Scribd
Upload
91 views

A Project Report On " Brand Equity Analysis of Icici Prudential Life Insurance Products Within The Contemprory Insurance Product Market"

This document contains an outline for a project report on analyzing the brand equity of ICICI Prudential Life Insurance's products within the contemporary Indian insurance market. The report will include profiles of the study objectives and methodology. It will provide an overview of ICICI Prudential, analyze brand equity, interpret study findings, and discuss major learnings. The document lists the various sections and content to be included in the report such as organizational structure, commercial parameters, data analysis and interpretation. It will conclude with a bibliography and annexures including a questionnaire.

Uploaded by

Anant Bhargava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
91 views

A Project Report On " Brand Equity Analysis of Icici Prudential Life Insurance Products Within The Contemprory Insurance Product Market"

This document contains an outline for a project report on analyzing the brand equity of ICICI Prudential Life Insurance's products within the contemporary Indian insurance market. The report will include profiles of the study objectives and methodology. It will provide an overview of ICICI Prudential, analyze brand equity, interpret study findings, and discuss major learnings. The document lists the various sections and content to be included in the report such as organizational structure, commercial parameters, data analysis and interpretation. It will conclude with a bibliography and annexures including a questionnaire.

Uploaded by

Anant Bhargava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 16

A

PROJECT REPORT ON
BRAND EQUITY ANALYSIS OF ICICI
PRUDENTIAL LIFE INSURANCE PRODUCTS
WITHIN THE CONTEMPRORY INSURANCE
PRODUCT MARKET
(A study conducted at Patna with special reference to ICICI Prudential life
insurance)

CONTENTS

S.No.

Unit Description

Profile of the study


a) Hypothesis
b) Objective
c) Methodology
d) Limitations

ICICI Prudential An Overview


Organizational structure
Commercial parameter

Brand Equity

Analysis and Interpretation of the study

Major Findings of the study

Learning Experiences from the study


Bibliography
Annexure

Interpretation:

Pg. No.

The above tabulation shows that out of 150 respondents 30 %


are paid upto Rs.15,000 per month, 28% Rs.15,000-30000 per
month,23% are paid upto Rs.30,000-45,000,19% are paid up
to Rs.45,000per month.

INSURANCE POLICY RECENTLY PURCHASED


OPTIONS
Yes
No
Planning

NO OF RESPONDENTS
85
25
40

PERCENTAGE
56%
17%
27%

Interpretation:
The above tabulation shows that out of 150 respondents
56%have purchased insurance policy recently, 17% have not
purchased yet, while 27% are planning to purchase.

COMPANY PROFILE
OPTIONS
LIC
HDFC
ICICI
OTHERS

NO. OF RESPONDENTS
50
25
55
20

PERCENTAGE
33%
17%
37%
13%

Interpretation:
The above tabulation shows that Out of 150 respondents 33%
have purchased policies from LIC, while 17% from HDFC, 37%
from ICICI, and 13% from others.

SOURCE OF INFORMATION ABOUT ICICI PRUDENTIAL


SOURCE
advertisements
Electronic media
Print media
Family friends
internet

NO.OF RESPONDENTS
45
20
25
35
25

PERCENTAGE
30%
13%
17%
23%
17%

Interpretation:
The above tabulation shows that out of 150 respondents
30%came to know about ICICI prudential through
advertisements, while 13% from electronic media, 17% from
print media,23%8 from family friends&17% from internet.

ASSOCIATION WITH ICICI PRUDENTIAL LIFE INSURANCE

OPTIONS

NO OF RESPONDENTS

PERCENTAGE

Yes

75

50%

No

25

17%

May be

50

33%

Interpretation:
The above tabulation shows that Out of 150 respondents
50%wants to associate with ICICI prudential, 17% do not want
to associate with ICICI prudential, while 33% says may be.

INSURANCE PLOICIES PREFERRED MOST


Insurance policies

No of respondents

Percentage

Smart kid

50

33%

Pension plan

25

17%

Health plan

30

20%

Endowment plan

20

13%

others

25

17%

Interpretation:
The above tabulation shows that Out of 150respondents 33%
prefer smart kid, 17% pension plan& others, 20% prefer
health plan, 13%prefer endowment plan.

RATING OF THE SERVICES RENDERED BY ICICI PRUDENTIAL


RATING

NO OF RESPONDENTS

PERCENTAGE

Excellent

45

30%

Very good

25

17%

Good

20

13%

average

25

17%

25

17%

10

6%

Below average
satisfactory

Interpretation:
The above tabulation shows that Out of 150respondents 30%
rate as excellent for the services rendered by ICICI Prudential,
17%as very good, average and below average while 13% as
good and 6%as satisfactory.

DIFFERENTIATION OF ICICI PRUDENTIAL FROM OTHER


INSURANCE COMPANIES.
OPTIONS

NO OF RESPONDENTS

PERCENTAGE

image

45

30%

Brand value

35

23%

Affordable capacity

10

7%

Identification

15

10%

Customer base

20

13%

Services rendered

15

10%

Others

10

7%

Interpretation:
The above tabulation shows that Out of 150 respondents 30%
differentiate ICICI prudential from other insurance companies
in terms of image ,23%in terms of brand value, 7%in terms of

affordable capacity and others, 10% in terms of identification


and services rendered, 13%in terms of customer base.

RECCOMENDATIONS:
Recommendations
Yes
No

No. of respondents
105
45

Percentage
70%
30%

Interpretation:
The above tabulation shows that Out of 150 respondents 70%
wants to recommend or suggest some changes in ICICI
Prudential for better results while 30% do not want to
recommend or suggest any changes in ICICI prudential .

CHAPTER 5:
MAJOR FINDINGS AND INTERPRETATION OF
THESTUDY
The Data analyses and interpretations helped us to take out
the various findings. Thus the findings of this project is the
result of all the data collected analysed and interpreted.
Following are the various findings of the study:
Majority of the customers prefer smart kid & health
plan. About 33% & 20%of the respondents respectively
prefer smart kid and health plan.
Advertising plays a very important role as a source of
information for ICICI Prudential
Almost 30% of the respondents rate the services
rendered by ICICI Prudential as excellent.
ICICI prudential is the most preferred life insurance
company in India
About 50% of the respondents wants to associate
themselves with ICICI Prudential.

BIBLIOGRAPHY

Kotler Philip Kotler K.L. ,Koshy A, Jha Marketing


Management- A south Asian perspective 13th edition
pearson education publication,2007

WEBLIOGRAPHY

WWW. iciciprulife .com


Jan ,2012
WWW.google.com

30 th

ANNEXURES

Questionnaire:
1. Name and address:
2. Phone no.:
3. Age:
4. Gender:

male

female

5. Occupational profile:
a) Employed
b)self-employed
engineer
e) doctor
f) others

c) social activist

d)

6. Income profile:
a) Up to Rs.15, 000 per month
per month
c) Rs.30000-45000 per month

b) Rs.15000- 30000
d) Rs.45000 & above

7. Education profile:
a) Graduate

b) under graduate

c) MBA

d) Doctor

e) others

8. Have you purchased any insurance policy recently?


a) Yes

b)No

c) planning

9. From which company you purchase all your policies?


a) LIC
d) others

b)HDFC

c) ICICI

10. Do you know ICICI Prudential is a dominant private life


insurance company in India?
a) yes
b) no
c) may be

11. If yes then what is your source of information about ICICI


Prudential?
a) Advertisement
b) electronic media (radio, T.v)
c) print media (newspaper, magazine)
d) family &friends
12. Do you want to associate with ICICI prudential life
insurance?
a) yes

b) no

c) may be

13. Which of the ICICI Prudential life insurance schemes you


prefer the most?
a) Smart kid
b)Pension plan
Endowment plan
e) Traditional plan

c)Health plan

d)

f) others

14. Do you like the services rendered by ICICI prudential life


insurance?
a) Yes

b) No

c)Cant say

15. How would you rate the services rendered by


prudential life insurance?
a) Excellent
b)Very good
e) Below average f)Satisfactory

c)Good

ICICI
d)Average

16. How do you differentiate ICICI prudential from other


insurance companies?
a) Image
b) Brand value
c) Affordable capacity
d))
identification
e) Customer base f) Services rendered
g) others
17. Do you want to recommend or suggest any changes In
ICICI Prudential for better results? If yes then could you
please spell some of your suggestion?

a) Yes
b) No
Please specify_______________
Place:
Date:
signature:

You might also like