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 Yorkshire | Author: 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;...