Professional Documents
Culture Documents
The Velocity Group is a SBU (strategic business unit) which was established in India
in 2004 of Support direct India Pvt Limited, which is one of the world’s largest face
The entire research was carried out for the velocity group with Future Generali as its
client.
Future Generali is a 178 year old Italian based MNC trying to penetrate into the
indian market with its new “Future Accident Suraksha” plan and thereby securing
The entire research project was carried out in the field of marketing with respect to
The research project was aimed at studying the marketing strategy and customer’s
buying behavior with respect to insurance policies. The marketing strategy adopted
was meeting around 80 customers on a daily basis and giving the presentation to
almost 25 of them. The number used to vary from place to place and people living in
that territory. The main technique was to create awareness about the product amongst
1
The Entire Promotional Campaign of the product was devised into three stages.
1. Commercial Campaign- The Researcher used to approach the Shop proprietors with
3. Corporate Campaign- We used to meet the Big Corporate houses and meet the
Firstly a structured questionnaire was made to suit the objectives of the study, for
It was indeed a challenge to work in this sector because Indians have a Traditional
Based on analysis that was done, it was observed that trust in the company played a
The new product was very well accepted because of its striking distinguishing
2
It was also observed during the study that there was an set mentality amongst many,
In Indian market where people think twice with regards to insurance, velocity group
The Findings were on the basis of the survey which will provide the company a strong
base to work with more ease and comfort with the help of interpretations, analysis ,
Findings:
distinguishing features. Price was not such an important factor in making decision
for the consumer because of its affordability. The product was preferred by people
over its largest competitor LIC, despite future generali being a private player. It
clearly showed people were willing to trust the private brands in the Insurance
Sector.
3
INDEX
1. Introduction 1-3
9. Bibliography 46
4
Introduction
Insurance is a federal subject in India. The insurance sector has gone through a
number of phases and changes. Since 1999, when the government opened up the
insurance sector by allowing private companies to solicit insurance and also allowing
foreign direct investment of up to 26%, the insurance sector has been a booming
market. However, the largest life-insurance company in India is still owned by the
government.
History
Insurance in India has its history dating back until 1818, when Oriental Life Insurance
Company was started by Anita Bhavsar in Kolkata to cater to the needs of European
community. The pre-independence era in India saw discrimination between the lives
of foreigners (English) and Indians with higher premiums being charged for the latter.
In 1870, Bombay Mutual Life Assurance Society became the first Indian insurer.
According to an article in Pune mirror Dated Nov.30 2009, pune has been declared as
“Nation’s Accidental Capital” where almost 90% of people meeting accident result in
death.
With this as a backdrop it was a joint initiative of future group and Generali to come
up with a product to secure the common man and all his liabilities at a very
5
Accident Suraksha
Accidents can happen to anyone anywhere. They come unasked for and leave an
"imprint" on lives for years to come. The Value of Human Life and Sufferings cannot
be measured with money, but with a view to provide some relief to the injured person
Scope of Cover
Accidental Death
group about how they go about reaching to a large population and the way the
consumer thinks in making decisions with respect to the Insurance sector in the Indian
markets.
6
The Findings were on the basis of my survey which will provide the company a
strong base to work with more ease and comfort with the help of interpretations,
7
Industry Profile
At the dawn of the twentieth century, many insurance companies were founded. In the
year 1912, the Life Insurance Companies Act and the Provident Fund Act were passed
to regulate the insurance business. 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.
However, the disparity still existed as discrimination between Indian and foreign
companies. The oldest existing insurance company in India is the National Insurance
Company Ltd., which was founded in 1906. It is in business. Before that, the industry
consisted of only two state insurers: Life Insurers (Life Insurance Corporation of
India, LIC) and General Insurers (General Insurance Corporation of India, GIC). GIC
With effect from December 2000, these subsidiaries have been de-linked from the
Industry structure
8
Currently, a $41 billion industry, India is the world's fifth largest life insurance market
and growing at a rapid pace of 32-34% annually as per Life Insurance Council
studies.
Currently, in India only two million people (0.2 % of the total population of 1 billion)
are cover under Medi-claim, whereas in developed nations like USA about 75 % of
the total population is covered under some insurance scheme. With more and more
Specialization
ECGC, ESIC and AIC provide insurance services for niche markets. So, their scope is
Acts
The insurance sector went through a full circle of phases from being unregulated to
number of acts.
The Insurance Act of 1938 was the first legislation governing all forms of insurance to
Life insurance in India was completely nationalized on January 19, 1956, through the
Life Insurance Corporation Act. All 245 insurance companies operating then in the
country were merged into one entity, the Life Insurance Corporation of India
The General Insurance Business Act of 1972 was enacted to nationalize the about 100
general insurance companies then and subsequently merging them into four
9
companies. All the companies were amalgamated into National Insurance, New India
Assurance, Oriental Insurance and United India Insurance, which were headquartered
Until 1999, there were not any private insurance companies in India. The government
then introduced the Insurance Regulatory and Development Authority Act in 1999,
Furthermore, foreign investment was also allowed and capped at 26% holding in the
In 2006, the Actuaries Act was passed by parliament to give the profession statutory
status on par with Chartered Accountants, Notaries, Cost & Works Accountants,
Authorities
The industry recognizes examinations conducted by IAI (for actuaries), III (for
agents, brokers and third-party administrators) and IIISLA (for surveyors and loss
assessors). TAC is the sole data repository for the non-life industry.
IBAI gives voice for brokers while GI Council and LI Council are platforms for
insurers.
AIGIEA, AIIEA, AIIEF, AILICEF, AILIEA, FLICOA, GIEAIA, GIEU and NFIFWI
10
Major Insurance players in the Indian Market
Bajaj Allianz
ICICI Prudential
LIC
Cholamandalam MS General
11
ICICI Lombard General Insurance
Universal Sompo
12
Company Profile
Future Generali is a joint venture between the India-based Future Group and the Italy-
Future Generali is present in India in both the Life and Non-Life businesses as Future
Generali India Life Insurance Co. Ltd. and Future Generali India Insurance Co. Ltd.
FUTURE GROUP
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of
India’s leading business houses with multiple businesses spanning across the
consumption space. While retail forms the core business activity of Future Group,
group subsidiaries are present in consumer finance, capital, insurance, leisure and
entertainment, brand development, retail real estate development, retail media and
logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million
square feet of retail space in 71 cities and towns and 65 rural locations across India.
13
and is listed on the Indian stock exchanges. The company follows a multi-format
retail strategy that captures almost the entire consumption basket of Indian customers.
In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and
Central, a chain of seamless malls. In the value segment, its marquee brand, Big
Bazaar is a hypermarket format that combines the look, touch and feel of Indian
The group’s specialty retail formats include sportswear retailer, Planet Sports,
electronics retailer, eZone, home improvement chain, Home Town and rural retail
www.futurebazaar.com.
Future Capital Holdings, the group’s financial arm, provides investment advisory to
assets worth over $1 billion that are being invested in consumer brands and
companies, real estate, hotels and logistics. It also operates a consumer finance arm
Other group companies include, Future Generali, the group’s insurance venture in
partnership with Italy’s Generali Group, Future Brands, a brand development and IPR
14
company, Future Logistics, providing logistics and distribution solutions to group
companies and business partners and Future Media, a retail media initiative.
The group’s presence in Leisure & Entertainment segment is led through, Mumbai-
based listed company Galaxy Entertainment Limited. Galaxy leading leisure chains,
Sports Bar and Bowling Co. and family entertainment centers, F123. Through its
partner company, Blue Foods the group operates around 100 restaurants and food
courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon,
Future Group’s joint venture partners include, US-based stationery products retailers,
Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The group’s
The Generali Group is a leading player in the global insurance and financial markets.
Established in Trieste in 1831, today the Group is one of Europe’s largest insurance
providers and the European biggest Life insurer. It is also one of the world’s top asset
managers with assets totaling more than € 400 billion. With an employed sales force
of more than 100,000 people serving 70 million clients in 68 countries, the Group
15
occupies a leadership position in Western Europe and an increasingly important place
The Group strategy aims to consolidate Generali’s pre-eminence on its key markets
and achieve a premier position on markets with high growth potential, establishing its
leadership in profitability.
IDENTITY CARD
Since its establishment, the Generali Group has always held a reputation for its capital
and financial strength. Its solidity derives from prudent investment management and a
Generali Group is one of the leading insurance groups in Europe, with a 2009 total
It is present in 68 countries
The Generali group being an Italian based firm, wanted to expand its roots in the
Indian scenario and it achieved by having a merger and acquisition with the future
16
group to have an entry in the Indian market. Future group known for its quality in
marketing segment and the generali group known for the best quality in terms of the
insurance sector merged together to produce one of the best Insurance companies in
india and it has been making great strides of progress in the Indian segment and eating
Vision Statement:
"Pledged to provide financial security to all people & enterprises through total
insurance solutions".
Values:
Respect: for all our stakeholders- employees, customers, for all rules and regulations
Indianess: We understand India in all its diversity and different facets and will use for
our local understanding to respond to our specific markets, design our products and
"Can do”: An attitude which demonstrates our passion, entrepreneurship, and positive
thinking.
17
Future Group under Mr.Kishore Biyani has made rapid strides of progress in the field
of retail sector and has come up with a large number of outlets and is ever expanding
and growing at a rapid pace. Future group firmly believes in giving its best to the
society and all its retail outlets are a prime example of the same fact.
From Big Bazaar to Future generali, future group has come a long way and has almost
45 different and popular brand outlets in the country today providing the best facilities
Career management and counseling skills are critical for our people and we make a
significant investment in helping our people to develop these skills. Our career
development program for our trainees has already had a significant impact in
Fig.3.1
18
About Velocity Group, Pune
The Velocity Group was established in India in 2004 under the dynamic leadership of
It is a SBU (strategic business unit) of Support direct India Pvt Limited, which is one
Support Direct is renowned in India for excellent customer service and large volume
The Researcher was working for Velocity group with Future Generali as its client.
Future Generali is a 178 year old Italian based MNC trying to penetrate into the
Indian market with its new “Future Accident Suraksha” plan and thereby securing
The main research was carried out by researcher for velocity group wherein the
promotion of the new protection plan was done by meeting customers directly without
19
The company had provided a “On spot Registration” form along with the brochure
and the research team used to go out with an initiative to sign up maximum number of
Velocity group provided excellent training with respect to the approach and
Velocity Group works on a 5 step formula which makes the task a cakewalk.
Step 1: Introduction
S-Smile
E-Enthusiasm
We used to build rappo with the customer by getting into his comfort zone and there
by winning his trust and generating his interest in having conversation with us.
20
The main purpose of this was to create the need of the product. This was done by
making people realize that accidents are a unforeseen phenomenon happening and it
cannot be avoided but its aftereffects can be. With this as an intention a large number
of policies were being sold by future generali. The main purpose was to make people
realize what the product was all about and reach out to a large number of people.
Step 4: Presentation
We used to explain our product ant its features to our customers and what benefit do
Step 5: Close
We used to sign up the customer on spot and thereby close the deal. Only when
cheque was issued by the customer for the corresponding deal, the deal was said to be
closed.
Velocity group used to work on a system of meeting almost 80 people a day and
The Results were indeed interesting. In Indian market where people think twice with
The product was indeed an amazing one wherein the income, child education and loan
company was providing a entire cover of almost 17 lacs for a entire year. It was not
21
just about the amount but also the fact that all liabilities of an individual were being
covered. Right from Income protection of a person to his children education and his
complete loan protection for a complete year would be covered by the company at a
During survey it was also found that there is a orthodox mentality in the Indian
market with regard to insurance sector and people are willing to put faith in the old
horse LIC. It was indeed a challenging task to make people realize that LIC was an
investment plan and not as protection one. The domination of LIC in the market has
been to such an extent that people are willing to invest only in that company
irrespective of the policy. To educate people regarding this and then signing them up
The aggressive marketing strategy adopted by velocity group was indeed a cost
effective, efficient and result-oriented one. It saved the Advertising cost and conveyed
Support Direct is popular in India for excellent customer service and with this as the
backdrop velocity group made rapid strides of progress and achieved large volumes of
sales.
The product was very well designed by underwriters of future generali after doing an
in-depth market research as they went out to people asking what they require. The
product covered all liabilities of person and provided him with security when he
22
needed them the most during the accident period; this indeed was unique selling
The very fact that future generali was awarded by the Economic times as one of the
fastest claim settling companies in this calendar year made it easier for us to approach
The greatest challenge for the research team was the fact to convince customers with
respect to claims settled by the company. Future generali deals in the corporate sector
with companies like Coca-cola, Cap Gemini and Fiat and it was a privilege to work
The only grey area wherein future generali is lacking was to ensure faith in customers
with respect to settling of claims, because amount to be paid was not a big issue but
It was also a part of Corporate Social Responsibility of the Future group wherein it
was giving back something to the society from where it has earned millions.
It was a great learning experience to get a brief insight of how the corporate world
works.
23
Objectives of Study
Primary objective:
• To study and analyze the consumer buying behavior with respect to Insurance
• To analyze the Marketing plan adopted by the velocity group with regard to
Secondary objective:
• To find if the product is satisfying the customer’s needs and requirements as was
• To find out the range of investment made by the customers in the insurance sector.
• To study the aggressive promotion of product and its reach to the large number of
consumers.
24
Scope of the project:
In sixty days project there was an interaction with a variety of respondents and also
visited various shop like retailers, distributors and large corporate houses.
The main objective of the project is “A study of Marketing strategy and factors
Generali”.It also included a plan to compare the New Accidental protection Plan with
In today’s market situation, Customers have a wide range of options to choose from.
It was indeed a challenging task undertaken by the Velocity group to promote this
new product of Future Generali wherein the Marketing Strategy adopted by them was
25
Research Methodology
The Research method calls for gathering data. In this project data collected was of
two types:
Primary data
Secondary data
Primary Data
Primary data was collected through questionnaire prepared under the guidance of
Prof.Rashmi Mahajan. For the primary data collection, the entire end customer target
In Mumbai, andheri region was targeted for the purpose of collecting as it all three
The entire campaign was carried out in residential, commercial and corporate sectors
and managers who had a decision making powers were administered a questionnaire.
26
As mentioned, the entire survey was carried out in three different campaigns in
Commercial, residences and large and medium scale corporate houses, with a
intention to target large number of people. The main intention was to cover maximum
Table 4.1
Customers
(Weekly basis)
1 Commercials 210 Monday-Wednesday
2 Corporate 50 Thursday
Total 360
The sample size of the customers was 360 customers on a weekly basis and the
and their willingness to spare time to listen to us was a major factor in deciding the
The presentations made for each customer were around 20 minutes and it was indeed
very frustrating for us if the customer said ‘no’ to the product after completing the
27
presentation. The virtue of maintaining a calm approach was learnt during this
Secondary data
It includes collection of data through various sources like books, brouchers and
Research Approach
The research approach used in the project was face-face communication. This is the
buying behavior can often get information by asking those questions directly.
The marketing strategy of the company which was a face-face marketing was closely
evaluated during this process and was found out to be cost-effective and an efficient
Research Instrument
The research instrument used to collect the primary data was questionnaire.
The form of questions used in questionnaire was not open ended and direct opinions
28
• Increase in sales by visiting more number of customers on a day-day basis,
• A suitable system of five steps was followed by the entire team to achieve
targets.
• The main aim was to provide excellent customer satisfaction and reach to
Limitations:
There is orthodox mentality in the Indian market with respect to Insurance sector.
Meeting almost hundred people a day was a challenge amidst their hectic schedule
cases needed time to think and consult others before taking a final decision to
• Good quality of product proved to a great hurdle because of the large number
customer
29
Project Work Undertaken
In sixty days project there was an interaction with a variety of respondents and also
visited various shop like retailers, distributors and large corporate houses.
The main objective of the project is “A study of Marketing strategy and factors
Generali”.It also included a plan to compare the New Accidental protection Plan with
In today’s market situation, Customers have a wide range of options to choose from.
It was indeed a challenging task undertaken by the Velocity group to promote this
new product of Future Generali wherein the Marketing Strategy adopted by them was
30
The Marketing Strategy Included targeting Pune and Mumbai which were precisely
the areas selected as the target market. Velocity group had 18 researchers going out
everyday and each one of them used to meet more than 80 customers on a daily basis
and give the complete presentation about the company’s product to more than 25
In a week on average velocity group ended up signing up more than 150 customers.
The marketing strategy adopted by Velocity group was a face to face marketing and it
was one of the most cost-effective and efficient ways of Marketing as customer could
get all his queries sorted out on the spot and it was this very reason that prompted
The respondents were from varied background and the most important part was that
all were our potential customers because this product was targeted at the common
The data was collected from respondents from Commercials, residences and Working
Personal Interview
Questionnaire Method
Schedule of Project:
31
During the initial period of the first week training was imparted about company
profile and product knowledge from the company. The company had launched a new
accidental protection plan in the market and we had to conduct the survey of how
consumer reacted to this new product which was prepared by the underwriters of the
Support Direct is a company renowned for aggressive marketing and during the stay
with the company one could learn all the Seven P’s of marketing and how they are
implemented in the corporate world. The marketing strategy adopted by the company
at the start looked quite challenging but as the time progressed it was really interesting
to know that this was the most effective and indeed an efficient way to reach the
customer by providing him with all the required information and minimizing the
advertising cost. This was also a result oriented technique because all the queries
which a customer had in his mind were solved through this method and if he was
This strategy was indeed an effective one and it used to attract a lot of customers
because customers were really satisfied with the product and the most important part
was that service was reaching out to you without any cost
Then after Questionnaire was prepared keeping in mind the objective of study in
consultation with the company and my project guide. In the next 45 days, the time
was utilized for visiting the respondents to collect different ideas and study the factors
32
deciding on spot schemes. The last 5 days data was analyzed that was collected using
During the project it was also a fortunate opportunity to work with the Vice-President
of the group Mr.Sai Prakash, who was humble enough to work with us on field in
Mumbai and it was indeed a great learning experience and a knowledgeable trip to
work with the person who initiated the company from its inception to where it has
It was also found that consumer’s perception about this particular product varied from
pune region as compared to Mumbai. People in Mumbai were more willing to accept
the new product without a second thought and were willing to register with us for 5
units but people in pune were more conservative and were playing it safe by first
going down and registering with us only for one unit and once the company had
established itself firmly in the market would then think of going ahead and enhancing
It clearly showed how the consumer’s behavior with respect to the same product
changes from one location to another. Also people in Mumbai were more interested in
what we could provide them and wanted our pitch to be short and simple, they were
also willing to experiment and prefer this product over LIC in most of the cases.
The greatest motivation with regards to the project was there was something new to
learn on a daily basis by meeting respondents from varied backgrounds and the most
exciting thing was that my profile kept changing from time to time wherein initially
33
training was given to me and then in the later stages, was actively involved in training
people.
At every stage there was something new to learn and it was indeed a great opportunity
for me to get an insight into the corporate life and how an organization runs.
On the basis of data collected from the respondents an analysis of the given data was
done and then it was interpreted in the most simplified manner. The analyzed data is
presented with the help of statistical tools through bar graphs and charts.
The data was interpreted to understand the findings of the study on the basis of which
suggestion in accordance with the objective of the research were proposed and certain
34
1. Accidental Protection plan- The “opinion poll”.
Number of Respondents
Parameter Opinion
76
Excellent 21%
119
Good 33%
93
Average 26%
72
Poor 20%
Chart No 8.1
35
20% 21%
Excellent
Good
Average
Poor
26%
33%
Interpretation:
The product was very well accepted by the common masses and it proved to be a
Respondent
s
Income Protection 72 9
Child Education Support 61 8
Death benefit 45 6
Loan protection 54 8
Family Transportation 46 6
Allowance
Funeral Expenses. 48 7
Total Disablement Benefit. 33 5
36
IncomeProtection
5
9
ChildEducationSupport
7
Deathbenefit
Loanprotection
8
6 FamilyTransportation
Allowance
Funeral Expenses.
6
8 Total Disablement Benef it.
Interpretation:
Income protection and Child Education Support were the two most important
parameters that attracted people towards this plan as they covered all the liabilities of
an Individual.
86
9 24%
8 101 28%
5 75 21%
3 36 10%
Others 61 17%
37
61
86
9
36 8
5
3
Others
75 101
Interpretation:
The product was indeed widely expected and rated highly by the majority of the
respondents as it was prepared by the underwriters taking the consumer’s basic needs
into consideration
Percentage wise
Market Status Number of Respondents Distribution
Trustworthy 76 21%
38
30%
25%
20%
5%
0%
Reliable Trustworthy Not Dependable Never Heard of
Interpretation:
Despite being in the India market for over a period of just 4 years, future generali has
Percentage wise
Preference Number of Respondents Distribution
No 97 27%
39
80% 73%
70%
60%
50%
40%
27%
30%
20%
10%
0%
Yes No
Interpretation:
The product was preferred by people over its largest competitor LIC, despite future
generali being a private player. It clearly showed people were willing to trust the
<10000 83 23%
50000> 83 23%
40
Chart No: 8.6
40%
34%
35%
30%
25% 23% 23% <10000
20% 10000-50000
20%
50000>
15% None of the Above
10%
5%
0%
Interpretation:
The orthodox mentality of people with regards to Insurance made them Invest a lot in
41
Percentage wise
Response Number of Respondents Distribution
No 65 18%
90%
80%
70%
60%
50%
Series1
40% 82%
30%
20%
10% 18%
0%
Yes No
Interpretation:
Those who liked the plan were very much willing to extend the plan for the entire
42
Table No: 8.8
Other s 24%
HDFC 15%
Ser ies1
ICICI 23%
Interpretation:
All players have a fair share in terms of its customer base and almost
Percentage wise
43
Gross Annual Income Number of Respondents Distribution
<1.2 lacs 83 23%
2.0-3.0 lacs 115 32%
3.0-4.0 lacs 54 15%
>4.0 lacs 108 30%
23%
30%
<1.2 l acs
2.0-3.0 l acs
3.0-4.0 l acs
>4.0 l acs
15% 32%
Interpretation:
People with all income brackets were targeted during the survey as it helped us in
10. Target market (age group) for the Accidental protection plan.
44
Number of Percentage wise
Target Market Respondents Distribution
55-75 75 21%
21%
46%
1 8 -3 5
3 5 -5 5
5 5 -7 5
33%
Interpretation:
The youth seemed to be the most appropriate target market to promote the plan
11. Register with us on-spot for this plan for a safe and secure life.
45
Number of
Respondent
On-spot Registration s Percentage wise Distribution
137
Yes 38%
223
No 62%
70%
62%
60%
50%
38%
40%
S e rie s 1
30%
20%
10%
0%
Y es No
Interpretation:
A large population was willing to register on spot which speaks about the changing
Findings:
46
• The product received a tremendous response in the market due to its
distinguishing features.
• Price was not such an important factor in making decision for the consumer
• The product was preferred by people over its largest competitor LIC, despite
future generali being a private player. It clearly showed people were willing to
• Income protection and Child Education Support were the two most Important
• The youth seemed to be the most appropriate target market to promote the
• Many were willing to register on spot for this plan, which clearly shows about
• Those who liked the plan were very much willing to extend the plan for the
entire family.
47
Suggestions & Conclusion
During Every survey there are some positive and negative aspects which are
highlighted. Now these highlighted points are discussed and certain inferences are
drawn from it. In case of such discussions people related or facing problems gives
some tips or solutions to problems faced by them from their point of view. The
solutions are nothing but recommendations or suggestions obtained from the survey.
The suggestions also are very important as they are the outcome of survey and
So in every survey suggestion plays a major part as on that suggestion the quality of
The plan must be promoted in market also through other means like advertisement
and other promotional tools to create a awareness amongst the common masses about
and must give sufficient space and time for customer to think about the plan.
48
• Motivate the employees to treat the customer in the best possible manner
various aspects of body language to improve the confidence of individual and thereby
It was a challenging task to make people understand about the Accidental protection
plan as it was a protection plan and not a investment one as compared to LIC.
Conclusion:
The plan was very well received and appreciated by people who understood the plan
• The sample size was quite large in number, but it equally gave a wide target
• The plan was prepared by the underwriters of future generali keeping in mind
to secure the common man’s need and cover his liabilities in case of any
accident and it was very well accepted and received in the Indian market.
• The company must lay emphasis on tapping the corporate sector to a larger
extent to increase the customer base which will boost up their sales
49
From all the information gathered, problems discussed, suggestion considered it can
be said there are a lot of pros and cons that go into making of a successful marketing
strategy and understand the consumer buying behavior and velocity group is making
Bibliography
50
Books Referred:
Websites:
1.www.velocity-group.org
2.www.futuregenerali.in
3.www.google.com
4.www.cobragroup.com
Questionnaire
51
“Future Accident Suraksha”
Personal Details
Name: Gender:
• Excellent
• Good
• Average
• Poor
Parameters Ratings
Income Protection
Death benefit
Loan protection
Funeral Expenses.
3. How would you rate the product on a scale of 1-10? (10 being the best and 1 being
the worst)
52
4. What is your opinion about Future Generali?
• Reliable
• Trustworthy
• Not dependable
• Yes
• No
6. What is the yearly premium you are paying out on your LIC (yearly basis)?
• <10000
• i0000-50000
• >50000
7. Do you want to extend the protection plan for your entire family?
53
• Yes
• No
• ICICI
• Others(please specify)______________
• <1.2 lacs
• 1.2-2.0 lacs
• 2.0-3.0 lacs
• >3.0lacs
10. What is the appropriate age of people to whom we can recommend this product
to?
• 18-35
• 35-55
• 55-70
54
11. Would you like to go-Ahead and register with us on-spot for this plan?
• Yes
• No
12. Would you like to refer any of your relatives or friends for this plan?
• Name:
• Mobile No:
55
Table of Indexes:
List of Tables:
56
8 8.7 35
9 8.8 36
10 8.9 37
11 8.10 38
12 8.11 39
57