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Essay

ICICI PRUDENTIAL

Essay specific features

 

Issue:

Business

 

Written by:

Viola R

 

Date added:

January 18, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

3 / 780

 

Was viewed:

8044 times

 

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Essay content:

Here’s a look at how ICICI Pru changed the rules of the game and emerged a leader in the process. Background: When the insurance sector was liberalized in 2000, the private players had to contend with a few issues. Ratio of premium to GDP was low: 1.3% of GDP was invested in insurance. Insurance penetration was at an abysmal 22% of the insurable population...
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Insurance penetration was at an abysmal 22% of the insurable population. Besides the above the private players were faced with: Attitudinal Barriers, Perception of insurance as a tax saving tool and lack of a consumer centric approach in service and product offerings. The Marketing Challenge facing ICICI Pru: The challenge therefore was to change established category drivers (death payment & tax saving) and to get the consumer to evaluate insurance on a more emotional platform (protection) rather than a mere rational decision (tax savings)...
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