HSBC Mini Case
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Transcript of HSBC Mini Case
MARKETING
EXCELLENCE
HSBC – presence around the globe
Born here
HSBC – World’s 2nd largest bank
It worth $2.7trillion compare to India’s 2.1 trillion.
It’s more than our nation’s economy
How it achieved this?
Let’s Analyze HSBC’s Marketing Strategy
Unique about HSBC Market Segmentation.
New York Times calls it..
HSBC Target Markets..
Everyone around the globe where it exists
Important is to make people aware about it
But How?
Print Ads
Establishing in New Markets Require
Campaigning
New York City’s Most Knowledgeable Cabbie Contest
Ad Campaign – “Different Values”
Identifying And Targeting Niche Markets
Pet Insurance – Hong Kong – Identified growth rate 125% in 2003.
How to Effectively Connect with Customers
Marketing Costs
$600 million
But, also generate revenue of..
$142 billion
Let’s analyze few Insightful questions
What are the risks and benefits of HSBC's positioning itself as the "World's Local Bank."
RISKS
Risk
• Global bank is intimidating to local consumers.
• A lot of services and programs to cater different group needs thus management problem.
Marketing Concept
• Differentiating itself from local banks.
• Management chaos. High cost due to n number of services. More problematic in country like India, having high demographic dividend.
BENEFITS
Benefit
• Whole world is the market.
• Serving all, and by “different values” campaign serving as per needs
• The slogan give it a local image thus help in better connecting to its customers.
Marketing Concept
• Mass marketing – high gains, lower costs.
• Value propositions as per needs.
• Slogan is simple, effective and easy to remember.
Does HSBC's most recent campaign resonate with its target audience? Why or Why Not?
Yes, it does
Why?
• Identifying and serving niche markets
• Demographically segmenting and addressing to people’s needs.
Relevant Data/Pictures
No, it doesn’t
Why not?
• Its vague to a novice and
doesn’t allure customer by
differentiating.
Relevant Pictures/Data
HSBC shut down its private banking system in India
Some Social Initiatives By Bank Worldwide
Now, summarizing in words of HSBC..
DISCLAIMER
Created By Vishal Nagarkoti, IIT Patna, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow