Mkt500- Marketing Management

Market Segmentation and Product Positioning

MKT500- Marketing Management

Professor Dr. David Kalicharan

October 23, 2011

Marketing Segmentation

The start-up insurance company would be classified as a demographic. Demogra

Marketing Vision

Hawthorne Insurance will exist to let residents feel the comfort and assurance of knowing that their family and property are secured by the proper type of insurance and that they can trust in the agent representing them.

The new customers are turning 30, expecting a first child, and moving to the Georgia area. They think of insurance at first as a necessary evil, but are somewhat fearful of the process of comparing policies, looking for the best price, and making sure they are comparing apples to apples with their coverage.

When they come to Hawthorne Insurance they immediately learn the basics of insurance in a personalized way, by hearing options for their specific situation. The clients are walked through a painless process of signing on and feel they can trust Hawthorne Insurance because of its independence and the time agents are willing to spend to truly understand their needs. They are delighted when Hawthorne Insurance sends a gift certificate upon the birth of their child and when they close on their home and move in. They come to think of their insurance agent as a partner in their safety and security and gladly share this information with their new friends and colleagues in Georgia.

Ideal Customer

The ideal customer for Hawthorne Insurance is just about to move to Georgia. It is a young couple expecting a new child. They have left a rental apartment in another town and need more space for their family as well as the security which home ownership provides. They may have had insurance in the past, but have not spent much time researching it, instead opting to use a large national provider, perhaps even ordering it over the phone for their renter's insurance needs.

Market Description

The market...