junior leaders new brand image: “citi supports your success.” dai iseki (operations, cjl) jake...
TRANSCRIPT
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
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Our Team Name
CJL
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Citibank Japan Ltd.
Our Team Name
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Our Team Name
Junior Leaders
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Our History; Citi in Japan
We will make new brand image …
We will be the “Citi Leaders” in the next 50 years.
1902 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
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What is Citi’s brand image in Japan?
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What is Citi’s brand image in Japan?
Upper-classDiversity
Global Blue
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Does anybody know this film?
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Does anybody know this film?
The Last Days of Lehman Brothers
The first line in this film;
If you talked to 100 people, 102 people hate bankers…
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What is Citi’s brand image in Japan?
Upper-classDiversity
Global Blue
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What is Citi’s brand image in Japan?
Upper-classDiversity
Global Blue
Citi Supports Your Success
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Citi Supports Your Success
Our Target; Top studentsDetails; Student loan for going abroad
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Corporate Image Ranking Among Top Students in Japan
※There are many similar lists in “2ch” site. This is one example.
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
…
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Corporate Image Ranking Among Top Students in Japan
※There are many similar lists in “2ch” site. This is one example.
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
…
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What are factors in global success ?
Source: Camel Yamamoto (Director of Deloitte Touche Tohmatsu )@ Toyo Keizai, 2010
Leadership
Global Skills
SpecialtyInnovation
Success
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What are factors in global success ?
Source: Camel Yamamoto (Director of Deloitte Touche Tohmatsu )@ Toyo Keizai, 2010
Leadership
Global Skills
SpecialtyInnovation
SuccessOne key point is …
Global experience and global network are crucial for the future.
One Answer…
Study Abroad Support
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Citi Supports Your Success
Our Target; Top studentsDetails; Student loan for going abroad
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Interest in studying abroad
Quite a bit; 14%
Moderately; 36%
No opinion; 17%
Less; 17%
Not at all; 16%
18Surveyed: 8399 students from top universities in Japan
Who actually studied abroad?
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Interest in studying abroad
Quite a bit; 14%
Moderately; 36%
No opinion; 17%
Less; 17%
Not at all; 16%
Who actually studied abroad?
1.2%
19Surveyed: 8399 students from top universities in Japan
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What’s keeping top university students from studying abroad
cost
lack of la
nguage skill
Anxieties a
bout daily
life
lack of in
formation
housing arra
ngement
complex p
rocedure
delays graduation
educational e
nvironment
0%10%20%30%40%50%60%70%80%90%
100%
20Source: British Council, 2010
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Top Student
Global Talent(Achiever)
Global Education
− ＄
−＄
Internship＋＄
Customer / Employee＋＄
Pay back a loan＋ ¥
Student loan:Low interest rateHigh borrowing limit
For Top Students:interested in Ph.D. and Master Course
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Conclusion
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Conclusion
Upper-classDiversity
Global Blue
Citi Supports Your Success
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Conclusion
Add a new brand image:
“Citi Supports Your Success”
Who will we support?Top students
How will we support? With “Citi Students”
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With our new brand, we will lead
the next 50 years of Citi.
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Q&A
We will be the “Citi Leaders” in the next 50 years.
We will make new brand image …
Support Your SuccessStudent loan:Low interest rateHigh borrowing limit
For Top Students:interested in Ph.D. and Master Course
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Appendix
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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.
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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.
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Mission Statement
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What is Citi’s brand
Citi support your success
Citi never sleeps
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Background of studying abroad
Study Abroad
Students
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Background of studying abroad
Study Abroad
Students
CitiFinancial Support
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Background of studying abroad
Study Abroad
Students
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Our proposal
Student loan with
InformationLiving support
Job(collabo?)
Detail; Q&A
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What is Citi’s brand image ?
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,
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Top Student
Future Talent(Achiever)
Global Education
StudentLoan− ＄
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
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Pay back a loan＋＄
Future talent powered by Citi
Talented Student
Future Talent(Achiever)
Global Education
Financial Support / Loan
− ＄
Living / CareerSupport− ＄ Internship
＋＄
Customer / Employee＋＄
Attractive loan structure- up to 100,000 USD - No principal or interest payments as long as the student is in schoolOther 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
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Student loan; Current Situation
Source: http://www.internationalstudentloan.com/
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Pay back a loan＋＄
Future talent powered by Citi
Talented Student
Global Education
Financial Support / Loan
− ＄
Living / CareerSupport− ＄ Internship
＋＄
Customer / Employee＋＄
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
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Future talent powered by Citi
Talented Student
Global Education
Financial Support / Loan
− ＄
Living / CareerSupport− ＄ Internship
＋＄
Customer / Employee＋＄
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
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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.
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Q&A
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Our Program
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Business back ground
PublicSector
Private Sector
Citibank
Students
Parents
As customers and employees
As employees To rebuilt JapanSupportive
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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）
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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）
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• 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.