14 th Annual MARKETING WORLD 2013: A Frost & Sullivan Executive MindXchange Leveraging Our Distribution Network & Channels to Enhance the Brand Experience Ketty Trivedi Director, Voluntary Marketing, Prudential Group Insurance The Prudential Insurance Company of America (Prudential) 0247061-00001-00
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Leveraging Our Distribution Network & Channels to Enhance the Brand Experience · 2014-08-07 · 14th Annual MARKETING WORLD 2013: A Frost & Sullivan Executive MindXchange Leveraging
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14th Annual MARKETING WORLD 2013:
A Frost & Sullivan Executive MindXchange
Leveraging Our Distribution
Network & Channels
to Enhance the Brand Experience
Ketty Trivedi
Director, Voluntary Marketing, Prudential Group Insurance
The Prudential Insurance Company of America (Prudential)
0247061-00001-00
Key Take-Aways
• Employee communication preferences
• Insight into consumer purchase decisions
• Best practices to build a positive brand experience
POLLING RESPONSE INSTRUCTIONS
POLLING QUESTION
What impacts brand experience
the most?
4
Poll: What impacts brand experience the most?
What Is Brand Experience?
FEELINGS
&
ATTITUDES
1. EXPECTATIONS
2. EXPERIENCE
3. RECOLLECTIONS
Source: Creating a Positive Brand Experience, Zoo Media Group, 2013.
6
Prudential A trusted brand. An industry leader.
Source: 2012 Prudential Financial, Inc., Newark, NJ, USA.
7
Distribution Networks & Channels
8
1 BROKER / CONSULTANT
2 EMPLOYER
3 EMPLOYEE
B2B
B2C
The Distribution Network
9
1 BROKER / CONSULTANT
2 EMPLOYER
3 EMPLOYEE
RELATIONSHIP
VALUE & PRICE
EDUCATION
The Sales Factors
10
PRUDENTIAL ACCOUNT MANAGEMENT
EMPLOYER BENEFITS ADMINISTRATION
The Marketing Channel
11
WORK
SITE
ONLINE HOME
MAILING
B2B
B2C
CUSTOMERS’ PRIORITIES
NUMBER OF COMPETITORS
COMMODITY LABEL
LIMITED ACCESS
LIMITED KNOWLEDGE
LIMITED ACCESS
The Challenges
12
RESEARCH
CONSULTATION
EXPERIENCE
The Solutions
13
RESEARCH:
Employee
Communication Preferences
14
Annual Employee Benefits Research 2006 - 2013
15
APPROACH CURRENT SNAPSHOT
LOOK AHEAD 5 YEARS
PURPOSE DEVELOP PRODUCTS
SHARE WITH MARKET
16
POLLING QUESTION
Which communication do
employees prefer
for employee benefits?
17
Poll: Which communication do employees prefer ...
2010
2010
2010
2011
2011
2011
2012
2012
2012
Multi-Year Findings
19
1
2
3
Group
Meeting
Work
Email
Home
Mail
Online
Presentation
Source: Fifth Annual Study of Employee Benefits: Today & Beyond, 2010; Sixth Annual Study of Employee Benefits: Today & Beyond, 2011;
Seventh Annual Study of Employee Benefits: Today & Beyond, 2012.
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
2010 2011 2012
Mobile
Emerging Employee Preferences
20
Social
Source: Fifth Annual Study of Employee Benefits: Today & Beyond, 2010; Sixth Annual Study of Employee Benefits: Today & Beyond, 2011;
Seventh Annual Study of Employee Benefits: Today & Beyond, 2012.