Using brand strategy as a competitive edge

Challenge

Metropolitan Insurance (MET) found itself in a market where penetration was low, competition was rife, and price undercutting was being used to entice MET’s customers. As such, MET tasked us with developing a strategy to protect and grow their share of market without dabbling in price wars.

Action

We sought price agnostic insights that will enable the brand to grow. We started by checking how well stakeholders’ perceptions of MET aligned with what MET stood for and went beyond that to examine how attitudes, lifestyles, expenses, and risk profiles influence the purchase of insurance products.

Impact

The findings enabled us to determine which target segments were most viable, and how to effectively reposition the MET brand to become the most viable target segment’s preferred insurer.