INTERNSHIP ASSIGNMENT : THE WORLD’S LOCAL BANK

INTRODUCTION TO THE BANK • HSBC is a multinational company of British origin that

works in the finance and banking sector. Founded in the year 1991, it has its headquarters in London, UK. HSBC has the distinction of being the second largest bank of the world and it operates as a public ltd company. It has a strong base in India and thus has various competitors in the banking sector and some of its main rival’s in India are :

• State Bank Of India• ICICI Bank• HDFC Bank

PRODUCT LINES /MARKETING MIX

• Personal Banking • Non-Resident Indian Banking • Financial Planning Services • Corporate Banking • Business Banking • Cash and Payment Management • Institutional Banking

CUSTOMER CENTRIC BANK

• HSBC allows its customers internet banking services. Customers have an easy approachability to the various internet services provided by the bank round the clock twenty-four hours a day. ATMs are set at strategic locations in almost all the major points so that the customers can easily benefit from the services. Trained guards are recruited outside the ATMs and the banks so that the customers get a feeling of safety while conducting transactions.

BEING KNOWN AMONGST THE COMPETITORS & CUSTOMERS

• To create awareness about its bank and the various services it provides, HSBC has decided to use extensive promotional strategy. Advertising was the best tool and therefore HSBC placed advertisements on billboards, newspapers and business magazines. Informative commercials were telecast at regular intervals on the television so that the consumers could become familiar with the bank and its strategies.

• All the ads of the bank have been informative, emphasizing on the numerous products and services it provides. HSBC has acted as sponsors for many events and exhibitions. It has been the official sponsor of “Jaguar Racing Formula One” team, “HSBC Women’s Champions” in Golf, “AS Monaco” in Football, “Telford Raiders” in Rugby. HSBC is also the banking partner of “Wimbledon Tennis Championship”.

• To create a good image of its bank, it has become a supporter of environmental and social causes for instance the bank is promoting to protect nearly twenty thousand plants from being extinct. HSBC has a tie-up with “SOS Children” and are the sponsors of “Great Canadian Geography Challenge”.

INNOVATIONS TILL DATE AND EXPLORING MORE GROWING FURTHER :

1. HSBC’S trade forecast tool 2. FORMATING WESTERN TELEVISION IN CHINA 3. As China’s growth powers on, the global trend towards collaborative consumption – the so-called ‘sharing economy’ – is taking root in the country with increasing vigor

HSBC’s INSIGHTS, STRATEGIES, TAKEAWAYS !

• 1. There is value in community websites• Like many in the financial sector in recent years,

HSBC have created a community – an editorially-driven website – in which to publish a great deal of content from a variety of authors and partners.

• The real value comes from distribution• Amanda explains that the real value HSBC derives

from community content is how it is used through social media channels and as part of conversations sales teams have with prospects.

Content is a nurturing tool

. Niche content resonates more strongly

Proprietary content is winning

. Live eventsHSBC also brings their content offline, so it can work at conferences and events and continue to tell that story.

THE MORE YOU LOOK AT THE WORLD , THE MORE YOU REALIZE WHAT REALLY MATTERS TO PEOPLE - TRACY BRITTON (MARKETING HEAD FOR HSBC BANK , USA )

HSBC SPONSORS MORE THAN 250 CULTURAL AND SPORTING EVENTS WITHA SPECIAL FOCUS ON HELPING THE YOUTH, GROWING EDUCATION, AND EMBRACING COMMUNITIES.

OUR POSITION AS THE WORLD’S LOCAL BANK ENABLES US TO APPROACH EACH COUNTRY UNIQUELY , BLENDING LOCAL KNOWLEDGE WITH A WORLDWIDE OPERATING PLATFORM. - SIR JOHN BOND, HSBC’S Former Chairman.

IT’s BASIC PUNCH LINE WHICH IS RENOWNED AND SEEN IN PROCESS TOO.

BEING A GOAL ORIENTED BANK, HSBC NOT ONLY FOLLOWS THE WRITTEN RULES AND STRATEGIES , IT ALSO SEES WHETHER THOSE ACTIVITIES ARE GOING TO FORM A RIGHT PICTURE GROWING FORWARD. AND FOR THIS PURPOSE, IT DOES SWOT ANALYSIS.

STRENGTHS : 1.  Sound finances may give you advantages over your competitors2. . Management and personnel skills and systems may provide equally important underpinnings for success.Strengths in production may include the right premises and plant, and good sources of materials or sub-assemblies.

WEAKNESSES :1. Inefficient production, premises and plant can undermine any business, however hard people work2. Lack of marketing focus may lead to:Unresponsive attitudes to customer requirements.A limited or outdated product range.Complacency and a failure to innovate.Over-reliance on a few customers. 

LATEST ALARMING NEWS ABOUT HSBC !!!- HSBC upgrades Suzlon energy to 'neutral‘ from underweight and raised the stock target’s Price 50 Rs form 40 Rs .-Spectrum bids may not surpass Rs 80,000 crore: HSBC

- HSBC reaches $1.75 billion settlement in household case.

HSBC EARNED $142 BILLION IN SALES IN 2009, MAKING IT THE 21ST LARGEST COMPANY IN THEWORLD. IT CONTINUED ITS POSITION AS THE WORLD’s LOCAL BANK WHICH ALSO IMPROVED ITS BRAND VALUE AND PLACED IT 32nd ON THE 2009 BUSINESS WEEK GLOBAL BANK RANKINGS.

SOME OF THE BRAND HOLDERS AND CUSTOMERS WHO HAVE BEEN GIVEN A COMMENDABLE SUPPORT BY HSBC BANK – THE WORLD’S LOCAL BANK !

SOME STILLS FROM THE HSBC SAFEGUARD PREVIEW !!

DisclaimerCreated by Kanika Chawla, Deen Dayal Upadhyaya College,

University of Delhi during amarketing internship by Prof. Sameer Mathur, IIM

Lucknow