Published by MBA Skool Team, Last Updated: November 18, 2017
Marketing Strategy of Aviva analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Aviva marketing mix, help the brand succeed.
Aviva marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Aviva Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Aviva Product Strategy:
The product strategy and mix in Aviva marketing strategy can be explained as follows:
Aviva is one of the most prominent global financial institutions. Long term business, General and Health insurance, Fund management and other financial activities are the four major business functions & product offerings in its marketing mix. Long term business includes life insurance, long term health and accidental insurance, saving, pension and annuity and managed pension fund business as written by its subsidiaries. Under General and Health insurance, cover is provided to individuals and SMEs for risks associated with liability, motor vehicles and property. The Aviva fund management business involves investment of funds by policyholders and shareholders, providing investment management services for institutional fund mandates. It also includes providing for retail client needs such as investment funds, unit trusts, open ended investment companies and individual saving accounts. In Indian market it is active mainly in insurance sector and offers products in various categories like individual, group and SMEs. Products for individual include several sub categories like child, savings, retirement, protection, health and rural. For each of the sub categories, company offers many options of plans. They vary in terms of duration, return percentage and premium to be paid. Aviva also offers fund management services.
Image: company website
Aviva Price/Pricing Strategy:
Below is the pricing strategy in Aviva marketing strategy:
Annual revenue of Aviva group was $36000+ million.
The insurances offer financial security to the consumer in case of case adverse conditions. Hence the ease and number of claim is very crucial criterion rather than price to be paid. In India Aviva has settlement ratio of around 83% which is less than the market leader LIC(Life Insurance Corporation of India) with over 90+ percent of settlement ratio. However, the premium is lesser for Aviva life insurance than leading private term insurances. For ease of customer, Aviva website is equipped with the application of calculator which enables user to get the premium payments for different targets under various schemes. In 2015, 30.7 £ billion were paid to customers in benefits and claims. In 2016, annual cash remittances to group was increased by 20% to 1805£ million and aim to deliver £billion of cash remittances between 2016-18.
Aviva Place & Distribution Strategy:
Following is the distribution strategy in the Aviva marketing mix:
Currently Aviva is present worldwide serving 31 million customers. It is largest insurance provider in UK and Ireland with major customer base in Europe, Canada and Asia. For different territories, the focus of operation differs. In UK and Ireland, the main focus of the company is in life and general insurance. For Asian countries which include India, China, Singapore, Hong Kong, Vietnam, Taiwan and Indonesia, emphasis is on long term business and International operation of Friends Life. In India, Aviva is a joint venture between Aviva and Dabur Invest Corporation. Aviva group is active in Indian market since 1834 with current customer base of 33 million spread in 33 countries. Dabur group is well known for their strong presence in herbal and traditional healthcare products manufacture. The venture started in 2002 with 49% stakes of Aviva and 51% stakes of Dabur.
Thus, Aviva has presence in developed as well as developing countries providing it strong market position.
Aviva Promotion & Advertising Strategy:
The promotional and advertising strategy in the Aviva marketing strategy is as follows:
Aviva uses multiple channels for the promotion of its products to different segments. It makes use of television, radio and print media to advertise its product range. For penetration in country specific market, Aviva formed strategic partnerships with local partners. For each country Aviva has fully functional website detailing the respective products. The websites have complete description of range of products available and is interactive. Teamspirit was the long term marketing partner of Aviva for promotional campaigns. Before undertaking any marketing campaign, the agency and Aviva did thorough research, survey for complete grasp of situation. In the 'New Thinking' campaign, specific targeting of financial advises was done for which driving interactive material, distribution of book 'New Thinking' emphasizing use of behavioral principles were driving forces. It led to increased website trafficking. In addition to it, Aviva engages brand ambassadors for different locations. These include legendary cricketer Sachin Tendulkar in India, remarkable tennis player Milos Ronic in Canada.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Aviva.
Aviva believes in helping people protect what is important to them and plan for their comfortable future. For this, they have strong workforce of over 29500 executives. The philosophy at Aviva is Care more, Kill complexity, Never rest and Create legacy. Their colleague engagement score increased by 4 percentage to 74% in 2016. The culture at Aviva is diversity celebrating the individuality of its employees. Aviva has recognized the value of effective sales force for promotion of products and has devised marketing campaigns around them. In 2009, they strengthened the broker relationship through special strategy. They devised Find a broker facility to demonstrate their commitment. The new recruits in Aviva go through induction program for regulatory training and certification program. For each entity, definite goals are set by consulting with Sourcing manager, training manager and Agency Development Manager. To achieve excellence in upcoming digital market, Aviva has the team of experts from online gaming, technology and entertainment sector, customer experience gurus, passionate designers and world class app-developers.
Aviva is pioneer in the Digital insurance which is going to be the future trend. To enter the country specific markets, Aviva formed strategic partnerships with the well established local brands. In Turkey, it collaborated with Aksigorta and Akbank for insurance business. In India it formed alliance with Apex Bank in Madhya Pradesh and had reach to 500 locations through it. Aviva product procurement can be done through various channels. Those can be accessed through website, through direct sales personnel or through the partners. In 2012, to overcome the market challenges, Avival launched innovative campaign with the help of top behavioral scientists in UK and came up with various tools including promotional books and videos. For user simplicity, Aviva website is equipped with premium payment, policy management, access to different forms, premium top up. It also has the link to apply for the insurance claim. For hospitalization and surgical procedures, the cashless facility is available.
Aviva has distinctive logo with combination of green, blue and yellow colors. Blue signifies calming effect and gives feeling of authority, security and success, Yellow denotes happiness and warmth and green represents life and renewal. Aviva is winner of many prestigious awards in the financial sector. In 2014 at DMAi awards, it received gold for 'What's your Big Plan' in 'Most Effective Insurance Marketing Campaign of the year' category. Aviva has partnership with Plug and Play, a silicon valley based start-up promoter. This has enabled Aviva to be the organization aware of the latest technologies and services. Aviva also has collaboration with HomeServe. It has a unique product called LeakBot. It is an example of IOT, which can detect water leaks in the main water supply line of the house this avoids any mishaps related to water leakage. Aviva now offers this product to its select customers. Aviva offers e-insurance account can be opened and the customer is required to submit the relevant documents to the Aviva office. Thus, this gives an insight on Aviva marketing mix.
AVIVA traces its origin to Norwich Union, a UK based insurance firm established in 1797. The company thus has rich background in insurance domain.
It was formed by merger of Norwich Union and CGU plc. In 2008, parent brand Norwich Union was phased out and Aviva was brought forward.
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