Analisis Strategi Promosi Produk Bancassurance Pada PT. Asuransi XYZ

Abstract

PT. XYZ Insurance Indonesia began to launch bancassurance products in 2011. This company is one of the new companies in the bancassurance activities. The objectives of the research are to: (1) Identify the application of bancassurance promotion strategy on PT. XYZ Insurance today; (2) Analyse the factors that affect preparation of the company's promotional strategy, and (3) Formulate alternative promotional strategies of bancassurance products that are appropriate for PT. XYZ Insurance. Based on the results obtained from IFE Matrix and EFE Matrix, the position on matrix IE is at cell V, with the type of ‘hold and maintain strategy’. An alternative strategy that proposes as a top priority for the promotion strategy of bancassurance products of PT. XYZ Insurance is to offer the protection which more comprehensive from many loss