Analisis Strategi Pemasaran dengan Menggunakan Metode Business Model Canvas untuk Meningkatkan Volume Penjualan pada PT Allianz Life Indonesia Cabang Surabaya

Abstract

The insurance industry is one of the industries with products that are needed by everyone but with a fairly low market penetration, this is due to a lack of financial education. In this study, researchers used PT Allianz Life Indonesia Surabaya Branch as the object of research. The purpose of this study is to find out and analyze the marketing strategy or business system used by PT Allianz Life Indonesia Surabaya Branch. The research method used is descriptive with a descriptive approach, data collection techniques are interviews and observations related to the existing marketing strategy at PT Allianz Life Indonesia Surabaya branch, the data is analyzed using BMC (Business Model Canvas). The respondents in this study consisted of the Head of Agency Development and the chairman of AAJI for the East Java Region, Business Partners of Allianz, and customers from Allianz who were selected purposively with a total of 5 people. The results show that Allianz's marketing strategy since 2014 has changed to a business system from the previous branch system, agency system and currently using the "business system" which later succeeded in becoming the first pioneer in the history of the insurance industry with this concept. Allianz won various awards and grew a broad business market with considerable man power as evidenced by the significant increase in sales volume which can be seen in the gross written premium in recent years.

Keywords: Marketing Strategy, Insurance industry, Canvas business model