Sales, marketing and advertising
The multi-brand principle pursued within the Talanx Group is reflected in its external communication inasmuch as the subsidiaries seek to address their specific customer segments with their various brands through tailored marketing and advertising. Primary insurers such as HDI, HDI-Gerling and Aspecta engage directly with a broader public, using inter alia TV commercials, publicity campaigns and sponsorship activities.
Talanx AG systematically targets the broader financial community and business journalists. We enhance awareness among these target groups inter alia through sponsorship of a stock market bulletin on television. The findings of the latest survey indicate that awareness of Talanx is already high: in the spring of 2009 51 (52)% of the program’s audience were familiar with Talanx as an insurance group. The TV commercial and Talanx advertising show not only the Talanx logo but also the logos of the Group’s major brands so as to underline the connection.
The sales channels employed by the Group’s companies are extremely diverse. They range from the use of brokers and independent agents through tied agents’ organizations and local representation by branch offices and sales outlets to highly specialized bancassurance cooperations. For further information please see pages 26/27 and the sections on the various Group segments.