anoj-citi-ppt

OverviewBackgroundProblem IdentificationBackgroundSingapore’s financial market has grown exponentially into a highly competitive industry.Citibank, the second largest player in customer banking sector recently launched a SMRT Visa Platinum Card. Problem IdentificationBrand dilutionSustaining existing CitiGold membersExpansion into a saturated credit card marketInfrastructural requirementsExploring more oppurtunities with SMRTBrand DilutionMass market expansion -threat to value proposition and brand image among CitiGold customersStrategic initiativesExclusive event tie-upsExtended Rewards programEvent tie-upsF1 2008, SingaporeExclusive tickets Post-event cocktailA380 innagural flightsLondon (18 March 2008)Subsequent flightsMass market expansionProduct differentiationExpansion into saturated marketVendor tie-upsezLink payment to Xchange vendorsInstant reward system for Xchange purchasesconvenienceUntapped segment expansionIncreasing Expatriate populationChangi-CitiBank instacardTMInstant opening of accounts on arrivalMinimum credit balanceDebit till submission of adequate documentsLeveraging on existing corporate partnershipsUntapped segment expansion‘CATCH THEM YOUNG! CampaignTarget: Final year tertiary studentsInitial credit: same as student card Extend full features upon employment