A Project Report on

MARKETING TECHNIQUES
OF
ING VYSYA LIFE INSURANCE
HYDERABAD
Project submitted in partial fulfillment for the award of
the Degree of
MASTER OF BUSINESS ADMINISTRATION
0
DECLARATION BY STUDENT

I here by declare that this project Report titled MARE!ING
!EC"NI#UES $F ING VYSYA LIFE INSURANCE s%b&itted by &e
to the depart&e't o( &a'a)e&e't * ++++ is a bo'a(ide ,or-
%'derta-e' by &e a'd it is 'ot s%b&itted to a'y other %'i.ersity or
i'stit%tio' (or the a,ard to a'y de)ree /diplo&a/certi(icate or p%blished
a'y ti&e be(ore0
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1
ACKNOLEDGEMENT
!he prese'tatio' o( the report i' the ,ay re2%ired has bee' &ade
possible by the ,ay o( co'trib%tio' o( .ario%s people0 !he co&pletio'
o( this project report titled MARE!ING !EC"NI#UES $F ING
VYSYA LIFE INSURANCE 3bri')s to e4press tha'-s to o'e a'd all o(
those ,ho helped alo') the ,ay0 I .ery tha'-s to ++++* (ac%lty 5
&ar-eti')* a'd &y colle)e project )%ide (or )%idi') &e to co'd%ct &y
project report0

I ,o%ld also li-e e4press &y )ratit%de to ++++ o( the colle)e (or
)i.i') his s%pport a'd )%ida'ce thro%)ho%t this project0

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6
PRO!ECT REPORT ON
MARKETING TECHINQUES OF ING
"YSYA LIFE INSURANCE
MASTER OF BUSSINESS ADMINSTRATION

TABLE OF CONTENTS PAGES

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EDATA ANALYSIS AND PRESENTATION AND IMPLEMENTATION)
110 SUMMARY AN7 C$NCLUSI$NS88888880000>;
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INTRODUCTION
ING "#$#% Li(e I's%ra'ce is a part o( the ING )ro%ps the ,orldFs
(o%rth lar)est (i'a'cial ser.ices co&pa'y a'd also the ,orldFs seco'd
lar)est li(e i's%ra'ce pro.ider0 ING .ysya li(e i's%ra'ce is here to
pro.ide ,ith the i''o.ati.e a'd ,ell desi)'ed prod%cts that e((ecti.ely
&eet yo%r li(e i's%ra'ce 'eeds0 ING .ysya li(e i's%ra'ce sta'ds 1;
th
i'
the (ort%'e 900 list0
ING Vysya li(e i's%ra'ce co&pa'y ltd e'tered the pri.ate li(e
i's%ra'ce i'd%stry i' I'dia i' Septe&ber 60010 it has a dedicated a'd
co&&itted ad.isor sales (orce o( o.er 61000 people* ,or-i') (ro& 1>0
bra'ches located i' :> &ajor cities across the co%'try a'd o.er ;000
e&ployees0 ItFs head2%arter is sit%ated at @a')alore0
>
!he co&pa'y port(olio o((ers prod%cts that later to e.ery (i'a'cial
re2%ire&e't at a'y li(e sta)e0 It bri')s to yo% o.er 190 years o(
e4perie'ce a'd the herita)e o( a 'a&e tr%sted i' 90 co%'tries0 More tha'
?0 &illio' c%sto&ers aro%'d the ,orld ha.e e'tr%sted it ,ith o.er
USG:00 billio' o( their ,ealth0
ING .ysya li(e CE$ a'd &a'a)i') director* Mr0Fra'- oster* said
that a st%dy had (o%'d that the li(e i's%ra'ce b%si'ess had a )ood
pote'tial i' r%ral I'dia beca%se people had a stro') sa.i')s habit a'd a
hi)h le.el o( a,are'ess abo%t li(e i's%ra'ce0 !he b%l- o( the co&pa'yFs
b%si'ess co&es (ro& the traditio'al distrib%tio' ro%te o( i's%ra'ce
a)e'ts0 ING .ysya li(e i's%ra'ce recorded a' i'co&e o( Rs 106 crore i'
600;D0>0
ING .ysya li(e o' Hed'esday j%'e 600: e'rolled Madras
(ertiliIers as corporate a)e't to %se the latterFs i'(rastr%ct%re to pe'etrate
the r%ral li(e i's%ra'ce &ar-et i' so%th I'dia0 !he co&pa'y has o.er
?900 dealers a'd 100 (ield sta(( ,ho deal ,ith o.er o'e la-h (ar&ers0
!he co&pa'y ai&s to &a-e c%sto&ers loo- at (ire i's%ra'ce
a(resh* 'ot j%st as a ta4 sa.i') de.ice as a &ea's to add protectio' to
li(e0 !he co&pa'y port(olio o((ers prod%cts that later to e.ery (i'a'cial
re2%ire&e't* at a'y li(e sta)e

ORIGIN OF ING GROUP&
$' the other ha'd* ING )ro%p ori)i'ated i' 1==0 (ro& the &er)er
bet,ee' Natio'ale a'd Nederla'de' NV the lar)est 7%tch I's%ra'ce
Co&pa'y a'd NM@ <ost @a'- Gro%p NV0 Co&bi'i') roots a'd
a&bitio's* the 'e,ly (or&ed co&pa'y called I'ter'atio'ale
Nederla'de' Gro%p0 Mar-et circles soo' abbre.iated the 'a&e to IDNDG0
!he co&pa'y (ollo,ed s%it by cha')i') the stat%tory 'a&e to ING
9
Gro%p N0V0
PROFILE J
ING has )ai'ed reco)'itio' (or its i'te)rated approach o( ba'-i')*
i's%ra'ce a'd asset &a'a)e&e't0 F%rther&ore* the co&pa'y
di((ere'tiates itsel( (ro& other (i'a'cial ser.ice pro.iders by
s%ccess(%lly establishi') li(e i's%ra'ce co&pa'ies i' co%'tries ,ith
e&er)i') eco'o&ies* s%ch as orea* !ai,a'* "%')ary* <ola'd* Me4ico
a'd Chile0 A'other specialiIatio' is ING 7irect* a' I'ter'et a'd direct
&ar-eti') co'cept ,ith ,hich ING is rapidly ,i''i') retail &ar-et
share i' &at%re &ar-ets0 Fi'ally* ING disti')%ishes itsel( i'ter'atio'ally
as a pro.ider o( e&ployee be'e(its* i0e0 arra')e&e'ts o( 'o' ,a)e
be'e(its* s%ch as pe'sio' pla's (or co&pa'ies a'd their e&ployees0
MEANING AND DEFINITIONS
MARKETING&
M%r'et(n) is a societal process ,hich discer's co's%&ersK ,a'ts*
(oc%si') o' a prod%ct or ser.ice to (%l(ill those ,a'ts* atte&pti') to
&old the co's%&ers to,ard the prod%cts or ser.ices o((ered0 Mar-eti')
is (%'da&e'tal to a'y b%si'esses )ro,th0 !he &ar-eti') tea&s
E&ar-etersL are tas-ed to create co's%&er a,are'ess o( the prod%cts or
ser.ices thro%)h &ar-eti') tech'i2%es0 U'less it pays d%e atte'tio' to
its prod%cts a'd ser.ices a'd co's%&ersK de&o)raphics a'd desires* a
b%si'ess ,ill 'ot %s%ally prosper o.er ti&e0
?
Mar-eti') te'ds to be see' as a creati.e i'd%stry* ,hich i'cl%des
ad.ertisi')* distrib%tio' a'd selli')0 It is also co'cer'ed ,ith
a'ticipati') the c%sto&ersK (%t%re 'eeds a'd ,a'ts* ,hich are o(te'
disco.ered thro%)h &ar-et research0 Esse'tially* &ar-eti') is the
process o( creati') or directi') a' or)a'iIatio' to be s%ccess(%l i'
selli') a prod%ct or ser.ice that people 'ot o'ly desire* b%t are ,illi') to
b%y0
!here(ore )ood &ar-eti') &%st be able to create a Mpropositio'M or set
o( be'e(its (or the e'd c%sto&er that deli.ers .al%e thro%)h prod%cts or
ser.ices0 A &ar-etD(oc%sed* or c%sto&erD(oc%sed* or)a'iIatio' (irst
deter&i'es ,hat its pote'tial c%sto&erFs desire* a'd the' b%ilds the
prod%ct or ser.ice0 Mar-eti') theory a'd practice is j%sti(ied i' the
belie( that c%sto&ers %se a prod%ct or ser.ice beca%se they ha.e a 'eed*
or beca%se it pro.ides a percei.ed be'e(it0
Two major factors of marketing are the recruitment of new
customers ac!uisition" an# the retention an# e$%ansion of
re&ationshi%s with e$isting customers 'ase management"()
$'ce a &ar-eter has co'.erted the prospecti.e b%yer* base &a'a)e&e't
&ar-eti') ta-es o.er0 !he process (or base &a'a)e&e't shi(ts the
&ar-eter to b%ildi') a relatio'ship* '%rt%ri') the li'-s* e'ha'ci') the
be'e(its that sold the b%yer i' the (irst place* a'd i&pro.i') the
prod%ct/ser.ice co'ti'%o%sly to protect the b%si'ess (ro& co&petiti.e
e'croach&e'ts
For a marketing %&an to 'e successfu&* the mi$ of the four +Ps+ must
ref&ect the wants an# #esires of the consumer s or Sho%%ers in the
target market)(
:
!ryi') to co'.i'ce a &ar-et se)&e't to b%y so&ethi') they do'Kt ,a't
is e4tre&ely e4pe'si.e a'd seldo& s%ccess(%l0 Mar-eters depe'd o'
i'si)hts (ro& &ar-eti') research* both (or&al a'd i'(or&al* to
deter&i'e ,hat co's%&ers ,a't a'd ,hat they are ,illi') to pay (or it0
Mar-eters hope that this process ,ill )i.e the& a s%stai'able
co&petiti.e ad.a'ta)e0 Mar-eti') &a'a)e&e't is the practical
applicatio' o( this process0 !he o((er is also a' i&porta't additio' to the
><Ks theory0
!"E A&erica' Mar-eti') Associatio' EAMAL states*
,arketing is the acti-it.* set of institutions* an#
%rocesses for creating* communicating* #e&i-ering* an#
e$changing offerings that ha-e -a&ue for customers* c&ients*
%artners* an# societ. at &arge)+)
LE"ELS OF MARKETING
Strategic marketing atte&pts to deter&i'e ho, a' or)a'iIatio'
co&petes a)ai'st its co&petitors i' a &ar-et place0 I' partic%lar* it
ai&s at )e'erati') a co&petiti.e ad.a'ta)e relati.e to its
co&petitors
O%erationa& marketing e4ec%tes &ar-eti') (%'ctio's to attract
a'd -eep c%sto&ers a'd to &a4i&iIe the .al%e deri.ed (or the&*
as ,ell as to satis(y the c%sto&er ,ith pro&pt ser.ices a'd
&eeti') the c%sto&er e4pectatio's0 $peratio'al Mar-eti')
i'cl%des the deter&i'atio' o( the &ar-eti') &i4 E> <sL
B
PRINCIPLES AND TECHNIQUES OF MARKETING
*+P,S- .P,S/
01 +P,$ OF MARKETING&
Pro#uct/
!he prod%ct aspects o( &ar-eti') deal ,ith the speci(icatio's o(
the act%al )oods or ser.ices* a'd ho, it relates to the e'dD%serKs
'eeds a'd ,a'ts0 !he scope o( a prod%ct )e'erally i'cl%des
s%pporti') ele&e'ts s%ch as ,arra'ties* )%ara'tees* a'd s%pport0
Pricing/
!his re(ers to the process o( setti') a price (or a prod%ct*
i'cl%di') disco%'ts0 !he price 'eed 'ot be &o'etary D it ca'
si&ply be ,hat is e4cha')ed (or the prod%ct or ser.ices* e0)0 ti&e*
e'er)y* psycholo)y or atte'tio'
PromotionJ
!his i'cl%des ad.ertisi')* sales pro&otio'* p%blicity* a'd perso'al
selli')* bra'di') a'd re(ers to the .ario%s &ethods o( pro&oti')
the prod%ct* bra'd* or co&pa'y
P&acement or #istri'ution"/
Re(ers to ho, the prod%ct )ets to the c%sto&erN (or e4a&ple* poi't
o( sale place&e't or retaili')0 !his (o%rth < has also so&eti&es
bee' called <lace* re(erri') to the cha''el by ,hich a prod%ct or
ser.ices is sold Ee0)0 o'li'e .s0 retailL* ,hich )eo)raphic re)io' or
=
i'd%stry* to ,hich se)&e't Eyo%') ad%lts* (a&ilies* b%si'ess
peopleL* etc
!hese (o%r ele&e'ts are o(te' re(erred to as the &ar-eti') &i4* ,hich a
&ar-eter ca' %se to cra(t a &ar-eti') pla'0 !he (o%r <s &odel is &ost
%se(%l ,he' &ar-eti') lo, .al%e co's%&er prod%cts0 I'd%strial
prod%cts* ser.ices* hi)h .al%e co's%&er prod%cts re2%ire adj%st&e'ts to
this &odel0 Ser.ices &ar-eti') &%st acco%'t (or the %'i2%e 'at%re o(
ser.ices0 I'd%strial or @6@ &ar-eti') &%st acco%'t (or the lo') ter&
co'tract%al a)ree&e'ts that are typical i' s%pply chai' tra'sactio's0
Relatio'ship &ar-eti') atte&pts to do this by loo-i') at &ar-eti') (ro&
a lo') ter& relatio'ship perspecti.e rather tha' i'di.id%al tra'sactio'0
21 .P,$ OF MARKETING&
Peo%&e/
A'y perso' co&i') i'to co'tact ,ith c%sto&ers ca' ha.e a'
i&pact o' o.erall satis(actio'0 Hhether as part o( a s%pporti')
ser.ice to a prod%ct or i'.ol.ed i' a total ser.ice* people are
partic%larly i&porta't beca%se* i' the c%sto&erKs eyes* they are
)e'erally i'separable (ro& the total ser.ice 0 As a res%lt o( this*
they &%st be appropriately trai'ed* ,ell &oti.ated a'd the ri)ht
type o( perso'0 Fello, c%sto&ers are also so&eti&es re(erred to
10
%'der KpeopleK* as they too ca' a((ect the c%sto&erKs ser.ice
e4perie'ce* Ee0)0* at a sporti') e.e't0L
Process/
!his is the processEesL i'.ol.ed i' pro.idi') a ser.ice a'd the
beha.ior o( people* ,hich ca' be cr%cial to c%sto&er
de&o'stratio's
Ph.sica& e-i#ence/
U'li-e a prod%ct* a ser.ice ca''ot be e4perie'ced be(ore it is
deli.ered* ,hich &a-es it i'ta')ible0 !his* there(ore* &ea's that
pote'tial c%sto&ers co%ld percei.e )reater ris- ,he' decidi')
,hether to %se a ser.ice0 !o red%ce the (eeli') o( ris-* th%s
i&pro.i') the cha'ce (or s%ccess* it is o(te' .ital to o((er pote'tial
c%sto&ers the cha'ce to see ,hat a ser.ice ,o%ld be li-e0 !his is
do'e by pro.idi') physical e.ide'ce* s%ch as case st%dies*
testi&o'ial or de&o'stratio's0
Persona&i0ation/
It is here re(ered c%sto&iIatio' o( prod%cts a'd ser.ices thro%)h
the %se o( the I'ter'et0 Early e4a&ples i'cl%de 7ell o'Dli'e a'd
A&aIo'0co&* b%t this co'cept is (%rther e4te'ded ,ith e&er)i')
social &edia a'd ad.a'ced al)orith&s0 E&er)i') tech'olo)ies
,ill co'ti'%e to p%sh this idea (or,ard
Partici%ation/
11
!his is to allo, c%sto&er to participate i' ,hat the bra'd sho%ld
sta'd (orN ,hat sho%ld be the prod%ct directio's a'd e.e' ,hich
ads to r%'0 !his co'cept is layi') the (o%'datio' (or disr%pti.e
cha')e thro%)h de&ocratiIatio' o( i'(or&atio'
Peer1to1Peer/
!his re(ers to c%sto&er 'et,or-s a'd co&&%'ities ,here
ad.ocacy happe's0 !he historical proble& ,ith &ar-eti') is that
it is 3i'terr%pti.eO i' 'at%re* tryi') to i&pose a bra'd o' the
c%sto&er0 !his is &ost appare't i' !V ad.ertisi')0 !hese 3passi.e
c%sto&er basesO ,ill %lti&ately be replaced by the 3acti.e
c%sto&er co&&%'itiesO0 @ra'd e')a)e&e't happe's ,ithi' those
co'.ersatio's0 <6< is 'o, bei') re(erred as Social Co&p%ti')
a'd ,ill li-ely to be the &ost disr%pti.e (orce i' the (%t%re o(
&ar-eti')
Pre#icti-e mo#e&ing/
!his re(ers to 'e%ral 'et,or- al)orith&s that are bei')
s%ccess(%lly applied i' &ar-eti') proble&s Eboth a re)ressio' as
,ell as a classi(icatio' proble&
16
INSURANCE&
A co'tract EpolicyL i' ,hich a' i'di.id%al or e'tity recei.es
(i'a'cial protectio' or rei&b%rse&e't a)ai'st losses (ro& a' i's%ra'ce
co&pa'y0 !he co&pa'y pools clie'tsK ris-s to &a-e pay&e'ts &ore
a((ordable (or the i's%red0
1;
!he act* syste&* or b%si'ess o( i's%ri') property* li(e* o'eKs
perso'* etc0* a)ai'st loss or har& arisi') i' speci(ied co'ti')e'cies* as
(ire* accide't* death* disable&e't* or the li-e* i' co'sideratio' o( a
pay&e't proportio'ate to the ris- i'.ol.ed0
DEFINITION OF INSURANCE&3
KEYMAN INSURANCE&
ey&a' i's%ra'ce is a' i&porta't (or& o( b%si'ess i's%ra'ce0
!here is 'o le)al de(i'itio' (or Ke#4%n In$5r%nce0 I' )e'eral* it ca' be
described as a' i's%ra'ce policy ta-e' o%t by a b%si'ess to co&pe'sate
that b%si'ess (or (i'a'cial losses that ,o%ld arise (ro& the death or
e4te'ded i'capacity o( the &e&ber o( the b%si'ess speci(ied o' the
policy0 !he policyFs ter& does 'ot e4te'd beyo'd the period o( the -ey
perso'Fs %se(%l'ess to the b%si'ess0 !he ai& is to co&pe'sate the
b%si'ess (or losses a'd (acilitate b%si'ess co'ti'%ity0 ey&a' I's%ra'ce
does 'ot i'de&'i(y the act%al losses i'c%rred b%t co&pe'sates ,ith a
(i4ed &o'etary s%& as speci(ied o' the i's%ra'ce policy0
EXAMPLE JD
A si&ple e4a&ple ,ill &a-e 4e%n(n) o6 (n$5r%nce easy to
%'dersta'd0 A bi-er is al,ays s%bjected to the ris- o( head i'j%ry0 @%t it
is 'ot certai' that the accide't ca%si') hi& the head i'j%ry ,o%ld
de(i'itely occ%r0 Still people ridi') bi-es co.er their heads ,ith a
hel&et0 !his hel&et i' s%ch cases act as i's%ra'ce by protecti') hi&/her
(ro& the co'ti')e't accide't a'd the %lti&ate da')er0
1>
!ho%)h loss o( li(e or i'j%ries ca''ot be &eas%red i' (i'a'cial
ter&s* still i' this &aterialistic ,orld it is 2%a'ti(iable ,hich tries to
co&pe'sate the pote'tial (%t%re loss (i'a'cially0 Me%n(n) o6 In$5r%nce
ca' be de(i'ed as the process o( rei&b%rsi') or protecti') a perso' (ro&
co'ti')e't ris- o( losses thro%)h (i'a'cial &ea's0
PRINCIPLES OF INSURANCE&3
0 A 7%r)e n548er o6 9o4o)eneo5$ e:po$5re 5n(t$J
!he .ast &ajority o( i's%ra'ce policies are pro.ided (or
i'di.id%al &e&bers o( .ery lar)e classes0 A%to&obile i's%ra'ce*
(or e4a&ple* co.ered abo%t 1:9 &illio' a%to&obiles i' the U'ited
States i' 600>0 !he e4iste'ce o( a lar)e '%&ber o( ho&o)e'eo%s
e4pos%re %'its allo,s i's%rers to be'e(it (ro& the soDcalled 3la,
o( lar)e '%&bersO ,hich i' e((ect states that as the '%&ber o(
e4pos%re %'its i'creases* the act%al res%lts are i'creasi')ly li-ely
to beco&e close to e4pected res%lts0
!here are e4ceptio's to this criterio'0 LloydKs o( Lo'do' is
(a&o%s (or i's%ri') the li(e or health o( actors* actresses a'd
sports (i)%res0 Satellite La%'ch i's%ra'ce co.ers e.e'ts that are
i'(re2%e't0 Lar)e co&&ercial property policies &ay i's%re
e4ceptio'al properties (or ,hich there are 'o Pho&o)e'eo%sF
e4pos%re %'its0 7espite (aili') o' this criterio'* &a'y e4pos%res
li-e these are )e'erally co'sidered to be i's%rable0
QQ
2 De6(n(te Lo$$ J
!he e.e't that )i.es rise to the loss that is s%bject to
i's%ra'ce sho%ld* at least i' pri'ciple* ta-e place at a -'o,' ti&e*
i' a -'o,' place* a'd (ro& a -'o,' ca%se0 !he classic e4a&ple is
19
death o( a' i's%red o' a li(e i's%ra'ce policy0 Fire* a%to&obile
accide'ts* a'd ,or-er i'j%ries &ay all easily &eet this criterio'0
$ther types o( losses &ay o'ly be de(i'ite i' theory0 $cc%patio'al
disease* (or i'sta'ce* &ay i'.ol.e prolo')ed e4pos%re to i'j%rio%s
co'ditio's ,here 'o speci(ic ti&e* place or ca%se is ide'ti(iable0
Ideally* the ti&e* place a'd ca%se o( a loss sho%ld be clear e'o%)h
that a reaso'able perso'* ,ith s%((icie't i'(or&atio'* co%ld
objecti.ely .eri(y all three ele&e'ts0
;
< Acc(=ent%7 Lo$$J
!he e.e't that co'stit%tes the tri))er o( a clai& sho%ld be
(ort%ito%s* or at least o%tside the co'trol o( the be'e(iciary o( the
i's%ra'ce0 !he loss sho%ld be Pp%re*F i' the se'se that it res%lts
(ro& a' e.e't (or ,hich there is o'ly the opport%'ity (or cost0
E.e'ts that co'tai' spec%lati.e ele&e'ts* s%ch as ordi'ary
b%si'ess ris-s* are )e'erally 'ot co'sidered i's%rable0

+ L%r)e Lo$$&
!he siIe o( the loss &%st be &ea'i')(%l (ro& the
perspecti.e o( the i's%red0 I's%ra'ce pre&i%&s 'eed to co.er
both the e4pected cost o( losses* pl%s the cost o( iss%i') a'd
ad&i'isteri') the policy* adj%sti') losses* a'd s%pplyi') the
capital 'eeded to reaso'ably ass%re that the i's%rer ,ill be able to
pay clai&s0 For s&all losses these latter costs &ay be se.eral
ti&es the siIe o( the e4pected cost o( losses0 !here is little poi't i'
payi') s%ch costs %'less the protectio' o((ered has real .al%e to a
b%yer0
1?
> A66or=%87e Pre4(54&
I( the li-elihood o( a' i's%red e.e't is so hi)h* or the cost
o( the e.e't so lar)e* that the res%lti') pre&i%& is lar)e relati.e to
the a&o%'t o( protectio' o((ered* it is 'ot li-ely that a'yo'e ,ill
b%y i's%ra'ce* e.e' i( o' o((er0 F%rther* as the acco%'ti')
pro(essio' (or&ally reco)'iIes i' (i'a'cial acco%'ti') sta'dards*
the pre&i%& ca''ot be so lar)e that there is 'ot a reaso'able
cha'ce o( a si)'i(ica't loss to the i's%rer0 I( there is 'o s%ch
cha'ce o( loss* the tra'sactio' &ay ha.e the (or& o( i's%ra'ce*
b%t 'ot the s%bsta'ce0
? C%7c57%87e Lo$$ J
!here are t,o ele&e'ts that &%st be at least esti&able* i(
'ot (or&ally calc%lableJ the probability o( loss* a'd the atte'da't
cost0 <robability o( loss is )e'erally a' e&pirical e4ercise* ,hile
cost has &ore to do ,ith the ability o( a reaso'able perso' i'
possessio' o( a copy o( the i's%ra'ce policy a'd a proo( o( loss
associated ,ith a clai& prese'ted %'der that policy to &a-e a
reaso'ably de(i'ite a'd objecti.e e.al%atio' o( the a&o%'t o( the
loss reco.erable as a res%lt o( the clai&0
. L(4(te= r($' o6 c%t%$trop9(c%77# 7%r)e 7o$$e$J
!he esse'tial ris- is o(te' a))re)atio'0 I( the sa&e e.e't
ca' ca%se losses to '%&ero%s policyholders o( the sa&e i's%rer*
the ability o( that i's%rer to iss%e policies beco&es co'strai'ed*
'ot by (actors s%rro%'di') the i'di.id%al characteristics o( a )i.e'
1:
policyholder* b%t by the (actors s%rro%'di') the s%& o( all
policyholders so e4posed0
!ypically* i's%rers pre(er to li&it their e4pos%re to a loss
(ro& a si')le e.e't to so&e s&all portio' o( their capital base* o'
the order o( 9 perce't0 Hhere the loss ca' be a))re)ated* or a'
i'di.id%al policy co%ld prod%ce e4ceptio'ally lar)e clai&s* the
capital co'strai't ,ill restrict a' i's%rerFs appetite (or additio'al
policyholders0 !he classic e4a&ple is earth2%a-e i's%ra'ce*
,here the ability o( a' %'der,riter to iss%e a 'e, policy depe'ds
o' the '%&ber a'd siIe o( the policies that it has already
%'der,ritte'0
AGENTS IN"OL"ED IN MARKETING&
Commission agents ,or- (or a'yo'e ,ho 'eeds their ser.ices0
!hey do 'ot ac2%ire o,'ership o( )oods b%t recei.e del credere
co&&issio'
Bu.ing agents b%y )oods o' behal( o( prod%cers a'd retailers0
!hey ha.e a' e4pert -'o,led)e o( the p%rchasi') (%'ctio's
Se&&ing agents act o' a' e4te'ded co'tract%al basis* selli') all o(
the prod%cts o( the &a'%(act%rer0 !hey ha.e (%ll a%thority
re)ardi') price a'd ter&s o( sale
Brokers specialiIe i' the sale o( o'e speci(ic prod%ct0 !hey
recei.e a bro-era)e
OB!ECTI"E OF THE STUDY&3
10 !o search (or the )ro,th opport%'ities a.ailable by st%dyi')
the o.erall &ethods (ollo,ed by the ING li(e i's%ra'ce0
1B
D!his st%dy &ai'ly deals ,ith the .ario%s &ethods
(ollo,ed by ING Vysya li(e i's%ra'ce co&pa'y0
60 !o st%dy i'cli'atio' o( .ario%s c%sto&ers to,ards
e.e't%alities a'd the be'e(its recei.ed by the policy holders0
Dbe'e(its li-e death be'e(it* &at%rity be'e(it* &%t%al
(%'d be'e(it* i'.est&e't )ro,th be'e(it0
;0 !o st%dy the .ario%s policies a.ailable to cater the 'eeds o(
di((ere'r -i'ds o( c%sto&ers by the ING li(e i's%ra'ce0
Dthe .ario%s pla's li-e sa(al jee.a' pla'* hi)h li(e pla'*
child protectio' pla' etc0*
> !o st%dy also the di((ere't strate)ies &ethods (ollo,ed by
the li(e i's%ra'ce co&pa'y0
Dthe .ario%s tech'i2%es (ollo,ed by ING to attract the
'e, type o( c%sto&ers0
RESEARCH METHODOLOGY&3
10 <ri&ary 7ata
60 Seco'dary 7ata
1=
01 Pr(4%r# D%t%&
!he pri&ary data collected (ro& &a-i') pho'e calls a'd
thro%)h (i4i') appoi't&e'ts ,ith the c%sto&ers0
21 Secon=%r# D%t%&
!he seco'dary data is collected (ro& broch%res* b%si'ess ,orld
&a)aIi'es* ad.ertise&e'ts i' tele.isio'0
S%4p7e $(@e&
D !he sa&ple siIe o( &y project is aro%'d 100 perso's0
R%n=o4 $%4p7(n) J
Ra'do& sa&pli') is a sa&pli') tech'i2%e ,here ,e select a
)ro%p o( s%bjects Ea sa&pleL (or st%dy (ro& a lar)er )ro%p Ea
pop%latio'L0 Each i'di.id%al is chose' e'tirely by cha'ce a'd each
&e&ber o( the pop%latio' has a -'o,'* b%t possibly 'o'De2%al*
cha'ce o( bei') i'cl%ded i' the sa&ple0
TYPES OF PLANS IN ING "YSYA&3
60
!here are di((ere't types o( pla's ,here the li(e &a-er clari(ies the basic
reaso's (or b%yi') li(e i's%ra'ce a'd helps yo% to b%ild a co&plete
(i'a'cial pla' (or li(e0
10 F%l(illi') li(e pla'
60 Ma4i&iIi') li(e pla'
;0 Sa(al Aee.a' Ee'do,&e't pla'L
>0 "i)h li(e pl%s pla'
90 Li(e pl%s pla'
?0 Creati') li(e Echild protectio' pla'L
:0 $'e li(e pla'
B0 ING positi.e li(e
10 FULFILLING LIFE
*ANTICIPATED HOLE OF LIFE PLAN / J

F%l(illi') li(e is a pla' (ro& ING Vysya Li(e I's%ra'ce*
,hich is a co&bi'atio' o( t,o .ery %se(%l pla's0 Firstly it is a &o'ey
bac- policy a'd seco'dly a ,hole li(e pla's %p to the a)e o( B9 years0
!he be'e(its are occ%rred both i' case o( death a'd s%r.i.al
occ%rri') either ,ithi' the ter& or a &at%rity0
S%7(ent 6e%t5re$
<eriodic s%r.i.al be'e(its at speci(ied i'ter.als* as a perce'ta)e o(
s%&s ass%red0
$' s%r.i.al a(ter co&pletio' o( a)e B9* (%ll s%& ass%red payable
as per (irst policy a''i.ersary0
<ay&e't o( (%ll s%& ass%red i' case o( li(e ass%red be(ore the
co&pletio' o( a)e B90
61
60 MAXIMISING LIFE *MONEY BACK PLAN/&
!his pla' o((ers asset b%ildi') opport%'ity by ret%r'i')
l%&p s%& be'e(its at periodic i'ter.als* alo') ,ith pro.idi') li(e
ris- co.er d%ri') the ter& o( the policy ,itho%t ded%cti') a'y
a&o%'t (ro& the s%& ass%red0
S%7(ent Fe%t5re$
Cash bo'%s* ,hich ca' be %tiliIed both to acc%&%late a'd )ai' o'
i'terest* or ta-e it a'd spe'd* or %tiliIe the acc%&%lated a&o%'t to
pay bac- pre&i%&s0
Loa' (acility0
G%ara'teed s%rre'der .al%e0
;0 SAFAL !EE"AN *ENDOMENT PLAN/&
!he %'i2%e (eat%re o( the sa(al jee.a' e'do,&e't pla' is
that it pro.ides a' opport%'ity to decide o' the co.er o( yo%r policy0
It )i.es yo% the optio' to choose (ro& a co'.e'ie't ra')e o( (i4ed
ter&s a'd pre&i%&s0 !he pla' e's%res a' easy a'd hassle (ree
process* yet o((eri') yo% a co&prehe'si.e protectio' a'd sa.i')s
propositio'0 !h%s &a-e it the si&plest li(e i's%ra'ce pla'0 Apart (ro&
that it e's%res0
7eath be'e(itJ s%& ass%red ,ith 'o'D)%ara'teed bo'%ses* i( a'y
payable o' death o( the li(e ass%red0
I'Db%ilt accide't co.erJ I' case o( death d%e to accide't* a'
additio'al be'e(it e2%al to the basic s%& ass%red is payable0
Mat%rity be'e(itJ s%& ass%red ,ith 'o'D)%ara'teed bo'%ses* i(
a'y* payable o' &at%rity0
66
Mr0 oster said a rece't prod%ct sa(al jee.a' had bee' desi)'ed
speci(ically (or the r%ral &ar-ets0
S%7(ent Fe%t5re$
S%rre'der .al%e
S%rre'der .al%e is a.ailable a(ter at least ; (%ll years pre&i%&s
are to be paid0
Red%ced paid %p .al%e
A(ter ; (%ll years pre&i%&s are paid* a'd i( policy lapses d%e to
'o'Dpay&e't o( pre&i%&* the policy beco&es paidD%p0
Loa' (acility
Yo% ca' a.ail loa' o( %p to =0R o( the s%rre'der .al%e0
AA%(7%87e pre4(54 opt(on$&3
Yearly "al( yearly #%arterly
Rs06*000 Rs01*000 Rs0900
Rs06*900 Rs01*690 Rs0?69
Rs0;*000 Rs01*900 Rs0:90
Rs0;*900 Rs01:90 Rs0B:9
Rs0>000 Rs06*000 Rs01*000
Rs09*000 Rs06*900 Rs01*690
>0 CREATING LIFE *CHILD PROTECTION PLAN LJ
G%ara'teed Mat%rity @e'e(it E<ay&e't I' Case $( 7eath A'd At
Mat%rityL
Fle4ible Mat%rity @e'e(it $ptio's
@%iltDI' Hai.er $( <re&i%& @e'e(it
6;
I( yo% ha.e childre'* yo% &%st ha.e a creati')
li(e child protectio' pla'0 !his pla' e's%res that yo%r childFs
(%t%re i' sec%re i' case o( yo%r %'ti&ely death0 Creati') li(e
also created a (i'a'cial asset (or yo%r child0
S%7(ent Fe%t5re$
Rider be'e(itJ
!er& rider* accide'tal death rider* accide'tal death*
disability a'd dis&e&ber&e't a'd ,ai.er o( pre&i%&s
rider0
Loa' be'e(itJ
A(ter payi') a pre&i%& (or three years* yo% ,ill be eli)ible
(or a loa'0
Mat%rity be'e(itJ
Yo%r child ca' either recei.e a l%&p s%& or recei.e the
a&o%'t i' ; to > e2%al i'stall&e'ts a(ter the &at%rity date0
!a4 be'e(itsJ
!a4 be'e(its %'der sectio' BB a'd sectio' 10 are a.ailable
o' all o%r li(e i's%ra'ce pla's a'd riders0
PRODUCT FEATURES&3

01 ELIGIBILITY
Mi'i&%& e'try a)eD1Byears
Ma4i&%& e'try a)eD99years
6>
Ma4i&%& Mat%rity a)eD?9years
PREMIUM PAYMENT TERM
@ased Upo' Yo%r C%rre't A)e A'd !he Li(e Co.er <eriod* Yo%
Ca' Choose !o <ay <re&i%& @et,ee' 10D69years0
PREMIUM PAYMENT OPTIONS&
A''%al
"al( yearly
#%arterly
Mo'thly
MINIMUM PREMIUM PAYABLE&
A''%al D Rs0?*000/D
"al(Dyearly D Rs0;*000/D
#%arterly D Rs01*900/D
Mo'thly D Rs0:90
90 HIGH LIFE PLUS *UNIT LINKED REGULAR
PREMIUM/&3

It pro.ides yo% ,ith a li(e co.er o( yo%r choice a'd also
e'ha'ces yo%r i'.est&e't opport%'ities to ear' ret%r's i' li'e ,ith
69
the &ar-et0 I' this policy the i'.est&e't ris- i' i'.est&e't
port(olio is bor'e by the policy holder0
M%(n 6e%t5re$&3
M%t5r(t# Bene6(t& !his pla' &at%res o' co&pletio' o( the chose'
policy ter&0
De%t9 8ene6(t& $' death be(ore the policy &at%rity date* the s%&
ass%red pl%s policy holders (%'d .al%e ,ill be payable0
P%rt(%7 B(t9=r%B%7 8ene6(tJ !his pla' o((ers yo% the additio'al
(le4ibility o( opti') (or partial ,ithdra,als a'y '%&ber o( ti&es
a(ter co&pletio' o( three policy years* pro.ided the policy holders
(%'d .al%es a(ter s%ch ,ithdra,al is e2%al to at least o'e a'd hal(
years re)%lar pre&i%&s0 <artial ,ithdra,als ,o%ld 'ot be allo,ed
i' case the li(e ass%red is a &i'or till the attai'&e't o( a)e o(
&at%rity0
S5rren=er 8ene6(t& Yo% ca' s%rre'der yo%r policy a'yti&e a(ter
co&pletio' o( the third policy year0 Yo% ,ill recei.e the policy
holders (%'d .al%e less the applicable s%rre'der char)es as stated
belo,0
SB(tc9 #o5r 65n=& Yo% ha.e the (le4ibility to re.ie, the
per(or&a'ce o( yo%r %'it li'-ed (%'ds periodically a'd s,itch
i'.est&e'ts (ro& o'e %'it li'-ed (%'d to a'other0 !,o s,itches
per policy year are o((ered (ree o( s,itchi') char)es0
Sett7e4ent$ opt(on$J Yo% ca' opt to recei.e yo%r &at%rity be'e(it
i' a si')le l%&p0
ELIGIBILITY&
6?
Mi'i&%& e'try a)e J0 year Ea)e last birthdayL
Ma4i&%& e'try a)e J:0years
Ma4i&%& &at%rity a)e J:9years
Mi'i&%& policy ter& J9years
Ma4i&%& policy ter& J69years
MINIMUM PREMIUM&
Yearly Rs090*000/D
"al(Dyearly Rs069*000/D
#%arterly Rs019*000/D
Mo'thly Rs0?*000/D
?1 LIFEPLUS PLAN *A SA"ING SOLUTION/&3
!his pla' si&pli(ies the process o( ta-i') %'it li'-ed
i's%ra'ce0 Yo% ca' choose a co'.e'ie't policy ter& o( 10* 19 or
60 years0 It allo,s yo% to i'.est a'd &a'a)e yo%r i'.est&e'ts at
yo%r o,' pace as per yo%r ris- pro(ile0
MAIN FEATURES&3

10 Mat%rity be'e(itJ the policy &at%res o' the co&pletio' o( the
policy ter& chose' by the policy holder0
60 7eath be'e(itJ o' death be(ore the policy &at%rity date* the
pre.aili') at that ti&e or the (%'d .al%e0
;0 <artial ,ithdra,al be'e(itJ the pla' o((ers yo% the additio'al
(le4ilibility o( opti') (or a partial ,ithdra,al o' co&pletio' o( 9
th
policy year0
6:
>0 S%rre'der be'e(itJ yo% ca' s%rre'der yo%r policy a'y ti&e a(ter
the third policy year0 Yo% ,ill recei.e the (%'d .al%e less the
applicable s%rre'der char)es0
90 !a4 be'e(itsJ %'der the sectio' B0c o( the i'co&e ta4 act 1=?1 the
pro.isio's are applicable to the policy holders0
Ot9er 6e%t5re$&
E7()(8(7(t#&
Mi'i&%& e'try a)e J 10years
Ma4i&%& e'try a)e J >9years
Ma4i&%& &at%rity a)e J ?9years
<re&i%& pay&e't ter&s J 10* 19 a'd 60years0
<olicy ter& J 10* 19 a'd 60years
T9e c9%r)e$&
!he pla' o((ers co&plete tra'spare'cy ,ith respect to e4pe'ses
char)ed to yo%0 !he char)es are as (ollo,sJ
aL <olicy ad&i'istratio' char)es
bL <re&i%& allocatio' char)es
cL F%'d &a'a)e&e't char)es
dL S,itchi') char)es
eL S%rre'der char)es
(L Mortality char)es
)L Miscella'eo%s char)es
.1 ONELIFE * UNIT LINKED SINGLE PREMIUM/&3
6B
It is a pla' that is &%ch &ore tha' j%st i's%ra'ce0 A s%perlati.e
i'.est&e't pla' that )i.es yo% the %'i2%e optio' o( &a-i') o'e
si')le l%&p s%& pay&e't a'd additio'al topD%ps as per yo%r
co'.e'ie'ce0


Po7(c# ter4&
!he ter& o( the policy is bet,ee' 9 to 69 years0
M%(n 6e%t5re$&3
0 M%t5r(t# 8ene6(tJ this pla' &at%res o' the co&pletio' o( the
chose' policy ter&0 Yo% ,ill recei.e the bala'ce a&o%'t a.ailable
i' yo%r i'di.id%al policyholders acco%'t o' the policy &at%rity
date0
2 De%t9 8ene6(tJ the a&o%'t o( death be'e(it depe'ds %po' the li(e
co.er optio' chose' by yo%0
< P%rt(%7 $5rren=er 8ene6(tJ this pla' yo% the additio'al (le4ibility
o( opti') (or partial s%rre'der a'y '%&ber o( ti&es a(ter
co&pletio' o( 9 policy years* pro.ided the bala'ce i' the
i'di.id%al policyholders acco%'t a(ter s%ch s%rre'der is at least
Rs069*0000
+ S5rren=er 8ene6(t& yo% ca' s%rre'der yo%r policy a'y ti&e a(ter
the (irst policy year0 Yo% ,ill recei.e the bala'ce a&o%'t
a.ailable i' yo%r i'di.id%al policyholderFs acco%'t less applicable
s%rre'der char)es0
> SB(tc9 #o5r 65n=J yo% ha.e the (le4ibility to re.ie, the
per(or&a'ce o( yo%r i'.est&e't pla' periodically a'd s,itch
i'.est&e'ts (ro& o'e pla' to a'other0
6=
T%: 8ene6(t$&
A&o%'ts paid by yo% are eli)ible (or ta4 be'e(its as applicable
%'der i'co&e ta4 act 1=?10
Ot9er 6e%t5re$&3
E7()(8(7(t# &
Mi'i&%& E'try A)e J 0 years Ea)e last birthdayL
Ma4i&%& E'try A)e J :0 years
Ma4i&%& Mat%rity A)e J :9 years
Mi'i&%& <olicy !er& J 9 years
Ma4i&%& <olicy !er& J 69 years
C1 ING POSITI"E LIFE&
*
!he policy hi)hli)hts are (le4ible pre&i%& payi') optio's*
'o &edical %'der,riti')* (le4ible i'.est&e't optio's* syste&atic
i'.est&e't be'e(it a'd partial ,ithdra,al process i' the li(e
i's%ra'ce0
ING <ositi.e is tar)eted at the re)%lar sa.i')s se)&e't0 !he
pla' is (le4ible so that it s%its the pro(ile o( a' i'di.id%al
c%sto&er (ro& the a)es 0 to 90 years0 It allo,s the c%sto&er to
e'ter the pla' (or as lo, o( Rs0 B;> per &o'th0 !he co'.e'ie't
policy ter&s o( 10* 19 or 60 years allo,s o'e to &atch li(e )oals
to the policy ter&s0 !here is (le4ibility o( pre&i%& payi') ter&
(ro& a &i'i&%& o( three years to the policy ter&0
;0
!he pre&i%&s ca' be i'.ested i' a choice o( (i.e (%'d
optio's 7ebt* Sec%re* @ala'ced* Gro,th or E2%ity* based o' a'
i'di.id%als ris- appetite0 7%ri') the policy ter&* the c%sto&er has
a' optio' to s,itch bet,ee' these (%'ds* or redirect (%t%re
pre&i%&s i'to the a.ailable optio'0
!he pla' also o((ers li2%idity ,he' 'eeded by allo,i') o'e
partial ,ithdra,al each year a(ter the (i(th policy year0 $'
&at%rity the (%'d bala'ce a.ailable is paid0 !he &at%rity proceeds
ca' also be distrib%ted o.er a (i.e year period0
LIMITATIONS&
;1
!he scope o( the project is related ,ith o'ly p%'ja)%tta
bra'ch a'd 'ot ,ith other0
!he project is related to lo, i'co&e a'd &iddle
i'co&e people0
!here is 'ot &%ch s%((icie't ti&e to e4plai' abo%t the
.ario%s pla's0
ANALYSIS OF THE QUESTIONNAIRE
;6
01 Are #o5 B(77(n) to t%'e % po7(c# B(t9 INGD
CATEGORY
Re$pon=ent$
YES ?>
NO <>
Interpret%t(on&
As &ost o( the& ha.e their o,' choice o( ta-i') policy i' the
real ,orld o( co&petitio' i' the &ar-et ,here ING also plays a
role o( i's%ra'ce sector* i' &y project s%r.ey ,here &ost o(
the& ha.e a )ood opi'io' o( abo%t ?9R ,ith ING a'd the rest
;9R are ,ith 'e)ati.e opi'io'0
;;
6 Do #o5 9%Ae %n# po7(c#D
LIC ICICI HDFC TATA
+C <E 02 0E
Interpret%t(on&
Most o( &y (i'di')s o%t o( 100 ha.e a )ood relatio' i' the LIC
,ith >BR* ;0R are (or ICICI* 16R are (or "7FC* 10R ha.e a
policy ,ith !A!A li(e i's%ra'ce0
;>
48
30
12
10
0
10
20
30
40
50
60
LIC ICICI HDFC TATA
<19%t t#pe o6 8ene6(t Bo57= #o5 7('e to preA%(7D
DEATH MATURITY PARTIAL SURRENDER
>2 2? 02 0E
Interpret%t(on&
$%t o( total 100 policyholders* ,here &ost o( the& ha.e li-e
their be'e(its i' .ario%s cate)ories* 96R are i'terested i' death
process* 6?R are i'terested i' &at%rity process* 16R are (or
partial* a'd 10R are (or s%rre'der process0
;9
+ 9%t t#pe o6 8ene6(t #o5 7('e (n ot9er (n$5r%nce
co4p%n(e$D
HEALTH EARLY GROTH GOLD
>0 2C 0F 2
Interpret%t(on&
$%t o( total 100* &ost o( the& ha.e their o,' disli-e a'd
li-i') abo%t other i's%ra'ce co&pa'ies* ,here 91R are
i'terested i'to health pla's* 6BR are i'terested i'to early
protectio' pla's* 1=R are i'terested i' easy )ro,th pla's* a'd
6R are o'ly i'terested i' )old pla's o( the i's%ra'ce
co&pa'ies0
;?
51
28
19
2
0
10
20
30
40
50
60
HEALTH EARLY GROWTH GOLD
>1 Do #o5 B%nt to 'noB t9e p7%n$ o6 ING "#$#% 7(6e
(n$5r%nceD
YES +0
NO >F
Interpr%t%t(on&
I'to &y total stre')th o( 100 ,here >1R has a)reed (or ING
pla's a'd rest 9=R o( the& ha.e N$ i'terest abo%t ING0
;:
41
59
YES
NO
? 9%t t#pe o6 p7%n$ =o #o5 B($9 to t%'e B(t9 INGD
S%6%7 jeeA%n ret(re4ent c9(7=protect(on Free=o4
+E <E 2E 0E
Interpret%t(on&
o5t o6 tot%7 0EE (n t9e project 4o$t o6 t9e peop7e B9o
B($9 to )o 6or t9e p7%n$ o6 ING %re; +EG %re opte= 6or
$%6%7 jeeA%n; <EG opte= 6or ret(re4ent p7%n; 2EG 6or
c9(7= protect(on p7%n; 0EG 6or 6ree=o4 p7%n1
;B
40
30
20
10
0
5
10
15
20
25
30
35
40
45
safal j!a" #$%#&"$ '(%l) *#+$'$%+" f#)+&
.19%t t#pe o6 p7%n$ =o #o5 7('e B(t9 ot9er (n$5r%nce
co4p%n(e$D
Be%7t9 (nAe$t4ent e=5c%t(on M%rr(%)e
+< <? 00 0E
Interpret%t(on&
O5t o6 tot%7 0EE po7(c#9o7=er$; +<G %re 6or Be%7t9 p7%n$;
<?G %re %pp7(e= 6or (nAe$t4ent; 00G %re 6or e=5c%t(on;
%n= 0EG %re %pp7(e= 6or 4%rr(%)e1
;=
43
36
11
10
0
5
10
15
20
25
30
35
40
45
50
,al$( a") (al$( %"!s$&"$ )-'a$%+" &a##%a.
C 9%t %re p7%n$ #o5 %re 7oo'(n) to t%'e (n ING "#$#% 7(6e
(n$5r%nceD
Ret(re4ent
p7%n
Cre%t(n) 7(6e
p7%n
M%:(4($(n)
p7%n
C9(7=
protect(on
+F 0F 0C 0+
Interpret%t(on&
o5t o6 0EE per$on$; +FG %re B(77(n) to )o 6or ret(re4ent$;
0FG %re 6or cre%t(n) 7(6e; 0CG %re 6or 4%:(4($(n) %n= 0+G
%re %pp7(e= 6or c9(7= protect(on1
>0
STUDY OF PEOPLE AT HYDERABAD IN
KUSHAIGUDA AREA
N%4e& A)e&
Se:& D1O1B&
01Do #o5 9%Ae %n# po7(c#D
A1 I6 #e$ * / B1 I6 no * /
21 Are #o5 B(77(n) to t%'e % po7(c# B(t9 INGD
A1 I6 #e$ * / B1 I6 no * /
<1 9%t t#pe o6 8ene6(t Bo57= #o5 7('e to preA%(7D
A 1De%t9 B1 M%t5r(t#
C1 P%rt(%7 D1 S5rren=er
+1 9%t t#pe o6 8ene6(t #o5 7('e (n ot9er (n$5r%nce
co4p%n(e$D
A1 9e%7t9 8ene6(t B1 e%r7# %)e 8ene6(t
C1 )roBt9 8ene6(t D1 )o7= 8ene6(t
>1 Do #o5 B%nt to 'noB t9e p7%n$ o6 ING "#$#% 7(6e
(n$5r%nceD
A1 Ye$ B1 No
?1 9%t t#pe o6 p7%n$ =o #o5 B($9 to t%'e B(t9 INGD
A1 $%6%7 jeeA%n B1 ret(re4ent 8ene6(t
C1 c9(7= protect(on p7%n D1 6ree=o4 p7%n
.1 9%t t#pe o6 p7%n$ =o #o5 7('e B(t9 ot9er (n$5r%nce
co4p%n(e$D
A1 Be%7t9 %n= 9e%7t9 p7%n B1 (nAe$t4ent p7%n
C1 e=5c%t(on p7%n D1 4%rr(%)e p7%n
>1
C1 9%t %re p7%n$ #o5 %re 7oo'(n) to t%'e (n ING "#$#% 7(6e
(n$5r%nceD
A1 ret(re4ent 8ene6(t p7%n B1 cre%t(n) 7(6e
C1 4%:(4(@(n) p7%n D1 c9(7= protect(on
>6
SUMMARY AND CONCLUSIONS&
D the st%dy o( &y o.erall data relates ,ith the di((ere't
tech'i2%es*&ethods*pla's ,hich are &ai'ly be'e(it to the policy
holders0 As &y o.erall st%dy )i.es a brie( e4pla'atio' o( the .ario%s
pla's (ollo,ed by the ING .ysya li(e i's%ra'ce0 My st%dy &ai'ly
s%&&ariIes abo%t the .ario%s &ar-eti') tech'i2%es %sed by the ING
.ysya li(e i's%ra'ce to attarct the 'e, type o( c%sto&ers ,here the
co&petitio' pre.ails i' the &ar-et0
At last I brie(ly co'cl%de that ING has .ery
&%ch pote'tial abilities to pre.ail i' the &ar-et0

>;
SUGGESTIONS
10 As &ore people are i'cli'ed to,ards ta-i') i') .ysya policy* the
&ar-et share sho%ld be capt%red by o((eri') the& &ore .al%e
i'itially0
60 C%sto&ers are &ore i'terested i' posth%&o%s be'e(its the
proced%res a'd settle&e'ts i' cases o( e.e't%alities sho%ld be as
si&ple as possible* e.e' door deli.ery o( the settle&e't che2%es
ca' be tho%)ht o( i( .iable0
;0 "ealth a'd phar&a sectors has )ot &a4i&%& opport%'ities so tie
%p ,ith corporate hospitals ca' be thro%)ht o(0
>0 "o&e,or- is to be do'e i' 3(reedo& pla'O a'd it sho%ld be
&ade &ore attracti.e0
90 ING Vysya sho%ld co&e %p ,ith 'e, 3Health <la'sO i' li'e
,ith copetitors as it )ot &ore ta-ers i' the &ar-et0
?0 Child protectio' pla' is 'ot %pto the &ar- so the policy is to be
i&pro.ed a'd sho%ld be &ade &ore attracti.e0
>>
BIBILOGRAPHY&
REFERED MARKETING BOOKS&
01 @y <hilip otler
60 @y G0C0@eri
INTERNET SITES&
10 httpJ//e'0,i-ipedia0or)/,i-i/Mar-eti')SI'trod%ctio'
60 httpJ//,,,0theti&es1000co0%-/theory/theoryDD&ar-eti')D
tech'i2%esDD1B?0php
;0 httpJ//,,,0er(%rt&ar-eti')0co0%-/
>0 httpJ//,,,0 (n)A#$#% li(e0co&
REFFERED !OURNALS&
10 @roch%res $( ING VYSYA li(e i's%ra'ce0
60 @%si'ess Horld
;0 Eco'o&ic !i&es Ebra'd e2%ityL
>0 >ps Mar-eti')
>9