Implementasi Strategi Pemasaran Model Segmentassi Terhadap Produk Asuransi Kebakaran

Abstract

The presence of fire insurance products offered by insurance companies to the public is to provide protection and guarantee for loss or damage to property caused by fire. The segmenting model marketing strategy includes the dominant marketing strategy applied to market fire insurance products. People who have a low or high level of property fire risk are the target market. In the application of this segmenting model marketing strategy, although it has been effective and successful in marketing products, there are still obstacles that result in insurance products not reaching significant sales targets due to the lack of public awareness of their property fire insurance. The marketing strategy in this company uses direct channel and indirect channel marketing strategies, where Direct channel marketing is carried out by agents, staff or other employees and indirect channel marketing is carried out by broker or brokerage services. Because the products marketed are different, the marketing strategies are different. Fire insurance marketing uses three segmenting models, namely the first is general corporate segmentation where the target is in terms of the public such as malls and banks. second, special corporate segmentation where the target is in terms of government such as the DPRD building. And the third is retail segmentation where the target is in terms of individuals such as residential houses.  From these three segments, fire insurance products are of interest to the public and also have a good sales rate.