Lloyds TSB - For the Journey Case Study: engaging with customers

Lloyds TSB - For the Journey Case Study: engaging with customers published by Datamonitor in July, 2009. This report consists of 16 pages and the price starts from US $ 4495.

Introduction

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

• CATALYST
• SUMMARY

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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