HSBC is the world's second largest bank by assets and operates in over 70 countries. It has a global presence and markets itself as the "World's Local Bank" by targeting customers around the globe. HSBC uses market segmentation to identify and target niche markets. Some of its marketing strategies include print ads, establishing in new markets through campaigns, and identifying fast growing areas like pet insurance in Hong Kong. While this global positioning allows HSBC to access a huge potential customer base, it also presents management challenges to cater to different customer groups worldwide.

1. MARKETING
EXCELLENCE

2. HSBC – presence around the globe
Born here

3. HSBC – World’s 2nd largest bank
It worth $2.7trillion compare to India’s
2.1 trillion.

4. It’s more than our nation’s economy

5. How it achieved this?

6. Let’s Analyze HSBC’s Marketing Strategy

10. Unique about HSBC Market Segmentation.

11. New York Times calls it..

12. HSBC Target Markets..
Everyone around the globe where it exists

13. Important is to make people aware
about it
But How?

15. Print Ads

16. Establishing in New Markets Require
Campaigning

17. New York City’s Most Knowledgeable
Cabbie Contest

19. Ad Campaign – “Different Values”

20. Identifying And Targeting Niche Markets

21. Pet Insurance – Hong Kong – Identified
growth rate 125% in 2003.

23. How to Effectively Connect with Customers

28. Marketing Costs

29. $600 million

30. But, also generate revenue of..
$142 billion

31. Let’s analyze few Insightful
questions

32. What are the risks and benefits of HSBC's
positioning itself as the "World's Local
Bank."

33. RISKS
Risk
• Global bank is intimidating
to local consumers.
• A lot of services and
programs to cater different
group needs thus
management problem.
Marketing Concept
• Differentiating itself from
local banks.
• Management chaos. High
cost due to n number of
services. More problematic
in country like India, having
high demographic dividend.

34. BENEFITS
Benefit
• Whole world is the market.
• Serving all, and by “different
values” campaign serving as
per needs
• The slogan give it a local
image thus help in better
connecting to its customers.
Marketing Concept
• Mass marketing – high
gains, lower costs.
• Value propositions as per
needs.
• Slogan is simple, effective
and easy to remember.

35. Does HSBC's most recent campaign
resonate with its target audience?
Why or Why Not?

36. Yes, it does
Why?
• Identifying and serving
niche markets
• Demographically
segmenting and addressing
to people’s needs.
Relevant Data/Pictures

37. No, it doesn’t
Why not?
• Its vague to a novice and
doesn’t allure customer by
differentiating.
Relevant Pictures/Data
HSBC shut down its private
banking system in India

38. Some Social Initiatives By Bank Worldwide

39. Now, summarizing
in words of HSBC..

41. DISCLAIMER
Created By Vishal Nagarkoti, IIT Patna,
during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow