Public sector banks are those where the government has a major holding.

They are divided into two groups nationalized banks and the state bank of India and its associates. Among them 19 are nationalized banks, and 8 state bank of India associates. PSUs dominate 75% of the deposits and 71% of advances in the banking industry. Public sector banks dominate commercial banking in India these can further be classified into. State Bank of India Nationalized Banks Regional Rural Banks In July 1969 14 banks with a deposit base of 50 crore or more were nationalized, Punjab National Banks was one of these.

 Founded in 1894 in Lahore - now in Pakistan - as an offshoot of the Swadeshi movement, PNB was the first to be launched with Indian capital - owned, operated and managed by Indians. Freedom fighter Lala Lajpat Rai was closely associated with the management of PNB in its early years. Shortly before the Partition riots broke out, PNB relocated its headquarters to Delhi.

It has 520 branches across 764 cities , and serves over 37 million customers. The bank has been ranked 248th largest bank by the Bankers Almanac, London. At end of FY11 the bank reported total assets worth 5,55,005 crore.
K.R. Kamath, is PNB's current Chairman and Managing Director. He was initially amazed by PNB's culture of systems and processes. He learnt, for instance, that the bank had a well thought-out risk management system in place. It had appointed an external auditor in the very second year of its existence, at a time when the concept of auditing did not exist.

PNB has a four-tier system, which include branches, regional offices, zonal offices and head office. The bank is engaged in the businesses of retail banking, life and nonlife insurance, mutual funds, agricultural banking, asset management business, and bullion business. It offers credit cards, debit cards, asset management services, corporate and personal banking, industrial finance, agricultural finance, financing of trade, and international banking services. The bank operates through four segments namely, Whole Sale Banking, Retail Banking, Treasury Others segment. The banks key areas of operations include Hong Kong, Dubai, Kazakhstan, the UK, Shanghai, Singapore, Kabul, and Norway.

 PNB was the first PSU bank which introduced the concept of net-banking in 2002, thus ushering in a revolution in the Indian banking system. Has been conferred with the best bank award for the year 2011( 2nd year in a row) by Business India magazine .PNB bagged the prize by defeating rivals like ICICI, HDFC, Bank Of Baroda PNB bags FIBAC 2011 'Most Productive Public Sector Bank award. The bank was awarded GOLDEN PEACOCK HR excellence award in 2011. PNB was adjudged the best managed bank by SCOPE(Standing Conference Of Public Enterprises). Bank has also been conferred with the award by the Institute for Development and Research in Banking Technology (IDRBT, 2008) for the best Use of technology for financial inclusion.

SWOT Analysis Strengths: 1. Support of various promoters. PNB has a rich legacy and a large franchise of loyal customers. 2. High level of services: the bank strives for maximum consumer satisfaction 3. Knowledge of Indian market. The staff is efficient and the management is full of visionaries 4. All branches offer the Centralised Banking Solution, along with a variety of financial products catering to different market segments. 5. Use of technology is an important strength of PNB. The Bank transacts 5 million transactions per day and has developed 22 risk rating models in house. PNB has always looked at technology as a key facilitator to provide better customer service and ensured that its IT strategy follows the Business strategy so as to arrive at Best Fit. The bank has made rapid strides in this direction. 6. A strong culture of corporate governance was imbibed in the early stages of the bank," says Kamath. "Even today our risk management systems are among the best in public sector banks.

Weaknesses : Not very visible, through all channels communication. Shortage of staff.

of

Opportunities: 1. Growing Indian banking sectors. 2. Aggressive strategies for the global market. 3. Optimum use of technology.

Threats:
1. 2. 3. 4. From various competitors. Foreign banks. Private sector banks Future market trends.

PNBs target audiences Demographic variable:

Occupation: Comprises of people from the salaried class( majorly govt sector), housewives, students, retired people, agriculturalists , SME(small and medium enterprise) owners. Segmentation strategy: Psychographic variable People who look for maximum benefits "Banking for the unbanked" under one roof , and who believes in modern banking with higher set of services i.e. Internet banking (i-contact, net-banking, e-payments etc.). A bank which is accessible and customer friendly and has something for everyone.
Targeting strategy: Target market: Government sector Retail banking market Agricultural sector Rural market

PNBs objective is to be a leading Global Bank with Pan India footprints and become a household brand in the Indo- Gangetic plains providing entire range of financial products and services under one roof"

Being in existence for 117 years now, PNBs communication concern is not to build an image but to create a recall value. To communicate an image of a modern yet sincere bank, which offers multiple services and strives to achieve high consumer satisfaction through product innovation for the diverse need of individual & corporate clients.
Communicating the new product launches successfully to the consumers. In the past they introduced many new products like e-banking service EzRemit, PNB Prudent services or the students debit card services etc, but they were not able to communicate it to the people. So now they want to communicate it to the people successfully that they give emphasis on the product innovation.

sender

Model for external communication

Print: Paid advertisments & Non paid news coverage for events

m e s s a g e

Out of home : Metro branding,horadings,LED signage, event brandings

Electronic: a panel of advertising agencies and an in-house unit of advertising and marketing dept.

Multiple audiences

PNB engages its internal public through an internal fortnight newsletter called PNB MONTHLY REVIEW and an independent newsletter from HO to circle offices. It focuses on the communication with the internal publics .

CSR just isn't about doing the right thing but also building a reputation as a responsible business sets you apart. Companies often favor suppliers who demonstrate responsible policies, as this can have a positive impact on how they are perceived by customers(who are also the stakeholders in this case) Punjab national bank has taken a lot of noteworthy CSR initiatives to name a few: PNB hockey academy which was setup in 2002 for promoting our National game. The Academy was established with an objective to groom upcoming talented hockey players to produce world class hockey players to bring back the glory the country had in the past in the game of hockey. The bank then went on to employ these players.

The bank has recently adopted the Chennam-Pallipuram village in Alappuzha district and are working towards improving lives there with the co-operation of the Panchayath. the bank's CSR activities included donating medicines to cancer patients of Ernakulum General Hospital, Palliative Care Unit.

 Prerna an initiative taken by banks senior officials wives , helps rehabilitate underprivileged girls. From donating computers to learning kits the bank tries to bridge the socio-economic gap that these children face.

A few examples of CSR done by PNB

Though PNBs communication strategy has worked for them so far, but they can certainly improvise it, and reap more benefits by employing the following recommendation. PNB should pursue electronic media as a medium more aggressively, so as to acknowledge people from all sections(maybe allocate a bigger portion of the advertising spend, which was 30 crore in 2010 for electronic and print.) Utilize digital and social media to their advantage so as bring this generation on their radar of communication (Catch Them Young). Collaborating with agencies like CRY, HELP AGE or NAACO to make their social contributions more visible. Or taking up a major social cause solo eg.a campaign against bribery, corruption etc. Endorsing a very credible brand ambassador, the likes of Naseerudin Shah or Om Puri,

 Arranging for cultural events for the gold card members or other loyal customers as a part of the CRM activity.( e.g. organizing events like a Bharatnatyam performance by the likes of Shovana Narayanan/ Mallika Sarabhai or a music event, to bring together the customers once in a while to garner a sense of family.) Organize a goodwill hockey match between team PNB and local colleges , and the proceeds can go to charity. PNB can also volunteer to train women players who come from underprivileged backgrounds at its hockey academy, guaranteeing a job/scholarship to the deserving candidates.