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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

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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

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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 PercentSTUDENT 63 54.78SERVICE 34 29.57BUSINESS 14 12.17HOMEMAKER 3 2.61OTHERS 1 0.87Total 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 9.57HSC 8 6.96SSC 1 0.87Total 115 100.00

4.2: Education of the respondents

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Respondents are divided into two customer type- general or personal and corporate or

business.

Frequency PercentGENERAL/PERSONAL 86 74.78CORPORATE/BUSINESS 29 25.22Total 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 inearlier 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 2 nd and 3 rd respectively.

Name of Bank f % Order DBBL 25 21.74 1STANDARD CHARTERED 19 16.52 2HSBC 12 10.43 3SONALI 9 7.83 4

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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 2 nd position, possessing more than 15% response each,

simultaneously. Again, Newspaper advertisement and reference from family members take

the 3 rd 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 intelevision.

Frequency Percent

YES 102 88.70NO 13 11.30Total 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 2 nd and 3 rd position respectively.

Name of Banks Frequency Percent Order DBBL 33 32.35 1PRIME 10 9.80 2UCB 9 8.82 3CITY 8 7.84 4HSBC 6 5.88 5AB 5 4.90 6

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BRAC 5 4.90 6NCC 4 3.92 7ISLAMIC BANK 4 3.92 7

OTHERS 4 3.92 7EBL 3 2.94 8STANDARD CHARTERED 2 1.96 9MERCANTILE 2 1.96 9JAMUNA 2 1.96 9MUTUAL TRUST 2 1.96 9ONE 1 0.98 10TRUST 1 0.98 10DHAKA 1 0.98 10Total 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 PercentYES 57 49.57NO 58 50.43Total 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 1DBBL 11 19.30 2HSBC 6 10.53 3BRAC 4 7.02 4ISLAMIC BANK 4 7.02 4ONE 3 5.26 5PRIME 2 3.51 6BANK ASIA 2 3.51 6DHAKA 2 3.51 6

OTHERS 2 3.51 6UCB 1 1.75 7

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NCC 1 1.75 7AB 1 1.75 7MERCANTILE 1 1.75 7PRIMIER 1 1.75 7Total 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 3 rd position with almost 15% views.

Frequency Percent Order BDJOBS.COM 27 48.21 1OTHERS 9 16.07 2YAHOO 8 14.29 3THROUGH OWN MAIL 8 14.29 3FACEBOOK 4 7.14 4Total 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 PercentYES 43 37.39

NO 72 62.61Total 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.

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Frequency Percent Order DBBL 13 30.23 1STANDARD CHARTERED 9 20.93 2BRAC 5 11.63 3HSBC 3 6.98 4OTHERS 3 6.98 4CITY 2 4.65 5ONE 2 4.65 5ISLAMIC BANK 2 4.65 5PRIME 1 2.33 6FIRST SECURITY BANK 1 2.33 6SHAHJALAL 1 2.33 6DHAKA 1 2.33 6Total 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 3 rd, 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.


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 2 nd position again. City

bank and DBBL share the 3 rd position with 15% responses.

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Frequency Percent Order BRAC 9 22.50 1STANDARD CHARTERED 7 17.50 2CITY 6 15.00 3DBBL 6 15.00 3OTHERS 3 7.50 4ISLAMIC BANK 2 5.00 5HSBC 1 2.50 6NCC 1 2.50 6EBL 1 2.50 6AB 1 2.50 6SHAHJALAL 1 2.50 6MUTUAL TRUST 1 2.50 6EXIM 1 2.50 6Total 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 2 nd order as highest

reach to the target customers. This sort of advertisement mainly includes billboards, banners,

posters, etc.

Frequency PercentYES 104 90.43

NO 11 9.57Total 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, 2 nd and 3 rd respectively, with only one difference.

Frequency Percent Order DBBL 19 18.27 1AB 12 11.54 2CITY 11 10.58 3STANDARD CHARTERED 10 9.62 4

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BRAC 10 9.62 4HSBC 7 6.73 5EBL 6 5.77 6PRIME 6 5.77 6DHAKA 4 3.85 7UCB 3 2.88 8NCC 3 2.88 8ONE 3 2.88 8TRUST 3 2.88 8OTHERS 3 2.88 8MUTUAL TRUST 2 1.92 9PRIMIER 1 0.96 10PUBALI 1 0.96 10Total 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.


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 2 nd and 3 rd

respectively with almost half frequency of that of Mercantile has.

Frequency Percent Order

MERCANTILE 9 25.71 1DBBL 5 14.29 2

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BRAC 4 11.43 3UCB 2 5.71 4CITY 2 5.71 4PRIME 2 5.71 4JAMUNA 2 5.71 4MUTUAL TRUST 2 5.71 4OTHERS 2 5.71 4AB 1 2.86 5EBL 1 2.86 5ONE 1 2.86 5ISLAMIC BANK 1 2.86 5SONALI 1 2.86 5Total 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 3 rd

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.


Table 5.16: Reach Through Newspaper Ad

Almost all of the banks place ad on newspapers. Table 5.17 shows the frequency of banksthat 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

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HSBC 10 9.52 2CITY 10 9.52 2BRAC 10 9.52 2STANDARD CHARTERED 9 8.57 3PRIME 8 7.62 4EBL 5 4.76 5ISLAMIC BANK 4 3.81 6SONALI 3 2.86 7BANK ASIA 3 2.86 7NCC 2 1.90 8FIRST SECURITY BANK 2 1.90 8MUTUAL TRUST 2 1.90 8DHAKA 2 1.90 8OTHERS 2 1.90 8UCB 1 0.95 9AB 1 0.95 9MERCANTILE 1 0.95 9

ONE 1 0.95 9JAMUNA 1 0.95 9IFIC 1 0.95 9PUBALI 1 0.95 9Total 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].


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.

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Frequency Percent Order DBBL 43 47.25 1BRAC 10 10.99 2CITY 9 9.89 3ISLAMIC BANK 6 6.59 4PRIME 4 4.40 5BANK ASIA 4 4.40 5DHAKA 4 4.40 5STANDARD CHARTERED 3 3.30 6HSBC 3 3.30 6AB 2 2.20 7NCC 1 1.10 8ONE 1 1.10 8UTTARA 1 1.10 8Total 91 100.00

Table 5.19: Banks with CSR Activities

Brac Bank, with 10% of total response, remains 2 nd 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.

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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

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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.

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Appendix

Table: Effectiveness of IMC tools

N Min Max MeanThe 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 muchtime & money

49 1 9 5.61

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

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