Marketing Activities of Dutch Bangla Bank

 

3.1 Marketing activities of Dutch Bangla Bank

Marketing activities help an organization to reach their targeted customers. It’s not just about selling product and service also earning trust of the customers. The banking sector of a country plays a key role in the development of the economy. Banks are now currently giving importance to the marketing activities to create awareness relating to their services to the general public. Customer plays a key role in banking sector. Customer satisfaction is very important so banks are introducing new instruments and ways in which to draw in the clients. Banks are building several strategies so as to retain the customers. Banks are currently putt stress on customer relationship management. That too they're concentrating on long relationships to retain clients. Dutch Bangla Bank has a well organized marketing strategy. They operate their marketing activity according to their strategy. Their CRS program and SME banking also fall under the marketing activity. They are doing this to earn trust of the customer. They want to prove, they just not come here to earn profit, they also care about wellbeing of the people. They are also doing many other marketing activities to promote their products and services.Marketing Activities of Dutch Bangla Bank Ltd.

 

3.2 CRS (Corporate Social Responsibility) activity of DBBL

As a corporate citizen DBBL know how its responsibility and work impact the society, stakeholders, staff, environment and the economy. They are conducting their business ethical way, they are creating new opportunities for new business, giving job to the unemployment people, making a great impact on our economic growth. They are ensuring protection of the environment while financing a business.

3.2.1 Contribution to Economy

First of all its business based on trust and good will of people. For make this trust and good will stronger. They are doing a lot of CRS activity. Their way of activities is giving a boost to our economy. Their fast track service giving people chance of fast transaction. They are giving home loan, educational loan, and loan for small business. They are donating in educational sector, health sector and many other sectors. This kind of activity helps our economy grow.

3.2.2 Making the Technology Affordable and Socio-economy Development

DBBL is the most technological advance bank and it has the highest number of ATM all over the country which is not at all financially rewarding. But still they are working on this to provide benefit to their customers. So that customers can get benefit from this 24/7. They are taking this initiative as a part of their CRS program. To make this ATM service more beneficial to the people, its enable other banks customer to take this service at a nominal cost. This activity widens and spread the benefit of the ATM network DBBL.

3.2.3 Contribution to Educational Sector

They invest a lot of money in education sector to improve the number of educated people. For example, they organize Gait and physics Olympiad, scholarships to the meritorious students and much other activity to make a improvement in education sector.DBBL-Scholarship Program awarded scholarship to 200 meritorious and poor students as well as 10 physically challenged students who passed HSC Examination in 2006. DBBL awarded scholarship to 150 meritorious and poor students including 6 Blind students who passed HSC Examination in 2005. DBBL had donated to Bangabandhu Sheikh Mujib Medical University (BSMMU) Tk. 15.00 lack for purchasing academic reference books. It also donated a Toyota Hi-Lux Pick-up Van to Bangladesh Agricultural University (BAU).

3.2.4 Contribution to Covering up Natural Disaster

DBBL has donated Tk. 25 lack for victims due to devastating landslides following torrential rains lashed down in Chittagong city and its adjacent areas. For rehabilitating the homeless people affected by river-erosion of Ramgoti Upazila under Noakhali District on August 14, 2005 DBBL had donated 130 bundles of GCI sheets worth Tk. 5.60 lack. It also donated 700 bundles of high grade GCI sheets worth of Tk. 29.00 lack for rehabilitating the ordinary people of the four Upazilas of Gaibandha and Rangpur districts.

3.3 SME (Small and Medium Enterprise) Banking

For making rural people self dependent and make a huge number of unemployed people employed DBBL is trying to build SME center all over Bangladesh. This SME centers also providing ATM service free of charge, so rural people can transect their money home and abroad. It’s also a part of their marketing activity to promote their business and earn trust of the customers. DBBL serving SMEs for differentiate them from the competition when marketing to target customers. They are currently providing the following services in their SME centers.

·         DBBL Cash Credit “Len-den”

·         DBBL Term Loan – “Somridhi”

·         DBBL Property Loan – “Janala”

·         DBBL Festival Loan – “Utshab”

·         DBBL Women Entrepreneurs Financing (Term Loan) – “Uthsaho”

·         DBBL Women Financing (Cash Credit) – “Shofolota”

·         DBBL Distributor Financing (Cash Credit) – “Prosher”

 

DBBL Cash Credit “Len-den”

Purpose	Give working capital to start a business
Target Customers	Any small entrepreneurs who ever want to started a small business
Loan Amount	Maximum up to 750 Mil.

 

DBBL Term Loan "Somridhi"

Purpose	Expansion of existing Business
Target Customers	Cottage, Micro, Small and Medium Entrepreneurs.
Loan Amount	Maximum up to 750 Mil.

 

DBBL Property Loan “Janala”

Purpose	To buy new house or develop existing house or remove the existing house or taking  loan over existing house.
Target Customers	Any legitimate business like Cottage, Micro, Small and Medium entrepreneurs
Loan Amount	Maximum up to 12.00 Mil or LTV Ration 70:30 or Industry ceiling for SME Loan  whichever is lower.

 

DBBL Festival Loan “Utshab”

Purpose	To meet up seasonal working capital condition.
Target Customers	Any legitimate business like Cottage, Micro, Small and Medium entrepreneurs.
Loan Amount	Maximum up to 20.00 Mil

 

 

DBBL Women Entrepreneurs Financing (Term loan) “Uthsaho”

Purpose	Invest more in business or buy a new asset by the women entrepreneurs.
Target Customers	Any legitimate business like Cottage, Micro, Small and Medium women entrepreneurs
Loan Amount	Maximum up to 5.00 Mil

 

DBBL Women Financing (Cash Credit) “Shofolota”

Purpose	To meet up working capital condition of business set by the Women entrepreneurs.
Target Customers	Any legitimate business like Cottage, Micro, Small and Medium women Entrepreneurs.
Loan Amount	Maximum up to 5.00 Mil

 

 

DBBL Distributor Financing (Cash Credit) – “Prosher”

Purpose	To meet up working capital condition of business entities engaged in distribution.
Target Customers	Distributors of well- known local or multi-national companies like Cottage, Micro, Small and Medium Entrepreneurs as per definition provided by Bangladesh Bank
Loan Amount	Maximum up to 20.00 Mil.

 

 

 

 

 

 

 

 

3.4 Blog and SEO(Search Engine Optimization) Marketing

 

3.4.1 Blog

Now we can found millions of blog in internet. They write content, news, and story about organizations and many other things. It’s a huge opportunities for organization to increase their traffic on their website. It’s also help customers to get information about a organization. People cannot get every kind of detail information from DBBL website. This blog also help them to get their desire info.

 

Most of the time blog are written by unknown people. They update news, story, and changes about DBBL. DBBL never paid them for their content. It’s one kind of free marketing for DBBL. Though it’s very helpful for a business but sometimes negative content can make negative impact on a organization.

 

3.4.2 Search Engine Optimization

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to a website through organic search engine results.

 

 

The better visibility web pages have in search results, the more likely they are to garner attention and attract prospective and existing customers to your business. Dutch Bangla Bank Currently working on their SEO program. They are hiring new SEO expert for their websites. Develop themselves in SEO will help them in future. It will keep them above its competitors.

3.5 Dbbl Internet banking

3.5.1 Rocket

Dutch Bangla bank is now the most technological advance bank in Bangladesh. But now they have many competitors. So they are now focusing on their technology and internet banking.It was the first bank to offer banking services through a wide range of mobile phones. They introduce DBBL Rocket for the mobile banking. Rocket provides banking services without bank branch and financial services to unbanked communities competently and at reasonable cost. To provide banking and financial services, such as, utility payment, merchant payment, cash-in, Cash out, salary disbursement, government, foreign remittance allowance disbursement, ATM money withdrawal through mobile technology devices, i.e. Mobile Phone, is called Rocket.

In earlier they failed to promote “Rocket”. But now they are trying to promote “Rocket”.

Bkash has gone so far from them in case of promoting. Now a day, most of the merchant payments are given by Bkash. People will choose the payment method more which is more available in the economy.

Rocket can be linkup with any DBBL account. It does also can be use as a bank account. Anyone can send money from abroad to a rocket account. This is the plus ping of rocket. DBBL is trying to give some extra benefit to their customer over Bkash.

 

3.5.2 First totally automated Electronic Banking

Dutch-Bangla Bank is the first automated electronic bank in Bangladesh. They started this electronic banking service in 2003. They are upgrading their Electronic Banking system day by day. It’s introducing new features in “Electronic Banking”. They also making it easy for customer to operate and also get access in so many national or international transactional activities.

 

3.5.3 Unrivaled Access to Banking

DBBL customers have free access to banking from any DBBL branch, ATM and POS. All of those services ar free-of-charge and are amazingly reasonable for everybody. DBBL invest a lot of money in Electronic. But it’s still not so profitable for them. We can say that DBBL take this task as a social responsibility. They are giving this service for developing the economy of our country. Never has any bank given such a lot without charges.

 

3.5.4 Largest ATM Network in Bangladesh

DBBL has the highest number of ATM’s in Bangladesh. It provides Dutch-Bangla Bank Ltd Customers full access to 'anytime anywhere' banking nationwide. All the other banks use DBBL ATM to serve their customers. Dutch-Bangla Bank Ltd has put in over 4834 ATMs all over the country. This service makes the banking service faster and secure.

3.5.5 Largest IT (Information technology) Budget

DBBL keep a big budget for developing Information technology. They are investing a lot for developing electronic banking. DBBL is the only bank that uses DRS (data recovery site) for keep their customer information safe and secure. This is a backup for keep the information.

3.5.6 VISA and MasterCard

Dutch Bangla Bank Ltd is a license holder for VISA and MasterCard. These cards are used for settle payment. Dutch Bangla Bank Ltd is working with other organization to promote their Visa MasterCard services. They are giving these cards to their customers at low cost.

3.5.7 Agent Banking

DBBL “Agent Banking” giving banking service to rural people. The rural peoples are not so aware about banking. This banking service makes things easy for them. Now they are getting banking service most nearest destination. This Agent Banking service helps a lot for agricultural growth. Agent banking service is helping them to transfer, withdraw, give and collect payments.

 

 

3.6 Social Media Marketing

The scenario of social media marketing had change in last few years. Social media is now connecting individual people to a community. Social media marketing for banking has started to make effect in current market. Now Banks can give customize service to their clients. Now they are getting ideas about customer demands through social media .The are also answering the question of individual customer and giving them a clear idea about solving their problems. Sometimes they go for paid promotion for let the customer know about their new services. Dutch Bangle Bank Limited is doing the same thing on social media. In Facebook they have 798,734 like and 823,779 followers. This number is increasing day by day.

Here are 5 things DBBL using in social media in:

3.6.1 Increasing Touch Points

Social media make it easy for DBBL to give service to each customer individually. Now the customer doesn’t have to wait for the banking hours. They can get their question answer by posting a comment or giving a message. This thing creates a touch point. Also the can interact with their customers several times in a month or week. It’s also helping them to build a good relationship with their customer and make them feel valuable for DBBL. The service through social media should only focus on customer service not in bank product or service. They can get a clear idea about their customer through social media and take proper step before a need arise

3.6.2 Building Leads

DBBL use social media for self promotion, promoting product or service and new offers.

Like, giving discount on shopping and restaurant bill when customers use DBBL Nexus debit or credit card for make payment. Give offer on mobile recharge. They use chat bots for giving instant service to customers.

3.6.3 Sharing Data and Value

DBBL use social media for share their information and current update about them. What they are doing? What they are currently offering to their customers? Customer can get this valuable information through social media. It’s helping DBBL to build a trustful relationship with their customers. By creating media content like video, image, and audio and informative post they share into FaceBook. Then this data customer share with each other and reached a huge number of people within a short time.

3.6.4 Using Emotional Targeting

Increase in interest rate doesn’t make the customers switch the banks. Banks have to give value to their individual customers. DBBL has started Small and Medium Enterprise banking service to serve the huge number of unemployed man and women. They also give loan for education, for building home, for reconstructing a house or developing an existing business. They also invested a lot of money for the people who lost their home for natural disaster. This works keep them ahead of their competitors. They are just not making profits; they are also taking a place in people heart.

3.6.5 Working as a channel

Customer can reach to DBBL through different channel. Social media is one of those channels. Customer must experience same service on social media that they are getting from other channels. DBBL is trying to ensuring that, customers will receive the same or much better service on social media. This will make their brand image more valuable to their customers.

 

 

 

3.7 Non-Traditional Rewards Programs

 

3.7.1 DBBL Loyalty Program

In their loyalty program they give loyalty point to their customer. Customers earn this loyalty point by spending money of their debit or credit cards. For each 50 taka of spending of their cards they get 1 reward point. They can convert those reward point into money.

 

3.7.2    0% InstaPay

DBBL’s “0% Instapay” is a interest free service for their customers. Customers can give money in installment when they purchase a product that cost 3000 or more than that. They can give the payment 3, 6,9,12,18,24,36 monthly installments without giving any interest. They can get this service from the “0% Instapay” partners who are listed to give “0%instapay” service.

 

 

3.7.3 Easy Pay, Easy Buy, Easy Loan

DBBL Credit card holders have the privilege to convert their retail purchase, utilized and un-utilized limit up to 36 months Equal Monthly Installment at attractive rates. Card holders can apply for these facilities simply by calling 24/7 call center at 16216.

 

3.7.4 150+ Discount Partner

 150+ partner of DBBL will give 50% discount to the DBBL card holders. They can get discount on shopping, travelling, medical service, restaurants, hotel resort and life style shop. This program attracts more customers for DBBL.

 

3.7.5 Two Factor Authentication (2FA)

This two factor authentication system is giving more secure bank service to the customers. Customer will get a token code for a short time. That makes sure that they are the charge of their accounts. No other person has the access to their accounts. They give this token for each online transaction.

This type of reward system makes DBBL more attractive to its customers.