Virtual University of Pakistan Evaluation Sheet for Internship Report Fall 2009 MKTI620: Internship report (Marketing) Credit

Hours: 6 Name of Student: ____Tayy ab Zaffar ____ Evaluation Criteria Result Report Writing Pass Presentation & Viv a Voce Final Result Student's ID: ____ Bc050400762___ Supervisor: ____M. Mohsen Li aqat_______ Internship Report For Bank Alfalah Submitted By: TAYYAB ZAFFAR BBA-05 Bc05040076 2 SWOT analysis must be conducted in broader business environment. You will be f ur ther evaluated on this in presentation. Submitted To: MKT620 Internship Coord inator Submitted On: 05-02-2010 Virtual University of Pakistan, Faisal Town Campus, Lahore

Letter of Undertaking Scan Copy of internship report Dedicated to Holly Prophet Muhammad [PBUH] The Greatest Social Reformer To My Be loved Parents Who taught me The first word to speak The first alphabet to write And First, step to take. And Dedicated to MY RESPECTABLE TEACHERS Who are always remain in my heart and a re nearest, dearest and deepest to me. Acknowledgement My primary thanks go to A lmighty ALLAH, who strengthened me to complete this rep ort successfully. Whatev er I have achieved in my life is by His grace. I also th ank Holy Prophet MUHAMM AD (PBUH), who is the best source of guidance and inspira tion of all mankind. I would like to thank my parents for their support in my academic career in Virt ual University of Pakistan. Their hopes have always encouraged me to do my best. In university, I will pay my thanks to all respectable teachers, whom I have ga i ned my best knowledge from. Especially I pay thanks to all employees Bank Alfa la h Staff's; they assisted me to complete this report.

Executive Summary In this report, I have covered the most leading bank which is B ank Alfalah Limite d. I thrash out brief introduction of organization's business se ctor along with diffe rent products and services, organizational structure along with department's struc ture, training phase, function of marketing department, C ritical analysis relat e to theoretical concepts different marketing products, m arket segmentation, tar geting, positioning, brand equity, Operation Review, and SWOT Analysis. The main focus in this report is on marketing functions along wi th strategies, critical analysis such as segmentation, targeting, position, trai ning program, operation review, and SWOT analysis. The operation review includes Product Development, Op erations and Trade Finance, Information Technology (IT) , Quality Assurance, Risk Management, Human Resource and in training program des cribed introduction of al l departments' duties and detailed description of the de partment where I worked in . Over the last few years the economy of has performe d remarkable well with the GD P growing at an average rate of 2.4% in 2009 and i n 2004 it reaches to 4%. The m ajor sectors which contributed to this growth dur ing the FY09 were Agriculture, Manufacturing and Services. Substantial privatiza tion reforms initiated in the b anking and utility sectors have encouraged the l ocal investors and attracted for eign direct investment to the tune of USD 3.72 Billion. The home remittances hav e increased to USD 4.53 Billion during the yea rs. The rapid pace of growing duri ng the recent years has been achieved deposit political uncertainly and deterior ating law and order situation. Continuation of the uncertainly will have an adve rse impact on the future growing in every s ector and would impact the financial sector as well. During the year bank manage d to maintain a satisfactory growth in volumes with o ver 28% increase in import /export business where as deposit and advance decrease d by over 7.3% and negati ve growth in pre-tax profit over the year. The bank is operating with 283 branch es and has plans to add a number of new bra nches in the year of 2010 to 300. 48 of these branches are exclusively offering Shariah Compliant product to the cus tomers through Islamic Banking Division of B AL. The bank has started implementa tion of its new online core banking software auto mating the business processes relating to Retailing Banking, Trade Finance, Corp orate Finance, Customer Relat ionship Management (CRM), Consumer Finance and Elec tronic Banking. During the p ast year the bank launched different Debit/ VISA Car ds for its customers. The c ard is accepted globally at over 29 million VISA outl ets for spending to avoid carrying of cash and Travelers Cheques. At present the bank owns a network of 23 6 onsite ATMs.ATMs machines enabling customers and oth er consumers to bank 24 h ours a day. The bank also provides facilities provide f acilities to the card ho lders with 24 hours funds transfer through the ATM. The call centre which has wi th Toll Free Number and Universal Access Number is n ow facilitating a large num ber of customers 24 hours a day. The 24 hours telepho ne banking facility is fun ctioning for our customers for the real time Balance E nquiry, Instant Statement of Account and ATM/Debit Card related activities. The Cheque Free banking also available for the customers to withdraw large amount of cash through bank's own po int of sale terminals installed at our designated branc

hes. The bank has plans to add more delivery channels and applications to the ex isting ones. The SWIFT online communication and message services for internatio n al banking are available at all the branches dealing in Foreign Exchange busin es s. The Pakistan Credit Rating Agency Limited (PACRA) has maintained bank's cred it rat ing at AA for the long term and A1+ for the short term and AA- for the Term Fin ance C rtificates reflecting bank's well maintained risk profile with preserved so und ass et quality. Table of Contents Letter of Undertaking 3 Scan Copy of internship report 4 Dedic ated to 5 Acknowledgement 6 Executive Summary 7 Table of Contents 9 Overview of the organization 13 History of banking sector of Pakistan 13 Introduction of ban k Alfalah 14 Islamic Banking 15 Corporate and investment banking 16 Key Objectiv e of this division is: 16 Nature of the organization 17 Business Volume 19 Progr ess on date 19 Vision statement of Bank Alfalah 21 Mission Statement of bank Alf alah 21 Bank Alfalah Slogan 21 Key corporate value 22 Core value 22 Core objecti ves of Bank Alfalah 23 Brand personality 24 Staff 24 Relationships 24 Service qu ality 24 Service offer 25 Product lines and Brand portfolio of bank Alfalah Depo sit Products 25 Consumer Finance Products 29 Auto Leasing and Financing 29 Corpo rate & Individual Car Leasing 30 Credit Cards 30 25

Bank Alfalah Hilal Debit Card 30 Consumer durables 31 Home Finance 31 Alfalah Ka robar Finance 32 Alfalah Zarie Sahulat 32 Structured Finance 32 Travelers Cheque s 33 Money Gram 33 Online banking 33 Islamic Banking 33 Strategies of branding u sed by the organization 33 Product line strategies 34 Deposit Accounts at Bank A lfalah 34 Corporate Branding Strategy 34 List of Main Clients 35 Organizational structure 36 Board of directors 36 Board Audit Committee 37 Board Credit, Financ e & HR Committee 37 Board Risk Management Committee 38 Central Management Commit tee 38 Chief Operating Officer 38 Chief Financial Officer 39 Auditors 39 Organiz ational Hierarchy: 40 Number of employees in the organization till 2008 42 Organ ization branch Chart 43 Number of employees in the organization (Branch) 44 Intr oduction of all Departments and there duties and responsibilities Assistant mana ger/operation manager 46 IT Department 48 Head Cashier (Cash Department) 50 Remi ttances & Clearing and Account Department 52 Comments on the organization struct ure 54 Plan of my internship program 54 Overview of the branch 54 Starting and e nding dates of internship 55 The departments in which I got training 55 Duration of training 55 Accounts opening 55 Individual Account 58 Sole-proprietor Accoun ts 58 Business man Accounts 58 Minor Account 59 Illiterate Person Account/ Photo Account 59 The Mask Women Account 59 Companies Accounts 60 Joint Accounts 60 Li quidator Account 60 Partnership Account 61 Trust Account 61 Closing an Accounts 62 Current Account 62 Other working responsibilities of accounts opening departm ent 65 Remittances & Clearance department 66 CLEARING 66 INWARD CLEARING 66 OUTW ARD CLEARING 66 ONLINE CLEARING 67 OUTWARD BILLS FOR COLLECTION (OBC) 67 44

TRANSFERS 67 INTERNAL TRANSFERS 67 ONLINE TRANSFERS 68 Remittances 68 PAY ORDER 68 Procedure for Transferring Money through Pay Order 68 DEMAND DRAFT 69 OUTWARD DD'S 69 INWARD DD'S 69 FOREIGN REMITTANCES 69 CASH TRANSFERS 70 Credits Department 70 Funded Credit Line Facility 70 Current Finance 71 Karobar Finance 71 Procedur e for Milkiat Finance 71 Unfunded Credit Line Facility 71 Letter of Credits 72 L etter of Guarantees 72 Process for LC's & LG's 72 Types of Securities 73 Accounts 73 MAJOR ACTIVATES 73 MAINTAINING ACCOUNT OF CUSTOMERS 74 MONITORING & POSTING DAI LY 74 FUNCTIhONS 74 Detail description/Conclusion of my work in different depart ments Accounts 76 Remittances and Clearing 76 Credits 76 Accounts 77 Structure o f marketing department 78 Number of employees in the marketing Department 78 Mar keting operations 78 Function of market department 80 Marketing Strategies 80 Ma rket Segmentation Strategies 80 Product planning and development 81 Positioning 81 Positioning strategies 82 Pricing Strategies 82 Strategy: 83 Distribution Dec ision: 83 Bank Credit Cards: 84 Promotional strategy 84 Strategy: 84 Promotion D ecision: 85 Structure of sale department 85 Number of employees 86 Sales operati ons 86 Functions of the Sales department 86 Sales methodology 86 Types of sellin g 87 Sales return procedures 87 Customers Service department 87 Critical Analysi s 89 SWOT analysis of the organization 90 Strengths 90 Weaknesses 90 Opportuniti es 91 76

Threats 91 Conclusion 91 Recommendation 92 References 92 Annexes 93 Figures and Tables Figure 1 Figure 2 Table Table Table Table Table Table 1 2 3 4 5 6 18 19 2 6 27 27 29 55 57 Overview of the organization The organization where I do the internship is one o f the best private Banks in Pakistan that is the BANK ALFALAH PAKISTAN. The hist ory of banking sector of Pakistan is of great importance for me to be discussed first. History of banking sector of Pakistan Before the independence of Pakistan the role of Muslims towards bank ing sector is negligible. And because of this there is no significance of this s ector in Pakistan after independence. Before the independence of Pakistan, the B ank of India was the central bank of Sub-con tinent that is Pakistan and India. I n 1948 the British government dispersed the reserve of the central bank of subco ntinent by ratio 30:70 between the two cou ntries. And according to the required agreement the Indian government had the li ability to give the 30 percent reserve to the new born baby. But they did not fu ll fill there agreement to hand the re quired reserve to the Islamic Republic of Pakistan. .Thus the history of Banking system in Pakistan started with the esta blis hment of the State Bank of Pakistan which was inaugurated by Quaid-e-Azam M ohamm ad Ali Jinnah on 1st July, 1948. Consequently three banks were established which include Muslim Commercial Bank Ltd. formed in September 1948 , Bank of Bh awalpu r in October 1948 and National Bank of Pakistan in 1949. Habit Bank also transfe rred its Head Office from Bombay to Karachi due to partition in August 1 947. Aft er that the banking industry flourished flourished and a new bank creat es its se tup in Pakistan to initiate its different industries. The nationalizat ion of banking and other seventy industrial sectors took place i n 1972 by the o rder of Zulfiqar Ali Bhutoo. The reason behind of nationalization is that there was not fair distribution of wealth among the nation and the agri cultural secto r which is the backbone of the country is totally ignore. After th at with this reform the economy of the country is flourished and new industrial units were se tup in different part of the country. But some how the debts of the banks increa ses and with this the government of Pakistan decides to privatized it. So on Jan uary 1991 the commission setup for the privatization of Banks in Pa kistan by th e pressure of IMF and World Bank. After the privatization new banks and other ne w financials institutions were setup in the country. One of them is Bank Alfalah .

Introduction of bank Alfalah Bank Alfalah Limited started its life as Pakistan Op eration of Bank of Credit and Commerce and International (BCCI), a multi-national conglomerate bas e in Luxembourg and Grand Cayman. BCCI was the 7th largest ban k in the world. Th e estimated assets of BCCI were 20 billion dollars. The opera tions of the Bank w ere in 70 different countries of the World. In July 1991, th e Bank of England an d International Liquidators accused BCCI of being involved in money laundering t o the tune of 1.54 billion dollars. When BCCI is banned, i n 1992 the operations of this institution were acquired by Habib Bank Ltd, and w ere run as a wholly owned subsidiary by the name of Habib Credit & Exchange Bank (HCEB). So this subsidiary was carrying out its business till July 1997. In 199 7 the ownership of HCEB was transfer to Abu Dubai Group holding stake of 7 0%. T he Abu Dhabi Group comprises prominent members of the ruling family and lea ding businessmen of UAE. Due to privatization the banks expand rapidly due to gr eat investments by the Abu Dhabi Group and build a wide range of products and se rv ice portfolios for the bank. The bank is engaged in commercial as well as Islami c banking and related service s as defined in the Banking companies' ordinance, 19 62.The main head branch of Ban k Alfalah is located in Karachi. The bank through its subsidiaries provides reta il, commercial banking and corporate finance pro ducts and services in the Asia P acific, Pakistan and the Middle East. It provid es services such as lending loans and accepting deposits, finance leasing, credi t cards and money transfer servic es. It also offers advances to business, trade , industry and agriculture. The ba nk offers services through its network of 283 branches that includes 48 Islamic and 7 foreign branches and 236 state of the a rt ATMs. It has Conventional Branch es, Overseas Branches, Sales and Service Cen ters, ATM machines and Islamic Banki ng Branches. Islamic Banking Bank Alfalah Limited has a strong commitment to Islamic Banking with objective of operating Shariah Based Banking in the country. Bank Alfalah's Isl amic Banking D ivision (BAL-IBD) started operations in 2003 and at its yearend r eflected a mode st capital base of Rs 100 million and deposits totaling Rs 113.7 m. By following yearend, BAL-IBD's equity had risen more than 4 times to Rs 569m a nd the balance s heet footing had swelled to Rs 7,799 million. Deposit size had grown from less t han Rs 114m to over Rs 7,229 million.

Subsequently network of branches has increased to 48 in various city of the coun try. Islamic Banking offers various Assents and liabilities products, which are based on the principles of Shariah. The Bank strictly adheres to the essential a nd model agreements for Islamic modes of financing approved by Sate Bank's Shari ah Board. In addition, the day-to-day operations are monitor by Shariah Advisor. T he Bank offers Deposit Product on Profit/ Loss sharing basis based on Mushara kah , Mudaraba. The major products for financing are Murabaha, Salam, Ijarah, et c. In addition t o these, other products are tailored in according with the requ irement of the cu stomers strictly based on Shariah principles. Therefore person al financial consu ltancy service for Islamic Banking products are provided free of cost to our cus tomers. Public response to Islamic banking has been very enc ouraging which has further s trengthened the faith and confidence in this sector and bank has further committ ed to expand in this area. Corporate and investment banking The Bank entered into major industrial sectors such as, Petroleum & Crude Oil, T elecom, Cement/ Construction, Automobile, Cons umer Durable, Power & Services. Th ey helped the Bank to diversify its portfolio from Textiles, which also remained a focus through existing leading clients. Du ring the year under study, as per the long term commitment of the bank, invest m ent banking proposals from Independent power production, chemical & hospitality sectors are being undertaken. This is part of the long term strategy to remain c ommitted with leading corporate customer. Moreover, the same customers are bein g served through the corporate short term Financing & Retail banking divisions o f the bank. Meanwhile, Corporate & investment banking will continue to work und er the same s trategy towards the goal of achieving and consolidating strong Rel ationship Mana gement. The Division will continue to add customer by offering up graded and soph isticated products. The objective will remain to satisfy custome rs in the area o f Corporate Finance, Trade Finance, investment Banking and Liab ility Management. The Division is expected to have solid base of sound and quali ty assets with de cent return. The eventual objective will remain to strengthen relationships to d evelop long term associations. Key Objective of this division is:

 To develop relationship with Upper Tier Corporate Organization on a standalone b asis offering a diversified range of products. Entering into various Investment Banking proposals with large institutions throu gh syndicate financing and also maintaining independent relationship. Marketing strategy is worked purely on th e concept of relationship management. L arge Corporate customers are offered One window operation. Moreover, they have bee n offered sophisticated products to not only improve yield on their investment b ut also to hedge their risk. Nature of the organization As you know I had done the internship in Bank Alfalah . And as the name Bank' sug gest that it gives finances related services to its cus tomers. Bank Alfalah Limi ted was incorporated on June 21st, 1992 as a public li mited company under the Co mpanies Ordinance 1984. Its banking operations commen ced from November 1st, 1997 . The bank is engaged in commercial banking and rela ted services as defined in t he Banking companies ordinance, 1962. The Bank is c urrently operating through 28 3 branches in different cities, with the registere d office at B.A.Building, I.I. Chundrigar, Karachi. Since its inception, as the new identity of H.C.E.B after the privatization in 1 997, the management of the bank has implemented strategies and policies to carve a distinct position for th e bank in the market place. Strengthened with the banking of the Abu Dhabi Group and driven by the strategic goals set out by its board of management, the Bank has invested in revolutionar y technology to have an extensive range of products and services. This facilitates our commitment to a culture of innovation and se eks out synergi es with clients and service providers to ensure uninterrupted se rvices to its cu stomers. We perceive the requirements of our customers and matc h them with quali ty products and service solutions. During the past five years, we have emerged a s one of the foremost financial institution in the region end eavoring to meet th e needs of tomorrow today. The Bank engage in the following financial services giving to there customers/cl ients http://bankalfalah.com/abo ut/historical_overview.asp 1. Trading and sales It includes fixed income, equity, foreign exchanges, commodities, credit, fu ndi ng, own position securities, lending and borrowing, brokerage debt and prime bro kerage. 2. Retail Banking It includes retail lending and deposits, banking services, trust and estates , p rivate lending and deposits, banking service, trust and estates investment ad vi ce, merchant / commercial / corporate cards and private labels and retail.

3. Commercial banking Commercial banking includes project finance, corporate finance, real estate, exp ort finance, trade finance, factoring, leasing, lending, guarantees, bills of e x change and deposits. 4. Corporate finance Corporate banking includes services provided in connection with mergers and acqu isition, underwriting, privatization, securitization, research, debts (governme n t, high yield), equity, syndication, IPO and secondary private placements. Als o there are subsidiaries of Bank Alfalah and its percentage holding and these ar e 1. Alfalah securities (Private) Limited 76% Bank Alfalah Limited has the following associates and there percentage holding i n these associates Table 1 1. Warid Telecom (Private) Limited 8.76 % 2. Alfalah GHP Value Fund 15.06% 3. Wateen Telecom (Private) Limited 20% 4. Alfalah Insura nce Limited 30% 5. Alfalah GHP Income Multiplier Fund 54.40% 6. Alfalah GHP Isla mic Fund 66.56% 7. Alfalah GHP Investment Management Limited 40.22% As from the above the Abu Dhabi group invested in financial institution having g ood holding power on them. The six year financial growth of Bank Alfalah is as f ollows Table 2 Table of BAL Growth profile (Rs,000) Year 2003 2004 2005 Invest ments 28904 35503 Advances 49216 88931 Deposits 76698 129715 Profit before taxat ion 3506 Profit after taxation 2123 2006 57416 118864 222345 1654 1092 2007 56502 149999 239509 2563 1702 2008 88492 171199 273174 2566 1763 75973 192671 300733 4536 1795 33130 1301 Form the above table its have been shown that Bank Alfalah has committed to inve st in different investment portfolios and earn from them from year 2003-2007 bu t decrease in 2008 due to instability of the government. Also the deposits of th e BAL increases from year to year which shows the commitment of Bank Alfalah to there customers. Also from the table its Cleary shown that the profit of bank al falah is tremendous e

specially in the year 2007 which amount to 33130000 Rs. Business Volume Recently growth in volumes with over 18.10% increase in export b usiness and in imports round to be 3.247% where as deposits and advance increase d by ove r 10% and a positive growth in pre-tax profit over the year 208-2007. T he major sectors which contributed to growth are Agriculture, Manufacturing, tel ecom and Services side. Progress on date . Bank Alfalah Limited was incorporated on June 21st, 1992 as a public limited c ompany under the Companies Ordinance 1 984. Its banking operations commenced from November 1st, 1997 with a paid up cap ital of of Rs. 13491.6 M. till year sep31 2009, the Bank has achieved sustained growth with a network of 239 branches acro ss the country. The Equity stands at PKR 19457.8 M and Total Assets of PKR 22927 .8M were closed of Sep 30 year 2009. The strength and stand of Abu Dhabi Group, principal owners of BAL, have helped Bank Alfalah Limited launch high quality co nsumer and corporate banking operat ions in Pakistan. Bank Alfalah Limited have e mbarked upon a rapid expansion pro gram to make sure that the services reach more and more people, BAL is headed to wards an optimum sized network reaching major urban centers in Pakistan. The Ban k is well positioned and geographically poised, to cater for increased bu siness demands, from its existing and potential clientele. The bank is not only making its contribution in accelerating Pakistan's economy. There are 283 Branches of Ba nk Alfalah Limited in 75 different cities of Pakista n, with the registered offi ce at B.A.Building, I.I.Chundrigar Karachi. With the implementation of the offic e automation and communication system BAL will be poi sed to compete with the be st in quality and speed of customer services. Charged with the strength of the A bu Dhabi based consortium, and under the leade rship of Highness Sheikh Nahayan Mabarak Al-Nahayan, Minister of Education, Gove rnment of Abu Dhabi, and a promi nent member of Royal Family the bank is energize d with the vision, envisaging t he development of consumer sector in Pakistan. Bank Alfalah has emerged as one o f the leading commercial banks in the financial sector of Pakistan. Bank has mad e significant contribution in building and stre ngthening both the corporate and retail banking in Pakistan. Prioritizing its product portfolio in line with con sumer needs and wants, the ba nk is committed to develop products that give more value to its customer be it a simple bank account or complex financing of a maj or project. Designing product portfolio in response to customer's preferences, ban k's products like Royal Profit, Royal Patriot and Royal Custodial are prime exampl es of quality and innovation providing time ly banking opportunities to its cust omers. To continuously offer courteous, prof essional and advanced banking solut ions, bank's team has recently been rejuvenated by going through training programs with a focus on Information Technology. With a team of talented, service-dedica ted professional bankers, Bank Alfalah commit s all its energies, resources and time to cater to all banking and financial nee ds of customers

Vision statement of Bank Alfalah To be the premier organization operating locall y & internationality that provide s the complete range of financial services to all segments under one roof. Mission Statement of bank Alfalah To develop & deliver the most innovative products, manage customer experience, d eliver quality services that contributes to brand strength, establishes a compe t itive advantage and enhances profitability, thus providing value to the stakeh ol ders of the bank. Bank Alfalah Slogan The carrying bank

Key corporate value Core value Integrity, Professionalism, Service Excellence, S ocial Responsibility, Marketin g knowledge, Reasonable Returns, Diversification, Risk Management, other core va lues are Extreme Customer Care/Focus Humility Co urtesy and Respect Honesty, Integrity and Trust Commitment and Hard work Creativ ity, Innovation and Quality Justice and Fairness to all Stake-Holders Open, Hone st and Direct Communication Provider of growth and equal opportunity Bank Alfala h is considered to be a very sound bank in the financial circles. A b ank, where the customers can safely keep their money as long as they want. I am pointing s ome of the major strengths of the bank. Bank is financially strong and has a hug e deposit reserve Its cost of funds is less as compared to money of its competit ors Highly professional human resource department Commitment of sponsors Efficie ncy Phenomenal growth Vastly experienced management Foreign trade is the focus o f bank. it has become an ideal bank for the importer s and exporters As for as B ank Alfalah Ltd is concerned, it is one of the top in all-domestic co mmercial b anks in Pakistan. The rapid increase in branch network shows the Bank's performanc e within seven years, which is worth considerable. This is the largest PCB (Priv atized Commercial Bank) in terms of assets and equi ty base. It provides a full range of commercial banking services with a focus on short term & Long term lend ing. The investments further reinstate management ap proach towards risk-asset m anagement whereby only quality investments are booked on the balance sheet. Core objectives of Bank Alfalah Objectives can be defined as specific results th at an organization seeks to achi eve in pursuing its basic mission. Objectives a re essential for organizational s uccess because they state direction; aid in ev aluation; create synergy; reveal p riorities; focus coordination; and provide a basis for effective planning, organ

izing, motivating, and controlling activities. Bank Alfalah Limited objectives a re as follows: To create maximum economic value for share holders through a const ant relationsh ip focuses on financial services. Leveraging BAL Investments in t he IT field. On going assessment of opportunities for customers, leading to the constant deve lopment of new products and services To promote industrial, agricu ltural and socio economic processes through the act ive participation of private and public sector in the country. Brand personality A sober and established, strong, empathic, professional Person ; who is an extrem ely loyal and dependable friend and business partner, and is committed to offeri ng comprehensive value-based Business financial solutions. S taff Committed, motivated and professionally trained employees who are empathic to th eir customer's needs Relationships Build long term relationship with Custome rs. The bank recognize and give value t o there customers' needs above all, and st rive to ensure their fulfillment. All cu stomers are treated with professionalis m and in a friendly manner. It is the ban k endeavor to ensure that they receive efficient and timely service. The BAL exp erience is unique one. Service qualit y Bank Alfalah is committed to delivering its products and service within the hi gh est service quality parameters. The Bank prides itself for the relentless pur sui t of excellence in all spheres of its activities. The aim is to be recognize d for consistently providing superior service quality to the customers. The miss ion of bank itself clearly defines the parameters of t his goal: To develop & del iver the most innovative products, manage customer experience, de liver quality services that contributes to brand strength, establishes a competi tive advantag e and enhances profitability, thus providing value to the stakehold ers of the b ank. Service excellence requires a special way of thinking, feeling and behaving towa rds customers. It is a state of mind, an attitude and a way of seeing the world that motivates our team members to give their best. It is in essence a ser vice m indset, exemplified in every member of Bank Alfalah family. To achieve an d maintain this mindset, the Bank has dedicated Service Quality dep artment that is responsible to promote and implement our service mission at all levels. A Se rvice Quality structure has been implemented throughout the Bank wit h dedicated staff assigned to each branch. Special attention is also being given to the tra ining of staff and regular' service huddles' are organized on a monthly b asis to di scuss service issue. Mystery shopping is being carried out nationwide to analyze employee performance, transaction turn around time and overall percep tion of B ank Alfalah experience. A centralized complaint resolution department (Customer Care Unit) has also been set-up to deal with all customer complaints and queries . Service offer Full range of Corporate and Retail Banking services with special emphasis t

o provide quality and competitive services to SME. Highly professional and effic ient treasury operations and a world wide network o f correspondent. A complete range of products for Trade Finance, one of our core banking activities. Funds t ransfer service through One-Line Banking and the Bank's own ATM's network, C eque-Fr ee banking and Bank Alfalah VISA Debit Card and wide range of value added servic es. A wide range of attractive saving scheme to suit all segments of investment, con sumer Finance Schemes and other Banking products catering to the needs of a vari ety of customers. Product lines and Brand portfolio of bank Alfalah Bank A lfalah is one of the best private banks in Pakistan. They crea te valuable produ cts for there customers to meet there needs that they want. And with this they c reate a wide range of there products and develop a great range of portfolio. Wit h this they attract more customers and investors to be part of Bank Alfalah. The following are the products offer by bank Alfalah to serve ther e customers Depo sit Products Deposits accounts includes the following accounts offer by the ba n k to its loyal customers PLS Saving Accounts Saving accounts are designed to mob ilize savings primarily from a large number of individuals and house hold. Any o ne or more individuals or partners can open a PLS saving account with the Bank. These kind saving accou nts are for those who have no alternate for there busine ss like widows, retire o fficers etc. Current Account Individual, partnerships, companies, associations, clubs, societies and NGOs are eligible to open current accounts. This type of account is further classified a s individual account and Joint Account. Term Deposit It is one of the popular account types. The amount i s deposited in this account for fixed time period i.e. from one month to five ye ars. The interest is various with the variation of time limitation. The rate of profits increases as per inc rease in time period. The customer cannot withdraw money before maturity. The pr ofit on this account is paid after the maturity. B ut if a customer want to withdraw before maturity, so he will give a notice to t he bank 7 days before borrowing. Royal Profit Savings Accounts Royal profit is a high yield rupee account intended to provide higher rates of p rofit to high ne t worth customers and greater flexibility and convenience in ter ms of transacti ons. Current rates of profit are as follows: Table 3 Amount Proposed Rates (P.A) Balance up to Rs. 49999 5.00% From Rs.50000 to 999999 5.00% From 1000000 to 499 9999 5.0% From 5000000 and above Negotiable

Royal Patriot (Rupee Term Deposit) Royal Patriot is a rupee term deposit scheme with competitive rate of profit . Current rates of profit are as follows: Table 4 Tenure 25,000-999,999 1,000,000-4,999,999 5,000,000 & Above 1 Month 3.00 % 3.1 0 % 3.50% 3 Month 3.50 % 3.60 % 3.70% 6 Months 4.00 % 4.10% 4.20% 1 Year 4.50 % 4.60 % 4.70% 2 Years 5.50% 5.60% 5.70% Table 3.2 Royal Patriot Competitive Rates KIFAYAT ACCOUNT Kifayat account is another saving account product that can be o pened with a minimum balance requirement of Rs 10,000, with a maximum limit of R s 1 million . Profit is calculated on a monthly basis, while it is credited on q uarterly bas is. Bank Alfalah pays 7% pa interest on Kifayat Account. MAHANA AMD AN ACCOUNT Mahana Amdan account is Term Deposit Receipt (TDR) for three years th at can be o pened with a minimum balance requirement of Rs 100,000, with a maxim um limit of Rs 15 million. Profits are paid at 10% pa, credited on a monthly bas is. Other fe atures of this account include free personal accident insurance and automatic re newal for another 3 years, after the expiry of original period. Th e following ar e the details of this account Table 5 Amount in Rupee Proposed Ra tes (P.A) Three year term Deposits 10.0% One year term deposits (deposits raised up to March 07, 2009 ) 13.50% One year term deposits (deposits raised after Mar ch 07, 2009 ) 105.0% Alfalah EDUCATION Alfalah education is a one year TDR that can be purchased by p eople having schoo l going children's. A person can purchase a unit for Rs 100.000 , with a maximum of 3 years. This TDR pays 7%, paid at maturity and gives an add itional advantage o f giving monthly school fee of the children's if the breadwinn er of the family die

s. The following are the details of this account Foreign Currency Accounts This Account is offered to resident and non-resident P akistani's as well as foreig ners can open foreign currency accounts. A foreign cu rrency account is opened ei ther as savings account or current accounts. Foreign currency accounts are opene d and maintained subject to local laws and regulati ons in force from time to tim e. Profit on foreign currency saving account is pa id on half-yearly basis and on term deposit it is paid on maturity. No interest is paid on foreign currency cu rrent accounts. Safe Deposit Lockers Bank Alfalah provides safe deposit lockers facilities to its customers for safe keeping of t heir valuables like documents, securities and jewellery etc. Importa nt features of lockers facility are as follows: Various sizes to choose from small to extra large: small, medium & large Annul locker rent ranges from Rs.1,000/- to Rs.3,5 00/-. Locker rent is waived for customers maintaining a minimum deposit of Rs.2 millio n Locker rent is waived for customers maintaining a minimum deposit of Rs .2 millio n in current account or above US $25,000/- in a current account or US $50,000/in a savings account. The key deposit of the Locker is Rs.1,000/- which is refundable Table 6 Locker Size Charges per annum Small Rs.1000/Medium Rs.1500/Large Rs.3000 /Special Rs.3500/Consumer Finance Products Consumer finance is a fast growing segment of banking business in Pakistan. Cred it cards, car finance, personal loans, loans for purc hasing household appliances , computers and related accessories and housing fina ncing are the principal cons umer finance products. Being a market oriented bank ; Bank Alfalah also has a strong focus on consumer b anking and consumer finance . A brief description of products is as follows: Auto Leasing and Financing Car Finance

Alfalah car scheme enables customers to own a car at easily affordable and flexi ble installments with minimum down payment and insurance. Car Financing is one o f the major renowned products of Bank AlFALAH and can be utilized in terms of Fi nancing of Used Vehicles, Loan against Car, Balance Transfer Facility, Re-fin anc ing Facility (only for Alfalah Customers) and it is characterized in terms o f: 1. 2. 3. 4. Lowest Mark up Lower Insurance Quick Processing Lower Down Paymen t Corporate & Individual Car Leasing BAL recently introduced car leasing facility for individuals and corporate secto r has set new dimensions for the product. No w customers are provided with the op tion of either to get the vehicle leased or financed Credit Cards Credit Cards are increasingly becoming way of life in Pak istan. Bank Alfalah (vi sa) Credit Card product was launched in Dec, 2002. In a short period of time, it has achieved an unprecedented success. BAL Credit Card is unique in the sense t hat there is no cared issuance fee as it is free. Bank ALFLAH Visa Card is every where and globally accepted and welcomed at locations displaying the VISA logo. It is accepted at nearly 30 million merchants and 870, 000 ATMs in more than 150 countries around the globe and over 10,000 establishme nts in Pakistan. Alfalah V ISA pays for shopping, travel, entertainment, meals a nd much more. And there are different credits cards for different customers. And these includ e platinum, titanium, Gold& Silver, Supplementary Cards. Card it i s accepted at nearly 29 million locations in more than 150 countries a round the globe and at over 27,000 establishments in Pakistan Alfalah Titanium Card Titan ium MasterCard is your partner everywhere and is globally accepted and welc omed at locations displaying the MasterCard logo. Alfalah Gold & Silver Card Alfalah Gold & Silver Card is a perfect card combination for all segments of sal aried & professional individuals in the country. Bank Alfalah Hilal Debit Card Bank Al falah through its commitment to provide superior and improved services to its va lued customers, has unveiled a nationwide network of ATMs. Bank Alfalah i ntrodu ce Alfalah Hilal Card the revolutionary, new-age form of cash that provide s gre ater freedom, security and convenience combined with the wide reach of Visa Netw ork. This card can be use for all financial needs around the world, round t he c lock, wherever; Visa electron cards are accepted locally and internationally . I t gives an unlimited access to the current/Saving account with a simple swipe , at millions of retail shops or ATMs, worldwide. Bank Alfalah Limited ATM netwo r k is geared up to exploit the latest technology, and is equipped to meet the hi ghest standards of security and efficiency. Consumer durables Bank Alfalah conti nually strives to improve and add products to its consumer banking service. BAL launched Micro-Financing of consumer durables on August 04 , 2003, which is yet another milestone towards its commitment of meeting all the financial needs of e steemed customers. The scheme is basically a term finance f acility repayable in monthly installments, giving customers an opportunity to ow n housed products. In this way, this product is facilitating the customers and h

elping them out to improve their standard of living. Home Finance This product w hich was launched on September 01, 2003, provides a wider range of Home Finance tailor-made plans, designed specially to meet cus tomers' need at a very competiti ve rate. At present, Bank Alfalah is the only Bank in the market, which offers a house finance scheme for non-resident Pakistani c ustomers based in the UAE bes ides Pakistani residents. Housing finance is availa ble from Rs.0.500 million to Rs.7.50 million to purchase, renovate or construct a house/apartment. Important points are as under: Payment period ranges from 3 to 20 years. Owner only inves t 30% of the value of property. Loan can be repaid before maturity without any p enalty. Borrower's age must be between 25 to 65 years. Salaried persons, businessm en and self-employed people are eligible. Financing is also available for purcha se of residential land. Complete freedom to move between floating and fixed rate s. Financing available to resident & non-resident Pakistanis. Minimum amount wil l be Rs.05.500 million & maximum of Rs.7.50 million. Mark-up option available fo r floating & fixed rates. Alfalah Karobar Finance Alfalah Karobar Finance is a n ew Product of BAL, which is launched recently. It is a hassle-free running finan ce facility for SME's that meets all the business ne eds like no other Alfalah Zar ie Sahulat Bank Alfalah Ltd. (BAL) agri finance program has been named as "Bank Alfalah Zar ie Sahulat. Bank Alfalah is extending this service to the clients on a competitiv e markup rate. The scheme now covers financing of a multitude of ac tivities rela ted to crop production, harvesting, transportation, marketing, sto rage, processi ng, packing, export, agri development, working capital and fixed investment fina ncing of agri non crop activities, storage, silos, etc. making i t quite exhausti ve and comprehensive. The products have been, therefore, design ed keeping in min d objectivity of practical applicability in market scenario an d to cater to the most commonly demanded items of agricultural financing by farm ers. Structured Finance Structure finance division Established in 1998 in order to provide innovative in vestment banking services to valued clients. A team of hand picked professionals , dedicated to syndicated loans and structured product s. The team's expertise is w ell known in the marketplace with its capability to a ssist public & private sect or entities, major financial institutions, multinati onal corporations, domestic & international institutional investors in innovativ e financing including underw riting & private placements. The scope of SFU's activ ities also encompasses advisory assignments, such as priva tization, Mergers & A cquisitions (M&As), domestic listings, IPOs and restructuri ng. During the past few years, SFU has been successful in sourcing and participa ting in a number of prestigious transactions involving large amounts. Valued added service offer by bank alfalah SFU are as follows Loan syndication Public floatation of Term F nce Certificates (TFCs) and equity Financial restructuring Private placement of Term Finance Certificates (TFCs) and equity underwriting Guarantee syndications Mergers & Acquisitions (M&As) Fostering joint ventures Privatization Sale side a nd buyers side advisory

 Structuring new financial instruments Travelers Cheques Bank Alfalah presents Rs.1,000, 5,000 and 10,000 denominations of travelers cheq ues, making it very convenient to carry money while traveling or keeping your e mergency cash safe. Money Gram Bank Alfalah limited, in colla boration with Money Gram, offers remittance servic e to Pakistan. Money Gram is person to person money transfer service that allows consumers to receive money i n just a few minutes. Online banking Bank Alfalah now offers the facility of online banking to its customers through its country wide network of branches. Cust omers can use the ATMs or the banking counters of any branch for day-to-day bank ing needs, irrespective of branch whe re they maintain their accounts. For Corpo rate customers centralized Cash Management facility is also offered thr ough online banking. Islamic Banking A separate division is a recently initiated, which operates as separate branch . It offers Shariah Compliant products through a ne twork of f branches nation wi de Bank Alfalah Limited has a strong commitment to Islamic Banking with objectiv e of operating Shariah Based Banking in the country . Bank Alfalah's Islamic Banking Division (BAL-IBD) started operations in 2003 and at its yearend reflected a mod est capital base of Rs 100 million and deposits totaling Rs 113.7m. By following yearend, BAL-IBD's equity had risen more than 4 t imes to Rs 569m and the balance sheet footing had swelled to Rs 7,799 million. D eposit size had grown from less than Rs 114m to over Rs 7,229 million. It gives following products to its custom ers 1. 2. 3. Alfalah Masharaka Homes Murabaha F inance Aflalah Car Ijarah Strategies of branding used by the organization Bank Alfalah has wide range of p roducts for there customers. And for this they a dopt different brand strategies to enhance there business in the market. And als o strengthen the position of t here brands in the country and worldwide. Now I di scuss some strategies that I feel according to my mind. Product line strategies Bank Alfalah has use product line strategies for there business. In product line strategy the products appear under the same brand name and possess the same basic identity but with slightly different competencies for example Deposit Accounts at Bank Alfalah And these d eposits accounts further have a line chain slightly different from the one anoth er according to there needs. And these are Current Account, PL S Savings, Accoun t Royal Profit, Basic Banking Account, Alfalah Kifayat Alfalah Mahana Amdan Alfa lah Education, Alfalah Kamyab Karobar. Here the brand line comes under the depos it category but the different line exte nsions cover complementary applications of essentially the same product Advantages Advantages of product line strategies therefore are economies of scale in a

dvertising and promotion and each new line extension strengthens the position of the brand and therefore its image. The line helps defend the category from pred atory attack. Hence, individual product brands can move across to line brands a s companies find ways of extending the brand to different consumer groups or seg m ents. Corporate Branding Strategy There are two approaches in the corporate brand stra tegy. These are as follows The first approach is to promote its name as the main brand name sometimes refer red to as monolithic or umbrella branding. Here the product is not branded indiv idually or as strongly as the corporate brand. Bank Alfalah using this approach. The basic principle is that the companies believed that the company name is the life of an enterprise. The second approach which i s becoming popular whereby the product brand name has a high profile but is endo rsed by the parent company which gives the product a stamp of quality and credib ility. Here the product brand is self supporting in p ractically every respect b ut retains the assurance of the corporate brand endors ement. This type of corpo rate branding is also called house or endorsement brand ing. Bank Alfalah attain this strategy and develops Islamic Banking d ivision and promote its subsidiari es and associates to move to there destiny wit h the name of Bank Alfalah. And s upports its different brands List of Main Clients Warid Telecom (Private) Limited Wateen Telecom (Private) Li mited Local business man Foreign investors Shell Oil Company Bank Alfalah own em ployees

List of main competitors The major competitors of Bank Alfalah are Meezan Bank L td Faysal Bank MCB Bank Ltd Punjab Bank Ltd UBL Organizational structure The following is the structure of Bank Alfalah manageme nt in the organization Board of directors H.H. Sheikh Hamdan Bin Mubarak Al Naha yan rman of BAL Mr. Abdulla Khalil Al Mutawa Board of Director Mr. Abdulla Nasse r Hawaileel Al-Mansoori Board of Director Mr. Khalid Mana Saeed Al Otaiba Board of Director Mr. Ikram Ul-Majeed Sehgal Board of Director Mr. Nadeem Iqbal Sheikh Board of Director Mr. Sirajuddin Aziz Chief Executive Officer Chai Board Audit Committee Mr. Abdulla Khalil Al Mutawa Board of Director Mr. Khalid Mana Saeed Al Otaiba Board of Director

Mr. Nadeem Iqbal Sheikh Board of Director Mr. M. Iqbal Saifi Secretary Board Credit, Finance & HR Committee Mr. Abdulla Khalil Al Mutawa Board of Direc tor Mr. Khalid Mana Saeed Al Otaiba Board of Director Mr. Nadeem Iqbal Sheikh Bo ard of Director Mr. M. Iftikhar Shabbir Secretary Board Risk Management Committee Mr. Khalid Mana Saeed Al Otaiba Board of Directo r Mr. Abdulla Khalil Al Mutawa Board of Director Mr. Ikram ul Majeed Sehgal Boar d of Director Mr. Haroon Khalid Secretary Central Management Committee Mr. Siraj uddin Aziz Chairman Mr. Parvez A. Shahid Co-Chairman

Mr. Shakil Sadiq Member Mr. Mohammad Yousuf Member Mr. Nadeemul Haq Member Mr. B akhtiar Khawaja Member Mr. Adil Rashid Member Mr. Ijaz Farooq Member Mr. Arfa Wa heed Malik Member Mr. Ashfaq A. Qureshi Secretary Chief Operating Officer Mr. Sh akil Sadiq Chief Financial Officer Mr. Zahid Ali H. Jamall Auditors A.F. Ferguson & Co. Chartered Accountants Organizational Hierarchy

Organizational Hierarchy: It's a general hierarchy of bank which is showing about the main authorities of Ba nk Alfalah Limited who are controlling its management in Pakistan. Bank's managem ent is divided into different groups, regions and areas. Co-chairman is providi ng supervision to group heads that are responsible for controlling the affairs o f different groups. After group heads in the hierarchy, there are regional, hu b and area managers who are managing and guiding the working of different branch e s of bank. Now I show you the whole authorities in Flow chart wise. Number of employees in the organization till 2008 7584 Organization branch Chart

Incumbent's Position Title Names &Titles of Positions reporting to Incumbent Number of employees in the organization (Branch) 1. 2. 3. 4. 5. Mr. Zaffar Iqbal Abdul Waheed Mr. Waseem Mr. Ahmad Yar Ahmed MR. Owais Acting AVP/Manager Acting Manager Operation/Remittances& Clearing officer Head Cashier Account opening of ficer IT officer

6. Mr. Waheed Ahmad Accounts and Adm in Head 7. Mr. Saqib SME credit offi cer 8. Khasif Mustaq col lection officer / CRM 9. Umaer Waheed DBM S officer These abo ve are the officers and other than that there are 4 assistant of Head Cashier an d other 3 are the supporting of the bank including office boy etc Introduction o f all Departments and there duties and responsibilities AVP Branch Manager The f ollowing are the responsibilities, duties and work done by branch mang er. 1. Po sition Summary What is the main purpose of this position? Why does it exist? (e. g. to admi nister client database; to create marketing Strategies; to provide ad ministrativ e support to department etc.) Answer Over all charge & control of th e Branch Supervise work flow of the branch. 2. Principal Accountabilities What a re the major responsibilities of this position? List the What, How an d Why of e ach responsibility and provide Examples, as necessary. Use specific ve rbs of ac tion, such as files, manage, analyses, etc. Answer 1. Check out programs and planning to secure fresh deposit. Execute marketi ng plans for promotion of banking servi ces. 2. Call on existing & potential clients for promotion of new business. 3. I ncrease profitability of the branch by fresh advances and keeping contr ol on th e unnecessary expenses. 4. Ensures implementation of SBP regulations and Bank po licy and procedures . 5. Supervise timely submission of the periodical statement s/reports to the concerning quarters. 6. Supervise opening of new accounts and e nsure strict compliance with the guidelines instructions and measures relating t o KYC & anti money laundering etc . 7. Facilitates the work of and provide neces sary information regarding SBP record & internal Auditors and proper follow up. 8. Regulates discipline at the branch for smooth running of the work. 9. Supervi se daily branch opening & closing. 10. Supervise safe cash handling in accordanc e with the bank's policies and re gulatory requirements. 11. Supervise all banking transactions according to manager level. 12. Test Keys handling and safe custod y of credit documents. 13. Ensures safe custody of the banking record, security of the branch and a uthorized of Fixed Assets of the bank. 14. Resolve staff pro blems and matters relating to their increments, promoti ons, rotation and regula te leave program. 15. Ensures B.O.P is updated whenever there is any change. 16. Ensures periodical balancing is properly done. 17. Respond to E-mail enquires. 18. Ensures timely renewal of credit limits 19. Performs any other function assi gned by the superior 20. Maintain Budget of the bank and take steps to maximize it

3. Critical Challenges: What are the critical challenges of this position? (e.g. foster positive rel ationships with external vendors, research & resolve comple x requests for inform ation in the absence of a higher authority, determine all systems specifications and requirements and ensure that they fall within the app roved standards and s trategy). Answer Fully conversant with the bank's policies, procedures mention in the bank policies and regulation. SBP rules & regulations and manage to run the branch business a ccordingly. To keep check on services th ose are provided to the clients and reso lve their problems up to their satisfac tion. 4. Unique Knowledge & Skills What critical knowledge and competencies are needed to successfully perform this position (e.g. word processing skills, Sales exper ience, demonstrated leade rship, specific educational requirement or technical t raining, etc.)? How many y ears of each needed? Answer Proper knowledge of banki ng and computer skills required to performs the t ask efficiently. 5. Contacts W ho (internal/external) does this position interact with on a regular basis to pe rform this role? How often and for what purpose? Answer Customers, G.M Office, C OB, Auditors, Credit Deptt & Head of HR 6. Problem Solving & Decision Making Des cribe the type of decisions made by this position on a regular basis. Authorize A/C opening Supervise Credit Proposals- Staff job problems and custome r's problem s b. What types of decisions are referred to the next level? Answer Beyond the a uthority if Manager. Assistant manager/operation manager The following are the responsibilities, duti es and work done by Assistant m anager/operation manager 1. Position Summary Wha t is the main purpose of this position? Why does it exist? (e.g. to administ er client database; to create marketing Strategies; to provide administrative s upp ort to department etc.) Answer Supervises and control the internal working of th e branch in accordanc

e with the Bank Policies & SBP Regulations and assist the manager to contact exi sting & new customers for busin ess promotion. 2. Principal Accountabilities Wha t are the major responsibilities of this position? List the what, how and wh y o f each responsibility and provide examples, as necessary. Use specific verbs of action, such as files, manage, analyses, etc. Answer 1. Process requests for Account o pening in the light of guidelines relating to KYC. 2. Solves customer problems a nd ensures superior service all the time. 3. Ensures timely submission of variou s periodical statements to the concer ned Dep't. 4. Assists Branch Manager in moni toring of level of income and expenditure within the branch budget and achieving other target. Reporting figures to higher authorities. 5. Supervises timely clo sure of branch accounts. 6. Holds Test keys and branch cash safe's 2nd keys. 7. Su pervises daily cash requisition or deposit from/with Main Branch keepi ng in vie w branch/ATM requirements. 8. Maintains due date diary of various reports/Statem ents. 9. Exercise supervision of banking transactions as per level assigned by t h e Manager. 10. Looks after Manager's duties in his absence from office. 11. Put II signature on various vouchers and instruments. 12. Mobilizes deposits & Busin ess. 13. Brief the staff about Bank's Products Services campaigns. 14. Allocate ass ignments amongst available staff to balance load with the co nsultation of Branc h Manager. 15. Review stationery needs of the branch and arrange its procurement . 16. Prepares credit Proposals under the supervision of the Branch Manager fo r onward submission to Authorities. 17. Arranges General Maintenance of branch pr emises and Fixed assets. 18. Purchases of various items to meet day to day need of the Branch. 19. Arrange necessary record for Audit purposes. 20. Performs any other Function assigned by the Branch Manager. 3. Critical Challenges What are the critical challenges of this position? (e.g. foster positive relati onships w ith external vendors, research & resolve complex requests for informat ion in th e absence of a higher authority, determine all systems specifications and requir ements and ensure that they fall within the approved standards and str ategy). A nswer My duties are to keeps the staff conversant with amendments in the Bank's pr oc edure and SBP rules and regulations to solve the problems of the clients. Kee p t he staff updated about new products introduced by the Bank. 4. Unique Knowledge & Skills What critical knowledge and competencies are needed to successfully perform this position (e.g. word processing skills, sales exper ience, demonstrated leade rship, specific educational requirement or technical t raining, etc.)? How many y ears of each needed? Answer Thorough knowledge of Gen eral Banking Law & Practices. Proper computer skill

5. Contacts Who (internal/external) does this position interact with on a regula r basis to p erform this role? How often and for what purpose? Answer 1. Interna l: Customers, Branch Manager, G.M. Office, COB, Auditors. 2. External customers: Clients for maintaining of promoting new business. O ther Banks officials. 6. P roblem Solving & Decision Making 1. Describe the type of decisions made by this position on a regular basis. Opening of new accounts of all types. b. What types of decisions are referred to the next level? Answer Not within the jurisdiction of the incumbent. IT Department The following are the responsibilities, duties and work done IT De partme nt 1. Position Summary What is the main purpose of this position? Why doe s it exist? (e.g. to admi nister client database; to create marketing strategies ; to provide administrati ve support to department etc.) Answer Provide support to user following instances of system faults. Perform star t of day routines and carry out end of day routines. 2. Principal Accountabilities What are the major responsibilities of this position? List the What, How and Why of each responsib ility and provide examples, as necessary. Use specific verbs o f action, such as files, manage, analyses, etc. Answer 1. Provide trouble-shooting support to users in case of on line delays, hang s-up and error messages. 2. Issue ATM cards followi ng approvals by the Branch Manager. 3. Restrict access to IT facilities at the b ranch for authorized purposes o nly. 4. Update on line Bank System including tra nsfers to Smartbank, editing, cl osing of host, and hand over files to COK. 5. E xecute weekly and periodical backups of active files and transfer backu ps to th e IT Division 6. Use Net meeting facility to expedite removal of system faults. 7. Scan customers specimen signatures and update system 8. Raise requisitions fo r stationery. 9. Prepare the branch's Daily position. 10. Retain log of instructio ns for file changes and system updates received from the I.T. Division 11. Apply for CIB reports & submit reports to SBP. 12. Print periodical statements. 13. P erform any other functions assigned by the Branch Manager. 14. Updates and disbu rses salaries. 15. Arrange replenish the ATM as ATM officer along with cashier. 3. Critical Challenges: What are the critical challenges of this position? (E.g. foster positive rel

ationships with external vendors, research & resolve complex requests for inform ation in the absence of a higher authority, determine all systems specification s and requirements and ensure that they fall within the approved standards and s t rategy). Answer To provide I.T. support to the users at the branch level 4. Un ique Knowledge & Skills What critical knowledge and competencies are needed to s uccessfully perform this position (e.g. word processing skills, sales experience , demonstrated leade rship, specific educational requirement or technical traini ng, etc.)? How many y ears of each are needed? Answer Need to be knowledgeable a bout basic hardware and software troubleshooting, s tandard transaction processi ng and do-it-yourself trouble shooting routines by t he functional superior 5. C ontacts Who (internal/external) does this position interact with on a regular ba sis to perform this role? How often and for what purpose? Answer External 1. Sys tem maintenance service providers. 2. Hardware maintenance support providers. In ternal Branch Manager, Users at Branch, I.T. Div COK/HO 6. Problem Solving & Dec ision Making a. Describe the type of decisions made by this position on a regula r basis. On the spot solving problems of ATM user and clients availing on-line f acilities b. What types of decisions are referred to the next level? Answer Coul d not be resolved by the incumbent Head Cashier (Cash Department) The following are the responsibilities, duties an d work done by Cash Department 1. Position Summary What is the main purpose of t his position? Why does it exist? (e.g. to adminis ter client database; to create marketing strategies; to provide administrative support to department etc.) Ans wer Handles cash transactions with due courtesy to customers in the light of COK /SB P instructions. 2. Principal Accountabilities What are the major responsibil ities of this position? List the What, How and W hy of each responsibility and p rovide examples, as necessary. Use specific verbs of action, such as files, manage, a nalyses, etc. Answer 1. 2. 3. Supervises cheques for cash payment up to assigned level. Receives and pay out cash on counter. Collect utility bills of Lesco, Sui gas and Telephone.

4. Remit proceeds of Utility bills, and counterfoils on daily basis to conc erne d quarters. 5. Remains vigilant for forged currency noted presented for processi ng. 6. Prepare various reports on daily basis for inspections of SBP and intern al auditors. 7. Refer dissatisfied customers to the Branch Manager for resolving their q ueries & complaints. 8. Accommodate customers request for fresh currenc y notes. 9. Replenish the ATM at the branch. 10. Maintain queue discipline while extending due considerations to Ladies & elderly. 11. Manage sorting of notes a s per instructions of SBP. 12. Perform any other duty assigned by the branch man ager. 3. Critical Challenges: What are the critical challenges of this position? (e.g. foster positive relat ionships with external vendors, research & resolve comple x requests for inform ation in the absence of a higher authority, determine all systems specifications and requirements and ensure that they fall within the app roved standards and strategy). Answer Offer services to customers courteously up to their satisfaction with in the fra me work of Bank's policies. 4. Unique Knowl edge & Skills What critical knowledge and competencies are needed to successfull y perform thi s position (e.g. word processing skills, sales experience, demonst rated leadersh ip, specific educational requirement or technical training, etc.) ? How many year s of each is needed? Answer Speedy service, customer management and detection suspicious documents and no tes 5. Contacts Who (internal/external ) does this position interact with on a regular basis to perform this role? How often and for what purpose? Answer External Customers, SBP auditors and security service Provider. Internal Branch Manager, Customers and auditors. 6. Problem S olving & Decision Making a. Describe the type of decisions made by this position on a regular basis Pr oper scrutiny of documents and notes b. What types of dec isions are referred to the next level? Answer Could not be resolved by the incum bent

Remittances & Clearing and Account Department The following are the responsibili ties, duties and work done Remittances & Clear ing and Account Department 1. Pos ition Summary What is the main purpose of this position? Why does it exist? (e.g . to admi nister client database; to create marketing strategies; to provide adm inistrati ve support to department etc.) Answer The incumbent handles Bills/Clea ring/Remittances 2. Principal Accountabilities What are the major responsibiliti es of this position? List the What, How and Wh y of each responsibility and prov ide examples, as necessary. Use specific verbs of action, such as files, manage, anal yses, etc. Answer Receives Local cheques instruments for collection and credit pr oceeds in the res pective accounts. Receives outstation cheques and instruments for collection proceeds and credit i n the/cs. Handles I/W,O/W clearing. Issue P .O./D.D./ T.T./CDR./Bankers Cheques and payment. Issue cheque books to the accou nt holders, maintain their record and posting in the system. Maintain daily vouc her Register. Balance books of accounts periodically. Arrange Nadra verification of CNIC from Main Branch for opening of A/Cs. Makes necessary correspondence re lating to own deptts. Indents/purchases stationery or branch use. Maintain Zakat Register and files. Process on line transactions. Custodians of stamps on hand. Custodian of security stationery. Checks batch posting. Supervise the transfer cheques and vouchers. Deduct monthly installments of consumer's finances. Transfer E/Duty on monthly basis and maintains relevant record. Cheques daily extracts o f BAL Account and On-Line transactions. Maintains specimen signature Books. Perf orms any other function assigned by the branch Manager. 3. Critical Challenges: What are the critical challenges of this position? (e.g. foster positive rel ationships with external vendors, research & resolve comple x requests for infor mation in the absence of a higher authority, determine all systems specification s and requirements and ensure that they fall within the ap proved standards an d strategy). Answer Resolve Clients problems in complying wi th Bank' Policy and Procedures, SBP Rules and Regulations

4. Unique Knowledge & Skills What critical knowledge and competencies are needed to successfully perform this position (e.g. word processing skills, sales exper ience, demonstrated leade rship, specific educational requirement or technical t raining, etc.)? How many y ears of each is needed? Answer 1. Thorough understand ings of Bank's Policies, procedure and SBP regulations relating to the Job 2. Clea r understanding of Bank Smart system 5. Contacts Who (internal/external) does th is position interact with on a regular basis to perform this role? How often and for what purpose? External Customers Clients Internal Branch Manager, Customers and auditors 6. Problem Solving & Decision Making a. Describe the type of decis ions made by this position on a regular basis of matters relating to General Ban king b. What types of decisi ons are referred to the next level? Answer Could no t be resolved by the incumbent Comments on the organization structure Bank Alfalah is a multi national company of Abu Dhabi Group. So its structure o f communication of business is hierarchy in nature. Flow of communication upward to downward. Individuals perform crossfunctional work. Operational team perfo rms different tasks with co-operation of branch manager. Before starting any ope ration completed briefing from Operatio nal manager on that task. Operational Man ager is responsible for operational wo rk and reporting back to the branch manage r. So the task are divided according to there requirements in a good decentrali ze manner. Every officer can do his w ork and manage that is easy for them and ta ke steps to finish that task efficie ntly. There is a LAN intra management networ k in the bank. And with this system they share there ideas with in the organizat ion in the same hierarchy level wi th security.

Plan of my internship program Overview of the branch I did internship at the reg ional central area 2 Azam Cloth Market Branch of Ban k Alfalah to Aug 08 to Sep1 8 2009. In that branch there isn't any branch manager. Operation manager Mr. Zaffa r Iqbal was work as acting branch manger. The branch is dealing with consumer ba nking and general banking and SME finance service giv ing to there customers. Th e main customers of that branch are local business man having business of differ ent Cloths wearing. The management of the branch are v ery friendly and take car e of all kind of there customers well especially there well known customers. Sta rting and ending dates of internship I stated internship program from 08th Augus t 2009 and ending date 18t h September 2009 The departments in which I got train ing I completed internship training in different department such as Accounts ope ning Clearance and Remittances Credits Accounts Duration of training Department Duration Accounts opening 2 Weeks Remittances& C learing 2 Weeks Credits 1 Weeks Accounts 1 Weeks Description of Activities of the training department Accounts opening I work in this department for just only 2 weeks. In these two weeks I analyz e the followi ng activities doing by this department. The main core objective of this departme nt to opening an account and registered it in the Bank Smart software of the ban k The following is the procedure of how to open an account in the bank Alfalah. Be fore opening an account the applicant must have the reference for opening an acc ount in the bank according to new circular from SBP. Figure 1 There are different types of accounts and the officer knows how to open the part icular type of account. The details of the different accounts and there require m

ents are as follows Basically there are two types of accounts and these are ment ion below Figure 2 Before I discuss these accounts I first discuss categories of Accounts Categories of Accounts In categories of Accounts I only mention differ ent kind of entities who o pen there accounts according to there needs and wants . And these are as follows 1. Individual Account 2. Sole-proprietor Account 3. B usiness man Accounts 4. Minor Account 5. Illiterate Person Account 6. The Mask W omen Account 7. Companies Account (Public & Private) 8. Joint Accounts 9. Liquid ator Account 10. Partnership Account 11. Trust The above are the entities that o pens an accounts in the banks to meet there spe cific needs. It depends on them that which type of accounts they open in the ban k. Whether they open different current accounts or saving accounts Now I discus the documents required for thes e entities to open an account in the bank that really known to the officers Indi vidual Account This is the individual entity who open an account in the bank to meet there own specific or personal needs. These students, children etc. this ca n open any type of account in the bank like current/ saving accounts accordin g to there needs. Documents required Reference to open an account NIC valid card I nfo of source of income required /for children there source of income is there f ather Personal information required Sole-proprietor Accounts These are the entit ies to open accounts in the banks to meet there retail b usiness needs. These in clude local small retail business man who control there w hole function of busin ess. Documents required Reference to open an account NIC valid card Info of sour ce of income required (Address Pad and Stamp of there retail busine ss ) Persona l information required Business man Accounts These are the entities who open an accounts to meet there business needs. These include merchants etc Documents required Reference to open an account

 NIC valid card Info of source of income required (Address Pad and Stamp of there retail busine ss ) Personal information required Other Supported documents requ ire Letter of undertaking N.I.C verification by VERSAC Software KYC SSC (System Signature Card) Minor Account These are that entities/person whose age is below 18 and wants to opens an acco unt in the bank. There Guardian sign there cheques on behalf of there minors Documents required Reference to open an account NIC v alid card Info of source of income required /for children there source of income is there father Personal information required Other Supported documents require Letter of undertaking N.I.C verification by VERSAC Software KYC SSC (System Sig nature Card) Illiterate Person Account/ Photo Account These are those entities w ho don'ts know how to signature in the ch eques or these entities/persons are illi terate persons. That person can't widrawls money from any other person Documents r equired Reference to open an account NIC valid card Info of source of income req uired /for children there source of income is there father Personal information required Left right thumbs stamp Other Supported documents require Letter of und ertaking N.I.C verification by VERSAC Software KYC SSC (System Signature Card) T he Mask Women Account These are those entities/females who wear black Bhurkha an d don't want ot her to see there faces. For these entities female recruit staff is required to o pen an account in the bank. Other wise this account can't be open i n the absence o f female recruit in the bank Companies Accounts These are compan ies listed in the stock-Exchange institution of Pakist an. Documents Required Ce rtificate of Incorporation Commencement of business Memorandum of Association Ar ticles of Association

 Form 29 List of Directors Commencement of business (For Public Companies ) Other Supported documents require Letter of undertaking N.I.C verification by VERSAC Software KYC SSC (System Signature Card) Joint Accounts This account is develop for the two or more entities or persons who sha ring there accounts and have equ al power to hold that account. Documents required Reference to open an account N IC valid card of the number of persons who share there accounts Info of source o f income required Personal information required Other Supported documents require Letter of undertaking N.I.C verification by VE RSAC Software KYC SSC (System Signature Card) Liquidator Account The account des ign for that mpany assign a liquidator and nsfer money to the debtors or Documen ts required NIC valid Card Letter issue from the ired company particular person /entity in which the bankrupt co make an account I the bank so that they pay or tra affected peoples from the bankrupt company court that the particular person is liquidator of the requ Other Supported documents require Letter of undertaking N.I.C verification by VE RSAC Software KYC SSC (System Signature Card) Partnership Account This account design for those business man who are partner i n the business th at they run collectively. Documents required Reference to open an account NIC valid card of the number of persons who share there accounts Inf o of source of income required Personal information required Partnership deed du lly verified by notary public and signed by all the partners. FormC in case of re gistered partnership. (Form C contain the all information abou the year when the firm is registered) Other Supported documents require Letter of undertaking N.I. C verification by VERSAC Software KYC SSC (System Signature Card) Trust Account

This account is for non profit organization Documents required Certified of trus t deed. Certified Copy of by Laws. List of trustees duly certified. Certificate of registration. NICs of all the trustees. Resolution attested by company secret ary resolving to open an account in BAL, Az am Cloth market branch along with th e signing instructions of Authorized signato ries to operate account. This resol ution must bear Trust Rubber Stamp, which must be signed by the trust Secretary. . Other Supported documents require Letter of undertaking N.I.C verification by VERSAC Software KYC SSC (System Signature Card) Closing an Accounts The Bank Cl ose an accounts by doing the following confirmation The candidates apply for clo sing an account. Than this application transfer to t he clearing department and if the clearing department clear the application than the account is close. If t he balance is zero for more than 6 moths the bank give notice for 14 days. A nd if there is no response from the account holder the account is closed by the ban k. Now I discuss the current and saving accounts offer by bank alfalah to there cus tomers Current Account Basic Current Account Current Accounts are non intere st bearing accounts that have a minimum account opening requirement of Rs 10,000 . No zakat is deducted on the accounts balance. Furthermore all current account holders receive a Hilal debit card and there ar e no restriction on the number o f withdraws or deposits made to and from the acc ount. BASIC BANKING ACCOUNT (BB A) Basic Banking Account was introduced by banks on an order by the State Bank o f P akistan and is current in nature. There is no minimum balance requirement fo r BB A, however initial deposit must be Rs 1000. Maximum two withdrawals and dep osits are allowed by cheque, while there is no restriction on ATM withdrawals. A LFALAH KAMYAB KAROBAR Bank Alfalah presents Alfalah Kamyab Karobar (KK) - a stru ctured, branded, tierbased current account that caters to your banking needs & a spirations. This prod uct will provide you the opportunity to enjoy free service s alongside state of t he art banking facilities, linked directly to the deposit balances in your KK ac count. Alfalah KK Account can be opened with minimum dep osit requirement of Rs 2 5,000, while the degree of free services will be depend ent on the minimum thresh olds of respective tier. Its will give you the power t o choose from different ti ers and avail banking facility from any of the Alfala h branches PAN Pakistan. KK Accounts have strategically been tailored into 3 dif ferent tiers, allowing you to choose the allotted free service to your benefit. The three tiers are as foll owing: a. Silver b. Gold

c. Platinum The unique tier based structure ensures that you can avail smooth & cost efficie nt facilities based on your current level of deposits i.e. Higher t he deposit, h igher the number of free services. Some of the Salient features in clude (tier-based): Free Online Transactions Free SMS Debit Alert (Subject to av ailability) Free PO/DD Free Accidental Cover (Valid for up to two People) Free c ash deposit across Pakistan Gold VISA debit/ATM Card with every account Profit And lost Saving Accounts (Saving Accounts) The following are the saving a ccounts of bank Alfalah. Basic Saving Account Profit& Loss saving accounts can b e opened with a minimum balance requirement of Rs 5,000 and profit is credited o n a half yearly basis. There are no restrict ions on the number of deposits and withdrawal made to and from the account and a ll account holders receive a Hilal debit card as well. Profit and loss saving ac count cannot be opened by a busin ess corporation, however can be jointly opened by individuals. Profits are paid at 5% on all account balances. Royal Royal . The turn, rs is profit account prof it accounts are opened with a minimum balance requirement of Rs 50,000 basic aim of this account is that the higher the balance the higher the re as profit is c redited on a monthly basis. The profit paid to account holde as follows: Amount in Rupee Proposed Rates (P.A) Balance up to Rs. 49999 5.00% From Rs.50000 to 999999 5.00% From 1000000 to 4999999 5.0% From 5000000 and above Negotiable KIFAYAT ACCOUNT Kifayat account is another saving account product that can be op ened with a mini mum balance requirement of Rs 10,000, with a maximum limit of R s 1 million. Prof it is calculated on a monthly basis, while it is credited on q uarterly basis. Ba nk Alfalah pays 7% pa interest on Kifayat Account. MAHANA AMD AN ACCOUNT Mahana Amdan account is Term Deposit Receipt (TDR) for three years th at can be o pened with a minimum balance requirement of Rs 100,000, with a maxim um limit of Rs 15 million. Profits are paid at 10% pa, credited on a monthly bas is. Other fe atures of this account include free personal accident insurance and automatic re newal for another 3 years, after the expiry of original period. Th e following ar e the details of this account

Amount in Rupee Proposed Rates (P.A) Three year term Deposits 10.0% One year ter m deposits (deposits raised up to March 07, 2009 ) 13.50% One year term deposits (deposits raised after March 07, 2009 ) 105.0% Alfalah EDUCATION Alfalah education is a one year TDR that can be purchased by p eople having schoo l going children's. A person can purchase a unit for Rs 100.000 , with a maximum of 3 years. This TDR pays 7%, paid at maturity and gives an add itional advantage o f giving monthly school fee of the children's if the breadwinn er of the family die s. The following are the details of this account Other work ing responsibilities of accounts opening department Have maintain and check all kind and update all kind of information regarding op ening an account Have respo nsibilities to maintain a wide record of KYC's Have responsibilities to inquire mo ney laundering cases Check the activities of accounts balance that is there is a ctivities of transfer ring and forwarding of cash or not. And if there isn't any a ctivities for the six months Collect different application forms regarding 1. Is suance of check books When a new account is opened, the customer receives a Lette r of Thanks from the Head Office Karachi. This is the confirmation and proof that the customer is holding an account in the BAL. When this letter is showed in th e account opening department they confirm the letter and then sen ds request for the cheque to Head Office Karachi. The cheque book is received by the respectiv e branch with in 1-2 days outmost. When the customer comes in to c ollect the ch eque book he signs a letter that he/she has received the cheque boo k at the Men tioned date. If the customer is old and needs a new cheque book the process is a lmost the same. One thing is important to mention here is that when the cheque b ook is received by the bank and the customer doesn't comes to receive the book wit hin 90 DAYS or the account of the customer is closed due to any reas on the cheq ue book is destroyed under the supervision of concerning authorities. 2. 3. Inqu iry of balance sheet Stop payments If a customer looses their cheque book, then t hat customer will have to come to the bank and firstly report the loss and then stop payment, by telling the seri es of cheque he has lost. By stopping payment,

the customer is guaranteed that no illegal payment is made from their account. T he process for stopping payment, after the customer tells that he has lost is c h eque book is that he fills a `Form B', which is same as a cheque book requisition fo rm and an indemnity form, stating no responsibility on behalf of the bank if any illegal payment is made before the time of announcing a cheque book lost. As pa rt of my internship, I was to assist a customer towards the whole process of sto pping payment. 4. 5. Closing of an accounts etc Hold mail facilities Upon w ritten request of the customer, the bank ma y in its sole discretion provides a (hold mail facility) where by the bank shall retain for periodic collection by t he customer, or his duly authorized agent, a ll communications and statements of the account relating to the customers accoun t. The customer hereby waives his rights to question any detail appearing in the hold mail communication or statem ent of account irrespective of their actual re ceipt.The customer accepts all ri sks and responsibilities in this regard. Maintain good relation with the custome rs Maintain old records Maintain Statement of Accounts Remittances & Clearance department First I discuss the Clearance function of the combine department CLEARING The clearing department is responsible for the clea ring of all cheques that the bank receives daily and the different types of clea ring cheques that come in the bank are: Inward clearing Outward clearing Online clearing Outward Bills for Collection INWARD CLEARING Inward clearing takes plac e when a Bank Alfalah Azam Cloth Market account holder draw's a cheque in favor of a Non- Bank Alfalah account holder. The process for i nward clearing is as foll ows: 1. Cheques are received by the operations department from NIFT 2. The bank officer verifies all particulars from the instruments and the system for suffici ent balance etc. If any fault is found, then the officer will mark t he cheques as a return, stating the reasons with them. 3. If no fault is found, then the of ficer will post these cheques in the system by debiting the customer account. 4. The particular of the returned cheques are entered in the `O/W return of inward c learing' register and returned to NIFT. OUTWARD CLEARING Cheques drawn by Non-Bank Alfalah customers in favor of Bank Alfalah Azam Cloth Market customer and depos ited at Azam Cloth Market Branch are known as outward c learing cheques. The pro cess for outward clearing is as follows: 1. Cheques are received by the operatio ns department of Bank Alfalah Azam Cloth Market 2. The customer in favor of whom the cheque is drawn is credited 3. Clearing stamps are affixed on the cheque an d sent to the other bank via NIFT . If any cheque returns the next days as a ret urned, the posted entries are revers ed and the cheque is returned to the custom er who presented it and is recorded i

n the cheque return register. ONLINE CLEARING Online clearing takes place when a cheque is drawn by a Non-Bank Alfalah custome r in favor of a Bank Alfalah cust omer but is deposited at Bank Alfalah Azam Clot h Market. The person, who had dr awn this cheque, however should have an account in the Islamabad/Rawalpindi area . The process for online clearing is as follows: 1. The cheque is sent as an out ward clearing via NIFT 2. When the cheque is cleared, it is credited to the Bank Alfalah account via th e online transfer software. OUTWARD BILLS FOR COLLECTION (OBC) There are some cheques that are drawn by a Non Bank Alfalah Account that is outs ide the twin city area in favor of Bank Alfalah Azam Cloth Market accoun t holder s and thus are treated as OBC's. The process for clearing of the OBC's is a s follows : 1. Cheques received by Bank Alfalah Azam Cloth Market 2. The officer affixes the OBC stamp on the cheques and writes its individu al number from the OBC register. 3. Entries of all OBC cheques are written in an OBC register. 4. An OBC letter is printed, which shows the cheque numbers, the branch dra wn on a nd amount. 5. Original Cheques are attached to these letters and sent to the mai n Bank Alfalah branch in that area by courier 6. When that area branch clears th e amount from the Non-Bank Alfalah branch , it sends an Inter Branch Credit Advi ce (IBCA) to Bank Alfalah Azam Cloth Marke t and the officer at the branch credi ts the customer account with that amount TRANSFERS Transfers are conducted by Ba nk Alfalah Azam Cloth Market Branch, using its soft ware `Bank Smart'. There are two types of transfers: 1. Internal Transfers 2. Online Transfers INTERNAL TRANSFER S Internal transfers take place when a Bank Alfalah Azam Cloth Market account ho ld er draws a cheque in favor of another Bank Alfalah Azam Cloth Market account hol der. The process for internal transfer is as follows: 1. Officer of the bank receives the cheque and determine if the cheque is an int ernal transfer by loo king at the branch code, if they are same then it is an int ernal transfer 2. Th e officer will post entries by credit the account in favor of whom the cheq ue w as drawn and debit the account that drew it in the banks software. 3. The cheque will be sent for supervision to the operations manager for authent ication of t he entries 4. When supervised, the cheque will be affixed with the official stam ps and kept with the bank. ONLINE TRANSFERS All those transfers that take place when a Bank Alfalah account holder draws a c heque in favor of a Bank Alfalah Az am Cloth Market account holders are known as online transfers. The process for o nline transfer is as follows: 1. The bank officer collects the cheque from the d epositors. 2. Verify if the accounts are online and need to be transferred onlin e 3. Posts entries by debiting the account of the cheque, while crediting the ac co unt on the slip attached with the cheque. 4. Sends the cheque for supervision to the operations manager 5. When supervised, the cheque will be affixed with t he official stamps and kept with the bank.

Remittances There are two main types of instruments that are used to transfer mo ney, which a re as follows: Pay order: Used to transfer money within the city De mand Draft: Used to transfer money outside the city PAY ORDER Pay orders are mad e to transfer money within the city and this is a safe way to transfer money as the person who makes the transfer through pay order pays in ad vance. The proced ure that is carried out in transferring money through pay order is as follows: P rocedure for Transferring Money through Pay Order The customer will come to the bank and fill in the pay order application, giving in the details to which accou nt the money is being transferred, the amount etc and attach a cheque to pay for the pay order. Pay orders can also be made throug h cash but mainly it is made through cheque. The officer checks all the details in the application, makes out the charges for the transfer that the customer will pay and then make the pay o rder for the cus tomer and pass the following entry: Customer A/c Pay order paya ble When the customer in favor of whom the pay order was made gives he pay order to his branch, the entries passed are: Pay order payable Customer A/c DEMAND DR AFT Demand Draft is another way in which customers can transfer money outside th e ci ty. There are two types of situations for transfer of money through demand draft s OUTWARD DD'S When a customer comes to Bank Alfalah to make a city is known as outward DD. The customer will tion form, and will attach a cheque or pay cas h Then the officer will check all the details and omer and pass the following en tries: For Cheque For Cash Customer A/C Head Office Head Office DD to transfer m oney outside the fill the details in a DD applica as he wish. make a demand draf t for the cust Sundry A/c INWARD DD'S This is the procedure adopted when the issuing branch sends copy of th e instrume nt as an advice. When the bank receives the advice, the officer will pass the fo llowing entries: Head Office A/c DD Payable A/c When the customer co mes with the DD to get his payment, the following entries ar e passed: DD Payabl e A/c Cash

If that customer is a Bank Alfalah account holder then the following entries are passed: DD Payable A/c Customer Account FOREIGN REMITTANCES Another type of rem ittances is foreign exchange transfer from another country to a Bank Alfalah acc ount in Pakistan, through SWIFT. Bank Alfalah for foreign exchange transfers tak es the help of Citi Bank for routing. Procedure for Foreign Transfers The custom er will come to Citibank to transfer money to Pakistan. The entries pa ssed will be: Customer A/c Citibank A/c Citibank will then transfer that money to Bank Al falah Karachi. The entries are: Citibank A/c Bank Alfalah Nostro A/c (khi) Later Bank Alfalah will transfer the Nostro A/c money into the demand account. Nostro A/c Bank Alfalah Demand A/c Now when the customer will come to take his money, the following entries will be made: Demand A/c Customer A/c CASH TRANSFERS The c ash transfers in the transact department are responsible with the cash depo sits and withdraws made by Bank Alfalah Azam Cloth Market account holders. There are two types of cash withdraws and deposits. The first is when a Bank Alfalah Azam Cloth Market account holder either deposits or withdraws cash, while the se con d one is when a Bank Alfalah account holder, with an online account can withd ra w or deposit money to his account from the Azam Cloth Market branch. Credits Dep artment The credit departments of Bank Alfalah work with both SME's and corporate clients. There are two major categories of credit line facilities that Bank Alfa lah prov ide to its customers Funded Credit Line Facility Unfunded Credit Line F acility Funded Credit Line Facility There are three major products that come und er the funded credit line facility: Current Finance Karobar Finance Milkiat Fina nce Current Finance Current Finance is a short term facility mainly provided to companies. It provi des the customers with the funds over a period of time, main ly one year. The mai n advantage of the current finance facility is that markup is only charged on th e utilized part of the finance facility and is mainly used by companies for thei r working capital management. The bank to provide this fa cility keeps a security; mainly a mortgaged property and can provide 60% of its assessed value as funds.

Karobar Finance Alfalah Karobar Finance is another short term facility that is o nly provided to individuals and sole proprietors. This facility also has one yea r validity with markup charged on the amount used. This facility again provides individuals to maintain their working capital manag ement and is again given to individuals for a security. The conditions for curre nt finance and karobar fina nce are same with one big difference, which is that i n karobar finance, the ind ividual has to clear all his balance in his account, o nce in a year. Milkiat Fi nance Alfalah Milkiat Finance is a long term facility that is provided to SME's an d ther e are four main types of facilities provided: Acquisition of rented comme rcial/industrial property Construction on an owned commercial/industrial plot Pu rchase of a commercial/industrial property Renovation of owned commercial proper ty Some of the features of Milkiat finance are as follows: Tenure of 2-12 years except for renovation, which is for 2-4 years Mark up of (KIBOR+4%) Financing fr om Rs 0.5 million to Rs 20 million, renovation financing up to 3.5 m illion Elig ibility age should be less than 65, with 3 years of existing business Procedure for Milkiat Finance All documents are gathered from the customer, and then they are sent to the CIB, which sends a CCIR to the bank. Other forms of verification also take place in this process. Later a valuation is done of the property to s ee how much financin g can be provided. After the valuation process is complete, a CLP is made by the bank, which with o ther documents is sent for approval to the area office. When the area office approves the application, the customer is called into the b ank to give the security papers to the bank and also gets all legal documents ar e signed and the money is transferred to the bank. Unfunded C redit Line Facility There are two types of unfunded credit line facility, which are as follows: Letter of Credit (LC) Letter of Guarantee (LG) Letter of Credits A letter of credit is a written undertaking by a bank (issuing bank) given at t h e request and accordance of a buyer (the applicant) to the seller (the benefic ia ry) to a fact payment up to a stated amount of money within prescribed time l imi t provided that the terms and conditions are complied with. Letter of Credit s is sued in the international trade business. There are two types of Letter of Credits: 1. 2. Usance Usance LC is a form of LC, whereby the bank engages to hon or the benefic iary usance draft on an acceptance that the items are in accordan ce with the con ditions. Payment is made against acceptance. Sight LC Theses are letter of credit where the bank engages to honor the benefici ary's sight draft u pon presentation provided that the documents are in accordance with the conditio ns of the L/C. This is a more safe form of letter of credit as payment is made a gainst the documents. Letter of Guarantees Letter of guarantees is a guarantee t hat the bank gives to an organization on be Usance Sight

half of the bank. Letter of Guarantee's are mainly used when a tender for a specif ic job is filled by a customer. There are three main types of LG's: Bid Bond: Bid Bond are filled at the time of filling out the tender and states t hat if the c ompany is given the tender, it will start working on it and will not walk away Performance Bonds: Performance Bonds are issued to the beneficiary, to guarantee him that the applicant of the tender will perform the contract under a specific period o f time. Performance bonds are issued after the tender is approved of t he applica nt. Mobilization against LG (MALG): This is a guarantee that the bank gives when the beneficiary (the firm that issued the tender) that pays an advan ce of tender to the applicant (the firm that gets the tender), that he will retu rn that advance amount. Process for LC's & LG's The process for LC's and LG's is a ten s tep process: 1. A request letter for the facility is received by the bank 2. All documents pertaining to the facility are received 3. Documents are looked over by the lawyers 4. CCIR is received from the CIB 5. A CLP is made 6. Borrowers Ba sic Fact Sheet (BBFS) is made 7. Credit Facility Application Form is filled by t he customer 8. Documents are sent to the Area Office for approval 9. Documents r elating to the security is kept by the bank 10. Letter is issued to the customer Types of Securities Some of the types of securities that the bank may keep as a part of security for both funded and unfunded credit line facilities are: Mortg age of Property Pledge of Stocks Hypothecation of Stocks Lien on Stocks & Securi ties Accounts Most important department of the bank is concerned with 1. Revenue s 2. Expenses 3. Assets 4. Liabilities These are the pillars of business. In thi s department, all the vouchers are posted during one day are sent to Accou nts d epartment next day. These vouchers are already posted to computer by the co ncer ned department. The accounts department has to tell that all the vouchers ar e p osted under the right head. Amount, date, stamps, signatures all the requirem en ts for cheques and vouchers are fully checked. If any kind of renovation or co n struction or rebuilding is done, all is paid from the Accounts department. Like petrol for the car, stationary charges, medical allowances, etc are all paid by this department MAJOR ACTIVATES Accounts department is totally a backend departm ent and is not linked to customers at all. All the day's transactions inside, outs ide the branch and for o

ther banks are handled with this department. This is one of the most sensitive d epartments because the customers account are credited and debited solely by thi s department so there is a very strict check and balance system for this departm e nt and each transaction is monitored and rechecked at least twice and supervis ed even by Manager Operations if amounts are high. Major activities in accounts de partment are Maintaining accounts of customers Monitoring & posting daily act ivities and transactions The major activates are to update customer's account cont inuously and on daily bas is. Because more of less each and every account is bee n credited or debited by s ome amount so the purpose of this department is to ma ke sure that the right pers on's account is credited and debited. MAINTAINING ACCO UNT OF CUSTOMERS Once the account is created by the Account Opening Department i t is not duty of accounts department to continuously monitor each and every acco unt on daily basi s. They monitor which account is performing well and which is not? Which account and which customer needs special care and special services? T here are special a ccounts associated with credits and loans they are monitored specially. MONITORING & POSTING DAILY ACTIVITIES & TRANSACTIONS Monitoring daily activities include each and every transaction from all customer s' accounts inclu ding, ATM transaction, International remittance, local remittance , inward and o utward transactions etc. The responsibilities in the accounts depa rtment are to debit and credit each and every transaction, monitor it, supervise it and speci al transactions which require supervision by higher authorities sho uld be super vised. FUNCTIhONS REPORTS It generates reports like Statement of Account Activit y (a report on the activit y of all accounts at Bank Alfalah Azam Market), State ment of Affairs (a report o n the assets and liabilities of Bank Alfalah Azam Ma rket), Statement of Foreign Exchange (a report on the foreign exchange currencie s at the bank) and Statemen t of Profit & Loss (a report on the income and expen ditures of Bank Alfalah Azam Market). These reports can be generated at daily, w eekly, monthly, quarterly or yearly basis as required by the bank. INCOME AND EX PENSE The department also needs to calculate the revenues and expenses, c ontrol expenditure and forecast profits every month. BUDGET Formulation of yearly budg ets & targets in consultation with the bran ch manager is also done by the accou nts department. STORAGE OF RECORDS Accounts Department also has the duty to stor e vouchers and system generated rep orts. PAYMENTS The accounts department is re sponsible to pay vendors on behalf of the bank with authorization from the branc h manager. It also has to amortize large payments a nd calculate depreciation of branch assets. ACTIVITY CHECKING In the accounts department, I had to do daily activity checking and there are fo ur stages in which activity checking takes pl ace: 1. Collecting vouchers, cheques etc from all departments 2. Sorting Voucher s 3. Checking Activity

4. Packing COLLECTING VOUCHERS The first stage of activity checking is collectin g all vouchers, cheques, DD's, pa y order, pay slips etc from all departments of t he bank. Mainly vouchers come fr om the operations department. After collecting these vouchers etc from the depar tments, we need to check if all stamps are sta mped on these vouchers etc. SORTING VOUCHERS After all vouchers are collected, t hey need to be sorted into eight categories: 1. Customer Debit: Includes debit v ouchers and cheques 2. Customer Credit: Includes credit vouchers and credit slip s 3. Income: Income vouchers 4. Expenditure: Expenses vouchers and payment vouch ers 5. Others: Includes vouchers about excise duty, FED, teller, ATM, payables e tc 6. Online: Contain online vouchers and online credit slips etc 7. Head Office (H.O): Includes HO vouchers and IBCA, DD advices 8. Bills Payable General (BPG) : Includes vouchers and DD, Pay orders, Pay slips etc CHECKING ACTIVITY After so rting takes place, daily activity is checked using the statement of acco unt act ivity, which contains all daily activity of the accounts in the bank. Act ivity checking is done by seeing if the values and account numbers in the sorted vouch ers match that of the activity and whether or not there is any missing act ivity that is not in the vouchers. PACKING After the activity is checked, all sorted vouchers are counted, both debit and c redit and then packed by totaling the vou chers. Detail description/Conclusion of my work in different departments Account s During my 2 week stay in Bank Alfalah, I experienced the environmental and cul tu ral gloom of corporate world of Pakistan. I was quite able to understand the ope rations. I experienced that the communication is the key weapon of any manag er t hat could lead him to resolve/explore any conflict / situation with great e ase. I learned the process of opening and closing of different types of account, dorm ant accounts, issuance of cheque book, customer dealing, balance statement . In t his department, I learned how to operate bank smart. I helped my supervis or in c ollection of zakat declaration forms from customers which were needed in the pro cess of zakat deduction. I also do some clerical task for account openi ng office rs for transferring of documents to different officers. Remittances an d Clearing My third and fourth week was full of learning and understanding of th e functions and operations of the clearing department. I got familiar with the p rocess of c learing and its types i.e. inward clearing, outward clearing and int ercity, IBC and OBC. I learned about different types of crossing on cheques and about demand drafts, pay orders and telegraphic transfers. As part of my interns hip, I was r esponsible to collect cheques from the customers that they deposite d, put the of ficial stamps on the different kinds of cheques, register the retu rn cheques in a register and make OBC schedules. Credits My fifth weeks are conc erned with the credits. This department is very diff icult for me to be understo od. In this department I really seek retail marketing . And I understand to how deal with the customers and how satisfy them with the

policies documents set by the banks. I have a little bit knowledge of LC's and LG's and different services of SME provided to the customers. Accounts During my sixt h week of internship I learned the process of checking, maintaini ng, and record keeping of accounts i.e. all operation of the branch, income from operations an d expenses and reporting to the area office about all the operatio ns. Structure of marketing department

Number of employees in the marketing Department There are five branches working under the marketing manger of Bank Alfalah. Marketing operations The priority ba nking marketing manager is responsible for the dep osits of the require money in the managers referral customers accounts. Also thi s department connects to the big account holders and maintains good relation wit h them. And this propose th ey meet them and made meetings with them that whether they satisfied with there services that the banks offers to them. And incase an y problems that the custom ers victim than that problem would be eradicated by th e following customers thr ough meetings with them. The relational manager also ha s the responsibilities t hat they give solutions if the deposits of the banks dow n due to un-satisfactio n by the customers and close an account in the particular branch. They also have the responsibilities to open a number of fresh accounts in BAL. And for this th ey meet the number of big clients in particular and other in general and convey them to be part of BAL. The relational manager consults t he branches under his custody. And they have the authority to know info regardin g bank accounts of bi g customers. Also they have little meetings about there bus iness products that whether the customers get benefits or not. And want give sug gestions from the o peration officers for the betterment of there different produ cts. Also they int eract with the operations officers and wanted to know the beha vior of there loy al customers and what kind of services they wants for them. And every month they build a report and send to the regional Head of marketing depa rtment of BAL. A lso branch is a source of retail marketing as well as for sound marketing too. I ts really helps the BAL to carry there product info to other cus tomers friends etc, and make there customers because of there good services prov ided to them. The marketing department of Bank Alfalah Limited also involve in o peration nati onwide through 283 branches and a comprehensive network of 236 ATMs . The bank's c ountrywide operations are controlled through two most critical syste ms, namely the web based Online Centralized Core Banking software applications h aving Reta il Banking, Trade Finance, Corporate and Commercial Finance, Consumer Finance, F oreign Exchange & Treasury modules; and the ATM switch. Since even a f ew minute s downtime is unaffordable and any data loss could be potentially catas trophic, ensuring end-to-end data protection and 24 x 7 availability of these mi ssion-c ritical systems is indispensable to the bank's enterprise wide remote banki ng ope rations. This will ensure high availability of BAL mission critical applic ation s and systems, particularly ATM switch and Core Banking Host, with ideally zero data loss; thus avoiding complete failure and uninterrupted services to ban k's cu stomer over the branch counter as well as on all the delivery channels inclu din g ATMs. This robust and reliable solution will assure data consistency and in te grity at primary as well as disaster recovery site.

Function of market department Marketing Strategies It involves environmental for ces around the main task. Due to these forc es the traditional orientation of th e Bank has become the business of financial services with a much wider focus in relation to consumer/market needs and conseq uent marketing strategies. However, these environmental forces can create favora ble opportunities that can be tran slated into overall organizational goals and m arketing objectives. At the secon d stage, the marketing mix is manipulated in or der to support and implement mar keting strategies and plans. The marketing managers of Bank Alfalah Ltd. have be en trained and assigned the j ob of blinding or combing of all market activity. The managers have been train ed in such a way that combination may likely prove attractive to chosen customer market segments. Market Segmentation Strategies A market segment is a subgroup of people or organizations sharing one or more ch a racteristics that cause them to have similar product needs. A true market segme nt meets all of the following criteria: it is distinct from other segments (hete rogeneity across segments), it is homogeneous within the segment (exhibits comm o n attributes); it responds similarly to a market stimulus, and it can be reach ed by a market intervention. Bank through market segmentation classify market in to distinct subsets (segments ) that behave in similar ways or have similar need s. Bank's managers tend to visualize fairly well defined and stable groups of cust ome rs. However, experience and practice show that market segments are often fuz zy a nd dynamic in structure. This fuzziness and dynamism are a function of the varia bility in customer needs and the actions of competitors, and the factors i n the business environment that influence them. Variability in buyer behavior me ans th at it is possible that a single buyer can be classified in more than one segment . The bank segmentation process consists of segment identification, segm ent charac terization, segment evaluation and target segment selection. If each segment is fairly homogeneous in its needs and attitudes, it is likely to respon d similarly to a given marketing strategy. That is, they are likely to have simi lar feeling s and ideas about a marketing mix comprising a given product or serv ice, sold at a given price, and distributed and promoted in a certain way. Bank segmentation generally segmentation conducted using demographic, geographic , at titudinal or behavioral data. The process of segmentation is distinct from t arg eting (choosing which segments to address) and positioning (designing an appr op riate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential cust omers; to prioritize the groups to addre ss; to understand their behavior; and to respond with appropriate marketing stra tegies that satisfy the different prefer ences of each chosen segment. Revenues are thus improved. Improved segmentation can lead to significantly improved mark eting effectiveness. With the right segme ntation, the right lists can be purcha sed, advertising results can be improved a nd customer satisfaction can be incre ased. So with this strategies the bank iden tify the core segments in which they see there long lasting business with there loyal customers like business and wi th this they find big cities of the countrie

s than main business markets of the particular cities where they find business a nd open branch there. Product planning and development In product and developme nt they have a separate department for this work. Th e main purpose of product a nd planning is to search the needs and wants of the p eoples living in the parti cular societies. After the market segmentation of the organization they develop different products for there customers. For example th e business community want s cheap online transaction. So bank Alfalah made Alfala h Karobar Account puperl y design for the local business community. And for produ ct development the supp orting material that they get from branches marketing man agers BDO's officers the y also have separate department for credits and all these info are brainstorming in the R&D department of the organization and then they c reate products for th e required customers with specification of there customers needs. Positioning In this process bank marketers try to create an image or identity in the minds o f their target market for its product, brand, or organization. It is the relativ e competitive comparison their product occupies in a given market as perceived b y the target market. Positioning is what the customer believes about bank produ ct's value, features, an d benefits; it is a comparison to the other available alt ernatives offered by th e competition. These beliefs tend to based on customer e xperiences and evidence, rather than awareness created by advertising or promoti on. Marketers manage product positioning by focusing their marketing activities on a positioning strategy. Pricing, promotion, channels of distribution, and adv erti sing all are geared to maximize the chosen positioning strategy. It is the aggregate perception the market has of a particular bank, product or s ervice in relation to their perceptions of the competitors in the same category. It will happen whether or not a organization's management is proactive, reactive or passiv e about the on-going process of evolving a position. But a company can positivel y influence the perceptions through enlightened strategic actions. Generally, th ere are following strategies for product positioning: Positioning strategies By attribute: Our current account offers extra interest By benefit: Loan facilities to old customers By price/quality: Enjoy maximum privileges with the minimum subscri ption fee By competitor: No other bank offers so much By user: BAL: Debit/Credit car d facility Hybrid strategy: combination of two strategies In conclusion Bank Alfalah is the fifth largest private bank of Pakistan operat ing nationwide with 283 network branches with the facilities of 232 ATM machines nation wide. Pricing Strategies A critical marketing mix tool is price. Price i s important since it repres ents the amount of money that customers have to pay for the services received an d it is the only element of the bank marketing mix that creates revenue. The mos t important pricing in the banking system relates to interest rates; but as the government controls basic interest rates therefore the use of price as an import ant element in bank marketing has tended to be ne glected. Bank Privatization, co upled with the introduction of new technology an d the arrival of the new aggress ive bank and non-bank competitors is forced a r eappraisal of the use of pricing strategy. In this regard the writer noticed tha t Bank Alfalah Ltd has an advanta ge of credible bank image and on the basis of it the bank has set out particular

pricing system. Hence the bank s strategic pricing objectives are: 1. 2. 3. 4. M aximization of profit, Rate of return on investment, Obtaining market share. Att ract more customers Pricing Decisions: 1. 2. 3. 4. Pricing policies Pricing methods and its applicat ions Price determinants and interest rate settings The role of branches and head office in price decisions More the bank gives right to the branch managers to waived the inline bank charg es of there loyal customers having monthly balance of more than 2 lacs. So this strategies acting as sound marketing strategies to attract more customers to de p osits there accounts and enjoy that facilities. Distribution Strategies In mar keting, distribution is the means through which a seller makes his product avail able to the buyer. A channel of distribution for banking should be considered in a somewhat different manner. It can be regarded as any means o f increasing the availability and / or convenience of a service that increases i ts use or the r evenue from its use. Strategy: Special counter available to customers for to do their transactions wi thout having to wait in the regular line. Provide the service through our networ k of b ranches throughout the country. Install six additional ATMs at strategic locatio ns throughout the country. Introduce telephone banking to allow customer s to tra nsfer funds between accounts, perform account inquiry and pay their uti lity bill s without visiting the bank. Perform personal banking for busy profess ionals, in cluding doctors, lawyers, managers, etc. Distribution Decision: Means of delivery of bank services to customers Levels of service bank's customers want Impact of technology on distribution. During the early phase of the privatizati on, Bank Alfalah Ltd seemed to focus on two channels of distribution Bank branch es: This is the most important channel of distribution for the bank a s the bank is conveniently serving potential customers and from which the larges t portion of business is being generated. Following are some basic steps taken b y the ba nk at the initial stage of the implementation. The bank began with nation-wide c omputerized branches to provide on - line banki ng. One of the facilities was th e real time banking to draw and deposit amount f rom any of participating branch es. In order to satisfy the unique needs of net worth clients, Bank Alfalah Ltd has opened special personal banking branches. T hese branches were equipped to g ive the investment advisory services to local an d international capital market clients. The bank started providing Saturday bank ing in almost all the major ci ties of the country and such branches were equippe d with ATM (Automated Teller Machines) network. Bank Credit Cards: This is a means through which the bank off ers its credit services t

o the users. Bank Alfalah credit cards, which have been on the scene for the las t some years, were very popular. Bank credit cards have enabled the bank to ove r come the factor of inseparability, by offering credit to customers far outside t heir immediate trading area. It has also prompted the increasing use of the b ank s services by existing customers, as well as establishing contacts with a wi de variety of traders and persons who may not otherwise use the services provide d. From the foregoing review it is quite obvious that the bank s basic policy ha s r emained the improvement of customer services and the modernization of bankin g, s o that international standard banking services are available in Pakistan. P romotional strategy This tool stands for the various activities the bank underta kes to communi cate its products merits and to pursue target customers to use th eir services. B ank Alfalah Ltd has used term promotion to decide how informatio n about the bank and its services can be disseminated. The Bank widely used (sti ll using) the fo ur basic promotional tools for this purpose. These are: 1. 2. 3 . 4. 5. 6. Advertising Personal selling Publicity Sales promotion broachers poin t of sale service banners

Advertising is the bank s paid non - personal presentation and promotion of good s and services by an identified sponsor; television and media are typical examp l es. Bank managers have used personal selling in order to create an impression of trust, reliance, friendliness and familiarity. Most importantly, the bank rem ai ned quite successful in attracting customers through sales promotion; these i ncl ude the clocks, pictorial cheques books, gifts etc. I must say that the bank s p romotional tools have enhanced the perception of the bank and its brands th rough increasing awareness. This awareness was essential especially when there w as in creasing competition from foreign banks, and other financial institutions. Strategy: Email or write to prospective customers informing them of the service . Phone pro spective customers or visit them at their residents or place of busi ness to sell the service to them. Advertise the service on our website. Develop an advertisi ng program targeting the selected group. Promotion Decision: ication with customers Persuading customers to buy Role of advertising Branch di splays Direct mail Personal selling Cold calling Telephone selling Sales promoti ons Promotional campaigns.

Structure of sale department Number of employees The number of employees in this department is according to t hee bank structure. The bank branch itself the sales department of bank Alfalah. And the recruit in the bank giving services to the customers are the number of employees working as sales service represented in the branch. Sales operations I n the sales departments the whole recruit giving different services to the re cu stomers. They open accounts for there customers receipt application for the re d ebit halal card and different types of credit cads. Giving online services t o t hem and transfer there funds from one place to another. They made there bank dra fts and transfer there cheques through NIFT. Giving financial service to them li ve home financing, car financing and other finance related services to them. And all record of sales and there transactions can be handled by the bank Softwa re that is Bank Smart. Functions of the Sales department Sales methodology The main function of sale de partment is to creating sales. Recruit a sales t eam from members of the staff w ho possess the required skills for the task. Prov ide the members of the team wi th a formal written program of the project. Provid e each member of the team wit h a job description setting out clearly the job exp

ectations and goals, as well as the required job-related behaviors. Train the sa les team for the job. Provide the team with the necessary tools and resources, f or instance, cell phones. Provide the team with incentives, such as traveling al lowances and rewards for sales volumes. Develop a performance appraisal syste m t hat will allow for feedback throughout the year and will determine annual sa lary increments. Types of selling The BAL use different types of selling service s for there customers to buy th ose services and for this purpose they have diff erent departments for there diff erent selling techniques. The bank branch itsel f is the on spot selling techniqu es to attract the customers for there product. The other techniques they are per sonal selling in which they appraise there em ployees that what they do for the b ank. And for this purpose the employees of t he bank also attract there relatives to open an account in BAL. And for financia l services they have credit and othe r finance department for giving the finance services to there customer. Also the y have BDO's and relational managers who res ponsible for the increasing of the dep osits of banks. Also they have call cente rs agents who call the local peoples an d peruse them to buy there products like credit cards, car finance and it is kno wn as telemarketing. Sales return proce dures The sale return procedure is very easy. The required customer's deposits sal es money in the particular branch where they get services. And there is a compl e te record of there transaction relating to there services they enjoyed. They a ls o have the facilities to deposits there amount in through ATM machines in the re bank accounts for the purpose of sales return. And if there are fail to do th at than they have giving extra interest for the late installment of there servic es they get from the bank Customers Service department Today customer service department is very important in the big organization like multi-national companies. They main purpose of thi s department is to mainta in good relation with the existing customers and attra ct the new ones to be part of the organization. CRM field provide specialized de signed for employees that serve basically to help the implementation and support the various business proc esses. It also helps the person in charge of the enti re implementation to more e ffectively manage the process. It assists all the em ployees with the required CR M knowledge needed. Organizations can opt for the b enefits of expert instructors who are experienced at teaching a range of CRM cou rses. The opportunity to lear n from experience is magnified in this case. An or ganization can opt to assemble a team comprising of a group of leaders from ever y department in the company. T hey will need to identify how each department cou ld be affected by CRM. They wil l also need to implement plans and communicate t hose plans to the departments. T his way all the various departments get involve d. CRM tools assist cross-departm ental efforts and prevent departments from goi ng in different directions. All as pects of the CRM implementation should be cle arly laid out to the members of the department. Adequate training should be prov ided as and when essential. It is i

mportant to ensure that all individuals believe in the CRM system established, i n its merits to the organization and above all how each individual stands to be n efit from its implementation. If an individual employee is of the opinion that h e will stand to gain in some respect from the new CRM strategy being implemen ted in the organization, it follows that they will do their best to support it. Org anizations that endeavor to educate their employees about these positive asp ects will go a long way in CRM success. The main purpose of CRM is to let people know you exist Advertise BAL. If people don t know where BAL is and what bank d o, they can t buy anything from the bank . Advertising greatly increases your ch ances of success. Don t scare the customer - Make the customer feel comfortable with your product or service. Provide an environment that they will feel safe in . Make them feel g ood about spending their money. Don t scare the customer. Loo k the part - Businessmen wear suits. Policemen carry guns. You are reading th is article because we look the part. We effectively display our ability to attra c t new customers. You can do the same when you look the part. Each department rep resentative should communicate CRM goals to that department after which they sho uld get feedback. This feedback should be studied with the i ntention of improvi ng on past mistakes and endeavoring to help employees in othe r departments unde rstand the CRM process. There s no right or wrong way to train and motivate empl oyees about the CRM implementation. However it is mandatory to have effective co mmunication and indulge in sufficient CRM education to ensure CRM success. Devel oping relations with the customers is very difficult. The reason beh ind is that every person have there own behavior, attitudes and values. For this purpose th e bank is made a training session for there employees according to th ere schedu le times. And after giving training to them they also have test sessio n with th em so that they analyze what there employees get in the training sessio n. In th e training session they emphasize on nerves. Which is very important for the emp loyees, the reason behind is that the employees always have a good attit ude wit h the customers. And on the other hands bank have a separate CRM departme nt for there credit cards and other types of cards as well. Also they have RM ma nager s whose main objective is to build good relation with the customers and fin d ne w customers. They also have advertised promotion to attract the new customers. A nd they a lso launched valuable products and update there services according to there cust omers needs and wants to retain them to be part of BAL. The way of ha ndling of some furious customers is very hard job for the empl oyees. The reason behind is that sometimes they cross the limits. And in this st age the nerve co ntrol is very important for the recruit of the bank. And some ti mes if there is some situation like that the other recruit officer can handled t he situation. Also they have relational managers who regularly meet the loyal cu stomers and i f they wind up there account from the banks because of some bad man agement. Tha n they meet them and convince them to be part of BAL and assure them to giving i solate services were giving to them Critical Analysis In critical analysis I am giving comment on my experience in the m ultinational bank. As we know every fir m have a mission and vision to be born in the market and have a board of directo rs, chairman, CEO's, CFOs' in simple organiza tion have a hierarchy. And have object ives and have different strategies to achi eve there objectives. So in my concer n I feel that BAL really follows there miss ion and vision. For example in there vision they wants to be a multinational bank so BAL is the multinational bang o perating in different countries like Paki stan, Bangladesh and so moving to othe r countries as well. Secondly they say tha t BAL is for All kind of peoples like for business man whether they works locall y or internationally, for families, for the country in which they operate, for t he students, for the sports, for th e needy who wants to have there own small bus iness. And BAL is proof for it tha t BAL is for all. That is they have a wide ran

ge of product and services related to all kind of customers like Auto finance it is for the family Alfalah Karobar account it is for the local business man Isla mic banking division is setup to obey Islamic rules of business and develop cor p orate finance departments for the importer and exporter of the country in Paki st an. Economically it is best organization giving wide range of financial servi ces tot there customers. They have a market niche in auto finance because of low er interest they gain from there customers. And for this they have a good financ ial position in the banking sector of Pakistan. They have an 8% market sha re in the banking sector of Pakistan. Having a profit of Rs1561555000 and an ear ning ratio of 1.26 in September 30 2009 for BAL. PACRA, a premier rating agency of t he country, has rated the Bank AA , Entity Rating for Long Term and A1+ for the Short Term. These ratings denote a very low expectation of credit risk, str ong capacity for timely payment of financial commitments in the long term and by hig hest capacity for timely repayment in the short term, respectively. Further, the unsecured subordinated debt (Term Finance Certificates) of the Bank has bee n a warded a credit rating of AA- (double A minus). As a management it is a marvelou s organization because of giving decentr alize decision making power to the lowe r level officers and managers. This is th e key elements to be success in the mo dern world. There is a simple hierarchy sy stem which does not clash the authori ties to any other department of the bank. S o with this there is no chance of ot her to interfere the departments other than there own working department. In the marketing perspective they have to adopt a good strategies to build there brand equity, brand name in the banking sector of Pakistan. For this purpose th ey us e different promotional mix to promote there brands in the market. And for after sales purchase they have build an extra CR department who really cares the cust omers of BAL and listen the complaints and act upon them according to the p robl ems face by there customers. This really boosts the customers to be part of BAL. They have a drop box in all branches of BAL join which customers have indep end ency to drop a compliant letter against the management of the branch. In this wa y it accelerate the management of the branch to look after there customers wi th a big smile on there face even there is a clash between the management recrui t and the customers. In today's there is a slogan that Customers are the boss of the organization. The reason behind is that business should be done when some one g et services from the organization. If they don't get services from the organizatio n than, what the organization do. SWOT analysis of the organization This analysis was required in broader business environment. SWOT analysis describe the position of the organization with respe ct to its cu stomers in the market Strengths Strengths are the core competencies of any organization & as far as BAL is conce rned the core competencies of this organization are: Compensate customer service The clients' perception is high Goo d target market having mostly branches in the commercial areas Target Achievemen t Policies & Procedures Controlling Standards Priorities Rewards & Benefits Job Security for the Employees. Favorable, friendly & Healthy Working Environment. D ocumentation System is so much accurate.

 Accounting & Banking System is Accurate & Reliable One. Wide range of networks n ation wide with respect to branches and ATM machines Training system and apprais e after training and giving certificates for doing th at training. Weaknesses We aknesses are the lacking points which every organization must avoid in order t o make its operational effectiveness. Hectic Working Environment. Work load. Lack of Self Marketing Department. Low Training & Coaching. Low incentives like bonu ses overtime pay etc. Human Resource Department is not so much effective. Apprai sal is not done frequently. Low salary packages as compared to other banks. Oppo rtunities In fact, when we study all our weaknesses critically & deeply than we come to kn ow that we can convert our weaknesses into strengths. So basically th ese are our opportunities. The opportunities for BAL are: On the job training & coaching sessions can be conducted. Good relation with foreign banks Growing in deposits E-banking Work sharing activities should be started so that a person wh o is working contin uously for 9 hours can get relax. Marketing department shoul d be started in order to promote the name of BAL. Appraisal should be conducted frequently so that employees get motivated & do th eir work as a loyal employee. Attractive salary packages should be awarded. Threats Though Bank Alfalah has a strong footing and maintain a good number of loyal cus tomer, still bank has th reats in various sectors. When we see the possible threa ts for BAL, the threats are prevailing such as: The conventional banks those having high growth rate an d high market share are a lways being a threat. There is an average not low turn over rate, mainly because of low incentives as c ompared to the other banks. Lar ge business parties have fewer attractions in being a client of BAL-IBD, main ly because of excessive amount of documentation. Conclusion So in my conclusion I would to say that I really seeks allot of information regarding to my discipline that is marketing. Especially I seek CR techniques an d retail marketing concep ts. I observe the bank environment regarding there disc ipline there way of comm unication with different types of customer and there pro blems. And see what the y relay likes and what they don't like. It really affects t he banking system beca use they hate one recruit of the management and love and e asily speaks the othe r one. I meet the quality assurance mangers and see there w orks and in there wo rks they are very critical and observe the bank environment in a critical way. I n short BAL have a good management team and best organize h ierarchy and wide ra nge of there brand products which Symbolize that BAL is real ly the Caring Bank. Recommendation I spent six weeks of my internship in BAL AZAM Market, Lahore. D uring th ese six weeks, I felt myself to be a part of BAL. Even, this was my fir st experi

ence of working in a banking organization, but I learned a lot from this experie nce. Based on my experience & observation regarding the operations and policies of Bank Alfalah, I have tried to stipulate some recommendations for further imp r ovement. 1. Technological advancement Provide online banking facilities in all bank branches especially in the commercial areas and also ATM machines in big m arkets like Aza m Clothes marker. There isn't ATM machine there. It relay helps to avoid rush in b ank 2. Workshop and Counseling This is done in all major cities of the country not in L ahore for this purpose. With that counseling the new ba nkers are born in other s mall cities of the country 3. gives scholarship for th ose employees who further continues there studie s to PHD level and gives incent ives to them so that BAL have high management rec ruit in terms of knowledge whi ch really benefits for the bank 4. There isn't any Priority banking department in the BAL till during my inte rnship. So they have to develop and with this there deposit should be maximized. 5. Launch innovative products like E-deposit bills etc. Because its save th e time of the customers who want be stand in lines to s ubmit there different kin d of bills. 6. All branches should have relaxation roo ms and prayers rooms for the bank employees. Its really helps them and keep them healthy References http://en.wikipedia.org/wiki/State_Bank_of_Pakistan http://www.pakist aneconomist.com/issue1999/issue49/f&m.htm http://en.wikipedia.org/wiki/Zulfiqar_ Ali_Bhutto http://en.wikipedia.org/wiki/Bank_of_Credit_and_Commerce_Internationa l#History http://www.thedailystar.net/2006/08/17/d60817020428.htm http://bankalf alah.com Annexes Survey Questionnaire Respondent profile: Name: Mr. Zaffar Iqbal Designation: Acting Branch Manager Organization: Bank Alfalah Ltd. Experience: 09 Years Q.1 What are the objective of your organization? The objective of our bank is to provide the best and quality service to our valu able customer. And give them the best of our work as we pursue the path of exce l lence, customer satisfaction remains our priority. It is only when we know our c ustomers better, can we deliver a higher quality of services, thereby adding syn ergy to our existing management expertise, financial strength and profitabil ity.

Q.2 Are the employees working in your organization highly skilled? Yes indeed we have a highly trained staff at work. And they are highly skilled a nd are trained by the organization itself to give are valued customer our best p erformance. Alfalah bank management believes in developing the potential of th e Bank's employees to the fullest extent. Training & Development Centre of the Ban k are housed in state of the art facilities at Karachi and Lahore. The centers a re responsible for providing multi-level high quality training programs to all s ta ff members. Q.3 Does the organization provide a stable environment in which e mployees ca n develop and exercise their skills? Our organization provides a sta ble environment to its employees, where the emplo yees can develop there skills. Bank Alfalah is one of the most progressive inst itutions in the country today. - Currently, BAL is pursuing an ambitious expansi on strategy which envisions o pening a large number of branches throughout the co untry. Besides being the mos t rapidly expanding Bank in the market, is also the choice of many career focuse d individuals since it offers some of the following benefits: Stability of Caree r Tremendous Growth Opportunities Extensive Training & Development Program Motiv ating Work Environment Attractive Salary Packages Nurturing Culture Q.4 Do the employees tend to stay in the organization? We provide attractive salary packages to our employees; we provide a stable envi ronment we provide a secured future we provide after job incentive all these th i ngs let our employee to stay with us. Q.5 Are there friendly relations among t op management and their subordinate? BAL management believes in developing the potential of the Bank's employees to the fullest extent. We create a friendly relationship with our subordinates in offi ce and this can be seen and judged by anyone. Q.6 What is/are the most importan t requirement(s) for employees in this cult ure to fit into the group? The most important requirements for employees to fit in this culture are: He should be ed ucated. He should be active. He should have an attractive outlook. Lenient to hi s juniors He must be well known to his work. Q.7 Does your organization value se niority? Yes indeed we value seniority at both levels at customer level and at employee l evel. At customer level we have made senior citizen counters that they don't had to wait and we have offered different incentive to senior account holders. By pr oviding profit account, pension accounts, royal profit account etc. And at emplo yee level we have provided after job incentive, on job incentive, pr ovident fun ds, gratuity funds, staff loans and life insurance plans.

Q.8 Does the organization encourage its employees to take risk and to be inn ova tive? It depends on what type of risk is to be taken, in some cases it is allowe d to take risk and in some cases they are not. And our staff is innovative at ev ery s tage, we discuss there ideas at the end of each months meeting. And try to imple ment them. Q.9 Do you assign work in team? We assign work in team; we have different teams working in our organization at e ach level. These days it is necessary to have team work rather an individual wo r k. (a) To whom do individuals report? Individual at branch level reports the manager operation or the branch manager. (b) To whom do groups report? Groups report to the area office made in each city. Q.10 Where do decision-makin g authorities lie? The main decision makers are actually seated at Karachi head office, then after that we had divided each city in different section regarding its area. In each a rea the there is one area office where all the branches under it report. Q.11 Do employees follow rules and regulations of organization? Yes the employees strictly follow the rules and regulation system of the organiz ation system.