Principles and Practices of Marketing

Principles and Practices
of Marketing

1.0 INTRODUCTION
Marketing can be referred to as the course of action or initiatives taken up by an
organisation with a view to create awareness of the organisational products and services among
public at large (Guidolin, Guseo and Mortarino, 2019). It is regarded as one of the most crucial
functions of a business as this strives to set networking between the company and its target
audience. By way of marketing, an organisation is able to convey the mission, vision and
objective of brand to the customers prevailing at market place. The present project is based on
HSBC Bank which is considered as one of the biggest financial and banking organisations across
the globe. It is headquartered within London, United Kingdom. The project is divided into 2
tasks. The first task consists of the overview of the company along with its promotional mix.
Further, the second task talks about application of 2 marketing theories to the entity.
TASK 1
1.1 Background or Overview of HSBC
HSBC (HongKong Shanghai Banking Corporation) is a multinational investment bank
and provides financial services holding company. It is the 7th largest bank in the world declared
in 2018, and the largest branch is located in Europe. It having around 3,900 offices in 65
countries and territories across Africa, Asia, Europe and South America with having a 38 million
customers. It delivers the opportunities of investments to big companies as well small companies
around the global market and also facilities the financial services such as business purpose loans
to organization (Mendes Thame Denny, 2018).
HSBC UK was developed on the 1st of July in the year 2018 in response to the Financial
Services (Banking Reform) Act 2013 that requires every bank to ‘ring-fence’ its core banking
services within the bounds of United Kingdom by the end of 1st of January in 2019. This bank
serves its business and personal clients pertinent to United Kingdom. It maintains an extensive
brand networking within the nation in order to ensure the provision of support in terms of
fulfilment of the needs of customers.
As per the marketing record the HSBC strategies work as commercial banking, global
banking market, it reaches to the global to million of customers and provide guidance for
investment in small and big organization where it unlock its customers potential, to encourage
for risk taking investment with the objective to gaining of huge profits, they only targeted the

corporates, governments and financial institutions regarding to facilities the financial products
and services.
HSBCs have their team of global expertise their role is to analyse the economic and
financial markets by which they can motivate their clients for investments by allocate all the pros
and Cons of respective project to investments. As they follow and work under the guidance of
the world's financial regulation sections (Gunn, 2018). They having the 150 years of experience
of providing the financial needs to their customers has it evolved the global 500 enterprises,
where the 2,55,000 employees are working on their payrolls to fulfil the commitments and
loyalty of their clients. The marketing strategies of HSBC as they regulates the market mixing of
demographic and geographic strategies to make its products and services addressable to their
respective individuals and corporate customers, the missions and visions are more prioritise with
the respect to the clients to deliver their needs and wants to accomplish client's desirable goals
and vision is to sustain as international bank as all over the world. As per the market report the
goodwill of HSBC's wealth is very attractive and best providing of financial service as compare
to other private banks.
2.0 Promotional Mix and Activity of HSBC UK
The promotional mix can referred to as the integration of a number of promotional tools
which is used by businesses across the globe with a view to enhance, maintain and develop the
demand in market for the merchandise and facilities sold by the company. The 4th element of
marketing mix has been acknowledged to be promotion, which emphasizes upon creation of
awareness and persuasion of customers for the initiation of purchase (BACK and ISAKOVIC,
2018). It consists of various tools which foster the accomplishment of promotional goal and
objective of a company within due course of time. The promotional mix encompasses elements
such as Advertising, Personal Selling, Sales Promotion, Public Relations and Direct Marketing.
It is required by marketing managers to take into account these tools and employ them in an
effective and strategic manner with a view to derive positive results out of the same. All of these
are discussed in context of HSBC UK as follows:-
2.1 Advertising
It is a paid type of non personal promotion of the merchandise and facilities sold by a
sponsor in return of an amount referred to as fee. By leveraging the use of this promotional mix

tool, the marketing manager of HSBC UK develops a pull strategy whereby a client is persuaded
to purchase the financial products and services sold by the bank at once. Hereby, the wholesome
information together with attractive and lucrative pictorial representation of the merchandise and
services offered by HSBC UK are shown to people with a view to gain their attention and appeal
to them in an effective manner (Alexandrova, 2018). One of the most famous advertising
campaigns of the respective bank is acknowledged to be 'We Are Not an Island' campaign. It is
well known that launching advertising campaigns allow the bank functioning across the globe in
tapping the customer purchase behaviour in a positive manner and thereby influencing them in a
way such that they make a purchase of the financial offerings.
2.2 Public Relations
This is one of the prominently used tools belonging to the promotion mix which is used
by marketing managers of the companies across the globe for creation of healthy relation with
public at large. HSBC UK makes use of a number of public relation campaigns in order to gain
support and facilitation from the people worldwide in a direct or indirect manner (Bakir and et.
al., 2019). Hereby, the public at large encompasses customers, employees, distributors, suppliers,
government, shareholders and the society as a whole. In this regard, it is identified that publicity
is one such form of PR which is employed by HSBC UK in order to capture the attention of
public and build long lasting relations with them. Now, of the most renowned PR campaigns
held by HSBC UK and organized by We are Social is #ZeroRegrets campaign. This campaign
has been aimed at engaging the apprentice along with students across the territory of United
Kingdom. PR is also being leveraged by the organisation via sponsorship. HSBC UK sponsors
various sports events across the globe like golf (the Open Championship), rugby (British & Irish
Lions) and tennis (Wimbledon).
2.3 Sales Promotion
It can be defined as the short term incentives which are provided to the customers with a
view to inflate the revenues of the company for a given time frame. In this regard, it has been
analysed that the most widely used sales promotional tools and techniques are regarded to be
discounts, Payback offers, Coupons, Freebies and many more. Most of the times, these are used
by organisations at the time of festive seasons as it is the time when the purchase behaviour of
consumers is most stimulated (Guidolin, Guseo and Mortarino, 2019). The employment of sales
promotion tools and strategies provide assistance to HSBC UK in enhancing the short term profit