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SERVICE MARKETING PROJECTSERVICE MARKETING PROJECT

COMPANY: HSBC BANKCOMPANY: HSBC BANK

SERVICE: TRADE & SUPPLY CHAINSERVICE: TRADE & SUPPLY CHAIN

SUBMITTED TO : PROF. VISHALSUBMITTED TO : PROF. VISHAL

PADMASHREE DR. D. Y. PATIL UNIVERSITYPADMASHREE DR. D. Y. PATIL UNIVERSITY

DEPARTMENT OF BUSINESS MANAGEMENTDEPARTMENT OF BUSINESS MANAGEMENT

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Played a key role in financing international

trade since 1865.

Trade between China, Europe, & USA.

Main aim local service excellence with

global reach.

They have an extensive network of 8000

offices in 87 countries and territories.

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TRADE & SUPPLY CHAIN

ANALYSIS

7 Ps

4 Is

Service marketing triangle

Gap analysis of HSBC Bank.

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PRODUCT

E Solutions

Export Services

Import Services

Structured Trade Finance

Trade & Supply Chain Centre

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PRICE

OUTWARD RTGS TRANSFERS

INR 1 LAKH TO INR 2 LAKHS NIL

INR 2 LAKH TO INR 5 LAKHS INR 25 PER TRANSACTION

INR 5 LAKHS AND ABOVE INR 50 PER TRANSACTION

OUTWARD NEFT TRANSFERS

UPTO 1 LAKH INR 5 PER TRANSACTION

INR 1 LAKH TO INR 2 LAKHS INR 15 PER TRANSACTION

ABOVE INR 2 LAKHS INR 25 PER TRANSACTION

FOREIGN CURRENCY CHEQUES

SENT FOR COLLECTION OUTSIDE 0.5% OF INR VALUE + APPLICABLE SERVICE

D.D 0.3% OF D.D VALUE (min INR 100)

*WITH EFFECT FROM 1ST MAY 2011*WITH EFFECT FROM 1ST MAY 2011

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PLACE:

Delivering the product through appropriate

methods &delivery channels.

PROMOTION:

i. Gain attention of customers

ii. Provide additional information

iii. Persuade the customers

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PEOPLE

PHYSICAL EVIDENCE

PROCESS

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4 IS OF HSBC BANK4 IS OF HSBC BANK

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InternalMarketing

Interactive Marketing

External Marketing

COMPANYCOMPANY(HSBC BANK)(HSBC BANK)

CUSTOMERSCUSTOMERSEMPLOYEESEMPLOYEES

Internal Marketing

Interactive Marketing

SERVICE MARKETING TRIANGLESERVICE MARKETING TRIANGLE

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GAP ANALYSIS

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GAP 3

Service Quality specification & ServiceReliability:

Customers do not rely the Bank.

Example:

Unhappy with the Phone Banking services.

Bank failed to pay $309 to the customer.

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GAP 4

Service Delivery & External Communication:

Examples:

A family mortgaged their house & sold it off to

pay their loan. However a few days later, they

started receiving harrassement calls that $1493

was pending and not paid.

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CUSTOMER COMPLAINTS

A customer stated:

HSBC has got to be the most evil company ever.Do not ever sign up for online payments only

because the website will always have a problemwhen you actually try to make a payment. It's agiven you will have late charges if you sign up forthis. Also, the balance online will show "zero".

You don't log on for the exact due date and youthink you are safe. But if you log on two dayslater, you will see late fees.

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CUSTOMER COMPLAINTS

A customer complained that:

HSBC calls my home phone number approximately 10 times a

day. When I do answer the phone, no one is on the other end. They

never leave messages and do not identify themselves. I had nevereven heard of HSBC until these harassing phone calls started. I

had to conduct an internet search using the 800 number that they

call from in order to determine who they are. I have never done

business with this company; and due to the harassing phone calls,

I will never do business with this company.

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