PINGAN
Implementing a comprehensive marketing strategy and organizational transformation centered around "financial conglomerate operation," this project aimed to explore cross-selling opportunities across various business sectors within Ping An Group, including banking and insurance. It marked the first attempt at cross-marketing within the financial group in the Greater China market, receiving high recognition from Ping An's executive leadership and achieving effective execution.
China Ping An Property and Casualty Insurance Company has fully implemented Kotler Marketing Group's expanded marketing improvement plan. The summarized results of the overall plan execution are as follows:
l The potential customer development department exceeded the annual target within just one month.
l The professional sales team also surpassed the annual sales target within a month.
l These two indicators suggest that the improved sales productivity is 600-900% higher than traditional sales productivity. Additionally, the method of positioning new business based on the analysis of potential data, historical data, and loss ratios in segmented markets significantly outperformed typical approaches.
l Based on the analysis of potential data for new business and a rational speculation of expected profits, the project is expected to recover its investment costs and enter full profitability within 8 months (based on a growth-oriented profit model). It's worth noting that this statement does not yet consider the expected impact of the full rollout of Ping An Insurance's new marketing plan to customers.
