1. HSBC IN SCOTLAND A star’s marketing strategy
Analysis and presentation by Matthew Chisling,
Kirsty Ion, Riley O’Brien and Danielle Wilson

2. Brand Strengths and Weaknesses
Agenda
Consumer Insight
Brand Strengths and Weaknesses
Marketing Concerns
Strategy
Reasoning
Solution
Implementation

3. The HSBC Brand: Strengths and Weaknesses

4. The HSBC Brand: Strengths and Weaknesses in Scotland
Further resources for information – get that list from everyone
Student product – we want to emphasize
Business service
Research on upper lelve student income -
Invesmtnet policies and stuff
How to reach students: link nri proposition – we
Make clear that we are trying to reach international, high-income students – that will have a different targeting strategy. If we do target intenrational students , we will need to implement preimier strategy
When students leave Scotland and go hoem, they should swtich to HSBC – that’s a relaly good point why to target students
You were your bank bailed out
Hsbc is scotland created
Your business is connected, why isnt your bank
Businesses that do fit into our key range –
Direct advertising, send them a package – matt
Case competition - matt
Look at where to put the banks - someone
Servicescapes – matt
Add in finance slide.
HSBC has locations in London, Dublin, Paris, etc.

5. “HSBC is the star of banking… just no one knows it”
Consumer Insight:
“HSBC is the star of banking… just no one knows it”

6. Questions to Consider How to attract new customers?
What can we do for businesses?
How can we communicate our strengths?
How can we cross-accquire customers?
How do we better position global connectivity?

7. The STAR’S Strategy

8. The STAR’S Strategy
Students
Travellers
Advertising
Recruitment
Social Media
The Star’s strategy is relevant because it allows for bottoms-up access: The bank will reach out to all levels of consumer and business that might be investing in HSBC – Even when students graduate and move on they will be tethered to HSBC – because they have been given real benefits while a student customer.

9. The STAR’S Strategy Students Travellers Advertising Recruitment
Social Media
New Customers
Businesses
Communication
Cross and Upselling
Global Connectivity

10. The STAR’S Strategy Students Travellers Advertising Recruitment
Social Media
Mortgage Accquisitions
International Business
International Investment
Attaining Deposits
Better Value and Happier Retained Customers

11. Why Students?
Students can bring the money home, and the bank, home with them.

12. To Reach Students:

13. Why Travellers?

14. To Reach Travellers

15. Advertising Campaign HSBC to Consumer Marketing Strategy
Direct Marketing
Presence and Print
Public Relations and Community Integration

16. Direct Marketing Tongue-in-Cheek Tone
Specific Pillared/Segmented Advertisements
Promotion of Prestige and Connectivity

17. High Street Billboards
Presence and Print
Taxi-Promotion
Car-city connection
Inexpensive, mobile, “buzz”-worthy
High Street Billboards
Establish wealth association
Enables highly-competitive market for differentiation
Airport Routes
Extend on existing campaign
Follow-through

18. Public Relations and Community Integration
Scottish Celebratory Holidays (Guy Fawkes, Hogmenny)
Inter-University Case Competitions
Holiday-Pull (Bradesco)
International Connectivity (Olympics)

19. Advertising Sample A

20. Advertising Sample B

21. Why “Recruitment” B2B Strategy
Engage in collaborating with independent financial advisors – new branches will access new office space for them.
Headhunting strategy
Social media developer (link business and consumers/students)

22. Who Are We Recruiting? B2B Strategy
Engage in collaborating with independent financial advisors – new branches will access new office space for them.
Headhunting strategy
Social media developer (link business and consumers/students)

23. Social Media & HSBC

24. What We Need from HSBC Switching service
Customer professionals for students

25. Development Strategy & Implementation