Kashif Ali Qazi MC080402554 MBA (Marketing)

1. Kashif Ali Qazi MC080402554 MBA (Marketing)

2. Internship Report at Al Huda Centre of Islamic Banking & Economics

3. Introduction to Al Huda CIBE This is to introduce Al Huda Center of Islamic Banking and Islamic Economics (CIBE). A pioneering effort to promote Islamic Banking and Finance in Masses through Education, Training, Awareness and practice, with a view to support, sustain, spread and supplement SBP and Govt. initiative. Al Huda CIBE is the pioneer services providers in the filed of Islamic banking & Finance in Pakistan

4. Services Provided By Al Huda CIBE Advisory & Consultancy • Islamic Financial Products Development • Islamic Financial Modeling and Engineering • Islamic Microfinance Products Development • Feasibility Studies and Business Planning • Representing a client in Major Negotiations • Shariah Advisory and Audit • Research and Development • Restructuring conventional products to Shariah compliant products

5. Services Provided By Al Huda CIBE Education & Training • Training Workshops • Campus Programs • Distance Learning Programs • Awareness Campaigns (Continued)

6. Services Provided By Al Huda CIBE Programs offered through DLP & In Campus • Post Graduate Diploma (PGD) in Islamic Banking & Finance • Certified Takaful Professional • Certified Islamic Fund Manager • Certified Islamic Microfinance Manager • Certified Sukuk Professional

7. Brands of Al Huda CIBE • True Banking Magazine; The True Banking is a bi-monthly magazine published by Al Huda CIBE. Interviews of Islamic Banking Experts, articles and all other news is published in this bi-monthly magazine.

8. Brands of Al Huda CIBE • Halal Research Council HRC is working for promotion of Halal industry by providing Halal Certification to food, FMCG and medicine industries.

9. Brands of Al Huda CIBE • Islamic Micro Finance Network; IMFN is a Non Profit Organization, formed in 2009 by a group of Islamic Microfinance Institution, dedicated for the development and promotion of the Islamic Microfinance Industry through Innovation, Shariah Compliance Product Development.

10. Brands of Al Huda CIBE • Sukuk Research Portal Sukuk Research Portal is a unique platform to get all sorts of information on Sukuk. It provides the latest news, updates and articles on Sukuk operation in Pakistan and abroad

11. Brands of Al Huda CIBE • Islamic Banking & Financial News ( Online Magazine) Islamic Banking and Finance News (Published by AL Huda CIBE) is a unique Monthly online magazine for The better awareness of Islamic Banking and Finance Worldwide..

12. Brands of Al Huda CIBE • Islamic Micro Finance Help Desk; Islamic Microfinance Help desk is serving to coordinate the Poverty alleviation Factors through Islamic Financial methodology For the broader Prospects of social well being. It is Working to establish the Islamic Microfinance Institution/Banks.

13. Brands of Al Huda CIBE • Islamic Finance Facilitation Centre Outlets to Provide platform to sale Islamic Financial Products by using Al Huda Plate form on Franchise of Retail basis. It provides Information about the Services of Islamic banks, provides linkages between Islamic Financial Institution and their Prospectus Clients and many more.

14. Branding Strategies of Al Huda CIBE • Source Brand Name Strategies • Line Brand Strategies • Product Based Strategies

15. Main Clients of Al Huda CIBE • NBP • UBL • ABN AMERO • AIG • ALICO • Arif Habib Investments • Emirates Global Islamic Bank • Dollar East Continued

16. Main Clients of Al Huda CIBE • Habib Metropolitan Bank • State Life Insurance Corporation of Pakistan • MCB Islamic Banking • Bank Alfalah • Soneri Bank • Pak Qatar Takaful • SKB • NJI

17. Main Clients of Al Huda CIBE

18. Main Competitors of Al Huda CIBE • The Institute of Islamic Banking & Finance (India) • King Abdul Aziz University Jadda (KSA) s’ Islamic Economics Research Centre • National Insatiate of Banking & Finance (NIBAF) Pakistan Continued

19. Main Competitors of Al Huda CIBE • Institute of Islamic Banking & Insurance (London) • International Centre for Education in Islamic Finance (ICEIF) Kuala Lumpur Malaysia • Islamic Banking & Finance Institute Malaysia • Institute of Islamic Finance (UK)

20. Organizational structureOrganizational Structure of Al Huda CIBE. Organizational Hierarchy Chart

21. Departments of Al Huda CIBE • Accounts Department • Marketing Department • True Banking Department • Administration Department • Research & Development Department • Distance Learning Department • Communication Department • Sharia Advisory Department

22. Sharia Advisory Department Chaired by the Mufti Muhammad Athur and performs the following functions; • Shaira Consultancy • Sharia Compliance • Shaira Advisory

23. Comments on Organizational Structure of AL Huda CIBE • Al Huda CIBE is a horizontal organizational structure with narrow span of control. • Centralized decision making approach is in practice here because the decision making is limited to the CEO and top management.

24. Distance Learning Department The Distance Learning Department is chaired by Miss Saim and performs the following functions; • Student Enrollment • Shipping the study material • Handling the student queries about their • studies

25. Research & Development Department R&D department is chaired by the Mr. Hammad Rasool and performs the following functions; • New Product Planning • Product Development • Other R&D Functions

26. Accounts Department There are three people working in accounts department of AL Huda CIBE and it performs the following functions; • Recording all business transactions • Payroll • Generating the financial statements

27. Marketing Department The strength of marketing department is twelve and it performs the following functions; • Marketing Research • Brand Management • Selling • Advertising & Promotion • Environmental Scanning

28. True Banking Department True banking department consists of three People and performs the following functions; • Conducting Interviews of Scalars • Market Research • Handles the printing issues of True • Banking

29. Administration Department The admin department is directly under the supervision of GM Marketing and performs the following functions; • General Office Management • Assets Management • Transport Management • Property Management • Security & Safety Needs Management • Registry/mail Management

30. Plan of My internship program I did my internship from March18, 2011 to June18, 2011at the Head office of AL Huda CIBE located at New Garden Town Lahore. I worked in following departments; Marketing Department Administration Department Distance Learning Department Communication Department

31. My Training Program at Al Huda CIBE Communication Department • Responsible fore all kind of internal & external communication. • Also acts as a Customer Relationship Department of Al Huda CIBE.

32. What I did at Communication Department? • Searched the data (from web) of the potential sponsors and clients. • Sent personalized emails to these potential clients and sponsors. • Won two PGD students from Afghanistan by successfully handling their queries

33. My Training Program at Al Huda CIBE Functions of Admin Department • General Office Management • Assets Management • Transport Management • Property Management • Security & Safety Needs Management • Registry/mail Management

34. What I did in Admin Department? • Coordinated with PTCL authorities for up gradation of internet services of Al Huda. • Coordinated with local UPS manufacturer for back up power supply of Al Huda CIBE. • Coordinated with World Call Telecom authorities for purchasing new wireless sets and internet service for Al Huda CIBE. • Dispatched the invitation letters to bankers, scalars and sponsors for three days conference conducted by Al Huda CIBE at PC Peshawar.

35. My Training Program at Al Huda CIBE Marketing Department performs the following tasks ; • SWOT Analysis • Market Research • Sales & Promotion • Advertising • Brand Management

36. What I did in Marketing Department? I spent the longest period of my internship report in Marketing department of Al Huda CIBE. I was assigned many assignments during my training at Marketing department . The detail is on next slides;

37. What I did in Marketing Department? Assignment No.1 Visited different Islamic & Conventional banks in Lahore for the promotion of Al Huda CIBE s’ brands and also collect the data of potential customers. I visited the many banks and few of them are as under; • JS Bank Sub branch of upper Mall branch MM Alam Road, Lahore. • Emirates Global Islamic Bank, MM Alam Road, Lahore. • Bank Al-Habib, New Garden Town, Lahore. • RBS, New Garden Town, Lahore.

38. What I did in Marketing Department? Assignment No.2 Visited following banks to for the advertising & promotion of one-month course of “certified managers in Islamic Banking and Finance”. • UBL Wahdat Road, Lahore. • MY Bank Wahdat Road, Lahore. • Bank Alfalah Wahdat Road, Lahore. • KASB Bank Wahdat Road, Lahore. • Soneri Bank Wahdat Road, Lahore. • Bank Alfalah Allama Iqbal Town, Lahore.

39. What I did in Marketing Department? Assignment No.3 Worked on the advertising & promotional campaign of “Distance learning programs”& In campus PGD & visited visited following banks; • SCB Ichhra, Lahore • Bank Alhabib Ichhra, Lahore • MCB Ichhra, Lahore • Faysal Bank Ichhra, Lahore • SCB Mazang • Bank Alfalah Mazang

40. What I did in Marketing Department? Assignment No.4 Visited Peshawar for the advertising and promotion of three days Islamic Micro Finance Conference Conducted by the Al Huda CIBE at PC Peshawar and Visited following types of companies; • Conventional Banks • Islamic Banks • Investment Companies • Insurance Companies • Takaful Companies • Leasing Companies • Academic Institutions

41. Structure of Marketing Department

42. Marketing Department There are thirteen people working in marketing department of Al Huda CIBE and it performs the following operations; Marketing Research Customer Analysis Product Development Brand Management Advertising Promotion Distribution Selling

43. Marketing Department (Segmentation strategies) • Demographics Segmentation Strategies • Geographic Segmentation Strategies • Psychographic Strategies

44. Marketing Department (Target Market strategies) The AL Huda CIBE is using following target market strategies; • Single Segment Strategies • Selective Specialization Strategies • Product Specialization Strategies • Full Market Coverage Strategies

45. Product Planning, development & Management The Product development process is done into following steps; • Idea Generation • Idea Scanning • Concept Development • Concept testing • Business Analysis • Beta Test/Pre Testing & Market Testing • Technical Implementation • Commercializing • Product Pricing

46. Positioning Strategies The Al Huda CIBE uses following positioning strategies for its brands; • Positioning by the brand attributes and Benefits • Positioning by the Price/Quality • Positioning By The Use of Applications

47. Pricing Strategies Following pricing strategies are practiced by Al Huda CIBE; • Skimming Pricing • Competition Pricing • Bundle Pricing • Premium Pricing • Competition Pricing

48. Distribution Strategies Al Huda CIBE is using following types of distribution strategies; • Direct Distribution • Selective Distribution

49. Promotional Strategies • Pull Strategies • Push Strategies

50. Structure of Sales Department