Download - Advertisement - 1st April Final
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Presentation Outline
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About Us
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Vision and Mission Statements
Vision
To become the most admired health insurance company in India
with customer first culture as the key.
Mission
To help families live healthier, more successful lives and be a
healthcare partner providing expertise for life, Max Bupa aims to
deliver high quality health insurance and ensure consistent
customer experience
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Marketing Goals .
y Marketing Goal Brand awareness
Brand Preference
Increase Brand Imagery
Lead generation targets DST & Telesales
productivity
Agent productivity
Value Market share Customer retention
y Brand Goaly Indias most admired health
insurance company
y Why we are here?
To contribute to your success
by helping you live longer,
healthier lives
y How we do it ?
We treat and care for you as an
individual
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Product Features
Direct Sales
Team Free- Look
Period
No limit on
number of
claim
No TPA
No waiting period foremergency
hospitalization and
zero waiting period
on renewal of policy
24x7 in-housecustomer
service
E-opinion
Specialist
consultation andDiagnostic Test
Covered
GuaranteedRenewability of
Max Bupa Policy
for Life
Cashless
Hospitalization with
swipe card
And Pre-
authorization
Cancellation
of Policy
allowed
Pre and Post
Surgery
expenses are
covered
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Product Features
USP: 1) Cancellation of Policy is allowed
2) Free Lock Period
POD: First Healthcare company having in house research center.country's first comprehensive provider of standardized,
seamless and world-class healthcare services.
POR: All healthcare Service, Including Hospitals
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Key Consumer Insight ..
y Consumer Insight
I want to provide the best for
my familys health but Idont know whom to trust.
y Human Truth
Trust in a relationship is
built when peopleunderstand each other.
Through conversations
and talking to each otherwe build healthier
relations.
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Creative Brief .
y What is the key challenge we are facing?
y Who are we talking to?
y What do they think, feel, and do currently?
y How do we want to change or reinforce this?
y If we could convince them of one thing, what would it be?
y Why should they believe us?
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Creative Brief . cont
y What is the key challenge we are facing?
y
Lack of trust -Fine Print, Hearsay about Rude Shocks. Easybuy, difficult claim.
y Lack of perceived value: no returns, only for
hospitalization
y Lack of knowledge: Dont know how it works. Only for
people who have health problem.
y Lack of need: Fatalistic approach. Reliance on support
systems
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Creative Brief . cont
y Who are we talking to?
y 25-54 yrs ( insurance age group)
y College level + education
y With Annual HH Income of Rs 10 L+ Professionals andcorporate
y Holder of a Life Insurance Policy
y Health seeker
y If we could convince them of one thing, what would it be?
y Health Care Partners on your side
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Creative Brief . cont
y What do they think, feel, and do currently?
y Take health Insurance as Tax Saver and not for life saver
y Lack of trust
y Lack of knowledgey Complicated processes
y Doesn't know how it functions
y How do we want to change or reinforce this?y We want them to buy health insurance and not sell.
y Reinforce trust in the product .
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Creative Brief . cont
y Why should they believe us?
y You talk to us directly to us, not through any TPAs.
y We guarantee you renew ability. We are there for you for a
lifetime.
y We cover your complete family across life stages from new
born to senior citizens of any age.
y You can access truly cashless facility at hospitals thanks to our
relationship with them as partners.
y Your health is important to us.y Our health relationship program helps you to nurture and
improve your familys health.
y You can call us our 24/7 health line or view your members
page on the website for health advisory.
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Brand Proposition
A long term relation with your familys health.
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Media ObjectiveMax Bupa
MarketingObjectives
Corporate
Communications
Television Print Digital Activation
Premium Brand
Imagery
Increase category
awareness and
establish us as a
leader in health
insurance
Emotional connect to
build brand imagery
Product
differentiation
Create awareness
about products and
services
Build awareness
about our product
advantages
In tandem with othermedia, drives website
traffic
Targeted
awareness
Site targeting
through SEM Banners on health
and lifestyle portals
Additional benefit
of activation
programmes and
consumerengagement to drive
lead generation
Lead generation Tactical, limited role Support medium for
lead generation
Local site
promotions, affinity
marketing
partnerships,
database direct
mailing & email.
Core for leadgeneration activities
70% source
Manage Post
purchase
dissonance
Create thought
leadership in health
care and insurance
Sustain brand
imagery prior to
customer loyalty
programme and
tangible benefits
Advertorials about
health news
Share consumer
experience stories
Creating news
about brand on
social websites -
deriving insights,
addressing
consumer pain
points.
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Media Mix
Media MixMedia Mix
RadioRadioTV
(ATL)
TV
(ATL)
Digital
(BTL)
Digital
(BTL)
Press/
Magazines
Press/
Magazines
Use high impact
properties such as Cricket
or other sports for launch
Associate with high
impact properties in mass
genre
Integrations/ sponsorship
on relevant genres catering
to TG such as News
Brand website ,campaign micro sites
Online banners/
mailers
Digital activation
News papers leading dailies across
relevant markets just
for launch
Magazines- Health/
In-flight magazines
advertorial
BTL
Activation
BTL
Activation
Airport/ OOH
Mall activation
RWA
Parks
Corporate
Market Places
Cinema
Hoardings/billboards for
launch to grab
viewers attention
OutdoorOutdoor
Launch withintegration /
road block
O
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TVC Launch
Launch coinciding with T 20 World cup has been looked as anopportunity to launch with a high impact presence.Launch coinciding with T 20 World cup has been looked as anopportunity to launch with a high impact presence.
Blue Print of Launch Plan
8 weeks burst, launching with T20 WC along with weekend afternoon
movies on mass genres, subsequently launch on other genres such as
News (Eng News and Eng Business News) & other niche (Lifestyle, Eng
Ent. and Eng Movies) genres to maintain saliency.TV Plan skewed towards prime time.
Use regional channels to beefuppresence in specific markets
8 weeks burst, launching with T20 WC along with weekend afternoon
movies on mass genres, subsequently launch on other genres such as
News (Eng News and Eng Business News) & other niche (Lifestyle, Eng
Ent. and Eng Movies) genres to maintain saliency.TV Plan skewed towards prime time.
Use regional channels to beefuppresence in specific markets
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Strategy towards Print
Launch ads
Launch with Full page or bigger size ads
Launch close to Diwali season- New big releases during the period.
Also, TV being highly cluttered a strategy to sustain ourselves during the
period
Use activation supported by regular spot buys
Create High Quality
LeadsThrough an owned
team
Events on an weekly
basis
Hire an activation
agency with a target
to run the programs
Leverage Technology
Use Technology to
ensure all leads are met
Optimize conversions
Reporting and
Analysis of activations
Predictive
Modeling
Use data of
conversions to
identify sharper and
more profitable
activations
Perfect profiling of
potential customers
Brand engagement
at key target
customer locations