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20th Century (Public Relation)
MARKETING 438 PUBLIC RELATIONS MAJOR CASE PRESENTATION 20TH CENTURY INSURANCE COMPANY BY Branson C. Nicholson Nichelle Cox Rhonda Porter 1lb4198 02/17/99 Instructor: Paula Becker UNIVERSITY OF PHOENIX Long Beach Campus Table of Contents History, Position, Targeted Market, Goals Page 3 Northridge Earthquake, Crisis Page 4 Comeback Kid, Results of PR Campaign Page 6 Developing a Crisis Plan, Page 7 Crisis Team, Milestones for Communication Page 8 Issues Page 9 Plan Approval, Anticipated competitive responses Page 11 Recommended press release Page 14 References Page 15 Appendix A Page 16 History 20th Century Insurance was established in 1958 and was the first company of its kind to sell automobile insurance without a middleman, known in the industry as a broker or agent. This direct sales approach allowed 20th to offer insurance at a much lower premium than its competitors. To date, 20th Century Insurance is still recognized as one of the most economical full service automobile insurers in the California market. Position In terms of market share, 20th Century is the fifth-largest car insurer in the state. The company's credit rating was recently upgraded from a B- to BBB+ and its stock is being traded around $21.50. 20th Century is also among the Valley's (headquarters office location) largest firms in both market capitalization and employees. The company currently employs in over 2,000 people. Targeted market For the first 30 years of the company's existence it enjoyed huge profits from selling only automobile insurance. These large profits were achieved, due in part, to its targeted market which are generally people in the age range of 30-60 who are classified as a low risk "good drivers". The company's structure ... Please login to view comments from other users.
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