• Founded in 1812
• Headquarter in New
• Parent Citigroup
• CEO-Micheal Corbat
• According to Forbes
global 2000 Citigroup is
on 19th rank.
• Citibank is the consumer banking division
of financial services multinational Citigroup.
• Citibank was founded in 1812 as the City Bank of
New York, later First National City Bank of New
• As of March 2010, Citigroup is the third largest
bank holding company in the United States by
total assets, after Bank of America and JPMorgan
• By 1868, it was considered one of the largest banks in the
United States, and in 1897, it became the first major U.S. bank
to establish a foreign department.
• When the Federal Reserve Act allowed it,National City
became the first U.S. national bank to open an overseas
banking office when its branch in Buenos Aires Argentina, was
opened in 1914.
• Citibank is a global bank with 3,777 branch locations in 36
• The United States is the largest single market with
approximately 26% of branches, generating 51% of revenues.
• Citibank India is an Indian private sector bank
headquartered in Mumbai, Maharashtra.
• 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.
• Citi operates 42 full-service Citibank branches
in 30 cities
• Citi India added two green certified buildings
to its office premises in 2012 and in 2013,
moved its headquarters to The First
International Financial Centre (FIFC), a world-
class environmentally friendly building
How Citigroup started with its
• In the 1960s the bank entered
into the credit card business
• By 1968, the company created
its own credit card. The card,
known as "The Everything
• John S. Reed was selected CEO
in 1984. Under his leadership,
the next 14 years would see
Citibank become the largest
bank in the United States, the
largest issuer of credit cards
and charge cards in the world,
and expand its global reach to
over 90 countries.
• Citibank was one of the first U.S. banks to
introduce automatic teller machines in the 1970s,
in order to give 24-hour access to accounts.
• In August 2004, Citibank entered the Texas
market with the purchase of First American Bank
of Bryan, Texas. The deal established Citi's retail
banking presence in Texas, giving Citibank over
100 branches, $3.5 billion in assets and
approximately 120,000 new customers in the
• In April 2006, Citibank
struck a deal with 7-
Eleven to put its
machine (ATMs) in
more than 6,700
convenience stores in
the United States.
• Citi offers consumers and institutions a broad
range of financial products and services,
• consumer banking and
• credit, corporate and investment banking,
• securities brokerage, and
• wealth management.
• Citi Launches the CitiManager® Mobile Site for Commercial Cardholders
Citi commercial cardholders can now easily view statements, recent activity
and balances on their accounts wherever they are in the world
CitiManager Mobile is accessible in 22 languages
• Asset products like Personal, Home and Auto loans^ at a special
relationship pricing and minimal/zero processing fees
• Citibank Stock Power - Get up to 50% of the value of select shares
and Mutual Funds^^ for acquiring an asset or for any personal
• Citibank International Account - Open an account in a foreign
currency as a Resident Indian
• Forex & Trade Services** - Enjoy high speed remittances across
currencies, hedge tools - forwards & options, Export / Import
document processing with fast turnaround, Issuance of Letter of
Credits (LC) and Bank Guarantees (BG) against non-fund lines as
well as cash collateral for both domestic and international business
and Credit Bill Negotiation (LC discounting)
• Citibank operates in over 100 countries globally and it is
one of the most successful banks in the world.
• The economic crisis of 1990 caused by the Gulf war and
other financial crises in many Asia countries affected the
• This made the bank to change it corporate, business and
marketing strategies in order to ensure sustainability of the
bank and also to beat its competitors.
• It also engaged in the introduction of e-commerce and e-
business strategies to introduce new products into the
markets and it also expanded its operations to other areas
such as wealth management, stock broking and financial
New Strategies of Citibank
• Bank initiated better organisational vision and mission
• Adoption of new e- business and e-commerce marketing
strategies through new marketing development systems
such as online internet services.
• Citibank’s new vision is to become the world’s leading e-
The outline of the strategy formulation
Creation of Citibank’s E-business Vision
First step was the initiation of E-business idea and
creation of e-business vision mission statements.
Citibank‘s vision is to become the leading enabler of e-business through
empowerment of local, regional and global customers and
The mission includes the management of the overall costs of its
Information . Technology (IT) investments, optimal usage of the
existing and new technologies, and standardisation of its
application and development processes.
Reach new markets,
new customers and
Draw the full range of
to deliver integrated
Web-enable its core
services to connect
with its customers
The Formation of the Internet group
• In 1999, Citibank launched a CitiDirect Online Banking
which was the e first Citibank’s multi-product in a multi-
geographic Internet banking system.
• Citibank e-business unit was formed in year 2000 with the
management’s group decision to aggressively develop
• The e-business solution was continuously developed and
researched through 2001 and 2002.
• The then CEO, John Reed started the E-Citi initiative for
exploring the Internet opportunities
Strategies implementation for its e-business environment
• E-structure services such as clearing, trading, and
collections which allowed customers to acquire information
rapidly than the traditional paper base processes.
• Objectives was to assist corporate customers to gain
greater control over financial positions locally and
internationally while increasing business efficiencies and
• Citibank created a global online investment that was
secured, and web-based which allowed customers to
access a variety of short-term investments using the award-
winning , web based electronic banking platform.
Creation of culture and values of multidisciplinary
• They broke the old bureaucratic culture that existed.
• formed collaborative infrastructures and worked by
coordinating themselves so as to fulfil the objectives of the
• Shared understanding and knowledge- The multi-
dimensional teams work through sharing of knowledge and
resources in applying best practises in the implementation
of e-commerce strategies
• Creation of forums as channels for effective communication
Citibank Alliance strategies
• Prior to 2000, all forms of e-business strategies
implemented by Citibank had failed because the huge
investments in IT
• From 2000, the bank then focused on creating strategic
• The bank formed partnerships with companies that had
strong technologies, systems and infrastructures with good
access to the markets . For eg: oracle, Commerce One Inc,
SAP AG, Wisdom Technologies and Bolero.Net.
• The major breakthrough of the partnership was the
Citibank’s alliance with four IT technological companies to
form Financial Settlement Matrix.com, which connected
buyers and sellers in e-market places.
Acquisitions of Information Technology and
• Another strategy was the acquisition of some IT and
electronics company in order to enter and breakthrough
the existing e-commerce marketplaces.
• Citibank acquired Lava Trading.
• This was to enhance Citibank’s existing infrastructures and
platforms and it was able to integrate a robust electronic
trading systems in its services complemented with the
technologies of the acquisitions.
Commitment to engage in continuous technology
• Since 2000, Citibank has been active in engaging in the
continuous development of the IT and e-business sector so
as to gain maximum customer satisfaction and gain market
leadership through the optimisation of IT systems and
• Citibank offered an array of integrated investment options
through multiple channels including automatic orders,
branch services, and online services.
• Citibank offered internet services, telephone
banking, and customer relations managers gave
individual attention to customers and service
• Citibank formed strategic partnerships with
reputable information technology and e-solutions
provider companies such as Oracle, Commerce
One Inc., SAP AG, Wisdom Technologies and
Bolero.net in order to improve and consolidate its
• World Link services enable cash payments to be
made in more than 135 countries through the
cross-border Automated Clearing House (ACH),
cheques and electronic funds transfer.
• New touch screens automated teller machines
(ATM), cash acceptance machines as well as
quick deposit machines which gives receipts
when deposits are made and this reduced queues
in the banks
• The bank has been able to adjust to various
political environments due to its ability to adapt
to different policies and banking systems that
are set up by those countries
• Risk management and legal compliance were
introduced as priorities in year 2008 for all the
banks and Citibank adjusted its banking
operations so as to reduce all the operational
risks across its banking operations
Citi Smart Banking.
• Customers can see market information on wall
displays and even get customer service via video chat.
Citi believes that, in the future, successful banks
provide customized value to clients in the simplest
• Citi’s on-the-go mobile app offers an engaging
mobile banking experience.
• Citi pioneered the concept of paying interest on
every saving account, even small ones. This
encouraged everyone, no matter how modest
their income, to open savings accounts.
Facts about the company
• As of December 21st 2010,the company has
approximately 200 million customer accounts
• Business in more than 160 countries(2010)
• Total Employees 2,60,000(2010)
• Revenue-US$86.601 billion (2010)