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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 A star’s marketing strategy Analysis and presentation by Matthew Chisling, Kirsty Ion, Riley O’Brien and Danielle Wilson
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.
Consumer Insight: “HSBC is the star of banking… just no one knows it”
Why Students? Students can bring the money home, and the bank, home with them.
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)
What We Need from HSBC • Switching service • Customer professionals for students