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HSBC IN SCOTLAND

HSBC IN SCOTLAND. A 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 .

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HSBC IN SCOTLAND

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

  2. Agenda

  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.

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

  6. Questions to Consider

  7. The STAR’S Strategy

  8. The STAR’S Strategy

  9. The STAR’S Strategy

  10. The STAR’S Strategy

  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

  16. Direct Marketing

  17. Presence and Print

  18. Public Relations and Community Integration

  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

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