INTRODUCTION

A BRIEF HISTORY OF HSBC

HSBC is named after its founding member, The Hongkong and Shanghai Banking Corporation
Limited, which was established in 1865 to finance the growing trade between Europe, India and
China.
The inspiration behind the founding of the bank was Thomas Sutherland, a Scot who was then
working for the Peninsular and Oriental Steam Navigation Company. He realised that there was
considerable demand for local banking facilities in Hong Kong and on the China coast, and he
helped to establish the bank which opened in Hong Kong in March 1865 and in Shanghai a
month later.
Soon after its formation, the bank began opening branches to expand the services it could offer
customers. Although that network reached as far as Europe and North America, the emphasis was
on building up representation in China and the rest of the Asia-Pacific region. HSBC was a
pioneer of modern banking practices in a number of countries for instance, in 1888 it was the
first bank to be established in Thailand, where it printed the country's first banknotes.
From the outset trade finance was a strong feature of the local and international business of the
bank, an expertise that has been recognised throughout its history. Bullion, exchange, merchant
banking and note issuing also played an important part. In 1874, the bank handled China's first
public loan and thereafter issued most of China's public loans.
By the end of the century, after a strong period of growth and success under the leadership of
Thomas Jackson (chief manager for most of that period from 1876 to 1902), the bank was the
foremost financial institution in Asia.

HSBC in India

HSBCs origins in India date back to 1853 when the Mercantile Bank of India was established in
Mumbai. The bank has grown steadily and now offers products and services to corporate and
commercial banking clients and retail customers.
The Mercantile Bank of India, London and China was founded in Bombay (now Mumbai). By
1855, the Mercantile Bank had opened offices in London, Madras (Chennai), Colombo, Kandy,
Calcutta (Kolkata), Singapore, Hong Kong, Canton (Guangzhou) and Shanghai. In 1950 it
moved into its new head office building at Flora Fountain in Mumbai.
The Mercantile Bank was bought in 1959 by The Hongkong and Shanghai Banking Corporation
Limited. Founded in 1865 to serve the needs of the merchants of the China coast and finance the
growing trade between China, Europe and the US, HSBC has been an international bank from its
earliest days.
HSBC in India has been active in the development of the Indian banking industry - even giving
India its first ATM in 1987.

HSBC Group members in India

The Hongkong and Shanghai Banking Corporation Limited

HSBC Asset Management (India) Private Limited

HSBC Electronic Data Processing (India) Private Limited

HSBC Professional Services (India) Private Limited

HSBC Securities and Capital Markets (India) Private Limited

HSBC Software Development (India) Private Limited

HSBC InvestDirect (India) Limited

HSBC InvestDirect Securities (India) Private Limited (formerly known as HSBC InvestDirect
Securities (India) Limited)

HSBC InvestDirect Financial Service (India) Limited (formerly known as Investsmart Financial
Services Limited) HSBC InvestDirect Sales & Marketing (India) Limited

HSBC Agency (India) Private Limited

HSBC Global Shared Services (India) Private Limited

Businesses
HSBC serves its customers in India through our four global businesses:

Retail Banking and Wealth Management: The Bank offers a wide range of services and
products to resident as well as non-resident Indian customers based in various countries across
the globe.

Commercial Banking: Commercial Banking (CMB) provides services to business and corporate
clients. Our services include business accounts, payments and cash management solutions, trade
services, and a range of borrowing solutions.

Global Private Banking: HSBC Private Banking offers a range of products and services
including advisory and wealth management products and services for high net worth clients and
their families.

Global Banking and Markets: Global Banking and Markets business provides financial
products and services for corporate and institutional clients. This includes transaction banking,
treasury services, investment banking, advisory, capital markets, foreign exchange, fixed income
and derivatives.

Marketing Mix Of HSBC Bank India.

Product in the Marketing mix of HSBC

Based on the data available on hsbc.co.in, HSBC India provides wide variety of services to its
customer diversified from personal banking customers to Giant Corporate customers.
1.) Personal Banking
a.) Bank Accounts
i.) Savings Bank Account

You can automatically transfer extra savings from your savings account to a fixed deposit,
through a standing instruction++ to enable you to earn higher interest

Transfer funds in an easy, fast and convenient manner with the Card-to-Card Transfer facility
using the Visa Money Transfer Service. To know more, Click Here.
Keep a track of your account with Free Monthly E-statements. You will receive a mail every
month to your internet banking messages inbox as well as your personal email address (provided
your personal email id is registered with the Bank) informing you when your E-Statement is
ready.
You can also collect your monthly paper statements from your branch of account by visiting your
branch of account in person to collect the same
Monthly statements will only be available for collection in the branch for the preceding month
(i.e. please visit the branch in April 2013 to collect your March 2013 statement)
Personalised payable-at-par chequebook
Manage and transact on your savings account, pay your bills and much more by taking advantage
of HSBC's Personal Internet Banking

 ATM access- Our wide network of ATMs has made banking all the more convenient
for you. Withdraw cash, transfer funds, deposit cheques and cash, request for a
bank statement, cheque-book or mini-statement and check your balances.

International debit card- Your HSBC debit card is internationally valid and very handy
when you are traveling abroad. Access to HSBC Group ATMs and ATMs affiliated to
the Visa network and access to Visa merchant outlets worldwide.* Enjoy higher
purchase transaction limits on the HSBC debit card^. The limits for resident
accounts are as follows:

Savings Account (Resident customers): INR 40,000 per day

ii.) HSBC Fixed Deposits
When it comes to assured returns, choosing the right type of savings scheme makes all the
difference. HSBC Fixed Deposits let you make the most of value-added benefits as you create
wealth at low risk.

You can now open a Fixed Deposit with Rs. 10,000 only

Enjoy high interest rate on your HSBC Fixed Deposits (consult your Customer Service Officer
on available options)

Choose the best tenure for you from a wide range as per your convenience

Avail of our special interest rates for select tenures

iii.) HSBC Demat Account
As a depository participant, we offer you HSBC Demat Accounts, armed with a range of
services.

You can purchase, hold and sell shares in electronic form

Get transaction statements as and when you transact on Monthly basis & your Holding statement
on a yearly basis, showing current portfolio of shares

As an NRI, you can easily dematerialise your portfolio of shares in India with us*

Say goodbye to risk of loss, theft or mutilation of shares

Now, stop worrying about bad deliveries, forgeries and duplicate share certificates

You can now avail the Basic Services Demat Account offerings of the bank.

iv.) HSBC Premiere

HSBC Premier provides personal support for your personal economy. Your personal economy

represents the health of your whole financial life.

The HSBC Premier offering includes:
o

A trained and accredited HSBC Relationship Manager to assist you with

banking and wealth management needs

o

A complimentary HSBC Premier MasterCard Credit Card with offers

such as airport lounge access, discounts at select restaurants, access to select golf
courses, cashback on movie tickets, fuel surcharge waiver, shopping offers, etc.
o

Withdrawal limits of upto Rs. 150,000 per day and unlimited free

transactions at any ATM (including non-HSBC ATMs) in India on the HSBC Premier
Platinum Debit Card
o

Global recognition and support at HSBC branches across the world,

including emergency encashment of USD 2,000 for you and your family
HSBC Premier in India comes to you by maintaining a quarterly Total Relationship Balance
(TRB)1 of Rs. 2,500,000 (Rupees twenty five lakh only)
If we observe that the eligibility criterion is not maintained consistently, the Bank may be
constrained to reclassify your HSBC Premier account to an alternate offering. You will receive
further communication and due notice prior to any such account reclassification.
HSBC will notify you of any changes in the terms and conditions of this offering with prior
notice of one month.

v.) Basic Savings Bank Deposit Account

HSBC Basic Savings Bank Deposit Account (BSBDA) makes it convenient for you to avail of
basic banking services without any fees or charges, and without maintaining any minimum
balance in the account.
Services offered under this account include:
Debit cards with no annual charges, having a daily cash withdrawal limit of INR 25,000 and a
daily purchase limit of INR 10,000

 Simple and convenient banking from the comfort of your home through free access to Internet
Banking and PhoneBanking
Cheque books on the account
Unlimited free deposits in the account
Free withdrawals per month across demand drafts, pay orders, cheque issuances, electronic
transfers (including RTGS and NEFT), ATM withdrawals and cash withdrawal requests placed
through any of our branches.
Monthly bank statements
As a BSBDA holder, you are not eligible to have or open any other savings bank account with
HSBC in India. If you have any other existing savings account with HSBC in India, you are
required to close the same within 30 days from the date of opening the HSBC Basic Savings
Bank Deposit Account, or else we will be constrained to close such other savings accounts that
you hold with HSBC India
HSBC will notify you of any changes in the terms and conditions of this account with a prior
notice of one month

b.) Loans
i.) Home Loan From HSBC
Loan requirement - Loans ranging from Rs. 3 lakhs upto Rs. 10 crore
Property types - Loans are available to Resident Indians and Non-Resident Indians (NRIs) for
ready properties, select under construction properties approved by HSBC, purchase of plot of
land, self-construction and home improvement. NRI applicants must have a local co-applicant or
a local contact person.
Loan tenure - Loans are available for tenures upto 20 years and for salaried customers up to 25
years.
Interest rate - We, The Hongkong and Shanghai Banking Corporation Limited, India (HSBC/the
Bank) offer Home Loans at floating rate of interest. From time to time we also offer fixed rate
for Home Loans for specific loan tenures. For details, if fixed rate special offering is available,

the offering features and the applicable terms and conditions reach out to your Relationship
Manager or visit the nearest HSBC branch.
Fees & Charges Processing fee- A total of 1% of the loan amount sanctioned or Rs. 10,000,
whichever is higher, will be applicable as Processing Fee (plus service tax).
ii.) Smart Home Loans
Smart Home from HSBC a home loan that enables you to save on interest payments and
thereby reduce tenure of the loan
Your Smart Home is operated through a Smart Home account that acts as a Current Account with
an overdraft limit equal to the amount of the loan disbursed. Your Smart Home account would be
your loan account.
The principal on which your loan interest is calculated, is the principal outstanding minus the
savings you have deposited in your Smart Home account every month, over and above your
Equated Monthly Instalment (EMI).
Loan requirement- Loans ranging from Rs. 5 lakhs upto Rs. 10 crore
Property types - Loans are available to Resident Indians and Non-Resident Indians (NRIs) for
ready properties, select under construction properties approved by HSBC, purchase of plot of
land, self-construction and home improvement. NRI applicants must have a local co-applicant or
a local contact person
Loan tenure - Loans are available for tenures upto 20 years and for salaried customers up to 25
years.
Interest
Loans

rate for

Floating
Under

rate.

Fixed

Construction

rate

is

Property/

not

offered
Interest

for

Smart

Servicing

Home
Loans

In case of under construction properties the loan is disbursed in tranches and interest will be
levied by HSBC only on the amount disbursed. Until the final disbursement of the loan, PreEquated Monthly Instalment (Pre-EMI) is payable. The Equated Monthly Instalment (EMI)4 of
the loan starts only when the loan is fully disbursed.

 Fees & Charges_ Processing fee: A total of 1% of the loan amount sanctioned or Rs. 10,000,
whichever is higher, will be applicable as Processing Fee (plus service tax). iii.) Loan Against
Property
You strive to seize every opportunity and often lack of funds becomes a hindrance in
achieving your goals. With Loan Against Property (LAP) from HSBC you can raise funds
easily against your residential property.
Loans up to Rs. 10 crores
Tenor of upto 15 years
Interest rates Floating rate
Processing fee: A total of 1% of the loan amount sanctioned or Rs. 10,000, whichever is higher,
will be applicable as Processing fee (plus service tax).
iv.) Smart Loan Against Property
SmartLAP from HSBC a loan that enables you to save on interest payments and thereby reduce
the tenure of the loan.
You can raise funds against your residential property with Smart Loan Against
Property(SmartLAP) from HSBC.
Your SmartLAP is operated through a SmartLAP account that acts as a current account with an
overdraft limit equal to the amount of the loan disbursed. Your SmartLAP account would be your
loan account.
v.)Personal Loan From HSBC
When expenses arise, like your daughter's marriage, furnishing your home, higher education for
your children or a family holiday you can turn to Personal Loan from HSBC.
HSBC customers can avail personal loans in the cities of Mumbai, Delhi, Pune, Kolkata,
Bengaluru, Hyderabad, Ahmedabad, Jaipur, Chandigarh, Chennai, thiruvananthapuram,
Cochin, Ludhiana and Baroda only.

Personal loan repayment with low interest rates

HSBC India offers
Personal Loans with flexible tenure of up to 5 years (i.e. tenure from a minimum of 12 months
onwards with additional block of 6 months. You can choose a tenure ranging from 12 , 18, 24,
30, 36, 42, 48, 54 or 60 months).
The maximum loan amount that can be availed of under this offer is Rs. 15 lakhs. Select
customers may be eligible for loans upto Rs. 20 lakhs based on internal credit policy of HSBC.
Transfer of an existing personal loan from another bank in India
No requirement of collateral/guarantor
Easy documentation, quick processing and disbursal

Avail of a Personal Loan from HSBC for

Home renovation or other home related expenses
Marriage expenses
Travel expenses
Transferring an existing loan from another bank
Purchasing consumer durables or equipment
Any other personal needs and contingencies
c.) Internet Banking and Self-Service Banking
i.) Internet Banking
In today's demanding world, you need instant banking solutions for a better lifestyle. Presenting
HSBC's Internet Banking service that gives you complete control over your bank and credit card
accounts online. Now bank from the comfort of your home or office, from around India or
around the world - anywhere, anytime, whenever suits you best.
View your bank account / credit card balances and transactions at your convenience
Transfer funds online to accounts with HSBC and other banks in India.

 Create and manage Fixed Deposits

Say goodbye to queues and missed dates. Pay your credit card and utility bills and insurance
premiums online
Get cashier's orders and demand drafts free
Request for E-Statements for your bank account and credit card. Manage your investments buy, redeem and switch between mutual funds* online
ii.) Bill payment
No more bill queues, no more missed due dates; you can now use HSBC's convenient and
flexible Bill Payment service to pay your bills online. You can pay your mobile, telephone, gas,
electricity bills and insurance premiums.
iii.) Mobile Banking
iv.) Phone Banking
v.) ATM
2.) Corporate And Institutional Banking
a.) Trade Services
HSBC plays an award-winning role in international trade, providing expert advice and secure
options backed by a global distribution network in Europe, Asia-Pacific, America, Middle East
and Africa.
Financing of international trade has been one of HSBC's key strengths. Since 1865, HSBC has
played a key role in international commerce when The Hongkong and Shanghai Banking
Corporation Limited, founding member of the HSBC Group, was established to finance the
growing trade between the South China coast, and the Europe and the United States.
Leveraging on our global network we ensure that we offer the widest gamut of trade products
and services ranging from traditional methods of facilitating imports and exports to innovative
structured solutions.
HSBC Trade Services has continued to play a key role in international trade since 1865, when
Hongkong Bank, the founding member of the HSBC Group, was established to finance the

growing

trade

between

China,

Europe

and

the

United

States.

Today with almost 140 years of international trade experience and the ability to combine global
reach and local knowledge we are ideally placed to partner your business. Our network spans
over 10,000 offices in 83 countries and territories and is supported by advanced technology and
award - winning expertise.

Partnership approach - Long-term growth-We work with our customers based on a core
philosophy of partnership, to support the long-term growth of your business. This means we
make it our business to know your business, understand your business needs and offer expert
advice and structure tailored solutions for you.
Local services on an international scale- With us as your partner, you will have the advantage
of our international strength, reputation, trade expertise and presence in over 10,000 offices in 83
countries and territories in Europe, Asia-Pacific, America, Middle East and Africa.
b.) Corporate Banking
HSBC's Corporate Banking services are an integral part of the Corporate, Investment Banking
and Markets (CIBM) structure, which focuses on offering a full range of services to
multinationals, large domestic corporates and institutional clients.
Corporate Banking represents the wide range of banking and financial services provided to
domestic and international operations of large local corporates and local operations of
multinationals corporations. Services include access to commercial banking products, including
working capital facilities such as domestic and international trade operations and funding,
channel financing, and overdrafts, as well as domestic and international payments, INR term
loans (including external commercial borrowings in foreign currency), letters of guarantee etc.
The Investment Banking and Markets division brings together the advisory and financing, equity
securities, asset management, treasury and capital markets, and private equity activities of the
Group to complete the CIBM structure and provide a complete range of financial products to our
clients. Increasingly, ECA financing is being considered by customers and we work closely with
our project export finance teams, both onshore and offshore, to provide structured solutions.
Clients are serviced by sector based client service teams that combine relationship managers,

product specialists and industry specialists to develop customized financial solutions. These form
the relationship team along with the Investment Banking & Advisory division. Each team
supports the client's worldwide operations, ensuring a full understanding of the company's
business and financial needs. Based on our client's requirement, HSBC also assigns Global
Relationship

Management

teams

to

provide

structured

solutions.

Our Global Relationship Management teams are tasked with understanding in depth the sectors
in which our clients operate with the aim of adding value through detailed industry knowledge
and structured financial solutions.
c.) Global Markets
Our Global Markets Group ranks among the largest such businesses in the world. Operating
through 60 treasury sites in over 50 countries and territories, with over 3,500 dealing and support
staff, the business combines 24-hour global coverage with detailed knowledge of local markets
to service the requirements of international and local financial institutions and corporations.
Backed by the HSBC Group and a network of some of the world's most experienced
professionals, HSBC is one of the leaders in foreign exchange, new bond issues, syndicated loan
financing and derivative solutions.
In India, we have a large corporate clientele, with whom we have partnered in creating long-term
relationships. We attribute this to our ability to provide quick and innovative solutions with an
underlying customer focus.
We aim to put HSBC in its entirety to work for each of our clients. From the provision of credit
to the delivery of top quality banking services, we coordinate our activities closely around the
client's global needs, taking advantage of HSBC's presence in 80 countries and territories.
Our Global Relationship Management teams are tasked with understanding in depth the sectors
in which our clients operate. Our aim is to add value through detailed industry knowledge.
HSBC has extensive derivative trading and sales networks in four hubs globally, with additional
regional centres that maintain an active presence. The dealing hub in Mumbai services clients in
other cities including New Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Kochi, Pune, Vizag,

etc. We are dominant participants in the foreign exchange, money, government and corporate
debt, and over-the-counter off-balance sheet product markets.
THE BANK AIMS TO PROVIDE

The full risk management services to our corporate and institutional client base

Suitable investment products to our investor client base

Focus on delivering wealth management applications

d.) Global Payments and Cash Manegement
i.) Integrated Payments Solutions
We offer timely and efficient payments solutions in India and across Asia - our services
comprising a wide spectrum of payments products over a range of formats and systems.
WHY HSBC?

Minimise costs by streamlining payments processes and outsourcing non-core payments

activities to HSBC
Implement a single solution to meet both regional and country-specific payments requirements in
Asia
Improve the efficiency and timeliness of payments, by leveraging HSBC's technology and local
and world-wide network of offices
Facilitate payments management with enhanced security, audit controls and flexible pre and
post-processing capabilities
ii.) Integrated Receivables Solutions
HSBC's comprehensive suite of collections and receivables management services, addresses
specific collection and accounts receivable requirements of the customers.
. Customised daily transaction reports along with online enquiry features are available on the
web.

Improve efficiency and speed up the logistics of your receivables cycle, by leveraging HSBC's
technology and on-the-ground presence

Enhance the timeliness and accuracy of management information, for better cash flow
forecasting

Reduce administrative costs, by outsourcing your receivables activities

Facilitate accounts receivable management for multiple countries, supported by our extensive
network throughout Asia.
iii.) Integrated Delivery Channels
HSBC Connect and HSBCnet together provide a host of online services, while keeping your
financial information confidential. Services include In-Built Security System, Audit Trail and
Report Writing, to name a few.

Maximise efficiency and flexibility by using online channels to manage company finances.
Leverage on our technology to realise the benefits of economies of scale and straight-through

processing of transactions.
Streamline your payments and cash management by seamlessly integrating all your related

activities through a single channel.

Improve information flow between your various offices and the Bank.
iv.) Liquidity Management Solutions
Your company's cash, in use or not, requires your active management. That is why we provide a
range of account management tools to suit your cash flow requirements, ranging from current
accounts for your transactional needs, to yield-enhancing deposits and investments.
HSBC provides a flexible range of account management solutions that could be structured to
your requirements. End-to-end service enables you to establish a single banking relationship.
You can operate through a multi-channel global network, lowering costs, as well as streamlining
communications and administration. We ensure that your corporate accounts are accessible
wherever you are through our advanced local and global network.
Companies often maintain too many accounts in too many banks, which is inefficient, costly and
reduces control. Through our Electronic Banking solution - HSBCnet - you are guaranteed a
consistent level of quality service across the country.
With our global coverage and local expertise, we can help you broaden the sphere of your
business. Simply start an account relationship with us.
3.) Business Banking

a.)Business Current Accounts

i.)Business Select
Commercial Banking Partnership - Great partnerships lead to even greater rewards. That is why we at HSBC
Business Select work with you every step of the way. Choose from a range of financial services and personalised
commercial-banking solutions that help you maximise your business potential. And give you the recognition you
deserve.

Preferential pricing on commercial Trade Services

As our valued customer, you can enjoy our local expertise and global reach in handling
your trade business, including a complete range of Business Banking products that would
facilitate you in all your export and import transactions. FREE cashier's orders
Enjoy the benefit of free cashier's orders payable at any HSBC branch in India.

Business Doorstep Banking

Transact from the comfort of your cabin with Business Doorstep Banking. Cash, cheques
and drafts can be picked up from or delivered to your office.

Preferential pricing* on commercial foreign exchange rates

With our global network, we not only ensure that your foreign exchange transactions are
seamless but also provide you with preferential rates on all your foreign exchange
remittances routed through us.

No bounce cheque protection#

Make commercial payments with complete peace of mind - Business Select offers you a
no-bounce limit of up to Rs. 2 Lakh on cheques issued from your Business Select
account.

FREE Commercial ATM card

Withdraw up to Rs. 200, 000/- per day with your special Business Select ATM card at
over 170 ATMs in India.

New debit card

You can now apply for a HSBC debit card which can be used as an ATM card at any
HSBC or Visa/Plus ATM across the world, as well as for making payment at merchant
establishments.

Eligibility

Business Select accounts need to maintain an average quarterly balance of INR 5,00,000.
b.)BusinessVantage Account
The Business Banking Account for growth. When you need solutions for a growing business,
choose the bank account that gives your business a superior service advantage. With a flexible
financial package that includes a host of exclusive benefits and free services, BusinessVantage
Account from HSBC puts your business completely at an advantage.

Preferential pricing* on Trade Services

As our valued customer, you can enjoy our local expertise and global reach in handling
your trade business, including a complete range of products that would facilitate you in all
your export and import transactions. These include Export and Import Collections,
Documentary Credit (or Letter of Credit) issuing, advising and confirming, negotiation of
your Export Bills and Remittances. All this at specially discounted prices.

Free cheques payable at par

With your BusinessVantage account you get a 'cheques payable at par' facility across 23
cities in India. So your cheques are locally cleared across our branches, free of cost,
making supplier payment problems a thing of the past!

FREE cashier's orders

Enjoy the benefit of free cashier's orders payable at any HSBC branch in India.

Business Doorstep Banking

No need to rush to the Bank for routine transactions. Let the Bank come to you to pick up
and deliver cash, collect cheques etc, allowing you to save valuable time and money.

Preferential pricing* of foreign exchange rates

With our global network, we not only ensure that your foreign exchange transactions and
seamless but also provide you with a preferential rates on all your foreign exchange
remittances routed through us.

Special ATM withdrawal limit

You can now withdraw up to Rs. 1 Lakh per day from your BusinessVantage account. In
addition, you can also obtain a statement, transfer funds between accounts, order
chequebooks, and deposit cheques and cash.
New business debit card
You can now apply for a HSBC debit card which can be used as an ATM card at any
HSBC or Visa/Plus ATM across the world, as well as for making payment at merchant
establishments.

No bounce cheque protection

Make payments with complete peace of mind - BusinessVantage offers you a no-bounce
limit of up to Rs. 1 Lakh on cheques issued from your BusinessVantage account. For
more information and an application form, please contact your branch.

Eligibility
BusinessVantage accounts need to maintain an average quarterly balance of INR
100,000
b.) Business Loans
i.) Business Finance
At HSBC, we believe that you need appropriate finance based on the nature and goals of your
business. With our range of secured lending solutions, we can help you get the right loan for your
business.
Our business finance solutions are currently available in the following locations: Delhi, Mumbai,
Pune, Indore, Chandigarh, Ludhiana, Bangalore, Chennai, Coimbatore.
Choose from a range of finance options at competitive interest rates
Besides overdraft / cash credit solutions for short term financing to meet your working capital
needs, we also offer:

Export/import financing Discounting of export receivables Bank Guarantees for your business
requirements from Bid Bonds to advance payment to performance guarantees.

Treasury Lines

Provide collateral of your choice as security

(Micro and Small Enterprises (MSEs) can avail of loans upto Rs 10 lakhs without any collateral
security.) Enjoy the flexibility of placing your residential, commercial or industrial property as
collateral or avail business loans against SBLC (Standby Letter of Credit) or Business
Guarantees.
ii.) Loan For Business Property
We understand that expanding and growing your business to the heights of success is a dream of
every entrepreneur like you. Obtaining an office premise of the right size and at the right location
at most times is integral to the success of your business. HSBC's Loan for Business
Property enables you to make the best choice for further expansion of your business.

Purchase a business property to suit your requirements- Loan amounts range from Rs.
500,000 to Rs. 10,000,000.

Choose a loan tenure convenient to you- Loan can be taken for up to 10 years.

Option to choose the interest type you want- Fixed or floating interest rates, with the flexibility
to change once every year without any penalty charges.

Prepay the loan at your convenience- Flexibility to prepay up to 25% of your loan every year,
after the first 6 months without any pre-payment charges.

Enjoy the special treatment from HSBC- If you are a HSBC customer for 6 months or more,
you are entitled to a special relationship discount on the processing fee.

iii.) Loan Against Property

Whatever the size of your business and type of industry, you will at some point of time need
financing either to meet a dire need or make the most of a business opportunity. At these times,
your property can be a suitable security, among others, to finance this need. HSBC has
designed 'Loan against Property' to enable you to make use of the power of your property to
structure your loan to meet your business requirement.

Take an amount to suit your business need- loan amounts range from Rs. 500,000 to Rs.
10,000,000.

You provide the Collateral most convenient to you- collateral offered can be commercial or
residential property. Loan can also be offered against the property of the directors / partners.

Take a loan tenor convenient to you- Loan can be taken for a tenure up to 10 years.

Meet your business need or opportunity on time- Quick disbursal of the loan, within days of
the submission of the application form and required documents.

Choose the interest type you want- Option to choose between fixed and floating interest rates
with the flexibility to change once every year without any penalty charges.

Prepay your loan as per your convenience- Flexibility to prepay up to 25% of your loan every
year, after the first 6 months without any pre-payment charges.

Enjoy the special treatment from HSBC- if you are a HSBC customer for 6 months or more,
you are entitled to a special relationship discount on the processing fee

Place in the Marketing mix of HSBC

HSBC is the largest World Bank in assets capacityand in order to operate successfully it has
opened six thousand and six hundred offices in at least eighty-five countries. Its operations are
active around the world in territories that spread in continents like South America, North
America, Africa, Europe and Asia. HSBC has also set up countless banks in various countries
under different names but they have all been branded together.
The bank has been expanding its branches everywhere in order to spread its wide network.
HSBC provides its global customers various financial and banking services. The Banks are set up
at locations that provide best possible services and to execute its services efficiently the bank has
recruited well-trained and competent staff to handle every query of the customer and provide
them easy accessibility to their transactions.
In India HSBC Bank has only 50 branches country wide across 17 states and union territories.
As compared to other foreign to its competitors in India market such as Standard Chartered and
Citi Bank it has low no. of branching India.
HEAD BRANCH

In its initial years of establishing in India it was head quartered at Calcutta(now KolKata) in the
year 1855. In 1950, it shifted its head office to economic capital of India i.e. Flora Fountain,
Mumbai.
OTHER BRANCHES

Andhra Pradesh (2 branches, 3 ATM locations)

Assam (1 branch)

Chattisgarh (1 branch)

Gujarat (2 branches)

Gujrat (1 branch)

Haryana (2 branches, 2 ATM locations)

Karnataka (3 branches, 7 ATM locations)

Kerala (2 branches)

Maharashtra (15 branches, 14 ATM locations)

Mumbai (1 ATM location)

New Delhi (1 branch, 4 ATM locations)

New- Delhi (4 branches)

Patna (1 branch)

Punjab (1 branch)

Rajasthan (2 branches)

Tamil Nadu (3 branches, 6 ATM locations)

Uttar Pradesh (2 branches, 1 ATM location)

West Bengal (7 branches, 7 ATM locations)

Price in the Marketing mix of HSBC

In order to fix its pricing policies HSBC has played the twin roles of pricing component. The
company has realized that it must firstly attract the customers so that they can purchase the
numerous products and services provided by the bank and later generate revenues. The factors
that are influencing the pricing policy decisions of the bank are maximization of market share,
profit maximization, survival strategies, personal objectives and social considerations. The
pricing strategy is varied and dynamic for different products and services.
For instance pricing for services like current account have become static, as the bank does not
necessitate any fees for the opening of this account, Instead the bank relies on the time interval in
which the money floats in the bank between the transactions. Under its credit card schemes,
HSBC charges minimum amount to attract customers.
i.) Self Service Banking- Service Charges and Fees
a.) Phone Banking
Services
Cashier Orders
Demand Drafts
Stop Payments (Savings Account)
Request for Duplicate Statement
Bill Pay Facility

Service Charges and Fees

25% of branch charge
25% of branch charge
INR 100 per request
INR 100 per statement cycle (Quarterly for
Savings Accounts and Monthly for Advance
Accounts)
Free

b.) Internet Banking

Services

Service Charges and Fees

Upto INR 10,000

From INR 10,001 to INR
Transfer to other bank accounts through NEFT 1
lac
(With effect from 01st August 2012)
Above INR 1 lac to INR
2
lacs
Above INR 2 lac

INR
INR
INR
INR 25@

2.5
5
15

INR
25
per
INR 2 lacs up to INR 5
@
transaction
Transfer to other bank accounts through RTGS lacs
INR
50
per
INR 5 lakh and above
transaction
Stop Payments (Savings Account)
INR 100 per request
INR 100 per statement cycle (Quarterly for
Request for Duplicate Statement
Savings Accounts and Monthly for Advance
Accounts)

Bill Pay Facility

First time Security Device Request#

Free
INR 500

ii.) Loans
a.)Personal Loans
Our current interest rate ranges from 12.25% p.a. to 17.5% p.a. Processing fee up to 2.5% of the
disbursed loan amount
Prepayment charge is upto 3.75% of the principal outstanding. Prepayment would be allowed
only after 6 months from the date of loan disbursal (after 12 months of loan disbursal date for
Balance Transfer cases).
b.)Housing Loans
Home Loans
For home loans which are without collateral are charged differently for salaried and selfemployed. HSBC has got two types of home loans and interest rate differ. For Regular Home
Loan Salaried and Self Employed both have to pay interest 9.55%p.a. and For Smart Home Loan
Salaried and Self Employed have to pay 10.05%p.a. and 10.10% p.a. respectively.
Loan Against Property
This is also sub-divided into two types regular and smart. For Regular Loans Salaried and Self
Employed both hav to pay interest of 10.60% p.a. and for Smart Loan both have to pay interest
of 11.10% p.a.
c.) Business Loans
Business Finance
Loan Amount: Upto Rs 10 Crores

Interest Rates: To be calculated basis the prevailing Base Rate at the time of processing

Loan For Business Property

Loan Amount: Rs. 5,00,000 to Rs. 10,00,00,000
Tenure: 10 years

Loan Value: 50% of property

Interest Rate: Choose Between Fixed and Floating rate
Loan Aginst Property
Loan Amount: Rs. 5,00,000 to Rs. 10,00,00,000
Tenure: 10 years
Loan Value: 50% of property
Interest Rate: According to bank
iii.) Debit and Credit Cards
a.)HSBC Debit Card
Features / Services

Service Charges and Fees

Annual Fee
HSBC ATM cash withdrawal and balance enquiry

INR 150 (including senior citizens)

Free

(India)
Number of free transactions at other bank ATMs in

5 transactions (financial or non-financial) per calendar

India

month. Subsequent transactions will be charged Rs.20

Per transaction limit for cash withdrawal at other

per transaction*)
INR 10,000

bank ATMs in India

Other bank VISA ATM cash withdrawals / balance

INR 120 per withdrawal / INR 15 per enquiry

enquiries (outside India)

HSBC Group ATM transactions (outside India)

INR 120 per withdrawal / INR 15 per enquiry

Replacement of lost / damaged Debit Card (within /

Free for HSBC Premier

INR 150 plus national / international courier charges

outside India )

Free for HSBC Premier

Sales Slip Retrieval / Charge Back Processing Fee

INR 225

Duplicate PIN issue for usage at ATM

Transactions declined due to insufficient funds at an

Free
INR 25 per transaction

ATM
Currency Conversion Mark-up

3.5%

(International transactions)
b.)HSBC Premier Master Credit Card

Services
Membership Fee
Annual Fee
Renewal Charges
Credit card replacement fee
(within and outside India)

Free
Free
Free
Rs. 100

Late Payment Charges

50% of min. payment due OR min. of Rs.400 and

max. of Rs.750 per month

Transaction fee for cash

advances against your credit card
account at branches and ATMs

2.5% of the transaction (subject to minimum of Rs.

300)

Overlimit fee
Currency conversion charge for
foreign currency transactions

Rs. 500 per month

3.5%

Promotions in the Marketing mix of HSBC

To create awareness about its bank and the various services it provides, HSBC has decided to use
extensive promotional strategy. Advertising was the best tool and therefore HSBC placed
advertisements on billboards, newspapers and business magazines. Informative commercials
were telecastat regular intervals on the television so that the consumers could become familiar
with the bank and its strategies.
All the ads of the bank have been informative, emphasizing on the numerous products and
services it provides. HSBC has acted as sponsors for many events and exhibitions. It has been the
official sponsor of JaguarRacing Formula One team, HSBC Womens Champions in Golf,
AS Monaco in Football, Telford Raiders in Rugby. HSBC is also the banking partner of
Wimbledon Tennis Championship.
To create a good image of its bank, it has become a supporter of environmental and social causes
for instance the bank is promoting to protect nearly twenty thousand plants from being extinct.
HSBC has a tie-up with SOS Children and are the sponsors of Great Canadian
GeographyChallenge.
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 HSBC's 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.
Following are promotional activities initiated by HSBC India.
i.)Credit and Debit Card Promotions

Get 5% cashback on dining on Sundays.

Get upyo Rs. 8000 off on booking on goibibo
Get Bookmyshow Voucher of Rs. 250 on availing instant EMI facility
Buy one Get one Movie ticket free on bookings through bookmyshow mobile application
And lot more exciting offer at hsbc.co.in
ii.) Reward programmes

The HSBC Rewards Programme helps you get more out of your money every time you shop.
MMT Signature cardholders will earn 15 reward points per Rs. 100 on the amount spent in
excess of RS. 50,000 at MakeMyTrip.com in a year.

 HSBC Visa Platinum cardholders will earn 5 Times (5X) Rewards on subsequent purchases
made after crossing spend amount of Rs. 400,000 in a year up to a maximum of Rs. 1,000,000 in
a year.
HSBC Advance Visa Platinum cardholders will earn 5 Times (5X) Rewards on subsequent
purchases made after crossing spend amount of Rs. 400,000 in a year up to a maximum of Rs.

1,000,000 in a year
HSBC Classic cardholders will earn 1 Reward point for every purchase of Rs. 25
HSBC Gold cardholders will earn 1 Reward point for every purchase of Rs. 100
HSBC Platinum credit cardholders will earn 2 Reward points for every purchase of Rs. 150
HSBC Premier credit cardholders will earn 2 Reward points for every purchase of Rs. 100
iii.) Public Initiatives by HSBC Bank India

Wildlife Protection Society of India: Operation Kachhapa: HSBC supports WPSI to

educate fisher folk and local communities on the importance of conserving the endangered Olive
Ridley Turtle.

SHARE: HSBC has helped seven villages in rural Raigad district of Maharashtra to

achieve water selfsufficiency through supporting watershed management projects. HSBC also
supports Womens SelfHelp Groups (SHGs) in these villages enabling economic empowerment.
The objective of strengthening the SHGs is to improve the quality of life of rural women in 60
villages by enhancing saving capacity, internal lending and support systems in villages.

HSBC India Bird Races: HSBC in partnership with Sunjoy Monga has created a unique

avifauna awareness project. Called the HSBC India Bird Race, the daylong event involves
birding enthusiasts fanning out to bird habitats to conduct a census of available species. The
programme now reaches to 10 cities Ahmedabad, Hyderabad, Pune, Mumbai, Bangalore,
Nagpur, Chennai, Calicut, Kochi and Trivandrum.

Reefwatch Marine Conservation: To study the endangered Dugong dugong (or sea

cow) species in the Andaman and Nicobar Islands is supported by HSBC. The Dugong dugong is
one of the four surviving species in the Order Sirenia and is the only existing species of
herbivorous mammals that live exclusively in the sea.

Lai

Lai

the

Baby

Elephants,

Baby

Beboo

Bear

and

Riddle

of

the

Riddley: Publications sponsored by HSBC to creates awareness among school children on issues
related to conserving elephants, Bears and Olive Ridley Turtles.

The Kaziranga Inheritance: HSBC has supported the publication of this book and has

also conducted education/awareness activities in schools on the Kaziranga National Park and the
need to conserve the endangered one horned rhinoceros.

HSBC Climate Partnership: HSBC Climate Partnership launched on 30 May 2007, is a

USD 100 mn fiveyear global programme in collaboration with the Climate Group, World Wide
Fund for Nature, Earthwatch and the Smithsonian Tropical Research Institute. The HSBC
Climate Partnership will strengthen our leadership position and help HSBC employees to use
their business skills and climate change knowledge to build a more sustainable future.
People
Despite technological advances, many financial services still require direct interaction between
customers and bank employees. The nature of these interactions strongly influences how
customers perceive service.This is particularly true for financial services as employees are often
the first line of contact with the customer.
Training should only be given to bank staffs that are directly involved in the new current account
package. However, back office staff must also be formally notified concerning this new current
account package to ensure that the entire organisation have a coherent understanding on the
banks products and services. Besides that, training of IT personnel must also be stressed as new
information systems may have to be put in place before the launch of the new product.
In a bank organization, employees are essentially the contact personnel with customer.Therefore,
an employee plays an important role in the marketing operations of a serviceorganisation.To
realize its potential in bank marketing, HSBC become conscious in its potential ininternal
marketing - the attraction, development, motivation and retention of qualifiedemployeecustomers through need meeting job-products. Internal marketing paves wayfor external
marketing of services. In internal marketing a variety of activities are usedinternally in an active,
marketing like manner and in a coordinated way.The starting point in internal marketing is that
the employees are the first internal marketfor the organization.The basic objective of internal
marketing is to develop motivated and customer consciousemployees.A service company can be
only as good as its people. A service is a performance and it isusually difficult to separate the
performance from the people.If the people dont meet customers' expectations, then neither does

the service. Therefore,investing in people quality in service business means investing in product
quality. It also has the consumer base of over 50,000.
Physical Evidence
It is generally recognized that physical evidence can be subsidized into two components
(Shostack, 1982): peripheral evidence which can be possessed by the consumer but has little
independent value and essential evidence, which cannot be possessed by the consumer but has
independent value. The peripheral evidence is the prepaid card itself while the essential evidence
includes bank branches, cash machines, posters and brochures.
Physical evidence is the material part of a service. Strictly speaking there are no
physicalattributes to a service, so a consumer tends to rely on material cues. There are
manyexamples of physical evidence, including some of the following:

Internet/web pages
Paperwork
Brochures
Furnishings
Business cards
The

building

itself

(such

as

prestigious

offices

or

scenic

headquarters)The physical evidences also include signage, reports, punch lines, other tangibles,e
mployees dress code etc.

Process
Flow of activities: all the major activities of HSBC banks follow RBI guidelines. Therehas to be
adherence to certain rules and principles in the banking operations. Theactivities have been
segregated into various departments accordingly.
Standardization:
HSBC

bank

has

got

standardized

procedures

got

typical

transactions.In fact not only all the branches of a single-bank, but all the banks have somestandar
dization in them. This is because of the rules they are subject to. Besides this,each of the banks
has its standard forms, documentations etc. Standardization saves a lotof time behind individual
transaction.

Customization:
There

are

specialty counters

at each

of a particular scheme. Besides this

branch

to deal

the customers

with

customers
can select

their deposit period among theavailable alternatives.

Number of steps:
numbers of steps are usually specified and a specific pattern isfollowed to minimize time taken.
Simplicity:
in HSBC banks various functions are segregated. Separate counters existwith clear
indication. Thus a customer wanting to deposit money goes to depositscounter and does not
mingle elsewhere. This makes procedures not only simple butconsume less time. Besides
instruction boards in national boards in national and regionallanguage help the customers further.
Customer involvement:
ATM does not involve any bank employees. Besides, duringusual bank transactions, there is
definite customer involvement at some or the other place because of the money matters and
signature requires.

SWOT Analysis
Strengths

Weakness

Market Leadership in a profitable niche

A good reputation and strong brand name

A strong product range
Skilled Sales Force
Diversified Product Mix
An Established Consumer Base

Oppurtunities

Threats

Swot Analysis

2 Strengths
Your strengths are usually easy to identify, through your continuing discussions with customers and suppliers.
Your records (eg sales) will also help to suggest areas where you are particularly strong (eg rising sales for a
particular product).

2.1 Sound finances may give you advantages over your competitors.
Important factors might include:
Positive cashflow.
Growing turnover and profitability.
Skilled financial management, good credit control and few bad debts.
A strong balance sheet.
Access to extensive credit, a strong credit rating, and a good relationship with the
bank and other sources of finance.
2.2 Marketing may be the key to your success.

For example, your business may enjoy:

Market leadership in a profitable niche.
A good reputation and a strong brand name.
An established customer base.
A strong product range.
Effective research and development, use of design and innovation.
A skilled salesforce.
Thorough after-sales service.
Protected intellectual property (eg registered designs, patented products).
2.3 Management and personnel skills and systems may provide equally important
underpinnings for success.

These may include factors such as:

Management strength in depth.
The ability to make quick decisions.
Skilled employees, successful recruitment, and effective training and
development.
Good motivation and morale.
Efficient administration.
2.4 Strengths in production may include the right premises and plant, and good sources
of materials or sub-assemblies.

You may benefit from:

Modern, low-cost production facilities.

Spare production capacity.

A good location.
Effective purchasing and good relationships with suppliers.

Be aware that strengths are not always what they seem. Strengths may also be weaknesses (for example,
market leaders are often complacent and bureaucratic) and often imply threats (for example, your star salesman
may be a strength - until he resigns).

3 Weaknesses
Your weaknesses are often known but ignored. A SWOT analysis should be the starting point for tackling
underperformance in your business (see 6.2).

3.1 Poor financial management may result in situations where:

Not enough funds are available for investment in new plant or product
development.
All available security, including personal assets and guarantees, is already
pledged for existing borrowings.
Poor credit control leads to unpredictable cashflow.
3.2 Lack of marketing focus may lead to:
Unresponsive attitudes to customer requirements.
A limited or outdated product range.
Complacency and a failure to innovate.
Over-reliance on a few customers.
3.3 Management and personnel weaknesses are often hard to recognise, except with
hindsight. Typical examples are:
Failure to delegate and train successors.
Expertise and control locked up in a few key personnel.
Inability to take outside advice.
High staff turnover.
3.4 Inefficient production, premises and plant can undermine any business, however
hard people work.
Typical problems include:

Poor location and shabby premises.

Outdated equipment, high cost production and low productivity.
Long leases tying the business to unsuitable premises or equipment.
Inefficient processes.

4 Opportunities
External changes provide opportunities that well-managed businesses can turn to their advantage.

4.1 Changes involving organisations and individuals which directly affect your business
may open up completely new possibilities. For example:
Deterioration in a competitors performance, or the insolvency of a competitor.
Improved access to potential new customers and markets (eg overseas).
Increased sales to existing customers, or new leads gained through them.
The development of new distribution channels (eg the internet).

 Improved supply arrangements, such as just-in-time supply or outsourcing noncore activities.

The opportunity to take on a key employee from a competitor.
The introduction of financial backers who are keen to fund expansion.
4.2 The broader business environment may shift in your favour. This may be caused by:
Political, legislative or regulatory change.For example, a change in legislation
that requires customers to purchase a product.
Economic trends.For example, falling interest rates reducing the cost of capital.
Social developments.For example, demographic changes or changing consumer
needs leading to an increase in demand for your products.
New technology.For example, new materials, processes and information
technology.

5 Threats
Threats can be minor or could possibly destroy the business.

5.1 Changes involving organisations and individuals that directly affect your business
can have far-reaching effects. For example:
Improved competitive products or the emergence of new competitors.
Loss of a significant customer.
Creeping over-reliance on one distributor or group of distributors.
Failure of suppliers to meet quality requirements.
Price rises from suppliers.
Key personnel leaving, perhaps with trade secrets.
Lenders reducing credit lines or increasing charges.
A rent review threatening to increase costs, or the expiry of a lease.
Legal action (eg being sued by a customer).
5.2 The broader business environment may change to your disadvantage. This may be
the result of:
Political, legislative or regulatory change.For example, new regulation increasing
your costs or requiring product redesign.
Economic trends.For example, lower exchange rates reducing your income from
overseas.
Social developments.For example, consumer demands for environmentallyfriendly products.
New technology.For example, technology that outdates your products or gives
competitors an advantage.

SEGMENTATION
The market segmentation can help the marketing manager in determining the best marketing mix
in deploying and serving the unique segment. This process is the partitioning markets into the

segments for the potential customers and has the objective for improving the competitive
position of the company which can serve its customers for betterment.
The market segmentation of HSBC Bank India has four major breadth:
a.)
b.)
c.)
d.)

Targeting

Commercial Banking
Global Banking and Markets
Global Private Banking
Retail Banking and wealth management

Market targeting means segregating a market based on certain factor so that the marketers are
able to evolve effective marketing policies and programmes.
Not all products and services are meant for all types of consumers. In fact, companies may
tweak certain aspects of a product, such as the amount of sugar in a soft drink, so that it is
more likely to be purchased by consumers with varying tastes. Creating the target market
may require the use of limited product roll-outs and focus groups, allowing product
managers to get a feel for which aspects of the product are the strongest.

There are essentially 5 types of targeting:

(i) Geographic targeting
As we know HSBC Bank India has 50 branches in pan India. From which we can see that it has
limited its geographic expansion in India. Among foreign banks compared to its competitor such
as Standard Chartered bank it has limited no. of branches. And HSBC bank has expanded its
branches to the economically developed Tier 1 and 2 cities and capital of states. It has most no.
of branches in state of Maharashtra with 15 branches and lowest 1 branches each in Assam and
Chhattisgarh. Out of 29 states in India only 15 states have HSBC bank majorly located at capital
of the states.
(ii) Demographic targeting
Demographic segmentation: is based on factors such as age, gender, race, religion, community,
income/occupation, family size, education, social status etc.
Demographically targeting in Personal Banking it has targeted to high income earning corporate
employees and business owners. The product such as HSBC Premier and HSBC Advance is
designed for the customers who have high level of income and living great urban lifestyle. On
backside it does not has designed special products for women. Also, it has created good product
and service option for NRIs.
In corporate and business banking it has targeted to the business houses functioning in Capitals
and Metro cities. But the major benefit is given to corporate customers.
iii.) Behavioral Targeting

Behavioral Targeting divides consumers into groups according to their knowledge of, attitude
towards, usage rate, response, loyalty status, and readiness stage to a product. There is an extra
connectivity with all other market related sources. Behavioral segmentation divides buyers into
segments based on their knowledge, attitudes, uses, or responses concerning a product. Many
marketers believe that behavior variables are the best starting point for building market
segments. HSBC in India as its foreign bank, has targeted those business houses and personals
which deal in more offshore transaction such as Import Export Businesses NRIs etc. Also, taking
example of its Wealth Management Service they provide international experts opinion and they
connect their customers to the international opportunities.
iv.) Psychographic Targeting
Psychographic targeting, which is sometimes called lifestyle, is measured by studying the activities,
interests, and opinions (AIOs) of customers. It considers how people spend their leisure,

[8]

and

which external influences they are most responsive to and influenced by.

For example HSBC India is providing trhe huge discounts and cashback offers to its customer
for travelling, fooding and lodgings. It has collabot=rated with giants such as GOIBIBO and
MAKE MY TRIP online travel companies to provide discounts, Also, it provides discounts at
huge number of restaurants in places across India.
(v) Occasional Targeting
Occasion targeting focuses on analyzing occasions, independent of the customers, such as
considering Coke for occasions of being thirsty, having dinner or going out, without taking into
consideration the differences an affluent and middle-class customer would have during these
occasions.
To survive in Indian Market whether its public sector bank private sector banks or foreign
banks. All have to provide attracting offers during festive seasons such as during diwali, holi,
ramzan etc. Banks have to provide competitive home loans and personal loans on this occasion
which thrives the competition.

Positioning

Positioning, in a marketing context, is the process of identifying an appropriate market niche for
a product, service or brand and getting it established it in that area. The endeavor is further
broken down into those three categories. Product positioning, for example, seeks to find a unique
niche within the market for a particular product, in which, ideally, it addresses a consumer need
that no other product satisfies. Brand positioning and service positioning work similarly.
HSBC increased its status as a truly international banking corporation with the entry of
prominent banks in the world as member companies of the HSBC Group, and among them were
Mercantile Bank of UK and Marine Midland Bank N.A. of USA. Every member companys
experiences and expertise in handling the local and international needs in different markets
around the world have helped elevated HSBCs position in facing the ever competitive and
changing environment of todays financial and economic world. A new brand positioning was
implemented to increase recognition in the international market, and in 1998 a unified brand was
used throughout all its banks in the world. And, among the banks which adopted the unified
brand was the former Hongkong Bank Malaysia Berhad, which became HSBC Malaysia Berhad.
The united brand, HSBC and the use of the hexagon symbol became a well-known icon
throughout the world, and this positioned its role as one of the leading banking and financial
corporations in the minds of its customers, shareholders and employees. Hence, the creation of
the memorable brand slogan, The worlds local bank, further positioned HSBC in the minds of
its customers as a world-class banking and finance corporation that understands and suits the
local banking needs.
Now, HSBC has an international network of over 9,500 offices in 79 countries providing
comprehensive financial services from personal finance services to commercial banking and
private banking. HSBC Holdings is also one of the largest leading banking and financial service
organisations in the world. Before HSBC positioned itself with a unified brand name and brand
slogan, the brand was already differentiated from its competitors as an international bank, which
is available worldwide and practises local banking with local sensitivities. Now, as HSBC, its
reputation of integrity increases along with its high quality services, adaptability and innovation
in different markets as well as understanding of its customers needs all over the world. And, all
these reinforce its brand positioning in the minds of its target market truly as the worlds local
bank (www.hsbc.com).

Their airport advertising has also helped them bring out their global network to life and
demonstrate the power of international connections. In 2015 they launched a new campaign,
which will appear on jetbridges at airports around the world. They want to encourage people to
think about where they are going in life and, by doing so, demonstrate our support to help them
along their way.
The posters explore different types of ambition from a young couple wanting to buy their
first home or a small business planning to expand overseas to a CEO steering a company into
new markets. Ambition comes in many shapes and sizes and we are here to offer support to our
customers.
The posters will be appearing over the course of 2015 in airports in the following countries and
territories: Australia, Canada, China, France, Hong Kong, India, Malta, Mexico, Singapore, the
UAE, the UK and the USA.