MM Final Project

Group Members:
Waqar 14851
Tahir 14866
Fahad 14863
Mazhar 14849
Shahrukh 14856
Marketing Management
Final Project
Introduction
• VISION STATEMENT
TO BE OUR CUSTOMERS' MOST CONVENIENT AND TRUSTED BANK
• MISSION STATEMENT
TO MAKE BANKING SAFE, SIMPLE, AND PLEASANT
• History of Bank
Dawood Habib Group was amongst the first to be granted permission to set up a new bank
under this policy. Bank AL Habib Limited was incorporated in October 1991 by the grandsons
of Habib Ismail and started operations in January 1992. In a short span of 27 years, the
Bank's assets have grown to more than Rs.750 Billion, with a network of more than 750
branches and sub-branches, a Wholesale Branch in the Kingdom of Bahrain, Seychelles and
Malaysia and Representative Offices in Dubai, Istanbul, Beijing, China and Nairobi, Kenya.
Al Habib Senior Citizen Account
A dedicated savings account for Senior Citizens aged 60 Years & above
(At least one of the accountholders should be of 60 years & above in
case of joint account).
Bank AL Habib has launched a monthly savings account titled AL Habib
Senior for senior citizens of 60 years and above to provide convenience
and financial independence at old age in 2011. The account offers high
monthly return i.e. 10% per annum at the time of launch and no
restrictions to withdraw funds. Besides, no minimum deposit limit, free
ATM/debit card, free online banking and loan up to 90% of deposit
amount are also offered.
.
Macro Environmental Factors
– Demographic Environment
BAHL demographic environment includes different
age groups, different classes, different genders,
different cultures and different religion.
Economic Factors
It includes the fiscal policy, monetary policy as it
works on the macro indicators
Political Environment
It must be stable and decision making must un-
political as Issuance of PKR 5000 Currency note has
been issued to make corruption easier and Law order
situation will also be good in this regard
Segmentation
As we have taking the one of the most popular product of Bank AL Habib i.e. Senior Citizen account there marketing must be done on the basis of
following segmentation
Geographic Segmentation Behavioral Segmentation
Demographic Segmentation Psychographic Segmentation

Target Marketing
Selecting Target Market
As the product through which service has been provided is named as Al-Habib Senior Citizen Account which
have been introduced keeping in view that segment of market which is retired or above 60 .
Niche Marketing
Marketing of this product is done through Niche Marketing as particular group of people being marketed for the
product.
Market Positioning
Bank Al-Habib is itself a brand therefore customer always goes for Bank Al-Habib due to
service provided and customer value. Therefore , BAHL always have the advantage in this
sense as they are followers not the leaders in any many products but when it comes to Senior
Citizen Account the are the initiator and have been rewarded as the a lot of deposits from
National Saving Centre and Banks being invested in this product.
Brand Strategies
Line Extension
It is the extension in the product or service line as they are providing saving accounts and current accounts but there is no specified product
for the senior citizen or retires person this product that is launched in 2011 is to facilitate the retired person.
New Brand
Bank Al Habib is itself a brand and anything which is launched under the umbrella of BAHL itself becomes a brand from the day it has
been introduced in the market.
Marketing Communication Mix
Advertising
Advertising is the backbone to sell any product it plays a key role in any organization
for achieving its financial growth. Marketing will be done through print and electronic
media.
Public Relations
In bank public relation plays an important role as the PR is one through which different
accounts has been captured though in house marketing.
Direct Marketing
It can also be done by approaching directly to the above 60 or retired person through
words of mouth.
Marketing Communication Mix
Advertising
Advertising is the backbone to sell any product it plays a key role in any organization
for achieving its financial growth. Marketing will be done through print and electronic
media.
Public Relations
In bank public relation plays an important role as the PR is one through which different
accounts has been captured though in house marketing.
Direct Marketing
It can also be done by approaching directly to the above 60 or retired person through
words of mouth.
Product Life Cycle
Introductory Phase
Bank Al-Habib Launch this product in last quarter of 2011.
Maturity Phase

When Introduced in market there is already a hype for this In late 2015, where the game changes as
product on Bank Al-Habib. As, Bank Al-Habib is a follower not discount rate getting low as there is negative
a trend setter. This is first time when Bank Al-Habib taken the
bold step and introduced a new market and targeted the
impact on the rate of profit as which was
undiscovered sector of the market. fallen down significantly to as low as 5.25% .
Growth Phase Declining Phase

In Mid of 2012, When Senior Citizen Start showing his potential as lot
of deposit from National Savings Centre was injected by the In late 2017, People start thinking that declining
customer because of rate of profit , ease of withdrawal and many phase has been started of the Senior Citizen
other fringe benefits. Account. People started withdrawing their
investments as started investing in different
Senior Citizen Account doing great as captured a good position in
banking sector and many other banks starts launching similar products like Mutual Funds, National Saving
products. Schemes etc.
Place
Channel Level
Bank al Habib will make useful available
everywhere through their branches that is
directly communicating with the customers

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Geographic Segmentation Behavioral Segmentation

Demographic Segmentation Psychographic Segmentation

Growth Phase Declining Phase

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