Brand management practical application

RISE UP TO CHALLENGE

BRAND MANAGEMENTPPT GROUP NO. 08

IS AAI going through Right Path?

Asian alliance Insurance PLC

• Historical Remarks

• 1999-launch of AAI plc with non Life insurance operations.

• 2000-Commencement of life Operations.

• 2002-AAI acquires 3% of the market share.

• 2006-Company achieves Rs.1 Billion mark in Gross profit.

Historical Remarks Cot.d ....,

• 2007-obtain a Rating for Its claim paying ability.

• 2009-Life segment Gross profit crosses 1 Billion mark.

• 2010-Oracle smart suite product was successfully implemented and integrated with the frontend product Isis.

• 2011-Acquisition of the Company by Softlogic Group, A

diversified Conglomerate in strategic growth sectors.

AAI Ownership Structure

Segmentation,Targeting,Positionig

of AAI (STP Strategy)

segmentation of Srilankan Insurance Industry

Insurance Companies

Life

Family and childrenIndividual protection

Retirement plans Loan protection

Non life(General)

Motor and Non motor

Target Areas of AAI

• Life Insurance Segment generated 2.1 Billion Profits Out of 3.2 Billion Total Profits of AAI In 2012.

• So life Insurance Segment accounts almost 70% of its Bottom line.

• Only 30% Contribution From Non life Segment (18% from Motor Insurance).

How to improve Brand Equity

Brand Equity

Brand Knowledge

Brand Awareness Brand Image

Positioning Map

NON LIFE

LIFE

BCG Application

Recommendations to improve Positioning and brand equity

• Focus to Non life segment

Recommendations to improve Positioning and brand equity

• More attention towards Motor insurance

• Coming up with more intensive Advertising campaign

Recommendations to improve Positioning and brand equity

Recommendations to improve Positioning and brand equity

Advertising highlighting Financial strength of Softlogic group

• Develop life Insurance Development Team.

Recommendations to improve Positioning and brand equity

Point of parityThe product offering that are largely similar to the offerings of like competitors

• Claim paying ability (Ratings)• Insurance policies• Tailor made life insurance policies• Electronic claim processing system

Point of differences

product offering that are relatively distinct to the offerings of like competitors.

Points which leads to long term competitive advantage

Point of differences

Point of differences

• Alliance Pet Insurance introduced the first time in insurance industry pet is a member of the family Rs. 20,000/- Medical and surgical cover for 21

specified illnesses

Point of differences

Point of differences

• ‘Asiri Alliance Medical insuranceContract with Asiri and central hospitals plc.An easy payment scheme .Free access to the world’s 5,000 Best Doctors.Medical cover offered locally, that covers up to Rs

1 Mn.

Point of differences

Point of differences

• Strategic CSRCSR activities which focus only areas under its business stream.

To further enhance image that they truly care for people.To show that they are in business of Protection.

Brand Mantra

• Current Brand Mantra- Rest Assured

Brand Mantra

• Recommended Brand mantra For AAI

Trust Assured

Presentation Summary

Company profileSTP strategyBrand EquityRecommendations to improve Positioning and

Brand equityPOP’s and POD’sNew Brand Mantra

KINGS/PPT. GROUP NO :08/AAI. PLC