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Advertising: Presented By: Bilal Habib Bushra Siddiqui Sahar Kayani Erum Zaidi

This document outlines an advertising plan for Citibank to target the lower middle class market in Pakistan. The plan includes introducing a new "Silver Card" product positioning for credit cards. It discusses marketing objectives of short-term growth and long-term brand positioning. The target market is identified as urban dwellers aged 25-35 with a monthly household income of 20,000-30,000 rupees. The advertising plan aims to shift Citibank's positioning and differentiate it by appealing to customers' ambition to "move up in life". A burst and pulsing media strategy is proposed using television, radio, print, outdoor and internet ads.

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643 views26 pages

Advertising: Presented By: Bilal Habib Bushra Siddiqui Sahar Kayani Erum Zaidi

This document outlines an advertising plan for Citibank to target the lower middle class market in Pakistan. The plan includes introducing a new "Silver Card" product positioning for credit cards. It discusses marketing objectives of short-term growth and long-term brand positioning. The target market is identified as urban dwellers aged 25-35 with a monthly household income of 20,000-30,000 rupees. The advertising plan aims to shift Citibank's positioning and differentiate it by appealing to customers' ambition to "move up in life". A burst and pulsing media strategy is proposed using television, radio, print, outdoor and internet ads.

Uploaded by

sinjin666
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Advertising

Presented By:
Bilal Habib
Bushra Siddiqui
Sahar Kayani
Dated: November 11, 2005 Erum Zaidi
Advertising

Scheme of Presentation:
• Introduction
• Marketing Plan
• Advertising Plan
• Media Plan
• Advertisements
• Conclusion
Advertising

Citibank

• Brief history
• Current situation
Advertising

• Why credit cards?


 Almost 90% of total active portfolio
 Flagship product (main revenue generator)
Advertising

• Why the lower middle class?


 Saturation of upper class revenue
Low credit line utilization
 Most competition moving to lower segments
Advertising

• Citibank’s brand image problem


• Negligible advertising
Advertising

Marketing Plan

• Marketing Objectives
 Short term
 Long Term
Advertising

Marketing Plan
• Target Market
 Middle class
 Urban dwellers
 Monthly household income Rs. 20000 – Rs. 30000
 Aged 25 – 35
 Male and Female
 Ambitious
 Striving to move upwards in life
Advertising

Marketing Plan

• Positioning
 Silver Card
Advertising

Marketing Plan
• Marketing Mix
 Product
 Price
 Promotion
 Distribution
Advertising

Advertising Plan

• Advertising Objective
 Shift in positioning
 Differentiation
Advertising

Advertising Plan

• Advertising Strategy
 Appeal
Advertising

Advertising Plan

• Advertising Strategy
 Product Concept

“Move up in life”
Advertising

Advertising Plan

• Advertising Strategy
 Differentiation
Advertising

Advertising Plan

• Advertising Strategy
 Creative Strategy
 Creative Concept
Advertising

Media Plan

• Media Objectives
 Repositioning
 Target audience
Advertising

Media Plan

• Media Strategy
 Burst
 Pulsing
Advertising

Media Plan
• Media Vehicles
 Television
 Radio
 Print
 Outdoor
 Internet
Advertising

Advertisements
• Print Ad
• Magazine Ad
• Outdoor Ad
• Internet Ad
• Television Commercial
• Radio Commercial
Advertising

Conclusion
Thank you
Advertising

Radio Commercial

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