| dc.description.abstract | The retail banking sector in Bangladesh has witnessed significant growth and
competition in recent years. To thrive in this competitive landscape, banks
must formulate effective promotion strategies to attract and retain customers.
This thesis aims to explore and compare the promotion strategies employed by
BRAC Bank Limited and United Commercial Bank PLC, two prominent retail
banks in Bangladesh. The study begins with an overview of the retail banking
industry in Bangladesh, highlighting the current market trends, challenges, and
opportunities. A comprehensive literature review is conducted to identify the
key factors influencing promotional strategies in the retail banking sector. The
theoretical framework incorporates concepts such as branding, advertising,
digital marketing, and customer relationship management (CRM) to provide a
holistic understanding of promotion strategy formulation. The findings reveal
that both BRAC Bank Limited and United Commercial Bank PLC adopt a multi
channel promotion approach, utilizing traditional advertising channels such as
print media, television, and outdoor advertising, as well as digital platforms,
including social media, mobile apps, and websites. However, the banks differ in
their emphasis on specific promotional activities and their degree of
integration with customer relationship management initiatives. The
implications of the findings contribute to the existing body of knowledge on
retail banking promotion strategies in Bangladesh. The research provides
recommendations for improving the effectiveness of promotional activities
and suggests strategies to overcome the challenges faced by banks in the ever
evolving digital landscape. In conclusion, this thesis offers valuable insights
into the promotion strategies of retail banks in Bangladesh, focusing on the
case of BRAC Bank Limited and United Commercial Bank PLC. The research
provides a comprehensive analysis of the promotion strategies adopted by
these banks, their effectiveness, and the challenges they encounter. The
findings and recommendations of this study can assist retail banks in
Bangladesh and other emerging markets in formulating effective promotion
strategies to gain a competitive edge in the dynamic banking industry.
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