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Sample of Marketing Plan
Sample of Marketing Plan
PRODUCT SUMMARY
Future Continuation of Pos Hayat Product (launched for 2 years
(since 28 May 2012)
- Based on the feedback shared by PosAssurance to include TPD coverage.
- To increase the attractiveness of the product; we hence proposed death and
hospital cash
benefit due to dengue fever.
- Pos Hayat Plus target mass market that prefer a comprehensive coverage at
affordable
price.
Enhancement on the Pos Hayat Product, which can include:
Consumer Promise
Benefit 1
Death & TPD
Benefit 2
Additional Accidental Death / TPD
Benefit 3
Additional Death Benefit due to Severe Dengue
Benefit 4
Hospital Cash Benefit for Dengue Fever
Benefit
Death
Plan 1
3,000
Plan 2
5,000
Plan 3
7,000
Plan 4
3,000
Plan 5
5,000
Plan 6
7,000
10,00
0
20,00
0
30,00
0
10,00
0
20,00
0
30,00
0
(Refund of premium
during 1st and 2nd
policy years)
3,000
5,000
7,000
Additional Accidental
TPD
10,00
0
20,00
0
30,00
0
10,00
0
20,00
0
30,00
0
30
per
day
50
per
day
70
per
day
TPD
Not Applicable
Additional Death
Benefit for Death due
to Severe Dengue
Hospital Cash Benefit
for Dengue Fever
(Subject to Lifetime
Limit of 10 days)
Attained Age
18 to 50
51 to 60
61 to 70
Premium (RM)
38
78
151
56
121
245
75
165
335
48
95
156
69
147
250
91
200
343
COMMUNICATION STRATEGIES
Messaging by Audience
Marketing messages for different audiences:
1) Production of Marketing Materials - Product brochure, buntings, placemat,
posters.
2) Gibraltar BSN Lifes Telemarketers to sell the product.
3) Radio Commercial
4) Road Show
The focus of the roadshow is to educate public and at the same create
awareness.
Page 2 of 5
The objective of this approach is to share new benefit of the product with
POS Malaysia staff.
The sign-on gift will be given to the staff upon purchase of Pos Hayat
product.
LAUNCH STRATEGIES
Launch Plan
Product Launch
The launch will become part of our Joint CSR program with POS and various
activities will be conducted after the launch i.e. Advocacy/Awareness Talk on
Dengue Fever, visit dengue fever patient.
Promotional Schedule
AUG14
SEP14
OCT14
Tesco Bukit
Tinggi
Selayang Mall
NOV14
DEC14
PRODUCT
LAUNCH
MARKETING
MATERIALS
ROAD SHOW
Carrefour
Prai
Giant Senawang
Joint Campaign
RADIO COMMERCIAL
STAFF SEMINAR SELLING
Joint Campaign
PLANNING
ONGOING
PRODUCTION
ENHANCEMENT
LEAD GENERATION
SOCIAL MEDIA APPROACH
Page 3 of 5
Next Action:
Overview of strategy.
CMOs Office & PosAssurance will be liaising with POS Malaysia on the invitation
to Dato Iskandar and availability of Hospital Putrajaya
Corp. Comm to prepare brief of the launch e.g. program and invitation letter to
Dato Iskandar.
Overview of media and timing.
Time
10.30am
Arrival of guests
11.00am
Arrival of VIPs
11.05am
Welcome by MC
11.10am
Speech by Director
Putrajaya Hospital, Ministry of Health
11.20am
11.40am
12.00 noon
12.30 noon
Buffet Lunch
Page 4 of 5
OTHER PROMOTION
Staff Seminar Selling
Next Action:
To liaise with POS Ops / HR on the product briefing to POS staff and propose
location.
Page 5 of 5