HSBC is the 4th largest bank in the world serving over 100 million customers globally. It has achieved this scale through efficient market segmentation and targeting. HSBC segments customers geographically, socio-economically, psychologically, and blends local knowledge. It uses mass marketing, product specialization targeting multiple segments, market specialization serving specific customer groups, advertisements, and events/sponsorships. This allows HSBC to effectively reach a broad global customer base while also meeting the specialized needs of different market segments.

1. Marketing Excellence
of HSBC
Saurabh Kumar
IIT Madras

2. HSBC is the 4th LARGEST bank in the world serving over 100
million customers in 85 countries.

3. But HOW did they reach there?

4. Market Segmentation

5. HSBC segments their
customers geographically,
socio-economically,
psychologically and
blends local
knowledge.

6. And HOW does HSBC
target different segments?

7. THREE ways

8. 1. Mass Marketing
The firm forgets segments
and goes after the whole
market with one offer.

9. HSBC markets itself as
World’s Local Bank
all over the world.

10. HSBC also launched a
global “Different Values”
campaign.

11. This can be achieved in 2
ways.
Product specialization
and
Market specialization
2. Multiple marketing
specialization
Little or no synergy between
segments, but each is a
moneymaker.

12. HSBC started giving
1. Pet Insurance
2. “Smart Card” and no-frills card
to students worldwide
2.1 Product specialization
Firm sells a certain product to
several different market
segments

13. 1. HSBC delayed interest payments
for personal-loan for customers
affected by SARS.
2. They offered discounts and
rebates for HSBC credit card.
2.2 Market specialization
Firm sells on serving many
needs of a particular
customer group

14. And…
3. Events and sponsorship

15. Placement of
Advertisements

16. Summary
1. HSBC is the 4th largest bank of
the world.
2. It has achieved this excellence
by efficient market segmentation
and market targeting
3. They have effectively used
1. Mass marketing
2. Product specific multiple
segment marketing
3. Market specific segment
marketing
4. Advertisements
5. Events and sponsorships

18. This presentation had been created by Saurabh Kumar, IIT Madras,
during a marketing internship by Prof. Sameer Mathur, IIM
Lucknow.