1. Describe in detail how the business implemented the four P’s to add value and/or promote the product or service.
Product – insurance claims by Nationwide Insurance
Price – no price given
Place – I have seen this commercial a bunch while live streaming basketball games online
Promotion – A young couple with a baby are in their house. The wife yells from the kitchen, asking if the husband had called the insurance company yet? The husband, just finishing folding laundry, tips the clothes over and says, “Not yet, I’m… folding laundry.” He asks her if she can do it and she says, “No, cleaning the windows,” as she lets the baby smear food all over the window. They continue to one up each other with household chores, even though they are the ones making the mess to do the chores. This includes: squirting toothpaste all over the bathroom to clean, shaking all the leaves off the trees to rake, and throwing vacuum bag dust in the living room to clean. The next door neighbors are watching in awe as the wife asks, “Did you call Nationwide to check on our claim?” He responds, “Actually, they called me.” A voice over in the background explains Nationwide: “Most insurance companies give you every reason to avoid them. Nationwide is different. We put members first.” There is also music going on in the background that is somewhat mysterious and quirky at the same time, which adds to the goofiness of the first couple.
2.Describe the target market (ie. what segments are being targeted)? How do you know this is the target market? Did the company make good decisions to reach the target market?
The target market for this commercial seems to be younger couple that are in their early thirties. They have established their lives, have good jobs, a house, but are still new to some things, like insurance. I know this because both married couples were in houses and they seemed to be young but established. If they were trying to reach this target market, I think they did a good job. It is funny, but reality is that talking to companies about insurance is a bit daunting, but Nationwide makes it easy and comfortable, and that is just what this target market needs.
3. Does it work? Why or why not? Any general observations?
It does work. The goofiness of the commercial goes along great with the message. It is totally obvious that the first couple doesn’t want to deal with insurance, while the second couple was able to it easily, because Nationwide actually called them first. This goes along well with Nationwide’s slogan, “Nationwide is on your side.”
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