PowerPoint Presentation

Marketing Excellence

Hi. I am Tanmay Bhatia from Maharaja Surajmal Institute of Technology, New Delhi and I will be discussing the mini case study of HSBC bank1

IntroductionOriginally known as Hong Kong and Shanghai Banking Corporation Limited.Established in 1865.First Bank in Thailand.

HSBC, originally known as Hong Kong and Shanghai Banking Corporation was established in 1865 to finance growing trade between china and the United Kingdom. Over the years the bank has pioneered many banking practices in different countries. For example, It was the first bank in Thailand and printed the countrys first bank notes. 2

The Worlds Local BankTagline- The Worlds Local Bank.Aim- To link huge international size with each of the country it operates in.Approach each country uniquely.

HSBC has succesfully grown its business under a single global brand for years and kept the tagline The Worlds local Bank. The aim was to link its huge international size with the close relationship it nurtures in each of the country it operates. Sir John Bond, HSBCs former chairmen said,Our position as the Worlds local bank enables us to approach each country uniquely, blending local knowledge with a worldwide operating platform.3

BenefitsAttract huge customers.Win peoples like and trust.Different Market, Different Services

The Benfeits of this strategy are:1.Attract huge customers in different global markets.2.People like and trust financial organisations that care about them . HSBC's ideology of world's local bank positions the company as one that cares.3. Different market segments get different services. Making them comfortable to deal with the company.4

RisksHuge amount on marketing, advertising, and managing services.Require huge financial budgets to conduct activities in a global market.Reduced profitability.

The risks with this strategy are:1.Spend substantial amount on marketing , advertising and managing services for all the segments.1) It would require huge financial budgets to conduct financial activities in a global market that may reduce its profitability.5

Different Values

HSBC launched one global campaign titled Different Values which embraced the exact notion of understanding multiple viewpoints and different interpretations. The more you look at the world the more you realize that one person values may be different than the next In this set of print ad, the word accomplishment is fist shown on a picture of a women winning a beauty pageant, then an astronaut walking on the moon and a young child tying his sneaker.

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1. Perceptive2. Progressive

Some of those values are:Perceptive They will anticipate and meet the needs of their diverse customers around the world by using their ability to combine their global reach across markets and segments with local knowledge and expertise.Progressive They are committed to continuous improvement in quality, effectiveness and efficiency through team work.

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Responsive They will act quickly to ensure they meet and exceed their customers ever-changing expectations. Management at all levels will be hands-on, operating with a minimum of bureaucracy, giving guidance with wisdom and delegating with confidence.Respectful They will exercise corporate responsibility in their activities and they are committed to the welfare and development of their local communities.

We are committed to complying with the letter and the spirit of all relevant laws and regulations in the various countries in which we are present. We will operate the Group prudently, exercising strict expense and credit discipline, and maintain strong capital and liquidity ratios to ensure no diminution in our external ratings. We value long term, ethical client relationships.

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5. Fair

Fair They will demonstrate the highest levels of integrity and put the Groups interests ahead of the individuals. They will treat customers, employees and suppliers fairly and objectively.9

What does it provide?Commercial BankingGlobal Banking and marketsGlobal Private BankingWealth Management and Retail Banking

HSBC organises its customer-facing activities within four business groups: Commercial Banking; Global Banking and Markets (investment banking); Retail Banking and Wealth Management (RBWM); and Global Private Banking10

Commercial Banking

HSBC provides financial services to small, medium-sized and middle-market enterprises. The group has more than 3 million of such customers, including sole proprietors, partnerships, clubs and associations, incorporated businesses and publicly quoted companies.11

Global Banking and markets

HSBC provides investment banking and financing solutions for corporate and institutional clients, including corporate banking, investment banking, capital markets, trade services, payments and cash management, and leveraged acquisition finance. It provides services in equities, credit and rates, foreign exchange, money markets and securities services, in addition to asset management services.

Global Banking and Markets has offices in more than 60 countries and territories worldwide, and describes itself as "emerging markets-led and financing-focused". It is currently being led by former fixed-income trader Samir Assaf, who was promoted from global head of markets on 10 December 201012

Global Private Banking

HSBC Private Bank is the marketing name for the private banking business conducted by the principal private banking subsidiaries of the HSBC Group worldwide. HSBC Private Bank, together with the private banking activities of HSBC Trinkaus, known collectively as Group Private Banking, provides services to high-net-worth individuals and their families through 93 locations in some 42 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. According to the Scorpio Partnership Global Private Banking Benchmark 2014, the bank had 382 USD Bn of assets under management (AuM) a decrease of 4% on the 2013 figure.[93]

In September 2008, HSBC announced that it would combine its two Swiss private banks under one brand name in 2009, with HSBC Guyerzeller and HSBC Private Bank to be merged into one legal entity, under the newly appointed CEO of HSBC Private Bank, Alexandre Zeller.[94]13

Wealth Management and Retail Banking

HSBC provides more than 54 million customers worldwide with a full range of personal financial services, including current and savings accounts, mortgage loans, car financing, insurance, credit cards, loans, pensions and investments.

Retail Banking and Wealth Management (also known as RBWM) was previously referred to as Personal Financial Services (PFS). This rename was announced during HSBC's 2011 Investor Day14

Sponsorships

Sponsorship is more than just an investment for HSBC to sustain and grow their business. It offers an opportunity to connect with customers and colleagues in the communities in which they serve.

We know how important it is to understand the passions of our customers, which is why our sponsorships focus on developing key relationships, building loyalty, nurturing youth and embracing different cultures15

1. Golf

HSBC is proud to have been involved in 35 tournaments in places such as China, Singapore, Abu Dhabi and Brazil. 16

2. Rugby

They sponsor events and programmes all over the world such as the Lions tours, the Hong Kong Sevens, and the Sevens World Series17

3. Culture

The partnership between HSBC and the Cutty Sark brings together two pillars of global trade with a similar heritage.18

4. Other Sponsorships

HSBC's sponsorships focus on developing key relationships around the world in sports such as tennis and polo.19

SummaryIntroductionThe Worlds Local BankDifferent ValuesWhat does it do?Sponsorships

DisclaimerCreated by Tanmay Bhatia, MSIT New Delhi, during a Marketing Internship of Prof. Sameer Mathur, IIM Lucknow.