THE INSURANCE INDUSTRY
o The private players got entry to
this industry in 1999.
o LIC is the Market Leader.
o A dozen of Private players in the
o Huge improvement in service
attitude & delivery.
o The biggest beneficiary of the
competition is the consumer.
Graphical Representation of Market Shares of
different private players.
Joint Venture between ICICI Bank & Prudential PLC.
Amongst the first private sector insurance companies to
begin operations in December 2000 after IRDA approval.
Equity base of Rs. 6.75 billion, with ICICI Bank and
Prudential Plc. holding 74% and 26% stake respectively.
The company garnered total received premium (new
business + renewal) of Rs. 3,088 crores for the quarter
ended June 30, 2008 as compared to Rs 1,801 crore for
the quarter ended June 30, 2007.
The company wrote over 6 lakh policies over this period
and its assets stood at over Rs 26,900 crore.
VISION- ICICI Prudential Life Insurance Co.
“The vision of the company clearly states that it wants to
become the dominant Life and Pension player built on trust
by world-class people and services.”
• Problem: How Indian Customers could
trust Private Life Insurers despite the
presence of LIC which is a govt.
owned body & therefore, has an
element of Security.
• Primary Objective: To Understand &
Measure the impact of Advertising in
the Life Insurance Market.
• Secondary Objective: To know the
Promotional Strategies of ICICI
Prudential Life Insurance Co. Ltd.
• Scope: The study presents a clear
picture of Media Strategies of the
Insurance Players. The results will help
the company to trace the loop holes
and then take the corrective
measures to rectify them.
• Sample Size: 50
• Source of Primary Data:
Questionnaires filled by respondents.
MEDIA EXPOSURE IN RURAL
The estimated annual business from rural markets in 2008 was Rs.
1,23,000 crore, comprising Rs. 65,000 crore of FMCG, Rs. 5000 crore
of durables, Rs. 45,000 crore of agricultural inputs & Rs. 8,000 crore
of two wheelers and 4 wheelers. 29% of the rural people own
cars, 27% own colour televisions, 24% own refrigerators & 10% own
The advertising idea, which was encapsulated in symbols of
protection from the initial print campaign, culminated in the
corporate film where SINDOOR was used as an endearing and
lasting symbol of protection.
I, KARAN SACHDEV, here to conduct a research on the T.V audience with respect to
advertisement put up by LIFE INSURANCE COMPANIES. The purpose of this study is to
understand, capture, assesses and evaluate the effectiveness of the advertisement.
We would appreciate if you could spend about 15 Min. and communicate your feelings,
expression, comments and impact on you with respect to the content of the advertisement.
Please give your honest opinion and be understood that this information collected will be
purely confidential and not to be .shared with any other entity in term of
Which media you use for information/entertainment?
How often do you share interesting advertising with your family or friends?
Have you seen any Life Insurance Product Ad?
On Which channel you watch mostly?
If yes can you recall the content of the Ad?
Based on the features advertised, in that ad…... Rank the following
Strongly Somewhat Neither Somewhat Strongly
Agree Agree Disagree Disagree
The ad message is understandable
The advertisement is believable
The ad’s message is relevant to me
The benefits told in the ad are believable
After viewing this ad, I’ll consider to buy
This ad is much better than other ads for
products of the same category
Which company ad you find mostly?
HDFC Std. Life Insurance Co. Ltd.
Birla Sun Life Insurance Co. Ltd.
ICICI Prudential Life Insurance Co. Ltd.
Reliance Life Insurance Co. Ltd.
Do you think this ad has influence you to……………….
Buy the insurance policy
Recommend the Insurance Policy
Suggest the insurance Policy
Can you recall if your family members ever tried to influence you to buy/secure a life
insurance Policy from the insurance company of her interest?
Which of the Insurance Policy would you like to buy?
Other than T.V Where you saw Life insurance ad?
Please rank the following Life Insurance Company as per your liking
HDFC Standard Life Insurance
ICICI Prudential Life Insurance
Reliance Life Insurance
Tata AIG Insurance Solutions
• The research is confined to a certain parts of
Delhi due to time constraints and does not
necessarily shows a pattern applicable to all of
• Some respondents were reluctant to divulge
personal information which can affect the
validity of all responses.
• In a rapidly changing industry, analysis on one
day or in one segment can change very
quickly. The environmental changes are vital to
be considered in order to assimilate the
Majority of the public uses television for entertainment
or information gathering, followed by newspaper and
internet. Radio is seems to be out dated in urban
areas. But after revolution in mobile technology and
satellite radio it has again started growing.
Majority of the public goes behind brand name.
That’s why corporate advertising plays a vital role in
It is also found that insurance companies like to give
their ads in News/Business channel.
Liking an advertisement does not mean that public
would like to buy that product.
If we talk about the private players, public’s first
choice is ICICI Prudential followed by HDFC Standard
Life and Reliance Life Insurance.
• After the initial promotional campaign the
relative advantage of ICICI PRUDENTIAL Life
Insurance Co. Ltd. Over its competitor should be
• Hoardings at prime areas should be used
• ICICI Prudential should come forward for
development of rural sector by way of
establishing a school, digging wells in villages. It is
one of the ways to gain trust in rural sector.
• ICICI Prudential can also use to advertise by
using the way of “Nukkad Naataks”. It is the most
creative and cheapest way of advertising.