service mrktg 03 - copy
TRANSCRIPT
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SERVICE MARKETING PROJECT
COMPANY: HSBC BANK
SERVICE: TRADE & SUPPLY CHAIN
SUBMITTED TO : PROF. VISHAL
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• 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.
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TRADE & SUPPLY CHAIN
ANALYSIS
• 7 P’s
• 4 I’s • Service marketing triangle
• Gap analysis of HSBC Bank.
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PRODUCT
E – Solutions
Export Services
Import Services
Structured Trade Finance
Trade & Supply Chain Centre
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PRICE
OUTWARD 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 CHEQUESSENT 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
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• PLACE:
Delivering the product through appropriate
methods &delivery channels.
• PROMOTION:
i. Gain attention of customers
ii. Provide additional information
iii. Persuade the customers
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• PEOPLE
• PHYSICAL EVIDENCE
• PROCESS
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4 I’S OF HSBC BANK
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Internal
Marketing
Interactive Marketing
External Marketing
COMPANY(HSBC BANK)
CUSTOMERSEMPLOYEES
Internal Marketing
Interactive Marketing
SERVICE MARKETING TRIANGLE
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GAP ANALYSIS
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GAP 3
Service Quality specification & ServiceReliability:
Customers do not rely the Bank.
Example:
Unhappy with the Phone Banking services.
Bank failed to pay $309 to the customer.
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GAP 4
Service Delivery & External Communication:
Examples:
•
A family mortgaged their house & sold it off topay their loan. However a few days later, they
started receiving harrassement calls that
$1493 was pending and not paid.
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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 problemwhen you actually try to make a payment. It's a given you will have late charges if you sign upfor this. Also, the balance online will show "zero".
You don't log on for the exact due date and youthink you are safe. But if you log on two dayslater, you will see late fees.”
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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 callsstarted. 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 thiscompany.”
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