Customization of Insurance Products - A Tool for Gaining Competitive Advantage

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : INS023 For delivery in electronic format: Rs. 100;
For delivery through courier (within India): Rs. 100 + Rs. 25 for Shipping & Handling Charges


Case Length : 03 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Varied
Industry : Insurance
Countries : India


The case examines the demand for various products in the Indian insurance market. It also discusses the attractiveness of various products currently in the Indian market.

The case throws light on changing customer preferences and the need for developing customized products. It also examines the role of customized products in providing a competitive advantage. In this context, the case discusses the features and benefits of whole life policies.


Discuss the different types of insurance products available and the demand for each product in the Indian market

Understand customers' needs and preferences for insurance products


Demand, products, Indian insurance market, attractiveness, Indian market, changing customer preferences, developing customized products, customized products, competitive advantage, features, benefits

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