WHY AND HOW BUSINESS & MARKETING DEVELOPED??

Business & Marketing Strategy (BMS) project was develop for the purpose of laying down a concrete foundation for strategic initiatives' implementation and approach that will ensure we achieve our 1 position in 2009, in line with top-line strategic objective outlined in the Merger Master Plan..

Situation * Merger Master Plan: To maximize top-line growth in order to become the National Insurance & Takaful Champion by 2009

Challenges * Profit growth requires gaining share in more attractive retail and enterprise customer segments

* However formidable competitors are entrenched in the attractive segments

* Therefore continuing to offer product that have "broad-based appeal to all" is not an option

Opportunitie * The above key issues present Etiqa Insurance & Takaful (ETIQA) with the opportunities..

- There is considerable latent demand for Takaful product for Muslim customers within the 4 target segments that can be capture with the right product, branding and channels

- Conventional insurance remain an attractive market with relative good growth potential, especially in single premium investment linked products

- Access to Maybank's wide banking network offer compelling opportunities to cross-sell/ upsell insurance & Takaful product to one of Malaysia's largest banking customer base

- The combined Etiqa entity brings increased capacity and strong linkages with PNB companies, offering opportunities for being a differentiated and preferred supplier to these enterprise customers

Broad Strategy * To appeal to its customers, Etiqa needs to strengthen a number of areas:

- A stronger focus on target segment (and understanding their specific needs)

- Differentiated products, tailored to the needs of these customers

- High performing distribution channels, to fully serve the needs of these customers

- Building a brand that represent an appealing, innovative and progressive insurer