Organisation study

On
IDBI FEDERAL LIFE INSURANCE
Submitted by
DINESH KUMAR.M
175111015
A SUMMER TRAINING REPORT
In partial fulfilment for the award of the degree
TO
‘’DEPARTMENT OF MANAGEMENT STUDIES’’
RAJALAKSHMI ENGINEERING COLLEGE
(AN AUTONOMOUS INSTITUTION)
THANDALAM CHENNAI
AFFILIATED TO ANNA UNIVERSITY
CHENNAI 600025
JUNE2018

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 A Report on
“Marketing Mix IDBI Federal Life Insurance
Co.Ltd.”
(A summer training project submitted in partial fulfilment
of the requirement of Post-Graduation)

Under the Guidance of:

Corporate guide
v.Kannan (Branch Head)
IDBI Federal Life Insurance
Submitted by:
M.dinesh Kumar
MBA 1st year
Roll No;175111015

ACKNOWLEDGMENT
I would like to express my gratitude to V.Kannan, BRANCH MANAGER for
providing us an opportunity to work in IDBI Federal Life Insurance
Co.Ltd. for entrusting me and providing me valuable inputs for my project
“Marketing Mix and Promotional Strategies of IDBI Federal Life
Insurance Co.Ldt.”

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I would also like to express my gratitude to Mr V.Kannan (my company
guide) for providing their valuable feedback and intense support
relentlessly throughout the project.

I am really thankful to my parents and friends for helping me to study and

giving feedback in all possible ways to make me feel comfortable during my
project.

There have been numerous influences, big and small that have helped me to
work on my project successfully.

Regardless of the source, I think all those who may have contribute to this
project.

M.DINESH KUMAR
RAJALAKSHMI ENGINEERING COLLEGE
Thandalam

PREFACE
Life insurance business is booming in India. The business of life insurance
is related to the protection of the economic value of human life and this
project is just offered to draw the attention of individuals, who are
interested in life insurance business running by Insurance Regulatory
Development Authority (IRDA).

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Insurance industry has ombudsmen in 12 cities. Each Ombudsman is
empowered to redress customer grievances in respect of insurance
contracts on personal lines where the insured amount is less than
Rs.20lakh, in accordance with the Ombudsman Scheme. Address can be
obtained from the offices of LIC and other insurers.

This project us like just an extract of my rigorous work in Life Insurance

Companies, and I hope the beneficiaries’ decision regarding recruitment of
advice; or, all information and data. This responsibility really in hence my
effective communication and convincing power and such quality will help
me in near future for having decision making.

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 Master of Business Administration
Certificate

This is to certify that Mr.DINESH KUMAR.M Regn.No.175111015 has

completed the report entitled “Marketing Mix “ under my guidance for the
period fulfilment of the course: industry internship programme(IIP) in
Semester II of the Master of Business Administration

Signature of Faculty Guide:

Name of the faculty Guide: Pro. Dr.suresh

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 Table of contents

ON THE JOB TRAINING

Company Assigned activities

Target Assigned

Accomplishment/Achievement of Objectives

Learning

1. CHAPTER

INTRODUCTION

NEED OF THE STUDY

OBJECTIVES OF THE STUDY

LIMITATION

RESEARCH METHODOLODY

REVIEW OF THE LITERATURE

2. CHAPTER

INDUSTRY PROFILE

COMPETITOR ANALYSIS

COMPANY PROFILE

SWOT ANALYSIS OF IDBI FEDERAL LIFE

CUSTOMERS

3. CHAPTER

A. Marketing Mix at IDBI Federal Life Insurance

4. CHAPTER

DATA ANALYSIS & INTERPRETATION

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5. CHAPTER

REFERENCE

ANNEXURE

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 ON THE JOB TRAINING
Company Assigned activities
The company IDBI Federal Life Insurance is into selling insurance product.
The job assigned by the company is to get trained and enter the market to
sell the product. During the training process I was trained on three
insurance product, Life insurance, child insurance. The target given by the
company is to complete one sale of insurance product which is successfully
complete.

Plan of action and execution /Activities performed

Target Assigned
 Twenty thousand worth of business before 13th May
The target was achieve before 13th of May, during the process I met
customer and explained them about three difference insurance
product with complete detail and explanation about the benefit
epically tax benefit one of the customer was convinced and I was able
to make a thirty thousand rupees
 Second 20000 business before 24th May
 Third 20000 business before 3rd June
 Fourth 20000 business before 12th June Goal
The Second third and fourth target were incomplete; I went action
many customer during the period I met the customer who already
have the insurance in LIC which is a government player hence it was
difficult to convince them and close the sale

Accomplishment/Achievement of Objectives
At the Completion of my 45 days of Industrial Internship Program I was
able to complete the sale of one insurance product of thirty thousand
businesses for completion of my target.

Learnings:

 The major learning from my IIP is to understand the mood of the

customer and how react according the situation
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  Able to understand the corporate culture and flow of communication
with the higher order officials
 Learnt that going out into the market the customer is difficult, but
after few days in the market it was comfortable.

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 1. CHAPTER
INTRODUCTION
The Indian insurance industry has undergone transformation changes since
2000 when the industry was liberalized with a one-player market to 24 in
13 years; the industry has witnessed phases of rapid growth along with
extent of growth moderation and intensifying competition.

There have also been a number of products and operational innovation

necessitated by consumer need and increased competition among the
players. Change in the regulatory environment also had a path-breaking
impact on the development of the industry. While the insurance industry
still struggles to move out of the Shadows cast by the challenges posed by
economic uncertainties of the last few years the strong fundamentals of the
industry sugur well for a roadmap to be draw for sustainable long-term
growth.

The decade 2001 – 10 was characterized by a period of high growth

(compound annual growth rate of 31 per cent in new business premium)
and a flat growth (CAGR of around two per cent in new business premium
between (2010-12)

There was exponential growth in the first decade of insurance industry

liberalization. Backed by innovative products and aggressive expansion of
distribution, the life insurance industry grew at jet speed.

Regulatory changes were introduced during the past two years and life
insurance companies adopted many new customer-centric practices in this
period. Product-related changes, first in ULIPs (unit Linked Insurance
Plans) in September 2011 and now in traditional products, will have the
biggest impact on the industry.

This project involves an understanding of the marketing mix and finding

out the various promotional strategies presently implemented by IDBI
Federal life Insurance Co.Ltd. And to find out is effectiveness through a
study on consumer behaviour towards these strategies.

Insurance industry is an industry which is said to be in its Golden period

now. And IDBI Federal is a fast growing company in this industry. IDBI

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Federal Life Insurance Co Ltd is a joint-venture of IDBI Bank, India’s
premier development and commercial bank, Federal Bank, one of India’s
leading private sector banks and Ageas, a multinational insurance giant
based out of Europe. In this venture, IDBI Bank owns 48% equity while
Federal Bank and Ageas own 26% equity each. IDBI Federal endeavours to
deliver product that provide value and convenience to the customer.
Thought a continuous process of innovation in product and service delivery
IDBI intend to deliver world-class wealth management, protection and
retirement solution to Indian customer .having started in march 2008, in
just five months of inception it has become one of the fastest growing new
insurance companies to garner Rs 100 Cr in premiums. The company offers
its service through a vast nationwide network across the branches of IDBI
Bank and Federal Bank in addition to a sizeable network and partner

This project aims in understanding the marketing mix which exits in the
insurance industry. The marketing mix is the combination of marketing
activities that an organization engages in so as to meet the need of its
targeted market. The insurance business deal in selling services and
therefore the weight age in the formation of marketing mix for the
insurance business is needed the marketing mix includes sub-mixes of the 4
PS of marketing i.e. The product, price, promotion, place .

Insurance industry is a service oriented industry where promotional

strategies play a vital role because this is an industry which deals with
intangible product. Hence it is very necessary that the company adopt the
best marketing strategies which help to communicate the product to the
customer. With the help of questionnaires and interviews, this project also
aim to understand the perception of the customer regarding the
promotional strategies especially the commercial ads and thereby bringing
the company more closely to the customer’s heart.
Thus this project aims to study the promotional strategy the important
of the tools in creating increased sales and customer base for the company.

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NEED OF THE STUDY
 To understand the 4ps (product, price, promotion ,place) of IDBI
Federal Bank Insurance Co.Ltd. And the promotional strategies they
are using to promote the insurance product
 Understanding roles and function of marketing manager and factor
affecting decision of marketing manager

OBJECTIVES OF THE STUDY

 To analyse marketing mix of IDBI Federal Life Insurance Co.Ltd.
 To find how effectively advertisement influence a person to buy
the life insurance product

LIMITATION
 Time duration of the project was 6 weeks. Within this short
time, completion of the project was a challenge. Customers were
unwilling to part with information required for the study.

RESEARCH METHODOLOGY
 Primary data
 Secondary data

Primary data: data required for the study was collected through
questionnaires. The sample size was 101 and the sampling unit was office
going people who have either joined recently or who have been working for
quite a few years. Questionnaires’ were mailed to respondents and few
were handed over to them personally .both open ended and close ended
questions are used in the design of the questionnaires’ so as to know the
opinion of customer relating to insurance and awareness about the brand
IDBI federal and how they respond to the marketing stimuli adopted by the
company. The types of sampling was convenient sampling.

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Secondary data: Gathering data from internet and television, published
articles, books, research reports and other sources.

REVIEW OF THE LITERATURE

Literature no,1

A study by Garg & verma (2010), the insurance firms should focus on the
concept of MM and implement the concept. They should quantity the level
of expenditure for their mix ingredient, study elasticity of the mix
ingredients ,carry out careful analysis in order to identify the most effective
and economic mix analyse their competitors mix while implement MM
review the whole mix their in detail so that each segment gets its own
assemblage of mix components, and review their MM on a regular basis.
The marketing departments while developing MM and provide details of
their thinking on the subject.

Literature no.2

In the study by Abdalelah S.Saaty (2011) attempts to find out the factors
important in developing a suitable marketing strategy for insurance
companies. It investigates the reasons for buying insurance by the current
users of insurance, reasons for not buying insurance by non-users of
insurance and the issues and problems faced by Saudi insurance industry.

The result of the study show that the social and regulatory factory
played crucial role in the consumer decision in purchasing insurance.
However it was also found that the public at large is unaware about the
benefits of insurance, and various types of insurance product. The
insurance companies shall focus of promotion marketing strategies. The
marketing primary focus should be on promotional activities

Literature no.3

A study by D Andrea & schleicher (2006). Attempts to understand the role

of promotion among other key drivers at determining consumer overall

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store price image (OSPI) of grocery stores in Latin American, identifying its
relative importance.

Pricing is a relevant issue to customers as well as for retailer. however ,

this research show that price promotions and its Advertisement may blur
the consumer possibilities of identifying which retailer runs the best prices
and minimizes their overall purchasing cost, At the same time. It makes
harder to the retailer to find which factors are most effective in forming the
overall store price image (OSPI),further understanding of how OSPI is built
seems necessary in order to help retailers make the right decision that will
not confuse consumers.

11. CHAPTER
INDUSTRY PROFILE
INTRODUCTION TO INSURANCE INDUSTRY:
Insurance is a form of risk management that shields insured from the risk
of any uncertain of unfortunate event. In simple term insurance can be
defined as transfer of risk from one entity to another in exchange of the
payment. The consists of insured assuming a guaranteed small loss in the
form of payment to the insured in exchange of the promise to compensate
insured in case of the kind of financial loss to insured. In a layman term
insurance is a guard against monetary loss arising on the happening of an
unforeseen event. In developing countries like Indian insurance sector still
holds lot of potential which need to be tapped

TYPES OF INSURANCE

Insurance can be classified into three categories:

1. Life Insurance:

Life insurance is a concord between the insurer and the policyholder, where
insurer promises to pay beneficiary designated sum of money upon death

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of the insured person. Life insurance covers number of contingencies like
death, disability, and disease.

2. General Insurance:

General Insurance is a non –Life insurance policy including automobile and

homeowner policy. General insurance specifically consist of non – life
insurance. It includes property insurance; liability insurance and other
form of insurance fire and marine insurance are called property insurance.

3. Social Insurance:

Social insurance is another types of insurance for weaker of the section of

the society. It provides protection to weaker section of the society who are
unable to pay premium. Industrial insurance, sickness insurance, pension
plan , disability benefits, unemployment benefits, are some the types of
social insurance.

COMPETITOR ANALYSIS

Competitor analysis in marketing and strategic management is a judgment

of strength and weakness of the competitors. Companies generally do this
analysis to understand the strength and weakness of their current and
potential competitors. This analysis provides both offensive and defensive
strategy to identify both opportunity and threats. IDBI federal Life
insurance is one of emerging insurance company. It is one of the few
companies that have shown rapid growth since the day of its inception. In
order to grain higher market Share Company has to understand its
competitors that is their strength and weakness. Competitors analysis will
help IDBI to understand strength and weakness of their competitors. This
analysis will help IDBI to come up with offensive or defensive strategy to
identify both opportunity and threats.

Some of the main competitors of IDBI federal are:

1. AEGON Religare Life Insurance

2. Shriram Life Insurance
3. Bajaj Allianze Life Insurance
4. Bharti AXA Life Insurance Co Ltd
5. Birla sun Life Insurance
6. DLF Pramerica Life Insurance

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 7. HDFC Standard Life Insurance Company Limited
8. ICICI Prudential
9. ING Vysya Life Insurance
10. Kotak Life Insurance
11. Max Life insurance
12. PNB MetLife Indian Life Insurance
13. Reliance Life Insurance Company Limited
14. SBL Life Insurance Company Limited
15. Sahara Life Insurance
16. TATA ALA Life Insurance
17. Oriented insurance Company
18. National insurance Company limited
19. United Indian insurance Company limited

1. Life insurance Corporation of India (LIC)

LIC was found in 1956 with the merger of 243 insurance company and
provident societies. It is the target insurance and Investment Company in
Indian. It is a state owned with 100% stake owned by government of
Indian
Products offered by LIC are:

1 jeevan Arogya Plan:

Jeevan arogya plan is a unique non- linked health insurance plan which
provides health insurance against certain specified health risk. LIC jeevan
arogya plan is a direct competitor to IDBI healthsurance plan.
2. Bima Account plan:
Under this plan the premium payed by the customer after deduction of
all charges, will be credited to the policyholder account maintained
separately for each policyholder. If all premiums are paid the amount held
in policyholder account will earn n annual interest rate of 6%p.a
3. Endowment plan:
It is a unit linked endowment plan which offers investment cum
insurance cover during the term of the policy.
4. Children plan
5. Plan for handicapped dependent
6. Endowment assurance plan
7. Plans for high worth individual
8. Money back plan
9. Special money back plan for women
10. Whole Life plans
11. Term assurance plans

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12. Join Life plans

1.1 SWOT Analysis of LIC

SWOT Analysis is a strategic planning method used to analyse strength,
weakness, opportunity and thread involved in a business or a project.
1. Strength
 LIC is Indian largest state-owned company and also India largest
investors
 LIC has over 20000 branches all across Indian and more than 1laksh
agents.
 LIC is the largest investor in Indian with largest fund base.
 LIC has over 1, 15, 000 employees across Indian.
 LIC is the 8th most trusted brand of India.
 LIC has subsidiaries like LIC card services Ltd, LIC housing finance
Ltd, LIC Nomura mutual fund.
2. Weakness
 It lacks imagination since it has an image of a government company
 Red tape, bureaucracy causes the problem since it is a government
company
 During the economic crises managing a he force is a lot of burden
2. ICICI Prudential
ICICI prudential Life Insurance company is the joint venture of ICICI bank
and prudential, one of the leading financial service group in UK.
Products offered by ICICI prudential
1. ICICI pru care:
It is an increase plan that protects family future and ensures they lead their
Life comfortably.
2. Save & protect
3. Cash back
4. Home Assure
5. Life Guard
6. ICICI pru protect
7. Smartkide Regular premium
8. ICICI pru life link pension sp
9. Group term insurance plan
10. Annuity solution
11. Group Gratuity plan
12. ICICI pru health saver
13. Forever life
14. Immediate annuity
15. ICICI pru Hospital care
16. ICICI pru crisis cover

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17. ICICI pru mediassure
18. ICICI pru Elite Life

SWOT Analysis of ICICI prudential:

STRENGTH Weaknesses:
1. strong tie up 1. low customer awareness
2. brand Equity 2. less promotion
3. strong network 3. untouched rural population
4. huge customer database
5.strong financial base

COMPANY PROFILE

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ABOUT IDBI FEDERAL LIFE INSURANCE:
IDBI Federal Life insurance Co Ltd. is a joint-venture of IDBI Bank, India
premier development and commercial bank , Federal Bank, one of India
leading private sector banks and ageas , a multination insurance giant
based out of Europe. In this venture, IDBI Bank owns 48%Equity while
Federal Bank and ageas own 26%Equity each. Having stared in March 2008,
in just five months of inception, IDBI Federal became one of the fastest
growing new insurance companies by garnering Rs 100Cr in premiums.
Through a continuous process of innovation in product and service delivery
IDBI Federal aims to deliver world-class wealth management protection
and retirement solution that provide value and convenience to the Indian
customer. The company offers its service through a vast nationwide
network 2,308 partner bank branches of IDBI Bank and Federal bank in
addition to a sizeable network of advisors and partner. As on 31st December
2013, The Company has issued nearly 5.5 lakhs’ policies with a sum
assured of over Rs 32,110, 48 Crores.
About the sponsors of IDBI Life Insurance Co Ltd
IDBI Bank Ltd continues to be , since its inception Indian premium
industrial development bank. It came into being as on July 01, 1964 to
support India industrial backbone. Today , it is among India foremost
commercial banks, with range of innovation products and services, serving
retail and corporate customer in all corners of the country from 1201
branches and 2156 ATMs . The bank offer its customers an extensive range
of diversified including project finance, term lending, working capital
facilities, lease finance, venture capital, loan syndication, corporate
advisory services and legal and technical advisory services to its corporate
clients as well as mortgages and personal loan to its retail clients. As part of
its development activities, IDBI Bank has been instrumental in sponsoring
the development of key institution involved in India financial sector-
National Stock Exchange of India Limited (NSE) and National Securities
Depository Ltd, SHCIL (stock Holding Corporation of India Ltd)
CARE(Credit Analysis and Research Ltd).
Federal Bank is one of India leading private sector bank, with dominant
presence in the state of Kerala . It has a strong network of over 1,312 ATM

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spread across India. The bank provides over four million retail customer
with a wide variety of financial products, federal Bank is one of the first
large Indian banks to have as entirely automated interconnected branch
network . in addition to interconnected branches and ATM , the bank has a
wide range of services like Internet Banking, Tele Banking, Any Where
Banking debit cards, online bill payment and call centre facilities to offer
round the clock banking convenience to its customers. The Bank has been a
pioneer in providing innovation technological solution to its customer and
the Bank has won several awards and recommendation.

Ageas is an international insurance group with a heritage spanning more

than 180 years. Ranked among the top 20 insurance companies in Europe.
Ageas has chosen to concentrate its business activities in Europe and Asia,
which together make up the largest share of the global insurance market.
These are grouped around four segments: Belgium, United Kingdom,
Continental partnership with strong financial institution and key
distributors around the world. Ageas operates successful partnership in
Belgium, UK, Luxembourg, Italy, Portugal, Turkey, China, Malaysia, India and
Thailand and has subsidiaries in France, Hong Kong and UK. Ageas is the
market leader in Belgium for individual life and employee benefits, as well
as leading non-life played through AG Insurance. In the UK, Ageas has a
strong presence as the fourth largest player is private car insurance and the
over 50 market. Ageas employs more than 13,000 people and has annual
inflows of more than EUR 21 billion.

VISION MISSION AND VALUE

Vision of the company
To be the leading provider of Wealth management and retirement solution
that meets the needs of our customers and adds value to their lives.

Mission of the company

To continually strive to enhance customer experience through innovation
product offering, dedicated relationship management and superior service
delivery while striving to interact with our customer in the most convenient
and cost effective manner.
To be transparent in the way we deal with our customers and to act with
integrity
To invest in and build quality human capital in order to achieve our mission

Values of the company

 Transparency : Crystal Clear communication to our partner and
stakeholder

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  Value to customer: A product and service offering in which customer
perceive value
 Rock solid and delivery on promise: this translates into being
financially strong, operationally robust and having clarity in claims
 Customer-friendly: Advice and support in working with customer and
partner
 Profile to stakeholder: Balance the interest of customer, partners,
employees, shareholders and the community at large

ORGANIZATION STRUCTURE

CEO
VIGNESH SHAHANE

Marketing & Under Human

Finance Product
promotion writing Resource

North zonal East Zonal

support support
manager manager

South Zonal West Zonal

support support
manager manager

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PRODUCTS OF IDBI FEDERAL
At IDBI Federal, it’s our constant endeavours to create innovation that
create value for our customers. There innovation are brought to life through
one wide array of products that fit the varying financial and investment
needs at different stages of life.
 LIFENSURANCE
 CHILDSURANCE
 INCOMESURANCE
 TERMSURANCE
 WEALTHSURANCE
 LOANSURANCE
 MICROSURANCE

LIFESURANCE:
Often, the first towards a long and arduous journey is the toughest, once
you have taken the first stride, the rest of the journey seems easier and
more enjoyable with your investments, it is the same approach that will
ensure you build the right corpus to fulfil your dream for yourself and your
family-start small, save big!
HOW IT WORKS

CHILDSURANCE:
Whether your child wants to be a doctor, an engineer, an MBA , a sportsman
a performing artist, or dreams of being an entrepreneurs, the IDBI Federal
Childsurance dream builder Insurance plan will keep your future-ready
against both, changing dreams and life’s twists. It allows you to create build
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and manage wealth by providing several choices and great flexibility so that
your plan meets your specific needs. However, what makes childsurance a
must have for any parent who is looking to make their child’s future shock-
proof is its powerful insurance benefits. Childsurance allows you to protect
your child plan with triple insurance benefits so that your wealth-building
efforts remain unaffected by unforeseen events and your child’s future
goals can be achieved without any hindrance.
HOW IT WORKS
This second illustration below explain how the product works for a limited
premium policy with a policy term of 20 years.

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SWOT ANALYSIS OF IDBI FEDERAL LIFE

SWOT analysis of IDBI Federal Life Insurance represents analysis Strength,

weakness, Opportunities, and the threat of the company which are as
follows;

Strength;
 The major strength of IDBI Federal Life is its sponsor companies
which are IDBI bank, Federal bank and Fortis. Because of its
innovation ideas it is the first insurance company to collect 100Cr
within five months of its commencement of business. One major
strength of IDBI Federal is its combined network of more than 1000
branches of IDBI bank and Federal bank
 Superior customer service with huge network and innovation
product
 High level of customer (both internal and external) satisfaction
because of it management policy.
 Large pool of technically skilled workforce with deep Knowledge of
insurance market.
Weakness;
 The major weakness of IDBI Federal is the constraint sectorial
growth due to low unemployment level.
 Low confidence of people in private insurance company.
 The corporate clients under group scheme and salary saving scheme
are captured by other major players.
Opportunities;
 Only 10% of Indian population is covered by insurance policy out of
30% insurable population.
 Due to liberalization it can operate globally.
 Fast track carrier development opportunities on an industrial wide
basis.
 After liberalization it is expected that insurance business is roughly
400 billion rupees per year now which shows big opportunities and
market for IDBI Federal life insurance
 The existing LIC and GLC have created a large group of dissatisfied
customers due to the poor quality of service. Hence there will be shift
of large number of customer for other players.
Threats;
 Big public insurance companies like LIC, National Insurance
companies Limited, Oriented Life insurance etc. are the biggest
threats to IDBI Federal Life insurance. Large potential market
attracts new rivals.

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Customers
Constraint is the perception of the customer toward the insurance
company. The customers for IDBI Federal Insurance Co Ltd are the age
group of 25-45(mainly) and children for child Insurance industry has the
specialty of targeting every individual who is earning the only product
aged from 3months to 17 years.

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 111. CHAPTER

THEORETICAL ASPECT RELATED TO TOPIC OF THE STUDY

A. Marketing mix at IDBI Federal Life Insurance

The term insurance marketing refers to the marketing of insurance

services with the aim to create customer and generate profit through
customer satisfaction. The insurance Marketing focuses on the
formulation of an ideal mix for Insurance business so that the
Insurance organization survives and thrives in the right perspective.
The marketing mix is the combination of marketing activities
that an organization engages in so as to best meet the need of its targeted
market. The insurance business deals in selling services and therefore the
weight age in the formation of marketing mix for the insurance business is
needed.
The marketing mix includes sub- mixes of the 4p’s of marketing i.e.
the product, it price, place, promotion. The above mentioned 4 p’s can be
used for marketing of insurance product, in the following

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 Manner:

PLACE
1. Retail
2. wholesale
3. Local- Export
4. Internet

PRODUCT
1.design PRICE
2. use ability Target 1.cost plus
3. usefuiness market 2. loss leader
4. solves 3. more

PROMOTION
1. Advertising
2.special offer
3. gifts
4.user testing

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1. PRODUCT:
A product mean what we product. If we product goods, it means tangible
product and when we product or generate services, it mean intangible
service product. A product is both what a seller has to sell and a buyer has
to buy. Thus an insurance company sells and therefore services are their
product, when a person or an organization buys an insurance policy from
the insurance company, he not only buys a policy, but along with it the
assistance and advice of the agent, the prestige of the insurance company
and the facilities of claims and compensation. It natural that the users
expect a reasonable return for their investment and the insurance
companies want to maximize their profitability.Hence deciding the product
portfolio or the product-mix , the services or the schemes should be
motivation. IDBI Federal provides many products which caters to the needs
of the Indian customers. IDBI Federal product;

 CHILDSURANCE
 GROUP MICROSURANCE
 INCOMESURANCE
 LIFESURANCE
 LOANSURANCE
 TERMSURANCE
 WEALTHSURANCE

CHILDSURANCE
Whether your child wants to be a doctor, an engineer, an MBA , a
sportsman a performing artist, or dreams of being an entrepreneurs, the
IDBI Federal Childsurance dream builder Insurance plan will keep your
future-ready against both, changing dreams and life’s twists. It allows you
to create build and manage wealth by providing several choices and great
flexibility so that your plan meets your specific needs. However, what
makes childsurance a must have for any parent who is looking to make
their child’s future shock-proof is its powerful insurance benefits.
Childsurance allows you to protect your child plan with triple insurance
benefits so that your wealth-building efforts remain unaffected by
unforeseen events and your child’s future goals can be achieved without
any hindrance.

INCOMESURANCE
IDBI Federal Incomesurance Endowment and Money Back Plan is loaded
with lots of benefits which ensure that you get Guaranteed Annual Payout
along with insurance protection which will help you to reach you goals with
full confidence. Incomesurance plan is very flexible and allows you to

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customise your plan as per your individual and family ‘s future
requirements. Moreover it also allows you to choose premium payment
period, Payout option and more.

LIFESURANCE
IDBI Federal Lifesurance Saving Insurance plan is a fixed term non-
linked participating plan that provides you the twin benefits of long term
saving and life cover. With Lifesurance saving, you small savings will help
you realise the big dreams that you have for yourself and your family. This
plan also offers you the benefits of life cover that will provide financial
security to your family in your absence.
Despite all these tailored products there is still scope for
improvement in this field. The group insurance scheme is required to be
promoted, the crop Insurance is required to be expanded and the new
scheme and policies for the villagers or the rural population are to be
includes. The Introduction of Rural Career Agents scheme has been found
instrumental in inducing the rural prospects but the process is at infant
stage and requires more professional excellence. So there is lot of potential
in insurance sector which is waiting to be uncorked hence revealing to the
economy the benefits of insurance industry. The policymakers are required
to activate the efforts. It would be prudent that the LIC is allowed to pursue
a policy of direct investment for rural development. Investment in
Government securities should be stopped and investment should be
channelized in private sector for maximizing profits. In short, the
formulation of product- mix should be in the face of innovation product
strategy. While initiating the innovation process it is necessary to take into
consideration the strategies adopted by private and foreign insurance
companies .

2. PLACE

This component of the marketing mix is related to two important facets

 Managing the insurance personnel, and
 Locating a branch
The management of agents and insurance personnel is found significant
with the viewpoint of maintaining the norms for offering the services, this
is also to process the services to the end user in such a way that a gap
between the services- promised and services offered is bridged over. In a
majority of the services generating organization, such a gap is found
existent which has been instrumental in making worse the image problem.
The transformation of potential policyholder to the actual policyholder is a

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difficult task that depends upon the professional excellence of the
personnel.
The agents and the rural career agents acting as a link, lack
professionalism. The front line staff and the branch managers also are
found not assigning due weight age to the degeneration process. The
insurance personnel if not managed properly would make all efforts
insensitive. Even if the policy makers make provision for the quality up
gradation, the promised services hardly reach to the end users.
While locating branches, the branch manager need to consider a
number of factors, such as smooth accessibility, availability of
infrastructural facilities and the management of branch office and premises.
In addition it is also significant to provide safety measures and also factor
like office furnishing, civic amenities and facilities, parking facilities and
interior office decoration should be given proper attention.
Thus the place management of insurance branch office needs a new
vision, distinct approach and an innovative style. This is essential to make
the work place conductive, attractive and proactive for the generation of
efficiency among employees. The branch managers need professional
excellence to make place decisions productive. IDBI Federal has around
thousands and thousands of insurance agents all over India to manager
their regional customer effectively; Also, IDBI Federal has over 1201
branches all over India which help in increasing their customer base

3. PRICING:

In the insurance business the pricing decisions are concerned with:

i. The premium charged against the policies
ii. Interest charged for defaulting the payment of premium and
credit facility, and
iii. Commission charged for underwriting and consultancy
activities.
With a view of influencing the target market or prospects the formulation
of pricing strategy becomes significant. In a developing country like India
where the disposable income in the hands of prospect is low, the pricing
decision also governs the transformation of potential policyholders into
actual policyholders. The strategies may be high or low pricing keeping in
view the level or standard of customer or the policyholder. The pricing in
insurance is in the form of premium rates.
The three main factors used for determining the premium rates under
a life insurance plan are mortality, expense and interest. The premium rates
are revised if there are any significant changes in any of these factors.

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  Mortality (deaths in a particular area): When deciding upon the
pricing strategy the average rate of mortality is one of the main
considerations. In a country like South Africa the threat to life is
very important as it is played by host of disease.

 Expenses: The cost of processing, commission to agents,

reinsurance companies as well as registration are all incorporated
into the cost of instalment and premium sum and forms the
integral part of the pricing strategy.

 Interest: The rate of interest is one of the major factors which

determine people’s willingness to invest in insurance. People
would not be willing to put their funds to invest in insurance
business if the interest rates provided by the banks or other
financial instruments are much greater than the perceived returns
from the insurance premiums.

4. PROMOTION:
The insurance services depend on effective promotional measures. In a
country like India, the rate of illiteracy is very high and the rural economy
has dominance in the national economy. It is essential to have both
personal and Impersonal promotion strategies.
In promoting insurance businesses, the agents and the rural career
agents play an important role. Due attention should be given in selecting
the promotional tools for agents and rural career agents and even for the
branch managers and from line staff. They also have to be given proper
training in order to create impulse buying. Advertising and publicity,
organization of conferences and seminars, incentive to policyholders are
impersonal communication. Arranging kirtans, exhibitions participation in
fairs and festivals, rural wall paintings and publicity drive through the
mobile publicity van units would be effective in creating the impulse buying
and the rural prospects would be easily transformed into actual
policyholders.
IDBI Federal has also adopted various promotional strategies
like:
 Commercial Ads
 Print Ads
 Event
 Personal selling
 Word of mouth
 Viral marketing

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They have brought out many interesting and humorous ads of their
products such as Lifesurance, Incomesurance, Childsurance etc which has
got very good response from customers. They have also conducted events
with an aim to create interest around financial planning with Life Insurance
a branches which was critical to getting prospects interested in IDBI
Federal products.
Building an engagement process around the solution being gives an
additional boost to this cause. Spelling bee was a specially created spelling
contest created to connect with children. The philosophy of this module
hinged around making learning fun. The event was timed to coincide with
children‘s day in November 2010. The spelling to be completed revolved
around visual and verbal cues to words related to saving, money and
finance and aimed at teaching children the value of money early in life.
Also IDBI Federal involved them in developing their business by joining
hands with SAMHITA, a community development organization based out of
Bhopal which works towards bringing finance literacy among the under
banked population in Madhya Pradesh. They believe that such financial
literacy among the under banked population will help bring a holistic
change in the way people perceive and understand financial product and
their utility at various stages in their life.
IDBI Federal termsurance Grameen Suraksha is especially designed
to make life insurance affordable to rural customer with option of four
convenient premium slabs of Rs 49.08, Rs 98.17, Rs 147.25 and Rs 196.33
(inclusive of taxes) with corresponding sums assured of Rs 5,000. Rs
10,000 ,Rs 15,000 and Rs 20,000.
In this way IDBI Federal has made intelligent moves to capture the
rural which has lot of potential and promise in the future, promotion
strategies are very important for any intangible product especially like life
insurance and financial saving where people should be given complete
education about such product because of which all insurance companies
take due care while formulizing their promotional strategies.

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 1V. CHAPTER

DATA ANALYSIS & INTERPRETATIONS

An analytical review of the effectiveness of promotional strategy of IDBI

Federal
The survey was administered to 84 respondents through Google doc
and personal meeting about the insurance policy. The questionnaire
method to find out the effectiveness of promotional strategy of IDBI Federal
Life Insurance Co. Ltd was used. The main objective of the study is to create
awareness and identifying which the strongest promotional strategy to be
used by IDBI Federal.

Chart no:1

How did you come to know about IDBI Federal life insurance Co.Ltd

Table no:1

source of awareness about band Respondent Percentage

TV Advertisement 6 6%

5
You tube 5%
14
Newspaper 14%

5 5%
Bill board/ hoarding
31 31%
Agents
23
17%
84
Friends 78%

Total

Figure no : 1

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INTERPRETATION: from the above table we can find that majority of the
respondents came to know IDBI Federal Life Insurance through agents and
friends, where you tube and bill board/ hoarding contributed least as the
source of awareness about IDBI Federal Life Insurance

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 V. CHAPTER

FINDING & SUGGESTIONS

After analysis it is found that,

 Television for entertainment and gaining information so it is the

best media for promotion
.
 People don’t give more importance for the advertisements while
compared to brand, tax benefits, death benefits, security and
low premium.

 The promotion efforts and word of mouth is most influencing

while compared to internet.

 The unmarried people are actually not interested to take

insurance. They wanted to invest their money in other fields like
buying a house, bike, building, and real-estate etc. they are even
ready to take risk for more earnings.

 The married people are interested in insurance for the

benefit of their partner as well as their children and
medical expenses. Generally educated people understand
easily so most of graduate clearly understand the benefits
of insurance policies
 So IDBI Federal Life Insurance Corporation Limited can
develop a new policy by targeting the unmarried people.

 IDBI have to increase their promotional activities in such a

way that even unskilled persons understand the important of
their Insurance add value to their customer.
 The company’s advertisement should be more in Local TV
channel and Newspaper.
 The company should be open more branches in, Zonal areas.
 Hoarding at prime areas in recommended.
 In rural and tribal areas enormous promotional activities have
to be taken for bringing the awareness regarding different
types of insurance and their uses. IDBI Federal Life Insurance

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 should develop promotional activities in such a way that it
should reach to the tribal and interior areas in a easy
understandable manner. And it has to increase its promotional
activities in tribal area.
 Most of the insured people select policies based on the agent’s
advice. Company should advertise about their policies, as the
agent’s suggest the policies that fetch more commission to
them, and this creates a negative attitude among the
customers.
 Irrespective of the occupation age, marital status, caste,
religion and educational qualification everyone has to feel the
need of life insurance. Hench the company should bring
awareness about the insurance and its importance and need.
The unfavourable feeling of illiterates, daily wage workers etc.
can be washed out by educating the households extensively.
IDBI Federal should create awareness about insurance among
people. Most of the uninsured have negative attitude as they
don’t have knowledge about insurance. Generally insurance is
considered as only for high income people. This notion must
be charged. Through social marketing among the low income
people.

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 REFERENCES

Literature from different journals

 Garg. M.C & Verma A. 2010. An empirical analysis of the marketing

mix in the life Insurance Industry in India. The IUP journal of
management research. Vol, pp07-20.

 Abdalelah S. Saaty A 2011. Factor Critical in marketing strategies of

Insurance companies in Saudi Arabia. The International journal of
Marketing Studies. Vo1.3. ppt 104-122.

 D Andrea & Schleicher A 2006. The role of promotions and other

factors affecting overall store price image in Latin American. The
International Journal of retail & Distribution Management Vol.34
No.9, 2006. Ppt.688-700.

 P Venugopal A 2010. Attitude of insured on agents and promotional

Activities of Life Insurance Companies.Drishtikon: A Management
Journal Vol. 1 no. 2 2010. Pp. 369-394.

 Shameem B. & Dr. Gupta A 2012. Marketing strategies in Life

Insurance Services. International Journal of Marketing Financial
Services & Management Research Vol.1 Issus 11, Noverber2012.
Pp132-141.

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 CONCLUSION

As the company is new to the market, the company need to expand a lot in
the Indian insurance Sector. Currently having a 45 Branches in all over
India, which is much low in number as compared to other insurance
companies. the company is much low in number as compared to other
insurance companies. The company only two years old, so it needs to spend
a lot on the integrated marketing communication concept to create
awareness among the public. Insurance agents/distributor are the key
players in the insurance business and a representation to the company.
They should create innovation and adopt different strategies to make most
out of the insurance leads. Every lead you buy has the potential to become a
client. Sales are the fuel that keeps the engine or insurance agency running,
And sales are only made possible by these insurance agents/distributor
company should also focus the agenda’s related to these insurance
agents/distributor, i.e. they should check their satisfaction level with
respect to the company and also by training them in the best way possible
to deal with the clients. These insurance agents/distributor should also
understand their client’s motives. Without clients, there is no business. So
it’s important for insurance agents/distributor to think like these clients
think and understand why they choose to buy, not buy or remain indecisive.
When insurance agents/distributor is able to understand their clients’
motivation for their decision, then they can offer the services they need and
avoid turning them away toward the competition. If insurance
agents/distributor wants long-term, stable toward the competition. If
insurance company, then they need to gain the best types of advertising
there is: word of mouth. Referrals create a self-perpetuating cycle of new
clients coming through these insurance companies for years to come. And
what’s really great is that all these insurance agents/distributor need to do
is ask.

The sowed seeds have become a plant by now: IDBI Federal Life
Insurance Co. is just a three year baby. If the company has to stabilize itself
and establish in this competitive field, they have to: the company has to
concentrate on advertisement and the company has to campaign about the
product and its features.

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