FWD: Customer-centric marketing in online insurance

• Main Authors: LUI, Patricia, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Services Marketing; Customer Centricity in Online Insurance; Branding; Product Differentiation; Technology Differentiation; Pricing Strategies; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/292; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH%20%5BPDF-Pic%5D/SMU-19-0044%20%5BFWD%5D/SMU-19-0044%20%5BFWD%5D.pdf
• Institution: Singapore Management University

In November 2019, David Broom, Chief Marketing Officer of FWD Singapore, replayed a commercial ad clip of his company, as he ruefully considered the competitiveness of the insurance market in Southeast Asia. Building competitive resilience in a cutthroat market dominated by large traditional insuran...