AIA General Insurance Lanka Limited is a fully owned subsidiary of AIA Insurance Lanka PLC, providing general insurance solutions in Sri Lanka. It was established in 1988 as Eagle Insurance Company Limited and transformed over time, being acquired by AIA in 2012. The document discusses AIA's vision, organizational structure, products and services. It provides an overview of AIA's individual and business insurance solutions covering areas such as motor, health, employee benefits, asset protection, and marine cargo insurance. It also outlines the company's accolades and commitment to corporate social responsibility.

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CHAPTER 01
INTRODUCTION
1.1. Introduction to AIA General Insurance Lanka Limited
AIA General Insurance Lanka
Limited is a fully owned subsidary of
AIA Insurance Lanka PLC which
provides general insurance solutions to
the sri lankan sommunity. The history
of the company runs back to 27 year
where Eagle Insurance Company Limited took wing as the fledgling CTC Eagle
Insurance Company, with Ceylon Tobacco Company (CTC) (a member of BAT
Industries, UK) as the Company's main shareholder in 1988. In February 2010, by
creating a significant milestone in the history of the insurance industry, Eagle
Insurance transformed in to AVIVA NDB Insurance PLC combining strengths with
global Aviva and financial power of NDB group. Asian insurance giant AIA
purchased the company in late 2012 and from year 2013 it functioned as AIA
Insurance Lanka PLC.
Since segrigation of life and general insurances have made mandatory by
section 53 of the Regulation of Insurance Industry (Amendment) Act No.03 of 2011,
from 2015 onwards AIA is operating in Sri Lanka as two different companies, AIA
Insurance Lanka PLC and AIA General Insurance Lanka Limited being the fully
owned subsidiary of AIA Insurance Lanka PLC with common marketing, human
resources and logistics divisions.
Growth of total revenue from LKR 13.0 Billion (2013) to LKR 14.2 Billion
(2014), net assets from LKR 4.6 Billion (2013) to LKR 4.9 Billion (2014) and market
capitalization from LKR 7.5 Billion (2013) to LKR 9.1 Billion (2014) reflect AIA‟s
financial stability and growth in the industry and it gives a clue about its future
position. To understand the real life needs of the society AIA is continuously
increasing the size and quality of the agency force and augment their professionalism
and expertise by infusing it with new blood and providing continuous trainings.
Further concentration of AIA on sustainable marketing is highly reflected by the
Figure 1.1 Logo of AIA

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Corporate Social Responsibility (CSR) projects they carry out to serve the community
and to protect the environment, internal company strategies, training and development
opportunities and other welfare facilities provided to its employees etc. AIA plays a
huge role in Sri Lanka which will drive the country‟s economic and social
development in to a better position.
1.2. Accolades
 Among the top 5 best sustainability projects ("Preserving Life during Poson")
awarded by the Ceylon Chamber of Commerce - 2014
 One of the best 15 companies to work for; the best multi-national company to
work for and the best in the medium enterprise category (200-1000
employees) in Sri Lanka adjudged by the globally renowned Great Place To
Work® study - 2014.
 Social Empowerment award at the prestigious international Asia Responsible
Entrepreneurship Awards – South Asia - 2014.
 Annual Report won awards from the League of American Communications
Professionals (LACP) - 2012 & 2013.
 The only insurer among the ten gold winners at the HRM Awards organized
by the Association of HR Professionals and assessed by AON Hewitt - 2012.
 Silver Award for health insurance product at Effie Awards recognizing
effective marketing communication campaigns organized by the Sri Lanka
Institute of Marketing (SLIM). The only insurer to win an Effie for the second
year in a row - 2012.
 The only insurer among the top ten winners at Best Corporate Citizen Award
in year 2005, 2006, 2007, 2010 and 2011organized by the Ceylon Chamber of
Commerce
 Sri Lanka's 10th Most Valuable Brand in year 2009 ranked by Brand Finance
in Association with STING Consultants
 Sri Lanka's No.1 in Good Corporate Governance Disclosures in year 2007
ranked by the Institute of Chartered Accountants of Sri Lanka.
 Asia's No. 1 for CSR sans fanfare ranked by Asia Insurance Review – 2006

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1.3. Vision, Purpose, Operating Principles and Core Values of AIA
1.3.1. Vision
To become the pre-eminent life insurance provider in Sri Lanka.
1.3.2. Purpose
To play a leadership role in driving economic and social development in Sri Lanka.
1.3.3 Operating Principles
To do the right thing
 Delivering sustainable, quality results
 Being a role model for the industry
 Caring for our customers, colleagues and the communities we serve
 Furthering social and economic development
In the right way
 Building a legacy
 Honoring our principles and keeping promises made
 Enhancing AIA‟s premier reputation through each and every interaction
 Putting company and team before self-whilst enjoying our work
With right people
 Taking responsibility and being accountable
 Empowering and developing our people
 Being confident to make a difference
 Being the best we can be
1.3.4. Core Values
The entrepreneurial culture around AIA is built around teamwork, integrity
and serving customers with the highest professional and ethical standards. Everyone
at AIA is constantly looking for ways to be proactive and nimble. Everyone work
hard to provide unmatched value for the customers and to be in the industry‟s best.

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CHAPTER 02
ORGANIZATIONAL STRUCTURE
2.1. Organizational Structure of AIA
ChiefExecutiveOfficer
DeputyCEODirector
Operations
Chief
Information
Officer
Director
Partnerships
DirectorHRChief
Financial
Officer
Group
Compliance
Headof
Marketing
Chief
Strategy&
Investment
Officer
InternalAudit
Chief
Actuary
DGM
Corporate
Solutions
HeadLegal/
General
Counsel
Figure 1.2: AIA Organizational Structure

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2.2. Classification of Employees
Classification of Employees
Non-Permanent
Officer
Intern
Management
Fixed Term
(IT‟s)
Outsourced
Staff
Non-Management
Director
Managing
Director Junior
Executive
Executive
General
Manager
Assistant General
Manager
Deputy General
Manager
Deputy Assistant
General Manager
Assistant Manager
Manager
Department Head
Senior Manager
Senior Executive
Permanent
Figure 1.3: AIA’s Employee
Classification

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CHAPTER 03
PRODUCTS AND SERVICES PROVIDED BY AIA
AIA General insurance Lanka Limited provides a wide variety of general
insurance solutions to the community since they understand that the need of every
individual and every business is unique.
3.1. Product Portfolio
3.2. Insurance Solutions for Individuals
3.2.1. AIA motor insurance
AIA motor insurance offers an extensive range of benefits and value
additions from an attractive emergency travel allowance to hospitalisation
cover and a no claim bonus of up to 65%.
Product for Individuals Product for Businesses
AIA Motor Insurance
AIA Home Protect
AIA Home Insurance
Plan
AIA eTravel
AIA
Employee
Benefit
Plan
Workmen‟s
Compensation
Surgical and
Hospitalisation
Fire
Class
Engineering
Class
Asset
Protection
Miscellaneous
Class
Marine
eMarine
Products
Figure 1.4: Product Classification

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3.2.2. AIA Home Protect
A comprehensive home insurance plan to cover home and belongings
from a range of perils.
3.2.3. AIA Home Insurance Plan
AIA home insurance plan is a hassle-free way to protect homes from
many perils such as flood, fire, lightning, burglary, and even malicious
damage.
3.2.4. AIA Title Insurance
An assurance for a clear title.
3.2.5. AIA eTravel
A comprehensive travel insurance against; emergency medical
treatment, loss of baggage, loss of passport, emergency financial assistance,
personal liability and personal accident.
Emergency medical treatment
If the client contract a disease, meet with an accident or suddenly fall
ill while overseas and need medical treatment, the following costs will be
reimbursed:
Hospitalization including daily allowance
Outpatient treatment
Transportation
Special continuous treatment (up to 30 days)
Loss of baggage
The cost of baggage lost or delayed while in transit by the airline,
coach operator or ferry company operator will be reimbursed up to the limit
stipulated and cash will be provided for emergency purchases of essential
items.
Loss of passport
Expenses incurred in connection with obtaining a new passport will be
reimbursed.

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Emergency financial assistance
In case of theft or robbery of travel funds, emergency financial
assistance will be provided immediately.
Personal liability
If the client become legally liable to a third party for an accident
resulting in death, injury or ill health or damage to property while abroad, the
insurance company will pay up to the limit in the agreement.
Personal accident
Cover for loss of life or permanent disablement resulting within 12
months, due to an accident during the trip aboard.
3.3. Insurance Solutions for Businesses
3.3.1. AIA Employee Benefit Plan
This policy will help to strengthen the bonds between the company and
employees and make the company more attractive by securing top-quality human
resources. If a company is having a minimum of twenty employees who are between
the ages of 18 and 60, it is eligible to join this scheme, under the 3 sub plans given
below, which offer the flexibility to ensure a unique plan to suit the business need.
Essential
Provides a basic life cover for death due to any event.
Preferred
Offers accidental death cover and disability cover to the employees of the
company in addition to basic life cover.
Premier
It is the enhanced version of the preferred package, with the added option of
the hospital cash benefit, which offers financial assistance in the event of an employee
being hospitalized. This benefit could be extended to the employee's spouse and/or
children too.

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3.3.2. Surgical and Hospitalisation
This Policy provides cover for medical expenses following hospitalization for
medical treatment or surgery for illnesses contracted 30 days after the policy has been
in force. The acceptable age limit is 18 - 60 years. Immediate family members, i.e.
spouses and two children (between 1-18 years) may be included as dependents. The
disablement period or the hospitalization period should be for a period of more than 3
consecutive days.
3.3.3. Workmen’s Compensation
In terms of the Workmen's Compensation Ordinance/Act, an employer is
liable to pay compensation to an employee in the event of death or injury, including
contracting occupational diseases, which may occur during their course of
employment. Compensation for Temporary or Total Disablement is also payable in
accordance with the provisions of the Act. This liability can be insured under this
insurance policy. The policy can also be extended to cover the legal liability under
Common Law.
3.3.4. Asset protection
3.3.4.1. Engineering Class
Contractors all risk insurance
This policy covers any sudden and unforeseen physical loss or damage to
structures being constructed or to materials on site, from any cause (other than those
specifically excluded in the policy) including any liability to third party persons
and/or property during construction. The policy could be extended to cover loss or
damage to the completed work during the maintenance period as well. The cover
commences immediately upon unloading of construction materials at site and ceases
with the handing over of the completed work.
Erection all risk insurance
This policy is similar in many ways to the contractors' all risks policy,
although this policy provides protection during the erection of machinery. This policy
could be extended to cover damages during the testing period too. Cover commences

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immediately upon unloading of the items to be erected at site and ceases upon the
commissioning of machines.
Computer all risks insurance
This policy provides cover for computers and associated equipment against
loss or damage from any accidental cause.
Electronic all risks insurance
This policy is issued for all types of electronic equipment such as fax
machines, electronic typewriters, photocopy, machines, radio broadcasting and TV
equipment, electronic testing equipment, etc. (Other than computer and allied
equipment).
Boiler and pressure vessel insurance
Protection is available under this policy for loss of or damage due to explosion
or collapse of boilers and/ or pressure vessels, caused by steam, air or fluid pressure
while they are in operation. Loss of or damages to contents of boilers or vessels are
not covered. Liability to third party life and property damage due to boiler explosion
can also be covered.
Deterioration of stock in cold storage
This policy covers loss or damage caused by deterioration of stock in cold
storage due to an unforeseen damage to the refrigeration machinery containing the
said stock. Liability should be admitted under the Machinery Breakdown policy prior
to admission of liability under this policy. This policy is subject to certain specific
exclusions particular to these types of policies due to inherent defects, natural
deterioration, improper storage etc.
Machinery breakdown insurance policy
This policy offers protection for loss or damage to all industrial and
commercial machinery in the event that they suffer accidental, electrical and
mechanical breakdown requiring repair and/ or replacement. The cover is applicable
while the machines are at work or rest.

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3.3.4.2. Fire Class
This policy protects property and pays for the physical loss of or damage to
the property insured. The basic fire policy provides protection against fire, lightning
and explosion (of gas used for domestic purposes) only. The policy could also be
extended to cover.
 Explosion - Damage caused by an explosion other than bombs.
 Malicious Damage - Damage caused as a result of a malicious act by a third
party. (Not granted without riot and strike cover)
 Impact Damage - Damage caused by a vehicle or animals not owned by the
insured.
 Aircraft Damage - Damage caused by falling of an aircraft or any part of it or
any other aerial device.
 Cyclone, storm and tempest - Any fire or damage caused due to cyclone,
storm or tempest.
 Flood - Any fire or damage caused due to flood (not granted without cyclone,
storm or tempest cover)
 Electrical extra (for electrical appliances) - If a fire occurs in electrical
equipment and thus causes damage to the insured premises/items.
 Bursting or overflowing of water tanks, apparatus or pipes - Any fire or
damage caused due to bursting or overflowing of a water tank, apparatus or
pipes.
 Earthquake - Any fire or damage caused due to an earthquake.
 Riot strike and civil commotion - Any fire or damage arising as a result of a
riot and/or strike as governed by the government riot fund.
 Terrorism - Any fire or damage caused due to terrorist activities as governed
by the government riot fund. (Not granted without riot and strike cover).
3.3.4.3. Miscellaneous Class
Burglary insurance (Business premises)
This policy covers loss of or damage by theft of any property within the
insured premises following actual, forcible and violent entry to or exit from the
premises and of any property stolen consequent to assault, violence or threat to the

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insured or an employee of the insured. Damages caused to the premises by thieves are
also covered.
Glass insurance
The fire policy covers fixed glass in buildings against the perils of fire and
other insured perils. The fire policy does not cover any accidental damage to glass. As
glass is more prone to accidental damages, glass Insurance provides specific cover
against accidental damages to plain glass of ordinary glazing quality. Shop front
display cubicles too can be covered. Glass with embossing, silvering lettering,
ornamental work etc. could be covered if specifically requested and provided that a
reasonable assessment of the value can be determined.
Money in-transit insurance
This policy covers cash from the time of collection from the bank to the
insured's office and until disbursed or vice versa. The cover is generally on an "all
risk" basis and will include loss of money whilst in transit, loss of money whilst in the
premises when open for business and loss of money from the premises when closed
for business.
3.3.4.4. Marine Class
Marine cargo insurance covers the risks that are normally associated in the
transportation of goods from one destination to another. It covers sea, air and inland
transits and includes coastal voyages, inland waterways, rail, road and postal transits.
Cover can be arranged for different types of policies as mentioned below.
 Voyage Policy
This type of policy is issued to cover a single voyage/ transit.
 Open covers
An open cover provides advance cover where items, rates and conditions are
agreed upon. The maximum value of any one shipment / dispatch / transit has to be
declared at the time of issue of the open cover. This type of cover is useful for
importers, exporters and those who have frequent shipments.

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 Open policy
An open policy is similar to an open cover except that there is an estimated
annual value declared and a deposit premium is collected on the declared value.
 Goods - in - transit policy
Goods and merchandise in transit within Sri Lanka can be insured under this
policy which provides cover almost on an "all risk " basis for the loss or damage to
goods by fire, accident, theft or pilferage whilst being loaded on, carried or unloaded
from the motor vehicle and whilst temporarily garaged during transit.
3.4. Services Provided by AIA
3.4.1. Risk Management
AIA is one of the leading providers of industrial risk management advice and
services in the Sri Lankan insurance industry. AIA introduced risk management
services as a value adding service to its clients in 1993. Services provided through this
unit include property risk assessments, loss investigations, hazard analysis,
occupational health & safety management, risk management communications and
safety training programs. Any of these services may be combined to provide tailor-
made solutions to customers. AIA‟s risk management division is recognized for its
high quality management systems, developed to execute its activities and has the
distinction of being awarded the prestigious ISO 9001:2008 certification. AIA risk
management is committed towards working in partnership with its customers to
identify risks, evaluate them and reduce their impact by proposing imaginative
engineering solutions throughout the entire spectrum of risks.
3.4.2. Claim Handling
Handling claims is one of the most important activities in an insurance
company. AIA‟s claims department is comprised with highly skilled team of claims
officers where they handle all the claims of the clients. Claims department consults
internal risk management department as well as independent loss adjusters and loss
adjustment companies when assessing a loss. For each and every product offered by
AIA, customers can intimate claims via AIA‟s official web site, through the insurance
agents and by directly contacting the claims department.

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CHAPTER 04
SUSTAINABLE MARKETTING IN AIA GENERAL INSURANCE LANKA
LIMITED
4.1. Introduction to Sustainable Marketing
Sustainable marketing is a modern approach to marketing that ideally aligns
internal organizational processes and organizes resources that create value for
stakeholders (owners, shareholders, employees, value chain partners) and through
which the external natural and social environments are enriched by the activities of
the firm. This approach is used most effectively by organizations that have clearly
stated values and goals for their desired effect on their own economic viability, as
well as on the natural and social environments they operate within.
The frameworks organizations use to develop sustainable strategies may differ
from industry to industry. Some frameworks place value on incorporating the costs of
ecosystem services into operations; some try to mimic natural systems in new product
development and operations; some use corporate social responsibility projects to serve
the community; some try to minimize the firm‟s overall carbon footprint; and, some
try to change technologies they deploy in order to enhance rather than diminish
natural resources.
AIA has understood that in order to maintain its position and develop in the
highly competitive insurance industry it is essential to develop and implement
effective sustainable marketing strategies. Hence AIA make continuous
improvements toward the goals of increasing the resilience of the social environment
and restoring the natural environment it operates within, in addition to thriving as an
economic entity. Not only AIA‟s marketing department but also each and every
employee of the company is actively involved and dedicated in making its sustainable
marketing strategies a reality.

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4.2. Sustainable Marketing versus Conventional Marketing
Sustainable marketing differs from conventional marketing in its holistic
approach to decision-making, monitoring and evaluating organizational actions and
consequences. That is, when an organization commits to sustainable marketing,
overarching sustainability goals become the guiding force behind all operational
decisions at all levels of the organization.
Sustainable marketing also differs from conventional marketing in its
commitment to rendering organizational processes transparent to stakeholders;
enlisting stakeholders in value creation, and, in its concern with rendering product life
cycles and value chains benign in their effects on natural and social environments.
Sustainable marketing will often take on the triumvirate of the triple bottom
line (3BL) approach to business and to business reporting, that is, its stakeholder
communications may include information about the environment, society, and the
economic viability of the firm.
4.3. Current Status of Sustainable Marketing
Being one of the popular companies in the industry and carrying the purpose
of playing a leadership role in driving economic and social development in Sri Lanka,
AIA is continuously conducting a series of sustainable marketing programs in order to
gain an advantage in the market and to serve the environment and community.
The Poson safety program is one of the best and oldest corporate social
responsibility and sustainable marketing program conducted consecutively for 21
years in Anuradhapura by AIA Insurance. Company has been conducting the
extensive safety program since 1993 to reduce the number of deaths among Poson
pilgrims to near zero. An estimated one million or more pilgrims throng the sacred
city, making it among the most nationally important events in the country.
To ensure the safety of Poson pilgrims, AIA facilitates the presence of over
600 lifeguards and creates awareness of the dangers of using the reservoirs in the
district for bathing. The Company displays warning signboards, hoardings, roadside
banners and pennants across the Anuradhapura District. Mass media advertising,
especially over TV and public address systems in the vicinity are also used to
motivate bathers to be cautious. From this program AIA has been able to save

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millions of lives during past 2 decades fulfilling its social responsibility in the same
time. For the fifth consecutive year, simultaneously with the Poson campaign
company took necessary actions to provide a shuttle train service between
Anuradhapura and Mihinthale for the convenience of devotees.
AIA has been granting Higher Education Scholarships since 1994 to
encourage academic excellence among school children as a sustainable marketing
project with the intention of creating skillful leaders for the future. The number of
scholarships offered has grown to 500 over the span of 20 years. The fund of Rupees
10 million set aside for this purpose in 1994 has now grown six-fold through prudent
investments.
“Wipe-out” The dengue awareness program conducted by AIA in
collaboration with National Dengue Control Unit of the Health Ministry in year 2014
was a huge step taken by AIA in protecting Sri Lankan community when they needed
it the most. Cleaning the surrounding of the Narahenpita railway station to destroy
mosquito breeding places and distributing educational leaflets to create awareness and
motivate the public to keep the environment clean were done during the day.
AIA Insurance promotes healthy living as part of its sustainable marketing
strategy which strives to increase education and awareness on making healthy choices
to live a healthy life, through seminars and workshops. As a part of that a diabetes
awareness program was carried out in order to make the public aware about
maintaining the sugar intake in favorable level for the health. A health walk was
organized as a part of promoting healthy living to make aware the public about the
importance of exercises to a healthy life.
The 30 year war in Sri Lanka affected many schools in the Northern Province.
Although the war ended in 2009, rebuilding the schools are still in progress. AIA
started helping schools in northern region as one part of its sustainable marketing
strategy starting from Mullivaikkal West Government Tamil Medium School (GTMS)
which shelters over 250 students. Company renovated its damaged infrastructure
facilities providing a school building with five class rooms. In addition, the Company
donated a mini computer training center to revitalize the education of the students
contributing to improve the quality of education in the region.

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AIA has been working with universities very closely and helping the
undergraduates to improve their skills. In 2014 as a part of its sustainable marketing
programs AIA organized leadership development workshop for undergraduates from
Wayamba, Kelaniya, Sabaragamuwa and Jayawardenapura Universities. Further each
and every year AIA gives intern opportunities to undergraduates where the company
provides a full industrial exposure to the participants.
A program called AIA Foster Parenting was organized to provide financial
assistance through foster parenting for deserving children to support their education,
in collaboration with the Department of Probation and Child Care Services Sri Lanka.
Under this initiative, 41 students were financially supported on a monthly basis for a
period of one year with contributions from 41 employees.
In 2010, AIA launched „Street to School‟, a program that is HR led and driven its
employees. Street to School is about recognizing the unrecognized and helping
children and young adults who have fallen out of education or are denied access to
education to rebuild their lives maximizing their natural potential.
AIA allocates a greater percentage from their sustainable marketing strategies
towards the environment. It is reflected by company commitment to eco-friendly
activities such as switching off central air conditioners at 5.00 P.M, using energy
saving bulbs in all AIA offices, using LCD monitors for energy conservation,
providing lap tops for staff members as much as possible, providing an inter-building
3-wheeler shuttle service to minimize fuel consumption, using SMS to remind
customers to pay the premiums rather than using letters, “Think before you print”
campaign to rationalized paper usage and double sided printing to reduce paper
consumption, call conferencing to reduce air travel, replacing point of sale material
with digital presentations to customers to save paper usage, eco-friendly disposal of
electronic items and regular maintenance and service of the company‟s fleet to reduce
emission which will preserve the earth‟s precious resources for the future generations.
The Company Sports Club, a voluntary staff committee, appointed each year,
takes responsibility in organizing staff recreational events matching the
demographical mix of the company. The activities of the Sports Club promote
diversity in the workplace and foster interaction and fellowship among its people. The
funds are annually made available for this purpose in the company plan budgets. The

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company picnic for employees and their families, sports carnivals, paduru parties and
talent shows (AIA Got Talent, AIA master minds quiz competition) New Year and
Christmas celebrations are some of those activities. Continuous training sessions and
out bound trainings to improve soft skills of the employees are also sustainable
marketing strategies for employees of AIA. From these AIA has been able to motivate
employees which will increase the efficiency eventually will end up with higher
customer satisfaction.
Above mentioned are few key activities AIA practiced recently which reflects
the current position of the sustainable marketing practices. But during its history
numerous amount of sustainable marketing strategies were used in order to serve the
people and the nature while making the company financially stable.
4.4. Importance of Sustainable Marketing
Cost savings can be one of the importance and an advantage of sustainable
marketing to AIA. Common cost benefits are achieved by the company through
energy, material and waste efficiencies. Since AIA has adopted a step-by-step
approach starting with easily realizable low cost actions which pay off quickly and
then gradually going for more comprehensive and cost intensive changes, both
leading to long-term cost savings.
AIA has been earning a good reputation by being a sustainable insurance
company which is reflected by the awards they have earned throughout its history.
Since AIA has practiced sustainable marketing in the right way, the company or brand
image has been able to earn the trust of the customers.
AIA has been able to attract and retaining good employees due to the benefits
they have gained from the company‟s sustainable marketing practices to its
employees. Furthermore, working for a sustainable company has enhanced current
employees‟ innovativeness, motivation and productivity since the company is
continuously providing trainings for the employees. Further AIA‟s sustainability
projects were able to gain a competitive advantage to the company within the highly
competitive insurance industry.

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4.5. Constraints for Sustainable Marketing
Changing the company‟s ownership time to time was a huge constraint for
sustainable marketing of the company. With the change of ownership the company
had to change some of its programs but luckily the new managements always
supported the programs like “Saving the Lives during Poson” which were conducted
for more than a decade.
The recent change in the industry, government act requesting companies to
separate general and life insurances will negatively affect for sustainable marketing in
every company since that transformation process involves a considerable amount of
company‟s capital.
Further higher competition among existing companies, higher initial cost
involved costs involved in projects, inflation and threats of new entry are few other
constraints AIA is facing in conducting sustainable marketing programs.

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CHAPTER 05
VIEW AND RECOMMENDATIONS
AIA Insurance has been pursuing sustainable marketing operations since it
commenced business with the management‟s and employees‟ full corporation. With
its sustainable marketing AIA has been able to gain high customer engagement and
customer loyalty which has become a competitive edge.
With the strength of global AIA, AIA Insurance Lanka PLC has the capacity
to launch more number of sustainable marketing projects to earn profits by increasing
the market share and serve the community and nature simultaneously. Establishing
and maintaining an e-filing system which will eventually reduce the amount of paper
used by the company and allow to utilize the space used for filing effectively can be
given as a suggestion to improve. AIA can include a eco-friendly project to move in
to LED lighting systems which will be a huge step for AIA with respect to sustainable
marketing and serving the environment by preserving energy.
Wayamba University of Sri Lanka and Sabaragamuwa University are
providing degrees directly relate to insurance industry. AIA can closely work with
those universities and financially support their research programs which the
information generated will be highly useful in the strategic planning. Further it will
be delivering company‟s social responsibility by supporting students to complete their
degrees and enter in to the country‟s work force as skilled labor.
Company can organized health camps where it is necessary in collaboration
with the Health Ministry which will help to secure the health status of people and
company will earn loyal customers
With greater sustainable marketing AIA will be able to reach its goals and
objectives while serving the environment and public which will allow the company to
be the leadership of driving economic and social development of Sri Lanka.

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CHAPTER 06
REFERENCES
AIA Insurance Lanka PLC annual report 2013/14
AIA insurance Lanka PLC annual report 2012/13
AVIVA NDB Insurance PLC annual report 2009/10
AVIVA NDB Insurance PLC annual report 2010/11
AIA Insurance Lanka PLC annual report 2011/12
Official web site of AIA Insurance Lanka PLC on
http://www.aialife.com.lk/index.php