Thi s study has been undertaken to try to determi ne why the former Homes
Trust, currently known as Metropolitan, has lost its position as leader
in the Coloured market. This study is an attempt to develop the most
suitable marketing policy and strategy.
It was evident from the situation analysis that Coloureds are developing
rapi d1y economi ca 11y. Young Coloureds wi th thei r increasi ng educati on
and income have the highest potential, while Coloureds in the high income
group are the largest life assurance buyers. Metropolitan does not
exploit these market segments effectively, while the current market
leader (Old Mutual) is not only very well known in these market segments
but also enjoys a favourable image amongst the Coloureds concerned.