STRATEGY

A commercial general liability insurance policy provides indemnity against the risks
that business owners face. It is designed to protect business against any legal liability
that involves paying compensation for damage or injuries incurred by a third party
from the business.

Situations in which this coverage helps the business:-

Property Damage
Personal Injury
Legal Expenses
 Operational Costs, etc

But, there are some other important risks which business

owners facing right now and one of them is
COVID Risk
 PRODUCT
Mukesh Launching

Ambani
Along
With
+
Retail Insurance Broking

Offering

Commercial
General Form COVID Risk
Liability (Such policy is not
Insurance Policy offered by an
insurance company)
 MARKETING STRATEGY
STEP STEP

01 Segmentation Distribution 04

STEP
STEP

02 Targeting Communication 05

STEP

03 Positioning
 Segmentation
STEP
On basis of On basis of
01
Geography Geography

Area Zones in Region

Segmentation Segmentation
• Urban • Containment
• Sub-Urban Zone
• Rural • Orange Zone
• Green Zone
 On basis of
Demographic

Industries
• Transport
Income • Construction
• Aspirers • Hospitality
• Middle • Manufacturing
• Rich
 On basis of
Behavioral

Business
Loyalty to the Brand Status
•Ex – Users •Small Size Business
•Regular Users •Medium Size Business
•Non – Users •Large Size Business
 Urban and Sub-Urban Area
Targeting +
Operating in Containment
Zones or Orange Zones
+
Loss making Industries
+
Small and Medium Size
STEP Business
02 +
Regular and Non - Users
 Contractor
 Manufactures
 Distributors
 Independent Consultant
 Tradesperson
 Positioning
Strategies
By attribute :- “Our
COVID-19 Protection
insurance is a much-
needed product in the
market.”
By competitor :- “Such
STEP
policy is not offered by
03 any general
insurance.”
 4
5

Company’s Website
Call Centers
Tie-Up with
 Digital Payments
By Intermediaries Banks
Brokers Specialty Sites like
Direct Selling Agents Policy Bazaar
Financial Organizations

P2P Networks
E-mails Aggregators
SMS
 5
4

Press Release Websites Social Media

Podcast Newspapers Advertisements on

TV

Apps
GRACIAS