June 27th 2017

Business / News

Heritage unveils campaign strategy to deepen brand

Heritage Insurance Company Ltd has unveiled a campaign strategy that is geared towards entrenching the company’s brand in Kenyan and East African markets

By Jack Otwalanewsdesk@kenyafreepress.comTuesday, 07 Jun 2016 13:11 EAT

Heritage Insurance Company Ltd has unveiled a campaign strategy that is geared towards entrenching the company’s brand in Kenyan and East African markets.

The Heritage Insurance’s #RE-Think Heritage campaign - aims to acknowledge and build on the reputation the brand has enjoyed over the years in various products including medical insurance among other things.

It also seeks to drive awareness gained over time including brand longevity and performance in the market, financial stability which relates to the general ability to settle claims.

Besides the campaign will also highlight information on increased accessibility as well as brand products range and diversity informed by the deep understanding of the market and commitment to provide product and services that are aligned to the public.

Speaking during the campaign roll-out, Godfrey Kioi, managing director, Heritage Insurance Ltd said that the campaign is the beginning of an interaction between the Heritage Brand and its customers.

Kioi said the bancassurance, micro insurance, innovation and diversification of products are the lifeline of insurance in the next era of business.

“If all insurers go for the middle to higher income brackets in society, the atmosphere to conduct business will continue to be hard and essentially unsustainable,” Kioi said.

He said insurers should look more widely, consider non-traditional business sources like  farmers and entrepreneurs in the SMEs sector who are currently left out but actually generate a significant portion of the country’s GDP.

“We need to look for new customer centric streams of business and revenue, traditional options alone cannot continue to support the sector,” he said.

Kioi said there is need for businesses to collaborate with their customer bases as well as use their non- traditional approach to recruit insurance customs in order to improve efficiency and service delivery.

Jack is a business and society writer at the Kenya Free Press





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