Articles

Analysis and Development of Clarity Project Marketing Strategy XYZ Insurance

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XYZ Insurance, a new entrant in the Indonesian insurance sector, aims to differentiate itself through a customer-centric approach with its “Clarity Project.” This initiative seeks to simplify insurance communication and enhance customer comprehension, addressing common industry challenges. However, the project’s effectiveness varies across sales channels. This research investigates the implementation and optimal marketing strategy for the Clarity Project through internal and external environmental analysis, SWOT analysis, and qualitative interviews with customers and management. The findings underscore the need for tailored marketing strategies for each sales channel, continuous customer research, and data-driven decision-making to optimize the project’s impact and drive sustainable growth. The study’s insights are relevant not only to XYZ Insurance but also to the broader insurance industry, emphasizing the importance of clear communication, customer focus, and appropriate marketing strategies for success in a competitive market.

Proposed Business Strategy for New Healthcare Innovation of Electro-Capacitive Body Stimulation (ECBS) Technology

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One of the greatest healthcare challenges in Indonesia is providing an adequate environment and healthcare infrastructure that ensures that people obtain the best treatment that conforms to their expectations, preferences, and needs. Therefore, healthcare technology players have a crucial role in overcoming this challenge and creating a better solution to the system. Electro Capacitive Body Stimulation (ECBS) is a technology that utilizes electric pulses to stimulate the body’s muscles and organs to optimize waste removal and nutrient transport process. As a result, the body will be conducive to physical well-being. For the elderly, who start to experience slowing down in physical ability and degeneration of organ functions, this technology is beneficial to maintain their health condition and prevent future chronic disease. However, the market performance is not live up to the fineness of this technology, even with all its benefits and technological advancement. As a matter of fact, sales have been disappointing by the year since the product is launched to the public. A number of factors contributed to this unsatisfactory sale encompassing internal and external conditions of the company. Through the analysis of internal and external environments as well as primary and secondary data, research is conducted to identify the contributing factors to the unsatisfactory sales and potential value of the technology. Based on the analysis and findings, a SWOT analysis that defines the unsatisfactory business performance factors and potential technology value and the TOWS matrix that bases the business strategy can be described. It includes the diamond model, STP and 7PS marketing, and business model canvas as the proposed solution for the business.