ACBL

Internship Report

Internship Report:

Askari Commercial Bank Ltd.

Advisor:

Mr. Affan-ud-deen Ahmad

Lecturer (MS)
Submitted by:

Tahir Nouman
CIIT/SP12-BBA-003/VHR
BBA (2012-16)

Department of Management Sciences

COMSATS Institute of Information Technology

Vehari Campus

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Letter of undertaking

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1.

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Internship completion Letter

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Dedication

To
Our loving parents
&
Respectable Teachers

Whose endless support and kindness

is beyond expression and words may
not just be enough to express our
gratitude.

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2.

Acknowledgementt

I am thankful to God Almighty who enables me to accomplish this task with due care.
I also want to pay tribute to my worthy teachers who are the main source of enlighten
to my mind. I am thankful to them as they prepared me 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
I am especially thankful to my honorable teacher who provides me guidance whenever
I feel some difficulty. His knowledge, approach and professionalism have always
inspired me and helped me understand, analyze and solve problems in a practical
manner.
I am also thankful to COMSATS university of Pakistan who provide me a platform to
polish my skill and provide a quality of education in our door step
I must mention my dear respondents for their co-operation because without their cooperation it was not possible for me to complete this research. The completion of this
research project is a result of hard work.
Thank you.

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3.

Executive summery

This report is Brief Marketing analysis of Askari commercial bank And my research objective is to
share my practical experience of professional life which I got during the internship period. The
research is based on my findings which I gather during the period and personnel observation. This
report is brief description and summery of my work which I perform during Six weeks in Askari
commercial bank limited Shaikh Fazal Road, Gaggoo Mandi. During the period I worked in
customer service, cash clearing account and marketing department. The task and duties which were
assigned their detail is given below. This report specially highlights the hierarch structure and
function of marketing department of Askari commercial bank limited Shaikh Fazal Road, Gaggoo
Mandi. The internship program provides me the great opportunity of being exposed to actual
business, dealing, and opportunity of professional insight which help me in future. It was a great
experience for 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 that what is done in
different departments and how the work is done in departments during the internship I collect data
about the main clients of bank and more I see how the marketing is done in Askari commercial bank
limited and see the segmentation strategy, what is the target market of the Askari bank, positioning
strategy, promotional strategy and other strategies. I also collect data about the function of sale
department and see how the sale department is work.

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Internship Report

Table of Contents
Letter of undertaking....................................................................................................... 2
1.

Internship completion Letter...................................................................................... 3

Dedication........................................................................................................................ 4
2.

Acknowledgement..................................................................................................... 5

3.

Executive summery................................................................................................... 6

4.

Brief Introduction of the sector of the organization.................................................10

5.

Overview of the organization................................................................................... 11

5.1.

History of Askari commercial bank limited........................................................11

5.1.1.

6.

5.2.

Nature of the organization................................................................................. 12

5.3.

Product Line:...................................................................................................... 12

5.3.1.

Consumer banking product.........................................................................12

5.3.2.

Brand Portfolio:........................................................................................... 15

5.4.

Strategies of branding used by the organization...............................................16

5.5.

Clients in Gaggoo Mandi.................................................................................... 16

5.6.

Major Competitors in Gaggoo Mandi.................................................................17

Organizational structure.......................................................................................... 18
6.1.

Organization Hierarchy chart............................................................................. 18

6.2.

Number of Employee......................................................................................... 19

6.3.

Introduction of All departments.........................................................................19

6.3.1.

Remittances department:............................................................................19

6.3.2.

Customer service Department:...................................................................20

6.3.3.

Cash department:....................................................................................... 20

6.3.4.

Clearing department:.................................................................................. 21

6.3.5.

Account department:.................................................................................. 22

6.3.6.

Credit department:...................................................................................... 22

7.4
7.

Mission statement:...................................................................................... 12

Comments on organization structure................................................................23

Plan of internship program...................................................................................... 24

8.1

A brief introduction of the branch/head office where you did your Internship...24

8.2.

Starting date and ending date of internship......................................................24

8.3.

The departments in which you got training and duration of your training........25

8.4

Detailed description of the project assigned.....................................................25

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8.4.1.

Customer Service:....................................................................................... 25

8.4.2.

Account opening:........................................................................................ 26

8.4.3.

Account Department:................................................................................. 27

8.4.4.

Clearing Department:.................................................................................. 28

8.4.5.

Cash Department :...................................................................................... 31

Structure of the Marketing Department...................................................................32

8.1.

The Marketing departments in Askari Bank:......................................................32

8.2.

Number of employees working in the Marketing department...........................33

8.3.

Marketing operations......................................................................................... 33

9.

Functions of the Marketing Department..................................................................34

9.1.

Segmentation strategy...................................................................................... 34

9.2.

Target marketing strategy................................................................................. 35

9.4.

Positioning......................................................................................................... 36

9.5.

Pricing strategy................................................................................................. 37

9.6.

Distribution Strategy......................................................................................... 38

10.

9.7.1.

Advertising.................................................................................................. 38

9.7.2.

Bill Board..................................................................................................... 39

9.7.3.

Broachers:................................................................................................... 39

9.7.4.

Personal Selling........................................................................................... 39

9.7.5.

Internet....................................................................................................... 39

9.7.6.

Social marketing......................................................................................... 39

9.7.7.

Public Relations........................................................................................... 39

9.7.8.

Publicity....................................................................................................... 39

Structure of the Sales Departments.....................................................................40

10.1.

Department hierarchy.................................................................................... 40

10.2.

Number of employee working in Sale Department.........................................40

10.3.

Sales operations............................................................................................. 40

11.

Function of sales department............................................................................... 41

11.1.

Sales methodology......................................................................................... 41

11.2.

Type of selling................................................................................................ 41

11.3.

Sales returns procedures................................................................................ 42

12.

Customer service department.............................................................................. 42

12.1.

Process of developing relations with customers.............................................42

12.2.

Techniques of retaining the customers...........................................................43

12.3.

Techniques of attracting new customers........................................................43

12.4. Ways of handling different kinds of customers like furious customers

problem creating customers....................................................................................... 44
13.

Critical analysis.................................................................................................... 44

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SWOT ANALYSIS.................................................................................................... 45

14.1.

Strengths........................................................................................................ 45

14.2.

Weaknesses.................................................................................................... 46

14.3.

Opportunities................................................................................................. 47

14.4.

Threats........................................................................................................... 48

15.

Conclusion............................................................................................................ 48

16.

Recommendations................................................................................................ 48

17.

References............................................................................................................ 50

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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. Bank is a financial institution licensed by a government. Its primary activity is to
lend money. Many other financial activities were allowed over time
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 the supervisory and monetary policy
powers of the State Bank of India. In the period of 60s to 70s the emergence of a number of
specialized Development Finance Institutions (DFIs) such as Industrial Development Bank of
Pakistan (IDBP) and the Agricultural Development Bank (ADB). These DFIs were either controlled
directly by the state or through the SBP, and were intended to concentrate on specific priority sector
lending. In 1974 all domestic commercial banks were nationalized by the Government. The Pakistan
Banking Council was established, which assumed the role of a banking holding company but with
limited supervisory powers. However, PBC was dissolved in 1997, leaving the SBP as the sole
regulatory authority for banks and financial institutions in Pakistan. Nationalization of the banking
sector led to pet projects. The the branch network of NCBs also proliferated in an effort to provide
banking services to all regions/territories of the country, often with disregard to the viability or
feasibility of such expansion

BANK
Central bank
Commercial bank

Exchange bank
Industrial bank

Agriculture bank
Investment bank

The banking sector is categorize in different categorize central commercial industrial and investment
bank central bank is banker of all bank and regulate the monetary policy commercial bank usually
accepts deposits, makes business loans, and offers related services Agriculture banks provides the
loan for agriculture

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Overview of the organization

5.1. History of Askari commercial bank limited

The banking sector has witnessed a dramatic change during the last ten years
with the development of Askari Bank, which is not only redefining priorities
and focus of the banks, but also threatening the domination of traditional
players.
Askari Bank Ltd. (formerly Askari Commercial Bank) is a commercial
and retail bank in Pakistan It was founded on October 9, 1991, as a Public Limited Company. On
June 21, 2013 the bank was acquired by Fauji Group. The Bank is listed on the Karachi, Lahore &
Islamabad Stock Exchanges. The bank acquired its license (License No. BL-7) under section 27 of
Banking Companies Ordinance, 1962 from State Bank of Pakistan on 13th February, 1992. The
License was issued by Mr. Saeed Haider Bhatti, Senior Deputy Director, Central Directorate, State
Bank of Pakistan.
While capturing the target market share amongst the view banks, Askari has provided good value to
its shareholders. Its share price has remained approximately 12% higher than the average share price
of quoted banks during the last four years.
In 2014 their total revenue, Net income, and total assets were PKR 34.6 Billion, PKR 4.015 Billion,
and PKR 447 Billion respectively.

Askari Bank is the only bank with its operational head office in the twin cities of RawalpindiIslamabad, which have relatively limited opportunities as compared to Karachi and Lahore. This
created its own challenges and opportunities, and forced as to evolve an outward-looking strategy in
terms of Askari market emphasis. As a result, Askari developed a geographically diversified assets
base instead of a concentration and heavy reliance on business in the major commercial centers of
Karachi and Lahore, where most other banks have their operational Head offices.
Historically, Askaris core marketing focus for its asset base has been the middle and upper middle
business houses (including wholesalers and manufacturers) operating in the large urban centers of
Pakistan, which are primarily oriented towards foreign trade. This segment constitutes significant
revenues to the bank. The liability side remains focused on the middle and upper middle class retired
and serving government and armed forces personal and mid-size business houses.
Their corporate banking division was established in April 1999 with the primary focus on
servicing large corporate and multi-national companies (MNCs). Benefiting from the banks growing
balance sheet size, this division B now gaining momentum and their long-term aim D to develop it
into an independent.
Strategic business unit (SBU) This would the bank to acquire, develop and specialized
abilities, and enhance their focus on serving the emerging needs of the corporate clients.
With this branch network of 75 and further expected increase in future, the ATMs facility
and internet Banking, Askari Banks reach is ever increasing. In recognition 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 2005 dedicated to serving the urban consumer market; Askari is committed to

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aggressively market this segment. The strategy is to provide their customers with a basket of
innovative products to meet their varying needs.
Askari Commercial Bank is the only Private Sector bank that has been approved by the World Bank
as a Participating Financial Institution for the US$ 200 million Line of Credit sanctioned (authorized)
to the Government of Pakistan for the Financial Sector Deepening and Intermediation Project.
Askari's emphasis on further broadening its core foreign trade business translated into handling a
higher volume of Export and Import business of Rs. 36 billion registering a growth of 42% over the
pervious year. This enhanced foreign trade business was secured due to excellent customer services
and efficient international settlement arrangements with our correspondent banks.

5.1.1.

Mission statement:

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

5.2. Nature of the organization

ACBL is private sector bank and is categorize in commercial bank. Commercial bank to 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 as distinct from retail banking, which involves the
provision of financial services direct to consumers. ACBL offer both commercial and retail banking
services. In retail banking Services offered include: savings and checking accounts, mortgages,
personal loans, debit cards, credit cards, it provide both product and service to the consumer and the
business user.

5.3. Product Line:

Askari commercial bank offer four main product which are explained below:

5.3.1.

Consumer banking product

A) Askari finance loan

B) Investment product

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Personal Finance
Mortgage Finance
Business Finance
Smart Cash
Mahana Bachat Account
Roshan Mustaqbil Deposit
Deposit Multiplier Account
Value Plus Deposits
Rupee Traveler Cheques

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Internship Report

ASKCARD (Askari Debit Card)

Internet Banking Service
Electronic Bill Payment Services
Cash Management Services
Investment Certificates
C) Islamic banking services
Islamic Corporate Banking
Islamic Investment Banking
Islamic Trade Finance
Islamic General Banking
Islamic Consumer Banking

D) Agriculture finance solution

Kissan Ever Green Finance

Kissan Tractor Finance
Kissan Aabpashi Finance
Kissan Livestock Development Finance
Kissan Farm Mechanization Finance
Kissan Transport Finance

E) Corporate & Investment Banking

Corporate Banking Division

Term Loans
Fund Transfers / Remittances
Investment Banking Division
Project Finance
Islamic Finance

Askari Roshan Mustaqbil Deposit:

Askari Bank has launched the Askari Roshan Mustaqbil Deposit, a saving plan specially designed for
individual investors who wish to invest now for a regular return at a later stage while keeping their
principal amount intact. With Askari Roshan Mustaqbil Deposit you can double your investment in a
time period of ten years. Invest now in the form of monthly deposits for five years and get paid back
the same amount for the next five years while receiving your principal amount in full at the end of
the tenure.
Askari Deposit Multiplier Account:
Value of initial investment of Rs. 100,000/- will increase to Rs. 265,000/- at maturity!

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Multiplier account. This account is for individual investors whose purpose is long term savings with
high returns. With a tenure of 10 Years and a competitive rate of return on maturity this account is
ideal for investors who wish to start saving for their future 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 the introduction of Askari Value Plus Rupee Deposit
Accounts, which promise greater financial freedom and 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:
Askari Debit Card means freedom, comfort, convenience and security, so that you can have retail
transactions with complete peace of mind. Askari Debit Card is your new shopping companion
which enhances your quality of life by letting you do shopping, dine at restaurants, pay your utility
bills, transfer funds, withdraw and deposit cash through ATM anywhere, anytime.
Travelers Cheques:
Askari Bank Limited has always remained at forefront in introducing innovative and unique products
in banking sector. Our financial instruments provide greater financial freedom and security in an
unmatched way to our valued customers.
Askari Bank offers you its "Rupee Traveler Cheques" eliminating all financial risks while traveling.
So avoid risk of carrying cash through Askari Bank's Rupee Traveler Cheques.
Smart Cash:
This personal line of credit would be set up
With a specified credit limit up to Rs. 500,000/Personal Finance:
Personal Finance is a parameter driven product for catering to the needs of the general public
belonging to different segments. One can avail unlimited opportunities through Askari Bank's
Personal Finance. With unmatched finance features in terms of loan amount, payback period and
most affordable monthly installments, Askari Bank's Personal Finance makes sure that one gets the
most out of his/her loan.
Mortgage Finance:
Askari "Mortgage Finance" offers the convenience of owning a house of choice, while living in it at
its rental value. The installment plan has carefully designed to suit both the budget &
accommodation requirements.
Business Finance
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ACBL is providing loans to small and medium size business enterprises under Askari Bank's
Business Finance Scheme. The goal of ACBL is to offer a loan, which enables business community
to receive the financing required by them based on their cash flows.

5.3.2.

Brand Portfolio:

Askari commercial bank target four different markets with different needs and wants 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 offers for 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 marketed to appeal to different market segments. Askari commercial bank has four
different product and Islamic banking consumer banking product agriculture finance solution and
corporate investment banking and provide a range of different product in these categorize
according to customer need.

Consume
r banking
product

Islamic
banking
services

Brand
portfolio of
the
organizatio
n

Corporate
&
Investment
Banking

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Agricultu
re
finance
solution

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5.4. Strategies of branding used by the organization

Askari commercial bank use umbrella brand strategy the same brand name support several different
product in different market such like the name of the brand is Askari commercial bank and it offer a
range of product in different market such like Askari rupee traveler cheque and Askari smart cash.
An umbrella brand is a brand that covers diverse kinds of products which are more or less related.
Umbrella branding can be a successful 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 this
approach can help kick start variant launches, halo effects are not guaranteed. Only around a
quarter of variant ads benefit other variants within the portfolio so it is usually 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 scale economies in
other markets.
The almost immediate goodwill can be generated only if the brand is well known
And enjoys great reputation like the brands mentioned above.
Firms of great reputation can save a lot of money on communications if they
Enter markets where they were not present before.
In present days over-communicated era, this is a tremendous advantage given
The fact that the cost of achieving awareness is out of reach of so many
Companies
The drawbacks are of Umbrella brand strategy is:
Any product can negatively affect the overall brand and specific benefits may be muddled in
the overall shared value

5.5.

Bismillah Cotton Mill

Sohail Ameen Corporation
Allied School
The Spirit School
Allama Iqbal School
Awan Traders
Mian and Co.
Ghani Hospital
Sufah College
Ganj Shakar oil Mills

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Clients in Gaggoo Mandi

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5.6. Major Competitors in Gaggoo Mandi

National Bank of Pakistan

The Bank of Punjab
Bank Al-Habib Ltd.
Habib Bank Ltd.
Soneri Bank Ltd.
United Bank Ltd.
Sindh Bank Ltd.
Muslin Commercial Bank Ltd.
Bank Al Flah Ltd.

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Organizational structure
6.1.
Organization Hierarchy chart
Branch Manager

Operations
Manager

Operation
Department

Cash Department

Clearing
Department
Customer Service
Department

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Credit
Department

Remittance
Department

Account
Department

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6.2.

Number of Employee

There are 28 employees working in Askari Bank Gaggoo Mandi Branch.

6.3. Introduction of All departments

Remittances department
Customer Service Department
Cash department
Clearing department
Account department
Credit department

6.3.1.

Remittances department:
Remittance
Department

Yousif Jamil Head of

Remittance
Department
Imran-ul-Haq
Junior officer

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.
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This department deals with the local currency transfer only. ACBL provides these services to both
customers & non-customers.

6.3.2.

Customer service Department:

Customer Service
Department

Amir Rehmani Head of

customer service
Miss Sima
Junior officer
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

6.3.3.

Cash department:
Cash
Department

Waseem Sadique
Head of cash
Department
Ch Jamil
Casher

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

6.3.4.

Clearing department:
Clearing
Department

Imran Aslam Head

of clearing
Department
Department
Khalil-ur-Rehman
Junior officer

The word clearing has been derived from the word Clear and is defined as a system by which
banks exchange cheques and other negotiable instruments drawn on each other within a specific area
and thereby secure payment for their clients through the Clearing House At specified time in an
efficient way.
CLEARING HOUSE
It is a place where representatives of all banks sit together and interchange their claims against each
other with the help of controlling staff of State Bank of Pakistan And 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 of Pakistan
RULES AND REGULATIONS HAVE CLEARING HOUSE:
Timing:(Monday through Saturday)
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Internship Report
i.

1st Clearing at 10:00 a.m.

ii.

2nd Clearing at 2.30 p.m.

Account department:

Account
Department

Miss. Madiha Head of

Account Department

Imran ul-Haq
Grade 1 officer
Account department is responsible for budgeting and account opening all the transaction that are
take place in the bank and their physical prove are match to the computer 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 daily expense incurred by the bank
Account department work as a backbone of the organization this department directly report the
operational manager and vice president preparing the bank's annual accounts and coordinating
external audit is also a direct function of the finance division

6.3.6.

Credit department:
Credit
Department

M. Salman Head of
credit Department

Amir Akther
Grade 1 officer

Amras Rasheed
Grade 1 officer

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Credit Department deals with arrangement by which a buyer can take ownership of something now
and pay for it later or over time credit department perform following duties
Personal Finance
Mortgage Finance
Business Finance

7.4 Comments on organization structure

Organization structure:
Its the setup of an organization in which work of employees is distribute
among them according to their positions.
Departmentalization:
It divides the organization in different departments on the bases of the nature
of work. It results smooth working activities.
Chain of command:
It means who is in-charge on whom, and who will respond to whom.
Centralization and decentralization:
Centralization means that decisions are made by the top
management, where in decentralization lower management can also take the decisions.
Span of control:
Span of control means that how employees a manager can direct efficiently.
According to my point of view, there is Centralized decision making system in ACBL. In ACBL all
employees reports to operations manager, and eventually operations manager reports to the Branch
Manager. Every employee have his own Job description assigned by the department but due to few
employees, all employees share the all duties among them.

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Branch Manager
Operational Manager

Head of Remittances Department

Head of cash Department

Employee 1
Employee 2

Employee 1
Employee 2

Employee 3

Centralized decision making creates gap among top management and employees. Which is a bad sign
for an organization. Therefore this gap should be eliminated. Branch manager should create friendly
environment in the bank to keep the interest of employees in their job. Employees should also
involve in decision making because it motivates them to work more competently.

7.

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. Its an honor for me that I have worked in Askari Bank
Gaggoo Mandi branch for 6 weeks.

8.1 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 askari commercial bank in
Rawalipandi. It has More Than seventy Five branches in Pakistan. Our branch of Gaggoo Mandi
where I did my internship was establish in 2012. It is located on Shaikh Fazal Road, Gaggoo Mandi.
There are twenty eight employee in Askari commercial bank The environment of the bank is very
dynamic and attractive The branch manager of Askari commercial bank Shaikh Fazal Road, Gaggoo
Mandi is Muhammad Shahid which is very hardworking and punctilious
The business volume of our branch is twenty million and it has ten departments Account 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 Rehmani
Head of Cash department Waseen-ud-din Sidqui
Head of Clearing department Imran Aslam
Head of Account department Miss Melha
Head of Credit department Muhammad Salman
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Askari bank provide 24/7 ATM service for the customer and has Twenty seven million business
volume of Gaggoo Mandi branch and the staff of the bank is very hard working and cooperative The
bank held a good image in the public due good customer relationship management and automatic
operation in the banking and has a strong identify as compare to the competitor

8.2. Starting date and ending date of internship

Starting date of internship 25-06-2015 Ending date of internship 06-08-2015

8.3. The departments in which you got training and duration of your training
Sr. #

Name of department

from

1
2
3
4

Customer Service
Account Department
Clearing Department
Cash Department

25 June
11July
21July
1st August

To
10 July
20July
31July
6August

8.4 Detailed description of the project assigned

Customer Service
Account Department
Clearing Department
Cash Department

8.4.1. Customer Service:

Customer Service
Department

Amir Rehmani Head of

customer service

Miss Sima
Grade 1 officer

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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
Give brief information about different account to customer

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

8.4.2. Account opening:

ACCOUNT OPENING PROCEDURE:
Know you customer
The objective of knowing a customer is to have a fair idea about the identity, financial resources, and
general information about the customer at the time when the relationship is established. A banker
must have following information about the customer:
Customer name:
Enter complete name as mentioned in original ID card /other business documents.
Nature of business /profession: if customer is of salaried class enter his employer name. If the
customer is a businessman, trader, sole proprietor, enter the business name, for example Jamil
Traders etc. also enter the customers title/position and address of the business/employer. Address
with P.O.BOX is not acceptable. Similarly remarks like
Private Service, business are not acceptable, rather specify what type of company/business the
customer is associated with for example Manager Philips Electrical Company.
Address:
Enter the complete business/residential address. Within the brackets you may also provide prominent
address identification marks for ease of physically locating the address.
Contact Numbers:
Enter home, official, mobile, fax number and e-mail address (if available). Banker can verify the
number by giving the customer a courtesy call or by sending him an e-mail.
Other/ secondary/ mailing address:
Some customer may volunteer their parents or siblings addressor second home address or a mailing
address other than a permanent address.
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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 not want to disclose the
existing relationship, then it is strongly recommended that at least for 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 know about your
customer source of income and it is compulsory to the person who want to open their account in the
bank must show his source of income to the bank
Issuing the cheque book:
When the account of the account holder is open it is the
duty of the customer service department is to issue the cheque book to the customer also the
previous account holder the procedure of the issuing of the cheque book is that bank has different
kind of cheque book for different customer the bask has three types of cheque book ten, twenty five
and fifty pages bank charge a fee for issuing the cheque book for example three hundred rupee is
charge for the fifty pages cheque book.

8.4.3. Account Department:

Account
Department

Miss Madiha Head of

Account Department

Imran ul-Haq
Grade 1 officer
The most important department of the bank the head of account department is Miss Madiha the main
responsibilities of the account department is
a) Budgeting
b) Reporting
c) Maintenance & depreciation of fixed assets
d) 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 posted to computer and the computer generated report of
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the daily transaction is created in IT department and then they send to the account department to
match or tell to the computer 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 expense incurred by the bank
Account department work as a backbone of the organization this department directly report the
operational manager 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 depreciation on them. The
bank normally uses the straight-line method to compute the depreciation.
It is calculated on monthly basis and charged yearly. Bank not only depreciates the existing 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. The functions are
performed through the customized software. In order to facilitate double-checking of all the
transactions done, every concerned official also passes vouchers and cheques manually. At the day
end all the vouchers passed by various officers 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 of tallying the daily
activity report with all the corresponding vouchers and cheques, in order 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 common reports are: Monthly Assets & Liabilities
Monthly Budget Review Report
Monthly Monitory Statement
Monthly Performance Review Report
Monthly fixed investment
From 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
Monthly review of performance.
The account department of ACBL has to record even the minor expenses of the branch like tea for
the staff, stationery for the branch

8.4.4. Clearing Department:

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Imran Aslam Head of

clearing Department

Khalil-ur-Rehman
Junior officer

MEANING OF CLEARING:
The word clearing has been derived from the word Clear and is defined as a system by which
banks exchange cheques and other negotiable instruments drawn on each other within a specific area
and thereby secure payment for their clients through the Clearing House At specified time in an
efficient way.
1. Since clearing does not involve any cash etc. and all the transaction take place through book
entries, the number of transaction can be unlimited.
2. No cash is needed as such the risk of robbery, embezzlements and pilferage is totally
eliminated.
3. As major payments are made through clearing, the banks came manage cash payments 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 towards banking.
CLEARING HOUSE:
It is a place where representatives of all banks sit together and interchange their claims against each
other with the help of controlling staff of State Bank of Pakistan And 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 of Pakistan

RULES AND REGULATIONS HAVE CLEARING HOUSE:

Timing:(Monday through Saturday)
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
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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 account with SBP to meet
the payment obligations.
.
OUTWARD CLEARING AT THE BRANCH:
The following points are to be taken into consideration while an instrument is accepted 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 postdated 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 properly authenticated.
If order instrument suitably indorsed and the last endorsees account being credited.
Endorsement is in accordance with the crossing if any.
The amount of the instrument is same as mentioned on the paying-in-slip and 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 the face 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 half appears 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 favor a bank not need be discharged.
The instrument along with pay-in-slip is retained while the counterfoil is given to the customer duly
signed. Then the following steps are to be taken:
1. The particulars of the instrument and the pay-in-slip or credit voucher are entered 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 the register.
4. The instruments are arranged bank wise.
5. The schedules are prepared in triplicate, two copies which are attached with the 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 outward clearing
register.
9. The instrument along with duplicate schedule and house page are sent to the main office.
However the amount is kept in float till final status of various instruments is known from respective
paying banks in second dealing.
INWARD CLEARING OF THE BRANCH:
1. The particulars of the instruments are compared with the list.
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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 departments
5. 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.

8.4.5. Cash Department :

Cash
Department

Waseem Sadique
Head of cash
Department

Ch Javad
Casher

Abdul Hameed
Casher

The cash department is the most important department of the bank. It receives cash from customers
and then deposits it into the accounts of the customers and maintained their balances. All physical
movement of cash in the bank is made through the cash department.
Normally cash department performs following functions
Receipt
Payments
Act according to any standing instructions

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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 and exclude the
affected or damage note and make the bundle or copy [package] of note for example
1000*100=100000 make the copy of one lack secondly before going customer to counter for
payment write the detail of note or currency back word on the voucher for example a customer want
to deposit 100000 rupees we write the detail of rupees on backside of voucher such as
1000*100=100000
500*100=50000
100*500=50000
Total =200000
Third 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 such as their roll number amount and
class
Deposit Cash in Customers Account:When the customer want to deposit amount in his account at opening of account or after that then he
has to fill a deposit slip that shows the amount and the account in which the cash will be deposited.
Then teller will receive amount and credit the customers 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 teller will debit the
customers account that shows reduction in his account balance.
Cheque payment procedure
Cheque Encashment are made in four steps, these are:1. Receiving of Cheques
2. Verification of Signature
3. Computer Terminal Process
4. Payment of Cashs

8.

Structure of the Marketing Department

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

8.1. The Marketing departments in Askari Bank:

Branch manager operational manger and business development officer are partially involved in the
marketing and get grant from head office to promote their promotional activities such as banner
advertisement social marketing and public relation and Customer service credit consumer finance
and Agriculture are internally involved in marketing When I see at the branch in I see that the
operational department follows the marketing activities which is supervised by the operational
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manager of Askari commercial bank limited bank Tariq Mehmood Khan. Operational manager and
calls to customers through telephone and personally meet with the customers and apply the principle
of customer relationship management to attracts the customer. Mr. Imran Aslam works as a business
development officer (BDO) and meet with clients to convince them to open the account in Askari
bank and tell the customers 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 services departments these departments are
practically engaged in the marketing of the products and services that the Askari bank offer to
customers. The marketing policies of the Askari commercial bank is keeping the track of the latest
development in the world and incorporating the latest and the most modern equipment to make the
banking procedures simple and easy

Department Hierarchy

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8.2. Number of employees working in the Marketing department

There are eleven employee working in marketing department of Askari commercial
bank Shaikh Fazal Road, Gaggoo Mandi.

8.3. Marketing operations

A useful starting point therefore is to carry out market research to find out about customer
requirements in relation to the 4Ps.

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Marketing operation of Askari commercial bank is to identify the needs and wants of the customers
and provide the right product at right price at right place. our Gaggoo Mandi branch of Askari
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 or target audience. The organization use
different promotion scheme such Advertisement banner internet and newspaper and convey their
message to target audience.
Askari commercial bank use different marketing strategies to avail the opportunity to full fill the
consumer demand.

9.

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.

9.1. Segmentation strategy

Askari commercial bank segment their market through geographical and demographic
factors. Basically they focus on Niche marketing because Askari bank belongs to Pakistan
Army, and the size of the this market is very small as compares to other markets so the niche
market for Askari Bank is Pakistan Army.
In geographical segment the askari bank divide their segment religion and cities the most
population of Pakistan is Muslim so it offer both Islamic banking and commercial banking for
religious group it offer Islamic banking free of interest rate and for secular group it offer the
commercial banking In demographic segment it divide the market into age income education
occupation and nationality

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Segmentation
Niche Market
Army

Demographic
Segmentation

Geographic
Segmentation

Geographical unit

Age

Religious

Income
Occupation
Education
Nationality

Askari commercial bank offer different product for different segment and target customer in
demographic segment it divide the market into age wise for example student 12-30 and retired or
pensioner 40-65 For student askari commercial provide Askari special deposit account Askari
commercial bank has also segment their market in occupation the target audience that are related to
agriculture provide them different kind of scheme
Kissan Ever Green Finance
Kissan Tractor Finance
Kissan Aabpashi Finance
Kissan Livestock Development Finance
Kissan Farm Mechanization Finance
Kissan Transport Finance

9.2. Target marketing strategy

The focus of marketing effort is people. The goal is to reach a subset 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 below which is based on:

All Army related institution

Customer having deposit
Kissan
Customer who wants to purchase vehicle
All agriculture related communities
Customer desires different loan
School college and business industries
Financial invertors
Consumer having interested to purchase on leasing

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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 all your marketing
efforts. The markets you are trying to reach are people with common characteristics that set them
apart as a group. The more we know about a target market, the more precisely we can develop our
marketing strategy. The reason you need 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.

9.3. Product planning, development & management

When any new product is launched by the Askari commercial bank the planning development and
management of the product is perform on Askari commercial bank head quarter Rawalpandi and then
scheme is lunched in all branches of Askari commercial bank. Each product is based on the customer
need wants and expectation.
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 a basis 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

9.4. Positioning
In marketing, positioning has come to mean the process by which marketers try to create an image or
identity in the minds of their target market for its product, brand, or organization. It is the 'relative
competitive comparison' their product occupies in a given market as perceived by the target market.
Positioning is how you want to be known? It must reflect reality.
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
differentiate their product and service using different Promotion scheme to communicate their
audience and create strong identity. ACBL shorter, smarter name, crisper new colors and fresh new
look is an insight to our views on banking. The aim to provide innovative financial solutions to
customers, with the security of knowing they are dealing with one of the strongest financial
institutions in the country.
ACBL new slogan
reflects customer service philosophy and provide them 24/7
information through
online and call center and listen customer complaint and provide
them For submitting an online complaint regarding bank related 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 all marketing programs, especially for promotion, advertising, and PR events.

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To create strong positioning of organization and its product and service the ACBL limited use
different marketing strategies such as advertisement sale promotion personal selling and publicity to
create the strong image and convey their message to customer.

9.5. Pricing strategy

Pricing is one of the four Ps of the marketing mix. The other three aspects are product, promotion,
and place. Price is the only revenue generating element amongst the 4ps, the rest being cost centers.
Askari commercial bank use different price strategy for different products and service to Achive the
organization financial goals for each product. It uses different strategies when any new product is
lunched by the Askari commercial bank. The top management of the organization must 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 price
Following 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 management set its pricing objective they analyze the product nature where it is an
innovative product and create monopoly in the market or not? Because it directly affects the pricing
strategy. After setting the price objectives the stage of setting the prices comes.
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 product is innovative
they charge higher margin on the new product. Before setting the prices, top management also
considers the different market forces such as: supply, demand, competition etc. there things helps the
management to determine the prices. For example if the demand for a specific product is high then
prices for that specific product will also high or vice versa. Basically the price has two portions, one
is based on cost where the other is based on margin. The combination of both cost and margin sets a
price for a product. You can also set the price of your product by considering the pricing strategy of
your competitor.

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9.6. Distribution Strategy

Distribution or place is one of the four elements of marketing mix. An organization or set of
organizations (go-betweens) involved in the process of making a product or service available for use or
consumption by a consumer or business user.
ACBL has more than 396 branches through which it offers services to its clients. The distribution
channels are its employees who deal with customers. Distribution strategy of banking sector is
different from consumer consumable product. Askari commercial bank use its own distribution channel
to promote their product. When any product is lunched by Askari commercial bank to make the
product available to final user it is distributed to its all branches Askari commercial bank has more than
395 branches where customer can avail product and service and also gain information related to
product and service. Askari Bank has expanded into a nationwide presence of 369 branches, and an
offshore banking Unit in Bahrain. A shared network of over 428 online ATMs covering all major cities
in Pakistan supports the delivery channels for customer service.

9.7. Promotion Strategy

Promotion is a form of corporate communication that uses various methods to reach a targeted
audience with a certain message in order to achieve specific organizational objectives. Nearly all
organizations, whether for-profit or not-for-profit, in all types of industries, must engaged in some
form of promotion.
Under the concept of Integrated Marketing Communication ACBL attempt to develop a unified
promotional strategy involving the coordination of many different types of promotional techniques.
The objective of promotion strategy is to getting customers to buy an organizations product and, in
most cases, to remain a loyal long-term customer.
The purpose and objectives for marketing promotions of ACBL may include the following:

Build Awareness
Create Interest.
Provide information
Stimulate Demand.
Reinforce the Brand
Promotional Strategies use by ACBL

9.7.1.

Advertising

The main source is used by ACBL is advertisement it involves non-personal,

mostly paid promotions often using mass media outlets to deliver the marketers message. While
historically advertising has involved one-way communication with little feedback opportunity for the
customer experiencing the advertisement, the advent of computer technology and, in particular, the
Internet has increased the options that allow customers to provide quick feedback.
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Advertising in News Papers and Television is used as a marketing tool by ACBL However it is often
used when a new product is introduced

9.7.2.

Bill Board

Another source used by ACBL to convey message is billboard. The main locations of
urban areas such as near the school/college Bus stops and high traffic areas the bill board are
placed to convey message

9.7.3.

Broachers:

The Bank publishes various brochures for the general guidance of the customers. These
include the Schedule of Bank Charges, VISA Card Information, and Savings & Term Deposit
Information etc

9.7.4.

Personal Selling

Personal selling is also a norm at the Bank. The branch has well learned sales
executives i.e., Business alumnae. Personal selling is used both for attracting individual and
corporate clients

9.7.5.

Internet

Askari commercial bank use internet as a promotion tool to convey the message to the target
audience all the information related to product and service and the organization is available on the
internet www.askaribank.com.pk

9.7.6.

Social marketing

ACBL has made generous contribution in the area of sport culture poverty woman
& child care health & medical science human development and scientific research ACBL sponsored
international squash tournaments were professional from all over the world participated Askari
commercial has also sponsored other sports tournament include Golf at both amateur and
professional level the bank has also contribute toward awareness program for AIDS water
conservation and blindness and has promoted the country 's cause on international forum by
cosponsoring the first interactive encyclopedia of Pakistan

9.7.7.

Public Relations

Public relations is the most popular tool use by the bankers and managers to
increase their deposit, crate awareness, and loyalty.

9.7.8.

Publicity

This type of promotion uses third-party sources, and particularly the news media, to offer
a favorable mention of the marketers company or product without direct payment to the
publisher of the information. For example media cover any Tournament that is sponsored by
ACBL.

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Rana Hasan Head of

Auto finance department
ACBL

10.

Internship Report

Structure of the Sales Departments

The Auto financing department, Agriculture department, Consumer finance and credit department
are the sale departments of Askari bank commercial bank. They sale their product and service to
their customer

10.1.

Department hierarchy

The hierarchy of sales department and all department which are associated with sales department is
given below:

10.2.

Number of employee working in Sale Department

Department Name

Number of employee

Agriculture Department
Credit Department
Auto finance Department
Consumer Finance Department
Customer Service Department
Total number of employee

3
3
2
1
2
11

10.3.

Sales operations

The sale departments perform the sale operation. Sale departments in Askari commercial bank
Limited are the auto finance department, agriculture department and consumer finance department.
First of all they do the marketing of their products and then they sale their products to their
customers.
Bank provides them detailed information about their product and service when any customer want to
open the account in the bank. Customers service work as a sales department, they sales their services
to their customers. Customers department issues cheque books, credit cards, and debit cards to the
customers.
All these department work as a uniformed to sell their product and service support and promote each
others products. The employees in auto finance department personally meet with customers and tell
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all detail about the interest rates of different cars and catch the attention of the customer towards their
product. The consumer finance department head is also personally meet with business class
customers and tells all detail to customers about loaning of the product and they also contact with
customer through telephone calls, give broachers to customers for selling of the product.

11. Function

of sales department

The function of sale department is to sell the products of an organization and they also focus to
coordinate sales activities to meet the customer demand with appropriate supply. Their next objective
is to increase the sales volume considering a particular period of time. The sale department is linked
with marketing department to help marketing department in meeting the sales volume which is
forecasted by them. To give motivation by appropriate means to the sales persons and to give
appropriate training to them in carrying out the sales activities successfully. The sale department
analyze the demands of markets and study the consumer's psychology, study market fluctuations,
prepare sale budgets, explore new markets and so on

11.1. Sales methodology

Sale department is back bone of any organization No organization exists without the sale department.
After the procedure of the marketing these departments give the product to customers finally. The
main and the most important function of the sale department is to coordinate the sale activities.
The operational manager and the head of sale departments do the personal selling to sell their
products because there are lot of competitors in the market and they meet personally with customers
to convince the customers and sell the products to customers. The marketing departments and sale
departments are linked with each other by developing a solid business plan to position your products
to the consumers mind that they will buy. Working in cooperation with your business leaders
Marketing and Sale Methodology helps to craft a plan specific for business dynamics. Using Six
Sigma tools and proven marketing strategies, M and S Methodology will help you succeed in todays
competitive environment
The selling function is an important element of the overall marketing process. Many organizations
establish a separate sales function, apart from other elements of the marketing process. This is often a
sound business strategy but can lead to a gap between Sales and the other marketing elements.

11.2. Type of selling

Basically selling is the combination of art and science. In this process you gives an attractive
presentation to your customer which shows your artistic abilities, and the whole process through
which you motivates your customer shows your science abilities. Mostly personal selling is used in
banks. Due to large number of competitors in the market, Branch manager and operations manager
directly meets the customers and do the personal selling.
Personal selling, however, is far more costly than advertising and its generally used only when its
high expenditure can be justified. Two other forms of personal selling that are not used with high-end
products are door-to-door selling and home demonstration parties.

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11.3. Sales returns procedures

The sale return procedure is used when customer wants to close his account in the bank. When any
customer want to close the account, he writes application in his own writing with the signature of
operational manager and ultimately the account of customer is closed in the bank.
If the customer want to sell the product like car and tractor or any other service such like processing
fee it is not returnable. Any fee which is charged by the bank for their service is not returnable.

12.

Customer service department

Customer Service Department is the provision of to customers before, during and after a
purchase. Customer service is a series of activities designed to enhance the level of customer
satisfaction that is, the feeling that a product or service has met the customer expectation

12.1.

Process of developing relations with customers

Customer service department is develop a series of activities designed to enhance the level of
customer satisfaction to make the long term relation with customer, the long term relation is based on
the product quality. Management of Askari commercial bank limited apply the principle of customer
relationship management some of them as follow
Keep Constant Communication with Customers
Respond Quickly to their Needs
Satisfaction not only on product but also on other aspects
Avoid Irritations
Make Products Available
Render Advice
Give Special Attention
Protect Customers Rights
Be Visible
Provide good and dynamic environment
Make Customers Part of the Organization
The relation between the organization and customer is based on satisfaction. The demand of the
product come through customer, if the customers re satisfy they will repeat their purchase, but if
customers are not satisfy than they will switch to another substitute. If a customer is lost, not only
is that particular transaction lost, but perhaps all future transactions throughout the life of that
customer. Its necessary for the organization to keep satisfy the customer and make long term
relation with them long him. Relation is based on services offered by customer and the attitude of
the customer toward the organization to create a good image in the mind of customer. Its
necessary to Keep Constant Communication with Customers, Respond Quickly to their Needs
Satisfaction, not only on product but also on other aspects. Avoid Irritations and Make Products
Available. Give Special Attention and dont misguide the customer. Give him brief introduction
about your product and make things easy and understandable for him.
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12.2.

Techniques of retaining the customers

Yes it is fact that acquiring a new customer is five time better than to satisfy your existing customer,
because customer is the king and we have to satisfy our king otherwise we cant survive in the
market if we ignore our customer. Managing demand means managing customers because a demand
comes from new and existing customers..
Today, besides making efforts to attract new customers, marketers are going all out to retain and
build relationships with existing customers. It costs five times as much to attract a new customer.
Because of changing demographics, a slow-growth economy, more sophisticated competitors, and
overcapacity in many industries, many markets and market shares are shrinking. The key to
successful customer retention is the superior customer value and satisfaction.
To retain the customers its necessary for the organization to keep satisfying the customers by
providing best services, understand their needs and wants, and react according to their need. The
organization should give special attention to their customers to get their attraction. We should
consider customer as the part of the organization. Customer service department play an important
role in this category because this department is especially made to listen the customers, that what
they want? or what the desire from the organization? This department pays special attention and
dynamic environment to the customers. If the customers have any complaint related ACBL they can
register their complaint online through toll free number and the management tries to solve their
problem as soon as possible. This relationship must provide value to both parties. If a customer is
lost, not only is that particular transaction lost, but perhaps all future transactions throughout the life
of that customer.

12.3.

Techniques of attracting new customers

To attract a new customers communicate them about product. It is always important for every
company to always be acquiring new customers. Customers are very important stakeholders for and
organization, because they are the only source from where an organization can make money. To
attract the customers ACBL uses different techniques in which advertisement is the most important
technique to attract the customers. ACBL uses different kinds of promotion scheme to convey the
message and acquire the new customer. ]
To attract the new customer ACBL use different technique create new product and service according
to customer need and expectation. Now the trend of banking is change the banks tray to create new
dynamic environment and provide convince service to attract the customers. Nowadays its very
tough competition among banks. Every bank wants to take competitive edge to differentiate them
from the rivals. ACBL has capture many customer due to good environment and convince service as
compare to competitor such like national bank of Pakistan. The focus of the organization is toward
the customers. ACBL want to expand their business worldwide and want to create a strong image in
the mind of consumer customers to generate the revenues and revenue is the blood of an
organization. To attract the new customer ACBL continuously communicate the target audience and
communicate their message about their product and the special features of product to increase the
demand for their products.
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12.4.

Internship Report

Ways of handling different kinds of customers like furious customers

problem creating customers

We can never make everybody happy. Sometimes we face some customers who are never be
satisfied. These "negative" customers can lead to employee burnout, low staff morale, or be
responsible for someone leaving the industry entirely. We've all heard that one disgruntled
customer can lead to the loss of at least six others by word of mouth alone.
Following step should followed by customer service department to handle difficult
customer

Step One: Assume the customer is telling the truth.

Step Two: Let the customer talk
Step Three: Always listen without interruption or comments
Step Four: Be empathic
Step Five: Understanding
Step Six: Solution.
Step Six: Follow-up.
Step Seven: Take steps to fix the problem(s) that caused the problem in the first place.

13.

Critical analysis

During the six week of the internship the weakness which I have observed in Askari commercial
bank is the short number of employee and branches, there are only two branches of Askari
commercial bank in the range of Burewala and Gaggoo Mandi. The bank has only twenty eight
employees. There is no job training to the employee the behavior of the employee is not so good
toward the customer because the staff is not technical trained and due to short number of employee
the responsibilities of the employee is share between the department therefore they cannot perform
their duties well. The decision making is centralize and that create the distance between higher and
lower level creates stress on employee
During the internship I fell that there is a bridge between educational and professional life. Basically
professional life is the application of what you have learned from your educational life. Quizzes,
assignments, projects, and all that stuff which is assigned to you are basically tools to polish your
abilities. They help you to get in shape, which is required in the market.
In educational life we read different concepts of financial statements, Marketing mix, Management
functions, SWOT analysis, Customer Relationship Management (CRM) etc. on the basis of assumed
data, but in Professional life you actually perform all these tasks on the bases of real data.

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14.

Internship Report

SWOT ANALYSIS

SWOT analysis indicating towards the organizations strengths, weaknesses, opportunities and
threats. SWOT analysis is very important for the management in retaining the strengths, overcoming
the weaknesses, capitalizing market opportunities, and to get awareness about threats and
overcoming it
During eight weeks of my stay at Askari Commercial Bank, Gaggoo Mandi, I have come across the
following SWOT analysis of the bank.

14.1.

Strengths

Online Banking:
Askari commercial bank provide online banking for their customer. This
service is available in all branches. It provides online service to pay utilities bill, transfer money, and
check balance that increases the strength of ACBL.

Good dynamic environment:

Askari commercial bank provide good and dynamic environment to
their customer. Askari commercial bank know the value of customer and provide them good
environment

Financial Strength:
Financial strength is a strong strength for Askari commercial bank. our branch of
Shaikh Fazal Road, Gaggoo Mandi has twenty seven million, and overall business volume of Askari
commercial bank is
Total assets
1,188,245
Total liabilities
861,887
Net assets
326,358

LEADING PRIVATE SECTOR BANK:

Askari commercial bank is the leading private
sector bank in the banking network in Pakistan with many of them online branches in major cities of
the country
AUTOMATIC OPERATIONS:
The operations performed by the bank are highly automated that
result in assurance for the customers that their transactions are completed reliably, efficiently and
securely.
FULL DAY BANKING:
One can avail the benefit of the services provided at the bank till 5:00 P.m.
which is highly useful for those customers who find it difficult to leave their officers in the morning.

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ATM NETWORK:
The bank has the largest ATM Network cross the country. The customers of
ACBL withdraw access their funds any time at all the ATM Sites with ASKCASH Logo.
ELECTRONIC BANKING:
The revolution in the banking in the form of electronic banking
operations have opened avenues of excellent, efficient and quick services saving the time and costs
of the customers and fortunately ACBL is among those few banks who are already reaping the
benefits of electronic transactions.
ELECTRONIC FUNDS TRANSFER:
ACBL management is quite prepared to adopt the latest
advancements in technology resulting in revolution in the banking operations such as check clearing
process, computer based teller equipment, automatic teller machines, and electronic funds transfers
among the others.
ETHICAL CONCERNS AND PUBLIC IMAGE:
The organizations showing concern for the
people, ethics, and environment enjoy good public reputation and are able to reap the benefits in the
long run. ACBL management is quite sensitive to this issue.

14.2.Weaknesses
In my opinions these are the points that might be detrimental to the efficiency and profitability of the
bank.

Lower number of Branches:

The main weakness of Askari commercial bank is short or lower
number of branches there are only two branches of Askari commercial bank in Gaggoo Mandi and
Burewala, if we compare to competitor UBL has five branches there.

Short number of employee:

The main weakness during the internship I found shot number of
employee there is only twenty eight employees in whole the bank only one or two employee is
working in every department when anybody is at abscond bank face a lot of difficulty to accomplish
its task. For example there is only one employee of IT is working in whole the bank

Centralization:
The decision making is centralize the branch manager is fully control whole the
branch and decision making done at top level that create the distance between middle and higher
level. To overcome the weakness the authority of decision making should also involve middle and
lower management in decision making, and give them freedom to work.

Weak customer handling:

The main weakness during I found is weak customer handling.
Employee are not technical trained and not apply the principle of Customer Relation Management.
Customer are the blood of organization the organization who ignore it cant survive in the market.

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Inside recruitment no merit:

No merit of recruitment, Mostly recruitment is on reference
based. They are not equal opportunity provider.

Low job Satisfaction:

Understanding and the effective management of the human resources is the
most difficult challenge faced not only by the bank but by all the organizations. Organizations should
also take care of their employees by providing them all basic facilities, compensations, bonuses, and
good work place environment. ACBL is not focusing on this highly critical issue as the job
satisfaction level of the employees working at ACBL, was quite low.

14.3.Opportunities
Apart from the ones discussed in External Factors Evaluation Matrix, the bank is facing the
following threats and opportunities currently:

Promote Islamic Banking:

Askari commercial Bank promote Islamic banking in all the branches.

A large amount of foreign investment is attracted:

A large amount of foreign investment is
attracted to expand their business worldwide. Its external opportunity for Askari commercial bank to
avail it and take a competitive edge and create a strong identity worldwide.

Steady increase in Customer Deposits:

It is opportunity for Askari commercial bank to
steady increase customer deposit by adopting new marketing and promotion scheme and lunch new
scheme for their customer

Open branches in rural Areas:

It is the opportunity for Askari commercial bank to expand their
business in rural areas and meet the unmet segment in geographical areas and promote their business.

Technological Improvements:
It is opportunity for Askari commercial bank limited to make
technical improvement in their operation and adopt new technologies of business and make their
whole operation automatic. it is convince for both customer and organization to save their time

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14.4.Threats
Legal regulation:
Legal regulation is serious threat for organization because government change
their policies and put different kind of taxes and regulation on the organization. Top management
always keep the eye on moving trend of government.

Higher expenses:
Higher expense is a threat for Askari commercial bank Shaikh Fazal Road, Gaggoo
Mandi.

High rate of inflation:

Higher rate of inflation is a threat for Askari commercial bank. Prices
of the products rising up and unemployment is increasing very rapidly. Bank should adopt flexible
policies to give relief their customer.

Competition:
There are large number of competitor of ACBL exist in the market, and this list
is increasing day by day.

Less Experienced Staff:

Owing to huge turnover of the employees, the no. of experienced and
well trained staff is very low. Majority of the staff working in the bank branches is quite young and
inexperienced. If the bank failed to bring down its high employees turnover, then it would be lacking
the most important resources of any organization i.e. the experienced staff.

15.

Conclusion

After spending six weeks at different departments of the bank, interacting with the employees,
getting their views, observing the organizational structure and design, I come up with the following
suggestions that should must be adopted by the bank, these suggestions will definitely improve a few
weaknesses observed in the bank by me.

16.

Recommendations

Increase number of Branches Reduce employees turnover:

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ACBL should must increases their branches

in the country, because its very necessary for their survival. They should also focus on employees
turnover, because there are already only few employees in the bank and if this figure goes down, it
can create problems for the bank to make their activities smooth.

Make Policies Flexible:

The bank should adopt flexible policies, especially in the areas of the recruitment, promotions,
evaluation of the employees otherwise it will become the cause of high turnover.

Security of job:
Ensure employees that their job is secure. So, they may work confidently, without any fear. Through
this method we can find the new ways of innovation.

Hiring on Permanent bases:

Bank should hire new young talented candidates, and their job should be permanent, not on the
contract base.

Training program for new and existing employees:

Bank should offer the training programs for their new and existing employees to polish their abilities,
and to make their skills sharper.

Allowance and compensations:

Organization should increase the number of compensations and benefits for the employees to make
them realize that organization cares about them.

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17. References
1) Muhammad Shahid Branch Manager Askari commercial bank Limited Shaikh Fazal
Road, Gaggoo Mandi
Phone Number # (067) 3501141
2) Muhammad Zeeshan Fakhar Operations officer Askari commercial bank Limited
Shaikh Fazal Road, Gaggoo Mandi
Phone Number #03216993387
3) Rehan Luckey Head of I.T Department Askari commercial bank Limited Shaikh
Fazal Road, Gaggoo Mandi
Phone Number #068-5879850
4) Aksari commercial bank official website
http://www.askaribank.com.pk/

[online]

5) Wikipedia the encyclopedia

[online]
http://en.wikipedia.org/wiki/Askari_Commercial_Bank

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