Marketing Communications Plan
Table of Contents
1.0 Introduction and Confirmation of Briefing 3
2.0 Situation Analysis 3
2.1 Market Size and Major Competitors 3
2.2 Trends 4
2.3 Customers 5
3.0 Communication Objectives 6
4.0 Strategy – Target Audience 7
4.1 Demographics 7
4.2 Geographics 9
4.3 Behaviouristics 9
4.4 Psychographics 10
4.5 Pen profile summary 11
5.0 Creative Strategy 12
5.1 Positioning 12
5.2 Creative Approach 13
Introduction and Confirmation of Briefing
We are Swift Marketing who operates as a full service agency and we have been given the task of creating a strategic communications plan for William’s and Glyn’s Bank for the duration of one year. The budget given to us is £10 million.
Situation Analysis
1 Market Size and Major Competitors
[pic]
Figure 2.1 – Market size and major competitors of UK Banks
Figure 2.1 shows that the Royal Bank of Scotland Group has a total market value of £20.71 billion (Bloomberg 2010). This in total is 8% market share in terms of the market value of each bank. HSBC is the largest with 50% market share at £122.29 billion (Bloomberg, 2010). In terms of market value the total market size is £246.19 billion as of January 17th 2010.
The major competitors in the market are (in order of market share):
1) HSBC 50% market share
2) Lloyds Banking Group 15% market share
3) Barclays 14% market share
4) Standard Chartered 13% market share
5) Royal Bank of Scotland Group 08% market share
2 Trends
According to the Bank of England (2010), Banco Santander, Barclays, HSBC, Lloyds Banking Group, Nationwide and Royal Bank of Scotland accounted for approximately 65% of the supply of lending to businesses. Furthermore, this group of banks supplied 45% of consumer credit in the UK and 75% of mortgage lending by the end of 2009 (Bank of England, 2010).
Table 2.1 – Lending by UK monetary financial institutions to PNFCs
Table 2.1 shows that lending to
1.0 Introduction and Confirmation of Briefing 3
2.0 Situation Analysis 3
2.1 Market Size and Major Competitors 3
2.2 Trends 4
2.3 Customers 5
3.0 Communication Objectives 6
4.0 Strategy – Target Audience 7
4.1 Demographics 7
4.2 Geographics 9
4.3 Behaviouristics 9
4.4 Psychographics 10
4.5 Pen profile summary 11
5.0 Creative Strategy 12
5.1 Positioning 12
5.2 Creative Approach 13
Introduction and Confirmation of Briefing
We are Swift Marketing who operates as a full service agency and we have been given the task of creating a strategic communications plan for William’s and Glyn’s Bank for the duration of one year. The budget given to us is £10 million.
Situation Analysis
1 Market Size and Major Competitors
[pic]
Figure 2.1 – Market size and major competitors of UK Banks
Figure 2.1 shows that the Royal Bank of Scotland Group has a total market value of £20.71 billion (Bloomberg 2010). This in total is 8% market share in terms of the market value of each bank. HSBC is the largest with 50% market share at £122.29 billion (Bloomberg, 2010). In terms of market value the total market size is £246.19 billion as of January 17th 2010.
The major competitors in the market are (in order of market share):
1) HSBC 50% market share
2) Lloyds Banking Group 15% market share
3) Barclays 14% market share
4) Standard Chartered 13% market share
5) Royal Bank of Scotland Group 08% market share
2 Trends
According to the Bank of England (2010), Banco Santander, Barclays, HSBC, Lloyds Banking Group, Nationwide and Royal Bank of Scotland accounted for approximately 65% of the supply of lending to businesses. Furthermore, this group of banks supplied 45% of consumer credit in the UK and 75% of mortgage lending by the end of 2009 (Bank of England, 2010).
Table 2.1 – Lending by UK monetary financial institutions to PNFCs
Table 2.1 shows that lending to