Affinity and Partnership Marketing in Motor and Breakdown Recovery Insurance in Germany
Finaccord Ltd.
January 1, 2009 100 Pages - SKU: FIN2106951
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Countries covered: Germany
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.
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- 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… ... 3
- … 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… ... 3
- … 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
- Introduction
- 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 ... 65
- A number of major automotive dealer groups have central contracts for motor insurance
- Nürnberger 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
- einsurance 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
- The brands of Karstadt and Quelle are being leveraged with success in financial services
- 5.9. Travel companies
- Introduction
- 5.10. Utilities companies
- Introduction
- 5.11. Other commercial entities
- Introduction
- Analysis of partnerships
- Deutsche Post: indirectly involved in the marketing of motor insurance
- Loyalty schemes: attractive affinity partners for motor insurance
- Miscellaneous: TomTom began offering motor insurance in September 2007
- 6.0 EUROPEAN INNOVATIONS
- Introduction
- Key events in affinity and partnership marketing in Europe, 2006-8
- Motor and household insurance
- Affinity and partnership marketing initiatives are visible across a diverse range of sectors…
- … with a number of specific trends observable amid this activity
- Some of the most successful case studies in partnership marketing are traceable to the UK…
- … although interesting examples also exist in other countries such as France and Sweden
- GRAPHICS / TABLES
- The affinity and partnership marketing universe
- Entities contacted for the research, segmented by broad category
- Affinity and partnership marketing schemes for motor insurance in Germany: penetration by type of partner
- Affinity and partnership marketing schemes for motor insurance in Germany: segmentation by operating model and competitor
- Affinity and partnership marketing schemes for breakdown recovery insurance in Germany: penetration by type partner
- Affinity and partnership marketing schemes for breakdown recovery insurance in Germany: segmentation by operating model and competitor
- Automotive clubs offering motor insurance and / or breakdown recovery insurance through partnerships
- Ranking of top 100 professional associations in Germany by approximate number of members
- Ranking of top 100 professional associations in Germany by approximate number of members (continued)
- Professional associations offering motor insurance: penetration, operating models and partner market shares
- Professional associations offering breakdown recovery insurance through partnerships
- Sports organisations offering motor insurance
- Ranking of top 100 trade associations in Germany by approximate number of members
- Ranking of top 100 trade associations in Germany by approximate number of members (continued)
- Trade associations offering motor insurance: penetration, operating models and partner market shares
- Trade associations offering breakdown recovery insurance through partnerships
- Trade unions offering motor insurance and / or breakdown recovery insurance through partnerships
- Banks offering motor insurance: penetration, operating models and partner market shares
- Savings banks and public sector banks offering motor insurance: penetration, operating models and partner market shares
- Co-operative banks offering motor insurance: penetration, operating models and partner market shares
- Co-operative banks offering breakdown recovery insurance through partnerships
- Private banks offering motor insurance through partnerships
- Insurance companies offering breakdown recovery insurance through partnerships
- Online aggregators and brokers offering motor insurance: penetration, operating models and partner market shares
- Automotive associations offering motor insurance through partnerships
- Automotive dealership groups offering motor insurance: penetration, operating models and partner market shares
- Automotive manufacturers offering motor insurance: penetration, operating models and partner market shares
- Automotive manufacturers offering breakdown recovery insurance: penetration, operating models and partner market shares
- Internet, media and telecoms entities offering motor insurance: penetration, operating models and partner market shares
- Online price comparison providers offering motor insurance through partnerships
- Retailers offering motor insurance through partnerships
- Other commercial entities offering motor insurance through partnerships
- Key events in affinity and partnership marketing in motor and household insurance in Europe, 2006
- Key events in affinity and partnership marketing in motor and household insurance in Europe, 2007
- Key events in affinity and partnership marketing in motor and household insurance in Europe, 2008
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