Halifax Money Plan: 'The Repackaging of a Financial Parity Product Range'

Hank Howe

1982 campaign to repackage the Halifax Money Plan. Marketing objective was to increase market share of stable net inflow to enable the company to meet increased mortgage demand.
Agency: Brunnings YorkshireAuthor: Hank Howe

Halifax Money Plan: 'The Repackaging of a Financial Parity Product Range'

PRESS RELEASE

Business background

1981 was not a good year for the building society movement as a whole. The average asset growth rate for the group A societies, the top seventeen (who are responsible for over 80% of the total movement's assets), was 14.5% compared with 16.6% for 1980. Assets consist predominantly of mortgage loans (approximately 80%) and cash and investments (approximately 18%). Mortgage loans are funded from three sources:
  • Existing mortgage capital repayments;...

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