Thakur Institute of Management Studies and Research

THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH
SERVICES MARKETING
ASSIGNMENT 2
SUBMITTED BY: Harsh Thakker MMS B (Finance) Roll no:-111
Citibank India is an Indian private sector bank headquartered in Mumbai, Maharashtra. It is a subsidiary of Citigroup, a multinational financial services corporation headquartered in New York City, United States. Established in 1902 in Calcutta (Kolkata), Citibank has a long history in India. Currently, Citigroup, the owner of Citibank India, 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 programmes. It operates 41 full-service Citibank branches in 40 cities and over 700 ATMs across the country. Citibank is an employer of about 7,500 people.
Products and services

Citi 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. Citi's franchise in India includes businesses such as equity brokerage, equities distribution, private banking (Citi Private Bank) and alternate investments and private equity (CVCI).
Sponsorship and charity

Citi Foundation, the global philanthropic arm of Citigroup, began its grant giving in India in 1999 to support economically disadvantaged families by way of enterprise development, youth education and livelihoods, financial capability and asset building, and microfinance. Citibank also sponsors awards, community programmes, charitable causes, and arts programmes and festivals.
Awards & Recognition

As of 2012, Citibank India has been recognized as the 'Best Consumer Internet Bank in India' by Global Finance four years in a row, and has received the Best Corporate/Institutional Internet Bank Award for two years in a row.
NEW SERVICE BEING OFFERED AT CITI PRIVATE BANKING At CITI Private Banking, the primary aim is to help customers achieve your financial goals in the most effective way possible. It majorly follows 3 approaches:

Managing wealth Developing wealth Preserving wealth
CITI focuses in achieving the above 3 approaches by providing a wide range of newly introduced services which are as follows: Investment Services CITI provide non-discretionary investment advisory, banking and other specialist services. CITI dedicated private banker will develop a personalized strategy and portfolio with you to meet customers goals. They will offer as little or as much advice as customer requirement. Through regular monitoring, performance analysis, consultation and detailed reports you will be kept up to date with your portfolio performance and any changes of opportunities that may arise.
Banking Services CITI private bankers are highly trained, experienced individuals and will be your single point of contact for any of banking needs. They serve a limited number of clients to ensure customers always receive the level of attention they require. The Relationship Manager can help customers select from our full range of banking services including:

Bank Accounts Fixed Deposits Credit Cards Debit Cards Cash Management / Remittances Foreign Exchange
Lending Products Custody and Safe-keeping
Apart from the above essential banking related services required for your individual needs, CITI can also introduce you to our Corporate and Investment Banking as well as Commercial Banking services to cater to the needs of customers business.
Wealth Planning An extremely popular estate planning technique in India is to do nothing and leave it to fate. CITI Private Banking provides introduction services for succession planning and wealth management through select third party service providers who aim to ensure that your assets are safe not just for now but also for future generations. The third party service provider will provide customized solutions to address customers Estate and succession planning needs through a combination of structures which could include trusts and wills. The Bank's role is limited to referring the client to the third party service provider for such Estate planning / Trust execution services.
TARGET MARKET CITI Private banking services is being targeted to high net worth individuals and corporate.
POSITIONING CITI Bank position itself as a growing firm that generates capital and invests in the most organic opportunities that benefit both the organization and the customers
COMPETITVE ADVANTAGE CITI bank holds competitive advantage of being a foreign bank that provides tailored services to its customers as per the individual needs. CHALLENGES CITI bank faces a huge amount of Competition from well established financial companies that deal in Investment banking and Wealth management such as JP Morgan.
SOLUTIONS CITI bank has a huge customer base so they can target initially to their own customers and provide them these tailored made services at a minimal cost and once the customer feels that they are benefiting out they can charge the customers accordingly.
MARKETING STRATERGIES CITI bank should adopt the following in order to reach a larger customer base Aggressive sales strategy Better Customer Relationship management Attractive Schemes as compared to the existing wealth management companies Increase in advertisement Relating to the new services being offered by the bank

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THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

SUBMITTED BY: Harsh Thakker MMS B (Finance) Roll no:-111

Products and services

Sponsorship and charity

Awards & Recognition

Managing wealth Developing wealth Preserving wealth

Lending Products Custody and Safe-keeping

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