INTERNSHIP REPORT ON BIRLA SUNLIFE

IMM-FOSTIIMA BUSINESS SCHOOL
SUMMER INTERNSHIP PROJECT REPORT
ON
“MEDIA AND MARKETING STRATEGIES FOR EXISTING POLICIES”
AT
BIRLA SUNLIFE INSURANCE COMPANY LTD.
BY
Anshu Singh
PGDM 2016 – 18
SPECIALISATION: MARKETING
ROLL NO: PGP-18012
INTERNSHIP FINAL EVALUATION
PROJECT REPORT

2 MEDIA & MARKETING STRATEGIES FOR EXISTING POLICY
On
“MEDIA AND MARKETING STRATEGIES FOR CHILD PLAN”
Submitted By:
Anshu Singh
PGDM 2016 – 18
SPECIALIZATION: Marketing
ROLL NO: PGP-18012
BIRLA SUNLIFE INSURANCE COMPANY LTD.
A report submitted in partial fulfillment of the requirements of PGDM Program at
Faculty Guide: Prof. Sunil Kala
Company Mentor: Nikesh Ruparel
Date of Submission: 14/7/2017
CERTIFICATE
TO WHOM SOEVER IT MAY CONCERN
1. This is to certify that Mr. ………………………………………., a student of IMM-FOSTIIMA BUSINESS SCHOOL and pursuing two

years’ full time Post Graduate Diploma in Management (PGDM), underwent two months of summer internshipwith us
from ………………. to ………………….
2. During the summer internship, Mr. ………………………………... has successfully completed the project titled …………………………
under the guidance of (Name) ……………………………. (Designation) ………………………………
3. The Students performance during the summer internship and comments on his project work are as under: -
……………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
____________________________________
(Signature of the Authorized Company Official)
Name: ………………………………………….
Designation: …………………………………....
Date: ……………………………………………
ACKNOWLEDGEMENT
I, Anshu Singh, the student of IMM-FOSTIIMABUSINESS SCHOOL, am extremely
grateful to Birla Sunlife Insurance Co., for the confidence bestowed upon me and entrusting
me with the project titled ‘Media and Marketing strategiesfor Existing Policy.
I would like to express my deepest gratitude and special thanks to my Project Guide and Mentor

– Mr. NikeshRuparel, Senior Business Mentor, Birla Sunlife Insurance Company Ltd., who
took time out to guide me and supportme and allow me to carry out my project during my
training.
I am also grateful to my industry mentor for giving me good insight on how Social Media
Marketing works, and also giving a great understanding about how Insurance marketing
activities take place.
I express my profound gratitude to Prof. Sunil Kala, Project Guide and Mentor, who gave me
valuable guidance, suggestion, and helped me throughout the project. She encouraged me and
supported me to effectively channelize my thoughts in the report making.
Last but not the least, I am thankful to all my Birla Sunlife Insurance Company Ltd. team who
directly or indirectly extended their co-operation, and valuable supportto me.
TABLE OF CONTENTS
1.Executive Summary ............................................................................................................................................6
2. Introduction........................................................................................................................................................7
About Insurance Industry in India ...........................................................................................................................7
Birla Sunlife Insurance Company Ltd. ...................................................................................................................8
Mission, Vision and Core values .............................................................................................................................9
Aditya Birla Financial Services Group (ABFSG) ................................................................................................10
About Sun Life Financial.......................................................................................................................................10
Competitor Profile..................................................................................................................................................11
Life Insurance Corporation....................................................................................................................................11
ICICI Prudential Life Insurance Company Ltd. ...................................................................................................11

HDFC Standard Life Insurance Company.............................................................................................................11
Porter’s Five Force Analysis..................................................................................................................................13
Investments in Insurance Sector ............................................................................................................................14
Advantage India .....................................................................................................................................................16
Study of consumer perspective and developing innovative marketing strategies .................................................20
Reasons for Investing in Life Insurance ................................................................................................................20
Product - child solutions vision life income plan...................................................................................................17
3. Research methodology.....................................................................................................................................18
Problem statement..................................................................................................................................................18
Objective ................................................................................................................................................................18
Research Design.....................................................................................................................................................19
Actual study conducted..........................................................................................................................................21
Quarter 1 ................................................................................................................................................................21
Quarter 2 ................................................................................................................................................................29
Quarter 3 ................................................................................................................................................................31
Quarter 4 ................................................................................................................................................................33
Data collection .......................................................................................................................................................39
Findings & Conclusion ..........................................................................................................................................40
Recommendations..................................................................................................................................................46
Field Experience ....................................................................................................................................................47
Limitations ............................................................................................................................................................47
References..............................................................................................................................................................48
EXECUTIVE SUMMARY
Life is full of risk and uncertainties. Since we are social human beings, we have certain responsibilities too.
Indian consumers have big influence of emotions and rationality on their buying decisions. They believe in
future rather than present and desire to have a better and secured future. In this direction life insurance services
have its own value in terms of minimizing risk and uncertainties. Indian economy is developing and having
huge middle class societal status and salaried individuals. Their money value for current needs and future
desires generate the reasons behind holding a policy. An attempt has been made in this report to study the
buying behavior of consumers towards life insurance services.
Analyzing consumer behavior is perceived as cornerstone of a successful media and marketing strategy.
Consumer behavior is a mental and emotional process and the observable behavior of consumers during
searching, purchasing and post consumption of a product and service. Similarly, consumer behavior is action
and decision process of people who purchase goods and services for personal consumption. Now if these

defining criteria are closely observed, it is evident that analyzing consumers’ decision-making process is the
foundation of entire notion of consumer behavior.
The following report gives an overview of
 Deriving an innovative and newly directed marketing plan and strategies for a product of Birla Sunlife,
that is, Birla Life Insurance Vision Life Income plan (Child solutions).
 Portraying my contribution on Media Planning & Advertising strategies and implementing the same
through various media platforms (TVC, print etc.).
 In addition to this, the report mentions an annual marketing plan which is strategized & will probably be
Implemented in future of a to enhance the online presence of Birla Sunlife.
 These efforts were made to analyze & recommend branding strategies for insurance industry for
enhanced customer engagement.
Methodology: Developing strategies and promotional campaigns using descriptive and exploratory
research. The data collected was from both Primary and Secondary sources. Qualitative tool was used.
Findings and Conclusions:
It was found that insurance policies could also be sold by innovative ways. Interactive ways of approaching
people when used gave positive results, also involving them and their children with the sector and changing
their perception about insurance and its benefits attracted more customers. People should be constantly made
aware of the offeringsbythe companyandalsocustomizedplansbe designed according to the need of individuals and
their children.
INSURANCE INDUSTRY IN INDIA
Introduction
The insurance industry of India consists of 53 insurance companies of which 24 are in life insurance business
and 29 are non-life insurers. Among the life insurers, Life Insurance Corporation (LIC) is the sole public
sector company. Apart from that, among the non-life insurers there are six public sector insurers. In addition to
these, there is sole national re-insurer, namely, General Insurance Corporation of India (GIC Re). Other
stakeholders in Indian Insurance market include agents (individual and corporate), brokers, surveyors and third
party administrators servicing health insurance claims.
Out of 29 non-life insurance companies, five private sector insurers are registered to underwrite policies

exclusively in health, personal accident and travel insurance segments. They are Star Health and Allied
Insurance Company Ltd, Apollo Munich Health Insurance Company Ltd, Max Bupa Health Insurance
Company Ltd, Religare Health Insurance Company Ltd and Cigna TTK Health Insurance Company Ltd. There
are two more specialized insurers belonging to public sector, namely, Export Credit Guarantee Corporation of
India for Credit Insurance and Agriculture Insurance Company Ltd for crop insurance.
Market Size
During April 2015 to February 2016 period, the life insurance industry recorded a new premium income of Rs
1.072 trillion (US$ 15.75 billion), indicating a growth rate of 18.3 per cent. The general insurance industry
recorded a 14.1 per cent growth in Gross Direct Premium underwritten in FY2016 up to the month of February
2016 at Rs 864.2 billion (US$ 12.7 billion).
India's life insurance sector is the biggest in the world with about 360 million policies, which are expected to
increase at a Compound Annual Growth Rate (CAGR) of 12-15 per cent over the next five years. The
insurance industry plans to hike penetration levels to five per cent by 2020.
The country’s insurance market is expected to quadruple in size over the next 10 years from its current size of
US$ 60 billion. During this period, the life insurance market is slated to cross US$ 160 billion.
The general insurance business in India is currently at Rs. 78,000 crores (US$ 11.44 billion) premium per
annum industry and is growing at a healthy rate of 17 per cent.
The Indian insurance market is a huge business opportunity waiting to be harnessed. India currently accounts
for less than 1.5 per cent of the world’s total insurance premiums and about 2 per cent of the world’s life
insurance premiums despite being the second most populous nation. The country is the fifteenth largest
insurance market in the world in terms of premium volume, and has the potential to grow exponentially in the
coming years.
BIRLA SUNLIFE INSURANCE

MISSION, VISION & CORE VALUES
Birla Sunlife Insurance has established itself as one of the key players in the Indian Insurance industry. Our
basic purpose is to ensure that customers have the financial wherewithal to meet future expenses of their
children. As a responsible corporate citizen, “Integrity” is an integral part of our strategy. We aspire to be the
leading insurance company by offering best child insurance solutions.
OUR MISSION
To delight our customer by providing quality insurance solutions.
Established in 2000, Birla Sun Life Insurance Company Limited (BSLI) is a joint venture between the Aditya
Birla Group, a well-known and trusted name globally amongst Indian conglomerates and Sun Life Financial
Inc., leading international financial services organization from Canada. The local knowledge of the Aditya Birla
Group combined with the domain expertise of Sun Life Financial Inc. offers a formidable protection for its
customers' future.
With an experience of over 10 years, BSLI has contributed significantly to the growth and development of the
life insurance industry in India and currently ranks amongst the top 6 private life insurance companies in the
country.
Known for its innovation and creating industry benchmarks, BSLI has several firsts to its credit. It was the first
Indian Insurance Company to introduce "Free Look Period" and the same was made mandatory by IRDA for all
other life insurance companies. Additionally, BSLI pioneered the launch of Unit Linked Life Insurance plans
amongst the private players in India. To establish credibility and further transparency, BSLI also enjoys the
prestige to be the originator of practice to disclose portfolio on monthly basis. These category development
initiatives have helped BSLI be closer to its policy holder’s expectations, which gets further accentuated by the
complete bouquet of insurance products (viz. pure term plan, life stage products, health plan and retirement
plan) that the company offers.
Add to this, the extensive reach through its network of 600 branches and 133,572 empanelled advisors. This
impressive combination of domain expertise, product range, reach and ears on ground, helped BSLI cover more
than 2.5 million lives since it commenced operations and establish a customer base spread across more than
1500 towns and cities in India. To ensure that our customers have an impeccable experience, BSLI has ensured
that it has lowest outstanding claims ratio of 0.00% for FY 2011-12.
Additionally, BSLI has the best Turn Around Time according to LOMA on all claims Parameters. Such services
are well supported by sound financials that the Company has. The AUM of BSLI stood at 21062crs as on March
31, 2012, while the company has a robust capital base of Rs. 2450 crores.

OUR VISION
BIRLA SUNLIFE INSURANCE: To be the most preferred brand in the insurance segment.
OUR VALUES
The BIRLA Group has always sought to be a value-driven organization. These values continue to direct the
Group's growth and businesses. The five core BIRLA values underpinning the way we do business are:
Integrity: Acting and taking decisions in a manner that is fair and honest. Following the highest standards of
professionalism and being recognized for doing so. Integrity for us means not only financial and intellectual
integrity, but encompasses all other forms as are generally understood.
Commitment: On the foundation of Integrity, doing all that is needed to deliver value to all stakeholders. In the
process, being accountable for our own actions and decisions, those of our team and those in the part of the
organization for which we are responsible.
Passion: An energetic, intuitive zeal that arises from emotional engagement with the organization that makes
work joyful and inspires each one to give his or her best. A voluntary, spontaneous and relentless pursuit of
goals and objectives with the highest level of energy and enthusiasm.
Seamlessness: Thinking and working together across functional groups, hierarchies, businesses and
geographies. Leveraging diverse competencies and perspectives to garner the benefits of synergy while
promoting organizational unity through sharing and collaborative efforts.
Speed: Responding to internal and external customers with a sense of urgency. Continuously striving to finish
before deadlines and choosing the best rhythm to optimize organizational efficiencies.
About Aditya Birla Financial Services Group (ABFSG)
About Aditya Birla Group
A US $35 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is anchored by an
extraordinary force of 133,000 employees, belonging to 42 different nationalities. The group operates in 36
countries across six continents – truly India's first multinational corporation.
About Aditya Birla Financial Services Group
Aditya Birla Financial Services Group (ABFSG) ranks among the top 5 fund managers in India (excluding
banks and LIC) with an AUM of ~USD 17.5 billion. Having a strong presence across the life insurance, asset

management, NBFC, private equity, retail broking, distribution & wealth management and general insurance
broking businesses, ABFSG is committed to serve the end-to-end financial services needs of its retail and
corporate customers. The seven companies representing ABFSG are Birla Sun Life Insurance Company Ltd.,
Birla Sun Life Asset Management Company Ltd., Aditya Birla Finance Ltd., Aditya Birla Capital Advisors Pvt.
Ltd., Aditya Birla Money Ltd., Aditya Birla Money Mart Ltd, and Aditya Birla Insurance Brokers Ltd. In FY
2011-12, ABFSG reported consolidated revenue from these businesses at Rs. 6550 Crore (USD 1.3 billion) and
earnings before tax at Rs. 600 crores. Anchored by about 17,000 employees and trusted by about 5.5 million
customers, ABFSG has a nationwide reach through more than 1,775 points of presence and about 200,000
agent’s / channel partners.
About Sun Life Financial
Sun Life Financial is a leading international financial services organization providing a diverse range of
protection and wealth accumulation products and services to individuals and corporate customers. Chartered in
1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada,
the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and
Bermuda. As of March 31, 2012, the Sun Life Financial group of companies had total assets under management
of $494 billion.
COMPETITOR’S PROFILE
Life Insurance Corporation of India is an Indian state-owned insurance group and investment company. Its
subsidiary are LIC Lanka, LIC Cards Services, LIC Pension Fund Ltd, LIC International, LIC Nomura Mutual
Fund Life Insurance Corporation , the largest insurance company in India has business(profit) of US$ 9.257

billion (2015), is a leader in insurance industry, with an estimated asset value of ₹1,560,482 crore
(US$230 billion). As of 2013 it had total life fund of Rs.1433103.14 crore with total value of policies sold of
367.82 lakh that year. LIC had 11,95,916 agents as on 31 March 2014, out of which the number of active
agents were 11,32,677 (94.71%). LIC offers a variety of insurance products to its customers such as insurance
plans, pension plans, unit-linked plans, special plans and group schemes. LIC holds a market share of 78,308
crores in FY15

PORTER'S FIVE FORCE ANALYSIS
COMPETITIVE RIVALRY
• Insurance industry is becoming highly competitive
with 53 players operating in the industry
• Companies are competing on price and also using
low price and high returns strategy for customers to
lure them
THREAT OF NEW ENTRANTS SUBSTITUTE PRODUCTS
• Other financial companies can
enter the industry
• Overall threat is medium given
that entry is subject to license
and regulations
• Similarity in services makes
switchover a potent threat
• Investment oriented customers have
switched to other avenues.
BARGAINING POWERS OF
SUPPLIERS
BARGAINING POWERS OF
BUYERS

• Supplier being the distributor or
agent have high bargaining
power because they have
customer database and can
influence customers in making
choices
• Bargaining power of customers
especially corporate is very
high because they pay huge
amount of premium
INVESTMENT
The following are some of the major investments and developments in the Indian insurance sector.
 The Insurance sector in India is expected to attract over Rs 12,000 crore (US$ 1.76 billion) in 2016, as
many foreign companies are expected to raise their stake in private sector insurance joint ventures.
 Quest Global, a pure-play engineering and Research and Development (R&D) services provider, has
raised investment of around Rs 2,396 crore (US$ 351.54 million) from leading global investors Bain
Capital, GIC and Advent International for a minority stake in the company.
 Foreign Direct Investment in the insurance sector stood at US$ 341 million in March-September, 2015,
showing a growth of 152 per cent compared to the same period last year.
 Insurance firm AIA Group Ltd has decided to increase its stake in Tata AIA Life Insurance Co Ltd, a
joint venture owned by Tata Sons Ltd and AIA Group from 26 per cent to 49 per cent.
 Canada-based Sun Life Financial Inc. plans to increase its stake from 26 per cent to 49 per cent in
Birla Sun Life Insurance Co Ltd, a joint venture with Aditya Birla Nuvo Ltd, through buying of
shares worth Rs 1,664 crore (US$ 244.14 million).
 Nippon Life Insurance, Japan’s second largest life insurance company, has signed definitive agreements
to invest Rs 2,265 crore (US$ 332.32 million) in order to increase its stake in Reliance Life Insurance
from 26 per cent to 49 per cent.
 The Central Government is planning to launch an all-in-one insurance scheme for farmers called the
Unified Package Insurance Scheme (Bhartiya Krishi BimaYojana). The proposed scheme will have
various features like crop insurance, health cover, personal accident insurance, livestock insurance,
insurance cover for agriculture implements like tractors and pump sets, student safety insurance and life
insurance.
 Government launched a special enrolment drive, Suraksha Bandhan Drive comprising of sale of gift
cheques and launch of deposit schemes in bank branches, to facilitate enrolment under Pradhan Mantri
Suraksha Bima Yojana (PMSBY) and Pradhan Mantri Jeevan JyotiBimaYojana (PMJJBY).
 To increase the subscriber base and ensure wider reach, the Central Government has eased several
norms for its flagship insurance scheme Atal Pension Yojana (APY), in terms of more options for
periodical contributions, voluntary and premature exits and simplified penalty for payment delays.

 Bennett Coleman and Co. Ltd (BCCL), the media conglomerate with multiple publications in several
languages across India, is set to buy Religare Enterprises Ltd.’s entire 44 per cent stake in life insurance
joint venture AEGON Religare Life Insurance Co. Ltd. The foreign partner AEGON is set to increase its
stake in the joint venture from 26 per cent to 49 per cent, following government’s reform measure
allowing the increase in stake holding by foreign companies in the insurance sector.
 GIC Re and 11 other non-life insurers have jointly formed the India Nuclear Insurance Pool with a
capacity of Rs 1,500 crore (US$ 220.08 million) and will provide the risk transfer mechanism to the
operators and suppliers under the CLND Act.
 State Bank of India has announced that BNP Paribas Cardif is keen to increase its stake in SBI Life
Insurance from 26 per cent to 36 per cent. Once the foreign joint venture partner increases its stake to 36
per cent, SBI’s stake in SBI Life will get diluted to 64 per cent.
 Reliance Life Insurance Company today said it would add 20000 agents across India in this financial
year as part of its expansion plans. It will increase their agency force by 20%, which now stands at
100000.

6%
10%
4%
5%
50%
4%
3%
2%
15%
2%
Market Share
HDFC Life Insurance ICICI Prudential
Bajaj Allianz Reliance General Insurance
LIC Birla Sun Life Insurance
Max New York Tata AIG
Others Kotak Life Insurance

STRENGTH
 Multi-channel distribution and one of the largest distribution networks in
India.
 Implementing Six-Sigma process.
 Customer centric products and services.
 Superior investment and risk management framework
 1 Million Policies sold within 3 and half years.
 Company has maximum number ofMDRT as well as good number of HNI
advisors.
 Training process of the company is very strong.
 Different plan for different peoples.
 According to the change in surrounding environment like changes in customer
requirement.
WEAKNESS
 COMPANY does not penetrate on the rural market at a time.
 There is no plan for the low income group.
 Fees for the advisor is high than the other company.
OPPORTUNITY
 Insurance market is very big, where company can expand its horizon in
insurance industry.
 Though good investment and insurance it is easy to top Indian customers.
 The huge insurance market (77%) is left so company has opportunity to
expand our products.
 To associate with the more number of HNI.
THREATS
 OLD HABITS DIE HARD’: It’s still difficult task to win the
confidence of public towards private company.
 The company is facing major threats from LIC-which is an only government
company.
 Plans for all income groups are not available which can create adverse
effect later on the market share of the company

ADVANTAGE IN INDIA
Strong demand
• Growing interest in insurance
among people; innovative
products and distribution
channels aiding growth.
• Increasing demand for
insurance off shoring.
• Growing use of internet has
started increasing demand
Attractive opportunities
• Life insurance in low-income
urban areas
• Health insurance, pension
segment
• Strong growth potential for
micro- insurance, especially from
rural areas
Increasing investments
• Rising participation by private
players has increased their market
share in the life Insurance market to
24.6 per cent in FY14 from 2 per cent
in FY03
• Increase in FDI limit to 49 per cent
from 26 per cent, as proposed in 2012,
will further fuel investments
Policy support
• Tax incentives on insurance products
• Passing of Insurance Bill gives
IRDA
flexibility to frame regulations
• Clarity on rules for insurance IPOs
would infuse liquidity in the industry
• Repeated attempts to make the sector
more lucrative for foreign participants

PRODUCT - CHILD SOLUTIONS VISION LIFEINCOME PLAN
RESEARCH METHODOLOGY

Problem Statement
Conceptualization and designing of a marketing plan for 1 year for the product Birla Sunlife Child Insurance
covering complete branding, advertising and targeting solutions (divided in 4 quarters).
Objective
To ideate & develop quarter wise Innovative Marketing Strategies with respect to Communication Medium:
1) Television
2) Print
3) Social Media
4) OOH- Signage’s and Interactive Kiosks
5) Corporate Social Responsibility.
Target group
Married and Unmarried couples, Pregnant ladies, Grand parents
Age: 25-50 years
Income group: 2.5 lakhs and above
Research Design
Research took place in two phases: -
Phase 1: Secondary Research
Collection of data and information from various websites, reports, newspapers, articles and blogs. After the
collection & analysis of the data from both the primary and secondary sources a detailed report structure was
built up. A Qualitative secondary research was conducted.

Phase 2: Primary Research
Interaction with the target group to understand their behavior and factors affecting their choice. The survey was
conducted, media and marketing plan were discussed and their views were collected, that could they relate to
the product and do the marketing campaigns and advertisements influence their decision of buying the product.
The primary research includes interviews with the client and a group discussion with the team.

Study of consumer perspective and developing
innovative marketing strategies
Perception of Life Insurance
According to an article published on Canara HSBC, though perception of life insurance in India is that of a
key savings instrument, insurance penetration and density levels have remained low as compared to global
trends. India's life insurance penetration stood at 2.6% in 2014, as compared to a world average of 3.4%.
Similarly, India's insurance density stood at US$ 44 compared to a world average of US$ 368.
The survey revealed that 85% of the policyholders consider life insurance as an important component of their
financial portfolio, with respondents residing in Tier 1 and Tier 2 cities attaching even higher importance to life
insurance (89% and 87% respectively) as compared to respondents in Metro cities (76%). As respondents grow
older, they tend to take life insurance more seriously. While 82% of the policyholders in the age group of 25 to
35 years reported it to be important, the proportion of respondents agreeing to this increased to 92% for
respondents in the above 60 years’ age group.
Similarly, as number of dependents in a family increases, importance accorded to life insurance also increases.
About three fourth of the respondents with single dependent find it important, but about 9 out of 10 person
having 4 dependents consider life insurance to be important.
Reasonsfor Investing in Life Insurance:
Though most respondents share a common view with regard to the importance of life insurance as an important
investment avenue, but their reasons for investing in this instrument differ widely. Majority of respondent’s
view life insurance as a savings instrument, with about three fourth of the policyholders reported to be investing
in life insurance to save for future needs like child marriage, education etc.
The other most important reason, which ideally should have appeared as the foremost reason for investing in
this category of instrument, has been the security that life insurance provides to the family of the insured (64%).
Life insurance is also viewed as a disciplined method of savings by some (60%) as well as a tax savings tool
(58%).

ACTUAL STUDY CONDUCTED
Quarter 1(April-June)
 TVC
 Print Ad (Newspaper)
 Flip-board
 Billboards
TVC’s
Birla Sun Life Insurance – Dog Commercial

Birla Sun Life Insurance – Spreading happiness Commercial

Suggested TV channels and their pricing estimates

Sample Print Ad shortlisted for the front page of the newspaper
(Ad being part of Quarter 1 had to be portrayed as exactly how it will look on the front page of a newspaper.)

Newspaper Pricing Estimates
Times of India
 Display advertisement rates for TOI Mumbai is around Rs.3500/sq. cm
 Full page advertisement in TOI would cost around Rs. 60 Lakhs
 Total sales of 30,57,678 copies daily.
 In order to maximize response, TOI gives discounts on packages
 A pan India ad campaign can be availed for a discounted rate ofRs.9000/sq. cm
 To publish all over India, the ad will cost anywhere close to Rs.1.5 Crore for a single full page ad
Economic Times
 World's second largest financial daily with per day circulation of over 7,50,000 copies
 Wherein 77,231 copies are circulated in Mumbai
 Ad rates as per sq. cm:
 Base Rates: Rs. 2265
 Back Page: Rs. 2510
 Page 3 ad Rates: Rs. 2440
 Page 5 ad Rates: Rs. 2365
 Front Page Rates (min 12X20): Rs. 3275 (appx. Rs. 56,56,743/-)
 Innovative advertisement in any newspaper charges Rs.10 to Rs.15 per newspaper
Return On Investment
Total sales: 38,07,678 copies
Expected Convertibility rate (2%): 76,153 customers
Total cost: Rs. 2,06,56,743/-
Turnover: Rs. 190,38,39,000/-(assuming each policy sold is of Rs.25000/-)

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Flipboard
Flip board is an interactive board which will be like the approximate of the height of a human being displayed at
malls and stations. The basic aim was that the board should interact with people by revolving as and when
touched. So, the flip board is supported by a hinge which is on the central axis of an oval shaped board. One
side of the board has the graphical phases where dog is thinking about the future of its unborn child. When it is
touched the board revolves vertically giving a message that subtly conveys that animals cannot do but you as a
human can. This message of flip board was synonymous to the dog Ad shown earlier so that there is a recall
value. Following is the graphical representation of a flip board

Quarter 2(July-September)
 TVC
 Interactive Kiosk
TVC
Birla Sun Life Insurance – Adventure Commercial
Interactive Kiosk
Location: Malls and Metro Stations
Concept: 5 Senses
In our daily lives, people have forgotten the values of their senses.
 Smell
 Hear
 Touch
 Sight
 Taste

‘aap log itna busy ho gaye ho ki life ki choti choti khushiyaan dhudna hi bhool gaye ho’- COME, FEEL LIFE
 SMELL – between the interactive ads, there will be a touch panel/button, on pressing the button you
would get odour particles on your fingers, which would give you a refreshing feeling. ‘Your fragrance
for life - Birla Sunlife’.
 HEAR – in the interactive ad, there would be a scene-displaying piano on the Board, this would allow
you to go, touch and play the instrument. Hence, go teach your child and feel the happiness. ‘Your
music for life, Birla Sunlife’.
 TOUCH – there will be a fat airman/mickey mouse, when you go to him he will give you a love filled
hug!! Because a hug can make your day. ‘It’s in our nature to care, Birla Sunlife’.
 SIGHT – when you cross the board and you wish to see how does world look upon you, touch the button
on the screen, select m/f , after touching button, camera will open and you can see yourself for 3 secs
and then you will get a message for yourself. Example for girls- you look beautiful in this dress, you
have a pretty smile. For boys- you will have a lucky day today, you look handsome. ‘Beauty lies in the
eyes of the beholder, Birla Sunlife’.
 TASTE – the concept of this would be in relation with the concept of sight, any person who looks in the
camera and if the camera captures your perfect smile, the drop box below the buttons would drop a
chocolate for each smile it captures. ‘A smile can get you a lot, Birla Sunlife’.

Quarter 3 (October-December)
 Metro Branding
 Print Ads
Branding in Metro
Rs.9 lakhs Rent for Branding per month per train
Rs. 5 lakhs production cost for Inner Branding per month per train
Rs. 5 lakhs production cost for Outer Branding per month per train
Rs. 8 lakhs production cost for Combined Package (Inner + Outer) Branding per month per train

Print Ads

Quarter 4 (January-March)
 Print Ad
 Hoardings
 Metro Branding
Print Ad

Hoarding price estimates
Location: Andheri (Near Star Bazaar)
Costing: 10 Lakh per month(appx.)

Year Long CSR Activities
"In a free enterprise, the community is not just another stakeholder in business but is in fact the very purpose of
its existence."
- Jamsetji Nusserwanji, Tata Founder, Tata Group.
Corporate social responsibility is a very important tool which contributes to brand recognition of a company.
Keeping the same thought in mind, CSR activity ideas were suggested where Birla Sunlife Insurance can
contribute its share of contribution to Aditya Birla Group. Being an insurance company certain stakeholders
were Identified such as 'Health' of an individual or society as a whole, 'Bravery' which not only covers Army,
Navy, Air Force and police official but also Firefighters, Mine Workers and common citizens who are involved
in such jobs where their lives are at stake. In addition to this certain concepts of Swacch Bharat Abhiyan, Skill
development, Startup India were also recognized so that Birla Sunlife Insurance as a private company, is
recognized as a company which is actively contributing to the plan laid down by the current government.
Following are the twitter hash tags, which were suggested in accordance with the CSR campaigns which will
have its mark on Twitter to create a trend:
CSR activities become a part of our marketing plan to deepen Customer connect and Strengthening Trust.
 #We Stand for Healthy India (Khud Ko Kar Buland)
 Seminars on awareness against obesity and eradication of diseases such as AIDS, Polio, TB,
Diabetes, etc.
 #Globalized India
 Seminars on Budget, Government policies, Startups, Efficient Business Skills, corporate
governance.
 Seminars in association with ICAI (The Institute of Chartered Accountants of India), CII
(Confederation of Indian Industry), ASSOCHAM (Associated Chambers of Commerce and
Industry of India), IFGS (The Innovate Finance Global Summit), etc.
 #Swachh Bharat Abhiyan
 Beautification of Mumbai local stations
 Through graffiti's and knitted designs
 #We Salute Bravery
 Bravery awards for civilians, soldiers, firemen and police constables spreading awareness in
the society

 #We Stand for Healthy India (Khud Ko Kar Buland)
Health related alarming Statistics from India
Cardiovascular diseases
 Current projections suggest that India will have the largest cardiovascular disease burden in the world.
 One fifth of the deaths in India are from coronary heart disease. By the year 2020, it will account for one
third of all deaths. Sadly, many of these Indians will be dying young.
 Heart disease in India occurs 10 to 15 years earlier than in the west.
 There are an estimated 45 million patients of coronary artery disease in India. An increasing number of
young Indians are falling prey to coronary artery disease. With millions hooked to a roller-coaster
lifestyle, the future looks even grimmer.
 Latest statistics suggest that in India, there are roughly 30 million heart patients and two lakh surgeries
are being performed every year.
 Of the 30 million heart patients in India, 14 million reside in urban areas and 16 million in rural areas.
 Today, cardiac hospitals in India perform over 2,00,000 open heart surgeries per year, one of the
highest, worldwide. There has been a steady annual rise to the tune of 25-30 per cent per year in the
number of coronary interventions over the past several years.
 Heart disease is now the world's leading causes of death, claiming 17.3 million lives each year.
 The key challenges that face cardiac care in India are inadequate facilities, accessibility, the price tag
attached to efficient and effective treatment, lack of awareness of non-communicable diseases.
 Tackling such issues as CSR activities will prove beneficial to Birla Sunlife Insurance also keeping in
mind that as a life insurance company, Birla Sunlife will be contributing to most important aspect of
insurance which is health. Similarly, with diseases like Diabetes and Tuberculosis mentioned below.
Diabetes:
 According to Diabetes Atlas published in 2007, there are 246 million diabetics across the world, with
80% of them in the developing and underdeveloped countries. India, according to these statistics, has
40.9 million diabetics, closely followed by China with 39.8 million diabetics. It was predicted that by
2025, India will have 69.9 million people and China will have 59.3 million people with diabetics.
 Indians tend to be diabetic at a relatively young age of 45 years which is about 10 years earlier than in
West.
 The prevalence of diabetes varies between 6-8% in urban and 2-3% in rural adults.
 There appears to be a steady increase in hypertension prevalence over the last 50 years, more in urban
than in rural areas. Hypertension is 25-30% in urban and 10-15% in rural subjects.
Tuberculosis:
 India is the country with the highest burden of TB. The World Health Organization (WHO) statistics for
2014 give an estimated incidence figure of 2.2 million cases of TB for India out of a global incidence of
9 million. The TB incidence for India is the number of new cases of active TB disease in India during a
certain time period (usually a year).
 The estimated TB prevalence figure for 2014 is given as 2.5 million. The TB prevalence is the number
of people in India who are living with active TB. Prevalence is usually, but not always given as a
percentage of the population.

 It is estimated that about 40% of the Indian population is infected with TB bacteria, the vast majority of
whom have latent rather than active TB.
 Most of the national TB statistics for India are collected by the government Revised National
Tuberculosis Control Program (RNTCP), which was started in 1997, and which was then expanded
across the country.
 About 10 lakhs are new mere positive highly infectious cases and about 5 lakh deaths occur due to
tuberculosis.
SELF SUSTAINABLE SKILL DEVELOPMENT MODEL
 The Aditya Birla Centre for Community Initiatives and Rural Development, the apex body for
developmental projects spearheads the companies CSR activities spending more than 200 Crores every
year.
 Skill development / vocational training through Aditya Birla Technology Park for integrated training
program and VT centers in collaboration with it ITIs is already in place.
 The self-sustainable skill development program in urban areas will be initiated by Birla Sunlife
Insurance under the guidance of Aditya Birla group.
 With growing rate of unemployment in urban areas as well, this program will be very beneficial to the
people searching for a job in an urban area but not having one due to lack of skill training and other
resources.
The process flow will be as follows:
 A dedicated helpline number to be set up for people seeking jobs.
 Creating a database of interested people and segregating them according to particular field of interest.
 Extensive training program for skill development for that field.
 Job assistance after skill training, which may also include the company hiring them for the initial months
till search for job, is over.
 Setting up a website for availing services of these trained professional skilled workers along with easy
online payment options.
 These skilled workers can now in turn train other job seekers thus making the model self-sustaining.
 This skill development will be a one of program contributing to our Hon. Prime Minister Mr. Narendra
Modi’s vision for India by 2022 “to skill millions of our youth” as mentioned in his US congress speech
2016.

DATA COLLECTION
(Double click to open the questionnaire)

KEY FINDINGS AND DATA ANALYSIS

One of the mostimportantfindingwasthatBirlaSunlife hasaweaksocial media
presence of about96,000 likeswhichisverylow ascomparedto otherprivate players
inthe same sector.

RECOMMENDATIONS
 As witnessed in Key Findings, Birla Sunlife Insurance needs to work on their Social Media Marketing
strategy, which includes increasing customer interaction on Facebook, daily or weekly updates on
twitter which also involves “hashtags” in accordance with CSR campaign. Social Media Marketing in
today’s world is the most cost effective solution for customer engagement. Taking small but immediate
steps in social media marketing will gradually benefit the company in the long run.
 This can be done by finding content that resonates with followers/fans, making sure that the content is
accessible on mobile devices, posting photos and videos as related or unrelated posts, offering contests
or sweep takes, posting clever questions to engage your followers, responding to each and every
comment made by the followers be it a relevant query or not, posting info graphics that followers will
appreciate and including a little humor also goes a long way.
 The current scenario of Life Insurance market is that majority of target segment are people from urban
areas but India constitutes of approximately 70% of rural population. LIC has been paving ways in the
rural market with an overall 50% of market share in India by introducing flexible plans for people living
in the rural areas. This combined with their huge network of agents has allowed them to penetrate into
the rural market. Amalgamation of “Sustainable Skill development” with flexible insurance plans and
having a huge backing of Aditya Birla Conglomerate can be a start for Birla Sun Life Insurance to
compete with existing players toe to toe.
 The trend of theme of TVCs in insurance industry is mostly “emotional”. In this report, we made an
attempt to create commercials, which aren’t so emotional and received a fairly good response from the
respondents, which suggests that different concepts can be used for Insurance commercial.
 Though the resources of Interactive Advertisement in India are scarce, but with the advent of such
Advertisements can create a long lasting sense of belongingness with the customers and customers in
turn propagate such innovative Advertisement campaigns through social media and other medium.

FIELD EXPERIENCE
This research provided an opportunity to walk down on the field and have a one on one interaction with people
from different walks of life. This diversified environment with a pool of disparate minds helped us in
understanding their take on insurance as to what value does an insurance hold in their life, or what is their
thought process when they think about an Insurance. How it differs from person to person and the reasons
which motivates an individual to invest in an insurance cover. All this extrapolated information helped this
research in unearthing various insights due to which it was possible to define consumer centric marketing
strategies.
LIMITATIONS
 Getting the budgets of CSR activities on local stations such as knitting area and cost of material.
 Depicting the ideas of TVC’s through video clips, ex. shooting of TVC’s such as Adventure and
Wall of death.

LEARNINGS
 One of the major learning for me in the Internship, the objective of joining Birla Sun Life Insurance, was
to get exposure to Media and Marketing experience.
 Given my background, I wanted to have this experience from the long term career perspective.
 The Media and Marketing planning is an important phase in any sector. Out of the various
communication medium we planned for Birla Sunlife, three were shortlisted by the company by
suggesting us a series of changes so as to make these better and they are as follows:
o “We protect you” newspaper print Ad (Quarter 1)
o “Adventure TVC” (Quarter 2)
o “5 senses interactive Kiosk”
 During my internship, I interacted with the senior management, due do this I got a chance to understand
Marketing and Strategies implemented during the launch phase by the management as well as various
channels where Birla Sunlife Insurance operates.
 Due to direct interaction with potential customers and channel partners, It helped me immensely to
improve my interpersonal skills.
 I had chance to interact with students and professionals from different prestigious B-schools, it was
interesting to understand their way of problem solving and how their curriculum is designed. An
important learning was the execution of a strategy; it is important that the strategy which is planned is
properly executed. There are many factors that may cause failure of execution; hence it is important to
ensure proper implementation of strategy.
 I also experienced the essence of teamwork, resource allocation and performance during the internship.

REFERENCES
 Media and press releases.
 http://www.thehindu.com/business/Industry/govt-allows-49-fdi-in-insurance-under-automatic-
route/article8375048.ece
 http://www.birlasunlife.com/
 http://www.ibef.org/industry/insurance-sector-india.aspx
 http://www.canarahsbclife.com/pdf/ficci-choice-insurance-report-final.pdf
 http://iosrjournals.org/iosr-jbm/papers/vol3-issue5/D0351727.pdf
 http://timesofindia.indiatimes.com/life-style/health-fitness/70m-diabetics-in-India-by-2015-
Study/articleshow/4836201.cms
 http://food.ndtv.com/health/world-heart-day-2015-heart-disease-in-india-is-a-growing-concern-
ansari-1224160
 http://maximizesocialbusiness.com/engage-your-audience-social-media-today-8240/
 https://www.sterc.nl/en/blog/need-to-identify-your-target-group-lets-make-it-happen
 http://www.thehindu.com/business/Industry/govt-allows-49-fdi-in-insurance-under-automatic-
route/article8375048.ece

INTERNSHIP REPORT ON BIRLA SUNLIFE

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INTERNSHIP REPORT ON BIRLA SUNLIFE