Essays on Brand Analysis Project - Care Super Case Study

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The paper "Brand Analysis Project - Care Super " is a good example of a marketing case study.   Care super was established in 1986 as one of the superannuation fund specifically designed to provide members with the means to save for a financially secure future on retirement. Care super is one of the Australian super funds that have recorded strong performance over the past years as it continues to grow (Antolin, 2011). It has approximately 180,000 members of which more than sixteen thousand are participating employers and approximately have $ 1.5 billion assets.

Care super Pty Ltd is the trusty of Care Super (Antolin, 2011). Its board members are made up of equal numbers of directors that are representative of the employer and members and one independent director (ABS, 2013). The trustee members are responsible for ensuring that CARE Super is well managed in the best interest of all members and their dependents. The trustee helps in providing advice and identifying other professional bodies that could help in running the organization while ensuring that the organization is managed to the best interest of all stakeholders (ABS, 2013).

This paper analyses the brand provided by Care Super as one of the Superannuation fund providers in Australia. In the brand analysis, the paper starts by introducing the Superannuation industry as a whole by giving the definition of the name Superannuation. The paper discusses the industry growth since its inception and the factors behind its growth since the Walli's inquiry in 1997(Antolin, 2011). The paper gives five subcategories of segmentation of the superannuation industry before concentrating on the product offers by the Care Super as one of the companies providing superannuation fund.

The paper analyses the existing market, competitors and finally gives a brief conclusion and recommendation on the Care Superbrands and the target customers (Antolin, 2011). 1.2Superannuation industry and growth The superannuation industry in Australia is a very important component of the Australian Economy and contributes a larger percentage towards Australians financial wellbeing. Superannuation literally means antiquated or absolute, something too old to use and retired because of age. Superannuation offers individuals an opportunity to make the right financial decisions during their working careers, therefore enables them to save well for their future lives.

Though the fund has greatly improved the lives of many in society, the industry still has a long way to go in terms of improving and simplifying the accessibility of the fund. The superannuation and banking sectors combined to dominate the Australian financial system. Superannuation assets as a share of GDP have increased twice the original value in the completion of Wallis Inquiry in 1997, to be currently over 100 per cent. Since the completion of the Walli's inquiry in 1997, the assets of Superannuation assets and shares have more than doubled and by December 2013, it was 100% double (Ashcroft, 2009).

This increase is because of many factors, which have resulted in the growth of the sector and the fund in specific. Some of the factors include the tax incentive adopted by the Australian government, compulsory SG, and the drastic changes in the retirement’ s lifestyle expectation (Ashcroft, 2009). It can be noted that the Superannuation system changed for as long Period and a drastic shift away from DB scheme towards DC scheme, with most of DB schemes shares moving downward (Antolin, 2011).

The decline in the DB scheme has coincided with the decline with the shares of Superannuation funds held by the public sector has most of the shares are currently owned by private investors (Antolin, 2011).


Antolin P, (2011), ‘The Economic Impact of Protracted Low Interest Rates on Pension Funds and Insurance Companies’, OECD Journal: Financial Market Trends, Volume 2011 – Issue 1, pp 1–20.

Ashcroft. J (2009), ‘Defined-Contribution (DC) Arrangements in Anglo-Saxon Countries’, OECD Working Papers on Finance, Insurance and Private Pensions, No 35.

ABS (Australian Bureau of Statistics) (2013), ‘Deaths, Australia, 2012’, ABS Cat No 3302.0, November

APRA (Australian Prudential Regulation Authority) (2014), Superannuation Trends, January Available at

AR (2013) CARE Super Annual Report 2012/2013

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