Professional Documents
Culture Documents
ON
MARKETING STRATEGY
OF
TO
GURU GOVIND SINGH INDRAPRASTHA
UNIVERSITY
(SESSION 2008-2011)
SUBMITTED TO SUBMITTED BY
Miss. SAVITA IMRAN KHAN
Designation: Lecturer Enrollment No.0912051708
STUDENT UNDERTAKING:
PROJECT GUIDE
B Y:
ACKNOWLEDGEMENT
Interdependence
Interdependence is something, which is very essential in today’s world for
competition of any task. This is also being completed by the joint effort of so many
people, so I wish to pay my gratitude to all those people who have directly or
indirectly contributed towards the completion of this project. First of all, I owe my
gratitude to all might GOD and my parents because of whom I am able to complete
this project successfully. I am deeply indebted and grateful to Miss. Savita (Business
Associate) who granted the permission to do this project, this project has successfully
taken place.
TABLE OF CONTENTS
1- INTRODUCTION TO INSURANCE
AND TATA AIG
3- OBJECTIVE OF STUDY
4- RESEARCH METHODOLOGY
7- RECOMMENDATIONS AND
SUGGESTION:CONCLUSION
8- LIMITATION
9- QUESTIONNAIRE
10- BIBLOGRAPHY
INSURANCE
INTRODUCTION
The business of insurance is related to the protection of the economic value of assets.
Every asset has a value.
The asset gets lost earlier, being destroyed or made non-functional, through an
accident or other unfortunate event, the owner and those deriving benefits there from
suffer. Insurance is a mechanism the helps to reduce such adverse consequences.
• Assets are insured, because they are likely to be destroyed or made non-
functional, through an accidental occurrence. Such possible occurrences are
called perils. Fire, floods, breakdowns, lightning, earthquakes, etc, are perils.
• Risk : A possibility of loss or damage. It may or may not happen. There has to be
an uncertainty about the risk. Insurance is done against the contingency that it
may happen.
• Insurance : Risk is spread among the community and the likely big impact on one
• Insurance companies: collect money in advance and create a fund from which the
• A human life is also an income generating asset. This asset also can be lost
through unexpectedly early death – Accidents may or may not happen.
• Living too long can be as much as problem as dying too young. These are risks
which need to be safeguarded against.
People facing common risks come together and make their small contributions to a
common fund. The contribution to be made by each person is determined on the
assumption that while it may not be possible to tell beforehand, which person will
suffer, it is possible to tell, on the basis of past experiences, how many persons, on an
average, may suffer losses.
Insurance is about
BUSINESS OF INSURANCE
FUNDAMENTAL PRICIPLES
- Consideration
- Capacity to contract
• Commercial contracts
Commercial contracts are normally subject to the principle of caveat emptor i.e.
let the buyer beware. In most of these contracts each party to the contract can
examine the item or service. Which is the subject matter of contract.
• Insurance contracts
• Proposer must disclose every material known to him. This type of contract is
called Uberrimae Fides i.e. contract of utmost good faith.
• Facts that would influence the judgement of a prudent insurer in fixing the
premium or determining whether he will take the risk. Therefore, facts regarding
age, height, weight, build, previous medical history, smoking / drinking habits,
operations, non-disclosure of earlier insurances, ‘hazardous’ occupation must be
disclosed.
• There are certain circumstances, a facts which need not be disclosed. For example
:
All risks are not insurable. In order to be insurable, the risk must be capable to
financial measurement, there must be sufficient number of similar risks, the risk must
be capable of statistical (actuarial) estimation. It must not be against public policy,
and there must be insurable interest in the property to be insured/risk to be covered.
The Insurance Act, 1938 does not define insurable interest. Insurable interest is said
to exist when the person insuring stands to lose if the event insured against occurs.
Person has insurable interest in his own life to an unlimited extent. Insures take into
account a proposer’s capacity to pay premiums and his need for insurance, while
granting the sum insured.
Instances of Insurable Interest
• The legal position about children’s assurances is not quite clear. It is presumed
that parents have insurable interest in the life of a child as a child i.e. so long as he
is a child. Therefore most of the LIC’s children’s policies incorporate a vesting
clause, whereby the policy vests in the child on attainment of majority.
CAREER OPPORTUNITY
• NATIONALISED IN 1956 :
• To assess the nature of Joint Venture, Investment Pattern, Entry Strategies and
product of Prudential Tata AIG Insurance Company.
VSERV- A PROFILE
As the name suggests VSERV is here to serve its people, promote ease to its client &
insure the best of its service to all.
Incorporated under companies act 1956, VSERV CAPITAL SERVICES PVT LTD
is the sister concern of VSERV that deals in investment , stock brooking ,
management consulting & recruiting & training activities as business associates for
TATA AIG.
The company under the administration of its board of directors comprising of Mr.
Harpreet Singh , Harpreet Kaur & Vir Singh Veer operate through a team of
people of which 300 are directly employed & over 2000 indirect employees . The
company has an extensively networked area of operation which covers states of Delhi
, Punjab , Haryana , Rajasthan , Uttar Pradesh & the metropolitan city of Chennai .
As the " Annual Convention 2003 ", Dubai, puts it - VSERV is the number 1 Business
Associate with TATA AIG for past 3 years
VSERV INSURANCE SERVICES PRIVATE LTD.
Incorporated in the same year, April 2001, under the companies act 1956, the
company is headed by a directorial panel under Mr. Harpreet Singh and Mr. Vir Singh
Veer.
This company deals in both life and general insurance and is operative in the capital
city, Delhi.
CLIENTS
VSERV proudly assests its cliental to over 10,000 accounts in the past three years. It
has over 20 co-operate clients serving names like HCL Group & Barista.
STRENGTHS
The company lives by this Motto. It practices a highly customer focus approach &
believes in retaining clients by providing them with exceptional services.
To achieve this state of professionalism the company has experienced & qualified
professionals at its disposal. Along with this the company also has a well recruited
managing team & staff with trained & knowledgeable personnel who are well versed
in the fields of insurance & financial services.
Tata-AIG Life Insurance
PROFILE
Tata-AIG Life Insurance company is a joint venture between the Tata Group and
American International Group Inc (AIG), the leading US-based international
insurance and financial services organisation and the largest underwriter of
commercial and industrial insurance in America.
Its member companies write a wide range of commercial, personal and life insurance
products through a variety of distribution channels in approximately 130 countries
and jurisdictions throughout the world. AIG’s global businesses also include financial
services and asset management, including aircraft leasing, financial products, trading
and market making, consumer finance, institutional, retail and direct investment fund
asset management, real estate investment management, and retirement savings
products.
Areas of business
Tata-AIG Life Insurance products include a broad array of life insurance coverage to
both individuals and groups. For groups, the company has life products whereas for
individuals, it has term products, endowment products as well as money-back
products. For groups and individuals, various types of add-ons and options are
available to give consumers flexibility and choice.
INTRODUCTION
TATA GROUP
The Tata Group is the most respected industrial business house serving India for 123
years with reventues of over Rs. 42,000 crores, with 80 companies present in seven
business sectors.
The Group had a long association with India’s Insurance sector, having been the
largest Insurance Company in India prior to nationalization of Insurance.
TELCO
TATA INFOTECH
INSURANCE BUSINESS
• AIG is the largest Insurance Co., founded in 1919 and it has successful 84 years of
history.
• AIG global business also includes financial services and asset management,
financial products, consumer finance etc.
• Outstanding Rating
4 in Forbes 500
12 in fortunes 500
“Every cent of Premium we collect must one day be returned to our Policy
Holders”
INTRODUCTION
Tata AIG is a joint venture that is backed by the Tata Group, one of the India’s most
respected Industrial Conglomerates, with revenue of over Rs. 40,000 crores, and
American International Group, Inc. (AIG), the leading US based international
insurance & Financial Services Organization.
• AIG 26%
Tata AIG offers a gamut of innovative products in the Life Insurance Sector. Tata
AIG is one of the few partnership in the Indian Insurance Industry that brings you
arrange of Insurance Products : from automobile to life Insurance, from travel to
personal accident coverage, and more.
TATA AIG LIFE
• The leading Whole of Life provider with 50% of all policyholders choosing
Mahalife
• Our biggest seller is the Money Back Plan with 29% market share
• Last year our annual bonus was amongst the largest paid in the industry @ 5%
compounded.
AREA OF BUSINESS
Tata AIG like Insurance products include a broad array of Life Insurance coverage to
both individual and groups.
For groups, the company has life products whereas for individual, it has term
products, endowment products as well as money back products. For groups and
individuals, various types of options are available to give consumers flexibility and
choices.
TATA AIG – VISION
Profitably
People in a constantly
Changing environment.
JAMSETJI TATA
Trust (1932)
JEHANGIR RANTANJI
DADABHOY TATA
(1904 – 1993)
RATAN N. TATA
Group Chairman
TATA HISTORY : 1868 – 1960
Tata expands globally with the which was created for the
companies Voltas, is
is established
TATA HISTORY : 1960 – 1990
consultancy
services is formed
TATA HISTORY : 1990 – 1998
conduct.
1998 1998
Ratan N. Tata.
TATA HISTORY : 1998 – PRESENT
acquisition of an Tata.
international brand by
an Indian Group.
2000 2000
1946 : AIU becomes the first foreign insurance operation allowed back into
Japan & Germany after W WII.
1984 : AIG lists its shares on the New York Stock Exchange.
1990’s : Expansion in China, Latin America, Israel, and the former Eastern Bloc.
1992 : AIG becomes the first foreign the first foreign insurance organization
to receive an operating license from the Chinese government.
1994 : AIG enters the untapped markets of Russia and Uzbekistan.
2001 : AIG Acquires American General AIG’s net income rises to a record high of
$ 7.66 Bn. Consolidated assets approximate $ 492B.
SWOT ANALYSIS
STRENGTHS:
WEAKNESS:
OPPORTUNITIES:
1. Dynamic environment
2. Increasing Competition
3. Non-creativity
4. An Unfocused approach
5. Complacency and arrogance
METHODOLOGY
Data can be classified under the two main categories, depending upon the sources
used for the collection purposes, i.e., ‘Primary data’ and ‘Secondary data’. The
validity and accuracy of final judgement is most crucial and depends heavily upon
how well the data is gathered in the first place. The methodology adopted for data
gathering also affects the conclusions drawn there from.
Primary data: Primary data are those data, which are collected by the investigator
himself for the purpose of a specific enquiry or study. Such data are original in
character and are generated by surveys conducted by individuals or research
institutions. Thus we can say that the data that is being collected for the first time is
called primary data.
Methods that can be used for collection of primary data are as follows:
♣ Direct personal observation: Under this method, the
investigator presents himself personally before the informant
and obtains first hand information. This method provides
greater degree of accuracy.
♣ Telephone survey: Under this method the investigator,
instead of presenting himself before the informants, contacts
them on telephone and collects information from them.
♣ Indirect personal interview: Under this method, instead of
directly approaching the informants, the investigator
interviews several third persons who are directly or indirectly
concerned with the subject – matter of the enquiry and who
are in possession of the requisite information. This method is
highly suitable where the direct personal investigation is not
practicable either because the informants are unwilling or
reluctant to supply the information or where the information
desired is complex or the study in hand is extensive.
IRDA TRAINING
The Insurance Act, 1938 lays down that an insurance agent will be issued a license
under section 42 of the Act, by the IRDA of an officer authorized by it in this behalf.
An Insurance agent have undergone practical training for at least 100 hours in life or
general insurance business. He should have also passed the pre-recruitment
examination conducted by the Insurance Institute of India.
An Insurance Agent have to give a demand draft for Rs. 1000 payable in favor of Tata
AIG Life Insurance Co. Limited.
COMPETITION DISTRIBUTION STRATEGIES
Managing Director
Zone Head
Agency
Manager
Management
Business Associate
Senior Business
Associate
Business Associate
• Recruit and manage sales teams
• Future to grow
• Earn – BIG !!!!! Insurance Advisor
CAREER GROWTH CHART
BEYOND THIS)
COMPARISION
Comparison between Tata AIG and other Insurance Company
COMPARISION OF GROWTH OF
AGENTS OF DIFFERENT INSURANCE
COMPANIES
100
80 Tata AIG
60 Insurance Co.
40 Others
20 Insurance Co.
0
0 20 40 60
MARKETING STRATEGIES OF
TATA AIG INSURANCE
for life. Premiums are payable only for the first 15 years, and can
every year for the rest of the insured’s term from the 10th
policy anniversary.
performance).
preferences.
Benefit period: For the entire life till 100 years of age.
Premium.
unfortunate death.
Premium.
your risk profile - Whole Life Mid Cap Equity, Whole Life
Aggressive Growth, Whole Life Stable Growth, Whole
policy is in force.
INVESTASSURE PLUS
the same time, it does not compromise the security that you
death.
risk profile.
well.
Tax Benefits
Premiums paid under this plan are eligible for tax benefits
under Section 80C of the Income Tax Act, 1961. Any sum
Age Eligibility
Term of Policy Minimum Age
Maximum Age
15 years 30 days 60
years
20 years 30 days 55
years
25 years 30 days 50
years
30 years 30 days 45
Benefits
LIFE PLUS
while the policy is in force, your beneficiaries will receive the sum
Premiums are payable only for the first 15 years of the 20-
year term.
ASSURE 21 YEARS MONEY SAVER
policy’s term.
company.
MAHALIFE
coverage for life. Premiums are payable only for the first 12
years. You can even use this to cover future expenses of your
children.
every year for the rest of the insured’s life from the 12th
range of bonuses but the premiums you pay are among the
Apart from full premium paying term, you can pay your
protection.
10 Years 18 to 65 Years
15 Years 18 to 60 Years
20 Years 18 to 55 Years
25 Years 18 to 50 Years
30 Years 18 to 45 Years
ASSURE GOLDEN YEARS PLAN
past the term of the policy, you will receive both the sum
on death or maturity.
Tata AIG Life has a whole new participating plan which will
Premiums are payable only for the first 9 years, after which
During the term of the policy, you will receive 130% of the
sum assured.
Act, 1961.*
benefit is inbuilt.
Yes No
57% 43%
Yes
No
INFERENCE:
57% of the Respondents had taken the life insurance
However 43% of the Respondents had not taken any policy
Q.2. Who is your Insurer
LIC Private Sector Insurer Both
75% 19% 6%
LIC
Private Sector
Insurer
Both
INFERENCE:
75% of the respondents felt that the lic os best policy
While 19% of respondents thought it was not so good, 6%
thought that both policy are good
Q.3. What made you buy from Private Sector?
Better Service
Attractive Plans
Better Returns
Agent known
Other
INFERENCE:
22% people said that they buy from private sector because of better service,27%
thought because of attractive plans 37% because of better returns and 9% because of
agent known to them and 5 % of some other factor
Q.4. Who is your Agent?
Acquaintance/Someone
reerred
Friend/Family
member/relative
Other
INFERENCE:
17% agent are old family agent, 27% are professional,12% are acquaintance, 42% are family
and friends while 2% are others
Q.5. How much is the maximum annual income a layman can think of for an
Insurance Agent?
INFERENCE:
77% People think that an insurance agent has 5lacs salary annually, 16% thinks that it
is upto 10 lacs, 6% thinks that it is upto 50 lacs and 1 % thinks that it is above 5o lacs
Q.6. Given an opportunity, would you like to earn a big and stable income by being
a part of Tata AIG?
Yes No
87% 13%
We
Yes
No
INFERENCE:
87% people said that they will be part of tata aig in future
13% said that they will not be the part of tata aig
RECOMMENDATIONS
RECOMMENDATIONS
After making an in depth study about the Tata AIG Insurance Co., have come to the
conclusion that there has been tremendous changes in the Insurance History. And
with it there has been continuous growth in this sector both in Indian as well as world
context. The opening up of Insurance Sector has changed the whole look of Insurance
Industry.
A joint venture between Tata and AIG has shown a positive progress in Insurance
Industry. Tata AIG has been growing year after year and this company has made a
strong position in India. It has become the number one company in customer
satisfaction.
The game is old but the rules are new and still developing. The same strategy adopt
by Tata AIG. Insurance Agent has a career growth opportunity in this Insurance Co.
as compare to other Insurance Co. An Insurers advisor of Tata AIG can earn a big and
stable income by being a part of Tata AIG Insurance Company.
LIMITATIONS
Every study has to have limitations in terms of time cost, human error & so on the
best efforts were put in to get information from the company. During the entire
research period witch spanned for 2 months there were certain constraints faced
because of circumstances and capabilities. The research conducted was under the
following constraints :
As the project had a time limit of 8 weeks. Getting appointments from the
respondents takes time.
Time and distance were another factor that sewed as the limitation since located in
outskirts of Delhi.
The company did not gave any information regarding the finance.
QUESTIONNAIRE
CHANGING PROFILE OF INSURANCE AGENT
A PRACTICAL CASE STUDY
Respondent Details
Name: Date of Birth:
Age:
Address:
SET 1
Set - II
(6) What is the reason of your not being Insured?
a) I am too young to have Life Insurance
j b) Cannot afford
k c) Do not need Insurance - no Dependents
l d) No one ever guided me properly
(7) If you think of buying an Insurance policy, what qualities would you look for in
the Agent?
a) Better service
b) Knowledge of product & competition
m c) Analyze need & suggest right product
d) Must be well-known
Prompt: Are you aware that AIG has a large number of insurance advisor who are
making many times more than Rs. 50 lakhs per annum and in TATA AIG, in India,
there are advisor who have started touching the 50 lakhs figure and are slated to
achieve much more than that within this year.
(8) Are you aware of a large number of successful insurance advisor of a company
growing up the value change and becoming leaders with stable earning of much
more than Rs. 50 lakhs per annum?
Yes / No
Prompt: AIG offers a growth plan to its advisor worldwide and a large number of
such business partner earn more than one million dollars per annum. Similar plan in
India makes the advisor grow into Business Associate, who recruit, develop and
manage large sales team. Successful Business Associate are earning up to more than
Rs. 25 lakhs per annum, with the income growing rapidly every year. The day of
Indian Millionaires (In US dollar terms) is not far.
(9) Do you think that future lives in service & knowledge sectors?
Yes / No
(10) Do you believe you have the capability to get fresh knowledge and use it in
betterment of the society by analzing their needs & providing right solutions?
Yes / No
(11) Do you believe you have the capability of successfully leading a team?
Yes / No
(13) Given an opportunity, would you like to earn a big and stable income by being
a part of Tata AIG?
Yes / No
Prompt: TATA AIG is a joint venture of the well-known, well respected and the
most trusted TATA Group of India & AIG (American International Group) the
biggest insurer in the world by market value. Present in over 130 countries, AIG has
assets of over $ 600 billion & annual income of over $ 10 billion. AIG ranks among
the top in FORBES & FORTUNE 500 companies & is the only AAA rated company
in the world.
(14) Do you know someone who could be interested in taking up insurance selling
as a career?
Yes / No
(if answer to question number 14 is Yes please take the details on a separate
sheet)
Trainee Name……………………City………………Institute………………..
Remarks……Very Interested / Interested / Not Interested Follow
UPdate……………..
BIBLIOGRAPHY
WWW.TATAAIGINSURANCE.COM
WWW.TATA.COM
WWW.AIG.COM
WWW.INSURANCE.COM
WWW.GOOGLE.COM
WWW.YAHOO.COM
COMPANY LITERATURE
MARKETING RESEARCH