The Context of Business

This document discusses the main elements of business, including the 4 P's of marketing mix (product, price, promotion, and place), branding strategies of HSBC and Metro Bank, and advertising strategies used by these banks. It also includes references to relevant books and journals.

The Context of
Business

Table of Contents
MAIN BODY...................................................................................................................................3
4 P's (Marketing Mix).................................................................................................................3
Branding......................................................................................................................................3
Advertising..................................................................................................................................4
REFERENCES................................................................................................................................5

MAIN BODY
4 P's (Marketing Mix)
P's HSBC Metro Bank
Products There are four elements in
company which are private
banking, wealth management
and retail management,
investment banking&Global
Banking and Commercial
Banking.
They are majorly dealing in
providing retail banking
services to business and
personal customers.
Price HSBC is majorly focusing on
customer's satisfaction rather
than focusing on price (Lim
and et. al., 2020).
They are also focusing on
service rather than price and
used value based pricing
method.
Promotion They are using aggressive
promotional strategies to reach
out to maximum customers.
They are majorly using
traditional methods for
promotion.
Place They are based in more than
one country and provide
services through online
banking, ATMs etc.
They work through retail
outlets located at various
places in UK.
Branding
Metro Bank: In order to work on brand for the bank they are using human resource of company.
They are building a brand that demonstrates importance of its employees for it. In this way they
are generating human emotional contact with their customers. Their branding agenda is
providing best customer experience. They believe no matter how much technology develops the
need for customer service should be given maximum advantage in organisation.

HSBC Bank:HSBC have successfully refreshed its brand changing its sound. They were
required to reduce the fragmentation in brand which led them to take this decision. They decided
to use their jingle only when required. They believed that using it again and again will decrease
its effects on audience. They are effectively using a hexagon shaped logo (Keller, 2020). This
demonstrates the connected customer journey and also ensures that company have global identity
while local story telling. Now the hexagon shape used by company is effectively used by them
for every possible touchpoints globally. It is included in loading screens of applications, its
websites, brochures, branches and so on.
Advertising
Metro Bank: Metro bank is a bank locally operating in United Kingdom. Due to this there are a
number of traditional ways used by them to influence customers. They are focusing on people
and people banking and promoting it successfully in order to gain advantage from their
campaigns. They are using television, newspapers and magazines as medium to reach out to their
customers.
HSBC Bank: HSBC is a world renowned brand due to which it is required to be made sure by
organisation that the organisational tools and promotional activities which are to be used by them
need to reach maximum number of customers at once (Waal Malefyt and Moeran, 2020). Their
advertisements cannot be based on a specific region, culture or belief. They are effectively using
online and digital medium in their advertising campaign which is reaching huge number of
customers at once. They are making use of social media marketing plan which can address all the
problems present in organisation and help in fulfilment of all its objectives.

REFERENCES
Books and Journals
Lim, W.M. And et. al., 2020. Strategic brand management for higher education institutions with
graduate degree programs: empirical insights from the higher education marketing
mix. Journal of Strategic Marketing. 28(3). pp.225-245.
Keller, K.L., 2020. Consumer research insights on brands and branding: a JCR curation. Journal
of Consumer Research. 46(5). pp.995-1001.
de Waal Malefyt, T. and Moeran, B. eds., 2020. Advertising cultures. Routledge.