Abstract
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.
