Kashif Ali Qazi
MC080402554
MBA
(Marketing)
Internship Report at Al Huda Centre of
Islamic Banking & Economics
Introduction to Al Huda CIBE
This is to introduce Al Huda Center of Islamic
Banking and Islamic Economics (CIBE). A
pioneering effort to promote Islamic Banking and
Finance in Masses through Education, Training,
Awareness and practice, with a view to support,
sustain, spread and supplement SBP and Govt.
initiative. Al Huda CIBE is the pioneer services
providers in the filed of Islamic banking &
Finance in Pakistan
Services Provided By Al
Huda CIBE
Advisory & Consultancy
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Islamic Financial Products Development
Islamic Financial Modeling and Engineering
Islamic Microfinance Products Development
Feasibility Studies and Business Planning
Representing a client in Major Negotiations
Shariah Advisory and Audit
Research and Development
Restructuring conventional products to Shariah
compliant products
Services Provided By Al
Huda CIBE
Education & Training
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Training Workshops
Campus Programs
Distance Learning Programs
Awareness Campaigns
(Continued)
Services Provided By Al
Huda CIBE
Programs offered through DLP & In Campus
 Post Graduate Diploma (PGD) in Islamic Banking
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& Finance
Certified Takaful Professional
Certified Islamic Fund Manager
Certified Islamic Microfinance Manager
Certified Sukuk Professional
Brands of Al Huda CIBE
 True Banking Magazine;
The True Banking is a bi-monthly magazine published
by Al Huda CIBE. Interviews of Islamic Banking
Experts, articles and all other news is published in
this bi-monthly magazine.
Brands of Al Huda CIBE
 Halal Research Council
HRC is working for promotion of Halal industry by
providing Halal Certification to food, FMCG and
medicine industries.
Brands of Al Huda CIBE
 Islamic Micro Finance Network;
IMFN is a Non Profit Organization, formed in 2009 by
a group of Islamic Microfinance Institution,
dedicated for the development and promotion of the
Islamic Microfinance Industry through Innovation,
Shariah Compliance Product Development.
Brands of Al Huda CIBE
 Sukuk Research Portal
Sukuk Research Portal is a unique platform to get all
sorts of information on Sukuk. It provides the latest
news, updates and articles on Sukuk operation in
Pakistan and abroad
Brands of Al Huda CIBE
 Islamic Banking & Financial News
( Online Magazine)
Islamic Banking and Finance News (Published by
AL Huda CIBE) is a unique Monthly online
magazine for The better awareness of Islamic
Banking and Finance Worldwide..
Brands of Al Huda CIBE
 Islamic Micro Finance Help Desk;
Islamic Microfinance Help desk is serving
to coordinate the Poverty alleviation
Factors through Islamic Financial
methodology For the broader Prospects of
social well being. It is Working to establish
the Islamic Microfinance Institution/Banks.
Brands of Al Huda CIBE
 Islamic Finance Facilitation Centre
Outlets to Provide platform to sale Islamic Financial
Products by using Al Huda Plate form on Franchise
of Retail basis. It provides Information about the
Services of Islamic banks, provides linkages
between Islamic Financial Institution and their
Prospectus Clients and many more.
Branding Strategies of Al
Huda CIBE
 Source Brand Name Strategies
 Line Brand Strategies
 Product Based Strategies
Main Clients of Al Huda
CIBE
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NBP
UBL
ABN AMERO
AIG
ALICO
Arif Habib Investments
Emirates Global Islamic Bank
Dollar East
Continued
Main Clients of Al Huda
CIBE
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Habib Metropolitan Bank
State Life Insurance Corporation of Pakistan
MCB Islamic Banking
Bank Alfalah
Soneri Bank
Pak Qatar Takaful
SKB
NJI
Main Clients of Al Huda
CIBE
Main Competitors of Al
Huda CIBE
 The Institute of Islamic Banking & Finance (India)
 King Abdul Aziz University Jadda (KSA) s’ Islamic
Economics Research Centre
 National Insatiate of Banking & Finance (NIBAF)
Pakistan
Continued
Main Competitors of Al
Huda CIBE
 Institute of Islamic Banking & Insurance
(London)
 International Centre for Education in Islamic
Finance (ICEIF) Kuala Lumpur Malaysia
 Islamic Banking & Finance Institute Malaysia
 Institute of Islamic Finance (UK)
Organizational structure
Organizational Structure of Al
Huda CIBE.
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Organizational Hierarchy Chart
Departments of Al Huda CIBE
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Accounts Department
Marketing Department
True Banking Department
Administration Department
Research & Development Department
Distance Learning Department
Communication Department
Sharia Advisory Department
Sharia Advisory Department
Chaired by the Mufti Muhammad Athur and performs
the following functions;
 Shaira Consultancy
 Sharia Compliance
 Shaira Advisory
Comments on Organizational
Structure of AL Huda CIBE
 Al Huda CIBE is a horizontal organizational
structure with narrow span of control.
 Centralized decision making approach is in
practice here because the decision making is
limited to the CEO and top management.
Distance Learning Department
The Distance Learning Department is chaired by
Miss Saim and performs the following functions;
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Student Enrollment
Shipping the study material
Handling the student queries about their
studies
Research & Development
Department
R&D department is chaired by the Mr. Hammad
Rasool and performs the following functions;
 New Product Planning
 Product Development
 Other R&D Functions
Accounts Department
There are three people working in
accounts department of AL Huda CIBE
and it performs the following functions;
 Recording all business transactions
 Payroll
 Generating the financial statements
Marketing Department
The strength of marketing department is twelve and it
performs the following functions;
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Marketing Research
Brand Management
Selling
Advertising & Promotion
Environmental Scanning
True Banking Department
True banking department consists of three
People and performs the following functions;
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Conducting Interviews of Scalars
Market Research
Handles the printing issues of True
Banking
Administration Department
The admin department is directly under the
supervision of GM Marketing and performs the
following functions;
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General Office Management
Assets Management
Transport Management
Property Management
Security & Safety Needs Management
Registry/mail Management
Plan of My internship program
I did my internship from March18, 2011 to June18,
2011at the Head office of AL Huda CIBE located at New
Garden Town Lahore. I worked in following departments;
Marketing Department
Administration Department
Distance Learning Department
Communication Department
My Training Program at Al
Huda CIBE
Communication Department
 Responsible fore all kind of internal & external
communication.
 Also acts as a Customer Relationship
Department of Al Huda CIBE.
What I did at Communication
Department?
 Searched the data (from web) of the potential
sponsors and clients.
 Sent personalized emails to these potential
clients and sponsors.
 Won two PGD students from Afghanistan by
successfully handling their queries
My Training Program at Al
Huda CIBE
Functions of Admin Department
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General Office Management
Assets Management
Transport Management
Property Management
Security & Safety Needs Management
Registry/mail Management
What I did in Admin
Department?
 Coordinated with PTCL authorities for up gradation
of internet services of Al Huda.
 Coordinated with local UPS manufacturer for back
up power supply of Al Huda CIBE.
 Coordinated with World Call Telecom authorities
for purchasing new wireless sets and internet
service for Al Huda CIBE.
 Dispatched the invitation letters to bankers, scalars
and sponsors for three days conference conducted
by Al Huda CIBE at PC Peshawar.
My Training Program at Al
Huda CIBE
Marketing Department performs the
following tasks ;
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SWOT Analysis
Market Research
Sales & Promotion
Advertising
Brand Management
What I did in Marketing
Department?
I spent the longest period of my internship report in
Marketing department of Al Huda CIBE. I was
assigned many assignments during my training at
Marketing department . The detail is on next slides;
What I did in Marketing
Department?
Assignment No.1
Visited different Islamic & Conventional banks in
Lahore for the promotion of Al Huda CIBE s’ brands
and also collect the data of potential customers. I
visited the many banks and few of them are as under;
 JS Bank Sub branch of upper Mall branch MM
Alam Road, Lahore.
 Emirates Global Islamic Bank, MM Alam Road,
Lahore.
 Bank Al-Habib, New Garden Town, Lahore.
 RBS, New Garden Town, Lahore.
What I did in Marketing
Department?
Assignment No.2
Visited following banks to for the advertising &
promotion of one-month course of “certified
managers in Islamic Banking and Finance”.
 UBL Wahdat Road, Lahore.
 MY Bank Wahdat Road, Lahore.
 Bank Alfalah Wahdat Road, Lahore.
 KASB Bank Wahdat Road, Lahore.
 Soneri Bank Wahdat Road, Lahore.
 Bank Alfalah Allama Iqbal Town, Lahore.
What I did in Marketing
Department?
Assignment No.3
Worked on the advertising & promotional campaign
of “Distance learning programs”& In campus PGD &
visited visited following banks;
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SCB Ichhra, Lahore
Bank Alhabib Ichhra, Lahore
MCB Ichhra, Lahore
Faysal Bank Ichhra, Lahore
SCB Mazang
Bank Alfalah Mazang
What I did in Marketing
Department?
Assignment No.4
Visited Peshawar for the advertising and promotion of
three days Islamic Micro Finance Conference
Conducted by the Al Huda CIBE at PC Peshawar and
Visited following types of companies;
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Conventional Banks
Islamic Banks
Investment Companies
Insurance Companies
Takaful Companies
Leasing Companies
Academic Institutions
Structure of Marketing
Department
GM
MKT
Manager
BD
Multan
MKT
Officer
MKT
Officer
Manager
BD
Lahore
MKT
Officer
MKT
Officer
MKT
Office
r
Manager
BD
Karachi
MKT
Office
r
MKT
MKT
Offic
er
Offic
er
MKT
Offic
er
Marketing Department
There are thirteen people working in
marketing department of Al Huda CIBE and it
performs the following operations;
 Marketing Research
 Customer Analysis
 Product Development
 Brand Management
 Advertising
 Promotion
 Distribution
 Selling
Marketing Department
(Segmentation strategies)
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Demographics Segmentation Strategies
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Geographic Segmentation Strategies
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Psychographic Strategies
Marketing Department
(Target Market strategies)
The AL Huda CIBE is using following target market
strategies;
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Single Segment Strategies
Selective Specialization Strategies
Product Specialization Strategies
Full Market Coverage Strategies
Product Planning,
development & Management
The Product development process is done into
following steps;
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Idea Generation
Idea Scanning
Concept Development
Concept testing
Business Analysis
Beta Test/Pre Testing & Market Testing
Technical Implementation
Commercializing
Product Pricing
Positioning Strategies
The Al Huda CIBE uses following positioning
strategies for its brands;
 Positioning by the brand attributes and Benefits
 Positioning by the Price/Quality
 Positioning By The Use of Applications
Pricing Strategies
Following pricing strategies are practiced by Al
Huda CIBE;
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Skimming Pricing
Competition Pricing
Bundle Pricing
Premium Pricing
Competition Pricing
Distribution Strategies
Al Huda CIBE is using following types of distribution
strategies;
 Direct Distribution
 Selective Distribution
Promotional Strategies
 Pull Strategies
 Push Strategies
Structure of Sales
Department
GM MKT
Manager
BD
Multan
MKT
Officer
MKT
Officer
Manager
BD
Karachi
Manager BD
Lahore
MKT
Officer
MKT
Officer
MKT
Officer
MKT
Officer
MKT
Officer
MKT
Office
r
MKT
Office
r
Sales Department
There are thirteen people working in sales
department of Al Huda CIBE and its
performs the following functions;
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Sales Forecasting
Demand Planning
Supply Planning
Pre-Sales Reconciliation of Sales Plans
Finalize the Sales
Sales Methodologies of Al Huda
CIBE
Al Huda CIBE is practicing following selling
methodologies;
Cold Calling
Solution Selling
Direct Selling
Process of developing relations with
customers Services Department
lies on following principles;
Continues Communication with the Customers
Offering products/services, which really meet
their needs & wants.
Offering superior customer services in order to
deliver the superior value to them.
Viewing customer feedback positively.
Techniques of Retaining the
Customers
 The CRM Department of Al Huda CIBE keeps
constant communication with its customers for
their valued feedback.
 The CRM department is very responsive the
customer needs & queries.
 The CRM department is takes the customer
complaints and claims very seriously and believes
that if one customer is lost, everything is lost.
Therefore, there is full compensation for the
losses.
(Continue)
Techniques of Retaining the
Customers
 At Al Huda CIBE, the CRM teams never let the
customer be irritated.
 The on time availability to product and services is
ensured.
 The CRM department of Al Huda CIBE always
tries to be on its toes to guide its customer.
 At Al Huda CIBE, every customer is given a
special attention, which makes him or her realize
that they are valuable for the company.
Techniques of attracting new
customers;
Direct Marketing
 Direct Mail Marketing
 Tele Marketing
 Mobile Phone Marketing
(Continued)
Techniques of attracting new
customers;
Online Marketing
 Business To Business (B2B)
 Business To Consumer(B2C)
Ways of handling different
kinds of customers;
 Every customer is given a special attention.
 In case of loss, fair compensation is given to the
customer
 Customer feedback is always taken as a
valuable tool for improvement in offerings
 It is ensured that the customer would not feel
any similar problem in the future.
Critical Analysis
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I learnt the technique to communicate effectively
with other in my course of Business
Communication and I got a chance to practically
practice this theoretical concept during my
internship report.
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I learnt about the branding from the course of
Brand Management and saw in practice the
branding strategies used by the Al Huda CIBE. I
also learnt selling techniques.
(Continued)
Critical Analysis
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Furthermore, I learnt the segmentation of the market
from the course of marketing and took part in practical
implementation of the concept at Al Huda CIBE.
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I learnt some management concept like
organizational structure and span of control.
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I leant some concept of internet marketing or emarketing during my stay at Al Huda CIBE.
the
(Continued)
Critical Analysis
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I also learnt the use to social media for the
advertising and promotional purposes.
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I even learnt some important dimensions of
personal selling and sales promotions
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I also leant to make marketing plans and their
implementation.
SWOT Analysis (Strengths)
 Committed & Supportive Management.
 Highly qualified and experienced staff.
 Highly admired image in to the local and
global market .
 Strong relationships with partners within
and beyond the national boundaries.
 Strong relationships with media bodies
 Unique brands
 High brand image
 Well understood brand position through
out the target market.
SWOT Analysis
(Weaknesses)
 Lack of advertisement on print and electronic media.
 There is a lack of discipline in organizational, which
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should be overcome by the management so that they
can utilize their human resources efficiently.
Lack of funds.
Employees are not satisfied with their pay packages, so
Al Huda should increase salary packages in order to
make their employees motivated towards their goal.
Poor location of Al Huda is another minus point. It
should be located at central location of city where
banks and financial institutions are near to them.
The (building, furniture, fixtures and equipments) is
poor. It does not give a health impact on customers.
SWOT Analysis
(Opportunities)
 Al Huda have a lot of opportunities for its strategic
objectives like people are moving from conventional
banking system to Islamic Banking system and it would
make easy for Al Huda to do public awareness
campaigns easily.
 Support from SBP
 Different educational institutions provide opportunities
to Al Huda to deliver lectures about Islamic Banking in
order to aware their students about this concept & to
become future customers
 Increase in different financial institutions has doors for
Al Huda to provide its quality services opened.
SWOT Analysis (Threats)
 Firstly, there is a lack of consensus between
different Islamic jurists about Islamic finance
principles, which make difficult for Al Huda to
convince public.
 Illiteracy of public is also threat for Al Huda due to
which it cannot educate the people efficiently.
 In coming future competition can be faced by Al
Huda if other emerging organizations will start
work.
 People who believe in conventional system
consider Islamic banking same as conventional
banking. So it makes very difficult for Al Huda to
convince such people.
Recommendations
 The Al Huda CIBE should increase its overall and
especially marketing budget to expand its
operations in local & global market.
 It should also use print and electronic media
(particularly television) for its advertising &
promotion.
 Distribution of Al Huda CIBE s’ service packages is
not efficient. (It was observed that the study
material especially for the international students is
not delivered on time). The Al Huda CIBE should
also improve its distribution.
(Continued)
Recommendations
 The Al Huda CIBE should also increase the size of its
sales forces because major portion of Al Huda CIBE s’
revenues is generated by the direct sales
 The Al Huda CIBE should use intensive pull strategies
for its strategic partners who can benefit both parties.
 The communication department of Al Huda CIBE is also
responsible for delivering Customer Services for its
customers and it lacks professional customer services
officers. It must develop a CRM department, which can
deliver superior customer services.
 Al Huda CIBE should upgrade its Learning Management
System (like VU) for its Distance Learning Program to
facilitate the students, who are geographically
dispersed.
Conclusion
Al Huda CIBE is striving for a noble cause and it can
be a key player in to local & global market if it;
 Gets benefits from its internal strengths like
committed management, highly skilled staff,
strong band image, strong relations with media
partners etc.
 Overcome its internal weaknesses like low overall
and especially marketing budget, less satisfied
employees and poor location of its branches and
head office.
(Continued)
Conclusion
 Availing external opportunities like support from
SBP, increasing trend of Islamic banking and
financial industry and through strategic
partnership with academic institutions in local &
global market.
 Avoiding external threats by imparting education
and awareness among the target market about its
offerings though strong promotional campaigns.
Thank You