Scottish Widows SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 753

SWOT Analysis of Scottish Widows with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Scottish Widows

Parent Company

Scottish Widows PLC


Life Insurance


Banking & Financial Services

Tagline/ Slogan

Change your life in an hour


most trusted life, pensions and investment provider in the UK



Long term insurance and savings

Target Group

Old people, widows and other people looking for future safety


expert, stable and caring

SWOT Analysis


1. Regular efforts to boost brand identity through advertising
2. Success of “Looking good for you money” campaign in past
3. Heritage brand
4. Good advertising and branding communication

5. Over 3000 people are employed with the company

6. Excellent product portfolio Life insurance, Pensions, Investments, Savings

7. Good presence through sponsorship of global events like Olympics


1.Move away from getting a life insurance
2.Loosing consumer interest
3.Branding communication fails if people start viewing it as a predominantly a widow supporting organization


1.Expanding operations
2.Streamlining business structure
3.Taking the Scottish Widow icon to another level


1.Referendum in UK
2.Unrest due to Scottish Referendum
3.Mis lead identity due to name



1.Legal and General Group PLC
2.Prudential PLC
3.The Royal Bank of Scotland Group PLC

The table above concludes the Scottish Widows SWOT analysis along with its marketing and brand parameters.


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