Integrated Marketing Communication

This report discusses the importance of integrated marketing communication (IMC) for organizations and its impact on market share. It focuses on the IMC plan for HSBC, a multinational investment bank, and discusses its communication objectives, channels, and recommendations. The report also includes a situational analysis using PESTEL and SWOT tools.

Integrated Marketing
Communication

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
ACTIVITY A...................................................................................................................................3
Overview of the organization......................................................................................................3
Current communication objectives..............................................................................................4
Evaluation of objectives..............................................................................................................4
Channels of communication........................................................................................................5
Evaluation of channels.................................................................................................................5
Marketing communication plans.................................................................................................6
Recommendations........................................................................................................................7
ACTIVITY B...................................................................................................................................8
Integrated marketing communication (IMC) plan.......................................................................8
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Integrated marketing communication (IMC) is very helpful for an organisation to
maintain an effective relationship in the market. Currently mots businesses or companies are
taking huge advantages through integrated marketing communication. In this dynamic and
modern world, top-level management within each business is highly responsible to consider IMC
within its daily operations, otherwise that business can’t achieve its different gaols in the market
in decided time period. Day by day market competition within each industry or sector is
continuously increasing, in which if any company use integrated marketing communication in its
business environment, then it will be able to gain huge competitive advantage in its respective
industry or sector. With the support of IMC, any company can easily interact with many people
or customers in the market. According to different business experts, when a company properly
interact with customers or people in the market, then it will be able to achieve a loyal customer
base (Ghosh, 2017). Basically, customers also like to buy products and services from only those
companies which systematically communicate or interact with them. This report discusses
integrated marketing communication aspect of HSBC group. Basically, HSBC group is a
multinational investment bank, headquartered in London, United Kingdom. This report discusses
actual value of communication channels as well.
ACTIVITY A
Overview of the organization
HSBC is a public limited company which was founded in 1865 which is 155 years back.
The headquarters of this of the company is in London, United Kingdom and the founder of this
organization is Sir Thomas Sutherland. As of 2018 it is the 7th largest organization in the Europe
and has a total asset of US$2.558 trillion. Though this company traces its origin in Hong Kong
and it was in 1866 the company branched out in the country. In 2014 according to Forbes it was
the 6th largest public company in the world which is a great progress by the organization. There
are 85,000 employees working in the organization so that the company can make the functioning
effective and reach out to the customers on time for the better experience of them (Juska, 2017).
There are 3,900 offices of HSBC in 65 countries which means the bank has expanded themselves

in a lot of countries which is making the bank have a strong portfolio and recognition in the
market. The services which the company are having are retail banking, private banking, wealth
management, credit cards, etc which is making the company have a better base for themselves in
the market so that the organization functioning effectively. The net income of the bank is
US$8.71 billion according to 2019 and the revenue of the bank is US$56.1 billion in the same
year (Azar and Ciabuschi, 2017).
Current communication objectives
There are a lot of changes which are taking place in HSBC bank which have to be
controlled by the organization so that they can make the clients have a faith in the organization.
In banks there have to be effective functioning and methods which are safe and secure for the
customers. There are a lot of methods which are being used by the bank to update the clients of
the organization and the measures which are being taken for the customers of the organization so
that there is a better functioning. There are a lot of offers and loans which are being provided to
the clients which is a very important factor so that the organization can have a better functioning.
The organization wants to have a strong market growth which is only possible when they will be
able to reach out to the clients on time so that there is a better functioning. It is because of the
communication there is a better operations and higher profit margins in the market. There has to
be a strong commitment from the employees of the company as well so that the company can do
their best in the market (Světlík, 2017). Communication gets in a better sense of direction in
which the organization must function in so that the company can have a better market base.
There are a lot of local banks which have opened and that can take away the customers as well
which is why it is every important that the company maintain their standards in the market.
Evaluation of objectives
The HSBC bank has objectives to serve all customers with best paradigms of operational
efficiency among financial management operations and be ethically responsible towards various
business ethics where privacy of all customers are highly valued. The HSBC bank has been
working with high technology in all its functions and has further objective to bring on more
advanced networking patterns within business segments. It can be evaluated that how rationally
the bank has also developed online working platforms to reach large share of customer market
share with varied portfolio of innovation at all paradigms and high quality patterns of customers

satisfaction services which enable to build strong goodwill among world horizons. The HSBC
bank objectives also pertain to higher viable business rationality where the latest trends of
consumer preferences are developed with strong focus through which profitability and goodwill
is generated for long term (Lu and Boateng, 2018).
Channels of communication
The chosen channels of communication for HSBC bank are various online marketing
segments where world level all customers share market can be reached effectively with strong
emphasis. The bank also provides app for communication and effective channels of
communication where customers can easily use the various financial management objectives
with strong viable services through which large goodwill is developed among consumers within
all horizons for long term position value. HSBC is one of the most developed bank in UK
industry which has been working with advanced methods of researching and developed business
framework to built its communication channels within world paradigms. HSBC also has websites
and various other online communicative channels which enables to reach various customer
within world, keenly program out synergy of higher competitive business elements which
enables in programming higher innovation and diverse functionality within customers markets
share. The channels of communication are not only highly important and one of the most
important strategy which enables to program out higher quality of innovation services, but also
leverage higher rational wonderment within all parameters (Ahmed, Bangassa and Akbar,2020).
Evaluation of channels
The online app enables to get easy access to all customers of the various HSBC bank
facilities, easily transfer all facilities and also rationally built various channels effectively to
bring on greater effective paradigms for longer access and higher developed business procedures.
The evaluation can be further done by the various productive decisions and expansion it has
programmed within business avenues and for gaining higher reflective synergy onto long term
basis. The communication channels through online marketing has been profoundly working as
one of the most effective parameter to build long term communication with customers research
paradigms and for gaining strong proposed value among market share to built large gained
markets of higher functionality. HSBC bank works with various online segments and has
websites for building communication channels, higher marketing and profound business

framework which enables in gaining stronger position of effective marketing (Tahri, 2018). The
communication channels used by HSBC are not only effectively planned, developed as per the
rational higher effective consumers market demands but are also competitively built onto further
various positioning elements. The communication channels of HSBC bank are highly
programmed with best working paradigms where the rational vitality of focus within
management is towards determining how larger groups of consumers can be reached.
Marketing communication plans
Marketing communication plans work as one of the most important parameter to achieve
the overall company position to reach larger share of marketers and to develop revenue which
enables to meet the set objectives for higher business value proposition. HSBC bank marketing
communication plans are highly focused to bring on higher innovation among business value
segments which are diversely segregated within various paradigms and to promote higher
developed working criteria onto internal structure. HSBC has developed various communicative
channels and online marketing paradigms within the set relative parameters to attain higher
developed business framework where all rational factors of customer preferences are taken care
of. The online marketing has become one of the main goals of HSBC with its wider rational goal
to bring on larger consumers marketing paradigms and develop strong higher productive yield to
reach larger segments of consumers for gaining higher strength (James and Quaglia, 2019). The
online marketing is one of the most profitable ways for gaining stronger promotional value
among consumers market share, higher revenue, margins and stronger fundamental decisions
through which large determinants can be developed further with strong connectivity. HSBC has
been also partnering with various new brands and companies within world paradigms through
online communicative websites, keenly programming out synergy of innovation at all developed
working segments which are aimed to bring on stringent communication channels. The Bank has
been successful in programming out varied marketing communication plans among consumers
market share where aim is to leverage higher standards of quality to work out higher innovation
within all functions. The bank has been successful in gaining higher diversity and effective
working standards among all communicative marketing plans with continuous focus and
developed business framework (Thrassou, Vrontis and Bresciani, 2018).

Recommendations
The HSBC bank for gaining higher focus and developed businesses avenues
within world factors an dc large consumer marketing paradigms can built new communication
channels within untapped business segments and highly focus onto more rational paradigms to
bring on stronger profits. The bank is one of the most high goodwill attained bank where
functioning of financial management is highly strengthened and focused onto best relative
innovation, for gaining stronger competitive edge benchmarks the bank must aim to built on
training of all employees to deliver best customer services within online and offline working
segments (Gupta, Malhotr and Foroudi, 2016). The HSBC bank shall also invest further in
various resources of technology, higher innovative marketing and develop stronger yield of
resourceful marketing which will enhance more standard of business services. The bank shall
productively aim to bring on keen synergy of technology advancement with customer focused
services and also deliver best optimum resources with continuous developed business paradigms
and higher functional efficiency. Justification for these recommendations can be analysed with
the fact that there is high competition within banks and new financial services paradigms to bring
on stronger technology advancement and higher revenue scales with greater expansion.
The bank is one of the most goodwill developed business avenue giving best financial
management services and programming out demands with customer oriented scales, further
recognition of strategic management is focused with strong synergy of technological
advancement. HSBC’S use of new innovative communication channels within online marketing
segments and websites, training employees with best services delivery is highly justified for the
recommendation. These factors enable us to examine how developed business services further
with higher innovation and creative marketing on online avenues will enable bank to be stronger
with best fundamentals of working standards and also work onto more rational working
dynamics with changing hemispheres of time. HSBC is one of the most informative bank which
aims to be more high technology integrated financial bank and focus on bringing large customers
market integrated with higher marketing segments (Grimpe, Sofka and Chatterjee, 2017). The
larger demand of bank among consumers market share shall be further developed onto set
paradigms of innovation and convenient functioning model for gaining stronger focused
marketing parameters, higher revenue and focused integrated business segments of business
scale services.

ACTIVITY B
Integrated marketing communication (IMC) plan
Top-level management of HSBC should give specific orders to its marketing department
for developing an integrated communication (IMC) plan to achieve excellent results in the
market. The plan will definitely affect this firm in positive manner, that’s why marketing team
also need to show its activeness for creating IMC plan. Currently this company is facing very
tough competition in the UK’s banking and finance industry, in which IMC plan can support to
HSBS for gaining huge competitive advantage in the market (Falahat and etal., 2020). A
productive integrated marketing plan for the HSBC has been mentioned below, in which upper
management and marketing manager of this firm highly need to consider this plan in their
marketing functions.
Integrated Marketing Communication (IMC) Plan
Aim: Integration of communication channels to increase market share by 10%.
SMART Communication Objectives Specific: The main objective of HSBS is establish appropriate communication
channels for achieve large market share. This objective is really specific, because by
achieving this objective firm will be able to gain huge profit as well. Measurable: The marketing team of company can easily measure performance of its
daily operations by using various innovative measurement tools, like; KIP (key
performance indicator). Achievable: This firm can easily achieve this objective in the market by putting its
huge efforts. Realistic: Exiting aim and objective of HSBC are completely realistic, because this
such aim and objectives set by many other companies as well. Time-orientation: The marketing team of firm should develop a specific schedule for
conducting activity in proper manner. With the support of this step HSBC will be able
to achieve its aim and objective on time.
Situational Analysis
There are PESTEL and SWOT analytical tools has been used below for analysing
different internal and external situations of the HSBC (Šerić and Vernuccio, 2018). Situation

analysis task is very necessary for the firm, by analysing different situations of market firm
will be able to develop appropriate business strategies to gain excellent results.
PESTEL Analysis
PESTEL analysis is very helpful tool for analysing external factors of a company’s
business environment. Basically, PESTEL refers six major external factors called; political,
economic, social, technological, environmental and legal, in which these factors have been
discussed below; Political factors: Political factors highly affects to the business operations of HSBC,
because this firm responsible to fulfil those all formalities which has passed by local
government of the United Kingdom. There is taxation is also a part of government
formalities, in which existing management of this firm is highly required to fulfil
taxation formalities.
 Economic factors: Economic factors also highly influence to this firm. Basically, the
UK is one of the richest countries in the world, that’s why it has well-developed
economy as well. In this situation, economic factors of the United Kingdom always
affect this firm in positive manner (Tleuberdinova and Sabdenbekova, 2018). On the
other side, company can easily sell its new product or service in the market, because
most people in this country has high living standard. Social factors: Social factors of the United Kingdom are very favourable to HSBC
group. Reason is, most people of this country ready to pay any cost for buying quality
product and services. In this situation, this social factor positively influences to this
firm, because this firm is offering quality products and services in the market from its
establishment to date. On the other side, people within the UK like to buy products and
services through those businesses also which always fulfils their CSR (corporate social
responsibilities) on time. That’s why this firm need to fulfil CSR as well. Technological factors: Technological factors mostly positively influences to the
HSBC, because new and modern technology always give opportunity to a company for
increasing its overall productivity and performance. In this situation, HSBC is able to
take huge advantage through these technological factors. Currently those all
technological machines, gadgets and tools are easily available in the UK’s market
which this firm need to adopt in its daily operations for increasing its exiting

performance in the market.
 Environmental factors: Environmental factors influences top-level management of
HSBC to never conduct those all activities and operations in its workplace which can
negatively affect to the natural environment (Keller, 2016). On the other side, firm
responsible implement all rules & regulation and guidelines in its workplace which has
developed by different environmental protection organisations.
 Legal factors: Legal factors mainly gives opportunity to a business for maintaining an
ethical workplace in its business environment. This is the main reason that, top-level
management of HSBS is highly required to adhere all legal and ethical considerations
in its business environment. By taking this step, this firm also will be able to develop
create a happy & healthy and ethical workplace in its business environment.
SWOT Analysis
There are SWOT analysis is another effective tool which gives opportunity to a
business for analysing its major internal factors. SWOT term mainly refers strengths,
weaknesses, opportunities and threats, in which these four factors of SWOT has been
discussed below;
 Strengths: HSBC is one of the leading financial service providers within the United
Kingdom. Currently it has an effective workforce who day of night put its huge efforts
in the workplace for achieving firm’s business objectives on time.
 Weaknesses: Many times, upper management of company take such decision its
business environment which negatively affects to HSBC’s business environment. It
means, decision-making abilities of upper management is not much effective
(NOGAIDELI, N. and KOBLIANIDZE, 2018). That’s why management of firm is
highly required to develop its decision-making abilities.
 Opportunities: Currently HSBC has great opportunity to expand its business
operations within different market segments. On the other side, marketing team of
company should highly consider digital marketing strategy in its digital marketing
functions, because currently it is giving great opportunities to different businesses for
promoting their respective products and services at the large scale in the market.
 Threats: Day by day increasing market competition within the banking and finance
industry is the biggest threat to HSBC. In this situation, upper management of firm is

highly required to implement this IMC plan for gaining huge competitive advantage in
the market.
Selection of Target Market
Selection of target market is another major step for HSBC, because selecting
appropriate target market this firm will be able to deeply understand the actual demands of
customers. Currently upper management has decided to select the United Kingdom as a target
market. There are STP model has been used below for analysing target of company. Basically,
STP model indicates three major stages which HSBC’s market team is highly needs to be
considered.
Segmentation: This is the first stage the STP model where marketing team of HSBC need to
divide its full large market into small market segments. Marketing need to divide market on
the basis of different factors, like; geographical, economic and literacy etc. By diving large
market into small market segments this firm can easily understand the actual demand of
different people within the United Kingdom.
Targeting: Targeting is the second most appropriate stage within the STP where marketing
team of firm should target people or market on the basis of their income status, ethnicity,
gender, interest and attitude etc. (Camilleri, 2018). With support of this stage HSBC enable to
save its lots of precious cost and resources because by targeting people, firm directly meet to
those people in the market who really wants to consume such products and services which has
offered by HSBC.
Positioning: Positioning is the final stage within STP model where HSBC’s marketing
manager need to run different productive marketing campaigns in different market segments
for positively affecting people within the market. Marketing team should run some informative
advertisement on various marketing channels television, social media, radio and newspaper
etc. Basically, these are some major marketing channels in the current time. On the other side,
marketing team need to use various communication channels e-mail, direct marketing and
event marketing etc. for maintaining extra-ordinary relationship with different customers or
people within market.
Marketing Channels
Currently there are various effective marketing channels easily available in the market
which can contribute in HSBC for properly achieving its SMART communication objectives.

Nowadays, mots companies or businesses are taking huge advantage through these marketing
channels. There are some prime marketing channels has been mentioned below which
marketing team of HSBC should use for achieving SMART communication objectives.
Television advertisement: Television advertisement is one of the best marketing channels
which can effectively contribute in achieving communication objectives of HSBC. Basically,
marketing team of company should run various informative and fancy video advertisements on
television, because this is the best way to the firm for directly communicating with different
people or customers in the market.
Social media: Currently social media marketing is another one of the most popular marketing
channels which can give opportunity to this firm for widely promoting its different products
and services ion the market (Cheung and et.al., 2019). This marketing channel give facility to
communicate with customers as well, because currently most people are using various social
media platforms.
Sponsorship: Sponsorship channel is also very productive marketing channel which is
currently helping lots of businesses in the market for achieving their respective communication
objectives. In this situation, marketing team of HSBC need to consider this channel also to
achieve its SMART communication objectives.
SEO (search engine optimization): SEO is very popular and productive marketing channel in
this dynamic and modern world. Basically, this channel helps in boosting official site of a
company or business on different search engines, like; Google, Yahoo, Internet explorer etc.
That’s why marketing department at HSBC should involve this marketing channel also for
achieving its various objectives on time.
Justification
These all mentioned marketing channels will play excellent for the HSBS, because
these channels are completely modern and effective. Of course, companies of uses television
marketing channel for many years, but it is still too productive in achievement of SMART
communication objectives of a company. This is the main reason that, top-level management
of HSBC should give order to its marketing manager for adopting these all marketing channels
in daily operations.
Currently marketing teams of HSBC’s competitors also focuses on using these all
marketing channels in their respective marketing functions. That’s why marketing team of

HSBC is highly required to implement these all innovative marketing channels in its
marketing functions. These channels mainly have ability to promote products and services of a
company at the large scale in the market (Hänninen and Karjaluoto, 2017). In this situation,
the firm can easily achieve its SMART communication objectives also with the support of
these marketing channels.
Budget
A specific budget is also highly required to the marketing team of HSBC for
successfully implementing this IMC plan in the market.
Areas of expend Amount
Television advertisement £3000
Social media £2200
Sponsorship £1500
SEO (search engine optimization) £700
Employees’ salary £1000
Consultancy fees £200
Travelling £400
Total £9000
Monitor & Control
The marketing manager of HSBC is highly required to properly monitor and control
each and activity while implementing this existing integrated marketing communication (IMC)
plan. This is very necessary task to the marketing manager for always maintaining an
effectiveness within this plan. On the other side, top-level management of HSBC is also
responsible to properly supervise all operations of IMC plan.
Evaluation
Marketing department of firm should highly consider these all factors in its daily
operations for providing excellent results to the HSBC. This IMC plan is too productive for the
firm, because this will enable to HSBC for achieving its business and marketing objectives
effectively in the market (Madej, 2019). Basically, this plan includes some productive
marketing strategies, tools and techniques which can contribute in gaining huge competitive
advantage in the market.

CONCLUSION
It can be concluded that there are IMC (integrated marketing communication) can play
excellent role for the HSBC, because this gives great opportunity to a business for maintaining
extra-ordinary relations with customers. There are various communication channels has been
mentioned above which will help to this firm for systematically communicating with different
people or customers in the market. There is a productive integrated marketing communication
(IMC) plan also has mentioned above which can contribute in HSBC for achieving its SMART
communication objectives in the market. The marketing manager and upper management of
HSBC need to properly monitor and control IMC plan after implementation, because it is very
necessary for gaining great advantages through this plan.

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