Allstate YouTube Link #1: http://youtu.be/HCy9m1xfL6U YouTube Link #2: http://youtu.be/EhyQgskfjNc
Positioning Strategy: Allstate’s positioning strategy is quality level. Their mayhem commercials focus on that if people have “cut-rate insurance” they can end up paying for more themselves. This is clearly focused on that the lower priced insurance companies offer a lower quality of coverage.
State Farm YouTube Link #1: http://youtu.be/rmx4twCK3_I YouTube Link #2: http://youtu.be/j9Rv7czl9cU
Positioning Strategy: State Farm’s positioning strategy is product attributes. Their commercials focus on how the specific features of their insurance plan can help you out when you need it. The French model commercial focused on their phone application that allows you to easily document accidents, while their “Discount Double Check” commercial focused on how they always double check to see if they can save you more money.
Progressive YouTube Link #1: http://youtu.be/VqOcvSKRQvs YouTube Link #2: http://youtu.be/71G_ea8ds6w
Positioning Strategy: Progressive has taken the product attribute positioning strategy. Their commercials focus on the features of their products. One feature they focus on is their side by side comparison tool; this allows their customers to compare Progressive’s insurance rates to other companies. Another tool that Progressive focuses on is their “Coverage