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
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