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

trade strategies of the Big Four U.K. banks - Case Study ExampleThe 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 increase its clients, so the ad campaign would reflect a strategy to accomplish such, utilise the tagline The Worlds Local Bank to fetch the banks credentials and highlight its expertise to give customers what they want. Striking images that generate opposite sentiments allow its advertisements to emphasise HSBCs association of customers intimate details, sending the message that the bank knows what they want. This is based on the recognition that each person whitethorn see the very(prenominal) thing in antithetic expressions 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 customers trust is important because the bank is a monument of something of value to the customers present and future wealth. The bank has to look trustworthy, competent, but daring. HSBCs recent change to the Whats Your Point of debate 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 change magnitude 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 humansity. 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 part that helps the bank grow the customers wealth.The banks consistent use of The Worlds Local Bank and the single, unified, and easily recognisable global gull represented by the red and white hexagon logo reveals HSBCs core marketing strategy, which is to make the bank the like choice for every customer, retaining what they have and encouraging potential customers to give HSBC a try.HBOS Always Giving You otioseHalifax 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 patronize office and front line colleagues to choose a Star Colleague to appear in their ads. rear end such a marketing strategy are two messages HBOS wants to send. First, that the bank has a human touch, that its quite a little are extra special and possess an X-factor (playing on the banks 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