• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing Plan for Lloyds TSB

Extracts from this document...


Word count: 2499 James Noton 051543778 ACE2005 Contents 1 Marketing Communications Strategy and Objectives 2 Promotional Mix 3 Scheduling and Implementation 4 Evaluation and Control 5 Feedback Marketing Communications Strategy and Objectives Lloyds TSB bank is one of the "Big Four" banks, and historically goes back to a rash of mergers in the early 1900's. It's expansion to the present day came in 1995, in the form of two major mergers- the first with the Cheltenham and Gloucester, and then with TSB which was then the UK's fifth high street bank. The bank now has over 2000 branches. Today, the group includes other big names: Scottish Widows for investments and pensions, and Lloyds TSB Asset Finance, which has a reputation for business finance and factoring. They have also just announced the acquisition of the Goldfish credit card (and loan) business. Lloyds TSB Mission statement is "to be the best financial services company, first in the UK, then in other markets. To be a great place to work, to be a great place for our customers to do business and to generate great returns for our shareholders." Lloyds TSB reported full-year profits before tax to be �4.25bn ($8.3bn) last year, up 11% from 2005. Lloyds said 2007 will be a challenging year. It predicted slower growth in unsecured loans and increased regulation costs. A short time ago, banks such as Lloyds TSB had a reputation for ignoring customer needs. ...read more.


According to Fill every advertisement must have a message, content of the advertisement that focuses on the key benefits of the product that are important to a prospective buyer in making trial and adoption decisions. Advertising for the Lloyds accounts will have a message designed to appeal to the target consumers, middle aged individuals that will subscribe to premium credit cards, and also students and OAPs. Different messages will be sent to the three different target markets. Each target market will be informed of the appropriate beneficial services that we provide. The middle aged will be informed of the benefits that getting a credit card will bring. The students will be offered a free iPod. Old people will benefit from life insurance. The message will be simple and straight-forward. The ads will not contain any technical details. Otherwise, consumers will get too overwhelmed with the details and miss the main point. Also, it is important to keep the message short and simple so that the potential consumers, who may have limited time to read advertisements, can get the basic point about the Lloyds TSB account and its main personal benefit. The advertisement's message will be wrapped in persuasive content. Ads will have three themes in appeal: � Sex Appeal. One theme in appeal will be sex appeal. For example, a picture of an attractive male or female pulling up outside Lloyds in a stylish Porsche. Such an ad will imply that the person who uses Lloyds services will be as attractive and look as good in his or her car as the person in the ad. ...read more.


Scheduling and Implementation The following GANTT chart provides a graphical representation of my 2008 project schedule. Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Internet X X x x x X x X x x X x Print adverts x X X x X X x X x Billboard adverts x x x x TV adverts x x x X Sponsorship of 2008 Rugby League World Cup x X x X Sponsorship of Exhibition x X Noto Points System launched x I will now approximate my costs. TV 10 X 30 second spots, 3 peak + 7 off peak �14,600 Billboard �1800 Print 5 x 10 Hotline strips �2,500 Internet Top slot banners across The Guardian site �3,100 Sponsorship 2008 Rugby League World Cup �12,000 Total �34,000 Evaluation The evaluation of the campaign will be based on how well we reach our target market and achieve our communication objectives. First, I would analyze consumer response to the advertisements on the various media. Simply stated, I would want to see if the ads are effective enough to catch our target market's attention and interest. Second, we will be evaluating customer experience with our services. This would be accomplished through surveys at the sponsored events and through mail and telephone calls to registered account holders. In this way, we can achieve a better understanding of the effectiveness of the both the advertising and the service itself. Sources Marketing Communications: An Integrated Approach by P.R. Smith and Jonathan Taylor Marketing Communications: engagement, strategies and practice by Chris Fill Language of Advertising ebook By: Goddard, Angela http://news.bbc.co.uk/1/hi/business/6388707.stm ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    This may have substantial implications for the whole organisation and influence the future of a business for a long time to come. An organisation with a strategy knows where it is going because of its planning ahead. Marketing strategy is concerned with identifying and meeting the requirements of customers successfully so that the organisation can meet a range of objectives.

  2. McDonalds Promotional Objectives The companies' main objective is to be the family restaurant ...

    They have a long history of supporting local children's football teams with slogans "McDonalds and football go together like a Big Mac and fries". Their promotions have to appeal to a wide range of customers, from young children to the elderly, different cultures and backgrounds, and different classes.

  1. Charity Adverts Evaluation

    The charity also emphasizes on the use of emotive pictures and language to win across their target audience. ebr seebebw oreb ebk ineb foeb eb. The aim of my campaign was to increase the public awareness of abuse and how people can assist the abused in a subtle way without causing them to lose their dignity.

  2. Coca-Cola markrting mix

    * 1989 - Can't beat the Feeling * 1993 - Always Coca-Cola * 1996 - Eat Football, Sleep Football, Drink Coca-Cola * 2000 - Coca-Cola Enjoy * 2001 - Life Tastes Good To celebrate the unique iconic shape and sensual form of the Original Coca-Cola glass bottle as the ultimate

  1. Viral Marketing

    ECPs in turn, could view their appointments and provide feedback on the trials. J&J Vision Care could also view and download customer and ECP reports. An online advertising and DM campaign was also launched which covered high traffic sites like Yahoo, Rediff & Indiatimes.

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    This policy of sales promotion will be intensify during the biggest events such as St Patrick's Day and the Rugby Six Nations Tournament) Promotion Aggressive marketing Aggressive marketing strategy is required in the segment chosen in order to avoid the decrease of market shares.

  1. The Coca Cola company - You need to consider the current market, find a ...

    Significant promotional techniques are required in this stage to ensure the public knows about this product to furthur enchance growth. MATURITY STAGE - This stage is common for most products. This is where the product is no longer growing, but staying at a constant rate of growth.

  2. The first part is to compare and evaluate two competitor organisations strategies of their ...

    You can see the Calvin Klein logo. The writing style is Times New Roman for the logo. If this logo is showned to the public they would recognise it and also they don't need to find out what CK means as it written within the logo the name Calvin Klein with the writing style as Verdana .

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work