Türkiye’de Sigorta İşletmelerinin Büyüme ve Gelişimindeki Ürün Geliştirme Üzerinde Oluşan Zorluklar
Challenges on Product Development in The Growth and Development of Insurance Companies in Turkey

Summary/Abstract: The concept of insurance is revived in the minds of consumers as commonly used types such as compulsory traffic insurance, insurance and natural disaster insurance. In order to save people from this stereotype, industry leaders need to focus their goals on innovative product marketing in order to establish insurance awareness. Our country has an insurance rate of 1.5 percent, which is far behind developed countries, whereas Turkey has a young population of 19 million and the insurance market has the potential to develop. This leads insurers to tighter competition. The target group of insurance is all organizations with all people. The first task of the insurance marketer is to identify all the changing customer needs of a large audience and to determine the target market in which the service will be offered. Once this function is fulfilled, it is the next process to create a marketing program suitable for the selected target market. The other part of the marketing strategies of the enterprises is the marketing mix, the realization of the purpose of profit making by meeting the needs and wants of the group or groups chosen as the target Sunday by the enterprise within the framework of effective and efficiency. The sector's slowest growth of the last five years, with the contraction of the automotive market last year, brought the sector's growth target to 10-12 percent, which targets profitability and efficiency in Elite products this year. The innovative insurances developed are focused on making everyday life much easier by exploring the different risks that consumers may face.

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