Marketing Analysis and Planning at HSBC

Marketing Analysis and Planning at HSBC This report highlights the market segmentation of the HSBC credit card in India. The organisation segments the market on the basis of geographic locations and in view of income, lifestyle and behavioural traits. The product has been majorly targeted to the existing customers of the bank and the shopaholics at the Westside store. The bank also emphasises on increasing credit card-spends and customer satisfaction by offering distinct product types and elite additional benefits unlike its industry rivals. The brand image and service excellence of the organisation has positioned its credit card at an elevation. The marketing mix strategy executed by the bank coils strength to the market position of its credit card. HSBC has designed its credit card to satisfy the needs of every individual in the respective market segment by offering six different card types. The demand for credit card is increasing in the country as more people prefer plastic money over hard cash. Hence, they are willing to pay the optimum price for the card usage. The massive presence of the entity gives an advantage over the competitors and provides convenience to the customers. The report also emphasises on the success of cobrand association with the Westside store and the effective marketing strategies implemented by HSBC. The consumer engages in complex buying behaviour due to numerous similar product options. The effective and efficient marketing mix implemented by the bank echoes positivity on the buyers behaviour towards the credit card. The product satisfies the consumer needs and wants, cost, convenience and communication aspect enhancing the buyers inclination towards the product. Finally, the report critiques the marketing strategy executed by the organisation. It also sketches the key marketing facts and suggests future marketing plans which might help in accelerating growth. 1.1 Description of the Organisation The HSBC group in India was founded in October 1853 when the Mercantile Bank of India, China and London was established in Mumbai. With the authorised capital of INR 5 million, the mercantile bank opened branches in Chennai, London, Colombo and Kandy. By 1855, the bank expanded operations in Kolkata, Canton, Singapore, Hong Kong and Shanghai. The HSBC Group serves around 100 million customers worldwide through around 8,000 offices in 87 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of some USD 2,418 billion at 30 June 2010, HSBC is one of the worlds largest banking and financial services organisation. HSBC is marketed worldwide as the worlds local bank. (About us, www.hsbc.co.in) The HSBC Group is committed to the five core business principles of outstanding customer service: effective and efficient operations, strong capital and liquidity, prudent lending policy and strict expense discipline. 2. The market segment of HSBC credit card HSBC isolates the various broad segments within the market and follows segmented marketing. The company divides the market on the basis of creditability. It offers several card types to different market segment adopting clustered preferences. The chart below illustrates HSBCs bases for segmenting: C:UsersPrashantDesktopUntitledaa.jpg The consumer market has been classified on the grounds of different geographical units i.e. states, cities and regions. The main focus is to target urban and sub-urban markets needs and preferences. With the economic growth in the country, double income has become a common scenario in most families resulting in high spending power. HSBC divides the market on the basis of their income and the purchasing power, occupation and social class. Buyer under the common segment group may have different psychographic profiles bases personality and lifestyle. HSBC and Westside offer the cobranded card that is designed to supplement the lifestyle and is regarded as mark of prestige and recognition. The consumer market has further been segmented on the basis of the buyers attitude, knowledge, usage and response to the product. 2.1 Product Targeting HSBC targets the existing customers of the bank from Personal Banking, Assets and Investments and Personal Finance Services (PLB, AIQ PFS) through open market acquisition bases their creditability. HSBC amalgamates its customer base, while amplifying revenue from within the existing customers by majorly increasing their spending on the card instead of hunting for new prospects. The bank can afford new cards, but not at the expense of non-performing assets (NPA). The bank majorly engages in cleaning-up on credit card portfolio and emphasis on retained growth. The bank also considers the credit cards for upgradation to superior card types bases the income criteria. The chart below shows the income eligibility criteria (GBP) for its card types: Source- www.hsbc.co.in There is no income eligibility criterion for HSBC Premier credit card as the existing cards are upgraded to Premier bases card performance and creditability. Furthermore, HSBC targets the Westside store shoppers covering the entire age group in the market. With the acceleration in urbanisation, the rise in customer density area is evident thus enabling efficient utilisation of resources by reaching same number of consumers with minimum number of store outlets. The consumers are in the middle to high range income groups as the products in the store are moderately priced. HSBC Credit card operations, which keep a hawks eye on demographics, are swooping down on shopaholic consumers through the cobrand association with the Westside store. 2.2 Market Positioning and Major Competitors HSBC has a competitive advantage over its counterparts as it engages in offering better, cheaper and newer products and services. It incorporates the customer-benefit approach and product-class approach in order to position its product overcoming the industry rivals. Major Competitors: Citibank Credit Card Standard Chartered Credit Card SBI Credit Card ICICI Credit Card Axis Bank Credit Card HSBC differentiates its credit card from its competitors bases four dimensions: Product Differentiation The HSBC credit card provides special features like fuel surcharge waiver and exclusive rewards programme. The petrol fuel surcharge waiver is an elite feature on HSBC credit card which undermines the similar product offered by the market competitors. The rewards programme on HSBC credit card gives bonus points to the cardholder on every purchase that can be redeemed for annual fees, gifts, gift vouchers, charities and JPmiles (Jet Airways Jet privilege account). Along with these features, HSBC Westside Co-branded card is packed with benefits from both the HSBC and Westside. The card offers privileges and superior savings for a memorable shopping experience unlike its competitors. The HSBC credit card is globally accepted at over 18 million establishments worldwide and over 1 lakh establishments in India. The card has access to cash, round the clock, at over 700000 ATMs worldwide. HSBC endeavours password protected payment facility on the Internet at no additional cost. Moreover, the card comes with the zero lost card liability after the loss of card has been reported to the HSBC. Service Differentiation The cardholder is provided with the usage and service guide along with the credit card to safeguard consumer from any misuse of the product. Moreover, HSBCs international connectivity gives it competitive advantage over a similar product available in the market. The post-sale service is also an integral aspect that a consumer looks for before buying a product. HSBCs preamble is to ensure that the customer get the best of service. The cardholder may contact the customer service channels i.e. phone banking service, email or visit the nearest HSBC branch for any probes. The quality of service offered by HSBC provides a brink to its credit cards market position over the industry rivals in the market. Image Differentiation An established brand name is the result of HSBCs continuous identity building programs and service excellence. The logo of the bank signifies that the doors of the Hongkong and Shanghai Banking Corporation are open for business. The symbol of hexagon representing the six quadrants has an instant recognition and bagged a distinct place in the target customers mind. The same has also worked into brand advertisements in conveying the company personality. At the same time, the banks focus is to create a professional and elegant unified ambience across establishments. There is an exclusive Premier Service desk in selected branches to ensure extra comfort and convenience for its valued customer. The organisation has always believed in playing an active role in the community it serves. At HSBC, corporate sustainability is not mere generosity. It takes its Corporate Sustainability (CS) role seriously and helps create an environment where business and nature can flourish hand in hand. Its MicroFinance lending initiative launched in April 2005 has already benefited almost 9000 poor households in Andhra Pradesh giving them the hope of a sustainable livelihood. (HSBC, www.superbrandsindia.com) Majorly, all the banks offer similar offers and features in the product though; it is HSBCs brand name that creates a difference. Personnel Differentiation HSBC has a strong competitive advantage through hiring and training the better individual that its competitors do. The market segment by HSBC is commendable and targeting market bases financial stability is opt for the industry type as there is huge risk involved. Since, the Indian economy to an extent has recovered from the recession; the bank can initiate offering credit cards to new customer bases. The New to Business (NTB) consumer group can be arbitrated bases their credit history and financial stability within formulated limitations using forecast based risk management. Otherwise, the bank ensures service excellence, local presence and strong market position that undermines its rivals. 3. Marketing Mix Developed by HSBC Supports Its Market Position for Credit Card HSBC devises marketing activities and instils the marketing-mix strategies to influence its business partners along with the prospect consumer. Marketing activities are aimed to create awareness, communication and deliver value to the consumer. 3.1 Product The bank offers different product types for every consumer with different needs and wants. The core product benefit of the credit card is the 52 days free credit period for repayment of purchases. The credit card also comes with the cash advance facility wherein the customer can withdraw cash within the specified cash credit limit. The HSBC credit card types currently in the market are as follows: HSBC Classic credit card HSBC Gold credit card HSBC Platinum credit card HSBC Premier credit card HSBC Westside Cobrand Classic credit card HSBC Westside Cobrand Gold credit card With the HSBC Credit Card the consumers can avail the Balance Transfer which allows them to transfer other credit card outstanding dues for repayment at lower interest rates. Furthermore, the HSBC credit card comes with the Loan on Phone facility to convert the purchase into easy instalments. The bank also has cobrand association with CPP Assistance Services Private Limited to safeguard the cardholders interest in event of card loss, theft and related fraud. The CPP (Card Protection Plan) shields the loss of important cards valuable documents including the other credit, debit, ATM, membership or loyalty cards. Furthermore, the role shoppers can also apply upto three additional credit cards for their spouse, parents, siblings and children. 3.2 Price The HSBC credit card has been priced high compared to the most of the competitors in the market. The consumer does not hesitate to opt for the card at offered price considering the brand name and the additional features of the product. The bank charges annual fee towards the card usage which is levied to the cardholders account in the anniversary month and a joining fee on some card types that is levied at point of sale. From time to time, the bank offer cards with no joining fee and cards free from annual fee for life to select customers. The bank may offer 50% discount on the fee bases the creditability of the prospect and the existing customer. 3.3 Place The enormous International presence of the bank ascertains to be a marketing advantage. It endeavours ease of access to bank services to the cardholder even on an international travel. The existing customers of the bank (PLB, AIQ, and PFS) can directly approach any of the branches for credit card application. However, the bank has also established various distribution channels across country i.e. Direct Selling Agents (DSAs) who generates business for the bank under a mutual agreement. Moreover, the banks cobrand association with Westside store has concentrated the target prospect of the bank and enriched its local presence. The consumer can apply for HSBC Westside credit card by visiting any of the Westside store in the region. The Westside store has an enormous presence in the country that ensures that prospect consumers are at ease to reach the product. 3.4 Promotion HSBC focuses on establishing sound communication with the consumer and implement Direct Marketing strategies. The bank advertises the credit card through various marketing means like Email Telemarketing, trade magazine advertising, hoardings, brochures and cobranding. The bank also attempts to create a positive image of the product to ensure word of mouth strategy works for the product. The Westside association has proved propitious for the bank in conquering the target market base. The card is being majorly marketed by cobranding with other business partners (e.g. pizza hut, movie theatres) in form of discounts and coupons to existing cardholders. From time to time, the bank launches the cash back scheme on card usage or on purchases with associated business partners to retain the existing cardholders and lure the prospect. E.g. the bank is offering 5% -10% cash back on purchase using HSBC credit card with the merchant MakeMyTrip (India) Pvt. Ltd. (Travel Agency). The strategy of offering different product types expands HSBCs market horizons and also ensures convenience and sound communication. HSBC views email marketing as a vital component of their overall marketing mix, enabling them to communicate with their customers in a highly targeted way.CPP insurance offered by the bank safeguards the consumer liability for misuse before reporting the card as lost. However, the bank can also offer a card type that requires a passcode on manual swipes like it offers secure pay for online purchases. This will enhance security and the bank would expand its customer base by attracting the consumer group who do not opt for credit card due to the risks involved. 4. Marketing Mix implemented by HSBC influences Buying Behaviour for its Credit Card As the product is one time buy and is long-term association, the consumer engages in complex buying behaviour. The studies show that similar social class exhibit similar buying behaviour. The banks strategy to offer different product types influences the buyers behaviour to opt for the respective product types. The basic core product is identical to the similar product being offered by the industry rivals. However, the distinct product type and additional exclusive features associated with HSBC credit card allures the esteem-seekers who look for class, brand and snootiness. CPP insurance on the credit card safeguards the buyer from the perceived financial risk. Also, the EMI facility towards purchase is more likely to generate magnetizing effect on the buyer. This is also a well-known fact that in spite of increased interest rate and annual fee levied, the demand for credit card is rising. In the last decade in India, the usage of plastic money encouraged the young middle class to defy the Hindi adage Dont stretch your feet beyond your sheet which is another way of saying, Live within your means. (The swipe and spend economy, p.4) Hence, the pricing strategy opted by HSBC has been quite successful to attract the target consumer who associate the product with prestige and reputation. The bank might fail to allure the consumers who look for cost benefit and whose interest is only in the cashless purchase and credit facility. However, the bank should offer a card type without any joining or annual fee with the core product benefit for full market coverage. Many people have a psychology to correlate the price of the product with its quality and brand name the costlier the better. Such consumers are likely to have positive approach while making a purchase decision. C:UsersPrashantDesktopaaa.jpg The 4 Cs associated with the 4 Ps As the HSBCs tagline goes the Worlds Local Bank the bank ensures the same substantiates to be true with its massive presence in the country and worldwide. The Marketing Mix variable Place has been designed by the bank as such it delivers customer benefit effectively. It provides ease of access to the consumers unlike any of the competitors in the Indian market. Hence, the contended comforters who ponder the convenience and service would consider the product over its substitutes. Thereafter, as the credit cardholders need continuous association and post-sale services, the self-actualizers would understand the benefit of massive presence of the entity. HSBC engages in personalized promotion through direct marketing that enhances effective communication with the consumer and develops loyalty and trust towards the brand. The Email and Telemarketing adopted by HSBC has been the wisest strategy to approach the existing customers of the bank. HSBC is a big brand name and a buyer will have a tendency to buy the HSBC credit card if the reference group or the influencer is currently using the same. The word of mouth strategy works well for these buyers. The family members or friends of the existing customers are likely to choose HSBC credit card over its rivals. The bank emphasises on associating with brands that is most popular by all in the target consumer group to expand its market horizon. There will be no market for product that everybody likes a little, only for products that somebody likes a lot. (Kotler.P, Marketing Management p.251) HSBCs association with popular brand develops a positive image for its product and the consumer having preference for the associated brand would develop positive image towards HSBC. 5. Conclusion HSBC credit cards are among the most popular and top-rated credit cards in India. The product has been designed as per the market requirement and caters to the needs and wants of every individual with different product attributes, brand image and additional benefits. Furthermore, the bank focuses on operational excellence, customer intimacy and product leadership to enhance its market position over its industry rivals. The product is moderately priced and ensures convenience to the buyer. HSBCs cobrand association with Westside and collaboration with strong business partners creates positive buyers approach towards the product.