Tesco by Ben Quinton

Brand alignment for mobile phone insurance and tesco insurance range

Stores and presentation Clean and bright.

Tescoâ&#x20AC;&#x2122;s style

s: w o l l o f as e r a s ise m o t r n p e i l d c n e a th br n e h t ng e r t s d an y d o b m e , d n d a n t a s r r e b d s d n e o e i to un t p s u l o t s a t e c t u u d c o e r x p d ts r to e e a k w r r a o f m d ht g n i a a r s t t s uc d le, o b i r x p e l d y f g e o r h l s e i o l f n f b h o c ta e s s to t e p i h e h g s s i u l n o a o i r t i th lat e e r t a r to rev v e o om t s u to inn c d n a t n e i l 1c : 1 e z i r to p

Current literature

Style Cartoon style Bright s d n u o r kg c a b d e d a f l e Past ain m r o f s r u lo o c t n e t is s n co image straight to the point very obvious heavily branded 1 main call to action e n o ly n o e h t is e n o h p mobile ? to vary curve scheme??

Other Insurance literature

Solid colour on top Arch across middle Branding bottom right Bright colours Thick blue Band on arch Faded background

Tescos have their own magazines and one of them is dedicated to telephone products and services so would be another place to advertise products we offer.

This is a two monthly magazine and advertises all tesco products and also other peoples products so we could advertise in here.

s e v i t c e j b

In conducting this review, LSG assume that Tesco require their insurance products to meet the following objectives: Trust

Provide excellent resolution services that enhance brand loyalty

Usage

Encourage repeat handset purchase through Tesco

Value

Provide innovative cover at best in class value

Revenue

Deliver high incremental income to Tesco

Significant changes to product, positioning and channel are required to meet these objectives.

Current Product Range

The current products are as follows: Surefone Basic £19.99 annual premium worldwide cover for handsets up to £200 (retail price) theft accidental or malicious damage water & liquid damage electrical or mechanical breakdown one claim in any 12 month period £12.50 excess fee

Surefone Plus £29.99 annual premium worldwide cover for handsets up to £200 (retail price) loss & theft accidental or malicious damage water & liquid damage electrical or mechanical breakdown one claim in any 12 month period replacement phone delivered to your door £25 excess fee

y l n o e n i l n o all offered

e r u t a r e t li ld o f o le p exam the colours are no longer in keeping with the insurance product set that tesco offer. This colour set is in keeping with the computers for schools vouchers and could easily get confused with this. The inverted arch is also more in keeping with one of tescos main competitors.

Competitors Literature Inverted curve Photographic imagery Solid colurs Branding at the top of the document all lower case font, same as tesco

To maximise customer take-up and deliver mass appeal, the following product structure is recommended: Top Up Guarantee Receive a £10 top-up on the next handset purchased through Tesco Register within 14 days of purchase (LSG cross-sell insurance on inbound call) Surefone cover UK cover for Pay As You Go handsets theft loss damage (including liquid) breakdown 1 claim in any 12 month period Annual Premium £9.99 for handsets up to £50 (£10 excess on any claim) £29.99 for handsets over £50 (£10 excess on any claim) Upsell Product: annual worldwide cover for £5.00 additional premium per handset

New Product range To respond to the Tesco audience, LSG recommends introduction of a ‘family’ product to build on brand premise that ‘Every Little helps’. Top Up Guarantee Receive a £10 top-up on the next handset purchased through Tesco Call to register within 14 days of purchase (LSG cross-sell insurance on inbound call) Surefone Family UK cover for up to 4 Pay As You Go handsets theft loss damage (including liquid) breakdown 1 claim for each handset covered in any 12 month period Annual Premium £69.99 premium (£10 excess on any claim) Upsell Product: annual worldwide cover for £10.00 additional premium

It is recommended that Surefone marketing material be revised as follows: Surefone to remain as the product name Marketing look & feel to reflect Tesco branding Literature shows LSG as underwriter & administrator Certificate of Insurance & Policy documentation to be issued on e-mail as the default option (printed copies available on request) In-box and in-store material to focus on the top up guarantee All literature to explain why mobile phone insurance is useful Claims literature to be issued in LSG brand with reference to the â&#x20AC;&#x2DC;Surefone policy for Tesco customersâ&#x20AC;&#x2122; List of required literature: Instore booklet (tesco Branded 3 options) Full page spread for telecoms mag (Tesco Branded) Full page ad for tesco store mag (Tesco Branded) Inserts for mobile products (Tesco Branded) Replenishment sleeve (3 options) Welcome pack (LSG Branded) Claims form (LSG Branded) Counter cards 3rd A4 to go with other mobile stuff. (Tesco Branded)

Basic page layout for Tesco insurance products surefone Colours need to be decided not used at the moment and may work with bright contrasts and faded background.

mobile phone insurance

message about tesco mobile phones and insuring them.

www.tesco.com

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Basic page layout for Tesco products

surefone fone

mobile phone insurance Reciev ÂŁ10 to e a pthe nex up on t hands et purchas ed

Protect your mobile blah blah blah

Font

Main font is a hand written font called carley hand this is to match with the custom font of Tesco and also Vag rounded. The secondary fornt used by tesco is similar to Rynders and as we are not told we can use the Tescos fonts then these are the nearest available that we can use without comeback.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,/:;”’ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,/:;”’

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?.,/:;”’

current colours used by Tesco

Proposed extra colours for surephone

All products have a full cross sell of every other product on back

standard layout option

surefone

mobile phone insurance

message about tesco mobile phones and insuring them.

LegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLega lsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegalsLegals

www.tesco.com

a Recieve on p-up ÂŁ10 to andset th the nex sed purcha

Banner ad

Image

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Main offer and call to action

Product information break down options and costs

Image

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Replace with Our Number

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Logo design

SUREFONE

SureFone

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SureFone

surefone

SUREFONE

SureFone

SureFone SureFone SureFone Surefone SureFone

Surefone

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s e h c Sket

SOS

s e h c t e k S

Worked images

For more great offers... Pet Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Home Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Car Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Car Breakdown Cover

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Travel Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Life Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Over 60â&#x20AC;&#x2122;s Life Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Loans

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Credit card

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Savings

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Motgages

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

surefone

mobile phone insurance

Save money by insuring your mobile phone

YOUR SERVICE WILL STOP IF YOU DO NOT KEEP UP YOUR MONTHLY PAYMENT

www.tesco.com

a Recieve on p-up ÂŁ10 to andset th the nex sed purcha

Why do you need Mobile Phone Insurance? We understand how important your mobile phone is to you because it is your main means of keeping in touch with your friends and family. You can now also use it to capture those special moments or listen to your favourite music tracks.

However, did you know that: • More than 1 million phones are lost each year? • Approximately one mobile phone is stolen every minute? • Over 200,000 mobile phones will complete a 40°C wash cycle ever year? • More than 500,000 phones were dropped down the toilet last year? (Continental Mobile Phone Report, Jan 2002)

Call us on

0845 303 42 42 Lines open 8am-8pm Monday to Friday, 9am-5.30pm Saturday and Sunday

or visit

www.tesco.com

You can now protect your mobile phone from most eventualities with Surefone.

Why choose Surefone? • Receive a free £10 top-up on the next Pay-as-you-go handset purchased through Tesco by registering it with Surefone within14 days. • Tailor-make the cover to suit your requirements or the requirements of your family. • Protect your mobile phone while you are abroad for an additional £5 for annual worldwide cover*. * Annual worldwide cover costs an additional £10.00 premium for Surefone Family.

Surefone Plus • • • • • • • • •

UK cover for one Pay As You Go handset Theft Loss Accidental or malicious damage Water & liquid damage Electrical or mechanical breakdown One claim in any 12 month period Replacement phone delivered to your door £10 excess fee

£29.99

Surefone Family • • • • • • • • •

UK cover for up to four Pay As You Go handsets Theft Loss Accidental or malicious damage £69.99 Water & liquid damage Electrical or mechanical breakdown One claim in any 12 month period Replacement phone delivered to your door £10 excess fee

This leaﬂet provides only a summary of cover – please contact us for further information.

For more great offers... Pet Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Home Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Car Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Car Breakdown Cover

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Travel Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Life Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Over 60â&#x20AC;&#x2122;s Life Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Loans

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Credit card

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Savings

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Motgages

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

surefone fone

mobile phone insurance Recieve a ÂŁ10 to pthe nex up on t hands et purchas ed

YOUR SERVICE WILL STOP IF YOU DO NOT KEEP UP YOUR MONTHLY PAYMENT

Save money by insuring your mobile phone

www.tesco.com

Call us on

0845 303 42 42 Lines open 8am-8pm Monday to Friday, 9am-5.30pm Saturday and Sunday

or visit

www.tesco.com

You can now protect your mobile phone from most eventualities with Surefone.

Surefone Plus • • • • • • • • •

£29.99

Surefone Family • • • • • • • • •

This leaﬂet provides only a summary of cover – please contact us for further information.

value

For more great offers... Pet Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Home Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Car Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Car Breakdown Cover

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Travel Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Life Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Over 60â&#x20AC;&#x2122;s Life Insurance

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Loans

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Credit card

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Savings

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

Motgages

0845 845 14 77

Lines open 8am-8pm Monday to Friday and 9am-5pm Saturday. Calls may be recorded and charged at local rate

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surefone mobile phone insurance

a Recieve on p-up o t 0 1 ÂŁ ndset a h t x e the n ed purchas

Save money by insuring your mobile phone www.tesco.com

What would you do if: •

You leave it in the back of a taxi?

•

You drop it while enjoying a night out?

•

Someone steals it while you’re out shopping?

There’s no need to worry because you can now protect your phone from most eventualities with Surefone.

Did you know that:

Why choose Surefone?

• More than 1 million phones are lost each year?

For as little as £9.99 per year, Surefone provides cover for:

• Approximately one mobile phone is stolen every minute?

•

One Pay-as-you-go handset

•

Theft

•

Loss

•

Accidental or malicious damage

•

Water and liquid damage

•

Electrical or mechanical breakdown

•

Annual worldwide cover*

• Over 200,000 mobile phones will complete a 40°C wash cycle ever year? • More than 500,000 phones were dropped down the toilet last year?

£9.99

(Continental Mobile Phone Report, Jan 2002)

Call us on

0845 303 42 42 Lines open 8am-8pm Monday to Friday, 9am-5.30pm Saturday and Sunday

or visit

www.tesco.com

You can now protect your mobile phone from most eventualities with Surefone.

*Annual worldwide cover costs an additional £5.00 premium. ...and there’s more Register your new phone with Surefone and receive a free £10 top-up on the next Pay-as-you-go handset you purchase from Tesco. This leaﬂet provides only a summary of cover – please contact us for further information. This leaﬂet provides only a summary of cover – please contact us for further information.

a Recieve on -up p o t 0 ÂŁ1 dset n a h t x the ne ed purchas

www.tesco.com

Save money by insuring your mobile phone

mobile phone insurance

surefone

Posters: The instore posters are all the same artwork as on the product covers which makes it easy when people are looking for the product whilst walking around. The poster vary in size but the most common one is an A3 size and is set up ath the end of the check out so people who are in the line will see it.

www.tesco.com

a Recieve on p-up o t 0 1 ÂŁ ndset a h t x e the n ed purchas

Save money by insuring your mobile phone

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surefone

3rd A4 till leaflet. This is to be placed at the checkout so customers who see the posters can get more information straight to hand. This woul dbe placed with the top up card leaflets that are offered by Orange and Voda and 3

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Mobile Phone Insurance

surefone

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visit www.tesco/insurance/surefone

Protect your mobile from the scrap heap.

surefone

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surefone mobile phone insurance

on the back your quick start guide to getting re-connected 568

Your replacement phone

www.surefone.com .sur .surefone.com

Surefone Your replacement phone This pack contains your phone and your charger on the back - your quick start guide to getting re-connected

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5. REGISTER REGIS SIM

4. CHARGE BAT BATTER TTERY TERY

6. MAKE CALLS CALL

3. INSERT SIM

T Tesco PLC (FRN 00000) is an Appointed Representative of Lifestyle Services Group Limited (FRN 0000000), who is authorised and regulated by the Financial Services Authorit Authority

Lifestyle Services Group Limited | PO Box 395, Crewe, CW1 6WT | Registered in England No. 5114385

2. READ PHONE INSTRUC INSTRUCTIONS TRUCTIONS

1. UNPACK AND CHECK

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sur eefone fone surefone

Lifestyle Services Group Customer Services - 0870 1566 550 Surefone is administered by Lifestyle Services Group Limited and the insurer is London General Insurance Company Limited

0800 000 0000

If you have any difficulties using your phone or accessing services, please call our Customer Services on on:

Any trouble?

We have tried to provide you with the same phone, however, in the small number of cases where this is nott possible, we provide a handset of equal or better specification. Where this has been the case, the handse handset has been selected for you from the preferences you indicated on your claim form.

Y Your phone has been provided from stock that was available at the time we approved your claim.

Y Your claim has been successful. Please find enclosed your replacement (or repaired) mobile phone.

Get connected

Quick start guide

568/10/2005

LSG/MK/07/01/0805

replacement (or repaired) phone in settlement of your claim.

Your claim has been accepted. Please find enclosed your

surance mobile phone in

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Your replacement phone

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replacement (or repaired) phone in settlement of your claim. Your claim has been accepted. Please find enclosed your

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replacement (or repaired) phone in settlement of your claim. Your claim has been accepted. Please find enclosed your

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on the back your quick start guide to getting re-connected

www.surefone.com

in nsurance

crease

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s r e t t e l e Welcom

PO Box 000, Crewe, Cheshire CW1 6WT

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Facts

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stolen e r a s e n o n ph 1.3 millio r ever y yea

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the contract ...

| Policy document

6550 or write to: ices on 0870 156

ly unless both English law will app apply to this contract.

in English.

Loss

claim). provided with your purchase must be of purchase.

Theft l damage Accidenta d liquid Water an e damag and Electrical own al breakd ic mechan sed calls Unauthori laim XX per c ,X up to ÂŁX ÂŁXXX es up to Accessori per claim

mechanical tronic, electrical or from, internal elec immediate repair and necessitating normal operation

rtificate.

must be involving a crime ne. Any incident phone

of Registered office general insurance. 1865673 Registered Number handset retail value of any the certificate. The

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employed by you your family or staff

versions. t, audio and Braille ilable in large prin They are also ava y of these terms. cop ther ano est You can requ 33 3

. the time of purchase inistrator for the r; and (ii) the adm the insurance cove to (i) the insurer for Monthly Payment r the policy terms unde you by able The amount pay . provision of services