Marketing Case Study of HSBC - World's Local Bank as part of the marketing intern by Prof. Sameer Mathur, IIM Lucknow

1. CASE STUDY

2. INTRODUCTION
Hong Kong and Shanghai Banking Corporation Limited
Founded by Sir Thomas Sutherland in 1865
Head Quarter at London, United Kingdom
6000 Offices in 71 countries
Profit of USD 18.9 Billion in 2015
LONDON HEADQUARTER

3. VALUES
Dependable
Open to Different Ideas and Cultures
Connected to customers, communities and each other

4. MISSION
To be world’s leading and most respected international bank
Outstanding Customer Services
Effective and efficient operation
Strong Capital and Liquidity

5. TARGET
Aim to achieve a return on equity of more than 10 per cent by 2017, with
momentum for higher returns in the future.
Aims to grow business revenues faster than operating expenses on an
adjusted basis.
To maintain a robust, resilient and environmentally sustainable business in
which their customers can have confidence, their employees can take pride
and our communities can trust.

6. MAJOR COMPETITORS
Citi Group
BNP Paribas
Bank of America
Deutsche Bank
Royal Bank of Scotland
Standard Chartered Bank

7. PRINCIPAL BUSINESS GROUPS
AND DIVISIONS
Commercial Banking
Global Banking & Markets
Global Private Banking
Retail banking and wealth management

8. GLOBAL PRODUCT LINES
HSBC Direct: Telephone/online direct banking operation which attracts
customers through mortgages, accounts and savings
HSBC net: Caters to local business needs by offering specialized
functionality for different regions worldwide
HSBC Advance: It is the group's product aimed at working professionals
HSBC premier: HSBC Premier is the group's premium financial services
product. It has its own Elite Card entitled HSBC Premier World Card

9. MARKETING STRATEGY
“Our purpose is to be where the growth is, connecting customers to
opportunities. We enable businesses to thrive and economies to prosper,
helping people full fill their hopes and dreams and realize their ambitions”
A network of businesses connecting the world:
HSBC is well positioned to capture international trade and capital flows.
Wealth management and retail with local scale:
They aim to make the most of opportunities arising from social mobility,
wealth creation and long-term demographic changes in its priority growth
markets.

10. STP
Segmentation
Enterprise and individuals who are seeking financial help and advice.
Targeting
Large enterprisers and rich individual investors.
Positioning
A global institution which adjusts and adapts to domestic environment.

11. PRODUCT MIX
HSBC uses hexagon symbol which is one of the world leading brands for
customer experience and CSR.
It represents brand recognition.
HSBC provides full range of services such as personal finance ,investing
banking, private banking and credit cards.

12. PRICE
Main pricing components of HSBC
I. attract customers to purchase the service.
II. generate revenue for HSBC.
Factors that influence pricing decisions are Profit maximization, Market-
share maximization, Survival, Social considerations, Personal objectives.
Base lending rate is as low as at 0.5%(advantage)
Prepaid scheme gives competitive edge (HSBC)

13. PLACE
It serves 47 million customers through 6,000 branches in 71 countries.
Its operations are done in pacific Asia, India, Bangladesh, China, Japan,
Singapore etc.
Customers can access their account 24 hours 7days through internet
banking.

14. PROMOTION
Effective communications brings awareness in the market of the service
products offered by HSBC.
To gain the attention of customers.
To provide additional information and persuade customers to purchase the
product.
Mass advertising is done through newspapers, magazines, outdoor
advertising and the internet to promote their company.
Other promotional activities include press releases, posters and brochures.

15. ADVERTISING CAMPAIGN

16. AIRPORT ADVERTISING

17. ADVERTISING VIDEOS
HSBC - Subway HSBC – Smashed Car

18. What are the risks & benefits of HSBC’S positioning itself
as the “world’s local bank ??
Benefits:
People like and trust financial organizations that care about them . HSBC's
ideology of world's local bank positions the company as one that cares.
Different market segments get different services. Making them comfortable
to deal with the company.
Risks:
Spend substantial amount on marketing , advertising and managing services
for all the segments

19. Evaluate HSBC’s recent business and marketing shift.
How do you think its current and campaign and tagline
“HSBC helps you unlock the world’s potential”, resonate
with its key consumers?
Yes HSBC’s recent ad campaigns resonate with the audience all over the
world.
HSBC ensures that they reach out to the local communities in every country
with their brilliant ‘World’s Local bank’ branding.
Their recent ad campaign called ‘Different Values’ was a huge success. It
aims to showcase the cultural differences amongst people and the
possibility of them having their individual opinions and points of view

20. SUMMARY
HSBC is world’s 4th largest Bank
HSBC is known as the “world’s local bank.” This tagline reflects HSBC’s
positioning as a globe-spanning financial institution with a unique focus on
serving local markets.
Global product line include HSBC direct, HSBC net, HSBC advance, HSBC
premier
HSBC's ideology of world's local bank positions the company as one that cares.
Their recent ad campaign called ‘Different Values’ was a huge success. It aims
to showcase the cultural differences amongst people and the possibility of
them having their individual opinions and points of view

21. DISCLAIMER
CREATED by Kunal Gupta, IIT Bombay as Assignment 1 of
Marketing internship by Prof. Sameer Mathur, IIM Lucknow.
THANK YOU