Saga's Superbrand Strategy
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Capital Markets Event - Saga's Superbrand Strategy
BUILDING SAGA INTO
A SUPERBRAND
What is a Superbrand?
A Superbrand offers consumers significant emotional
and/or physical advantages over its competitors which
customers want, recognise and are willing to pay a
premium for through its inherent additional value
Over the past two years, we have established a new
brand conversation with older people, celebrating
their experience rather than seeing age as a negative
Insight, Data and Media are the three biggest drivers of
incremental customer numbers, NPS, revenue and
profit growth
Knowing our customers, and developing products and
services that older people want, encourages them to
choose Saga again and again
Harnessing this insight and connecting it to our data
allows us to personalise the customer experience
⚫ This deepens our connections with our customers,
helps us reduce the cost of acquisition and deliver a
predictable lifetime value
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