McCarthy, Breda (2007) Vivas health: developing a strong brand in a regulated health insurance environment [case study]. In: Domegan, Christine, and Fleming, Declan, (eds.) Marketing Research in Ireland: theory and practice. Gill & Macmillan, Dublin, Ireland, pp. 185-190.

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Abstract

[Extract] Deirdre Ashe, the Marketing Director for VIVAS Health, sat in her office contemplating the company's recent marketing performance. The company is the fastest growing health insurer in Europe. Founded in 2004, it quickly gained 2% of the market, confounding analysts who predicted that the duopoly of VHI and BUPA would in no way be challenged by the latest entrant. VIVAS Health was formed after Oliver Tattan, Chief Executive, spotted a gap in the market. He formed the view that the market for private healthcare and private health insurance was in its infancy in Ireland, and that there was room in the Irish market for a third player. Product differentiation, aligned with price-follower tactics, were key elements in the market entry strategy.

Item ID:	39274
Item Type:	Book Chapter (Teaching Material)
ISBN:	978-0-7171-4200-2
Keywords:	focus groups, marketing research
Related URLs:	Publisher
Additional Information:	This teaching case study is included as part of Chapter 5: Focus groups, in-depth interviews and projective techniques. In: Christine Domegan and Declan Fleming (eds.) 2007. Marketing Research in Ireland: theory and practice. Gill & Macmillan, Dublin and Ireland.
Date Deposited:	25 Jun 2015 03:13
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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