Imagine you are a member of one of Cigna’s marketing teams. Your efforts focus on getting more customers to purchase Cigna health insurance plans, and your team was recently given the task of increasing the number of young families (parents with 1-2 children under the age of 5) that choose Cigna as their health insurance provider.
Please submit the following deliverables:
1) What multimedia sources (print, TV, radio, etc.) would you choose to market your product? Explain the benefits considering the target market you’re trying to reach.
2) How would you leverage social media to help market your product? What social media tools would you use, and why?
3) Identify at least 2 product traits you’d emphasize in your messaging to try and differentiate from competitors. Why do you feel these traits would be compelling for consumers?
|Top 3 share 4500||Next 3 share 1500|
|1500||Matthew Kahabka Clarkson University|
|1500||Dana Malkin University of Southern California|
|1500||Alex Lew California Institute of Technology|
|500||Derek Dolen Purdue University|
|500||Michelle Soltis University of California at Davis|
|500||Christina Chan New York University|