INTRODUCTION

A marketing strategy is a process that can allow an organization to concentrate

its (always limited) resources on the greatest opportunities to increase sales a
nd achieve a sustainable competitive advantage.
Marketing strategy as a key part of the general corporate strategy marketing str
ategy is most effective when it is an integral component of corporate strategy,
defining how the organization will engage customers, prospects and competitors i
n the market arena for success. It is partially derived from broader corporate s
trategies, corporate missions, and corporate goals. They should flow from the fi
rm's mission statement. They are also influenced by a range of micro environment
al factors.
Marketing strategy and sectarian tactics and actions
A marketing strategy also serves as the foundation of a marketing plan. A market
ing plan contains a set of specific actions required to successfully implement a
marketing strategy. For example: "Use a low cost product to attract consumers.
Once our organization, via our low cost product, has established a relationship
with consumers, our organization will sell additional, higher-margin products an
d services that enhance the consumer's interaction with the low-cost product or
service."
A strategy consists of well thought out series of tactics. While it is possible
to write a tactical marketing plan without a sound, well-considered strategy,
it is not recommended. Without a sound marketing strategy, a marketing plan has
no foundation. Marketing strategies serve as the fundamental underpinning of mar
keting plans designed to fill market needs and reach marketing objectives[3]. It
is important that these objectives have measurable results.
A good marketing strategy should integrate an organization's marketing goals, p
olicies, and action sequences (tactics) into a cohesive whole. Many companies ca
scade a strategy throughout an organization, by creating strategy tactics that t
hen become strategy goals for the next level or group. Each group is expected to
take that strategy goal and develop a set of tactics to achieve that goal. This
is why it is important to make each strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics.
Types of marketing strategies
Every marketing strategy is unique, but if we abstract from the individualizing
details, each can be reduced into a generic marketing strategy. There are a numb
er of ways of categorizing these generic strategies.
A brief description of the most common categorizing schemes is presented below:
Strategies based on market dominance - In this scheme, firms are classified base
d on their market share or dominance of an industry. Typically there are three t
ypes of market dominance strategies:
Leader
Challenger
Follower
Porter generic strategies - strategy on the dimensions of strategic scope and st
rategic strength. Strategic scope refers to the market penetration while strateg
ic strength refers to the firmâ s sustainable competitive advantage
.
Cost leadership
Product differentiation
Market segmentation
Innovation strategies - This deals with the firm's rate of the new product devel
opment and business model innovation. It asks whether the company is on the cutt
ing edge of technology and business innovation. There are three types:
Pioneers
Close followers
Late followers
Growth strategies - In this scheme we ask the question, â How should the firm grow?
â . There are a number of different ways of answering that question, but the most c
ommon gives four answers:
Horizontal integration
Vertical integration
Diversification
Intensification
A more detailed schemes uses the categories:
Prospector
Analyzer
Defender
Reactor
PROBLEM FORMULATION
The company is not providing proper package to he employees according to the th
eir skills.
The company is not providing fringe benefits an perks to the employees.

The rules and regulation of the company is bound employees to world freely in t
he company.
Promotions are not provided by the company to the employees time to time

OBJECTIVES OF STUDY
The objectives of my study are:
Identify general practices in the organizations which is used to measure the sat
isfaction level in the employees.
Determine which companiesâ policies are most effective.
To knows about the companies.
To know about employees satisfaction level.
To know how theoretical concept are applied in practical world

HYPOTHESIS GENERATION

It assumes that in future the company will not bound the employees & will try to
promote them according to their skills.
It assumes that in future the company will try to reward employees for their emp
loyment with the organized grant them special; privileges for holding a particu
lar position
It assumes that in future the company; will try to provide the good working env
ironment to the employees.
It assume that in future the company will try to provide proper training to thei
r employees.
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. Rese
arch methodology constitutes of research methods, selection criterion of researc
h methods, used in context of research study and explanation of using of a parti
cular method or technique so that research results are capable of being evaluate
d either by researcher himself or by others. Why a research study has been under
taken, how the research problem has been formulated, why data have been collecte
d and what particular technique of analyzing data has been used and a best of si
milar other question are usually answered when we talk of Research methodology c
oncerning a research problem or study. The main aim of research is to find out t
he truth which is hidden and which has not been discovered as yet.
AREA OF STUDY
The area of the study related with getting correct information of life insuran
ce policies of different peoples in the region of Bhopal.
SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given populatio
n. It refers to the techniques or the procedure the researcher would adopt in se
lecting items for the sample. Sample design may as well be drawn from the popula
tion to be included in the sample i.e. the size of the sample. Sample design is
determined before data are collected.
During my study I have taken 50 insurance care consultants as the size of sample
.
TOOLS USED
To know the response, I have used the questionnaire method. If one wish to find
what insurance care consultants think or know, the logical procedure is to ask t
hem. This has led marketing researchers to use the questionnaire technique for c
ollecting data more than any other method.
In this method questionnaire were distributed to the respondents and they were a
sked to answer the questions in the questionnaire. The questionnaire were struct
ured non disguised questionnaire because the question which the questionnaire co
ntained, were arranged in a specific order besides every question asked were log
ical for the study, no question can be termed as irrelevant.
The questionnaire was non-disguised because the questionnaire was constructed so
that the objective is clear to the respondent. The respondents were aware of th
e objective. They knew why they were asked to fill the questionnaire.
With the help of following techniques, which are using by Bajaj Allianz I analyz
e that the how techniques of sales promotion are useful.
DATA COLLECTION
PRIMARY DATA SOURCES
Through interaction with insurance care consultant
Through questionnaires filled from the insurance care consultant.
SECONDARY DATA SOURCES:
Through internet, various official sites of the companies.
Through pamphlets and brochures of the companies.
Journals & Magazine
LIMITATIONS OF THE STUDY
Following limitations were faced during the study:
While designing the questionnaire it was kept in mind to gather more and more in
formation from each target person. For the neither present nor descriptive quest
ions could have served the purpose. Therefore the questionnaire contained in the
open-ended questions.
The study was conducted in Bajaj Allianz in Bhopal city, which has 127 to 170 in
surance care consultants only. The sample size was of 50 insurance care consulta
nts only so that accuracy of data so collected could be absurd covered by circul
ation of questionnaire.
The accuracy of indications given by the respondents may not be consider adequat
e as whether the language used in the questionnaire is understood by the respond
ent cannot be taken for granted.
The study is based on the information gathered from the insurance care consultan
ts. Therefore in such case it is possible that the information supplied might be
biased because the insurance care consultant might have shown partiality toward
s their insurance policies.
Since the survey was limited to 50 insurance care consultants it is rather diffi
cult to give a precise conclusion but I have tried to the best of my capability
to give the conclusion on a comprehensive manner.
SCOPE OF THE STUDY

â ¢Over view of life insurance industry in India.

â ¢Comparison among the products of major players (Jaipur region)
â ¢Insurance consultancy as a career in BajajAllianz.
 REVIEW OF LITERATURE
â Bajaj Allianz Life Insurance has been the best place to have invested my career i
n. Over the past, there have been huge opportunities to learn, contribute and a
tremendous amount of freedom to implement my ideas. Diverse opportunities, dynam
ic environment fast track growth are synonymous to Bajaj Allianz, a company that
believes in making a difference beyond excellence!â
Shashikanth Jayaraman, HR Manager

â I have been a member of our BALIC for nearly 7 years.

Our company gives me an exciting opportunity and also to build my career. When
I joined in 2002 as a Customer Private Life Insurance company, but now our Compa
ny is the market leader in the Private Life Insurance arena and simultaneously m
ade me too company is constantly growing and also offers us the opportunity to g
row with organization. I would like to say, our company is the best place to wor
k, to learn and to build our careerâ

Winston Roy, Dm Operations

ORGANIZATION OF THE STUDY

Introduction
Problem formulation
Objective of the study
Hypothesis generation
Research methodology
Sample design
Type of research
Data base
Contact method
Collection of data
Analysis and interpretation of data
Conclusion
Suggestion
Problem faced during the project
Bibliography
Annexure (Questioner)

BIBLIOGRAPHY
Books
Kothari C.R., (1999) Research Methodology, Wishwa Prakashan
Kotler P. and Armstrong G., (2005) Principles of Marketing New Delhi, Prentice H
all of India
Kotler P., (1999)Marketing Management Analysis, Planning, Implementation and Con
trol, New Delhi, Prentice Hall of India
Saxena Rajan, (1999) Marketing Management, Tata McGraw Hill
Websites:
www.bajajallianz.com
www.quickmba.com
www.indiainfoline.com