Élaboration d'une stratégie marketing en vue de positionner un nouveau logiciel de gestion pour les courtiers en assurance

Abstract

The digitalisation of the insurance sector is already ongoing. The actors of this sector, including the insurances brokers, need to find new solutions to stay competitive and profitable on the Belgian changing market. Aware of this disruption, the Belgian insurance broker Alliance-Bokiau, advised by NRB an IT solution provider, decided to launch a new management software to help the other brokers to face the digitalisation with confidence. To create a solution which perfectly fits with the need of the brokers, this paper determines the whole launching phase of the project including marketing researches, the definition of a value proposition and the marketing campaign. A qualitative marketing research has been conducted towards the Belgian brokers to understand the problems that they face daily. Five stress factors have been derived from this work: the legislation, the role of the brokers as intermediaries, the competition, the mastery of digital tools and the price of management software’s. A value proposition has been defined on this basis including the management software and others services. To go deeper in the analysis of the management software, a quantitative research has been carried out on the same target in order to more deeply understand their opinion on their daily management of the software regarding its quality, their satisfaction and their loyalty. Behind rather satisfactory results, some weaknesses on the ergonomics, the usability and the interoperability have been found which has resulted into a strong positioning of the new software based on simplicity. The new management software should therefore be built with the structure needed to respond to the promised positioning and the functionalities specified to answer to the demand of the brokers. To launch this program, our strategy will be based on three main aspects. A strong positioning focused on the weaknesses of the others existing programs, a promotion strategy using the best partnerships to reach our targets and the good management of quality employees which is the key of a great service provider. Despite the presence of a strong and experienced competitor on this niche market, Alliance-Bokiau could hope to perform a good market penetration in the coming years thanks to this launching strategy.