Brand
Content
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
1
Profile of the study
a) Hypothesis
b) Objective
c) Methodology
d) Limitations
2
ICICI Prudential – An Overview
Organizational structure
Commercial parameter
3
Brand Equity
4
Analysis and Interpretation of the study
5
Major Findings of the study
6
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:
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
1
Profile of the study
a) Hypothesis
b) Objective
c) Methodology
d) Limitations
2
ICICI Prudential – An Overview
Organizational structure
Commercial parameter
3
Brand Equity
4
Analysis and Interpretation of the study
5
Major Findings of the study
6
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:
