Presented bySri Hari PriyaDheerajDannyKavitha

INTRODUCTIONHSBC (Hong Kong and Shanghai Banking Corporation limited)

It was established in the year 1865

Head quarters at London, united kingdom

It was founded by sir Thomas Sutherland

It was the fifth largest bank in the world

HSBC world head quarters at London

Consumer Banking, Investment Banking, Private banking, finance and Insurance are the services provided by HSBC.

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.

Present Net operating income is 8.5 billions.

It is a key player in re-establishing Hong Kong’s economy after II world war.

Three-legged strategy

It has kept the tag line as “THE WORLD’S LOCAL BANK”.

PRINCIPLE SUBSIDIARIES OF HSBC

• Asia Pacific• HSBC Bank Armenia• HSBC Bank Australia

Limited• The Hong kong and

Shanghai Banking Corporation L

• HSBC Bank Malaysia Berhad

• HSBC Japan• HSBC Korea• HSBC Bank India• Europe• HSBC France• HSBC Trinkaus und

Burkhardt AG• HSBC Bank International

AmericasThe headquarters of HSBC Brazil in CuritibaHSBC Bank USA IncHSBC Finance CorporationHSBC Bank CanadaHSBC Bank BermudaMiddle East and North Africa HSBC has maintained its presence in Beirut, Lebanon ever since 1946, thus the first in the middle eastHSBC Bank Middle East LtdHSBC Bank Egypt SAEThe Saudi British Bank

COMPETITORS• Citi group• BNP Paribas• Bank of America• China bank of construction• Royal bank of Scotland• Standard chartered bank• Bank of Australia• Deutsche bank

To be the leading international Bank in Turkey.

Its aim was to link its huge international size with the close relationships.

As world’s local bank it enables to approach each country uniquely.

World’s local bank

Outstanding customer services

Effective and efficient operations

Strong capital and liquidity

Economical lending policy

Technological infrastructure and service packages

MARKETING STRATEGY OF HSBC “Our purpose is to be where the growth is, connecting customers to opportunities. We enable businesses to thrive and economies to prosper, helping people full fill their hopes and dreams and realize their ambitions”.

A network of businesses connecting the world: it is well positioned to capture international trade and capital flows. its global reach ranges of services places it in a strong position to serve clients as they grow from small enterprises into large multinationals

Wealth management and retail with local scale: They aim to make the most of opportunities arising from social mobility, wealth creation and long-term demographic changes in its priority growth markets. It invests in full-scale retail businesses in markets where they can achieve profitable scale.

STP• SegmentationEnterprise and individuals who are seeking financial help and advice.• TargetingLarge enterprisers and rich individual investors.• PositioningA global institution which adjusts and adapts to domestic environment.

ADVERTISING CAMPAIGN “Our latest advertising hopes to inspire people to realize their ambitions”

Hsbc has launched one global campaign titled as “Different Values”.

The more you look at the world the more you recognize that what one person values may be different to the next.

Airport advertising

Airport advertising is helping to bring their global network to life and demonstrate the powerOf international connections.

TARGETS

• Aim to achieve a return on equity of more than 10 per cent by 2017, with momentum for higher returns in the future.

• Aims to grow business revenues faster than operating expenses on an adjusted basis.

• To maintain a robust, resilient and environmentally sustainable business in which their customers can have confidence, their employees can take pride and our communities can trust.

• Delivering these priorities will create value for customers and shareholders and contribute to the long-term sustainability of HSBC.

PRINCIPAL BUSINESS GROUPS AND DIVISIONS

• Commercial Banking• Global Banking & Markets• Global Private Banking• Retail banking and wealth management

GLOBAL PRODUCT LINES

HSBC Direct:  telephone/online direct banking operation which attracts customers through mortgages, accounts and savings

HSBC net: is a global service that caters to local business needs by offering specialized functionality for different regions worldwide

HSBC Advance: it is the group's product aimed at working professionals

HSBC premier: HSBC Premier is the group's premium financial services product. It has its own Elite Card entitled HSBC Premier World Card.

It was the first banknote printed in Thailand

PRODUCT MIX:-

HSBC uses hexagon symbol which is one of the world leading brands for customer experience and CSR.

It represents brand recognition.

HSBC provides full range of services such as personal finance ,investing banking, private banking and credit cards.

PRICE:-Main pricing components of HSBC

I. attract customers to purchase the service.II. generate revenue for HSBC.

Factors that influence pricing decisions are Profit maximization, Market-share maximization, Survival, Social considerations, Personal objectives.

base lending rate is as low as at 0.5%(advantage)

Prepaid scheme gives competitive edge (HSBC)

PLACE:-It serves 60 million customers through 6,600 branches in 80 countries.

Its operations are done in pacific Asia, India, Bangladesh, China, Japan, Singapore etc.

Customers can access their account 24 hours 7days through internet banking.

PROMOTIONeffective communications brings awareness in the market of the service products offered by HSBC

To gain the attention of customers

To provide additional information and persuade customers to purchase the product

 Mass advertising is done through newspapers, magazines, outdoor advertising and the internet to promote their company.

Other promotional activities include press releases, posters and brochures.

SWOT ANALYSIS STRENGHS

Strong brand name and good financial position

Presently in various business groups like commercial banking ,financial services and financial investments and other private financial institutions.

Diverse customer base to reduce risk

275000 Employees globally

WEAKNESSESUS a declining market

Weak retail banking as compared to competitors

Customers were confused with the brand name as they set up many banks in different countries with different names.

OPPORTUNITIESExpansion in other countries

Diversifying portfolios for customers

Lower interest rates will boost market share

High level of capitalization as a strong position to acquire assets

THREATSChange in govt regulations and financial crisis like recession

Stiff competition from global competitors

Q1. What are the risks & benefits of HSBC’S positioning itself as the “world’s local bank ??

HSBC is “world’s local bank.” This tagline reflects HSBC’s positioning as a globe-spanning financial institution with a unique focus on serving local markets.

Originally it is the Hong Kong and Shanghai Banking Corporation Limited.

HSBC was established in 1865 to finance the growing trade between China and the United Kingdom. It attract to huge customers in different global markets that would also enhance its financial earnings and ensure its financial success in the banking industry.

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

HSBC is known as the “world’s local bank.” This tagline reflects HSBC’spositioning as a globe-spanning financial institution with a unique focus on serving local markets.

Originally the Hong Kong and Shanghai Banking CorporationLimited, HSBC was established in 1865 to finance the growing trade betweenChina and the United Kingdom.

It’s now the second largest bank in the world.

its position as the world’s local bank enabled to approach each country uniquely, blending local knowledge with a worldwide operating platform.” Ads for the “World’s Local Bank” campaign have represented the different cultures or people interpret the same events.

THANK YOU..