Heather Day, a marketing director and brand manager, must evaluate her options for Progressive Insurance's next Snapshot merchandise advertising campaign. Working on a restricted budget, Day must choose between using television ads featuring the popular character called Flo and continuing using the launch of advertising campaigns already in use, for example "Speed Sucker."
The case places Progressive's planned advertising campaign into a broader historic context and questions the way the Snapshot product changes its channel strategy and both fits to the business's present business model. Pupils are presented using an array of displays which help make this genuine marketing scenario come to life.
Progressive Insurance Making Pay As You Drive a Snap for Consumers Case Study Solution
PUBLICATION DATE: July 30, 2014 PRODUCT #: UV6942-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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