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Karthik hdfc life insurance- pgdm

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Karthik hdfc life insurance- pgdm

  1. 1. HDFC LIFE INSURANCE:Building A Service Brand A Case Study By M.D.Karthik
  2. 2. CASE SYNOPSIS-  Consumer behavior studied by Mr.Kumar(no conclusion).  Insurance policies(Age wise thinking).  Consumer decision making.  Total worth INR 41 Billion.  Strategies and Marketing campaign varies.  Digital Marketing making policies easier for the youth to buy. (in 10 minutes now)  Comparative Study with competitors.  Lifestyle habits,Online & Offline,Advertising campaign.Foreign Colloborations.  Competitors – ICICI Prudential Life & SBI Life .
  3. 3. CASE PROBLEM- • No Differentiation. • Mr.Kumar’s survey had no definite results. • Positioning not given importance. • Consumer needs and habits was given less priority. • Brand equity given more leavage over consumer needs. • How consumers differentiate policies?
  4. 4. CASE INFERENCE-  The habits of consumers need to be studied in depth.Service oriented.  Consumer(policy holder) is the king.  Digital Marketing of policies is a huge strategy applied for selling more policies to the youth of the nation and others.  Celebrities like Mr.Amitabh Bacchan chosen for ads to target particular segment.  Emotions are sold.Life Cycle of consumers.  Money is crucial after life also.(Family well being).
  5. 5. Recommended Solutions-  Categorical Segmentation of policy holders has to be done.  Positioning of the insurance product should be strong.  Competitors of Insurance companies have to clearly differentiate their products(not confuse the customers).  It has to be made to look like a long term investment(not a question of life and death).  Policies for BPL(Below Poverty Line) families with less  Mr. Modi’s Digital India campaign should also include a Digital Insurance campaign
  6. 6. REFERENCES-  RICHARD IVEY SCHOOL OF BUSINESS FOUNDATION
  7. 7. THANK YOU

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