Date post: | 02-Mar-2018 |
Category: |
Documents |
Upload: | deea-melisse |
View: | 243 times |
Download: | 2 times |
of 47
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
1/47
45
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!". #$. ANDREI BUIGA
ABSOLVENT:VISAN MDLIN R%VAN
BUCURESTI&'()
UNIVERSITATEA ARTIFEX
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
2/47
45
FACULTATEA DE FINAN E I CONTABILITATE PROGRAM DE STUDII UNIVERSITARE DE MASTERAT
MANAGEMENT FINANCIAR-BANCAR I DE ASIGURRI
STRATEGII DE PROMOVARE APRODUSELOR UNI*A ASIGURARI SA
COORDONATOR TIINIFIC
Conf.n!".#$. ANDREI BUIGA
ABSOLVENTVISAN MDLIN R%VAN
BUCURESTI&'()
CUPRINS
In+$o#,$..4
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
3/47
45
C/0!+o11 (. C/$/,+$!2+!,!1 0o1!+!,!! # 0$o3o"/$ / 0$o#21o$(.(. A,+!"!+/+/ 0$o3o+!on/1..)(.&. S+$,+$/ /,+!"!+! 0$o3o!on/1..6(.7. P81!,!+/+/9..(.4. S+$/+;!! 0$o3o!on/1.....&4
C/0!+o11 & . P$
1/ 2/+!2f/,$/ ,1!n+1! 2! 1/ "/n
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
4/47
45
An/1!
# 3/$+!n; ,/$ 2-/ #o"+!+ / f! # 2,,29 /"+! ;$! 2 1 !n,1#+! ?n 01/n1
#3n/"o/2+$.
D
C/$ 2n+ n"o!1 n/,o0$!+ /1 0!+! 2! ,3 1 "+! /,o0$! #3n/"o/2+$
C3 " "+! #!f$n+!/ 0$o#21 2$"!,!1 # ,1 /1 ,on,$n+!1o$
C/$ +$/2/+$! n!,9 8nf!,!! 2/ ,/0/,!++! "o$ f! /#2 # #3n/"o/2+$ 0 0!/+.
C/$ " 2n+ ,1!n+!!
C$,+/$/ 0 ,/$ +$8! 2/ o f/,+! 0n+$ /,/2+ 28-2,+!n 2+ ,,1!n+!!9 0o+n+!/1!! ,1!n+!9 012 #/+1 2,n#/$ n,2/$. E2+ 2+$!,+ n,2/$ 2
$/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
5/47
45
F!+! ,$/+!" ?n / ;2! 3o#$! # / o8+!n !nfo$3/+!! ,o$,+ # 1/ ,1!n+! #20$
0$o#21 2! 2$"!,!!1 #3n/"o/2+$. N ?n 1+!31 $/n#9 +!n+! ,on+ # f/0+1 ,
2n++! n+! 2$"!,!!1 0 ,/$ 1 $/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
6/47
45
A,+!"!+/+/ 0$o3o+!on/1 $0$
?n+$ 0$o#,+o$! 2! ,o3$,!/n+! 0 # o 0/$+9 ,on23/+o$!! >! +!1!
&. 2 f! /+$/;+o/$9 $20,+!" 2 f! 2o$ 21,+/+ #!n 31+!+#!n/ # !nfo$3/+!! >!
,o3n!,/+!!
7. 2 f! ,$#!8!19 /#!, 2 ,o$20n# 2!2+31o$ # "/1o$! /1 #2+!n/+/$1!.
S!2+31 # ,o3n!,/$ 0$!n ,/$ f!$3/ 0n ?n ,!$,1/+! o !#9 o $fo$3/ 2+
fo$3/+ #!n:
- 2$21 # !nfo$3/+!! ,/$ 0o+ f! #/+ # ?n+$0$!n#$/ ?n22!
- n ,/n/1 # #!f! /
2$"!,!!1o$ #2+!n/+ 2/+!2f/,$!! n"o1!1o$ 3/+$!/1 >! 20!$!+/1/1 2o,!+!!9 /1,$>+$!! 2,=!38$!1o$ ,o3o3!, !n+$n/!on/1 >! ?n ,on+@+1 ;1o8/$!! 0!1o$9 0$o8131 ,o3!n!,$!! , ,on23/+o$!! !n+$n! 2/ , ,! @+$n! #"!n #!n
, ?n , 3/! #!f!,!19 n,2!+ fo$+$! # ,no/>+$ >! !nf!$3/$ $,!0$o, 31+ 3/!
?n23n/+ >! 3/! "/$!/+.
S!2+31 # ,o3n!,/$ !301!, +!1!!
0$o"o/, o 2$! # 3o#!f!,$! f/"o$/8!1 ?n 3n+/1!+/+/ >! o8!,!1o$ # ,on23 /1
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
7/47
45
/,2+o$/9 0 # /1+ 0/$+9 0$20n 2+/8!1!$/ n! ,o3n!,$!! f,+!" , 0$o0$!! !
2/1/$!/!9 , /,!on/$! 2! f$n!! ,1 /1 0+$!! 081!,.
P$!n 0o1!+!,/ # ,o3n!,/$ >! 3!1o/,1 ,/$ o ,on,$+!! $,0!on/$/ 3o#1! ,3 /,2+/ 2n+ 0$!3!+ >! /,,0+/+ # #2+!n/+/$!.
S!2+31 # ,o3n!,/$-0$!n ,/$ f!$3/ ?n ,!$,1/! o !# 2/ o !nfo$3/!9 o
/+!+#!n- 2+ fo$3/+ #!n $3+o/$1 13n+:
2$2 # !nfo$3/!
n 32/
n ,/n/1 # #!f
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
8/47
45
/#!n/ >! $20n21 /,2+!/ # f11 ?n ,/$ 3o#!f!, 32/1 ?n fn,! #
0$o8/8!1!+/+ #,o#!f!,$!! /,2+!/ # ,/+$ $,0+o$# +$/23!+$/ 32/1! 0$!n
!n+$3#!1 no$ 20o$+$! /#/0+/+ /+/+ 32/1! ,/+ >! #2+!n/+/$1! ,/ >! #
/2!;/$/ 20o$+$!1o$ # f#8/, ,/$ 2-! ;/$/n+! 0$o3o"/$/42n+ #o ,on,0+ /f1/+ ?n+$-o 2+$n2 $1/!:
J 0$o3o"/$/ $0$
J ,/ !n2+$3n+ # 3/$+!n;9 0$o3o"/$/ /$ #$0+ o8!,+!" ,o3n!,/$/
J ,o3n!,/$/ /$ ,/ 2,o0 f!n/1 ,on"!n;$/ ,on23/+o$1!9 /1+f1 2022+!31/$/ ,$$!!.
P 0/$,$21 /,2+! ,/0!+o19 /+n!/ no/2+$ 2 "/ ?n#$0+/9 ?n#o28!9 /20$/
0$!n,!0/11o$ 13n+ ,o30onn+ /1 /,+!"!+!! 0$o3o!on/1. A2+f19 "o3 /n/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
9/47
45
!#n+!f!, n 3!+n+ /1 ,$! 2,o0 2+ 2+!31/$/ ,$$!! f/ # n 0$o#2 2/
2,=!38/$/ o0!n!! ,o30o$+/3n+1! ,on23/+o$!1o$ ?n 1;+$ , /,2+/
J o$!, fo$3 01+!+ # 0$! 0$o3o"/$ / !#!1o$9
8n$!1o$ 2/ 2$"!,!!1o$ # ,+$ n K/nn+o$ !#n+!f!,/+.
Caracteristicile081!,!+!! #$!" #!n #f!n!!!1 /,2+!/ >! ?n /,1/>! +!309 ?!
,on+$/+!! ,on2!#$ , ,1 3/! !30o$+/n+ ,/$/,+$!2+!,! /1 081!,!+/+!! 2n+
$3/+o/$1:
081!,!+/+/ 2+ n !n2+$3n+ 0$o3o!on/1 ,/$ 2 0o/+ +!1!! /3!n+!$!!$/3!n+!$!! 081!,!+/+/ 2+ o fo$3 20,!f!, # ,o3n!,/$9 /1 ,$! /+$!8+ # 8/! $,0+o$1 /,2+!/
!30$2on/1!+/+9 0n+$ , !n+/ 081!,!+!! 2+ n 081!, /non!39 n!#n+!f!,/+
3/2!"!+/+9 0n+$ , +!1!! /+!n; 2,o019 32/1 081!,!+/$ 0/$,$;9 ?n #$31 2 ,+$
,on23/+o$9 n +$/2 /301 >! ,o301@. E2+ n,2/$ ,/ !n+/ "!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
10/47
45
O$!, ,/30/n! # 081!,!+/+ "!! /3!n+!$/$/3!n+!$/. Pn+$ / $20n# ,$!n! $f$!+o/$ 1/
!nfo$3/$9 081!,!+/+/ 2+ +!1! informare
J ,o3n!,/$/ /0/$!!! n! no 0$o#2
J #2,$!$/ ,/$/,+$!2+!,!1o$ 0$o#21!
J #,/$/ ,on23/+o$1! ?n "#$/ +!1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
11/47
45
J 22!n$/ no$ ,/+$/ f$,"n! ,30$$!1o$
J 3n!n$/ 0$f$!n! 0n+$ o 3/$,
J #+$3!n/$/ ,on23/+o$!1o$ 2 ,30$ K/,3
J ,on+$/,/$/$/ /,!n!1o$ ,on,$n!
amintire ) reamintire
J 3n!n$/ no+o$!+!! 0$o#21!
J /3!n+!$/ $/3!n+!$/ @!2+n! >! /"/n+/1o$ 0$o#21!
J 3n!n$/ 0$o#21! ?n /+n!/ ,on23/+o$!1o$ ?n 0$!o/#/ #
@+$/ 2+$/ /#!n!J 21,+/$/ 20o$+$!1o$ # #!f
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
12/47
45
oiectivele de a# ale pulicitii+
J 081!,!+/+/ !nfo$3/+!"
J 081!,!+/+/ 0$2/2!"
J 081!,!+/+/ # $/3!n+!$
J n/+$/ 0$o#21!
J 081!,!+/+/ 0$o#21o$
J 081!,!+/+/ 2$"!,!!1o$
destinaia produsului+
J 081!,!+/+/ #2+!n/+ 0!1o$ # ,on23
J 081!,!+/+/ #2+!n/+ 0!1o$ !n2+!+!on/1
structura anunului+
J 081!,!+/+/ ,o30/$/+!"
J 081!,!+/+/ n,o30/$/+!"
J 3#!1 +!1!
J 081!,!+/+/ 3o$!2+!, +,.
,ediile de pulicitate
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
13/47
45
M#!!1 081!,!+/$ 2n+ $0$
P$2/ 2,$!2 ,on2+!+! 0$!n,!0/11 3#! 081!,!+/$ 28 fo$3 2,$!29 ,/$
+!1!
J f1@!8!1!+/+/ ?n 20/! >! +!30
J 0$ 2,
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
14/47
45
J /301!f!,/$/ n3$1! # ,!+!+o$!
J ,/1!+/+ $!#!,/+
J f1@!8!1!+/+/ ?n 20/!
J 21,+!"!+/+/ ;o;$/f!, $#2.
P$2/ ;$/+!+ 2+ $0$+ 32/19 f! 0n+$ ,1 ,/$ +$/n23!+ 32/1
081!,!+/$.
P$!n,!0/11 ,/$/,+$!2+!,!6/1 0$2! ;$/+!+ 2n+:
J 21,+!"!+/+/ ;o;$/f!,J 21,+!"!+/+ #3o;$/f!,
J 0$3/nn
J f1@!8!1!+/+/ ?n 20/!.
Radio-ul
R/#!o-1 2+ /,1 3#! 081!,!+/$ ,/$ of$ #o/$ 32/ /#!+!"9 f!,!n/ 2/
#0!n$!n9 / 32/1o$
J 0$3/nn/
J f1@!8!1!+/+/ o$/$1! # 3!2!.
6C$,$9 A.F.- T=n!,! # "/n
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
15/47
45
N o0$!3 ,/+"/ ,1!0 ?n #o3n!1 /,+!"!+/!1o$ 2o,!+/!1o$ ,o3$,!/1 # $/#!o9
,on,n+$/n#-n /,3 1/ 2!2+31 # ;2+!n ,ono3!,o f!n/n,!/$ ,/$ /
$0$! 28"n+!on/+9 0/$ n/+$/1 ,/ 2!2+31 # o$;/n!!
/,+!"!++!1 ,$n+ # /,2+ f1 /1 0o2+$!1o$ 081!, # $/#!o 2/ 2 #2f2o/$
+$/n20/$n+ >! $20on2/8!1.
E # 202 /!,! ,9 # 1/ ?nf!!n+/$ 2! 0/n ?n (9 #,! +!30 # 4' # /n!9 081!,1
n / 2+!+ ,3 2 /#3!n!2+$/! 2 ,on+$o1/
*elevi#iunea
T1"!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
16/47
45
J ,o2+$! $!#!,/+
J "!+
2$! # ,on#!!! 0n+$ /2!;$/$/ n! "!! 2,$!+/+ 0n+$ 081!,1 20,+/+o$.
P/$/3+$!! +=n!,! >! ,on2+$,+!"! 2n+ 1;/! >! # 2!2+31 # ,!n3/:
0$! /1
>,o1!1o$9 ,18$!1o$ 2!n#!,/19 21! # 1/8o$/+o$ /1 >,o1!1o$9 ,3!n1o$ ,1+$/1 >! /1
/23n/ !n,!n+.
C/$/,+$!2+!,!1 ,!n3/+o;$/f1! 2n+:
J 21,+!"!+/+ #3o;$/f!, $#2J n/+$/1
J ,/1!+/+ $!#!,/+
J "!+
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
17/47
45
P81!,!+/+/ #!$,+0$20n +$/n23!+$/ ,on+$o1/+ # 32/ n! /n3!+
;$0 # 0$2o/n. S $/1!J ,on23/+o$!1o$ f!n/1!9 ?n ,/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
18/47
45
3o2+$19 #;2+$!19 #3on2+$/!!1 +,.
P$o3o"/$/ "/n
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
19/47
45
i$ura 1.'.1.Promovarea van#arilor
Relaiile pulice
R1/!!1 081!, 0o+ f! #f!n!+ #$0+ n /n2/381 # /,+!"!+! #2f>$/+ # o
?n+$0$!n#$ ?n 2,o01 ,>+!;$!! ?n,$#$!!9 20$!!n1!9 $20,+!" /,,0+$!! 081!,1!
"!! 1/
n+$/1!! ,on+$/,/$/$/ !nfo$3/!!1o$ >! /+!+#!n!1o$ n;/+!".
In2+$3n+1 +!1!
J o$;/n!! #!f! "!n# 0$o#21 f$ / /01/ 1/ !n+$3#!/$!9
f,n# /01 1/ 081!,!+/+/ #!$,+ >! 1/ ,o3n!,/$/ #!$,+ , ,on23/+o$1 f!n/1.
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
20/47
45
M/$+!n;1 #!$,+ 0$
J ,/+/1o/;1
J "n
J "n
J 2+/8!1!$/ # ,on+/,+ , #!f$!! 0/$+n$! ,ono3!,!
J 0$
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
21/47
45
J 0+$n#$/ 0 o no 0!/ +,.
P/$+!,!0/$/ 1/ 3/n!f2+$!1 0$o3o!on/1 2 0o/+ /0$,!/ 0$!n !n+$3#!1
n3$1! # ,on+$/,+ ?n,=!/+9 0$!n ,o3n
no! +,.
Campania pulicitar
C/30/n!/ 081!,!+/$ $0$
>! 01/n!f!,/+ ?n 2,o01 /+!n;$!! /n3!+o$ o8!,+!". P$!n,!0/11 +!0$! # ,/30/n!!
081!,!+/$ 2n+:
,/30/n!!1 081!,!+/$ 0n+$ 0$o3o"/$/ 0$o#21o$9 ,/$ 2 $/1!! 2 $f$ 1/: 2+!31/$/ ,$$!! 0$!3/$ #
0$o#2 2/ 2$"!,!! $#,$/ ,o2+$!1o$ 081!,!+!!.
R/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
22/47
45
>! 20o$+$!1o$ 0$!n !n+$3#!1 ,$o$/ $3/! fo$31/$/ 32/1o$ >! /1;$/ 3#!!1o$ 0$!n ,/$
/,2+/ "o$ f! +$/n23!2
J ,on,$n/ - $/,!/ ,on,$n! f/ # ,/30/n!/ 081!,!+/$ / ?n+$0$!n#$!! 0o/+
/f,+/ n #o/$ o8!,+!"1 /,2+!/9 ,! >! 32/1. n 2!+/!/ ?n ,/$ o ,/30/n! 2+,on2!#$/+ !n,o$,+ # ,+$ ,on,$n9 /+n,! ?n+$0$!n#$/ 0o/+ f! /,!on/+ ?n
2+!!
J /;n!!1 # 081!,!+/+9 ,o30/n!!1 !301!,/+ ?n 2+#!$/ 0!!+,.
R/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
23/47
45
J #+$3!n/$/ 8;+1! ,/30/n!!9 ?n fn,! #: ,o+/ # 0!/9 ,on,$n9 f$,"n/
+$/n23!+$!! 32/1o$ +,.
J 0$o,21 ,$/+!"9 ,/$ 0$20n fo$31/$/9 "/1/$/ >! @,+/$/ 32/1!
J 01/n!f!,/$/ 3#!!1o$ , $3/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
24/47
45
0efiireaoiectivelor
Identificarea
pulicului tinta
0eterminareau$etului campaiei de
pulicitate
Procesulcreativ
Planificareamediilor
0erularea efectiva a campaieipulicitare
valuarea eficienteicampaniri pulicitare
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
25/47
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
26/47
45
J 2+$/+;!/ /,+!"!+!! 0$o3o!on/1 !n+$3!+n+9 ?n fn,! # /n3!+ 2!+/!!
,onn,+$/1 2/ # f/,+o$! 2! ,on,n+$/! !n+$21 ?n+$0$!n#$!!9 /"3:
J 2+$/+;!! ofn2!" # /+/,9 , 0$20n +!1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
27/47
45
P$!n $3/$9 f!,/$ 338$ /1 ,/n/11! # #!2+$!8! ?30!n; 0$o#21 ,+$
$3+o$1 0/$+!,!0/n+9 0n , /,2+/ /n; 1/ ,1!n+ .
J 2+$/+;!! # +$/;$ 011 2+$/+;9 ,/$ !301!, /,+!"!+! # 3/$+!n;9 3/!
/12 081!,!+/+ >! 0$o3o"/$ 0 0!// # ,on239#!$,!on/+ ,+$ +!1!!3n!+ 2-1 f/, 0 /,2+/ 2 2o1!,!+ 0$o#2 # 1/ !n+$3#!/$!.
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
28/47
45
Capitolul &
Pre#entarea societatii UNI4A ASI5URARI
UNI*A ASIGURARI 2+ 0$
/2!;$$!1o$9 0n+$ o/3n!.
In"2+!3 ?30$n ?n "!!+o$ 2! ,1#!3 n 8$/n# 0+$n!, / ,$! fn#/+! 2+ ,$/+ #
20,!/1!2+!! no2+$! ?n 0$o#2 # /2!;$/$.
C1!n+1 2+ ?n ,n+$1 0$o,0$!1o$ no/2+$. T$/#,3 ,/$/,+$!2+!,!1 +=n!,
/1 0$o#21o$ # /2!;$/$ ?n 8nf!,!! 0n+$ ,1!n+!. N /2!;$3 , ,1 3/!
!30o$+/n+ 1,$$! #!n "!/+/ 1o$9 2n+/+/9 f/3!1!/9 0$o0$!++!1 2! /f/,$!1 1o$
8nf!,!/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
29/47
45
G$01 UNI*A 2+ n1 #!n+$ 0$!n,!0/11 ;$0$! # /2!;$$! 0 0!1 #!n
A2+$!/ >! E$o0/ Cn+$/1 >! # E2+ ECE ?n ,/$ 2+ 0$! U,$/!n/. G$01 UNI*A
#!n ,o30/n!! # /2!;$$! >! ?n I+/1!/9 E1"!/ >! L!,=+n2+!n.
&.& 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
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
30/47
45
P+3 20n9 ?n+$-n f19 , /2!;$/$/ / /0/$+ o#/+/ , /0/$!+!/ 2o,!+/+!!
3/n. A"3 ,no2+!n+/ # #o +!0$! # ,ono3!! ,/$ / ,/$/,+$!!n,n#! #"/2+/+o$9 338$!! ,o3n!+/+!! $20,+!" "o$ /+/ ?30$n 1/
$,on2+$!$/ ,/2! /1+f19 n "o$ 0$!3! n!,! ! /+o$ ?n "!!+o$.
A,2+ +!0 # /2!;$/$ / 20$"!+!+ 0/n ?n
,ono3!!1 # 2,=!38 3o#$n n / 0/+$n2 #,/+ 20$f!,!/1 # @301 ?n n1
+/$! # 0 +$!+o$!1 fo2+! Un!n! So"!+!,.
Aparitia asi$urarilor in adevaratul sens al cuvantului
S0$ 2f/$2!+1 2,o11! /1 XVII-1/9 ,$2+$/ !30o$+/n+! Lon#$! ,/ 2! ,n+$
,o3$,!/1 / #29 # /23n/9 1/ /0/$!+!/ n! ,$$! $/1 0n+$ /2!;$/$ 3/! 0$,!2
# /2!;$/$ 3/$!+!3.L/ f!n/11 /n!1o$ ()6'9 E#/$# LLOWD / #2,=!2 o ,/fn/ ,/$ n 02+ 31+
+!30 / #"n!+ ,1 3/! 0o01/$ 1o,/1 0$!n+$ 0$o0$!+/$!! # n/"9 n;++o$! 2! ,0!+/n!!
# n/"9 2! /+o3/+9 o !30o$+/n+ 2$2 # !nfo$3/+!! ?n #o3n!. A,2+/ $/ 1o,1
0$!n,!0/1 # ?n+/1n!$ #!n+$ 0$+!1 ,/$ #o$/ 2/-2! /2!;$ n/"1 2! ,1 ,/$ $/
#!202 2/ 282,$! $!2,$!1 /f$n+.
A2+/
3/$!+!3 2! /1+ +!0$! 20,!/1!
M/$1 In,#! #!n Lon#$/ #!n /n1 ()))9 ,/n# / fo2+ #!2+$2 (7.&'' # ,/2. In
((An;=1/,=9 C.9 V$/n9 O.9 P/$+/,=!9 I.9 - An/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
31/47
45
$3/ /,2+! #
n!"1 # &9'5 3!1!/$# 1! /1 0$!31o$ 8$+ 282,$!29 ?n 2,#$ , 7947 f/ #
!n+$"/11 2!3!1/$ #!n /n1 /n+$!o$9 0o+$!"!+ #/+1o$ 0$1!3!n/$ /nn/+9 o!9 ?n+$-o
,onf$!n # 0$29 # M!> N;$!o!9 0$>#!n+1A+o$!+!! # S0$/";=$F!n/n,!/$ASF
P 2;3n+1 /2!;$$!1o$ ;n$/19 "/1o/$/ PBS / ?n$;!2+$/+9 ?n 0$!31
+$! 1n! /1 /n1!9 o 2,#$ # &9' ,o30/$/+!" , /,/>! 0$!o/# #!n &'(4.9
0o+$!"!+ #/+1o$ 0$1!3n/$!! $/0o$+/+ # 2o,!+!1 $;13n+/+ # A+o$!+/+/ #
S0$/";=$ F!n/n,!/$ ASF.
C1/2/ $20n#$!1o$ ,!"!1 /+o #!n ,/ 3/! 3/$ 0on#$ 44957 #!n
+o+/11 0$!31o$ 8$+ 282,$!2 1/ ,/+;o$!/ /2!;$$! ;n$/19 , o "/1o/$ +o+/1
# 44974 3!1!o/n # 1!9 ?n ,$>+$ , ('9'7 f/ # 0$!31 +$!32+$ #!n &'(49
2 /$/+ ?n+$-n ,o3n!,/+ /1 ASF.
L/ n!"11 ?n+$;!! 0!9 0$!3/ # /2!;$/$ 3#! /n/1!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
32/47
45
0n+$ 01/+/ #/n1o$ / ,$2,+ 0 0!// /2!;$$!1o$ #!n Ro3n!/9 ?n 0$!31
+$!32+$ /1 /,2+! /n9 # 1/ )5 1/ 79 /0$o0!!n#-2 # n!"11 3#! $o0/n
# 59 / #,1/$/+ M!> N;$!o!9 0$>#!n+1 ASF.
In#3n!!
/ $,/+ # 1/ )597 0n 1/ 79((9 3n!on/+!;/+ # /2!;$+o$! >!
#20;8!$!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!;$$! #
"!/ 201!3n+/$ ('&9'& 3!1!o/n # 1!9 ?n 2,#$ , 4945 f/ # 0$!31
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
33/47
45
+$! 1n! /1 /n1! +$,+ >! /2!;$$! # "!/ >! /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!;$$! 2o1!#/9 , fon#$! # $
# ?n/1+ ,1/29 0$,3 2! /#/0+/$/ 0$3/nn+ 1/ ,$!n+1 0!+!.
'.&. volutia - Istoria companiei
UNI*A A2!;$/$!(7
/ #"n!+ 338$/ UNI*A In2$/n, G$o09 o#/+/ ,0$1/$/ 1/ f!n1 /n1! &''6 / ,o30/n!! UNITA9 0$!3/ ,o30/n! , ,/0!+/1 0$!"/+
#!n Ro3/n!/.UNI*A A2!;$/$! 2 n3/$/ 0$!n+$ 1!#$!! 0!+! $o3/n2+! # /2!;$/$!
;n$/1 2! f$n!
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
34/47
45
Co30/n!/ 2 0$o,0/ 0$3/nn+ 2! /,o$#/ o 3/$ !30o$+/n+/ #! E$! L$2 "o$ #!n 2!31+/n /,1/>! $o1$! ?n ,/#$1
Con2!1!!1o$ # A#3!n!2+$/! /1 UNI*A \2+$$!,= V$2!,=$n;n AG >! UNI*A
In+$n/+!on/1 AG.
UNI*A \2+$$!,= V$2!,=$n;n AG/$+!; L];$9 P$>#!n+9 Vn! $o1$! ?n ,/#$1
Con2!1!1! # A#3!n!2+$/! /1 UNI*A In+$n/+!on/1 AG.
UNI*A In+$n/+!on/1 AG
_o1f;/n; !n#19 P$>#!n+%o$/n V!2n!,9 Vn
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
35/47
45
Primele suscrise !n,12!" ,o30onn+/ # ,ono3!2!$ #!n /2!;$$!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,
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
36/47
45
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$01! UNI*A / 2,!+1 /n1! &'().
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
37/47
45
'.2 *e7nici de promovare a produselor la UNI4A
0epartamentul de van#ari. Rol si structura
n/!n+ # / +$, 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
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
38/47
45
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!;$$!9 338$! !301!,/+! ?n #!$,+
?n 0$o,21 # "/n0/$+/ D!$,+o$/+1! # 2,$2/1/9 # ,/$ /0/$+!n
, n+o,32+ +o/+ "!#n+19 2!+/+!!1 2+/+!2+!, 2! +=n!,o 2+/+!2+!, 2! +=n!,o-o0$/+!" 2! 1 +$!3!+ 2,$2/1! +$!+o$!/1 # ,/$ /0/$+!n.
# F/, 0$o0n$! # 3o#!f!,/$ / 2+$,+$!! 0o$+ofo1!1!
E@,+/ !n20,+!!1 # $!2, 1/ $!2,$!1 /2!;$/8!1 0o+$!"!+ No$31o$ +n!, # 1,$ 2!
#!20o
f A2!;$ ,/ +o/+/ ,o$20on#n+/ 2 2 #2f/2o/$ 0$!n 2,$2/1/ +$!+o$!/1
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
39/47
45
; D2f/2o/$ 2! ,o$#on/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
40/47
45
- 3on!+o$!! /8!1!+/+!1 "/nV/n
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
41/47
45
C/ 0$!3/ +/0/ # #!9 n ?n 1+!31 $/n# 2 f!
/8o$#/8!1.
D /23n/ 02o/n1 #!n 0!/+/ +!n+ +$8! 2/ f! 0$2o/n , ,/$/,+$!2+!,!
,o3n9 n"o! ,o3n 2! $1/+!! # ,o3n!,/$ , f/,!1!+/! "n!+$!.
E@301 # 0!/+ +!n+: 0$of2o$!9 3#!,!9 /"o,/+!9 /n;//+! #!n+$-o ,o30/n!9
,on+/8!1!9 +,.P!+1 0 ,/$ 2 1,$/+!n+9 ,o1;!9 +,
&. Rf$!n+ # 1/ : ,n+$! # !nf1n+9 ,1!n+
7. O82$"/+!! 0$2on/1
4. P81!,/+!!
5. B/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
42/47
45
n /,2+ f1 ?n,0 2 $2+/n; 1!2+/ # 0$2o/n 3/! 0o+$!"!+ 0n+$ / f!
/8o$#/+ 0n+$ ?n,=!$/ n! /2!;$$!.
P/21 $3/+o$ 2+ $/1!
A8o$#/$/ !n!+!/1 ?n /2!;$$! ,0$!n# 2! ,on+/,+1 +10=on!, 0$!n ,/$
,1!n+1 +$8! 2 2 ?n+/1n/2, , ,on21+/n+1 # /2!;$/$. D0/ 2+/8!1!$/
?n+/1n!$!!9 ,on21+/n+1 2 ,on,n+$/
Po1!+!,/ # 0$o3o"/$ $0$
3/$+!n; / ?n+$0$!n#$!!. n 0$
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
43/47
45
2 f! ,no2,+ # ,on23/+o$! >! 2 /!8 o 8n !3/;!n ?n $n#1 /,2+o$/9 @!2+n/
>! #$/+.
D /23n/9 0$!n +!1!! 1/ ,o3n!,/$/ #!$,+ , ,on23/+o$1 f!n/1.
V/n?n,=!$.
O /2!;$/$ # "!/+ "/ f! 3/! 2o$ "/n#+ #/,/ ,o30/n!/ 1/ ,/$ 1,$/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
44/47
45
Con21+/n+!! ,/$ 1,$/2, 2/ "/n#
#o/$ ,1o$ #!n a0!/+/ ,/1# $#9 0$!+n! /0$o0!/+!9 f/$ / 0+/ 2 ,on"!n; >! /1!
0$o20,! 2e /!8e ?n,$#$ ?n 2$"!,!!1 # /2!;$/$.
n /2!;$$! 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/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
45/47
45
,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$! !
2+#!! # ,/
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
46/47
45
C!o8/n9 I C!19 R.-S+$/+;! ,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$/ &''5.
C$,$9 A.F.- S0o$+ ,$2- T=n!,! # "/n
7/26/2019 Lucrare de Disertatie UNIQA VISAN - MASTER
47/47
N!,12,9 I.- M/$+!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/