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