Benefit Clubs as a Tool for Loyalty Marketing. Study of Brazil’s Main Insurance Companies

Abstract: This paper considers Relationship Marketing as a business strategic tool and seeks to verify the existence of Benefit Clubs and their structure offered by the major insurance companies in Brazil, analyzing the presence and formatting of the programs. Through the content analysis methodology, we seek to infer its uses for the strengthening of the positioning of these companies. At the end of the paper we compare the best practices identified. The result of the analysis considers the differential obtained by the employment of programs that seek to create brand value and loyalty.

Key words: benefit clubs; relationship marketing; advertising and marketing

JEL codes: G10, F18