Market-Driven Marketing Strategy for a Captive-Dominant Energy Insurer: a Case Study of PT. Asuransi Tugu Pratama Indonesia, Tbk

Abstract

Background: When energy companies choose an insurer, they consider more than price. Technical expertise, claims reliability, responsiveness, and practical risk advice also matter.
Purpose: This study examines how a captive-dominant energy insurer can pursue selective non-captive growth while maintaining its captive business. It addresses a gap in understanding how a captive-dominant energy insurer makes its technical expertise valuable to customers outside its established network.
Design/methodology/approach: This qualitative single-case study draws on interviews with ten purposively selected informants and supporting documents collected between February-April 2026. The interviews were examined through thematic analysis, with 3C, organizational decision-making, and gap analysis guiding the proposed STP and 7P strategy.
Findings: Four key issues are dependence on captive business, limited communication of technical value, complex organizational purchasing, and demand for more consultative engagement.
Conclusion: The findings suggest that Tugu should shift from product-centered insurance communication toward consultative partnership built on technical expertise, claims reliability and cross-functional customer engagement. Clearer value propositions and closer coordination among marketing, underwriting, claims, and technical teams may support selective non-captive growth.
Originality/value: This paper offers an integrated strategic perspective for understanding marketing transformation in captive-dominant, high-risk B2B insurance markets.

Keywords: energy insurance, B2B marketing, market-driven strategy, organizational buying behaviour, customer decision-making