For several months, the marketing team has been working to redefine Parachut’s marketing targets and positioning. These two elements are at the heart of the marketing and brand strategy. They should enable us to improve our communication and our image, strengthening our discourse over the long term.

3 questions to Maxime Quintin, Marketing and communication manager :

What is targeting and positioning ?

The target audience of Advise and Parachut represents the population that we determine as being the one likely to be attracted by our offer and that we wish to reach with our communications. The positioning must allow us to understand in a few words our mission and our DNA, while positioning ourselves on the market, in this case the affinity insurance market. It is a deliberate company policy, which consists of choosing where we are in a market, against which competitors and with which value proposition for customers.

How were they defined ?

To define the Parachut target, a long work of market data analysis was necessary. In addition we have analysed the data of our customers, but also from our website. We were thus able to clearly understand who they are, their needs, motivations and obstacles with the product etc. The positioning was then defined. All the company’s departments as well as the general management participated in its elaboration by sharing their perception of Parachut and its product. We have combined these two visions to come up with a concise and understandable definition of Parachut’s position in the market.

What is the utility of the target and positioning ?

Thanks to this targeting work, we built profiles of fictitious buyers called in marketing «buyers personae”, which represent for each of them a target. They help us to personalize our advertising messages or direct marketing discourse. Positioning will not only allow to draw a clear route for marketing with a strategy that we will implement over the long term, and it will also make it possible to give greater coherence to all our actions, while differentiating us from other players in the affinity insurance industry. These two elements will be essential in the creation of future marketing actions and operations.

Parachut’s new targets

Below are the new targets determined from the various consumer and customer studies and analyses. 

Brand positioning of Parachut

«The insurance that protects everyday life. Simply.»

Parachut provides its customers with a simple and transparent insurance offer that enables them to protect their daily life : goods and equipment with Parachut Protection and perhaps other products in the future, thus covering every moment of their lives. Protecting daily life without worrying and protecting against the unexpected are rational and omnipresent needs : protecting one’s family, home, life, health, the environment… While the competition protects a good or an accessory, we are there to ensure our customers’ daily life. In addition, in the coming months and in order to reinforce the notion of «protecting everyday life», the brand will be part of a CSR approach, with responsible and committed actions.

More information : a document presenting the targets and positioning will be distributed internally in January.