Interactive Marketing Plan of Great Eastern and Hong Leong Assurance

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

Asia Pacific University


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.



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



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



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.

Asia Pacific University Page 1


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).



Image 1.0: Hong Leong Assurance Logo

Image 2.0: Great Eastern Life Assurance Logo



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).



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.



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.



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



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



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



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).



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-



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



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



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.



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.


5.1.1 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



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



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.



6.0 Creative Executions


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.



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).


http://www.groupon.my/deals/klang/Hong-Leong-Assurance/717067290

http://www.groupon.my/deals/klang/Hong-Leong-Assurance/717067290


Table 5.0 : Email from HLA

Source :https://mail.google.com/mail/u/0/?shva=1#inbox/1401d8997dc17cd1


https://mail.google.com/mail/u/0/?shva=1#inbox/1401d8997dc17cd1

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.


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



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).



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


https://www.epartner.com.my/c/document_library/get_file?uuid=122a6047-7227-4c8e-b1b7-5974d753a3a5&groupId=86107



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


https://www.facebook.com/GreatEasternLifeAssurance?fref=ts

https://www.facebook.com/GreatEasternLifeAssurance?fref=ts


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







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


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.


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



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


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.


Click it toknow more about the function and guidelines about

Use a strong password that cannotbroken by other people.


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).



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.



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.



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.



9.2 Appendix III

Please refer to the next page for Bank Negara Malaysia Report of Insurance companies.


Interactive Marketing Plan of Great Eastern and Hong Leong Assurance

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Transcript of Interactive Marketing Plan of Great Eastern and Hong Leong Assurance