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“A STUDY ON EFFECTIVENESS OF MARKETING
COMMUNICATION ”AT M/S HDFC STANDARDLIFE INSURANCE COMPANY LTD
BY
R.KIRUBAGARANMBA 2nd YEARMIT - PUDUCHERRY
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COMPANY PROFILE:
Name:HDFC STANDARD LIFE INSURANCE COMPANY LIMITED
Key people: Gayathri (Circle Head)
M.K.A. Anitha (HR Executive)
Year of
Establishment : 14th August 2000
Location: No. 17A, Sri Velayutham Complex, 2 nd Floor,
Near To Indira Gandhi Circle,
Natesan Nagar , Pondicherry -605005
Products :
Children's plans
Protection plans
Retirement plans
Savings& Investment plans
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COMPETITORS:
• ICICI Prudential
• LIC
•
Max New York Life• MetLife
• Kotak Mahindra
• SBI Life
• Aviva
• Birla Sunlife
HEADQUARTERS:
HDFC Bank House
Senapati Bapat Marg, Lower Parel,
Mumbai - 400013, Maharashtra
E-mail: [email protected]
Web Site: www.hdfcbank.com
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HISTORY
JOUNT VENTURE
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Mission Statement
We aim to be the top new life insurance company in the market
Company Values
Integrity
Innovation
People Care
Team Work - One for all & all for one
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OBJECTIVES
Primary objectives:
To study the Effectiveness of marketing communication at HDFC
Standard Life Insurance company Limited.
Secondary objectives:
To identify the key dimensions and elements of marketing
communication used in HDFC Standard Life Insurance
To understand the marketing communication process undertaken by the
company
To analyze the methods and techniques used for communicating their
brand to customers and public.
To find out the level of satisfaction of consumers towards the HDFC
Standard Life Insurance policies.
To provide Suggestions & Recommendations to enhance their marketing
communication at HDFC Standard Life Insurance, Pondicherry branch
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REVIEW OF LITERATURE
Meaning:
Marketing Communication are messages and related media used tocommunicate with a market.
Definition:
Understanding what your customers want to hear about your solution totheir problems and then saying it to them.
- Tim Cohn
1.Four Ps: price, place, promotion, and product
2. practices: branding, brand language, graphic design, packagingsponsorship, public relations,, sales promotion and onlinemarketing.
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THE MARKETING COMMUNICATION MIX
Meaning:
The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations,and direct marketing a company uses to pursue its advertising andmarketing objectives.
• Direct marketing
• Public relations
• Personal selling
• Sales promotion
• Advertising
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INTEGRATED MARKETING
COMMUNICATION
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MARKETING COMMUNICATION TOOLS:
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PROCESS
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OBJECTIVES OF MARKETING COMMUNICATION
1.Informing Product launch phaseExplanations of product features & benefits
2.Reminding Product sales growth phaseCompetitive positioning
3.Persuading Product maturity phaseApplies to consumers memory(Brand specific)
TYPES OF MARKETING COMMUNICATION
1. Written Marketing Communication
2. Spoken Marketing Communication3. Physical Marketing Communication4. Multimedia Marketing Communication
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