Daily Times

Institute of Business Management (IBM) University as a part of Capstone Marketing Research program conducted a comprehensive perception mapping study of Pak-Qatar Takaful (PQT) Group’s existing and potential corporate sector customers (Takaful members).

The study was conducted over a period of six months. It was initiated in January 2018 and presented in June. The study was conducted using a combination of the convenience sampling method and qualitative analysis. Data was obtained from 7 existing and 7 potential companies and their 15 senior management personnel. These senior management personnel included Chief Financial Officers (CFO) and Human Resource (HR) Directors of the 14 companies.

The study concluded that Pak-Qatar Takaful remains the top of mind brand in Pakistani target market. It further gave recommendations for improvement. Increasing mass market awareness through mobile application penetration and promotion of popular Takaful products were two such suggestions proposed in the perception mapping study.

A presentation on the study’s findings was recently held at Pakistan Qatar Takaful Head Office in the presence of senior management and operations team. The research study of Pak-Qatar Takaful has now been submitted for publication Capstone International Research Journal.

On conclusion of the presentation, the Deputy CEO of Pak Qatar Family Takaful Muhammad Menhas, commended the efforts of the students and presented them with certificates and cash awards as a token of appreciation.

Published in Daily Times, July 12^th 2018.