Documentos de Académico
Documentos de Profesional
Documentos de Cultura
On
Brand building and Awareness
of ICICI Prulife
Submitted by:
Kanhaiya Lal Gupta
PGDIM, NMIMS
MUMBAI.
Acknowledgement
As I have discovered, although doing a research is somewhat daunting task, it is
not an entirely solitary one.
I would like to take an opportunity to thank all my professors for providing all the
assistance and guidance and making the concepts clear about Insurance and
business Strategy, which helped me a lot while doing the project work.
I am also thankful to the company ICICI Prudential insurance for providing the
opportunity to work on this project.
Last but not the least; I am grateful to the respondents for their support on this
project and specially the Credit Card Department of ICICI Bank, whose Sales
Executives have given me better support in finding contacts and to face the
respondents effectively.
Abstract
The case let details the level of success of well-designed Branding Strategy or
marketing communications initiatives developed by ICICI Prudential Life
Insurance that helped it gain leadership position in the Indian life insurance market.
During its initial years ICICI Prudential focused on creating a strong brand
identity and awareness and designed the marketing communication strategy
accordingly.
However, in 2002 it completely changed the communications strategy and began to
promote specific products from its product portfolio based on the consumer
research study. One of the promotional objectives designed was to create a feel
good factor around retirement and change customers perception of retirement as a
mark of old age and loss of financial independence
In the year 2000, the Government of India opened up the life insurance market to
private players. Till then, the Indian life insurance industry had been dominated by
Life Insurance Corporation of India (LIC), the only player in the insurance
market. This monopoly had created such a strong brand identity and
awareness for LIC that LIC became a generic word for life insurance in
India.
After deregulation, many domestic and international players entered the life
insurance market. However, the Indian insurance industry continued to face
various problems such as low penetration (only 22% of the insurable population
were insured) and low premium to GDP ratio (of 1.3). Growth is hampered by the
existing customer perception that life insurance is only for rich or good earning
people and for them it is just a tax saving tool or sometimes a savings tool as
Table of Content
1. Abstract.
2. Objective of the research report.
3.
as a Competitive edge.
root Branding
(12)Power
of word of mouth.
(13)E-branding.
5. Research methodology.
6.
7.
8.
9. Conclusion.
10.Bibliography.
11.Annexure.
Every research is based on some theme or you can say it has some specific
objective on which the researcher gives more importance and my study is also
based upon some objective and these are as follows.
To know what the various brand building activities are and what can be
done more in order to increase the awareness and branding.
To check the awareness among the target audience about the business of
ICICI Prulife.
To find out what should be the organizational change for creating
/increasing the brand awareness.
In short, to experience customer interface & to study the
brand management of ICICI Prudential and to analyze its
level of success among the target audience what
measures can be taken to improve its inefficiencies in
Branding.
Indian Population.
PRUDENTIAL
Reputation
Insurance Expertise
Product
Distribution
Operation
What is Branding?
A brand represents many more intangible aspects of a product or service:
Image,
It creates in the mind of customers and prospects the perception that there is
no product or service on the market that is quite like yours.
In short, a brand offers the customer a guarantee and then delivers on it.
One of the truths of modern business is that there is almost nothing that your
competitors can't duplicate in a matter of weeks or months.
The question then becomes, "What competitive edge do I have to offer that cannot
be copied by anyone else?"
Brand- As a Promise
A brand is not an icon, a slogan, or a mission statement. It is a promise- a promise
that a company can keep.
VALUES &
COMMUNICATI
BRAND
PRODUCT &
Pricing
Distribution
Quality
Presence
Awareness Reputation
Image.
Benefits
Positioning salience
Preference
Share of market
Customer commitment
capitalize on these factors and you should be first mover to work on those factors.
The combination of three makes a point of intersection which is called as the
SWEET SPOT- A fruitful part of the above effort.
1
VERY
IMPORTANT
TO
COPETITORS
ARE NOT
ADDRESSING
SW
EET
ORGANIZATI
ON
STRENGTH.
Innovation
Information
Speed
Convenience
Technology
Investment plans for bearish trends etc.
Importance of Color
Color is an important consideration in the Brand Identity system. In fact, the
effects are physiological, psychological, and sociological.
Here in the ICICI Prudential LOGO colors used are Blue, Red,
Orange and White.
Blue is the most calming and increases reading attention.
Red conveys power, and is seductive.
Orange is often used to make an expensive item seem less expensive,
and is often associated with thanksgiving.
people, but ICICI Prudential is in its infancy stage of building Brand Image in
the whole India specially in the 70% of India i.e. rural sector of India.
Relevant
Differentiati
on
Value
Awaren
ess
Accessibil
ity
Branding starts from the stage of creating awareness for the brand but creating only
awareness is not objective of the brand management. It takes a period of time and a
constant effort of organization towards the advertisement, service quality and
products offered by it, then people starts trusting on that organization in full-fledge,
and starts insisting for that brand i.e. LOYALTY comes in to picture.
Brand Emotional
Loyalty
Brand Accessibility
Brand Purchase
Brand Values
Brand Preference
Brand Differentiation
Purchase Consideration Set
jeetey raho
Whether it is planned or not, word of mouth is well worth the effort it takes to
generate it. "Word of mouth is still considered the most potent marketing
communication of all because it's dispensed by the most credible sources of all
ordinary citizens who don't carry a built-in bias of commercial sponsors," writes
Upshaw. "When your company is lucky enough to be the beneficiary of word of
mouth, your identity problems may be over, and your capacity problems may just
be beginning."
Research Methodology
The study about the branding activities of ICICI Prulife is an exploratory Study
which requires the field work. Survey is done on the basis of a set of a
Questionnaire: having some close ended and open ended questions.
In order to build an effective questionnaire, it has been pre-tested on the basis of
interviews and discussion over the objective of topic with my classmates, peer
group and some faculty members of NMIMS Mumbai.
Findings
The survey is done as per the given objective, to find out the level of awareness
amongst people, and the factors which influence the mind set of people in
brand building process of the ICICI Prudential. So the outcome of survey and
its interpretation is done through Excel tools as given below.
Every finding is comprised of three parts:
1. Question.
2. Outcome from survey i.e. data interpretation.
3. Analysis of outcome.
1
0.8
0.6
yes
0.4
no
0.2
0
yes
no
ANALYSIS:
1) Respondents are well informed of the insurance companies including ICICI
Prulife.
2) Awareness comes not only due to companys effort but the respondents interest
and education too.
3) It shows that selling insurance in city like Mumbai is relatively easy in
comparison to those places where people are not aware of the benefits of
insurance.
2. Which media has the larger impact on your perception about ICICI
Prulife?
25%
20%
15%
10%
5%
0%
Level of Potential in different Media to influence customer.
TV
NEWSPAPER
Articles/leaflets
Agents/Advisors
internet
Posters/Hoarding
Peer group
ANALYSIS:
1) Most people are influenced by the emotional TV Advertisement of the
company.
2) Internet & leaflets/Articles are used by intellectual people only i.e. very less in
percentage.
3) Direct contact with the companys Advisors and peer group is also a potential
media for brand building. So services given by agents are also one important
tool to build a great image of company in the minds of people.
60%
50%
40%
YES
NO
SOMETIMES
30%
20%
10%
0%
ANALYSIS:
1) Its fact and hard to digest that the advertisements shown by the companies are
having only one tool to influence the customer i.e. emotions, with relatively
same ground in emotion.
2) Ground made by someone else and played by someone else, its common
practice is going on in the insurance field.
3) So its time to take a benefit of this asymmetry and should put something
different and influencing by differentiating advertisement according to the
different objectives followed by the different categories of target customers.
40%
35%
30%
Best
Good
Average
Poor
25%
20%
15%
10%
5%
0%
ANALYSIS:
1. Comparing other insurance companies, the brand Image of ICICI Prulife in
terms of its services is good among respondents.
2. Some services like after sales services regarding the information of the next
premium, services during claim of sum assured and timely information
regarding NAV are the centre of influence.
3. Some respondents consider that new private companies will better serve in
comparison to those which already exist from the last 7-8 years.
4. Some consider that insurance companies can not be differentiated on these
grounds because they all are practicing the same.
5. Brand superiority as per the respondents, in the presence of LIC and other
insurance companies.
70%
60%
50%
1st ranking
2ndranking
3rdranking
4thranking
40%
30%
20%
10%
0%
ANALYSIS:
1. Some respondent are much satisfied with the ICICI Prus products and
customer services so they have given the first rank to the company.
2. Some respondents consider that the Government company and private
company can not compared because somehow and somewhere private
company are more trustable and reliable than a private company, so they
have given second priority to ICICI Prudential.
3. Some respondents are loyal some other private companies, it was their
personal prejudices, so they have evaluated ICICI Pru as 3rd or 4th.
6. How much do you like and feel the look, logo, punch lines, colors and
40%
35%
30%
25%
Heart Touching
Attractive
Differentiable
Common
20%
15%
10%
5%
0%
ANALYSIS;
1. Logo, punch lines, design and colors have its impact on the minds of
people.
2. Some people might like the colors and design and some might compare this
with the other one, its all about human mind formation and its way of
perception, here the relevance is that every company want to that design and
color which capture the likes of most of them.
3. ICICI Pru is having good color combination and the way of presenting it.
People love its logo and punch lines because they can relate all these with
their own life and likes.
4. Again the problem of differentiation comes to the picture; some of them
might feel that they are not able to differentiate punch lines because every
company is having similar kind of punch line.
7. How much do you like to visit the website of ICICI Prudential for
information or any type of query?
70%
60%
50%
Always
Whenever needed
Never
40%
30%
20%
10%
0%
ANALYSIS:
1. In India, people used to call agents or take advice from their peer group
8. Does ICICI Prudential Brand gives you feeling of warmth, security &
60%
50%
40%
30%
20%
YES
To some extent
NO
10%
0%
Warmth, Security, Self respect, Courteousbuild Brand
Image
ANALYSIS:
1) ICICI Prulife has its emotional attachment with the people which builds its
brand Image.
2) People use to talk and recommend to others if they will have emotional
attachment & good perception about company.
3) Sometimes people think and feel proud when they join themselves with such a
reputed company.
9. How loyal you are & likely would you be to recommend ICICI Prulife to
others.
40%
35%
Loyal & Alwaysrecommend
30%
25%
15%
SometimesLoyal &
recommend
Loyal for other company
10%
20%
5%
0%
ANALYSIS:
1) Loyalty is something which takes a lot of time to come, depending on the
satisfaction limit of Individual customer, 40% of the respondents are the loyal
customer for ICICI Prulife.
2) The respondents who are not loyal for anyone can become loyal if they get the
desired service from ICICI Prulife.
3) As ICICI Prulife is not facing competition from LIC only, there are so many
private companies like Baja Allianz, Kotak Mahindra etc who are providing
greater services in order to build a good image in the eyes of customer.
4) Fluctuation in the loyalty matrix depends on the no. of services facilitated by
company. If a person is satisfied with product features of ICICI Prulife, then he
will recommend others if others are seeking for best featured products. So the
person is sometimes loyal and sometimes not.
CONCLUSION
The front runner ICICI Prudential
Being a frontrunner in the life insurance industry, ICICI Prudential has always
performed both the category task, as well as the brand task, with the help of
advertising and public relations (PR). The companys initial campaigns addressed
various myths and misconceptions about life insurance, seeking to change
customer attitudes. For instance, life insurance had long been regarded as
expensive, rigid, difficult to understand and good only for tax saving.
ICICI Prudentials advertising
Life insurance is now increasingly seen as a complete solution to meet ones
myriad needs - health, wealth, life, child protection and retirement. Its a financial
product that provides a stable return on investment, protects life at affordable cost,
secures a childs future, does retirement planning in the most effective way and
provides additional health protection. It is now an integral part of the consumers
wealth management basket.
Amongst ICICI Prudentials innovative steps was the introduction of life stage and
need based solutions selling, thereby unshackling the category and meeting
specific customer needs. The brand proposition for all the ad campaigns was
reflected in the line We cover you. At every step in life, i.e. that ICICI Pru Life
is the only private life insurance company that provides consumer insurance
solutions which are relevant to the unique needs at every stage of life.
Challenges ahead
The most broad-based challenge for all companies was to spread awareness about
life insurance how it works, its benefits and most of all, its absolute necessity for
anyone who has dependents. At a more company specific level, the task for ICICI
Prudential was to build a relevant brand that customers could trust.
felt that they are much more expecting from the company like ICICI Prulife that is
why they are arguing in some cases.
There way of responding also reveals that they want a change in the organization
for brand building activities, because somehow somewhere it is need of hour to
differentiate its identity with any other company.
The area used for research work, as I consider is much more educated and aware in
respect, so we might face the reverse condition when we do such work in rural part
of India. But in the city like Mumbai ICICI Prulife is a well reputed and one of the
best companies of the insurance industry.
Now People want a complete package in all type of product or services including
insurance too.
A complete Package means that all types of benefit such as: death, disability,
diseases, maturity, accidental benefits, capital appreciation, capital protection, tax
benefits, and loan. Education, retirement benefits which can be generated out of an
insurance policy should be given in a single policy or a similar arrangement and it
should be like that which covers not only one member of family but the whole
family including children,
Or in other words a complete insurance solution for the whole family.
A complete package solution has its other benefits also such as a company can sell
numbers of policies by prospecting a single customer.
2. Brand Awareness & Penetration through Local Media
Indian rural and semi urban areas are near about untapped and new market for
insurance sector, there is no other name apart from LIC, so ICICI Prudential can
take advantage of this thing and can become first company in private sector and
second insurance company in the mind of people of those area. The Local Media
such as Local Newspaper, radio, local TV channel and magazines can be used for
advertising of the company.
As far as LIC is concerned one can clearly identify and differentiate it from other if
the logos of different company put together and asked to find it.
One thing which I felt as a strong point in the logo of LIC is the mantra taken from
Gita (9-22) yogakshemam vahamyaham
- Which means that I promise to give those things he requires and those things
that he already possesses are protected by me. As per the Indian culture it has
huge impact on the Indian population and helps to build a different image and
identity in the eyes of people. I am not advocating for LIC but trying to justify
that we should consider each and every weakness as well as the strength of our
competitors, so that we can take benefit of strengths strategy and can keep oneself
out of those weaknesses which the competitor is already having.
There are two ways of doing business one is to have lower sales but higher
profit margin and second is having higher sales but lower profit margin. Both
type of organization are success in the market but their strategy and business
approach are different and to some extent it depends on the nature of goods/
services, taste and preferences and the potential of buyers at large.
Here in India people of average income and lower income are more in percentage
and ICICI Prulife can design some pure insurance based products for them with
lower premium and sum assured as well, and target them extensively with a sound
advertisement strategy and specially oriented to them.
It might possible that we can cover a huge portion of India with huge increase in
sales volume as well as amount. Company can easily get a large no of customer
base which might be very fruitful in future as well when the earning capacity of
those customers will increase and at that time they will a loyal customer for ICICI
Prulife.
ANNEXURE
1. Information regarding respondents
Sr.
no.
Address
Contact
Vikas Adlakha
Business Executive
Andheri (E)
9987633559
Jatinder Saini
Lower parel
24903133
Pawan Sahu
Sales Executive
Santacruz (w)
9920862588
Pooja Nayak
Sales Executive
Santacruz (w)
9773693088
Jayshree Parmar
Sales Executive
Santacruz (w)
9773693845
Nisha Delve
Sales Executive
Santacruz (w)
9867951958
Anjan Piprodia
Manager (Invstmnt)
Nirman point
9833966633
Ganesh Ojha
Sales Executive
Santacruz (w)
9833580933
Srinivas Gowda
Sales Executive
Santacruz (w)
9323457736
10
Perm Datta
Sales Executive
Santacruz (w)
9920741513
11
Vinod Mohite
Sales Executive
Santacruz (w)
9819579903
12
Satya Swaroop
Managing Editor
Andheri (E)
9820031016
13
Mridul Gupta
Officer IT
Chuchgate
22863417
14
Sunder kumar
Builder
Santacruz (w)
9833006012
15
Vishal Hundia
Vile Parle(w)
9987184400
16
Anil Maurya
Sales Executive
Santacruz (w)
9892587421
17
Irshad Ahmed
Sales Executive
Santacruz (w)
9987463637
18
Jaywant Bhulbal
Sales Executive
Santacruz (w)
9869318103
19
Ramesh Pandey
Sales Executive
Santacruz (w)
9930526563
20
Deepak R Rajni
Advocate (H.C.)
Khar Pali
9821248239
21
Gaurav Shah
Vashi
26621270
2. Questionnaire
(1) Have you ever heard of ICICI Prudential?
(1) Yes
(2) No
(2) Which media has the larger impact on your perception about ICICI Prudential?
(1) TV & other electronic media.
(2) Hoardings/posters.
(3) News paper/articles.
(4) Agents/personal meetings.
(5) References from your family, peers or others.
(6) Internet.
(3) Can you differentiate the advertisement of ICICI prudential from other insurance
companies?
(1) Yes
(2) No
(3) Sometimes
(4) To what extent ICICI Prudential brand have special features such as innovative,
trustworthiness etc?
(1) High
(2) Moderate
(3) Low
(2) Good
(3) Average
(6) How efficient is ICICI Prudential brands service in terms of speed, responsiveness,
commitments etc?
(1) Best
(2) Good
(3) Average
(7) How much do you like the look, feel and other design aspect of ICICI Prudential
brand?
(1) Heart touching
(2) Attractive
(3)Common
(8) How much do you like ICICI Prudential brand for life insurance/ how superior is this
brand to others?
(1) 1st priority
(9) How likely would you be to recommend ICICI Prudential brand to others?
(1) Always
(2) Sometimes
(3)Never
(10)Do ICICI Prudential brand give you a feeling of warmth, security & self respect?
(1) Yes
(2) No
(3) Never
Personal Details:
Name Mr. /Mrs.:
Address:
Age:
Occupation:
Annual Income:
3 lac to 5 lac
5 lac to 8 lac
Bibliography
Books & magazines:
Lynn B. Upshaw, "Building Brand Identity, (John Wiley, 1995)
Greg Hemstitcher, "Increasing Hits and Selling More on Your Web Site" (John
Wiley, 1997)
3) ICFAI Insurance chronicle.
1)
2)
Websites:
Search engines:
1)
2)
3)
www.google.com
www.yahoo.com
www.iciciprulife.com
4)
5)
www.lic.gov.in
www.ecommerceweekly.com