- Client
LGT Capital Management
- Objective
To develop an effective positioning and cost-efficient measures introducing the company to its core target groups. Furthermore, the measures should provide a basis to service established clients as well as to recruit new customers.
- Analysis
Market -and competitors-environment, possible topics and the strengths and weaknesses of the LGT Capital Management and its products respectively.Conclusion: Selection of the academic topic “Behavioral Finance”.
- Content-concept
Content-driven, integrated communication concept including all communication instruments (advertisement, PR, internet, trade fares, etc.). Commitment of the external testimonials Prof. Dr. Kahneman and Prof. Dr. Vernon Smith, both Nobel laureates in economics 2002, as well as Prof. Dr. Werner de Bondt, international expert for Behavioral Finance. Furthermore, integration of internal experts on the side of the academics.
- Implementation
Thematic brochures and advertisements.
Lectures on “Behavioral Finance” (private and public events) and speeches at trade fares together with the Nobel laureates.
Media-co-operations as well as PR-measures accompanying the events.
Behavioral Finance Website at the University of St. Gallen (HSG). Sponsorships of research in Behavioral Finance at the George Mason University, USA, and the University of St. Gallen (HSG), Switzerland.
- Results sorted by performance-indicators (PI)
PI turnover / market share:
- Out-performance (regarding fund volume) of the lead product (+330% vs. market +76,3%)
- Substantial increase of the assets under management in both areas institutional clients as well as private banking / private wealth management of the LGT Group.
- Broadening of the institutional and private client-base.
PI brand awareness and brand sympathy:
- Establishment of the company, its brand and its exponents in the relevant market.
- Strengthening of the image of the LGT Group in the dimensions innovation and competence in the field of asset management.
PI cost efficiency: ratio advertising value vs. invested funds: 10/1.
PI emplyees: recruitment considerably simpified and improved.
PI stock price: LGT Capital Management is not listed.
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