Abstract:
Introduction 2.1 ONE Bank PLC (OBL) is one of the fastest growing third generation private
sector Banks in Bangladesh and has its corporate office at Dhaka. As a major provider of products
and services including savings accounts and loans as well as online banking options, the bank
operates in a very dynamic and challenging market environment. The marketing techniques one
bank plc use are key to staying competitive and building a good rapport with their customers.
In banking, marketing is more than advertising and sales promotions. Appealing to consumers in
this way takes more of a focus on customer empathy, trust-building and custom-tailoring solutions
that make sense for the target audience. During my internship, I was able to investigate and discuss
how One Bank PLC uses different marketing techniques for customer attraction and retention. In
this research paper I tried to find out how these marketing strategies are in resonance with what
the customers want, what are the approaches towards using varying promotional mix and what is
role of digital in extended its reach.
Bangladeshi banking is now becoming more and more dynamic as it goes forward, with the modern
demands of one-click banking through websites or phone apps as used my millions daily.One Bank
PLC: The state and future. The world today teaches us that now is the time to be digital... any
business solution, including banking solutions, are being sought for digitally. One Bank PLC is
expected to change its product mix offerings and the key themes of their marketing activities in
accordance with increased adopters of digital banking, new customer wants and enhancements in
the level of competition as both traditional banks and fintech firms face off. This research, is,
therefore to assess the existing marketing strategies of One Bank PLC and recommend where
appropriate in order to fit into the markets requirement and future trend in banking sector.
