Citigroup

Respositioning for Citibank Corporate Card

The Brief
Despite having an outstanding product, Citibank's Corporate Card was missing out on too many tenders with a resulting shortfall in sales. The product urgently needed to be repositioned in its market and aggressively promoted to key decision makers in target multinational corporations.

Our Solution
Manifest was engaged to undertake the entire project to include:

• Ground-up product positioning
• Audit of pitch, marketing and sales materials
• Sales force needs analysis
• Communications strategy
• Strategic messaging
• Execution of advertising campaign
• Development of sales support collateral

The Outcome
A significant growth in sales. Citibank reported that the ad campaign substantially increased awareness of their Corporate Card offering and visibility of Citibank's ability to deliver an outstanding global service.