Concept of product, price, promotion, place
The motivation for this report has arisen from our feelings that the banking and insurance industry in Singapore is facing a change in the competitive environment, whereby adopting an aggressive marketing strategy would be necessary to stay ahead of the competition. We felt that the best form of...
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2015
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64515 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | The motivation for this report has arisen from our feelings that the banking and
insurance industry in Singapore is facing a change in the competitive environment,
whereby adopting an aggressive marketing strategy would be necessary to stay ahead
of the competition. We felt that the best form of analysis was through case studies.
A framework was developed for this case analysis using the four elements of the
marketing mix : product, pricing, promotion and place.
Using this framework, we analyzed a bank and an insurance company with the
objective of giving the reader an overview of the different marketing techniques used
by the companies under study. This report also includes recommendations on the
marketing strategies that can be integrated and applied to the marketing program of
banks and insurance companies.
The information for these cases were obtained from interviews with the marketing
managers of the companies under study and research from published data. |
|---|