Assessing the effectiveness of specialized banking services (women banking, school banking, youth banking) at One Bank Limited

Abstract

This report is a fulfillment of the internship program at One Bank Limited under BRAC Business School. I was assigned as an intern at One Bank Limited's Elephant Road Branch as a marketing intern under the supervision of NilufarPanna, First Asst. Vice President & Branch Service Manager. The objective of the report is to assess the effectiveness of specialized banking services (Women Banking, School Banking, and Youth Banking) at One Bank Ltd. The conclusions are drawn after evaluating both qualitative and quantitative data. This report's primary measure for effectiveness is based on the number of new accounts opened for each of the programs each year. The research is conducted based on secondary data provided by One Bank Limited Elephant Road Branch. The data is analyzed for each scheme (School Banking, Women Banking, and Youth Banking) separately. Their popularity has determined the effectiveness of each of the programs and the number of clients each of them could sustain. A wholehearted approach has been made to account for the drastic change in customer behavior due to the pandemic. The results of the report suggest that the programs have been successful in achieving their intended purpose that is generating interest among various segments of the population to open an account with OBL. However, the pandemic has caused tremendous damage to the programs and the number of people signing of the programs ever since the crisis started. Therefore, it has been highly recommended that OBL design its marketing and operation strategies keeping the new normal in mind.