CH_Mkt301_Assignment2

CH_Mkt301_Assignment - quality car insurance at an affordable rate This market includes people of all races and ages assuming they have a vehicle

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Assignment 2 www.geico.com Geico auto insurance applies a variety of marketing segmentation variables to supplement their business. Geographically, they market nation wide which allows for maximum exposure and potential for business. Demographically, they stress low prices and ease of use which attracts a wide variety of age groups and incomes. They also pride themselves on outstanding customer service which would be considered part of the benefit segment. Also according to their web site, Ninety percent of all sales made by Geico Insurance Company are initiated by the buyer rather than commissioned agents, so before purchasing insurance, buyers had typically researched and compared Geico to other providers. When they realized that Geico best suited their needs, this is an example of buyer-readiness. Geico targets a very diverse market since its campaign is directed to all who seek
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: quality car insurance at an affordable rate. This market includes people of all races and ages assuming they have a vehicle that needs to be insured, which is required by law in almost every state. Geico also dives farther into the market by advertising the ability to check their rates and purchase one of their insurance plans in fifteen minutes online, which applies to the generally younger and technologically savvy customers. Opposed to the strategies used by its competitors, the secret to Geico’s success has been marketing directly to customers, rather than using agents. By saturating the target market with humorous messages, Geico has been persuading an average of 10,000 customers a week to switch their car insurance provider. Geico has utilized TV, the radio, and the internet in their advertising campaigns....
View Full Document

This note was uploaded on 10/19/2008 for the course MKT 301 taught by Professor Gauber during the Spring '07 term at Clemson.

Page1 / 2

CH_Mkt301_Assignment - quality car insurance at an affordable rate This market includes people of all races and ages assuming they have a vehicle

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online