Luke Gipson Books

Focusing on the marketing strategies for the Saga Group, this project report outlines a proposal for a loyalty scheme aimed at individuals aged 50 and above. It details the group's diverse offerings, including insurance, personal finance, and a popular magazine. The report presents a comprehensive communications plan designed to enhance customer engagement and loyalty, particularly through Saga Holidays. The findings reflect a thorough analysis conducted as part of a Business Administration course at the University of Kent.

Branding's crucial role in business is examined, particularly its impact on consumer loyalty in the digital age. The report discusses a significant shift in power from producers to consumers, as highlighted in a 2005 Economist article. It specifically analyzes how brands, especially in the alcoholic beverage industry, have adapted to this change, focusing on Diageo Plc, the world's third-largest alcoholic company. The study emphasizes strategies for experience brands to enhance customer loyalty while navigating competitive challenges and external threats.