Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing

Project Coordinator (Internal)

Mr. Muhammad Zahid, Assistant Manager, MBA Directorate, IBA

Project Coordinator (External)

Ms. Sarwat Khan, Manager Talent Acquisition, JS Bank Ltd.

Client

JS Bank Ltd.

Committee Member 1

Dr. Amber Gul Rashid

Committee Member 2

Dr. Zubair Ali Shahid

Project Type

MBA Research Project

Keywords

Tailored financial solutions, Armed Forces banking, Consumer insights, Segmented approach, Pak Heroes Current Account, Personalized services, Military-focused marketing

Abstract / Summary

Providing tailored financial solutions has become a key focus area for banks aiming to better serve the exclusive needs of diverse customer segments. With this approach, JS Bank aimed to target Pakistan’s Armed Forces (Army, Navy, and Air Force). As a result, the project was built on 3 key objectives – understanding consumer insights, suggesting product features and marketing strategy. Through exploratory research, factors such as service quality, convenience, trust, financial benefits, word-of-mouth influence, security, and the usefulness and ease-of-use of banking services emerged that influence customer satisfaction among armed forces personnel. The quantitative findings revealed that while the financial needs of armed forces personnel are similar in some respects, their preferences can differ based on field, rank, and lifestyle. Therefore, emphasizing personalized approach. Based on the findings, the target audience was divided into four rank wise distinct groups to better understand their varying needs and JS Bank was recommended to introduce a specialized current account ‘Pak Heroes Current Account’. Proposed key features include essential banking benefits such as no account opening charges, same day account activation, and simplified documentation requirements to ease onboarding with personalized services through branch staff. Lastly, to support the product rollout, various marketing strategies are also suggested for the proposed launch in two phases – Pre Launch and Launch. Pre-Launch is focused on building anticipation and trust while Launch activities would shift toward high-impact engagement with on-base event sponsorships.

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