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Citibank Credit Cards
New team can attract more current upper class customers for the credit cards then expand new customers from upper-middle class by offering Gold Card and middle class by offering Classic Card without deterioration of brand equity through right marketing mix mentioned above. In addition, Citibank should introduce Platinum Card for super upper class people, which may add more brand image for Citibank and also prevent from the cannibalization of current Dinner Card holders (See Exhibit 3).
Expansion for Emerging Markets (See Exhibit 4): Considering the long-term growth prospects, Citibank should start credit card business in emerging markets like India. Poor infrastructure for the operation might be some troubles in the process of the operation, but future profit as the first mover in these countries will overcome these problems. In order to capture increasing number of upper-middle class people in emerging markets, similar strategy should be applied in these countries. They are hungry for a better quality of life and are ready to spend (The End of Corporate Imperialism, page 71). Another important factor to be successful in these countries, Citibank should rethink the cost structure and redesign the products to fit their requirements.
- Citibank Credit Cards
- Lessons Learnt from Citibank
- This Is an Extra Credit Opinion Paper for My Group Counseling Class on Labeling
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