ACKNOWLEDGEMENT

It is immense pleasure for me to put on record my profound gratitude to the persons who
has
supported me in substantial ways for the successful submission of this dissertation.
I wholly confess that the credit of this report is not only my treasure as I have merely
brought together the teaching, guidelines, knowledge, tips and notes from different
members of the institutes.
May I also, in the same breath, express my gratefulness to my honourable teacher and my
project guide Mrs. Poonam Sachdeva for enlightening and guiding me at every step of the
completion of this project and for acquainting me with the work environment and
providing productive suggestion to handle problems.
Last but not the least, my sincere thanks to my parents and my friends for supporting me.
KUMARI RAMAN

Brief history of insurance sector

The insurance sector in India has completed all the facets of competition -from being an
open competitive market to being nationalized and then getting back to the form of a
liberalized market once again. The history of the insurance sector in India reveals that it
has witnessed complete dynamism for the past two centuries approximately.
With the establishment of the Oriental Life Insurance Company in Kolkata, the business
of Indian life insurance started in the year 1818.
Important milestones in the Indian Life Insurance Business
1912: The Indian Life Assurance Companies Act came into force for regulating the life
insurance business.
1928: The Indian Insurance Companies Act was enacted for enabling the government to
collect statistical information on both life and non-life insurance businesses.
1938: The earlier legislation consolidated the Insurance Act with the aim of safeguarding
the interests of the insuring public.
1956: 245 Indian and foreign insurers and provident societies were taken over by the
central government and they got nationalized. LIC was formed by an Act of Parliament,
viz. LIC Act, 1956. It started off with a capital of Rs. 5 crore and that too from the
Government of India.
The history of general insurance business in India can be traced back to Triton Insurance
Company Ltd. (the first general insurance company) which was formed in the year 1850
in Kolkata by the British.

Current scenario of Indian Insurance Industry

Indian insurance industry is one of the premium sectors showing upward growth, which
is a US$ 41-billion industry in India. India is the fifth largest life insurance market in the
emerging insurance economies globally and is growing at 32-34 per cent annually. With
increasing competitiveness amongst these, the players are bringing out newer products to
attract more customers into their kitty. Foreign direct investment (FDI) up to 26 per cent
is permitted under the automatic route subject to obtain a licence from the official
regulator, Insurance Regulatory and Development Authority (IRDA). The total number of
life insurance companies operating in India is currently 22.
Insurance companies in India
IRDA has till now provided registration to 12 private life insurance companies and 9
general insurance companies. If the existing public sector insurance companies are
considered then there are presently 13 insurance companies in the life side and 13
companies functioning in general insurance business. General Insurance Corporation has
been sanctioned as the "Indian reinsurer" for underwriting only reinsurance business.
Life Insurance Companies in India
ICICI Prudential

Life Insurance Companies

Aviva Life Insurance
Bajaj Allianz Life Insurance
Birla Sun-Life Insurance
HDFC Standard Life Insurance
ING Vysya Life Insurance
Life Insurance Corporation
Max New York Life Insurance
MetLife Insurance
Om Kotak Mahindra Life Insurance
Reliance Life Insurance
Sahara India Life Insurance
SBI Life Insurance
TATA AIG Life Insurance

Life Insurance Corporation of India

Life Insurance in its modern form came to India from England in the year 1818. Oriental
Life Insurance Company started by Europeans in Calcutta was the first life insurance
company on Indian Soil. All the insurance companies established during that period were
brought up with the purpose of looking after the needs of European community and
Indian natives were not being insured by these companies. However, later with the efforts
of eminent people like Babu Muttylal Seal, the foreign life insurance companies started
insuring Indian lives. But Indian lives were being treated as sub-standard lives and heavy
extra premiums were being charged on them. Bombay Mutual Life Assurance Society
heralded the birth of first Indian life insurance company in the year 1870, and covered
Indian lives at normal rates. Starting as Indian enterprise with highly patriotic motives,
insurance companies came into existence to carry the message of insurance and social
security through insurance to various sectors of society. Bharat Insurance Company
(1896) was also one of such companies inspired by nationalism. The Swadeshi movement
of 1905-1907 gave rise to more insurance companies. The United India in Madras,
National Indian and National Insurance in Calcutta and the Co- operative Assurance at
Lahore were established in 1906. In 1907, Hindustan Co-operative Insurance Company
took its birth in one of the rooms of the Jorasanko, house of the great poet Rabindranath
Tagore, in Calcutta. The Indian Mercantile, General Assurance and Swadeshi Life (later
Bombay Life) were some of the companies established during the same period. Prior to
1912 India had no legislation to regulate insurance business. In the year 1912, the Life
Insurance Companies Act, and the Provident Fund Act were passed. The Life Insurance
Companies Act, 1912 made it necessary that the premium rate tables and periodical
valuations of companies should be certified by an actuary. But the Act discriminated
between foreign and Indian companies on many accounts, putting the Indian companies
at a disadvantage.
The first two decades of the twentieth century saw lot of growth in insurance business.
From 44 companies with total business-in-force as Rs.22.44 crore, it rose to 176
companies with total business-in-force as Rs.298 crore in 1938. During the mushrooming
of insurance companies many financially unsound concerns were also floated which
failed miserably. The Insurance Act 1938 was the first legislation governing not only life
insurance but also non- life insurance to provide strict state control over insurance
business. The demand for nationalization of life insurance industry was made repeatedly
in the past but it gathered momentum in 1944 when a bill to amend the Life Insurance
Act 1938 was introduced in the Legislative Assembly. However, it was much later on the
19th of January, 1956, that life insurance in India was nationalized. About 154 Indian
insurance companies, 16 non-Indian companies and 75 provident were operating in India
at the time of nationalization. Nationalization was accomplished in two stages; initially
the management of the companies was taken over by means of an Ordinance, and later,
the ownership too by means of a comprehensive bill. The Parliament of India passed the
Life Insurance Corporation Act on the 19th of June 1956, and the Life Insurance
Corporation of India was created on 1st September, 1956, with the objective of spreading
life insurance much more widely and in particular to the rural areas with a view to reach
all insurable persons in the country, providing them adequate financial cover at a
reasonable cost.
LIC had 5 zonal offices, 33 divisional offices and 212 branch offices, apart from its
corporate office in the year 1956. Since life insurance contracts are long term contracts
and during the currency of the policy it requires a variety of services need was felt in the
later years to expand the operations and place a branch office at each district headquarter.
Re-organization of LIC took place and large numbers of new branch offices were opened.
As a result of re- organisation servicing functions were transferred to the branches, and
branches were made accounting units. It worked wonders with the performance of the
corporation. It may be seen that from about 200.00 crores of New Business in 1957 the
corporation crossed 1000.00 crores only in the year 1969-70, and it took another 10 years
for LIC to cross 2000.00 crore mark of new business. But with re-organisation happening
in the early eighties, by 1985-86 LIC had already crossed 7000.00 crore Sum Assured on
new policies.
Today LIC functions with 2048 fully computerized branch offices, 109 divisional offices,
8 zonal offices, 992 satallite offices and the Corporate office. LIC's Wide Area Network
covers 109 divisional offices and connects all the branches through a Metro Area
Network. LIC has tied up with some Banks and Service providers to offer on-line
premium collection facility in selected cities. LIC's ECS and ATM premium payment
facility is an addition to customer convenience. Apart from on-line Kiosks and IVRS,
Info Centres have been commissioned at Mumbai, Ahmedabad, Bangalore, Chennai,
Hyderabad, Kolkata, New Delhi, Pune and many other cities. With a vision of providing
easy access to its policyholders, LIC has launched its SATELLITE SAMPARK offices.
The satellite offices are smaller, leaner and closer to the customer. The digitalized records
of the satellite offices will facilitate anywhere servicing and many other conveniences in
the future.
LIC continues to be the dominant life insurer even in the liberalized scenario of Indian
insurance and is moving fast on a new growth trajectory surpassing its own past records.
LIC has issued over one crore policies during the current year. It has crossed the
milestone of issuing 1,01,32,955 new policies by 15th Oct, 2005, posting a healthy
growth rate of 16.67% over the corresponding period of the previous year.
From then to now, LIC has crossed many milestones and has set unprecedented
performance records in various aspects of life insurance business. The same motives
which inspired our forefathers to bring insurance into existence in this country inspire us
at LIC to take this message of protection to light the lamps of security in as many homes
as possible and to help the people in providing security to their families.

Strengths  Entry of new private players in

industry. SWOT analysis of LIC

 It is the oldest and most well experienced player having a Pan India presence.
 LIC has a strong and very well developed distribution network.
 It is having a huge consumer base and is evolved as one of the most powerful brands
of the country.
 It has a large product portfolio and claim settlement is easier to get.
 It has the advantage of its own as the government guarantee is accompanied with it.
Weakness
 Its employees and other staff are lethargic and least motivated to render prompt and
sincere customer service.
Agents not taking into account the needs of people and promote policies having high
commissions only.
Very slow decision making process and internal problems between top management
and lower cadre staff.
 Large scale corruption in offices.
Opportunities
 Emergence of a huge middle income consumer market in the country
People becoming more aware and demanding so there is scope for a whole lot of
innovative products.
Pension markets, health insurance and large real estate portfolio.
Threats
There is too much internal discord.

Marketing strategies of LIC

In consonance with the changes taking place in the insurance market, the corporation has
undergone a transformation, simultaneously requiring a revamp in its image. Systematic
and focused PR initiatives and widespread publicity have resulted in markedly improved
visibility. The corporation has emerged with a much younger and sleeker image.
A conscious effort was made to bring about a transformation in the corporate image.
Through various campaigns, the corporation tried to depict the organization as one
oriented towards the younger generation.
The corporation advertising campaigns assisted the marketing strategies.
PR Activities for Consumer Relations:
The business of insurance is purely service which cannot be seen or held. Hence, the
consumer relations activities of LIC concentrate on the customer public and building
relations with prospective customer.
The corporation has time and again made endeavors to reach out to the consumers,
interact with them and keep them satisfied.
The corporation tries to achieve its objective through a number of means.
Oral Communication:
Oral communication with the consumer public is the most effective means of presenting
facts and creating understanding of the organization's policies and practices. Employee-
Consumer Communication:
The harmonious relationship that LIC has, through the years , built and maintained with
its customers has only been possible due to its dedicated and committed team of
Development Officers and scores of Insurance Agents throughout the country.
Press Conferences:
Press Conferences are organised to announce new appointments of top executives,
introduction of new schemes, etc. Audio-Visual Communication
Television and Radio broadcasts are a basic medium of consumer communication .
The corporation's advertisements reached nearly 25 crore people through over 50
campaigns.
There were 79 hours of TV advertising and 408 hours of Radio advertising.
Trans-slides:
The Corporation has placed trans-slides at strategic places, like Railway Stations and
Airports, for maximum exposure to public at large. Printed Communication. At LIC
printed communications are used in conjunction with oral communication media.
Press Release :
Press releases are frequently handed out to the media by the local PR department on
behalf of the company. These generally comprise of any subject or issue concerning the
company, containing information for policy holders or any item of news value to the
media and its readers.
Journals and Publications:
The corporation takes out its annual working results and several other publications from
time to time to keep the public abreast of the happenings and achievements at LIC.
Financial Results:
The annual financial report of the corporation is published in the National dailies and Is
also circulated amongst the shareholders to keep them informed. It also aims at attracting
new investors.
Booklets, Brochures and Pamphlets :
Booklets, Brochures and Pamphlets are generally taken out to inform its internal and
external public about its various new schemes and act as an effective medium of print
communication.
Posters and Hoardings:
These tools are not only an advertising medium but also a very effective PR tool. LIC
uses posters and hoardings to get quick public notice. Poisters and hoardings are widely
placed throughout the city at busy intersections like subways, railway stations, roadsides,
bus shelters, etc. Other Amenities Provided by LIC
Website:
The Corporation¶s websitewww. licindia. com gives information about the corporation¶s
products, services, subsidiaries and addresses of branches and about premium payment
through the internet. It also provides Press releases, News sections, Online policy status
Online Premium Payment.
LIC has tied up with HDFC Bank, ICICI Bank, UTI Bank, Bank of Punjab, Global Trust
Bank, Corporation Bank, The Federal Bank Ltd., Citibank, and service providors like Bill
Junction.com, timesofmoney.com to offer the online premium payment facility to its
customers in select cities.
Information Kiosks:
The corporation has installed online information kiosks at prominent places across the
country. This provides information about the Products, services and policy status reports
to the customers.
Customer Contact Programme:
The purpose of such a campaign is µto strengthen the relationship with the customers and
to build bridges of understanding. ¶FINANCIAL RELATIONS
There are quite a few financial publics of LIC.
1) Govrement Agencies
2) Banks and Finanlcial Institutions
3) Statutory Bodies e.g. IRDA(Insurance Regulatory and Development Authority)
4) Auditors
To communicate with them and to keep them informed of the company's progress several
activities are undertaken by the PR Deptt.
The Annual General Meeting, The Annual Report, The annual report is released annually
to inform all publics of the company¶s working results.The chairman¶s statement is a
comprehensive guide to what the company is and where it strives to be. It comprises of
the corporation¶s corporate vision, philosophy and policies, management contributions,
future plans and a host of other such important aspects.
COMMUNITY RELATIONS:
LIC regularly provides Health vans' to various organizations across the country. The
corporation also sponsers many sports events at the national level. Numerous publicity
projects with a social purpose are undertaken at the zonal level. Recently the North
Zone(Delhi) associated itself with the Perfect Health Mela to propagate the cause of good
health.
.

ICICI PRUDENTIAL
ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank - one of
India's foremost financial services companies-and Prudential plc - a leading international
financial services group headquartered in the United Kingdom. Total capital infusion
stands at Rs. 47.80 billion, with ICICI Bank holding a stake of 74% and Prudential plc
holding 26%.
They began their operations in December 2000 after receiving approval from Insurance
Regulatory Development Authority (IRDA). Today, the nation-wide reach includes 1,960
branches (inclusive of 1,096 micro-offices), over 237,000 advisors; and 6 bancassurance
partners.
For three years in a row, ICICI Prudential has been voted as India's Most Trusted Private
Life Insurer, by The Economic Times - AC Nielsen ORG Marg survey of 'Most Trusted
Brands'.
For the period April 1, 2009 to September 30, 2009, the company has garnered total
received premium new business premium of Rs 2,128 crores and has underwritten over
10 million policies since inception. The company has assets held over Rs. 53,000 crores
as on December 31, 2009.
For the past nine years, ICICI Prudential Life has retained its leadership position in the
life insurance industry with a wide range of flexible products that meet the needs of the
Indian customer at every step in life.
Distribution
ICICI Prudential Life has one of the largest distribution networks amongst private life
insurers in India. It has a strong presence across India with 1,960 branches (including
1,096 micro-offices) and an advisor base of over 230,000 (as on December 31, 2009).
The company has 6 bancassurance partners having tie-ups with ICICI Bank, Jalgaon
Peoples Co-op Bank, Ratanagiri District Central Co-op Bank, Ballia Kshetriya Co-
operative Bank, Renuka Nagrik Sahakari Bank, Bhandara Urban Co-operative Bank.
About the Promoters
ICICI Bank
ICICI Bank Ltd (NYSE:IBN) is India's largest private sector bank and the second largest
bank in the country with consolidated total assets of about US$ 102 billion as of June 30,
2009. ICICI Bank's subsidiaries include India's leading private sector insurance
companies and among its largest securities brokerage firms, mutual funds and private
equity firms. ICICI Bank's presence currently spans 19 countries, including India.
Prudential Plc
Established in London in 1848, Prudential plc, through its businesses in the UK, Europe,
US, Asia and the Middle East, provides retail financial services products and services to
more than 21 million customers, policyholder and unit holders and manages over £249
billion of funds worldwide (as of March, 2009). In Asia, Prudential is the leading Europe-
based life insurer with life operations in China, Hong Kong, India, Indonesia, Japan,
Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, and Vietnam. Prudential is
one of the largest asset management companies in terms of overall assets sourced in Asia
ex-japan, with £36.8 billion funds under management (as of March, 2009) and operations
in ten markets including China, Hong Kong, India, Japan, Korea, Malaysia, Singapore,
Taiwan, Vietnam and United Arab Emirates.

SWOT analysis of ICICI PRUDENTIAL

Strength
ICICI Prudential is No. 1 private life player in India. Innovative insurance policies with
rider benefits.
Motivation factors provided by the company.
One of the largest financial Institution of India.
Training provided to all people associating with ICICI prudential.
Highest paid up capital deposited in IRDA, in comparison to all players.
Weakness
Very huge premiums of policies. Compare to other insurance sector. Minimum premium
is 19000.(Expect tax saving policy only 10,000)
Target upper class people only.
Policy charges are very high.
Poor distribution is in English language only.
Opportunities ‡
Tie up with more corporate agents all over India.
Tie up with broker also .
No. of adopting new technology.‡
Strong Brand of Company Helps to boost sales in market
Attract more people of providing customer centric products.
Threats
Threat from existing life insurance players.
Threat from new entrance.
Threat to substitute products
Change in the policy of IRDA
People don't aware of different distribution channel.

Marketing Strategies of ICICI Prudential Life Insurance Co. Ltd

It was time when the marketing team was thinking about an advertising campaign, almost
everyone, including the company's board, pooh-poohed the idea. At that time people
thought Company is wasting money. But ICICI discarded this ³fear" typically used for
hawking insurance, choosing instead a "happy" platform to convey a more positive
message. Even today after it has rolled out so many campaigns, ICICI remains among the
top advertisers: ad spends, as a percentage of new business premium, range between 0.5
per cent and 0.75 per cent. Lowe (Lintas) has been the creative advertising agency for
ICICI Prudential Life since the beginning.
The Target audience:
Representing an ideal mix of medium to high net worth individuals: The consumers most
disposed towards buying life insurance. Middle-aged professionals, primarily male,
salaried and self employed, age group: 28 - 45 years, household income: Rs.20, 000 and
above.
Creative Strategy:
The essence of the creative strategy: To get the consumer to re look at Insurance as a
means to lead a worry free life and not as a necessary evil. When ICICI Prudential Life
Insurance first began operations, the task was to present the visiting card of the company
to the public at large and build credibility and stature and to give the consumer the
confidence that 'here was a company that could be trusted to invest funds with'. This
required a corporate campaign, which started with advertising to establish the brand,
build awareness and give the brand a larger than life image. To this effect the core brand
insight highlighted was "As head of the family it's my responsibility to take care of my
loved ones and protect them from the uncertainties of life", summed up in the advertising
idea:
We cover you at every step in life (Suraksha« Zindagi ke har kadam par). ICICI Pru was
positioned as an enabler of protection relevant to the needs of the life stage that you are
in. Over the last few months, ICICI Prudential has been advertising in outdoor, TV and
press. The company launched a corporate television campaign ± Saat Phere ± which took
the emotions and thoughts of initial Sindoor corporate film a few steps further. The film
highlights the strength of promises that a husband makes to his wife, through the
depiction of everyday situations, and then goes on to emphasize that ICICI Prudential
will stand by the husband to help him fulfill all these promises. The TV campaign has
also been extended to outdoor. The company has also undertaken press and internet
campaigns to inform customers about benefits of some of its products, particularly
retirement solutions, through the ''Chintamani campaign''.
Once the corporate image and brand identity were established, and as the company
expanded and its product range grew, the next phase of communication was to give the
consumer a rational and tangible reason to buy - first of all insurance and secondly from
ICICI Prudential Life. This was tackled through product-specific advertising, such as for
ICICI Pru Smart Kid, retirement solutions or Lifetime.

The Creative execution:

Through television channels: Building image and creating a differential in the most
creative and compelling manner. The creative execution heightened the emotional
connect with the ICICI Pru brand- Indian; satisfaction of knowing that one¶s loved ones
are protected. Symbolic representation of the protector of the family through situations
showcasing various life stages and creating endearing imagery of protection and familial
bonding.
Press: Gave the consumer a rational and tangible reason to buy insurance first and
secondly from ICICI Prudential. The product specific advertising focussed on changing
the prevalent perception about insurance and breaking a few myths: non- affordability,
insurance not being good investment option and the myth that insurance was good only
for tax saving. After the hugely successful Chintamani (retirement) and Saat Phere
(corporate) campaigns, ICICI Prudential Life Insurance also introduced some innovations
in the category, such as: having a tax planner by the name of Chintamani on radio, who
would answer consumer¶s queries about the role of insurance in financial planning.
Other Communications:
[Other programs included direct mail, PR of communications campaign in press & TV,
website marketing; and database generation through Bancassurance channels. Other
initiatives included tie-up with the Dabbawalla Organisation in Mumbai for a direct
marketing exercise, to talk to the customer through a non-cluttered route, and thereby
have a higher impact. The direct mailer was about ICICI Prudential¶s retirement
solutions and the tax benefits that one can avail of buy investing in any of these. About
100,000 direct mailers were attached to the µdabbas¶, in areas such as Churchgate,
Bandra and Andheri where there are mostly office-goers. ICICI Prudential Life Insurance
has also announced a strategic distribution tie-up with Hariyali Kisaan Bazaar, the rural
business arm of DCM Shriram Consolidated Ltd (DSCL). As a partner, Hariyali Kisaan
Bazaar can now distribute ICICI Prudential's protection, wealth creation, retirement
solutions and health insurance products to customers across the its growing number of
rural business hubs in the country.
In addition to advertising, the company has also initiated several activities to raise
consumer awareness about life insurance and ICICI Prudential. ³It includes seminars ±
ICICI Prudential regularly holds consumer awareness meets on µthe need for retirement
planning¶ in different cities such as Pune, Aurangabad, Coimbatore, Nagpur, Bangalore
and Mangalore. These are very well attended and have contributed significantly towards
increasing awareness about the category and the company. Apart from this, company also
entered into alliances with telecom companies, as well as companies like BPCL and
Dominos.

The results of communication efforts:

Being no: 1 in awareness and saliency.
Awareness: ICICI Prudential showed a significant jump in awareness between Feb and
Sept 2001.

Highest score among all Insurance players including LIC, on image parameters like
safety, modernity, service, good returns etc. Intention to invest: Next only to LIC as per
research (All Source: Research by ORG Marg). No. of calls and emails: There were
70,000 calls at the call center and 6582 emails in the year 2001. Today, ICICI Prudential
are fairly high on awareness, among target segment. Company have a 86% brand recall
today.A research survey shows that among the investing public. About 11% of the
investing public knew Prudential ICICI top of mind. It is a fair indicator of the share that
the brand enjoys in the market. On spontaneous level ICICI prudential are at 30%. ICICI
Prudential Life was awarded the INDY¶s Award for Excellence in Mass Communication
in the category of Most Creative Advertisement- Television.

LIC Vs ICICI Prudential

Comparison and analysis
With private players paying much attention to advertising and promotional activities,
LIC, too, was forced to make efforts to increase its visibility and enhance its brand image.
The company commenced intense, systematic and well-focused public relations and
publicity activities both at the corporate and operational levels.
LIC upped its ad spend to tackle competition and succeeded in forging way ahead. LIC
has advertised in satellite channels as well as terrestrial channels. LIC has to reach out to
non- resident India policy holders as well as its other corporate customers who are based
abroad. ICICI Prudential has advertised on several channels from the Star TV bouquet,
Zee Network and Sony. The company have spent about Rs 50 million on TV advertising
last year. With the geographical expansion, TV became a viable medium and the
corporate campaign for ICICI Prudential Life was run on TV, because the medium lends
itself well to an emotional type of films that strike a chord with the audience. Product
advertising, which needs to impart information, was largely done through print and
outdoor channels, as these are appropriate for rational type of messages, ICICI Prudential
Life Insurance campaign was short-listed as one of the 12 most effective campaigns for
the year 2001 in the EFFIE awards. According to an ORG MARG study, the ICICI
Prudential brand name and advertising had the highest recall amongst all private players,
and was only marginally behind LIC.
ICICI Prudential Life was awarded the INDY¶s Award for Excellence in Mass
Communication in the category of Most Creative Advertisement-Television.
(The scores for advertisement were compiled on spontaneous recall, aided recall and
likeability. The top ads are selected on the basis of their score.)

Strategies Adopted By LIC

LIC started intense , systematic & well focused public relation and publicity activities
both at the corporate and operational levels.
LIC upped its ad spend to tackle competition.
LIC has launched its SATELLITE SAMPARK offices.
LIC has established state of art machinery.
Strategies adopted by ICICI PRUDENTIAL
ICICI Prudential launched the µTruLife Club¶ for its high-value policyholders as part
of its marketing strategy.
Pragati Ki Anokhi Paathsaala or PKAP. PKAP aims to bring out the inherent
creative skills amongst children.
ICICI Prudential Life has also partnered with e-governance kiosks in Andhra Pradesh
- aponline.com and Rajasthan - emitra.com, to enable consumers renew their policies
in their kiosks.

Various promotional advertisements used by LIC and ICIC PRUDENTIAL

Marketing strategies of LIC includes promoting their products which is necessary for life
and it acts as saver to the policy holder as well as to his entire family.LIC earlier just
focused on providing life insurance to people but apart of it ICICI PRUDENTIAL
marketing strategies include not only providing the policy holders with a life cover but
also providing them with additional benefits like tax saving schemes etc. As the
competition is increasing LIC has started changing its strategies to provide people with
products and services which are more flexible.

Marketing strategies of LIC includes promoting their products which is necessary for life
and it acts as saver to the policy holder as well as to his entire family.LIC earlier just
focused on providing life insurance to people but apart of it ICICI PRUDENTIAL
marketing strategies include not only providing the policy holders with a life cover but
also providing them with additional benefits like tax saving schemes etc. As the
competition is increasing LIC has started changing its strategies to provide people with
products and services which are more flexible.