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BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
Individual Assignment“Choose any two companies within the same industry that you are familiar withand evaluate these two companies have designed their interactive marketingplan to maintain loyalty and increase customer retention among the targetmarket. You are also required to do comparative analysis between thesecompanies by considering the role of design and content in encouraging repeatvisits to the website and other modes of interactive marketing in generatingsales. Media used must include e-mail, web advertising and interactive media ”
Student Name : Chia Shun Kit
Student Id No. : TP026054
Module Code and Name : BM022-3-2 IMKT
Lecturer Name : Mr. Tee Poh Kiong
Intake Number : UC2F1307KMGT
Submission Date : 12 September 2013
Word Count : 2500 words
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BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
Executive SummaryThe research study is intended to scrutinize the elements
and application of interactive marketing. Two companies have
been chosen for my research which is Great Eastern Life
Assurance (GE) and Hong Leong Assurance (HLA).
The researcher will use two methodology to conduct the
research study which is qualitative and quantitative data
methodology. Hence, the researcher will use SWOT method as
market analysis tool for two companies. In addition, two
products from each companies will be compared which are
medical card plan and saving plan.
Not only that, the researcher will analyze the market
segmentation for two companies and identify the target
markets. Moreover, the research study will cover the
creative executions for companies with marketing plan.
Last but not least, the researcher will provide ideal
suggestion for two companies in order to improve their
company performance in the future.
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BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
Contents1.0 Industry Assessment........................................11.1 Current Market Situation.................................1
1.2 Report of Bank Negara Malaysia...........................12.0 Competitive Analysis.......................................3
2.1 Hong Leong Assurance.....................................32.1.1 Strength..............................................3
2.1.2 Weaknesses............................................32.1.3 Opportunities.........................................3
2.1.4 Threats...............................................32.1.5 Interpretation........................................3
2.2 Great Eastern Life Assurance.............................42.2.1 Strength..............................................4
2.2.1 Weaknesses............................................42.2.3 Opportunities.........................................4
2.2.4 Threats...............................................42.2.5 Interpretation........................................4
3.0 Product Comparison.........................................53.1 Opinions.................................................7
4.0 Market Segment Identification..............................84.1 Demographic.............................................10
4.2 Psychographic...........................................105.0 Description of Market Segments............................11
5.1 Hong Leong Assurance....................................115.1.1 Target Group.........................................11
5.1.2 Reasons of Targeting.................................115.2 Great Eastern...........................................12
5.2.1 Target Group.........................................12
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5.2.2 Reasons of Targeting.................................126.0 Creative Executions.......................................13
6.1 Hong Leong Assurance....................................136.1.1 Interactive TV Shows.................................13
6.1.2 Groupon..............................................136.1.3 Free Vouchers........................................14
6.1.4 Email................................................146.1.5 SMS..................................................15
6.2 Great Eastern...........................................166.2.1 Interactive TV Advertisement.........................16
6.2.2 Social Media Marketing...............................176.2.3 Search Engine Advertising............................18
6.2.4 Campaign Landing Page................................196.2.5 SMS..................................................20
7.0 Conclusion................................................217.1 Hong Leong Assurance....................................21
7.1.1 Student Market.......................................217.1.2 Mobile Money.........................................21
7.2 Great Eastern Life Assurance............................227.2.1 Family-day Activities................................22
7.2.2 Permanent Booth......................................228.0 Reference.................................................23
9.0 Appendix..................................................249.1 Appendix I.............................................24
9.1.1 Ariticles..........................................249.2 Appendix II............................................25
9.2 Appendix III...........................................26
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BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
1.0 Industry Assessment
1.1 Current Market SituationThe insurance industry in Malaysia has experienced a steady
growth in the last 15 years (Bnm, 2013). This is because
insurance companies in Malaysia have stepped up their
efforts in designing and offering very good plans that are
more customer-centric. These changes have augured well for
the whole industry. The new plans have been well received by
the market and one of the most popular products is the
investment-linked life insurance plans.
There are 16 insurance companies in Malaysia, which are
AIAB, Allianz Life, AM Life, AXA Life, CIMB Life, Etiqa,
Great Eastern, Hong Leong, ING, MAA, Manulife, Mayban Life,
MCIS Zurich, Prudential, Tokio Marine Life and Uni Asia Life
(Bnm, 2013)
As stated in Bnm(2013), In year 2011, the insurance industry
in Malaysia grew steadily amid the global economic turmoil
and the mounting sovereign debt crisis in the European
Union.
1.2 Report of Bank Negara Malaysia It is reported, according to Bank Negara Malaysia’s DGI
report (2013), that the total number of new insurance
policies has grown from 498,338 policies in 1990 to
1,403,562 policies in 2012.
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Bank Negara’s report also shows that the distribution of
annual premiums for insurance policies has been grown
skyrocket from 25.7% in 2008 to 30.6% in 2012 (Bnm, 2013).
It has been observed that more and more insurance companies
are moving away from selling their traditional whole life
and endowment plans and have included many investment-linked
plans in their portfolios. This is a positive move as
Malaysians are becoming more discerning and now, they want
to make sure that they are in control of all kinds of
investment they choose.
It is proven that life new business premiums have expended
at a compounded average growth rate (CAGR) OF 9.4% between
2000 and 2011, growing from RM2.9 billion to RM7.9 billion,
faster than Malaysia’s nominal Gross Domestic Product (GDP)
which expanded by a CAGR OF 8.3% per annum (Bnm, 2013).
Therefore, Malaysia’s insurance industry has been growing at
a rapid pace in the past decade following strong economic
growth that leading to higher income and living standard
society (Bnm, 2013).
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Image 1.0: Hong Leong Assurance Logo
Image 2.0: Great Eastern Life Assurance Logo
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2.0 Competitive Analysis
2.1 Hong Leong Assurance
2.1.1 StrengthHong Leong Assurance’s strength is 70 percent of HLA Life
Fund Transfer was achieving to RM66 million to support
future business growth (Hla, 2013). This means that the
company is very good in investment and managing funds. This
results many customers are confidence that the company is
able to bring more saving profits to them (Hla, 2013).
2.1.2 WeaknessesHLA seldom introduce variety of policies in the market.
Plus, the agents are over-promised in terms of guaranteed
cash value results in a lot of surrender policies from the
existing customers (Hla, 2013). Therefore, the company needs
to examine the moral and attitude of some agents in order to
polish the image of the company.
2.1.3 OpportunitiesNowadays, the trend of purchasing an insurance policy has
become more common and popular. In other words, insurance
has become a necessity for the youngsters. The young
generation has become more aware of the health and safety.
Therefore, they will start purchasing the insurance
especially saving plan since young. (Hla, 2013).
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2.1.4 ThreatsThere are 16 competitors of life insurance in the market.
Great Eastern, Manulife and AIA are the top three
competitors for HLA because they are more balance in overall
in terms of medical and saving plan (Hla, 2013). Please
refer to appendix III for more information.
2.1.5 InterpretationFrom here, it can be analyzed that HLA is more confident and
determined towards savings plans products. With the manpower
of young generation and with conjunction of the youngsters’
awareness of importance of insurance, savings, health and
safety, the agents can get their friends to sign up easier.
2.2 Great Eastern Life Assurance
2.2.1 StrengthFrom Great Eastern perceptive, from the analysis, it is
identified that overall sales performance in the year was
the result of increased demand for regular premium products.
This is because of introducing various types of policies
suited to customers’ needs and wants. Plus the company has a
very strong management and connecting system to support
agents and customers with the company profile of 105 years
history. (Greateasternlife, 2013).
2.2.1 WeaknessesThe weakness of Great Eastern is that the underwriting
process of the company is very strict results in the
customers switch their buying decision to other companies.
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In addition, there will be many check-ups required by the
company (Greateasternlife, 2013).
2.2.3 OpportunitiesThe company opportunity is that, since Malaysia education
system is becoming more concerned and the health awareness
is increasing, therefore, the company will be more targeting
towards family-package with protection plans and saving
plans (Greateasternlife, 2013).
2.2.4 ThreatsMeanwhile, Great Eastern’s threat is that New Business
Embedded Value (NBEV) results in reduced investment return
assumption in view of a prolonged low interest rate
environment (Bnm, 2013). In other words, the saving plan
return will be low compare to other companies in next few
years. NBEV is defined as the valuation of a company’s
current in-force value without taking into account its
capacity to generate new business (Bnm, 2013).
2.2.5 InterpretationFrom here, it is analyzed that Great Eastern is quite
conservative in terms of protection of individual. The
company has the opportunity to introduce more education plan
for the family because the awareness of education has been
increased.
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3.0 Product ComparisonGreat Eastern Life Assurance and Hong Leong Assurance are
two well-established insurance companies with the back-up of
huge financial bank industry in the market (Chow, 2013,
p.1).
Every insurance product that they introduced is typically
the same like saving products and medical card insurance.
And when most of the people talk about insurance, these are
the two things in their mind. Hence, the table below
analyzed about differentiation, similarities and competitive
advantage of the similar products of these two companies.
Product 1 Medical Card InsuranceCompany Great Eastern Hong LeongType of Medical
Card
GMC2-150,GMC2-200,
GMC2-300,GMC2-400
MM150,MM200,
MM300,MM400Similarities 1. Both will take care from
outpatient cancer and kidney
dialysis treatments.
2. Both provide 24-hour assistance
and hassle-free hospital
admission.
3. Both provide coverage and
protection for the whole family.
4. Both can enjoy a tax relief of up
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to RM3000 per annum, according to
Malaysian Income Tax Act 1967.
5. Both designed for anyone between
30 days attained age to 60 years
next birthday to enter.
6. Both provide daily cash allowance
RM50 per day at Malaysian
Government Hospital.Annual Limit for
R&B 150
90,000 75,000
Lifetime Limit for
R&B 150
360,000 300,000
Competitive
Advantage
High overall limit
of claim
Nil
Table 1.0 : Comparison between medical card insurance
Product 2 Savings PlanCompany Great Eastern Hong LeongType of Savings
Product
Great Premier
Wealth
HLA Cash Promise
Similarities 1. Both are endowment plan products.
2. Both staring from the end of 1st
year policy will receive yearly
non-guaranteed bonus.
3. Both are short term premium
payment and potentially enormous
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total payouts.
4. Both plans are saved for future
used.
5. Both will encounter reducing in
cash value if surrender within
five years time.Premium 6,000 6,000Sum Assured 11,364 45,000Term 25 25Pay 5 6Maturity Cash
Value
82,301 91,327
Total Premium Paid 30,000 36,000Difference in
Percentage
174 153
Competitive
Advantage
Nil High return on
investment during
the maturity of
policy Table 2.0 : Comparison between saving plans
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3.1 OpinionsFrom the two tables above, it can be interpreted that the
two companies have different competitive advantages. Hong
Leong promises more cash returns in their saving plans
whereas Great Eastern introduced medical cards with higher
coverage for the customers. In year 2011, the life insurance
industry in Malaysia grew steadily amid the global economic
turmoil and the mounting sovereign debt crisis in the
European Union (Chow, 2013, p.1).
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4.0 Market Segment IdentificationGreat Eastern and Hong Leong’s insurance market segmentation
has been identified respectively which are from the aspectsof geographic, demographic, psychographic and behavioral
segmentation (Kotler and Keller, 2012). A table has been
made to show the elements in each segmentation.
GeographicCountry region MalaysiaDensity Urban; suburban; exurban;
rural
DemographicAge Attained 30 days; 1-12; 13-
25; 26-35; 36-50; 50-65 Gender Male; FemaleFamily Size 1-2; 3-4; 5 or moreFamily Life Cycle Young, single; married, no
children; married with
children; single parents;
unmarried couples; older,
married, no children under
18; older, single Income Below RM1,000; RM1,000-
RM2,500; RM2,500-RM5,000;
RM5,000-RM8,000; RM8,000-
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RM10,000; RM10,000 aboveOccupation Baby; student; professional
and technical; banker; sales;
admin clerk; housewife;
unemployed; farmer; hotel
waiter; plumber; retiredEducation Primary school or less; high
school graduate; college
graduate; advanced degree;
MBAReligion Muslim; Buddhist; Christian;
Catholic; HinduRace Chinese; Malay; Indian;
others Generation Matures; baby boomers;
generation X; nextersNationality Malaysian; Indonesian; Sri
Lankan; North American;
French; Japanese; German
PsychographicSocial Class Lower lowers; upper lowers;
working class; middle class;
upper middles; lower uppers;
upper uppersLifestyle Working; relax; achiever;
striver; survivor
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Personality Workaholic; compulsiveness;
self confidence;
ambitiousness; introversion;
aggressiveness;
competitiveness
BehavioralOccasions Regular; special; holiday;
seasonalBenefits Quality; service; economy;
convenience; speedUser Status Non-user; ex-user; potential
user; first-time user;
regular userUser Rates Light user; medium user;
heavy userLoyalty Status None; medium; strong;
absoluteReadiness Stage Unaware; aware; informed;
interested; desirous;
intending to buyAttitude towards Product Enthusiastic; positive;
negative; hostileTable 3.0 : Market segmentation for both companies
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4.1 DemographicThe factors in demographic include the age, occupation, the
purchasing power, religion, race and generation of the group
(Kotler and Armstrong, 2012). From the demographic factor
too, we can analyze the consumer behavior of the group and
begin to target them. After that, it will be the time to
implement positioning strategy to penetrate the market.
4.2 PsychographicThe elements in psychographic comprise lifestyle, social
class and personality of the group (Kotler and Armstrong,
2012). It is important because from there, as researcher and
marketer, we can identify the living habits of the group in
terms of their needs and wants.
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5.0 Description of Market SegmentsThe market segmentation for two companies is different. For
Hong Leong Assurance, the product that they focus is saving
plan whereas for Great Eastern, the product that they focus
is medical card plan.
5.1 Hong Leong Assurance
5.1.1 Target GroupHong Leong Assurance is more targeting into Malaysia of
urban and rural area to promote their plans and products.
The demographic segment that they are focusing is age 26
till 35. The group of targeted people is mostly teenager and
boss; some is single, married and married with children. The
income of the group is average RM2, 500 to RM5, 000 and they
are most likely to work as part-timers, administrative
clerks, and managers. The targeted group comes from
generation Y and the education level is of no concerned
because the company would like to inherit the habit of
saving in the mind of the people. Therefore, the company
targets the group with awareness of savings, whether he or
she has it before or not.
5.1.2 Reasons of TargetingThe company chooses to penetrate into teenagers and bosses
market because most of the working people set aside money
for savings every month. Therefore, it is advisable to make
hay while the sun still shines and not procrastinate. This
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enables them to do small investment plus will be having
steady and promising money in the future (Ryan, 2011). So,
the company saving product, HLA Cash Promise is undoubtedly
suitable for the company to target the teenager and boss
market.
5.2 Great Eastern
5.2.1 Target GroupGreat Eastern Life Assurance also targeted those Malaysian
and Singaporean of average age of 26 to 35 and 36 to 50.
They consider the group of people with at least primary
level education level and the earnings is above RM1, 800.
The ideal targeted group income is RM2, 500 to RM5, 000.
They may come from lower, medium or higher class level of
family background.
5.2.2 Reasons of TargetingThe company targets this group of people because in their
age, some of them might consider to have a baby starting
from age 26. Meanwhile, in this era of globalization, most
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families have many commitments like monthly installments for
housing loan and car loan, family expenses and lifestyle
expenses (Chow, 2013, p.1).
Therefore, what will happen if one day the person could not
be able to pay all of them because of disability or sick or
death?
So, the company targets the group with more mature thinking
and responsible towards their family life and living. With
the statement, the company will be more focused on targeting
the married adult with medical card insurance that can solve
the people plight of sicknesses.
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6.0 Creative Executions
6.1 Hong Leong Assurance
6.1.1 Interactive TV Shows Hong Leong Assurance has its own marketing plan strategy.
This includes using TV as commercial media of communication.
HLA invites the famous artist, Vincent Wong in Hong Kong to
commercialize the importance of insurance towards family and
life. In TV shows, the most interesting part is HLA manages
to convey the idea of “If you do not buy now, your life will
be not secured”. This kind of message wins the hearts of
consumers successfully (Hla, 2013).
6.1.2 GrouponOther than that, HLA also collaborate with Groupon to
attract more online business. The steps are very easy by
logging into the website: hlatouch.my and fill up the form
and the customers can enjoy the premium from as low as
RM1.33 per day. Besides that, instantly the customers will
get a complimentary Amazi Watch, RM110 Groupon Credit or
500GB Western Digital Hard Disk (Hla, 2013). This is totally
attracting those who like free gifts. Also, the customers
will stand a chance to win a free iPad mini with
registration with HLA policies.
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Table 4.0 : Goupon HLA
Source : http://www.groupon.my/deals/klang/Hong-Leong-
Assurance/717067290
6.1.3 Free VouchersIn addition, HLA also uses a very unique way to get the
customers attention. They target the existing customers by
sending them discount vouchers on a new policy. For
instance, a RM200 rebate for the policy premium above RM1800
(Hla, 2013). This will definitely drive the customers to
continue purchasing with the company.
6.1.4 EmailMoreover, HLA is currently practicing the method of sending
email to those who access to their website. The emails
comprise the latest information about the company and give
the customers suggestion and idea about the insurance plans
among the industry (Hla, 2013).
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Table 5.0 : Email from HLA
Source :https://mail.google.com/mail/u/0/?shva=1#inbox/1401d8997dc17cd1
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RM0.00. Mid-Autumn Moon CakeDelight Grapping is here. Submit andin force before 31st August. Limitedsets available. Contact your agents
and branch for more info.
BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
6.1.5 SMSHong Leong Assurance will send messages to the policyholders
and their respective relative once they have introduced any
new plans or gifts that they are going to offer. This is an
interactive way of HLA in order to get the customers’
attention and they will repurchase and revisit the agents of
the company to purchase the policy (Hla, 2013). For
instance, a message in conjunction with the moon cake
festive season is sent to the customers to get a free moon
cake when they buy a policy from HLA.
Table 6.0 : Sample SMS from
HLA
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6.2 Great Eastern
6.2.1 Interactive TV AdvertisementOn the side of Great Eastern, the company performs
infomercial advertising method. Great Eastern selected the
top movie channel in Chinese and English like “Astro Hua Li
Tai”, “Astro Hua Hee Dai”, “Astro AEC”, “Star World” and
“AXN”. The length of advertisement for Chinese channels is
2.5 minutes whereas English channels are 1 minute. The time
zone of appealing the advertisement for Chinese channels is
from 6pm till 11pm while English channels are from 9pm to
12am respectively (Greateasternlife, 2013).
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Table 7.0 : Infomercial of Great Eastern
Source :https://www.epartner.com.my/c/document_library/get_file?
uuid=122a6047-7227-4c8e-b1b7-5974d753a3a5&groupId=86107
6.2.2 Social Media Marketing Furthermore, Great Eastern uses digital method by placing
news and advertisement in webs such as Facebook, Women’s
Health Base, Medline Plus and My Fitness Pal
(Greateasternlife, 2013). This is proven that over a period
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of two months, there are total targeted clicks of 245,000
from the audience age 20 till 44.
Table 8.0 : Great Eastern Facebook Page
Source : https://www.facebook.com/GreatEasternLifeAssurance?fref=ts
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6.2.3 Search Engine AdvertisingAt the mean time, Great Eastern practiced online search
advertisement. For example, when people search information
about health insurance, there will be a small box popping
out at the right corner to remind the people about the
promotion and discounts for the policy (Greateasternlife,
2013).
Table 9.0 : Search Engine Advertising
Source :https://www.epartner.com.my/c/document_library/get_file?
uuid=122a6047-7227-4c8e-b1b7-5974d753a3a5&groupId=86107
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6.2.4 Campaign Landing PageOne more thing, the company advertises through campaign
landing page which means that when customers would like to
know more about the latest and updated information, they can
fill up their details in company provided website and the
planning advisor will contact them to meet their needs and
wants of their necessity (Greateasternlife, 2013).
Table 10.0 : Great Eastern Campaign Landing Page
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Source :https://www.epartner.com.my/c/document_library/get_file?
uuid=122a6047-7227-4c8e-b1b7-5974d753a3a5&groupId=86107
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Great news to all Malaysians who are looking fora safe investment with protection plan. Recentlythe No. 1 Insurance Company Great Eastern Life
Assurance have launched one of the bestinvestment return plan with good return. Greatopportunity to grab it. Don’t wait. Looking
forward to serve you for a better life.
BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
6.2.5 SMSGreat Eastern Life Assurance is currently promoting their
new medical plan which is Smart Premier Health cohesively.
They send SMS to every customer and from the analysis
research, every 100th SMS the company sent, there will be
40% of the customers will provide feedback to the company
and sign up the policy (Greateastenlife, 2013). The example
of SMS is shown in the table below.
Table 11.0 : SMS from Great Eastern
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7.0 Conclusion7.1 Hong Leong AssuranceIn a nutshell, Hong Leong Assurance is undoubtedly one of
the youngest insurance companies in the industry. The
company performance in the recent years was good and the
results need to be maintained in order to become better in
the next five years.
7.1.1 Student MarketHLA can improve their performance by forming a strategy to
venture into secondary school and universities in Malaysia.
So far, HLA is mainly focusing on the young graduates.
However, the steps can be taken further to make sure the
company become dominance in the eyes of the students too. At
the same time, the company can promote the products and if
the students are interested to become an agent, the company
can recruit them as they are Y-generation who is creative
and innovative in terms of ideas.
7.1.2 Mobile MoneyPlus, the company can collaborate with Mobile Money to
introduce a system to enable the transaction easier (Kotler
and Keller, 2012). The initiative is taken because the
customers will be attracted with the new system and this
will an excellent marketing plan.
Asia Pacific University Page 29Click on myaccount andit will appear the bracket as shown in
Rememeber to key in the correctdigit of phone number that
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7.2 Great Eastern Life Assurance
7.2.1 Family-day ActivitiesGreat Eastern is recognized as the first ranking of
insurance company in Malaysia. Based on the research and
analysis, the company organizes an event called “YOGA for
Life” in Kota Damansara. This is a good marketing plan
because for those who would like to take part in the event
has to sign up a policy with minimum premium of RM100
monthly. From here, the company can be having more
activities for the family day like drawing competition,
singing contest, make-up contest and others to attract more
customers to participate in the events (Forrest and
Mizerski, 2006). This is definitely a highlighted event
because the customers not only can involve in the event but
also can have coverage of life and critical illness.
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Click it toknow more about the function and guidelines about
Use a strong password that cannotbroken by other people.
BM022-3-2 IMKT Individual AssignmentUC2F1307KMGT
7.2.2 Permanent BoothOther than that, since the company is very promoting of
selling medical cards, therefore, the company can set up a
permanent booth in the hospitals. This is because whenever
the patients are subjected to the hospitals, the company is
able to help them, to service them. Then they can introduce
new plans to the other family members. This is a win-win
situation where two parties benefited from each other
(Forrest and Mizerski, 2006).
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8.0 ReferenceBnm.gov.my (2013). Portal Rasmi Bank Negara Malaysia | Central Bank of
Malaysia Official Portal. [online] Available at:
http://www.bnm.gov.my/ [Accessed: 28 Aug 2013].
Chow, E (2013). Injecting Creativity into Your Business.
Personal Money, Iss. 145 p. 1.
Forrest, E. and Mizerski, R. (2006). Interactive Marketing.
Lincolnwood, Ill.: NTC Business Books.
Greateasternlife (2013). Because We're not just a Life Insurance
Company Anymore. We're a LIFE company. - Great Eastern Life Malaysia.
[online] Available at:
http://www.greateasternlife.com/my/en/insurance/home.jsp
[Accessed: 28 Aug 2013].
Hla (2013). HLA . Hong Leong Assurance. [online] Available at:
http://www.hla.com.my/ [Accessed: 28 Aug 2013].
Kotler, P. and Armstrong, G. (2012). Principles of Marketing.
Boston: Pearson Prentice Hall.
Kotler, P. and Keller, K. (2012). Marketing Management.
Harlow: Pearson Education.
Ryan, C. (2011). High-performance Interactive Marketing. Evanston,
Ill.: Racom Communications.
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9.0 Appendix
9.1 Appendix I
9.1.1 Ariticlesi) As marketer ourselves, we also use fax-on-demand to
distribute information about our articles and books to
interested readers. For this, we use service called
MarketFax, based in Irvington, New York, which has even
developed the capability to match requesters’ fax numbers
with names and addresses so that we can follow up on an
inquiry. MarketFax works with publishers like The Wall
Street Journal, Golf magazine and Success, developing custom
applications such as interactive reader inquiry services and
reader surveys that save time and money for readers and
advertiser. MarketFax president Ed Liss also works with
associations to develop value-added services for its
members. One of these, the National Association of Realtors
(NAR), uses fax-on-demand to provide advance information for
its annual conferences. It also uses an electronic reader
response program in its monthly magazine that pulls 2,000
responses per issue.
ii) In most cases, the user interacts with the system via
touch screen technology that IBM and other companies have
been refining since 1980.
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iii) The program, called SAGE (Shell Adhesive Guide for
Everyone), works by simply loading the disk into an IBM-
compatible computer and typing the word SAGE. Colorful
graphics, animation and sound are used to inform and
entertain a chemist seeking information. All technical
documents can be quickly printed if a hard copy of the
information is needed.
iv) Electronic mail use has become commonplace. As Horton
(1994) notes, “Every day, employees zap thousands of e-mail
messages back and forth. Some messages travel through a
single department, some resemble one-on-one telephone
conversations, others come straight from the top and reach
every employee. The management at IBM, for example, recently
sent an email memo to its 110,000 US employees. The message
urged employees to contact lawmakers to suggest the defeat
of health-care bills proposed by two Democratic leaders.
9.2 Appendix II
Please refer to the next two pages for comparison of saving
plan of GE and HLA.
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