Please solve this case problem:

SunLife insurance has been trying to penetrate the mass market and educate them on the benefits and importance of life and other investment insurance. They have used several TV personalities like Charo Santos and Piolo Pascual to penetrate the segment, with limited success. People are aware of the brand, but are still not taking insurance due to various issues like affordability and distribution. Use the Ansoff Matrix and recommend how they can expand their market with an incremental 5 million heads by penetrating a new customer segment.