EFU LIFE, ORIGINALLY EASTERN FEDERAL UNION INSURANCE COMPANY LIMITED, IS A PAKISTAN-BASED

LIFE INSURANCE COMPANY. IT WAS THE FIRST INSURANCE COMPANY IN INDIA FOUNDED IN 1932
OWNED BY THE MUSLIMS BASED IN CALCUTTA. EFU IS TODAY THE LARGEST LIFE INSURANCE COMPANY
IN THE PRIVATE SECTOR IN THE COUNTRY. THE COMPANY HAS SET UP OVER 150 BRANCHES
THROUGHOUT THE COUNTRY AND EMPLOYS OVER 3500 PERSONS IN ITS SALES FORCE

PRODUCTS OF E.F.U

PROPERTY (FIRE & ENGINEERING) 

MARINE AVIATION & TRANSPORT 

MOTOR 

MISCELLANEOUS

Segmenting, Targeting and Positioning 

Efu Life Insurance Company geographically segment and target the market across the Pakistan. They
want to reach to every potential customer everywhere in the Pakistan. 

Efu life insurance strongly focuses on demographics to segment the market and target the potential
customers. Demographically, Efu segment and target both genders male and female, as they have
scheme and policies for both gender.

 Behavioral segment and target, EFU target benefit seeking behavior, as their behavior is to get benefit
from everything so EFU gives the knowledge about the benefits of having life insurance, how you will be
benefited by insurance in long-terms

POSITIOINING

 In positioning EFU in the mind of customers want to be the best and top insurance company against all
other insurance companies. They want to position their service in terms of lowest premium and quick
claim, immediate response, quality service.