Mithila Internship Report

The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions
“The Effect of Advertisement on Products

and Services of NCCBL: Customers
Perceptions”
An Internship report on
“The Effect of Advertisement on Products and Services of
NCCBL: Customers Perceptions”
Submitted By:
Mithila Sultana
ID No: 16200008 (Batch 7th)
Major in Marketing
Department of Business Administration
Ranada Prasad Shaha University
Submitted To:
MohitProdhan
Assistant Professor
Date of Submission: 15/04/2020

LETTER OF TRANSMITTAL
05 April, 2020
To
MothitProdhan
Assistant Professor
Ranada Prasad Shaha University.
Subject: Submission of Internship Report on “ The Effect of Advertisement on Products and Services
of NCCBL: Customrs Perceptions”.
Dear Sir,
With due respect , I gladly want to submit my internship report on “ The Effect of Advertisement on
Products and Services of NCCBL: Customers Perceptions”to partially fulfill the requirements of BBA
Program on your supervision. It has been a worthwhile experience for undertaking such a research work
analysis to get exposure to the real life banking operations. I have given my best effort to satisfy the
academic requirements.
This report contains the customer satisfaction level of NCCBL and I am very much grateful to you because
you approved me to work on this report. I would like to thank you for your encouragement and support
which inspired us to work enthusiastically. It would be my pleasure to respond any of your inquiry
regarding the report.
Sincerely Yours,
Mithila Sultana
ID: 16200008
ACKNOWLEDGEMENT
The completion of this undertaking internship report could not have been possible without the participation
and assistance of so many people whose name may not all be enumerated.
First of all, thanks to the Almighty for giving chance and patience to me to finish this report just in time.
Even, facing lots of difficulties I managed to complete my task.
Then I would like to thank my parents for their valuable support and their blessing on me which has helped
me most to done the tasks.
I wish to express my sincere gratitude to my supervisor MothitProdhan, Assistant Prefessor, Ranada Prasad
ShahaUniversity,from the core of my heart for her kind support, guidance, constructive instructions and for
motivating me for do this report. It’s been a great opportunity for me to do an in-depth research and analysis
of a bank and get a professional knowledge.
Thirdly, I would like to thank to HR Division of NCC Bank Limited as they have given chance me to do
internship in Narayanganj branch. I am alsogreatful to Mr. MasoodMizan( Vice President) and Mr.
Mohammad Al Amin (Senior Principle Officer) , And Msr. Nurjahan Begum ( Principle Officer) from
Narayanganjbranch,as they have helped me a lot by guiding me to learn banking and understanding
professional manners. Special thanks to Mr. MohsinAlam (Principle Officer) and Mr. Md.Firoj (Junior
Officer) for helping me with proper data which were required for my internship report.
Also a great thanks to Mr. Ahmed Farid (Officer) , Mr. Mohammad AbulAlamBhuiyan (officer), Mr. Md.
ShakawatHossain (Asstt Officer) and Tonmoy Das ( Asstt. Officer) for encourage and support me to keep
up doing this task and provide all the facilities to finish the work.
Lastly, my fellow interns for giving me some ideas and techniques which is required to do the job smoothly
and soundly.Apart from the mentioned persons, I would like to thank all other employees of NCC Bank
Narayanganj Branch for their sincere cooperation, careful supervision, time and unparalleled
encouragement.
This internship report is not free from limitations. There might still be some minor mistakes including
typing errors despite my utmost care. Finally, I apologize for these.
I cordially thank to all.
Letter of Declaration
I,Mithila Sultana, hereby declare that the presented report of internship titled “The Effect of Advertisement
on Products and Services of NCCBL: Customers Perceptions” is uniquely prepared by me after the
completion of three months work NCC Bank Ltd.
I also confirm that the report is only prepared for my academic requirement, not for any other purpose. It
might not be used with the interest of the opposite party of the corporation.
Sincerely,
…………………
Mithila Sultana
ID: 16200008
7th Batch
Major in Marketing
Ranada Prasad ShahaUniversity ,Narayanganj
Supervisor Certificate
This is to certify that Mithila Sultana, ID: 16200008, have prepared this internship report on“The Effect of
Advertisement on Products and Services of NCCBL: Customers Perceptions””,under my supervision &
guidance. This is for the partial fulfillment of four-year graduation degree of BBA in Major-Marketing of
Ranada Prasad Shaha University.
I have gone through the Master paper. He has accomplished the report by himself under my supervision.
I wish his every success in life.
………………………………………..
MohitProdhan
Assistant Professor
Narayanganj.
Chapter 1(Introduction)
Introduction
Internships provide students with practical experience, which cannot be fully simulated in the classroom [7].
Consequently, interns are better prepared to cope with the challenges of the work environment and their job
performance may be accelerated [8]. i am a Business student from Ranada Prasad Shaha University, and my
major is marketing, so i have decided to take the internship course to grab the golden opportunities to apply
theories and knowledge that i have in real working life setting. The major sector of myinternship , I have
spent on my research topic entitled “The Effect of Advertisement on Products and Services of NCCBL:
Customers Perceptions”. I spend many days to gain knowledge about the products and services of banking
sector. In NCC Bank Limited, I have worked under Md. MohsinAlam ( Principle Officer), who had a great
knowledge on advertising of NCCBL.I alsolearned about savings, deposits, cash management, handling
customers, loan process, remittance and so on. My supervisor MohitProdhan ,Assistant Professor ,Ranada
Prasad Shaha University ,has selected the topic for me and as a student of marketing I think this is the
perfect topic for me. I had only theoretical knowledge about banking ,advertising, customer satisfaction, and
so on but these three months internship helped me to get the real life experience.
Banks and money are essential to maintaining economies and they impact the entire societies and
nations[11]. People prefer bank to save their money. National Credit and Commerce Bank Ltd was once a
financial institution and converted to commercial bank in 1993. Since, then they have been operating as a
leading private commercial bank with strong banking management.The Bank has set up a new standard in
financing in the Industrial, Trade and Foreign exchange business. Its various deposit & credit products have
also attracted the clients-both corporate and individuals who feel comfort in being with NCC Bank Ltd.[3]
Advertisement plays an important role in the society, and now financial sector is no exception to this. It
generates the awareness between the consumers about the recent products which are being offered to them.
It also creates a relationship between the company and the consumer. Due to the paradigm change in the
societal behavioral patterns and technology there are many new advertising opportunities which are coming
like Popup ads, Flash ads, Banner ads, and email ads (often a form of SPAM), Social networking sites etc.
Due to the privatization of financial sector the competition among the different Financial Institutions has
increased tremendously, as each institute is trying to build its market share by offering variety of financial
products designed for their targets markets. In this scenario, every institution claims uniqueness of its
products and tries to impress upon the consumer that these products are best suitable for his needs [10]I have
been working at NCC Bank Limited for 3 months as intern and most of the part of my report is based on my
practical knowledge. This Internship Program has helped me a lot to learn about the actual marketing
activities of bank and I experienced the real customer’s perceptions on bank’s products and services. NCC
Bank Ltd is one of the largest and oldest private-sector commercial bank in Bangladesh, with years of
experiences. Bank performance or profitable heavily depends on proper customer’s positive view. In this
current competitive environment, to achieve future development and the flourishing business,the NCCBL
has to need to identify their customers perceptions on products and services weather its positive or negative
and must develop their marketing strategy to make the negative image into positive and to improve the
positive image on customers point of view.In my 3 months (34 weeks) internship, I have tried my level best
to learn about the advertising of NCCBL and it’s impact on consumers, this research report will show my
experience and I have also suggest some unique ways through which NCCBL can improve their advertising
strategy.
Finally i can say that, Internship helps me to identify my weakness and also my strengths. A working life is
very challenging as it requires great effort, commitment, and abilities, those are something that i need to be
prepared and trained to.
1.2 Scope of the study
Banks have been playing animportant role in economic development and contributing immensely to build
the country. Banking sector is fast expanding in our country because of globalization and reform of private
sector. To survive as a key player in this highly competitive and complex business environment a bank
should know about customersperception about the bank. Powerful adversiting always can change the
customer’s perceptions positively or negatively. This report has the crisp detail of NCCBL’s advertising
activities on customers perceptions. And I had a great opportunity to have an in depth knowledge of all the
advertising activities practiced by the NCC Bank Limited.
1.3. Purpose of the study
Purpose of the study Internship is the capstone experience that provide me with hands-on, real-world
experience in a work setting. Ideally, internship will enables interns to:
 Integrate and use my knowledge and skills on the bank.
 Internship helps us learn and add to our experience.
 I learn how to deal with a variety of customers.
1.4. Objective of the Report

The study has been undertaken with the following objectives:
• To understand the advertising activities of bank.
• To get a detail idea about the bank’s product and service
• To find out the way in which the bank provide their services to desired customer
 To identify customer’s perceptions on bank service and product and its relation with banking product.
• To suggest ways of improving the advertising and service standard that accommodates a rapidly growing
customer volume.
1.5. Limitation of the study
Some limitations were faced while constructing this internship report. Limitation of time was one of the
most important factors that shortened the present study. Due to time limitation many aspect could not by
discussed in the present study. Due to time constraints, the sample size had to be restricted to 30 only. These
include:
 The samples are not the representative of the whole bank because they are a very small in number
 As I had more dependence on the primary sources, so there might be some levels of inaccuracy with this
collected information.
 The major problem that I faced that is the management of the bank was unwilling to share or disclose
some information which was really required to prepare the report due to confidential issues.
1.6. Methodology of information collection
Type of study: This research is a descriptive research in nature.

Types of data: This report is based on both primary data and secondary data.
Population: The report has been arranged on customers percepptions on advertising of NCC bank limited.
For the purpose of the study, all branches of NCC bank limited have been considered as target population of
the study.
Sample size: Only one branch of NCC bank limited has been taken as the sampling unit for the study. i.e.
NCC Bank , Narayanganj branch.
1.6.1.Primary Sources:
 Questionnaire survey.
 Face to face conversation with the customers: I chose this to get detail idea about the customer’s views.
 Direct Observation: I observed how employees impress customers through personal selling and the
reaction of customers so that I can relate and compare the observation and the data I got through the
survey.
 Practical desk work: practical desk work helped me to get the real experience of customers perceptions
about NCCBL.
 A survey is conducted to find out customes views on advertising of NCCBL.
1.6.2.Secondary sources:
 NCC Bank’s internal server and external websites

 Different documents provided by the concerned officers of the organization
 Annual report of NCC Bank Ltd, 2018,2017.2016
 The internet as general sources of information.
1.7. Significant recent events of the industry:
1.7.1. NCC Bank has signed remittance drawing agreement with Community Bank (10/02/2020 )
NCC Bank has signed a foreign remittance drawing agreement with Community Bank at its Head Office
today (Monday, 10/02/2020). MoslehUddin Ahmed, Managing Director & CEO of NCC Bank and
MasihulHuqChowdhury, Managing Director & CEO of Community Banksigned the agreement on behalf of
their respective organizations. KhondokerNayeemulKabir, Deputy Managing Director of NCC Bank was
also present on the occasion. Under this agreement, Community Bank will be able to pay the foreign
remittance as sub representative of NCC Bank from all its affiliated MTOs.[1]
1.7.3. NCC Bank distributed blankets among the cold stricken people (13/01/2020 )
NCC Bank distributed blankets among the poor & helpless cold stricken people as a part of Bank's
Corporate Social Responsibility. Chairman of the Bank Md. NurunNewazSalim inaugurated blanket
distribution ceremony in Dhaka. Director & Chairman of the Risk Management Committee
KhairulAlamChaklader, SEVP & Head of Operations Muhammad H. Kafi, EVP & Company Secretary Md.
MonirulAlam along with other Senior Executives were participated the distribution ceremony. Later,
Executives & Officers of the Bank distributed Blankets among the displaced floating cold stricken people of
Kamalapur, High Court, Palashi More &Shantinagar area during mid night. Besides, NCC Bank handed
over huge number of blankets to Prime Minister's Relief Fund as well as distributed through different
branches all over the country.[4]
1.7.4. NCC Bank donated Tk. 07 Crore to Bangabandhu Memorial Trust (07/01/2020)
NCC Bank donated Taka 07 Crore to Bangabandhu Memorial Trust as part of its Corporate Social
Responsibility for celebration of MUJIB BORSO - 2020. Chairman of the Bank Md. NurunNewazSalim
handed over the cheque to Hon’ble Prime Minister Sheikh Hasina at Ganabhaban yesterday (06/01/2020) in
a simple ceremony. Hon’ble Finance Minister A.H.M. Mustafa Kamal, Managing Director & CEO of NCC
Bank MoslehUddin Ahmed and Chairman of Bangladesh Association of Banks (BAB) Nazrul Islam
Mazumder were also present on the occasion. Besides, NCC Bank has taken an initiative to establish Mujib
Corner at Head Office premises on the occasion of Mujib BORSO-2020.[5]
Chapter 2
Literature Review
Meidan (1996)Advertising is considered as any paid form of non-personal communication directed towards
target audiences and transmitted through various mass media to communicate the services offering of the
advertised company. The most important part of advertising is to make services tangible in the mind of
customers to reduce the perceived risks and provide a clear understanding what they want to deliver to their
desirable customer groups. Two types of advertising channels appropriate for financial advertising. TV
commercials, billboards, newspaper ads, radio ads, posters, magazines ads etc. are the forms of advertising
and these forms of advertising known as “Above the line” of advertising. While on the other hand, invisible
advertising of bank services are considered as leaflets, pamphlets, exploratory guides and manuals that help
banks to support to sell their specific services and these forms of advertising is popularly known as “Under
the Line”of advertising. TV commercials (TVC) are playing vital role for promotional technique, through an
advertisement bank can use both functional appeal and emotional appeal to attach their customers. TVC is
the best way to capture huge audiences and they are usually convinced through TVC. Nevertheless, word of
mouth, billboards, newspaper ads, personal contact etc. are also playing crucial role for the adoption of
online banking.
Banking sector is the most lucrative sector in Bangladesh. Banks are using most TV commercials and or
advertising, billboards as their promotional strategies. Because of on air of TV commercials and billboards,
all levels of people from the society may know about the banking conditions of the present demand of by
customers and others. Promotional strategies are playing the vital factor for the improvement of knowledge
of customers about banking progress. TV commercials have shown the customers how they can use online
banking; its functional benefits are being presented through different forms of advertisements. Commercial
banks are using emotional appeals on their advertising to convince their existing and potential customers to
adopt online banking facilities of their banks. People are convincing of their promotional techniques and
adopting online facilities. BRAC Bank, City Banka and Dutch Bangla Bank are the major players who make
their online services more reliable to their customers through various creative promotional strategies these
days. Customers are getting more informative through advertisements, billboards and others functions of the
banks. The most convinced customers are always using “Word of Mouth” of about desired facilities
regarding online services that are being offered by different commercial banks.[13]
Ayres (2015) explained that banks are needs to implement well-organized advertising campaign for
marketdevelopment. Advertising is necessary for banks and provide elemental supports for banks.
Advertising isfundamental key for long-term growth and provide organization at contemporary business
environment to havecapability to improve customer awareness of products to achieve demand. Competition
in banking sector is veryfierce and banks needs to updates customer's mind about the attractive offers that
are provided by bank tocustomers.
Storey (2013) explained that banks are always to provide lots of financial information relating to
banksperformance through advertising to enable stakeholders of banks to get all facts relating to current
bankoperations. Banks implements advertising to inform stakeholders with information related to bank
performanceevery year and to enable stakeholders to be aware of the effective performance of bank. Banks
should declarealso the annual reports related to bank performance every year to public people as per local
regulations relatingto banks.
Sisson, (2015) explained that advertisements enable banks to improve large number of people awareness
aboutthe quality of services that are provided by bank to attract more people to deal with bank and to gain
peopletrust of the bank operations. Advertising supports banks to make more customers to be conscious of
all bankservices and enable banks to make people aware of bank packages of services. Bank brand can be
more familiarto larger number of people in banking sector by advertising. Banks needs always to perform
wide advertisingrelating to bank offers and to provide customers with all facts that make customers to have
satisfaction of bankperformance to attract the to deal with bank.
Henderson (2014) explained that advertisements support banks in competition with other banks and to have
better opportunities to raise bank market-share by attracting customers of other banking through advertising
campaign. Advertisements had strong role to support banks to expand effectively in banking sector and
toenable customers to get higher awareness of overall bank offers and bank products. Advertisements
makespossible to banks to gain more profit through the positive roles of advertising to attract superior
number ofcustomers and to encourage them to take decision to deal with bank. Advertisements enable banks
to targetspecific segmentation of customers and to focus advertising efforts to make an exact segment of
bank customersto be aware of bank offer. Advertisements enable bank to send a specific message for bank
customers and toattract customers attention to bank offers to gain higher customers trust.
Schuler (2015) explained that advertisements attracts customers to decide to deal with bank due to role
ofadvertising to support customers to get vital facts reeling to overall bank operations and bank history to
lead orecustomers to decide to deal with bank and to open their account in bank. Advertisements provide
banks withstrong brand name and remind customers about performance of bank and range of services that
are provided bybank to people in banking sector. Advertisements support banks for long-term growth and
enable to attract morecustomers and to create strong relationships with current customers of banks.
Chapter 3
Profile of NCC Bank Limited
3.1. Background histyory of NCCBL:

National Credit and Commerce BankLtd.bears a unique history of its own. The organization started its
journey in the financial sector of the country as an investment company back in 1985. The aim of the
company was to mobilize resources from within and invest them in such way so as to develop country's
Industrial and Trade Sector and playing a catalyst role in the formation of capital market as well. Its
membership with the browse helped the company to a great extent in these regard. The company operated
up to1992 with 16 branches and thereafter with the permission of the Central Bank converted into a full-
fledgedprivate commercial Bank in 1993 with paid up capital of Tk. 39.00 coreto serve the nation from a
broader platform.
Since its inception NCC Bank Ltd. has acquired commendable reputation by providing sincere personalized
service to its customers in a technology based environment.The Bank has set up a new standard in financing
in the Industrial, Trade and Foreign exchange business. Its various deposit & credit products have also
attracted the clients-both corporate and individuals who feel comfort in doing business with the Bank.
The initial authorized capital of the Bank was Tk. 75.00core and, paid-up capital Tk. 19.50, core at the time
of conversion, which is now raised, to Tk.39.00core. The present authorized capital is Tk. 10,000.00 core
and paid up capital is Tk. 8,832.18 core. The sponsors of the new bank consisted of 26 (Twenty six)
Members, who comprised the first Board of Directors. The share price of the bank is currently being quoted
at both Dhaka and Chittagong Bourses at an average price of Tk. 320/-against per value of Tk. 100/-. NCC
Bank based upon its commendable business performance for the year ended 2016, has meanwhile declared
stock dividend at the rate of 12.75%.
The Bank which started with 16 branches in 1993, has at present 104 branches and 03 (three) Booths located
in prime commercial areas of Dhaka, Chittagong, Sylhet, Feni, Khulna, Jessore and Rangpur District
Headquarters, out of which as many as 41 are Authorized Dealer Branches, fully equipped for dealing in
directforeign exchange businesses.
Head Office:NCC Bank Bhaban, 13/1-13/2, Toyenbeecirculer road, Motijheel C/A, Dhaka-1000,
Bangladesh, PABX: 9561902-4, 9566283, 9563981-3, Fax: 88029566290, E-mail: info@nccbank.com.bd,
Web: www.Nccbank.com.bd[12]
3.2. Vision & Mission

3.3. Departments:
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Human Resource Division
Advanced Division Personal Banking Division
Operations Division Computer and Information Technology Division
Finance and Accounts Division Audit & Risk Management Division
Card Division Treasury Division, etc.
3.4. Core Values:
3.5. Organizational Hierarchy

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Chapter 4
Analysis of the topic (Existing products and services of NCCBL)
4.1.Loan Products
4.1.1.Personal Loan: A loan facility for the service holders to meet the emergency expenses of the
following occasions such as to bear the cost of Medical treatment / Surgical Operation / Maternity /
Marriage.
 Eligibility of the applicant: Only Permanent salaried employees with at-least 3 years of confirmed
service.
 Age Limit: Minimum Age 21 years to Maximum 50 years.
 Loan Limit: Minimum: BDT 25,000 and Maximum BDT 100,000.
 Loan Application Fees: BDT 600
 Loan Tenure: Minimum 6(six) months but not exceeding 3(three) years.
4.1.2.Education Loan: You should think more on where your child should study than your financial
constraints. To help your child to make understand his/her true academic potential, come to NCC Bank for
our Education Loan, to ensure a better higher education for your child.
Eligibility of the applicant
 Any Bangladeshi bonafide student, after successful completion of at least H.S.C

 Complied all preconditions for getting admission and Visa formalities.
 Have no bad reputation e.g. Criminal Record, Political connection etc.
 Loan Limit :Minimum: BDT 100,000 and Maximum: BDT 1,000,000.

 Loan Application Fees :BDT 600
4.1.3. Car Loan:A facility to ease the burden of high cost as well as to fulfill the dream of acquiring your
car.Eligibility of the applicantare as follows.
 Salaried employees having at least three years of confirmed service.

 Self-Employed Professionals having at least 3 years of independent practice experience.
 Businessperson having at least 3 years business experience.
 Homeowners or property income holder.
 Age Limit: Minimum Age 21 years to Maximum 60 years.

 Loan Limit:Minimum BDT 200,000 and Maximum BDT 4,000,000.
 Vehicle Category: Japanese, Korean, USA, South East Asian and European Origin Vehicles only.
 Loan Application Fees: BDT 600
 Loan Tenure: Reconditioned Vehicle: maximum 60 Months and Brand New Vehicle: maximum 72
months.
4.1.4.House Building Finance:Housing is one of the five prime needs of mankind. Everybody has a
dream to have a dwelling house of his own. Housing Loan with competitive rates, convenient features
and simple procedures will enable you to turn your dream into reality.Feature of the loan are.
 Loan Amount: Tk.5,00000/-to Tk.75,00000/.

 Loan Period: 05 years to 15 years
 Interest Rate: Competitive Interest Rate as per Bank’s Policy and Bangladesh Bank
 Age of the property: Not exceeding 10 years in case of purchase of ready house/building
 Location of the property: City Corporation/Pourosava where there is a plan duly approved by a
designated graduate Civil Engineer duly approved by the appropriate authority
4.1.5.HouseReparing& Renovation Loan :A term loan facility to finance for House repairing and
renovation to increasing rental income.
 Eligibility of the applicant: Only the residential house/flat (not older than 20 years) owners.
 Age Limit: Minimum Age 21 years to Maximum 50 years.
 Loan Limit: Minimum: BDT 50,000 and Maximum: BDT 500,000.
 Loan Application Fees:BDT 600
4.1.6. Home Improvement Loan: A term loan facility to finance Home Renovation/ Extension/Purchase of
household durables for better dwelling standard. Under Home Improvement facility we finance the
followings:
 Purchase of Electronic Household Durables.

 Purchase of Furniture and Fixtures.
 Modification of the decoration of the building/flat.
 Extension of the existing Building.
 Eligibility of the applicant: Home Owners and Salaried individuals.
 Age Limit: Minimum Age 21 Years to Maximum 60 Years.
 Loan Limit: Minimum: BDT 50,000 and Maximum: BDT 1,000,000.
4.1.7.Consumer Finance Scheme: The facility will offer an opportunity to fixed income groups to enjoy the
benefit of sophisticated living and enhance their work efficiency which will contribute to socio-economic
development of Bangladesh.
 Eligibility of the applicant

 Salaried individuals.
 Business Person.
 Professionals.
 Age Limit: Minimum Age 25 Years to Maximum 50 Years (excerption may be allowed for
employees of NCC Bank) .
 Loan Limit: Minimum: BDT 100,000 and Maximum: BDT 300,000
 Loan Tenure : For Motor Vehicles - Maximum 3 (three) years
 For other items - Maximum 2 (two) years
4.2.Deposit Products
4.2.1.Current Account:Any businessman, firm, limited companies, local bodies, corporate bodies etc. can
open a Current A/c with NCC Bank Limited. Current deposit is 100% demand deposit and account holder
can deposit/withdraw his/their deposits frequently without any limit.CD A/c is non-interest bearing deposit
account.
4.2.2.Savings Bank Deposit: Any individual person, local bodies, club, society, association, house wife,
student, non-profitable organization etc. can open a Savings Bank Deposit A/c with NCC Bank Limited.
Saving Bank Deposit is both and demand deposit, of which 10% is demand and 90% is time deposit and
account holder can withdraw his/their deposits twice in a week upto a certain limit.SB A/c is interest bearing
deposit account.
4.2.3. Special Notice Deposit: Any businessman, firm, limited companies, local bodies, corporation,
corporate bodies etc. can open a Special Notice Deposit A/c with NCC Bank Limited. Special Notice
Deposit is 100% Time deposit and account holder can withdraw his/their deposits with prior notice to the
bank.SND A/c is interest bearing deposit account.
4.2.4. Special Savings Scheme:Any individual person can open a Special Savings Scheme deposit A/c with
NCC Bank Limited for tenure of 5/10 years. Depositors can open SSS A/c with monthly slab of minimum
Tk.500 and maximum Tk.25, 000 and can deposit its monthly installments upto 15th day of month. SSS A/c
deposit is 100% term deposit and account holder can withdraw his/their deposits after expiry of maturity of
SSS A/c.
SSS A/c is interest bearing deposit account and interest rate varies on the basis of tenure of deposit.
4.2.5. Special Deposit Scheme: Any individual person, businessman, firm, limited companies, local bodies,
corporation, corporate bodies etc. can open a Special Deposit Scheme A/c with NCC Bank Limited. Special
Deposit Scheme A/c is a term deposit of 3 (Three) years and interest is payable on monthly basis. Special
Deposit Scheme is 100% term deposit and account holder can withdraw his/their deposits (Principle
amount) after expiry of maturity of deposit.
4.2.6. Instant Earning Term Deposit:Any individuals, retired personnel, housewives, widow and wage
earners can open Instant Earning Term Deposit A/c with NCC Bank Limited for Tk.1.00 lac and above but
multiple of Tk.1.00 lac. Instant Earning Term Deposit A/c is a term deposit of 1 (one) year against which
interest is payable below 1% of the existing rate interest applicable on fixed deposit for 12 months and
interest for one year is payable instantly at the time of opening of the account.Instant earning Term Deposit
is 100% term deposit and account holder can withdraw his/their deposits (Principle amount) after expiry of
one year.
4.2.7. Money Double Program: It is a new product of deposit. It is a deposit product for a specific period.
On completion of term, the deposit amount will make the principal amount double and depositor will get
double of deposited amount.
4.2.8.Youngster Account: NCC Bank Youngster Banking is the product of School Banking program.
School Banking is all about learning regarding the importance of saving and smart money management. We
passionately believe that when it comes to your education, knowing how to manage money is as essential as
English, Maths, Science or Arts. Our School Banking program gives you an easy, fun and interactive way to
learn money management skills you will use for the rest of your life. Through the program, you can bank at
school, giving you an opportunity to have hands-on banking experience in a fun and interactive
environment.
4.2.9. Youngster Maximus Account: Round the year you get the opportunity to receive cash gifts in
different religious celebrations, on English & Bengali New Year (PahelaBoishakh), on your Birthday or on
Special Family Event. But all these special days donation even come at a time or nevertheless in sequel. Yes
you want to spend this treasure-trove on many things but you are wishing for spending it on a big longing.
Youngster Maximus shall help you to accumulate your cash to a substantial amount. Youngster Maximus is
a great investment option for you whenever you have enough cash to avail this opportunity. The Youngster
Maximus has the ability to earn for you a higher rate of return than a regular transactional account or
traditional fixed deposit account. The rate of return is fixed for the duration of the term selected, so you
know exactly how much return you will earn at maturity. The Youngster Maximus is zero risk investment
than traditional similar account. You only need a small amount to get started. This is the best option that
best suits your savings goals. Finally, if you continue to roll your Youngster Maximus account over a longer
period of time, you can get the additional benefit or compound return on your investment
4.2.10. Youngster Moneyplant Scheme:

Nowadays you have access to more money than ever before, thanks to allowances, gifts and for many,
income from artistic presentation of your talents. Having more money makes you more responsible for
managing money and making decisions for everything from small everyday purchases to bigger-ticket items
(such as a bike or a camera) to saving for your higher education. What I am telling now is about managing
your pocket money in a Smart Way by understanding money.
4.3. Cards
4.3.1.Visa Credit Card(Enjoy the benefits of cards, Make life easy): NCC Bank has launched its Visa
Credit Card Service on August 22, 2005 and we are offering three types of cards which are Visa Classic,
Visa Gold (Local) and Visa Dual Currency Card (Globally and Locally). Since then we have issued
significant number of both general and corporate cards.
4.3.2. Debit Card: NCCB Proprietary Debit Card will be offered to each and every Savings & Current
Account holders of the Bank.
4.4.Remittance products
4.4.1.Wage Earners Welfare Deposit Pension Scheme(WEWDPS): A special DPS product titled "Wage
Earners Welfare Deposit Pension scheme" (WEWDPS) for the wage earners. Under the scheme this
remitters will be able to make monthly deposits from their foreign currency remittances sent for 5 years.
Under this scheme they would not be required to bear tax on their income.
4.4.2. Overseas Employment Loan Scheme (OELS): This Loan Product is designed to help potential
candidates aspiring for going abroad as wage Earners. The product will be termed as "Overseas
Employment Loan Scheme" (OELS) and the salient features are:
o Loan Amount: Maximum Tk. 1.00 Lac for unskilled manpower and Maximum Tk. 2.00 Lac for
Skilled Manpower.
o Repayment: Maximum within 24 months by equal monthly instalment starting from 3rd month of
disbursment or as prudently desired.
o Moratorium Period: Maximum 2 months from disbursement.
4.5. Services of NCCBL
4.5.1. Remittance Service:Most of the banks of developing countries offer remittance, as some citizens
here go abroad for work purpose. These is the process of transferring currency from one country to another,
it also helps to enhance the economical money cycle. Remittance is the only service that bank provide to
customers as well as non-customers.Remittance Sending Partners are.
4.5.2. Treasury Service: Primary Dealer of Govt. Approved Securities.NCC Bank Treasury has a well
equipped state of the art dealing room with a dedicated team of skilled human resources for efficient
dealing. NCC Bank Treasury provides all sorts of Treasury solutions including Foreign Exchange, Money
Market, Fixed Income and Corporate solutions.
4.5.3.Locker Service:Locker service offered by the Banks gives customers a completely secured facility for
safekeeping of his/her valuable items, confidential documents and other valuables against from any
unfortunate incident. Our Locker Service is available in most of the Branches of NCCBL.
4.5.4. NCCBL Securities & Financial Service:NCCB Securities & Financial Services Limited-a newly
incorporated fully owned subsidiary company of National Credit & Commerce Bank Limited having paid
up capital of TK. 200 crore is a member of Dhaka Stock Exchange Ltd. & Chittagong Stock Exchange
Limited bearing Membership no. 61 & 132 respectively. All the branches are well designed & equipped
with modern equipment related to stock broking business like highly configured projector, trading work
station and price displaying board. Mentionable that our Brokerage House is a full-fledged Depository
Participant of Central Depository of Bangladesh Ltd. (CDBL). Our Stock Broking business has been
running since 1993 under the umbrella of parent company NCC Bank Ltd. And presently we have a
dedicated team of 65 officers & executives who are experienced and skilled as fund manager, financial
analyst and stock broking advisor. So to speak, all of them have got highest degree of professionalism.
4.5.5.NCCB SureCash Mobile Financial Service: SureCash is a mobile financial service (MFS) platform
developed by Progoti Systems Limited. It is currently accessible through six scheduled banks: Rupali Bank
Limited, First Security Islami Bank Limited, Bangladesh Commerce Bank Limited, Jamuna Bank Limited,
National Credit & Commerce Bank Limited and National Bank Limited. Through its partner banks,
SureCash offers a range of services including cash in, cash out, cash transfers between individuals (P2P),
cash transfers from businesses/organizations to individuals (B2P), bill payments, merchant payments,
mobile top up and collections. Currently, SureCash’s partner banks have over 1,000,000 users and about
40,000 agent points all across Bangladesh, in addition to partnerships with more than 200 educational
institutions. SureCash users can access their mobile money account via a USSD menu (currently only
available in English) by dialing *257# from Airtel and Banglalink, *375# from Teletalk, and 09606060606
from GrameenPhone and Robi. SureCash also offers its corporate clients a web-based platform and platform
integration between the organization’s financial systems and SureCash’s platform. SureCash also offers a
mobile app for end users to make transactions.
4.6. Advertising & Promotional Activities of NCCBL:Modern Marketing calls for more than just
developing a good product. Pricing it attractively and making it available to target customer. Companies
also must communicate with their customers and what they communicate should not be left to chance.
This theory is also applicable for banking business. To communicate well bank often hire advertising
agencies to develop effective advertisement, give appointment to active experienced officers and executives,
gives on-line services to the big businessmen or organization, create a private relationship with clients.
The marketing communication program of a company or a banking business is called “Promotion mix”-
consist of specific blend of advertising, personal selling, sales promotion and public relation tools that the
bank uses pursue its marketing objects.
The following tools are used with NCC Bank Ltd. are given:-
4.6.1.Advertising: Advertising is one of the most important tools of promotion. The NCC Bank Ltd. is to
arrange to publicity or to draw attention of businessmen to various media regarding their product or service.
On the other hand the Bank is always to the door of their clients if any new service is arranged. In
connection with this they distribute their prospectus to the clients. At the end of 1999 NCC Bank Ltd. issue
their shares to the market. NCC Bank Ltd. issued/offered share of Tk. 19,50,00,000 out of which public
offer is Tk. 5,25,000 shares @Tk. 100 each. NCC Bank Ltd. tries to draw the attention of general public and
businessmen regarding their shares, which has been already issued, in the market through “The Daily
ProthomAlo” and “The Daily Financial Express”.
In the meantime they market public of their best services as to prospectus with the newspaper by each
month and they distribute it to service holder and clients. Even though it is very important for any bank to
make introduce them in the market of their products and services as needed but NCC Bank is not achieved
this capability as yet. But it goes without as that an established bank can lose his name and fame with their
clients as well as deposits due to proper and effective advertisement which can activate the clients to lessen
their deposits. We can say here as for example “The American Express Bank Ltd.” Standard Chartered Bank
is not only in Bangladesh they are always ahead than others all over the world implementing the
advertisement if needed. They at least make sure their clients about services in each week through add by
newspapers as well as any reputed magazines. I think NCC Bank should follow this strategy of Standard
Chartered Bank Ltd. NCC Bank can make introduce them to the public by banner in the busiest area and can
hang signboard on the road as public can recall their business thinking first.
Meanwhile NCC Bank Ltd. published well calendar, pocket calendar, and desk calendar as well as diary
every starting year what they distribute to the clients and to the service holders.
As matter of fact we already became to introduce ourselves with the different cable channels and Internet in
which NCC Bank Ltd. may give there add with effectively. On the long run it is to say that without add or
publicity any product or service would be boneless since how a client can introduce himself with this
service. So NCC Bank Ltd. should consider this case. And all should accept the strategy of perfect
advertising.
4.6.2.Personal Selling: The business of any bank, which is to be reached to the client’s knowledge and to
trying have motivate to purchase their services, is called Personal selling. This is why it is most important to
take training of officers and executives of Bank specially.
I have completed my internship for two months with NCC Bank Ltd., Narayanganj Branch, Dhaka as it is
integral part of my under graduation. I found all executives and officers well conscious about their personal
selling. They help to the new and old both clients to choose the option of new service and motivate them to
continue and start purchasing their services. NCC Bank Ltd. always accelerates their activities to the
customer’s existing with them and assists to get prompt services. By this way they try to expand their name
and fame in the market.
4.6.3. Sales Promotion: According to banking business, short-term incentive to encourage the sales of
services or products of Bank is called sales promotion.They sometime reduce the interest of loan and
enhance the interest of deposit as client may remain with them.As banking activities is service related, so
they may emphasis on the services marketing.
4.6.4. Sponsorship: NCCBL considers sponsorship concept as one of their major tools for marketing. The
bank has already sponsored many social welfare programs to show its interest on corporate social
responsibility. Beside this the bank has also helped to build up many beautiful monuments at Dhaka city like
the one at Science laboratory.
4.6.5.Some Advertisement of NCCBL

Chapter 5 ( Analysis of secondary data : A comparative

analysis of advertising activities of NCCBL)
5.1. ICICI Bank (India):ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian
financial institution, and was its wholly-owned subsidiary.The promotion strategy of ICICI Bank comprises
of direct and indirect communication to the customers. Besides emphasizing on the modernization of its
banking facilities stress is also laid on the benefits one gets on using the banks services. The benefit of each
product is highlighted so that the clients become impressed and they are forced to grasp the services of this
bank.
5.2. Promotional Strategies:For advertising ICICI is using
o Advertising: Television, radio, movies, theatres

o Print media: hoardings, newspaper, magazines
o Publicity: road shows, campus visits, sandwich man, Sponsorship
o Sales promotion: gifts, discount and commission, incentives,etc.
o Personal selling: Cross-sale (selling at competitors place),personalized service.
o Telemarketing: ICICI one source Call center (mind space)
5.3. Notable Promotional strategies are as follows:
TV Ads with Amitabh Bacchan: Under the promotional strategy, ads have been placed in the print
media and famous personalities have been roped in for visual media. It has been a huge boost forICICI
Bank to hire Amitabh Bacchan, the famous actor, in the advertisements. All the ads related to the bank
denote‘trust’ and this has helped them immensely as trust is a rare commodity in today’s world.
Through Bagban Movie: Promotions are also done through films like Baghban. Technology has been
use to its maximum potential in tracking the customer’s wishes and demands.ICICI and Amway have
formed an alliance for a credit card that can be used at international level.The bank has also patched
with Indian Railways and many services are provided for the benefit of the customer.
Tag Line: ICICI Bank’s tag line is very appropriate ‘Hum Hain Na’ because it promotes credibility,
trust and financial solutions to every customer. It has been successful in its endeavour to project a
sophisticated image with modern concept.
[https://www.marketing91.com/marketing-mix-of-icici/]
iMobile app:ICICI Bank’s iMobile app, which is the most comprehensive and secure app, has been the
Best Mobile Banking App for 3 years in a row. It has been awarded as ‘India’s Best Mobile Banking
Experience’ by The Forrester Banking Wave. Offering over 250 banking and informational services.[
5.4. Social Media Strategies:
Facebook:ICICI bank is not only focusing on Facebook marketing campaign, but also going beyond
that. Facebook ads focus on brand awareness, lead generation and customer engagements. They are
paying attention to customer feedback as well as engaging them with different appealing messages like
word currency facts, puzzles or quiz. ICICI bank also has the right blend of offline and online marketing
campaigns. Facebook campaigns are also targeted to drive more traffic to their website.
Twitter:One of the critical strategies of ICICI bank is that their tweets have a human touch. They are
not tweeting like an answering machine. ICICI Bank’s social media team responds to customers
concerns on the spot. They are very effective in creating and sustaining effective communication with
their consumers. ICICI focuses more on interacting with its user in a friendly manner. They use this
medium to promote their products differently; how they can understand banking needs and provide
solutions.
Youtube:ICICI Bank is developing fresh, crisp and useful content for its YouTube channel. They have
posted economy related interviews, current financial trends, inside stories, testimonials, etc. Currently,
they have more than 118 videos on the YouTube channel.
To summarize, ICICI Bank is doing a magnificent job in social media marketing as compared to other
similar players in the market. They have gained consumers trust by continuous efforts of delivering useful,
valuable content with a reliable communication pattern. It is a natural human tendency that human likes to
interact with humans, not machines or robots.
[https://www.proschoolonline.com/blog/social-media-strategy-review-icici-bank]
Billboard Ads
5.2 City bank (Bangladesh):City Bank, established in 1983, is one of the oldest private commercial banks
in Bangladesh. It is a highly reputed bank among the top local banks that is well known for adopting global
practices by doing away with the age-old traditional and decentralized banking practices and culture.
Advertising and promotional strageties of City bank’s are as follows.
[https://www.anwargroup.com/anwar_brands/the-city-bank-ltd/]
 Print media: newspaper, magazines

 Publicity: campus visits, Sponsorship
 Sales promotion: gifts, discount and commission, incentives,etc.
 Personal selling: Cross-sale (selling at competitors place),personalized service.
 Social Media: Facebook, linkin
5.2.1. Unique Strategy: Choosing strong and trustable partners in customers point of view is one of the best
strategy of City Bank.There is no doubt The City Bank has chosen its partners well. BKash and
Grameenphone are highly respected brands at home, while Ant Financial’s reputation precedes it.
[https://www.euromoney.com/article/b1dldcd433rwvs/bangladesh-the-city-bank-goes-all-in-on-digital]
5.2.2. Notable Sponsorships
Organized a Bangladesh roundtable discussion on ‘Delivering a vision for growth’, in association

with Euromoney, one of the world’s leading financial publications. The purpose of the roundtable
was to enlighten both local and global investors on Bangladesh’s economic sustainability and
potential. This is the second time that City Bank has collaborated with Euromoney to organize the
roundtable. Finance Minister, Mr. Abul Mal Abdul Muhith opened the roundtable discussion.
City Bank continued to uphold its presence as promoter of golf in Bangladesh. The Bank sponsored
more golf tournaments, ‘The City bank American Express Chittagong Open 2017’ in Chittagong
and ‘City Bank Golf Tournament’ in Ghatail.
Hosted an event with London Business School Professor Mr. NiroSivanathan exclusively for City
Bank Priority Banking customers.
5.2.3.Notable Campaigns
CBL has successfully launched the first co-branded grocery credit card of the City Bank American
Express portfolio, in collaboration with renowned superstore Agora. The Campaign incorporated a
360-degree approach, touching key communication channels: print, online and merchant branding.
Launch of sapphire an arm of Citygem priority banking: The extension of Citygem, which is
christened as Sapphire, was launched in the beginning of the year for ultra- high net worth
customers.
Recycle ATM launched: City Bank launched the country’s first internet-enable cash recycling ATM.
To make the campaign a successful one, there was a full-scaled press advertisement backed by
EDM, Desktop screensavers, ATM screen flash and leaflets.
Launch of Agent Banking: CBL has successfully launched Agent Banking with a grant inauguration
ceremony. Developed application forms and brochure to support the business team. Branding was
also initiated in all the 5 Agent Banking outlets.
Other Campaigns: Valentine’s Day, PohelaBoishakh (Bengali New Year), Ramadan, CityMaxx,
American Express Airlines campaigns, online shopping campaigns with leading online merchants,
American Express lodging and travel campaigns, Auto Loan campaigns, Citytouch in ATM and City
Manarah (Islamic Banking).
5.2.4.Other Promotional activities of City Bank
CBL Digital team has also Revamped Website (www.thecitybank.com) this year
CBL Facebook page is the only verified by Facebook itself among Bangladeshi banks to ensure
the page’s authenticity
CBL has a robust presence in key social media channels, such as Facebook follower base
reached 1.1 Million, LinkedIn page follower increased 500%
Digital team have launched City Sapphire Website: (http://www.citygem.com.bd/sapphire/)
CBL has been featured by Facebook itself as pioneer in Digital Marketing in South Asian
Region: (http://www.facebook.com/business/success/the-city-bank)
Card customer engagement events: Malaysian and Turkish food festivals.
[internship report on BRAC University report ]
Social media ads on Facebook

5.3. SCBL:SCB BD (officially M/S Standard Chartered Bank Bangladesh Pvt. Ltd.) is a banking and
financial services company headquartered in Dhaka, Bangladesh and a wholly owned subsidiary of Standard
Chartered. Standard Chartered has been operating in Bangladesh for over a hundred years.[ "Standard
Chartered Acquires American Express Bank's Business in Bangladesh". Retrieved 17 December 2015.]
Saadiq Platinum Credit Card of Standard Chartered Bank is one of the most important product of SCB.
There are many Muslim countries in the world where a lot of people in this religion try to follow the rules
conducted by Islam and for those people Standard Chartered Bank came up with a whole new concept of
Saadiq where people will be able to do their banking which is related to their Sharia.So this Card have
following advertising tools
Direct Marketing:For this International Credit Card Standard Chartered Bank do some direct
marketing. Those are listed below;
 Direct Mail: Marketing division of SCB has a huge customer data collection. Customers who strictly
follow the rules conducted by Islam, the sales division collected these customers information from
various sources. After that SCB analyze those customers and send direct mail to those customers about
the Saadiq Platinum Credit Card facilities and benefits and also convey some certain offer based on the
time frame.
 Telemarketing: This is one of the regular direct marketing tools. As I have early mentioned about
selective data base of the customer group. The call center department of SCB does this telemarketing.
Interactive / internet Marketing: In the century of twenty first internet marketing is doing so good.
Now a days Internet as an advertising medium to inform, educate and persuade customer.
Publicity:The main objective of publicity is not sales promotion, but creation of an image through
editorial or ‘independent source’ commentary. Standard chartered bank uses many ways for publicity of
Saadiq Platinum Credit Card. They releases news through media and also newspapers, organizes
meeting, presentation to invited reporters and editors. They also sponsors for different events, teams, or
programs to gain public value.
Personal Selling: This face to face communication plays a vital role in promoting the card where the
seller can easily describe about the way customers can be benefited. Since Bangladesh is an Islamic
country and to promote this card and its benefits to the people Standard Chartered had been following
this personal selling policy as a vital tool for their promotion and for the advertisement of the product.
Promotion and media :The mass media that standard chartered rely on for their promotion are
mentioned below-
o Bill boards
o Posters
o Newspapers/ Magazines
o Discounts; To promote their Saadiq Platinum Card Standard Chartered bank offers discounts in
different occasions and their offerings are mentioned below-
 A Shariah Compliant Card Based on “Ujrah Concept” (fixed fee based concept)
 An exotic trip to ‘Seychelles Islands’ and pay 12 months without any finance charge
 Up to 10% off for over 100 destinations on Qatar Airways
 Exclusive 30% off and 12-months 0% Insta Buys offers for Star Cruise packages from Singapore
and Malaysia
[https://www.assignmentpoint.com/business/marketing-business/advertising-principal-of-standard-
chartered-bank-limited.html]
Social Media Ad
Comparative Analysis of Advertising Activities
Advertising Advertising Advertising Advertising
 Television
 Radio
 Movie
 Theaters
Printed Ads Printed Ads Printed Ads Printed Ads
 Newspaper  Newspaper  Newspaper  Magazines

 Magazine  Magazines  Magazines  Billboard
 Hoardings  Poster
 Billboard  Billboard
 Poster
Personal Selling Personal Selling Personal Selling Personal Selling
 Cross Sell  Cross Sell  Cross Sell

 Personalized  Personalized Service  Personalized Service
Service
Direct Marketing Direct Marketing Direct Marketing Direct Marketing
 Tele-Marketing  Direct Mail  Direct Mail

 Tele-Marketing  Tele-Marketing
Social Media Social Media Social Media Social Media
 Facebook  Facebook  Facebook  Website

 YouTube  Linkin  Website
 Twitter  Website
Publicity Publicity Publicity Publicity

 Campus Visit  Campus Visit  Sponsorship  Sponsorship

 Sponsorship  Sponsorship
 Road Show  Campaign
Sales Promotion Sales Promotion Sales Promotion Sales Promotion

 Gift
 Gift  Gift  Gift  Discount
 Discount  Discount  Discount
 Commission  Commission
 Incentives
Unique Strategy Unique Strategy Unique Strategy

Unique Strategy
Strong Partners (Bkash  Creativity In ads
 Tag Line & Grammenphone)
 Famous Face
Online Banking Service: At present the banks in Bangladesh are using the limited electronic banking
services. It is expected that bank can attain more profit and offer better services to its customers by,
introducing on line banking facilities. But NCCBL is not giving this valuable and trending service. Online
Banking is new in our market. Only a few banks are now offering online services in solving banking
problems. Most of the banks are offering only accounting information online. Actual fund transfer and fund
disbursement is not possible in all the banks that are offering online services. So this product will enjoy the
benefit of a first mover.
These Banks are giving online services in Bangladesh

1. https://www.nccbank.com.bd/index.php/nccbnews_details
3. http://dspace.bracu.ac.bd/xmlui/handle/10361/6590
7. http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/8653/13104126-BBA.pdf?
sequence=1&isAllowed=y
8. https://www.ukessays.com/essays/marketing/role-of-advertisement-in-financial-sector-marketing-
essay.php
9. http://www.technofunc.com/index.php/domain-knowledge/banking-domain/item/what-is-a-bank
10. http://dspace.library.daffodilvarsity.edu.bd:8080/bitstream/handle/20.500.11948/2655/141-11-
3686.pdf?sequence=1
11. https://www.academia.edu/12046260/Impact_of_Advertisements_on_Online_Banking_In_Banglade
sh
Books
1.Meidan, A. (1996). Marketing Financial Services, Hampshire and London: Macmillan Press Limited.
2.Henderson, S (2014), Advertising Management, 2nd ed , Cambridge Press.
3.Storey, B (2013) , Principles of Marketing , 4th ed, Rutledge

4.Ayres, K (2015) , Marketing Management ,3rd ed, Rutledge
(Elarde& Chong, 2012)

(Maertz et al., 2014, p. 126).
Journals
Schuler, K (2015), Advertising in Banking Sector , Organizational Dynamics, 12, (6), pp 11–14
Sisson, M (2015) , Advertising , HRM Journal, 7 (12), pp 7 –21
https://www.assignmentpoint.com/business/marketing-business/marketing-bank-products-ncc-bank-
limited.htmlChap 4

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The Effect of Advertisement on Products & Service of NCCBL: Customers Perceptions

“The Effect of Advertisement on Products

Date of Submission: 15/04/2020

Ranada Prasad Shaha University.

I cordially thank to all.

Department of Business Administration

Ranada Prasad ShahaUniversity ,Narayanganj

I wish his every success in life.

Department of Business Administration

Ranada Prasad Shaha University

1.2 Scope of the study

 Integrate and use my knowledge and skills on the bank.

 Internship helps us learn and add to our experience.

 I learn how to deal with a variety of customers.

1.4. Objective of the Report

1.5. Limitation of the study

1.6. Methodology of information collection

Type of study: This research is a descriptive research in nature.

 NCC Bank’s internal server and external websites

1.7. Significant recent events of the industry:

3.1. Background histyory of NCCBL:

3.2. Vision & Mission

Human Resource Division

Advanced Division Personal Banking Division

Operations Division Computer and Information Technology Division

Finance and Accounts Division Audit & Risk Management Division

Card Division Treasury Division, etc.

3.4. Core Values:

3.5. Organizational Hierarchy

Eligibility of the applicant

 Any Bangladeshi bonafide student, after successful completion of at least H.S.C

 Loan Limit :Minimum: BDT 100,000 and Maximum: BDT 1,000,000.

 Salaried employees having at least three years of confirmed service.

 Age Limit: Minimum Age 21 years to Maximum 60 years.

 Loan Amount: Tk.5,00000/-to Tk.75,00000/.

 Purchase of Electronic Household Durables.

 Eligibility of the applicant

4.2.10. Youngster Moneyplant Scheme:

4.5. Services of NCCBL

4.6.5.Some Advertisement of NCCBL

Chapter 5 ( Analysis of secondary data : A comparative

5.2. Promotional Strategies:For advertising ICICI is using

o Advertising: Television, radio, movies, theatres

5.3. Notable Promotional strategies are as follows:

5.4. Social Media Strategies:

 Print media: newspaper, magazines

5.2.2. Notable Sponsorships

Organized a Bangladesh roundtable discussion on ‘Delivering a vision for growth’, in association

5.2.4.Other Promotional activities of City Bank

[internship report on BRAC University report ]

Social media ads on Facebook

Comparative Analysis of Advertising Activities

Advertising Advertising Advertising Advertising

Printed Ads Printed Ads Printed Ads Printed Ads

 Newspaper  Newspaper  Newspaper  Magazines

Personal Selling Personal Selling Personal Selling Personal Selling

 Cross Sell  Cross Sell  Cross Sell

Direct Marketing Direct Marketing Direct Marketing Direct Marketing

 Tele-Marketing  Direct Mail  Direct Mail

Social Media Social Media Social Media Social Media

 Facebook  Facebook  Facebook  Website

Publicity Publicity Publicity Publicity

 Campus Visit  Campus Visit  Sponsorship  Sponsorship