媒体-optimized 瑞泰品牌策略提案2008

2018年2月1日星期四,Brand Strategy to Skandia,Round 218th April 2008,Research Review,Structure & Process,CulturalContext,ConsumerContext,BusinessContext,BrandScan,BrandAudit,Brand vision,BrandPrint,CustomerPrint,deliver,Destination,Vision of Company : recap,Old Mutuals vision：Grow market share in the rapidly developing market of China, then expand to rest of AsiaSkandia:bsamTo become the leading brand in investment insurance in China,ContextPerspective,I,Identifying opportunities,Skandia-bsam,Business,Consumer,Culture,The leader of marketing will take the role of educating the marketing,Professional product promotion will need to cultivate key consumer groups - opinion leaders begin,Facing the cracker-barrel marketing, sheep mentality and seeking outside help to ease the pressure,BusinessContext,Above 10billion(RMB)Chinese company is the main body,10billion-3billioon(RMB)Chinese and foreign companies,3billion-1billion(RMB)Foreign companies,1billion(RMB)Chinese and foreign companies,Facing fierce competition among foreign companies in insurance industry,Skandia entered the Insurance industry with UL products, so its current business developing model is different from integrated insurance company,Sales pattern: largely rely on huge sales network, with strong consumer database infrastructure Brand: sustained brand building Goodwill: Based on the life insurance business, such as the establishment of the existing customers and the level of trust The insurance company for insurance and investment strategy: a unique opportunity for business growth, as the market matures and space to focus on strategic adjustment.,Sales pattern: banks and other indirect sales channels, to play the role of supplier Brand: still confined to the professional field of brand influence Goodwill: At present, based entirely on the insurance business for the establishment of even the knowledge of the investment market fluctuations influence The insurance company for insurance and investment strategy: the success or failure of the business, the original point of growth, no matter how maturity of the market, the need to go all out to promote.,Skandia,Comprehensive insurance company,Financing product in bank10,00billion,Fund10,00billion,Bank saving176,00billion,Saving/recovery type ofLow income, low risk,Personal oriented,Agency oriented,Life insurance4,48billion,Equity6,86billion,Investment/active typeHigh income, high risk,Profit sharing insurance222billion,Data source: xinhua net, South weekend, Tencent and so on网,The investment insurance market is on its first stage in China, there is still great growing space,Universal life insurance43billion,UL insurance39billion,Bond1,80billion,Bank financing product,To expand market share sharply, need to redefine the competitive category of investment insurance market,fund,Investment insurance,stock,The representative of the market as a sub-business,we need to expand areas of competition, extensive enclosure, and then influence the establishment category through market segments absolute influence, and comprehensive insurance investment products for direct competition.,Skandias competing category,Business opportunity for Skandia：,Background : Chinese financial investment market is maturing day by day, need professional direct and education.Opportunity for Skandia：separate the UL from insurance category, as an independent investment sub-category, in line with stock and fund, as well, positioning Skandia as leader in this category.,ConsumerContext,Financial management has become a part of life of consumers,Financial management is a natural thing, all in the management, the belief that “If you dont manage fortune，fortune will never come to you”； The importance of investment diversification: Do not have all the eggs in one basket The purpose of financial management: profits, preserving and increasing insurance; Financial management is part of life, or even become a kind of interpersonal communication; Investment & financing are understood clearly ，financing start to attach stability,Fiscal stance,Secure and have a certain return on the proceeds (10%, slightly higher than banks) Spreading Flexible operation High degree of transparency Looking forward to the financial institutions-Manager Long-term investment began to be a certain degree of acceptance,Perfect way of financing,Financing,Diversify the investment (in the form of various financial way) What their financial management is a clear understanding crowd (mostly sound-and take the initiative to type), and that the choice of financial means and the psychological state Very busy, but always pay attention to the stock / Dynamic Fund, the value of the information sought Fiscal management: Optimal mobilize resources (Network / industry friends),Consumer awareness of the general financial management, they need to have a financial plan, the Fund / stock market conditions and make them clearer understanding of: financial management is a long-term process that requires steady, worry, the Manager of the agency to a certain extent expect Fiscal management always pay attention, pay attention to the mobilization of the best resources (Network / industry friends), the value of the information sought,资料来自消费者座谈会研究报告,The character of unit-linked insurance consumer: stable profits and self-confidence,Growing steadily come from:Steady-going personality: not like to take on too much financial risk, so the investment portfolio is considered Financial experience: not satisfied the banks interest, but also experienced Chinese fluctuated stock market, so they have steady investment concept.Assertive, not radical, I believe my own judgement A long-term investment philosophy: willing to do 5-10 year investment A certain income, to assume certain risks Cause of the stability of the family, have a financial planning,Meanwhile，the consumers of unit-linked insurance would like to hope they are the choice of wisdom,Most consumers do not think that the choice of different financial products have status and the spiritual level differences. They believe that the choice of different products is a state of mind, stimulating like playing on the stock; And they will not feel the use of certain financial products distinguished / success / wisdom or sth. else, and they believe that China is a huge contingent of the investors, such as to discuss with the distinguished them from the psychological state too much, not realistic. By contrast, the UL consumer want to verify their wisdom and confidence by choosing financial products which can withstand the test of the market. - Because a lot of people think I first investment, the investment philosophy not mature enough, but I can still tell them very wise, is to use the results can also tell them, its very useful - There is a greatest characteristic is they do not have friends, what they saw up on what pleased that the next good buy on special, um, I do not want them stirred up trouble, my long-term investment philosophy or partial, I prefer partial long-term, because short-term things are speculative, long-term investment philosophy is the correct ,Investment considerations are driven by 3 core factors:Attitude: aggressive / conservative（Item A）Depend on the type of investmentThe stability products like unit-linked insurance、insurance、real estate will have the high demand to the long idle capitalKnowledge: financial knowledge（ Item K） Depends on maturity of investment and PortfolioUnderstanding of the users of financial management will, in accordance with their own needs for their own investment choices; and the lack of financial knowledge of the companys customers often will be affected by public opinion, and the impact on sales channels, a non-rational investment or purchase financial productsTime: time to think about investment（ Item T）Depend on the dependence of agencyWho do not have sufficient time will have more demand to the financial institutions or investment professional team,Determining direction：Analysis of potential Consumer,Investment users segmentation,AKT users developing mode：Attitude * Knowledge* Time The premise of below model: long-term governable capital,Knowledge,Steady,busy,Time,Leisure,Attitude,【A-K+T-】 Top priority usersPossess the necessary financial knowledge and idle funds, but lack of financial management time. They are the key development users.,【A-K-T-】High priority potential usersIn favor of short-term and may become the user of K+A-T- in long-term education,【A-K-T+】Lower prioritypotential usersThrough education, change to A-K+T+ users,【A+K+T+】Generally operate on themselves,aggressive,abundance,Consumer Opportunity for Skandia,Social Background: fiscal become part of public life, particularly for the middle class and the new rich class, the concept of fiscal become more mature spread the risks, the pursuit of a more long-term and stable growth of wealth has gradually become a trend. Skandias opportunity：EvangelizeTarget the group most receptive towards investment insurance, provide further market guidance and consumer education. Cultivate them into Skandia “ambassadors” who evangelize to the broader market.,CulturalContext,1、The “green” financing concept is strong among “followers”,The Confucianism exert a subtle influence on the China culture for thousands years The individuals power to express is very feeble Chinese seem conservative and fear being drop behind at the attitude to the new things, and easily to be a follower to the public In the immature domain, the Chinese plasticity and capacity is strong,Surface confidence belies under currents of insecurity : they need to work hard to maintain current lifestyle and build financial safety net,“steady-going is the most important things for me ” “since I am young try my best to earn more money to make a good foundation “ “the direction is clearly ,knowing to do next step, where the danger is ,even something unbeknown ” “things goes smoothly and continue to work hard to add up a lot “ “trust all things will go better and better ”,“you must follow up the step that the society move fast or you will be abandoned ” “a little afraid about become elder ,competition is everywhere no one can master the future” “I am a type of crisis ,in company there are lots of assess, since become elder ,insurance is must”,VS,Things easy to deal with,Be prepared for danger in times of safety,Confident about their earnings capability,But there are under currents of anxiety about future security,Consumer insights,They desperately require assistanceconsolidate their fortune, counteract future risk,to maintain current comfortable lifestyle and build future security,Skandia,Business,Consumer,Culture,The market in China grows fast but is still immature, as the leader of the invest insurance, we should do more education work to make them recognize, so as to get more business opportunity,Find the UL product target consumer who can easily accept (middle class and new rich who lack time and specialist to help with financing knowledge) and form leader public praise,Master the society culture point: China grows fast and incertitude, feel insecure to the future, need expert guidance to get easy and guaranteed life,The market in China grows fast but is still immatureThe consumer need expert guidance to grasp variety investment opportunities to have easier life in the future We can be defined as the leader of the investment insurance based on UL, according to influencing the core target fast, play the role of educating the market, and enhancing the status in the category,Brand Scan ofSkandia,II,Analyzing distribution, potential and existing consumers on the 6 aspects of brand building ,Brand scanning - Product,Company：“our product is very high-end product and we are the most professional company. We have professional process, so we are providing the best service. The most financial product is not patent, so its easy to be copied by others. So our solution is to keep innovation, this helps us to attract consumers.,Potential consumers：Low perception of product: “its hard to understand the concept of unit linked insurance, it seems like the combination of insurance and fund. Un-rational expectation of yield: “I want my investment is stable, but first of all, it must be growing.” As a way to reduce the risk of investment, UL insurance is another option.,Distribution：One feature of UL product is account switch, the price difference of trade and the fee is compareingly low, but people are not easy to understand it. The product of Skandia is in the middle of road, the yield is either the highest one nor the lowest one. Absence of after-sale services,Skandias consumers：positive：“I have no time to investment. So I choose insurance company to manage it. I hope it can have stable profit and will not take much time . negative：“I choose Skandia because it focus on UL insurance, so I hope I will have more professional service. But actually it is opposite 。“Skandia never show up after I bought his product.”Skandia should be better and professional,Data source：Focus group of Skandias clients and channel interview (BJ&SH),Finding of Skandias product,Skandia has the ambition to be the leader of category, but there is still a long way to go:One side, the perception of the whole UL product market is low and not mature enough, so there is a gap between the consumers understanding of the product and the expectation of the yield.Another side, professional image is not well delivered by enough professional testimonialsThe background of company is a key factor for consumers to choose Skandia, but the after-sale experience is the actual communication button. When the consumers take UL product as an option to reduce the risk of investment, and have rational philosophy of investment, UL product will become a good choice of investment.,Brand scanning - Image,Company：“when people talk about Skandia, it will associate to a expert and professional. ”Skandia related with good service, professional image. And to consumers, they have a feeling of high-end service. ”“old mutual has a approach in China before and this brand is not active in advertising, so the perception of its brand is low accordingly.,Distribution：Positive: professional, high reorganization in distributionNegative: many forms of training and interviews, but not effective enough “Skandia will come to our approach regularly, but usually they just come and go.”,Skandias consumers：Positive ：Honest image and international experience “I feel this company is honest and it has international experience, this can be shared in China. Long term investment “the background is good, and its investment philosophy is the same with mine. Negative ：The gap between the high expectation of before-sale and the low satisfaction of after-sale.Absence of fit service, and slow reaction. “a foreign company which is not adopted well in China.,Data source：Focus group of Skandias clients and channel interview (BJ&SH),Finding of Skandias image,The communication of Skandia focuses on distribution channel and the industry. The professional image is recognized by both two sides. This brings two problems in practice:A big fall between the high expectation of Skandia and the low satisfaction of experience after sale. Deficiency of professional support in distribution channel lead to distance between Skandia and distributors.,Brand scanning - Goodwill,Company：Some charity event before, but not connected with Skandias brand.“we donate money to charity organization, this is just from the conscience of our heart, we do not connect this to our brand.” “a friend in media said that our company is like a Ferrari runs in country road.”,Distribution：Positive ： “Skandia had focused on UL insurance for 4 years Negative The product of Skandia is in the middle of road, the yield is either the highest one nor the lowest one. “effected by the whole financing market in China, the sale of Skandias product is not good.“most of my clients dont know Skandia before.”You are professional, but the product is not good enough now, there must be some thing you dont tell us.,Data source：Focus group of Skandias clients and channel interview (BJ&SH),Finding of Skandias goodwill,The current developing stage of Skandia decides the level of goodwill. The impression is only related with the UL product now. While the UL product is effected by the volatile market. The goodwill is not stable. As a companys goodwill, we should set the influence in industry.,Brand scanning - Consumers,Company：Target on high-end consumers, private capital is above million, and annual income is above 100 thousand. High-end service“our consumers are millionaires, so we hope our brand connected with good service and professional product. Lack of affinity,Potential consumers：”team service is good, but first of all, you should have some thing to prove your ability and persuade me to trust your team. “,Distribution：Foreigners also buy ul productYield is an important deciding factors,Skandias consumers：“all consumers should be treated like VIPs”now, most of my investment are on UL product, but I want to change it, and will not invest more money to Skandia“Terminal service is not qualified (in the eye of brokers and bank）Sales or brokers: the introduction should be more professional and impersonalAFP: hope Skandia can be a predictor of market and adviserCall center: extend the working hour, especially in weekend.,Data source：Focus group of Skandias clients and channel interview (BJ&SH),Finding of Skandias consumers,When consumers do not fully understand UL product before buying, a bad experience after buying will lead to a big fall of expecta