HSBC IN SCOTLAND

1. HSBC IN SCOTLAND ASTAR’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 • NRI Proposition • Trade links developed across borders • Strongest brand perceptions globally • Strongest reserves of banks – bailout prevention • History of responsible banking • Premier Customer Program • Greatest growth potential of all banks

4. The HSBC Brand: Strengths and Weaknesses in Scotland • Little coverage relative to other banks • Strong misconceptions about brand • History of taking a loss to save customers • Gap between brand globally and locally • Little current promotion • Differentiation not emphasized enough between HSBC and other Scottish banks

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? Increasing gap in the market for international students

12. High growth rate of international students at Scottish Universities Why Students?

13. Why Students?

14. To Reach Students:

15. Who are Travellers?

16. Why Travellers?

17. Immigration Growth

18. Immigrant Age Profiles

19. Immigrant Regional Distribution

20. Immigrants VS. UK Born • Job Distribution • 49% foreign-born workers in highly skilled jobs • 42% UK-born workers in highly skilled jobs • Education • 37% immigrants have degrees • (46% of those arrived in last 2 years have degrees) • 17% UK-born have degrees

21. Immigrants VS. UK Born • Determinants of Immigrant Earnings • English Language Skills • Work Experience • Education • Ethnicity • Agency working • Length of time in the UK • Large variation in labour market outcomes

22. Target Immigrant Profile • Age: 20s • Education: University Degree • High English Language Skills • Non-Agency Employed • Outside The A8 • Employed In, Or Seeking, A High Skill Job

23. Why Immigrants?

24. Why Immigrants?

25. Why Immigrants?

26. Why Immigrants?

27. Why Businesses? • Not a huge stress • Focus on non-cash intensive business • International operation/trade • HSBC value proposition is international assistance

28. Identifying Consumers • HSBC Strength Is Banking • Find A Partner Whose Strength Is Consumer Demographics • Build A Relationship For The Future

29. Identifying Consumers

30. Advertising Campaign

31. Direct Marketing

32. Presence and Print

33. Public Relations and Community Integration

34. Advertising Sample A

35. Advertising Sample B

36. Advertising Sample C

37. Advertising Finances

38. Why “Recruitment” • Human Resources – Vital to increase awareness and encourage purchase • Consumer decision making model:

39. HSBC People

40. Targeting Recruitment

41. Techniques

42. Servicescapes

43. Servicescapes: Ambient Conditions • Smell, sound, temperature • cultural context For HSBC: • The general feel needs to warm new customers • Ambient conditioning already competitive in banks • We need to communicate brand hospitality/welcoming feel • Solution: Main Reception Area

44. Servicescapes: Spatial Layout • Importance placed on familiarity, perpetuity • Navigation tools for culture For HSBC: • No current prospects in this field • Navigation by means of guidance • We need to communicate brand’s global focus • Solution: Travel Assistance Proximity

45. Servicescapes: Signs and Symbolism • Smell, sound, temperature • Cultural context For HSBC: • Elements of the banks need to mirror current brand values – Let the brand soak through the seats • We need to communicate brand prestige • Solution: Premier Stalls

46. Servicescapes What we want: What we need:

47. What We Need from HSBC

48. Development Strategy & Implementation

49. Development Strategy & Implementation

50. Resources and References