Marketing strategies of the Big Four U.K. banks Case Study

Marketing strategies of the Big Four U.K. banks - Case Study Example The analysis results are summarised in Table 2. HSBC, as the biggest bank in the group, would want to stay in the lead, even widen it by increasing its customers, so the ad campaign would reflect a strategy to accomplish such, using the tagline "The World's Local Bank" to communicate the bank's credentials and highlight its expertise to give customers what they want. Striking images that generate opposite sentiments allow its advertisements to emphasise HSBC's knowledge of customers' intimate details, sending the message that the bank knows what they want. This is based on the recognition that each person may see the same thing in different ways because each one is unique. Emphasising its knowledge of different cultures where the bank operates, HSBC shows that it retains a local touch, appealing to customers to trust the bank. Gaining the customer's trust is important because the bank is a repository of something of value to the customer's present and future: wealth. The bank has to look trustworthy, competent, but daring. HSBC's recent change to the "What's Your Point of View" campaign relies on customer-generated content to extend and reinforce its previous message in a way that is consistent with the assumption that in a world increasing in sameness, customers are tired of the same things and are looking for something new, and that being new and different creates the potential to discover new experiences that could make the customer rich in their humanity. Associating the knowledge of other cultures with personal growth, HSBC sends the message that its familiarity with the unique, the unexpected, diversity and uncertainty is a quality that helps the bank grow the customer's wealth. The bank's consistent use of "The World's Local Bank" and the single, unified, and easily recognisable global brand represented by the red and white hexagon logo reveals HSBC's core marketing strategy, which is to make the bank the preferred choice for every customer, retaining what they have and encouraging potential customers to give HSBC a try. HBOS: Always Giving You Extra Halifax Bank of Scotland (HBOS) is playing catch up with HSBC and would want to distance itself from its Scottish cousin, the Royal Bank of Scotland. As can be seen from Table 1, HBOS is not as profitable as RBS, so it would design a marketing strategy that would allow it to get closer to HSBC and make it more profitable than RBS. This means increasing its customer base and revenues, and finding a way to get more profits out of each. HBOS does this uniquely, using its staff - colleagues as the bank calls them - to sell products in print and TV ads. For years, HBOS has been running singing auditions amongst its back office and front line colleagues to choose a "Star Colleague" to appear in their ads. Behind such a marketing strategy are two messages HBOS wants to send. First, that the bank has a "human" touch, that its people are extra special and possess an X-factor (playing on the bank's logo) that makes them go to extraordinary lengths for their customers. Second, building on this human and personal connection makes it easier to cross-sell other products and services. The first brings in the customers, whilst the second brings in the profits because as Reicheld (1994) argued, increasing customer loyalty can

Design Management and Marketing Essay Example | Topics and Well Written Essays - 1500 words

Design Management and Marketing - Essay Example As a result, an old person becomes overly concerned about certain issues that drive him to become much lonelier about his life. A person's attitude may need to be adjusted; it could be at the root of his unhappiness. For instance, some elderly people insist on living alone well beyond their ability to care for themselves. One woman who was disabled and was living alone on a large piece of property posted a sign on her door that said: "Keep Out!" She felt that all anybody wanted was her money or property; she distrusted everyone. Such a person is not growing old with understanding. What a sad situation! True, not everybody can be trusted. But how much wiser it is to accept the fact that some can be trusted and to receive the friendship and assistance of those genuinely trying to be helpful! Some elderly ones may feel that they have lived out their lives. But they are still living, and they will find it beneficial to keep their minds active and to use their thinking abilities to the full. Learning new things is not beyond their capabilities and can be enriching, although it may take longer for them to learn th an when they were young. For this particular reason, as derived from the explanations on the causes of old age loneliness, a product that would help old aged individuals deal with the adversaries of the fact that they are already living the last years of their lives, shall be introduced within the context of this paper. Knowing how marketing and innovati... In this regard, product for the elderly aimed to making the said individuals more active and lively in their old age is the focus of the said process. Keeping the elderly active and well functioning in terms of their mental and limited physical abilities even beyond their old age. Through this product, engaging the said individuals into more active events and socially acquainted situations shall be the main focus of the system so as to help the elderly become less isolated as old age comes into their face. The product noted herein is a self-motivation speech presentation video that shows how older people should accept their state as the "old ones". However, besides accepting the fact, the video shall better the situation to making it happen for the individual to realize his/her capability of living life fully besides the challenge of physical weakness. Each old person is to be encouraged by this video to socially better their health and rather relate to others instead of keeping themselves behind doors. What the Product Features It is believed that the physical attribute of a person deteriorates faster than that of the mind. This is the primary reason why a motivational video is introduced to the said demographic bracket as noted herein. Understandably, the process by which old people use their time is the target activity of the producers of this product. Most of today's elderly are finding the dilemma of not being able to find something to do when they really want to exercise their minds once in a while. Presenting the availability of the product to the said market would become much of an easier task to complete for the marketer. Through