Allstate Insurance Case Study

MARKETING MANAGEMENT

Case Study #2

Allstate Insurance

Ankur Nagpal

1/12/2013

A company can only be successful if it adapts and changes to the market it supplies goods for. As the world grows and adapts to new technology and fads, society changes to accept these changes. When this happens, markets are widely affected and companies must adjust their marketing and systems to be able to keep up with these changes. The given case study focuses on Allstate when they saw a trend in their motor vehicle market that was not in their favor and acted accordingly to continue their strong stance in the insurance sector.

Allstate is one of the largest insurers in the United States, and the largest public insurer. Founded in 1931, they are most commonly known for their asset protection such as auto, home, life and business insurances, ect. (History and Timeline) For over 75 years, Allstate has garnered a reputation as a reputable and conservative company. As the case study shows, it is this reputation which made breaking into the motorcycle market difficult for Allstate and to hit a new target audience. Over the past 75 years, their primary marketing did not change toward the modern driver, and continues to focus on the common everyday vehicle but as they saw common trends shift, it became clear that they needed to make a change to their marketing strategy to accommodate.

As stated in slide 3-8 and 3-9, it is important to have a strong marketing intelligence system. Most research today shows you just numbers on paper, but without having your ear to the ground you will not be able to completely understand why certain trends occur as they do. They were able to find a trend not just in their general market, but in their own company. Finding that a good portion of their own their own workers were avid motorcyclists, definitely put into perspective a large market they were not focusing on.

If you look close enough, there are always patterns in the...