1. SAMPLE Market Insight Report Client 4 th May 2011 Compiled by Ammar Habib

2. Table of Contents Private & Confidential TitlePage # Report Overview3 Market Rate Levels8 Competitor Insight30 Customer Service Experience34 Recommendations39

3. Produce This report will highlight :  Current market rates  Current market product trends  Customer service feedback analysis  Recommendations Process Conduct market research on seven selected major banks and their offered savings and time deposit products Purpose To gain insight on offered rates of savings and time deposit products and possible innovations in the market Background Purpose, process and produce of this report Private & Confidential

4. Purpose- Hypothesis to Test 3 key hypothesis that were tested in this report #1 Client’s products are above the average market price level #2 Client’s competitors are offering complex and innovative products #3 Client’s customer service is very strong but there can be improvement in customer sales engagement on the branch level

5. Product Differentiators Analysis of innovative features & benefits offered by 7 surveyed banks All banks surveyed are employing small period time deposits ABL is arguably the most product innovative bank in the market Differentiators B1B2B3B4B5B6B7 1 Bonus payments (Performance Rebates) 2 Profit in advance time deposits 3 Business accounts 4 Daily profit calculations 5 ‘e’ Accounts 6 Small period time deposits (12 months and less) 7 Tiered based rates (value based pricing)

6. Competitor Strategy Competitor market engagement analysis  B and B are targeting large clients with their ‘privilege’ and ‘signature’ facilities  B and B branch managers have low balance premium authority for rate card products Bank Target Customers Premium Over Rack RateCompany Unique B1Med – Large 0.5 -.75% off rate card (Branch manager’s approval)  Innovative product and terms  Liquidity chequing accounts product B2Small- MedLow (AGM Approval)  Education Term Deposit product B3Small – MedLow (AGM Approval)  Complex salary/saving account B4Med – Large Only available on very large orders (AGM Approval)  Business Current a/c product with interest payments  Variable interest rates  Foreign Remittance Account product B5Small – Med Extremely High –up to 5.5% off rate card (Branch Manager Approval)  Bonus profit payment for senior citizens accounts  Free life insurance for senior accounts B6Large Only on very large orders (Branch Manager Approval)  9-5pm banking on Saturdays  Complex investment banking solutions  ‘Privilege Banking ‘ B7LargeOnly on very large orders  ‘Signature Priority Banking’ – valet parking, joining gifts, frequent flyer points,  Omni Wallet – Transactions through SMS  Non resident account products

7. \ Part 3: Customer Service Experience

8. CSE- Feedback Methodology Process map for reviewing the level of customer service at visited branches METRICSTANDARDLIKERTAVERAGE Clarity of Products  Number of offered products  Complexity of terms and conditions Rank from 1 to 10 (Lowest – Highest) Average all scores and by number of branches visited Friendliness and Service  The tone and language the officer spoke  Hospitality & pertinence in answering questions  Honesty in advising products Rank from 1 to 10 (Lowest – Highest) Consultative Selling  Whether the officer was trying to understand the customers needs and provide tailored solutions (e.g. future business, bundle products etc)  If the Officer had strong product knowledge  After sales service  Value Proposition understanding Rank from 1 to 10 (Lowest – Highest) Turnover Efficiency  The number of minutes spent at the branch Rank from 1 to 10 (Lowest – Highest)

9. CSE Competitors Four customer service experience factors were scaled out of 10 (individual scoring available in the appendix) BANK B1B2B3ClientB4B5B6B7 Average Score 3.56.04.17.15.07.04.06.5 No of Branches 11231121 Scale

10. Client Customer Experience Customer service experience at client branches ranked on a Likert scale BranchPosition Turnover Efficiency Product Clarity Friendliness & Service Consultative Selling Total Aver age Zamzama OG 28 25 mins 8 -Clear Product Terms 8 -Very Polite and professional 7 -Did not investigate customer needs -No after sales follow up 8 MA Jinnah Rd Assistant Manager OG 7 30 mins 8 -Clear Product Terms 7 -Did not interrupt the customer -Very patient 6 -Did not investigate customer needs -No after sales follow up 7 Plaza Square Branch OG 28 30 mins 8 -Clear Product Terms 6 -Room for more enthusiasm 5 -No after sales follow up 7 TOTAL SCORE7

11. Client Customer Experience Customer service experience at Client branches Continue BranchPosition Branch Condition Referred to Manager Premium Over Rack Rate After Sales follow up Value Proposition Market Price Level ZamzamaOG 2GreatNo  No premium for rate card products NO  Community Bank  Conservative strategy Bellow the market MA Jinnah Rd Assistant Manager OG Good Yes, but not present  No premium for rack rate  No premium given from AGM on 5 Million Amount NO  Unable to define Average Plaza Square Branch OG 2 Lack of lighting No  No premium over rack rate  No premium given from AGM on 5 Million NO Unable to define Average

12. \ Part 4: Recommendations

13. Recommendations- Pricing Listed recommendations to increase price performance and profitability RecommendationProcessBenefit 1) Competitor Intelligence Channel  Assign a team to monitor competitor price movements and product innovations  Further transparency in decision making  Confidence for branch staff during sales process 2) Elasticity Testing  Pressure test different interest rate points in a monitored environment and record rate of increase/decrease of newly opened accounts  More efficient rate rise/decreasing process  Easier new product launching process 3) Customer Value Driver Analysis  Test customer value drivers and identifying why they choose to Bank with Client  Identify if customer base is mostly price driven or service driven  Clearer understanding of customer demand  Easier brand management 4) Customer Discount Analysis  Conduct research in variance of quoted ‘special rates’ to customers and identify inconsistent ad hoc pricing  Identify possible profit leakage  Possible long term projects to improve discount pricing