Professional Documents
Culture Documents
Project Report On
Activation of
Intermediaries At
SIP project report submitted in partial fulfilment of the requirements for the PGDM
Programme
As they say “Gratitude always makes sense of our efforts”, therefore the successful
completion of my internship is the outcome of consistent guidance and efforts from the people
behind my development during the two months.
I am grateful to the company Bajaj Allianz General Insurance for giving me this opportunity
to explore the various areas of sales and marketing. A special thanks to Mr. Nirmal Kumar
Danke for persistently mentoring me throughout the project and helping me learn and develop
over the period. This project is a combined effort by him, the agency team and me. He has
been a true mentor and I am highly indebted to him for his time and efforts that he has put in.
Also, I am highly thankful to Dr. S. Shyam for guiding me and helping me shape up my
project report. His valuable inputs and insights helped me overcome the difficulties that I
faced during this period. I am highly obliged and grateful for his time and efforts that he had
put in making this report meaningful.
Lastly, it is never enough to thank the people who are always behind me backing me up all
the time. I thank my family and friends for their continuous support.
1 CHAPTER-1 : 4-6
Introduction
Objectives
2 CHAPTER-2 : 6-15
6. LIMITATIONS 21
8. APPENDIX-A 23-24
9. APPENDIX-B 25-28
CHAPTER-1
INTRODUCTION
Insurance is one of the fastest growing sectors in India. Insurance helps people manage
monetary risks and losses related to investments, liabilities for wrong financial actions, and
risks for inability to earn income at any stage of life.
Bajaj Allianz General Insurance (BAGIC) is a joint venture between Bajaj Finserv Ltd and
Allianz SE.The company in general insurance which includes fire insurance, marine
insurance, motor insurance, theft insurance, health insurance, personal accident insurance etc.
The company has emerged as the most profitable insurer with a profit of Rs. 564 crore.
My profile at the company was similar to a Relationship Manager in the Agency Department.
The company, in spite of its growing profits, is facing serious challenges dealing with the
intermediaries associated with it. As compared to its competitors, BAGIC has weak
relationship with its intermediaries and therefore, many intermediaries do not bring business
for the company. In order to seek solutions to the problems, the company allotted me a project
on activation of intermediaries (IMDs) in which I was expected to build strong relationship
between the company and the IMDs so that they perform better for the company and therefore
are active IMDs.
While working on the project, it was evident that the Agency Department had several
strengths, weaknesses, opportunities to take advantages, and threats. This would not only help
the department determine its shortcomings, but also help it in looking for the opportunities
that can be taken into consideration for future growth. These are mentioned below-
SWOT ANALYSIS:
STRENGTHS WEAKNESSES
>Established brand name.
>Weak relationship management with IMDs.
>Trust among employees and customers.
>Company offers less discounts as compared
>Innovative approach of Product development to competitiors.
team.
>Increasing Premium because of promoting
>Large customer base. 'cashless' in place of reimburesemt
>Health Guard product. >Low commission amount to the agents is
>Only company with 'agreed value policy' in the discouraging.
industry.
>Guarenteed Claims offered.
>Only company having underwiting profits.
OPPORTUNITIES THREATS
>Newly launched mobile applications. > No contact information of many IMDs. This
>Using Digitalization, going online in gives rise to loss of IMDs.
premium payments. >Communication gap between IMDs and their
>Shifting towards cashless. manager.
> Recent Innovation in 'Motor dealer >Increasing IMD grievances.
Package policy' >Declining IMD base.
>First in the industry to introduce such a >The policy rates of motor sector are
comprehensive package policy. significantly higher than the competitors.
FIGURE 1.0
OBJECTIVES
The key objectives of my project titled Activation of Intermediaries (Agents) were:
Analysing the performance, productivity and profitability of intermediaries (IMDs).
Identifying agents whose performances were below the standard set by IRDA i.e.
1,20,000 Lac per year.
Identifying and understanding the challenges faced by intermediaries (IMDs) while
selling insurance products and devise solutions to address the problems faced by the
inactive agents and to convert them into active agents.
Comparing business generated by active IMDs with in-active IMDs in particular
segments. This would help in better understanding, and would be easier to help in-active
agents do business.
Understanding the Licensing procedure of the agents. Converting all the agents with SR
(Temporary code) to IRDA licensed code.
Comparing the company’s existing Health Guard product with that of the other
companies in insurance sector. Therefore, determining the scope of improvement in the
company’s products and policies.
CHAPTER-2
ACTIVATION OF INTERMEDIARIES
OBJECTIVES:
Analysing the performance, productivity and profitability of intermediaries (IMDs).
Identifying agents whose performances were below the standard set by IRDA
i.e. 1,20,000 Lac per year.
Identifying and understanding the challenges faced by intermediaries (IMDs) while
selling insurance products and devise solutions to address the problems faced by the
inactive agents and to convert them into active agents.
Comparing business generated by active IMDs with in-active IMDs in particular segments.
This would help in better understanding, and would be easier to help in-active agents do
business.
METHODS
It was essential to ensure maximum conversion of inactive into active agents, build a strong
relationship between the company and agents; and eliminate the agents who are totally non-
performing in order to cut down costs.
It was necessary to understand the company’s products right at the grass root level. The
project demanded a good understanding of policies and packages to analyse the working of
intermediaries and related sales. The following pathway was followed:
Collecting data of all the intermediaries (IMDs) working with the regional branch, Pune.
IMDs with business of less than Rs 10,000 per month (MTD) or Rs. 1,20,000 per
annum (YTD) were labelled as inactive agents and were provided a band as E based on
the norms of IRDA.
Analysing the data gathered to understand what the agents expect and through
them understanding what the customer expects.
Organizing informal meets with the intermediaries (IMDs) to gather prerequisite
data about the agents and also about policies and the catchment, competitors, etc.
Interaction with the intermediaries (IMDs) helped in understanding which products
are appropriate for which target segment, customer’s requirements, agents’ pay out
margin and policy upgradation requirement.
Launching campaign Balle Balle Barcelona in order to encourage agents to grow their
sales. The agents were promised a tour to Barcelona if they brought sales between the
range decided by the company.
It was essential for me to meet the IMDs every week in order to build a warm
relationship with them in the short span of time. Therefore, it was decided to meet at
least 10 IMDs every week.
Organizing training sessions for the agents: There were total 6 training sessions
arranged.
The table shows that the Active intermediaries are consistent in their sales
throughout the year.
By comparing active IMDs with in-active IMDs, it was found that the in-active
IMDs were inconsistent with their sales.
In-active IMDs targeted the segments that fetched least amount of pay-out for
them. Since, pay-out is a strong influencer, the IMDs get demotivated and this
affects their sales.
Most of the in-active IMDs targeted Private petrol 2 wheeler or 4 wheeler
vehicles. The company does not give sufficient pay-out to the IMDs in Petrol
vehicles because the margin is too low. Therefore, targeting majorly the petrol
vehicles is not beneficial for the IMDs.
As it was observed, the active IMDs targeted the Health segment more as they
get the maximum pay-out from selling Health Guard policies. Whereas, the
inactive IMDs didn’t focus on this area.
Active IMDs concentrated on Private Diesel 2 wheeler and 4 wheeler policies as
there is a large amount of margin in diesel vehicles insurance.
Apart from this, many top business generators focussed on Marine insurance
and Home Insurance which yields high amount of pay-out.
RESULTS/ FINDINGS:
The following table consists of the Band width which is given to intermediaries based on the
Premium
TABLE 2.1
0K to 10K E
10K to 25K D
25K to 50K C
50K to 1 Lakh B
Also, it was necessary to find out how many IMDs are mapped with each Relationship
Manager in the team. The following table contains this finding:
TABLE 2.2
Aditi Dhingra 36
Vikram 39
Preeti Pawar 39
Rahul Perdeshi 46
Prasadh Masarkar 47
In order to activate IMDs and build a good relationship with them, every agent was
contacted. In this manner the reasons, problems and challenges faced by them was
identified and understood.
Response of each IMD in the list was noted and analysed. The following
pie chart shows the category wise response.
Pie chart showing Challenges faced by IMDs
CHART 2.4
4%
Office Location problem
15%
27% Offered Discount Rates not good enough
Need more training
CHART 2.5
Influencers
11%
26%
17%
Commissions Speed of processes Product quality
Compensation structure.
Lower premiums
14%
32%
The findings indicate that the major influencer of agents is not mainly Commissions but
speed of processes.
32% agents desire more speed of processes. People were of the opinion that more
speed in the process of issuing a policy, approving it, filling forms is desirable so
that their time is saved, and they can do more business in that time. A normal
policy takes approximately 3 working days to be issued due to lethargic manual
processing. This time can be saved.
It was surprising that majority of the agents desired speed of processes and not
Commissions, which the company thought is the driving force for agents.
Since, the company is reluctant to make changes to the commission structure as it
would cost the company dear, the company can make changes in its form filling
processes, which takes a larger amount of time.
26% agents desire more commission from the company because the competitors
offer higher commissions for the similar type of policy. Money is the driver for
some agents, as they only work for making money.
17% agents look for a proper compensation structure in the company. For
example, agents must be compensated the amount they invest in travelling to
visit customers for selling policies, phone call expense, etc. Therefore, if a
company provides better compensations even at lower commissions, some agents
prefer such a company over the others in the league.
14% agents look for better product quality. Therefore, these are the agents which
BAGIC is able to hold for long, since BAGIC is one of those few companies that
have the best product quality. Agents desire better quality of products because
then they would be able to retain customers, and customers will always come back
to these agents for renewal or for new insurance products rather than going for
other
companies.
11% agents are of the opinion that if premium charged by the company on
certain policies are lower; they will be able to do more business for the company.
Since, BAGIC policies are a little upper-class ones, lower premiums are not
expected from the company.
These findings show that there are various influencers apart from just
compensation being the driving factor for the agents to work for the
company.
According to this survey, the company may now start working upon making
processes faster by going online in most of its work.
By now, the company has fairly accepted digitization, but the agents are not well
versed with the usage of the apps and web portals. A training programme in
order to make them handy with the usage of such things is required.
TABLE showing IMDs that were successfully converted:
The chart below shows the IMDs that were in-active by the start of April-2017 but
now are active IMDs.
In order to be active, IMDs were required to bring a minimum premium of Rs.
20,000 in total by the end of May’17.
It was noted that each of the below IMDs successfully brought forward minimum
premium of Rs. 20,000 in total.
TABLE 2.6
CHART 2.7
11.33%
88.67%
The above pie-chart shows that 11.33% of IMDs were converted from inactive to
active IMDs during my project.
However, there are 88.67% who are still inactive and do not bring the desired business
for the company.
The final result of the project was that 11.33% IMDs were successfully
converted from inactive to active IMDs.
CHAPTER-3
UNDERSTANDING THE LICENSING PROCEDURE OF THE
AGENTS
OBJECTIVE: Understanding the Licensing procedure of the agents. Converting all the
agents with SR (Temporary code) to IRDA licensed code.
This phase of the project involved converting IMDs with SR code (temporary license) into
IRDA codes (permanent). This was done to absorb and continue holding the IMDs with
BAGIC throughout the year so that they keep doing business with the company. The
pathway followed for this phase was-
Collecting data of all the IMDs working with the regional branch and having
SR code.
Contacting the IMDs and providing them the requisite information.
Since issuing IRDA code is a month long process, it involves various stages for
example- Examination of agents, their interviews, and agents attending 25hrs
training programme.
Contacting IMDs and collecting required documents from them.
METHODS:
The documentation process involved the following steps-
Out of the total number of agents associated with BAGIC, Regional Branch, Pune, a list
of agents having SR code was segregated and compiled into a spreadsheet.
There are various stages involved in converting SR code to IRDAI code. The
following are the essential requirements:
1. Request for allotment of IMD code: A Request Form has to be submitted to IRDAI
(Request form attached under Appendix A.) Also, documents of the agents like Date of
Birth proof, 12th Pass certificate, Permanent address proof, and Photographs are
necessary.
2. Form I-A – IRDAI form duly filled and signed by the applicant. (FORM I-A attached
under Appendix A).
3. Original Notarised affidavit / Gazette copy / Passport copy in case, name has been
changed.
4. Interview form signed by Agency Head not less than L2.
5. All documents to be attested from BAGIC’s end
6. After the identification of these documents, the agents have to go through an
examination conducted by IRDA in order to get a permanent license.
7. After the examination, an Interview is taken.
8. The agents, who pass the examination and interview stages, are required to attend
a training session. A 25 hours training certificate is necessary before IRDA could
issue a permanent license.
RESULTS
The list of the agents who I was able to successfully convert for SR code to
IRDA is in appendix-3
Out of 153 IMDs with SR code (temporary Code), 117 IMDs were made to convert
their into IRDA codes. The pie chart of the same is as shown below-
CHART-3.0
36, 24%
SR Code
IRDA Code
117, 76%
Out of 153 IMDs with SR Codes, 117 IMDs were successfully converted into
IRDA Codes.
However, 36 IMDs still do not possess a permanent Code i.e., IRDA code.
CHAPTER-4
COMPARE EXISTING HEALTH GUARD PRODUCT OF BAGIC
WITH THAT OF THE COMPETITORS
OBJECTIVES: Comparing the company’s existing Health Guard product with that of the
other companies in insurance sector. Therefore, determine the scope of improvement in the
company’s products and policies.
METHODS
Going and meeting with different IMDs who work with multiple other
insurance companies along with BAGIC.
Collecting information from them about the health products offered by other
companies, what their products offer and what do other products fulfil.
Finally comparing BAGIC’s health guard product with the health products of
competitors.
TABLE 4.1
Road ambulance: It was observed that road ambulance was one such feature
that was covered by all the major competitors of BAGIC under the Health
insurance products.
Day Care Procedure: Day care procedures include the medical treatments that
take less than 24 hours. Therefore, the short-term hospitalization procedure is
covered by BAGIC. Also, BAGIC covers all the day care procedures like
Cataract, Dialysis, Chemotherapy, etc. Competitors like Max Bupa, ReliGare
and Apollo Munich also cover all the Day care procedures, whereas other
competitors like CIGNA TTK and Star Health do not cover all the day care
procedures.
Restoration and recharge: BAGIC allows 100% restoration of the same
insurance product for the same disease in case of a claim once. This means that
the customer does not have to repurchase the health product if he has used it
once for his treatment. Other competitors like Max Bupa and Apollo Munich do
not have such a cover in their health products.
Organ Donor: BAGIC does not only provide a cover for the patients
undergoing any surgery, but also provides a cover for the organ donor as well.
Whereas Star Health has no such cover in its Health product.
AYUSH benefits: BAGIC provides a cover not only for Allopathic treatments
but also for Ayurvedic, homeopathic and Naturopathic treatment. Whereas Star
Health doesn’t cover Ayush benefits under its Health product.
Baritric Surgery: BAGIC provides cover for Baritric surgery upto a limit of 5
Lacs. Whereas no other competitor provides such a wide cover for Baritric
Surgery.
As the project was of two months duration only, it was very difficult to build a great
relationship with the agents in such short span of time, since relationship building is a
long process and it is difficult to achieve that in two months of time.
Even though BAGIC is willing to go out of their way to create opportunities and provide
incentives for the agents, the agents themselves aren’t willing to perform.
Also, it is difficult to retain and maintain the agents throughout the year. Many of them
drop out in the middle of the year.
Due to gross competition in the insurance industry, agents tend to oscillate from one
company to the other depending on the pay-out they receive from the company.
Few agents are reluctant to share their problems faced while selling and some even give
false information. This came into picture when cross-checked with the department officials
about their feedbacks.
Recruiting new agents is a difficult task; convincing them, providing incentives and
benefits so that they work for the company takes time, and when the IMDs do not
perform even after that, there is a loss of time, man-power, efforts and loss of money of
the company. Activating Inactive IMDs is a long process, since in two months they are
only MTD active but not YTD active.
It was observed that, in some cases, it took more than a month to procure some agents.
Then, licensing is also a big expense of the company nearly 1L is spent on the licensing
of new agents.
Even if BAGIC aims at cutting down costs by eliminating the agents who are non-
performing, the investment goes in vain. Therefore, it is a dilemma at company’s
end whether to get rid of these inactive agents or to hold them till they do not
perform.
The system of processes in the company is too slow; therefore, it was a hindrance in
issuing policies fast.
SCOPE FOR FUTURE IMPROVEMENTS
Team must make sure to meet IMDs doing low business at least twice a month.
Communication channel from the agency team’s end can be improved as they have a
good team with great product knowledge. A better communication with the IMDs
will go a long way.
Brand visibility should be improved. Although BAGIC is an established brand, but
among intermediaries, it still needs to increase its visibility because many agents may
not be aware of the new policies or any revision that takes place.
Inactive IMDs later doing good business should be initially rewarded to motivate and
encourage them.
APPENDIX-A
FORM I-A
APPLICATION FOR APPOINTMENT TO ACT AS AN INSURANCE AGENT
(With a Life Insurer OR General Insurer OR Health Insurer)
TO
1) Name :
2) Address:
(Attach copy of address proof) Electricity Bill Telephone Bill Driving License
Passport Ration card Election card Bank Passbook Aadhaar Card
copy statement
3) Mobile No:
4) Name of Agency Executive Servicing the code & Employee Code
5) Email Id:
6) Branch Location Name
7) IMD Category:
Individual Agent Broker Corporate Agent Service Provider Web Aggregator
Sub IMD (Original IMD Code: )
8) If Agent :
a) Whether Documents for licencing forwarded to HO – Yes No
b) Whether undergone IRDA training – Yes No
(If yes, details of Batch, Date & Institute) :
(Point no “d”, “e” and “f” are required where code is taken in the name of individual)
10) Channel:
Broker Multiline Travel Motor Dealer
Bancassurance Web Sales
11) Permanent Account Number: (Attach copy of PAN
Card):
12) Service Tax Registration No. (For Service Providers & Consultants) :
https://www.bajajallianz.com/Corp/aboutus/general-insurance-company.jsp#About-Us
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