1

Truth and the Culture of Change

Relevance

Keynote Speaker

American Marketing Association

Ravi ParmeswarMarch 2011

2

A simple introduction

2

3

Are we cursed

3

4

Irsquom pretty sure you know this

The economy has not been doing well

4

5

The perfect storm

5

6

What caused it the storm

World wealth increasing ($70 trillion)

Centralized debt obligations Credit default swaps

Highly leveraged economies amp companies

Consumption debt savings

Concentration of risk

Risk models in uncharted waters

Monetary policy of growth vs inflation

Housing bubble

Global interconnectivity

6

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

2

A simple introduction

2

3

Are we cursed

3

4

Irsquom pretty sure you know this

The economy has not been doing well

4

5

The perfect storm

5

6

What caused it the storm

World wealth increasing ($70 trillion)

Centralized debt obligations Credit default swaps

Highly leveraged economies amp companies

Consumption debt savings

Concentration of risk

Risk models in uncharted waters

Monetary policy of growth vs inflation

Housing bubble

Global interconnectivity

6

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

3

Are we cursed

3

4

Irsquom pretty sure you know this

The economy has not been doing well

4

5

The perfect storm

5

6

What caused it the storm

World wealth increasing ($70 trillion)

Centralized debt obligations Credit default swaps

Highly leveraged economies amp companies

Consumption debt savings

Concentration of risk

Risk models in uncharted waters

Monetary policy of growth vs inflation

Housing bubble

Global interconnectivity

6

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

4

Irsquom pretty sure you know this

The economy has not been doing well

4

5

The perfect storm

5

6

What caused it the storm

World wealth increasing ($70 trillion)

Centralized debt obligations Credit default swaps

Highly leveraged economies amp companies

Consumption debt savings

Concentration of risk

Risk models in uncharted waters

Monetary policy of growth vs inflation

Housing bubble

Global interconnectivity

6

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

5

The perfect storm

5

6

What caused it the storm

World wealth increasing ($70 trillion)

Centralized debt obligations Credit default swaps

Highly leveraged economies amp companies

Consumption debt savings

Concentration of risk

Risk models in uncharted waters

Monetary policy of growth vs inflation

Housing bubble

Global interconnectivity

6

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

6

What caused it the storm

World wealth increasing ($70 trillion)

Centralized debt obligations Credit default swaps

Highly leveraged economies amp companies

Consumption debt savings

Concentration of risk

Risk models in uncharted waters

Monetary policy of growth vs inflation

Housing bubble

Global interconnectivity

6

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

7

Resulting in a domino effect

bull Credit crisis

bull Deflation Inflation

bull Unemployment

bull Financial system breakdown

7

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

8

Unprecendented scale static distruption

bull Scale is global for the first time

bull No systems to address new reality

bull Stress beyond elastic limits that govern our understanding of

the economic system

bull Unsteady state models needed

8

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

9

A generation marking event

World War I

Russian Revolution

Great Depression

World War II

United Nations established

European Economic

Community effective

Oil Crisis began

Fall of Soviet Union

Early 2000

recession

Subprime and the

credit crisis

1914 1917 1929 1939 1945 1958 1973 1991 2001 2007

9

10

Sub-prime lending and credit crisis led to a global equity market collapse

in 2008 Currently the market is in a positive momentum to achieve

previous levels hellip

Market value

$ billionsAnnual Change

Percent

SampP Global 1200 Index

Source Bloomberg

bull SampP Global 1200 index

captures 70 of the worldrsquos

capital market

bull The index witnessed an

increasing trend beyond

2009 after the effect of

recession seemed to fade

bull After having reversed almost

all of the gains since 2001 in

2008 the index is in a

positive momentum to

achieve previous levels

222864

243334

291840

315662

185342

245421

270775

286265

(500)

(400)

(300)

(200)

(100)

00

100

200

300

400

0

5000

10000

15000

20000

25000

30000

35000

2004 2005 2006 2007 2008 2009 2010 2011

Note Data for years 2003 through 2009 represent market

value as of December 31 of respective years 2011 data is

as of March 3 2011

10

11

The deteriorating macroeconomic conditions that caused

unprecedented correction in oil prices seems to be improving

Brent Crude Oil Price (Monthly Average) 2003-2011

bull Crude oil prices

declined from a high

of $145bbl in Julyrsquo08

especially during

Januaryrsquo09 However

has witnessed a trend

reversal entering 2011

in a strong note

bull Scale of decline has

by far been reversed

$

Source Bloomberg

12

The crisis intensified in September and October and historic losses

savaged the leading stock market indices

12 010909

Oct 15

Oct 9

Sep 29

Oct 7

Sep 15

Largest One Day Fall in the Dow Sep-Oct 2008Percent change

-79

-73

-70

-51

-44

-41

-33

Source Bloomberg

Dow Jones Industrial Average

Sep 17

Sep 22

Jan-2009

bull 9th largest one day

loss in percentage

terms in the history of

the Dow

bull In point terms the

Dow witnessed four of

the top ten largest one

day point losses

during the in

September and

October

13

The recent crisis ended in June 2009 and was the longest since the Great

Depression

bull According to the National Bureau of

Economic Research the US

recession that began in

December 2007 ended in June

2009

bull The 18-month slump was the

longest since the Great

Depression

bull Reasons behind the long duration

of the recession attributed to the

plunge in household wealth as well

as financial crises in the US and

overseas

Major Recessions in the US EconomyMonths

Source National Bureau of Economic Research news articles

14

hellip with the magnitude of the scale nearly improving

One Year

Ago

(12-31-09)

Today

(03-03-11)

Citigroup Market Value

$ billions bull Larger than the revenue of all but

38 companies on the Fortune

Global 500 Ranking

minus About the size of Honda

Motor or ArcelorMittal

(based on 2007 revenue)

bull Larger than the gross state

product of 18 states in the US

(including the District of

Columbia)

minus About the size of Utah

(based on 2007 gross state

product)

bull Larger than the GDP of 11

countries in the worldSource Standaard amp Poorrsquos Thomson Financial Fortune BEA World Bank

15

US has reduced its Fed fund rate to near zero and announced a shift in its

finance policyhellip

Federal Reserves Fund Rate 1974-2011Percent

bull Federal Reserve abandons

its official target rate of 1

bull Fed fund rate now stands

reduced to an

unprecedented 0 to 025

bull Has indicated a shift in its

finance policy to

lsquoquantitative easingrsquo in an

attempt to revive the

economy

bull Near zero rate is expected to

help stabilize housing prices

bull However this could also

weaken the US dollar Note Instrument - Federal funds

Maturity - Overnight

Frequency - Monthly

Description - Federal funds effective rateSource Federal Reserve Board

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

11

The deteriorating macroeconomic conditions that caused

unprecedented correction in oil prices seems to be improving

Brent Crude Oil Price (Monthly Average) 2003-2011

bull Crude oil prices

declined from a high

of $145bbl in Julyrsquo08

especially during

Januaryrsquo09 However

has witnessed a trend

reversal entering 2011

in a strong note

bull Scale of decline has

by far been reversed

$

Source Bloomberg

12

The crisis intensified in September and October and historic losses

savaged the leading stock market indices

12 010909

Oct 15

Oct 9

Sep 29

Oct 7

Sep 15

Largest One Day Fall in the Dow Sep-Oct 2008Percent change

-79

-73

-70

-51

-44

-41

-33

Source Bloomberg

Dow Jones Industrial Average

Sep 17

Sep 22

Jan-2009

bull 9th largest one day

loss in percentage

terms in the history of

the Dow

bull In point terms the

Dow witnessed four of

the top ten largest one

day point losses

during the in

September and

October

13

The recent crisis ended in June 2009 and was the longest since the Great

Depression

bull According to the National Bureau of

Economic Research the US

recession that began in

December 2007 ended in June

2009

bull The 18-month slump was the

longest since the Great

Depression

bull Reasons behind the long duration

of the recession attributed to the

plunge in household wealth as well

as financial crises in the US and

overseas

Major Recessions in the US EconomyMonths

Source National Bureau of Economic Research news articles

14

hellip with the magnitude of the scale nearly improving

One Year

Ago

(12-31-09)

Today

(03-03-11)

Citigroup Market Value

$ billions bull Larger than the revenue of all but

38 companies on the Fortune

Global 500 Ranking

minus About the size of Honda

Motor or ArcelorMittal

(based on 2007 revenue)

bull Larger than the gross state

product of 18 states in the US

(including the District of

Columbia)

minus About the size of Utah

(based on 2007 gross state

product)

bull Larger than the GDP of 11

countries in the worldSource Standaard amp Poorrsquos Thomson Financial Fortune BEA World Bank

15

US has reduced its Fed fund rate to near zero and announced a shift in its

finance policyhellip

Federal Reserves Fund Rate 1974-2011Percent

bull Federal Reserve abandons

its official target rate of 1

bull Fed fund rate now stands

reduced to an

unprecedented 0 to 025

bull Has indicated a shift in its

finance policy to

lsquoquantitative easingrsquo in an

attempt to revive the

economy

bull Near zero rate is expected to

help stabilize housing prices

bull However this could also

weaken the US dollar Note Instrument - Federal funds

Maturity - Overnight

Frequency - Monthly

Description - Federal funds effective rateSource Federal Reserve Board

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

12

The crisis intensified in September and October and historic losses

savaged the leading stock market indices

12 010909

Oct 15

Oct 9

Sep 29

Oct 7

Sep 15

Largest One Day Fall in the Dow Sep-Oct 2008Percent change

-79

-73

-70

-51

-44

-41

-33

Source Bloomberg

Dow Jones Industrial Average

Sep 17

Sep 22

Jan-2009

bull 9th largest one day

loss in percentage

terms in the history of

the Dow

bull In point terms the

Dow witnessed four of

the top ten largest one

day point losses

during the in

September and

October

13

The recent crisis ended in June 2009 and was the longest since the Great

Depression

bull According to the National Bureau of

Economic Research the US

recession that began in

December 2007 ended in June

2009

bull The 18-month slump was the

longest since the Great

Depression

bull Reasons behind the long duration

of the recession attributed to the

plunge in household wealth as well

as financial crises in the US and

overseas

Major Recessions in the US EconomyMonths

Source National Bureau of Economic Research news articles

14

hellip with the magnitude of the scale nearly improving

One Year

Ago

(12-31-09)

Today

(03-03-11)

Citigroup Market Value

$ billions bull Larger than the revenue of all but

38 companies on the Fortune

Global 500 Ranking

minus About the size of Honda

Motor or ArcelorMittal

(based on 2007 revenue)

bull Larger than the gross state

product of 18 states in the US

(including the District of

Columbia)

minus About the size of Utah

(based on 2007 gross state

product)

bull Larger than the GDP of 11

countries in the worldSource Standaard amp Poorrsquos Thomson Financial Fortune BEA World Bank

15

US has reduced its Fed fund rate to near zero and announced a shift in its

finance policyhellip

Federal Reserves Fund Rate 1974-2011Percent

bull Federal Reserve abandons

its official target rate of 1

bull Fed fund rate now stands

reduced to an

unprecedented 0 to 025

bull Has indicated a shift in its

finance policy to

lsquoquantitative easingrsquo in an

attempt to revive the

economy

bull Near zero rate is expected to

help stabilize housing prices

bull However this could also

weaken the US dollar Note Instrument - Federal funds

Maturity - Overnight

Frequency - Monthly

Description - Federal funds effective rateSource Federal Reserve Board

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

13

The recent crisis ended in June 2009 and was the longest since the Great

Depression

bull According to the National Bureau of

Economic Research the US

recession that began in

December 2007 ended in June

2009

bull The 18-month slump was the

longest since the Great

Depression

bull Reasons behind the long duration

of the recession attributed to the

plunge in household wealth as well

as financial crises in the US and

overseas

Major Recessions in the US EconomyMonths

Source National Bureau of Economic Research news articles

14

hellip with the magnitude of the scale nearly improving

One Year

Ago

(12-31-09)

Today

(03-03-11)

Citigroup Market Value

$ billions bull Larger than the revenue of all but

38 companies on the Fortune

Global 500 Ranking

minus About the size of Honda

Motor or ArcelorMittal

(based on 2007 revenue)

bull Larger than the gross state

product of 18 states in the US

(including the District of

Columbia)

minus About the size of Utah

(based on 2007 gross state

product)

bull Larger than the GDP of 11

countries in the worldSource Standaard amp Poorrsquos Thomson Financial Fortune BEA World Bank

15

US has reduced its Fed fund rate to near zero and announced a shift in its

finance policyhellip

Federal Reserves Fund Rate 1974-2011Percent

bull Federal Reserve abandons

its official target rate of 1

bull Fed fund rate now stands

reduced to an

unprecedented 0 to 025

bull Has indicated a shift in its

finance policy to

lsquoquantitative easingrsquo in an

attempt to revive the

economy

bull Near zero rate is expected to

help stabilize housing prices

bull However this could also

weaken the US dollar Note Instrument - Federal funds

Maturity - Overnight

Frequency - Monthly

Description - Federal funds effective rateSource Federal Reserve Board

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

14

hellip with the magnitude of the scale nearly improving

One Year

Ago

(12-31-09)

Today

(03-03-11)

Citigroup Market Value

$ billions bull Larger than the revenue of all but

38 companies on the Fortune

Global 500 Ranking

minus About the size of Honda

Motor or ArcelorMittal

(based on 2007 revenue)

bull Larger than the gross state

product of 18 states in the US

(including the District of

Columbia)

minus About the size of Utah

(based on 2007 gross state

product)

bull Larger than the GDP of 11

countries in the worldSource Standaard amp Poorrsquos Thomson Financial Fortune BEA World Bank

15

US has reduced its Fed fund rate to near zero and announced a shift in its

finance policyhellip

Federal Reserves Fund Rate 1974-2011Percent

bull Federal Reserve abandons

its official target rate of 1

bull Fed fund rate now stands

reduced to an

unprecedented 0 to 025

bull Has indicated a shift in its

finance policy to

lsquoquantitative easingrsquo in an

attempt to revive the

economy

bull Near zero rate is expected to

help stabilize housing prices

bull However this could also

weaken the US dollar Note Instrument - Federal funds

Maturity - Overnight

Frequency - Monthly

Description - Federal funds effective rateSource Federal Reserve Board

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

15

US has reduced its Fed fund rate to near zero and announced a shift in its

finance policyhellip

Federal Reserves Fund Rate 1974-2011Percent

bull Federal Reserve abandons

its official target rate of 1

bull Fed fund rate now stands

reduced to an

unprecedented 0 to 025

bull Has indicated a shift in its

finance policy to

lsquoquantitative easingrsquo in an

attempt to revive the

economy

bull Near zero rate is expected to

help stabilize housing prices

bull However this could also

weaken the US dollar Note Instrument - Federal funds

Maturity - Overnight

Frequency - Monthly

Description - Federal funds effective rateSource Federal Reserve Board

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

16

This uncertainty will be compounded by increased volatility

SourceBloomberg

0

10

20

30

40

50

60

70 Series1

Series2

Volatility Indices(Chicago Board Options Exchange Volatility Index)

Unprecedented

volatility has

emerged

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

17

When a butterfly flaps its wings in Brazilhellip

SourceEdward N Lorenz The Essence of Chaos

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

18

When a butterfly flaps its wings

18

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

19

How the recession changed us

Lost jobs Lost homes Lost freedom

19

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

20

How the recession changed us

State budgets face shortfalls National deficit mounts

20

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

21

How the recession changed us

We cut spending We cut saving

21

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

22

How the recession changed Citi

22

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

23

The Daily Show

23

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

24

Media coverage related government bailout

The Daily Show

24

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

25

Weekly World News

25

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

26

National Lampoon

26

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

27

Dropping stock

27

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

28Source Forrester Research News articles

The economic downturn resulted in lack of trust towards the

banking institutions hellip

The tough financial regulatory

reform bill passed by the

government in July 2010 put

banks business practices in a

harsh light

Lacking trust

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

29Source Forrester Research News articles

Consumers believe financial institutions

negatively impacted the economy

Attitudes toward big financial companies and the role they

play in this country

Percent

Government intervention to give money to big banks and

investment firms was a good idea or bad idea

Percent

Survey of 5612 US and Canadian households and individuals ages 18 and older The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer

amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Shouldering blame and responsibility

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

30

Wall street executives are least favorable than Congress

Impression of people for major US institutions

The Bloomberg National Poll conducted December 2009 for Bloomberg News by Selzer amp Co Inc is based on interviews with 1000 US adults ages 18 or older

Very Mostly

Favorable Favorable

Small business 53 39

The military 52 35

Doctors 32 53

The White House 18 33

Lawyers 7 32

Insurance companies 6 30

Corporate executives 5 24

Congress 4 25

Wall Street executives 3 15

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

31

Congress Press Pundits

Increased oversight

So many bosses

31

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

32

Economy - Stress at an all time high

32

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

33

Our fortunes are shifting

We are changing the way we do business

33

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

34

Change to keep

Plan for the future

Work on the short term

Face the facts fix the urgent

34

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

35

Face the facts

Mistakes were made

35

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

36

Fix the urgent

Shore our capital reserves

Revamp risk

Revamp management

Divest businesses

Constant conversations with our stakeholders

36

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

37

Work on the short-term

Daily wake up call

Sentiment read every 24 hours

Messaging response tested daily

Rapid response team - minimize lags

Cross-functional expertise is critical

Assess the situation amp provide a rapid response

37

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

38

Position as a leader

bull Regular press

bull Insights about the consumer

bull Hopes aspirations fears

bull Spending saving habits

38

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

3939

hellipand the results have been extensively covered by the media

Citibankrsquos press releases on surveys it conducted

New Citi survey finds majority of Americans have cut back on everyday expenses nearly half only shopping

for what they absolutely need

ndash October 2010

New Citibank survey reveals a meaningful increase in economic optimism for 2011

ndash February 2011

New Citi survey finds 62 of Americans believe the economy has yet to hit bottom

ndash July 2010

New national survey by Citi reveals consumers across all income levels and ethnic groups have permanently changed

their saving and spending habits ndash September 2009

Media coverage

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

40

Print and Onlinebull 23 articles and over 720 online outlets

Broadcastbull Aired on 6 national and regional broadcast outlets

Radiobull Aired on 6 national and regional radio outlets

Combined results

40

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

41

National SurveyldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo says Eric Eve senior vice president Global Community Relationship at Citirdquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

41

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

42

ldquoPerhaps surprisingly a survey by banking giant Citigroup Inc found minorities had a more positive view of the economy than the majority of Americans Of 100 blacks and Hispanics surveyed earning between $25000 and $50000 a year about half believed the economy will improve over the next six months compared to 38 percent of a larger national sample of workersrdquo

ldquoThrough our work and our network ofpartnerships [we] are committed to helpingcommunities and citizens across the countryas they navigate these difficult financialtimesrdquo ldquoCitirsquos study of consumer

sentiment among low- to moderate-income (LMI) African American and Hispanic communities in the Chicago area found that both communities expressed more optimism about the national economic outlook than a national representative sample of cross-ethnic respondents and are taking a more cautious approach to saving and spending practicesrdquo

Consumer Sentiment Survey Focus on Chicago

ldquoThe study showedhellipfirst and foremost a level of increased optimism in our communities here in Chicago in African American and Hispanic communities particularly in low- to moderate-income communitiesrdquo ndash Eric Eve

ldquorsquoThis new survey points to a profound shift in the way people think about their saving and spending The current economic environment is altering perhaps permanently the way we think about spending moneyrsquo

ldquoA Citi survey out today found that people nationwide have made what they call permanent spending and savings changes linked to the economic downturnrdquo

ldquoA majority of US consumers say they have permanently changed their spending and savings habits in response to the global financial markets crash and recession according to a Citigroup survey released on Fridayrdquo

42

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

43

Womenrsquos Survey

ldquoLisa Caputo from Citigroup says women have been reassessing many working moms are going back to school to improve their economic opportunities Shes encouraging women to save as they earn and plan for time-outs in life but theres no question this recession has taken a tollrdquo

ldquoWorking mothers have been hardest hit with more than half (53 percent) indicating they work longer hours to make ends meet compared with just 24 percent of women without children and 33 percent of men according to a new study from Citirdquo

ldquoAnd were seeing in the survey done by Hart Research that really theyre telling us that they are permanently changing their spending and savings patterns I think not only is it a transformational recession but its also telling us that women are an economic barometer that cant be overlooked when it comes to how were going to move as a country out of this recessionrdquo

43

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

44

Mortgage Reports Linking Community with Business

ldquoCitigroup released its eighth quarterly mortgage data report today touting the fact that it had helped lsquoapproximately 130000 distressed homeowners with loans it owns or services remain in their homes and avoid foreclosure on mortgages valued at more than $20 billionrsquordquo

ldquoCitigroup Inc (C) helped 108000 mortgage holders avoid foreclosure in the second quarter a nearly 30 increase over the volume of borrowers it helped in the first quarter the company said Tuesday The number of efforts to keep borrowers in their homes was higher than the number of foreclosures completed by Citi borrowers by a ratio of more than 12-to-1 in the second quarter - double the ratio from six months ago the company saidrdquo

ldquolsquoIts going to be a tough slog for the next couple of quarters because unemployment will have its consequencesrsquo Sanjiv Das the chief executive of CitiMortgage said in an interview lsquoBut we have the capacity and infrastructure to deal with that Our ability to slow down the rate of loans going into foreclosure has gone up significantlyrsquordquo

44

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

45

Formula for the future

45

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

46

Look Ahead

Look Back - History

PODs

Priority segments and LOBs

New vision

New mission

New Citi positioning

Strategic analysis

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

47

Anticipate

US from 4th to 1st

largest economy

Japan biggest

gains from 3 to

10 of world lsquos

economy

China India and

EM countries

growth results in

major shift of

power

Poised to enter a new growth super cycle

47

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

48

Move to the money

48

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

49

Four out of

the top five

economies

will be EM by

2030

Largest Economies by Decade2000 US$ Tn 2010 US$ Tn 2030 US$ Tn

1 US US China

2 Japan China US

3 Germany Japan India

4 UK Germany Brazil

5 France France Indonesia

6 China UK Japan

7 Italy Italy Germany

8 Canada Brazil Mexico

9 Brazil Canada France

10 Mexico Russia UK

Contributions to global growth ()

100

47

19

15

13

11

07

06

06

12

146

56

33

26

23

20

16

15

20

59 382

84

82

64

56

66

93

122

303

735

Source ldquoThe World in 2050rdquo HSBC January 2011

Opportunity harness emerging market growth

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

50

Founded in 1812 Citibank has a rich heritage

RANK BRAND YEAR INTRODUCED VALUE ($M)

1 Coca-Cola 1886 70452

2 IBM 1880 64727

3 Microsoft 1984 60895

4 Google 1996 43557

5 GE 1890 42808

6 McDonalds 1937 33578

7 Intel 1968 32015

8 Nokia 1865 29495

9 Disney 1923 28731

10 Hewlett-Packard 1957 26867

25 Nike 1972 13706

62 Adidas 1949 5495

97 Starbucks 1971 3339

SourceInterbrand

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

51

Before a financial practice can become a global industry standard there has to be a pioneering

bank There has to be a bank that envisions something different innovates and works to implement

it worldwide For the past two centuries Citibank has unequivocally been that institution

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

52

Continuous consumer insights

bull Intensive global qualitative and quantitative research

bull Understand the financial landscape and market position

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

53

What else is in your field of vision

See more

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

54

Who is competition for Google

Itrsquos not just Yahoo

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

55

Who is competition for Citi

Others with assets

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

56

Who is competition for Citi

Others with effect

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

57

What else is in your field of vision

57

Black swans Black penguins Other anomalies

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

58

Your brand is way more than a logo

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

59

A healthy brand can weather the storms

0

5

10

15

20

25

30

35

3Q

07

4Q

07

1Q

08

2Q

08

3Q

08

4Q

08

1Q

09

2Q

09

3Q

09

4Q

09

1Q

10

2Q

10

3Q

10

Represents the crisis period from 3Qrsquo08 till 3Qrsquo09

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future

60

Totally new Citi

bull Heritage of the past

bull Reality of the present

bull Leadership for the future