The objective of this research is to evaluate the efficacy of Sonali Bank’s advertising techniques in promoting their wide range of products. The study is derived on primary research performed with a sample size of 250 customers. The aim of this study is to determine the various points of contact with customers at Sonali Bank PLC and assess the overall effectiveness of their marketing efforts. Over the last decade, there has been a substantial surge in the quantity of bankers in Bangladesh that resulting in heightened competition among them. The competition’s result hinges on the efficacy of the bank’s promotional efforts in promoting its goods and services. Sonali Bank PLC, in addition to other banks in Bangladesh that is focusing on improving its marketing strategies to guarantee client contentment with the bank’s offerings and services. The incorporation of information technology in the banking industry has surged due to rapid improvements in technology. In addition, the internet and cellphones have improved the connectedness to banking operations, hence increasing the effectiveness of the advertising initiative by providing easily available and broadly distributed information to all consumers. Utilizing technology effectively is essential for attaining financial inclusion and cultivating robust client connections with institutions. His bank provides a range of customer-centric solutions that are specifically intended to meet the demands of their target consumers. The interest rates and associated fees of the products are also modified in a manner that meets the demands of the clients. The bank’s goods and services are of exceptional quality. The bank’s workers exhibit amiable and collaborative behavior towards their consumers. Nevertheless, the bank fails to use effective marketing strategies to sell its goods and services to its intended clientele. They need more effective marketing methods to both attract and keep their consumers. In order to remain competitive, the bank must use contemporary as well as conventional marketing strategies. I am now devising remedies to tackle certain challenges encountered in several firms that have ample room for growth.
Keywords: Marketing strategies, Effectiveness, Robust client connections, Client contentment.
ABBREVIATIONS
SB PLC = Sonali Bank PLC
DD = Demand Draft
FDR = Fixed Deposit Receipt
DPS = Deposit Premium Scheme
PO = Payment Order
CRM = Credit Risk Management
CHAPTER ONE
1.0 Introduction
In recent years, Bangladesh has seen a quick and substantial transformation in its banking industry. The banking sector has been undergoing tremendous changes worldwide, driven mostly by technological advancements. The three key factors are innovation, globalization, and deregulation. The global transformation has had a profound impact on our country’s banking business, leading to considerable changes in this sector domestically. Currently, banks are required to engage in competition within the market against both domestic and international organizations. Hence, I have opted for the banking industry to successfully complete my internship program.
Participation in an internship program is a mandatory requirement for obtaining a Bachelor of Business Administration degree. Students enrolled in the BBA degree at Jashore University of Science and Technology are also required to participate in an internship program. As part of this internship program, students must provide a report on their individual areas of focus. Institution. As a participant in the program, I am delighted to be interning at Sonali Bank PLC and have chosen the subject “Assessing the Efficacy of Sonali Bank’s Marketing Campaigns.” I was assigned to work at Sonali Bank PLC, Churamonkati Office, for a duration of three months. This internship provides an introduction to all the operational operations of Sonali Bank PLC and involves a comprehensive study of the banking sector as a whole. During my employment, I was required to choose a field of study in which I could do thorough research and demonstrate my comprehension in a report. From this standpoint, after successfully completing a 3-month internship program, I have compiled this report. I really value this job, and I am optimistic that it will significantly contribute to the development of my future career.
1.1 Purpose of Report
An internship is a vocational training opportunity that provides significant and practical job experience directly relevant to the student’s field of study. An internship provides students with the chance to explore and enhance their professional prospects while acquiring new skills. Internships are available at many businesses and may be undertaken for different durations, including long-term, short-term, and full-time positions. The primary goal of an internship is to provide students with hands-on experience, a conducive atmosphere, valuable opportunities, and opportunities for learning and growth. Internships are structured programs aimed at facilitating students’ comprehension and acquisition of information and skills in their chosen area of expertise.
1.2 Brief Description of the Internship program
Modern customers exhibit a higher level of discernment in their selection process and want a superior standard of service. Customers exert considerable effort to fulfill their requirements throughout their lifetimes. The market is a place where products are exchanged and where the needs and desires of individuals are fulfilled. Marketing is the strategic practice of attracting attention to your goods, persuading customers to engage in economic transactions with you, and creating the perception that by doing so, they are fulfilling their needs to the highest degree. With the progress made in the banking sector, marketing has become a more cohesive and essential function within the financial services business. Financial institutions have rapidly modified the operational landscape. The subject of bank product marketing has become more demanding, requiring a comprehensive grasp of economics, sociology, psychology, and fundamental marketing principles. The customers have the ultimate authority in marketing, and the key to effective marketing of banking products is in adopting a consistent and systematic strategy to fulfill the needs of the target market.
1.3 Methodology of the Report
He report is just intended for exploration. The facts and information have been carefully organized, structured, and analyzed in a condensed and succinct manner. I endeavored to acquaint myself with every department and division inside this corporation. The required information and data have been obtained from both primary and secondary sources.
1.3.1 Primary Sources of data
- Engaging in direct correspondence with Sonali Bank executives.
- Engaging in direct correspondence with purchasers.
- Analysis of pertinent files and completion of prescribed deskwork by the responsible officer
- Personal perception
1.3.2 Secondary Sources of the data
- Report from Sonali Bank
- Annual report issued by Bangladesh Bank.
- Various divisions of Sonali Bank
- The official website of Sonali Bank.
1.4 Structure of the report
To fulfill the BBA requirement, I began my internship at SBPLC’s Churamonkati branch, located on Jashore Road. I dedicated a period of three months to getting practical experience by working at the bank. I have composed this report using the knowledge I have acquired. The report consists of four sections. The first chapter encompasses the objectives of the report, a concise description of the internship site, the internship approach, and the structure of the report. The second chapter of the book “Background of the Organization” (SB PLC) provides comprehensive information on the organization’s history, vision, purpose, objectives, major offices, organizational structure, staff, and departments. Chapter three provides a concise overview of the learning objectives I achieved throughout the internship, along with a self-assessment of my performance. This chapter further includes a SWOT analysis and prospective recommendations. The fourth chapter comprises a comprehensive review of my internship experience, focusing on the attainment of my learning goals. The last segment of this document employs the APA style of citation
CHAPTER- TWO
PROFILE OF THE ORGANIZATIONS
2.0 INTRODUCTION
I worked as an intern at the Churamonkati branch of SBPLC, located on Jashore Road. The government and banking sectors have the same aims, objectives, and strategies. SBPLC engages in many business activities. Ascertain this study focuses on evaluating the efficacy of the marketing campaign conducted by the Offerings section of Sonali Bank PLC. Here is some bank-related information that I am currently delivering.
2.1 Brief History of the Organization
In order to foster development and innovation in the financial and commercial sectors, the government of Bangladesh has implemented legislation governing the functioning of state-owned banks. Following the establishment of Bangladesh in 1971, the agricultural, industrial, and governmental sectors faced significant challenges. At that time, banks were operating at a reduced level of effectiveness owing to inadequate operational efficiency. In order to get funding for these businesses and enhance their efficiency, the recently established government opted to establish several state-owned banks. As a result, further incentives were offered to promote the development of various sectors such as global commerce, both local and foreign investments, manufacturing and service industries, and businesses. The adoption of these technologies significantly improved the standard of living in rural regions, leading to a significant increase in the demand for financial services in Bangladesh. Sonali Bank was established in 2006 (Sonali Bank PLC, 2006). Sonali Bank was established in 1972 in compliance with the Nationalization Order issued by Bangladesh Bank. Following the 1971 independence war, this instruction consolidated and placed under government control the divisions of the National Bank of Pakistan, Bank of Bahawalpur, and Premier Bank in East Pakistan. Sonali Bank was founded in 1972. Similar to other state-owned banks during that era, it operated as a comprehensive financial institution right from its inception. However, on November 15, 2007, it transformed into a publicly listed firm under full government oversight. Sonali Bank PLC, with a paid-up capital of 4,350 crore and total assets amounting to around 15 billion dollars, now holds the position of the third biggest bank in Bangladesh. Initially, the company had a limited number of branches. However, it has steadily expanded and now has a total of 1225 branches or service centers. Out of these, two service centers are located in India, while Sonali Exchange Company Incorporated (SECI) in the USA is in charge of the other ten. It offers its services on both a local and worldwide scale. Ziaul Hasan Siddiqui now holds the role of chairman of Sonali Bank PLC, while Md. Ataur Rahman Prodhan serves as the CEO and MD. Sonali Bank PLC. Started its activities in Dhaka and worldwide over fifty years ago (Sonali Bank PLC, 2006). Sonali Bank’s offshore banking system has garnered significant attention from foreign nations and global investors due to its unwavering focus and commitment to delivering exceptional services. In addition, it now offers services to industrial sectors and export processing zones (EPZs) via cross-border export processing. Sonali Bank has established a comprehensive international banking system that has effectively enticed customers with its offerings, ensuring high levels of customer satisfaction for people across all demographics. Sonali Bank offers a broad variety of financial services, including trade finance, international commerce, foreign currency transactions, utility bill payments, loan syndication, and additional services. These financial services accommodate individuals from various backgrounds, taking into account their unique skills and capabilities.
2.2. Mission and Vision of the Organization
2.2.1 Vision of the SBL
- This bank aims to enhance the nation’s status by achieving unprecedented levels of excellence. Our goal is to establish ourselves as the most affluent financial institution in Bangladesh, contribute to the nation’s socioeconomic progress, and emerge as a frontrunner in South Asia.
2.2.2 Mission of the SBL
- The bank’s objective is to proactively promote the economic and social growth of the nation via the operation of a financially secure banking institution. It offers loans to eligible borrowers in a streamlined and competitive way, while also protecting depositor assets and delivering an acceptable return on their investment for those who own them.
2.3 Head Office
35-42 44 Motijheel C/A, Dhaka-1000Head Office,
Sonali Bank PLC
Hotline: 16639 Global: BB09610016639
Fax: +88-029561410, +88-02-9552007,
Website: www.sonalibank.com.bd
2.4 Introduction to all Department
The General Banking Department is considered the primary focus for customer services, overseeing all banking operations. The bank performs various financial transactions such as processing payments, accepting deposits, initiating new accounts, disbursing funds, validating checks, and issuing bank drafts. It is also referred to as retail banking.
The main bank is divided into the following sections
• Accounting opening
The relationship between a banker and a customer begins when the consumer takes the first step to create a bank account. Individuals with excess funds who want to save for personal, commercial, trade, or industrial purposes sometimes go to banks to open accounts. As a result, banks would use this money and protect it by collecting deposits, which would ultimately be used to provide loans to borrowers. With the rise in the number of accounts being established, there was a proportional surge in fraudulent activity and forgeries. As a result, banks were more cautious about managing their consumers’ money. Various kinds of accounts include savings accounts, current deposit accounts, short-term deposit accounts, foreign currency accounts, public limited business accounts, proprietorship accounts, fixed deposit accounts, and partnership accounts.
• Clearing
This department is responsible for managing interbank transactions. Various banks are sending checks and drafts to be deposited into customers’ accounts. The money is being collected from their various branches via these deposits. There are three methods for transferring funds: clearing, cash, and transfer. The clearing area has significant importance within the financial sector. A significant volume of transactions is now being done in the clearing section. There are two specific sorts of clearing: i) Outward clearing. ii) Inward cleaning
• Cash
The cash division of a branch is crucial to the overall banking operations. The Churamonkati branch of Sonali Bank plc has undergone a transformation into an automated cash department, with the majority of operations now being digitized and only a few remaining manual. Additionally, there is a solitary cash service counter, allowing consumers to conveniently get service from a single location instead of many locations.
The main function of this section is to receive cash from depositors and disburse it to the cash counter in exchange for their pay slips, checks, vouchers, and other forms of payment.
- Remittance:
The sender may initiate a money transfer via any financial institution that has branches in both countries. In this instance, the Bangladeshi bank obtains actual money from its overseas branches and then transfers it to the designated bank that the client has chosen for the purpose of withdrawal. In such conditions, the bank must fill out a C’ form when the sum of money reaches or surpasses $2,000. To receive remittances from a foreign country amounting to $2,000 or more, it is required to provide a declaration.Local remittance is the act of transferring funds within the confines of a certain country. Sonali Bank PLC has an extensive branch network throughout the whole country and offers a diverse array of remittance services to the general populace. The main instruments designated.
The methods provided by Sonali Bank for remitting money are:
- TT = Telegraphic Transfer
- MT = mail transfer
- FD = foreign drafts
- PO = Payment Order
- TC = Travelers Cheque
- EFT = Electronic Fund Transfer
2.4.2 Investment:
A subset of banking activities known as investment banking helps individuals or companies raise capital and provides them with financial advisory services. It makes it easier for issuers and investors to trade securities. They either buy all available shares at a price set by their experts or resell them to the public, or they sell shares on behalf of the issuer and are paid a fee for each share sold.
2.4.3 Foreign Exchange Business
Foreign exchange refers to the process of converting the currency of one country into the currency of another one. It refers to the process of transferring ownership of assets from one currency to another. A universal currency. When discussing foreign exchange in banks, we are talking about the whole process by which banks convert the currency of one country into that of another. Foreign commerce leads to the generation of foreign exchange. The Modern Bank plays a crucial role in supporting trade and commerce by providing essential services to the business sector. In addition to facilitating payment transactions related to trade transportation, banks play a crucial role in facilitating international commerce by serving as a valuable intermediary between distant and unfamiliar buyers and sellers. The Foreign Exchange section of Sonali Bank plc plays a crucial role by offering various services to customers. A significant service that SB PLC offers is the issuance of a letter of credit (L/C).
2.5 Organizational Hierarchy Chart
Board of Directors Board of DirctorsBoard of Dirctors
Managing Director& CEO |
Deputy Managing Director |
Deputy Managing Director |
Deputy Managing Director |
General Manager at Head Office |
Deputy General Manager at Divisional at Head office |
Assistance General Manager at Head office |
Other Executives officer at Head Office |
Other staff at Head office |
General Manager Field GM office at Division |
Deputy General Manager at Field Office |
Assistance General Manager at Field Office |
Other Executives officer at Field Office |
Other staff at Field office |
2.6 Number of Employees:
Employees are essential for efficiently overseeing a bank’s activities. Following this, SBL has recruited a substantial number of employees. Sonali Bank PLC now employs over 21,000 individuals and operates in 1,230 locations. The Churamonkati branch of Sonali Bank has workers only. The roster of employees
Churamonkati branch, Jashore Road are as followers:
SL | Name | Designations | |||
1. | S.M. Zafor Iqbal | M | |||
2. | Md. Harun -Or- Rashed | SO | |||
3. | Farjana Nur | SO | |||
4. | Sakibul Alam | SO | |||
5. | Achintya Devnath | SO | |||
6. | Anup Kumar Paul | O | |||
7. | Md. Ali Raza | O | |||
8. | Jayanta Kumar Gosh | O | |||
9. | Md. Jalal Uddin Faridee | O | |||
Source: Churamonkati branch, Jashore Road.
2.7 Structural attractiveness of the market
SBPLC is a prestigious state-owned bank in Bangladesh. Customers have a variety of goods and services to choose from. SBPLC employs a highly streamlined and productive approach to ensure the prompt and efficient delivery of its products and services. Consequently, they expand their banking activities nationwide on a daily basis. The main impetus behind this is to acquire the confidence of the clientele. A significant proportion of individuals use their services on a daily basis. The subsequent article elucidates the factors that distinguish SBPLC from its competitors and attract customers.
- Prioritizing their consumers comes first for them;Â
- They care deeply about their pleasure;Â
- They deliver their services quickly.
- Their staff members are highly proficient in delivering customer care,Â
- Their interactions with clients are highly praiseworthy.
.
2.8 Summary of the Chapter
SBPLC is a premier government bank in Bangladesh. The developing country’s economy depends on the bank. The bank’s operating policy is reflected in its purpose, vision, and strategy. The bank wants to provide goods and services based on customer needs. Throughout Bangladesh, it has several branches.
According to the Sonali Bank website, the bank has 21000+ Employees, 1230 number of locations all over the country. And all the branches are regulated by the main office, which is situated at 35-42 44 Motijheel C/A, Dhaka-1000, Sonali Bank Limited, Hotline: 16639 Global: BB09610016639 PABX: 02571610BD-88, Fax: +88-029561410, +88-02-9552007, Website: www.sonalibank.com.bd. The board of directors of the bank establishes the organization’s policies and makes decisions. To provide the greatest service, the bank’s personnel works successfully and efficiently. The bank’s staff adheres to the policies set by Bangladesh Bank (BB) and Sonali Bank (SB) in order to provide optimal service to their customers through effective and efficient work. Sonali Bank provides a range of financial services, including trade finance, international commerce, foreign currency transactions, utility payments, loan distribution, and other supplementary activities. These financial services are allocated to individuals based on their respective capacities. Sonali Bank focuses largely on providing financial services to a diverse clientele, with a particular emphasis on sectors such as small- and large-scale industrial financing, as well as investment programs for houses and cottages. Sonali Bank Limited, holding a comprehensive license from the Bangladeshi government, is one of the prominent banks that prioritizes delivering exceptional customer service. Sonali Bank always improves its customer service to provide the highest level of satisfaction for its clients. It has been operational for five decades, providing high-quality services to esteemed clientele.
CHAPTER – THREE
FINDING AND RESULTS
3.0 Introduction
Internship programs fulfill a range of purposes. The primary goal of the internship program is to get hands-on experience. One of the program’s additional objectives is to locate a correspondence using the data we have gathered in the last four years. I began working as a three-month intern at the SBPLC Bank at the Churamonkati branch due to this reason. Primarily, my focus was on evaluating the efficacy of SBPLC’s marketing campaign. Through this analysis, I identified many benefits, drawbacks, opportunities, and threats to the sustainability of the system. Additionally, I proposed viable remedies for the challenges that were identified.
3.1 Describe the internship program
I was an intern at the Churamonkati branch of SBPLC for a duration of three months, during which I gained valuable experience. This report reflects the information I have obtained throughout my internship. I began my internship on December 1st, 2023, where I collaborated with the officers. Occasionally, I collaborated with the officers in the general sector as well. The bank’s atmosphere is very conducive, with all employees and personnel displaying exceptional cooperation.
3.2 Introduction of the branch
My internship at SBPLC’s Churamonkati branch is now over. The bank has a lovely atmosphere, and all of the staff members are really friendly. The following is a thorough explanation of Sonali Bank PLC’s Churamonkati branch:
Bank Name | Sonali Bank PLC |
Branch Name | Churamonkati |
Address | Jashore Road |
Branch Code | 23127 |
SWIFT Code | PSONBDDH |
District | Jashore |
Service Hour | Sunday : 10:00 am-3:30 pm Monday : 10:00 am-3:30 pm Tuesday : 10:00 am-3:30 pm Wednesday : 10:00 am-3:30 pm Thursday: 10:00 am-3:30 pm Friday ; Closed Saturday: Closed |
Working Days | Sunday- Thursday ( Except Holidays) |
Source: Churamonkati branch, Jashore Road
3.3 Length Of the internship
To fulfill the prerequisites for a BBA degree, a student must acquire practical proficiency from a financial institution. Subsequently, I proceeded to submit an application to SB PLC Bank with the intention of securing an internship position to get practical experience. I have been granted the opportunity to serve as an intern at the SBPLC Churamonkati branch by the governing body, based on my Curriculum Vitae (CV).
3.4 Positions and Responsibilities as an Intern with the Organization
As an intern, my primary duty was to meticulously study and analyze every department inside Sonali Bank PLC. During my internship, I saw several aspects of banking, including the general banking department, deposit section, and cash section. The component that really captured my attention was the Marketing Campaign of all Sections. This section presents the knowledge I have acquired for the purpose of observing and gathering information.
3.5 Determine the effectiveness of Marketing Campaign of Sonali Bank Offerings Analysis:
The survey result of the first questions shows that 42.8% neutral and 27.6% agree that Sonali bank’s ATM as marketing campaign influences perception positively. This bank has been operating in Bangladesh a long time and there are still people who are using ATM card. The response of following question 15.2% disagree, 7.6% strongly agree.

The survey result of the first questions shows that 38% neutral and 34.8% agree that you are satisfied with bank offerings as a marketing campaign. Sonali Bank has been marketing their products in the beginning. The response of following question 14.8% disagree, 9.2% strongly agree.

The survey result of the first questions shows that 43.6% people told they neutral  should share the detailed information about the products and related charges through their marketing activities and 34% people are agreed .The response of following question 10% said they disagree and people says that 10.8% strongly agree.

The survey result of the first questions shows that people says that 39.2% neutral to loan offer facilities sonali bank’s 12% interest rate is amazing and 32%  agree and 7.6% strongly agree to loan offer facilities sonali bank’s 12% interest rate is amazing and people says 18% disagree to loan offer facilities sonali bank’s 12% interest rate is not amazing.

The survey result of the first questions shows that people says 36.3% agree expatriates 2.5% incentive from both gave sonali bank is available And 35.9% neutral and 9.6% strongly agree that for expatriates 2.5% incentive from both gave sonali bank is available. Expatriates 2.5%incentive from both gave sonali bank is not available 15.5% people says.

The survey result of the first questions shows that people says 36.8% neutral that you are engaged with any bank offering as marketing campaign and 35.6% agree and 11.2% strongly agree that you are engaged with any bank offering as marketing campaign. People says you are not engaged with any bank offering as marketing campaign 13.6% disagree.

The survey result of the first questions shows that people says 41.4% neutral Sonali Bank may use both spoken communication and strategic promotional activities to augment customer acquisition and 33.9 % agree that the Sonali Bank may use both spoken communication and strategic promotional activities to augment customer acquisition. The response of following question 15.5% disagree.

The survey result of the first questions shows that 38.4% neutral that I suggest that SB alter their marketing approach and 33.6% agree and 8% strongly agree that I suggest that SB alter their marketing approach. The response of following question people says 15.6% disagree I suggest that SB do not alter their marketing approach.

The survey result of the first questions shows people says that 35.6% neutral Bank offerings is promoted by through quality of service and 34.8% agree and 15.6% strongly agree that Bank offerings is promoted by through quality of service. An organization comprehends the requirements of its users and meets their expectations. .The response of following question, people says 10.8% disagree bank offerings is not promoted by through quality of service.

The survey result of the first questions shows that people says 49.2% neutral  the messages of bank’s skim efficacy and clarity and 17.9% agree and 11.5% strongly agree and 6% strongly disagree that the messages of bank’s skim efficacy and clarity where the customer get right information from marketing campaign. The response of following question, 15.5% disagree do not evaluate the messages of bank skim’s efficacy and clarity.

3.6 Findings:
The examination of the survey questions indicates that Sonali Bank’s marketing efforts for its various goods and services have yielded positive results. The poll unequivocally indicates that Sonanli Bank plc’s marketing efforts are good. .Through clever advertising, they successfully targeted their audience and effectively persuaded them of the advantages of their products and services. Consequently, their brand awareness and customer base have expanded. It has been noted that their marketing campaigns for credit cards, savings accounts, and personal loans have been quite effective, indicating their attentiveness to customers’ needs and ability to provide creative solutions. Overall, Sonali Bank’s marketing efforts have effectively engaged customers and fulfilled their needs by offering appropriate product.
3.7 Describe the marketing campaign of all section:
Remittance:
Sonali Bank PLC, the largest government-owned commercial bank in Bangladesh, has made a substantial contribution to the country’s economy since its inception. In recent years, the bank has consistently received substantial volumes of remittances. Saudi Arabia is the primary source of foreign remittances for Bangladesh. The United States, United Arab Emirates, Qatar, Oman, Bahrain, Kuwait, Libya, Iraq, Singapore, Malaysia, and the United Kingdom are prominent suppliers. There are two main categories of ways to receive and send money.
Expatriates will get five percent incentive from bank and government .If they send remittance to the country through legal channels. Earlier only 2.5 percent incentive was given by the government and the bank will provide 2.5 percent side by the government. Customer is satisfied with bank facilities.
Micro-credit facilities:
Microfinance is generally recognized and embraced as a vital tool for promoting self-employment, reducing poverty, and promoting socioeconomic development in rural areas. Sonali Bank PLC started its microcredit endeavors in 2003 with the objective of eradicating poverty in urban, semi-urban, and rural areas. As a result, the bank has introduced a focused and efficient strategy to promote that particular field. The bank now supervises more than twenty microcredit initiatives and programs. The praiseworthy measures aim to streamline the distribution of money in order to reduce poverty and promote socio-economic development in rural regions. These initiatives encompass many different initiatives, such as the Bank-NGO Linkage wholesale credit program, the Fruit, Herbal, Medicinal, and Nursery Development Credit Scheme, the Loan Program for Disabled Persons, the Daridro Bimochon Shahayata program, and the Rural Small Business and Small Farming Industry Loan Scheme. The Urban Women Micro Enterprise Development (CUMED) initiative provides unsecured financing of up to Tk. 5.00 lac. This project is now functioning in 92 branches throughout the country, which includes all branches at the regional level. The Daridra Bimochon Shahayata initiative has been expanded to include the whole country since its inception in 2010.
ATM card services:
Banks, like Sonali Bank’s debit card machines (ATMs), frequently provide a range of services, including the payment of bills, revenue withdrawals, transfers of money, amount questions, PIN adjustments, and more functionalities. An automated teller machine (ATM) is an electronic device used for basic financial activities, allowing clients to do these transactions independently without the need for a bank employee or teller. The majority of ATMs have the capability for those possessing credit or debit cards to get cash. Sonali Bank PLC provides credit as well as debit card members with an everyday and bimonthly interest rate of 1.50%.
Personal Banking:
Sonali Bank provides a wide range of personal banking services and facilities to customers in urban and rural areas of Bangladesh, using its skilled personnel and broad network of more than 1229 locations. Sonali Bank provides very efficient domestic and international remittance services.
Sonali IT seba:
Sonali e-wallet is an app for smartphones created by Sonali Bank plc, the largest state-owned financial institution in Bangladesh. This program is a versatile and secure digital wallet that caters to all of your transaction requirements, including transferring funds, recharging cell airtime, and making bill payments. Sonali Bank Plc used Customer Relationship Management, or CRM, to promote its IT services, namely Sheba, achieving a growth rate of 41.4%.
Ancillary services:
Sonali Bank PLC provides a variety of customized services at all of its locations, in addition to its regular banking activities. Such as Gas bills.
Electricity bills.
Telephone bills.
Water/Sewerage bills
Locker service:
Locker Service implements a comprehensive set of security protocols to proactively mitigate conflicts between codes in disparate components and limit access to certain sections of the Document Object Model. Encapsulating the lighting components allows for this. Sonali Bank’s bank locker services, for instance, offer a variety of features and advantages, such as anonymity, restricted access, various sizes, secure storage, and affordable leasing costs.
Utility bill services: `
Sonali Bank PLC provides supplementary services to its clients outside its primary banking operations. One of them pertains to the consolidation of many utility bills. The bank provided customers with a free service to collect their various utility bills, including telephone, electricity, water, sewage bills, and others, on their behalf.
3.8 SWOT Analysis of Sonali Bank PLC
A SWOT study is an organizational tool used to discover and assess both the inside and outside factors that affect a business. These aspects include the internal strengths and weaknesses of the company, as well as the external opportunities and threats it faces. The advantages, disadvantages, future opportunities, and risks facing Sonali Bank PLC are described below:
Strengths:
- Its official affiliation means that the government provides it with greater assistance than any other bank;
- With branches throughout Bangladesh, it has a robust national network.
- SBL has greater capital than any other bank. Its institutions have given it years of expertise.
Weakness:
The staff at SBL demonstrate a conspicuous lack of concern for job security, resulting in a diminished ability to provide customer-centric service.
The SBL is inadequately using modern procedures and technology in the banking sector.
• None of the branches have an IT department.
• Each branch has a minimalist interior design.
• The number of ATM booths is restricted.
Opportunity:
- SBL has a good reputation nationwide.
- People in rural areas may be trusted with this bank, and middle-class and lower-class individuals totally
- Rely on Sonali Bank for financial transactions.
- It offers more plans than any other bank.
Threats:
- In some financial sectors, private banks provide quicker services than state banks.
- Private Banks are using contemporary methods in every aspect of banking.
- The banking industry is seeing a daily surge in competition.
- The depreciation of money and fluctuations in foreign currency rates pose a concern.
3.9 Recommendations:
Banks in Bangladesh are offering an extensive array of services to bolster the banking sector. In order to prosper in this highly competitive economy, it is essential for them to alter their marketing approach. From my little internship experience, I have noticed several areas inside the company that might be enhanced. This article aims to provide suggestions that might be advantageous for Sonali Bank plc.
- Sonali Bank is already making significant strides in the right direction. Therefore, by following this approach and consistently improving their marketing plan, they will surely use the most effective method to attain further expansion.
- Banks may advertise their products and services by offering clients detailed information about the commodities or by motivating them with incentives for utilizing the offerings. Financial institutions ought to provide educational resources to their customers.
- They possess the capacity to organize special events to attract public attention and participate in charitable endeavors to cultivate a positive reputation among their target audience.
- SBPLC should use television advertising in addition to magazine and newspaper advertising to effectively engage more clients. This is because individuals often dedicate their leisure time to watching television or reading magazines and newspapers. In addition, they may educate individuals via the campaign on the proper use of the application, instilling confidence in its user-friendliness and security.
- Additionally, they have the option to choose a renowned individual as their brand ambassador to effectively market Sonali Bank plc in all conceivable avenues. Featuring a renowned individual on billboards, posters, magazines, newspapers, etc. may effectively capture the customers’ attention, as it piques their curiosity and motivates them to explore the advertising further.
- In addition, they have the ability to develop an application and motivate individuals to use it for electronic banking by advertising the application via campaigns and other strategies.
CHAPTER-FOUR
CONCLUSION.
4.0 Conclusion
SB PLC is a proficient and prospective commercial bank in Bangladesh that focuses on growth by delivering superior services. SB PLC has been conducting its commercial activities in our country with assurance and certainty. I was given the opportunity to participate as an intern at that particular venue. Throughout my internship, I gained hands-on experience across many departments and had the opportunity to familiarize myself with a diverse array of banking operations. Nevertheless, my primary objective was to evaluate the efficacy of Sonali Bank’s marketing campaign for the implementation of SB PLC at the Chromonkhathi Branch.
As a result of Sonali Bank PLC persistent focus on this obligation via their official website and face-to-face encounters, I am conducting research to assess the effectiveness of their marketing campaign. SB PLC is very likely to attain market dominance. To take on leadership responsibilities, people must continually exceed their constraints. To adopt leadership responsibilities, people must successfully transcend their personal constraints. In order to be competitive in today’s age of advanced technology and immediate communication, SBL Bank Ltd. has to improve its information technology infrastructure and provide services with exceptional execution and higher quality. SB PLC Bank has to create efficient procedures to speed up credit assessments and, crucially, implement a system for regular database improvements. The prudent and trustworthy actions of authorized employees may eventually improve the bank’s trustworthiness and optimize its degree of safety and security, thereby increasing revenue, despite the current limitations of SBL Bank Ltd.’s Churamonkati branch. Advertising and marketing have a significant impact on the population of Bangladesh. The visual and linguistic information we encounter has an impact on our views and beliefs. Participating in promotional campaigns may assist SB PLC in gaining consumer confidence, a vital element in managing financial transactions. Efficient communication with the intended audience is vital for any company. The research reveals that customers exhibit a strong inclination toward acquiring information on exclusive products and services via advertising, campaigns, sponsorships, and other marketing tactics. Customers want SB PLC to use modern marketing strategies, including social media and other digital platforms. Therefore, it is essential for Sonali Bank PLC to improve their marketing strategy and use cutting-edge marketing strategies in order to attract and retain their clients.