ASKARI BANK LIMITED
Training program
 I got training in different departments in Askari bank GT
road branch Gujranwala. I completed my training in 7
weeks .
 There were different tasks which were assigned to me in
these departments the mostly the Askari bank depends
work on these department in which I got training or which
are very necessary for banking training.
Deposits department
 In deposits department I got training in different






operations activities like:
Account opening
Cheque book issuing
Stop payment
Statement issuance
Dormant account activation
Term deposits
Procedure of Account Opening
 I open the many customers new accounts with
responsibility which was assign to me. When a new person
want to open a new account he takes the form he fills it
with the all the information which are to fulfill in the
forms.
 Then this form is verified by the deposits department. If
the deposit department is satisfy with the with the fill
forms then he opens the account of customer.
Credit department
 After the account opening department t I was assigned the
work of the credit department of the bank.
 This department provides the loan facility to the
customers. These departments receive deposits at low rate.
Clearing department
 In this department the funds of the one branch of the bank




are transfer to the same another branch of the banks. In
this department the clearing house works .In clearing
house the daily transaction are keep when the checque are
drawn. The clearing department has two
types which are clearing inward and outward. The
different types of checques are collected for clearing
transaction which is as under.
Collection cheques
Transfer cheques
Clearing cheaques
Remittance department
 After the clearing department I do training in remittance
department , remittance department plays a very
Important role in the bank what is remittances .
 This department transfer of funds from one place to
another or from one person to other persons.
 In this department the money is transfer so many ways
from one place to another place. Like pay oeders and
demand draft etc
Cash department
 I was assigned the work of cash department. The cash
department deals in cash deposits and payments. In the
cash department I work with more care because it was the
very responsible work which was assigned to me .I receive
daily lot of government receipts.
 The most interesting thing which I see the ATM machine
facility of this department through the ATM the burden of
payments is not much make to me .the most of the people
have the ATM card .
Overview of the Organization
Askari Bank History
Askari Bank was incorporated in Pakistan on October 9,
1991.It commenced operations on April 1, 1992. The Bank is
listed on Karachi, Lahore and Islamabad Stock Exchanges.
Askari Bank has since expanded into a network of 261
branches / sub branches, including 34 dedicated Islamic
banking branches. A shared network of 5,903 online ATMs
covering all major cities in Pakistan supports the delivery
channels for customer service. As at December 31,2012, the
Bank had equity of Rs. 19.7 billion and total assets of Rs.
353billion, with 907,984 banking customers, serviced by
our 6600 employees.
Nature of the Organization
In 1992, Askari bank was established .The Askari bank is
providing the services all over the world to their customer. It
has 200ATM machine are which providing the cash services
to the customers .The Askari bank is also providing his
best services to the Government. It receives the deposits at
low rate and gives the loan at higher rate. The difference
between the receiving and giving loan rate is the profits of
the organization. Its total home branches are 275 .The
Askari bank is also the representative of the state bank of
Pakistan.
Product lines and brand portfolio of
the organization
1-Askari bank provides the lot of products services to the
customer all over the country.
2-The Main product are which are proved by the Askari
bank are as under
Mahana Bachat
 Safari Mahana bachat account is a term
 Deposit designed for individuals with
 A short to medium term investment
 Appetite. It offers customers the option
 Of investing for one and to three years.
 Tenures and has been designed keeping
 In view savings needs of customers who
 Want profit on a monthly basis.
Current Account
Current accounts cater to the variety of financial
needs of our diverse customer base with added benefits of
free ATM card, cheque book, issue of demand drafts / payorders and much more.
Savings Account
A range of saving accounts offered by the Bank to
both individual and institutional customers include Askari
Special Deposit, Value Plus Savings besides normal
saving account based on profit and loss
Products
Investment Certificates
Askari Bank’s Investment Certificates provide the
added security, investment and monthly return to the
customers. These certificates are negotiable and can be
transferred to third parties. Investment Certificates are
available for a three month period and profit is payable on a
monthly basis.
Umbrella brand strategy in Askari bank
 The Askari bank uses only the umbrella strategy for their





brands.
.This strategy is similar to source brand strategy. This type
of strategy the Askari bank to when same brand supports
several products in the different market. This strategy has
increase the Askari bank product all over the world. The
benefits of the umbrella brand strategy are:
The Askari bank gets the economic benefits through
this strategy
It increase the goodwill of the Askari bank.
It has less costs
It achieves the lot of awareness of the brand in the
market.
List of Main Client of Askari bank
 Government institution

Semi government institution

Industrial organization

Agricultural organization

Govt employees

Student

International firms

National firms

Pakistan telecommunication company limited
List of Main Competitor of Askari bank










ALLIED BANK
BANK AL HABIB
HABIB BANK
BANK OF PUNJAB
BANK ALFLAH
ISLAMIC BANK
MUSLIM COMMERCIAL BANK
DUBAIE ISLAMIC BANK
UNINON BANK LIMITED
SONERI BANK LIMITED
Organizational structure
Organization Hierarchy Chart

















Board of Directors
Executive
Committee
Executive Incharge
Risk Management
Global Treasurer
Country Head
Country Head
Company
International Banking
Services
Special Asset Management
Group Head
Country Head
Group Head
Committee
Audit
President &
Chief Executive
Committee
Information Technology
Human Resource & Remuneration Committee
President Support Office
Country Head
Group Head
Business Transformation
Country Head
Islamic Banking Services
Audit and Inspection Group Head Operations
Compliance & Data Chief Financial Officer
Secretary
Country Head
Country Head
Consumer Banking
Chief Information Officer
Country Head
Group Head Marketing &
Strategic Planning
Corporate & Investment
Banking
Human Resource
Chief Credit Officer
Commercial Banking Budget
Risk Management
Committee
Committee
All Department Introduction Askari
bank
.The Askari bank contain the many departments this
department introduction is here under.

Cash department

Credit department

Remittance department

Operation department

Account opening Department

Customer services department

Agricultural department

The I.T department.

The Audit and inspection department.

Account Department.
Structure of Marketing Department
 Marketing Manager
 Who manage all marketing affaires and prepare strategies
to achieve the marketing goal and targets.
-Business development officers
 Who achieve there personal goals and targets and answer
the manager about there progress.
 They are well aware of the marketing needs and the
products of the bank.
 Targets have been allocated them and they are tiring their
best to achieve their targets.
HOW MUCH EMPLOYEES ARE
WORKING IN DEPARTMENT?
 6600 employees are working. Every employee working in
bank is responsible for completion of their work.
 Like other banks the Bank also perform the main function
of marketing.
 The employees which are working in Askari bank are
performing the faction of marketing .
Marking operation in the Askari bank
 This department is preparing to verify the situation of
different branches in the county.
 And it compares it to previous year to current year.
Function of marketing department
 The function of the marketing department of a Askari bank
is to advertise about the bank and reach more possible
customer who would open accounts with the bank .
 They usually start up the campaign or a promotional
scheme explaining a benefit that come along with the
process of account opening with the bank.
The Segmentation Strategy ofAskari bank
 Another important function of the bank is to use of
the segmentation strategy.
 In it the Askari bank divide the market into distinct
group of buyers with different needs how might
require.
 It is very important strategy which is applied by the
operation marketing department in the.
The Target Marketing Strategy of
Askari bank
 The Askari bank carefully on purpose analysis of the
customer .
 The Bank selects the target market and then design the
strategy according to them.
 The bank use the different technique to reach the target
customer .
Product planning development and
management
 Another important function of bank is the planning of
product, development and management of their
employees.
 The bank makes the plan how to develop, .the product
and to manage all the related issues.
Positioning strategy of Askari bank
 The Askari bank offers his product and services in this way
that their image to occupy a distinctive place in the target
mind of the customers.
 Which is helpful to retain in the market and survival of the
business.
The pricing strategy of Askari bank
 The bank sets the prices according to the customer
completion and the bank position in the market and
keeps the customer needs in minds.
 The bank set the suitable prices according to the product
value in the market.
Distribution strategy of the bank
 The bank see the customer where they are which is the
effective place for the distribution of the product .Is the
customer will get over product at this place easily or not.
The marketing department try to find a cost-effective place
which where the bank products should be available at low
cost.
Promotional strategy
The Askari bank also take part in promotion strategy for
this the bank take the help of advertising which is very
necessary for introduction of new products to attract the
new customers.
The bank use different types of media channels for this
purpose.
Structure of Sales department
 Retail G M
He is responsible the whole organization progress and have
powers to effect the organization sales and sales officers.
 Retail manager
He is responsible for manage the retail staff and achieving
their sale tasks
 Retail officer
He is direct involve the sale and provide the feedback to
the whole organization.
How many employees working in the
sales department
1-The employees which are working in Askari bank are
performing the faction of sales department .
2-The employees which are working they are maximum 6
to 8 employees.
3- In which branches I do working out they all are
experts of sales of operation function.
Sales Operation in the bank
1-Sales operation department set of business activities
and processes that help the bank run effectively, and
efficiently
2-The sales operation department set the strategies and
objective which are main focus of the bank .
3-The sales operation department help the bank in his
operation.
Purpose and benefit of sales operation
in the bank
 Without the sales operation department the any bank
cannot run successfully
 The main function of sales operation Department is to
bring together the branches and customer .It save the time
of management. which is a good sign for the progress of
bank .We have judge the progress of these banks branches
has much increased Through this we know how much sales
are made during a year and how much bank has earn profit
 Another one the main faction of sales operation
department of is to cut the predicament between the
employees and management
Function of sales department
The main function of sales department in Askari bank is
to attract and retain customers.
Many affecting parts are joined to this but the important
objective is to attract and retain the customers.
The sales department in Askari bank is very active
department it is always works for the benefit of customers.
Sales Methodology
 Sales methodology is the accepting customization and
suggestion of the sales process uniquely for the product
being sold the target clients and the degree of sales
complexity.
 Sales methodology is the sales technique which use in the
selling of products by the Askari bank
 The Askari bank uses the different technique to for their
sales .The bank provides the better sales to their customers
so the customer should be satisfy with their goods.
Method of selling
 The Askari bank use the different selling techniques to sell







their products and services efficiently to their customer.
The Askari bank use the following modes to sell their
products
.Direct sales
Indirect sales
Online sales
Industrial sales
Relationship sales
Agency based sales
The types of Selling like personal
selling and door to door selling etc
 ‘The personal selling the interpersonal communication
often face to face ,between a sales representative and an
individual or group ,usually with the objection of making a
sale’
 So the Askari bank hire the sales representative or the
marketing employees for the purpose of the personal
selling.
 This staff meets the different customers and knows about
the different customers needs about the products which
they really want to satisfy their needs.
Public relation
 The public relation is the technique and activates designed
to establish and protect the reputation of a company or
brand, and to create and promote favorable relationship
between the organization and targeted segments of the
public or client base”
 The bank himself personally meets different people who
are doing their business at large scale. So the bank can
achieve this big investor which is very useful for the bank
progress.
The Website
The Askari bank also has the website to providing the every
information to their customer who wants to make relation
with the bank.
The website is very useful for any person who is sitting in
their whom can log on to the bank website for any kind of
information relating to the banks accounts, products and
services.
The Sales Return procedure
 The Askari bank also provide the facility of sales return to
their customers.
 The bank provide the sales return according to their
facilities which are provide by the bank to their customer.
 The sales return procedure primarily based on the products
which are provide by the bank to their customers.
Customer Services Department in
Askari bank
 The Askari bank prepare the customer services department
for the help of customers. The important one services of
the customer service department is the ATM card facility to
their customer .
 This department also provide the online shopping facility.
Through the online the customers can get every thing while
he is setting in his whom.
 This is the most important one services which the bank is
providing to their customer .it reduces the expenses and
time of the customer.
Developing relation with the customer
of the bank
 The Askari bank maintains good relation ship with their
customer. The bank try his best to provide all the services
which are very necessary to maintain a good will of the
bank.
 The bank develop the relation with the customer by
offering the ATM, credit card and by opening different type
of account at low rates.
Techniques of the retaining customer in askari bank
 The bank main focus is to retain the customer. These







customers are the very useful customer for the bank. These
customers increase the goodwill of the bank. The following
techniques can be use to retain the customer
Always respond quickly to their needs
Avoid irritations
Always make product available
Always give special attention to the customer
Always protects the customer rights
Handle the complaint quickly
Use the easily language with them which he can
understand easily
Techniques for the attracting new
customer in Askari bank
 . The customer is always in a search that he must be
provide the better services the bank provides the lot of
services that is why the bank is making progress day
by day.
 The bank provide the every services that are always in
the fever of the customers.
 The bank attract the new customer by providing
satisfaction and fulfilling his needs in best ways.
The Askari bank also usese the Communication Skill to
attracting the new customer
Communication is the life blood of every organization
without the proper communication any organization
cannot make progress.
The customer service department uses communication
skill to cover the customer who come to their online
websites and visits their business place.
By launching the Website the new
customers can be attract
 The website is a useful tool of attracting the new
customers.
 The bank also launch the website to providing the every
information to their customer for attracting the new
customers.
 The website is very useful for any person who is sitting in
their whom can log on to the Askari bank website for any
kind of information relating to the bank.
Public relations Is another source of
attracting the new customers
Public relations is the technique and activates designed to
establish and protect the reputation of a company or brand.
And to create and promote favorable relationship between
the organization and targeted segments of the public or
client base.
Handling Different Types of Customer
in the Askari bank
 Every organization faces good and problem creating
customers. The bank also face these kinds of customers .
 These kinds of customers always try to create problem for
the bank.
 These kind of customer can be handle by talking politely,
and by empathic
Critical Analysis
1-Askari bank management have no power to take any
type of action, which is too much time consuming &
no positive results
2-Nepotism (unfair favor to near ones )
3-Duties are divided with combinations which cause
of delay in working process and service.
4-Not familiar with the public and large business
community have not interested with the bank.
5-Employer has not emotional attachment with
employees.
6-Employees have not equal opportunities.
SWOT Analysis
Strength
1-Have accurate, smooth and fast service against the
other entire bank it have very nice customer dealings
and good CRM system to promote the business.
2-Have good computer software which save a lot of time
of the customers and the employees and have good
service impact.
3-Have good latest infrastructure which helpful for
better service and improve business attraction.
4-Have the strongest balance sheet which is good sign to
win the trust of the customers
5- The bank has strong security system about all their
affairs.
Weakness; The weakness are internal condition that
are useful for achieving the objective of the organization
1-Not accept the change and late use of new things
2-Demoralized employees in connection of legal issues,
threats and personal security.
3-Have no procedures and work level is zero for
marketing research.
4-Effortless working in credit, trade and promotional
sectors.
5-Have no internal intelligence system
6-Business growth is natural and belongs to personal
selling (where is own existence)
7-Employees have no reward of service on retirement.
Opportunity; The opportunity are the external factor
which are harmful the organization objective
 1-Askari bank should introduce study loan for the
students.
 2-have good marketing environment to launch
agricultural loan.
 3-Should increase their branches in more areas which
other ignored.
Threats; The threats are the external factor which are
harmful the organization.
 1-banking sector is growing in Pakistan have pressure
to maintain good position

 2-threat for new entrants

 3-introduction of new product by competitor

 4-low and free of cost service of the opponents

 5-slow growing of business

 6-snatching and retention of existing customers
Conclusion
 During my training in askari bank I have learned that
askari bank have good products, service and
procedures to attract the customers and built the
business.
But in the field of marketing and promotion of
business their work is not sufficient and they ignored
this vital thing and in reaction they face the
difficulties to promote their business.
Askari bank should increase their efforts in the field
of trade and credit department a lot of opportunities
is still in the market and this is the time to re launch
its new products.
It must boost its marketing efforts and introduced
the intelligence system to make up its faults.
Recommendations for Improvement
 I recommend taking following steps for askari bank
management for the success, of organization.
1-give powers for all type of management to take
immediate action on the spot.
2-Don’t waste time to take approvals for actions.
3-employees selected and don’t promote near ones.
4-heads remains high and don’t demoralized their
employees at any level and situation.
5-introduced intelligence system and work about
marketing research.
6-take action for the satisfaction of the employees
7-Advertising and launch modern days products.
Thank You