Norwich Union SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1135

SWOT Analysis of Norwich Union with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Norwich Union

Parent Company





Banking & Financial Services

Tagline/ Slogan



UK’s largest insurer. In general insurance it is more than 1.5 times the size of its nearest competitor

Norwich Union STP


Life and Auto Insurance

Target Group

Affordable individuals and small businesses


Direct marketer of Life Insurance Products

Norwich Union SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Norwich Union :

1. Biggest life insurance provider in the United Kingdom, and has a strong position in motor insurance

2. Customized insurance services based on individual needs
3. Always tried to innovate and introduce new products to satisfy customer’s needs
4. International Operations and high quality business worldwide

5. Quality care at reduced costs from well trained professionals

6. Website is easy to use and has clear and accurate policy documents

7. Recognized as the most important insurer in UK present right from the time of World war I


1.Handling process and speed of resolution is less efficient

2. “Pay as you drive” though was a very good solution to motorists, had to be closed because of lower than expected volumes


1. Demutualization allows the company a greater access to potential capital

2. Rebranding as Aviva would help the company have a global impact and a better reach


1. Competition from small and new players in the insurance industry
2. Increasingly knowledgeable and aware customers

Norwich Union Competition


Below are the 3 main Norwich Union competitors :

1.Eagle Star Insurance
2.Standard Life Insurance
3.Century Insurance Centres

The brandguide table above concludes the Norwich Union SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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