Bharti AXA Life Insurance's marketing strategy is based on Axa's global 'Strategy of Proof' framework, which focuses on providing tangible evidence to customers' queries and meeting their expectations. The company recently launched an online term insurance product called eProtect, targeting the 25-40 year old SEC A & B demographic that makes up around 25 million internet users. To differentiate itself in the competitive insurance market, Bharti AXA relies on the 'Strategy of Proof' approach and aims to communicate benefits through various media platforms like television, print, online advertising, and billboards.
“ROLE OF MARKETING TACTICS FOR LAUNCH OF NEW PRODUCT IN FMCG SECTOR’s ”RAVI SINGH
As a part of our study curriculum it is necessary to conduct a industrial orientation project. It provides us an opportunity to understand the particular topic in depth and which leads to through to that topic. My topic for project is titled as “Role of Marketing Tactics for Launch of New Product in FMCG Sector’s” on which emphasis given to the marketing tactics and its effect for launch of new FMCG goods.
To start I’ll give brief information regarding industry and company profile in which I have done my winter internship then moving next I’ll brief about FMCG sector than after I’ll explain what is topic is all about. Marketing strategies and tactics is one of the pillars of any business.
As we know no business can succeed without use the marketing tactics. There are certain theory narrated as operant conditioning and projective theory. Based on secondary source certain theoretical aspects are also included as a part of study.
Then after concentration is given to the primary research. It include the analysis and results of survey which was focuses on consumer’s behavior
At last conclusion of report, findings and suggestion was given based on study of secondary source as well as primary research.
June 2016 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Advertising Industry
Brand Analysis: IKEA
Case Study Analysis: Philips
Concept of the month: Crowdfunding
Annuity and Life Insurance Product Update - Q2 2014Corporate Insight
This quarterly slide deck examines new product releases from annuity carriers and life insurers covered in our Annuity Monitor and Life Insurance Monitor research services (see full coverage list on next slide).
Inside, we rundown the new products introduced on the firm’s websites in the second quarter of 2014 and highlight their key features.
“ROLE OF MARKETING TACTICS FOR LAUNCH OF NEW PRODUCT IN FMCG SECTOR’s ”RAVI SINGH
As a part of our study curriculum it is necessary to conduct a industrial orientation project. It provides us an opportunity to understand the particular topic in depth and which leads to through to that topic. My topic for project is titled as “Role of Marketing Tactics for Launch of New Product in FMCG Sector’s” on which emphasis given to the marketing tactics and its effect for launch of new FMCG goods.
To start I’ll give brief information regarding industry and company profile in which I have done my winter internship then moving next I’ll brief about FMCG sector than after I’ll explain what is topic is all about. Marketing strategies and tactics is one of the pillars of any business.
As we know no business can succeed without use the marketing tactics. There are certain theory narrated as operant conditioning and projective theory. Based on secondary source certain theoretical aspects are also included as a part of study.
Then after concentration is given to the primary research. It include the analysis and results of survey which was focuses on consumer’s behavior
At last conclusion of report, findings and suggestion was given based on study of secondary source as well as primary research.
June 2016 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Advertising Industry
Brand Analysis: IKEA
Case Study Analysis: Philips
Concept of the month: Crowdfunding
Annuity and Life Insurance Product Update - Q2 2014Corporate Insight
This quarterly slide deck examines new product releases from annuity carriers and life insurers covered in our Annuity Monitor and Life Insurance Monitor research services (see full coverage list on next slide).
Inside, we rundown the new products introduced on the firm’s websites in the second quarter of 2014 and highlight their key features.
Annuity and Life Insurance Product Update - Q1 2015Corporate Insight
Our quarterly Annuity and Life Insurance Product Update reviews new products released by annuity carriers and life insurers over the last quarter. This slide deck reviews the new annuity and life insurance products introduced in the first quarter of 2015.
Corporate Insight is pleased to present our fifth annual Property and Casualty Insurance Monitor Awards, in which we highlight the top websites and mobile features of P&C Insurance Monitor firms. This year, we benchmark industry leaders across six critical, high-level categories, awarding gold, silver and bronze medals based on how well firms meet our criteria.
This month, we are proud to present the eighth annual Annuity Monitor Awards, detailing the best offerings of our coverage group in seven categories: Homepage and Navigation, Educational Resources, Product Information, Account Information, Transaction Capabilities, Sales and Prospecting Materials, and Illustration Systems. These categories pertain to the differing audiences that our research tracks: prospective clients, current clients and advisors.
Corporate Insight is pleased to introduce the results of our fifth annual Life Insurance Monitor Awards. We benchmark the life insurance industry across six critical categories. Within each of these categories, we award Monitor Awards in gold, silver and bronze assessing how firms meet our criteria.
As in past years, the Gold Medal is reserved for exceptionally valuable services. We award the Silver Medal to features with similar value that lack some of the outstanding attributes and functions of the best offerings. The Bronze Medal recognizes firms with an excellent or unique service that do not meet the highest standards in the respective category.
Merchant acquisition and partnership building in mobile and digital commerceVarun Mittal
The module explores the motivations for firms to compete and alternatives to competition - coopetition and alliances. It demonstrates how to acquire social capital and achieve win-win deal for all stakeholders.
The Fintech 100 includes leading 50 fintech
companies across the globe, and the most intriguing
50 ‘emerging stars’ – exciting new fintechs with bold,
disruptive and potentially game-changing ideas –
expanding on the success of last year’s list. Presented here strictly for academic purposes...
This document brings together a set of latest data points and publicly available information relevant for Telecommunication & Media Industry. We are very excited to share this content and believe that readers will benefit from this periodic publication immensely.
Arvind Internet a division of Arvind Limited Internship Project Reportkunal mittal
Omni Channel for better customer experience and retail Profitability, Arvind Internet, IIP Report, Industrial Internship, Retail Report, Internship Project, Brief Introduction to Omni channel
Effective marketing in mobile and digital commerceVarun Mittal
Monetization has multiple faces in emerging markets - missed calls, login screen, free data package, exclusive content access, etc. This module shares some of the best case studies from different markets in ASEAN.
Annuity and Life Insurance Product Update - Q1 2016Corporate Insight
This quarterly slide deck examines new product releases from annuity carriers and life insurers covered in our Annuity Monitor and Life Insurance Monitor research services. Inside, we provide a rundown of the new products introduced on the firms’ websites in the first quarter of 2016 and highlight their key features.
Webchutney Digital Media Outlook 2010 ReportSidharth Rao
A comprehensive study of the Top 1000 marketers across various categories in India, Webchutney's Digital Media Outlook 2010 report brings valuable insight on prevelant trends, the rationale behind ad-spend allocations and perceptions around the use of Internet as a medium in advertising and marketing today.
Customer Proximity, Global Positioning Systems GPS and Return on Investment f...ijtsrd
The study is an expository study of the construct of customers' proximity, global positioning systems and return on investment for logistic transactional companies in Nigeria. The study tends to look at how customers' proximity benefits business it went on to briefly relate the role that global positioning systems GPS have on customers' proximity and how revenue generation is affected with such linkage with due consideration to customers retention, customers service experience, sales management and revenue generation. The accelerator theory of investment was adopted to help in explaining the issues of return on investment, by linking customer proximity and global positioning systems GPS . From the review of related literature we concluded that the proximity of customers can be realized with ease if Global positioning systems GPS is introduced into the logistic companies' operations and as such, revenue will grow in the right direction. Based on the conclusion of the study we recommend that logistic companies in Nigeria should introduce the use of GPS in relating with their customers. The organization should create a platform that can bring their customers into close contact as this will not only ensure their ability to relate with their customers but will also ensure that customers to customers' relationship are foster. Furthermore, the study recommend that that logistic companies must as a matter of urgency gets the data of their actual customers and create a medium that can ensure effective collaboration among them, by ensuring that the image that the customers sells to the public represent a true identity of the organization at large. As this will bring in potential customers to the organization which will in turn generate more revenue for the organization. Dr. Agbeche, Aaron Oghenevwayere | Elechi, Bobby Chime | Doreen Omojefe Edward "Customer Proximity, Global Positioning Systems (GPS) and Return on Investment for Logistics Transactional Companies in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47688.pdf Paper URL : https://www.ijtsrd.com/management/strategic-management/47688/customer-proximity-global-positioning-systems-gps-and-return-on-investment-for-logistics-transactional-companies-in-nigeria/dr-agbeche-aaron-oghenevwayere
Annuity and Life Insurance Product Update - Q1 2015Corporate Insight
Our quarterly Annuity and Life Insurance Product Update reviews new products released by annuity carriers and life insurers over the last quarter. This slide deck reviews the new annuity and life insurance products introduced in the first quarter of 2015.
Corporate Insight is pleased to present our fifth annual Property and Casualty Insurance Monitor Awards, in which we highlight the top websites and mobile features of P&C Insurance Monitor firms. This year, we benchmark industry leaders across six critical, high-level categories, awarding gold, silver and bronze medals based on how well firms meet our criteria.
This month, we are proud to present the eighth annual Annuity Monitor Awards, detailing the best offerings of our coverage group in seven categories: Homepage and Navigation, Educational Resources, Product Information, Account Information, Transaction Capabilities, Sales and Prospecting Materials, and Illustration Systems. These categories pertain to the differing audiences that our research tracks: prospective clients, current clients and advisors.
Corporate Insight is pleased to introduce the results of our fifth annual Life Insurance Monitor Awards. We benchmark the life insurance industry across six critical categories. Within each of these categories, we award Monitor Awards in gold, silver and bronze assessing how firms meet our criteria.
As in past years, the Gold Medal is reserved for exceptionally valuable services. We award the Silver Medal to features with similar value that lack some of the outstanding attributes and functions of the best offerings. The Bronze Medal recognizes firms with an excellent or unique service that do not meet the highest standards in the respective category.
Merchant acquisition and partnership building in mobile and digital commerceVarun Mittal
The module explores the motivations for firms to compete and alternatives to competition - coopetition and alliances. It demonstrates how to acquire social capital and achieve win-win deal for all stakeholders.
The Fintech 100 includes leading 50 fintech
companies across the globe, and the most intriguing
50 ‘emerging stars’ – exciting new fintechs with bold,
disruptive and potentially game-changing ideas –
expanding on the success of last year’s list. Presented here strictly for academic purposes...
This document brings together a set of latest data points and publicly available information relevant for Telecommunication & Media Industry. We are very excited to share this content and believe that readers will benefit from this periodic publication immensely.
Arvind Internet a division of Arvind Limited Internship Project Reportkunal mittal
Omni Channel for better customer experience and retail Profitability, Arvind Internet, IIP Report, Industrial Internship, Retail Report, Internship Project, Brief Introduction to Omni channel
Effective marketing in mobile and digital commerceVarun Mittal
Monetization has multiple faces in emerging markets - missed calls, login screen, free data package, exclusive content access, etc. This module shares some of the best case studies from different markets in ASEAN.
Annuity and Life Insurance Product Update - Q1 2016Corporate Insight
This quarterly slide deck examines new product releases from annuity carriers and life insurers covered in our Annuity Monitor and Life Insurance Monitor research services. Inside, we provide a rundown of the new products introduced on the firms’ websites in the first quarter of 2016 and highlight their key features.
Webchutney Digital Media Outlook 2010 ReportSidharth Rao
A comprehensive study of the Top 1000 marketers across various categories in India, Webchutney's Digital Media Outlook 2010 report brings valuable insight on prevelant trends, the rationale behind ad-spend allocations and perceptions around the use of Internet as a medium in advertising and marketing today.
Customer Proximity, Global Positioning Systems GPS and Return on Investment f...ijtsrd
The study is an expository study of the construct of customers' proximity, global positioning systems and return on investment for logistic transactional companies in Nigeria. The study tends to look at how customers' proximity benefits business it went on to briefly relate the role that global positioning systems GPS have on customers' proximity and how revenue generation is affected with such linkage with due consideration to customers retention, customers service experience, sales management and revenue generation. The accelerator theory of investment was adopted to help in explaining the issues of return on investment, by linking customer proximity and global positioning systems GPS . From the review of related literature we concluded that the proximity of customers can be realized with ease if Global positioning systems GPS is introduced into the logistic companies' operations and as such, revenue will grow in the right direction. Based on the conclusion of the study we recommend that logistic companies in Nigeria should introduce the use of GPS in relating with their customers. The organization should create a platform that can bring their customers into close contact as this will not only ensure their ability to relate with their customers but will also ensure that customers to customers' relationship are foster. Furthermore, the study recommend that that logistic companies must as a matter of urgency gets the data of their actual customers and create a medium that can ensure effective collaboration among them, by ensuring that the image that the customers sells to the public represent a true identity of the organization at large. As this will bring in potential customers to the organization which will in turn generate more revenue for the organization. Dr. Agbeche, Aaron Oghenevwayere | Elechi, Bobby Chime | Doreen Omojefe Edward "Customer Proximity, Global Positioning Systems (GPS) and Return on Investment for Logistics Transactional Companies in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47688.pdf Paper URL : https://www.ijtsrd.com/management/strategic-management/47688/customer-proximity-global-positioning-systems-gps-and-return-on-investment-for-logistics-transactional-companies-in-nigeria/dr-agbeche-aaron-oghenevwayere
Cómo cultivar una Autoestima positiva
Para cultivar un autoestima positiva falta tener una opinión más realista sobre la vida y ti mismo, la mayoría de lo que piensas está dictaminado por como la sociedad te está diciendo que pienses.
BCG and ZA Tech, two companies, I have interacted with quite a bit, have shared some interesting datapoints. They are taken in the Singaporean context but still bear significant insights for the European markets.
The role of integrates marketing communications in life insurancetSupa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
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Supa Bouy
Promising Healthcare Startup Companies In India 2021Swiftnlift
Mediimpact Healthcare Private Limited is a Bangalore based Healthtech Company and creator of Medpass, India’s only Health mobile wallet app dedicated to usage across healthcare and wellness providers
Smart content in insurance - Presentation from The Digital InsurerThe Digital Insurer
In this Presentation at the Mandarin Oriental on 8th April 2014 The Digital Insurer talked about content strategies in the insurance industry
The objectves of the presentation were to make the case for more content in insurance , to illustrate good example of smart content and to briefly look at how insurers can gear up for the "content wars" in insurance.
In this document you will find about the influencer marketing platform market trends, growth, and forecast. In recent times influencer marketing is getting popularity specially among medium and small sized organizations. This document highlight the growth and trends of influencer marketing platform and market research analysis of it by Delvens.
APAC's Digital Insurance Transformers: Illuminating the Way ForwardCognizant
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India Strategic Communications Report 2015: Inside the CMO’s MindMSL
MSLGROUP’s 2015 annual report on the state of the industry changes details the findings of a countrywide survey focusing on Chief Marketing Officers (CMOs) across industries and how they view the role of ‘new PR’ – integrated communication – in building brands. This is an annual report that is in its fourth consecutive year.
This year’s survey – which comprises the main section of the report – details the views of the CMOs, who come out strongly in favour of integrated communication.
We hope you enjoy reading it. For more information or feedback connect with our India team @MSLGROUP_India or reach out to us on Twitter @msl_group.
1. Our marketing strategy is based on ‘Strategy of Proof’, a global Axa framework. Proof is nothing
but tangible evidence of answering customers’ queries about expectations in a manner that
nobody else has.
Saujanya Shrivastava, Chief Marketing Officer, Bharti AXA Life Insurance has more than 14 years of experience
in sales and marketing across sectors such as FMCG, Financial Services, e-commerce and retail.
Prior to joining Bharti AXA Life, he was with Future Group as Senior VP, Sales and Marketing for its e-commerce
business. He led a young and vibrant team and played a pivotal role in developing the e-commerce business that
included internet, telesales, catalogue sales, etc. Before joining Future Group, Shrivastava was the VP, Marketing
at PepsiCo India.
Having just launched eProtect, Bharti Axa Life Insurance has joined the rank of insurance players who target
young adults online. For Shrivastava, the challenge is differentiation in the market using the tried and tested
global Axa framework, ‘Strategy of Proof ’.
Here are excerpts from Rahul Dubey’s conversation with him:
Q. What is your plan for the latest online insurance offering, eProtect? How is the TG of this plan
different from that of the offline ULIP (Unit Linked Insurance Plan)?
In five years, internet penetration has doubled in India. Currently it is at about seven to eight per cent. There are
close to 100 million internet users and estimates from the Internet and Mobile Association of India (IAMAI) and
other agencies say that there will be close to 240 million internet users by 2014-15. We have recognised that our
core target segment is the 25-40 year age group in the SEC A & B category. There are close to 25 million
internet users in this TG.
When we studied the market, customer segments and behaviour, we realised it was an area where we had to be
present. We started work about six months ago and launched our online term plan in February. Of the 20-25
players in the market, 10 to 11 are in the online space, and we are the latest entrant in the market. On the pricing
front, we are among the top two competitive products in the market. We are trying to make it more relevant to
consumers and live up to their expectations. We are the only company to offer an online term policy to any
consumer living in any town in India. This is perhaps the best example of financial inclusion through this product.
We have tie-ups at medical centres and doctors’ chambers in more than 950 towns.
Q. How is Bharti AXA Life Insurance’s marketing strategy different from that of other brands?
Given that we are a third wave entrant, we naturally had to do a lot of catching up with companies such as ICICI
Prudential Life Insurance, HDFC, etc., that were already present in the market. These are mostly entities that
were banks first and later turned insurance companies. They draw their lineage and credibility from their banks.
Our challenge was differentiation in the market. Our marketing strategy was based on the ‘Strategy of Proof’, a
global Axa framework that is extremely compelling. Proof is nothing but tangible evidence of answering
customers’ queries about expectations in a manner that nobody else has. You will find many advertisements,
rosy retirement age plans and money-back guarantees, etc. But this is no longer a land of promises. It is a world
of proofs.
Customers want evidence from a trustworthy company. Our latest ad on TV that depicts an old lady going to an
insurance office to claim the insurance amount, contains an element of proof. That is the first ad we did for the
‘Strategy of Proof’ campaign.
Our family care benefit plan communication is that in case of the unfortunate death of the policy holder, we will
release Rs 1 lakh within 48 hours of claim intimation. In that moment of extreme distress for a family, we don’t
want people to run from pillar to post. We want to release the money, no questions asked. Just get us the death
certificate and other documents, as part of normal procedure, and within 48 hours we give you Rs 1 lakh. The
balance is given after necessary investigation. That is actually a solution…it clearly tackles customers’
expectations that when they need us the most, we are there for them. We provide the kind of support that no one
in the current online market offers. Even in the offline space, fund release in 48 hours is not something that
anyone has done.
Q. How do you plan to communicate your brand statement of ‘proof’ across all media platforms? What is
your media mix?
Our TVC is for the ULIP part, not the online offering. We need to have a judicious mix of media platforms
2. because it is a sharply targeted priority segment and we need to be where our customer is. Therefore, we had
the ULIP TVCs.
We also appear on news tickers. Our target group is a segment that knows its financial needs and watches a lot
of business news. E-protect is featured on all leading news channels. We have also targeted top print
publications.
The digital platform is very crucial. We are working hard on Search Engine Optimisation (SEO) and high impact
banner ads on the Internet. Additionally, we have e-mail campaigns for behavioural targeting. We target internet
users who particularly use the medium for personal financial needs such as insurance. Contextual
advertisements ensure that relevant messages appear on relevant websites when people search for such
products.
Q. We have seen a number of outdoor advertisements for newly launched Bharti AXA products. How
important is the outdoor medium for you?
In the last six or seven months, we have seen a series of product launches. We looked at the outdoor media in a
big way. We looked at Tier II and Tier III towns as well, to build awareness around each of these products. We
always focus on judicious use of media for the brand.
Q. After fresh regulatory policies were issued for ULIP by the Insurance Regulatory and Development
Authority last year, what kind of challenges did you face in marketing your products?
It was a challenging phase for all insurance companies. The new regulations increased benefits for customers.
All our efforts last year were directed at building customer awareness around market linked products. We used
many ways of communicating to consumers. We did outdoor campaigns, as well as front-page ads in the Times
of India and many leading regional dailies. There were radio campaigns as well as a host of media initiatives
undertaken primarily to build awareness of the fact that post-regulation, it was even more beneficial from the
customer’s standpoint to buy ULIP products.
Q. What are you immediate marketing plans? Is any change in media strategy on the cards?
Our ‘Strategy of Proof’ approach will continue and so will ULIP. You will see some powerful proofs coming up,
targeted at the young adult. You will see a national campaign of our products targeted at this TG. It is a segment
that has a lot of potential and needs to get insured. As far as the brand positioning is concerned, a lot of research
work goes on relentlessly so that we can start building a number of proof points focused towards redefining the
category.