Download - HSBC Mini Case
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MARKETING
EXCELLENCE
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HSBC – presence around the globe
Born here
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HSBC – World’s 2nd largest bank
It worth $2.7trillion compare to India’s 2.1 trillion.
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It’s more than our nation’s economy
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How it achieved this?
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Let’s Analyze HSBC’s Marketing Strategy
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Unique about HSBC Market Segmentation.
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New York Times calls it..
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HSBC Target Markets..
Everyone around the globe where it exists
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Important is to make people aware about it
But How?
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Print Ads
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Establishing in New Markets Require
Campaigning
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New York City’s Most Knowledgeable Cabbie Contest
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Ad Campaign – “Different Values”
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Identifying And Targeting Niche Markets
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Pet Insurance – Hong Kong – Identified growth rate 125% in 2003.
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How to Effectively Connect with Customers
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Marketing Costs
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$600 million
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But, also generate revenue of..
$142 billion
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Let’s analyze few Insightful questions
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What are the risks and benefits of HSBC's positioning itself as the "World's Local Bank."
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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.
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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.
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Does HSBC's most recent campaign resonate with its target audience? Why or Why Not?
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Yes, it does
Why?
• Identifying and serving niche markets
• Demographically segmenting and addressing to people’s needs.
Relevant Data/Pictures
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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
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Some Social Initiatives By Bank Worldwide
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Now, summarizing in words of HSBC..
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DISCLAIMER
Created By Vishal Nagarkoti, IIT Patna, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow