MK-00410 Competitive Analysis - American Family

 

 

 

PRINS INSURANCE –COMPETITIVE ANALYSIS WORKSHEETS – AMERICAN FAMILY

 

 

Competitor name

American Family Agents

 

 

 

Target Market

Family Insurance including financial

 

 

 

Date evaluated

November 18, 2002

 

 

 

Positioning  - Competitor’s positioning strategy and USP

American Family has been providing insurance coverage to people since 1927.

 

We're dedicated to offering you a broad range of competitively priced insurance products for your auto, home, business, health, and life, financial services, including loans, vehicle leases, and lines of credit .

Fast and fair claims handling

High quality service

 

USP - All your protection under one roof.

 

 

 

 

 

Strengths

Large quality company

Well known by everyone

Has advertised forever

Is first or second or third in peoples mind for personal insurance

They will write people with prior claims problems if they can write the whole account including life insurance

 

 

 

Weaknesses

American Family does prices their product higher for our market segment. If they can write all the insurance for a family, the pricing is more in line.