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Junior Leaders New Brand Image: “Citi Supports Your Success.” Dai ISEKI (Operations, CJL) Jake ZHU (Operations, CJL) Eri FUKUDA (Retail, CJL) Manami HATA.

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Presentation on theme: "Junior Leaders New Brand Image: “Citi Supports Your Success.” Dai ISEKI (Operations, CJL) Jake ZHU (Operations, CJL) Eri FUKUDA (Retail, CJL) Manami HATA."— Presentation transcript:

1 Junior Leaders New Brand Image: “Citi Supports Your Success.” Dai ISEKI (Operations, CJL) Jake ZHU (Operations, CJL) Eri FUKUDA (Retail, CJL) Manami HATA (Retail, CJL) Kazuya TANAKA (Corporate, CJL) Mikako TANAKA (Operations, CGMJ) Asuka MINAMIOKA (Retail, CJL) Team: CJL

2 Junior Leaders Our Team Name 1 CJL

3 Junior Leaders 2 Citibank Japan Ltd. Our Team Name

4 Junior Leaders Our Team Name 3 Junior Leaders

5 Junior Leaders Our History; Citi in Japan 4 We will make new brand image … We will be the “Citi Leaders” in the next 50 years. We will make new brand image … We will be the “Citi Leaders” in the next 50 years International Banking Co. established 1977 CitiCard Banking Center established / 24h ATM started 1991 International Cash Card started 1998 Internet Banking started 2010 Smart Banking started

6 Junior Leaders What is Citi’s brand image in Japan? 5

7 Junior Leaders What is Citi’s brand image in Japan? 6 Upper- class Diversity GlobalBlue

8 Junior Leaders Does anybody know this film? 7

9 Junior Leaders Does anybody know this film? 8 The Last Days of Lehman Brothers The first line in this film; If you talked to 100 people, 102 people hate bankers… The first line in this film; If you talked to 100 people, 102 people hate bankers…

10 Junior Leaders What is Citi’s brand image in Japan? 9 Upper- class Diversity GlobalBlue

11 Junior Leaders What is Citi’s brand image in Japan? 10 Upper- class Diversity GlobalBlue Citi Supports Your Success

12 Junior Leaders Citi Supports Your Success 11 Our Target; Top students Details; Student loan for going abroad

13 Junior Leaders Corporate Image Ranking Among Top Students in Japan ※ There are many similar lists in “2ch” site. This is one example. 12 Top Tier -Bank of Japan, Goldman Sachs, McKinsey&Co. -Nomura (Global), JBIC, BCG, J.P.Morgan -DBJ, Fuji TV, Morgan Stanley, BoA Merrill Lynch -Mizuho(GCF), Mitsubishi-Corp, P&G(Marketing), UBS, TBS, MRI -MUFG(CIB), Mizuho(IB), Dentsu, Mitsui&Co., Deutsh Bank, Citi(CGMJ) -Barclays, Credit Suisse, BNP Paribas, Citi(Corporate), HSBC …

14 Junior Leaders Corporate Image Ranking Among Top Students in Japan ※ There are many similar lists in “2ch” site. This is one example. 13 Top Tier -Bank of Japan, Goldman Sachs, McKinsey&Co. -Nomura (Global), JBIC, BCG, J.P.Morgan -DBJ, Fuji TV, Morgan Stanley, BoA Merrill Lynch -Mizuho(GCF), Mitsubishi-Corp, P&G(Marketing), UBS, TBS, MRI -MUFG(CIB), Mizuho(IB), Dentsu, Mitsui&Co., Deutsh Bank, Citi(CGMJ) -Barclays, Credit Suisse, BNP Paribas, Citi(Corporate), HSBC …

15 Junior Leaders What are factors in global success ? 14 Source: Camel Yamamoto (Director of Deloitte Touche Tohmatsu Toyo Keizai, 2010

16 Junior Leaders What are factors in global success ? 15 Source: Camel Yamamoto (Director of Deloitte Touche Tohmatsu Toyo Keizai, 2010 One key point is … Global experience and global network are crucial for the future. One Answer… Study Abroad Support One key point is … Global experience and global network are crucial for the future. One Answer… Study Abroad Support

17 Junior Leaders Citi Supports Your Success 16 Our Target; Top students Details; Student loan for going abroad

18 Junior Leaders Interest in studying abroad 17 Surveyed: 8399 students from top universities in Japan Who actually studied abroad?

19 Junior Leaders Interest in studying abroad Who actually studied abroad? 1.2% 18 Surveyed: 8399 students from top universities in Japan

20 Junior Leaders What’s keeping top university students from studying abroad 19 Source: British Council, 2010

21 Junior Leaders 20 Top Student Global Talent (Achiever) Global Talent (Achiever) Global Education −$−$ −$−$ Internship +$ Customer / Employee +$ Pay back a loan + ¥ Student loan: Low interest rate High borrowing limit For Top Students: interested in Ph.D. and Master Course

22 Junior Leaders Conclusion 21

23 Junior Leaders Conclusion 22 Upper- class Diversity GlobalBlue Citi Supports Your Success

24 Junior Leaders Conclusion Add a new brand image: “Citi Supports Your Success”  Who will we support? Top students  How will we support? With “Citi Students” 23

25 Junior Leaders With our new brand, we will lead the next 50 years of Citi. 24

26 Junior Leaders Q&A 25 We will be the “Citi Leaders” in the next 50 years. We will make new brand image … We will be the “Citi Leaders” in the next 50 years. We will make new brand image … Support Your Success Student loan: Low interest rate High borrowing limit For Top Students: interested in Ph.D. and Master Course

27 Junior Leaders Appendix 26

28 Junior Leaders Our Theme If you were going to create a new icon / branding strategy for Citi, which has over 100 years of history in Japan, what ideas would you propose? We will make new brand image. 27

29 Junior Leaders Why did we choose this topic? We will be the “Citi Leaders” in the next 50 years. We are the ones who are going to need to make new brand image that will last through those years. 28

30 Junior Leaders Mission Statement 29

31 Junior Leaders What is Citi’s brand 30 Citi support your success Citi never sleeps

32 Junior Leaders Background of studying abroad Study Abroad Students

33 Junior Leaders Background of studying abroad Study Abroad Students Citi Financial Support

34 Junior Leaders Background of studying abroad Study Abroad Students

35 Junior Leaders Our proposal Student loan with Information Living support Job (collabo?) Detail; Q&A 34

36 Junior Leaders What is Citi’s brand image ? 35 Global, Innovation, Smart Banking, Blue Wave, Citi never sleeps, Diversity, High Quality, Elite, Wealthy, Unapproachable, Upper-class, Sophisticated, Change, New York, Distinctive, Foreign Bank, Win, Golf, Power, Life,

37 Junior Leaders 36 Top Student Future Talent (Achiever) Future Talent (Achiever) Global Education Student Loan − $ Living Career Support − $ Internship +$ Customer / Employee +$ Pay back a loan + ¥ Target -Only to top students -Only to students interested in Ph.D. and Master Course Specialized student loan to study abroad -Low interest rate -High bowring limit -Extra limit support

38 Junior Leaders Pay back a loan +$ Future talent powered by Citi 37 Talented Student Future Talent (Achiever) Future Talent (Achiever) Global Education Financial Support / Loan − $ Living / Career Support − $ Internship +$ Customer / Employee +$ Attractive loan structure - up to 100,000 USD - No principal or interest payments as long as the student is in school Other financial supports - Low interest rates even compared to government loans - Co-signer is recommended but not required Minimize default risk - Only to students interested in masters or PhD degree in one of the top rated universities in the States -Student must have proven performance as an undergraduate in one of the top rated Japanese University -- Passes the screening process designed by Citi - Variable interest rates based on performance in school

39 Junior Leaders Student loan; Current Situation 38 Source:

40 Junior Leaders Pay back a loan +$ Future talent powered by Citi 39 Talented Student Global Education Financial Support / Loan − $ Living / Career Support − $ Internship +$ Customer / Employee +$ Future Talent (Achiever) Future Talent (Achiever) Living Support - Housing support - Local information/living support - Administrative Supports - Consulting services when faced with difficulties of any kind - Opening of a local Citibank account and a credit card account -May choose simply acquire a working holiday company Career Support - The brand as a talented student chosen by Citi - Possible career in Citi - Mentorship from Citi's employees who had similar background - Introducing career and internship opportunities in one of Citibank's corporate clients

41 Junior Leaders Future talent powered by Citi 40 Talented Student Global Education Financial Support / Loan − $ Living / Career Support − $ Internship +$ Customer / Employee +$ Future Talent (Achiever) Future Talent (Achiever) Pay back a loan +$ a) As a customer (will be offered a special platinum account with unbeatable benefits) - Proven future TOP level achievers - Emotionally connected with Citi (unlikely to turnover) b) As an employee - Top level global talents who understands the culture of Citi from beginning - More unlikely to join Citi compared to rivals because of the emotional attachments

42 Junior Leaders Conclusion No brand Citi Student Citi supports your success Problem Solution Problem Solved ・ Citibank ignores students. ・ There is no brand for students who will be future customers. ・ Study abroad support. ・ Students have a positive image of Citi.

43 Junior Leaders Q&A 42

44 Junior Leaders Our Program 43 Junior Leaders

45 Junior Leaders Business back ground 44 Public Sector Private Sector Citibank Students Parents As customers and employees As employees To rebuilt Japan Supportive

46 Junior Leaders 東洋経済 2010/11/13 就職新氷河期 グローバル人材への取り組み( p. 86 ) 厳選採用 (p. 38) 東洋経済 2010/10/16 国際系の大学の人気上昇(学生) 留学を必須とする学部の増加 (国際系の就職率低い) 45

47 Junior Leaders プレジデント 2010/10/18 (国内会社の英会話教室需要の増加) 東洋経済 2010/6/19 P.62- グローバル人材として勝ち残る条件(デロ イト) >語学力 >コミュ力 >専門性 各社のグローバル社内教育>短期間しか出来な い 日本しか知らないとコミュ力/異文化力(世 銀) 46

48 Junior Leaders SONY, Ryouzi Tyuubashi, Tohoku univ., M., Dr., The Bank of Japan, Toshihiko Hukui, Tokyou univ. Shiseidou, Sinzou Maeda, Keiou univ. Kaou(past), Humikatsu Tokiwa, Tokyo univ of Science., Stanford univ. TOYOTA, Katsuaki Watanabe, Keiou univ. Rakuten, Hiroshi Mikitani, Hitotsubashi univ., Harvard univ. Mitsubishi shouzi, Yorihiko Kozima, Keio univ., Tokyou univ. Honda, Takeo Hukui, Waseda univ. Shin Nihon Seteitu, Akio Mimura, Tokyo univ., Hervard M. UFJ, Nobuo Kuroyanagi, Tokyo univ., MIT(study abroad) Hitachi, Kazuo Furukawa, Tokyo univ., M. NEC, Kaoru Yano, Tokyo univ., Stanford M. Soft Bank, Masayoshi Son, California univ. 47


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