John Hancock Company

According to the case, many executives felt that the company was perceived as Aa staid and stodgy insurance company....The public [also] perceived the company as responsible, but not very interesting nor innovative.

With the company=s strategy moving toward diversified financial services, John Hancock=s management decided that something had to be done to discard the company=s image as an unprogressive insurance company@ (p. 4).

This image was partially of necessity, because insurance is not the most media-friendly of industries, and most people wince when they hear the word. In addition, any campaign to enliven the company=s image must be done within the strictures of the fact that it is basically a financial company, one that deals with people=s assets and futures.

2. What were consumer perceptions of John Hancock?

Most consumer research showed that the public thought that John Hancock was safe, yet stodgy. There had been some public criticism some 10 years before the case when there was a problem with the new building. AThe company was known as the life insurance company that could not keep the windows from popping out of its new 60-story office headquarters building, the tallest in New England@ (p. 4)

3. Based on the data provided in the case, list the benefits and detriments to John Hancock for sponsoring the Sun Bowl? Cite and

. . .
you here and now. Not just the hereafter.@ (P. 23). 4.What was John Hancock=s rationale for getting involved in the Sun Bowl? Cite and explain. Part of the rationale can be found in D=Allesandro=s opening remarks. AI think we=ve had successful sports marketing and advertising programs so far. They have been instrumental in revamping John Hancock=s Image, and indirectly responsible for increasing sales....I=m not sure yet just how far we should extend the concept of sports involvement@ (p. 1) This suggests a company in search of a strategy, and that search first led them to the Marathon. The Marathon was so successful that the company continued its quest, and found the Sun Bowl possibility. 5. What was John Hancock=s rationale for getting involved with the Boston Marathon? Cite and explain. The rationale for getting involved with the Marathon was that the company was looking for ways to revamp its image, and the track record of sports sponsorship was visible. As stated in the case, AYour dollars go further through sports marketing than through some forms of traditional advertising. You can achieve a lot of different objectives through sports; you can pick and choose what you want@ (p. 8). The Boston Marathon was a n
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Approximate Word count = 1218
Approximate Pages = 5 (250 words per page)

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