Effectiveness of Symbols and Ideas in Advertising Insurance Products
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Case Code: INS024 Case Length: 03 Pages Period: 2003 Pub Date: 2003 Teaching Note: Available |
Price: Rs.100 Organization: Varied Industry: Insurance Countries: India Themes: - |
Abstract Case Intro
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.
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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