Example on Accelerating Insurance's Marketing plans

 Case study on Progressive Insurance’s Marketing Strategies Article

I. Background

a. The Accelerating Story

Modern is a large company that started the organization in 1937. Progressive uses more than 21, 000 and its revenue as of 2004 was 1 . 04B. Progressive redirects its companies through cell phone, Internet and independent agents. Progressive conducts business in 48 states and the Section of Columbia and offers organized these 49 jurisdictions into six geographical parts. The Company and the Immediate Businesses are been able at the regional level and possess three Standard Managers, each responsible for two regions. The Claims business area has six Standard Managers accountable for one region each, with managers in the state level. Sales and Service (which includes Organization and Immediate customer service, direct selling and statements loss reporting, among various other services) is conducted at half a dozen regional sites in Austin, Taxes; Cleveland, Kentkucky; Colorado Springs, Co; Phoenix, Illinois; Sacramento, California; and Polk, Florida. The corporation relies heavily on technology and comprehensive data gathering and analysis to portion markets and price according to risk potential. The business has remained competitive by carefully managing expenses and achieving operating efficiencies, and by refining the risk way of measuring and price segmentation abilities. Superior customer care, claims modifying and strong brand recognition are also important factors in the company's competitive strategy.

b. Overview of Items

Personal Automobile is Progressive's primary insurance product. It provides coverage to many of these from fundamental liability to full coverage. This consists of bodily damage, property destruction, and physical damage the effect of a collision. In addition , many declares require plans to provide for first get together personal injury safeguard, frequently called no-fault insurance. Progressive gives personal cars insurance to non-standard, standard and preferred customers. non-standard insurance is intended for drivers who because of the driving record, grow older or automobile, represent high risk thru the liability. Standard insurance is intended intended for drivers with one or two violations on their driving records but still do not demonstrate any reason to classify like a " large risk". Favored insurance is made for customers which has a " clean" driving record. In accordance to Progressive's financial survey published in May, 2005, personal automobile insurance was 93% of written monthly premiums for the twelve-month period ended Dec 31, 2004. Progressive's web marketing strategy is focused around nonstandard automobile insurance.

Progressive presents nonstandard business automobile insurance to businesses that employ more than one nonstandard hazardous drivers. This target organization segments include fleets of 12 or perhaps less automobiles. Progressive would not write insurance to businesses that are associated with hazardous procedures or interstate commerce. Modern also provides coverage for home insurance, personal watercraft, personal articles, such as jewelry, and umbrella the liability protection.

c. Strategy

Progressive's goal is always to maximize shareholder's equity by simply focusing on underwriting profitability long lasting return upon equity through:

Product concentrate: Progressive gives innovative automobile services to meet the varied needs of their customers. The organization focuses on 3 different personal auto insurance. First, low cost-limited coverage plan or standard liability, is supposed for individuals who possess bad record or for many who just want to meet their state's minimum insurance requirements. Valued-Added broader coverage policy is made for customers who would like to protect estate assets, but may well have a violation or maybe more on their driving record. The Leading policy or full coverage is intended for individuals who choose to operate their very own vehicles free of worry from high costs from damage, obviously with better coverage comes higher premium costs.

Progressive keeps licenses to write down auto insurance in 48 declares, but centers their growth in seventeen...