WORLD’S 4TH LARGEST BANK

9,500 BRANCHES IN 85 COUNTRIES

100 MILLION CUSTOMERS

TOTAL ASSETS: US$2.67 TRILLION

REMAIN CLOSE TO THE

CUSTOMER

IT’S POSITION AS HE

WORLD’S LOCAL

BANK ENABLES IT TO

APPROACH EACH

COUNTRY UNIQUELY,

BLENDING LOCAL

KNOWLEDGE WITH A

WORLDWIDE

OPERATING

PLATFORM

WORLD’S LOCAL BANK CAMPAIGN: DEPICTING WAY OF

INTERPRETATION BY DIFFERENT CULTURES AND PEOPLE

DIFFERENT WAY OF

GREETING

SLUR ON HOST’S FOOD?

OR

QUESTIONING THEIR GENEROSITY?

BASES FOR SEGMENTING CONSUMER

MARKETS INTO WELL DEFINED SEGMENTS WITH SIMILAR NEEDS

AND WANTS

AGEGENDER INCOME

REGION:URBAN &

RURAL AREA THINKERS

BELIEVER

ACHIEVERS

NEEDS

ATTITUDE

LOCAL KNOWLEDGE WITH MARKETING EFFORTS DEDICATED

TO SPECIFIC LOCATIONS

SPECIAL BANKCAB AT NEW YORK FOR HSBC CUSTOMERS

“SUPPORT HONGKONG CAMPAIGN” TO REVITALIZE

LOCAL ECONOMY

MARKET TARGETING

EFFECTIVE SEGMENTATION CRITERIA

MEASURABLE

ACTIONABLE

SUBSTANTIAL

ACCESSIBLE

DIFFERENTIABLE

EVALUATING

AND SELECTING

THE MARKET

SEGMENTS

SPECIAL HSBC PRODUCTS AND SERVICES TO CATER

DIFFERENT CONSUMER SEGMENTS

HSBC

NATIONWIDE

PET INSURANCE

“SMART CARD” AND NO-FRILLS CREDIT CARD FOR

MALAYSIAN STUDENTS

FLEXIBLE MARKET OFFERINGS:NAKED SOLUTION: ALL SEGMENT VALUE

DISCRETIONARY OPTIONS: SOME SEGMENT VALUE

SPECIAL BANKS AND SERVICES FOR

HIGH-VALUE CUSTOMERS

SPONSORING AND BRANDING THROUGH

DIFFERENT CAMPAIGNS

SPONSOR EVENTS TO CONNECT WITH

MORE PEOPLE AND COMMUNITIES

“DIFFERENT VALUES” CAMPAIGN TO EMBRACE MULTIPLE

VIEWPOINTS AND DIFFERENT INTERPRETATION

BASES FOR SEGMENTING CONSUMER

MARKETS INTO WELL DEFINED

SEGMENTS WITH SIMILAR NEEDS

AND WANTS

AGEGENDER INCOME

REGION:URBAN &

RURAL AREA THINKERS

BELIEVERACHIEVERS

NEEDSATTITUDE

MARKET TARGETINGEFFECTIVE SEGMENTATION CRITERIA

MEASURABLE

ACTIONABLE

SUBSTANTIAL

ACCESSIBLE

DIFFERENTIABLE

FLEXIBLE MARKET OFFERINGS:NAKED SOLUTION: ALL SEGMENT VALUEDISCRETIONARY OPTIONS: SOME SEGMENT VALUE

EVALUATING AND SELECTING THE MARKET SEGMENTS

WORLD’S 4TH LARGEST BANK

9,500 BRANCHES IN 85 COUNTRIES

100 MILLION CUSTOMERS

TOTAL ASSETS: US$2.67 TRILLION

CREATED BY KEYUR VOHRA, IIT MADRAS DURING A MARKETING

INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW

KEYUR VOHRAIIT MADRAS

PROF. SAMEER MATHUR