In-depth Marketing Strategy of Generali – With Detailed Overview

Updated on: Aug 1, 2022
Marketing Strategy Of Generali - Featured Image

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In our previous article, we came to know about the marketing strategy of Minda Corporation. In this article, we are going to elaborate on the Marketing Strategy of Generali.

A company’s DNA includes a component called marketing that can make or kill the enterprise. The marketing industry has moved online with users from all around the world. IIDE’s Free MasterClass on Digital Marketing 101 presented by our CEO and founder, Karan Shah, seems to be highly recommended if you have any interest in modern digital marketing.

In this blog, we’ll go over every aspect of the marketing strategy of Generali. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.

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About Generali – Company Overview

Marketing Strategy of Generali - Future Generali Insurance

One of the largest insurance companies in Italy and an asset management provider – Generali is a worldwide insurance company which is located in Italy and is spread across 50 nations by other names and subsidiaries. The insurance company was established in the year 1831 and it is one of the oldest insurance companies that innovated and bought insurance in the market. 

Starting 190 years ago and today Generali has more than 75,000 employees serving 67 million customers and the group has led the marketing position in Europe and all over Asia and Latin America. The group stands for its commitment to providing innovative and personalised solutions, best-in-class customer experience and its digitised global distribution capabilities. 

Generali provides a wide range of insurance products and efficient insurance customer services including general insurance, health insurance, vehicle insurance, travel insurance, home insurance and life insurance. Generali Insurance is an eminent company having a great client base and an important share in the economy.

Quick Stats on Generali
CEO Philippe Donnet
CMO Isabelle Conner
Area Served Europe, East Asia, Middle East, and Africa
Industry Life Insurance company
Market Share/ Revenue €756 Million
Vision To actively protect and enhance people’s lives.
Tagline We’re All About You


Marketing Strategy of Generali

Let’s discover how the Marketing Strategy of Generali works, and some more things about Generali.

Segmentation, Targeting and Positioning

One of the biggest worldwide insurance and asset management companies is Generali. It has a presence in 50 nations worldwide and was founded in 1831. The Group has a dominant position in Europe and a growing foothold in Asia and Latin America with more than 75,000 workers serving 67 million consumers.

Generali’s ambition is to become a Lifetime Partner to customers and be a leader in the European insurance market for individuals, professionals, and SMEs. Appropriate governance aims to achieve the sustainable success of the Company, in line with the best international practices and supports the strategy. 

The target audience of Generali is of the age group of 31- 45 years group. These customers have become committed to home purchases, marriage, and childbirth. Precisely, the families. People are concerned about their family’s well-being at this age, people are concerned about their family’s well-being and want to provide a good life for their children.

Generali is one of the largest global insurance and asset management providers. Established in 1831, it is present in 50 countries in the world, with almost 75 thousand employees serving 67 million customers. Their international presence is their greatest strength: Generali is a major, Europe-centric company that however is continuing to build its presence selectively, also in Asia and South America.

Marketing Campaigns

Marketing Strategy of Generali - Generali RED JUMP UP Campaign

Generali’s global advertising campaign, will convey the Generali community’s narrative and highlight their distinctiveness and the drive behind their desire to become clients’ Lifetime Partners. They have the opportunity to create a singular and distinctive worldwide brand for the first time in Generali’s 189-year existence.

Customers are at the centre of everything Generali does. They innovate, simplify, tailor, take control, and, most importantly, deliver a human and caring experience through their Hallmarks and Behaviours.

Their new campaign celebrates this by letting the world know that:

  • We communicate with heart, soul, and pulse
  • Because red is not just our colour, it’s the colour of our passion and energy with which we stand close to our customers.

And with their 155,000 agents, what better technique could we possibly use to start a campaign? They represent Generali’s on a human level. They set the company apart from Big Blue rivals. And are devoted wholeheartedly and daily to serving, advising, and customising services for 61 million customers.

Marketing Strategy of Generali- Generali AapkiHealthMereLiye Campaign

Generali’s digital campaign from Future Generali India Life Insurance, #AapkiHealthMereLiye, which was launched in honour of Father’s Day last week, has received a fantastic reaction, making the project a major success. The video that was shared on social media platforms and that reached 17 million people was regarded as one of the best videos shared on a special day. 

Fathers throughout the nation participated in the campaign by making a promise of health to their children using the hashtag #PromiseToMyChild. FGILI hired AdLift, a large-scale digital marketing company, to manage its social media account. AdLift carried out the campaign, making it a huge success across all social networks.

On June 14th, Future Generali India Life Insurance released the hashtag #AapkiHealthMereLiye on Facebook, YouTube, and LinkedIn to draw attention to their Father’s Day film. From June 15 onward, a new hashtag, #PromiseToMyChild, was made to collect fathers’ comments on this film. On Facebook and YouTube, respectively, there had been 3.9 million views and 1.8 million views by the time the campaign ended on June 17. 

Additionally, the video received an astounding 2.5K likes and 16K shares, which contributed to the campaign’s total success. More than 1,200 dads pledged to take better care of themselves in response to the hashtag #PromiseToMyChild.

Market Strategy of Generali- Generali “Sống Như Ý” Marketing Campaign

Generali Vietnam Life Insurance LLC (Generali Vietnam) won the “Marketing Campaign of the Year” award by InsuranceAsia News for its “Sống Như Ý” (Live the Life You Desire) campaign, featuring a series of 4 videos launched since 2019’s fourth quarter. Riding on the campaign’s success, Generali has recently launched the “Sống Như Ý” music video – the 2021 Lunar New Year version sending out positive life messages to its audience.

A series of quick music videos for the “Sống Như Ý” ad depicting people living the lives they’ve always imagined. The target audience, Millennial viewers, have responded favourably to the campaign, garnering more than 100 million views on Generali Vietnam’s official YouTube channel and Facebook page, as well as 4 million shares and comments.

Social Media Marketing

Additionally, Generali maintains a social media presence on sites like Instagram, Facebook, Linkedin, Twitter, and even YouTube. They are active on every Social Media and post regularly, It has maximum followers on linked and Facebook, of around 100k -400k. 

They even have decent followers on Instagram and Twitter, like Above 10k. YouTube is present, but the subscription numbers are suppressed. Generali posts content like current Trends, News about Group, Generali’s Stories, Top management interviews, events, and advertising campaigns.

SEO Strategies

Marketing Strategy of Generali- Generali’s SEO Strategies on Ubersuggest

According to SEO rankings, having fewer than 500 keywords is terrible, having more than 1000 is good, and having more than 10,000 is outstanding. As we can see, has 12,023 organic keywords, and its SEO efforts are regarded as excellent. This indicates that Generali’s digital marketing is collecting a lot of insights.

Moreover, they generate 66,180 organic monthly visitors, which is incredible and outstanding work.

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

In order to strengthen its commitment to expanding its position in the local insurance market, Generali Group announces that it has signed an agreement with Future Group to increase its stake in its insurance operations in India from 25.5 percent to 49 percent.

Ecommerce Strategies

As we know Generali is a company that provides insurance services, so executives from Generali can visit your doorstep to provide you with all the insurance services or you can also visit their centre. Through their website one can request a quote for the particular insurance they are seeking and then Generali will directly connect you with one of their executives for further communication.

Users can find all the details and benefits included in different insurance products & packages from Generali’s website.

Mobile Apps

Marketing Strategy of Generali - Mobile App

Generali has a mobile application called ‘FG insurance’, available both in the Play Store as well as App Store. It can be downloaded free of cost and it is highly effective and user-friendly. FG Insure is a simple app for insurance needs. It’s simple, convenient, and easy to use to renew and even manage your policy. 

More than 1L+ users have downloaded the application which is a very good number. The best aspect is that the team from Generali reaches out to people facing any type of query as mentioned in the comments section and they don’t shy away from negative comments or feedback. This is an excellent sign that the company is open to criticism.

Content Marketing Strategies

Generali is really active in posting content on social media sites like Facebook, Instagram, and Twitter about their upcoming services, deals that are going on, information including tips and guidance and also some awareness messages. Generali is a years old company and as time evolved the company also changes itself accordingly in terms of content marketing strategies to the delivery of that content.

On Generali’s website in the media section, you can explore press releases, news, podcast, executives interview, social media, corporate magazines etc. and many more. We can assume that Generali keeps content marketing strategy as a top priority. Their content is also highlighted in various journals, magazines and newspapers. Press releases are also made on numerous topics, such as the purchase of shares, etc. The company since its inception is ahead in delivering quality content.

On social media, Generali is highly active. The post contains information about current trends, group news, Generali’s stories, awareness, and other topics.

This ends the elaborative marketing strategy of Generali. Let us conclude our learning below from the marketing strategy of Generali.

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Conclusion – What’s Unique in Generali marketing?

As an insurance provider, Generali has found success by giving customers choice and low prices, as well as by launching successful ad campaigns that emphasise savings. The innovative and user-friendly initiatives of the insurer are among the main factors contributing to its success.

Generali does make use of almost every marketing strategy listed above, its content marketing strategy and social media presence has been very beneficial.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Generali has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Generali check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Generali, and do share your thoughts on this case study marketing strategy of Generali in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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