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INTRODUCTION TO MARKETING STRATEGIES Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of marketoriented strategies and therefore contributes to the goals of the company and its marketing objectives. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or

political/legal environment likely to impact success. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan. The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. However, to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market Marketing encompasses all the activities a business or other organization pursues to attract and retain customers. Gathering information about potential customers, choosing the types of products to offer, setting prices, making products available to consumers and promoting products through advertising are all key aspects of marketing. Marketing strategies are the basic guiding principles organizations follow to achieve their marketing goals. Small towns or businesses operating in small towns may use several strategies to achieve their objectives.


Citibank, one of the major international banks, is the consumer banking arm of financial services giant Citigroup. Citibank was founded in 1812 as the City Bank of New York, later First National City Bank of New York. As of March 2010, Citigroup is the third largest bank holding company in the United States by total assets, after Bank of America and JPMorgan Chase. Citibank has retail banking operations in more than 160 countries and territories around the world. More than half of its 1,400 offices are in the United States, mostly in New York City, Chicago, Los Angeles, the San Francisco Bay Area, Washington, D.C. and Miami. More recently, Citibank has expanded its operations in the Boston, Philadelphia, Houston, and Dallas metropolitan areas. In addition to the standard banking transactions, Citibank offers insurance, credit cards and investment products. Their online services division is among the most successful in the field claiming about 15 million users. As a result of the global financial crisis of 20082009 and huge losses in the value of its subprime mortgage assets, Citibank was rescued by the U.S. government under plans agreed for Citigroup. On November 23, 2008, in addition to initial aid of $25 billion, a further $25 billion was invested in the corporation together with guarantees for risky assets amounting to $306 billion. Since this time, Citibank has repaid its government loans in full.


Citibank began operations in India over a century ago in 1902 in Kolkata. Citibank is a very significant foreign investor in the Indian financial market. The total capital employed in Citibanks banking and financial services operations in India including retained earnings is in excess of $ 3 Billion. Citibank offers consumers and institutions a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services and wealth management. As promoter-shareholder, Citibank has played a leading role in establishing important market intermediaries such as depositories, credit bureau, clearing and payment institutions. Citibank operates 42 full-service Citibank branches in 30 cities and over 700 ATMs across the country Citibank is an employer of choice to over 7,800 people. Citibank is the preferred banker to more than 40,000 small and midsized companies across India Citibank helped lay the foundation of the Indian software industry by establishing Citicorp Overseas Software Limited and I-flex Solutions Limited. Citibank pioneered the ITES industry in financial services through Citigroup Global Services Limited (CGSL). Oracle acquired I-flex in 2005 and CGSL was acquired by Tata Consultancy Services in 2008

Established 109 years ago in Kolkata, Citibank has a long history in India. Currently it is the largest foreign direct investor in financial services in India with a total capital commitment of approximately US$ 4 Billion in its onshore banking and financial services business and its principal and alternate investment programs. It operates 41 full-service Citibank branches in 40 cities and over 700 ATMs across the country. Citibank is an employer of choice to about 7,500 people.


Citibank offers consumers and institutions a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, and wealth management. Citibank's franchise in India includes businesses such as equity brokerage, equities distribution, private banking (Citi Private Bank) and alternate investments and private equity (CVCI). Citibank the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citibank provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking

and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management.


Citibank India has been awarded as Best Foreign Bank Brand in the Economic Times Brand Equity Most Trusted Brands Survey 2011 for the three consecutive years. It is also been awarded best India Online Banking Offers Greater Choice to Customers & Recognized as the 'Best Consumer Internet Bank in India' by Global Finance, three years in a row.

About Citibank

Citigroup was incorporated on March 8, 1988. On October 8, 1998, Citicorp merged with and into a subsidiary of Travelers Group, and Travelers Group changed its name to Citigroup Inc. At the time of the merger, Citicorp stockholders received 2.5 Citigroup shares for every 1 share of Citicorp stock they previously owned. Travelers Group stockholders maintained their shares of Travelers Group stock under the Citigroup name. Citigroup Inc. is todays pre-eminent financial services company, with some 200 million customer accounts in more than 100 countries. Our history dates back to the founding of Citibank in 1812, Bank Handlowy in 1870,Smith Barney in 1873,Banamex in 1884, and

Salomon Brothers in 1910.Other major brand names under Citigroup's trademark red umbrella include Citi Cards, CitiFinancial, Citi Mortgage, Citi Insurance, Primerica, Diners Club, Citigroup Asset Management, The Citigroup Private Bank, and Citi Capital.

Salient Features Multi Deposits Investment Service Free Insurance Coverage Dial a Draft delivery Cheque & Cash pickup & delivery. Nationalized local banking International Debit card Faster Clearing Citi Direct Citi Phone 24 hrs. ATM centers Your Very Own Relationship Manager Multi Deposits Its a unique feature attached to CitiBank saving A/Cs. Unlike o ther Fixed Deposits, CitiBank offer FDs in multiples of 1000s, so that whenever any client wants to withdraw any amount, he can take it in the multiple of 1000s without disturbing Fixed Deposits.

Investment Services This is an additional feature attached with Citi Bank services on which they can boast off. They provide an opportunity to make money work, with the help of Investment Advisors. They provide these services together with their international partners. This way client can have someone to take care of his investment & thats without any charges too. Free Insurance Coverage With a Citibank Saving Account, client can get two types of Insurance absolutely free 1 . Ho u s e h o l d I n s u r a n c e wo r t h 1 l a c 2 . Ac c i d e n t I n s u r a n c e wo r t h 1 l a c Dial A Draft Whenever a client is in need of a draft, he just has to call up on phone and can receive a draft free of any other charges. In case, he wants it to reach some other beneficiary, he just has to let them know through their website and its going to get delivered within 24hours. Cheque & Cash pick up & delivering A client just has to use Citi Phone to have Cheque & Cash pick up & delivering and Citibank will do the same to save clients previous time. The cash that client could receive or deposit should be between Rs 25,000 to 250,000 and there are no charges levied either. Nationalized Local Banking

With 26 Citibank centers across the country, one can deposit their cheques and cash anywhere and it will be treated as local to make it convenient to deal with Citibank.

International Debit Card With each Saving A/C, one can get his International debit Card, which saves them from troubling of having currency of the country, they are visiting. They can use it inane country and can get that countrys currency without any hassles.

Faster Clearing With Citibank, cheques take the minimum processing time. For local clearing, it takes2 days, for metros it takes 4 days and any state capital 7 -14 days. For US dollar cheques, it takes around 11 days. Citiphone &Citidirect The services of Citibank are available 7 days a week, 24 hrs. a day with the help of Citiphone service & Internet. One can browse their a/c, demand chequebook, deposit slip, and ask for stop payment on cheque & cheque/cash pick-up or delivery.


24-Hour ATM Centers One can get ready cash round the clock! Withdraw up to Rs. 75,000Enquire into a/ c get statement copy through fax or mailstop payment on cheques etc.

Increase market share in existing locations Expand customer satisfaction efforts Focus on countries with fast GDP growth Capitalize on the popularity of Citipro To enhance customer relationships


ID Theft Solutions for banking customers Leading online banking Citipro for investment and small business customers Financial education efforts on a variety of topics and in multiple languages Thus Citi Bank offers personalized wealth management services to the world's most successful families. Its offerings include a full range of portfolio management and investment advisory services as well as access to capital markets, trust services and estate planning, tailored financial structures, investment banking services, lending and other traditional banking products.


The Citigroup Private Bank, one of the largest private banking businesses in the world, provides personalized wealth management services to clients in more than 30 countries. It offers a full range of portfolio management and investment advisory services from Citigroup Asset Management, structured lending and banking services, as well as the expertise of Citigroup's Corporate and Investment Bank.

SWOT ANALYSIS STRENGTHS 1. CITI BANK is the strongest and most venerable play on Indian mortgages over the long term. The management of the bank is termed to be one of the best in the country. 2. CITI BANK has differentiated itself from its peers with its diversified network and revamped distribution strategy. 3. CITI BANK has been highly proactive in passing on the cost and benefit to customers. 4. Besides the core business, CITI BANKs insurance, AMC, banking, BPO, and real estate private equity businesses are also growing at a rapid pace and the estimated value of its investments/subsidiaries explains ~30% of CITI BANKs market capitalization. WEAKNESSES


1. High dependence on individual loans 2. Major stake held by American financial groups which are under stress due to economics lowdown. OPPORTUNITIES 1. Fast growing insurance business in the country. 2. Untapped rural markets.

THREATS 1. Loss of market share to commercial banks and HFCs 2. Higher than expected increase in funding cost. 3. Risk of fraud and NPA accretion due increasing in interest rates and fall in property prices is inherent to the mortgage business.


PRODUCT Levels of service Core Product Expected Product Augmented Product Potential Product


The basic necessity to use banking services in order to handle finance more efficiently

Timely service Goods waiting Mobile and rooms Long banking Hours Low interest rates Promotional Discounts Extensive ATM network New Schemes tailored for specific customers Internet Banking

PRICE The price mix in the banking sector is nothing but the interest rates charged by the different banks. In todays competitive scenario where customer is the king the banks have to charge the interest at the rate in force on accordance with the RBI directives. CITI BANK also competes in terms of annual fees for services lie credit cards, DMAT etc. another important part of the banks pricing policy today is the interest charged on the Home Loans and Car Loans. With Indias economy progressing there are more and more buyers seeking these loans but at a very competitive interest rate. While framing a pricing policy different pricing methods can be used:

Value pricing:


This type of pricing is mainly done by CITI BANK having unique or different products or schemes. They usually charge a combination of high and low prices depending on the customer loyalty as well as the products. This type of pricing strategy is usually coupled with promotion programs. Cost plus pricing: In cost plus pricing a detailed analysis of cost structure of CITI BANK products and services is done.

Going rate pricing: The most pricing technique is going rate pricing. In going rate pricing the banks bases its price largely depending on the competitors prices. The banks however have to stay within the RBI directives and compete. The banks may charge higher or lower than their competitor. Market oriented approach: This indicates what the market can bear or accept as in case of a corporate client who may not be price sensitive as against an individual client. Competitive based pricing:


In competitive based pricing, the price is decided on the competitors price. PLACE Some of the important factors affecting the location analysis of a CITI BANK are: o The Trade Area: o Population Characteristics: o Commercial Structure o Industrial Structure o Banking Structure o Proximity of other convenient outlets o Real Estate Rates o Proximity to public transportation o Drawing Time o Location of Competition o Visibility PROMOTION CITI BANK is promoted in two ways: a) Personal promotion: The bank marketers get the best opportunity to tangible the product through personal selling; persuasion is more effective with direct contact. It helps in creating impulse buying. Now a Tele-Sale is also popular.


b) Impersonal promotion: i.e. advertising, publicity and sales promotion measures. Banks use all types of advertisement such as newspapers, radio, television, magazines and hoardings also sales promotion devices such as Point of Purchase Material, brochures and advertisement specialist like ball pens, calendars, dairies etc. PEOPLE People are the employees that are the service providers. In a CITI BANK the service provider plays a very important and determinant role in rendering the customers a satisfactory and a good service. It is extremely essential that the service provider understands what his customers expects from him. In CITI BANK the customer needs to be guided in a lot of matters which is possible only with the help of the service provider. The position in the eyes of the customer will be perceived by appearance, attitude and behavior of the customer Contact employees. Not only have the customers contacted employee influence the customers but also the customer base of the organization does so. PHYSICAL EVIDENCE Physical evidence is the overall layout of the place. How the entire bank has been designed. Physical evidence refers to all those factors that helps make the process much easier and smoother. Most of the private and foreign banks portray a new welcoming and friendly look to the customer. Flashy cheque


books with the name of the account holder printed, imaginative design of the bank brochure, statement of accounts with details of transactions are other tangible aspects. Logos, symbols, attractive brand names etc. add to the customers perception of service quality. There is an urgent need to implement technologies in order to raise productivity as well as to enable the banking system to cope with the increasing complexities of business. For example in case of CITI BANK portray a new welcoming and friendly look to the customers rather than drudgery banking counters. The physical evidence would be the placement of the customer service executives desk, or the location of the place for depositing Cheques. It is very necessary the place is designed in such a manner so as to ensure maximum convenience to the customer and cause no confusion to him. PROCESS Moments of Truth: Customer enters branch (Watchman) Security check (Security Man) Inquiry by customer (Banker) Interaction with banker (Banker) Fills form (Banker) Told will receive welcome kit (Banker) Customer leaves (Watchman) PRODUCTIVITY AND QUALITY RELIABILITY: lockers, Transfers, cheque drop box


ASSURANCE: Good people to bank with good TANGIBLES: Gate of bldg, surrounding area, park, car park, Welcome Desk, Cheque books EMPATHY: Loss of cheque/ credit card. RESPONSIVENESS: Turn Around time taken to solve customer queries/complaints.

MARKET SEGMENTATION FOR CITI BANK An organization is supposed to enter to the changing needs of customers; it is natural that all customers have their own likes and dislikes. They have some uniqueness which throws a big imprint on their lifestyles. This makes the task of understanding a bit difficult. It has the context that we go through the problem of market segmentation in the banking service. In the banking services, the banking organizations are supposed to satisfy different types of customers living in different segments. The segmentation of market makes the task of bank professionals easier. If the market segmentation is done in a right fashion, the task of satisfying the customers is simplified considerably. The modern marketing theories advocate the formulation of marketing policies and strategies for each segment which an organization plans to solicit. USERS OF CITI BANK The users/customers continue a place of outstanding significance. The line of services, the placing and development of services, the offering of services, the pricing strategies or the interests charged for the services


made available and the promotional strategies depend substantially upon the nature and type of users using the services of an organization. TYPES OF USERS: General Users: Persons having an account in the bank and using the banking facilities at the terms and conditions fixed by a bank. Industrial Users: The industrialists, entrepreneurs having an account in the bank and using the credit facilities and other services for the establishment and the expansion of their business. Prospects: It is necessary to clarify the term Prospects! The general industrial prospects do not use banking services at present but they have the potential to become a costumer if induced or motivated in a right fashion. CUSTOMER REQUIREMENTS & CUSTOMER EXPECTATIONS Accounts & Deposits Banking should be effortless. With CITI BANK, the efforts are rewarding. No matter what a customer's need and occupational status, they have a range of solutions that are second to none. Whether customers are employed in a company and need a simple Savings account or run their own business and require a robust banking partner, CITI BANK not only has the perfect solution for them, but also can recommend products that can augment their planning for the future loans. They offer an entire range of loan products. Cards, range of Cards help to meet financial objectives. So whether customers are looking to add to their buying power, conducting cashless shopping, or budgeting their expenditure, they will find a card that suits them.


Investments & Insurance .When customers bank with Citibank, they ensure money is not just in safe hands; it also works to their advantage. They help to invest wisely through financial and investment services. Profit from our expertise. Forex and Trade Services If the customer is frequent flyer for business or often holiday abroad or an importer/exporter of foreign and Indian goods. They need to deal in foreign currency and keep tabs on exchange rates every now and then, transfer monies to India, make payments etc., CITI BANK has a range of products and services that they can choose from to transact smoothly, efficiently and in a timely manner. Citibank offer the following: Foreign Exchange Products and Services. Payment Services With CITI BANK Bank's payment services, customers can bid goodbye to queues and paper work. Their range of payment options makes it easy to pay for a variety of utilities and services.

Integrated Marketing Communications: It is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, and affiliate, and email, banner to latest web related channels for webinar, blog, microblogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations,


industry relations, billboard, radio, and television. A company develops its integrated marketing communication program using all the elements of the marketing mix (product, price, place, and promotion). Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising (by using different medium), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brandconsumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach. Integrated Marketing Communications of CITI BANK include o Advertising o Sales Promotion o Public Relations


Service Blueprint Service blueprint is a picture or map that accurately portrays the service system so that different people involved in providing it can understand and deal with it objectively regardless of their individual point of view. Particularly useful at design and redesign stages of service development. It provides a way to break the service into logical components and to depict the steps or tasks in the processes, the means by which they are executed and evidence of the service as consumer experiences it. Blueprint components Basic components of Service Blueprint are: Customer actions Onstage contact employee actions

Backstage contact employee actions Support processes




















The primary data has been collected from the middle and upper sections of the society. All the data has been collected at random but it is always liable for biasness. A very small sample size of 10 people has been taken out of the total customers therefore the analyses cannot be taken for final words. The data has been collected from central Mumbai and thus the perception of people from the smaller towns cannot be judged.

Most of the people like to have their bank account in ICICI BANK. 75% people knows about Citibank 95% people have their bank account. 50% people say Citibank services are average. 40% customers avail the facility of ATM. 65% people want to have an association with Citibank.


In Central line mostly people wants Citibank branch and


The bank should reduce the minimum amount of opening a bank account. The average quarterly balance (AQB) should be reduced. The bank should open its more branches. Bank should expand its network of ATM; it should have ATMs at cinema halls, shopping complexes, office complexes, etc. The bank should improve its services. The bank should also provide services on Sundays. The bank should have salary and students account. Bank should stress on telemarketing and on direct sales as well


BIBLIOGRAPHY 1) Handbook for Writers and Editors By S. Sreenivas Rao. 2) 3) 4) 5) Citichoice Quarterly Fund Review. 6 ) M u t u a l Fu n d I n s i g h t