SERVICE MARKETING SERVICE MARKETING PROJECTPROJECT

COMPANY: HSBC BANKCOMPANY: HSBC BANK

SERVICE: TRADE & SUPPLY CHAINSERVICE: TRADE & SUPPLY CHAIN

SUBMITTED TO : PROF. VISHALSUBMITTED TO : PROF. VISHAL

• 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.

TRADE & SUPPLY CHAIN ANALYSIS

• 7 P’s• 4 I’s• Service marketing triangle• Gap analysis of HSBC Bank.

PRODUCT

E – Solutions

Export Services

Import Services

Structured Trade Finance

Trade & Supply Chain Centre

PRICEOUTWARD 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

• PLACE:Delivering the product through appropriate

methods &delivery channels.

• PROMOTION:i. Gain attention of customersii. Provide additional informationiii.Persuade the customers

• PEOPLE

• PHYSICAL EVIDENCE

• PROCESS

4 I’S OF HSBC BANK4 I’S OF HSBC BANK

Internal Marketing

Interactive Marketing

External Marketing

COMPANYCOMPANY(HSBC (HSBC BANK)BANK)

CUSTOMERSCUSTOMERSEMPLOYEESEMPLOYEES

Internal Marketing

Interactive Marketing

SERVICE MARKETING SERVICE MARKETING TRIANGLETRIANGLE

GAP ANALYSIS

GAP 3Service Quality specification & Service Reliability: Customers do not rely the Bank.

Example: Unhappy with the Phone Banking services.Bank failed to pay $309 to the customer.

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.

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 problem when you actually try to make a payment. It's a given you will have late charges if you sign up for this. Also, the balance online will show "zero". You don't log on for the exact due date and you think you are safe. But if you log on two days later, you will see late fees.”

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 never even 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.”