#TITLE_ALTERNATIVE#

• Main Author: Ariansyah (NIM 291 04 170), Angga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5737
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> Insurance industry in Indonesia is becoming saturated, which can be seen by how the insurance market is targeting the same segment and using similar marketing strategy through their representative agent. This phenomenon is considered as being in the Red Ocean. Branding of insurance in Indonesia is not well accepted due to bad image created in the past, people are still traumatize to join an insurance plan. Moreover representative agents worked unprofessionally, much are caused by uncompetitive recruitment system to select candidates to hire which in turn create a bad image for insurance industry and caused liabilities to customers. Insurance marketing scheme needs a new system. It needs more than direct-selling methods that are prone to agents leaving the organization. Several reasons catalyze this behavior such as when agents failed to get new customers, unable to reach the organizations sales target or successful agents moving to a better company which offers a better and more attractive compensation system. This research uses a four step matrix to create a canvas for new strategy based on Blue Ocean Strategy. Primary data collection is from FGD (Focus Group Discussion) and questioner. A new strategic canvas is created by using a four step matrix which analysis are doe to certain variables to be rise, reduce, eliminate or create on the old strategic canvas. Result from FGD has show variables that are considered important to customer to choose an insurance plan. Those variables include protection, companys image, emotional approach from the representative, claim process, flexibility of payment, insurance benefits, promotional strategy, unit-linked program and bancassurance marketing. The correlation test resulted with correlation coefficient r is 0.39 with determination coefficient r2 is 0.15 or 15%. Comparison of t test value of 2.952 with other t table resulted in a higher value this indicates that there are significant correlation between satisfaction and needs with the variables used in this research. The new strategic canvas created are new strategies for insurance companies to move from the Red Ocean and start to create Blue Ocean strategies. This strategy focus on the creation of financial consultant or upgrade of quality work force to uplift the companys image, to deliver fast service to claim process and new polis, to focus on two new products: combination of insurance product and investment based insurance with flexible cashable fund, and to do cooperation with maternity hospitals to increase the brand awareness for educational insurance products. <br />