From the Publisher
he function of marketing a product in adomain where it is not fully understood isa challenging task. If the product is not atangible one and is conceptual in nature, it iseven more intriguing. Insurance marketing in Indiafaces these challenges and as has been said veryoften, it needs to be sold rather than boughtvoluntarily by the common man. All the same, it isa welcome sign that this trend is undergoing apositive transformation although not at a pacethat one would desire it to happen.As in any product, insurance marketing involvesseveral strategic roles that the top managementshave to address tactfully. At the outset, marketresearch and analysis have to be done carefullyin order that there is a proper match betweenidentification of the need of the prospect andthe designing of the product. It would beredundant to add that the best effort in designinga product could end in a fiasco if the final outputis not anywhere close to the needs of the market.In a domain that is not very mature, there may beneed to even push a product that would be inthe interests of the general masses, although aperceptible demand is absent.Publicity for the product, which is an essentialcomponent of marketing, should be in such amanner that it is easily understood and appealingto the general public. The aim should not only beat promoting the product but also at disseminatingproper information about the product. This wouldlead to the buyer making an informed decision,to a great extent; and would eventually avoid post-sale complications that are the bane of anyevolving market. It should also be kept in mindthat the publicity effort should target differentsegments of the population; and whereverrequired, there should be different forms ofconveying the message in a comprehensiblefashion. Above all, it should be appreciated thatthe best efforts in product development couldstill lead to market failure if the training andeducation of the intermediary is insufficient.A well-trained and a plain-speaking intermediaryhas the ability to be the best brand ambassadorfor any player.‘Insurance Marketing’ is the focus of this issue ofthe
. One of the most basic forms ofinsurance is Accident Insurance, which one wouldexpect to be least controversial. The focus ofthe next issue of the
will be ‘AccidentInsurance’.
J. Hari Narayan