idbi insurance

1. IDBI Federal Life Insurance
Co. Ltd.
OGANIZATION OVERVIEW & BRAND
AWARENESS INCOMPETITIVE MARKET
SUBMITTED BY
Der Parth L.
Enrollment No.-137730592055
ACADEMIC YEAR: 2014-15
Shree Sunshine Group of Instituted
(MBA).Rajkot
GUIDED BY
Mrs. Krishna Joshi
SUBMITTED TO
GUJARAT TEECHNOLOGICAL UNIVERSITY
In Partial Fulfillment of MBA
2014-15

2. DECLARATION
I am the student of Sunshine Group of Institutions. Der Parth L..
is declaring that the project submitted before you is prepared under
guidance of Asst.Prof. Krishna Joshi
This project is not been submitted to any other institute for any
examination. This project is my own effort & guidance of elders. I have
tried my level to show my efforts by including all the information.
Date:
Place:
Signature
--------------
---
(Der Parth L.)

3. PREFACE
In order to develop our management skills & as a part of academic
studies in M.B.A., we have to go through the Industrial Training to
develop our management skills & to increase our knowledge.
Industrial Training plays a very vital role to develop the practical
view of students & also aware them about each & every problems &
solutions which are taken by the company.
In relation of this industrial training, I have visited “IDBI Federal
Life Insurance Co.Ltd..”. During the training period, I have
concentrated fully on all the departments i.e. Service department,
personnel department, marketing department & financial department.
During the training period, market research is made for to know the
most preferred products of IDBI Federal Life Insurance and reason for
that. Also to understand and analyze the Organization Overview &
Brand Awraness in cpmpetitive market, the research is undertaken.

4. Acknowledgement
I would like to take the opportunity to express a word of thanks to
those who have contributed directly or indirectly to the completion of
the project.
First of all, I express my gratitude to Mr.Hitesh Kareliya (BM)
of IDBI Federal Life Insurance for allowing me to complete my
summer training and for their guideline during my training.
I would like to thank my project guide Ass.Prof.Krishana Joshi
and other respected faculty members who have always helped me with
their skills and knowledge in the field.
Last but not the least I am grateful
l to my parents without whose support this project would have
been impossible.

5. NO. PARTICLURE
 GENERAL INFORMATION
CHEPTER-I
1. Industry Overview
2. Company Overview
2.1History of Company & Development
2.2.Company about General Information
2.3Mission & Vision
3. 2.4 Compititors
 Marketing Department
-Introduction
-Marketing Structure
-Marketing Mix
-Channel of Distribution
-Market Segmentation
 Service Department
-Introduction
-Product of Company
 H.R. Department
-Human Resource Planning
-Recruitment & Selection
-Training & Development
8. SWOT Analysis
CHEPTER-II
1. Research Methodology
2. Research Objective
3. Research Method
4. Source of Data Collection
CHEPTER-III
 Data Interpretation
9. Hypothesis
10. Findings
11. Suggestion

6. 12. Future Plan
13. Conclusion
14. Bibliography

7. GENERAL
INFORMATION

8. Executive Summary
The study of IDBI Federal Life Insurance, its origin and history provides glimpse
about company growth and expansion. This training provides an in depth s tudy about
the company‘s policy, procedure and processes. It also provides the practical
knowledge about the functioning of various departments. As we come across the
Personnel Department, Marketing Department, we learnt number of things related to
these departments.
My training is focusing on the area of Brand Awareness in competitive Market. I have
made the survey on ―Brand Awareness”.
I have done project in IDBI Federal Life Insurance, which is one of the famous
Insurance Company in India. IDBI Federal Life Insurance is covering huge market
share in the Insurance Market. Insurance market of Rajkot is very huge and continuous
growing. It is leading in insurance market and doing continuous growth.

9. Industry Overview
Introduction to Insurance Sector
Insurance is as old as civilization. It has been developing from the family from of
insurance to mutual associations, stock exchange securities and again to the state
owned organization.
„Yogakshema‟ has been the oldest term of insurance used in the ‗Rigveda‘ for
some kind ofinsurance. The concept of formal insurance originated in the 12th
century in the form of protection against financial loss to the seafarers involved the
foreign trade. Growing economic uncertainties caused not only by multiplicity of
social, cultural, ethnic, and political factors but also natural calamities necessitated
invention than development of avenues capable of providing economic security to
the bereaved family in the event of loss of breadwinner. And thus, began life
insurance. With the development of social security and welfare status of the
societies, the business of life insurance assumed multidimensional.
Insurance may described as a social device to reduce or eliminate risk of loss to
life. Under the plan of insurance, a large number of people associate themselves by
sharing risks attached to individuals. The risks, which can be insure against death,
accident and also with health. Any risk contingent upon these may be insured
against at a premium commensurate with the risk involved. Thus, collective
bearing of life risk is insurance.
In today‘s uncertain and hectic life, every individual is seeking some protection
against risk. The solution is prevailing in the market from last 55 years, but it never
been so crucial before a paradigm shift has been made by private players and this is
supported by the figure of only 23% penetration in last 55 years. Now this
penetration is going upward as new competitive private players are coming. There
is immense potential in the Indian market for all players as 77% market is to be
tapped.
In the word of John Magee, ―Insurance is a plan by which large
number of people associates themselves and transfer to the shoulders of all, risks
attach to individuals.‖

10. ORIGIN AND DEVELOPMENT OF INSURANCE
The concept of insurance is believed to have emerged almost 4,500 years ago in
the ancient land of Babylonia where traders used to bear risk of the caravan by
giving loans, which were later repaid with interest when the goods arrived safely.
In order to protect against the risk of loss of goods in transit, piracy and natural
calamities like storms and so on, medieval guilds (trade associations) formed a
common pool of funds, which was used as support in times of sickness and death
and sometimes even offered as ransom for members held captive by pirates. The
first insurance contract was entered into by European maritime nations in 1347 to
accept marine insurance as a practice.
The concept of insurance as we know today took shape in 1688 at a place called
Lloyd's Coffee House in London where risk bearers used to meet to transact
business. This coffee house became so popular that Lloyd's became the one of the
first modern insurance companies by the end of the eighteenth century.
Marine insurance companies came into existence by the end of the eighteenth
century. These companies were empowered to write fire and life insurance as well
as marine. The Great Fire of London in 1966 caused huge loss of property and life.
With a view to providing fire insurance facilities, Dr Nicholas Barbon set up in
1967 the first fire insurance company known as the Fire Office.
The oldest life insurance company in existence today is the Society for the
Equitable Assurance of Lives and Survivorship, known as 'Old Equitable'. It was
established in England in 1756.
The 'law of large numbers' discovered by JakobBernoulls around 1700 forms the
basis of modern insurance. Insurers consider their clients as large groups to predict
future risk and loss. The larger the group, the closer the average loss will approach
a definite value. This law helps the insurer to predict total annual loss for the group
which is then distributed among all the insured and recovered in the formpremium.

11. The mortality tables were constructed in the seventeenth century. The first
mortality table was constructed by an astronomer Edmund Haley in 1693. This
table provided a link between the life insurance premium and average life spans
based on statistical laws of mortality and compound interest In 1756, Joseph
Dodson reworked the table, linking insurance premium rate to age.
The infamous NewWk Fire and the great Chicago Fire in 1835 and 1871,
respectively, created awareness and need for insurance. The concept of reinsurance
emerged to deal specifically for such situations. Industrialization and urbanization
popularized the concept of insurance and growth in., insurance led to the
development of new insurance products.

12. HISTORY OF INSURANCE IN INDIA
The early history of insurance in India can be traced back to the Vedas. The
Sanskrit term 'Yogakshem’ (meaning well being), the name of Life Insurance
Corporation of India's corporate headquarters, found in the RigVeda. Some form of
'community insurance' was practiced by the Aryans around BC. The joint family
system prevalent in India was an important form of social cooperation.
Life insurance in its modern form came to India from England in 1818. The
Oriental Life Insurance Company was the first insurance company to be set up in
India to help the widows of the European community. The insurance companies,
which came into existence between 1818 and 1869, treated Indian lives as
subnormal and charged an extra premium of 15 to 20 per cent. The first Indian
insurance company, the Bombay Mutual Life Assurance Society, came into
existence in 1870 to cover Indian lives at normal rates. Moreover, in 1870, the
British Government enacted for the first time the Insurance Act, 1870. Other
companies, such as the Oriental Government Security Life Assurance Company,
the Bharat Insurance Company, and the Empire of India Life Insurance Company
Limited, were set up between 1870 and 1900.
The Swadeshi movement of 1905-07, the non-cooperation movement of 1919, and
Civil Disobedience Movement of 1929 led to an increase in number of insurance
companies. In 1912, the first legislation regulating insurance, the Life Insurance
Companies Act, 1912, was promulgated. The growth of life insurance was
witnessed during the first two decades of the twentieth century not only in terms of
number of companies but also in terms of number of policies and sum assured. The
Indian Insurance Year Book was published for the first time in 1914.

13. The Insurance Act, 1938, the first comprehensive legislation governing both life
and non-life branches of insurance was enacted to provide strict state control over
the insurance business. This amended insurance act looked into investments,
expenditure, and management of these companies. An office of the Controller of
Insurance came into existence. The Controller of Insurance had wide ranging
powers, which included directing, cautioning, advising, prohibiting, inspecting,
investigating, searching, seizing, prosecuting, penalizing, authorizing, registering,
amalgamating, and liquidating insurance companies.
By the mid-1950s, there were 154 Indian insurers, 16 foreign insurers, and 75
provident societies carrying on life insurance business in India. Insurance business
flourished and so did scams, irregularities, and dubious investment practices by
scores of companies. As a result, the government decided to nationalize the life
assurance business in India. The Life Insurance Corporation of India (LIC) was set
up in 1956 to take over 245 life companies. The nationalization of life insurance
was followed by general insurance in 1972. The General Insurance Corporation of
India and its subsidiaries were set up in 1973. Most of the powers of the Controller
of Insurance were taken away and vested in state-owned LIC and GIC for
operational convenience. These nationalized companies enjoyed monopoly for
decades. They did a commendable job in extending the distribution network and
successfully handled a large volume of business. But with only 20 per cent of the
population insured there was a vast potential untapped. Besides, as a sequel to the
reform process and to tap the insurance sector as a source of long-term funds, the
government decided to introduce reforms in the insurance sector.
The government set up, in,1993, a committee under the chairmanship of R. N.
Malhotra, the former insurance secretary and the RBI governor to evaluate the
Indian insurance industry and recommend its future direction. This committee
submitted its report in 1994 and suggested the re-opening up of the insurance
sector to private players. This sector was finally thrown open to the private sector
in 2000. The Insurance Regulatory and Development Authority (IRDA) was set up
in 2000 as an autonomous insurance regulator. The government has entrusted the
IRDA with the responsibility for carrying out the reforms in this sector.

14. PURPOSE & NEED OF INSURANCE
 Assets are unsecured, because they are likely to be destroyed or made
nonfunctional before the expected life time, through accidental occurrences
that are called perils. 

 Fire, floods, breakdowns, lightning, earthquakes, etc, are perils. 


 If such perils can cause damage to the asset, we say that the asset is exposed
to that risk. Perils are the events. Risks are the consequential losses or
damages. 

 The risk only means that there is a possibility of loss or damage. The
damage may or may not happen. 

 There has to be an uncertainty about the risk. The word 'possibility' implies
uncertainty. Insurance is relevant only if there are uncertainties. 

 In the case of a human being, death is certain, but the time of death is
uncertain. The person is insured, because of the uncertainty about the time
of his death. 

 In the case of a person who is terminally ill. The time of death is not
uncertain, though not exactly known. It would be 'soon'. He cannot be
insured. 

 The risk can sometimes be avoided, through better safety and damage
control measures. 

 Insurance only tries to reduce the impact of the risk on the owner of the
asset. 

15. FUNDAMENTAL PRINCIPLES OF LIFE-INSURANCE
Basic principles of insurance:
• Principle of 'uberrima fides' or principle of utmost good faith.
• Principle of indemnity.
• Doctrine of subrogation.
• Principle of causaproximo.
• Principle of insurable interest.
Principle of utmost good faith It means 'maximum truth'. All material
information regardingthe subject matter of insurance should be disclosed by both
the parties—the insurer and the insured. This duty of full disclosure rests more
heavily on the insured than the insurer. The insurer has a right to avoid the contract
if the insured fails to make the full disclosure. In case of misrepresentation—
innocent or fraudulent, the contract becomes voidable if the representation is
substantially false and it is concerned with facts which are material to the risk. The
contract becomes voidable on the grounds of non-disclosure when a fact is known
to one party and it is not known to the other and moreover, is such that may
influence the underwriter's decision if disclosed.

16. Principle of indemnity This means that if the insured suffers a loss against which the policy
hasbeen made, he shall be fully indemnified only to the extent of loss. In other words, the insured
is not entitled to make a profit on his loss.
Doctrine of subrogation This means the insurer has the right to stand in the place of the
insuredafter settlement of claims in so far as the insured's right of recovery from an alternative
source is involved. The right may be exercised by the insurer before the settlement of the claim.
In other words, the insurer is entitled to recover from a negligent third party any loss payments
made to the insured. The purposes of subrogation are to hold the negligent person responsible for
the loss and prevent the insured from collecting twice for the same loss.
Principle of causaproximoThe cause of loss must be direct and an insured one in order toclaim
for compensation.
Principle of insurable interest The assured must have insurable interest in the life or
propertyinsured. Insurable interest is that interest which considerably alters the position of the
assured in the event of loss taking place and if the event does not take place, he remains in the
same old position. One who has to lose as a result of loss may be said to have insurable interest
in the life or property insured. If this principle is absent, the insurance contract degenerates into a
wagering contract. It is taken as given that an individual has insurable interest in his/her own life
or property. Cases where no proof of insurable interest is required are that of a husband's interest
in his wife's life and wife's interest in her husband's life. In cases of business and family
relationships, proof of insurable interest is required.

17. CONTRIBUTION TO INDIAN ECONOMY:
(i) Life Insurance is the only sector which garners long term savings
(ii) Spread of financial services in rural areas and amongst socially
less privileged
(iii)Long term funds for infrastructure
(iv)Strong positive correlation between development of capital markets
and insurance pension sector
(v) Employment generatio

18. Company Overview
Introduction to IDBI Federal Life Insurance
Profile of IDBI Federal Life Insurance:-

19. About IDBI Federal Life Insurance:-
IDBI Federal Life Insurance Co Ltd is a joint-venture of IDBI Bank, India’s
premier development and commercial bank, Federal Bank, one of India’s leading
private sector banks and Ageas, a multinational insurance giant based out of
Europe. In this venture, IDBI Bank owns 48% equity while Federal Bank and
Ageas own 26% equity each. . Having started in March 2008, in just five months
of inception, IDBI Federal became one of the fastest growing new insurance
companies to garner Rs 100 Cr in premiums. Through a continuous process of
innovation in product and service delivery IDBI Federal aims to deliver world-class
wealth management, protection and retirement solutions that provide value
and convenience to the Indian customer. The company offers its services through a
vast nationwide network of 2137 partner bank branches of IDBI Bank and Federal
Bank in addition to a sizeable network of advisors and partners. As on 28th
February 2013, the company has issued over 8.65 lakh policies with a sum assured
of over Rs. 26,591 Cr.
»IDBI Federal today is recognized as a customer-centric brand, with an
array of awards to their credit. They have been awarded the PMAA Awards (2009)
for best Dealer/Sales force Activity, EFFIE Award (2011) for effective advertising,
and conferred with the status of ‘Master Brand 2012-13’ by the CMO Council
USA and CMO Asia. »Please visit www.idbifederal.com to know more.

20. About the sponsors of IDBI Federal Life Insurance Co Ltd.
IDBI Bank Ltd. continues to be, since its inception, India’s premier
industrial development bank. It came into being as on July 01, 1964 (under the
Companies Act, 1956) to support India’s industrial backbone. Today, it is amongst
India’s foremost commercial banks, with a wide range of innovative products and
services, serving retail and corporate customers in all corners of the country from
1077 branches and 1702 ATMs. The Bank offers its customers an extensive range
of diversified services including project financing, term lending, working capital
facilities, lease finance, venture capital, loan syndication, corporate advisory
services and legal and technical advisory services to its corporate clients as well as
mortgages and personal loans to its retail clients. As part of its development
activities, IDBI Bank has been instrumental in sponsoring the development of key
institutions involved in India’s financial sector –National Stock Exchange of India
Limited (NSE) and National Securities Depository Ltd, SHCIL (Stock Holding
Corporation of India Ltd), CARE (Credit Analysis and Research Ltd). »Please visit
www.idbibank.com to know more.
Federal Bank is one of India’s leading private sector banks, with a dominant
presence in the state of Kerala. It has a strong network of over 1060 branches and
1158 ATMs spread across India. The bank provides over four million retail
customers with a wide variety of financial products. Federal Bank is one of the first
large Indian banks to have an entirely automated and interconnected branch
network. In addition to interconnected branches and ATMs, the Bank has a wide
range of services like Internet Banking, Mobile Banking, Tele Banking, Any
Where Banking, debit cards, online bill payment and call centre facilities to offer
round the clock banking convenience to its customers. The Bank has been a
pioneer in providing innovative technological solutions to its customers and the
Bank has won several awards and recommendations. »Please visit
www.federalbank.co.in to know more.
Ageas is an international insurance group with a heritage spanning more
than 180 years. Ranked among the top 20 insurance companies in Europe, Ageas
has chosen to concentrate its business activities in Europe and Asia, which together
make up the largest share of the global insurance market. These are grouped
around four segments: Belgium, United Kingdom, Continental Europe and Asia
and served through a combination of wholly owned subsidiaries and partnerships
with strong financial institutions and key distributors around the world

21. History of IDBI Federal Life Insurance:-
IDBI Federal Life Insuranceis one of the India‘s leading financial institution,
offering complete financial solutions that encompass every sphere of life. From
commercial banking, to stock broking, to mutual funds, to life insurance, to
investment banking, the group caters to the financial need of individuals and
corporate.
 2006: IDBI Bank, Federal Bank and Belgian-Dutch insurance major Fortis
Insurance International NV signed a MOU to start a life insurance company
 2008: IDBI Fortis Life Insurance Co. Ltd., which started its operations in
March
 2008: IDBI Fortis opens its second branch in Andhra Pradesh in Vijayawada
 2008: IDBI Fortis Life positive on assured return products
 2008: IDBI Fortis launches the Bondsurance Plan
 2009: IDBI Fortis announces Rs 250cr capital infusion
 2009: Nimbus ropes in IDBI Fortis as title sponsor of India–Sri Lanka series
 2009: 'IDBI Fortis' Boss-Ka-Boss receives PRCI Award
 2009: IDBI Fortis launches Retiresurance Pension Plan
 2009: IDBI Fortis scores with Goalsurance
 2009: IDBI Fortis reaches the banks of Hoogly

22.  2009: IDBI Fortis launches Incomesurance Immediate Annuity
 2009: IDBI Fortis Life Insurance uses an interactive application to help users
easily calculate their taxes
 2009: IDBI Fortis reaches the City of Eastern Light
 2009: IDBI Fortis receives bronze Dragon at 'PMAA 2009'
 2009: IDBI Fortis Life Insurance introduces financial inclusion plan in rural
Orissa
 2009: IDBI Fortis launches Termsurance Protection Plan
 2009: IDBI Fortis redefines endowment & money back with Incomesurance
 2009: IDBI Fortis to open 65 more branches; raise headcount by 1,000
 2010: IDBI Fortis now renamed as IDBI Federal Life Insurance Company

23. MISSION
 We focus on the need of our customers and create confidence, trust and loyalty
by offering a wide range of innovative insurance solution. 

 Strengthened by our commitment to professional management, we ensure the
continued growth and advancement of our employees.

VISSION
IDBI Federal Life Insurance has a deep rooted commitment to improve the
quality of life of its customers, employees and stakeholders. We aim at improving
long term value in our relationship by continuous innovation and improvement.
We do this through three-prong effort which strives to make IDBI Federal Life
Insurance a corporate with values.
 Increase customer value
IDBI Federal Life Insurance has gone to the heart of its
customer‘s requirement and development products which are unique and
serve the customer need perfectly. We built relationship of mutual trust and
benefit to serve the Indian customer. At IDBI Federal Life Insurance the
customer always come first.
Cohesive work environment
We form long term partnership with our employee by offering
them invigorating work experience. We do not only demand loyalty,
sincerity and value but also give it back in equal measures. IDBI Federal
Life Insurance will like to offer its employees space to grow, innovate and
build a long-term career.
 Work with honor
IDBI Federal Life Insurance delivers everyday services in the
marketplace with the high sense of duty and commitment. Our employees
strive to build the long-term value for all those come in contact with Kodak
Life Insurance. Our consumers, distributors, employee, shareholders and
the nation have our commitment that we will uphold the values of trust,
integrity and a sense of Honor in every thought, act and deed in order to
positively contribute to individual, society and nation growth.

24. Major Insurance Players
Licenses have been issued for the following
companies
Ø ICICI Prudential Life Insurance Limited
Ø ICICI Prudential Life Insurance Company Limited
Ø HDFC Standard Life Insurance Company Limited
Ø Birla Sun Life Insurance Company Limited
Ø TATA AIG Life Insurance Company Limited
Ø Max New York Life Insurance Company Limited
Ø SBI – Cardiff Life Insurance Company Limited
Ø EXIDE Life Insurance Company Limited
Ø Bajaj Allianz Life Insurance Company Limited
Ø MetLife Life Insurance Company Limited
Ø Aviva Life Insurance Company Limited
Ø AMP Sanmar Life Insurance Company Limited
Ø Sahara India Life Insurance Limited
Ø Sri Ram Life Insurance Limited

25. IDBI Federal Life Insurance
Competitive Strengths:
IDBI Federal life insurance is a joint venture between IDBI Federal bank
Ltd. along with its affiliates and old mutual plc. IDBI Federal mutual life
insurance is one of the fastest growing insurance companies in India and
has shown remarkable growth since its inception in 2001. IDBI Federal
believe in offering its customers a lifetime of value.
A commitment that has made it a leading financial services group with
employing around 10,800 people in its various businesses and has a
distribution network of branches, franchises, representative offices across
300 cities and town in India and offices in New- York, London, Dubai,
Mauritius and Singapore. The group services around 2.6 million
customer accounts.
Financial Acumen:
Holds a stable and diversified portfolio and has received some of the
highest ratings in financial strength from industry‘s independent rating
agencies.
Disciplined Fund Management:
Years of experience in asset management, and a strong track record in
managing funds-backed by the claimed expertise of old plc.
Innovativeness:
Known for being an innovator in providing world class pragmatic financial
solutions, with a constant focus on customization and flexibility.

26. Unrelenting Customer Focus:
A highly committed sales force with customer satisfaction as the key
driving force- a major differentiator.
Transparency in services:
Daily declaration of fund performance, regular performance benchmarking,
well regulated asset management and monthly newsletters on market
update.

27. Service Department

28. SERVICE DEPARTMENT
Insurance product
The insurance business is concerned with the guaranteeing
compensation in the event of loss, damage to property death. The present
day insurance of the protection is provided by the Life Insurance
Corporation and the General Insurance Corporation or other agencies
pertaining to Life, fire and marine has its basic concept that the individual
or groups or companies seeking protection must earn a surplus over the
cost of maintaining and then pay a premium out of the income. For this
purpose, the insurance business is based on a mutual and basic desire to
protect the loss of one’s property and loss due to the death of an individual.
IDBI FEDERAL LIFE INSURANCE PRODUCTS
IDBI Federal Life Inurance is offering a wide range of products for its
customer they all are divided in to different types. There are products for
all types & kind of people this will give benefit to people in any stage of
life & also after his death.

29. Product of IDBI Federal Life Insurance Co.Ltd.
our customers. These innovations are brought to life through our wide array At
IDBI Federal, it’s our constant endeavor to create innovations that create value for
of products that fit the varying financial and investment needs at different stages of
life.
Childsurance
IDBI Federal Childsurance Savings Protection Insurance Plan; a non-linked participating future financial needs are fulfilled.
Being a good parent means making sure your child gets good education so
that her future stays secure. The cost of education has shot up significantly
and is expected to rise further. Add to that the cost of your child’s marriage
or giving her a head start in career. It is therefore important for you to stay
prepared. Plan early to help your child’s dreams come true tomorrow and
support her at every important milestone of life. Go ahead; secure your
child’s future. At every step!

30. Incomesurance
Incomesurance Guaranteed Money Back is a plan which will enable you to stop predicting Lifesurance
IDBI Federal Lifesurance Savings Insurance Plan is a fixed term non-linked
participating plan that provides you the twin benefits of long-term savings
and life cover.

31. Loansurance
IDBI Federal Loansurance® Group Insurance Plan, is a group credit potection plan
that helps protect your borrower’s assets and savings and ensures that their debt
does not become a burden on their family in their absrence. ®
Microsurance
The IDBI Federal Group Microsurance Plan provides affordable life insurance
cover to groups. The plan is extremely useful to Micro Finance Institutions, Self
Help Groups and NGO

32. MARKETING
DEPARTMENT

33. Marketing Department
First I would like to discuss what is marketing?
Marketing
―Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.‖
Introduction:
Marketing department is the heart of any organization. Every business to run
smoothly there is marketing department. In this competitive market there is one
department that derived money from the market and make long term relationship
with customer.
Communication
Goods and services
Market (a collection of
Industry
Money buyer)
Information
As we see in above chart that in any industry the how marketing activity is run,
 First industry communicating with the market about product  and services 
  Second, they sales goods and services in the market. 
 In third, they get return on goods and services in the form of money. 
  Forth, they collect information means feedback try to improve services. 
It is continuous process. It never ends, it start with new product in the market

34. MARKETING
MIX

35. Marketing Mix
Product Mix:
It mainly includes: Product variety, Quality, Design, Brand Name, Services, and
Returns.
In IDBI Federal Life Insurance in these strategy they decides different plan of
insurance. They design the plan of insurance by which they get more customer.
They choose proper brand name to attract more customer. IDBI Federal Life
Insurance Company Plan every new Insurance Plan with production strategy.
Pricing Mix:
It mainly Includes: List Price, Discount, Allowance, Payment Period, and Credit
Returns.
In this stage the company decide list premium price of insurance. It is planning of
all pricing Strategy. In which they decides premium for insurance, their premium
period, credit returns on insurance etc.
Promotion Mix:
It mainly includes: Sales Promotions, Advertising, Public Relations, Direct
Marketing.
This strategy is very useful in market service industry very sales promotion is
under taken place for maximum market share. They give advertising in different
media to make it effective. They use media like newspaper, television, outdoor
banners and etc. In this strategy to acquire sales force they have do many other
activity for the purpose of higher sales of insurance in the market. They maintain
public relation with this different activity so that it increase awareness of people
towards brand

36. Place Mix:
It mainly includes: Channel, Locations, and Coverage.
As we know that if the thing is done on right time and right place it is
benefited to the company. So choosing right place is very beneficial for
company. For the purpose of brand awareness and brand Recognition
Company choose it with very carefully. For advertising purpose they decide
right location where the big public mass.
From this perspective, the scope of marketing management is quite broad. The
implication of any activity and resource the firm acquire customer and manage the
company’s relationship with them is within the purview of marketing
management.

37. Human Resource
Department

38. Human Resource Department
INTRODUCTIION
The internal department structure of personnel department varies
widely from one company to another; the personnel department has to
function as a medium to establish healthy relationship between the
management and the employee. Organization is formed by the factor of
production namely land, labours, money etc. Middle level management and
labourers is the living factor with the sense of feeling.
“Personnel management is the planning, organizing, direction,
controlling of the procurement, development, compensation, integration and
malignance of people of the purpose of contribution to organization,
individual and social goal.”
- EDWARD FLIPPO
Now a day, proper direction to achieve the goal is carried out by a separate
department that is personnel,” Personnel management is the planning, organizing,
directing and controlling of procurement development, compensation, integration
and maintenance of people for the purpose to contribution, to organization,
individual and social goals.” Personnel department is concerned with training and
development of employees and providing them proper wage and salary.

39. SELECTION & RECRUITMENT
 SELECTION :::: --
Selection means the procedure of selection in terms of best person and
all with required qualification. This process is negative by nature because it
selects only suitable persons and rejects the other applied.
According to Yoder, “the hiring process is of one or many ‘go, no -go’
gauges. Candidates are screened by the application of these tools. Qualified
applications go on to the net hurdle, while the unqualified are eliminated.”
“IDBI Federal Life Insurance Co.LTD.” gives advertisement in the
magazines and receives applications. From that application interview is
taken, and then the person is selected in interview. Finally salary is decided
as per the qualification and ability for job.

40.  SELECTION PROCESS :::: --
Selection is a process by which the qualified personnel can be chosen
from the application selection is process in the hand of management to get
qualify and disqualify applicant by various methods. This process is as
follow :: -
 Interviews
 Primary selection
 Final selection
 Placement

41.  RECRUITMENT :::: --
“Recruitment is the process of identifying various sources of
recruitment persons in the organization. It is the process of searching and
encouraging them to apply for jobs in organization”. Recruitment has been
regarded as the important function of this department.
Recruitment has been regarded as the most important function of
personnel administration, because unless right the type of people are hired,
even the best plans, organization charts and control system would not do
much good. According to Flippo,” it is a process of searching for
prospective employees and stimulating and encouraging them to apply for
jobs in an organization. It is often termed positive in that it stimulates people
to apply for jobs to increase the ‘hiring ratio’ i.e., the number of applicants
for a job. Selection, on the other hand tends to be negative because it rejects
a good member of those who apply, leaving only the best to be hired.”
“IDBI Federal Life Insurance Co.LTD.” uses both internal and
external sources of recruitment. When any employee having qualification,
ability and experience works in the unit at lower level and if the place is
vacant, the place is filled by promotion.

42. PERFORMANCE APPRAISAL
For personnel management a performance appraisal is an
important tool. Performance appraisal means person’s performance
in the company.
Ones the employee has been selected trained and motivated,
he is then appraised for his performance. Performance appraisal is
the step where the management finds out how effective it has been at
hiring and placing employee. A performance appraisal consists of
evaluating an employee’s performance of a job in terms of a job in
terms of its recruitment.
“IDBI Federal Life Insurance Co.Ltd.” consider its employees as it’s most
valuable and therefore it believes in perfect and accurate performance
appraisal system. They believe that employees’ efficiency, productivity and
great performance is a ladder to success.IDBI Federal Life Insurance
LTD” has an efficient performance appraisal system for evaluating their
employees’ performance

44. Reserch Topic
Overview and Brand Awareness in competitive Market

About Brand?
A Brand is distinguishing name or symbol, sign, term, design,
intended to identify a product or services of one seller or group of seller and
to differentiate them from those of competitors. A protected Brand Name is
called proprietary name.
―At heart of a successful brand is a great product or service,
backed by careful planning, a great deal of long-term commitment, and
creatively designed and executed marketing. A strong brand commands
intense consumer loyalty.‖
Concept:
Brand is the image of the product in the market. Some people distinguish the
psychological aspect of a brand from the experiential aspect. The experiential
aspect consist of the sum of all point of contact with the brand and is known as the
Brand Experience. The psychological aspect, sometime referred to as Brand Image,
is a symbolic construct created within the mind of people and consist of all the
information and expectation associated with a product or service.
People engaged in branding seek to develop or align the expectation behind the
brand experience, creating the impression that a brand associated with service has
certain qualities or characteristics that makes it special or unique. So the brand is
the valuable element for any company or organization, and brand owner is able to
offer in the marketplace. The art of creating and maintaining a brand is called

45. brand management.
Consumer may evaluate the identical product differently depending on how it is
branded. Brands signals a certain level of quality so that satisfied buyers can easily
choose the product again. Brand loyalty provides predictability and security of
demand for the firm, and it creates barriers to entry that make it difficult for other
firms to enter the market. Brand Awareness includes perception, opinion, image,
recognition of brand.
A brand which is widely known in the marketplace acquires brand
recognition. When brand recognition build up to a point where a brand enjoys a
critical mass of positive sentiment in the marketplace, it is said to have achieved
brand franchise. One goal in brand recognition is the identification of a brand
without the name of the company present. For example, Disney has been
successful at branding with their particulars script font (originally created for Walt
Disney‘s ―signature‖ logo), which it used in the logo for go.com.

46. Brand Element Choice Criteria:
There are six main criteria for choosing brand element.
(1) Memorable
(2) Meaningful
(3) Likable
(4) Transferable
(5) Adaptable
(6) Protectable
Among above six-element first three element are ―Brand building‖, and latter
three are ―protectable‖, that deal with how to leverage and preserve equity in a
brand element in face of opportunity and constraints.
Measuring Brand Equity:
The power of a brand resides in the mind of consumers and the way it changes
their response to marketing, there are two basic approaches to measuring brand
equity.
(1)Brand Audit
(2)Brand-tracking
studies

47. 
Brand Audit :
As our topic is brand awareness, it is necessaries to measure brand equity.
It is basically a consumer-focused series of procedure to assess the health of
brand, uncover its sources of brand equity and suggest ways to improve and
leverages its equity.

Brand-Tracking studies:
Brand-tracking studies collect quantitative data from consumer on a routine
basis over time to provide marketer with consistent, baseline information
about how their and marketing programs are performing on key
dimensions.
Brand equity should be a top priority for any organization, but it is
also important to know customer equity. One definition of Consumer
equity is “the sum oflifetime values of all customer”.
Customer Value = Total Benefit
Total Cost
When any brand is launched, the firm has to think about consumer value,
means think like customer that how the benefit they perceive and how they
spend means total cost to get total benefit.
Brand has long term relationship with the customer, so it is necessary to
provide product and services that creates impression in the mind of
customer.

48. About Brand Awareness
 Brand awareness is the potential capacity that a consumer has of
recognizing or recalling the name of the brand as an offer of a certain
category of product.

 Thus, brand awareness is an exercise of identification of the brand name
under 
different conditions and, therefore, the probability of a brand name coming to
the mind of the consumer and the facility with which this happens .
 Brand being present in the memory of the consumer and is mentioned by the
latter without the need of any external stimulus; and (2) the recall attended that
the brand name is knowledge as an offer of a category of products amongst a
 set of suggested brands.  
 Brand awareness is an instrument of predominant selection amongst consumers
without experience of use of the product and stops experimentation with new
products and brand 

Finally, brand awareness favors the creation of associations brought about by the
product, which are in the origin of the creation of brand image (Keller, 1993). This
equally facilitates the forming of the arrival of new information that serves to
guarantee the knowledge and to support and assure the image perceived by the
consumer

49. Reserch Methodology
Literature Review of Brand Awareness
 Asker, “--------------------“,Journal name, Issue, vol,1996 has stated that, 
Brand awareness is an important and undervalued part of brand equity.
Awareness can influence perceptions and attitudes and it drives brand choice
and loyalty. It reflects the salience of the brand in the customer‘s mind.
(referred to in Reza 

Motormen and LauncherShahrokhi, 1998). It is a part for the
communications process. It has a key role in the consumer decision making
process and in determining the consideration. Consumers are aware of a
large number of brands when making buying decisions, and brands with
higher awareness levels are more likely to be part of the final buying
decision. Brand awareness is also said to influence the brand‘s perceived
quality, as found in a consumer choice. 

 The researcher finds that the level of awareness in form of brand recognition
is with quite high for potential customers, while a higher percentage recalls
BMW from their memory as a luxury brand rather than a performance brand.
These results indicate an overall high level of awareness for the brand.
Furthermore, results showed a desire for owning a BMW. However,
distinguished by gender, female potential customers show a higher desire for
competitive brands for both, as a luxury as well as a performance brand,
while male potential customers show surprisingly a higher desire for
competitive brands when it comes to performance of the cars. 

 Frequency of advertisement exposure is an important determinant of
advertising effectiveness in traditional mass communication such as
broadcast and print because most media decisions are based on advertising
frequency One way of measuring advertising effectiveness is through brand
awareness, which is an essential initial step for a communication process to
begin; without brand awareness, no other communication effects can
occur.That is, at the brand level, brand attitude cannot be formed and
purchase intention cannot be made unless consumers are aware of the brand.
Therefore, brand awareness is deemed an essential communication objective
for every advertising campaign. One way to measure brand awareness is

50. brand recall. 

51.  In addition to advertising frequency, banner advertisement (BA) appeal and
BA type are important moderators in advertising communication.
Advertising appeal is important because emotional and rational appeals
elicit different consumer responses. Also, different types of BAs (static or
pop-up) also generate different consumer responses Therefore, the problem
driving this research is to investigate the impact of advertising frequency on
consumers‘ brand recall moderated by BA type and BA . 

 Logos, due to their picture-like form, are often easily recognized, and as a
result, can be a valuable way to identify a product (Keller, 2003). It is
believed that logo awareness occurs on two levels. First, a consumer must
remember seeing the logo (recognition) and secondly, the logo must remind
consumers of the brand or company name (recall) (Henderson and Cote,
1998). The first level of awareness, recognition, depends primarily on
design, ―given equal exposures, a more memorable design will be
recognized moreeasily than a less recognizable one” (Henderson and Cote,
1998 p. 15). Facilitatingrecall, therefore, begins with the selection of a
design that is easily recognized. 

 Kevin Lane Keller (1998, p.45) approaches brand equity from a 
customer based perspective defining it as “the differential effect of bran
knowledge on consumer response to the marketing of the brand”
 Other authors (Laurent, Kapferer and Roussel, 1995) suggest three
classical measures of brand awareness in a given product category:
spontaneous (unaided) awareness consumers are asked, without any prompting,
to name the brands they know in the product category – in this
case the unaided awareness of a brandis the percentage of interviewees
indicating they know that brand), top of mind awareness (using the same
question, the percentage of interviewees who name the brand first is
considered) and, respectively, aided awareness (brand names are presented
to interviewees – in this case the aided awareness of a brand is the percentage of
interviewees who indicate they know that brand).

52.  Brand awareness refers to the strength of a brand’s presence in a
consumer’s mind (Aaker, 1991). Brand awareness is a necessary
condition for brand equity, without which consumers cannot have brand
associations, perceptions of quality and brand loyalty (Pappu and
Quester, 2006). Brand awareness comprises brand recall and brand
recognition whereas brand associations refer to the various meanings
surrounding a brand (Keller, 1993).
 Brand recall is considered the next level of brand awareness. It relies on
unaidedrecall (Holden, 1993; Laurent et al., 1995; Mariotti, 1999) and
relates to the consumer’s ability to retrieve the brand from memory when
provided with a relevant cue (Ross and Harradine, 2004). As the
consumer is not aided by having the name provided, brand recall implies
that the brand holds a stronger brand position in his or her mind. The
first-named brand in an unaided recall thus represents the highest level of
brand awareness (Laurent et al., 1995; Mariotti, 1999).

53. The Problem
INTRODUCTION
Marketing research is the tool in the hands of the marketer either to find out the
solution of any managerial or market related problem or to find the new
opportunity and threats that are prevailing in the market. Marketing research is the
systematic gathering, model building and fact finding process to solve the problem
related to the marketing of goods and services.
Marketing Research can be of three types:
(1) Descriptive Research
(2) Exploratory Research
(3) Causal Research
The present market conditions shown that ther are various player in this Insurance
sector. So, I decided to do a Survey and base on that make some strategy to
enhance the awareness of
IDBI FEDERAL LIFE INSURANCE and to penetrate the IDBI FEDERAL
LIFE INSURANCE relative tocompetitor. So I take sample of 100 respondents as
a base and did the survey with the help of a questionnaire, which is displayed in the
annexure. The result of the survey are discussed later in this section.

54. The main objective of this primary research:
 Proper understanding and analysis of insurance industry.


 To know brand awareness IDBI Federal Life Insurance.


 To find brand perception.


 To find media effectiveness to make people aware.


 To find the value addition with the help of communication.



 By conducting market survey on selected sample from population and
derived opinion on that research.


 According market survey, come to know about how much potential of
insurance market 
in Rajkot city and by analyzing result, make a report on
that research.

 By competitive analysis, we come to know people’s interest in IDBI Federal Life

Insurance.

55. Research Methodology:
Research methodology states how the research study is under
taken. It includes specification of research design, source of data, methods of
primary data collection, sampling design and analysis procedure adopted. Research
methodology states, which procedures were employed to carry out research study.
The primary Survey Method is conducted through
survey of Brand Awareness of IDBI FEDERAL LIFE INSURANCE.
Research Design:
A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research purpose
with economy in procedure.‖
The sample decided in this research is studied in a way that they express
their conscious knowledge about the brand and the contribution toward company‘s
brand equity.
The qualitative data are quantified with the help of statistical tools and
the exact brand equity is found from the sample. The same will be compared and
tested with hypothesis so that to reach to universal brand equity value. The data are
compared with previous year‘s parameters to understand the analytical value of the
brand.
Research Instrument:

56. Form of Questionnaire
The questionnaire for the purpose of this study was carefully drafted and very
well developed. Proper care has been taken in asking the questions, in wording
them and in maintaining the sequence of the question.
The questions asked were in open-ended and close-ended form, open-ended
question were to get customer‘s own views and in close-ended questions,
multiple-choice questions were included.
Testing of the questionnaire was done on a sample of 100 respondents and
based on the difficulties encountered by them in answering the question. The
initial format was modified suitably

57. Sampling Method and Design
Research methodology states how the research study is under taken. It includes
specification of research design source of data, method of primary data collection,
sampling design and analysis procedure adopted.
Research methodology states what procedure were employed to carry out the
research study.
All the items under consideration in any field of inquiry constitute a ―universe‖ or
―population‖.
Hence, quite often we select only a few items from the universe for study
purposes. The item so selected constitute what is technically called a sample.
(A) Sample unit :
As the simple random sampling was applied, the units of
respondents are selected randomly of the age above than 20 years.
(B) Scope of Survey: Rajkot
(C)Sample Size: 100 Respondent

58. The main Limitation of the Research:
 Time was a major constraint for carrying out research project at this level.


 Our research was restricted to the regions of Rajkot.


 Many respondents were reluctant in providing their opinion.


 There would be cases on biased opinion as well.



 Most of people are not aware about the importance and necessity of insurance in their
life and their family, if something will be happen to them.



 Perception of people toward insurance sector, they still think it is just tax saving device.


Increase competition in the market due to many players in market.

59. Data Analysis
1. Write down the name of the company you know Other
Than .
Question simply asked to check the brand awareness of IDBI Federal Life
Insurance.
General Awareness
LIC
14%
IDBI Federal
28%
ICICI
15%
HDFC
17%
Other
26%
The Result:
Interpretation:
Around 74% respondents are aware about the Brand IDBI Federal Life
Insurance which is below average. About 26% are totally unaware about the
Brand.

60. 2. What do you think about Insurance?
It is just investment
It’s secure life from risk
It is a savings It is tax-savings
None of above
Perception about Insurance
23%
55%
12%
8%
2%
Investment
secure life from risk
Saving
Tax Saving
None of above
Interpretation:
There 55 respondent that think it secure life from risks that is real fact of insurance
while other three also a right answer. Among all first 4 option is right and there are
large amount of were aware about insurance

61. 3. Do you think of Investment in insurance?
YES NO
This question is asked as to check whether people likes to
invest or not. So they might invested in insurance.
No
38%
Like Investment
Interpretation:
Yes
62%
There were 64 respondent that think about investment while 34 were not think to
invest in insurance. That show highly opportunity for insurance industry

62. 4. If you think of insurance, which insurance company you
would like prefer?
[1] IDBI Federal Life Insurance
[2] LIC
[3] ICICI Mutual Fund
[4] Others
This question asked to check brand awareness of IDBI Federal Life Insurance in
competitive market by providing 3 competitor‘s name.
IDBI
31%
BUYING PERCEPTION
Interpretation:
LIC
54%
ICICI
14%
OTHER
1%
Result shows that there is 27 respondent think of IDBI Federal Life Insurance and
47 respondent think about LIC, 12 about ICICI Mutual Fund and 14 for other
insurance companies, that shows different perception of respondent

63. 5.Are you Aware about the brand of IDBI Fedral Life Insurence?
 Aware Unaware
This question was framed and asked to check whether IDBI Federal Life
Insurance has top of the mind awareness in respondent‘s minds. This will impact
on the brand awareness of the company.
Unaware
40%
Brand Awarness
Interpretation:
Aware
60%
Around 60% TOMA (Top of the Mind Awareness) was recorded
in the sample of 100 respondents. This implies that IDBI Federal Life Insurance has
reasonable brand awareness.

64. 6. Have you Purchase any Insurance services of IDBI Federal Life
Insurance?
YES NO
This question asked to check whether if they have insurance
services they aware about IDBI Federal Life Insurance.
Insurance Services
No
77%
Interpretation:
Y es
23%
Among 100 respondent 23 who purchased insurance services
while 77 respondents not having any insurance services. This shows
that there are many people that uncover from insurance

65. 7.Are you aware about, which sector, IDBI Federal Group is
dealing with?
(A)General Banking
(B) Insurance
(C)Securities
(D)Investment Banking
(E) Telecommunication
(F)Information technology
This question was framed and asked to check Brand Awareness.
Different Brand of IDBI Federal
Unaware
54%
Interpretation:
Aware
46%
IDBI Federal dealing with first four options. The chart shows there were 46
who aware of all four products of IDBI Federal Group while 54 were unaware

66. 8. Which Factor Attract you more to invest in IDBI Federal Life Insurance
Honesty Trust Leadership Service Quality Scheme
This question was asked to check the perception of the respondents
towards the brand IDBI Federal Life Insurance. The following results
were obtained.
The
30
25
20
15
10
5
0
Honesty Leadership Quality
Brand Perception 29 20 26 20 5
Interpretation:
Service
Trust Scheme
Results show that respondents consider IDBI Federal Life Insurance as
honest brand which provides quality service to its customer. As well as
Leadership in market is also one of the factors considered by Investor to
invest in IDBI.
Axis Title
Brand Perception

67. 9. Identify the punch line of IDBI Federal Life Insurance.
This question was asked to check the awareness of punch line of IDBI
Federal Life Insurance.
The Result: Chart-9
Punchline Awarness
28%
7 2%
Identified
Not Identified
Identified Not Identified Total
28 72 100
Interpretation:
Around 28 respondents could identify the correct punch line
of IDBI Federal Life Insurance which shows punch line is less awareness of
respondent.

68. 10. Which media is helpful to make you aware of IDBI Federal
Life Insurance.
News paper Television
Out door sign board
Outdoor
tent
Internet
Others
This question was asked to check media‘s effectiveness for IDBI Federal Life Insurance.
The Result:
Internet, 18
Outdoorsign board,
15
Outdoor
tent, 6
Interpretation:
Newspaper, 25
Television, 36
There are four media through which advertising of IDBI Federal Life Insurance
appears. Among 100 respondent 15 give all correct option while other not aware of
all advertising media

69. HYPOTHESIS
We have done this test on following questions.
Q. 8 Which Factor Attract you more to invest in IDBI Federal Life
Insurance ?
Step – 1:- Hypothesis
H0:- = Factor that Attracts Customer For brand and Awareness of IDBI Federal life insurance
in comparative market are Normally Distributed.
H1:- = Factor that Attracts Customer For brand and Awareness of IDBI Federal life insurance
in comparative market are not Normally Distributed.
Step-2:- The statistical test being used is
푥2Cal = (Oi-Ei) 2 /Ei
Step-3:- ∞ = 0.05
Step-4:- Chi-square goodness of fit test is one-tailed because a chi-square of
zero indicates perfect agreement between distributions any deviation
from zero different occurs in the positive direction only because chi-square
is determined by a sum of squared values and can never be
negative with two categories in this question brand Perception. (r-1)(c-1)
=(5-1)(3-1)=(1)(2)=2
The critical chi-square value is 2= 0.05, 2= 5.991
Step-5:- Chi-square calculated value
Particular Total
Honesty 29
Leadership 20
Service Quality 26
Trust 20
Scheme 5
Total 100

70. Step-6:-
Observed
Frequency
Expected
Frequency
(Oi-Ei) (Oi-Ei)2 (Oi-Ei)2
Ei
29 20 9 81 4.05
20 20 0 0 0
26 20 6 36 1.8
20 20 0 0 0
5 20 -15 225 11.25
17.10
푥2Cal = (Oi-Ei) 2 /Ei
= 17.10
푥2Cricital Value = 5.991
Step-7:- Conclusion
Hear, 푥2 Calculation value is 17.1 while 2 Critical Value is
5.991. It shows that calculated value is greater then critical value. Thus we
reject null hypothesis. that means that the factors that attracts customer towards
brand and awreness are not normally distributed.

71. FINDINGS&CONCLUTIONS
 Brand awareness is comparatively very lesser then expected so the brand is
not bombarded it is proved.

 The company should increase the frequency of the ad rolling also needs to
create some catchy creative to attract general public.

 Communication effectiveness is comparatively good.

 No exact brand personality is found from survey, the company need to
maintain story line in creative so that to create a brand personality. It is seen
that brand identity is not clear to audience mind, very differentiate identity is
found in survey.

 The company should establish a clear picture in mind of audience as far as
identity is concern and the creative should revolve around the same to
strengthen the same.

 It is found that media effectiveness is higher than the other parameters but
this may be due to the higher frequency of last campaign.


Above findings derived from the study we can say that the branding and
advertising area should be concentrated relatively more that the right time. So
that the company can enjoy better mind-share also with high market share.


72. st
BIBLIOGRAPHY
Hard-back Knowledge Editor
1. “Building strong Brand” („Marketing Management‟ 13
th
Edition, by Kotler,
Keller, Koshy, jhaof Pearson Education,2009)
2. “Research method and Techniques” (‗Research Methodology‟ R evised Second Edition
By C.R.KOTHARI, New Age International Publishers,2006)
3. “Ne e d to Analyze Cus tome r Bas e Brand Equity” (ICFI journal of „Brand Manageme nt‟,
AbhilashPonnam and PradipKrishnatray, June 2008)
References:-
»"IDBI-Fortis Insurance is born". DNA (newspaper). 2006-07-26.
»"IDBI Fortis to double headcount". The Economic Times. 2009-11-26.
»"IDBI Fortis Life launches new incomesurance product". DNA (newspaper).
2009-11-18.
»"IDBI Fortis to double headcount, increase branches". The Economic Times.
2009-11-20.»
"IDBI Fortis Life renamed as IDBI Federal Life". Business-standard.com. 2010-
08-24. Retrieved 2010-09-17.
»"IDBI Fortis Outsources Network Management". CXOToday. 2009-11-09.
»"IDBI Fortis Life launches incomesurance product". Business Standard. 2009-
11-18.
»"IDBI Fortis to sponsor cricket series". Business Line. 2009-01-24.
»"Nimbus ropes in IDBI Fortis as title sponsor of India–Sri Lanka series".
indiantelevision.com. 2009-01-23.
»"IDBI Fortis bags bronze Dragons at 'PMAA 2009'". afaqs. 2009-08-28.
»"Jagran Solutions wins big at the 2009 PMAA Awards". Campaign
(magazine)Indian Edition. 2009-08-07.

73. Soft-back knowledge Editor
1. About journey to…..success of IDBI Federal life insurance I visited
www.idbifederal.com
2. I visitedwwidbifederal.comforgeneral information about IDBI Federal
lifeinsurance.
3. To knows different key group of companies of IDBI Federal I visited
www.idbi.com
4. visited this site to introduction of marketingwww.allaboutmarketing.com 5.
visited this s ite to find IDBI Fe de ral life ins urance ’s logowww.brandlogo.com
7. For the purpose of literature review on brand awareness (MacDonald & Sharp, 1996
referred to in Antonia Malt, 2002). I visitedhttp://int.ask.com
8. Visitedhttp://conference.anzmck.org.upetd.up.ac.za/thesis/available/etd- 11072001-
for ―A Case Analysis Exploring Customer Attitudes on BMW by Master of Business
Administration”, Marion Weiler, 2004, Hawaii Pacific University).
9.“Effectiveness of advertising on brand awareness”(Campbell & Keller, 2003; Fang,
Singh, & Ahluwalia, 2007; Hitchon& Thorson, 1995).visited
http://98.griffth.edu.au/dspace/bitstream/1
11. Impact of logo on brand awareness visited (Henderson and Cote,1998)
.http://www.brandchannel.com
12. Literature Review of “ value of brand awareness” (Aaker, 1991).
http://jiad.org/favicon

74. Appendix
QUESTIONNAIRE
Name: __________________________________________ Age: ______ Years
ex: ________(male/Female)
Contact No.: [R]( ) __________________ [M] ___________________
(1)Write down the name of all the insurance companies you know.
[1]
[2]
[3]
[4]
(2) What do you think about Insurance?
It is just investment
It‟s secure life from risk
It is a savings
It is tax-savings
None of above
(3)Do you think of investment in insurance?
Yes No

75. (4) If you think of insurance, which insurance company you would like prefer?
[1] IDBI Federal Life Insurance
[2] LIC
[3] ICICI Mutual Fund
[4] Others
(5)AWARE ABOUT BRAND
[1]
[2]
[3]
(6)
Have you Purchase any Insurance services of IDBI Federal Life
Insurance?
Yes
No
(7) Are you Awarte Which sectors, IDBI Federal Dealing with? (Only Tick
mark)
General Banking Investment Banking
Insurance
Telecommunication
Securities
Information Technology
(8) Which Factor Attract you more to invest in
IDBI life insurance
HONESTY SERVICE QUALITY SCHEME
TRUST LEADERSHIP

76. (9)Identify the punch line of IDBI Federal Life Insurance.
[1] Kal per control
[2] Zindgi se ekkadamaage
[3] Zindgikesathbhi, Zindgikebadbhi
[4] Karozyaadakairaada
(10 )Which media helpful to make you aware about IDBI Federal Life
Insurance?
News paper Television
Out door sign board
Outdoor tent
Internet
Others
Your valuable Suggestions:
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Thank You