01 Gothaer Konzern_E_09_Umschl - Gothaer Allgemeine ...

Topical Subject
Positioning since 2007:
Solution orientation
• 1939 Start of World War II
• 1945 Bomb attack on the Gothaer Feuer
building
• 7/8 May 1945 The Gothaer Leben building
occupied by the Americans.
brand impact and a greater willingness to buy. Customers may rest assured that in
Gothaer they have a reliable partner who will act in their interest and support them
dependably in every situation. With its repositioning, Gothaer is focusing even more
closely on the specific needs of its clients.
One vital cornerstone of the repositioning effort was the integration of all staff. If the
repositioning is to be a living experience externally, it must be lived by staff internally as
well. In this way, the core values have become crucial elements in the corporate culture.
Etching of Gotha, 2nd half of 19th century
In the year 2006, “Fairness” was re-examined and a revision resolved. The basis for this
was an in-depth analysis of data and facts as well as workshops on business strategy
dealing with “future business fields” and “target groups and customer-relevant competitive
advantages”. Comprehensive analyses of available brand, target-group and
market data created a sound factual basis. They revealed customers’ outstanding need
to be relieved of annoyance and bother. This is because, although everybody knows how
important insurance and financial planning are, there is often a lack of time and interest
to go into detail. The reason: Insurance is perceived to be complex and complicated. The
upshot for marketing experts: If we succeed in giving insurance and financial planning
an agreeable and simple shape via a solution orientation, this will meet customer expectations
and needs. And, in the process, those values – fair, dependable, personal
and innovative – also went into the new positioning.
1946
Seat of Gothaer Leben and Gothaer
Allgemeine relocated to Göttingen.
Cologne becomes the new seat of
Gothaer Feuer.
1939 1946 1953
1953
Kölnische Sachversicherung
V.V.a.G. set up.
24 Gothaer Group Annual Report 2009