A SMALL PREVIEW of Hong Kong and Shanghai Banking Corporation

1. INTERNSHIP ASSIGNMENT :
THE WORLD’S LOCAL BANK

2. INTRODUCTION TO THE BANK
• HSBC is a multinational company of British origin that
works in the finance and banking sector. Founded in
the year 1991, it has its headquarters in London, UK.
HSBC has the distinction of being the second largest
bank of the world and it operates as a public ltd
company. It has a strong base in India and thus has
various competitors in the banking sector and some of
its main rival’s in India are :
• State Bank Of India
• ICICI Bank
• HDFC Bank

3. PRODUCT LINES /MARKETING MIX
• Personal Banking
• Non-Resident Indian Banking
• Financial Planning Services
• Corporate Banking
• Business Banking
• Cash and Payment Management
• Institutional Banking

4. CUSTOMER CENTRIC BANK
• HSBC allows its customers internet banking
services. Customers have an easy approachability
to the various internet services provided by the
bank round the clock twenty-four hours a day.
ATMs are set at strategic locations in almost all
the major points so that the customers can easily
benefit from the services. Trained guards are
recruited outside the ATMs and the banks so that
the customers get a feeling of safety while
conducting transactions.

5. BEING KNOWN AMONGST THE
COMPETITORS & CUSTOMERS
• To create awareness about its bank and the various services it provides,
HSBC has decided to use extensive promotional strategy. Advertising was
the best tool and therefore HSBC placed advertisements on billboards,
newspapers and business magazines. Informative commercials were
telecast at regular intervals on the television so that the consumers could
become familiar with the bank and its strategies.
• All the ads of the bank have been informative, emphasizing on the
numerous products and services it provides. HSBC has acted as sponsors
for many events and exhibitions. It has been the official sponsor of
“Jaguar Racing Formula One” team, “HSBC Women’s Champions” in Golf,
“AS Monaco” in Football, “Telford Raiders” in Rugby. HSBC is also the
banking partner of “Wimbledon Tennis Championship”.
• To create a good image of its bank, it has become a supporter of
environmental and social causes for instance the bank is promoting to
protect nearly twenty thousand plants from being extinct. HSBC has a tie-
up with “SOS Children” and are the sponsors of “Great Canadian
Geography Challenge”.

6. INNOVATIONS TILL DATE AND EXPLORING MORE GROWING FURTHER :
1. HSBC’S trade forecast tool
2. FORMATING WESTERN TELEVISION IN CHINA
3. As China’s growth powers on, the global trend towards collaborative consumption
– the so-called ‘sharing economy’ – is taking root in the country with increasing vigor

7. HSBC’s INSIGHTS, STRATEGIES,
TAKEAWAYS !
• 1. There is value in community websites
• Like many in the financial sector in recent years,
HSBC have created a community – an editorially-
driven website – in which to publish a great deal
of content from a variety of authors and
partners.
• The real value comes from distribution
• Amanda explains that the real value HSBC derives
from community content is how it is used
through social media channels and as part of
conversations sales teams have with prospects.

8. Content is a nurturing tool
. Niche content resonates
more strongly
Proprietary content is winning
. Live events
HSBC also brings their
content offline, so it can work
at conferences and events
and continue to tell that story.

9. THE MORE YOU LOOK AT THE WORLD , THE MORE
YOU
REALIZE WHAT REALLY MATTERS TO PEOPLE -
TRACY BRITTON
(MARKETING HEAD FOR HSBC BANK , USA )

11. HSBC SPONSORS MORE THAN 250
CULTURAL AND SPORTING EVENTS WITH
A SPECIAL FOCUS ON HELPING THE
YOUTH, GROWING EDUCATION,
AND EMBRACING COMMUNITIES.

13. OUR POSITION AS THE WORLD’S LOCAL BANK ENABLES US TO APPROACH EACH
OUNTRY
UNIQUELY , BLENDING LOCAL KNOWLEDGE WITH A WORLDWIDE OPERATING PLATFORM
- SIR JOHN BOND, HSBC’S Former Chairman.

14. IT’s BASIC PUNCH LINE
WHICH IS RENOWNED
AND SEEN IN PROCESS
TOO.

15. BEING A GOAL ORIENTED BANK, HSBC NOT ONLY
FOLLOWS THE WRITTEN RULES AND STRATEGIES , IT
ALSO SEES WHETHER THOSE ACTIVITIES ARE GOING
TO FORM A RIGHT PICTURE GROWING FORWARD.
AND FOR THIS PURPOSE, IT DOES SWOT ANALYSIS.

16. STRENGTHS : 1. Sound finances may give you advantages over your
competitors
2. . Management and personnel skills and systems may provide
equally important
underpinnings for success.
Strengths in production may include the right premises and plant,
and good sources of materials or sub-assemblies.
WEAKNESSES :
1. Inefficient production, premises and plant can undermine any
business
, however hard people work
2. Lack of marketing focus may lead to:
Unresponsive attitudes to customer requirements.
A limited or outdated product range.
Complacency and a failure to innovate.
Over-reliance on a few customers.

17. LATEST ALARMING NEWS ABOUT HSBC !!!
- HSBC upgrades Suzlon energy to 'neutral‘ from underweight and raised the stock
target’s
Price 50 Rs form 40 Rs .
-Spectrum bids may not surpass Rs 80,000 crore: HSBC
- HSBC reaches $1.75 billion settlement in household case.

18. HSBC EARNED $142 BILLION IN SALES IN 2009, MAKING IT THE
21ST
LARGEST COMPANY IN THE
WORLD.
IT CONTINUED ITS POSITION AS THE WORLD’s LOCAL BANK
WHICH ALSO IMPROVED ITS
BRAND VALUE AND PLACED IT 32nd
ON THE 2009 BUSINESS
WEEK GLOBAL BANK RANKINGS.

19. SOME OF THE BRAND HOLDERS AND
CUSTOMERS WHO HAVE BEEN GIVEN A
COMMENDABLE SUPPORT BY HSBC BANK –
THE WORLD’S LOCAL BANK !

20. SOME STILLS FROM THE HSBC SAFEGUARD PREVIEW !!

21. Disclaimer
Created by Kanika Chawla, Deen Dayal Upadhyaya College,
University of Delhi during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow