Name of the product

a small slogan ? May be like

Key Features: Life Insurance
name

Comprehensive Insurance plan designed for females

Benefits of - Life Cover + Savings + Critical Illness (CI) Benefit
Benefit of Additional Pregnancy Complication and Congenital Anomalies.
Covers critical accidents including car crashes, kitchen accidents or fractures or any
life threatening disease.
Two product offering

Gold Plan: Benefits include Life Cover + Savings + Cover against female specific Critical
Illnesses.
Silver Plan : Benefits include Life Cover + Savings + Cover against female specific Critical
Illnesses + Other Critical Illnesses.
Platinum Plan: Benefits include both of the above plans as well as a portion of insurance
covering for one more relative.

Other Key Features

Critical illness payout (based on stage of severity) on happening of the specified

Critical Illness
In-built Premium Waiver benefit in the event of Major Stage CI.
Flexibility to choose the level of Death cover & CI cover one/two/three times of Basic
Sum Assured.
Large Sum Assured Rebate - Get Discount on premium rates, for customers opting for
higher level of Basic Sum Assured.
Avail Tax benefits as per the prevailing norms under Section 80 D of the Income Tax
Act.
Other Key Features

Advisory council providing advise to women on related life insurance product.

Health and wealth awareness program launch to aware the females of Pakistan.
Insurance for females to continue their career aspirations
Marketing launch and Campaign

Our target audience is women of all classes from age 20 and up. Therefore our
marketing campaign will cover women from walks of life.
Our brand image would be based upon the characteristics of empowerment
and care with also a focus on the youth.
Product launch: Hi Tea Conference

Our first and main product launch will be a high tea conference in the three major
cities Karachi , Islamabad and Lahore.
The conference will have an open invitation for all the working women
The events aim will be to create an initial hype and get media coverage.
It will have a feminine pink theme with a nicely decorated venue following that theme
along with photo booths, free hi tea refreshments.
The event will show a short presentation about our product and a little brief about its
importance and benefits.
It will invite celebrities and business women and activists to advocate it such as
Musarrat Misbah , Mubiba Mazari, Sharmeen Obaid Chinoy.
Rural Women Awareness Campaign

Karo Mustaqbel Mazboot

Apart from the main launch we will also conduct an awareness campaign for rural
women.
The main objective of this would be to mainly educate the females there and bring
awareness in them about the importance of securing future especially against life
threatening diseases such as Cancer which have expensive treatments.
This would be a joint venture with NGOs who are working on creating awareness
about breast cancer in women . The NGOSs can sponsor the payments and charges
for those who choose to opt for it along with some discounts from our end.
University Campaign

We will also do awareness campaigns in universities all over Pakistan. The purpose of
which would be to introduce our product and bring awareness about it and its benefits.
Our main target audience would be the girls in the university but everyone on campus
can attend the campaign activities.
The purpose of this is to spread knowledge about our product through word of mouth
to the students family , the graduating students themselves and also to create
awareness in general about life insurance particularly to emphasize on its feature of
providing insurance to continue career aspirations.
We would do an engaging presentation along with engaging activities and distribute
magnets with inspiring quotes written on them as give aways.
We will also place standees on campuses
Hospital Campaigns

We will place our standees and brochures in hospitals, clinics especially focusing on
maternity hospitals.
Maternity hospitals are where we can find more women population.
The purpose of this would be to introduce our product to our target audience that is
women who are pregnant and in general to the women who are visiting the hospitals
or clinics.
Shopping Mall Campaign (on
Mothers day)

Ehsas Life Insurance will conduct an activation

event to bring to life their Mujhe Tum Chahiye
Ho MAA' campaign on Mothers Day.
Children's painting for their mom will be
submitted through an online gallery during the
campaign. On Mothers Day, Ehsas Life
insurance will arrange a day of family activities
at Ocean Mall Karachi where they unveil
children's paintings. The campaign will reach
millions of people on Facebook and will
generate million of impressions.
Ehsas Fashion Event EFE 2016

Ehsas Life Insurance sponsor the event Ehsas Fashion Event 2016 to get the wide
exposure of all type of women.
The tagline for the event is Love Yourself.
Different world class designers will be showcasing their work such Deepak perwani,
Nomi ansari, Tena Durrani, Sana Maskatiya
Different Make up artists will be joining in; free make up and hairdo by Alia Tipu, Saba
Ansari.
Main focus of the event will be to make high fashion women realize that their health
and life insurance is as important as their beauty. Love Yourself by insuring your lives
will be conditioned into the mind of these high fashion women.
 TIME LINE OF BTL ACTIVITIES

Telephone marketing is a way of Life Insurance Marketing. One can see the telephone
companies send messages about various offers and they even make phone calls
We plan on conducting telephone marketing by recruiting calling agents for this very
purpose.
INTERNET MARKETING

EMAIL MARKETING:
Email marketing will help in communicating directly with the consumer through this
form of marketing and can direct them to a landing page where they can learn more
about what we are offering. This in turn will give us the ability to measure campaign
effectiveness.
Email marketing is generally inexpensive, and results can be good if the email list is
targeted and fresh and follows double opt-in guidelines Double opt-in refers to the
process where consumers have to confirm their subscription to an email list before
emails can be sent to them.
INTERNET MARKETING

SOCIAL MEDIA MARKETING:

It is marketing through social media channels like Facebook, twitter, linked in, google plus
or others.
Facebook pages will be used by us to offer life insurance product to our customers and to
get in touch with customers.
OUTDOOR ADVERTISEMENTS

Outdoor advertising mainly involved large billboards, they have now moved to using
large televisions or pixel screens in public areas like restaurants, parks etc.
And the hoardings are reserved for highways or out of city locations.
We plan to have billboards put up at busy streets so that it gains attention of
maximum people.
Pamphlets, brochures, paper
inserts

The list of paper material which can be used for BTL marketing is huge.
We plan on publishing pamphlets, banners, brochures, paper inserts.
We even plan on setting up Kiosks, that are in high fashion, at different events and
fairs.
A sample of what we plan to display
on billboards, hoardings and even
small brochures: