marketing case team 8

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George Washington University *

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3401

Subject

Marketing

Date

Jan 9, 2024

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docx

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6

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Cases from the Text . The Case applications from the text require student teams to (1) analyze the case with reference to the theories studied in the course, (2) do additional research into the company via Google, and (3) make a class presentation and manage the class discussion. Ø Cases come with questions posed at the end of the case that you should answer. But you do not need to restrict yourselves to the questions. You should feel free to apply your ideas and arguments as you think appropriate. Ø Identify the theories from the text that the case illustrates or that can be applied to analyze and better understand it, and make appropriate recommendations for the company involved. Ø Research the company website and Google it, for additional information that is relevant and useful to analyzing the case. Ø One Team will present each marketing case analysis in class, and manage the case discussion (this is an important learning experience and communication skill). Ø Each presenting Team is limited to 20 minutes of class presentation time plus 10 minutes of discussion time. Practice your presentation. Ø Presenting Teams will submit a written analysis of the marketing case on the day of presentation by emai l to the Professor and TA. Page limit 5 pages. These cases analyses will be graded out of 20 points. Write Section number, Team number, and member Names on all reports. Questions for Discussion (From the ebook) 1. 15-16. Why has Allstate’s “good hands” slogan withstood the test of time to become advertising’s longest-running slogan? 2. 15-17. Analyze Allstate’s Mayhem ads based on the process of creating an advertising message as outlined in the text (for the latest Mayhem ads, check www.allstate.com/mayhem-is-everywhere.aspx). 3. 15-18. Discuss issues of selecting advertising media for the Mayhem campaign. How might this process differ from that of campaigns for other companies? 4. 15-19. Based on the information in this case, how might Allstate measure the effectiveness of the Mayhem campaign? 5. 15-20. Has the Mayhem campaign been effective? Support your answer.
Team #8: Sarah Hajeer, Riti Mehra, Olivia Zachry, Natalia Parientes, Minh Doan BADM 3401- Sec 10 Allstate Case Study Allstate has long been a powerhouse in the Insurance industry, providing coverage on vehicles, property, life and so much more and generating almost $51 billion in revenue by serving 16 million customers in 2021, according to US News. This success is based in part on All States' immensely successful “In Good Hands”, which has been running since the 1950s. The campaign focused on the firm's reliability and became the oldest surviving slogan for a paid campaign. In the past decades Insurance firms have turned to more creative advertising such as the Geico Gecko or the Aflac duck, promoting savings for customers. In order to combat this Allstate created Mayhem to piggyback their existing slogan, the new series of ads portrayed unlikely events that could cause a claim to show customers there's more to an insurance plan than price. Allstate focus on reliability over affordability has been successful but continues to miss large shares of the market which may be more cost-conscious. Allstate, for the most part, is doing very well. They are one of the most recognizable brands, from their motto to their logo and the Mayhem campaign, with premiums continuing to rise in 2023. They are ranked very well by many insurance reviewing firms, including Fortune, Reinsurance News, and Harvard Business School. The biggest challenge facing Allstate is not from them doing something wrong necessarily but stems from the strength of competitors who may be utilizing similar marketing strategies to reach a very similar target market. Top competitors like Progressive, Geico, and State Farm have all used a media personality or identified character that makes it difficult for any specific one to stick out and be especially unique to draw in a majority of consumers. There are many opportunities for growth within the
company, but that growth is only possible if Allstate is successfully able to differentiate itself from its competitors. Allstate’s slogan comes from a personal experience of the general sales manager dealing with a family emergency, and realizing that a sense of comfort came with the phrase “in good hands”. Even though the story of a family emergency and a hospital is different from insurance, the feeling of being able to trust that you will be helped and able to respond in an emergency gives a sense of reassurance to consumers. This sort of emotional appeal that taps into a sense of relaxation and reassurance that you will be in good hands with this particular brand was an early success of Allstate. Since the company works with things that are very important to individuals, such as their homes, businesses, and retirement, the mental reassurance that things will work out and the brand will advocate for you is invaluable. This slogan clearly reached individuals and became an integral part of brand identity, from being one of the most widely known catchphrases to having a distinct hand-holding motto that corresponds directly to the “in good hands” theme. A cohesive brand image in slogan, titling, and logo certainly helps with associations in consumers’ minds. This early success wouldn't hold, as competitors looked to revamp their sleepy strategies with lively mascots Allstates simple slogan lost notability. Introducing the Geico Gecko in 1999, Geico fundamentally changed the insurance advertising landscape. The unique lizard mascot signaled a shift from low-key solemn advertising that had previously characterized the industry. Injecting humor and lighthearted content into the otherwise burdensome process of insurance was quickly adopted by Geico's competitors. Progressive created the perky and relentless saleswoman Flo, Nationwide introduced the wise and collected Professor Burke and Nationwide even brought in Peyton Manning.
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