01 Gothaer Konzern_E_09_Umschl - Gothaer Allgemeine ...

1968
Formation of Gothaer
Versicherungsgruppe.
1968
1980
Gothaer Krankenversicherung
AG
set up in Cologne.
1980
1 January 1989
Formation of the horizontally
integrated group Berlin-Kölnische.
1989
Topical Subject
The core message: Offering flexible products and services that go beyond straight insurance,
Gothaer is a particularly service-oriented company, providing individual solutions,
and an efficient operator capable of swift responses.
On request, Gothaer assumes its customers’ burdens of bother and vexation, and deals
quickly and competently with outstanding issues and problems. When interviewed,
Gothaer’s consumers, advisors and brokers are enthusiastic in their reactions to the
brand promise: “For customers an ideal state of affairs” – “Fantastic, give it here!” –
“… Here is someone who cares.”
So Gothaer has a formulated brand promise and is projecting a coherent, cogent picture.
We are pressing ahead with the implementation of our positioning, this being the basis
for long-term corporate success.
The Gothaer brand has systematically further evolved in recent years and gained in name
recognition and appeal. The following diagram illustrates this:
Gothaer Data
+3 %
87,0 89,5
Supported
brand awareness
16,8
+40 %
23,5
Appeal Purchase
last 12 months
Source: Icon Added Value, communication tracking, insurances
Basis: Gothaer target group, men only
1 January 1990
Gothaer Finanzholding AG
set up as instrument of a joint
investment policy.
Gothaer Group Annual Report 2009 25
+60 %
1,0 1,6
1990
100 %
80 %
60 %
40 %
20 %
0 %
2004
2008
1991
Gothaer Allgemeine
relocates to Cologne.
1991