Challenge & Objectives
Background
Hong Kong's insurance market is very competitive. Established in Asia in 2013, FWD is a fast-growing company that provides a wide range of comprehensive insurance products. In 2020 Q4 and 2021 Q1, FWD aims to expand Voluntary Health Insurance Scheme (VHIS) market share by significantly increasing their presence in the market and improving brand consideration.
Challenges:
1) Brand consideration in a highly competitive market
With the rise of digital insurance in the competitive insurance market and encountering the second-worst ever slump in life insurance in HK(ref: SCMP), FWD is keen to continuously increase brand...