Abstract
Introduction
This case study on Standard Life and Lincoln Financial Group 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 the marketing
strategies Standard Life and Lincoln Financial Group
- The case study examines how the brands have developed to its current
status and why they appeal to consumers so strongly
- Datamonitor' s Financial Services Megatrend Framework is used to analyse
the effectiveness of customer targeting strategies
Research and analysis highlights
Standard Life and Lincoln Financial Group have successfully identified the
increasing diversity of the baby boomer accumulator segment, and both have
invested in highly successful but different marketing campaigns aiming work up
some excitement about the potential the ' third age' holds.
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
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