Advertising

Presented By:
Bilal Habib
Bushra Siddiqui
Sahar Kayani
Dated: November 11, 2005 Erum Zaidi
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Scheme of Presentation:
• Introduction
• Marketing Plan
• Advertising Plan
• Media Plan
• Advertisements
• Conclusion
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Citibank

• Brief history
• Current situation
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• Why credit cards?

 Almost 90% of total active portfolio
 Flagship product (main revenue generator)
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• Why the lower middle class?

 Saturation of upper class revenue
Low credit line utilization
 Most competition moving to lower segments
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• Citibank’s brand image problem

• Negligible advertising
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Marketing Plan

• Marketing Objectives
 Short term
 Long Term
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Marketing Plan
• Target Market
 Middle class
 Urban dwellers
 Monthly household income Rs. 20000 – Rs. 30000
 Aged 25 – 35
 Male and Female
 Ambitious
 Striving to move upwards in life
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Marketing Plan

• Positioning
 Silver Card
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Marketing Plan
• Marketing Mix
 Product
 Price
 Promotion
 Distribution
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Advertising Plan

• Advertising Objective
 Shift in positioning
 Differentiation
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Advertising Plan

• Advertising Strategy
 Appeal
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Advertising Plan

• Advertising Strategy
 Product Concept

“Move up in life”
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Advertising Plan

• Advertising Strategy
 Differentiation
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Advertising Plan

• Advertising Strategy
 Creative Strategy
 Creative Concept
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Media Plan

• Media Objectives
 Repositioning
 Target audience
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Media Plan

• Media Strategy
 Burst
 Pulsing
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Media Plan
• Media Vehicles
 Television
 Radio
 Print
 Outdoor
 Internet
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Advertisements
• Print Ad
• Magazine Ad
• Outdoor Ad
• Internet Ad
• Television Commercial
• Radio Commercial
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Conclusion
Thank you
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Radio Commercial