Published by MBA Skool Team, Last Updated: December 27, 2016
Marketing Strategy of Citibank analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Citibank marketing mix, help the brand succeed.
Citibank marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Citibank Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Citibank Product Strategy:
The product strategy and mix in Citibank marketing strategy can be explained as follows:
Citibank being a global bank, have a range of products like investments, insurance policies, offering loans and shares. Citibank also issue credit and debit cards. Their marketing mix product strategy are set across various segments:
• Personal Banking which includes Citigold private client, Citigold, Citi priority, Citibanking account, Citibank Expatriate account etc
• Corporate Banking which includes Cash Management, Trade Solutions, Loans, Markets and Credit cards are provided by Citibank
• Loans which includes Personal Loan, loan on credit card, Ready credit, Loan against securities, Loans for construction material and commercial equipment.
• Mortgages are offered by Citibank which include Home Loan, Home Loan takeover, Loan against property, Top up on existing loan
• Investment Banking which includes Demat account, Deposits, Mutual Funds
• Insurance covers by Citibank includes Life insurance, Health insurance, Accident insurance and non-life insurance
• SME Banking which includes CitiBusiness, Citi commercial bank
• Internet Banking, Online services include Citi Mobile, Tablet banking, Citi WeChat Banking, CitiAlert and Statement via email
• Online Payments include online remittance of taxes, Online Transfer of Funds, Online payments of Credit Cards through their account in Citibank and e-payment through other accounts and payments of other bills
• Wealth Management, NRI Banking, Global Banking are also provided by Citibank
Citibank Price/Pricing Strategy:
Below is the pricing strategy in Citibank marketing strategy:
Citibank has a different pricing strategy compared to its competitors.
They either provide premium and higher prices for their products and services over other banks or have flexible pricing policies based on competition or market conditions or the growing economy. The interest rates are decided by banking authorities worldwide and central banks of countries, and it is similar for Citibank as well.
Following is the distribution strategy in the Citibank marketing mix:
Citibank being a global brand, have their presence in Latin America, Asia Pacific, North America, Europe, Middle East and Africa. Citibank have a network in nearly 36 countries with over 4000 branches and growing. As it originated in New York, there are a many branches and also maximum revenue gets generated from the United States. Latin America and Asia follow close behind in the revenues generated whereas Europe, Middle East and Africa constitute a small portion. However, in countries like India and China there is a very poor presence of CitiBank.
An ATM accounts for absence of branches in certain countries.
Citibank Promotion & Advertising Strategy:
The promotional and advertising strategy in the Citibank marketing strategy is as follows:
Citibank has a strong promotional strategy as per its marketing mix. Main promotional strategies are advertisements on billboards, television, internet and newspapers. The advertisements clearly mention the achievement of the banks alongwith its facilities and services. Citibank have a value based communication. They are major sponsors for sports events and teams. They also provide special credit card and debit card offers for Citibank account holders. Recently, they have started providing cashback benefits when you apply online with your Citi credit card. Even though they are earning high revenues in most countries, they still lack in promotion in some countries.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Citibank.
Citibank is a bank focused on the requirement of its customers. More than 350,000+ people are employed with the company to serve its customers. The customer base is spread across 140 countries and more than 200 million customers have taken the services of Citibank.
The banking processes laid down by Citibank are extremely customer-oriented and streamlined. Citibank has definite processes for all types of banking activities like account opening, deposits, withdrawals, transactions, forex, investments etc. The employees are extremely well trained and well equipped to ensure that the service delivered to customers is of the highest quality.
Citibank is a global banking brand and has its presence in many countries. Its physical evidence is evident from various bank outlets and offices spread across the world. The ATM machines, credit cards, debit cards etc all show the physical aspect of the brand. Being a prominent bank, Citibank has made sure of giving the highest quality to its customers. Hence, this covers the marketing mix of Citibank
About Citi Group:
Citigroup Inc. or Citi was founded in the year 1812 by merging two big giants Citicorp and Travelers group and is headquartered in Manhattan, New York city. Citibank mainly deals with investment banking and financial services. The current chairman is Michael E. O’Neill and CEO is Michael Corbat. Citibank have the largest financial services network ranging over 160 countries with around 17,000 office worldwide and over 200 million accounts in 160 countries.
They are the world’s leading global bank but face strong competition from J P Morgan Chase, Bank of America and Wells Fargo. It is organized into 2 segments namely Citicorp comprising of Global Consumer Banking and Institutional Clients Group and Citi Holdings comprising of Brokerage and Asset Management, Global Consumer Finance and Citi’s Special Asset Portfolios.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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