Since the late 1980's, Progressive Insurance Company accident retains a strong position in the non-standard auto insurance market (auto insurance high risk drivers). Progressive goals in 1990 to expand its coverage includes standard and preferred customers (drivers with clean driving record and no accidents). The company has never advertised until 1994, as a result, consumer awareness was very low. Progressive faces strong competition in the various branches of insurance. Companies such as Allstate, the country's largest insurer nonstandard auto insurance, and the farm, with 21.1% of market share and challenge for the progressive, as the company strives to make its products available to all drivers. The case is aimed at strengthening the company brand through advertising and increase product differentiation through technology. "Hide
by Paul W. Farris, C. Wilson Source: Darden School of Business 12 pages. Publication Date: March 28, 2001. Prod. #: UV2906-PDF-ENG
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