The document discusses EFU Life, the largest private life insurance company in Pakistan. It provides information on EFU's history, vision, mission, products, segmentation, targeting, positioning, and communication strategies. Some key points include: - EFU Life was established in 1932 and today has over 150 branches and 3,500 employees across Pakistan. - Its vision is to continue being better than the best and its mission is to exceed customer expectations through technology upgrades and strong reinsurance. - EFU segments, targets, and positions itself to reach all potential customers across Pakistan based on geography, demographics like gender, and benefit-seeking behavior. - It communicates through television, print, radio ads and kios

1. CONSUMER BEHAVIOR

2. EFU
EFU LIFE, ORIGINALLY EASTERN FEDERAL UNION INSURANCE
COMPANY LIMITED, IS A PAKISTAN-BASED LIFE INSURANCE COMPANY.
IT WAS THE FIRST INSURANCE COMPANY IN INDIA FOUNDED IN 1932
OWNED BY THE MUSLIMS BASED IN CALCUTTA.
EFU IS TODAY THE LARGEST LIFE INSURANCE COMPANY IN THE
PRIVATE SECTOR IN THE COUNTRY.
THE COMPANY HAS SET UP OVER 150 BRANCHES THROUGHOUT THE
COUNTRY AND EMPLOYS OVER 3500 PERSONS IN ITS SALES FORCE.

3. VISION
 To continue our journey to be better than the best.
MISSION
 To provide services beyond expectation with a will to go an extra mile. In the process, continue to
upgrade technology, human resource and reinsurance protection.

4. PRODUCTS OF E.F.U
 PROPERTY (FIRE & ENGINEERING)
 MARINE AVIATION & TRANSPORT
 MOTOR
 MISCELLANEOUS

5. Segmenting, Targeting and Positioning
 Efu Life Insurance Company geographically segment and target the market across the
Pakistan. They want to reach to every potential customer everywhere in the Pakistan.
 Efu life insurance strongly focuses on demographics to segment the market and target
the potential customers. Demographically, Efu segment and target both genders male
and female, as they have scheme and policies for both gender.
 Behavioral segment and target, EFU target benefit seeking behavior, as their behavior is
to get benefit from everything so EFU gives the knowledge about the benefits of having
life insurance, how you will be benefited by insurance in long-terms

6. POSITIOINING
 In positioning EFU in the mind of customers want to be the best and top
insurance company against all other insurance companies. They want to
position their service in terms of lowest premium and quick claim,
immediate response, quality service.

7. Point of difference
 With over 82 years of experience EFU is a brand name of Insurance in
Pakistan.
 We are a Company with broad customer base.
 We work as a family, with employee loyalty and commitment to the
Company and generations of families are associated with us.
 We own two prominent buildings in Karachi and Lahore.
 We have team of Technical Officers and our quality of Technical as well as
Marketing Team is considered as the best in the country.

8. ► Continuous improvement and technological
advancement
 Corporate capabilities and motivation through skill
enhancement, management development and
reward programs.
 First insurance company in Pakistan
 Chosen the best company by the Consumer
Association of Pakistan

9. Usp of efu
 Market leader in health insurance in Pakistan, with over 35% of
market share
 Claims are paid within 7 days
 Highest paid capital so the consumers felt more comfortable in
getting insurance policy
 Focusing on serving the humanity rather than just doing a business

10. CSR Activity
 According to the Newspaper
 EFU Life Assurance Limited, a leading private life insurance provider in the country, has been
conferred with ‘CSR Award 2016’ in the category of ‘Social Impact’ at the 5th Corporate
Social Responsibility Awards, organized by The Professionals Network and Ethical Business
Update (EBU). This award is the first and only registered CSR Award of Pakistan registered
with IPO. Ms. Aman Hussain, Head of Marketing, EFU Life Assurance Ltd., received the
award on behalf of the company. The awards recognized the efforts of the companies who
are at the helm of Social Responsibility efforts in Pakistan.
 EFU Life has been in the forefront in promoting and contributing to the causes of healthcare
and education. It believes in playing a crucial role and building a positive relationship with the
society in which it operates. For serving this purpose, EFU Life has joined hands with
numerous renowned non-governmental organizations for a better and prosperous Pakistan
i.e. Aman Foundation, Darul Sukoon, Asian Human Rights Development, Al-Khidmat
Foundation and etc.

11. Consumer Perception
 Pakistan is one of the developing countries, the level of education is very low here. The
literacy rate is very poor. Thus the people are not able to understand the concept of the
insurance. It is one of the factors, which affect the insurance sector
 About 60% of the total population lives in rural areas and focus on short term benefits.
They would rather think of fulfilling their basic needs like food and water than thinking of
secured future and long term plans. According to them this life insurance policies are
considered as luxury item.
 Despite that the lifestyle, literacy, economic condition along with purchasing power of our
population is improving, the acceptability of life insurance is still quite low.

12. Cultural influence
 Culture is defined as sum of learned beliefs, values and customs that serve to guide and
direct the consumer behavior of all the members of that society.
 Consumers have similar likes and dislike within same culture
 Culture is made up of three ways
1. Formal learning
2. Informal learning
3. Technical learning
 Culture is Acquired
 Cultures are divided into sub-cultures

13. Consumer Involvement
 The level of consumer involvement helps marketers to better understand
the product.
 Low involvement products:
 Inexpensive
 Repeatedly used
 Low risk
 Consumer do not require much information
 Marketers do not change attitude of consumers

14.  High Involvement Products:
 Requires more information
 Expensive
 Risky
 Consumers carefully compare the alternatives

15. COMMUNICATION STRATEGY
The communication strategy of EFU LIFE is both impersonal and interpersonal.
 They advertise on different forums such as television, print and radio (IMPERSONAL)
 They do interpersonal communication with the people on face to face basis or electronic
communication through phone calls, emails, messages etc.
 Their advertisement focuses more on humor and self achievement of a person.
 They designed their messages in a way that it covers all their products so they do not need to
allocate different advertising budgets for different products. They do advertise for single products
but that is seasonal according to the specific event, occasions etc.

16. ADVERTISEMENT MESSAGES
 The following mediums they use for advertising,
1. Television advertisement
2. Print advertisement
3. Radio advertisement
4. Placement of KIOSK

17.  TELEVISION ADVERTISEMENT
 After a gap of almost six seven years EFU Life have re-launched its mass media campaign that
was light hearted and full of humor.
 The reason for changing the advertisement theme was to convey their message and insurance
policies in light way and engaging everyone
 They designed their message in a way that portrays that an individual should plan his family’s
future and by doing this he should be applauded and praised.
 They came up with a tagline “Life mein kamal karna zaroori hai”. The focus was on “zaroori hai.”
 From competitors perspective, it was necessary since the insurance industry have grown at an
extraordinary pace and in order to prove itself as the market leader and the most convenient brand
for the consumer this was necessary.

18.  PRINT ADVERTISEMENT
o They have used the print medium very effectively as well.
o They advertise in all the leading news paper and magazine of the country and their positioning of the advertisement is very
effective.
o The message is same as it was in the television advertisement but in print they used to promote their packages for example,
wedding plan, retirement plan, higher education plans etc.
 RADIO ADVERTISMENT
o They also target the radio medium very smartly and effectively.
o They advertise in between breaks on radio shows.
o They have collaborations with different radio shows on different channels and on monthly and weekly basis they sent their
representative to discusses about different type of insurance.

19.  PLACEMENT OF KIOSK
o For interpersonal communication, they have focused on placing kiosk at
different places including universities, malls, and corporate institutions.
o They mainly generate information from people to strengthen their
database.
o They provide different incentives, through games and interactive activities
and through this they contact them later individually and propose their
deals.

21. THANK YOU 