P r e s e n t a t i o n o n

Conceived by

MANISHRAHMATULLAH KHANRIZWAN AKHTARSANDEEP SAHASRIDEB SAHASUBHADIP MITRA

C O N T E N T1. INSTRODUCTION AND BACKGROUND

2. MARKETING COMMUNICATION OBJECTIVE

3. BRAND AWEARNESS AND BRAND IMAGE

4. TYPES OF BRAND ASSOCIATION

5. BRAND EQUITY

6. TOMI

7. FAVORAVILITY, STRENGHT, UNIQUENESS

8. PROMOTIONAL STRATEGY

“Take care of our people ‘and they will take care of the business.”

Daniel p. Amo -chairman and CEO AFLAC incorporated.

AT A GLANCE i) The company was founded by the three brothers, John Amos, Paul Amos and Bill Amos in mid town Columbus, Georgia in 1955.

ii) in 1973 AFLAC established a holding company the American family corporation.

iii) AFLAC pioneered cancer insurance in 1958.

Iv) Fortune 500 companies,84 billion corporate assets and company insured 60 million people worldwide.

v) AFLAC launched a campaign in 2001 to promote the first accident policy in Japan.

Marketing communication objective

Increase brand awareness: - Among individuals & human resources decision makers from 14% to 50%.

Increase the network of independent sales associate & insurance brokers by 15%.

Increase qualified sales leads by 20%.

Most of all make AFLAC more profitable, it is important to build a better connection between customer & prospectus

Effect on Brand Awareness

Brand recognition increases to 90%.

Surpassing the objective of 50%.

Effect on Brand image

sales in US increases by 30%.

Increasing sales leads by 20%.

Recruitment increased by 22% over the previous year.

Types of brands association

ATTRIBUTES

Non-product related

AFLAC is number one provider of supplemental insurance.

It is fortune 500 company for excellence in business environment, earnings and effectiveness.

It is counted as the 100 best companies to work for in America.

It is the most admired company in life and health insurance.

It is one of the best company for minorities.

It also boosts an A+ rating from standard & poor index.

Product related

AFLAC provided insurance to them who have insurance but their policy do not give enough coverage.

Duck the symbol of AFLAC bring uniqueness in the insurance market by not make them scared rather entertained them.

B E N E F I T S

Functional

For advertising and promotion strategythey have chosen best TV shows likeWrestling, grand canyon etc

The advertising was entertaining & awareness oriented at the same time to sent a massage about the need for supplemental insurance.

AFLAC’s websites www.aflac.com provides information for all current & potential target audience regarding company

Symbolic

Revenue earned by selling AFLAC duck goodies directly goes to AFLAC cancer centre.

Duck actually provides seriousness about health insurance with lot of entertainment.

Experiential

AFLAC employee painting and landscaping several homes built by Habitat for humanity.

In the Christmas times AFLAC employee including the chairman and CEO distributing gift among poor children.

AFLAC also a $ 3 million sponsor for children healthcare & one of the largest pediatric cancer centers in the US.

OVER ALL E V A L U A T I O N

90% of the AFLAC Target audience recognized the co. name.

sales in the US increased by 30%.

increasing sales leads by 20%.

Recruitment increased by22%

EFFECT ON

BRAND EQUITY

Sales in the U.S increased by 30%.

Increasing sales leads by 20%

T O M I

BRAND RECALL

BRAND RECOGNITION

UNAWARES OF THE BRAND

3

Unaware of Brand

In 1991 AFLAC level of brand awareness was only 14%

The same boring scary campaign like other companies push AFLAC in the same list.

1) FOR increase brand recognition AFLAC need a big Idea & that is the logo ‘DUCK’.

2) To make people aware of the brand AFLAC done extensive advertisement campaign in popular t.v shows.

3) They have chosen media for advertisement like college football, major league baseball etc.

4) AFLAC website also help people to know more about the brand and their attributes

BRAND RECOGNITION

AFLAC have done lot of CSR activities to built their brand as a strong entity.

AFLAC use the ‘duck’ as a pop culture icon, by company’s creative one voice one-look advertising.

BRAND RECALL

Over 60,000 AFLAC Duck goodies have been sold & the revenue generated for donating AFLAC cancer centre.

After the duck advertising began 90% of AFLAC target audiences recognized the co. name.

Due to high brand awareness sales increased by 30% & sales leads increased by 20% in US.

So, from the bottom of the pyramid AFLAC goes to the top of pyramid of brand awareness & it happens in a sequential manner in a step by step process.

T O M I

Aflac provided supplemental insurance.

Aflac provided various sort of insurance for customer satisfaction.

Aflac also providing them insurance who does not have enough coverage.

FAVOURABILITY

STRENGTH

Proper advertising and promotion strategy by choosing best TV. Programs.

Providing information about the company and their activities & services through websites.

Lot of CSR activities for increasing brand recognition & create a positive brand image in society.

• Duck, the symbol of AFLAC became highly popular & strong entity in the mind of the people.

• AFLAC have taken an unique promotion strategy , which is different from scary and boring campaigns.

UNIQUENESS

Efficiently trained employee are attributes of the co. which is beneficial for the customer by providing them proper service.

Duck, the logo of AFLAC as well as attributes beneficial for the customers by making them entertained.

ATTRIBUTES MAPPED WITH BENEFITS

It is a combined form of advertisement & publicity & public Relation.

PROMOTIONAL STRATGY

Thank you !!!

The End ….