Standard LifeおよびLincoln Financialのケーススタディ - 消費者に年金加入を促すさまざま取り組み

Lincoln Financial and Standard Life Case Study: different approaches to engaging consumers with pensions

発行	Datamonitor
出版日	2009年07月	商品コード	96193
ページ情報	英文 22 pages
価格	US$ 4,495 換算 ¥ 362,701 (税抜) PDF by E-mail (Single User License) US$ 11,238 換算 ¥ 906,794 (税抜) PDF by E-mail (Global Site License)

概要
原文目次
関連レポート

原文目次

Abstract

Introduction

This case study on Standard Life and Lincoln Financial Group 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 the marketing strategies Standard Life and Lincoln Financial Group
The case study examines how the brands have developed to its current status and why they appeal to consumers so strongly
Datamonitor' s Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies

Research and analysis highlights

Standard Life and Lincoln Financial Group have successfully identified the increasing diversity of the baby boomer accumulator segment, and both have invested in highly successful but different marketing campaigns aiming work up some excitement about the potential the ' third age' holds.

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

DATAMONITOR VIEW

CATALYST
SUMMARY

ANALYSIS

Introduction
- Both Lincoln and Standard Life are cornerstones of their country' s financial services world
- Standard Life and Lincoln are specialists in the retirement income space
- Both Standard Life and Lincoln have created innovative marketing campaigns which address the changing concept of ' retirement'
- Both campaign appeal to a number of Megatrends but demonstrate significant complexities
- The pre-retirement generation is growing in terms of both numbers and influence As has been noted, both Standard Life and Lincoln have primarily appealed to those approaching retirement (currently the baby boomer generation), who have proven to be changing the face of retirement, with their increasing numbers, increasing affluence, and increasingly diversified wants and needs. Since sales of personal pension plans have been on the rise over the last five years, this is an important growing market for insurers to target.
- Other providers are moving their strategies in this direction
- Looking to the future

APPENDIX

Data Tables
Definitions
- The Datamonitor Financial Services consumer insight Megatrend framework
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

TABLES

Table: Total new business premium providers in the UK 2008 by market share
Table: Attitudes towards responsibility for providing for retirement in the UK and US
Table: Attitudes towards financial advice by country and age group
Table: Attitudes towards thinking about retirement, by age group

FIGURES

Figure: Both Standard Life and Lincoln have created strong customer-focused brand platforms
Figure: Total new business premiums in 2008 placed Standard Life as the UK' s market leader
Figure: Standard Life effectively employs the use of celebrity to promote its ' Active Money' SIPP
Figure: Lincoln' s TV advertisement encourages consumers to make an emotional connection to their ' Futureselves'
Figure: Lincoln uses an extensive online platform to guide consumer through the future challenges they can plan for
Figure: Lincoln has advertised in print next to crosswords
Figure: Both campaigns target the same segment but appeal in different ways
Figure: The majority of both UK and US consumers believe it is their responsibility to provide for themselves in retirement
Figure: Attitudes towards seeking professional advice before making financial decisions
Figure: 18 - 24 year olds are least likely to want to think about retirement
Figure: Standard Life' s Active Money SIPP website proves a convenient website for time-constrained consumers to learn about the product.