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for those who want to know how brand mgt. apply in practical context.here in ppt, srilankan insurance company is used...
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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