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2
ARKETING 2012
1 2011
2012
: [email protected] : [email protected] : . [email protected] ART DIRECTOR : . [email protected] : . [email protected] : [email protected] : . , . , ., . : : - : , : : : [email protected] : ,
,International Life , ,
34 , . .
44Digital Marketing 49 , , , , 1987 .
53 59
97
3
ARKETING 2012
. 236, 176 72 .: 210-9578130-1-2, Fax: 210-9578170
copyright , , , .
& .. &
-- ..: 150,00 - : 250,00 - : 350,00
: 80- : 130,00 - : 180,00
: 200,00: 150,00 - : $400,00
: $450,00 - : $450,00
, , . 65 , 70
. best seller Chip Heath& Dan Health
97 , , 106
, . , 81
106
81
editorial 4
ARKETING 2012
,
.
, ,
,
,
,
. ,
,
. , ,
.
,
.
, , ,
! .
, !
, , .
!
,
,
, !
,
.
Agency System,
.
, ! ,
, , .
, / . ,
18 , , / 3
,
.
, International,
, ,
ARKETING 2012
6 M o n e y S h o w 2 0 1 1
International Life,
,
, Ergo,
, Inter-
american, , Next Deal
,
, Mega Brokers,
.
.
,
.
, (
, )
.
,
,
. 5 -
www.meloik.gr.
,
Morax ,
: Olympia
GoldenResort, FunPromotion, Delatolas Express Cargo Red
Courier.
2010,
:
, 16 2011, 20 2010, MONEY SHOW 2011. Morax 20 .
. Interamerican
!
20
7
ARKETING 2012
2011 Athens Hilton.
, .
Mega Brokers, .
O , . International Life, .
, .
Interamerican, .
Ergo, .
Next Deal, .
ARKETING 2012
8 M o n e y S h o w 2 0 1 1
:
1. Allianz,
2. E ,
3. International Life,
:
4. Allianz,
5. ,
6. International Life,
:
7. ,
8. International Life,
/:
9. Allianz,
10. ,
:
11. Allianz,
12. ,
13. International Life,
:
14. ,
15. International Life,
:
16. Allianz,
17. E :
&
:
18. Allianz, Marsh, .
19. , Mega Insurance
Brokers,
20. International Life,
Development Insurance Network,
.
21
Interamerican
2010.
Interamerican,
.
Olympia
GoldenBeach .
Money Show 2011.
ARKETING 2012
10 M o n e y S h o w 2 0 1 1
( ) , , , , OfficeManager, , , Morax, .
, Sales Director Delatolas Express Cargo, , .
Money Show 2011.
11
ARKETING 2012
H Eureko Achmea
Eureko
Interamerican, 1
Achmea.
, Achmea,
,
.
,
brandname.
Achmea , ,
.
Interamerican
expertise center
,
.
Achmea 200
.
Interamerican,
, , ,
, .
Interlife
Smart Phones Tablets,
,
.
, ,
. Inter-
life App Store Apple,
(Basic, Triplex, Quatro,
Minikasko, Teilkasko, Vollkasko). ,
,
.
. H Interlife,
.
H Interamerican Achmea, Eureko Sigorta Oranta .
Interlife iPhone Interlife App Store Apple, !
Achmea Zeist, .
Allianz
.
Secure Drive
All For 1.
,
Allianz Assis-
tance ,
. ,
SIM
Allianz Assistance!
:
,
Allianz Assistance,
.
:
,
,
Allianz Assis-
tance.
:
Allianz
Assistance,
,
.
Allianz WeatherSafe
: WeatherSafe
,
ARKETING 2012
12
& Allianz Secure Drive (!) Allianz Assistance , ! All Weather Safe : . ! . !
.
Allianz WeatherSafe
( )
weathersafe.allianz.com/gr
:
:
7 ,
2,3
.
:
3
.
:
.
MeteoGroup GmbH.
, Allianz,
.
13
ARKETING 2012
Secure Drive Weather Safe Allianz
Allianz
Allianz , Allianz Group,
,
.
2010 Allianz
317.000 15
, 1.260 , 446
265
.
Allianz 2010 236,4 .,
19,5
.
, Allianz
Allianz .....,
420 .
&
MetLife Alico, .
MetLife Alico.
, , , Direc-
tor Corporate Solutions , Regional Vice President - Product & Oper-
ational Management. . MetLife
Alico ,
( 300%
31/8/11). ,
,
,
.
Alico MetLife 2010,
(Solvency II),
, MetLife. H
2012, , ,
.
ARKETING 2012
14
MetLife Alico 300% , MetLife Alico
. , .
. , Regional Vice President -Product & Operational Management.
. , Director Corporate Solutions MetLife lico .
ARKETING 2012
16
: 7,4% ( 2011), , , .
,
.
,
,
,
)
) Solvency II.
,
.
350
19 .
, 80
, ,
100
(.. ).
2008,
17.
:
72
, 55
, 42 15
. . ,
89,4%,
7,9%, -
2,4%
0,3%.
, ,
. 2010,
, 5 10
71,0%
91,7% .
5 10
41,2% 61,9% .
, 2011,
11,3%,
4,5%.
2011
102,5 . ,
1 . .
. : ()
70%
()
()
. ,
,
2010
545
. .
,
, ,
.
,
.
A
17
ARKETING 2012
nteramerican: UNICEF, ActionAid
UNICEF,
, .
, 18
, 800
, , ,
. Interamerican UNICEF
, , .
,
ActionAid,
2009, 67
(,
, , ..).
,
,
, 2011
18 ,
.
2011
bazaar . ,
, 2011
Interamerican .
,
.
29 Inter-
american,
.
,
,
,
2011,
,
.
Interamerican
. ,
211,5 .
6% , combined
ratio 96,8%.
44,9 .,
46% .
,
,
,
,
,
, back to front
IT. ,
,
,
.
Aigaion Aigaion
.
.
, ,
.
6, 7 8
2011, .
Aigaion Bazaar.
nteramerican !
Interamerican
,
.
Web Motor Claims
. , UNICEF , . , - INTERAMERICAN.
18
ARKETING 2012
,
,
,
,
,
,
.
Interamerican
business IT.
,
,
.
,
,
,
,
www.interamerican.gr,
,
.
standards OnE
.
Interamerican
,
, ,
,
, . ,
Interamerican.
Smart Move -
Smart Move
,
8 -
, , , , ,
, .
500 -
60 ,
Auto Smart
.
www.smart-
move.gr .
.
()
, ,
, 48
,
.
2011
48,
,
,
,
.
.
,
14 2011,
( 700 .
,
72 . )
.
, ,
,
.
,
, .
... - E
(...)
7
.
.
2
, 1.200
300
19
ARKETING 2012
,
.
EFG Eurolife
-
Mekelle EFG Eurolife
2
.
EFG Eurolife
.
www.eurolife.gr
.
, AXA,
2 4
2011 -
.
.
,
, -
2011, -
2012.
Agency System ,
Agency System .
, Interamerican
Interamerican -
1.550 .
-
, -
.
Interamerican
,
Million Dollars Round Table (MDRT),
-
.
Interamerican .
2012.
.
20
ARKETING 2012
M -
-
.
- 35
60 .
.
MetLife Alico SOS
MetLife Alico
SOS
.
,
-
.
SOS
.
,
, -
.
&
. . , Execu-
tive Vice President MetLife Group Inc.,President & CEO, Central
& Eastern Europe.
. -
, ,
, , , , ,
, , , , ,
.
-
2011
.
Ergo
Ergo,
, -
. ..
ERGO
-
,
,
, -
, -
-
,
.
-
,
-
.
management Ergo.
.
21
ARKETING 2012
ega Brokers
Mega Brokers -
, -
.
2011, 2012
.
, Mega Brokers ,
,
.
:
&
-
:
2012 -
1928 cc.
90% -
Lifecard -
.
65
.. ,
,
.
( 3,35%) &
.
-
.
,
.
-
-
- -
Easy Life, -
60 .
&
7 2011 &
, -
ISO 9001:2008
ONECERT.
ACM/UKAS MANAGEMENT SYSTEMS 245.
.
,
, -
.
, , -
,
, Mega Brokers.
22
ARKETING 2012
. -
,
.
!
,
, , ,
.
17 ,
,
,
,
, ,
.
,
,
,
, , ,
, ,
!
60
, ,
.
,
-
, -
ALCO,
.
, -
-
2011.
, 88% , 9
10, -
,
.
,
90%,
.
65%
.
71% ,
.
40%
,
37% . , -
, 25%
.
Carglass
Carglass 2001 -
. Belron, Carglass,
,
32 -
,
.
.
-
.
NPS (Net Promoter
Score) Carglass
GFK NOP, . .
, ,
160 -
Carglass -
1 10
.
8.000
.
,
.
, ,
.
23
ARKETING 2012
Carglass 83%
.
,
-
,
.
, ,
32
Belron, Carglass
.
, ,
(BESCA),
Belron,
46
.
,
NPS 100%, -
Gone the extra mile,
-
, 46
.
, ,
94%,
Showed
long term consistency,
.
Carglass & o
.
, Carglass 3.700
,
.
,
.
Ergo
Ergo
Customer Ambassador
.
.
,
-
,
.
, -
.
-
.
, Customer Ambassador
Ergo
:
-
.
Ergo
:
e-mail, [email protected]
website,
,
210 370 5550.
24
ARKETING 2012
ARAG Rechtsschutz ARAG SE
rag
. ARAG Allgemeine
Rechtsschutz-Versicherungs-AG
Societas Europaea (SE)
.
01/12/11 .
ARAG
ARAG SE.
.
, SE,
ARAG .
ARAG -
, -
ARAG
.
-
, 12
.
ARAG
.
.
,
. Paul-Otto Fassbender,
ARAG. , -
,
, ,
.
, ARAG
Allgemeine Rechtssschutz-Versicherungs-Aktiengesellschaft
ARAG SE.
, - SE -
ARAG -
,
.
.
ARAG RS Holding
ARAG AG,
- ARAG Holding SE -
.
ARAG SE ARAG Holding SE
.
. -
-
, -
,
.
-
, -
.
,
-
.
,
.
. ..
-
8.12.2011,
, -
.
:
1.
2.
3. .
4.
5.
6.
7.
,
-
.
25
ARKETING 2012
,
.
,
. ,
,
.
.
, ,
,
..
, ,
,
, .
,
,
.
,
65% ,
(, ,
..).
.
: , , .
K Y,
Global Reporting Initiative (GRI-G3), Inter-
american. ,
40 , .
Interamerican, ,
Coca Cola, 9 ,
40 5 .
,
.
. , ,
Interamerican
,
. , . ,
Sustainable Development,
GRI
Interamerican.
Terra Nova.
T
. ,
,
, Global Compact
UNEP FI , ,
, ..
ARKETING 2012
26
Interamerican 119 , Interamerican . , CocaCola 3 .
1 2
, , ,
,
, :
, ,
,
,
, ,
, ,
,
(
, , ,
, ).
TUV Hellas.
Interamerican
10 (Global Compact) ,
. , Interamerican
advanced
Global Compact , B+
GRI-G3.
27
ARKETING 2012
3 4
5 6
: . ,
Interamerican . , SustainableDevelopment.
: . ,
. , Interamerican.
: . ,
, . , Sustainable Development . , Interamerican.
,,
Interamerican .
Interamerican: C. Mousinho,
. , . , . . , Medifirst.
. . KE Interamerican . .
1
2
3
4
5
6
ARKETING 2012
28
29
ARKETING 2012
:
. -
1984 Morax
, (
59 ), !
,
.
,
!
28
!
, ,
,
!
.
,
,
,
,
.
,
100%,
,
,
, 2011.
,
!
, ,
.
!
,
!
..
,
180
!
ARKETING 2012
30
,
!
,
!
,
,
. ,
,
, ,
, ,
.
Morax,
.
,
.
17
,
210 9578130, 20
3 .
,
.
e-shop Morax.
31
ARKETING 2012
,
!
-
()
2011.
59
96%
.
, 22
( 99%) 48
( 93,6%).
,
2011
3,62 .
6,2%
2010.
,
(
) :
1,56 .,
8,5%.
2,06 .,
4,4%.
3,9%
7,4%.
ARKETING 2012
32
8,5%
1
(. )
2011 2010 (%)
1.556,41 1.700,38 -8,5%
2.064,74 2.160,67 -4,4%
3.621,16 3.861,04 -6,2%
,
,
2011 ,
2010.
2011
-
2010 .
2
2011 2010 (%)
3. 250.013.905,59 308.713.387,60 -19,0%
7.
21.895.351,97 25.472.413,15 -14,0%
8.
309.795.869,19 339.017.254,47 -8,6%
9. 94.080.433,78 106.862.568,91 -12,0%
10.
1.082.624.411,05 1.077.967.951,09 +0,4%
13. 61.611.043,77 66.528.717,00 -7,4%
3
2011 2010 (%)
I. 974.706.515,58 1.211.444.849,22 -19,5%
III.
283.444.894,13 194.652.060,72 +45,6%
34
ARKETING 2012
,
,
.
International Life
Agency .
35 ,
,
, ,
,
.
.
,
Unit Manager, International Life
. .
.
36
ARKETING 2012
,
, . ;
;
2006
,
, target group
,
,
.
.
.
, ,
,
service
.
2011 Unit manager.
E Management,
Managers
Leaders growing leaders no companies,
GAMA
Quincy Crawford.
20 full time
A ,
,
,
.
;
;
;
500.000 .
anager
1.300.000 .
.
11% 1%.
.
,
,
.
;
.
Unit
manager,
MDRT,
.
. , ,
Unit manager,
.
;
;
,
, .
,
.
,
,
.
,
.
.
,
:
.
.
,
.
,
,
,
.
anagers
, .
,
.
;
.
,
.
;
.
, .
.
;
,
,
,
.
,
.
;
,
,
,
37
ARKETING 2012
anagers
.
,
.
.
Limra
;
Limra, MDRT Gama,
.
,
,
,
30
.
8
2010
, 11 2010,
International life
MDRT Vancouver
.
M
,
Interna-
tional life
.
;
,
.
.
,
;
.
,
,
.
.
;
;
,
,
.
,
,
.
.
38
ARKETING 2012
,
,
.
,
Solven-
cy,
,
.
International life
.
,
24
24.
.
. DNA
,
,
.
,
,
, .. , market-
ing, ,
,
.
;
,
,
,
agency system
,
,
, .
, ,
.
,
.
.
.
;
. ,
.
,
;
.
,
,
.
;
( ).
39
ARKETING 2012
,
.
.
,
.
,
, .
,
.
,
.
.
,
.
,
.
;
:
, , ,
. ,
, .
;
.
.
.
,
, ,
,
.
.
.
.
.
40
ARKETING 2012
24 24. ,
. online
,
.
1976.
onours in usiness dministra-
tion () aster of Arts (MA)
.
International Life
Agency .
2006
(2007)
(2008 2009 2010) .
4 MDRT court of the table
. 2010
MDRT (MCC) Inter-
national life.
LIMRA
(2008 2009)
2010.
Morax
International Life 2011.
1 2011 Unit anager
Inter-
national Life
GAMA.
.
ARKETING 2012
42
*
, . homo economus. homo rationalist.
, ,
, , .
, , .
, , ,
.
,
.
.
, , ,
.
,
.
.
marketing,
.
.
.
;
.
.
, , ,
, , ,
...
. ;
; ; ;
.
,
, , , , .
,
,
, ,
.
,
,
.
.
,
,
,
.
43
ARKETING 2012
,
.
*
Communication Director
People Communication
Art (
).
44
ARKETING 2012
,
,
. .
,
19 (!) ,
,
1993.
,
,
2005 ,
.
H
46
ARKETING 2012
/;
1990 A
100
. 1993
Management
O 1994
. 1997
1
750 . 1998
. 8
.
30.000
80 %;
anager ;
;
12
standards
. 7
.
anager
200.000 2011.
;
anager
.
anager.
anagers
.
anager
.
service
,
.
5 .
:
2006 1.000.000
2007 1.000.000
2008 1.350.000
2009 1.550.000
2010 1.220.000 *
2011 1.180.000
.
(* 2010
)
5 .
2010 2011;
;
,
.
.
150
45,
.
. Cross Selling
800 .
47
ARKETING 2012
800.000
80%.
.
;
,
.
,
.
.
;
, .
, anagers
.
.
.
;
.
cross selling 800
.
.
.
MDRT GAMA;
/
Limra;
MDRT,
.
Limra.
Limra;
,
...;
.
.
/
, gency:
, !.
48
ARKETING 2012
.
,
gency: ,
.
;
, ,
.
.
,
,
.
.
;
,
.
.
,
.
.
.
.
,
, 50.000
;
, 80%
;
.
.
1 , 3 , 5 , 10 20 ,
.
Agency
management;
,
.
.
,
,
.
49
ARKETING 2012
Internet.
. .
,
. .
.
,
, Internet
. ,
Internet .
.
.
. .
65% Internet, , ;
Internet
.
Internet
.
Marketing 2011,
e-mails
,
.
.
.
, , 65%
Internet.
,
, .
,
,
, , .
,
. ,
Internet
.
.
, Internet
,
.
65%
, 80%
.
Internet
.
,
.
,
.
Internet
.
ARKETING 2012
50
Internet
,
.
,
.
Internet
.
Internet
.
, , Internet
.
, ,
Internet.
.
Internet ,
,
,
.
Internet busi-
ness division,
. , , ,
.
,
.
. Internet
,
.
Internet
,
. ,
, ,
. Internet
,
. Internet
,
.
, Internet
,
.
,
.
,
.
51
ARKETING 2012
Internet
business divi-sion,
. ,
, ,
.
Digital Marketing Business
Development Director Clickwise
(www.clickwise.gr).
.
Online
blogwww.insights.gr.
53
ARKETING 2012
2012
!
54
ARKETING 2012
.
1987
.
, 1990,
.
. 1998
. 2003
. ,
. 2006
.
;
;
1987
. 1990
.
;
;
;
75%
25% ,
.
10%, 2011
12%. /
96%
.
2011
.
.
/ 60% direct 40%
. business plan
2014 / 85-90%
direct
10%.
.
/
.
;
7 . ,
,
,
.
20% .
;
anytime;
,
,
(mouth voice).
, anytime,
.
25
,
.
55
ARKETING 2012
;
.
;
;
.
.
.
,
. .
.
.
;
,
.
. ,
() .
;
.
.
.
. .
2011
.
,
,
,
.
.
;
.
manager
.
.
.
,
.
.
.
;
,
,
.
;
.
,
.
;
2010 905.000 .
2011 724.000 .
ARKETING 2012
56 C l a s s i c s
: )
)
.
,
. ,
,
.
, , . , . !
10 :
1.
2.
3.
4.
5.
6.
7.
8.
9.
10. , ,
:
. : ,
, .
; ;
; ; , ,
.
,
.
.
. : ; ,
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. .
.
,
:
1.
2.
3.
4.
, , : ,
, , ..,
, , .
, ,
.
. ,
.
.
57
ARKETING 2012
,
.
59
ARKETING 2012
C l a s s i c s
, ! , .
ARKETING 2012
60 C l a s s i c s
.
,
,
, ,
:
.
.
:
1. .
, ,
(
).
2.
, . ,
;
3.
,
2, .
4. , visuals, slides ..
.
5. .
6. .
,
.
.
, .
,
,
.
,
,
. ,
. .
. ,
, ,
A A
, A
!
61
ARKETING 2012
. R. Montgomery
, .
)
) .
,
- ,
.
.
.
.
,
,
.
A
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ARKETING 2012
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