Communications division of BRAC Bank Limited: a 360 degree communication mix for card’s campaign can change customer’s mindset about using cards

Abstract

This report represents the working experience on private sector commercial bank operated in Bangladesh named ―BRAC Bank Limited‖ (BBL) as internship report for BBA program. BRAC Bank intends to set standards as the Market leader in Bangladesh. It will demonstrate that a locally owned institution can provide efficient, friendly and Modern full- service banking on a profitable basis. The main objective of the study is to identify “How a 360 Degree communication Mix for card’s campaign can change people mindset about using cards ". Different type of promotional techniques that bank use for the promotion of their product is also discussed, basis on qualitative and quantitative strategy. Based on their promotional activities some recommendations will also suggest that will helpful to increase the product selling and quality of customer service. A survey research is also conducted for measuring the customer satisfaction about BRAC Bank Card‘s offer. After discussing the whole topic a general recommendation has also done on the basis of some problem that identified in the report. After conducting the survey research it can be said customer are more or less satisfied with the bank card‘s benefits but many customer complaint about the longevity of the benefit of card‘s offer. BRAC Bank is a well-established Bank in Bangladesh. It is providing maximum services to the customer then other Bank. Entering as a new bank in private banking scenario of Bangladesh, BRAC Bank is constantly try to cross the obstacles regarding typical business oriented ideas and come up with innovative curtailed to its Consumers need to harvest maximum benefit for them. BRAC Bank Limited is a third generation bank inaugurated on 4 July 2001 with a mission of providing best banking service in the country to enhance economic activity. Being the fastest growing bank of the country currently BRAC Bank is operating all over the country having 157 Branches and Krishi Branches, 22 SME Sales and Service Centers, 300+ ATMs, 405 SME Unit offices. This fastest growing bank works on 3P- People, Planet and Profit; ensures sustainable growth and largely focuses on SME financing sector.