From class to mass...

Placed third in the top 15 and leading the bandwagon of foreign banks in India is Citibank. For years they continued targeting the niche segment in India, but when in the late 90s government regulations eased, they went mass with a vengeance by launching their Suvidha account for the less affluent. Today, the global bank boasts o f presence through 39 branches and 404 ATMs, spread across 27 cities. A focused domestic strategy, including development of local products, has always been a part of Citibank’s Indian operations.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

BRAND: Jaypee Siddharth

BASELINE:NA
AGENCY: Dentsumarcom

4Ps TAKE: The Jaypee Siddharth in New Delhi recently underwent a makeover and re-launched itself as a business hotel. And how does it advertise the fact? For starters, the print has an insipid shot of its lobby, which is totally deserted (whatever happened to the all businessmen and executives who throng the hotel?), and the visual does not give us even a single clue as to why we would even consider it to be a business hotel! The body copy is uninspiring — to say the least: no USP, no power idea, no reward to the prospect. What on earth does “charismatic décor” mean for instance? What about the pathetic invitation to “Do checkin”? At a time when business travel is becoming big ticket, this was a great chance for the hotel chain to come up with something new and innovative. Instead, all we get is tired prose, lazy visuals and no attempt to be special! Come on guys, if you want to take on the Oberois and the Mauryas of the world, then this is no way to treat your guests! Wake up — and smell the coffee...

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative