SUBMITTED TO: SAYYED ADNAN SHABBIR SUBMITTED BY: FAISAL MEHMOOD ANJUM 5381-FMS/MBA/F11

EXECUTIVE SUMMARY
Askari Bank was incorporated in Pakistan on October 9, 1991 as a public limited company. It commenced operations on April 1, 1992. Askari Bank has since expanded into a network of 245 branches / sub-branches, including 31 dedicated Islamic banking branches, and a Wholesale Bank Branch in the Kingdom of Bahrain. As at December 31, 2011 the Bank had equity of Rs. 17.8 billion and total assets of Rs. 343.8 billion, with 919,096 banking customers, serviced by their 5,994 employees. Askari bank offers solutions for branch banking, corporate and investment banking, consumer banking & Islamic banking. To meet the organizational goals and objectives and to fulfill the expectations of the stakeholders Askari bank practices different aspects of relationship marketing. Employees seek to understand customers financial problems and provide them with most suitable products and services. Askari bank strongly believes that the interests of the Bank & the employees are inseparable. Askari bank tries to create a we culture where there is mutual trust and respect for each other. Staff welfare has always been a priority. New initiatives like hospitalization plan, car buy- back facility and home loan insurance have added new dimensions to the staff-care policy and motivated them to out-perform Askari competitors. Benefits that Askari bank gets by relationship marketing are increase in customer base, market share of deposits & advances, revenue.

TABLE OF CONTENTS
INTRODUCTION ............................................................................................................................................. 1 VISION ....................................................................................................................................................... 2 MISSION .................................................................................................................................................... 2 CORE VALUES ............................................................................................................................................ 2 PRODUCT OFFERINGS ................................................................................................................................... 3 BRANCH BANKING..................................................................................................................................... 3 CORPORATE & INVESTMENT BANKING .................................................................................................... 3 CORPORATE BANKING .......................................................................................................................... 4 INVESTMENT BANKING ......................................................................................................................... 5 CONSUMER BANKING ............................................................................................................................... 5 AGRICULTURAL BANKING ......................................................................................................................... 6 ISLAMIC BANKING ..................................................................................................................................... 6 ALTERNATE DELIVERY CHANNELS ............................................................................................................. 7 INTERNET (I.NET) BANKING .................................................................................................................. 7 CALL CENTER ......................................................................................................................................... 7 AUTOMATED TELLER MACHINE (ATM) ................................................................................................. 8 RELATIONSHIPS ............................................................................................................................................. 9 CUSTOMERS .............................................................................................................................................. 9 EMPLOYEE ............................................................................................................................................... 10 CORPORATE SOCIAL RESPONSIBILITY ..................................................................................................... 11 BENEFITS OF RELATIONSHIP MARKETING .............................................................................................. 11

INTRODUCTION

INTRODUCTION

INTRODUCTION
Askari Bank was incorporated in Pakistan on October 9, 1991 as a public limited company. It commenced operations on April 1, 1992 and is principally engaged in the business of banking, as defined in the Banking Companies Ordinance, 1962. The Banks shares are listed on Karachi, Lahore and Islamabad stock exchanges.

Askari Bank has since expanded into a network of 245 branches / sub-branches, including 31 dedicated Islamic banking branches, and a Wholesale Bank Branch in the Kingdom of Bahrain.

A shared network of 5,319 online ATMs covering major cities of Pakistan, internet banking (inet) and call centers operating on 24/7 basis supports the alternate delivery channels for customer service.

In addition to commercial banking (SME/Corporate), investing banking, insurance, leasing, Askari bank is also providing fund management services through its wholly owned subsidiary AIML.

As at December 31, 2011 the Bank had equity of Rs. 17.8 billion and total assets of Rs. 343.8 billion, with 919,096 banking customers, serviced by their 5,994 employees. Askari Investment Management Limited and Askari Securities Limited are subsidiaries of Askari Bank primarily engaged in managing mutual funds and share brokerage, respectively.

INTRODUCTION

VISION
To be the bank of first choice in the region

MISSION
To be the leading bank in Pakistan with an international presence, delivering quality service through innovative technology and effective human resource management in a modern and progressive organizational culture of meritocracy, maintaining high ethical and professional standards, while providing enhanced value to all their stakeholders, and contributing to society.

CORE VALUES
Integrity is the most valued standard in whatever they do. They understand that their commitment to satisfy customers needs must be fulfilled within a professional and ethical framework. They subscribe to a culture of high ethical standards, based on the development of right attitudes. The intrinsic values, which are the corner stones of their corporate behaviour, are: COMMITMENT CUSTOMERS Passionate about their customers success, delighting them with the quality of their service TEAMWORK EMPLOYEES Caring for their people and helping them to grow SERVICE COMMUNITIES Dedication towards social development and improvement in quality of life FAIRNESS REGULATORS Exemplary compliance, governance and business ethics INTEGRITY INVESTORS A distinctive investment, delivering outstanding performance, return and value.

PRODUCT OFFERINGS

PRODUCT OFFERINGS

PRODUCT OFFERINGS
BRANCH BANKING
Through network cities, a in towns branch major and made

cantonments,

up of conventional, corporate, consumer, Islamic, as well as agricultural banking service branches, They aim to provide their customers with a wide range of offerings catering to all their banking needs. Mahana Bachat Paishgi Munafa Value Plus Deposit Current Account Savings Account Investment Certificates Rupee Traveler Cheques Bancassurance

CORPORATE & INVESTMENT BANKING

Askari Bank understands the unique business requirements of their corporate and institutional

PRODUCT OFFERINGS

clients, and accordingly the Banks Corporate and Investment Banking Group (CIBG) strives to meet their expectations through provision of customized and relationship based banking approach.

CORPORATE BANKING
Corporate Banking works on a long-term relationship based business model to provide a single point within the Bank for meeting all business requirements of its corporate and institutional customers, including public sector enterprises, with the primary objective of enhancing customer service. Dedicated relationship managers for each of their corporate client ensure customer satisfaction, which remains top priority. Their relationship oriented outlook focuses upon providing a complete array of tailored financing solutions, that are practical and cost effective, some of which include: Working Capital Facilities Term Loans Structured Trade Finance Facilities Letters of Guarantee Letters of Credit Fund Transfers / Remittances Bill Discounting Export Financing Receivable Discounting

PRODUCT OFFERINGS

INVESTMENT BANKING
Investment Banking offers various and tailored financial solutions including debt syndications, project finance and advisory services, debt placements through capital markets as well as structured trade finance facilities. Whether a company is seeking to access the local or cross border syndications and debt capital markets, project financing needs, advisory services related to M&A or the local equity capital markets for raising capital.

CONSUMER BANKING
Askari Banks consumer

finance is focused on enhancing retail portfolio through new and improved initiatives and products. Special attention is given to business opportunities involving strategic alliances to earn sustainable returns, with greater emphasis on secured form of consumer lending and an aim to increase product offerings while improving and maintaining quality of asset portfolio. Ask4Car Personal Finance Mortgage Finance Visa Debit Card Master Credit Card

PRODUCT OFFERINGS

AGRICULTURAL BANKING
Agricultural banking products and services are specifically designed for Pakistans crop farming, other

farming and rural business segment. Such products and services, some of which are listed below, offer improved and efficient delivery and control mechanism for meeting increased demand for credit by the farmers in easy, accessible and affordable manner. Kissan Ever Green Finance Kissan Tractor Finance Kissan Livestock Development Finance Kissan Farm Mechanization Finance Kissan Aabpashi Finance

ISLAMIC BANKING
With the help of Shariah advisor and professional bankers, Askari Islamic banking provides Riba free and Shariah Compliant solutions to various customer segments through a modest branch network in major cities of Pakistan. It offers following main products: IJARAH VEHICLE FINANCE

PRODUCT OFFERINGS

HOME MUSHARKAH

ALTERNATE DELIVERY CHANNELS

INTERNET (I.NET) BANKING

Askaris I.Net banking assures convenient banking from the comfort of your home. Now, customers are no longer required to wait in long and worrisome queues to request a financial transaction, 24/7 balance inquiry, statement of accounts, fund transfer, utility bill payment etc.

CALL CENTER
Askaris Call Center provides a single point of contact for all of its customers, yet offer unique and individualized services on real time information for its time-conscious customers; it is operated

PRODUCT OFFERINGS

24/7 and service customers for providing information of products and services, handling inquiries, attending requests.

AUTOMATED TELLER MACHINE (ATM)

Askari Bank is a member of two electronic ATM inter-bank connectivity platforms i.e., MNET and 1-link. Through this shared network of online 5,319 ATMs including Askari Banks 256 dedicated ATMs covering major cities in Pakistan supports the delivery channels for customer service. It provides services of e-banking and payment system products.

RELATIONSHIPS

RELATIONSHIPS

RELATIONSHIPS
To meet the organizational goals and objectives and to fulfill the expectations of the stakeholders Askari bank practices different aspects of relationship marketing. Customers are the core depositors of the bank and are considered blood for the banking industry.

CUSTOMERS
Knowing their customers and the needs of the customers is the key to their business success. Their products and services are as diverse as their market segments. Their client relationship managers are well equipped and well trained to provide the most efficient and personalized service to the customers. Askari Bank is proud of its pioneering role in providing the most modern and technologically advanced services to its 919,096 relationships.

Fairness, truthfulness and transparency govern their customer relationships in determining the transactional terms, conditions, rights and obligations. Employees seek to understand customers financial circumstances or problems and provide them with most suitable products and services. All employees ensure that any advice given to a customer

RELATIONSHIPS

is honest and fairly expressed and restricted to only those services or products where the bank has the relevant expertise and authority.

Askari bank provides quality services with tailor made product mix to its valued customer to meet their financial needs to build and retain long term relationship.

EMPLOYEE
"Unusual effort on part of the employees who are apparently ordinary workers is one of the key indications of a superior enterprise" Askari banks staff is its most valuable asset. The human resource philosophy at Askari bank focuses on multitalent hiring, professional grooming, requisite training and merit based reward system. Bank lays great emphasis on the development and nurturing of "Askari Culture", a cohesive teamwork, where each relies on the strength of the other and together they achieve common objectives

Staff welfare has always been a priority. New initiatives like hospitalization plan, car buy- back facility and home loan insurance have added new dimensions to the staff-care policy and motivated them to out-perform Askari competitors. Employee productivity enhancement is organized through extensive in-house and external training programs. Askari continue to offer opportunities for people to develop their knowledge, skills and personalities, thus ensuring greater self-fulfillment and progression in the organization.

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RELATIONSHIPS

They strongly believe that the interests of the Bank and the employees are inseparable. At Askari they try to create a we culture where there is mutual trust and respect for each other. They encourage ownership behavior so that everyone feels responsible for the performance and reputation of the Bank. They are committed to develop and enhance each employees skills and capabilities through extensive inhouse and external training programs and job rotations. In order to ensure meritocracy, their appraisal system is purely performance based.

CORPORATE SOCIAL RESPONSIBILITY

Corporate Social Responsibility is an integral part of the way they do business. In order to fulfill their CSR objectives, they attempt to promote public interest by encouraging community growth and development through sponsoring social service events, supporting education, sports, and environment and also contribute in socio-cultural activities.

BENEFITS OF RELATIONSHIP MARKETING

Increase in customer base. Increase in market share of deposits & advances. Increase the revenue. Customers trust the bank and show low or no resistant to new service offering. Low switchover rate. Can gain some great feedback both positive and negative.

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REFERENCE

REFERENCE

Mr. Abdul Majeed Vice President, President Support Office, Askari Bank ltd Contact # 00447574744281 (Currently In UK for vacations)

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