Marketing essay on Easy Travel Insurance
1. Introduction
Easy Travel Insurance (ETI) is the finest travel insurance company which deals in online travel insurance. It markets its product travel insurance to both kinds of travellers that i
- Inbound Travellers ( visiting Australia)
- Australians travelling abroad ( outside Australia travellers)
The product portfolio of ETI contains QBE travel insurance policies. It is the member of the QBE Insurance Group which is the largest international general insurer in Australia and covers the reinsurance group too. QBE has been operating in Australia since the year1886. The website that is www.easytravelinsurance.com is the key medium of communication which the company uses to contact its inbound travelling markets.
Mainly the site visitors come through the sources like Email marketing, Google organic listings, Referral Sites (travel related sites or links on travel blogs), Google ePaid advertising and Travel insurance comparison site (www.captaincompare.com.au). ETI makes travelling a trouble free and hassle free experience as you do not have to bother about cancellations, lost baggage’s, emergency assistance , emergency travel expenses , overseas dental and medical expenses etc.
The main motive of ETI is to increase its customer base that too by focussing on the international inbound sales channel and for this purpose I have been appointed as International Marketing Officer for ETI. The product which has to be pitched is Inbound Travel Insurance Product.
This international business report for ETI will help in future market strategic planning. To understand the inbound travel market the following environmental analysis along with market segmentation and target profiling has been done for the international, market of India. This would help us in analysing that who would be the real customers to purchase the inbound travel insurance product of ETI.
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