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Page 1: HSBC Pesentation
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WORLD’S 4TH LARGEST BANK

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Why is HSBC so famous?

What is its key marketing strategy?

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About HSBC

HSBC stands for Hong Kong and Shanghai Banking Corporation Limited.

Established in 1865 to finance growing trade between China and United Kingdom by Thomas Sutherland.

First incorporated on 14th August, 1866.First bank in Thailand and printed the country’s

first currency notes.

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Facts about HSBC

Public Limited CompanyIndustry : Banking, Financial ServicesWorld’s fourth largest bank in terms of

assets.Area Served : WorldwideRevenue : $ 60.68 billionTotal Assets : $ 2.670 trillionWebsite : www.hsbc.com

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MARKETING STRATEGIES

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“THREE LEGGED STOOL” STRATEGY

By the end of 20th century, HSBC had acquired numerous companies in hopes of implementing a “three-legged stool” strategy; the three legs represented a foothold in UK, USA and Asia.

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‘DIFFERENT VALUES’

HSBC launched one global campaign titled “Different Values” which embraced this exact notion of understanding multiple view points and different view points.

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Different Values

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Different Values

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The Lemonade AD

It tells the story of a young entrepreneurial girl who sets a lemonade stand that accepts variety

of different currencies.

HSBC demonstrates that as the global financial landscape shifts and evolves, even the smallest

businesses will be multinational in future.

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YouTube video link : https://www.youtube.com/watch?v=yOct05ANPC4

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World’s Local Bank

• HSBC wants to be 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.

• HSBC has successfully grown its business under a single global brand under this tagline.

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World’s Local Bank

• The aim was to link its huge international size with the close relationships it nurtures in each of the countries it operates.

• HSBC has around 6,600 offices in 80 countries and territories across Africa, Asia, Oceania, Europe, North America and South America, and around 60 million customers

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Concentrating on little known Products

• The bank has gained insight into how to target consumers natures with unique products and services

• For example it found a little known product area growing at 125% year, pet insurance. HSBC now distributes nationwide pet insurance to its depositors towards HBSC insurance agency.

• In Malaysia, it had a smart card and no frills credit cards to undeserved student segment and targeted high value customers with premium centre bank branches.

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Traditional Advertising• Advertising in airports.• Sponsoring 250+ cultural and

sporting events.• Advertising with special

concentration on helping youth, growing education and embracing communities.

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Questions to ponder• What were the risks and benefits of

HSBC’s positioning itself as the “World’s Local Bank”?

• Evaluate HSBC’s recent business and marketing shift. How do you think its current campaign and tagline,” HSBC helps you unlock the world’s potential,” resonate with its key consumers?

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References

1. Marketing Management by Philip Kotler edition 15.2. HSBC – Wikipedia https://en.wikipedia.org/wiki/HSBC3. HSBC - Website www.hsbc.com4. http://www.about.hsbc.co.in/5. https://www.ukessays.com/essays/business/

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“Stay hungry, stay foolish”-Steve Jobs

Thank you