strong top-line growth - even faster ... - prudential plc/media/files/p/... · prudential...
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Mark NorbomPrudential Corporation Asia
November 2004
Our Distribution StrengthsOur Distribution Strengths
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Delivering profitable and sustainable growth
Strong top-line growth - even faster bottom-line growth
Leveraging regional scale, expertise and innovation
Creating a lastingfoundation
Driving proven successmodels to all markets
Continued strong growth
Accelerating profitability
Building sustainability
Integrated operating model
Leadership development
Risk management
Brand strength
Business building expertise
Multi-channel distribution
Product innovation
Customer centricity
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Prudential’s Agency ModelOverview
Prudential’s Agency ModelOverview
Dan BardinPrudential Corporation Asia
November 2004
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Importance of agency
Agency is Asia’s largest distribution channel
Customer preference for face to face
Importance of relationships in sales process
Channel ownership
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A force of over 127,000 agents providing 75% of our sales
Share of APE (Q3 2004)
Importance for Prudential
0
20
40
60
80
100
120
140
2000 2001 2002 2003 Q3/2004
Number of agents‘000
CAGR : 50%
Agency75%
6
Agency75%
Partnershipsdistribution
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As we have grown so have the challenges
Challenges and strengths
Challenges
Growth of large-scale base
Geographical diversity
Managing scale
Compliance
StrengthsSignificant management experience
Robust, proven model
Tailored across markets
Productivity potential
Comprehensive regional and local compliance structure
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Prudential’s Agency ModelPrudential’s Agency Model
Kevin Holmgren and Edward NavarroPrudential Corporation Asia
November 2004
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Introduction
Strong agency growth across all our markets
Success driven by robust and proven model– Clear framework– Focused on the drivers of the channel
No one size fits all strategy– Tailored by stage of agency development– Tailored by market
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Recruiting Training Activity Incentives
Our agency model
Our model is focused on the channel’s key drivers
Growth Productivity Retention
KPIs KPIs KPIs
Agency infrastructure (tools and systems)
• Agent leaders : 11,375
• Country agency management : 1,448
• Regional head office : 4
Channel management
and compliance
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Agency recruitment
A sound platform to keep driving new flows of recruits
Recruiting process
Leader recruitment
Recruitment seminars
Profiling
Licensing
Success track record
Critical mass
Efficient process
Prudential brand
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Agency training and activity
Specialist trainers and on-going training support
• Dedicated training in all countries
• 323 trainers around the region
• Over 470,000 hours spent on training per month in 2004
• Managers / leaders provide on the job training support
• Focus on – Licensing agents to start selling– Broadening product portfolio to
drive higher productivity rates
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Sales infrastructure
New infrastructure to support productivity growth
Sales Activities
Database System
Powerful Sales Tool
Product Library
Transaction System
Informational Hub
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Agency retention
Training and support– Sales tools– On-going training and
development programmes
Career development structure
– Promotion opportunities
Agency recognition– Star Club, President’s Club,
annual awards
A structure that builds long-term loyalty to Prudential
Supported by Prudential brand
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Sales compliance
A comprehensive compliance infrastructure across the Region
Monitor
EducateEnforce
Regional levelLocal level
Training seminarsCommunications
Visible and quick
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No standard model applied to each market
Agency models
Part time and full time agent mixSimple product portfolioSimple, commission based compensation
Full time agentsNeeds based sellingSophisticated product portfolioLess hierarchical structure
Traditional tied agency
Financial advisors
General agency
Segmented agency
Greater emphasis on variable cost baseSupports quick geographical expansion
Segmented commission and supportMix of product and sales capabilitiesFocus on productivity growth
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Selection and tailoring to the unique demands of each country
Variety of models
Japan, Korea
Professional financial advisors
Vietnam, India, China
Traditional agency model
Indonesia, Thailand, Philippines
General agency model
Hong Kong, Singapore, Malaysia, Taiwan
Segmented agency model
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Case study : Building scale in new markets
Example : VietnamInitial focus on major metro areas
Expanding into provinces
Innovative use of general agency concept
Leveraging Prudential agency expertise to build rapid scale
Focus on driving total headcount
No 1 share of total agents drives our No 1 share of sales
Agent numbers versus APE
Focus on rapid agency growth in Vietnam
0
5
10
15
20
25
30
35
40
2000 2001 2002 2003 Q3/2004
£ million
0
5
10
15
20
25
30
35
40
'000agents
APE (LHS) Number of agents (RHS)
Constant exchange rates
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Case study : Building productivity in established markets
Example : Singapore
Strong brand recognition
Leveraging Prudential expertise to improve agency professionalism
Focus on driving improved agency productivity
Strong agent productivity drives our strong share of sales
Agents numbers versus Regular Premium / agent / month
Focus on productivity growth in Singapore
0
0.5
1.0
1.5
2.0
£ '000
0
2
4
6
8
10
12
14
16
18
'000 agents
NB Regular Premium per agent per month (LHS)PACS agent # (RHS)Industry agent # (RHS)
2,692 2,915 2,899 3,048
12/2000 12/2001 12/2002 12/2003
Constant exchange rates
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Summary
Robust, proven framework
Sophisticated infrastructure and training support
Tailored models to support different stages of country development
Success breeds continued scale growth
Productivity enhancements through training, segmentation and sales infrastructure
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Partnerships DistributionPartnerships Distribution
Pierre FenechPrudential Corporation Asia
November 2004
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Growth Opportunities Access more customers
Penetrate new segments
Expand existing relationships
Establish new relationships
Roll out to all markets
Develop new sub-channels
The role of partnerships
“By 2006, bancassurance could potentially account for 13% of total premiums collected in Asia’s life insurance sector.” Swiss Re Sigma No7/2002
Agency
Low
HighLow
High
Customersophistication
Productsophistication
Independent
Brokers / IFAs
Direct
Bancassurance
WorksiteMarketing
Source : NMG Financial Services Consulting – Life Insurance Distribution Best Practices 2002
PrudentialCorporation Asia
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Continued growth and geographical diversification
New business contribution mix
APE £ million
Contribution from all Partnerships
Distribution channels
2% of total APE
25% of total APE100
80
60
40
20
0
OthersThailandTaiwanSingaporeMalaysiaKoreaIndia (26%)Hong Kong
Q3/20042000
PrudentialCorporation Asia
123% CAGR
Constant exchange rates
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Success formula
Committed to multi-channel distribution
Focus on quality long-term partners
Track record of successful implementation
Proven operational models
Quality of people and management
Investment in innovation
PrudentialCorporation Asia
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Expansion of bank partners
* This is the number of bank strategic alliances. We also operate a number of campaign based activities with other bancassurance partners across the region.
PrudentialCorporation Asia
From…8 partnerships with 5 banks in 8 countries
to …26 partnerships* with 22 banksin 11 countries
2000
2004
25
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Expansion of bank channelsPrudentialCorporation Asia
Customers
Products
Bank staff
Direct marketing
andtelemarketing
Financial services
consultants (FSC)
Workplace marketing
Priority banking and SME owners
Bundled consumer products
Mass affluent branch users
Full range of protection and
savings
Mass market and mass affluent branch users
Simple quasi-bank savings
products
Credit card and target retail segments
Credit protectionpersonal accident
and simple savings
Priority customers and SME owners
Personal and business related
covers
Mass Market branch users
Mortgage and other simple
protection
Employees of commercial customers
Combined bank and insurance
propositions
Significant expansion in reach across available customer segments in banks
Tailored multi-channel bancassurance distribution model
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75% 25%
APE split for 3rd quarter 2004 year to date
Diversification beyond banksPrudentialCorporation Asia
Bank staff – Tellers and relationship managersPrudential bancassurance consultantsDirect marketing to bank customersDirect marketing to non-bank customersIndependent non-bank brokers
25%
24%19%
11%
21%
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Agency Partnerships
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Tremendous Opportunities
Grow existing bancassurance and non-bank partnerships
Forge new long term relationships with quality partners
Expand our direct marketing & worksite marketing capabilities
Open new and innovative partnership channels
Develop our talent pool
Committed to continue increasing sales through partnerships distribution
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PrudentialCorporation Asia
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Bancassurance in Hong KongBancassurance in Hong Kong
James C K WongPrudential Assurance Hong Kong
November 2004
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Strength of partners
Well-known and reputable Strong insurance brand
Joint commitment to delivering valueLaunched in February 1999
Distribution strength : 60 Hong Kong branches
Broad customer base Channel development
Insurance expertise
Product and training
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Bancassurance business growth
0
10
20
30
40
50
60
70
1999 2000 2001 2002 2003
Tied agencyBancassurance
Bancassurance sales have grown quickly in a short time to become a very material contributor to our business
APE £ million
Q3/2004
41.5
29.6
0.64
15.9
28.334.8
28.736.3
47.353.2
57.5
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Expansion of bancassurance channels to increase access to SCB customers and contact points
Multi-channel approach
Bank staff Direct
marketing andtelemarketing
Financial services
consultants (FSC)
Workplace marketing
Priority banking and SME owners
Bundled consumer products
Mass market / Excel retail
Credit card and loans
Priority banking
Mortgage and Auto
Corporate and business
Standard Chartered Bank customer segments
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Our financial services consultants
l 120 financial services consultants : Prudential salaried employees
l Professional and comprehensive training
l Well defined Career Programme
l Branch-based and Mobile
l Differentiated by expertise to tailor different customer segments
Financial services consultants (FSC)
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Our branch staff sales
l SCB branch staff : 40% of SCB front-line staff with insurance license
l Simple volume products
l Pass referrals to Financial Services Consultants
Bank staff
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Our direct marketing and telesales
l Call centre
l In excess of 1 million outbound calls in 2004
l 150,000 customers with more than 200,000 in force policies
l Well-defined sales process and professional telesales
Direct marketing and
telemarketing
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Comprehensive product range reaches more customers via more contact points
Standard Chartered Bank Customer Segments
Mass market / Excel retail
Credit card and loans
Priority banking
Mortgage and Auto
Corporate and business
Prudential products
Savings and investment
With profits and unit linked
Accident and health
Credit line Mortgage protection
Bank staff Direct
marketing andtelemarketing
Financial services
consultants (FSC)
Workplace marketing
Priority banking and SME owners
Bundled consumer products
Standard Chartered Bank customer segments
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A few words from our SCB bank partner
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Summary
l Broaden our customer base with SCB partnershipl Successful partnership that delivers additional APEl Significant growth potential through shared vision
and joint commitment l Experience in Hong Kong helps refine partnerships
distribution model in other countries
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Competitive Advantage ThroughMulti Distribution
Competitive Advantage ThroughMulti Distribution
Mike BishopPCA LIFE KoreaNovember 2004
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Market overview
2nd largest in Asia (after Japan)
7th largest in the world
Regulations are restrictive especially on product development, but these are improving
Local competitors still dominate
Foreign competitors have been very aggressive
Competitors still focus on limited channel strategies
Product diversity remains limited
Significant life insurance
market
Restrictive regulations
Strong competition
Products and Channels
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6
5
4
3
2
1
0
Multi distribution : Evolution
A true multi distribution business
February 2002 launched PCA LIFE
brand
October 2003
launched Cable TV
September 2003 launched
bancassurance
July 2003 launched
new direct marketing
October 2002 launched general agency
July 2002 launched financial
consultant
1/2002 4/2002 7/2002 10/2002 1/2003 4/2003 7/2003 10/2003 1/2004
£ million
Constant exchange rates
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Multi distribution : Channel profile
Four channels
Tied in-house professional agency force
Non-tied agencyCable TV and
outbound telemarketing
Branch sales driven
Variable Universal Life Cancer Cover Variable
Universal Life
Annuities Ladies Cover Annuities
Whole Life Child Cover Savings
Term Personal Accident
Variable Universal Life
Annuities
Whole Life
Term
FinancialconsultantsJuly 2002
General agency
October 2002
DirectmarketingJuly 2003
BancassuranceSeptember 2003
Selling Selling Selling Selling
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Each of our channels have made a material contribution to the business
Multi distribution : Channel contribution
21%
18%
38%
23%
2001 2002 2003 Q3/2004
1009080706050403020100
BancassuranceDirect marketingGeneral agencyFinancial consultantsGroup business
%
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Multi distribution : Partners
Direct marketing
Partners have also been key to our multi-distribution success
Bancassurance
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Whilst maintaining channel-specific products, focus has been on increasing unit linked sales
Product portfolio
2nd in market with Variable Universal Life
Variable Universal Life now comprises over 50% of new business sales
Variable Universal Life marks a significant move away from traditional
guaranteed products
Product mix (APE basis)
100
90
80
70
60
50
40
30
20
10
0
%
2001 2002 2003 Q1/2004 Q3/2004
TraditionalAccident and Health
Unit linkedGroup
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Q1Q2Q3Q4
Since launch in Feb 2002, we have achieved significant sales growth
What we have achieved : Including 2004
£ millionAPE
1614121086420
2002 2003 Q3/2004
Constant exchange rates
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Since launch in Feb 2002, we have achieved significant sales growth…despite decline in Korean life insurance market
What we have achieved : Including 2004
APE£ million £ billion
1614121086420
7
5
3
1
Q1Q2Q3Q4
2002 2003 Q3/2004
Market trend
Constant exchange rates
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Now a material channel through understanding Korean female consumers and designing simple needs-based products
Identify and understand
primary targets
New product development
Distribution choice
Cross sales / Up sales
Housewives “Ajumas” are key decision makers and they watch lots of TV
Developed simple and easy to buy products that appeal to mums and wives
Offered direct via Cable TV to reach a nationwide audience
Find and “Win”
Telemarketers close the sale and also generate leads for financial consultants
Keep
Pioneering insurance sales through Cable TV
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Pioneering insurance sales through Cable TV
1. Infomercial on Home Shopping channel
2. List generation
3. Outbound sales calls
4. PCA LIFE underwrites and issues
Cable TV sales process
5. External fulfillment
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Pioneering insurance sales through Cable TV
Created a new market and carved out a compelling customer proposition
Pioneer of Cable TV distribution
45,500 policies sold since October 2003
Cross sale opportunities for our financial consultants
Created a distribution channel in its own right
Enhanced brand building and public relations efforts
What we have achieved
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Summary
Our strong commitment to multi-distribution
We pioneered Cable TV distribution of life insurance
Specific products developed to meet the needs of each channel and each target audience
Each channel has made a material contribution to the business
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