CHAPTER - IV A COMPARSION OF PUBLIC & PRIVATE COMPANIES IN LIFE INSURANCE WITH THEIR MARKETING STRATEGIES In every business now a days due to stiff competition every business needs marketing strategies to attains our organizational goals. Life insurance is also one of them. The major marketing strategies which are used at present are as follows- A. Strategic Situation Analysis Market Vision, Structure, And Analysis Markets Segmenting Markets Continuous Learning About Markets B. Designing Market Driven Strategies Market Targeting And Strategic Positioning Marketing Marketing Relationship Strategies Planning For New Plans New C. Market-Driven Program Development Strategic Brand Management Products Value-Chain, Price, And Promotion Strategies D. Implementing And Managing Market- Driven Strategy
Designing Effective Market-Driven Organizations An Strategy Implementation And Control Marketing Here in this chapter there is a comparison of public and private sectors companies working in life insurance. The parameters on that basis a comparison is made are as Follows :- Level Of Competition The Ranking Reason For Different Ranking Satisfaction With The Job Interest Area Of The Customers Specific Plans/Policy Pricing Strategy Media To Promote The Plans Service Strategy Growth Of Insurance Business Above mention parameters on here researcher is taking one by one parameters for comparison the life insurance business running by public and private sectors companies. Easy to understand the comparison the researcher has used some diagrams, charts.
Table IV. 1 Level of Competition In Insurance Business. LIC ICICI Pru. SBI Total Company (50 ( (Responden % Level Respondents) Respondents) ts) HIGH 50 (50%) 19 (19%) 18 (18%) 87% MODERATE - 6 (06%) 7 (07%) 13% LOW - - - - TOTAL 50 (50%) (%) (%) 100% Table IV. 1 reveals that the data collected from 100% respondents it is clear that 50% respondents of LIC s are saying that level of competition in insurance business is high. Out of % respondents of ICICI pru. 19% are saying that level of competition in insurance business is high. & 6% are saying that level of competition in insurance business is moderate. Out of % respondents of SBI. 18% are saying that level of competition in insurance business is high. & (7%) are saying that level of competition in insurance business is moderate competition. So out of 100% respondent of life insurance business 87% respondents are saying that level of competition in insurance business is
high. & 13& respondents are saying that level of competition in insurance business is moderate 0% 0% 13% HIGH MODERATE 87% Fig. IV. 1 Level of Competition in Insurance Business
Table IV. 2 The Ranking of The Company Company LIC ICICI Pru. SBI Total (50 Respondents) ( (Respondent % Level Respondents) s) 1 st rank 50 (50%) 12 (12%) 21 (21%) 83% 2 nd rank - 9 (09%) 4 (04%) 13% 3 rd rank - 4 (04%) - 04% TOTAL 50 (50%) (%) (%) 100% Table IV. 2 reveals that the data collected from 100% respondents it is clear that 50% respondent of LIC s are saying that the ranking of the company is 1 st rank. Out of % respondent of ICICI pru. 12% are saying that the ranking of the company is 1 st rank. & 09% are saying that the ranking of the company is 2 nd rank. & 04% are saying that the ranking of the company is 3 rd rank. Out of % respondent of SBI. 21% are saying that the ranking of the company is 1 st rank. & 4% are saying that the ranking of the company is 2 nd rank. So out of 100% respondent of life insurance business 83% respondents are saying that the ranking of the company is 1 st rank. & 13% respondents are saying that the ranking of the company is 2 nd rank. & 04% respondents are saying that the ranking of the company is 3 rd rank.
0% 13% 4% 1st RANK 2nd RANK 3rd RANK 83% Fig. IV. 2 Ranking Of Insurance Business Graph Show The Ranking of The Company 60 50 40 30 20 1st RANK 2nd RANK 3 rd RANK 10 0 LIC ICICI PRU. SBI IV. 3 ranking of the company Fig. IV. 2 (b)
For LIC s reasons of different ranks. Brand name. Good services & good plans. Older company. High network value & channel. 58 th years whole experience & 80 th years Monopoly Company. First profit making co. Govt. undertaking co. B. For ICICI pru. s reasons of different ranks. 1 st RANK 2 nd RANK 3 rd RANK Electronic media service. Very transparent employee co. Our charge is low. Brand name. High growth, market Experience Company. Good services, & good plans. Second largest premium co. Transparency in system. Customer faith in LIC. LIC is older company. Market good will More competition.
C. For SBI s reasons of different ranks. 1 st RANK 2 nd RANK Market strength is so high. Older company. Good pals, & services. Less charge. Business growth in no. 1 position. Highest producer of MDRT in the year 2009. Highest growth rate in number of policies. LIC is older company. Transparency in system. Table IV - (3) a Plans Wise Ranking Company LIC ICICI Pru. SBI (50 Respondents) ( Respondents) ( Respondents) Plans 1 st 2 nd 3 rd 4 th 1 st 2 nd 3 rd 4 th 1 st 2 nd 3 rd 4 th Money back 18 16 12 04 04 02 14 05-06 15 04 Retirement 06 12 14 18 15 04 02 04-17 02 04 Endowment 10 10 12 18 04 02 04 15 - - 09 16 Investment 18 12 12 08 05 14 06 - - - - Conclusion:
(A.) For LIC For money back plan: - Out of 50 respondents of LIC s 18 respondents are gives ranking at 1 st. 16 respondents are gives ranking at 2 nd. 12 respondents are gives ranking at 3 rd. 04 respondents are gives ranking at 4 th. For retirement plan: - Out of 50 respondents of LIC s 18 respondents are gives ranking at 4 th 14 respondents are gives ranking at 3 rd. 12 respondents are gives ranking at 2 nd. 06 respondents are gives ranking at 1 st. For endowment plan: - Out of 50 respondents of LIC s 18 respondents are gives ranking at 4 th 12 respondents are gives ranking at 3 rd. 10 respondents are gives ranking at 2 nd. 10 respondents are gives ranking at 1 st. For investment plan:- Out of 50 respondents of LIC s 18 respondents are gives ranking at 1 st. 12 respondents are gives ranking at 2 nd. 12 respondents are gives ranking at 3 rd. 08 respondents are gives ranking at 4 th. (B.) For ICICI Pru. For money back plan: - Out of respondents of ICICI Pru. 14 respondents are gives ranking at 3 rd 05 respondents are gives ranking at 4 th. 04 respondents are gives ranking at 2 nd. 02 respondents are gives ranking at 1 st. For retirement plan: - Out of respondents of ICICI Pru. 15 respondents are gives ranking at 1 st 04 respondents are gives ranking at 2 nd &4 th. 02 respondents are gives ranking at 3 rd. For endowment plan: - Out of respondents of ICICI Pru. 15 respondents are gives ranking at 4 th. 04 respondents are gives ranking at 1 st &3 rd. 02 respondents are gives ranking at 2 nd.
For investment plan: - Out of respondents of ICICI Pru. 05 respondents are gives ranking at 1 st. 14 respondents are gives ranking at 2 nd & 06 respondents are gives ranking at 4 th. (c.) For SBI:- For money back plan: - Out of respondents of SBI. 15 respondents are gives ranking at 3 rd. 06 respondents are gives ranking at 2 nd. 04 respondents are gives ranking at 4 th. For retirement plan: - Out of respondents of SBI. 17 respondents are gives ranking at 2 nd. 04 respondents are gives ranking at 4 th. 02 respondents are gives ranking at 3 rd. For endowment plan:- Out of respondents of SBI. 16 respondents are gives ranking at 4 th. 09 respondents are gives ranking at 3 rd. For investment plan: - respondents of SBI. Are gives ranking at 1 st. Table IV (3.) b Reasons For Gives Ranking of Specific Plans PLANS. LIC ICICI Pru. SBI (50 Respondents) ( Respondents) (Respondents) MONEY 90% maturity. Regular cash Very good plan. BACK:- More benefit & payment to Source of regular amount is safe. customer on income in This plans is timely basis. regular time. every type Money use in Good profitable person s like emergency time. plan.
RETIREMENT:- ENDOWMENT:- INVESTMENT:- medium class, lower class,& higher class. This plan is self depend old age. Provide pension till he/she live if investor die than the corpus money give by company to their nominee. Less premium. Very good plan & market. growing. Mature amount is tax free. This plan is more dependability. Maximum selling product. Gives best maturity benefits. Low charge. Best investment portfolio manager. Very good plan & more market. growing. Very good return. High commission to advisors. Less popular due to long term. This plan is not related to the market. Long term plan. Indian people makes investment in insurance & separate investment product. Best services. Core competency of SBI s fund manager
Table IV - 4 Satisfaction with the Job Company LIC ICICI Pru. SBI Total (50 ( ( % Satisfied Respondents) Respondents) Respondents) YES. 48 (48%) (%) 23 (23%) 96% NO. 02 (02%) - 2 (02%) 04% TOTAL 50 (50%) (%) (%) 100% Table IV. Reveals that the data collected from100 respondents it is clear that out of 50 respondents of LIC s 48 respondents are satisfied with this job. & 02 respondents are not satisfied with this job. respondents of ICICI pru. are satisfied with this job. Out of respondents of SBI. 23 respondents are satisfied with this job. & 02 respondents are not satisfied with this job. So out of 100 respondents of life insurance business 96 respondents are satisfied with this job. & 4% respondents are not satisfied with this job.
4%0% YES NO 96% Fig IV 4 Satisfaction of all insurance job Graph Show Satisfaction of the Job 50 45 40 35 30 20 15 10 5 0 LIC ICICI Pru SBI 5 Satisfaction of the job NO YES Fig IV Table IV - (4)A.2 The Level of Satisfaction.
Company LIC ICICI Pru. SBI Total (50 ( (Respondents) % Level Respondents) Respondents) HIGHLY SATISFACTION 20 (20%) 02 (02%) 12 (12%) 34% SATISFIES 28 (28%) 23 (24%) 13 (13%) 64% TO SOME EXTENT SATISFIES 02 (02%) - - - - 02% TOTAL 50 (50%) (%) (%) 100% Conclusion As per the data collected from 100 respondents it is clear that Out of 50 respondents of LIC s 20 respondent are highly satisfied with this job. & 28 respondents only satisfied with this job. & 02 respondents are to some extent satisfies with this job. Out of respondents of ICICI pru. 02 respondents are highly satisfied with this job. & 23 respondents only satisfied with this job. Out of respondents of SBI. 12 respondents are highly satisfied with this job. & 13 respondents only satisfied with this job. So out of 100 respondents of life insurance business 64 respondents are satisfied with this job. & 34 respondents are highly satisfied with this job. 02 respondents are to some extent satisfies with this job.
2% 0% 34% HIGHLY SATISFACTION SATISFIES 64% TO SOME EXTENT SATISFIES Fig IV 6 Level of Satisfaction of all Insurance Business. Graph Show The Level of Satisfaction. of Insurance Job 50 45 40 35 30 20 15 10 5 0 LIC ICICI Pru SBI TO SOME EXTENT SATISFIES SATISFIES HIGHLY SATISFACTION Fig IV 7 Level Of Satisfaction Of Insurance Job. IV - (4) B. Table show that the Specified Reasons For Not Satisfied. LIC (50 Respondents) ICICI Pru. ( Respondents) SBI ( Respondents)
Out of 50 respondents of LIC s 48 respondents are highly satisfied & satisfied & 2 respondents are saying that there are no guarantee of ulip s schemes. respondents of ICICI Pru. is highly satisfied. & satisfied. respondents of SBI is highly satisfied & satisfied. Table IV - (5) Interest Area of the Customer Taking the Insurance Plans. Company LIC ICICI Pru. SBI Total (50 ( ( % Plans Respondents) Respondents) Respondents) TAX BENEFITS - - 06 (06%) 06% INVESTMENT 02 (02%) - - 02% RISK COVERAGE 04 (04%) 12 (12%) 08 (08%) 24% ANY OTHER - - - - ALL THE OPTION 44 (44%) 13 (13%) 11 (11%) 68%
TOTAL 50 (50%) (%) (%) 100% Table IV. 5 reveals that the data collected from 100 respondents it is clear that Out of 50 respondents of LIC s 44 respondents are saying that the interest area of customer taking the all the option insurance plans like (tax benefits, investment, riskcoverage, any other,) & 04 respondents are saying that the interest area of customer taking the risk coverage plan. & 02 respondents are saying that the interest area of customer taking the investment plan. Out of respondents of ICICI pru. 13 respondents are saying that the interest area of customer taking the all the option insurance plans like (tax benefits, investment, risk-coverage, any other,) & 12 respondents are saying that the interest area of customer taking the risk coverage plan. Out of respondents of SBI. 11 respondents are saying that the interest area of customer taking the all the option insurance plans like (tax benefits, investment, riskcoverage, any other,) & 08 respondents are saying that the interest area of customer taking the risk coverage plan. & 06 respondents are saying that the interest area of customer taking the tax benefits plan. So out of 100% respondents of life insurance business 68% respondents are saying that the interest area of customer taking the all the option insurance plans like (tax benefits, investment, risk-coverage, any other,) & 24% respondent are saying that the interest area of customer taking the risk coverage plan. & 06% respondent are saying that the interest area of customer taking the tax benefits plan. & 02% respondent are saying that the interest area of customer taking the investment plan.
6% 2% TAX BENEFITS 24% INVESTMENT 68% 0% RISK - COVERAGE ANY OTHER ALL THE OPTION Fig IV -8 Interest Area of the Customer Taking the Insurance Plans In All Insurance Business Graph Show Interest Area of the Customer Taking The Insurance Plans Company Wise 45 40 35 30 20 15 10 5 0 TAX BENEFITS INVESTMENT RISK-COVERAGE ANY OTHER ALL THE OPTION LIC ICICI Pru SBI 9 Interest Area of The Customer Taking The Insurance Plans Company Wise Fig IV-
Table IV - (6) A The Marketing Strategies Which Are Adopted By Your Company At Present. LIC (50 Respondents) Investment basis Good services. & good plans. Motivation for customer. Rewards & recognisation for performance. References of general business. Advertising by t.v. cinemas & mouth convenience. Providing full guidelines & information of the customer. More beneficial. Better return in investment plan.& maximum risk coverage & good pension plan. ICICI Pru. ( Respondents) Communication. Financial planning. Electronic media, & press. Rewards & recognisation for performance. Good services. & good plans. Provide need basis services. Various distribution channel network has been establish to achieve the goal. Customer requirement. Market & product promotion. SBI (Respondents) Selling on the basis of their brand image state bank brand service last 200 years. Well educate the agents in proper manner to have longterm reputation among the company s agents & policy holders. Word & mouth and electronic media campaign. Company image & good will.
Basis on security & saving. Focus on traditional plan. Various distribution channel network
Table IV - 6 (B) 1. The Strategies Related To Frame The Specific Plan/Policy. LIC (50 Respondents) Customer need identification Financial planning. Tax benefits. Money back plan whenever is requirement of money. Retirement plan pension plan. Child plan cover child risk - cover & propose or tax benefit & its need every parents. ICICI Pru. ( Respondents) Smart vid policy. Tax benefits. Customer beneficial. Wealth grip. Customer need identification & pitching the relevant product. Life time policy. Financial planning SBI (Respondents) Cost optimum & profitability. Life cover. Financial planning. Fact funding / need analysis of customer.
Table IV- 6 (B) 2. Pricing Strategies (Cost Premium Of The Policy ) LIC (50 Respondents) Price affordable cost. Low rate of premium allocation charge its put of risk. Competitive pricing. Price is after for each one. In endowment plan less premium & risk cover is very high. ICICI Pru. ( Respondents) Competitive pricing. Lowest premium. Price affordable cost. Annually premium. SBI ( Respondents) Annuity to avoid lapsation. Less expanses & reach to mass.
Table IV - 6 (B) 3. Media To Promote The Insurance Plan. Company LIC ICICI Pru. SBI Total (50 ( ( % Media Respondents) Respondents) Respondents) PRESS 02 (02%) 02 (02%) - 04% ELECTRONIC MEDIA - 03 (03%) 07 (06%) 10% MOUTH CONVINCING 16 (16%) 02 (02%) 16 (16%) 34% ANY OTHER - - - - ALL THE OPTION 32 (32%) 18 (18%) 02 (02%) 52% TOTAL 50 (50%) (%) (%) 100% Table IV 6 (B) 3 reveals that the data collected from 100 respondents it is clear that Out of 50 respondents of LIC s 32 respondents are saying that the media to promote the insurance plan by all the option like ( press, electronic media, mouth convincing, any other,) & 16 respondents are saying that the media to promote the insurance plan by mouth convincing. & 02 respondents are saying that the media to
promote the insurance plan by press. Out of respondents of ICICI pru. 18 respondents are saying that the media to promote the insurance plan by all the option like ( press, electronic media, mouth convincing, any other,) & 03 respondents are saying that the media to promote the insurance plan by electronic media. 02 respondents are saying that the media to promote the insurance plan by press. & 02 respondents are saying that the media to promote the insurance plan by mouth convincing. Out of respondents of SBI. 16 respondents are saying that the media to promote the insurance plan by mouth convincing. & 07 respondents are saying that the media to promote the insurance plan by electronic media. & 02 respondents are saying that the media to promote the insurance plan by all the option like ( press, electronic media, mouth convincing, any other,) So out of 100% respondents of life insurance business 52% respondents favors in all the option. & 34 % respondents favors in mouth convincing. & 10% respondents favors in electronic media. & 04 % respondents favors in press.
4% 10% PRESS ELECTRONIC MEDIA 52% 34% MOUTH CONVINCING ANY OTHER ALL THE OPTION 0% 10 The Media To Promote The Insurance Plan In All Insurance Business Fig IV - Graph Show The Media To Promote The Insurance Plan company wise 35 30 20 15 10 5 ALL THE OPTION PRESS ELECTRONIC MEDIA MOUTH CONVINCING ANY OTHER ALL THE OPTION 0 LIC ICICI Pru SBI PRESS Fig IV 11 The Media To Promote The Insurance Plan Company Wise 4 6(B) 4.a
The Service Strategies (Pre. & Post) For LIC: PRE SERVICES Identification of customer. Need base policy. Provide more beneficial information. Key collection. Offers good strategy plans, according to customer need. Financial planning. Customer awareness for saving & future requirement provided by LIC. POST SERVICES Premium collection. Very well support at claim time. Provide information related security & saving. Intimation of premium. Deposit installment time to time. Provide loan as requirement. Provide sms facilities for renewal premium. Regular fallow up with customer. Provide total amount after maturity.
For ICICI pru.: Table IV 6(B) 4.b PRE SERVICES Provide product knowledge. Customer need identification. Key collection. Financial planning & need analysis. POST SERVICES Regular follow up with customer. Maximum satisfaction of customer. Premium collection & update about new products. Intimation of premium due via sms, email, Etc. For SBI.- Table IV 6 (B) 4.c PRE SERVICES Grievance redresser with existing customer. Through insurance advisors. Free need analysis helping him understand his assets & liabilities and customizing products as per his need. POST SERVICES Regular contact with the customer. Through operation department. Reminder for renewal premium, understating t&c 4.-7 Which Sector (Public & Private) Marketing Strategies Are (Product, Price, Promotion, Services,) Better Than Other.
The respondents relates to the concerning insurance company opined there opinion that over company s marketing strategies is better than other rivalry company s in all respects i.e. products, price, promotion, & policy servicing strategies. Researcher observation work private company that is i.e. ICICI Pru. & SBI there marketing strategies are comparative better than the public sector company LIC. Researcher realized that the private insurance company s products are more varied which suits there different needs of the clienteles. So far as, there pricing strategies are concerned the product prices are more competitive economical one. So far as, distribution network strategies concerned that is more intensive to the interior part to approach the clienteles. Lastly it was realized & also true the adverting campaign of private company s for their products are more aggressive, effective, and efficiently manage. In some up we conclude those private companies with their marketing strategies a step ahead then the public sector company. Table IV (9) Growth of Insurance Business. Company LIC ICICI Pru. SBI Total
(50 ( (Respondents) % Growth Respondents) Respondents) LIMITED - - 12 (12%) 12% AVERAGE 04 (04%) 05 (05%) - 09% GOOD 34 (34%) 18 (18%) 08 (08%) 60% VERY BRIGHT 12 (12%) 02 (02%) 05 (05%) 18% TOTAL 50 (50%) (%) (%) 100% Table IV 9 reveals that the data collected from 100 respondents it is clear that Out of 50 respondents of LIC s 34 respondents are saying that the growth of insurance business is good.& 12 respondents are saying that the growth of insurance business is very bright. & 04 respondents are saying that the growth of insurance business is an average. Out of respondents of ICICI pru. 18 respondents are saying that the growth of insurance business is good. & 05 respondents are saying that the growth of insurance business is an average. & 02 respondents are saying that the growth of insurance business is very bright. Out of respondents of SBI. 12 respondents are saying that the growth of insurance business is limited. & 08 respondents are saying that
the growth of insurance business is good. & 05 respondents are saying that the growth of insurance business is very bright. So out of 100% respondent of life insurance business 60% respondents are saying that the growth of insurance business is good. & 18% respondent are saying that the growth of insurance business is very bright. & 12% respondent are saying that the growth of insurance business is good is limited. & 09% respondent are saying that the growth of insurance business is an average. 18% 12% 10% LIMITED AVERAGE GOOD VERY BRIGHT 60% Fig IV 12 The Growth of Insurance Business In All Insurance Business. Graph show The Growth of Insurance Business company wise
50 45 40 35 30 20 15 10 5 0 LIC ICICI Pru SBI VERY BRIGHT GOOD AVERAGE LIMITED Fig IV 13 The Growth Of Insurance Business Company Wise. IV 10. The Suggestion Regarding To Boost The Insurance Business Specifically. For LIC:- IN YOUR COMPANY. Focus on systematic way plan for business growth. Keep market study & need base policy of customer. Company taking right decision. Importance customer services. To encourage fare practices. AS A WHOLE INSURANCE SECTOR. Focus on truth & willness business. Tax benefit is major concern for every people. All insurance company should work according to IRDA guidelines. Reduce of all charge. Make your side bright rest
Focus on tradition plan not give 3 or 5 years double saving plan. Provide smart bonus of his advisors. Company should approach rural area for business purpose & awareness people for saving. Some criteria should be defined for advisors to avoid miss selling. Company making strategy time to time according to market situation. will always shine. Provide need base long term investment plan. Time to time inspection by IRDA of all insurance organization. Avoid miss selling. In india all public & private insurance business organization till date cover only 7% to 8 % business whole 90 % to 92% business as remaining so insurance sector is good opportunity to action them. For ICICI pru.:- IN YOUR COMPANY. Generating high clientele base. Good products launch for customer favours. Keep market study & need base policy of customer. To encourage fare practices. Improve customer services. Good faith in employee. Some criteria should be AS A WHOLE INSURANCE SECTOR. Product awareness among public. Make your side bright rest will always shine. Tax benefit is major concern for every people. Avoid miss selling. Reduce all charge. Improve customer services. Communication to customer
defined for advisors to avoid miss selling. Reduce all charge. as out whole country of the policy. All insurance company should work according to IRDA guidelines.
For SBI : IN YOUR COMPANY. Generation quality products. Receipt more & get more. Provide better services. Quality requirement of advisors. AS A WHOLE INSURANCE SECTOR. Spreading awareness in the mass regarding life stage & protection. Transparency leads to survival Improve premium & gave high life cover. Educated the staffs & make in ethical manner. More awareness & education on insurance by govt.
REFERENCES LIC of India product profile brochure. SBI product profile brochure. ICICI prudential product profile brochure.