Publication
Segmented and bundled solution for mass market insurance consumers: becoming a lifelong partner - an approach to strategy
| Summary: | The project was developed in partnership with Q Insurer Mass Market Marketing Department with the purpose of helping Q Insurer to become a lifelong partner for Portuguese consumers. In order to reach this goal, an extensive research and analysis’ methodology was followed, focused on studying the external environment, internal resources and Portuguese consumers. A main recommendation was constructed following a request for one actionable and implementable strategy. This recommendation aims to fulfil the overarching goal, integrating several ongoing initiatives while contributing to a differentiated and customer-centric position in the mass market. Additional recommendations to increase success potential were also constructed. |
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| Main Authors: | Ferreira, Teresa Viterbo Vicente |
| Subject: | Tranquilidade Generali Customer Mass market Insurance Customization Simulation |
| Year: | 2021 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | open access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | The project was developed in partnership with Q Insurer Mass Market Marketing Department with the purpose of helping Q Insurer to become a lifelong partner for Portuguese consumers. In order to reach this goal, an extensive research and analysis’ methodology was followed, focused on studying the external environment, internal resources and Portuguese consumers. A main recommendation was constructed following a request for one actionable and implementable strategy. This recommendation aims to fulfil the overarching goal, integrating several ongoing initiatives while contributing to a differentiated and customer-centric position in the mass market. Additional recommendations to increase success potential were also constructed. |
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