Marketing of Malaysia National Insurance Berhad's life insurance policy in Kuching-its strategy and effectiveness / Gary Gerisah Bagong

Malaysian National Insurance Berhad started its operation in Sarawak, in the early seventies. MNI is by far the largest locally registered insurance company, having twenty six branches Nation-wide. Life insurance is a global business with far-reaching socio-economic implication, because it affects everybody, whether directly or indirectly. Economic downturn of 1997 to the middle of 1999, affects everybody including people in the insurance industry. A lot of life insurance policies, especially those in a higher premium brackets, either being surrendered or forfeited because of lapse on payment owing to the financial pinch during that period. The main objectives of the study are to assess the current strategies employed by MNI in the marketing and sale of its life insurance policy, its mni in its endeavour to cope with the negative aftermath of the recent economic setback befalling the Nation. The study also tried to determine the impact of the various marketing factors on the sale and marketing of MNI life insurance policy. It was discovered that despite the fact that a lot of major policies being surrendered or forfeited, MNI Kuching still managed to sell the target volume and made substantial profit during that economic bad-times.