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State Farm February 13, 2011

Filed under: Week 5 — valariehafner @ 2:58 am

1.Describe how the company/business used the 4 P’s to add value and/or promote the product or service.

 

Promotion: They use humor and dependability in the situation to nail their key slogan “Like a good neighbor, state farm is there”. The two guys in the car get in a bind and don’t know what to do. Their first idea for help is to use the company’s jingle to beckon an agent to “rescue them. The safe place is the State Farm office.

Price: From their target market in the commercial they come across as cheap enough for people who cant afford expensive insurance.

Place: During Everybody Loves Raymond and the king of Queens between 5:00 and 5:30 on TBS. Most guys with no girlfriends and people who have worked all day will be starting to watch tv at this time.

Product: The reliability of State Farm’s Car insurance

 

 

2.      What industry(s) is the product or service a part of? Insurance

 

3.         Describe the target market (ie. what segments are being targeted)? In this commercial they show unkept single guys who are obviously on the poorer side due to the beat up car, their grubby clothes, and the fast food meal that the passenger was eating. Only one had the meal so maybe the first didn’t have the money to get something himself. They were in their upper teens to early 20’s. Not only was their target market for the lower class but also for drivers between 18 and 30. Visiting a sate park is cheap if you just drive it so the fact that they were amazed at the simplicity of seeing a buffalo and saying we should have done this sooner gave the impression they didn’t get out much due to lack of money.

 

4.         What unique value is the company trying to convey with the product or service? They are showing the consumer how dependable they are in any given situation, no matter how weird. They make the agent look like a hero who “saves the day”. It also gives you a positive outlook on the company. Most insurance companies are serious and matter of fact. This makes the insurance company, who most people see as the bad guy, look good to the viewer. They also make it look like they are there for the lower class just as if they were upper class. They are there to protect more so than take your money.

 

5.         Does it work? Why or why not? Any general observations? Yes, humor always makes a company seem less after your money and more pleasing to the consumer. The hero effect they convey makes the viewer see an insurance company in a different light.

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