana,er operationa/ man,er and business deve/opment offier are partia//y invo/ved in themar1etin, and ,et ,rant from head offie to promote their promotiona/ ativities suh as banner advertisement soia/ mar1etin, and pub/i re/ation and Customer servie redit onsumer finaneand A,riu/ture are interna//y invo/ved in mar1etin, =hen I see at the branh in I see that theoperationa/ department fo//o3s the mar1etin, ativities 3hih is supervised by the operationa/

%# | ! a , e


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mana,er of As1ari ommeria/ ban1 /imited ban1 Tari7 Mehmood han. perationa/ mana,er anda//s to ustomers throu,h te/ephone and persona//y meet 3ith the ustomers and app/y the prinip/eof ustomer re/ationship mana,ement to attrats the ustomer. Mr. Imran As/am 3or1s as a businessdeve/opment offier (B+* and meet 3ith /ients to onvine them to open the aount in As1ari

ban1 and te// the ustomers about the detai/ of different types of aounts.

The mar1etin, departments of As1ari ommeria/ ban1 are a,riu/ture department5 auto finanedepartment5 onsumer finane department and ustomers servies departments these departments are

pratia//y en,a,ed in the mar1etin, of the produts and servies that the As1ari ban1 offer toustomers. The mar1etin, po/iies of the As1ari ommeria/ ban1 is 1eepin, the tra1 of the /atestdeve/opment in the 3or/d and inorporatin, the /atest and the most modern e7uipment to ma1e the

ban1in, proedures simp/e and easy

e/artment ierarc"y

%% | ! a , e


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I.. Number of em/loyees 9orkin# in t"e Marketin# de/artment

There are e/even emp/oyee 3or1in, in mar1etin, department of As1ari ommeria/ ban1 Shai1h


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Mar1etin, operation of As1ari ommeria/ ban1 is to identify the needs and 3ants of the ustomersand provide the ri,ht produt at ri,ht prie at ri,ht p/ae. our 2a,,oo Mandi branh of As1ariommeria/ ban1 is main/y fous on ho3 to a3are the ustomer about the produt and servie andonvert their need into demand to a3are the ustomer or tar,et audiene. The or,ani6ation use

different promotion sheme suh Advertisement banner internet and ne3spaper and onvey their messa,e to tar,et audiene.As1ari ommeria/ ban1 use different mar1etin, strate,ies to avai/ the opportunity to fu// fi// theonsumer demand.

0. unctions of the &arketing DepartmentThere are fo//o3in, funtion of mar1etin, +epartment:


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As1ari ommeria/ ban1 offer different produt for different se,ment and tar,et ustomer indemo,raphi se,ment it divide the mar1et into a,e 3ise for e;amp/e student "#-%$ and retired or

pensioner 0$-)9


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Re/i,ious ,roup interested in Is/ami Ban1in,

2roup of peop/e needs to ,et ban1in, servies suh as uti/ity bi//s o//etor

The term tar,et mar1et is used beause that mar1et is the tar,et at 3hih you aim a// your mar1etin,efforts. The mar1ets you are tryin, to reah are peop/e 3ith ommon harateristis that set them

apart as a ,roup. The more 3e 1no3 about a tar,et mar1et5 the more preise/y 3e an deve/op our mar1etin, strate,y. The reason you need to identify a tar,et mar1et is beause it ma1es strate,ies for desi,nin,5 priin,5 distributin,5 promotin,5 positionin, and improvin, our produt5 servie or ideaeasier5 more effetive5 and more ost-effetive.

.+. ,roduct /lannin#6 de%elo/ment 0 mana#ement

=hen any ne3 produt is /aunhed by the As1ari ommeria/ ban1 the p/annin, deve/opment andmana,ement of the produt is perform on As1ari ommeria/ ban1 head 7uarter Ra3a/pandi and thensheme is /unhed in a// branhes of As1ari ommeria/ ban1. ah produt is based on the ustomer

need 3ants and e;petation.

The mana,ement shou/d 1eep the fo//o3in, point 3hen deve/opin, ne3 produt:ne3 produt is best deve/oped throu,h a series of si; sta,es: The first t3o sta,es provide a fous for ,eneratin, ne3-produt ideas and a basis for

eva/uatin, them. The ne;t three sta,es dea/ 3ith ideas and are the /east e;pensive.

must satisfy 1ey finania/ riteria

must be ompatib/e 3ith environmenta/ standards

must fit 3ith the ompanyFs mar1etin, struture

shou/d a/so be ompatib/e 3ith prodution apabi/ities5 satisfy /e,a/ re7uirements5 and fit3ith orporate ,oa/s and ob8etives

.?. ,ositionin#

In mar1etin,5 positionin, has ome to mean the proess by 3hih mar1eters try to reate an ima,e or identity in the minds of their tar,et mar1et for its produt5 brand5 or or,ani6ation. It is the Kre/ativeompetitive omparisonK their produt oupies in a ,iven mar1et as pereived by the tar,et mar1et.!ositionin, is ho3 you 3ant to be 1no3n It must ref/et rea/ity.

As1ari ommeria/ Ban1 has stron, positionin, in the mind of their ustomer or tar,et mar1et due to

its produt uni7ue attribute harateristi feature and superior servie. Top mana,ement a/3ays try todifferentiate their produt and servie usin, different !romotion sheme to ommuniate their audiene and reate stron, identity. ACBL shorter5 smarter name5 risper ne3 o/ors and fresh ne3/oo1 is an insi,ht to our vie3s on ban1in,. The aim to provide innovative finania/ so/utions toustomers5 3ith the seurity of 1no3in, they are dea/in, 3ith one of the stron,est finania/institutions in the ountry. ACBL ne3 s/o,an ref/ets ustomer servie phi/osophy and provide them #0>information throu,h on/ine and a// enter and /isten ustomer omp/aint and providethem | ! a , e


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To reate stron, positionin, of or,ani6ation and its produt and servie the ACBL /imited usedifferent mar1etin, strate,ies suh as advertisement sa/e promotion persona/ se//in, and pub/iity toreate the stron, ima,e and onvey their messa,e to ustomer.

.&. ,ricin# strate#y

!riin, is one of the four !Fs of the mar1etin, mi;. The other three aspets are produt5 promotion5and p/ae. !rie is the on/y revenue ,eneratin, e/ement amon,st the 0ps5 the rest bein, ost enters.

As1ari ommeria/ ban1 use different prie strate,y for different produts and servie to Ahive theor,ani6ation finania/ ,oa/s for eah produt. It uses different strate,ies 3hen any ne3 produt is/unhed by the As1ari ommeria/ ban1. The top mana,ement of the or,ani6ation must see themar1etin, ob8etive before se/etin, a suitab/e prie for a produt5 the mar1eter is needed to revie3

the ompanyKs ob8etives. The more /earer the ompanyKs ob8etives the more easi/y to set a prie


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.:. istribution Strate#y

istribution or /lace is one of the four e/ements of mar1etin, mi;. An or,ani6ation or set of

or,ani6ations (,o-bet3eens* invo/ved in the proess of ma1in, a produt or servie avai/ab/e for use or onsumption by a onsumer or business user.

ACBL has more than %@) branhes throu,h 3hih it offers servies to its /ients. The distributionhanne/s are its emp/oyees 3ho dea/ 3ith ustomers. +istribution strate,y of ban1in, setor isdifferent from onsumer onsumab/e produt. As1ari ommeria/ ban1 use its o3n distribution hanne/to promote their produt. =hen any produt is /unhed by As1ari ommeria/ ban1 to ma1e the

produt avai/ab/e to fina/ user it is distributed to its a// branhes As1ari ommeria/ ban1 has more than%@9 branhes 3here ustomer an avai/ produt and servie and a/so ,ain information re/ated to

produt and servie. As1ari Ban1 has e;panded into a nation3ide presene of %)@ branhes5 and an

offshore ban1in, Gnit in Bahrain. A shared net3or1 of over 0#? on/ine ATMs overin, a// ma8or itiesin !a1istan supports the de/ivery hanne/s for ustomer servie.

.H. ,romotion Strate#y

!romotion is a form of orporate ommuniation that uses various methods to reah a tar,etedaudiene 3ith a ertain messa,e in order to ahieve speifi or,ani6ationa/ ob8etives. Near/y a//or,ani6ations5 3hether for-profit or not-for-profit5 in a// types of industries5 must en,a,ed in some

form of promotion.

Gnder the onept of Inte,rated Mar1etin, Communiation ACBL attempt to deve/op a unified promotiona/ strate,y invo/vin, the oordination of many different types of promotiona/ tehni7ues.The ob8etive of promotion strate,y is to ,ettin, ustomers to buy an or,ani6ationFs produt and5 inmost ases5 to remain a /oya/ /on,-term ustomer.

="e /ur/ose and obecti%es for marketin# /romotions of ACBL may include t"e follo9in#-

• Bui/d A3areness

• Create Interest.

• !rovide information

• Stimu/ate +emand.

• Reinfore the Brand

,romotional Strate#ies use by ACBL

0.-.1. Advertising

The main soure is used by ACBL is advertisement it invo/ves non-persona/5most/y paid promotions often usin, mass media out/ets to de/iver the mar1eterFs messa,e. =hi/ehistoria//y advertisin, has invo/ved one-3ay ommuniation 3ith /itt/e feedba1 opportunity for the

ustomer e;perienin, the advertisement5 the advent of omputer tehno/o,y and5 in partiu/ar5 theInternet has inreased the options that a//o3 ustomers to provide 7ui1 feedba1.

%@ | ! a , e


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Advertisin, in Ne3s !apers and Te/evision is used as a mar1etin, too/ by ACBL 'o3ever it is oftenused 3hen a ne3 produt is introdued

0.-.2. "ill "oard

Another soure used by ACBL to onvey messa,e is bi//board. The main /oations of

urban areas suh as near the shoo/o//e,e Bus stops and hi,h traffi areas the bi// board are p/aed to onvey messa,e

0.-.3. "roachers'

The Ban1 pub/ishes various brohures for the ,enera/ ,uidane of the ustomers. Thesein/ude the Shedu/e of Ban1 Char,es5 &ISA Card Information5 and Savin,s D Term +epositInformation et

0.-.!. *ersonal /elling

!ersona/ se//in, is a/so a norm at the Ban1. The branh has 3e// /earned sa/ese;eutives i.e.5 Business a/umnae. !ersona/ se//in, is used both for attratin, individua/ andorporate /ients

0.-.$. Internet

As1ari ommeria/ ban1 use internet as a promotion too/ to onvey the messa,e to the tar,etaudiene a// the information re/ated to produt and servie and the or,ani6ation is avai/ab/e on theinternet 333.as1ariban1.om.p1

0.-.+. /ocial marketing

ACBL has made ,enerous ontribution in the area of sport u/ture poverty 3omanD hi/d are hea/th D media/ siene human deve/opment and sientifi researh ACBL sponsoredinternationa/ s7uash tournaments 3ere professiona/ from a// over the 3or/d partiipated As1ariommeria/ has a/so sponsored other sports tournament in/ude 2o/f at both amateur and

professiona/ /eve/ the ban1 has a/so ontribute to3ard a3areness pro,ram for AI+S 3ater onservation and b/indness and has promoted the ountry Ks ause on internationa/ forum byosponsorin, the first interative eny/opedia of !a1istan

0.-.-. *u)lic ,elations

!ub/i re/ations is the most popu/ar too/ use by the ban1ers and mana,ers toinrease their deposit5 rate a3areness5 and /oya/ty.

0.-.. *u)licit

This type of promotion uses third-party soures5 and partiu/ar/y the ne3s media5 to offer a favorab/e mention of the mar1eterFs ompany or produt 3ithout diret payment to the

pub/isher of the information.


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1. /tructure of the /ales DepartmentsThe Auto finanin, department5 A,riu/ture department5 Consumer finane and redit departmentare the sa/e departments of As1ari ban1 ommeria/ ban1. They sa/e their produt and servie totheir ustomer

'5.'. e/artment "ierarc"y

The hierarhy of sa/es department and a// department 3hih are assoiated 3ith sa/es department is,iven be/o3:

'5.. Number of em/loyee 9orkin# in Sale e/artment

+epartment Name Number of emp/oyeeA,riu/ture +epartment %

Credit +epartment %

Auto finane +epartment #

Consumer


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a// detai/ about the interest rates of different ars and ath the attention of the ustomer to3ards their produt. The onsumer finane department head is a/so persona//y meet 3ith business /assustomers and te//s a// detai/ to ustomers about /oanin, of the produt and they a/so ontat 3ithustomer throu,h te/ephone a//s5 ,ive broahers to ustomers for se//in, of the produt.

11.unction of sales departmentThe funtion of sa/e department is to se// the produts of an or,ani6ation and they a/so fous tooordinate sa/es ativities to meet the ustomer demand 3ith appropriate supp/y. Their ne;t ob8etiveis to inrease the sa/es vo/ume onsiderin, a partiu/ar period of time. The sa/e department is /in1ed3ith mar1etin, department to he/p mar1etin, department in meetin, the sa/es vo/ume 3hih isforeasted by them. To ,ive motivation by appropriate means to the sa/es persons and to ,iveappropriate trainin, to them in arryin, out the sa/es ativities suessfu//y. The sa/e departmentana/y6e the demands of mar1ets and study the onsumerKs psyho/o,y5 study mar1et f/utuations5

prepare sa/e bud,ets5 e;p/ore ne3 mar1ets and so on

''.'.Sales met"odolo#y

Sa/e department is ba1 bone of any or,ani6ation No or,ani6ation e;ists 3ithout the sa/e department.After the proedure of the mar1etin, these departments ,ive the produt to ustomers fina//y. Themain and the most important funtion of the sa/e department is to oordinate the sa/e ativities.

The operationa/ mana,er and the head of sa/e departments do the persona/ se//in, to se// their produts beause there are /ot of ompetitors in the mar1et and they meet persona//y 3ith ustomersto onvine the ustomers and se// the produts to ustomers. The mar1etin, departments and sa/e

departments are /in1ed 3ith eah other by deve/opin, a so/id business p/an to position your produtsto the onsumersF mind that they 3i// buy. =or1in, in ooperation 3ith your business /eadersMar1etin, and Sa/e Methodo/o,y he/ps to raft a p/an speifi for business dynamis. Gsin, Si;Si,ma too/s and proven mar1etin, strate,ies5 M and S Methodo/o,y 3i// he/p you sueed in todayFsompetitive environmentThe se//in, funtion is an important e/ement of the overa// mar1etin, proess. Many or,ani6ationsestab/ish a separate sa/es funtion5 apart from other e/ements of the mar1etin, proess. This is often asound business strate,y but an /ead to a ,ap bet3een Sa/es and the other mar1etin, e/ements.

''.. =y/e of sellin#

Basia//y se//in, is the ombination of art and siene. In this proess you ,ives an attrative presentation to your ustomer 3hih sho3s your artisti abi/ities5 and the 3ho/e proess throu,h3hih you motivates your ustomer sho3s your siene abi/ities. Most/y persona/ se//in, is used in

ban1s. +ue to /ar,e number of ompetitors in the mar1et5 Branh mana,er and operations mana,erdiret/y meets the ustomers and do the persona/ se//in,.

!ersona/ se//in,5 ho3ever5 is far more ost/y than advertisin, and itFs ,enera//y used on/y 3hen itshi,h e;penditure an be 8ustified. T3o other forms of persona/ se//in, that are not used 3ith hi,h-end

produts are door-to-door se//in, and home demonstration parties.

0# | ! a , e


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''.+.Sales returns /rocedures

The sa/e return proedure is used 3hen ustomer 3ants to /ose his aount in the ban1. =hen anyustomer 3ant to /ose the aount5 he 3rites app/iation in his o3n 3ritin, 3ith the si,nature of

operationa/ mana,er and u/timate/y the aount of ustomer is /osed in the ban1.

If the ustomer 3ant to se// the produt /i1e ar and trator or any other servie suh /i1e proessin,fee it is not returnab/e. Any fee 3hih is har,ed by the ban1 for their servie is not returnab/e.

12. (ustomer service department

Customer Servie +epartment is the provision of to ustomers before5 durin, and after a purhase. Customer servie is a series of ativities desi,ned to enhane the /eve/ of ustomersatisfation U that is5 the fee/in, that a produt or servie has met the ustomer e;petation

'.'. ,rocess of de%elo/in# relations 9it" customers

Customer servie department is deve/op a series of ativities desi,ned to enhane the /eve/ ofustomer satisfation to ma1e the /on, term re/ation 3ith ustomer5 the /on, term re/ation is based onthe produt 7ua/ity. Mana,ement of As1ari ommeria/ ban1 /imited app/y the prinip/e of ustomerre/ationship mana,ement some of them as fo//o3

eep Constant Communiation 3ith Customers

Respond Vui1/y to their Needs Satisfation not on/y on produt but a/so on other aspets

Avoid Irritations

Ma1e !roduts Avai/ab/e

Render Advie

2ive Speia/ Attention

!rotet Customers Ri,hts

Be &isib/e

!rovide ,ood and dynami environment

Ma1e Customers !art of the r,ani6ation

The re/ation bet3een the or,ani6ation and ustomer is based on satisfation. The demand of the produt ome throu,h ustomer5 if the ustomers re satisfy they 3i// repeat their purhase5 but ifustomers are not satisfy than they 3i// s3ith to another substitute. If a ustomer is /ost5 not on/yis that partiu/ar transation /ost5 but perhaps a// future transations throu,hout the /ife of thatustomer. ItFs neessary for the or,ani6ation to 1eep satisfy the ustomer and ma1e /on, termre/ation 3ith them /on, him. Re/ation is based on servies offered by ustomer and the attitude of the ustomer to3ard the or,ani6ation to reate a ,ood ima,e in the mind of ustomer. ItFsneessary to eep Constant Communiation 3ith Customers5 Respond Vui1/y to their NeedsSatisfation5 not on/y on produt but a/so on other aspets. Avoid Irritations and Ma1e !rodutsAvai/ab/e. 2ive Speia/ Attention and donFt mis,uide the ustomer. 2ive him brief introdution

about your produt and ma1e thin,s easy and understandab/e for him.

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'.. =ec"ni2ues of retainin# t"e customers

es it is fat that a7uirin, a ne3 ustomer is five time better than to satisfy your e;istin, ustomer5 beause ustomer is the 1in, and 3e have to satisfy our 1in, other3ise 3e anFt survive in themar1et if 3e i,nore our ustomer. Mana,in, demand means mana,in, ustomers beause a demandomes from ne3 and e;istin, ustomers..

Today5 besides ma1in, efforts to attrat ne3 ustomers5 mar1eters are ,oin, a// out to retain and bui/d re/ationships 3ith e;istin, ustomers. It osts five times as muh to attrat a ne3 ustomer.Beause of han,in, demo,raphis5 a s/o3-,ro3th eonomy5 more sophistiated ompetitors5 andoverapaity in many industries5 many mar1ets and mar1et shares are shrin1in,. The 1ey tosuessfu/ ustomer retention is the superior ustomer va/ue and satisfation.

To retain the ustomers itFs neessary for the or,ani6ation to 1eep satisfyin, the ustomers by providin, best servies5 understand their needs and 3ants5 and reat aordin, to their need. Theor,ani6ation shou/d ,ive speia/ attention to their ustomers to ,et their attration. =e shou/donsider ustomer as the part of the or,ani6ation. Customer servie department p/ay an importantro/e in this ate,ory beause this department is espeia//y made to /isten the ustomers5 that 3hatthey 3ant or 3hat the desire from the or,ani6ation This department pays speia/ attention anddynami environment to the ustomers. If the ustomers have any omp/aint re/ated ACBL they anre,ister their omp/aint on/ine throu,h to// free number and the mana,ement tries to so/ve their

prob/em as soon as possib/e. This re/ationship must provide va/ue to both parties. If a ustomer is/ost5 not on/y is that partiu/ar transation /ost5 but perhaps a// future transations throu,hout the /ifeof that ustomer.

'.+. =ec"ni2ues of attractin# ne9 customers

To attrat a ne3 ustomers ommuniate them about produt. It is a/3ays important for everyompany to a/3ays be a7uirin, ne3 ustomers. Customers are very important sta1eho/ders for andor,ani6ation5 beause they are the on/y soure from 3here an or,ani6ation an ma1e money. Toattrat the ustomers ACBL uses different tehni7ues in 3hih advertisement is the most importanttehni7ue to attrat the ustomers. ACBL uses different 1inds of promotion sheme to onvey themessa,e and a7uire the ne3 ustomer. O

To attrat the ne3 ustomer ACBL use different tehni7ue reate ne3 produt and servie aordin,to ustomer need and e;petation. No3 the trend of ban1in, is han,e the ban1s tray to reate ne3dynami environment and provide onvine servie to attrat the ustomers. No3adays itFs verytou,h ompetition amon, ban1s. very ban1 3ants to ta1e ompetitive ed,e to differentiate themfrom the riva/s. ACBL has apture many ustomer due to ,ood environment and onvine servie asompare to ompetitor suh /i1e nationa/ ban1 of !a1istan. The fous of the or,ani6ation is to3ardthe ustomers. ACBL 3ant to e;pand their business 3or/d3ide and 3ant to reate a stron, ima,e inthe mind of onsumer ustomers to ,enerate the revenues and revenue is the b/ood of anor,ani6ation. To attrat the ne3 ustomer ACBL ontinuous/y ommuniate the tar,et audiene andommuniate their messa,e about their produt and the speia/ features of produt to inrease the

demand for their produts.

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'.?. Fays of "andlin# different kinds of customers like furious customers

/roblem creatin# customers

=e an never ma1e everybody happy. Sometimes 3e fae some ustomers 3ho are never besatisfied. These ne,ative ustomers an /ead to emp/oyee burnout5 /o3 staff mora/e5 or beresponsib/e for someone /eavin, the industry entire/y. =eKve a// heard that one dis#runtledcustomer can lead to t"e loss of at least si! ot"ers by 3ord of mouth a/one.

ollowing step should followed ) customer service department to handle difficultcustomer

Ste/ ne- Assume t"e customer is tellin# t"e trut".

Ste/ =9o- Let t"e customer talk Ste/ ="ree: Al9ays listen 9it"out interru/tion or comments

Ste/ >our- Be em/at"ic

Ste/ >i%e- @nderstandin#

Ste/ Si!- Solution.

Ste/ Si!- >ollo98u/.

Ste/ Se%en- =ake ste/s to fi! t"e /roblem(s) t"at caused t"e /roblem in t"e first /lace.

13. (ritical analsis+urin, the si; 3ee1 of the internship the 3ea1ness 3hih I have observed in As1ari ommeria/

ban1 is the short number of emp/oyee and branhes5 there are on/y t3o branhes of As1ariommeria/ ban1 in the ran,e of Bure3a/a and 2a,,oo Mandi. The ban1 has on/y t3enty ei,htemp/oyees. There is no 8ob trainin, to the emp/oyee the behavior of the emp/oyee is not so ,oodto3ard the ustomer beause the staff is not tehnia/ trained and due to short number of emp/oyeethe responsibi/ities of the emp/oyee is share bet3een the department therefore they annot performtheir duties 3e//. The deision ma1in, is entra/i6e and that reate the distane bet3een hi,her and/o3er /eve/ reates stress on emp/oyee

+urin, the internship I fe// that there is a brid,e bet3een eduationa/ and professiona/ /ife. Basia//y professiona/ /ife is the app/iation of 3hat you have /earned from your eduationa/ /ife. Vui66es5assi,nments5 pro8ets5 and a// that stuff 3hih is assi,ned to you are basia//y too/s to po/ish your abi/ities. They he/p you to ,et in shape5 3hih is re7uired in the mar1et.

In eduationa/ /ife 3e read different onepts of finania/ statements5 Mar1etin, mi;5 Mana,ementfuntions5 S=T ana/ysis5 Customer Re/ationship Mana,ement (CRM* et. on the basis of assumeddata5 but in !rofessiona/ /ife you atua//y perform a// these tas1s on the bases of rea/ data.

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1!. /%4 A5AL6/I/S=T ana/ysis indiatin, to3ards the or,ani6ations stren,ths5 3ea1nesses5 opportunities andthreats. S=T ana/ysis is very important for the mana,ement in retainin, the stren,ths5 overomin,the 3ea1nesses5 apita/i6in, mar1et opportunities5 and to ,et a3areness about threats andoveromin, it+urin, ei,ht 3ee1s of my stay at As1ari Commeria/ Ban15 2a,,oo Mandi5 I have ome aross thefo//o3in, S=T ana/ysis of the ban1.

'?.'. Stren#t"s

nline Bankin#- As1ari ommeria/ ban1 provide on/ine ban1in, for their ustomer. Thisservie is avai/ab/e in a// branhes. It provides on/ine servie to pay uti/ities bi//5 transfer money5 andhe1 ba/ane that inreases the stren,th of ACBL.

ood dynamic en%ironment- As1ari ommeria/ ban1 provide ,ood and dynami environment totheir ustomer. As1ari ommeria/ ban1 1no3 the va/ue of ustomer and provide them ,oodenvironment

>inancial Stren#t"-


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A=M N=F1K-

The ban1 has the /ar,est ATM Net3or1 ross the ountry. The ustomers of ACBL 3ithdra3 aess their funds any time at a// the ATM Sites 3ith ASCAS' Lo,o.LC=1N$C BANK$N-

The revo/ution in the ban1in, in the form of e/etroni ban1in,operations have opened avenues of e;e//ent5 effiient and 7ui1 servies savin, the time and ostsof the ustomers and fortunate/y ACBL is amon, those fe3 ban1s 3ho are a/ready reapin, the

benefits of e/etroni transations.

LC=1N$C >@NS =1ANS>1-

ACBL mana,ement is 7uite prepared to adopt the /atestadvanements in tehno/o,y resu/tin, in revo/ution in the ban1in, operations suh as he1 /earin,

proess5 omputer based te//er e7uipment5 automati te//er mahines5 and e/etroni funds transfersamon, the others.=$CAL CNC1NS AN ,@BL$C $MA-

The or,ani6ations sho3in, onern for the peop/e5 ethis5 and environment en8oy ,ood pub/i reputation and are ab/e to reap the benefits in the/on, run. ACBL mana,ement is 7uite sensitive to this issue.

'?..Feaknesses

In my opinions these are the points that mi,ht be detrimenta/ to the effiieny and profitabi/ity of the ban1.

Lo9er number of Branc"es-

The main 3ea1ness of As1ari ommeria/ ban1 is short or /o3er number of branhes there are on/y t3o branhes of As1ari ommeria/ ban1 in 2a,,oo Mandi andBure3a/a5 if 3e ompare to ompetitor GBL has five branhes there.

S"ort number of em/loyee-

The main 3ea1ness durin, the internship I found shot number of emp/oyee there is on/y t3enty ei,ht emp/oyees in 3ho/e the ban1 on/y one or t3o emp/oyee is3or1in, in every department 3hen anybody is at absond ban1 fae a /ot of diffiu/ty to aomp/ishits tas1.


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$nside recruitment no merit-

No merit of reruitment5 Most/y reruitment is on referene based. They are not e7ua/ opportunity provider.

Lo9 ob Satisfaction- Gnderstandin, and the effetive mana,ement of the human resoures is themost diffiu/t ha//en,e faed not on/y by the ban1 but by a// the or,ani6ations. r,ani6ations shou/da/so ta1e are of their emp/oyees by providin, them a// basi fai/ities5 ompensations5 bonuses5 and,ood 3or1 p/ae environment. ACBL is not fousin, on this hi,h/y ritia/ issue as the 8obsatisfation /eve/ of the emp/oyees 3or1in, at ACBL5 3as 7uite /o3.

'?.+.//ortunities

Apart from the ones disussed in ;terna/


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'?.?.="reats

Le#al re#ulation-

Le,a/ re,u/ation is serious threat for or,ani6ation beause ,overnment han,etheir po/iies and put different 1ind of ta;es and re,u/ation on the or,ani6ation. Top mana,ementa/3ays 1eep the eye on movin, trend of ,overnment.

i#"er e!/enses-

'i,her e;pense is a threat for As1ari ommeria/ ban1 Shai1h


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ACBL shou/d must inreases their branhesin the ountry5 beause itFs very neessary for their surviva/. They shou/d a/so fous on emp/oyeesFturnover5 beause there are a/ready on/y fe3 emp/oyees in the ban1 and if this fi,ure ,oes do3n5 itan reate prob/ems for the ban1 to ma1e their ativities smooth.

Make ,olicies >le!ible-

The ban1 shou/d adopt f/e;ib/e po/iies5 espeia//y in the areas of the reruitment5 promotions5eva/uation of the emp/oyees other3ise it 3i// beome the ause of hi,h turnover.

Security of ob-

nsure emp/oyees that their 8ob is seure. So5 they may 3or1 onfident/y5 3ithout any fear. Throu,hthis method 3e an find the ne3 3ays of innovation.

irin# on ,ermanent bases-

Ban1 shou/d hire ne3 youn, ta/ented andidates5 and their 8ob shou/d be permanent5 not on the

ontrat base.

=rainin# /ro#ram for ne9 and e!istin# em/loyees-

Ban1 shou/d offer the trainin, pro,rams for their ne3 and e;istin, emp/oyees to po/ish their abi/ities5and to ma1e their s1i//s sharper.

Allo9ance and com/ensations-

r,ani6ation shou/d inrease the number of ompensations and benefits for the emp/oyees to ma1e

them rea/i6e that or,ani6ation ares about them.

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1-. ,eferences"* Muhammad Shahid Branh Mana,er As1ari ommeria/ ban1 Limited Shai1h * %9$""0"

#* Muhammad Xeeshan

Final Report of Acbl

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