Marketing Plan

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MARKETING PLAN :
ZMY & ASSOCIATES SDN
BHD

PRESENTED BY :
ILI NABIHAH BINTI AHMAD
2012249218

Agency Background
Founders: Puan Zuriati Mohamed
Yusoff
: Encik Zubir bin Ismail

Founded on : 23rd March 2011
Agency’s operation : Promoting and selling AIA AFG Takaful Berhad products

AATB is a joint-venture company between American International Assurance Bhd and Alliance Bank Malaysia Bhd, a wholly owned subsidiary of Alliance Financial Group Berhad

ZMY & Associates Sdn. Bhd’s Vision :
To be No. 1 Agency in Takaful Industry in Malaysia

ZMY & Associates Sdn. Bhd’s
Mission :
1. To be No. 1 Agency in AATB
every year.
2. To produce minimum 10
MDRT Qualifiers every year
3. To produce 200 quality agents
with minimum income of RM
10,000 per month
4. To produce 20 Unit Managers
5. To achieve RM5.000.000.00
sales every year.

SITUATION ANALYSIS

The agency had only been operating for nearly
two years and the sales of the agency did not
perform very well. In insurance sector, being as
close as possible to current and potential
customers is vital. This create a situation where a
new marketing plan should be developed in order
to improve its sales

ZMY & ASSOCIATES SDN. BHD: SWOT ANALYSIS
STRENGTHS
Well trained staff.
Promoting AIA AFG products that are
fast growing
In-depth knowledge of the industry.
Comprehensive customer insight

WEAKNESSES
Marketing only conducted through
telemarketing a
The high costs of switching current
insurance consumers from a competing
firm to AIA AFG Takaful.
Lack of advertisement
Approaching potential customers in
public places are considered as nuisance

OPPORTUNITIES
Talk on the products can be conducted to big
audience
Improve communication skills of agents to
persuade potential customers
Attract more agents to join the agency that
will then increase sales

THREATS
BSN Prudential is ranked 1st in the 2011
Takaful Insurance Market Share
More emerging takaful insurance industry in
Kuala Lumpur
Besides competing with different Takaful
Insurance product, it also has to compete
with other agencies that promote AIA AFG
products or other takaful insurance
companies

CURRENT MARKETING METHODS
 TELEMARKETING
 OPENING UP BOOTHS AT PUBLIC PLACES
NEW MARKETING METHODS
 TELEMARKETING
 OPENING UP BOOTHS AT PUBLIC PLACES
 TARGETED MAILINGS
 SEMINARS
 SOCIAL NETWORK ADVERTISING

Marketing Expenses Budget
FY 2013

FY 2014

FY 2015

Telemarketing

16,400

18,400

19,400

Printed Material

21,150

23,150

23,150

Other

27,500

29,500

31,500

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Total Sales and
Marketing Expenses

65,050

71,050

74,050

Percent of Sales

11.12%

11.47%

2.8%

THANK YOU

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