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Tuesday, 8th October 2024 |
| Citibank aims to be the ‘Coca Cola of banking’ |
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| 'Often the more awareness there is of the product in the market the more it is trusted by the customers' said Brian Hayes, director of treasury at Citibank at the October marketing breakfast. |
'Often the more awareness there is of the product in the market the more it is trusted by the customers' said Brian Hayes, director of treasury at Citibank at the October marketing breakfast. It is Citibank's intention to become ‘the Coca Cola of banking globally’.
The financial services industry does recognise the importance of marketing and Hayes stated his three key rules to marketing financial services:
l watch your language and avoid jargon
l do the basic client research, for example monitor what has recently been said in the media. This will establish work priorities for the client
l find out how the client is judged in terms of quality
Citibank intends to increase investment in certain areas, said Hayes. 'We have focused our spending in four areas. Website knowledge and technology has become vital to all businesses. It is impossible to be all things to all people, therefore exploit your field of expertise. To gain significant market access you must have good local knowledge. As Coca Cola have illustrated brand presence gives credibility to a product.'
The theme of the breakfast meeting was 'Treasury Marketing into the Millennium'.
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| Article appeared in the November 1999 issue.
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