| Case Title |
Citibank: Launching The Credit Card In Asia Pacific (B) |
| Case Author(s) |
V. Kasturi Rangan Marie Bell
|
| University |
Harvard Business School |
| Abstract |
Citibank took the decision to launch the credit card in Asia Pacific. During 1989-90, Citibank entered all of its markets with the highest priced product and yet was able to capture significant market share. Although country-by-country marketing emphasis differed, the product strategy premise was that the premium value and service would command premium pricing. Also, consumers would be willing to pay higher fees for the prestige of having a card issued by a global, innovative and service-driven bank that was Citibank. During the launch, the bank deployed a multifaceted marketing program, which included extensive advertising targeted to a mass-market audience. |
| Available In |
The Harvard case collection |
| Publisher |
Harvard Business School Publishing |
| Publisher Case No. |
595027 |
| Distributor(s) |
Harvard Business School Publishing
Ivey Publishing
European Case Clearing House
|
| Pub/Rev Date |
April 2005 |
| ISBN |
|
| Case Length |
4 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
International Marketing; Marketing Strategy; Pricing; Product Introduction; Product Positioning; Service Management |
| Organisation(s) |
Citibank
|
| Countries |
Asia |
| Industry |
Financial Services |
| Period Covered |
1989 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
Homepage of Citibank Singapore
|
| Back |