Defining a digital-friendly portfolio of products for Europ Assistance Belgium
Challenge
Define Europe’s assistance’s product portfolio strategy towards digital friendliness and growth of direct channels
Redesign tempo and annual product packages and positioning
Redesign corporate product packages and positioning
Adapt Europe Assistance Belgium brand book to reflect the new positioning and key messages
Europe assistance is a global operator in personal assistance services in the areas of travel, automotive, health, home and family. Each year in Belgium, Europ Assistance handles around 425.000 calls and manages around 190.000 files to assist Belgians across the globe. Although leader within the group in terms of direct distribution, Europ Assistance Belgium called in Belly & Brain to reinforce its direct distribution positioning redefining its portfolio strategy and portfolio products towards more digital-friendliness.
Solution & services provided
Portfolio positioning and sales performance analysis
Benchmarking across Belgian market
Traveller’s market segmentation based on socio-styles and quantification
Product portfolio architecture definition
Get, grow, keep strategy across portfolio
Product strategy market testing support
Travel Tempo & Annual product packages definition
Corporate travel product packages definition
Collaboration duration
Portfolio architecture definition : 4 months
Product packages (1,5 months to 2 months) per package
Results
A strong market-fit allowing Europ Assistance Belgium to further improve its distribution, P&L & relevancy towards Belgian travellers.
What they say about us
“We were looking for a partner that could mix strategy, real life experience and data analysis – this is exactly what we found in Belly & Brain. Their mix of profiles allowed us to get the industry insights we needed, provide us with a clear vision of our business and highlighted the best practices within our field. All of this culminated in the review of our product portfolio allowing us to deliver a range that responds to the needs of the modern traveler and matches our growth ambitions”.
Jan Van Heel, Chief Marketing and Digital transformation Officer, EUROP ASSISTANCE BELGIUM