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Case
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Reference no. 579-020-1
Subject category: Marketing
Authors: E Shankleman (Cranfield University)
Published in: 1979
Length: 9 pages
Data source: Generalised experience

Abstract

The case concerns the introduction of a new motor policy aimed specifically at a segment of users with favourable claims experience. The issues raised include the method of introduction of the policy, changes in selling methods proposed, the effect this would have on existing marketing channels, and whether, in the absence of any direct experience, the characteristics employed to segment the population would be acceptable to underwriters.
Location:
Industry:
Other setting(s):
Late 1970s

About

Abstract

The case concerns the introduction of a new motor policy aimed specifically at a segment of users with favourable claims experience. The issues raised include the method of introduction of the policy, changes in selling methods proposed, the effect this would have on existing marketing channels, and whether, in the absence of any direct experience, the characteristics employed to segment the population would be acceptable to underwriters.

Settings

Location:
Industry:
Other setting(s):
Late 1970s

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