ON
Prepared by:
MBA - 3rd SEM. Roll no. 8 Seat no.
DECLARATION
I Undersigned the student of MBA 3rd SEM by declare that the project report is my own work and has carried out under the guidance and supervision of Prof. ABHAY RAJA and other Prof. of T.N.Rao College, RAJKOT. Further I declare that it has not been submitted to any other university of examination.
Date:
Sign. Of Student
PREFACE
In this age of neck to neck competition, there is much importance given to practical knowledge. The theorical knowledge is not sufficient to understand the boundless field of business management. Today every person wants to be a master in the field they are in. The practical training is a life of management student. In modern world the importance of management is increasing day by day. Industrial training provide a student sufficient knowledge to develop an education to connect theory and practical. So to fulfill our purpose I have done training at BHARTI AXA LIFE INSURANCE
ACKNOWLEDGEMENT
It is my great pleasure to present this report before you. I sincerely would like to show my gratitude towards all those persons who have helped me throughout my project work I am heartily thankful to Mr. Samson Pinto, Company guide, Bharti Axa Life lnsurance Ltd., Ahmedabad for giving me his valuable guidance for preparing this report. He has been an exceptional mentor during these two months of SIP. It has been a great learning experience of being a trainee under him. I would like to express my special thanks to all the another official who has helped me a lot during this SIP. Their critical advices helped me to make this report more effective. Moreover, I thanks to prof. ABHAY RAJA who guided me before and after the industrial training. He gave me great support to prepare this project, too. And all who directly or indirectly helped me in preparing this report.
INDEX
Sectors Profile Company Profile Executive Training Introduction to IRDA ACT Introduction Insurance Advisor Executive Task Assigned & Achieved Methodology Analysis of performance v/s Target SWOT Analysis
1. 2. 3. 4. 5. 6. 7. 8. 9.
10. Suggestion 11. Limitation 12. Questionnaire 13. Conclusion 14. Bibliography
Sectors Profile
INDEX
Introduction Insurance Sector Brief History Insurance Sector in India Scenario Insurance Industry in India Contribution to GDP Status of Insurance Industry Insurance Sector Before Privatization Insurance Sector After Privatization Future of Insurance Sector Life Insurance
INTRODUCTION TO INSURANCE SECTOR In India, the concept of insurance was never given a serious thought, as compared to other countries. Life insurance premium to Gross Domestic Product (GDP) ratio is a mere 1.4% as compared to a healthier rate of 8% amongst other developing countries. The reason being lack of awareness and opportunities combined with poor state of services provided. Presently in India, the insurance sector is nationalized; Life Insurance Corporation of India (LIC) and General Insurance Company (GIC) render services along with its 4 subsidiaries. While LIC provides life insurance, GIC is concerned with non life insurance like - motor, marine, fire, health and personal accident insurance. LIC has been one of the pioneering organizations in India, which ushered in the use of information technology in their business on a very large scale to deliver more value and satisfaction to the policyholders. LIC has fully computerized most of its branches all over India. Metropolitan Area Network (MAN) has enabled policyholders to pay premiums or to get their status report, surrender value quotation and loan quotation online. The Zonal Offices and MAN centers are connected through a Wide Area Network (WAN). Interactive Voice Response Systems have been made functional in a number of centers all over the country. The insurance industry in our country is on the threshold of a new era of rapid expansion. A more competitive environment is expected to emerge with new private participants being allowed to enter the insurance industry. The need for private sector participation in this sector is justified on the basis of enhancing the efficiency of operations, achieving a greater density and penetration of life insurance in the country and for a greater mobilization of long-term savings for long gestation infrastructure projects. In the wake of emerging competition, LIC, with its more than four decades of experience and wide reach, is equipped to face the challenges emanating from the entry of new players. Insurance is a federal subject in India. The primary legislation that deals with insurance business in India is: Insurance Act, 1938, Insurance Regulatory & Development Authority Composition of Authority under IRDA Act, 1999 Act,
BRIEF HISTORY
The origin of insurance is very old .The time when we were not even born; man has sought some sort of protection from the unpredictable calamities of the nature. The basic urge in man to secure himself against any form of risk and uncertainty led to the origin of insurance.
The insurance came to India from UK; with the establishment of the Oriental Life insurance Corporation in 1818.The Indian life insurance company act 1912 was the first statutory body that started to regulate the life insurance business in India. By 1956 about 154 Indian, 16 foreign and 75 provident firms were been established in India. Then the central government took over these companies and as a result the LIC was formed. Since then LIC has worked towards spreading life insurance and building a wide network across the length and the breath of the country. After the liberalization the entrance of foreign players has added to the competition in the market.
DEVELOPMENT OF INSURANCE IN INDIA The business of life insurance in India started 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. Despite all these the insurance market is currently underdeveloped in India. This is mainly because of the following reasons. The large-scale of operations, public sector bureaucracies and cumbersome procedures. The highest paid employees of the nationalized insurance companies are characterized by abysmal productivity, utter ignorance of the basic principles of the insurance business, endemic corruption, gross indiscipline and sheer laziness. Dominating the inevitably weak management of the nationalized insurance companies, the militant and strongly unionized employees of the nationalized monopoly insurance companies have transformed Indian insurance from volume-driven into class-based business.
INDIA AT A GLANCE:
Population: 1 Billion Economy: 5th largest in the world in terms of Purchasing Power Parity (PPP) GDP growth Rate: Over 6% per year on an average for the last decade Savings Rate: Around 26% of GDP Estimated middle class population: 300 Million Insured population: 70 million only Estimated business (2008): $6.6 Billion
This characteristic of their business makes insurance companies the biggest investors in long-gestation infrastructure development projects in all developed and aspiring nations. The insurance sector in India has come up 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 two centuries. By any yardstick, India, with about 200 million middle class households, presents a huge untapped potential for players in the insurance industry. Saturation of markets in many developed economies has made the Indian market even more attractive for global insurance majors. The following table reflects the low percentage and per capita penetration of insurance in India compared to other developed and developing countries. With the per capita income in India expected to grow at over 6% for the next 10 years and with improvement in awareness levels, the demand for insurance is expected to grow at an attractive rate in India.
CONTRIBUTION TO GDP
Insurance sectors contribution to GDP of different countries are as follow:,
Countries
UK Japan US South Africa Australia South Korea India China Malaysia Indonesia Brazil
The privatization of insurance sector in India has encouraged the government to go in for more such moves. The track record of LIC has shown that even national players can function in a competitive environment & still dominate the market.
LIC came into being on 1st September, 1956 as a result of the nationalization of life insurance business. LIC was hardly able to cover 10-15% of the population even after its 40 years of existence in market All others who were transacting life insurance business in India were prevented from doing so by the Nationalization Act of 1956, & all their business was taken over by the L.I.C. It is expected that there could be significant changes in the following years; if & when new rules are enacted, enabling more private companies to transact life insurance business in India. LIC came into being on 1st September, 1956 as a result of the nationalization of life insurance business. It transacts business throughout India & also in the U.K., Mauritius, Fiji & Bahrain.
LIC of India was the only player in the market from 1956 & even after 40 years of existence it was not possible for them to cover all the population for life insurance. They were hardly able to cover 10-15% of the population even after having so many branches & employees. So for covering each & every individual under insurance, government allowed private players to get into this business in 1999.
Now in all there are 17 players in Life insurance business including LIC & they are 1. Bajaj Allianz Life Insurance Co. Ltd. 2. Birla Sun Life Insurance Co. Ltd. (BSLI) 3. HDFC Standard Life Insurance Co. Ltd. (HDFC STD LIFE) 4. ICICI Prudential Life Insurance Co. Ltd. (ICICI PRU) 5. ING Vysya Life Insurance Co. Ltd. (ING VYSYA) 6. Max New York Life Insurance Co. Ltd. (MNYL) 7. MetLife India Insurance Co. Pvt. Ltd. (METLIFE) 8. Kotak Mahindra Old Mutual Life Insurance Co. Ltd. 9. SBI Life Insurance Co. Ltd. (SBI LIFE) 10. TATA AIG Life Insurance Co. Ltd. (TATA AIG) 11. Reliance Life Insurance Company Ltd. 12. Aviva Life Insurance Co. Pvt. Ltd. (AVIVA) 13. Sahara India Life Insurance Co. Ltd. (SAHARA LIFE) 14. Shriram Life Insurance Co. Ltd (SHRIRAM LIFE) 15. Bharti AXA Life Insurance Co. Ltd. (BHARTI AXA) 16. Future General India Life Insurance Co. Ltd. 17. IDBI Fortis Life Insurance Company
Name of the company HDFC Standard Life Insurance Company Ltd. Max New York Life Insurance Co. Ltd. ICICI Prudential Life Insurance Company Ltd. Kotak Mahindra Old Mutual Life Insurance Ltd. Birla Sun Life Insurance Company Ltd. Reliance Life Insurance Company Ltd. Tata AIG Life Insurance Company Ltd. ING Vysya Life Insurance Company Ltd. Bajaj Allianz Life Insurance Company Ltd. Metlife India Insurance Company Pvt. Ltd. Aviva Life Insurance Co. India Pvt. Ltd. Sahara India Insurance Company Ltd. Bharti AXA Life Insurance Co. Ltd. Shriram Life Insurance Co. Ltd Future General India Life Insurance Co. Ltd. SBI Life Insurance Company Ltd IDBI Fortis Life Insurance Company
Company Name HDFC Standard Life Insurance Company Ltd Max New York Life Insurance Co. Ltd. ICICI Prudential Life Insurance Company Ltd. Kotak Mahindra Old Mutual Life Insurance Ltd Birla Sun Life Insurance Company Ltd. Reliance Life Insurance Company Ltd Tata AIG Life Insurance Company Ltd. ING Vysya Life Insurance Company Private Ltd. Bajaj Allianz Life Insurance Company Ltd. Aviva Life Insurance Co. India Pvt. Ltd Sahara India Insurance company Ltd Bharti Axa Life insurance Shriram Life Insurance Co. Ltd SBI Life insurance Met life insurance Future Generali IDBI Fortis Life LIC
2006-07
1220 752 3925 499 699 689 518 418 3027 656 19 8 87 1198 302 00 00 23899
2007-08
2201 1280 6643 943 1708 1820 788 656 5568 980 71 105 124 2531 764 0.41 4.36 23583
3% 2% 10% 1% 2% 2% 1% 1% 8%
63%
2% 0% 3% 1% 0%
4% 3% 13%
2% 47% 3% 4% 2% 1% 11% 0% 0% 2% 5% 2% 0% 0% 0%
HDFC Standard Life Insurance Company Ltd Max New York Life Insurance Co. Ltd. ICICI Prudential Life Insurance Company Ltd. Kotak Mahindra Old Mutual Life Insurance Ltd Birla Sun Life Insurance Company Ltd. Reliance Life Insurance Company Ltd Tata AIG Life Insurance Company Ltd. ING Vysya Life Insurance Company PrivateLtd. Bajaj Allianz Life Insurance Company Ltd. Aviva Life Insurance Co. India Pvt. Ltd Sahara India Insurance company Ltd Bharti Axa Life insurance Shriram Life Insurance Co. Ltd (SHRIRAM LIFE) SBI Life insurance Met life insurance Future Generali IDBI Fortis Life LIC
Indias; the US with a population the size of India has nearly 4 times
the number. In the emerging markets, the picture is no less encouraging. In South Korea, the number of full time employees more than doubled over a ten-year period. Thailand added 50 per cent more jobs in four years. The liberalization of the insurance sector promises several new jobs opportunities for those employed in the finance sector that are equipped with degrees in finance. Finance professionals who had witnessed a slump in the job market would be much-relieved lot to hear about the privatization of the insurance sector. There could be a huge inflow of funds into the country. Given the industrys huge requirement of start-up capital, the initial years after opening up are bound to see a strong inflow of foreign capital. Moreover, given that the breakeven, typically, come much later than in the case of other sectors, odds are those first remittances of dividend will not happen before a good 10-15 years. Apart from pure re-insurance activities, which is providing insurance protection, a revolution will come in service related fields like training, seminars, workshop, know how transfer regarding risk assessment & rating, risk inspection, risk management & devising new policy cover, etc. also, with more player in market, there will be significant increase in advertising, brand building, & keep pricing not ridiculous pricing & this will whole lot of ancillary industries. Substantial shift in the distribution of insurance in India is likely to take place. Many of these changes will echo international trends. Worldwide, insurance product move along a continuum from pure service products to pure commodity products. Initially, insurance is seen as a complex product with high advice & service component. Buyers prefer a face-to-face interaction & place a high
As product become simple & awareness increases, they become off-the-shelf, commodity products. Seller move to remote channels such as the telephone or direct mail. Various intermediaries, not necessarily insurance companies, sell insurance. In UK for example retailer Marks & Spencer now sell insurance products. In some countries like Netherlands & Japan, insurance is marketed using post offices distribution channels. At this point, buyers look for low price. Brand loyalty could shift from the insurer to the seller. In other markets, notably Europe, this has resulted in banc assurance: banks entering the insurance business. The Netherlands led with financial services firms providing an entire range of products including bank accounts, motor, home & life insurance, & pensions. Other European markets have followed suit. In France over half of all life insurance sales are made through banks. In the UK, almost 95% of banks & building societies are distributing insurance products today. In India too, banks hope to maximize expensive existing networks by selling a range of products. Various seminars & conferences on banc assurance are taking place & many bankers have clearly shown their inclination to enter insurance market by leveraging their strengths in the areas of areas of brand image, distribution network, & face to face contact with the clients & telemarketing coupled with advanced information technology systems. The Mergers of Citibank with Travelers in USA & of Winterthur, the largest Swiss Co. with Credit Suisse are recent examples of the phenomenon likely to sweep India too. Insurers in India should also explore distribution through non-financial organizations. For example, insurance for consumer items such as refrigerators can be offered at the point of sale. This piggybank on an existing distribution channel & increases the likelihood of insurance sales. Alliances with manufacturers of retailers of consumer goods will be possible. With increasing competition, they are wooing customers with various incentives, of which insurance can be one.
Another potential channel that reduces the need for an owned distribution network is worksite marketing. Insurers will be able to market pensions, health insurance & even other general covers through employers to their employees. These products may be purchased by the employer or simply marketed at the workplace with the employers co-operation.
The major elements that will be Critical in shaping the future of the insurance market can be broadly outlined as:
Distribution Competition Building Trust & Customer Confidence Product innovation Health Insurance Training & Education Information Technology
LIFE INSURANCE
A small, happy family husband, wife and two cute kids. One bread winner and four mouth to be fed. Things are doing well, BUT.... What next if something goes wrong with bread winner?????? Life insurance is a contract payment of some money to the person assured on the happening of the event issued against. Usually the specified date at periodic intervals or on unfortunate death, if any occurs earlier. The Head or the breadwinner of the family generally supports the family for their basic needs, such as, food, clothing & shelter, by bringing income at a regular interval. So long as he or she lives & the income is received steadily, the family is secure; but untimely death or disability of that person puts the family in a very difficult situation, and sometimes in stark poverty. Uncertainty of death is inherent in human life. It is the uncertainty that is the risk, which gives rise to the necessity for some form of protection against the financial loss arising from death. Insurance substitutes this uncertainty by certainty. The primary purpose of Life Insurance is the protection of the family. Insurance in its various forms protects against such misfortunes by having the losses of the unfortunate few paid by the contribution of the many that are exposed to the same risk. This is the essence of insurance- the sharing of losses and substitution of certainty for uncertainty.
The first .
Insurance as we know it today owes its existence to 17th century England. In fact, it began taking shape in 1688 at a rather interesting place called Lloyd's Coffee House in London, where merchants, ship-owners and underwriters met to discuss and transact business. By the end of the 18th century, Lloyd's had brewed enough business to become one of the first modern insurance companies.
However, it was after 1840 that life insurance really took off in a big way. The trigger: reducing opposition from religious groups.
Wealth Creation
Living Death
As shown in the figure a person has got three probabilities Dying too soon, Living death and Living too long and two probabilities Childrens Education and Marriage and Wealth Creation. We look in to each of them one after another. Dying Too Soon:
As just discussed above that everybody KNOWS about it but NO one FEELS about it. We all know about uncertainty of our life but we still are so optimistic about it. Todays stressful and hectic life style increases its uncertainty. It is found that only 3 out of 4 people reach age of 60* and we always consider ourselves among rest of the 3. A persons family will need his/her income to maintain the same lifestyle.
Dont we want them to be happy, not only as long as WE live but as long as THEY live? * Statistical Survey of India
Living Death:
6 out of 10 people suffer a life-threatening illness before they reach the age of 60. Critical illness or disability can shatter your dreams for your loved ones. Not only you suffer but you also have to watch your family suffer. When unfortunate event occurs, your income should not stop.
Dont we know that education and marriage require a lot of money? There are certain times in a persons life when he/she would want his love to be available to his/her children in form of hard cash.
This is one area where you dont want to compromise, isnt it? You are the source of your childrens happiness-protect it!
Wealth Creation:
Dont you want a house of your own? A comfortable bank balance? All of lifes comforts, be it a car or a vacation
To answer these questions, we have to plan prior for the uncertainties of our life and the planning will result in the answer.
Peace of Mind
RiskCover
Tax Benefits
Office Service
Forced Savings
CORE
Pre and Post Sales Service Liquidity Safety Return
In short we can say that the total service package of life insurance is as in above diagram.
Company Profile
Bharti AXA Life Insurance is a joint venture between Bharti, one of Indias leading business groups with interests in telecom, agri business and retail, and AXA, world leader in financial protection and wealth management. The joint venture company has a 74% stake from Bharti and 26% stake of AXA. The company launched national operations in December 2006. Today, we have over 5200 employees across over 12 states in the country. Our business philosophy is built around the promise of making people "Life Confident".
AXA
AXA Group is a worldwide leader in Financial Protection. AXA's operations are diverse geographically, with major operations in Western Europe, North America and the Asia/Pacific area. AXA had Euro 1,315 billion in assets under management as of December 31, 2006. For full year 2006, IFRS revenues amounted to Euro 79 billion, IFRS underlying earnings amounted to Euro 4,010 million and IFRS adjusted earnings to Euro 5,140 million. AXA Asia Pacific Holdings Ltd (AXA APH) is listed on the Australian stock exchange and is 52.3% owned by AXA SA. AXA APH is responsible for AXA SAs life insurance and wealth management businesses in the Asia-Pacific region. It has operations in Australia, New Zealand, Hong Kong, Singapore, Indonesia, Philippines, Thailand, China, India and Malaysia. AXA APH had A$106.4 billion in total funds under management and administration at 30 June 2007 and reported profit after tax before non-recurring items of A$374.0 million for the six months ended 30 June 2007
Distribution
Bharti AXA has one of the largest distribution networks amongst private life insurers in India. As of March 31, 2007 the company has over 934 offices across the country and over 10,016 advisors. Distribution strategy of Bharti AXA is as follow:
Tied Agency
Bancassurance & Alliances Bancassurance 20% Corporate Agency/Brokers 10% Direct Marketing Agency Force 70%
PRODUCT LINE
Bharati AXA Life Insurance Co. Ltd., Product Line is as follow:
Pure Protection
Protection, Saving &Wealth Creation Save Confident Future Confident Future Confident ll Aspire Life
Wealth Creation and Protection Wealth Confident Invest Confident Dream Life Pension
Traditional ULIP
Secure Confident
Regional Manager
Territory Manager
Sales Manager
Senior Manager
Unit Manager
Advisors
Corporate structure.
CORPORATE STRUCTURE
UNIT MANAGER
BANCASSURNCE
CORPORATE AGENCY
FINANCIAL SERVICE
..
TRAINESS CUSTOMER SERVICE REPRESENT
TEAM LEADER
Executive Training
(DYNAMICS OF AGENCY RECRUITMENT)
Financial Advisor
Financial advisor is the person who has been issued the government authorized IRDA license which is valid for three years and in those 3 years he/she can tap into an unlimited income and reinvent their life. As a Life Advisor a persons role would go beyond selling policies. His/her role would be to explain life insurance and its benefits to potential customers and help them decide which plan suits them best after analyzing their financial needs. Hence, life insurance offers one with an opportunity for:
An exciting / challenging career. Flexible work hours. Unlimited income. Regular income for years till the policies sold by one is in force.
4. Satisfaction: One will help people manage their assets and plan their financial security, and experience deep satisfaction from making a positive difference in others lives. One acts as a strategist in annuities, business insurance, estate planning and personal investment, providing both short and long term solutions to financial risks.
5. Freedom:Continue with your present job occupation if you so desire and treat this as a parallel source of income. This allows you time to decide if you want to take the job of a Life Advisor as a full time activity.
6. Earnings Entitlement to a percentage of the premium as commission till the time the policies sold by you are in force.
7. Attractive additional benefits for high-performers: Palmtops, Planners, Leather portfolio bags, Offsite conferences, Foreign trips and Sales promotional schemes.
Mission: To protect the interests of the policyholders, to regulate, promote & ensure orderly
growth of the insurance industry & for matters connected therewith or incidental thereto. After liberalization of the insurance sector in 1999, private players have entered both life & non-life business in India. The Insurance Regulatory & Development Authority (IRDA) was constituted in April 2000, as an autonomous body to regulate & develop the business of insurance & reinsurance in the country in terms of the IRDA Act 1999.
Licensing & regulating the insurance sector by acting as an independent & regulatory body. Specifying requisite qualifications, code of conduct & practical training for insurance intermediaries & agents. Protecting the interest of the policyholders in matters concerning assigning of policy, settlement of insurance claims etc. Regulating investment of funds by insurance companies. Calling for information from undertaking, conducting enquiries & investigations including audit of insurers & other organizations connected with the insurance business. Regulating maintenance of margins of solvency of the insurer. Adjudication of disputes between insurers & intermediaries. Supervising the functioning of the Tariff Advisory Committee.
Educational Qualification required: o Rural Area*: 10th Pass o Urban Area*: 12th Pass
For getting license to work as an agent of any company a person must complete 100 hours training and pass exam of Indian Institute of Insurance (III). If a person is already holding license for General Insurance than he will have to complete only 50 hours training.
All the above criteria are common for all the companies, they have to follow it. In practice, because of competitive environment many companies decide their own criteria apart from all above. Different criteria used by companies are shown in the following table:
NA -
To simplify, functions of a life insurance agent could be divided into two parts, viz. 'Pre-sale functions'; 'Post-sale functions'
Function Before Sales: Contact prospects Study their insurance needs Completion of formalities for proposal of new insurance viz, Filling of form Arranging for Medical Examination Collection proofs of age and income Any other information required by the underwriters Function After Sales: Ensure payment of renewal premiums. Assist policyholder for nomination / or change thereof. Assist the policyholder in case he wants to get loan against the policy assignment. Assist the policyholder or the claimant to comply with the requirement for getting timely settlement of claims. The Target customers of the company are : Housewives Students Businessman Brokers Retired persons
BHARTI AXA LIFE INSURANCE, Private leader also take into consideration most of the criteria. They also focus on quality rather than quality. Further, they also opt to recruit LIC agents. Logic behind this may be that person wont require the training (Elimination of Training Cost), moreover his experience and Established network can be encased easily. Thus, BHARTI AXA has also adopted competitive strategy because the LA is a major source of business.
Week 1 2 3 4 5 6 7 8
Target 1 1 2 2 2 3 3 3
Achievement 0 1 1 1 2 2 2 3
9 8 7 6 5 4 3 2 1 0 1 2 11 0 2 3 4 5 6 11 4 3 2 1 2 1 22 3 2 6 5
8 7
3 2
33
METHODOLOGY
METHODLOGY
Strategies applied for achieving the task assigned
Cold Calling: Cold calling means to approach the customers with out taking prior appointments. I have done lots of cold calling as I visited different shops and malls I got a great experience as I interacted with different kind of peoples. Even I learned lots of things regarding convincing the customers.
Role Plays:
presented in front of a group of peoples and that is even in rural areas where people dont understand the face to face interaction or any another explanation. Role play is done basically in local language and we are planning to do the same as our role play is all set to do.
Data Collection: My third strategy is to collect data as many as possible from different sources. So for this data collection I have visited different colleges and even to different banks to get the data of retired people. I went to colleges to get the data of the graduate students who would the good prospect for our company.
Canopy: Canopy is the kind of activity in which we do arrange a small Business Opportunity Presentation. We select particular area and in this area we give invitations to the people residing in this area and than we arrange the presentation. We did our canopy in the areas like Navarangpura, Gurukul, Vijay Cross Road and tried to cover as many areas as possible.
SWOT Analysis
STRENGTHS
The strengths of BHARTI AXA are: Offers greater relationships and more face to face contacts with the customers. Cross-selling ability of its highly trained agents. BHARTI AXA has marketing, research and development and the competing products Ability to serve multiple segments Higher market share growth in private sector Life insurance companies Adaptable management structure Multiple product lines Higher premium growth Increasing network in semi urban and rural markets
WEAKNESSES
The weaknesses for BHARTI AXA are: Higher cost for insurer and consumer because of high commission rates. Strong Competing brands of other players with almost the same features Presence of other players in multiple segment The Direct Marketing and other promotional efforts done by other players increases the competition Lower believability in BHARTI AXA brand than Life Insurance Corporation Low coverage in Semi-urban and Rural market Segments
OPPORTUNITIES
Focus on high net worth individuals who prefer relationship over price Continually look for new sales opportunities High market growth provides opportunity for the company to increase their role in increasing Premium collections. Large number of prospective customers has provided opportunity for the company to increase their operation to wider customer base. Higher awareness of insurance products attracts customers to use insurance services and products Insurance companies operationally. are becoming more and more self-regulated
Because of the large customer based, the company can have the benefit of economies of scale in providing services. Transformation of people across countries increases efficiency and effectively in the companys operation. Speeding up of the technological adoption in insurance companies has provided opportunity for them to provide services to a larger customer base at lower cost. Collaboration with supplier of back office and front office technological development has increase the quality and effectively of the operation. Increasing computer literacy and quality of education has increased the efficiency of operation through advanced technology. The move towards retail customers has access the banks to the rural population. Tie up with other banks to increase ATM networks has lowered the operational cost of the company. Higher foreign investment in insurance business has increased the technological development, branch expansion and wider network abilities. Foreign companies also merge with other banks to increase the networks and customer services within the nation and internationally. Population is becoming ageing which may hamper the effectively of providing insurance business
THREATS
Large number of Insurance companies has increased the rivalry in the industry. Lower switching cost for customers can be a threat for the company to convert other companys customers to its products. Standardization of insurance products and services has lowered the profit margins for the company. A higher premium to the agents is one of the biggest cost disadvantages to the company. The legal regulation from IRDA may affect particular company negatively. The scams of co-operative banks have affected the image of private companies in the mind of the people, which may affect the image of private insurance companies negatively. Higher inflation rate can increase the cost for the company in providing services
SUGGESTIONS
I personally believe that BHARTI AXA requires promoting their very strongly as in day on day the competitive companies are increasing and to be in the race it has to promote its products continuously. Their Brand awareness specifically in Life Insurance is high compare to competitors. They should aggressively promote on media like Television, newspaper like Times of India and Economics Times. BHARTI AXA should expand their distribution network in Semi Rural and Rural areas to target market having huge potential. Their Motivation Strategy for Life Advisors is very effective during Training and even after training; they should stick to it and even try for innovative ways. Build trust upon customers through services and transparency in investment and other policy. Focus on marketing strategy which can appeal mass in chunk.
LIMITATION
Generating Database: I have faced lots of problem in generating data base as I have used different sources to generate it, e.g. I visited different colleges to generate data of fresher students and even visited to different call center to get the data base of the customers but the problem I faced was they didnt provided me the data as they told me that it is confidential.
My second limitation was the appointments at improper timings as the customers call us at any of their convenience time and it can be in the early morning or it can be in the late night also.
High Fees:
To be an advisor in BHARTI AXA the fees is Rs. 825 so this is quite a huge amount as compare to the competitors, because in L.I.C it is 450 Rs, in MAX LIFE it is 500 so when a customers get ready to be advisor he basically stuck to the fees. Quality Customers:
What BHARTI AXA ask from is to recruit quality advisors, they to maintain the Q Score but it is very difficult to get that quality customers.
QUESTIONAIRE
Questionnaire used for survey is as follow;
Dear Respondent, We are conducting this research to measure ethnocentrism level of Insurance Companies. Our objective behind this study is to find our some concrete outcomes for ethnocentrism. Which help the management students. By filling-up this questionnaire you can help us in transformation of our efforts in to worth findings. Whatever data you have to provide it is purely confidential and we have to use this information for our academic purpose only. Qualifying Questions: Please tick against the following questions. Name:___________________________________________ Q.1 Gender: A) Male _______ Q.2 Age: A) Below 30 _____ B) 30-40 _____ Q.3 Marital Status A) Married _______ Q.4 Occupation: A) Financial Investors B) Students C) CA D) Tax Consultant E) Housewife F) Teachers G) LIC Agents H) Advocates
B) Female ________
B) Unmarried _
Q.5What kind of business would you like to do? A) Insurance B) Investment/stock market C) Multilevel marketing D) Dealership E) Other _________ _________ _________ _________ _________
Q.6 What Criteria do you consider for selecting a business? A) Very low investment B) Low risk & high return C) Flexible working hours D) Support & guidance based business E) Business under reputed brand name _______ _______ _______ _______ _______
Q.7 How many hours would you like to spend on a part time business? A) Less than 2 hours B) 2-4 hours C) More than 4 hours ________ ________ ________
Q.8 Your expected income from part time business? A) Less than 5000 B) 5000-10000 C) More than 10000 ________ ________ ________
Q.9 What skill do you have which you consider will be an assets in BHARTI AXA A) Relationship skill B) Communication skill C) Leadership D) Convincing Power E) Any other Please Specify ________ ________ ________ ________ ________
Q.10 What motivate you to enter the field of selling (Please rank order them in order to perform your performance i.e.1,2,3,4,5) A) Opportunity to earn more money B) Desire to be ones own boss C) Desire to meet people D Dislike of office jobs E)Desire to build life long relationship ________ ________ ________ _______ ________
Q.11 Do you or your family member has taken any life insurance? A) YES B) NO If YES, did you take insurance through A) Insurance agent ________ B) Some ones recommendation ________ C) Own interest ________
Q.13 How did you learn about this opportunity? A) News paper B) Friends C) Magazine D) Any other ________ ________ ________ ________
CONCLUSION
Entry of Private players in Insurance Industry has changed the entire scenario of the Industry. Industry has shown Revolution of 360* starting from 1956. Private players have challenged the LIC and compelled to face the competition. This cut-throat competition has been a boon for customer. He has been more informed and getting better services. Negligence to the Insurance is decreasing day by day. Thus, total scenario of the Industry has changed from as it was in 1956 a Monopoly Market.
On account of increased competition, companies have to compete to grab the market. Tied channel is perhaps the best alternative to reach maximum target customers. So to have best results companies are required to have best people, who can work for the efficiently and give best results. So, as a result now a days companies have become more choosy in recruiting agents.
Effective Sales required to be carried out in a way starting from Prospecting and Qualifying to Follow-up and Maintenance. Each step in effective selling process is required to be taken care. In BHARTI AXA, LAs are trained in such a manner that they are able to carry effective sales process. Sales Managers do them lot of help in this context. They use Need-Satisfaction approach (Mostly) and also Formulated approach for this and it works
BIBLIOGRAPHY
Books referred
"Insurance Vision 2000", The Insurance Times, Calcutta. Cooper Donald & Schindler Pamela, " Business Research Methods", Sixth Edition, New Delhi, Me. Graw Hills, 1999. Kotler Philip, "Marketing Management", Eleventh Edition, New Delhi, 2006.
Websites
www.Bharti Axa life insurance.com www.irdaindia.org www.irda.orq.com www.indiainfoline.com