Co-operative Financial Services Case Study: Effectively Communicating an Ethical strategy

Co-operative Financial Services Case Study: Effectively Communicating an Ethical strategy published by Datamonitor in July, 2009. This report consists of 19 pages and the price starts from US $ 4495.

Introduction

Abstract

Introduction

This case study on Co-operative Financial Services forms part of Datamonitor' s new series highlighting best practice in specific areas of financial services.

Scope of this research

• This case study analyzes the key successful elements in Co-operative Financial Services' marketing 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 analyze the effectiveness of customer targeting strategies

Research and analysis highlights

As worldwide financial services markets undergo a period of enormous upheaval, products which appeal to softer attributes other than simply the desire to make fast returns have increased in popularity. By targeting community-focused and ethical investors, CFS has effectively carved itself a profitable niche.

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 improvement
• Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of Contents

DATAMONITOR VIEW

• CATALYST
• Summary

ANALYSIS

• Co-operative Financial Services: leading the way in ethical financial services
  • The Co-operative Group has a long history of close relationships with its customers
  • CFS' rebranding aligns with key consumer Megatrends
  • The Co-operative Bank has identified a ' sweet spot' of target consumers
  • CFS is focusing on its specialist market as a customer acquisition strategy for the downturn

APPENDIX

• Data tables
• Definitions
  • The Datamonitor Financial Services Consumer Insight Megatrend Framework
• Further reading
• Ask the analyst
• Datamonitor consulting
• Disclaimer

TABLES

• Table: Unsecured personal loan market by gross lending (£m)
• Table: Current account market split by market share (%)

FIGURES

• Figure: The Co-Operative Group had 1.6% of the current account market in 2007
• Figure: The Co-Operative had a 1.2% market share of unsecured personal loan gross lending in 2007
• Figure: Comfort is central to the Co-operative' s ethical principles
• Figure: Connectivity is all important to the Co-operative' s ethical principles
• Figure: CFS' most valuable customers are conscience consumers
• Figure: www.goodwithmoney.com is an excellent resource which complements CFS' adverts

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