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시장보고서
Affinity and Partnership Marketing in Motor and Breakdown Recovery Insurance in Germany
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Abstract
Finaccord' s report titled Affinity and Partnership Marketing in Motor and
Breakdown Recovery Insurance in Germany represents the most detailed research
ever undertaken on this sector and is one of five studies in a new series of
publications. Drawing on the results of a survey of over 1,900 organisations,
the report analyses the penetration, operating models and partner market
shares of affinity and partnership marketing schemes for motor and breakdown
recovery insurance across a range of distributor categories. These include
automotive associations and clubs, automotive manufacturers, banks,
co-operative banks, Internet, media and telecoms entities, loyalty schemes,
online aggregators and brokers, professional associations, retailers, savings
and public sector banks and trade unions. Moreover, the PartnerBASE database
that accompanies the report provides the granular detail behind the analysis,
detailing each of over 360 affinity and partnership marketing initiatives
traced by Finaccord in this sector. In the context of this report, and with
specific reference to motor insurance, it is important to note that the
research focuses purely on mainstream personal motor insurance policies and,
unless otherwise stated, does not cover branches such as motor cycle insurance
or van insurance. You may be able to use this report and associated
PartnerBASE database in one or more of the following ways: - drill down into
the detail lying behind affinity and partnership marketing schemes for motor
and breakdown recovery insurance in Germany; - gain access to research that
chronicles the vast majority of affinity marketing opportunities in motor and
breakdown recovery insurance; - benchmark the competitive position of your own
organisation in affinity and partnership marketing of motor and breakdown
recovery insurance and spot opportunities for displacing rivals; - gain a
wider perspective from learning about recent innovations in partnership
marketing of motor and breakdown recovery insurance elsewhere in Europe; -
plan your future affinity and partnership marketing strategy for motor and
breakdown recovery insurance armed with the best market and competitor
intelligence available on this subject. Together, the report and PartnerBASE
database will provide you with the definitive guide to current and potential
affinity and partnership marketing opportunities in motor and breakdown
recovery insurance in Germany.
Table of Contents
0.0 EXECUTIVE SUMMARY
- Research background and structure
- Over a half of organisations surveyed in six sub-categories offer motor
insurance with over a half of programs identified established directly with
the insurance underwriter and with Allianz coming out on top in terms of the
number of exclusive partnerships identified
- Most schemes for breakdown recovery insurance are placed directly with the
ultimate provider with a number of assistance firms challenging the dominance
of ADAC and AvD
- Insurance providers and partners with strong online marketing skills are
best placed to prosper and there is scope for innovations elsewhere in Europe
to be replicated in Germany
1.0 INTRODUCTION
- Rationale
- The channels used to sell financial products and services in Germany are
proliferating with online affinity and partnership marketing having growing
rapidly in importance of late
- Finaccord
- Affinity and partnership marketing publications for Germany
- Consumer research publications for Germany
- PartnerBASE"!
- Definitions
- Methodology
2.0 MARKET OVERVIEW
- Affinities and partnerships in motor and breakdown recovery insurance
- Finaccord' s research identifies 258 current affinity schemes for promoting
motor insurance of which a majority are organised in association with a single
underwriter
- Breakdown recovery insurance is much less frequently offered as an
affinity product
- ADAC and AvD lay claim to the highest number of exclusive partnerships
3.0 NOT-FOR-PROFIT AFFINITY GROUPS
- 3.1 Automotive clubs
- Introduction
- Analysis of partnerships
- Several automotive clubs have organised affinity schemes for motor
insurance
- 3.2 Charities
- Introduction
- Analysis of partnerships
- The involvement of charities as distributors of motor insurance remains
very limited although interest in ' green' motor insurance policies could
stimulate new initiatives
- 3.3 Educational institutions
- 3.4 Lifestyle organisations
- Introduction
- Analysis of partnerships
- The Deutscher Camping Club works with AvD for breakdown recovery
insurance
- 3.5 Professional associations
- Introduction
- Analysis of partnerships
- Several professional associations offering motor insurance do so through
a broker although Allianz, HDI Gerling, Mannheimer and Signal Iduna hold
direct partnerships
- Breakdown recovery insurance is not often offered as a stand-alone
product
- 3.6 Sports organisations
- Introduction
- Analysis of partnerships
- A small number of affinity deals exist among sports organisations for
motor insurance
- Sports organisations offering motor insurance
- 3.7 Trade associations
- Introduction
- Analysis of partnerships
- The provision of motor insurance is often a ' carry over' from schemes
for business insurance
- A half of trade associations offering motor insurance work directly with
an underwriter
- The competition among brokers co-operating with trade associations is
fragmented
- Breakdown recovery insurance is less frequently offered as a stand-alone
product
- 3.8 Trade associations
- Introduction
- Analysis of partnerships
- dbb beamtenbund und tarifunion and Gewerkschaft der Polizei offer motor
insurance
- A large number of trade unions market breakdown recovery insurance with
AvD
4.0 FINANCIAL PARTNERS
- 4.1 Banks
- Introduction
- Analysis of partnerships
- A significant number of retail banking brands currently promote motor
insurance and a handful of banks enhance their credit cards with breakdown
recovery insurance
- 4.2 Savings and public sector banks
- Introduction
- Analysis of partnerships
- Partnerships for motor insurance all lie with public sector insurance
companies
- 4.3 Co-operative banks
- Introduction
- Analysis of partnerships
- Many of the co-operative banks offering motor insurance work with R+V
although the Sparda Banken are more inclined to collaborate with DEVK and
one co-operative bank is tied to a private sector insurer in this field
- Four Sparda Banken have a partnership with ACV for recovery breakdown
insurance
- 4.4 Private banks
- Introduction
- Analysis of partnerships
- A handful of private banks offer motor insurance to their customers
- 4.5 Insurance companies
- Introduction
- Analysis of partnerships
- HDI Gerling maintains a non-captive partnership with Inter Versicherungen
- ROLAND Schutzbrief-Versicherung is a leading partner for roadside
assistance
- Insurance companies offering breakdown recovery insurance through
partnerships
- 4.6 Online aggregators and brokers
- Introduction
- Analysis of partnerships
- Aspect Online and einsurance are the foremost protagonists
5.0 COMMERCIAL ENTITIES
- 5.1 Airlines
- Introduction
- Members of the Air Berlin loyalty scheme can benefit from acquiring
motor insurance
- 5.2 Automotive associations
- Introduction
- ADAC' s joint venture with Zurich appears to be making steady progress
- AvD kicked off a new partnership with Allianz in September 2008
- Verkehrsclub Deutschland markets eco-friendly car insurance with DA
Direkt
- Automotive associations offering motor insurance through partnerships
- Breakdown recovery insurance is provided by eight automotive
associations among which ADAC is the overwhelming market leader with 16
million members although a variety of other alternatives are available to
German drivers
- 5.3 Automotive dealership groups
- Introduction
- Analysis of partnerships
- The provision of financial services is for automotive dealers an
important part of overall revenue
- A number of major automotive dealer groups have central contracts for
motor insurance
- Nurnberger Garanta has developed a special concept to work with
automotive dealers
- Centrally organised contracts are less common for breakdown recovery
insurance
- 5.4 Automotive manufacturers
- Introduction
- Analysis of partnerships
- The majority of automotive brands operate approved schemes for motor
insurance
- Volkswagen Versicherungsdienst has made significant progress in recent
years as a consequence of making several key changes to its strategic
partnership with Allianz
- Four providers dominate the market for manufacturer-branded roadside
assistance
- 5.5 Football clubs
- Introduction
- German clubs remain reluctant to launch affinity deals in the area of
accident and health insurance
- 5.6. Internet, media and telecoms entities
- Introduction
- Analysis of partnerships
- Online media portals are increasingly viable for marketing motor
insurance has a strong presence in the Internet, media and telecoms category
- For breakdown recovery insurance, affinity partnerships follow the same
patterns
- 5.7. Online price comparison providers
- Introduction
- Analysis of partnerships
- A number of online price comparison providers offer own-brand insurance
searching facilities
- 5.8. Retailers
- Introduction
- Analysis of partnerships
- Many of Germany' s major retailing brands are being leveraged to promote
motor insurance
- DA Direkt regards affinity deals as a central part of its direct
marketing strategy
- eBay has launched a new partnership for motor insurance in conjunction
with AXA
- Four retailers make breakdown recovery insurance available to their
customers
- Under the C&A Money brand, C&A hopes to continue launching new products
- EDEKA Bank appears to be growing in excess of the average for Germany
- Retailers offering motor insurance through partnerships
GRAPHICS / TABLES
- The affinity and partnership marketing universe 7
- Entities contacted for the research, segmented by broad category 10
- Affinity and partnership marketing schemes for motor insurance in Germany:
penetration by type of partner 14
- Affinity and partnership marketing schemes for motor insurance in Germany:
segmentation by operating model and competitor 16
- Affinity and partnership marketing schemes for breakdown recovery
insurance in Germany: penetration by type of partner 17
- Affinity and partnership marketing schemes for breakdown recovery
insurance in Germany: segmentation by operating model and competitor 18
- Automotive clubs offering motor insurance and / or breakdown recovery
insurance through partnerships 21
- Ranking of top 100 professional associations in Germany by approximate
number of members 26
- Ranking of top 100 professional associations in Germany by approximate
number of members (continued) 27
- Professional associations offering motor insurance: penetration, operating
models and partner market shares 29
- Professional associations offering breakdown recovery insurance through
partnerships 30
- Sports organisations offering motor insurance 31
- Ranking of top 100 trade associations in Germany by approximate number of
members 33
- Ranking of top 100 trade associations in Germany by approximate number of
members (continued) 34
- Trade associations offering motor insurance: penetration, operating models
and partner market shares 36
- Trade associations offering breakdown recovery insurance through
partnerships 37
- Trade unions offering motor insurance and / or breakdown recovery
insurance through partnerships 40
- Banks offering motor insurance: penetration, operating models and partner
market shares 44
- Savings banks and public sector banks offering motor insurance:
penetration, operating models and partner market shares 47
- Co-operative banks offering motor insurance: penetration, operating models
and partner market shares 50
- Co-operative banks offering breakdown recovery insurance through
partnerships 51
- Private banks offering motor insurance through partnerships 53
- Insurance companies offering breakdown recovery insurance through
partnerships 55
- Online aggregators and brokers offering motor insurance: penetration,
operating models and partner market shares 57
- Automotive associations offering motor insurance through partnerships 62
- Automotive dealership groups offering motor insurance: penetration,
operating models and partner market shares 66
- Automotive manufacturers offering motor insurance: penetration, operating
models and partner market shares 68
- Automotive manufacturers offering breakdown recovery insurance:
penetration, operating models and partner market shares 69
- Internet, media and telecoms entities offering motor insurance:
penetration, operating models and partner market shares 72
- Online price comparison providers offering motor insurance through
partnerships 75
- Retailers offering motor insurance through partnerships 79
- Other commercial entities offering motor insurance through partnerships 84
- Key events in affinity and partnership marketing in motor and household
insurance in Europe, 2006 88
- Key events in affinity and partnership marketing in motor and household
insurance in Europe, 2007 89
- Key events in affinity and partnership marketing in motor and household
insurance in Europe, 2008 90
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