Since the late 1980s, Progressive Casualty Insurance Company has maintained a strong position in the non-standard auto insurance market (auto insurance for high risk drivers). Expand progressive goals in the 1990s to its insurance coverage to include standard and preferred customers (drivers with clean driving records and no accidents). The company never advertised before 1994, as a result, consumer awareness is very low. Progressive stiff competition in a diverse insurance indus … Read more »

Since the late 1980s, Progressive Casualty Insurance Company has maintained a strong position in the non-standard auto insurance market (auto insurance for high risk drivers). Expand progressive goals in the 1990s to its insurance coverage to include standard and preferred customers (drivers with clean driving records and no accidents). The company never advertised before 1994, as a result, consumer awareness is very low. Progressive stiff competition in a diverse insurance industry. Companies like Allstate, the nation’s largest insurer of standard auto insurance, and State Farm, with 21.1% market share, a challenge for the company as a Progressive to try its products to all drivers. The case focuses on building the company’s brand through advertising and the improvement of product differentiation through technology.
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from
Paul W. Farris,
C. Wilson
Source: Darden School of Business
12 pages.
Release Date: 28, March 2001. Prod #: UV2906-PDF-ENG
Progressive Insurance HBR case solution