obtain maximal differentiation
- cover all needs for target segments
- have all relevant products available
- be takaful champion
- serve customer's entire life cycle
strategy
- become a leader in product innovation for takaful product and a fast-follower in conventional products
- offer differentiated product to appeal/ meet needs of the target customer segments (including bundling products)
- focus on recurring premium product to build revenue base for future years; single-premium investment-linked would still be used to meet the targets
- actively manage product portfolio to maintain product differentiation
- limit product complexity and simplify underwriting processes
continue...;-)
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