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市場調查報告書
Aviva - 範例分析“Tell Us Your Story”促銷
Aviva Case Study: Tell Us Your Story
| 出版商 |
Datamonitor |
| 出版日期 |
2010年07月 |
商品編碼 |
126507 |
| 內容資訊 |
英文 Pages: 16 |
| 價格 |
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Aviva - 範例分析“Tell Us Your Story”促銷 是由出版商Datamonitor在2010年07月所出版的。
這份英文市場調查報告書包含Pages: 16 價格從美金1695起跳。
本報告針對Aviva的範例分析促銷主要成功因素，促銷對消費者的魅力進行分析調查，目錄介紹如下。
Datamonitor的見解
分析
- 介紹
- 讓顧客聚焦的2010年Aviva策略
- Aviva致力於讓滿足"Tell Us Your Story"促銷的消費者成為Aviva的忠實顧客
- Aviva的促銷以舒適與滿足為主流
- Aviva並不滿足於英國的市場
附錄
圖表
Abstract
Introduction
This case study on Aviva forms part of Datamonitor' s Financial Services
Consumer Insight series, as part of which best practice in specific areas of
FS are highlighted.
Scope
- This case study analyses the key successful elements in Aviva' s marketing
campaign
- The case study examines how Aviva' s campaign appeals to consumers so
strongly
- Datamonitor' s Financial Services Megatrend Framework is used to analyse
the effectiveness of customer targeting strategies
Highlights
Aviva' s Tell Us Your Story campaign is founded on research indicating that
relationships, security and health now hold the most sway on our sense of
wellbeing. The dedicated website facilitates the spread of consumer happiness
and wellbeing and in doing so realigns its brand message with consumer ideas
of what is truly important to them in life.
Reasons to Purchase
- Gain insight into the methods used by important industry players to give
them a competitive edge
- Identify the implications of changing consumer behaviours
- Capitalize on the knowledge of experienced companies when entering a new
niche or market
Table of Contents
DATAMONITOR VIEW
ANALYSIS
- Introduction
- 2009 has been challenging for the long term insurance and savings markets,
but also highlighted longer term changes in consumer attitudes and behaviours
which must be addressed
- Aviva have recognized the need to innovate
- Aviva' s strategy in 2010 is entirely customer-focussed
- Aviva aims to turn happy consumers into Aviva consumers through its recent
Tell Us Your Story campaign
- Potential customers are also driven to information on products that may
them feel more secure
- Aviva' s campaign attracts consumers primarily through the Comfort and
Wellbeing Megatrends
- Comfort is fundamental to Aviva' s campaign message
- Insurer' s have forgotten their raison d' etre
- Promoting a sense of Wellbeing is also a key aspect of the campaign
- Connectivity is also an important element
- Aviva should not be complacent about its UK foothold
APPENDIX
- Definitions
- The Datamonitor Financial Services Consumer Insight Megatrend Framework
- Authenticity
- Comfort
- Connectivity
- Convenience
- Individualism
- Wellbeing
- Demographic Complexity
- Financial Intelligence Complexity
- Lifestage Complexity
- Wealth Complexity
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Aviva enjoys a history dating back more than 300 years
- Figure 2: Aviva has weathered the storm relatively well
- Figure 3: In 2009, 42% of Aviva' s IFRS operating profits were generated by
the UK
- Figure 4: Datamonitor' s FSCI results support the notion that money doesn' t
buy happiness
- Figure 5: Aviva aims to turn happy consumers into Aviva consumers through
its recent Tell Us Your Story campaign
- Figure 6: Potential customers are also driven to information on products
that may them feel more secure
- Figure 7: The Tell Us Your Story site has also provided Aviva with the
perfect platform on which to promote healthy living
- Figure 8: Aviva' s site also aims to connect others to the campaign by
utilising social media in the form of Twitter and Facebook
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