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“A STUDY ON EFFECTIVENESS OF MARKETING COMMUNICATION ”AT M/S HDFC STANDARD LIFE INSURANCE COMPANY LTD

BY R.KIRUBAGARAN MBA 2nd YEAR MIT - PUDUCHERRY

A. 17A. Near To Indira Gandhi Circle. 2 nd Floor. Anitha (HR Executive) Year of Establishment : 14th August 2000 Location: No. Natesan Nagar .COMPANY PROFILE: Name: Key people: HDFC STANDARD LIFE INSURANCE COMPANY LIMITED Gayathri (Circle Head) M. Pondicherry -605005 Products : Children's plans Protection plans Retirement plans Savings& Investment plans . Sri Velayutham Complex.K.

com Web Site: www.400013. Maharashtra E-mail: aditya.com .COMPETITORS: • • • • • • • • ICICI Prudential LIC Max New York Life MetLife Kotak Mahindra SBI Life Aviva Birla Sunlife HEADQUARTERS: HDFC Bank House Senapati Bapat Marg. Mumbai .hdfcbank. Lower Parel.puri@hdfcbank.

HISTORY JOUNT VENTURE .

Mission Statement We aim to be the top new life insurance company in the market Company Values Integrity Innovation People Care Team Work .One for all & all for one .

Pondicherry branch .  To find out the level of satisfaction of consumers towards the HDFC Standard Life Insurance policies.  To provide Suggestions & Recommendations to enhance their marketing communication at HDFC Standard Life Insurance. Secondary objectives:  To identify the key dimensions and elements of marketing communication used in HDFC Standard Life Insurance  To understand the marketing communication process undertaken by the company  To analyze the methods and techniques used for communicating their brand to customers and public.OBJECTIVES Primary objectives: To study the Effectiveness of marketing communication at HDFC Standard Life Insurance company Limited.

REVIEW OF LITERATURE Meaning: Marketing Communication are messages and related media used to communicate with a market.Tim Cohn 1. practices: branding. promotion.. Definition: Understanding what your customers want to hear about your solution to their problems and then saying it to them.Four Ps: price. place. and product 2. . . public relations. brand language. packaging sponsorship. graphic design. sales promotion and online marketing.

sales promotion. and direct marketing a company uses to pursue its advertising and marketing objectives.THE MARKETING COMMUNICATION MIX Meaning: The Marketing Communications Mix is the specific mix of advertising. • • • • • Direct marketing Public relations Personal selling Sales promotion Advertising . public relations. personal selling.

INTEGRATED MARKETING COMMUNICATION .

MARKETING COMMUNICATION TOOLS: .

THE MARKETING COMMUNICATION PROCESS .

Informing Product launch phase Explanations of product features & benefits 2. Physical Marketing Communication 4.Persuading Product maturity phase Applies to consumers memory(Brand specific) TYPES OF MARKETING COMMUNICATION 1.OBJECTIVES OF MARKETING COMMUNICATION 1.Reminding Product sales growth phase Competitive positioning 3. Spoken Marketing Communication 3. Written Marketing Communication 2. Multimedia Marketing Communication .