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

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(Der Parth L.)

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.

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.

NO. PARTICLURE GENERAL INFORMATION

CHEPTER-I1. 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 AnalysisCHEPTER-II

1. Research Methodology2. Research Objective

3. Research Method4. Source of Data Collection

CHEPTER-III Data Interpretation

9. Hypothesis10. Findings11. Suggestion

12. Future Plan13. Conclusion14. Bibliography

GENERAL INFORMATION

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 study 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.

Industry OverviewIntroduction 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 12 th

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.‖

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.

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.

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.

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.

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.

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.

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.

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

Company Overview

Introduction to IDBI Federal Life Insurance

Profile of IDBI Federal Life Insurance:-

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.

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

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

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

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 valueIDBI 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 environmentWe 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 honorIDBI 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.

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

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.

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.

Service Department

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.

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 endowment plan that ensures your child’s

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!

Incomesurance 

Incomesurance Guaranteed Money Back is a plan which will enable you to stop predicting the future, and guarantee it instead!

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.

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

MARKETING DEPARTMENT

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 servicesMarket (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

MARKETINGMIX

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

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.

Human Resource Department

Human Resource Department

II NTRODUCTIONNTRODUCTION

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.

SELECTION & RECRUITMENTSELECTION & RECRUITMENT

SELECTIONSELECTION :: - :: -

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.

SELECTION PROCESSSELECTION 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

RECRUITMENTRECRUITMENT :: - :: -

“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.

PERFORMANCE APPRAISALPERFORMANCE 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

\

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

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.

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

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 BenefitTotal 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.

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

Reserch MethodologyLiterature 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

brand recall.

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).

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).

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.

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.

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:

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

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

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.

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.

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.

LIC14%

IDBI Federal28%

ICICI15%

HDFC17%

Other26%

General Awareness

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

23%

55%

12%

8%

2%

Perception about Insurance

Investmentsecure life from riskSavingTax SavingNone of above

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

This question is asked as to check whether people likes to invest or not. So they might invested in insurance.

Yes62%

No38%

Like Investment

Interpretation:

There were 64 respondent that think about investment while 34 were not think to invest in insurance. That show highly opportunity for insurance industry

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.

LIC54%

IDBI31%

ICICI14%

OTHER1%

BUYING PERCEPTION

Interpretation:

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

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.

Aware60%

Unaware40%

Brand Awarness

Interpretation:

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.

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.

Yes23%

No77%

Insurance Services

Interpretation :

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

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.

Aware46%

Unaware54%

Different Brand of IDBI Federal

Interpretation:

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

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

Honesty Leadership Quality Service

Trust Scheme

Brand Percep-tion

29 20 26 20 5

2.5

7.5

12.5

17.5

22.5

27.5

Brand Perception

Axis Title

Interpretation: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.

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

Identified Not Identified Total28 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.

28%

72%

Punchline Awarness

IdentifiedNot Identified

10. Which media is helpful to make you aware of IDBI Federal Life Insurance.

News paper Television

Out door sign boardOutdoor tent

Internet Others

This question was asked to check media‘s effectiveness for IDBI Federal Life Insurance.

The Result:

Newspaper; 25

Television; 36

Outdoorsign board; 15

Outdoor tent; 6

Internet; 18

Interpretation :

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

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

𝑥2Cal = (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= 5.991Step-5:- Chi-square calculated value

Particular TotalHonesty 29Leadership 20Service Quality 26Trust 20Scheme 5Total 100

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

17.10𝑥2Cal = (Oi-Ei) 2 /Ei = 17.10𝑥2Cricital Value = 5.991

Step-7:- Conclusion

Hear, 𝑥2 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.

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.

st

BIBLIOGRAPHY

Hard-back Knowledge Editor

1. “Building strong Brand” („Marketing Management‟ 13th Edition, by Kotler, Keller, Koshy, jhaof Pearson Education,2009)

2. “Research method and Techniques” (‗Research Methodology‟ Revised Second Edition By C.R.KOTHARI, New Age International Publishers,2006)

3. “Need to Analyze Customer Base Brand Equity” (ICFI journal of „Brand Management‟, 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.

Soft-back knowledge Editor

1. About journey to…..success of IDBI Federal life insurance I visited

www.idbifederal.co m

2. I visitedwwidbifederal.comforgeneral information about IDBI Federal lifeinsurance.

3. To knows different key group of companies of IDBI Federal I visited www.idbi.co m

4. visited this site to introduction of marketingwww.allaboutmarketing.co m 5. visited this site to find IDBI Federal life insurance’s logowww.brandlogo.co m

7. For the purpose of literature review on brand awareness (MacDonald & Sharp, 1996 referred to in Antonia Malt, 2002). I visitedhttp://int.ask.co m

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.co m

12. Literature Review of “ value of brand awareness” (Aaker, 1991).

http://jiad.org/favicon

AppendixQUESTIONNAIRE

Name: __________________________________________ Age: ______ Yearsex: ________(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

(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

(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:

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Thank You