This document discusses SBI Life's marketing strategy for extending their life insurance products. It analyzes SBI Life's strengths, weaknesses, opportunities, and threats. It then profiles a target customer persona and maps their consumer journey. Insights into Indian consumers' life insurance purchasing behaviors are provided. The proposed communication plan includes social media campaigns, interaction with prospective customers, and releasing a short film. The media strategy focuses on blogs, videos, pictures, and social media. An organic social media strategy and SEO strategy are also outlined. The expected outcomes are increased lead generation, website traffic, and organic social traffic.

1. ‘SBI life
extend’
By Ayush chaturvedi
Vijay Thakur
Siddharth jadhav
Manasvi khandelwal
Sanjana nair

2. Market Analysis
SWOT
Strengths
1. Leverages SBI’s largest customer base for cross
selling its product.
2. Multi layer distribution channel
3. SBI life has over 7000 on-roll employees and 75000
agents.
4. Strong presence across india.
Weaknesses
1. Managing a huge number of people in a concern
2. Cases of fraud have tarnished image
2
Opportunities
1. Growing rural market potential
2. Group insurance through large employers.
3. People willing to invest more to secure their future.
Threats
1. Economic crisis
2. Enty of new NBFCs in the sector.

3. Insurance Eric
G e n d e r
A g e
Ma r i t a l S t a t u s
A g e
L o c a t i o n
M a l e
2 8 - 4 3
Ye s
1 8 - 4 5 Ye a r s
U r b a n / S u b u r b a n c i t i e s
Customer Persona
GOALS &
VALUES
Sidd has some
previous experience
with insurance but faces
problems in making
purchase decisions on his
own he is looking for
someone to guide him in
the process.
CHALLENGES
& PAIN
POINTS
• Pressure - Has to make a
decision fast but not sure
which one to go for
• Professional Terms &
Jargons
• Overwhelmed by
numerous offerings
• Security and trust issues.
O c c u p a t i o n
A n n u a l I n c o m e
L e v e l o f e d u c a t i o n
S o u r c e s o f i n f o r m a t i o n
J o b / B u s i n e s s
₹ 6 - 2 5 L a k h s
U G / P G
TV , S o c i a l Me d i a , B l o g s , R e f e r e n c e
g r o u p s , s o c i a l m e d i a , y o u t u b e .

4. CONSUMER JOURNEY
▸ Multiple touch points between consumer
and our policy.
▸ Prespective customers can
1. Visit our website
2. Use financial calculater to know benefits of our
policy
3. Fixing up of appointment with insurance agent
4. May use mobile application for buying the
product and uploading the documents
5. Will get regular updates through email,SMS and
on mobile application.
4

5. 5

6. Consumer Insights
1. The results show that a large majority of Indian consumers (76%) depend on agents to
learn about life insurance products before taking a decision.
2. Only just over one-third of consumers who participated in the study said they carry out
research before purchasing life insurance. This suggests a fairly low awareness about life
insurance and its purpose.
3. The survey results show that less than half of people with life insurance (42%) are ‘very
confident’ that they purchased the right life insurance policy.
4. More than half of the uninsured group taking part in the survey (51%) said that insurance
policies are either difficult to understand, they perceive the claims process to be difficult, or
they perceive the application process to be difficult.
6

7. Communication
Idea(BIG IDEA)
7

8. Communication Plan
8
Creating buzz
Social media
campagins and
releasing the poster of
our short film.
Interaction and
marketing
Interacting with prospect
customers through email,
social media and SBI portal
also by pop up ads in
policy related sites.
Promoting our short film
teaser.
Release of short
film+ YouTube
campaign
Continuous YouTube
campaigns and active
social media ads
Promotion and
intensive
advertisement
Getting more conversions and
interacting with the
customers, driving them
towards our policy.
1 2 3 4

9. 9
Media Strategy
Attracting consumers through
• Blogs
• Video ads
• Picture ads
• Posters
• Attractive social media post
Action
• Emails
• Remainders
• Post boosting
• SMS’s
 Budget- 10 lakhs

10. 10

11. 11
Quora Blog

12. Facebook & Instagram Ads

14. Organic social startegy
14
Organic social strategy are those which
helps to boost the traffic on the website
organically without any paid promotion.
• Usage of Hashtags to boost visibility.
• Creative posts
• Alignment of the content
• True and attractive representation of
policy
• Guest Posts on other blogs.
Hashtags Used for the same-
#lifeinsurance
#lifeextented
#liveforever
#insurance
#insuranceagent

15. SEO Strategy
Everything in search engine optimizarion
revolves around keywords.
15
• On Page Optimization - Page Health Checkup
• Optimize mobile site
• Use Local SEO More
• Integrate maps
• Use of h1 tag more for headings
 BUDGET- 7 lacks per month

16. Key words
▸ Life insurance
▸ Future planning
▸ Insurance
▸ Home loans
▸ Career loans
▸ Insurance agent
▸ Family health
▸ Term life insurance
16

17. 17

18. 18

19. Outcomes and Deliverables
19
Organic Social
Srategy
Seo Strategy
1. Increase in lead generation
2. Increase in webite
traficking
3. Increase in organic social
trafic on social media sites
as well as on official
website

20. 20
THANK
YOU
GROUP 5