Customer Strategy. Pierre Fenech Prudential Corporation Asia November 2004

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1 Customer Strategy Pierre Fenech Prudential November

2 Customer needs drive what we do Competitive advantage through customer centricity What we do Analyse Insights Opportunities Drivers Where we apply it Prime segments Find / Win / Keep Product Distribution Servicing Customer experience Why we do it Tangible business benefits

3 Systematic approach Standardised process applied to each market Raw data Census / Market demographics Field research Local MIS data Customer segment fact base Market overview Strategic options Customer and market management strategy Who to target? What triggers their needs? How to access? Value at stake in prime segments

4 Overview of Asian markets Diversity in spreads with all populations ageing % Population aged 18+ (2001 Census) Retired Empty nesters Mature Older Size million China Japan Thailand Taiwan Hong Kong Total India Philippines Korea Malaysia Singapore ,699 Young Mature Older Young Source : Asian demographics. Census data for Vietnam and Indonesia is unreliable

5 Market demographics Opportunities from changing demographics Population million > Age Hong Kong growth 1.5% per annum Population million > Age 19 Malaysia growth 3% per annum Retired Empty nesters Mature Older Young Mature Older Young Source : Census data, Asian demographics

6 Dynamic lifetime view Life stage trigger events Older Mature Young Empty nesters Retired 65+ Young Older Mature Primary triggers Starts work Parents retiring Found other half Move up corporate ladder Buy car Buy home Parents retiring Death of Approaching retirement Death of First major illness Death of spouse Own retirement Death of Major illnesses Death of spouse Marriage/ Children related triggers : Marriage Kids Kids go to university Adult education Marriage Kids go to university Kids start work Kids get married Kids leave home Birth of grandchild Kids start work Kids get married Kids leave home Birth of grandchild 34

7 Disposable savings High cash savings in banks across all segments Hong Kong allocation of disposable savings % Insurance Mutual funds Stocks / Bonds Savings (Bank) 20 0 Young Older Mature Young Older Mature Empty nesters Average Note : Excludes savings in real estate property Source : Prudential Research

8 Segment penetration Opportunities within and across segments % 100 Hong Kong life insurance product holdings in the affordable sub-segment 80 Nil products 60 1 product only products 0 Young Older Mature Young Older Mature Empty nesters Source : Prudential Research

9 Customer knowledge drives Segment strategy Value-based market strategies Product development Regional product lab Distribution strategy Segment access strategies

10 Customer knowledge drives Customer profiling Segment based customer profiling Life stage servicing PruNurture programmes Customer experience Regional customer experience programme

11 Why we do it Significant business benefits Effective marketing Customer needs drive what we do Systematic process Needs based sales Persistency Customer satisfaction Repurchase Advocacy

Brand and Customers. Mark Norbom Prudential Corporation Asia November 2004

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