ANALYSIS AND DEVELOPMENT OF CLARITY PROJECT MARKETING STRATEGY XYZ INSURANCE

• Main Author: Sulistyowati, Eli
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83452
• Institution: Institut Teknologi Bandung

XYZ Insurance, a recently established entity within the Indonesian insurance sector, aims to differentiate itself from its competitors through a customer-centric approach. One such initiative is the "Clarity Project". The objective of the initiative is to streamline insurance communication and enhance customer comprehension, while also addressing common industry challenges. However, the effectiveness of the initiative varies across sales channels, including agency, bancassurance, and digital commerce. This research employed a comprehensive methodology to investigate the implementation and optimal marketing strategy for this project, including an internal and external environmental analysis (PESTEL, Porter's Five Forces) summarized in a SWOT analysis. A qualitative approach, involving indepth interviews with customers and the management team, provided a means of validating the organizations’ dynamics and challenges. The research findings indicated the necessity for the implementation of a bespoke marketing strategy for each sales channel, with consideration given to the diverse customer needs and preferences observed across each segment. XYZ Insurance must adjust its marketing strategy, invest in customer research and leverage data in order to optimize the impact of the project and achieve sustainable growth. The research offers insights that are not only pertinent to XYZ Insurance but also to the insurance industry at large. It emphasizes the significance of clear communication, customer focus and appropriate marketing strategies in order to enhance customer satisfaction, foster trust and achieve success in a competitive market.