Advertising

Presented By:

Bilal HabibBushra SiddiquiSahar KayaniErum ZaidiDated: November 11, 2005

Scheme of Presentation:

• Introduction

• Marketing Plan

• Advertising Plan

• Media Plan

• Advertisements

• Conclusion

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Advertising

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”

Advertising Plan

• Advertising Strategy

Differentiation

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Advertising

Advertising Plan

• Advertising Strategy

Creative Strategy

Creative Concept

Advertising

Media Plan

• Media Objectives

Repositioning

Target audience

Media Plan

• Media Strategy

Burst

Pulsing

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Media Plan

• Media Vehicles Television

Radio

Print

Outdoor

Internet

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Advertising

Advertisements

• Print Ad

• Magazine Ad

• Outdoor Ad

• Internet Ad

• Television Commercial

• Radio Commercial

Conclusion

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Thank you

Radio Commercial

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