Diseño de un plan de mercadeo para la agencia de seguros Compañía Segura

Abstract

The main objective of this study was aimed to renew the client portfolio of Life Insurance in the Company Compañía Segura through the potentiation of existing customers and the effective search for new customers, to ensure the sustainability of business through time. Then the specific objectives were focused on: the analysis of the current situation of the company showing the importance of Life Insurance within the portfolio of clients, the segmentation of existing customers taking into account the most relevant variable in life insurance portfolio (the premium payment by the client and his age), The definition and implementation of a strategic marketing plan that would achieve the main objective and the projected profitability of that plan which demonstrates the acceleration of the growth rate of the portfolio; This acceleration was mainly based on increasing the total number of new customers per year and reduce the weight of customers likely to cancel the insurance. The main conclusions and results achieved with this marketing plan relate to the enormous growth potential that the company has, in part because there is a big existing customer base to work for and the low penetration of Life Insurance in Colombia.