Project Report

On

‘Brand building and Awareness

of ICICI Prulife’

Submitted by:

Kanhaiya Lal Gupta

PGDIM, NMIMS

MUMBAI.

DATE: 24TH October 2008

Acknowledgement

As I have discovered, although doing a research is somewhat daunting task, it is not an entirely solitary one.

I would like to take an opportunity to thank all my professors for providing all the assistance and guidance and making the concepts clear about Insurance and business Strategy, which helped me a lot while doing the project work.

I am also thankful to the company ICICI Prudential insurance for providing the opportunity to work on this project.

Last but not the least; I am grateful to the respondents for their support on this project and specially the Credit Card Department of ICICI Bank, whose Sales Executives have given me better support in finding contacts and to face the respondents effectively.

Kanhaiya Lal Gupta

Abstract

The case let details the level of success of well-designed Branding Strategy or

marketing communications initiatives developed by ICICI Prudential Life

Insurance that helped it gain leadership position in the Indian life insurance market.

During its initial years ICICI Prudential focused on creating a strong brand

identity and awareness and designed the marketing communication strategy

accordingly.

However, in 2002 it completely changed the communications strategy and began to

promote specific products from its product portfolio based on the consumer

research study. One of the promotional objectives designed was to create a feel

good factor around retirement and change customers’ perception of retirement as a

mark of old age and loss of financial independence

In the year 2000, the Government of India opened up the life insurance market to

private players. Till then, the Indian life insurance industry had been dominated by

Life Insurance Corporation of India (LIC), the only player in the insurance

market. This monopoly had created such a strong brand identity and

awareness for LIC that LIC became a generic word for life insurance in

India.

After deregulation, many domestic and international players entered the life

insurance market. However, the Indian insurance industry continued to face

various problems such as low penetration (only 22% of the insurable population

were insured) and low premium to GDP ratio (of 1.3). Growth is hampered by the

existing customer perception that life insurance is only for rich or good earning

people and for them it is just a tax saving tool or sometimes a savings tool as

deposits in a bank. Today ICICI Prudential has a good score in Customer

Awareness and Brand Image in semi urban or urban areas, but still we have

poor score in that portion of country which constitute the 70% of Indian

population. And for a business it is important to know that why we do not have

such a good score amongst the rural India or can say amongst ‘Aam Adami’.

It is very sad and also a matter of fact that even in the metros, cities and towns

where the population is more educated, conscious and aware of the life and the

various environment related to their life circumstances such as economic, social,

technical, legal, political etc, even there people are lacking that ICICI

Prudential is something related to Banking operation, they find the ICICI

Prudential name by the name of its sponsor , it is good, but it is very sad what

they lack i.e. it is not any bank but India’s second largest and successful

Insurance Company.

It all on the basis of my own personal experiences throughout the day when I came

to know about ICICI Prudential and joined the course PGPMI in Mumbai, people

usually questioned me about ICICI Prudential name or they relate it with banking

related organization. It is possible that people who are in touch with me in these

days might not highly educated or not of high society, but as far as the Brand

Image and Awareness of ICICI Prudential Brand is concerned ‘Aam Adami’ are

not having that extent of ICICI Prudential’s brand awareness and brand

image as LIC is already having its name in their mind. So the research report is

including all such kind of issues and facts which can be taken in to consideration

while implementing any Branding Strategy at higher level of management.

Table of Content

1. Abstract.2. Objective of the research report.3. Introduction to ICICI Prudential life insurance.4. Brand Management & ICICI Prudential.

(1)Branding.(2)Brand Essence.(3)Branding as a Competitive edge.(4)Brand as a Promise(5)Brand Identity.(6)Brand building and organizational changes.(7)Brand Positioning(8)FMA Strategy in Branding.(9)Brand personality.(10) Role of Agents/advisors in Brand Identity.(11) Grass root Branding (12) Power of word of mouth.(13) E-branding.

5. Research methodology.6. Data collection & Interpretation.7. Findings on the basis of Survey8. Suggestions & Recommendations. 9. Conclusion.10.Bibliography.11.Annexure.

Objective of Research Report

Know Your Customer! (KNY)

The overall objective of the project work is to experience customer interface. A realistic sales experience is one that integrates understanding of customer buying and selling behavior with personal selling skills.

Every research is based on some theme or you can say it has some specific objective on which the researcher gives more importance and my study is also based upon some objective and these are as follows.

To study the organization and its activities related to branding.

To know what the various brand building activities are and what can be done more in order to increase the awareness and branding.

To check the awareness among the target audience about the business of ICICI Prulife.

To find out what should be the organizational change for creating /increasing the brand awareness.

In short, to experience customer interface & to study the brand management of ICICI Prudential and to analyze its level of success among the target audience what measures can be taken to improve its inefficiencies in Branding.

Introduction to ICICI Prudential.

ICICI Prudential at Market Entry:

Little knowledge of the Prudential Brand. No recognizable insurer except LIC.

Less awareness about insurance amongst Indian Population.

ICICI Prudential- Now: Quickly gained strong brand and icon

Recognition. Top brand awareness amongst foreign

companies. “The Most Trusted Private Life Insurer” by

Economic Times AC Nielsen survey – 3 years running.

ICICI - Prudential – A Great Partnership

ICICI PRUDENTIAL

Brand Strength Reputation Infrastructure Insurance Expertise

Customer Base Product

Market Innovators Distribution

Local Knowledge Operation

ICICI Prudential BRANDING STRATEGY:

Cohesive branding from day one.

Branding campaigns highlight local sensitivities and cultures within life insurance context.

First to market with innovative products: ➨Unit link, Cancer, Diabetes ➨ Premium guaranteed products

First to implement six sigma programs to enhance service level.

ICICI Prudential ACHIEVEMENTS:

Avaya Global Customer Responsiveness Award.

Created the largest and most productive agency force now exceeding 130,000.

400 branches in 271 locations –still expanding.

100% local team.

Now exporting talent to other operations.

Large Bancassurance and Direct marketing channels.

Aggressively build multi channel distribution capability – seize first mover advantage amongst private insurers.

Leverage partner’s geographic footprint to support expansion.

Brand Management & ICICI Prudential

Branding is more than just a business buzzword. It has become the crux of selling in the new economy. The old marketing mantra was," Nothing happens until somebody sells something,"

The new philosophy is “Nothing happens until somebody brands something."

What is Branding?

A brand represents many more intangible aspects of a product or service:

A collection of feelings and perceptions about quality, Image, Lifestyle and status. It creates in the mind of customers and prospects the perception that there is

no product or service on the market that is quite like yours.

In short, a brand offers the customer a guarantee and then delivers on it.

Brand Essence of ICICI Prudential

This is the heart and soul of a brand- a brand’s fundamental nature or quality. Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world. ICICI Prudential Brand Essence is- “We cover you. At every step in life”

Branding- As a Competitive Edge

One of the truths of modern business is that there is almost nothing that your competitors can't duplicate in a matter of weeks or months.

The question then becomes, "What competitive edge do I have to offer that cannot be copied by anyone else?"

The answer? Your brand.

Creating a strong brand identity will build mind share — one of the strongest competitive advantages imaginable. As a result, customers will think of your business first when they think of your product category.

Brand- As a Promise

A brand is not an icon, a slogan, or a mission statement. It is a promise- a promise that a company can keep.

A full Spectrum on Branding in Insurance

Brand identity is comprised of:

Pricing Distribution

Quality

BRAND

PROMISE

BRAND

PROMISE

MISSION, VISION &

VALUES &

PRODUCT & SERVICES

COMMUNICATION

OPERATION, SYSTEMS & LOGISTICS

Presence

Awareness Reputation

Image.

Benefits

Positioning salience

Preference

Share of market

Customer commitment

Brand Building Activities and Organizational changes

Brand Building and the steps involved in it.

Crafting the Most Powerful Brand Benefit

This can help ICICI Prudential to find that how can he craft again itself to build a different Identity in the asymmetry of the information and branding. It includes those factors which customer wants, organization’s strength also favors to capitalize on these factors and you should be first mover to work on those factors. The combination of three makes a point of intersection which is called as the SWEET SPOT- A fruitful part of the above effort.

Brand Positioning & ICICI Prudential.

Positioning is the art of creating a brand that can persuade and realistically demonstrate its relevance to a customer's daily life to become his or her regular choice.

Positioning is not created by the marketer or the individual brand itself, but by how others perceive it.

The Benefit-driven positioning – In case of Insurance companies most companies including ICICI Prudential, brand themselves by showing the benefits driven by using insurance as a risk transferring tool.

ICICI Prudential Branding Strategy reveals that, it wants to connect with customer by fulfilling their needs of security with emotional touch of truthfulness and trustworthiness.

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VERY IMPORTANT TO CUSTOMERS

VERY IMPORTANT TO CUSTOMERS

COPETITORS ARE NOT ADDRESSING IT.

COPETITORS ARE NOT ADDRESSING IT.

ORGANIZATION STRENGTH.

ORGANIZATION STRENGTH.

SWEET SPOT

SWEET SPOT

Determining Which Position Will Work for ICICI Prudential Brand

To determine which position will work best for ICICI Prudential, we have to consider some new facts (apart from the risk covering or tax saving or income oriented plans and trustworthiness) of changing consumer behavior of 21st century Indians, which includes:

Innovation Information

Speed

Convenience

Technology

Investment plans for bearish trends etc.

Brand LOGO & ICICI Prudential

It is at least as important for a logo to be recognizable as it is for it to be readable. Often, people are only able to get a quick glance at the logo, and then only at a distance. In those instances, recognition, not readability, is all that counts. That is why it is important to integrate recognizable icons, shapes, type fonts, and colors into a logo’s design.

Importance of Color

Color is an important consideration in the Brand Identity system. In fact, the effects are physiological, psychological, and sociological.

Here in the ICICI Prudential LOGO colors used are Blue, Red, Orange and White.

Blue is the most calming and increases reading attention.

Red conveys power, and is seductive.

Orange is often used to make an expensive item seem less expensive, and is often associated with thanksgiving.

White is typically associated with cool, clean, and fresh.

FMA Strategy for ICICI Prudential

It s true that ICICI Prudential has always taken the opportunity of FMA in launching its different types of new insurance schemes, but as per the New trend and changing consumer behavior in market which all brand are lacking, ICICI Prudential can take First Mover Advantage (FMA) through its innovative product design and can brand itself as an Innovative and Trustable Organization.

Grassroots Branding and ICICI Prudential

Grassroots marketing is a form of branding that has really hit its stride in the last few years. Sponsorships of everything from local baseball teams to non-mainstream musical events have been sought by marketers looking to carry their brands into the customer's backyard.

As far ICICI Prudential is concerned it has Sponsors which build a smooth background to play in the ruthless market , first is ICICI and second is Prudential Plc, one has a sound financial background and trustful name in the Indian market and the other one has a sound track record in the operation of insurance and other related business in the global market.

Building Brand Personality- Infancy Stage of ICICI Prudential

Brand that carry with itself a true persona, and the beliefs and experiences similar to a personality make a brand rise to a new level.

An attractive brand personality can pre-sell the prospect before the purchase, reinforce the purchase decision, and help forge an emotional link that binds the buyer to the brand for years to come.

As far as LIC is concerned it has its true personality due to monopoly over a long period of time and as a public company it has its different image in the minds of people, but ICICI Prudential is in its infancy stage of building Brand Image in the whole India specially in the 70% of India i.e. rural sector of India.

Driving the consumer from Brand Awareness to Brand Insistence

Branding starts from the stage of creating awareness for the brand but creating only awareness is not objective of the brand management. It takes a period of time and a constant effort of organization towards the advertisement, service quality and products offered by it, then people starts trusting on that organization in full-fledge, and starts insisting for that brand i.e. LOYALTY comes in to picture.

Emotional Connection

Relevant Differentiation

Awareness

Value

Accessibility

Hierarchy of Effect: Conversion of a Prospect into a loyal customer.

The role of Insurance Advisor/Agents and Brand Identity.

Identity contact is the sum total of all information and experiences that a customer or prospect has with a brand. As you can imagine, there are many different ways that a customer can have contact with a brand in such a way that it communicates his or her identity.

"It's the marketing team's job to prioritize identity contacts and to judge how they might contribute to the brand's identity, and in what way they are relevant to the realities of the consumer's everyday life,"

As far as insurance is concerned it has its Identity Contact by its sales people i.e. Its Advisor/Agents.

Power of ‘Word of Mouth’

One of this power series, used in ICICI Prudential is:

‘Suraksha: Zindagi ke har kadam par’

Loyalty Loyalty

Brand Purchase Brand Purchase

Brand PreferenceBrand Preference

Purchase Consideration SetPurchase Consideration Set

Brand Emotional ConnectionBrand Emotional Connection

Brand DifferentiationBrand Differentiation

Brand AccessibilityBrand Accessibility

Brand Values Brand Values

Brand Awareness

Or ‘jeetey raho’

Whether it is planned or not, word of mouth is well worth the effort it takes to generate it. "Word of mouth is still considered the most potent marketing communication of all because it's dispensed by the most credible sources of all — ordinary citizens who don't carry a built-in bias of commercial sponsors," writes Upshaw. "When your company is lucky enough to be the beneficiary of word of mouth, your identity problems may be over, and your capacity problems may just be beginning."

E-branding: Creating an Online Identity

Online companies are putting branding to work with remarkable success. "The Internet helps promote companies' products in a very efficient manner and especially to all audiences in all parts of the world,"

In short, e-branding is very important and must be taken into consideration. "Sites need to be branded so that the consumer can have confidence in the site and is willing to make a purchase there."

ICICI Prudential also has its own website i.e. www.iciciprulife.com which has not gained popularity till now. One of the reasons of unpopularity is that computer education and network accessibility is not available everywhere except in cities and metros. Even people have fewer tendencies to use and make purchases through internet because they prefer the face to face meeting and directly acquiring information from agents/advisors in case of life insurance.

Research Methodology

The study about the branding activities of ICICI Prulife is an exploratory Study which requires the field work. Survey is done on the basis of a set of a Questionnaire: having some close ended and open ended questions.

In order to build an effective questionnaire, it has been pre-tested on the basis of interviews and discussion over the objective of topic with my classmates, peer group and some faculty members of NMIMS Mumbai.

Data Collection and Interpretation

Note: The survey is done in the Mumbai city itself, so the outcomes might vary when it will be compared with any other part of India.

The sample size taken is 20. The sampling method is random sampling. Only the criteria for the selection are they should be above 25 years and have earning capacity either by business, service or self employment.

Data collection through questionnaire and personnel interview resulted in availability of the desired information but these were useless until there were analyzed. Various steps required for this purpose were editing, coding and tabulating. Tabulating refers to bringing together similar data and compiling them in an accurate and meaningful manner. The data collected by questionnaire was analyzed, interpreted with the help of table, bar chart and pie chart.

Findings

The survey is done as per the given objective, to find out the level of awareness amongst people, and the factors which influence the mind set of people in brand building process of the ICICI Prudential. So the outcome of survey and its interpretation is done through Excel tools as given below.

Every finding is comprised of three parts:

1. Question.2. Outcome from survey i.e. data interpretation.

3. Analysis of outcome.

1. Have you ever heard of ICICI Prudential life Insurance company?

ANALYSIS:

1) Respondents are well informed of the insurance companies including ICICI Prulife.

2) Awareness comes not only due to company’s effort but the respondent’s interest and education too.

3) It shows that selling insurance in city like Mumbai is relatively easy in comparison to those places where people are not aware of the benefits of insurance.

2. Which media has the larger impact on your perception about ICICI Prulife?

ANALYSIS:

1) Most people are influenced by the emotional TV Advertisement of the company.

2) Internet & leaflets/Articles are used by intellectual people only i.e. very less in percentage.

3) Direct contact with the company’s Advisors and peer group is also a potential media for brand building. So services given by agents are also one important tool to build a great image of company in the minds of people.

3. Information and Advertisement asymmetry: Can you differentiate the advertisement of ICICI prudential from other insurance company?

ANALYSIS:

1) It’s fact and hard to digest that the advertisements shown by the companies are having only one tool to influence the customer i.e. emotions, with relatively same ground in emotion.

2) Ground made by someone else and played by someone else, its common practice is going on in the insurance field.

3) So its time to take a benefit of this asymmetry and should put something different and influencing by differentiating advertisement according to the different objectives followed by the different categories of target customers.

4. Brand’s service in terms of speed, responsiveness and its special features such as innovative and uniqueness etc.

ANALYSIS:

1. Comparing other insurance companies, the brand Image of ICICI Prulife in terms of its services is good among respondents.

2. Some services like after sales services regarding the information of the next premium, services during claim of sum assured and timely information regarding NAV are the centre of influence.

3. Some respondents consider that new private companies will better serve in comparison to those which already exist from the last 7-8 years.

4. Some consider that insurance companies can not be differentiated on these grounds because they all are practicing the same.

5. Brand superiority as per the respondents, in the presence of LIC and other insurance companies.

ANALYSIS:

1. Some respondent are much satisfied with the ICICI Pru’s products and customer services so they have given the first rank to the company.

2. Some respondents consider that the Government company and private company can not compared because somehow and somewhere private company are more trustable and reliable than a private company, so they have given second priority to ICICI Prudential.

3. Some respondents are loyal some other private companies, it was their personal prejudices, so they have evaluated ICICI Pru as 3rd or 4th.

6. How much do you like and feel the look, logo, punch lines, colors and other aspect of design in Advertisement of ICICI Pru Brand.

ANALYSIS;

1. Logo, punch lines, design and colors have its impact on the minds of people.

2. Some people might like the colors and design and some might compare this with the other one, its all about human mind formation and its way of perception, here the relevance is that every company want to that design and color which capture the likes of most of them.

3. ICICI Pru is having good color combination and the way of presenting it. People love its logo and punch lines because they can relate all these with their own life and likes.

4. Again the problem of differentiation comes to the picture; some of them might feel that they are not able to differentiate punch lines because every company is having similar kind of punch line.

7. How much do you like to visit the website of ICICI Prudential for information or any type of query?

ANALYSIS:

1. In India, people used to call agents or take advice from their peer group when they needed insurance related information.

2. People are less dependent on the internet for such purpose.

3. But it is also true that people who have already taken insurance policy, they are frequent to use insurance companies website for their queries.

8. Does ICICI Prudential Brand gives you feeling of warmth, security & self respect? Is it reliable and courteous?

ANALYSIS:

1) ICICI Prulife has its emotional attachment with the people which builds its brand Image.

2) People use to talk and recommend to others if they will have emotional attachment & good perception about company.

3) Sometimes people think and feel proud when they join themselves with such a reputed company.

9. How loyal you are & likely would you be to recommend ICICI Prulife to others.

ANALYSIS:

1) Loyalty is something which takes a lot of time to come, depending on the satisfaction limit of Individual customer, 40% of the respondents are the loyal customer for ICICI Prulife.

2) The respondents who are not loyal for anyone can become loyal if they get the desired service from ICICI Prulife.

3) As ICICI Prulife is not facing competition from LIC only, there are so many private companies like Baja Allianz, Kotak Mahindra etc who are providing greater services in order to build a good image in the eyes of customer.

4) Fluctuation in the loyalty matrix depends on the no. of services facilitated by company. If a person is satisfied with product features of ICICI Prulife, then he will recommend others if others are seeking for best featured products. So the person is sometimes loyal and sometimes not.

CONCLUSION

The front runner ICICI Prudential

Being a frontrunner in the life insurance industry, ICICI Prudential has always performed both the category task, as well as the brand task, with the help of advertising and public relations (PR). The company’s initial campaigns addressed various myths and misconceptions about life insurance, seeking to change customer attitudes. For instance, life insurance had long been regarded as expensive, rigid, difficult to understand and good only for tax saving.

ICICI Prudential’s advertising

Life insurance is now increasingly seen as a complete solution to meet one’s myriad needs - health, wealth, life, child protection and retirement. It’s a financial product that provides a stable return on investment, protects life at affordable cost, secures a child’s future, does retirement planning in the most effective way and provides additional health protection. It is now an integral part of the consumer’s wealth management basket.

Amongst ICICI Prudential’s innovative steps was the introduction of life stage and need based solutions selling, thereby unshackling the category and meeting specific customer needs. The brand proposition for all the ad campaigns was reflected in the line “We cover you. At every step in life”, i.e. that ICICI Pru Life is the only private life insurance company that provides consumer insurance solutions which are relevant to the unique needs at every stage of life.

Challenges ahead

The most broad-based challenge for all companies was to spread awareness about life insurance – how it works, its benefits and most of all, its absolute necessity for anyone who has dependents. At a more company specific level, the task for ICICI Prudential was to build a relevant brand that customers could trust.

The Survey Experience

The experience for customer interface is really learning and remarkable.

The different types of responses of the same customer on the same ground, sometimes creates confusion that what they really wants to express, sometimes I felt that they are much more expecting from the company like ICICI Prulife that is why they are arguing in some cases.

There way of responding also reveals that they want a change in the organization for brand building activities, because somehow somewhere it is need of hour to differentiate its identity with any other company.

The area used for research work, as I consider is much more educated and aware in respect, so we might face the reverse condition when we do such work in rural part of India. But in the city like Mumbai ICICI Prulife is a well reputed and one of the best companies of the insurance industry.

Suggestions & Recommendations

FMA Strategy and ICICI Prudential Initiative

1. “A complete package Trend”-changing Consumer Behavior Pattern

Now People want a complete package in all type of product or services including insurance too.

A complete Package means that all types of benefit such as: death, disability, diseases, maturity, accidental benefits, capital appreciation, capital protection, tax benefits, and loan. Education, retirement benefits which can be generated out of an insurance policy should be given in a single policy or a similar arrangement and it should be like that which covers not only one member of family but the whole family including children,

Or in other words “a complete insurance solution for the whole family.”

A complete package solution has its other benefits also such as a company can sell numbers of policies by prospecting a single customer.

2. Brand Awareness & Penetration through Local Media

Indian rural and semi urban areas are near about untapped and new market for insurance sector, there is no other name apart from LIC, so ICICI Prudential can take advantage of this thing and can become first company in private sector and second insurance company in the mind of people of those area. The Local Media such as Local Newspaper, radio, local TV channel and magazines can be used for advertising of the company.

Information Asymmetry: Differentiate or Die

Customers of many products and services, especially in the financial Services sector including insurance, suffer from an information asymmetry. As far as insurance is concerned it is very frequent that ground made by some one else and enjoyed by other. It is just because people are not able to differentiate the special features of one company from other. And second similarity is that most of the advertisements done by insurance companies are having same ground to express i.e. same way of expressing emotions. It is true that one can not go beyond the emotion if he is thinking to influence the person and his opinions but new ideas can be generated and can be expressed in purely different manner in order to differentiate own self.

Some learning from the Leader’s Branding Strategy:

As far as LIC is concerned one can clearly identify and differentiate it from other if the logos of different company put together and asked to find it.

One thing which I felt as a strong point in the logo of LIC is the mantra taken from Gita (9-22) “yogakshemam vahamyaham”

- Which means that I promise to give those things he requires and those things that he already possesses are protected by me. As per the Indian culture it has huge impact on the Indian population and helps to build a different image and identity in the eyes of people. I am not advocating for LIC but trying to justify that we should consider each and every weakness as well as the strength of our competitors, so that we can take benefit of strength’s strategy and can keep oneself out of those weaknesses which the competitor is already having.

Introducing ICICI Prudential- As a Brand for Middle Class and Poor’s:

It is very sad to know that people of India thinks that insurance is for rich or for those who are paying much more tax etc. It is a common myth among people regarding insurance, but if we put a glimpse over the history then we realize that the evolution of insurance concept was to share the risk among all so that burden on one shoulder can be minimized. And it was not only for those who are rich but also for those who are having less property and income to stabilize own self after the contingency happened.

So in order to remove this myth among people ICICI should take initiative in those areas where the level of awareness is relatively less and should try to express and attach itself as a Brand for Middle class or Poor’s.

There are two ways of doing business one is to have lower sales but higher profit margin and second is having higher sales but lower profit margin. Both type of organization are success in the market but their strategy and business approach are different and to some extent it depends on the nature of goods/ services, taste and preferences and the potential of buyers at large.

Here in India people of average income and lower income are more in percentage and ICICI Prulife can design some pure insurance based products for them with lower premium and sum assured as well, and target them extensively with a sound advertisement strategy and specially oriented to them.

It might possible that we can cover a huge portion of India with huge increase in sales volume as well as amount. Company can easily get a large no of customer base which might be very fruitful in future as well when the earning capacity of those customers will increase and at that time they will a loyal customer for ICICI Prulife.

ANNEXURE

1. Information regarding respondents

Sr. no.

Name of respondent Employment/ Profession.

Address Contact

1 Vikas Adlakha Business Executive Andheri (E) 9987633559

2 Jatinder Saini FCP Met life Lower parel 24903133

3 Pawan Sahu Sales Executive Santacruz (w) 9920862588

4 Pooja Nayak Sales Executive Santacruz (w) 9773693088

5 Jayshree Parmar Sales Executive Santacruz (w) 9773693845

6 Nisha Delve Sales Executive Santacruz (w) 9867951958

7 Anjan Piprodia Manager (Invstmnt) Nirman point 9833966633

8 Ganesh Ojha Sales Executive Santacruz (w) 9833580933

9 Srinivas Gowda Sales Executive Santacruz (w) 9323457736

10 Perm Datta Sales Executive Santacruz (w) 9920741513

11 Vinod Mohite Sales Executive Santacruz (w) 9819579903

12 Satya Swaroop Managing Editor Andheri (E) 9820031016

13 Mridul Gupta Officer IT Chuchgate 22863417

14 Sunder kumar Builder Santacruz (w) 9833006012

15 Vishal Hundia Export Doc. Dept. Vile Parle(w) 9987184400

16 Anil Maurya Sales Executive Santacruz (w) 9892587421

17 Irshad Ahmed Sales Executive Santacruz (w) 9987463637

18 Jaywant Bhulbal Sales Executive Santacruz (w) 9869318103

19 Ramesh Pandey Sales Executive Santacruz (w) 9930526563

20 Deepak R Rajni Advocate (H.C.) Khar Pali 9821248239

21 Gaurav Shah Sales dept. officer Vashi 26621270

2. Questionnaire

(1) Have you ever heard of ICICI Prudential? (1) Yes (2) No

(2) Which media has the larger impact on your perception about ICICI Prudential?(1) TV & other electronic media. (2) Hoardings/posters.(3) News paper/articles.(4) Agents/personal meetings.(5) References from your family, peers or others. (6) Internet.

(3) Can you differentiate the advertisement of ICICI prudential from other insurance

companies?(1) Yes (2) No (3) Sometimes

(4) To what extent ICICI Prudential brand have special features such as innovative, trustworthiness etc?

(1) High (2) Moderate (3) Low

(5) How reliable is ICICI Prudential brand?(1) Best (2) Good (3) Average

(6) How efficient is ICICI Prudential brand’s service in terms of speed, responsiveness, commitments etc?

(1) Best (2) Good (3) Average

(7) How much do you like the look, feel and other design aspect of ICICI Prudential brand?

(1) Heart touching (2) Attractive (3)Common

(8) How much do you like ICICI Prudential brand for life insurance/ how superior is this brand to others?

(1) 1st priority (2) 2nd priority (3) 3rd priority (4) 4th priority

(9) How likely would you be to recommend ICICI Prudential brand to others?(1) Always (2) Sometimes (3)Never

(10) Do ICICI Prudential brand give you a feeling of warmth, security & self respect?(1) Yes (2) No

(11) How loyal you are for ICICI Prudential brand?

(1) I consider myself loyal to this brand.

(2) I really love this brand and it is more than product to me.

(3) I would go for other brand sometimes.

(4) I would go for the other brand every time.

(12) I like to visit the website for ICICI Prudential brand.

(1) Always (2) Whenever needed (3) Never

Personal Details:

Name Mr. /Mrs.:

Address:

Age:

Occupation:

Annual Income: Lees than 3 lac 3 lac to 5 lac

5 lac to 8 lac 8 lac and above

Bibliography

Books & magazines:

1) Lynn B. Upshaw, "Building Brand Identity, (John Wiley, 1995)2) Greg Hemstitcher, "Increasing Hits and Selling More on Your Web Site" (John

Wiley, 1997)

3) ICFAI Insurance chronicle.

Websites:

Search engines:

1) www.google.com 2) www.yahoo.com

3) www.iciciprulife.com

4) www.lic.gov.in

5) www.ecommerceweekly.com