CIT Group, Inc Marketing presentation

1. Sean Y. Kim
MKT/571
December 7, 2015
Monica Guillory

2.  CIT Group, Inc. is founded in 1908, a financial holding
Company and $65 billion in financing & leasing assets.
 CIT Bank, N.A. has $30 billion of deposits & more than $40
billion of assets.
- It provides commercial real estate SBA 7 (a), 504 financing,
factoring, leasing and advisory services to middle market
companies across 30 industries and equipment financing and
leasing solutions to the transportation sector.
- It also offers product and services to consumers through its
Internet bank franchise and a network of retail branches in
Southern California, operating as OneWest Bank, a division of
CIT Bank, N.A.

3.  Strength - Over 100 years of lending history. #1 commercial
lending in the U.S. One-stop financing for all sources.
 Weakness - CIT filed for 5th largest U.S. bankruptcy in 2009
and bailed out $2.3 billion loan from taxpayers.
 Opportunities - Newly acquisition of 72 branch bank in
Southern California with a strong capital foundation and
focus on proving to customers and a full suite of banking
services (OneWest Bank).
 Threat - Many competitors are competing the same type of
financing in the North America.

4.  Demographic - All ages with different genders, min. 3
years management experience and must be U.S. permanent
resident status for SBA loan request, 10 to 30 percent
borrower’s capital injection on business acquisition and
owner occupied real estate purchasing.
 Geographic – For Southern California residents, especially
a greater Los Angeles area on banking product availability.
All U.S. continent for SBA, Commercial Real Estate,
Factoring, Commercial Services, Equipment, and
Transportation Financing with China and U.K. on
Equipment Financing.

5.  Easy access to contact with BDO in all the major cities
in the U.S.
 Wide and variety knowledge of different industries and
commercial financing expertise for quick loan approval
and funding.
 Providing up to 100 percent financing for professional
licensees (Doctors, Lawyers, Dentists and Vets).
 Convenient banking locations in Southern California
with residential mortgage financing.

6. * Referral marketing is the key sources for marketing mix.
* The marketing campaign increases awareness by 25 percent,
different segment of business units in one year.
 First quarter – Trade shows, contact referral sources, Joining
professional licensee association, post mailing cards, and cross
selling banking product.
 Second quarter – continue activities, and sponsoring
conferences.
 Third quarter – Continue activities, main referral’s sources
and word of mouth marketing.
 Forth quarter – Continue activities, Check on feedback from
the members.

7.  SBA - #1 industry leader for government guarantee
financing .
 Commercial Real Estate - #1 financing leader.
 Factoring - #1 industry leader for A/R financing.
 Retail Banking – Well organized retail banking
experiences in Southern California.
 International Financing – China and U.K. Equipment
financing leader.

9. www.youtube

10. CIT has done an outstanding job with its marketing
strategies through sales promotion, and referrals
marketing. Referral’s sources, trade shows, and
conference sponsorship for professionals to attract it’s
targeted market. In commercial financing industry,
competition is severe, so continuously marketing
campaigns and industry-leader as # 1 commercial
financing company brand is ultimate objective for
separating from the competitors.

11.  CIT Web Site (2015). CIT Group, Inc. Retrieved
from http://www.cit.com/index.htm
 Images for CIT (2015). More images for CIT.
Retrieved from
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dvFt8jJAhVCzIMKHfnOAFEQ7AkIMA