The
insurance market in India is estimated to be around 400 bn growing at an
astounding rate of 30% p.a. Still the experts believe that the potential is largely
untapped.
The insurance market is dominated by the public sector giant LIC with a market
share of around 71.4%. With the private players leading the growth story, this
sector is witnessing more marketing actions than even the FMCG sector.
Traditionally insurance are sold through direct selling. The reason being purely
the nature of product warrants direct communication with the consumer. Kotler
categorizes Insurance as an "Unsought" product . Unsought products are those
which are ranked lowest in terms of consumer interest. Consumers may not be
even aware of either the need or existence of such products.
Historically, Indian insurance products are sold for wrong reasons. People buy
insurance to avail the tax benefit and not to ensure protection and LIC was happy
to oblige. Hence most of the sales talks start with the question " How much do
you pay tax?" . Little money was spent on brand building because there was no
competition for LIC.
Things have now changed. With the increasing financial literacy, volatile