Product Innovations and Packaging
Concepts
in Worksite Marketing
According to a recent Eastbridge survey of brokers and carriers,
single product sales are soon becoming a thing of the past. Two-thirds
of brokers interviewed sell multiple products over half of the
time. Carriers also frequently prefer selling multiple products
to a single plan. Both parties agree that employers and employees
like having the "choices"
afforded by product packaging or multi-product sales.
Eastbridge's latest study, Product Innovations and Packaging
Concepts in Worksite Marketing, further explores the current
activities and opinions of both brokers and carriers on issues
related to product packaging and product innovations. Some
of the topics covered include:
- The prevalence of multiple product combinations
- Pricing and other innovations that encourage multiple product
sales
- Innovative marketing or promotional approaches
- Unique combinations and positioning of riders
- Unusual product designs (features, benefits, etc.)
- Use of "morphing" product
Table of Contents
1. Executive Summary
A. Key Study Findings
B. Recommendations
C. Report Objectives
D. Methodology
2. Broker Perspective
A. Prevalence of Selling Packages
B. Type of Products Packaged
C. Employer Perceptions on Packaging
D. Employee Perceptions on Packaging
E. Multiple or Single Carrier Usage
by Brokers
F. Choosing Carriers
G. Unique Riders
H. Morphing Products
I. Unique Product Features or Designs
J. Portability
K. Products Targeted to Particular
Markets
L. Pricing on Packages
M. Marketing or Promotional Approaches
N. Underwriting Concessions
O. Producer Incentives
P. Broker Ideas on Encouraging Multiple
Product Sales
Q. Conclusions
3. Carrier Perspective
A. Importance of Offering
Unique Products or Features
B. Marketing to Brokers
C. Product Packaging
D. Incentives for Packaging
E. Importance Factors
for Brokers in Deciding on a Carrier
F. Likelihood of Introducing
a "Morphing"
Product
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