Market research and product development

Citi Global Consumer Bank

These materials were produced for InsideSherpa and to be used for educational and training purposes only.
 Segmentation Analysis
Segment: [Choose a segment e.g. Millennials, middle-aged, ageing population]
Identify a segment that you would like to develop a product for and include the demographic, behavioural and lifestyle trends which defines that segment.
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Demographic trends
• [Insert 3- 4 key bullet points here on the demographic trends which characterises your chosen segment.]

Behavioural and Lifestyle trends

• [Insert 3- 4 key bullet points here on the top behavioural and lifestyle trends which characterises your chosen segment.]

These materials were produced for InsideSherpa and to be used for educational and training purposes only.
 Competitive Analysis
Perform an analysis of Citi’s competitors (other financial institutions and banks) which already offer products/services to the segment that you’ve chosen on slide 2.
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Company Name
Include a broad range of companies
(both incumbents and disruptors) that
offers products/services to the
Company 1 Company 2 Company 3
segment you identified in the previous
part

• [List 2-3 points on core • [List 2-3 points on core • [List 2-3 points on core
Core Competencies competencies of the competencies of the competencies of the
Qualities and unique capabilities company e.g. established company e.g. established company e.g. established
which separate the company from
competitors. customer base, known customer base, known customer base, known
brand] brand] brand]
Main product/service
What is the main product/service that [Product name] [Product name] [Product name]
the company sells?

Product Description
Provide a brief description of the [Product description] [Product description] [Product description]
product

Key Features • [List 2-3 points key • [List 2-3 points key • [List 2-3 points key
Provide key features of the product features of the product features of the product features of the product
that separate it from the market. that separate it from the that separate it from the that separate it from the
market e.g. digital only] market e.g. digital only] market e.g. digital only]

These materials were produced for InsideSherpa and to be used for educational and training purposes only.
 Business Recommendation
With consideration of the trends identified earlier along with the competitive environment, ideate a product/service that can be developed for the segment that you’ve chosen on slide 2.
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Name [Recommended Product Name]

Description [Recommended Product Description]

Key Features • [List 2-3 points key features which separate your recommended product
What are the key features of your from the market e.g. fee free for international purchases]
recommendation?

Why your business

recommendation is a • [Describe how your recommended product is an appropriate solution]
good solution?

These materials were produced for InsideSherpa and to be used for educational and training purposes only.