Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 18

Progressive has attained top-tier status in the insurance industry by focusing on innovation. Progressive was the first company to offer drive-in claims service, installment payment of premiums, and 24/7 customer service. But perhaps Progressive's most innovative moves involve its channels of distribution. Whereas most insurance companies distribute via intermediary agents or direct-to-consumer methods, Progressive was one of the first to see value in doing both. In the late 1980s, it augmented its agency distribution with a direct 800-number channel.
Two decades ago, Progressive moved into the digital future by becoming the first major insurer to launch a Web site. Soon after, it allowed customers to buy auto insurance policies online in real time. Today, customers can use Progressive's Web site to do everything from managing their own account in-formation to reporting claims directly. Progressive even offers one-stop concierge claim service. After viewing the Progressive video segment, answer the following questions about marketing channels.
Apply the concept of the supply chain to Progressive.