Kunal Garg

152028
Rishabha Jain
152046
Rohtashva Gupta 152047
Vrishank Singh

About The Company

Citi was incorporated in 1988

Citi is a diversified global financial institution

Citi is the first financial services company in the U.S. to bring together banking,
insurance, and investments under one umbrella

It provides a broad range of financial products and services to consumers and

corporate customers globally

Citi has worlds largest financial services network

Business covers 107 countries with more than 2000 offices in the world

Operating regions: North America, Europe, Middle east, Africa, Asia

Citibank UAE

Citibank UAE was established in 1964, when Citibank opened its first branch
in Dubai

Present in the Middle East region for more than 50 years

The bank is directly represented in main markets including the UAE, Egypt,
Qatar, Kuwait, Jordan, Bahrain, Lebanon, Algeria, Tunisia and Morocco

More than 3,000 working employees

30 branches and offices in the region

The bank offers a range of corporate finance services including securitization,

project and structured trade finance, syndication, and advisory

Won several awards for cash management, trade services and foreign exchange
products

Citibank Vision & Mission

To be the leader in providing business process management services

to help customers

Goal of Citigroup is to be recognised by most respective global

financial services company, like any other public company

Obligated to deliver profit and growth to out shareholders

OBJECTIVE
TO PREPARE A MARKETING PLAN FOR
THE NEW STUDENT BANKING SERVICES
OF CITIBANK IN ACADEMIC CITY AND
NEARBY AREAS

SWOT
ANALYSIS

Strengths

Operational & cost efficiency(building strong network of distribution and reduce

cost outsourcing operation)

Innovative product offering

Consumer connectivity(penetrate consumer life and are aware of their needs)

Strong privacy and data policies

Advertising & promotions through traditional & non-traditional techniques

Citibank has a distinct competitive advantage over its nearest competitor, Emirates
NBD because of its expertise in distribution channels that manage to reach the
nook and the corner of the globe.

Weakness

Citi operates in a competitive market where other organizations

like Emirates NBD and mashreq bank operate as well

Focusing more on emerging market may slow down the business

growth

Consumers may replace product with substitutes

Opportunity

Strengthen customer relationships by community involvement

Enter into different market segments

Online presence(24*7 service)

Capturing the student mass means that it is an opportunity to

leverage this huge and growing segment base

Citi has good track record of their services and offerings globally

Threat

The current downfall in the financial service sector has severely

dented the profitability and market of many banking
organizations

Citibank operates in a market segment where local banks also

compete and can offer alternatives with lower value or with
effective features

Entry of other giants into the market

Foreign exchange rate fluctuations

DATA COLLECTION SURVEY

SCREENSHOT OF THE SURVEY CONDUCTED BY US.HELPED

TO GATHER IMPORTANT DATA.MOST OF THE PARTICIPANTS
WERE STUDENTS RESIDING IN THE ACADEMIC CITY AREA.

TARGETING

The product we offer is to exclusively target the student population in and around Dubai with special
importance to the academic city area.
The Data from the graph show us that the
student population is vastly inclined towards
the market leader ENBD as well as a
considerable amount still looking for a
convenient bank account
Thus in conclusion there is a huge target
market to tap into as well as requirement of
strategies to capture the competitor market
(ENBD) to increase the market share

Target Market

Dubai international academic city DIAC is the worlds largest free zone dedicated
to higher education.

It was establish in 2007.

It is covering about 18 million sq. ft. campus.

It has multi-tired International Branch Campuses (IBCs) from 10 different

nationalities.

Has over 24,000 thousand students from 145 nationalities.

PACKAGE INTRODUCTION

On behalf of CITIBANK we have developed a special student banking services

package called the INTERNATIONAL STUDENTS PLAN

WHY?

Through our contact at CITIBANK, MR.Ahsan at the Burjuman Branch we learned of

a complete lack of presence of CITIBANK in this area and an interest in building it.

Thus we have developed a crowd specific package and a marketing plan for the
academic city area.

PACKAGE BENEFITS

No minimum limit on account opening and usage.

Availability of ATM+deposit machines in the area.

Reward points on every transaction through CITIBANK debit card

ONLINE/Mobile banking facility

Enhanced security with chip and PIN.

Option to evolve to corporate banking once study period is over.

Discount coupons to various outlets such as Puranmal,Pure Punjabi etc

Exclusive flight ticket discounts through makemytrip.com

Free international transactions within CITIBANK.

Reduced fare charges on any other international transactions.

Exclusive offers at retail outlets such as Carrefour etc.

MARKETING STRATEGY

POSITIONING-With extra favourable features and advantages to compete with the main rival ENBD
with distinct product identity in the area.

PRODUCT SCOPE-Using a single product strategy with close understanding of customer needs and
interests.

PRODUCT DESIGN-Offering a standard product with key modifications.

DIGITAL MARKETING-Use of social media platforms such as facebook ,google+ ,Instagram, emails, etc.

PRODUCT LIFE-Offering a product with long term association and benefits thus high customer
lifetime value

PROMOTIONS

Prepared a pamphlet for extensive distribution

Print ads on institution notice boards

Tie up with college fests as sponsors as well as stall based promotional activities in the area

Preparation of a student hamper consisting of pen, notepad, brochure etc for distribution

Use of banners and posters wherever required

Coupons with promotional taxi ride discounts.

Competitor: Emirates NBD

WE HAVE CHOSEN EMIRATES NBD AS ARE COMPETITOR AS

THE LEADING BANKING GROUP IN THE REGION

WAS FORMED ON 16 OCTOBER 2007

IN 2007, EMIRATES BANK INTERNATIONAL (EBI) AND THE NATIONAL BANK OF

DUBAI (NBD) MERGES TOGETHER TO FORM A BANKING CHAMPION CAPABLE
OF DELIVERING ENHANCED VALUE ACROSS CORPORATE, RETAIL, PRIVATE,
ISLAMIC AND INVESTMENT BANKING THROUGHOUT THE REGION.

HAVE MORE THAN 220 BRANCHES AND OVER 900 ATMS AND CASH DEPOSIT
MACHINES (CDMS) SPREAD ACROSS THE COUNTRY AND OVERSEAS.

MORE THAN 9,000 PEOPLE, REPRESENTING 70 NATIONALITIES, ARE EMPLOYED

BY EMIRATES NBD, MAKING IT ONE OF THE LARGEST AND MOST CULTURALLY
DIVERSIFIED EMPLOYERS IN THE UAE

ACCORDING TO OUR SURVEY ALSO EMIRATES NBD COMES OUT TO BE THE

MOST PREFERRED BANK IN THIS AREA.

Comparison Between
Emirates NBD and Citi bank
CITIBANK
Higher fees
Can hold but lesser than emirates
NBD

EMIRATES NBD
Lesser banking fees
Depositors can hold different
currencies in only one account.

We cannot use it as NOL card.

Debit card can be used as the RTA

NOL card.
Fixed Deposit rate is 0.25%.
Have more international
transactional charges
Interest rate will be paid only above
AED10000.

Fixed deposit rate is 0.40%.

Free transaction within Citibank
and less charges in other banks.
Interest rate will be paid above
AED 5000.

Comparison Between
Emirates NBD and Citi bank
CITIBANK
There are rewards points offered

EMIRATES NBD
There are no rewards offered

Exclusive discounts at leading retail Less discount

outlets in the UAE.
Exciting monthly deals with discount There is no such deals.
of up to 70%
Unlimited airport access across the
No such benefit.
world

CONCLUSION

With more branches ATMs and CDMs network ENBD has a clear
networking advantage and perks of being the market leader. However
with a clearly modified package and services CITI has a lot to offer.

RECOMMENDATION

To follow a radical policy of market penetration in the area along with

capture of market segments from the clear market leader ENBD as well
as a highlighted promotion policy in this area.

THANK YOU