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HCF Health Insurance: Brand Repositioning Project
內容大綱
By 2015, HCF, Australia’s largest not-for-profit health fund, had become a tired brand that did not appeal to younger consumers despite eighty years of success. The market was changing and the combined pressure of competitors and consumer market dynamics meant that HCF was finding it increasingly difficult to maintain its position. Yasmina Pinto, the company’s head of brand, had been given the responsibility of revitalizing its tired brand so that it would once again become fresh and appealing to consumers. What was the best way forward for HCF as a brand and as a provider of high quality health care services for Australians?
學習目標
This case is suitable for undergraduate- and graduate-level courses in marketing management, brand management, strategic management, and marketing communications. The case offers an opportunity for students to consider the critical challenge of managing integrated marketing communications in an applied context. The case is made especially interesting with the focus on an unsought product category, health insurance, which is infrequently spoken about and notoriously complex. After working through the case and assignment questions students will be able to do the following:<ul><li>Identify and articulate brand strategy.</li><li>Identify and articulate a brand positioning.</li><li>Understand integrated marketing communications.</li><li>Understand and devise an implementation plan for a marketing strategy.</li></ul>