Presents a marketing plan for Allstate Insurance Company with an emphasis on promotions for individual agents.
Written in 2009; 7,855 words; 14 sources; APA; $ 170.95
Paper Summary:
This paper describes that the target market for Allstate Insurance Company, in their saturated, mature insurance market, is everybody. The paper first analyzes the competition and business cycle to reveal a cash cow position. The paper then recommends an aggressive marketing plan to win market share by setting quantifiable sales goals for Allstate agents, who must operate as small business entrepreneurs.
Table of Contents:
The Company
Allstate's Products and Services
Allstate's Industry and Competitors
Organizational Structure
The Current Market Situation
SWOT Analysis
Marketing Goals and Objectives
Budget
Tracking the Progress of the Marketing Plan
Marketing for the Individual Agent
Window Sign Advertising
Radio and television advertising
Placemat Advertising
On Hold Advertising
Newspaper Advertising
Newsletters and Brochures
Mailing companies
Advo Bulk Mailing
Mail inserts
Circulars
Door Hangers
Magazine Display Rack and Counter Displays
Lead Hunter's
Summary
From the Paper:
"Despite these consistent revenue streams, Allstate has seen dramatic fluctuations in their net income. The main culprit was heavy hurricane-related losses in 2005, though 2007 also saw significantly higher losses than the year previous, cutting into the net income. All the same, the past two years have seen strong improvement in earnings per share over any of the previous five years. The losses on policies have generally been the sole culprit for fluctuations in net income. Operating expenses have remained steady over the past five years."
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