Effectiveness of the tools and techniques used for the marketing of supply chain finance products of IDLC

Abstract

IDLC Finance limited a public limited company doing financing business in Bangladesh for a period of 37 years with a philosophy of “Financing Happiness”. The company maintains it No- 1, position in all aspects from revenue generation to market value added, stakeholder’s management to human capital empowerment, patronizing green finance along with sustainable finance, special product for greater inclusion of female entrepreneurs, maintaining nonperforming loan way below to the industry average, etc. Company’s has been performing better even during a tough pandemic as its net interest income increased by 10% in the year 2021 compared to the year 2020. Net interest income in the year 2020 was estimated at BDT: 4,219 million which increased to 4,650 million in the year 2021. Apart from that its retained earnings also increased by 16%. Retained earnings in the year 2020, was estimated at BDT: 3,088 million which increased to 3,595 million in the year 2021. This report is prepared to partially fulfill the requirement of my bachelor of business administration degree. Thus, it is prepared as per report-structure provided by the Business School of the University. This report includes 3 (three) chapters namely Overview of Internship in chapter-1, Organization Part in Chapter-2 and the Project Part in chapter-3. In order to complete chapter-2 which includes numbers of financial and non financial analysis, annual report and financial statements of IDLC and 4 (four) major financing companies for the year 2017 to 2021 have been taken into consideration. While preparing chapter-3, a questionnaire survey has been conducted to find out the most popular marketing tools used by IDLC for onboarding and retention of buyers for their financial products. Research unveiled direct marketing tools namely relationship marketing remains the most popular from both employee perspective and customers perspective. However, IDLC’s strong brand image, corporate reputation and reliable 37 years of service business experiences also played vital roles which need to be investigated further. Finally, it was a 3 months excellent journey as I got the opportunity to work in a rich corporate cultured financial organization. As I have done my major in marketing, I still preferred to do my internship in a financing company to acquire knowledge from real life working experience in order-to complete my incompleteness of financing business knowledg