Societal Marketing Practices of Dhaka Bank PLC

Abstract

Banks are now being assessed based on more than just financial results. The public also wants to know what the banks have done to help society as a whole. This report focuses on the Societal Marketing Practices of Dhaka Bank PLC and investigates how these initiatives influence the bank's image and sustainability. This report uses a descriptive research methodology, focusing primarily on secondary data from Dhaka Bank's website and social media. Dhaka Bank is very serious about corporate social responsibility. The main findings of the report are that the bank has invested heavily in various social activities and focuses intensely on agriculture and disaster management. Employees are aware of the bank's societal marketing activities, but people outside the bank often are not. The bank allocates about 2% of its pre-tax profits every year through the Dhaka Bank Foundation for CSR activities, spending about BDT 146.86 million in 2024. The company has some true strengths, including the strong reputation of its brands, its digital transformation, its wide branch network, the varied services it offers, and its commitment to corporate social responsibility. However, its efforts are not well known, and stakeholder participation leaves much to be desired. Dhaka Bank PLC has already established its reputation as a socially responsible financial institution, and improvements in communication and branding would help achieve a significant competitive advantage.