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

1. RISE UP TO CHALLENGE
BRAND MANAGEMENT
PPT GROUP NO. 08

2. IS AAI going through Right Path?

3. 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.

4. 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.

6. AAI Ownership Structure

8. segmentation of Srilankan Insurance Industry
Insurance Companies
Life
Family and children
Individual protection
Retirement plans
Loan protection
Non life
(General)
Motor and Non
motor

9. 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).

10. How to improve Brand Equity

11. Brand Equity
Brand Knowledge
Brand Awareness Brand Image

12. Positioning Map
NON LIFE
LIFE

13. BCG Application

14. Recommendations to improve
Positioning and brand equity
•Focus to Non life segment

15. Recommendations to improve
Positioning and brand equity
•More attention towards Motor insurance

16. • Coming up with more intensive Advertising
campaign
Recommendations to improve
Positioning and brand equity

17. Recommendations to improve
Positioning and brand equity
Advertising highlighting Financial strength of Softlogic
group

18. • Develop life Insurance Development Team.
Recommendations to improve
Positioning and brand equity

19. Point of parity
The 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

20. Point of differences
product offering that are relatively distinct to
the offerings of like competitors.
Points which leads to long term competitive
advantage

21. Point of differences

22. 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

23. Point of differences

24. Point of differences
• ‘Asiri Alliance Medical insurance
Contract 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.

25. Point of differences

26. Point of differences
• Strategic CSR
CSR 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.

27. Brand Mantra
• Current Brand Mantra- Rest Assured

28. Brand Mantra
• Recommended Brand mantra For AAI
Trust Assured

29. Presentation Summary
Company profile
STP strategy
Brand Equity
Recommendations to improve Positioning and
Brand equity
POP’s and POD’s
New Brand Mantra

30. KINGS/PPT. GROUP NO :08/AAI. PLC