Sample of Marketing Plan

Re-launch of Pos Hayat
PosAssurance Joint Promotion Campaign
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
Attained Age: 18-70
Premium (based on Plan 4, 5 & 6):
Age 18-50 = RM48, RM69 & RM91
Age 51-60 = RM95, RM147 & RM200
Age 61-70* = RM156, RM250 & RM343
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
Re-launch of Pos Hayat Marketing Plan

(Refund of premium
during 1st and 2nd
policy years)
Additional Accidental
Death
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
The script need to change and need to highlight Dengue Fever.
4) Road Show
The focus of the roadshow is to educate public and at the same create
awareness.
5) Staff Seminar Selling
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.
Appointment of presenter/s from POS or Gibraltar BSN Life for product

briefing/presentation.
LAUNCH STRATEGIES
Launch Plan
Product Launch
The official launching date is tentatively on 20 August 2014 at Hospital

Putrajaya and Dato Iskandar as our Guest of Honor.
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
Tesco Kota Bharu
Joint Campaign
RADIO COMMERCIAL
STAFF SEMINAR SELLING
Joint Campaign
PLANNING
ONGOING
PRODUCTION
ENHANCEMENT
LEAD GENERATION
SOCIAL MEDIA APPROACH
Page 3 of 5
MARKETING STRATEGY AND EXECUTION

Next Action:
CMOs Office will having a discussion with POS Marketing

Marketing plans, including promotional items, goals, TM/DM or leveraging on the
social media strategies, etc.
RE-LAUNCH OF POS HAYAT AND EXECUTION
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
PROPOSED PROGRAM FOR POS HAYAT PLUS LAUNCH

Hospital Putrajaya
20 August 2014
Program
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
Speech by Y. Bhg Dato Iskandar Mizal Mahmood

Group Chief Executive Officer
Pos Malaysia Berhad
11.40am
Speech by Mr. Vincent Kwo

Chief Executive Officer
Gibraltar BSN Life Berhad
12.00 noon
~ Launch of Pos Hayat Plus

~ Launch of Dengue Awareness Campaign
~ Tour of the Exhibition Area
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

Sample of Marketing Plan

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Sample of Marketing Plan

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Re-launch of Pos Hayat

PosAssurance Joint Promotion Campaign

Attained Age: 18-70

Premium (based on Plan 4, 5 & 6):

Age 18-50 = RM48, RM69 & RM91

Age 51-60 = RM95, RM147 & RM200

Age 61-70* = RM156, RM250 & RM343

Re-launch of Pos Hayat Marketing Plan

The script need to change and need to highlight Dengue Fever.

5) Staff Seminar Selling

Re-launch of Pos Hayat Marketing Plan

Appointment of presenter/s from POS or Gibraltar BSN Life for product

The official launching date is tentatively on 20 August 2014 at Hospital

Tesco Kota Bharu

Re-launch of Pos Hayat Marketing Plan

MARKETING STRATEGY AND EXECUTION

CMOs Office will having a discussion with POS Marketing

RE-LAUNCH OF POS HAYAT AND EXECUTION

PROPOSED PROGRAM FOR POS HAYAT PLUS LAUNCH

Speech by Y. Bhg Dato Iskandar Mizal Mahmood

Speech by Mr. Vincent Kwo

~ Launch of Pos Hayat Plus

Re-launch of Pos Hayat Marketing Plan

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