Takaful Insurance Case Study

1.1 : INTRODUCTION.

This study is about direct marketing that used by Takaful Insurance. Takaful is a co-operative system of reimbursement in case of loss, paid to people and companies concerned about hazards, compensated out of a fund to which they agree to donate small regular contributions managed on behalf by a Takaful Operator. Direct marketing is a form of marketing that attempts to send messages directly to consumers, without the use of intervening media. The main principles of direct marketing is that at least part of your communication with your customers is a direct - to named customers. Direct marketing differs from regular advertising because it does not put the message in the medium of a third party such as billboards or radio commercial. Today Direct
Direct marketing of Takaful Insurance plays a broader role, which is to build long-term relationships with customers. Direct marketing that used by Takaful Insurance is like sent a catalog, an advertising in the newspaper and call customer directly. For example, Takaful Insurance sent a catalog or flyers to the customers about the benefit of insurance. Besides that, Takaful will call the customer to introduce about insurance to the customers. So that the customer will remain with them and become a loyalty customer.
Direct marketing is very important and very useful to facilitate customers to communicate directly with the dealer or an insurance agent. but direct marketing today is less well-received because customers prefer to use interactive marketing compared to direct marketing. this is because a lot of direct marketing disrupt customers' personal time. for example calling an insurance agent at the time the call is not appropriate eg when customers are enjoying dinner with the family. Direct marketing is also very to force customers to buy their insurance. This will make customers feel uncomfortable because they are forced. 7.1 : CONCLUSION AND