When in Rome, do as the Romans do; when in India, do as the ‘masses’ prefer! While a focused domestic strategy helped in better understanding of the Indian consumer and customising of products, a ‘go mass’ strategy is what really made this financial services brand shine (the reason for its grabbing a place in the rankings this time). In another effort to reach the masses, Citibank has now joined hands with SKS Microfinance to invest $44 million for an initiative to bring greater financial inclusion to India’s poor. And what else is Citibank’s claim to fame? This local bank with an international perspective has built a track record of outstanding business practices, thereby consolidated its position as one of the most innovative financial services provider globally and in the country, besides building a strong franchise network and relationship with customers. And that’s what enables it to deliver robust growth figures quarter after quarter. Earlier this year, Citibank underwent a corporate branding exercise in which it announced a unified, global brand identity under the brand name ‘Citi’ and red arc logo. “It speaks to our exciting future as a highly connected, responsive, and profitable global leader in financial services,” said Charles Prince, Chairman, Citibank. From high end to services directed to the middle and low income people, Citi is truly going places.
Source : IIPM Editorial, 2009
Source : IIPM Editorial, 2009
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read these article :-
Delhi/ NCR B- Schools get better
IIPM fights meltdown
No comments:
Post a Comment