HSBC was founded in Hong Kong and Shanghai in 1865 and is now a global banking and financial services company. It operates in over 80 countries with around 7,500 offices worldwide. HSBC has a long history and was established to finance trade between Europe and Asia. It has expanded significantly over the decades through acquisitions and now provides a wide range of banking and financial services internationally.

1. LOCAL BANK TO THE WORLD…
SUBMITTED BY:
• SAHIL GARG
• SURBHI GOEL
• SONAM KAUNDAL

2. INTRODUCTION
HSBC ("Hongkong and
Shanghai Banking Corporation")
Was founded in the former British colony
of Hong Kong (in March 1865) and
Shanghai (one month later)
1990 became the parent
company to The Hongkong and
Shanghai Banking Corporation in HSBC Tower, the
international
preparation for its purchase of Midland headquarters for
Bank in the United Kingdom. HSBC Holdings plc in
Canary Wharf London
CHITKARA UNIVERSITY,
2
CONSUMER BEHAVIOUR

3. Services provided : Banking
Financial services
Investment services
Founder : Sir Thomas Sutherland
No of offices : 7,500 offices in 87
countries & territories
Area served : Worldwide
HSBC World
Headquarters designed
Operating income : US$ by Norman Foster in London,
19.037 billion (2010) United Kingdom.
CHITKARA
UNIVERSITY, 3
CONSUMER BEHAVIOUR

4. PRODUCTS OFFERED
Finance and insurance
Consumer Banking
Corporate Banking
Investment Banking
Investment Management
Global Wealth Management
Private Equity
Credit Cards
Mortgages
CHITKARA UNIVERSITY,
4
CONSUMER BEHAVIOUR

5. HSBC Bank
plc
The
Hongkong
HSBC and Shanghai
Finance
Banking
Corporation
HSBC Bank
BraziL HSBC HSBC GLT
India
HSBC HSBC Bank
Mexico USA
HSBC Bank
Middle East
CHITKARA UNIVERSITY,
5
CONSUMER BEHAVIOUR

6. QUESTIONS ……ANSWERS
CHITKARA UNIVERSITY,
6
CONSUMER BEHAVIOUR

7. Q: What are the initiatives taken by HSBC to target consumers across
various cultures?
Ans :
initiatives taken by HSBC to target its customers across various
cultures are as follows
Hsbc came up with new advertisement campaign branding “ The
Worlds Local Bank” in all the countries in which HSBC had its
operations
The ad campaign was communicated through print and electronic
media.
The print media included : The Wall Street Journal Europe, Financial
Times, National Geographic, Forbes Global, The Economist
CHITKARA UNIVERSITY,
7
CONSUMER BEHAVIOUR

8. The electronic media include : CNN, CNBC, and BBC
World .
All the advertisements depicted the characteristic
features of that particular country in which it was shown.
To promote the idea of being World‟s Local Bank , HSBC
employed local people .
Language is a tool to reach wide range of customers, so
that HSBC conducted a special program to enhance the
language skills.
diversity awareness training- this training event was for
the managers and supervisors to help them serve diverse
communities better.
CHITKARA UNIVERSITY,
8
CONSUMER BEHAVIOUR

9. Q: what were the drawbacks of the „think, globally, act
locally‟ strategy adopted by William Purves? What
prompted HSBC to re-brand?
• Ans:
In late 1980s, when William Purves took over as chairperson of
HSBC, it was relatively unknown outside Asia.
Mr. William acquired dozen of bank brands and changed HSBC into
a global bank .
HSBC consolidated about a dozen brands that it had acquired, 5500
offices, and 1200 financial services subsidiaries which were spread
all over the globe , with a philosophy of “think Globally ,Act Locally.”
CHITKARA UNIVERSITY,
9
CONSUMER BEHAVIOUR

10. BRAND
Drawbacks of CONFUSION
Think Globally HSBS went online –
& challenge was to use
Act Locally internet to become a
borderless bank.
CHITKARA
UNIVERSITY, 10
CONSUMER BEHAVIOUR

11. • Bond consolidated the various
brands under the HSBC brand
name.
• The re- branding elements was
What prompted
associated with the risk .
HSBC to
• Trust element was very critical
re-brand ? In the case of financial
services .
CHITKARA UNIVERSITY,
11
CONSUMER BEHAVIOUR

12. PRESENT SCENARIO…
CHITKARA UNIVERSITY,
12
CONSUMER BEHAVIOUR

13. As of 2011 it is the world's second-largest banking and
financial services group and second-largest public
company.
according to a composite measure by Forbes magazine.
It has around 7,500 offices in 87 countries and territories
across Africa, Asia, Europe, North America and South
America and around 100 million customers.
As of 30 June 2010, it had total assets of $2.418 trillion,
of which roughly half were in Europe, a quarter in the
Americas and a quarter in Asia.
HSBC is a universal bank and is organised within four
business groups:
 Commercial Banking; Global Banking and Markets HSBC's Hong
(investment banking) Kong head office,
 Personal Financial Services (retail banking); and also designed
 Private Banking. by Norman Foster
CHITKARA UNIVERSITY,
13
CONSUMER BEHAVIOUR

14. CHITKARA
UNIVERSITY, 14
CONSUMER BEHAVIOUR