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1.

Problem Definition:

The IMC tools used by the banks in Bangladesh are conventional. Bangladesh has several
banks. They are popular in their position. But for their competition all banks are not using
IMC tools properly. Integrated Marketing Communications is a simple concept. It ensures
that all forms of communications and messages are carefully linked together. At its most
basic level, Integrated Marketing Communications means integrating all the promotional
tools, so that they work together in harmony. Promotion is one of the Ps in the marketing
mix. A promotion has its own mix of communications tools. All of these communications
tools work better if they work together in harmony rather than in isolation. Their sum is
greater than their parts - providing they speak consistently with one voice all the time, every
time. For banking industry IMC tools are really an effective weapon.

In this project report we have to identify the Integrated Marketing communication (IMC)
tools used in banking industry of Bangladesh and evaluate them. Defining the problem allow
us to obtain all the information needed.

2. Approach to the Problem:

As an approach to the problem, we select the major seven IMC used in almost all the
industries. Further more we develop a questionnaire to find the use of IMC tools in the
banking industries. In the next section of the report we will find how the information from the
questionnaire help us to identify and investigates the IMC tools used in the public and private
bank in Bangladesh and therefore evaluate them.

The IMC tools are-


i) Advertisement
ii) Sales Promotion
iii) Personal Selling
iv) Public Relation
v) Events and Sponsorship
vi) Direct Marketing
vii) Online and Interactive media
These are the IMC tools, how these tools are used at the bank industry in Bangladesh will be
evaluated by this research report.
o This report is designed to identify the IMC tools used at banking industry in
Bangladesh.
o This report will also discussed about some advantage or effectiveness of use IMC
tools in banking industry.

3. Research Design:
Research design is a framework for conducting the marketing research project. It specifies the
details of the procedures necessary for obtaining the information needed to structure and/or
solves marketing research problem.

Qualitative research is a method of inquiry appropriated in many different academic


disciplines, traditionally in the social sciences, but also in market research and further
contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior
and the reasons that govern such behavior. The qualitative method investigates the why and
how of decision making, not just what, where, when. Hence, smaller but focused samples are
more often needed, rather than large samples.

This research paper is mainly based on qualitative research. Because, in the context of
Bangladesh, quantitative research is almost impossible as very small portion of the whole
population is familiar with in depth marketing concept. Moreover quantitative data is not that
much available.

In this research report, both primary and secondary data are used. Primary data are obtained
through survey questionnaire including open ended questions and questions based on 9 point
likert scale. Secondary data has been collected from different journals, articles and internet
contents.

Questionnaires are an inexpensive way to gather data from a potentially large number of
respondents and only feasible way to reach a number of reviewers to allow statistically
analysis of the results. A well-designed questionnaire that is used effectively can gather
information on both the overall performance of the test system as well as information on
specific components of the system. It must translate the information needed into a set of
specific questions that can be answered by the respondents.

In preparing our questionnaire we have tried to follow the standards for preparing
questionnaire. In our questionnaire we have included some space for demographic questions
such as occupation, gender and age as well as name of the respondents. Then we have
included all the questions based on 7 IMC tools. Standing on these tools we have developed
our research report. Here Likert scale has been used in generating the responses from the
respondents.

4. Data Analysis:

In this research, for data collection sample size of 120 respondents has been selected where
the respondents are subdivided into 5 groups- students, service holders, homemaker,
businessmen and others which include some other professions.

Frequency Percent
STUDENT 63 54.78
SERVICE 34 29.57
BUSINESS 14 12.17
HOMEMAKER 3 2.61
OTHERS 1 0.87
Total 115 100.00
4.1: Respondents

For conducting this research we divided the respondents’ educational qualification into 5
groups- Undergraduate/Bachelors, Graduate (MBA/MS), post graduate (M.Phil, PHD), HSC,
SSC.
Frequency Percent
UNDERGRADUATE/BACHELOR 48 41.74

GRADUATE(MBA/MS) 47 40.87
POSTGRADUATE(M.PHIL,PHD) 11 9.57
HSC 8 6.96
SSC 1 0.87
Total 115 100.00
4.2: Education of the respondents
Respondents are divided into two customer type- general or personal and corporate or
business.
Frequency Percent
GENERAL/PERSONAL 86 74.78
CORPORATE/BUSINESS 29 25.22
Total 115 100.00

4.3: Customer Type

In this research report we used SPSS 16 for analysis the data which we got from the survey.
By this software we analysis the data and cross tables, descriptive analysis and frequency has
been measured.

5. Results and Findings [Analysis]

In banking industry, the tools used to promote the banking activities are already mentioned in
earlier sections. Whether or not all these tools are effective will be discussed in this section.
What more actions can be incorporated will be recommended further.

5.1 Top of Mind Recall

When the respondents were asked about which bank they can recall whenever they think
about banks, the name of DBBL was recalled in the majority. Table 5.1 shows that out of 115
respondents 25 could recall DBBL at their top of mind recall. Standard Chartered Bank and
HSBC were ranked as 2nd and 3rd respectively.

Name of Bank f % Order


DBBL 25 21.74 1
STANDARD CHARTERED 19 16.52 2
HSBC 12 10.43 3
SONALI 9 7.83 4
AB 7 6.09 5
CITY 6 5.22 6
ISLAMIC BANK 6 5.22 6
BRAC 4 3.48 7
NCC 3 2.61 8
EBL 3 2.61 8
MERCANTILE 3 2.61 8
JANATA 3 2.61 8
BANK ASIA 3 2.61 8
ONE 2 1.74 9
PRIMIER 2 1.74 9
SHAHJALAL 2 1.74 9
UCB 1 0.87 10
PRIME 1 0.87 10
FIRST SECURITY BANK 1 0.87 10
BANGLADESH BANK 1 0.87 10
AGRANI 1 0.87 10
OTHERS 1 0.87 10
Total 115 100.00
Table 5.1: Top of Mind recall of the banks

Among the three Governmental banks, almost 8% respondents can recall the name of Sonali
Bank, ranked at 4; followed by other private and public banks.

5.2 Effectiveness of Media

Banks transmit their messages through various media ranging from traditional TV and
Newspaper to their unique features through word of mouth. From the survey, it has been
found that people became aware of the banks more from word of mouth than that of from
advertising media.

Frequency Percent Order


TV AD 24 20.87 1
FRIEND 24 20.87 1
BILLBOARD AD 18 15.65 2
PROFESSIONAL LINK 18 15.65 2
NEWSPAPER AD 11 9.57 3
FAMILY MEMBER 11 9.57 3
OTHER 3 2.61 4
MAGAZINE AD 2 1.74 5
COLLEAGUE 2 1.74 5
ATM BOOTH 2 1.74 5
Total 115 100.00
Table 5.2: Effectiveness of Media
Table 5.2 shows that TV advertisement and reference from friends tops the list with more
than 20% response each. Apart from these two, billboard advertisement and reference from
professional links remains at the 2nd position, possessing more than 15% response each,
simultaneously. Again, Newspaper advertisement and reference from family members take
the 3rd position, with almost 10% response each, together.

5.3 Reach and usage of IMC tools

Not all banks use the same marketing promotional tools. Even there are some banks that do
not use any sort of promotional program, for example, Sonali Bank. Whether or not the tools
the banks use are effective is the main focus of this report. Following are the discussions on
the effectiveness of each of the tools and the position of the banks in each respect.

5.3.1 Television Advertisement

Television ad has the highest frequency through which people came to know about banks.
Table 5.3 shows that almost 90% respondents have seen advertisements of various banks in
television.

Frequency Percent
YES 102 88.70
NO 13 11.30
Total 115 100.00
Table 5.3: Reach of TV ad

Almost all the private banks use television to telecast their ads. Table 5.4 shows that DBBL
ranks the list with 33 views out of 102 total views, almost one-third of the total respondents.
Prime bank and UCB are in 2nd and 3rd position respectively.

Name of Banks Frequency Percent Order


DBBL 33 32.35 1
PRIME 10 9.80 2
UCB 9 8.82 3
CITY 8 7.84 4
HSBC 6 5.88 5
AB 5 4.90 6
BRAC 5 4.90 6
NCC 4 3.92 7
ISLAMIC BANK 4 3.92 7
OTHERS 4 3.92 7
EBL 3 2.94 8
STANDARD CHARTERED 2 1.96 9
MERCANTILE 2 1.96 9
JAMUNA 2 1.96 9
MUTUAL TRUST 2 1.96 9
ONE 1 0.98 10
TRUST 1 0.98 10
DHAKA 1 0.98 10
Total 102 100.00
Table 5.4: Banks with TV ad views

5.3.2 Online Advertisement

The majority of the people of Bangladesh are still far from the touch of internet. This is why
banks rarely put their advertisements in the websites. Even if banks do, people hardly
recognize the ads as they do not have access to the internet. The following table represents
the scenario of whether the respondents have seen any ad of banks online. Table 5.5 shows a
50-50 consequence between those who have seen the ad online and those who do not.

Frequency Percent
YES 57 49.57
NO 58 50.43
Total 115 100.00
Table 5.5: Reach Through Online Advertisement

Out of those who have seen the ads of banks online, almost 30% of them stated the name of
Standard Chartered Bank that tops the list, followed by DBBL and HSBC.

Frequency Percent Order


STANDARD CHARTERED 16 28.07 1
DBBL 11 19.30 2
HSBC 6 10.53 3
BRAC 4 7.02 4
ISLAMIC BANK 4 7.02 4
ONE 3 5.26 5
PRIME 2 3.51 6
BANK ASIA 2 3.51 6
DHAKA 2 3.51 6
OTHERS 2 3.51 6
UCB 1 1.75 7
NCC 1 1.75 7
AB 1 1.75 7
MERCANTILE 1 1.75 7
PRIMIER 1 1.75 7
Total 57 100.00
Table 5.6: Banks with Online Ad views

The websites from which the respondents view the ads include the recruitment sites, search
engines, and personal e-mails from banks mainly. Table 5.7 shows that almost 50% people
viewed the advertisement in bdjobs.com, the largest recruitment site. Search engine
yahoo.com and personal e-mails took the 3rd position with almost 15% views.

Frequency Percent Order


BDJOBS.COM 27 48.21 1
OTHERS 9 16.07 2
YAHOO 8 14.29 3
THROUGH OWN MAIL 8 14.29 3
FACEBOOK 4 7.14 4
Total 56 100.00
Table 5.7: Views with Websites

5.3.3 Direct Selling

The concept of direct selling in banking industry is not emerged yet fully. It includes merely
the telemarketing, selling credit cards through telephone call. As this promotional program is
completely personalized, not all customers are brought into this. Following table shows the
same scenario.
Frequency Percent
YES 43 37.39
NO 72 62.61
Total 115 100.00

Table 5.8: Reach Through Direct Selling

Table 5.8 shows that only 43 out of 115 received such telephone calls. The calls include
credit card selling, new loan scheme, special offers for short-term financing, etc. This sort of
practice is being conducted only in private banks.
Frequency Percent Order
DBBL 13 30.23 1
STANDARD CHARTERED 9 20.93 2
BRAC 5 11.63 3
HSBC 3 6.98 4
OTHERS 3 6.98 4
CITY 2 4.65 5
ONE 2 4.65 5
ISLAMIC BANK 2 4.65 5
PRIME 1 2.33 6
FIRST SECURITY BANK 1 2.33 6
SHAHJALAL 1 2.33 6
DHAKA 1 2.33 6
Total 43 100.00

Table 5.9: Banks with Heavy Direct Selling

Table 5.9 puts DBBL at the top most position with more than 30% of total direct selling
frequency. Standard Chartered bank though started the journey of direct selling, stays at the
2nd position. Brac bank, ranked as 3rd, has almost half of direct selling effort than that of
Standard Chartered bank does.

5.3.4 Personal Selling

Personal selling effort is mainly undertaken for corporate dealings. Business to business
transaction requires huge amount of personal selling. The study has taken into account both
the general/personal and the corporate bank account holders. The following table 5.10 shows
only 35 percent respondents who have faced salespersons of various banks.

Frequency Percent
YES 40 34.78
NO 75 65.22
Total 115 100.00

Table 5.10: Reach Through Personal Selling

Out of those who are visited with salesperson, Brac Bank tops the list for the first time with
22% responses. Standard Chartered, though being the initiator, is at 2nd position again. City
bank and DBBL share the 3rd position with 15% responses.
Frequency Percent Order
BRAC 9 22.50 1
STANDARD CHARTERED 7 17.50 2
CITY 6 15.00 3
DBBL 6 15.00 3
OTHERS 3 7.50 4
ISLAMIC BANK 2 5.00 5
HSBC 1 2.50 6
NCC 1 2.50 6
EBL 1 2.50 6
AB 1 2.50 6
SHAHJALAL 1 2.50 6
MUTUAL TRUST 1 2.50 6
EXIM 1 2.50 6
Total 40 100.00

Table 5.11: Banks with extreme Personal Selling

5.3.5 Outdoor Advertisement

From table 5.2, it can be inferred that outdoor advertisement is ranked at 2nd order as highest
reach to the target customers. This sort of advertisement mainly includes billboards, banners,
posters, etc.

Frequency Percent
YES 104 90.43
NO 11 9.57
Total 115 100.00
Table 5.12: Reach Through Outdoor Advertisement

Almost every bank uses this media to promote itself. Table 5.13 shows that DBBL ranked the
list in placing outdoor advertisements. Almost one-fifth respondents who were exposed to
outdoor ads could respond the name of DBBL. Other than this, AB bank and City bank took
the consecutive position, 2nd and 3rd respectively, with only one difference.

Frequency Percent Order


DBBL 19 18.27 1
AB 12 11.54 2
CITY 11 10.58 3
STANDARD CHARTERED 10 9.62 4
BRAC 10 9.62 4
HSBC 7 6.73 5
EBL 6 5.77 6
PRIME 6 5.77 6
DHAKA 4 3.85 7
UCB 3 2.88 8
NCC 3 2.88 8
ONE 3 2.88 8
TRUST 3 2.88 8
OTHERS 3 2.88 8
MUTUAL TRUST 2 1.92 9
PRIMIER 1 0.96 10
PUBALI 1 0.96 10
Total 104 100.00

Table 5.13: Banks with Heavy Outdoor Ads

Standard Chartered bank and Brac bank, jointly ranked at 4, have only one frequency
difference with the City bank. Apart from this, other banks are placing ads outdoor but the
intensity of placing outdoor ads is infrequent among those.

5.3.6 Radio Ad

It is a rare case for banks to place ads on radio. Banks that place ad on radio usually sponsor
the news or any other program broadcasted through radio. The reason behind not using such
media is fewer reach. Table 5.14 shows that, only 30% respondents came to know about
banks through radio.
Frequency Percent
YES 36 31.30
NO 79 68.70
Total 115 100.00

Table 5.14: Reach Through Radio Ad

Though infrequently, many banks place ad on radio. In this case, Mercantile Bank ranks the
list [shown in table 5.15] with 25% of total reach. DBBL and Brac Bank are 2nd and 3rd
respectively with almost half frequency of that of Mercantile has.

Frequency Percent Order


MERCANTILE 9 25.71 1
DBBL 5 14.29 2
BRAC 4 11.43 3
UCB 2 5.71 4
CITY 2 5.71 4
PRIME 2 5.71 4
JAMUNA 2 5.71 4
MUTUAL TRUST 2 5.71 4
OTHERS 2 5.71 4
AB 1 2.86 5
EBL 1 2.86 5
ONE 1 2.86 5
ISLAMIC BANK 1 2.86 5
SONALI 1 2.86 5
Total 35 100.00

Table 5.15: Banks with Radio Ads

5.3.7 Newspaper Ad

One of the most important media to place ad is the newspaper ad. It has gained the 3rd
position as the most effective media list [Table 5.2]. The notion behind placing too much ad
on newspaper is that it has higher reach than that of many other media. More than 90%
respondents answered positively about the exposure of ads through newspaper as shown in
the Table 5.16.

Frequency Percent
YES 105 91.30
NO 10 8.70
Total 115 100.00

Table 5.16: Reach Through Newspaper Ad

Almost all of the banks place ad on newspapers. Table 5.17 shows the frequency of banks
that uses newspaper media to place ads on. DBBL is at the top of the list again with almost
25% of total responses. Far behind it, HSBC, City bank, and Brac bank are at the 2 nd position
simultaneously with almost 10% of total responses. Standard Chartered bank falls short of
only 1 response and stays at position 3. Prime bank is competing at the 4 th position with only
one frequency less than Standard Chartered Bank.

Frequency Percent Order


DBBL 26 24.76 1
HSBC 10 9.52 2
CITY 10 9.52 2
BRAC 10 9.52 2
STANDARD CHARTERED 9 8.57 3
PRIME 8 7.62 4
EBL 5 4.76 5
ISLAMIC BANK 4 3.81 6
SONALI 3 2.86 7
BANK ASIA 3 2.86 7
NCC 2 1.90 8
FIRST SECURITY BANK 2 1.90 8
MUTUAL TRUST 2 1.90 8
DHAKA 2 1.90 8
OTHERS 2 1.90 8
UCB 1 0.95 9
AB 1 0.95 9
MERCANTILE 1 0.95 9
ONE 1 0.95 9
JAMUNA 1 0.95 9
IFIC 1 0.95 9
PUBALI 1 0.95 9
Total 105 100.00

Table 5.17: Banks with Newspaper Ads

5.3.8 Public Relation and Corporate Social Responsibility

Recently, in last few years, a huge concentration goes to public relations and corporate social
responsibility. The central bank, Bangladesh Bank, has imposed a regulation to spend a
certain percentage of total transaction yearly on CSR activities. Almost 80% of the
respondents have seen the banks participating in CSR activities [Table 5.18].

Frequency Percent
YES 91 79.13
NO 24 20.87
Total 115 100.00

Table 5.18: Reach Through Public Relation and CSR

The CSR activities include scholarship program, beautification initiatives, anti-crime


publicity, tree-plantation, etc. Considering these activities, DBBL again topped the list in the
table 5.19. Out of total respondents, almost 50% could recall the name of DBBL participating
in such activities.
Frequency Percent Order
DBBL 43 47.25 1
BRAC 10 10.99 2
CITY 9 9.89 3
ISLAMIC BANK 6 6.59 4
PRIME 4 4.40 5
BANK ASIA 4 4.40 5
DHAKA 4 4.40 5
STANDARD CHARTERED 3 3.30 6
HSBC 3 3.30 6
AB 2 2.20 7
NCC 1 1.10 8
ONE 1 1.10 8
UTTARA 1 1.10 8
Total 91 100.00

Table 5.19: Banks with CSR Activities

Brac Bank, with 10% of total response, remains 2nd in the list. One thing is to ascertain that
the response for DBBL is four times as many as that of Brac Bank. City bank is at third
position with a little difference with Brac bank.

5.4 Effectiveness of IMC Tools

The IMC tools used by the banks in Bangladesh are conventional. Whether or these are
effective in terms of reaching customers, fulfilling targets, and maximizing profits requires
the agreement of the respondents on several issues of each of the tools [see Appendix].
Following are discussions on their effectiveness given below:

1. The advertisements placed on televisions have a higher reach and frequency. The
respondents showed somewhat agreement on whether the ads were attractive. Many
respondents, with low score or disagreements, suggested preparing the ads more
informative along with ensuring attractiveness. Most of the viewers seek more
information from other sources after watching the ad on TV.
2. In case of online advertisements, the respondents also showed somewhat favorable
agreement that the ads were both attractive and inducing to collect more information.
The message is again to make the ads as informative as possible.

3. Though some respondents showed their reluctance and boredom in receiving calls
from banks, direct selling helps them to be informed about new services. The fact that
respondents need not have to spend any time and money looking for that information
also received somewhat agreement.

4. It is mentioned earlier that salespersons are used mainly in business to business


dealings or in corporate transactions. This personal selling effort is helpful in getting
financial information has been agreed by most of the respondents. Though some of
them feel irritated with excess intervention of salespersons, they also somewhat agree
that the salespersons help to take best decisions.

5. The outdoor advertisements have got much agreement regarding effectiveness. The
ads were attractive enough to grab attention. Even many respondents were provoked
to collect more information about the banks. The respondents suggested that it would
be better to provide, even it is possible as well, sufficient information on outdoor ads.
Thus the current situation needs to be revised.

6. Those, who were exposed to radio ad, few in number, told that the ad was clear and
was attractive to grab the attention. Due to the massive listeners of FM radio, the
respondents came to know about these ads.

7. The fact, Newspapers ads were clear, was agreed by the majority of the respondents.
Even they can get detailed information on the newspapers. The ads were catchy as
well. Thus, the newspaper can be termed as mostly effective media and printed
advertisement tool for banks to gain more attention.

8. Whether or not the social activities undertaken by the banks are necessary is a major
issue to evaluate the effectiveness. Though the banks launch such programs to abide
by the regulation, they try to utilize these programs to build favorable image. It has
been somewhat agreed that the banks with social activities receive better image than
that of those that do not take such actions.

6. Limitations:

Though every step is conducted very carefully, the report is not free from flaws. The
limitations of the study will encourage others for further study in order to overcome those.
Following are the limitations of this study:

1. As the numbers of customer are not aware of IMC tools and this is very small in
Bangladesh, the objective of finding influencing factors may not be achieved
properly.

2. The report is prepared focusing 120 respondents. The number of sample is not so
enough to represent the prospective total target population.

3. Most of the target customers are not affiliate with these activities of bank.

4. Banks of Bangladesh are not using all the IMC tools properly. They mainly focused
on advertisement.

5. Some banks are doing social activities but those are not sufficient. Though they are
doing their business with profitability.

7. Recommendation & Conclusion:


Conclusion:
Banking Industry is the one of the major industry for the development of a countries
economy. In the country like Bangladesh, the use of IMC tools is not very huge. The
banks operating in the country are doing their job without using very or no use of the
IMC tools. It seems that the IMC tools have a very little impact on the familiarity of the
banks.
Appendix
N Min Max Mean
The TV ad was attractive 103 1 9 5.58
The ad induced me to collect more info 103 1 9 5.33

The ONLINE ad was attractive 58 1 9 5.34

The ad induced me to collect more info 58 1 9 5.67

The phone calls from banks help me to be informed about their services 49 1 9 5.80

Their intense interaction irritates me 49 1 9 4.94


It feels good to get information through phone calls without spending much
49 1 9 5.61
time & money
The salesmen provided you useful financial information 40 1 9 6.20

You get irritated by their frequent interaction 40 1 9 4.63

The salesmen helped you to take the best banking decision[s] 40 1 9 5.63

The billboard ad was attractive enough to catch my attention 104 1 9 6.38

The ad provoked me to collect more information about the bank[s] 104 1 9 5.74

The radio ad was attractive enough to grab my attention 37 1 9 5.57

The message of the ad was clear 37 1 9 5.78

The newspaper ad was catchy 104 2 9 5.78

The message of the ad was clear 104 1 9 6.29

better image in my mind than other banks 94 1 9 5.87

impact on society indeed 94 1 9 6.46

Table: Effectiveness of IMC tools