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Amit Kataria

I would like to thanks Dr. Ajay Pratap Singh (project guide) for his
extensive guidance, cooperation and support.

Finally, I wish to express my gratitude to all those who have in one way
or other helped me in the successful completion of my project report.

This project is based on the Business environment of the ICICI

PRUDENTIAL life insurance Company ltd.

Further, in this Project

Chapter 1 includes the introduction of the company wherein I told

about the Objectives of the study and profile of the ICICI Prudential.

Chapter 2 includes review of literature wherein I have discussed

about various sources of data collection.

Chapter 3 shows the Situation Review

Chapter 4 includes the Findings & suggestions.

Chapter 5 Bibliography.

 Declaration

 Acknowledgement

 Executive Summary

 Chapter-1 Problem & Purpose:

1.1 Profile of the Company


- Vision & Values

- Promoters

- Fact Sheet

- Sales Distribution

- Brand Values

- Achievements
- Products

1.2Overview of Industry

1.3Objectives of the study

1.4 Scope of the study

 Chapter-2 Review of literature

2.1 Customer satisfaction

2.2Data Collection

 Chapter-3 Situation Review

3.1Swot analysis

 Chapter-4 Interpretation of data

 Chapter-5 Conclusion and Suggestions

 Chapter-6 Bibliography



ICICI Bank is India's second-largest bank with total assets of Rs. 3,997.95 billion
(US$ 100 billion) at March 31, 2009 and profit after tax of Rs. 41.58 billion for the
year ended March 31, 2009. ICICI Bank is second amongst all the companies
listed on the Indian stock exchanges in terms of free float market capitalisation*.
The Bank has a network of about 1,308 branches and 3,950 ATMs in India and
presence in 18 countries. ICICI Bank offers a wide range of banking products
and financial services to corporate and retail customers through a variety of
delivery channels and through its specialised subsidiaries and affiliates in the
areas of investment banking, life and non -life insurance, venture capital and
asset management. The Bank currently has subsidiaries in the United Kingdom,
Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong,
Sri Lanka, Qatar and Dubai International Finance Centre and representative
offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand,
Malaysia and Indonesia. Our UK subsidiary has established branches in Belgium
and Germany.

ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and
the National Stock Exchange of India Limited and its American Depositary
Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).
ICICI Prudential Life Insurance


ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank -
one of India's foremost financial services companies-and Prudential plc - a
leading international financial services group headquartered in the United
Kingdom. Total capital infusion stands at Rs. 42.72 billion, with ICICI Bank
holding a stake of 74% and Prudential plc holding 26%.

We began our operations in December 2000 after receiving approval from

Insurance Regulatory Development Authority (IRDA). Today, our nation-wide
team comprises of over 2000 branches (inclusive of 1,095 micro-offices), over
261,000 advisors; and 24 bancassurance partners.

ICICI Prudential is the first life insurer in India to receive a National Insurer
Financial Strength rating of AAA (Ind) from Fitch ratings. For three years in a row,
ICICI Prudential has been voted as India's Most Trusted Private Life Insurer, by
The Economic Times - AC Nielsen ORG Marg survey of 'Most Trusted Brands'.
As we grow our distribution, product range and customer base, we continue to
tirelessly uphold our commitment to deliver world-class financial solutions to
customers all over India.
The ICICI Prudential Edge
The ICICI Prudential edge comes from our commitment to our customers, in all
that we do - be it product development, distribution, the sales process or
servicing. Here's a peek into what makes us leaders.

1. Our products have been developed after a clear and thorough understanding
of customers' needs. It is this research that helps us develop Education plans
that offer the ideal way to truly guarantee your child's education, Retirement
solutions that are a hedge against inflation and yet promise a fixed income after
you retire, or Health insurance that arms you with the funds you might need to
recover from a dreaded disease.

2. Having the right products is the first step, but it's equally important to
ensure that our customers can access them easily and quickly. To this
end, ICICI Prudential has an advisor base across the length and breadth
of the country, and also partners with leading banks, corporate agents
and brokers to distribute our products .

3. Robust risk management and underwriting practices form the core of our
business. With clear guidelines in place, we ensure equitable costing of
risks, and thereby ensure a smooth and hassle-free claims process.

4. Entrusted with helping our customers meet their long-term goals, we

adopt an investment philosophy that aims to achieve risk adjusted returns
over the long-term.

5. Last but definitely not the least, our 28,000 plus strong team is given the
opportunity to learn and grow, every day in a multitude of ways. We
believe this keeps them engaged and enthusiastic, so that they can
deliver on our promise to cover you, at every step in life.
Vision & Values

To be the dominant Life, Health and Pensions player built on trust by world-class
people and service.

This we hope to achieve by:

• Understanding the needs of customers and offering them superior products

and service

• Leveraging technology to service customers quickly, efficiently and


· Developing and implementing superior risk management and investment

strategies to offer sustainable and stable returns to our policyholders

· Providing an enabling environment to foster growth and learning for our


And above all, building transparency in all our dealings

The success of the company will be founded in its unflinching commitment to 5

core values -- Integrity, Customer First, Boundaryless, Ownership and Passion.
Each of the values describe what the company stands for, the qualities of our
people and the way we work.

We do believe that we are on the threshold of an exciting new opportunity, where

we can play a significant role in redefining and reshaping the sector. Given the
quality of our parentage and the commitment of our team, there are no limits to
our growth.

Our values:-

Every member of the ICICI Prudential team is committed to 5 core values:

Integrity, Customer First, Boundaryless, Ownership, and Passion. These values
shine forth in all we do, and have become the keystones of our success.
About the Promoters


ICICI Bank Limited (NYSE:IBN) is India's largest private sector bank and the
second largest bank in the country, with consolidated total assets of $1 1 2.6
billion as of June 30 , 2008. ICICI Bank’s subsidiaries include India’s leading
private sector insurance companies and among its largest securities brokerage
firms, mutual funds and private equity firms. ICICI Bank’s presence currently
spans 19 countries, including India.

Established in London in 1848, Prudential plc, through its businesses in the UK,
Europe, US, Asia and the Middle East, provides retail financial services products
and services to more than 21 million customers, policyholder and unit holders
and manages over £256 billion of funds worldwide (as of June 30, 2008). In Asia,
Prudential is the leading Europe-based life insurer with life operations in China,
Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the Philippines,
Singapore, Taiwan, Thailand, and Vietnam. Prudential is one of the largest asset
management companies in terms of overall assets sourced in Asia ex-japan, with
£34.3 billion funds under management (as of June 30, 2009) and operations in
ten markets including China, Hong Kong, India, Japan, Korea, Malaysia,
Singapore, Taiwan, Vietnam and United Arab Emirates.

Prudential Plc

Established in London in 1848, Prudential plc, through its businesses in the UK

and Europe, the US and Asia, provides retail financial services products and
services to more than 16 million customers, policyholders and unit holders
worldwide. As of June 30, 2004, the company had over US$300 billion in funds
under management. Prudential has brought to market an integrated range of
financial services products that now includes life assurance, pensions, mutual
funds, banking, investment management and general insurance. In Asia,
Prudential is the leading European life insurance company with a vast network
of 24 life and mutual fund operations in twelve countries - China, Hong Kong,
India, Indonesia, Japan, Korea, Malaysia, the Philippines, Singapore, Taiwan,
Thailand and Vietnam.
Fact Sheet

The Company
ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank,
a premier financial powerhouse, and Prudential plc, a leading international
financial services group headquartered in the United Kingdom. ICICI Prudential
was amongst the first private sector insurance companies to begin operations in
December 2000 after receiving approval from Insurance Regulatory
Development Authority (IRDA).

ICICI Prudential Life's capital stands at Rs. 42.72 billion (as of June 30, 2009)
with ICICI Bank and Prudential plc holding 74% and 26% stake respectively. For
the quarter ended June 30, 2009, the company garnered Retail Weighted New
Business Premium of Rs. 1,174 crores as against Rs 810 crores for the quarter
ended June 30, 2008, thereby posting a growth of 45% and has underwritten
over 6 lakh policies over this period. The company has assets held over Rs.
30,600 crore as on August 31, 2009.

ICICI Prudential Life is also the only private life insurer in India to receive a
National Insurer Financial Strength rating of AAA (Ind) from Fitch ratings. The
AAA (Ind) rating is the highest rating, and is a clear assurance of ICICI
Prudential's ability to meet its obligations to customers at the time of maturity or

For the past seven years, ICICI Prudential Life has retained its leadership
position in the life insurance industry with a wide range of flexible products that
meet the needs of the Indian customer at every step in life.
Tied Agency

Tied Agency is the largest distribution channel of ICICI Prudential, comprising a

large advisor force that targets various customer segments. The strength of tied
agency lies in an aggressive strategy of expanding and procuring quality
business. With focus on sales & people development, tied agency has emerged
as a robust, predictable and sustainable business model.

Banc assurance and Alliances

ICICI Prudential was a pioneer in offering life insurance solutions through banks
and alliances. Within a short span of two years, and with nearly a large number
of partners, B & A has emerged as a vital component of the company’s sales and
distribution strategy, contributing to approximately one third of company’s total
business. The business philosophy at B&A is to leverage distribution synergies
with our partners and add value to its customers as well as the partners.
Flexibility, adaptation and experimenting with new ideas are the hallmarks of this

Brand Values

Market Research reveals that the values people associate with ICICI Prudential
are, indeed, those that the company hopes to project: lifelong protection and
value for money. The core value is protecting your loved ones, throughout life’s
ups and downs. It is a powerful proposition; one, which ICICI Prudential, is taking
into the market place.

Beginning operations in December 2000, ICICI Prudential’s success has been

meteoric, becoming the number one private life insurer within months of launch.
Today, it has one of the largest distribution networks amongst private life insurers
in India, with branches in 54 cities. The total number of policies issued stands at
more than 780,000 with a total sum assured in excess of Rs.160 billion.
ICICI Prudential closed the financial year ended march 31, 2004 with a total
received premium income of Rs. 9.9 billion; up 135% last years total premium
income of Rs.4.20 billion. New business premium income shows a 106% growth
at Rs. 7.5 billion, driven mainly by the company’s range of unique unit-linked
policies and pension plans. The company’s retail market share amongst private
companies stood at 36%, making it clear leader in the segment. To add to its
achievements, in the year 2003/04 it was adjudged Most Trusted Private Life
Insurer (Economic Times ‘Most Trusted Brand Survey’ by ACNeilsen ORG-
MARG). It was also conferred the ‘Outlook Money-Best Life Insurer’ award for the
second year running. The company is also proud to have won Silver at EFFIES
2003 for its ‘Retire from work, not life’ campaign. Notably, ICICI Prudential was
also short-listed to the final round for its ‘Sindoor campaign in EFFIES 2002.

In Keeping with its belief that a happy customer is the best endorsement, ICICI
Prudential has embraced the ‘SIX SIGMA’ approach to quality, an exercise that
begins and ends with the customer from capturing his voice to measuring and
responding to his experiences. This initiative is currently helping the company
improve processes, turnaround times and customer satisfaction levels. Another
Novel introduction is the ICICI Prudential Lifestyle Rewards Club, India’s first
rewards programme for Life Advisors; it allows ICICI Prudential Advisors to
redeem points for items ranging from kitchenware to gold, white goods, and even
international holidays.

Insurance Solutions for Individuals

ICICI Prudential Life Insurance offers a range of innovative, customer-centric

products that meet the needs of customers at every life stage. Its products can
be enhanced with up to 4 riders, to create a customized solution for each
Savings & Wealth Creation Solutions

Save'n'Protect is a traditional endowment savings plan that offers life

protection along with adequate returns.

CashBak is an anticipated endowment policy ideal for meeting milestone

expenses like a child's marriage, expenses for a child's higher education or
purchase of an asset. It is available for terms of 15 and 20 years.

LifeTime Gold is a unit-linked plan that offers customers the flexibility and
control to customize the policy to meet the changing needs at different life
stages. It offers 7 fund options - Preserver, Protector, Balancer, Flexi Balanced
Multiplier, R.I.C.H and Flexi Growth.

LifeStage RP is unit linked plan that provides you with an option of lifecycle-
based portfolio strategy that continuously re-distributes your money across
various asset classes based on your life stage. This will help you achieve the
right Asset Allocation to meet your desired financial goals.

LifeLink Super is a single premium unit linked insurance plan which combines
life insurance cover with the opportunity to stay invested in the stock market.

Premier Life Gold is a limited premium paying plan specially structured for
long-term wealth creation.

InvestShield Life New is a unit linked plan that provides premium guarantee
on the invested premiums and ensures that the customer receives only the
benefits of fund appreciation without any of the risks of depreciation.

InvestShield Cashbak is a unit linked plan that provides premium guarantee

on the invested premiums along with flexible liquidity options.
LifeStage Assure a unit linked insurance plan that provide upto 450 % of first
year premium guarantee on maturity, with the additional advantage of a lifecycle
based portfolio strategy that allocates the investor’s money across various asset
classes based on his life stage and risk appetite.

Protection Solutions

LifeGuard is a protection plan, which offers life cover at low cost. It is available
in 3 options - level term assurance, level term assurance with return of premium
& single premium.
HomeAssure is a mortgage reducing term assurance plan designed specifically
to help customers cover their home loans in a simple and cost-effective manner.

Education Solutions

SmartKid New ULRP provides guaranteed educational benefits to a child

along with life insurance cover for the parent who purchases the policy. The
policy is designed to provide money at important milestones in the child's life.
SmartKid plans are also available in traditional form.

Retirement Solutions

ForeverLife is a traditional retirement product that offers guaranteed returns

for the first 4 years and then declares bonuses annually.

LifeTime Super Pension is a regular premium unit linked pension plan that
helps one accumulate over the long term and offers 5 annuity options (life
annuity, life annuity with return of purchase price, joint life last survivor annuity
with return of purchase price, life annuity guaranteed for 5, 10 and 15 years & for
life thereafter, joint life, last survivor annuity without return of purchase price) at
the time of retirement.

LifeStage Pension is a regular premium unit linked pension plan that

provides you with a unique lifecycle-based strategy that continuously re-
distributes your money across various asset classes based on your life stage,
eventually providing you with a customized retirement solution.

LifeLink Super Pension is a single premium unit linked pension plan.

Immediate Annuity is a single premium annuity product that guarantees

income for life at the time of retirement. It offers the benefit of 5 payout options.

PremierLife Pension is a unique and convenient retirement solution with a

limited premium paying term of three or five years, to suit professionals and
businessmen, especially those who require more flexibility and customization
while planning their finances.

Health Solutions

Health Assure Plus: Health Assure is a regular premium plan which provides
long term cover against 6 critical illnesses by providing policyholder with financial
assistance, irrespective of the actual medical expenses. Health Assure Plus
offers the added advantage of an equivalent life insurance cover.

Cancer Care: is a regular premium plan that pays cash benefit on the diagnosis
as well as at different stages in the treatment of various cancer conditions.

Cancer Care Plus: is a wellness plan that includes all the benefits of Cancer
Care and also provides an additional benefit of free periodical cancer screenings.

Diabetes Care: Diabetes Care is a unique critical illness product specially

developed for individuals with Type 2 diabetes and pre-diabetes. It makes
payments on diagnosis on any of 6 diabetes related critical illnesses, and also
offers a coordinated care approach to managing the condition. Diabetes Care
Plus also offers life cover.

Diabetes Care Plus: is a unique insurance policy that provides an additional

benefit of life cover for Type 2 diabetics and pre-diabetics

Hospital Care: is a fixed benefit plan covering various stages of treatment -

hospitalisation, ICU, procedures & recuperating allowance. It covers a range of
medical conditions (900 surgeries) and has a long term guaranteed coverage
upto 20 years.

Crisis Cover : is a 360-degree product that will provide long-term coverage

against 35 critical illnesses, total and permanent disability, and death.

MediAssure is a health insurance policy that provides assured insurability till

age 75 years, assured coverage for accepted pre-existing illnesses after 2 years

and an assured price for 3 years.

Group Insurance Solutions

ICICI Prudential Life also offers Group Insurance Solutions for companies
seeking to enhance benefits to their employees.

• Group Gratuity Plan: ICICI Prudential Life's group gratuity plan helps
employers fund their statutory gratuity obligation in a scientific manner and also

avail of tax benefits as applicable to approved gratuity funds.

• Group Superannuation Plan: ICICI Prudential Life offers a flexible
market linked scheme that provides substantial benefits to both employers and
employees. Both defined contribution (DC) and defined benefit (DB) schemes are
offered to optimise returns for members of the trust and rationalise cost.
Members have the option of choosing from various annuity options or opting for a
partial commutation of the annuity at the time of retirement.

• Group Immediate Annuities: ICICI Prudential Life realises the

importance of prudent retirement planning. With this in mind, we have developed
a suite of annuity products that not only give you an income for life but also
provide you options to match your needs. In addition to the annuities offered to
existing superannuation customers, we offer immediate annuities to
superannuation funds not managed by us.

• Group Term Plan: ICICI Prudential Life's flexible group term solution helps
provide an affordable cover to members of a group. The cover could be uniform
or based on designation/rank or a multiple of salary. The benefit under the policy
is paid to the beneficiary nominated by the member on his/her death.

Flexible Rider Options

ICICI Prudential Life offers flexible riders, which can be added to the basic policy
at a marginal cost, depending on the specific needs of the customer.

Accident & disability benefit: If death occurs as the result of an accident

during the term of the policy, the beneficiary receives an additional amount equal
to the rider sum assured under the policy. If an accident results in total and
permanent disability, 10% of rider sum assured will be paid each year, from the
end of the 1st year after the disability date for the remainder of the base policy
term or 10 years, whichever is lesser. If the death occurs while travelling in an
authorized mass transport vehicle, the beneficiary will be entitled to twice the
sum assured as additional benefit.
Overview of the Industry

The insurance industry provides protection against financial losses resulting from
a variety of perils. By purchasing insurance policies, individuals and businesses
can receive reimbursement for losses due to car accidents, theft of property, and
fire and storm damage; medical expenses; and loss of income due to disability or
The insurance industry consists mainly of insurance carriers (or insurers) and
insurance agencies and brokerages. In general, insurance carriers are large
companies that provide insurance and assume the risks covered by the policy.
Insurance agencies and brokerages sell insurance policies for the carriers. While
some of these establishments are directly affiliated with a particular insurer and
sell only that carrier’s policies, many are independent and are thus free to market
the policies of a variety of insurance carriers. In addition to supporting these two
primary components, the insurance industry includes establishments that provide
other insurance-related services, such as claims adjustment or third-party
administration of insurance and pension funds.

Insurance carriers assume the risk associated with annuities and insurance
policies and assign premiums to be paid for the policies. In the policy, the carrier
states the length and conditions of the agreement, exactly which losses it will
provide compensation for, and how much will be awarded. The premium charged
for the policy is based primarily on the amount to be awarded in case of loss, as
well as the likelihood that the insurance carrier will actually have to pay. In order
to be able to compensate policyholders for their losses, insurance companies
invest the money they receive in premiums, building up a portfolio of financial
assets and income -producing real estate which can then be used to pay off any
future claims that may be brought. There are two basic types of insurance
carriers: direct and reinsurance. Direct carriers are responsible for the initial
underwriting of insurance policies and annuities, while reinsurance carriers
assume all or part of the risk associated with the existing insurance policies
originally underwritten by other insurance carriers.

Direct insurance carriers offer a variety of insurance policies. Life insurance

provides financial protection to beneficiaries—usually spouses and dependent
children—upon the death of the insured. Disability insurance supplies a preset
income to an insured person who is unable to work due to injury or illness, and
health insurance pays the expenses resulting from accidents and illness. An
annuity (a contract or a group of contracts that furnishes a periodic income at
regular intervals for a specified period) provides a steady income during
retirement for the remainder of one’s life. Property-casualty insurance protects
against loss or damage to property resulting from hazards such as fire, theft, and
natural disasters. Liability insurance shields policyholders from financial
responsibility for injuries to others or for damage to other people’s property. Most
policies, such as automobile and homeowner’s insurance, combine both
property-casualty and liability coverage. Companies that underwrite this kind of
insurance are called property-casualty carriers.

Some insurance policies cover groups of people, ranging from a few to

thousands of individuals. These policies usually are issued to employers for the
benefit of their employees or to unions, professional associations, or other
membership organizations for the benefit of their members. Among the most
common policies of this nature are group life and health plans. Insurance carriers
also underwrite a variety of specialized types of insurance, such as real-estate
title insurance, employee surety and fidelity bonding, and medical malpractice

In addition to individual carrier-sponsored Internet sites, several “lead-generating”

sites have emerged. These sites allow potential customers to input information
about their insurance policy needs. For a fee, the sites forward customer
information to a number of insurance companies, which review the information
and, if they decide to take on the policy, contact the customer with an offer. This
practice gives consumers the freedom to accept the best rate.

The insurance industry also includes a number of independent organizations that

provide a wide array of insurance-related services to carriers and their clients.
One such service is the processing of claims forms for medical practitioners.
Other services include loss prevention and risk management. Also, insurance
companies sometimes hire independent claims adjusters to investigate accidents
and claims for property damage and to assign a dollar estimate to the claim.
The Insurance Regulatory and Development Authority (IRDA)

Reforms in the Insurance sector were initiated with the passage of the IRDA Bill
in Parliament in December 1999. The IRDA since its incorporation as a statutory
body in April 2000 has fastidiously stuck to its schedule of framing regulations
and registering the private sector insurance companies.
The other decisions taken simultaneously to provide the supporting systems to
the insurance sector and in particular the life insurance companies were the
launch of the IRDA’s online service for issue and renewal of licenses to agents.

The approval of institutions for imparting training to agents has also ensured that
the insurance companies would have a trained workforce of insurance agents in
place to sell their products, which are expected to be introduced by early next

Since being set up as an independent statutory body the IRDA has put in a
framework of globally compatible regulations. In the private sector 12 life
insurance and 6 general insurance companies have been registered.

This study is based upon some objectives and these are as follows.

1. To understand the insurance business and products of ICICI Prudential

life insurance co.
2. To come out with conclusion and suggestions based on the analysis and
Interpretation of data.

The project is concerned with the “STUDY ON CONSUMER BEHAVIOR

INSURANCE. This study is very useful as the financial market become
more sophisticated and complex, investor needs a financial intermediary
who provides the required knowledge and professional expertise on
successful investing and Life insurance is a form of insurance that pays
monetary proceeds upon the death of the insured covered in the policy.
Essentially, a life insurance policy is a contract between the named
insured and the insurance company wherein the insurance company
agrees to pay an agreed upon sum of money to the insured's named
beneficiary so long as the insured's premiums are current.
Customer Satisfaction

What is customer satisfaction?

Custo0mer satisfaction refers to how satisfied customers are with the products or
services they receive from a particular agency. The level of satisfaction is
determined not only by the quality and type of customer experience but also by
the customer’s expectations.

A customer may be defined as someone who:

· has a direct relationship with, or is directly affected by your agency and

· receives or relies on one or more of your agency’s services or products.

Customers in human services are commonly referred to as service users,

consumers or clients. They can be individuals or groups.

An organisation with a strong customer service culture places the customer at

the centre of service design, planning and service delivery. Customer centric
organisations will:

· determine the customers expectations when they plan

· listen to the customer as they design

· focus on the delivery of customer service activities.

Why is it important?
There are a number of reasons why customer satisfaction is important in
Insurance Sector:

• Meeting the needs of the customer is the underlying rationale for the
existence of community service organizations. Customers have a right to
quality services that deliver outcomes.

• Organizations that strive beyond minimum standards and exceed the

expectations of their customers are likely to be leaders in their sector.

• Customers are recognized as key partners in shaping service development

and assessing quality of service delivery.

The process for measuring customer satisfaction and obtaining feedback on

organizational performance are valuable tools for quality and continuous service
Sources of Data Collection:Research will be based on two sources:

1. Primary data

2. Secondary data

1) PRIMARY DATA: Primary data was collected from the different theories
given on the company’s website-

2) SECONDARY DATA: Secondary data will consist of different literatures

like books which are published, articles, internet and company manuals.

ICICI Prudential Life, introduced E-Portfolio statement for consumers. This first
of its kind service in the life insurance industry will provide consumers with a
customized e-statement with their complete investment details on a monthly

ICICI Prudential Life has always pioneered innovative initiatives towards

enhancing customer convenience. The E-Portfolio statement will provide the
customer a detailed summary of all his ULIP policies with the company. It will
also give the policyholder a fund wise break up of their investments in the
company’s equity and debt funds. Additionally, the statement will also advise the
policyholder on the ideal asset allocation strategy for the consumer. This will not
just help the customer in keeping a track of their investments but also to follow an
ideal asset allocation strategy enabling him to derive the benefit of long term

Customers can easily access their E-Portfolio statement by logging in on the

company website using their policy number and password.
The E-Portfolio statements will also be e-mailed to customers on a monthly basis
as a ready reckoner of their investments with the company.

The company is sensitive to the needs of the customers and realizes the
importance of innovative service offerings towards customer convenience and

ICICI Prudential Life has a multi-channel distribution strategy to reach

customers.The company has scaled up its customer touch-points and
actively drives awareness and education campaigns amongst consumers
towards providing a seamless service delivery experience for customers
across the country.



i. ICICI Prudential is the largest private player in India, with a

market share of around 36% amongst the private

ii. ICICI Prudential has deposited a paid up capital of Rs

925 crore with IRDA caution deposit, the highest among
all the life insurance company in India where as LIC has
deposited Rs 60 crore so far.

iii. ICICI Prudential is the first life insurance company to

offer ECS debit facility.

iv. ICICI Prudential is the first company to introduce unit

link life insurance and pension products. Presently the
maximum numbers of ranges are under ULIP life
insurance, investment as well as pension plan.

v. Products
· Flexibility to switch your fund value at your own discretion four times a
year viz. maximizer, protector, balancer, preserver.

· Greater transparency-policy holder knows what is happening to his

money and where the company has invested his money.

· Liquidity options-you can make complete or partial withdrawals any

time after 3 years.

· Life insurance plans are eligible for deduction under sec 80.


i. Industry in nascent stage.

ii. Rural areas still not covered.

iii. Not very known among Indian population.

iv. Lack of credibility among the people because ICICI

being a private player.

v. Premiums are high as compared to its competitors.

vi. Very few branches in the country.

vii. Products:

· The policy doesn’t have the surrender option

before third year.

· Plan does not offer any guarantee or assured


· Product profile is not very comprehensive.

• Mortality, management and administrative charges
are sky scrapping as compared to its


i. Liberalization of Indian economy.

ii. As the industry is growing the whole market is virgin.

iii. The whole private sector is opened to be trapped even

though the competition is fierce from government owned
insurance companies.

iv. It’s a volume business that is even if the company has

few good corporates the turnover cease to increase by

v. Products:

· Preserver funds look good due to comfortable liquidity

in the economy and there is little chance hike in short-
term rate by RBI.

· Finance minister unveiled a budget favoring

consumer spending, boosting demand and therefore
higher economic growth.

i. The government players will become aggressive thus
growth is going to be tough.

ii. Entry of other players is not ruled out.

iii. Apprehension towards ICICI Prudential being a private

life insurance company.

iv. We expect the industry to rationalize in future that is

mergers and acquisitions will happen, which will impact
the industry and ICICI Prudential fortunes.

v. Products:
· Past performance of these plans is not indicative
of the future performance of the plan.

· The sum invested in the funds is subject to

market risks and there can be no assurance that
the objective of plan will be achieved.
After overhauling the all situation that boosted a number of Pvt. Companies
associated with multinational in the Insurance Sector to give befitting competition
to the established behemoth ICICI in private sector, we come at the conclusion
· There are very tough competition among the private insurance companies
on the level of new trend of advertising to lull a major part of Customers.

· ICICI is not left behind in the present race of advertisement.

· The entry of more Pvt. players in the Insurance Sector have expanded the
product segment to meet the different level of the requirement of the
customers. It has brought about greater choice to the customers.
· ICICI has vast market and very firm grip on its traditional customers and
monopoly of life insurance products..

IRDA, is also playing very comprehensive role by regulating norms mandating to

private players in this sector, that increases the confidence level of the customers
to the private players.

Since ICICI Prudential Life Insurance co. ltd is the largest in terms of FDI
invested, in terms of work force, in terms of market share, in terms of no. of
customers. All these positive stands of the company place at the number one
position. On second aspect whatever amount of money ICICI Prudential save,
can be used to increase the no. of policies, which will helpful to increase the
market share of the company. Since the customers think about the companies in
the industry, when they invest money in the life insurance industry. So it’s
necessary to increase the market share of the company. There are some

· Open some more branches in semi urban and rural area.

ICICI Prudential has almost its branches in urban area or metros. So in

order to increase the no. of customer, ICICI Prudential should increase the
approach towards potential customers. For that it has to increase the
branches in the semi urban cities like C, D grade cities. And the rural
marketing is the best option for ICICI Prudential to increase its base in the

· Improve customer services.

In order to take the advantage of being industry leader in private sector,

ICICI Prudential has to improve its customer services. According to my
experience in the company, a good number of customers forget to pay
their premium at time so it causes a big loss to the company. ICICI
Prudential has already collaborated with the ICICI bank for its
Bancassurance facility and then can include another feature in it. ICICI
bank can offer a bank account with the life insurance policy in which an
ATM card will be provided. This card will have all the information regarding
the policy as like future premium payment dates, payment made, money
value of the policy at that date, value of the unit linked plan and all other
information what the customer want. This will help the customer to pay
premium on time and save their losses. This will be mutually helpful for
both sister companies, ICICI bank will get new account and ICICI
prudential will be able to more efficient services to their customers.

· Bring some unit linked life insurance plans in the market.

Being a market leader doesn’t ensure the leadership in the future. Since
after increment in FDI from 26% to 49% all player will have the
opportunity to capture the market share. So in order to maintain its
position ICICI Prudential should Introduce some new market linked
insurance plan, which will give a competitive advantage to the ICICI
Prudential against its competitors.

· Trained the financial advisors more efficiently.

In the changed scenario, more efficient training will be needed, so ICICI

Prudential should provide good and efficient training to their financial
advisors. Because they are the one who interact directly with the
customers. So good training will give them the right way to deal with
the potential customers.

· ICICI Prudential Company magazines

· Newspaper and Business magazines


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