Marketing Practices of Dhaka Bank PLC

Abstract

Marketing strategy is an elaborate long-term outline which outlines how a business will achieve its marketing goals and objectives. The primary goal of the report is to assess the marketing and operation strategies of Dhaka bank PLC, which is one among the most successful private commercial banks in Bangladesh. Dhaka Bank has established itself as a prominent force in the local competitive financial market. The strengths of the financial products of the organisation and the wide clientele are also noted in the report. This study design is descriptive. The secondary sources were used to collect data and practical observations were conducted during an internship in the General Banking and Credit departments. Dhaka Bank employs the appropriate segmentation, targeting and positioning. They provide financial services to the retail consumer market and the business corporate market. It has competitive pricing, which is supported by controlled interest rates and value-based advisory practises. It has a broad product portfolio that suits various financial and lifestyle requirements such as conventional, Islamic, and digital banking. The promotion mix is spacious in terms of ATL and BTL requirements and incorporates TVCs, OVCs, social media campaigns, and direct activations of the company. The key recommendations of the report are to develop rural agent banking, launch more niche SME products, improve the capabilities of the digital app, improve the marketing that uses data, and simplify a loan processing process. This report outlines the marketing strategies of Dhaka Bank, and it shows how the bank has masterfully integrated financial security, good rates, strategic branch location and influential promotions to be good players in the banking industry of Bangladesh.