TAKAFUL : SERVICE MARKETING PORTFOLIO

PROTECTION
IS BEAUTY

1
Takaful Every Woman Needs
TAKAFUL : SERVICE MARKETING PORTFOLIO

NO. CONTENT PAGE

1 INTRODUCTION 3
2 ABOUT THE FIRM 3
3 PRODUCT (TAKAFUL) 4,5
4 PRICE 6
5 PLACE 7
6 PROMOTION 8
7 PROCESS 9
8 PHYSICAL ENVIRONMENT 10
9 PEOPLE 11
10 REFERENCES 12

Takaful Every Woman Needs

2
TAKAFUL : SERVICE MARKETING PORTFOLIO

All the 7Ps are very crucial in product or service marketing. Each and every Ps deliver its own
importance in making the business sturdier. The comparison between Ps in eTiQa and PruBSN is
very narrow. As for product, both firm offer same product under the tree of protecting their customer,
but their benefits is different. Next, the price, both firm offer a reasonable price to pay to get the
protection per month. Place as third Ps is a strategic location should be choose before starting up a
bank, no matter what bank it is. Promotion is very essential in letting the customers know what you
are offering. Process of applying and claiming the Takaful should be cleared to the customers while
the sixth Ps is the environment should be comfortable and convenient for the customers to visit. In
instance, the lights, design, decoration as well as the appearance and the attitude of the employees
play a big role in physical environment factor. Lastly, the people is obviously the Takaful agents.

MAYBANK ISLAMIC BANK SIMPANAN

BERHAD
MAYBANK was established in 1960,
and today is the largest company by
market capitalisation on the Malaysian
Bourse (Bursa Malaysia). It is ranked
first among listed Malaysian companies
and among the top 500 companies in
the Forbes Global 2000 leading
companies of the world.
MAYBANK Group offers a
comprehensive range of products and
services that includes :
commercial banking, investment
banking, Islamic banking, offshore
banking, leasing and hire purchase,
insurance, factoring, trustee
services, asset management, stock
broking, nominee services, venture
capital and Internet banking.
Our mission is :
to humanise financial services
across Asia by providing access to
financial services to the people at
fair terms and pricing
to be always at the heart of the
community
NASIONAL
The company was formerly known as
Post Office Savings Bank and changed
its name to BANK SIMPANAN
NASIONAL SDN. BHD. (BSN) in
December 1974 that offers deposits,
debit/credit cards, loans, alternative
banking channels, and other banking
services.
It also provides personal and Islamic
banking services such as :
financial planning, asset/wealth
management, and financing
solutions and micro finance
products.
Our mission is :
to build lifelong and meaningful
relationships with our customers
to ensure they continue to access
a better life by providing the
means for savings and
investments by the general public
with a comprehensive range of
banking services

Takaful Every Woman Needs

3
TAKAFUL : SERVICE MARKETING PORTFOLIO

MAYBANK ISLAMIC BANK SIMPANAN

BERHAD NASIONAL
(PESONALADY) (PUTERI PLUS)
Provide personal accident, female This is an exclusively designed rider for
related illness and crime protection women, which can be attached to your
benefit in a single comprehensive plan. Takafulink Plan which means link your
financial goals for total financial
Takaful is a mutual assistance scheme freedom.
based on the spirit of brotherhood and
solidarity, where participant agree to With Takaful Puteri Plus, you can be
assist each other financially in case of protected against the financial impact of
predefines event taking place. expensive treatment in relation to
female-related illness.
Participant pay contribution on the
basis of Tabarru (donation) to the SUPPLEMENTARY SERVICE
General Takaful Fund managed by
eTiQa Takaful Berhad. Female related cancer/
systemic lupus
Carcinoma-in-situ of
The plan offers a hassle- free breast oor servix
participant, with easy and reliable A lady Cover of any of the
contribution payment mode via auto care event like rheumatiod
benefit arthritis with
debit. complications, skin
grafting due to sin
Yearly renewable certificate. cancer

Pregnancy
Mother complications
care Infant congenital
benefits illnesses

Takaful Every Woman Needs

4
TAKAFUL : SERVICE MARKETING PORTFOLIO

SUPPLEMENTARY SERVICE

Family
prosperity Accident
bonus for Death Permanent
delivery of Disability
twin or
Compassionate more Compassionate
cash for Cash
domestic
violence

Female
ATM cash Cancers
withdrawal
protection

Death due to
maternity
Snatch
theft
TAKAFUL complications

PESONALADY

Facial
Kidnap and
Reconstructive
abduction
surgery or
Dental
Treatment due
to an accident
Ambilance
fee
Sin
grafting Compassionate
due to an Medical cash due to
accident expanses Hospital infertility arising
and/or due to an Confinement from an accident
burn accident allowance due
to an accident

Takaful Every Woman Needs

5
TAKAFUL : SERVICE MARKETING PORTFOLIO

MAYBANK ISLAMIC
BERHAD
(PESONALADY)
AGE MONTHLY PREMIUM YEARLY PREMIUM

18-40 years old RM24 RM265

41-60 years old RM43 RM484
61-70 years old RM43 RM485

BANK SIMPANAN
NASIONAL
(PUTERI PLUS)

PLAN 2
PLAN 1 PLAN 3
TAKAFUL (Carcinoma In-
(Female Related (Cover for any of
PUTERI PLUS Situ of Breast or
Cancer) the other events)
Cervix Uteri)
LIFETIME SUM
RM50,000 RM100,000 RM150,000
COVERED

Takaful Every Woman Needs

6
TAKAFUL : SERVICE MARKETING PORTFOLIO

The distribution
channel
The distribution channel is very important to
ensure that all segments of the population have MAYBANK
access to Takaful product and able to make Islamic
informed decisions about their financial protection Takaful
need.
Main Channel in Takaful : Bancatakaful, Agency,
eTiQa
Broker, and Direct Distribution.
Both firm use the Bancatakaful distribution channel
with over 450 Maybank Branches and 8 BSN
Branches. BSN
Takaful eTiQa : No 1 player in General Takaful Takaful
Business
PruBSN
Takaful PruBSN : No 1 in Family Takaful Business.
Bancatakaful is a relationship between a bank
and Takaful companies which is to aim at offering
Takaful product and benefits to the banks
customer.

The delivery Registration time taken:

time The registration for both firm can
be settled within 24 hours via the
firms counter.

Takaful eTiQa ( Maybank Islamic) Takaful PruBSN (BSN)

Sunday-Wednesday 9.15am - 4.30pm Sunday-Thursday 8.45am - 4.15pm
Thursday 9.15am - 4.00pm
Friday/Saturday/ Closed Friday/Saturday/ Closed
public holidays public holidays

Takaful Every Woman Needs

7
TAKAFUL : SERVICE MARKETING PORTFOLIO

The method of
communication
1. Advertising
Advertising of Takaful institution is to increase the awareness among the customers about
the Takaful services.
Television: the advertising for both Takaful Institutions are using the strategy that touches
the emotional audience.
Newspaper: The Takaful Institutions that advertising their product in the newspaper will
enhance the customer confidence with their product and services as they will feel that the
company are trustworthy and reliable.
Brochure: to provide information on what benefits they will get if they choose that Takaful
product.

2. Social Media
Takaful Institutions nowadays also used social media to advertise their products and
service's.
For example:
Takaful eTiQa and Takaful PruBSN used Facebook ads to promote their products
and services offered currently so that people that use Facebook can easily educate
the benefits of Takaful and enhance them to subscribe from the advertiser.

The content of the

marketing material

Brochure

Takaful Takaful
PesonaLady Puteri
Plus

Benefits Eligibility Contribution Surplus

Lady Mother
Care Care
Benefits Benefits

Takaful Every Woman Needs

8
TAKAFUL : SERVICE MARKETING PORTFOLIO

Process is mainly about CONVINCING people to choose your product through COMMUNICATION.
For both firm, the Bancatakaful is responsible in giving out the correct service to certain group of
people.

MAYBANK ISLAMIC BANK SIMPANAN

BERHAD NASIONAL
(PESONALADY) (PUTERI PLUS)
is given to women who aged starting is given to women who aged starting
from 18 to 60 years old. The process from 18 to 60, 70 and 80 years old.
are as steps below: The process are as steps below:

1. Women who are aware of the importance of

having Takaful from those age enter bank.
2. Customers meet the Bancatakaful, and
would be consulted on the terms and
benefits gain from Takaful plan.
3. The Bancatakaful, is to communicate and
persuade the customers well, this is the
service they provide to gain trust from their
customers.
4. They enrolled for Takaful plan.

Medical (Hospitalize) Medical (Hospitalize)

1. Claim Form completed by PROCESS 1. Original receipt per
policyholder & the attending OF consultation or treatment
Doctor CLAIMING 2. Proof of injury such as X-ray
2. Original Bills & Receipt film and
3. Admission / Discharge Note 3. Report, photo and medical
4. Police Report (applicable for certificate.
Motor accident)

Claiming can be done by referring to their

agent with claim form and supporting
documents needed.

Takaful Every Woman Needs

9
TAKAFUL : SERVICE MARKETING PORTFOLIO

Physical environment within the service marketing mix refers to an environment in which a
service comes about from an interaction between an employee and a customer which is
combined with a tangible commodity. The physical environment includes a representation of a
service for instance brochures, company stationery, business cards, reports, companys
website and information board.

For example, we can look from a bank

institution and its service scape or the
environment in which the service takes places
(service setting) is of crucial importance when
it concerns communicating about the service
and the positive influencing of customer
experience. The design, furnishing, lighting
and decoration of a bank as well as the
appearance and the attitudes of the
employees have a certain influence on the
quality of the service and customer
experience.

This service scape includes three

physical environment dimensions
that represent the relation between
services and environment, namely:
Environmental conditions such as
temperature, sound, smell and
others
Space and functions such as
map, equipment, decoration and
others
Signs and symbols such as
signature, decoration style,
personal touch and others

Takaful Every Woman Needs

10
TAKAFUL : SERVICE MARKETING PORTFOLIO

People refer to all people directly or indirectly involved in the production and consumption of
a service. For example, employees and other consumers. Services tend to be produced and
consumed at the same moment and aspects of the customer experience are altered to meet the
individual needs of the person consuming it. Service firms depend heavily on the ability of
empoyees to deliver the service.

People are transactional interface between

the company and its customers. People
deliver the service and they collect money.
For example, people in customer service
gain experience and information through
the process of buying Takaful plan.
Delivery of services often occurs during an
interaction between a customer and contact
employees.

One of the skill that the employee should have is communication skill. The financial advisor,
the Takaful agent, should have talent and skill in convincing people. The best skill would be the
communication skills. Persistence is the key to success. One should understand about the
product before selling it to others. The agent should communicate and convey their customers
using communication and emotions. The customers should feel comfortable and have
confident in you and your products. The frontline should always portray positive image and
have determination. The agent should sell their product by giving the best service for their
customer to experience. The service includes the good term between customers and agent,
the way of communication and service after the customers enrolled Takaful.
Next skill is language which is another
way to make your customers feel
comfortable while doing business.
Having extra language is always an
advantage in doing business especially in
giving service. Customers who are in
different races is always comfortable
talking in their mother tongue. They prefer
communicating with same races or agent
who knows how to talk in their language.
It is even comfortable and convenience
for them.
Takaful Every Woman Needs
11
1. BSN. (n.d.). PRODUCT OF BSN. Retrieved from PUTERI PLUS:
https://www.prubsn.com.my/ms/our-products/rider-plans/lady-care/takaful-puteri-plus/

2. BSN. (n.d.). PRUBSN. Retrieved from BSN: https://www.prubsn.com.my/ms/

3. BSN. (n.d.). PUTERI PLUS . Retrieved from BSN: https://www.prubsn.com.my/ms/our-

products/rider-plans/lady-care/takaful-puteri-plus/

4. MAYBANK. (n.d.). PERSONALADY. Retrieved from PERSONALADY:

http://www.maybank2u.com.my/en/personal/insurance/personal-accident-
family/personalady.page?

5. MAYBANK. (n.d.). PRODUCT OF MAYBANK. Retrieved from MAYBANK:

http://www.maybank2u.com.my/mbb_info/m2u/public/personalChannel02.do?channelId=VP
ROD-Products&chCatId=/mbb/Investment/VPROD-Products

6. PLAN, M. (n.d.). MARKETING PLAN. Retrieved from MARKETING PLAN:

http://www.marketingteacher.com/people-marketing-mix/

7. TAKAFUL. (n.d.). TAKAFUL. Retrieved from TAKAFUL: http://www.takaful-

malaysia.com.my/home/Pages/Default.aspx

12