Launching a car insurance company

Résumé du document

Our company wants to launch a new product - car insurance. We propose an all inclusive pack for our customers who will benefit from free services such as fixing their damaged car and the loan of a car during repair. Moreover, young drivers will benefit from better price than other car insurance which impose taxes because they are new drivers. Another service is when one person buys a car (the same car) we will not discriminate between men and women because normally women are levied more taxes as they are seen as a danger on the road. And the ultimate service that we will offer is a low price of increase in premium when a driver damages his car or has an accident. After an initial analysis of competitors on the market, we notice there are a lot of big companies which propose packaging of car, house, and life insurance in order to be more competitive and to secure the loyalty of their customers.
For the marketing communication of our new service which is “take car”, we propose communications on the radio and online. For the radio, we will use three spots of 30 seconds each during a six-week period to cover our entire target. For the internet, we propose to advertise on Facebook, daily motion, twitter and YouTube that will ensure a buzz and help explain the three main services that we propose and for which we have lower costs than our main competitors. Moreover, those social networks are beneficial and spell no costs for our company.
Now, we will time this marketing communication from the 18th of December 2010 to the 20th of February 2011 so that it can be known at the beginning of the year because people will benefit from the last time of the “prime à la classe” to change cars and benefit from a low price. It will also be a good time to take a new car insurance with the possibility of the price rise at the beginning of December which was announced on the 14th of December 2010 by the French Economy Minister.

Extraits

[...] Launching a car insurance company TABLE OF CONTENT Executive Summary Introduction 1. Definition of the service 2. Reach our audience 3. Marketing communication 4. Regulatory issues 5. Final Campaign Conclusion Recommendations Bibliography Addendum Executive Summary Our company wants to launch a new product - car insurance. 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 moreover young drivers (18 to 15 years old) will beneficiate of better price than other car insurance which put taxes because they are new drivers. [...]

[...] In France, there are three main regulators that operate in France for advertising. We will operate under the CSA, the BVP and DGCCRF for the advertisement on the radio and on the web. The DGCCRF is Direction Generale de la Concurrence, de la Communication et de la Répression des Fraudes and is attached to the Minister of the Interior in France. Nowadays, Christine Lagarde which is the minister of the economy announced the 14th of December 2010 that she will ask to realize an audit of all car insurance because she did not understand why prices are increasing. [...]

[...] In 2008, Axa create a new great way of communication. Insurance has always classic and boring way of communication, but Axa renew this thanks to their new ad with a high slogan: “Reinvent / our Job”. The communication of Axa was organized in two main times; first, one diffusion during three days on television and national (13 publications in newspapers) and regional press (59 publications in newspapers), and the second was created in four television spot around services and products of Axa with and argument of them. [...]

[...] Thanks to its slogan and the media used, they attract also professional. They also used massive communication every year at the “salon de l'automobile” in France, that permits to attract buyers of cars. What do you think are the strengths and weaknesses of their advertising (short statement)? The company is well recognized by the public thanks to its logo, slogan. The message is very clear. The only weakness is the company only use television to conquest its public. COMPETITIVE ANALYSIS Name of product: All risks insurance 7 of MMA. [...]

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