Case study on Progressive Insurance's Marketing Strategies

I. Background

a. The progressive tense Story

Progressive is a large company that started the business in 1937. Progressive employs more than 26,000 and its revenue as of 2004 was 1.04B. Progressive distributes its go through teleph unmatchable, Internet and independent agents. Progressive conducts business in 48 states and the District of Columbia and has organized these 49 jurisdictions into sextet geographical regions. The Agency and the Direct Businesses are managed at the topical anaesthetic level and have three General Managers, each prudent for two regions. The Claims business area has six General Managers amenable for one region each, with managers at the state level. Sales and return (which includes Agency and Direct customer service, direct sales and claims sack reporting, among other services) is performed at six regional sites in Austin, Taxes; Cleveland, Ohio; atomic number 27 Springs, Colorado; Phoenix, Arizona; Sacramento, California; and Tampa, Florida. The company relies heavily on technology and extensive data gathering and analysis to plane section markets and price according to risk potential. The company has remained warring by closely managing expenses and achieving operating efficiencies, and by refining its risk measure and price segmentation skills. Superior customer service, claims adjusting and strong spot recognition are also important factors in the companys competitive strategy.

b. Overview of Products

Personal Automobile is Progressives primary policy product.



It provides coverage to individuals from basic obligation to full coverage. This includes bodily injury, property damage, and physical damage caused by a collision. In addition, many states require policies to provide for scratch line party personal injury protection, frequently referred to as no-fault coverage. Progressive offers personal automobiles insurance to nonstandard, standard and preferred customers. Nonstandard insurance is intended for drivers who because of their driving record, age or vehicle, represent a higher risk thru liability. Standard insurance is intended for drivers with one or...

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