Concept of product, price, promotion, place

• Main Authors: Voo, Siew Cheng, Toh, Cheryl Kim See, Hong, Benjamin Yan Ben
• Other Authors: B.C. Ghosh
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/64515
• Institution: Nanyang Technological University

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.