Our company wants to launch a new service in car insurance in Netherland. In this way we will propose an all inclusive pack for our customers which will beneficiate of free services as fixing their car after a damage, the lend of a car during reparation We notice that in this country drivers have the choice between only two kinds of products: Simple car insurance and all cover car insurance. Even if the number of car is increasing in Netherland, this city is seeing as the bicycle city by other person. We will present in detail the service of our car insurance; we will analyze the macro and micro environment and to finish we will analyze the consumer and marketer point of view in order to implement our service.
Sommaire du TD
II. Analyze the Macro consumer picture
III. Analyze the Micro consumer picture
IV. From the "consumer looking out" perspective, how would you use such factors as motivation, exposure, knowledge, attitude formation, problem recognition, judgment and decision making, etc.?
V. From the "marketer looking in" perspective, what information and techniques would you tell or instruct your sales force / advertising agency / store designer / marketing team / public relations agency / etc. in order to improve sales or increase usage?
Extraits du TD
[...] Moreover we have to study very well all information in order to target young driver (from 18 to 30 years old). We notice that if drivers take an all risk car insurance they will beneficiate only the compensation for personal and car damages. But, our packaging will also include many advantages as fixing their car after damage, better price for young driver IV. From the ?consumer looking perspective, how would you use such factors as motivation, exposure, knowledge, attitude formation, problem recognition, judgment and decision making, etc.? [...]
[...] So, the company has to be very careful when they want to implement their service in Netherland in order to attract people they have to propose a all risk cover with many bonuses at a low cost. BIBLIOGRAPHY "Assurance Auto : L'assurance Auto Vectura D'Aviva Assurances Vous Garantie Vous Et Votre Auto, Automobile, Voiture, Véhicule." Agence Assurance : Aviva Assurances, Une Agence Assurance Près De Chez Vous. Web May "Cars - I Amsterdam." Portal to Amsterdam - I Amsterdam. Web May "CIA - The World Factbook." Welcome to the CIA Web Site Central Intelligence Agency. [...]
[...] Because that will reduce CO2 emission that is a good thing for the environment but that will limited people to take their car so maybe they will not want to drive and preferred to use their bicycle that will cost less (in gasoil and insurance) because we must not forgot that Netherland is also see as the country of bicycle. Our main competitors are Aviva, Clement International Auto Insurance and Macif. They propose the two main car insurance and permit to all drivers to subscribe to car insurance with both proposition. But, if drivers want more compensation, they have to subscribe bonus packaging in order to be cover exactly to all risks. How would you uncover and use the segmentation information about your target audience? [...]
[...] From the ?consumer looking? perspective, what kind of criteria he could have? - Motivation for buying the product: There are only two kind of car insurance in Netherland, so the choice is reduce and they do not have many options. Moreover, even if a consumer takes an all risk cover, this provides insurance for the car itself but not its contents. So, if they want to be cover for all things and also to receive a good compensation they need a global packaging that include corporal and non corporal damages but also other spending like medical treatment, lend of a car during reparation Security and safety will be an important driver because car insurance permits to accomplish it because it is stability for the driver but also a protection and a security because it is obligatory. [...]
[...] There is a predominant industrial activity in chemicals, petroleum and food processing. Netherland is in the European Union and since January 2002 the Euro is the main currency of the country. It was one of the leading European nations for attracting foreign investors and is also one of the four largest investors in the US. We notice that the country is highly open and dependant on foreign trade and financial services and after 26 years of uninterrupted economic growth Netherland was hard hit by global economic crisis. [...]
À propos de l'auteur
Déborah D.Customer Services ManagerMarketing des servicesInternational Consumer Behavior