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

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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