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Marketing Research PLanning for Decision Making - an example agency brief
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Submitted by william.lee on May 6, 2006
Category: Business
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Research Planning for Decision Making
February 2006
Research brief to examine customer attitudes towards the activities and performance of Halifax/Bank of Scotland Personal Banking sales colleagues
Introduction to the brief
You are invited to put forward a proposal to undertake a marketing research brief to examine customer attitudes towards the activities and performance of the Halifax/Bank of Scotland (‘HBOS') Personal Banking (‘Banking') mass market sales force.
Introduction to HBOS and Banking
HBOS, part of HBOS plc is one of the UK's leading financial services providers.
HBOS plc was formed in May 2001, when Halifax and Bank of Scotland boards announced that they had agreed to merge.
It is the UK's largest mortgage and savings provider as well as being a major player in the provision of new current accounts and credit cards in the UK. The company also provides a range of other products and services, including long term investments, insurance, personal loans, share dealing and business banking.
They have around 22 million customers, with a relationship with 2 out of every 5 households in the UK.
Banking offer a range of bank accounts to retail customers, which can be split between mass market and high net worth products.
Your research proposal should focus on sales of those mass market products that are actively sold (Current Account and moneyback Current Account, ‘primary accounts‘).
Products and services
A range of mass market products are offered to different types of customers, as shown in Appendix One.
Products are sold to mainstream customers, who are required to meet certain criteria, the level of which varies depending on account type. All customers have to pass certain checks, such as those to ensure that the account is not used...
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