1. MADE BY:
DISHA BANSAL
MBA 4501/11

2. FACT SHEET
TYPE PRIVATE
INDUSTRY FINANCIAL SERVICES
FOUNDED 2000
MANAGING DIRECTOR AND JAYANT DUA
CEO
HEADQUATERS Birla Sun Life Insurance Company Limited
6th Floor, Vaman Centre
Makhwana Road, Off Andheri-Kurla Road
Andheri (East), Mumbai 400059
CAPITAL BASE Rs. 2450 crs
AUM Rs. 19725 crs
NUMBER OF LOCATIONS MORE THAN 600 BRANCHES
AREA SERVED INDIA
PRODUCTS INDIVIDUAL INSURANCE,GROUP INSURANCE,RURAL
INSURANCE AND NRI INSURANCE
EMPLOYEES 88000 approx.
WEBSITE http://insurance.birlasunlife.com/

3. MISSION AND VISION
Vision
 To be a leader and role model in a broad based
and integrated financial services business.
Mission
 To help people mitigate risks of life, accident,
health, and money at all stages and under all
circumstances
 Enhance the financial future of our customers
including enterprises

4. VALUES
 Integrity
 Commitment
 Passion
 Seamlessness
 Speed

5. COMPITATORS
The following Data suggests that LIC of India
is still the market leader followed by ICICI
Prudential, HDFC Standard Life, SBI,
Reliance, Bajaj, Birla Sun Life, Max New
York etc.

7. SEGMENTING
POSITIONING TARGETING

8. SEGMENTING
 Demographic: It is basically on the basis age
of people, there family background and they
do there financial analysis.
 Psychographic: They also check the interest
of people i.e. which kind of insurance they
want.
 They are never preplanned that they will go
and definitely sell the insurance.

9. TARGETING
They follow the NOPP:
 N=who has the need for insurance
 O=opportunity
 P=the person is physically fit
 P=the person has the paying capacity i.e.
financially good

10. POSITIONING
 Birla Sun Life aims to position itself as an insurance company for all
classes. As the premiums payable and the plans are flexible according
to the customers choices every person right from a worker to a high
class businessman can purchase a policy.
 Two ads have been released – one each with cricketers Virendra
Sehwag and Yuvraj Singh – for the wealth with protection solutions.
The positioning of “Jab tak balla chalega“ came in before the four
cricketers – Yuvraj Singh, Virender Sehwag, Suresh Raina and Rohit
Sharma – were roped in as brand ambassadors. With the coining of the
tagline, it was thought that cricketers would be best suited for the
communication endorsement.

11. Cont....
 They believe in retaining there customers i.e..
always take care of old customers.
 They believe in after sales which help them in
positioning and remembering of there product
or service.
 Mouth to mouth publicity is the best for them.

12. PRODUCT
PROMOTION
4 P’s PRICE
PLACE

13. PRODUCT
INDIVIDUAL GROUP RURAL NRI
INSURANCE INSURANCE INSURANCE INSURANCE

14. PRICE
• The mortality rates are fixed by the IRDA.
• Premiums are fixed by the company itself.

15. PLACE

16. PROMOTION
Promotion is done through various modes :
 Press release
 News coverage
 Media kit
 Campaigns
 Commercial films

17. PRODUCT LIFE CYCLE
The strategies that
have been followed by
BSLI in this stage are
as follows:
•Persuasive
advertisements
•Addition of new
product features
•It has shifted its focus
from product-awareness
to product-preference
advertising

18. S W O T

19. Strength:
 Multi channel distribution and one of the largest
distribution networks in India.
 Superior risk management and investment
framework.
 Customer centric products and services.
 Company has good numbers of HNI advisors.
 Different plan for different people.
Weaknesses:
 There are very less plans for the low income group
people.
 Fees for the advisors are higher than the others.

20. Opportunity:
 In spite of the market leadership of LIC, there is still
a major portion where it can focus.
 To associate with more HNIs.
Threats:
 It is still difficult task to win the confidence of the
public towards private companies.
 The company is facing major threat from LIC –
which is an only government company.
 Plans for all income groups are not there which can
create adverse effect later on the market share of the
company.

21. THANK
YOU
…..