Topic: Pricing strategies and marketing channels: Progressive Company

Description

Progressive

Progressive has attained top-tier status in the insurance industry by focusing on innovation. Progressive was the first company to offer drive-in claims service, installment payment of premiums, and 24/7 customer service. But perhaps Progressive’s most innovative moves involve its channels of distribution. Whereas most insurance companies distribute via intermediary agents or direct-to-consumer methods, Progressive was one of the first to see value in doing both. In the late 1980s, it augmented its agency distribution with a direct 800-number channel.

Two decades ago, Progressive moved into the digital future by becoming the first major insurer to launch a website. Soon after, it allowed customers to buy auto insurance policies online in real time. Today, customers can use Progressive’s website to do everything from managing their own account information to reporting claims directly. Progressive even offers one-stop concierge claim service.

After viewing the Progressive video segment, answer the following questions about marketing channels.

12-15Apply the concept of the supply chain to Progressive.

12-16 Using the model of consumer and business channels found in the chapter, sketch out as many channels for Progressive as you can. How does each of these channels meet distinct customer needs?

12-17 Discuss the various ways that Progressive has had an impact on the insurance industry.

Type of service : Academic Paper Writing
Type Of Assignment : Essay
Subject : Marketing
Pages / words : 1/550
Number Of Sources : 3
Academic Level : High School
Paper Format : MLA
Line Spacing : Single
Language Style : US English

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