Presentation to Investors April 2007 - Sanlam

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Presentation to Investors April 2007 - Sanlam
Presentation to Investors
                                         April 2007

We will cover…

● The business strategy & how marketing strategy will assist in
  achieving goals
● Where we have come from and what do we have to work with
● What is our destination, why and how will we get there
● What does the road map look like, some milestones
● What is our progress and how will we measure it
Presentation to Investors April 2007 - Sanlam
Sanlam vision

        To be the leaders in wealth creation
                      and protection

                       Client centric

The key pillars of the business strategy

● Growth
● Cost management
● Capital management
● Broader financial services
● Transformation
    |   Empowerment
    |   Culture
    |   Brand
Presentation to Investors April 2007 - Sanlam
Relationship between the business strategy
and the marketing strategy

● The marketing strategy is an integral part of the business
  strategy. It is one of the key drivers to ensure success of the
  business objectives
● Marketing strategy is owned by the CEO
● Sanlam Ltd Exco is the ultimate custodian of “The Brand”
● The key focus is on client centricity, diversification and
  transformation

Where have we come from ?

● Sanlam’s roots
    |   Empowering the Afrikaans nation.
    |   Often linked to NP and the Broederbond
    |   A significant icon of the Afrikaans rise to power
    |   Mutual association – privatised in 1988
    |   First real empowerment deal in the country with the sale of
        Metropolitan to NAIL.
    |   Ubuntu Botho
Our heritage

● Empowerment is in the DNA of the organization
● A long and powerful history of strength and stability
● Very South African

An Industry beleaguered

● With such a large share of the RA market Sanlam has been at
  the forefront of the media pressure
● Sanlam continues to have a leading role in the industry reform
  process
    |   Involvement with the Treasury in consultation around the
        Statement of Intent & other changes
    |   Lizé as chairperson of the LOA
● Branding will NOT solve regulatory issues, but transforming the
  business will go a long way. The Brand is not separate from the
  business, it is inextricably linked.
What is our destination?

● Client centricity as a strategic position
● Broadening from Life assurance to Financial services
  (diversification)
● Appeal to all South Africans beyond our traditional base
  (Empowerment and transformation)

Client centricity as a strategic position

● Operating in a commoditised industry
● Client centricity not unique, great execution is the key
● Expressed in “customisation of financial solutions for specific
  individuals/clients”
● The transformation of the business model to meet consumer
  requirements as evidenced by:
    |   Provision of value for money
    |   Need for increased transparency
    |   Regulatory pressures responding to consumer needs
Expressing client centricity & customisation
● One Mother Brand - Sanlam
    |    Build on strengths
    |    Extend/stretch the Brand
         |   Wide range of markets served by the Brand
● Messaging to the market
    |    Financial solutions for specific clients
● Sub-brand strategy for retail sector
    |    Customisation and focus on specific portfolios based on
         segments
● Institutional cluster, each business customises uniquely for
  every client
● A client rewards programme to provide additional benefits from
  being associated with Sanlam

Reality – a client rewards programme

● Coupled to financial health and education
● Key pillar in building both positioning of brand and credibility of
  the organisation as client centric
● Value proposition tailored to meet the needs of specific market
  segments, rather than the usual ‘one size fits all’ approach
  followed by rewards programmes
     o   The current value proposition has been specifically designed for
         the middle market

     o   Work underway on value propositions for the entry level, mass
         affluent and agricultural segments
Reality objectives

•   Help brokers build deeper relationships with core clients of the
    Sanlam Group, thereby aiding acquisition and retention
•   Respond to competitor offerings
•   Respond to client requirements
•   Encourage clients to use cost-effective ‘self-service’ and
    electronic channels
•   Incentivise clients to keep their personal details up-to-date
•   Move Sanlam beyond being just a ‘grudge’ purchase
•    Provide an opportunity to communicate with clients more
    frequently and in a more positive manner

Reality mechanics
● Fee-based, opt-in programme
● 2 options, R16.50 per month and R75 per month. The more
  expensive option carries the ‘traditional’ discounted gym
  membership benefits
● Access to free and significantly discounted financial planning
  tools specifically selected to complement, rather than compete
  with, the financial advice provided by qualified Financial
  Intermediaries
● Range of retail discounts and special deals
● Points-based programme, each point has a value of 10 cents.
     o   Sanlam Group companies and retail partners reward members
         for desired behaviour with points.
     o   Clients use their card to earn and spend points, in addition to the
         traditional call center and catalogue channels.
Going beyond life assurance to financial
services

● Provide a range of diverse solutions for broad financial needs,
  from risk and protection to investments and home loans
● Solutions NOT products

Appeal to all South Africans
● We need to shift from our traditional power base of the middle,
  Afrikaans market to encompass all South Africans
● We are listed on the JSE
● Largest share of business flows and income currently in SA –
  but this does not preclude extending the business beyond
  these borders.
● Addressing challenges of relevance in the Affluent Market –
  endorsed branding “Glacier”
● Leverage African Life/Sanlam Developing Markets in the lower
  end of the market.
● Use our position in CSI in engaging not only the minds but also
  the hearts of local communities.
Road map and milestones

Implement new brand positioning      Detailed strategy complete with
                                     involvement and buy in
Vesting positioning internally and   Very early days, take up strong in
externally                           certain areas. Work continues
Ongoing testing with all             Ongoing – initial indications that
stakeholders                         where it is adopted, seen success
Internal culture change to enable   Major focus for 2007
delivery of brand promise to market
Rewards programme                    Launched, take up slow.
                                     Focus for 2007
Measure by results                   Business performance
                                     Ongoing research tracking

Measuring the impact of the strategy

● Business performance
● Brand awareness and tracking
Our investment above the line.

                                        Category LTI – Jan to Dec 2006 –R353 780 503
                                        Excludes Old M utual Bank! R14 509 820
                                                                                                                                                          1 L IF E DIR EC T
                                                                                                                                                                                              AL LAN G RAY
                                                                                                                                                                  6%
                                                                                                                                                                                                   5%
                                                                                                                                                                                                                            AS SUPO L
                                                                                                                                                                                                                                2%
                                                                                           S ANLAM
                                                                                              15%                                                                                                                                C HA NNE L L IF E
                                                                                                                                                                                                                                       0%

                                                                                                                                                                                                                                  C LIE NT EL E L IFE
                                                                                                                                                                                                                                          8%

                                                          O LD M UT UA L,
                                                         6 0 ,4 27 ,3 0 9 , 17 %                                                                                                                                                 CO RO NAT IO N
                                                                                                                                                                                                                                      6%

                                                                                                                                                                                                                                 D IS CO VE RY LIF E
                                                                                                                                                                                                                                         3%

                                                                                                                                                                                                                      INVE ST EC B ANK
                                                                                                                                                                                                                             9%
                                                                          M O M E NT UM
                                                                               8%
                                                                                                                                                                                                                                               •2005 spend R374 million
                                                                                         M ET RO PO L IT AN                                                                                  L IB ER T Y LIF E ASSO C                          • 5.6% down on 2005
                                                                                                2%                                                                                                      1 9%

      Spontaneous awareness – Total Market
      June to Dec 2006

100
 95
 90
 85
                                                                                                                                                                                                                                                                                            Old Mutual
 80
 75
 70
                                                                                                                                                                                                                                                                                            Sanlam
 65
 60
 55
 50                                                                                                                                                                                                                                                                                         Metropolitan
 45
 40
 35
 30                                                                                                                                                                                                                                                                                         Liberty
 25
 20
                                                                                                                                                                                                                                                                                            Discovery Life
 15
                                                                                                                                                                                                                                                                                            Momentum
 10
  5
  0
                                                   31/07/06

                                                               07/08/06

                                                                          14/08/06

                                                                                     21/08/06

                                                                                                28/08/06

                                                                                                              04/09/06

                                                                                                                         11/09/06

                                                                                                                                    18/09/06

                                                                                                                                               25/09/06

                                                                                                                                                            02/10/06

                                                                                                                                                                       09/10/06

                                                                                                                                                                                  16/10/06

                                                                                                                                                                                                23/10/06

                                                                                                                                                                                                           30/10/06

                                                                                                                                                                                                                      06/11/06

                                                                                                                                                                                                                                   13/11/06

                                                                                                                                                                                                                                                20/11/06

                                                                                                                                                                                                                                                           27/11/06
       03/07/06

                  10/07/06

                             17/07/06

                                        24/07/06

                                                                                                                                                                                                                                                                      04/12/06

                                                                                                                                                                                                                                                                                 11/12/06

                                                                                                                     ©2007, Research Surveys
      Rolling Period = 4
      Total sample
                  Sanlam: 1277                                Clientele: 1073                              Hollard: 1117                           Old Mutual : 595                             Liberty: 328                                  Discovery Life: 357
                  1Life Direct: 578                           Momentum: 522                                Metropolitan: 2

400
                                                                                                                                                                                                                                                                                        Category TV AR's Total
200
                                                                                                                                                                                                                                                                                        Market
  0
Favourability (positive ratings) – Total Market
      June to Dec 2006

100
 95
 90
 85
 80
 75
 70
                                                                                                                                                                                                                                                                                     Old Mutual
 65
 60                                                                                                                                                                                                                                                                                  Sanlam
 55
 50
 45
                                                                                                                                                                                                                                                                                     Metropolitan
 40                                                                                                                                                                                                                                                                                  Liberty
 35
                                                                                                                                                                                                                                                                                     Discovery Life
 30
                                                                                                                                                                                                                                                                                     Momentum
 25
 20
 15
 10
  5
  0
                                                   31/07/06

                                                               07/08/06

                                                                          14/08/06

                                                                                     21/08/06

                                                                                                28/08/06

                                                                                                              04/09/06

                                                                                                                         11/09/06

                                                                                                                                    18/09/06

                                                                                                                                               25/09/06

                                                                                                                                                          02/10/06

                                                                                                                                                                     09/10/06

                                                                                                                                                                                16/10/06

                                                                                                                                                                                           23/10/06

                                                                                                                                                                                                      30/10/06

                                                                                                                                                                                                                 06/11/06

                                                                                                                                                                                                                            13/11/06

                                                                                                                                                                                                                                         20/11/06

                                                                                                                                                                                                                                                    27/11/06
       03/07/06

                  10/07/06

                             17/07/06

                                        24/07/06

                                                                                                                                                                                                                                                               04/12/06

                                                                                                                                                                                                                                                                          11/12/06
                                                                                                                     ©2007, Research Surveys
      Rolling Period = 4
      Total sample
                  Sanlam: 1277                                Clientele: 1073                              Hollard: 1117                           Old Mutual : 595                        Liberty: 328                                Discovery Life: 357
                  1Life Direct: 578                           Momentum: 522                                Metropolitan: 2

400
                                                                                                                                                                                                                                                                                 Category TV AR's Total
200
                                                                                                                                                                                                                                                                                 Market
  0

  Thinking ahead?

  ● Linkage of the Thinking Ahead slogan to Sanlam has increased
    steadily over time since 2001 to about 25% at the end of June
    2006
  ● The next best competitor in terms of slogan linkage is Liberty
    with "We're working on it" - with linkage levels of 6%

                                                               We’re thinking ahead – are you?
Some final thoughts
●   We have a very clear marketing strategy inextricably linked to the
    Business Strategy, designed to help deliver the business objectives.
●   Marketing Strategy informed by the entire organisation with buy in and
    support from the executive team
●   The organisation has begun aligning with the strategy and it is
    beginning to pay off
●   It is a journey we have begun and we will continue – maintaining
    momentum
●   Can Sanlam be a “sexy” brand ? Time will tell but we have no doubt
    that it will continue to grow as a relevant and aspirational brand.
●   Finally, we are not apologetic about being big. We are big because
    more clients have chosen us than have chosen most of our
    competitors. We are big because we are successful and this means
    we have the depth of resources and talent to achieve everything we
    set out to do. We are proud to be big and successful !
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