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市場調查報告書
Lloyds TSB的個案研究：與顧客連動的「For the Journey」促銷活動
Lloyds TSB - For the Journey Case Study: engaging with customers
| 出版商 |
Datamonitor |
| 出版日期 |
2009年07月 |
商品編碼 |
96196 |
| 內容資訊 |
英文 16 pages |
| 價格 |
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Lloyds TSB的個案研究：與顧客連動的「For the Journey」促銷活動 是由出版商Datamonitor在2009年07月所出版的。
這份英文市場調查報告書包含16 pages 價格從美金4495起跳。
本報告書內容包括：Lloyds TSB的行銷及溝通策略中的主要成功因素分析、品牌發展至今地位的方法、對消費者而言的吸引力等。內容綱要摘記如下：
DATAMONITOR的觀點
分析
- 介紹
- 具有悠久歷史的Lloyds TSB品牌
- Lloyds TSB的產品範圍廣
- Lloyds TSB以行銷及品牌塑立企業的創新者之姿登場
- "For the journey" 促銷活動成功的理由分析：Datamonitor提出的 Financial Service Megatrend Framework
- The Lloyds Banking Group 面臨新時代的新課題
附錄
表
圖
Abstract
Introduction
This case study on Lloyds TSB For the Journey forms part of Datamonitor' s new
series highlighting best practice in specific areas of financial services.
Scope of this research
- This case study analyses the key successful elements in Lloyds TSB' s
marketing and communication strategy
- The case study examines how the brand has developed to its current status
and why it appeals to consumers so strongly
- Datamonitor' s Financial Services Megatrend Framework is used to analyse
the effectiveness of customer targeting strategies
Research and analysis highlights
In 2008, Lloyds TSB was hit by the meltdown of the UK banking system. Despite
recent issues at a corporate level, Lloyds TSB has retained a strong brand
image amongst its customers and was among the first in the UK to use
relationship building messages rather than price-based themes to attract
business.
Key reasons to purchase this research
- Gain insight into the methods used by important industry players to give
them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new
niche or market
Table of Contents
DATAMONITOR VIEW
ANALYSIS
- Introduction
- The Lloyds brand has a long heritage
- Lloyds TSB' s product range is well diversified
- Lloyds TSB has emerged as an innovator among its competitors in terms of
marketing and branding
- Datamonitor' s Financial Service Megatrend Framework helps analyze the
reasons for the success of the “For the journey” campaign
- The Lloyds Banking Group will face renewed challenges in the new era
APPENDIX
- The Datamonitor Financial Services Consumer Insight Megatrend Framework
- (Untitled sub-section)
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Top 10 UK banks in terms of onshore retail deposits 2004 - 2008
FIGURES
- Figure: The historic Lloyds TSB ‘black horse' logo
- Figure: Lloyds TSB was rated sixth on Global Finance' s list of the World' s
Safest Banks 2008
- Figure: The ‘For the journey' campaign comprised of 19 different
adverts targeting a wide variety of customer segments
- Figure: Snapshot of the ‘For the journey...' TV advertisement
- Figure: Lloyds TSB' s ‘Save the Change' product proved a hit
- Figure: Lloyds TSB was named the UK' s most trusted bank/building society
in 2009
- Figure: Trust in Lloyds TSB among its primary customers currently stands
at 43%, higher than other banks hard hit by the global banking crisis
- Figure: Lloyds TSB' s ‘For the journey...' campaign appeals to the
Comfort Megatrend
- Figure: Providing ‘real life stories' and opportunities to support
‘local heroes' being sponsored in the run up to the 2012 Games helps
Lloyds TSB stay connected to its customers.
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