Norwich Union Stakeholder Pensions - A pension for everyman

Recognizing the potential for the pensions market to double in size following the Welfare Reform and Pensions Act in 1999, Norwich Union took a strategic decision to attempt to become market leaders.
Agency: McCannEricksonAuthors: Deborah Pullen and Keith Coni

 Norwich Union Stakeholder Pensions

A Pension for Everyman

Management summary

This paper seeks to show how marketing communications helped Norwich Union to achieve all its objectives and become the leading brand for stakeholder pensions, despite having a product that was prescribed by legislation to be essentially identical to all the others on offer. It argues that the advertising strategy and execution played a significant role in establishing Norwich Union's brand leadership of the category, in a market that was beset by customer disinterest and cynicism. This will in turn provide...

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