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HSBC IN SCOTLAND. A STAR ’S marketing strategy Analysis and presentation by Matthew Chisling, Kirsty Ion, Riley O’Brien and Danielle Wilson. Agenda. The HSBC Brand: Strengths and Weaknesses. NRI Proposition Trade links developed across borders Strongest brand perceptions globally - PowerPoint PPT Presentation
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HSBC IN SCOTLANDA STAR’S marketing strategy
Analysis and presentation by Matthew Chisling, Kirsty Ion, Riley O’Brien and Danielle Wilson
Agenda
The HSBC Brand: Strengths and Weaknesses
• NRI Proposition• Trade links developed across borders• Strongest brand perceptions globally• Strongest reserves of banks – bailout
prevention • History of responsible banking• Premier Customer Program• Greatest growth potential of all banks
The HSBC Brand: Strengths and Weaknesses in Scotland
- Little coverage relative to other banks- Strong misconceptions about brand- History of taking a loss to save customers - Gap between brand globally and locally- Little current promotion- Differentiation not emphasized enough
between HSBC and other Scottish banks
“HSBC IS THE STAR OF BANKING… JUST NO ONE KNOWS IT”
Consumer Insight:
Questions to Consider
The STAR’S Strategy
The STAR’S Strategy
The STAR’S Strategy
The STAR’S Strategy
Why Students?Increasing gap in the market for international students
Why Students?High growth rate of international students at Scottish Universities
Why Students?
To Reach Students:
Who are Travellers?
Why Travellers?
Immigration Growth
Immigrant Age Profiles
Immigrant Regional Distribution
Immigrants VS. UK Born
• Job Distribution– 49% foreign-born workers in highly skilled jobs– 42% UK-born workers in highly skilled jobs
• Education– 37% immigrants have degrees• (46% of those arrived in last 2 years have degrees)
– 17% UK-born have degrees
Immigrants VS. UK Born
• Determinants of Immigrant Earnings– English Language Skills– Work Experience– Education– Ethnicity– Agency working– Length of time in the UK
• Large variation in labour market outcomes
Target Immigrant Profile
• Age: 20s• Education: University Degree• High English Language Skills• Non-Agency Employed• Outside The A8• Employed In, Or Seeking, A High Skill Job
Why Immigrants?
Why Immigrants?
Why Immigrants?
Why Immigrants?
Why Businesses?
• Not a huge stress• Focus on non-cash intensive business• International operation/trade• HSBC value proposition is international
assistance
Identifying Consumers
• HSBC Strength Is Banking• Find A Partner Whose Strength Is Consumer
Demographics• Build A Relationship For The Future
Identifying Consumers
Advertising Campaign
Direct Marketing
Presence and Print
Public Relations and Community Integration
Advertising Sample A
Advertising Sample B
Advertising Sample C
Advertising Finances
Promotion Costs 2012 2013 2014 Long-Term
Marketing Research 100,000 45,000 45,000 45,000
Direct Marketing 150,000 125,000 125,000 120,000
Academic Sponsorship 50,000 40,000 40,000 40,000
Billboard Presence 95,000 85,000 80,000 80,000
Airport Presence 105,000 95,000 90,000 85,000
Taxi Promotion 67,200 60,500 54,400 50,000
Online Marketing 10,000 9,000 8,000 6,500
TOTAL 577,200 459,500 442,400 426,500
Why “Recruitment”
• Human Resources – Vital to increase awareness and encourage purchase
• Consumer decision making model:
HSBC People
Targeting Recruitment
Techniques
Servicescapes
Servicescapes: Ambient Conditions
• Smell, sound, temperature • cultural contextFor HSBC: • The general feel needs to warm new customers• Ambient conditioning already competitive in
banks• We need to communicate brand
hospitality/welcoming feel• Solution: Main Reception Area
Servicescapes: Spatial Layout
• Importance placed on familiarity, perpetuity • Navigation tools for cultureFor HSBC: • No current prospects in this field• Navigation by means of guidance• We need to communicate brand’s global focus• Solution: Travel Assistance Proximity
Servicescapes: Signs and Symbolism
• Smell, sound, temperature • Cultural contextFor HSBC: • Elements of the banks need to mirror current
brand values – Let the brand soak through the seats
• We need to communicate brand prestige• Solution: Premier Stalls
Servicescapes
What we want: What we need:
What We Need from HSBC
Development Strategy & Implementation
Development Strategy & Implementation
Resources and References