| Abstract [eng] |
The situation in business is always improving. In few years the life insurance services also became more popular. So the competition in these services sector became intensive. Acording to difficult economical situation in the world, life insurance sales also begin to slow down. So, life insurance companies need to segment and position their market and brand, that they could suggest for their potential customers the better product than their competitors. For such an analysis was taken one of the fast growing Lithuanian life insurance companies „Bonum Publicum“. This master paper is intended to research the problem, what is the UAB “Bonum Publicum” segmentation and positioning strategy and how it impacts the sales of life insurance. According to marketing literature this paper examine life insurance company market segmentation and company and the brand positioning strategies. Research explains the influence of segmentation and positioning strategies to company’s competitive position and better serve the needs of your customers also the sales increase, improving market share and exchange brand image. Aim of this research – suggest a modified segmentation and positioning strategy model to life incurance UAB “Bonum Publicum”. Methods used for the research are anglysis and generalisation of scientific, publicistical literature and internet sources. Also empirical research of deep interview and experts questionaire. |
