HSBC IN SCOTLANDA star’s marketing strategy

Analysis and presentation by Matthew Chisling, Kirsty Ion, Riley O’Brien and Danielle Wilson

Agenda

The HSBC Brand: Strengths and Weaknesses

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 IS THE STAR OF BANKING… JUST NO ONE KNOWS IT”

Consumer Insight:

Questions to Consider

The STAR’S Strategy

The STAR’S Strategy

The STAR’S Strategy

The STAR’S Strategy

Why Students?

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

To Reach Students:

Why Travellers?

To Reach Travellers

Advertising Campaign

Direct Marketing

Presence and Print

Public Relations and Community Integration

Advertising Sample A

Advertising Sample B

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)

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)

Social Media & HSBC

What We Need from HSBC

• Switching service• Customer professionals for students

Development Strategy & Implementation