2018年3月8日星期四 Brand Strategy to Skandia Round 2 18th April 2008 Research Review Structure & Process Cultural Context Consumer Context Business Context Brand Scan Brand Audit Brand vision Brand Print Customer Print deliver Vision of Company : recap Old Mutual’s vision： Grow market share in the rapidly developing market of China, then expand to rest of Asia Skandia:bsam To become the leading brand in investment insurance in China Context Perspective 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 Business Context 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 bank 10,00billion Fund 10,00billion Bank saving 176,00billion Saving/recovery type of Low income, low risk Personal oriented Agency oriented Life insurance 4,48billion Equity 6,86billion Investment/active type High income, high risk Profit sharing insurance 222billion 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 insurance 43billion UL insurance 39billion Bond 1,80billion 。。。。。。以上简介无排版格式，详细内容请下载查看