Abstract
Halifax is the “personal” branch of the HBOS group.
The bank is present in the Irish market for less than 2 years. The Irish marketing strategy is unlike the UK one (different service marketing mix). The overall objective is to become the 4th largest bank in Ireland by 2009.
We cannot really talk about price in the banking industry. But we can basically compare the value of the products by 2 indicators -
The interest rates offered by the diverse competitors: It is the money that customers can earn by owning a Halifax account.
The variable rates practiced on the loans by the diverse competitors: It is the money that customers will spend by contracting a Halifax loan or mortgage.
