Life Insurance Marketing in India (A) The Changing Advertising & Promotion Norms

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Life Insurance Marketing in India (A) The Changing Advertising & Promotion Norms case study (Case Code: MKTG026) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

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 : MKTG026 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 11 Pages
Period : 2000 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : ICICI Prudential, Max New York Life, ETC
Industry : Insurance
Countries : India


This case is the first of a series of three, about the changes sweeping the Indian insurance industry on the marketing front after the sector was opened for private players in the year 2000. The case examines the marketing strategies, specifically the advertising and promotional measures, adopted by the new private players.

A brief history of the Indian insurance industry up to 2000 is provided, highlighting the state owned insurer LIC's lack of a marketing gameplan, though it had monopolized the Indian insurance sector. This case provides a detailed account of the kind of advertisements, media channels and promotional tools that various players have adopted.

It also discusses the changes implemented by LIC in its promotional strategies, and examines the implications of the changes in marketing practices of Indian insurance firms.


Understand the dynamics of the Indian insurance industry before the entry of private players as well as after liberalization allowing private players.


  Page No.
Forced To Sell Well? 1
Background Note 1
Advertising Initiatives of The New Players 3
Implications of The 'New-Age' Marketing Intiatives 6
Exhibits 8


Three-part, Indian insurance, sector, private players, 2000, distribution strategies, bancassurance, channel, Indian insurance industry, distribution channels, individual agents, detailed accounts.

Life Insurance Marketing in India (A) The Changing Advertising & Promotion Norms - Next Page>>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.