Vueling and Agrupació Mutua in "The New Era of Marketing"

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Yesterday afternoon, the 4th session of the talks “The New Era of Marketing” took place at the ESERP Business School facilities . The participants who attended the event included Francesc Sanz Puigdemont ( Brand Manager Vueling Airlines ) and Juan Ramón Más ( Marketing Director Agrupació Mutua ).

With Francesc 's help , we reflect on the current stage we chinese overseas australia number data are experiencing, which we could consider as a change of cycle . The models: business, productive, financial, climatic, educational, consumer, advertising, journalism, air, ... are coming to an end. It seems then that our model of life is taking a turn.

This approach, together with the different laws that determine what brands are doing in the market, brings us to the case of Vueling , of which I highlight:

– Differentiating positioning with very clear values. Groundbreaking coherence.

– Great power of the Vueling cloud.

– Strategy of “memorable experiences” and game with emotional ties

– Bet on certain values: actions that define a certain lifestyle (cool, friendly, modern and urban)

– Tangibilizing the benefits of the brand

Juan Ramón took over, commenting on a line of business with unusual characteristics, such as Agrupació Mutua :

– We are in a time of crisis and the market continues to grow.

– While most businesses like their customers to consume as much of the product as possible, this is not the case in the insurance world.

– The strength lies in the customers that have been acquired so far. An important role is played by trust, emotional ties , customer expectations and recommendations.

– “ The accident creates loyalty” : we pay to obtain protection against possible misfortunes that may occur to us, therefore until these occur we will not know what the service offered to me will be like.

– In this sector, it is very important to know what type of client I am dealing with (more or less loyal, and more or less profitable, since depending on these characteristics, costs will be optimized, it will be necessary to use one or other linking and retention techniques, or on the contrary, they will lead us to consider possible abandonment.

One question that was put to the speaker was whether the client who contacts the insurance agency via the Internet is less loyal than the rest. And the answer was “mostly yes, since they are not active clients” . Perhaps a good exercise to do at the end of the networking session that concluded the fourth session of this seminar is to ask ourselves what actions could Insurance Agencies take to retain the client who comes to them via the Internet.