Talar Gül and Okan Gül - the Turkish Insurance Industry

TABLE OF CONTENTS

TABLE OF CONTENTS 1

INTRODUCTION 1

LITERATURE REVİEW 1

FIELD RESEARCH 1

General Information About Has Dünya Sigorta 1

Analysis of Has Dünya Sigorta 1

General Information about Sompo Japan 1

Analysis of Sompo Japan 1

General Information about Aksigorta 1

Analysis of Aksigorta 1

General Information about Uzman Sigorta 1

Analysis of Uzman Sigorta 1

General Information about Allianz Sigorta 1

Analysis of Allianz Sigorta 1

EVALUATION 1

CONCLUSION 1

REFERENCES 1

APPENDIX 1

Interview with Has Dünya Sigorta 1

Interview with Sompo Japan 1

Interview with Aksigorta 1

Interview with Uzman Sigorta 1

Interview with Allianz Sigorta 1

INTRODUCTION

The insurance sector is a service sector which real and legal entities apply to eliminate financial risks that cannot be foreseen and to implement effective risk management. Insurance is often sold by insurance agencies and insurance brokers, which are intermediaries of insurance companies.

Insurance companies are generally examined under two main groups; life insurance companies and non-life or causality/property insurance companies. The main reason for this is that life insurances are very long in terms of time and serve in many countries under different statutory obligations. Other insurances usually cover much shorter time periods.

Insurance sector is among the top of the most powerful markets of world (Zekaj, 2016). Marketing elements such as product, price, distribution, promotion have an important role in terms of competition in the insurance sector.

Advertising is an impressive promotion method to build a business image, to explain the advantages of product, to increase the awareness stage about product before, during and after the launch, to create or improve the interest of the market for the product and to intensify the demand of the product.

In this report, the advertising strategies of the insurance sector in Turkey will be investigated and examined.