PROPOSAL OF MARKETING COMMUNICATIONS PROGRAMME IN ALTERNATIVE DISTRIBUTION CHANNEL AT ASURANSI ALLIANZ UTAMA INDONESIA BANDUNG BRANCH

• Main Author: MARIA W.W. SUYADI (NIM: 29105323); Pembimbing : Leo Aldianto, MSAE, MBA , PIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19134
• Institution: Institut Teknologi Bandung

Allianz Utama Indonesia Bandung Branch is general insurance company. During doing its business , Allianz Utama Bandung Branch has three distribution channel : insurance broker, individual agent and alternate distribution channel, which consist of banks and leasing company. One of the product of bank and leasing is lend some fund to their debito. rIn this case, insurance only become supporting product for bank and leasing company. Nowadays, Allianz Utama Bandung Branch has alreandy have Memorandum of Understanding (MoU) with several banks and leasing company. Business character between Allianz Utama Bandung and bank and leasing company is business marketing or business-to-business marketing. In doing the effective marketing programme for business marketing, we have to understand buying process and role in buying process.. In making a relationship with bank and leasing company, Allianz Utama Bandung Branch has already used some of marketing communication tools but it’s not fully fit with the character of this business which is business-to-business marketing. Suitable marketing communication programme is being critical for Allianz Utama to deliver good service to bank and leasing company. Delivering quick and good service is aligned with bank and leasing company’s need.. This final project is trying to propose marketing communication programme that should be implemented by Allianz Utama Bandung Branch so the company could deliver good and quick service to alternate distribution channel ,which expected could increase premium growth from alternate distribution channel. The step for this research start form business environment analysis, continued with business marketing analysis which is used for alternate distribution channel. Next step is marketing mix for service analysis and at last is promotion analysis specific in marketing communication tools analysis.