HSBC stands for Hong Kong and Shanghai Banking Corporation Limited. It was established in 1865 and is now the world's fourth largest bank by assets. By the late 20th century, HSBC had acquired many companies to implement a "three-legged stool" strategy focused on the UK, USA, and Asia. HSBC launched a global campaign called "Different Values" to embrace understanding multiple viewpoints. The campaign featured a commercial about a girl's lemonade stand accepting various currencies, demonstrating how even small businesses will be multinational in the future.

4. About HSBC
 HSBC stands for Hong Kong and Shanghai Banking
Corporation Limited.
 Established in 1865 to finance growing trade between China
and United Kingdom by Thomas Sutherland.
 First incorporated on 14th August, 1866.
 First bank in Thailand and printed the country’s first
currency notes.

5. Facts about HSBC
 Public Limited Company
 Industry : Banking, Financial Services
 World’s fourth largest bank in terms of assets.
 Area Served : Worldwide
 Revenue : $ 60.68 billion
 Total Assets : $ 2.670 trillion
 Website : www.hsbc.com

7. “THREE LEGGED STOOL” STRATEGY
By the end of 20th century, HSBC had acquired
numerous companies in hopes of implementing
a “three-legged stool” strategy; the three legs
represented a foothold in UK, USA and Asia.

8. ‘DIFFERENT VALUES’
HSBC launched one global campaign titled
“Different Values” which embraced this exact
notion of understanding multiple view points
and different view points.

9. Different Values

10. Different Values

11. The Lemonade AD
It tells the story of a young entrepreneurial girl
who sets a lemonade stand that accepts variety
of different currencies.
HSBC demonstrates that as the global financial
landscape shifts and evolves, even the smallest
businesses will be multinational in future.

12. YouTube video link : https://www.youtube.com/watch?v=yOct05ANPC4

13. World’s Local Bank
• HSBC wants to be known as the “world’s local
bank.” This tagline reflects HSBC’s positioning
as a globe-spanning financial institution with
a unique focus on serving local markets.
• HSBC has successfully grown its business
under a single global brand under this tagline.

14. World’s Local Bank
• The aim was to link its huge international size
with the close relationships it nurtures in each
of the countries it operates.
• 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

15. Concentrating on little known
Products
• The bank has gained insight into how to target
consumers natures with unique products and services
• For example it found a little known product area
growing at 125% year, pet insurance. HSBC now
distributes nationwide pet insurance to its depositors
towards HBSC insurance agency.
• In Malaysia, it had a smart card and no frills credit
cards to undeserved student segment and targeted
high value customers with premium centre bank
branches.

16. Traditional Advertising
• Advertising in airports.
• Sponsoring 250+ cultural and sporting
events.
• Advertising with special concentration on
helping youth, growing education and
embracing communities.

17. Questions to ponder
• What were the risks and benefits of
HSBC’s positioning itself as the “World’s
Local Bank”?
• Evaluate HSBC’s recent business and
marketing shift. How do you think its
current campaign and tagline,” HSBC
helps you unlock the world’s potential,”
resonate with its key consumers?

18. References
1. Marketing Management by Philip Kotler edition 15.
2. HSBC – Wikipedia https://en.wikipedia.org/wiki/HSBC
3. HSBC - Website www.hsbc.com
4. http://www.about.hsbc.co.in/
5. https://www.ukessays.com/essays/business/

19. “Stay hungry, stay foolish”
-Steve Jobs