NRI Business Rupee Checking Account - Repositioning

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NRI Business Rupee Checking Account - Repositioning

  1. 1. Preferred RCA Campaign Citibank NRIB
  2. 2. Campaign Objective <ul><li>Create a differentiated product positioning over classic RCA - design a new look for the product such that the client feels that he/she is Preferred </li></ul><ul><li>Reposition Citibank NRIB Preferred as a superior product – make it the “Flagship” acquisition product </li></ul><ul><li>Establish RCA Preferred core benefits like better exchange rates, 24X7 concierge services, reduced service charges, superior service delivery </li></ul><ul><li>Make NTB and existing base aware of exclusive Merchandise Offers </li></ul><ul><li>Increase awareness among existing clients resulting in increased balances and increased FCY in volume and % </li></ul>
  3. 3. Campaign Insight <ul><li>An Account that compliments the aspirations and goals of NRIs by providing them Preferred banking solutions and exclusive offers and privileges @ reduced charges. </li></ul>
  4. 4. Preferred RCA Repositioning Plan <ul><li>Sustained communication at each stage of customer lifecycle </li></ul>360 o Repositioning Plan <ul><li>Preferred RCA Acquisition </li></ul><ul><li>Preferred Aqui Kit </li></ul><ul><li>RM Contest </li></ul><ul><li>ATL </li></ul><ul><li>Sustained print advertisements with new positioning </li></ul><ul><li>TVC for US market </li></ul><ul><li>Classic RCA Welcome Pack </li></ul><ul><li>Welcome Pack envelope banner </li></ul><ul><li>Welcome Pack insert </li></ul><ul><li>CitiPhone calling </li></ul><ul><li>CitiPhone Officers’ contest </li></ul><ul><li>Active phone communication to classic RCA to upgrade to Preferred and also increase usage through specific information sharing </li></ul><ul><li>Electronic Channels </li></ul><ul><li>E DMs to customers & frontline </li></ul><ul><li>Banners/Pop-ups at 3 rd party premium websites </li></ul><ul><li>Banners/Pop-ups at Merchant offer websites </li></ul><ul><li>Branch/Network Branding </li></ul><ul><li>Preferred RCA offline new look collaterals like Posters, Standees, Tent cards, danglers at non-local Branches </li></ul><ul><li>Local Branch Road show during NRI seasons </li></ul><ul><li>BTL / PR / Events </li></ul><ul><li>Preferred RCA Direct Mailer </li></ul><ul><li>Festive/seasonal greeting cards / mailers </li></ul><ul><li>Consistent PR releases in NRI magazines/websites/newspapers </li></ul><ul><li>Topical premium NRI events/seminars </li></ul>
  5. 5. Suggested Repositioning <ul><li>Staying within Citi brand guidelines Preferred RCA does not have any specific colour or guideline like Citigold. Hence the challenge is to use the current guidelines to the maximum and create a differentiated but premium look and positioning for the product. </li></ul><ul><li>Classic RCA has been communicated through the Arc with NRI visuals and blue box exactly like Preferred RCA and hence clients have failed to feel the differentiation in the product offerings and treatment. </li></ul><ul><li>Solution : Create a clean white premium look for Preferred RCA with powerful Arc and white space with emphasis on core product benefits than limited period offers! </li></ul>How to create a differentiated product positioning over classic RCA?
  6. 6. Preferred RCA Campaign Teaser & Launch E-Mailers
  7. 7. E-mailer Teaser - Sept 28, 09 The teaser creates an interest in the client by asking whether he is enjoying the benefits of being a preferred customer.
  8. 8. E-mailer Teaser - Sept 29, 09 The teaser creates an interest in the client by asking whether he is enjoying the benefits of being a preferred customer.
  9. 9. E-mailer Teaser – Sept 30, 09 The teaser creates an interest in the client by asking whether he is enjoying the benefits of being a preferred customer.
  10. 10. E-mailer Teaser – Oct 01, 09 The teaser creates an interest in the client by asking whether he is enjoying the benefits of being a preferred customer.
  11. 11. E-mailer Teaser – Oct 05, 09 The teaser creates an interest in the client by asking whether he is enjoying the benefits of being a preferred customer.
  12. 12. E-mailer Diwali Gift Mailer – Oct 08, 09 One option of the Diwali Gift Mailer announcing the assured gift voucher for transactions above a certain limit during festive season. The picture speaks of the successful man and the gift boxes highlight the festive gift option.
  13. 13. E-mailer Diwali Gift Mailer – Oct 12, 09 One option of the Diwali Gift Mailer announcing the assured gift voucher for transactions above a certain limit during festive season. The picture speaks of the successful man and the gift boxes highlight the festive gift option.
  14. 14. Preferred RCA Campaign BTL Campaign Poster, Standee, Tent Cards, Danglers, Kiosks, Event Backdrop
  15. 15. Poster The ‘white’ look of the creative gives a premium ‘cut above’ feel to make the preferred NRI client also sense that he is enjoying an extra ordinary bank account.
  16. 16. Standee The creative highlights the exclusive benefits enjoyed by the preferred NRI client and also mentions the other privileges offered to him by the bank.
  17. 17. Tent Card The adapt of the ‘white’ premium look of the poster is incorporated in the Tent Card to ring a bell to the NRI customer of his preferred status and the exclusive privileges enjoyed by him.
  18. 18. Dangler The Dangler Creative speaks of the ‘cut above’ status of the preferred NRI client on one side and on the reverse announces the exclusive privileges enjoyed by the client. Dangler - Front Dangler - Reverse
  19. 19. Event Backdrop The event backdrop imagery denotes a person who has reached a successful status in his life but enjoys a preferred ‘cut above’ status in his uber cool confident look too..
  20. 20. Kiosk The kiosk for Mall Activations has an ambient idea of a “blue carpet” welcome for the preferred clients among RCA account holders, leading to aspiration values being created in other bank customers also, to get this kind of a special treatment.

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