Marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

Posted by Zander Henry on Aug-22-2018

1. The vision of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

The vision of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is to be the leading quality service and product provider for customers. Being the best and the leading player means that HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy is grounded in its mission. The mission for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is to be the favorite brand of the customers. This mission is essential for the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A. The knowledge of brand equity will help in shaping HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy effectively – thereby facilitating the growth of business for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A.

3.1. Brand awareness

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has modified marketing and strategic directives and plans

3.2. Brand association

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is directly associated with the brand name and product category
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a broad product portfolio
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is associated with promising and delivering quality and innovative products
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is also associated with excellent customer service

3.3. Brand loyalty

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a global customer base
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a substantial brand value
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also enjoys the high financial worth
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on building a reliable and robust employee base

3.5. Brand element

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

The situational analysis will help in developing the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A.

4.1. SWOT

4.1.1. Strengths

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A operates I markets with political stability
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has funding support from the government for small businesses

4.2.2. Economic

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A
• Low inflation strengthens the financial position of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

4.2.3. Social

• Higher education and awareness increases sales of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A predict
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has an active CSR program
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A ensures environmental safety in all its operations

4.2.5. Legal

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is aware of local and global laws of business and human resource management
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A: The Marketing Strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A brand and products by 30%
• Increase sales for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A Positioning of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

The marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on quality control

7.2. Mass marketing

• The marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

The marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A stands out from the clutter and competition. HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has utilized:

8.1. Cost-effectiveness

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on reaching consumers effectively rather than grandeur
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has in-house copywriters for marketing campaigns which also helps in controlling costs
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has stayed updated with latest developments in marketing research and marketing knowledge
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A makes use of new and innovative tactics to reach its target consumers
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy is strongly grounded in consumer and market research
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also incorporates consumer feedback in its marketing strategy
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A
• In addition to fulfilling functional needs, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also tries to fulfil the emotional and psychological needs of the consumer
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A makes use of intensive distribution strategy because it is mass marketing
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also makes use of modern retailing channels
• Also, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A does not have a subsidiary
• In these offshore locations, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A largely works through the export model
• This makes use of several intermediaries in between, before the product by HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A reaches the target consumers
• Intermediaries for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A makes use of selective distribution channel
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

The industry in which HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A operates is very responsive to market and consumer trends. HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

The marketing mix for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A as per the marketing strategy is the following:

11.1. Product

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a broad product portfolio
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A provides mass marketed products for all segments across the market undifferentiated
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also makes use of e-commerce to increase penetration and sales

11.3. Price

• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A prices its products so that its target consumers can afford it easily
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A uses relative pricing strategy for its products
• The price of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a high budget allocated towards marketing activities
• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A marketing strategy to cap costs and expenses
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A hires without discrimination
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A ensures that its employees remain motivated through building an inspirational and creative organizational culture
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

11.7. Physical evidence

• The physical evidence for HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A brand

13. Monitoring and evaluation of the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A

13.1. Changes in sales

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A
• Sometimes, HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A can also be seen through the revenue and profit growth
• Return on investment allows HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of HONGKONG AND SHANGHAI BANKING CORPORATION LIMITED HONGKONGBANK HEADQUARTERS A