The objective of the project was to understand current situation among existing and potential customers of Premium Insurance in terms of brand awareness, customer satisfaction and future possibilities for cross-selling. Furthermore, a central aim of the project was to incorporate outcomes from the research in company’s future marketing/sales strategies. After initial briefing, the team used various secondary market data in order to analyze the car insurance market, key players, competition, internal, external factors and actual trends in Greek and international market. As a second step, qualitative and quantitative research was performed in the shape of in-depth interviews with various stakeholders followed by telephone questionnaires. Key findings from analysis were integrated into the company’s requirements and recommendations were made concerning specific tactics and strategies that the company should incorporate within its marketing strategy. A time table for those actions is also provided.
