The main directions of the multi-brand strategy of GENERALI Romania
 One of the main projects of GENERALI Romania for the next period is communicating the multi-brand strategy, so far unique on the insurance market, both to clients and to partners. "The entire communication campaign is focused on promoting both brands, GENERALI and ARDAF, by emphasizing the defining qualities, as well as the complementary ones, to show clients that the two brands remain in the market", said Adrian MARIN, CEO of GENERALI Romania, in an interview for XPRIMM Newsletters.
"GENERALI Romania has a comprehensive portfolio of products and covers all types of insurance. We kept all GENERALI products, but also those of ARDAF that are in demand. In addition, the products are modular, segmented so they can meet the needs of each client and correspond to the budget they want to spend", stated Adrian MARIN.
Thus, customers will find the two brands "where they were used to find them, they will work with the consultant they want and they will buy the insurance products that they consider beneficial, from the brand they know".
According to Adrian MARIN, the GENERALI brand addresses mainly the clients concerned with ensuring high standards of living and who want multiple coverage insurance, while the brand ARDAF will target customers who want insurance coverage as much as the budget allows.
Regarding the company's main projects for the next period, it is focused on the customers. "We are concerned both about retention of our own clients, and about attracting customers that are yet uninsured or with insurance from other competitors in the market", said Adrian MARIN.
Representatives of GENERALI Group in Romania announced for the first time their intention to merge the two companies owned, GENERALI Asigurari and ARDAF, in February 2011. General Meetings of Shareholders of the two companies approved the intention of merger by absorption in March 2011, and the process was completed in less than six months, the new company starting its activity in September.
If we talk about the costs of the merger, the CEO of GENERALI Romania explained that there are many elements to consider - from the price of the shares to implementing new IT systems, but also employee effort and strain, in such periods of transition.
"It is too early to make a correct estimate of total costs, since the process is still ongoing and it will take about another year until it will be fully implemented", said Adrian MARIN.
As an immediate result of this merger, GENERALI Romania became the 7th player on the Romanian insurance market, with a market share of 6.7% (according to INSURANCE Profile data for the first semester of 2011).
Author: Andreea IONETE
on 28.10.2011
Comment this article
0 comments
|
