C.R INSTITUTE OF MANAGEMENT, U.T.D BARKATULLAH UNIVERSITY BHOPAL MP

SUMMER INTERNSHIP PROGRAMME2009Red

A STUDY OF STRATEGY AND FUNCTIONING OF FIELD FORCES IN BAJAJ ALLIANZ

Submitted to:Mrs.SIMREENA SINGH Mr.RAJESH YADAV

Submitted by:SNEHALVERMA MBA (FULLTIME) MARKETING IInd SEM

SUBMISSION DATE:17/07/2009

ACKNOWLEDGEMENT

No man is indispensable but there are certain mortal without whom the quality work suffers their guidance becomes important in acquiring quality results. I am grateful my TPO Mrs. SIMREENA SINGH who has given more guidance about SIP I am grateful to my faculty guide MRS RAJESH YADAV who has given me this opportunity to prepare this project and provided her valuable guidance. I am also grateful to my company relationship manager Mr. NILESH VERMA and company guide Mr. MANISH PATINGE who has provided all the necessary information required to prepare this report.

I am also grateful to my parents and friends who inspired me to put my best efforts.

TABLE OF CONTENTSSr.No1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

CONTENTS PAGEACKNOWLEDGEMENT INTRODUCTION SECTOR PROFILE COMPANY PROFILE OBJECTIVES OF STUDY RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION OBSERVATIONS & FINDING PROBLEMS IN THE EXECUTIVE TRAININGLEARNING TRAINING THE EXECUTIVE

SUGGESTIONS

INTRODUCTION

INTRODUCTIO NA marketing strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Marketing strategy as a key part of the general corporate strategy marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will engage customers, prospects and competitors in the market arena for success. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of micro environmental factors. Marketing strategy and sectarian tactics and actions A marketing strategy also serves as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. For example: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, highermargin products and services that enhance the consumer's interaction with the low-cost product or service." A strategy consists of well thought out series of tactics. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of

marketing plans designed to fill market needs and reach marketing objectives[3]. It is important that these objectives have measurable results. A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Types of marketing strategies Every marketing strategy is unique, but if we abstract from the individualizing Details each can be reduced into a generic marketing strategy. There are a number of ways of categorizing these generic strategies. A brief description of the most common categorizing schemes is presented below: Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies: Leader Challenger Follower

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage.

Cost leadership Product differentiation Market segmentation

Innovation strategies - This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: Pioneers Close followers Late followers

Growth strategies - In this scheme we ask the question, How should the firm grow?. There are a number of different ways of answering that question, but the most common gives four answers: Horizontal integration Vertical integration Diversification Intensification

A more detailed schemes uses the categories: Prospector Analyzer Defender Reactor

INSURANCE NEEDWhy is insurance necessary? The question contains the answer within itself. After all, life is fraught with tensions and apprehensions regarding the future and what it holds for the individual. Despite all the planning and preparation one might make, no one can accurately guarantee or predict how or when death might result and the circumstances that might ensue in its aftermath. We are not saying that life and existence are constantly fraught with danger and uncertainty. But then it is essential that you plan for the future. The chances for a fatality or an injury to occur to the average individual may not be particularly high but then no one can really afford to completely disregard his or her future and what it holds. People generally regard insurance as a scheme when and where you have to lose a lot to gain a little. Nevertheless, insurance is still the most reliable tool an individual can use to plan for his future. And just why is it necessary to plan for the future with Insurance? An Overview Insurance business is divided into four classes: 1) Life Insurance business 2) Fire 3) Marine 4) Miscellaneous Insurance. Life Insurers transact life insurance business; the rest is transacted by General Insurers. No composites are permitted as per law. The business of Insurance essentially means defraying risks attached to any activity over time (including life) and sharing the risks between various entities, both persons and organisations. Insurance companies (ICs) are important players

in financial markets as they collect and invest large amounts of premium. Insurance products are multi purpose and offer the following benefits: 1. Protection to the investors 2. Accumulate savings 3. CHANNELISE SAVINGS INTO SECTORS NEEDING HUGE LONG TERM INVESTMENTS . ICS RECEIVE, WITHOUT MUCH DEFAULT, A STEADY CASH STREAM OF PREMIUM OR CONTRIBUTIONS TO PENSION PLANS. VARIOUS ACTUARY STUDIES AND MODELS ENABLE THEM TO PREDICT, RELATIVELY OUTFLOWS. LIABILITIES OF NATURE, LIQUIDITY IS ALSO LONG-TERM IN ACCURATELY, EXCELLENT AND THEIR THEIR EXPECTED INVESTMENTS CASH IN ARE ICS BEING LONG-TERM OR CONTINGENT

NATURE. SINCE THEY OFFER MORE THAN THE

RETURN ON SAVINGS IN THE SHAPE OF LIFE-COVER TO THE INVESTORS, THE RATE OF RETURN GUARANTEED IN THEIR INSURANCE POLICIES IS RELATIVELY LOW. CONSEQUENTLY, THE NE ED TO SEEK HIGH RATES OF RETURNS ON THEIR INVESTMENTS IS ALSO LOW. THE RISK-RETURN TRADE OFF IS HEAVILY TILTED IN FAVOR OF RISK. AS A COMBINED RESULT OF ALL THIS, INVESTMENTS OF INSURANCE COMPANIES HAVE BEEN LARGELY IN BONDS FLOATED BY GOI, PSUS, STATE GOVERNMENTS, LOCAL BODIES, CORPORATE BODIES AND MORTGAGES OF LONG TERM NATURE. THE LAST PLACE WHERE INSURANCE COMPANIES ARE EXPECTED TO BE OVER-ACTIVE IS BOURSES. LATELY ICS HAVE VENTURED INTO PENSION SCHEMES AND MUTUAL FUNDS ALSO. HOWEVER, LIFE INSURANCE CONSTITUTES THE MAJOR SHARE OF INSURANCE BUSINESS. LIFE INSURANCE DEPENDS UPON THE LAWS OF MORTALITY AND THERE LIES THE DIFFERENCE BETWEEN LIFE AND

GENERAL INSURANCE BUSINESSES. LIFE HAS TO EXTINGUISH SOONER OR LATER AND THE CLAIM IN RESPECT OF LIFE IS CERTAIN. IN CASE OF GENERAL INSURANCE, HOWEVER, THERE MAY NEVER BE A CLAIM AND THE AMOUNT CAN NEVER BE ASCERTAINED IN ADVANCE. HENCE, LIFE INSURANCE INCLUDES, BESIDES COVERING THE RISK OF EARLY HAPPENING OF AN EVENT, AN ELEMENT OF SAVINGS ALSO FOR THE BENEFICIARIES. PENSION BUSINESS ALSO DERIVES FROM LIFE INSURANCE IN AS MUCH AS THE PENSION OUTGO AGAIN DEPENDS UPON THE LAWS OF MORTALITY. THE FORAYS MADE BY INSURANCE COMPANIES IN THIS AREA ARE, THEREFORE, BUSINESS. NATURAL COROLLARY OF THEIR

SECTOR PROFILE

Insurance in India started without any regulations in the nineteenth century. It was a typical story of a colonial era: a few British insurance companies dominating the market serving mostly large urban centres. After the independence, the Life Insurance Company was nationalized in 1956, and then the general insurance business was nationalized in 1972. Only in 1999 private insurance companies were allowed back into the business of insurance with a maximum of 26 per cent of foreign holding (World Bank Economic Review 2000). The entry of the State Bank of India with its proposal of bank assurance brings a new dynamics in the game. On July 14, 2000 Insurance Regulatory and Development Authority bill was passed to protect the interest of the policyholders from private and foreign players. The following companies are entitled to do insurance business in India.

INSURANCE INDIA

IN

The private insurance joint ventures have collected the premium of Rs.1019.09 crore with the investment of just Rs.3, 000 crore in three years of liberalization. The private insurance players have significantly improving their market share when compared to 50 years Old Corporation (i.e.LIC). As per the figures compiled by IRDA, the Life Insurance Industry recorded a total premium underwritten of Rs. 10,707.96 crore for the period under review. Of this, private players contributed to Rs.1, 019.09 crore, accounting for 10 percent. Life Insurance Corporation of India (LIC), the public sector giant, continued to lead with a premium collection of Rs.9,688.87 crore, translating into a market share of 90 per cent. In terms of number of policies and schemes sold, private sector accounted for only 3.77per cent as compared to 96.23 per cent share of LIC (The Economic Times, 21 March, 2004).

The ICICI Prudential topped among the private players in terms of premium collection. It recorded a premium of Rs. 364.9 crore and a market share of 25 per cent, followed by Birla Sun Life with a premium under- written Rs.170 crore and a market share of 15 percent, HDFC Standard with 132.7 crore and Max New York Life with Rs.76.8 crore with a market share of approximately 15 per cent each. Unlike their counterpart in the life insurance business, private non-life insurance companies have not yet started addressing the retail market. All is set to change in the coming years. Like in the banking sector, non-life insurance companies will soon have no choice but to focus on individual buyers. In case of private non-life insurance players, that their market share rose to 14.13 per cent, recording a growth of 70.75 per cent on an annual basis, while the market share of public sector stood at 85.87 per cent, registering a marginal growth of 6.34 per cent. The overall market has recorded a growth of 12.32 per cent by the end of January 2004. Among the private non-life insurance players, ICICI Lombard topped the list with a premium collection of Rs.403.62 crore in one year period with a market share of 3.05 per cent and with an annual 131.6 per cent, followed by Bajaj Allianz with a premium of Rs.385.02 crore and 2.91 per cent market share and Tata AIG with 300.49 crore premium and 2.27 per cent market share with an annual growth rate of 62.60 per cent. Among the public sector players, New India garnered a market share of 24.38 per cent, Rs.3,229.49 crore premium and an annual growth rate of 0.38 per cent, followed by National with a market share of 21.43 per cent, Rs.2,839.11 crore premium and an annual growth rate of 19.88 per cent, United India with a market share of 19.47 per cent (Rs.2,578.83 crore premium) and Oriental with a market share of 18.25 per cent, Rs.2,417.17 crore premium and an annual growth rate of 1.86 per cent. It is significant to note that HDFC Chubb and Cholamandalam have registered annual growth rates of 4030.26 per cent and 1101.20 per cent

respectively, whereas New India has registered it as 0.38 per cent. If this trend continues, private insurer would dominate the public sector like New India Insurance Corporation. It is obviously reflect the insurance sector has facing the challenges with foreign counter parties as well as private counter parties and lot more opportunities are prevailing to penetrate the insurance business among the uncovered people and area of India. Further, it leads to economic development the country. In this regard, it assumes greater significance to conduct debate among the inter- disciplinary persons.

BRIEF HISTORY OF SECTOR IN 2 INSURANCE INDIAThe insurance sector in India has come a full circle from being an open competitive market to nationalization and back to a liberalized market again. Tracing the developments in the Indian insurance sector reveals the 360-degree turn witnessed over a period of almost 190 years. The business of life insurance in India in its existing form started in India in the year 1818 with the establishment of the Oriental Life Insurance Company in Calcutta. Some of the important milestones in the life insurance business in India are: 1912 - The Indian Life Assurance Companies Act enacted as the first statute to regulate the life insurance business. 1928 - The Indian Insurance Companies Act enacted to enable the government to collect statistical information about both life and non-life insurance businesses. 1938 - Earlier legislation consolidated and amended to by the Insurance Act with the objective of protecting the interests of the insuring public. 1956 - 245 Indian and foreign insurers and provident societies taken over by the central government and nationalized. LIC formed by an Act of Parliament, viz.

LIC Act, 1956, with a capital contribution of Rs. 5 crore from the Government of India. The General insurance business in India, on the other hand, can trace its roots to the Triton Insurance Company Ltd., the first general insurance company established in the year 1850 in Calcutta by the British. Some of the important milestones in the general insurance business in India are: 1907 - The Indian Mercantile Insurance Ltd. set up, the first company to transact all classes of general insurance business. 1957 - General Insurance Council, a wing of the Insurance Association of India, frames a code of conduct for ensuring fair conduct and sound business practices. 1968 - The Insurance Act amended to regulate investments and set minimum solvency margins and the Tariff Advisory Committee set up. 1972 - The General Insurance Business (Nationalization) Act, 1972 nationalized the general insurance business in India with effect from 1st January 1973. 107 insurers amalgamated and grouped into four companies viz. the National Insurance Company Ltd., the New India Assurance Company Ltd., the Oriental Insurance Company Ltd. and the United India Insurance Company Ltd. GIC incorporated as a company.

INSURANCE INDIA

MARKET

IN

3

NON-LIFE INSURANCE MARKET In December 2000, the GIC subsidiaries were restructured as independent insurance companies. At the same time, GIC was converted into a national reinsurer. In July 2002, Parliamant passed a bill, delinking the four subsidiaries from GIC. Presently there are 12 general insurance companies with 4 public sector companies and 8 private insurers. Although the public sector companies still dominate the general insurance business, the private players are slowly gaining a foothold. According to estimates, private insurance companies have a 10 percent share of the market, up from 4 percent in 2001. In the first half of 2002, the private companies booked premiums worth Rs 6.34 billion. Most of the new entrants reported losses in the first year of their operation in 2001. With a large capital outlay and long gestation periods, infrastructure projects are fraught with a multitude of risks throughout the development, construction and operation stages. These include risks associated with project implementaion, including geological risks, maintenance, commercial and political risks. Without covering these risks the financial institutions are not willing to commit funds to the sector, especially because the financing of most private projects is on a limited or non- recourse basis. Insurance companies not only provide risk cover to infrastructure projects, they also contribute long-term funds. In fact, insurance companies are an ideal source of long term debt and equity for infrastructure projects. With long term liability, they get a good asset- liability match by investing their funds in such projects.

IRDA regulations require insurance companies to invest not less than 15 percent of their funds in infrastructure and social sectors. International Insurance companies also invest their funds in such projects. Insurance costs constitute roughly around 1.2- 2 percent of the total project costs. Under the existing norms, insurance premium payments are treated as part of the fixed costs. Consequently they are treated as pass-through costs for tariff calculations. Premium rates of most general insurance policies come under the purview of the government appointed Tariff Advisory Commitee. For Projects costing up to Rs 1 Billion, the Tariff Advisory Committee sets the premium rates, for Projects between Rs 1 billion and Rs 15 billion, the rates are set in keeping with the committee's guidelines; and projects above Rs 15 billion are subjected to reinsurance pricing. It is the last segment that has a number of additional products and competitive pricing. Insurance, like project finance, is extended by a consortium. Normally one insurer takes the lead, shouldering about 40-50 per cent of the risk and receiving a proportionate percentage of the premium. The other companies share the remaining risk and premium. The policies are renewed usually on an annual basis through the invitation of bids. Of late, with IPP projects fizzling out, the insurance companies are turning once again to old hands such as NTPC, NHPC and BSES for business.

RE-INSURANCE BUSINESS Insurance companies retain only a part of the risk (less than 10 per cent) assumed by them, which can be safely borne from their own funds. The balance risk is reinsured with other insurers. In effect, therefore, re-insurance is insurer's insurance. It forms the backbone of the insurance business. It helps to provide a better spread of risk in the international market, allows primary insurers to accept risks beyond their capacity, settle accumulated losses arising from catastrophic events and still maintain their financial stability. While GIC's subsidiaries look after general insurance, GIC itself has been the major reinsurer. Currently, all insurance companies have to give 20 per cent of their reinsurance business to GIC. The aim is to ensure that GIC's role as the national reinsurer remains unhindered. However, GIC reinsures the amount further with international companies such as Swissre (Switzerland), Munichre (Germany), and Royale (UK). Reinsurance premiums have seen an exorbitant increase in recent years, following the rise in threat perceptions globally.

LIFE INSURANCE MARKET The Life Insurance market in India is an underdeveloped market that was only tapped by the state owned LIC till the entry of private insurers. The penetration of life insurance products was 19 percent of the total 400 million of the insurable population. The state owned LIC sold insurance as a tax instrument, not as a product giving protection. Most customers were under- insured with no flexibility or transparency in the products. With the entry of the private insurers the rules of the game have changed. The 12 private insurers in the life insurance market have already grabbed nearly 9 percent of the market in terms of premium income. The new business premiums of

the 12 private players has tripled to Rs 1000 crore in 2002- 03 over last year. Meanwhile, state owned LIC's new premium business has fallen. Innovative products, smart marketing and aggressive distribution. That's the triple whammy combination that has enabled fledgling private insurance companies to sign up Indian customers faster than anyone ever expected. Indians, who have always seen life insurance as a tax saving device, are now suddenly turning to the private sector and snapping up the new innovative products on offer. The growing popularity of the private insurers shows in other ways. They are coining money in new niches that they have introduced. The state owned companies still dominate segments like endowments and money back policies. But in the annuity or pension products business, the private insurers have already wrested over 33 percent of the market. And in the popular unit-linked insurance schemes they have a virtual monopoly, with over 90 percent of the customers. The private insurers also seem to be scoring big in other ways- they are persuading people to take out bigger policies. For instance, the average size of a life insurance policy before privatisation was around Rs 50,000. That has risen to about Rs 80,000. But the private insurers are ahead in this game and the average size of their policies is around Rs 1.1 lakh to Rs 1.2 lakh- way bigger than the industry average. Buoyed by their quicker than expected success, nearly all private insurers are fastforwarding the second phase of their expansion plans. No doubt the aggressive stance of private insurers is already paying rich dividends. But a rejuvenated LIC is also trying to fight back to woo new customers.

COMPARISON OF TERM INSURANCE PREMIUMS (Rs./ Year)

PREMIUM STRUCTURE OF ENDOWMENT PLANS (RS. /YEAR)

MINIMUM REQUIRED COMPOUND BONUS RATE (IN %)

WHOLE LIFE INSURANCE PREMIUMS (RS./ YEAR)

EQUITY SHARE CAPITAL OF LIFE INSURANCE COMPANIES

3238.71 4347.81 1053.93 3293.88

INVESTMENTS OF LIFE INSURERS IN LIFE FUND(Rs. In Crore)

2005 PUBLIC SECTOR LIC (A) PRIVATE SECTOR LIFE HDFC STD MNYL ICICIPRU BSLI TATA AIG KOTAK LIFE SBI LIFE BAJAJ ALLIANZ METLIFE AMP SANMAR ING VYSYA AVIVA SAHARA LIFE TOTAL (B) TOTAL (A+B) 361428.87 480.77 436.37 970.63 170.06 392.76 200.67 960.89 382.28 157.18 110.71 241.22 144.95 142.48 4790.98 366219.85

2004 304436.88 305.43 241.85 658.45 140.38 220.65 133.43 367.84 221.91 120.18 98.69 75.28 144.65 143.29 2872.03 307308.91

INVESTMENTS OF LIFE INSURERS IN PENSIONS FUNDS

(Rs. In Crore)

2005 PUBLIC SECTOR LIC (A) PRIVATE SECTOR LIFE HDFC STD MNYL ICICIPRU BSLI TATA AIG KOTAK LIFE SBI LIFE BAJAJ ALLIANZ METLIFE AMP SANMAR ING VYSYA AVIVA SAHARA LIFE TOTAL (B) TOTAL (A+B)

2004

11462.03 9244.06 151.91 101.68 14.03 2.11 166.64 127.59 0.06 0.00 76.78 39.79 13.36 7.54 78.97 15.41 9.28 3.81 0.21 0.00 50.45 9.83 0.00 0.00 0.00 0.00 0.06 0.00 561.75 307.77 12033.78 9551.83

INVESTMENTS OF LIFE INSURERS IN GROUP INSURANCE(Rs. In Crore)

2005 PUBLIC SECTOR LIC (A) PRIVATE SECTOR LIFE HDFC STD MNYL ICICIPRU BSLI TATA AIG KOTAK LIFE SBI LIFE BAJAJ ALLIANZ METLIFE AMP SANMAR ING VYSYA AVIVA SAHARA LIFE TOTAL (B) TOTAL (A+B) 42639.42 0.00 7.25 0.00 0.00 14.70 2.05 10.77 1.27 2.52 0.00 0.00 2.85 0.02 41.43 42680.85

2004 34068.32 0.00 1.35 0.00 0.00 0.00 0.90 2.92 0.95 0.44 0.00 0.00 0.57 0.00 7.15 34075.47

INVESTMENTS OF LIFE INSURERS IN UNIT LINKED PLANS(Rs. In Crore)

2005 PUBLIC SECTOR LIC (A) PRIVATE SECTOR HDFC STD LIFE MNYL ICICIPRU BSLI TATA AIG KOTAK LIFE SBI LIFE BAJAJ ALLIANZ METLIFE AMP SANMAR ING VYSYA AVIVA SAHARA LIFE TOTAL (B) TOTAL (A+B) 2758.67 290.67 20.44 2337.16 1125.72 80.81 308.33 3.54 369.24 1.74 21.40 78.61 131.13 0.00 4768.77 7527.45

2004 209.87 60.91 0.00 780.07 474.62 12.75 53.54 0.00 28.61 0.00 0.00 20.81 47.13 0.00 1478.43 1688.31

COMPANY PROFILE

Bajaj Allianz Limited

BAJAJ ALLIANZ INSURANCELife Insurance Company

LIFE

Bajaj Allianz Life Insurance Co. Ltd. is a joint venture between two leading conglomerates- , Bajaj Auto, one of the biggest 2 and 3 wheeler manufacturers in the world and Allianz AG, one of the world's largest insurance companies.

Bajaj Allianz Life Insurance

Is the fastest growing private life insurance company in India. Currently has over 3,00,000 satisfied customers We have customer care centers in 155 cities with 28000 Insurance Consultant providing the finest customer service.

One of India's leading private life insurance companiesGeneral Insurance Company

Bajaj Allianz Limited

Bajaj Allianz General Insurance Company Limited is a joint venture between Bajaj Auto Limited and Allianz AG of Germany. Both enjoy a reputation of expertise, stability and strength.

Bajaj Allianz General Insurance received the Insurance Regulatory and Development Authority (IRDA) certificate of Registration (R3) on May 2nd, 2001 to conduct General Insurance business (including Health Insurance business) in India. The Company has an authorized and paid up capital of Rs 110 crores. Bajaj Auto holds 74% and the remaining 26% is held by Allianz, AG, Germany.

Bajaj Allianz today has a network of 42 offices spread across the length and breadth of the country. From Surat to Siliguri and Jammu to Thiruvananthapuram, all the offices are interconnected with the Head Office at Pune.

ALLIANZ GROUPAllianz Group is one of the world's leading insurers and financial services providers. Founded in 1890 in Berlin, Allianz is now present in over 70 countries with a lmost 174,000 employees. At the top of the international group is the holding company, Allianz AG, with its head office in Munich. Allianz Group provides its more than 60 million customers worldwide with a comprehensive range of services in the areas of Property and Casualty Insurance, Life and Health Insurance, Asset Management and Banking. AL LIANZ AGA GLOBAL FINANeCIAL POWERHOUSE Worldwide 2nd by Gross Written Premiums - Rs.4,46,654 cr. 3rd largest Assets Under Management (AUM) & largest amongst Insurance cos. - AUM of Rs.51,96,959 cr. 12th largest corporation in the world 49.8 % of global business from Life Insurance Established in 1890, 110 yrs of Insurance expertise 70 countries, 173,750 employees worldwide

BAJAJ GROUPBajaj Auto Ltd, the flagship company of the Rs. 8000 crore Bajaj group is the largest manufacturer of two-wheelers and three-wheelers in India and one of the largest in the world. A household name in India, Bajaj Auto has a strong brand image & brand loyalty synonymous with quality & customer focus. A STRONG INDIAN BRAND- HAMARA BAJAJ One of the largest 2 & 3 wheeler manufacturer in the world 21 million+ vehicles on the roads across the globe Managing funds of over Rs 4000 cr. Bajaj Auto finance one of the largest auto finance cos. in India Rs. 4,744 Cr. Turnover & Profits of 538 Cr. in 2002-03 It has joined hands with Allianz to provide the Indian consumers with a distinct option in terms of life insurance products. As a promoter of Bajaj Allianz Life Insurance Co. Ltd., Bajaj Auto has the following to offer Financial strength and stability to support the Insurance Business. A strong brand-equity. A good market reputation as a world class organization. An extensive distribution network. Adequate experience of running a large organization.

Allianz AG with over 110 years of experience in over 70 countries and Bajaj Auto, trusted for over 55 years in the Indian market, together are committed to offering you financial solutions that provide all the security you need for your family and yourself. Bajaj Allianz brings to you several innovative products, the details of which you can browse in this section.

PRODUCT S

INDIVIDUAL PRODUCTS UNITGAINA Unit Linked Plan TERM CARE Term Plan with Return-ofPremium LIFETIME CARE Whole Life Plan LOAN PROTECTOR A Mortgage Reducing Term Insurance Plan KEYMAN INSURANCE A Promising Business Opportunity UNITGAIN PLUS Unit Link plan with higher allocation RIDERS UNITGAIN PLUS While the basic life insurance UNITGAIN EASY PENSION A Plan that enables you retire with laughter lines.... not worry lines HEALTHCARE This is a three-year health insurance plan, with life insurance benefit.

RISK CARE Pure Term Plan INVESTGAIN An Endowment Plan CHILDGAIN Children's Policy CASHGAIN Money Back Plan SWARNA VISHRANTI Retirement Plan LIFELONG GAIN PLAN A lifetime of security for your family MAHILAGAIN RIDER The unique plan that takes care of you and your loved ones. SWARNA RAKSHAROC that provids you with regular A plan income... for life. UG PREMIER Upfront Allocation of 105% of single on day 1 premium

GROUP PLANS GROUP SHIELD GROUP LIFE GROUP SCHEME GROUP SCHEME GROUP SCHEME CREDIT TERM TERM LIFE

SUPERANNUATION GRATUITY CARE

Insurance For NRIAll Indians have an underlying need to feel secure, to care for the loved ones and to provide for old age. The need is felt more when you are away from your Homeland. But being away from India doesn't mean you have to compromise on the safety and security of your loved ones. In fact, you can now easily steer your savings from overseas to conveniently meet your family's needs - now and in the future. Bajaj Allianz understand your need. The need to do something fruitful for your loved ones.. The urge to let them know that you care. That's why Bajaj Allianz introduced the NRI Insurance services. Now, you can invest your hard earned money in India and in the bargain ensure your family's future. InvestGain - 'With Profits Endowment Plan'. CashGain - 'With Profits Money Back Plan'. ChildGain - 'With Profits Money Back Plan' for children. Lifetime Care - 'With Profits Whole of Life Plan'. Swarna Vishranti - 'With Profits Differed Annuity Plan'. UnitGain - 'Unit Linked Whole of Life Plan'.

OBJECTIVES OF THE STUDY

OBJECTIVES STUDY

OF

THE

To study the sales Strategy of field force of Bajaj Allianz Life Insurance. To study the process of selling of Insurance Policies by Adivsors.

RESEARCH METHODOLOGY

Research

RESEARCH METHODOLOGY methodology is a way to systematically

solve the research problem.

Research methodology constitutes of research methods, selection criterion of research methods, used in context of research study and explanation of using of a particular method or technique so that research results are capable of being evaluated either by researcher himself or by others. Why a research study has been undertaken, how the research problem has been formulated, why data have been collected and what particular technique of analyzing data has been used and a best of similar other question are usually answered when we talk of Research methodology concerning a research problem or study. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet.

AREA STUDY

OF

The area of the study related with getting correct information of life insurance policies of different peoples in the region of Bhopal.

SAMPLE DESIGN A sample design is a definite plan for obtaining a sample from a given population. It refers to the techniques or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well be drawn from the population to be included in the sample i.e. the size of the sample. Sample design is determined before data are collected. During my study I have taken 50 insurance care consultants as the size of sample .

TOOLS USEDTo know the response, I have used the questionnaire method. If one wish to find what insurance care consultants think or know, the logical procedure is to ask them. This has led marketing researchers to use the questionnaire technique for collecting data more than any other method.

In this method questionnaire were distributed to the respondents and they were asked to answer the questions in the questionnaire. The questionnaire were structured non disguised questionnaire because the question which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed as irrelevant.

The questionnaire was non-disguised because the questionnaire was constructed so that the objective is clear to the respondent. The respondents were aware of the objective. They knew why they were asked to fill the questionnaire.

With the help of following techniques, which are using by Bajaj Allianz I analyse that the how techniques of sales promotion are useful.

DATA COLLECTIONPRIMARY DATA SOURCES Through interaction with insurance care consultant Through questionnaires filled from the insurance care consultant.

SECONDARY DATA SOURCES: Through internet, various official sites of the companies. Through pamphlets and brochures of the companies. Journals & Magazine

LIMITATIONS STUDY

OF

THE

Following limitations were faced during the study: 1. While designing the questionnaire it was kept in mind to gather more and more information from each target person. For the neither present nor descriptive questions could have served the purpose. Therefore the questionnaire contained in the open-ended questions.2. The study was conducted in Bajaj Allianz in Bhopal city, which has 127 to

170 insurance care consultants only. The sample size was of 50 insurance care consultants only so that accuracy of data so collected could be absurd covered by circulation of questionnaire. 3. The accuracy of indications given by the respondents may not be consider adequate as whether the language used in the questionnaire is understood by the respondent cannot be taken for granted. 4. The study is based on the information gathered from the insurance care consultants. Therefore in such case it is possible that the information supplied might be biased because the insurance care consultant might have shown partiality towards their insurance policies. 5. Since the survey was limited to 50 insurance care consultants it is rather difficult to give a precise conclusion but I have tried to the best of my capability to give the conclusion on a comprehensive manner.

DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND (Based on survey conducted INTERPRETATION for 50 insurance care consultants)Q.1 Which technique of sales promotion you prefer? Options Display Door to Door Demo Exhibition Catalogue Price Off40 35 30 25 20 15 10 5 0 D IS P L A Y D 2D D E M O E X H IB IT IO N C AT AL O U G E P R IC E O F F

Response in % 40% 14% 16% 20% 10%

Interpretation : According to the study 40% insurance care consultants prefer display technique,20% insurance care consultants prefer catalogues, 16% to the exhibition, 14% to the door to door demo and 10% insurance care consultants prefer price off technique.

40 35 30 Q.2 which technique is giving good response from customers? DISPLAY 25 D2D DEMO Options Response in % 20 EXHIBITION Display 18% CATALOUGE 15 Door to Door Demo 36% PRICE OFF 18% 10 Exhibition 5 Catalogue 0

Price Off

16% 12%

Interpretation : According to the study 36% insurance care consultants say door to door demo techniques giving good response, 18% insurance care consultants say to the display & exhibition, 16% to the catalogues & 12% say to the price off technique.

Q.3 Which technique is economically beneficial? Options Display Door to Door Demo Exhibition Catalogue Price Off50 45 40 35 30 25 20 15 10 5 0

Response in % 10% 22% 10% 46% 12%

DISPLAY D2D DEMO EXHIBITON CATALOGE PRICE

Interpretation : According to the 46% insurance care consultants, catalogue technique is economically beneficial. 22% to the door-to-door demo and 12% insurance care consultants prefer price off technique.10% to the exhibition & display technique.

Q.4 Which technique requires less time in sales promotion? Options Display Door to Door Demo Exhibition Catalogue Price Off Response in % 22% 38% 10% 16% 14%

Interpretation : According to the study 38% insurance care consultants say display technique requires less time in sales promotion. 22% to the display technique, 16% insurance care consultants vote to the catalogues, 14% insurance care consultants vote to the 10% to the exhibition. 4035 30 25 20 15 10 5 0 D IS P L A Y D 2D D E M O E X H IB IT O N CATALOG E P R IC E

35 30 25

Q5 Which technique is easily 2015

Options 10 Display 5 Door to Door Demo 0 Exhibition Catalogue Price Off

DISPLAY manageable? D2D DEMO EXHIBITION CATALOGE Response in % PRICE OFF

18% 30% 10% 34% 8%

Interpretation : According to the study 34% insurance care consultants say that the catalogues is easily manageable, 30% to the door to door demo,18% insurance care consultants prefer display technique 10% to the exhibition, and 8% insurance care consultants say to the price off technique.35 30 25 20 15 10 5 0 DISPLAY D2D DEMO EXHIBITION CATALOGE PRICE OFF

Q.6 Which technique requires less knowledge to execute? Options Display Door to Door Demo Exhibition Catalogue Price Off40 35 30 25 20 15 10 5 0 DISPLAY D2D DEMO EXHIBITION CATALOUGE PRICE OFF

Response in % 14% 12% 12% 22% 40%

Interpretation : According to the study 40% insurance care consultants vote to the price off technique is require less knowledge to execute.22% insurance care consultants prefer catalogues, 14% to the display and 12% to the exhibition & door to door.

Q.7 Which technique requires more knowledge to execute? Options Response in % Display 20% Door to Door Demo 42% Exhibition 24% Catalogue 10% Price Off 4%4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 D PA IS L Y D DM 2D E O E H ITIO X IB N C TA O E A L G P IC O F R E F

Interpretation : According to the study 42% insurance care consultants vote to the door-to-door technique that it requires more knowledge to execute than others. 24% to the exhibition, 20% to the display technique, 10% insurance care consultants give vote to the catalogues and 4% insurance care consultants prefer price off technique.

Q.8 Price off are necessary for sales promotion? Options Yes No Cant say50 45 40 35 30 25 20 15 10 5 0 YES NO CAN'T SAY

Responses in % 46% 40% 14%

Interpretation : According to the study 46% insurance care consultants say yes that the price off are necessary for sales promotion. 40% say no and 14% say cant say.

Q.9 Do you think that sales promotion program that is presently undertaken by Bajaj Allianz. are satisfactory? Options Yes No Cant say Responses in % 34% 46% 20%

50 40 30 20 10 0Interpretation : According to the study 46% insurance care consultants say No that the sales promotion program that is presently undertaken by Bajaj Allianz are satisfactorily 36% say Yes and 20% say cant say.

YES NO CAN'T SAY

Q.10 Should Bajaj Allianz take up new sales promotion program? Options Yes No Cant say Responses in % 72% 22% 6%

80 70 60 50 40 30 20 10 0Interpretation : According to the study 72% insurance care consultants say yes installment offers are 22% say no and 6% say cant say.

YES NO CAN'T SAY

OBSERVATIONS & FINDINGS

OBSERVATIONS FINDINGS

&

This sales promotion process was very much satisfying for me not only practically and academically but it also helped me in developing my communication skill and enriched my knowledge also.

I have come to know about the importance of marketing especially with regard to Sales Promotion on the most renowned organization like Bajaj Allianz. Especially because of emergence of many competitor with excellence in services & competitive product. The base of this chapter conclusion is on the data analysis or what we say findings.

I have finding from the insurance care consultants of the Bajaj Allianz. and their insurance policies on my topic.

When the insurance care consultant is asked why they are dealing in this particular insurance policies (product) they mostly stressed on companys image. They also said that all income and age group of customers are attracted towards their product but buyers are mainly from higher and middle-income group. Insurance care consultants said that their sale is very much increased in the last years because of an excellent performance of the product. Insurance care consultants said that the customer are very much satisfied after getting insurance policies because of its features related with risks of life and also because of quality of service provide by their company is very good.

SUGGESTIONS

SUGGESTION S Here are some suggestions, which may help to strengthen the firm further

Many of the insurance care consultants of the Bajaj Allianz. Has the lack of good communication skills and training. So training should be easy.

Bajaj Allianz. Should use new techniques of sales promotion. Customer services should be more comfortable than others. People must be made aware of the benefits of the policies of Bajaj Allianz. The company should give personal attention to each customer. Proper assistance should be provided to the customer at the time of claim settlement.

All the details about the company should be given to the customers. Regular advertisement of the company should be given TV and Newspaper. The company must try to find new markets especially in the rural areas. The company should do frequent analysis of the competitors.

BIBLIOGRAPH YBooks

Kothari C.R ., (1999) Research Methodology, Wishwa Prakashan Kotler P. and Armstrong G., (2005) Principles of Marketing New Delhi, Prentice Hall of India Kotler P., (1999)Marketing Management Analysis, Planning,

Implementation and Control, New Delhi, Prentice Hall of India

Saxena Rajan

, (1999) Marketing Management, Tata McGraw Hill

Websites:

www.bajajallianz.com www.quickmba.com www.indiainfoline.com

QUESTIONNAIRE Name _____________________________________ Address _____________________________________ : :

Q.1 To which technique of sales promotion you prefer? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.2 which technique is giving good response from customers? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.3 Which technique is economically beneficial? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.4 Which technique requires less time in sales promotion? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.5 Which technique is easily manageable? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.6 Which technique requires less knowledge to execute? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.7 Which technique requires more knowledge to execute? A) Display B) Door to door demonstration C) Exhibition D) Catalogue E) off Price-

Q.8 Price off and installment offers are necessary for sales promotion? A) Yes B) No C) Cant say Q.9 Do you think that sales promotion program that is presently undertaken by Bajaj Allianz. are satisfactory? A) Yes B) No C) Cant say Q.10 Should Bajaj Allianz. take up new sales promotion program? A) Yes B) No C) Cant say