The Generali Italia integration plan will be 90% completed by the end of next year and for 2015 aims at "a higher operating result" and "remain in a position of both qualitative and quantitative leadership in Italy". Philippe Donnet, managing director of the company born from the merger and reorganization of Generali's activities in Italy, illustrated the objectives of the integration plan in the historic headquarters of the Procuratie in Venice. In 2013 the company recorded premiums of 19,6 billion euro (+2,3%), of which 13,3 billion in Life and 6,3 billion in Non-Life, and a market share of 15,4% , in first place in Italy. The operating result was 1,73 billion (+16%).
The integration envisages 2016 points of sale by 3 with a single range of products and a single brand, the rationalization of the range of products which will drop from 279 to 70 and the retraining of over a thousand people. “We are going very fast despite the complexity of the integration,” Donnet stressed. There will be four centers of excellence specialized in the various business segments in Italy: Mogliano Veneto for Life and SMEs, Rome for Non-Auto and institutions, Turin for Auto and Milan for claims settlement. The reorganization will go through the integration of IT services and the adoption of a single platform for all the 1.500 agencies in Italy. Donnet's goal is to increase Generali Italia's share of the gross operating profit of the entire group, currently at 40%. .
“Obviously we have the targets, but they are ours. Of course, now Generali Italia has an operating result that represents 40% of that of the entire group and our ambition is at least to maintain this position, but it will also depend on what the remaining 60% will do and I hope for this reason that for us it is increasingly difficult to reach 40%”, replied Donnet to those who asked him to specify the operating result objectives. And he specified: “We are in a growth dynamic. We are aligned with the group's objectives." To tell the story of the reorganisation, Generali Italia has launched a communication campaign called '#vediamopositivo', marked today with the positioning of huge glasses with colored lenses in Piazza San Marco in Venice, in Rome and Turin Glasses which "are the metaphor of the invitation to look at the present with optimism", explained Davide Passero, chief marketing officer, noting that in the surveys on what Italians think at the time of the crisis, over half of those interviewed say that the most welcome advertising is the one that conveys confidence in the future (only 20% prefer the one that excites) and promises concrete things.
