Lucrare de Disertatie UNIQA VISAN - MASTER

7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER

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UNIVERSITATEA ARTIFEXFACULTATEA DE FINAN E I CONTABILITATE

PROGRAM DE STUDII UNIVERSITARE DE MASTERATMANAGEMENT FINANCIAR-BANCAR I DE ASIGURRI

LUCRARE DE DISERTATIE

COORDONATOR TIINIFIC:Conf.n!". #$. ANDREI BUIGA

ABSOLVENT:VISAN MDLIN R%VAN

BUCURESTI&'()

UNIVERSITATEA ARTIFEX


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FACULTATEA DE FINAN E I CONTABILITATE PROGRAM DE STUDII UNIVERSITARE DE MASTERAT

MANAGEMENT FINANCIAR-BANCAR I DE ASIGURRI

STRATEGII DE PROMOVARE APRODUSELOR UNI*A ASIGURARI SA

COORDONATOR TIINIFIC

Conf.n!".#$. ANDREI BUIGA

ABSOLVENTVISAN MDLIN R%VAN

BUCURESTI&'()

CUPRINS

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i$ura 1.'.1.Promovarea van#arilor

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0efiireaoiectivelor

Identificarea

pulicului tinta

0eterminareau$etului campaiei de

pulicitate

Procesulcreativ

Planificareamediilor

0erularea efectiva a campaieipulicitare

valuarea eficienteicampaniri pulicitare


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Capitolul &

Pre#entarea societatii UNI4A ASI5URARI

UNI*A ASIGURARI 2+ 0$

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&.& Piata asi$urarilor din Romania

New York-ul nu este opera oamenilor, ci a asiguratorilor... fara asigurari, n-ar exista

zgaraie-nori, deoarece nici un muncitor n-ar accepta sa lucreze la o asemenea

inaltime, riscand sa faca un plonjon mortal si sa-si lase familia in mizerie; fara

asigurari, nici un capitalist nu ar investi milioane pentru a construi astfel de cladiri,

pe care un singur muc de tigara le-ar putea transforma in scrum; fara asigurari,

nimeni nu ar circula cu automobilul pe strazi. Ciar cu un !ord, un bun sofer este

constient de faptul ca in fiecare clipa risca sa dea peste un pieton.H

Henry FORD

Aparitia ideii de asi$urare


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#20;8!$!1 ?n$;!2+$/+ ?n 0$!o/#/ # $f$!n. n +$!32+$1 ( #!n &'(49 n3$1

#o2/$1o$ # #/n /"!+$ , (

f/ # T( #!n &'(4. S3/ 3#! 01+!+ 0n+$ #/n 3/+$!/1 / fo2+9 ?n 0$!o/#/

!/n/$!-3/$+! &'(59 # 5.'7( 1! ?n ,$>+$ , 5979 !/$ 23/ 3#! 01+!+

0n+$ "+3$! ,o$0o$/1 >! #,2 / fo2+ # )5.'(4 1! Y695.

P 2;3n+1 /2!;$$!1o$ # "!/9 ,1 3/! 3/$! 01! / fo2+ f,+/+

0n+$ $3+o/$1 ,1/2 # /2!;$/$: /2!;$$! # "!/9 /n!+! >! /2!;$$! #

"!/ 201!3n+/$ ('&9'& 3!1!o/n # 1!9 ?n 2,#$ , 4945 f/ # 0$!31


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+$! 1n! /1 /n1! +$,+ >! /2!;$$! # "!/ >! /n!+! ,/$ 2n+ 1;/+ #

fon#$!1 # !n"2+!!! 496) 3!1!o/n # 1!9 ?n 2,#$ , ((97.

CAPI*(6U6 '

Anali#a strate$iei promoionale a asi$urrilor la UNI4A SA

'.1 Activitatea promotionala la UNI4A S.A.

UNI*A 2+ o 2o,!+/+ # /2!;$$! 2o1!#/9 , fon#$! # $

# ?n/1+ ,1/29 0$,3 2! /#/0+/$/ 0$3/nn+ 1/ ,$!n+1 0!+!.

'.&. volutia - Istoria companiei

UNI*A A2!;$/$!(7

/ #"n!+ 338$/ UNI*A In2$/n, G$o09 o#/+/ ,0$1/$/ 1/ f!n1 /n1! &''6 / ,o30/n!! UNITA9 0$!3/ ,o30/n! , ,/0!+/1 0$!"/+

#!n Ro3/n!/.UNI*A A2!;$/$! 2 n3/$/ 0$!n+$ 1!#$!! 0!+! $o3/n2+! # /2!;$/$!

;n$/1 2! f$n!


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Co30/n!/ 2 0$o,0/ 0$3/nn+ 2! /,o$#/ o 3/$ !30o$+/n+/ #! E$! L$2 "o$ #!n 2!31+/n /,1/>! $o1$! ?n ,/#$1

Con2!1!!1o$ # A#3!n!2+$/! /1 UNI*A \2+$$!,= V$2!,=$n;n AG >! UNI*A

In+$n/+!on/1 AG.

UNI*A \2+$$!,= V$2!,=$n;n AG/$+!; L];$9 P$>#!n+9 Vn! $o1$! ?n ,/#$1

Con2!1!1! # A#3!n!2+$/! /1 UNI*A In+$n/+!on/1 AG.

UNI*A In+$n/+!on/1 AG

_o1f;/n; !n#19 P$>#!n+%o$/n V!2n!,9 Vn


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Primele suscrise !n,12!" ,o30onn+/ # ,ono3!2!$ #!n /2!;$$!1 #

"!/ n!+-1!n# >! !n#@-1!n# / ,$2,+ , 4979 1/ ).7&59( 3!1!o/n EUR &'(5:

).')494 3!1!o/n EUR.C$>+$/ 2 #/+o$/

?n$;!2+$/+ ?n 0$!31 +$! 1n! /1 /n1! ?n "n

,=1+!1!1 / $3/2 1/ /0$o@!3/+!" /,1/>! n!"1 /1 /n1! +$,+9 /#!, (.&69

3!1!o/n EUR &'(5: (.&9( 3!1!o/n EUR.C7eltuielile administrative/ 2,


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Rata consolidat a costurilor #0 $/2!;$/$ 2-/ ?38n+!+ 1/ &(97

&'(5: &&9& ,/ $3/$ / 3n!n$!! ,o2+$!1o$ ?n ,on,o$#/n , ,$>+$/ 0$!31o$.Rata cominat / /2!;$$!1o$ ;n$/1 #0 $/2!;$/$ 2-/ ?38n+!+ 1/

96 &'(5: 9) >! / fo2+ 28 0$/;1 # ('' 0 +o/+ ,1 +$! 2;3n+

o0$/!on/1 UNI*A \2+$$!,=: 79 R/!ff!2n V$2!,=$n; \2+$$!,=: 6&9

UNI*A In+$n/+!on/1: 9(. n &'(49 $/+/ ,o38!n/+ $/ # ('(97.Investiiile9 !n,12!" 01/2/3n+1 /f$n+ /2!;$$!1o$ # "!/ 0n+$ ,/$

@0n$/ 1/ $!2,1 # !n"2+!!! 2+ +$/n2f$/+ ,on+$/,+/n!1o$9 / ,$2,+ , 7(9(

3!1!o/n EUR f/ # 2f$>!+1 1+!3! 0$!o/# # $/0o$+/$9 /n;n# 1/ &.4()9(

3!1!o/n EUR 1/ 7(.(&.&'(5: &.'&49 3!1!o/n EUR. Vn!+1 n+ #!n !n"2+!!! /

2,+$!! ,/0!+/1$!1o$ 0$o0$!!. Pn+$ &'(59 2+!33

o rat a cerinelor de capital economic conform re$imului Solvenc< II$/+/ ECR

# 02+ (6' &'(5: (5'.Numrul mediu de an$ajai/! G$01! UNI*A / 2,!+1 /n1! &'().


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'.2 *e7nici de promovare a produselor la UNI4A

0epartamentul de van#ari. Rol si structura

n/!n+ # / +$, 1/ #2,$!$/ $o11! 2! 2+$,+$!! #0/$+/3n+1!9 !30o$+/n+

# /3!n+!+ f/0+1 , /+/+ /,/2+/9 ,/+ 2! ,11/1+ #0/$+/3n+ 2n+ ;"$n/n+ #

,/+"/ 0$!n,!0!! # 8/R1/+!!1 ,on+$/,+/1 2! ,o3n!,/$/ , ,1!n+ / 1/ 8/

2+ o$!n+/+ 20$ !n+$o#,$/ no$ 0$o,#$! +o+ 3/! $/0!# 2! f!,!n+9 , $20,+/$

?n+o+#/n/ / $;1!1o$ # ,on+$o1 !n+$n.

'. 6iera concurenta


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UNI*A $,no/2+ 1!8$/ ,on,$n+/ ?n+$-o ,ono3! # 0!/+/ #$0+ f/,+o$

#+$3!n/n+ /1 ,$2+$!! 2! ,on2+/n+! ?38n/+/+!$! / /,+!"!+/+!1o$ 2/1.

Rolul deparatamentului de van#ari si structura

D0/$+/3n+1 2+ ,on2!#$/+ 99!n!3/ ,o30/n!! #o/$, 338$!! 2! 2n+ ,!

,/$ /#, 0$of!+1 ,o30/n!!. A3 #2,$!2 3/! 22 2+$,+$/ n! ,o30/n!! # /2!;$/$!

"o3 #2,$! +$! 338$! ,=! / n! /;n+!! # /2!;$$!9 338$! !301!,/+! ?n #!$,+

?n 0$o,21 # "/n0/$+/ D!$,+o$/+1! # 2,$2/1/9 # ,/$ /0/$+!n

, n+o,32+ +o/+ "!#n+19 2!+/+!!1 2+/+!2+!, 2! +=n!,o 2+/+!2+!, 2! +=n!,o-o0$/+!" 2! 1 +$!3!+ 2,$2/1! +$!+o$!/1 # ,/$ /0/$+!n.

# F/, 0$o0n$! # 3o#!f!,/$ / 2+$,+$!! 0o$+ofo1!1!

E@,+/ !n20,+!!1 # $!2, 1/ $!2,$!1 /2!;$/8!1 0o+$!"!+ No$31o$ +n!, # 1,$ 2!

#!20o

f A2!;$ ,/ +o/+/ ,o$20on#n+/ 2 2 #2f/2o/$ 0$!n 2,$2/1/ +$!+o$!/1


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; D2f/2o/$ 2! ,o$#on/


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- 3on!+o$!! /8!1!+/+!1 "/nV/n


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C/ 0$!3/ +/0/ # #!9 n ?n 1+!31 $/n# 2 f!

/8o$#/8!1.

D /23n/ 02o/n1 #!n 0!/+/ +!n+ +$8! 2/ f! 0$2o/n , ,/$/,+$!2+!,!

,o3n9 n"o! ,o3n 2! $1/+!! # ,o3n!,/$ , f/,!1!+/! "n!+$!.

E@301 # 0!/+ +!n+: 0$of2o$!9 3#!,!9 /"o,/+!9 /n;//+! #!n+$-o ,o30/n!9

,on+/8!1!9 +,.P!+1 0 ,/$ 2 1,$/+!n+9 ,o1;!9 +,

&. Rf$!n+ # 1/ : ,n+$! # !nf1n+9 ,1!n+

7. O82$"/+!! 0$2on/1

4. P81!,/+!!

5. B/


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n /,2+ f1 ?n,0 2 $2+/n; 1!2+/ # 0$2o/n 3/! 0o+$!"!+ 0n+$ / f!

/8o$#/+ 0n+$ ?n,=!$/ n! /2!;$$!.

P/21 $3/+o$ 2+ $/1!

A8o$#/$/ !n!+!/1 ?n /2!;$$! ,0$!n# 2! ,on+/,+1 +10=on!, 0$!n ,/$

,1!n+1 +$8! 2 2 ?n+/1n/2, , ,on21+/n+1 # /2!;$/$. D0/ 2+/8!1!$/

?n+/1n!$!!9 ,on21+/n+1 2 ,on,n+$/

Po1!+!,/ # 0$o3o"/$ $0$

3/$+!n; / ?n+$0$!n#$!!. n 0$


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2 f! ,no2,+ # ,on23/+o$! >! 2 /!8 o 8n !3/;!n ?n $n#1 /,2+o$/9 @!2+n/

>! #$/+.

D /23n/9 0$!n +!1!! 1/ ,o3n!,/$/ #!$,+ , ,on23/+o$1 f!n/1.

V/n?n,=!$.

O /2!;$/$ # "!/+ "/ f! 3/! 2o$ "/n#+ #/,/ ,o30/n!/ 1/ ,/$ 1,$/


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Con21+/n+!! ,/$ 1,$/2, 2/ "/n#

#o/$ ,1o$ #!n a0!/+/ ,/1# $#9 0$!+n! /0$o0!/+!9 f/$ / 0+/ 2 ,on"!n; >! /1!

0$o20,! 2e /!8e ?n,$#$ ?n 2$"!,!!1 # /2!;$/$.

n /2!;$$! f!,/$ 0/2 /1 "/n

,on"!n;$9 /!,! /,2+/ 2n+ ,1 # /2,1+/$ /,+!"9 , #, 1/ o !#n+!f!,/$ fo/$+

8n / n"o!1o$.

n ,on,1

2$!o! ##!,/$.

Perspective pentru &31>KL/n23 n /301 0$o;$/3 # !no"/!! ?n !2+o$!/ ,o30/n!! ?n &'() >! "o3

!n"2+! /0$o@!3/+!" 5'' 3!1!o/n EUR ?n $3+o$!! ,!"/ /n!9 #,1/$ B$/n#2+++$.

C +o/+ /,2+/9 o 8n 0/$+ / /,2+o$ "!!+o/$ !n"2+!!! ,on2!#$/8!1 "o$ /"/ 1o, ?n

&'() >! 2 "o$ $f1,+/ ?n /1+$/$/ 0$"!

o8!n+ ?n &'(5.n 0of!#/ !n"2+!!!1o$ >! / ,on+@+1! ,ono3!, #!f!,!19 UNI*A()!n+n!on/


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,eninerea politicii de dividende pro$resiv cresctoare+ cre;terea dividendului

anual pe aciuneKn 0of!#/ !n"2+!!!1o$ /301 0 "!!+o$ >! / ,on+@+1! ,ono3!, #!f!,!19 n

0$o0n3 2 ,$>+3 ,on2+/n+ #!"!#n#1 /n/1 $0/$+!

,on2,"n+ / #!$,!! # ,$>+$ 2+/8!1!+ ?n &'((: , o $/+ 3#! o0$/!on/1 /

$n+/8!1!+!! f!n/n,!/$ ROE 01/n!f!,/+ # (795 &'(-&'&' >! o $/+ 2+/8!1 /

,/0!+/11! ,ono3!, # 02+ ('9 UNI*A ?>! "/ 02+$/ n!"11 $!#!,/+ /1

0$of!+/8!1!+!!9 0$,3 >! o 8/! 0o1!+!,/ # #!"!#n# 0$o;$2!" ,$2,+o/$

n 0$!n "n0 +$3n 1n;9 ,on,=!# CEO-1 UNI*A.

:I:6I(5ARAI

An;=1/,=9 C.9 An;=19 M.G.9 - Mo#1/$ ,ono3!,. Con,0+9 +o$! !

2+#!! # ,/


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C!o8/n9 I C!19 R.-S+$/+;! ,o30+!+!" /1 f!$3!9 #!+$/ Po1!$o3 &''5.

Con2+/n+!n2,9 D.A.9 - Co1, !/ n/ !on/1 3/n/;3n+ ?n /2!;$$!9 #!+$/

S3n9 &'''

Con2+/n+!n2,9 D.A.9 - Co1, !/ n/ !on/1 3/$+!n; ?n /2!;$$!9 #!+$/ B$n9

B,$ +!9 (6 "o1. )

Con2+/n+!n2,9 D.A.9 - M/n/;3n+ f!n/n,!/$ ?n /2!;$$!9 #!+$/ S3n9

(4 SRL

Co+1$9 P= A$32+$on;9 G. P$!n,!0!!1 3/$+!n;1!9 #!+!/ / +$!/9 #!+$/

T=o$/ &''5.

C$,$9 A.F.- S0o$+ ,$2- T=n!,! # "/n


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N!,12,9 I.- M/$+!n; 3o#$n. Con,0+9 +=n!,!9 2+$/+;!9 #!+$/ Po1!$o3

&'''.

P$+!/n9 S.9 Mn+/n9C. C/12,=!9 C.- In+1!;n+/ 3/$+!n; 0129 #!+$/

0o1!$o3 &''4.

P$,/$/9 T=.- M/$+!n; 2+$/+;!,9 #!+$/ M!1n!3 &'''.

P$,/$/9 T= Io/n-F$/n,9 V.-M/$+!n; #!+$/ E@0$+ &'''.

S+/n,!9 S-B/

Lucrare de Disertatie UNIQA VISAN - MASTER

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Transcript of Lucrare de Disertatie UNIQA VISAN - MASTER