Effectiveness of Symbols and Ideas in Advertising Insurance Products
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Case Details:
Case Code : INS024
Case Length : 03 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Varied
Industry : Insurance
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Tiara Insurance Company is one of the leading insurance companies in India.
There was a slight drop in the sales of its children insurance policies and
hence, Mahima Kapoor (Kapoor), the chairman of the company called an
emergency meeting of the heads of the various divisions of the company.
In the meeting, heated arguments took place regarding the reason for the
drop in sales. It was concluded with the agreement that the company needed
to promote its policies in a more effective manner.
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The management of the company decided to hire the services of a
different ad agency this time, so that its products can be promoted in a
new way, which would be much more appealing to the target customers.
The company hired the services of a US-based ad agency. This agency was
one of the leading agencies in the US and its clients included some of
the top insurance companies in the US and Europe. Kapoor gave total
freedom to the ad agency and made it clear that the company was not
bothered about the expenditure. A huge sum was shelled out for the
creation of the ad... |
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