24465876 Organization Study at ICICI Prudential

8/8/2019 24465876 Organization Study at ICICI Prudential

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CHAPTER III

FUNCTIONAL AREAS

HUMAN RESOURCE

MARKETING

FINANCE

QUALITY CONTROL DEPARTMENT

IT AND SYSTEMS DEPARTMENT

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SWOT ANALYSIS 54

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CHAPTER V

FINDINGS

SUGGESTION

CONCLUSION

BIBLIOGRAPHY

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CHAPTER- 1

INTRODUCTION

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1.1 INTRODUCTION

ICICI Prudential Life Insurance Company Limited was incorporated on July

20, 2000. The authorized capital of the company is Rs.2300 Million and the paid up

capital is Rs. 1500 Million. The Company is a joint venture of ICICI (74%) and

Prudential plc UK (26%).

The Company was granted Certificate of Registration for

carrying out Life Insurance business, by the Insurance Regulatory and Development

Authority on November 24, 2000. It commenced commercial operations on December

19, 2000, becoming one of the first few private sector players to enter the liberalized

arena.

The Company is now operational in Mumbai, New Delhi, Pune, Chennai, Kolkata,

Bangalore, Chandigarh, Ahmedabad, Hyderabad, Lucknow, Nasik, Jaipur, Cochin,

Meerut, Mangalore and Ludhiana.

Till March 31,2002 the Company has issued 100,000 polices

translating into a Premium Income of around Rs. 1,200 Million and a sum assured of

over Rs.15,000 Million.The Company recognizes that the driving force for gaining

sustainable competitive advantage in this business is superior customer experience

and investment behind the brand. The Company aims to achieve this by striving to

provide world class service levels through constant innovation in products,

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distribution channels and technology based delivery. The Company has already taken

significant steps to achieve this goal..

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.

1.3 INDUSTRY PROFILE

With an annual growth rate of 15-20% and the largest number of life insurance

policies in force, the potential of the Indian insurance industry is huge. Total value of

the Indian insurance market (2004-05) is estimated at Rs. 450 billion (US$10 billion).

According to government sources, the insurance and banking services' contribution to

the country's gross domestic product (GDP) is 7% out of which the gross premium

collection forms a significant part. The funds available with the state-owned Life

Insurance Corporation (LIC) for investments are 8% of GDP.

Till date, only 20% of the total insurable population of India is

covered under various life insurance schemes, the penetration rates of health and other

non-life insurances in India is also well below the international level. These facts

indicate the of immense growth potential of the insurance sector.

The year 1999 saw a revolution in the Indian insurance sector, asmajor structural changes took place with the ending of government monopoly and the

passage of the Insurance Regulatory and Development Authority (IRDA) Bill, lifting

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all entry restrictions for private players and allowing foreign players to enter the

market with some limits on direct foreign ownership.

The life insurance industry in India grew by an impressive 36%,

with premium income from new business at Rs. 253.43 billion during the fiscal year

2004-2005, braving stiff competition from private insurers. This report "Indian

Insurance Industry: New Avenues for Growth 2012", finds that the market share of

the state behemoth, LIC, has clocked 21.87% growth in business at Rs.197.86 billionby selling 2.4 billion new policies in 2004-05. But this was still not enough to arrest

the fall in its market share, as private players grew by 129% to mop up Rs. 55.57

billion in 2004-05 from Rs. 24.29 billion in 2003-04.

Though the total volume of LIC's business increased in the last

fiscal year (2004-2005) compared to the previous one, its market share came down

from 87.04 to 78.07%. The 14 private insurers increased their market share from

about 13% to about 22% in a year's time. The figures for the first two months of the

fiscal year 2005-06 also speak of the growing share of the private insurers. The share

of LIC for this period has further come downto 75 percent, while the private playershave grabbed over 24 percent.

Vision

To make ICICI Prudential the dominant Life and Pensions player built on trust by

world-class people and service.

This we hope to achieve by:

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Understanding the needs of customers and offering them superior products

and service

Leveraging technology to service customers quickly, efficiently and

conveniently

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

employees

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.

Mission

ICICI Prudential Target Returns Fund (There is no guarantee or assurance of

returns) is specially designed with the objective of providing investors with trigger

options to pre-set their investment objectives by allowing them to re-balance the

investment to pre-selected debt funds, once their investment objectives are met. The

fund utilizes fundamental analysis for individual security selection with a view to

invest in equities of companies that are highly liquid with large market capitalization.

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PROMOTERS

ICICI Bank

ICICI Bank (NYSE:IBN) is India''s second largest bank and largest private sector

bank with over 50 years of financial experience and with assets of Rs. 1812.27 billion

as on 30th June, 2005. 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. ICICI Bank is a leading player in the retail banking market and has over

13 million retail customer accounts. The Bank has a network of over 570 branches

and extension counters, and 2,000 ATMs.

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, policyholder 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 productsthat 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

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twelve countries - China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the

Philippines, Singapore, Taiwan, Thailand and Vietnam.

MANAGEMENT

Board of Directors

The ICICI Prudential Life Insurance Company Limited Board comprises reputed

people from the finance industry both from India and abroad.

Ms Chanda D. Kochar (Chairperson )

Mr NS Kannan , Director

Mr K Ramkumar ,Director

Mr Barry Stowe ,Director

Management Team

Ms. Shikha Sharma, Managing Director & CEO

Mr. N.S. Kannan, Executive Director

Mr. V. Rajagopalan, Chief - Actuary

Mr. Sandeep Batra, Chief Financial Officer & Company Secretary

Ms. Anita Pai, Chief - Customer Service and Operations

Mr. Puneet Nanda, Chief Investments

Product Profile

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Insurance Plans

ICICI Prudential has a wide array ofinsurance plans that have been designed with

the philosophy that different individuals are bound to have differing insurance needs.

The ideal insurance plan is one that addresses the exact insurance needs of the

individual that will depend on the age and life stage of the individual apart from a

host of other factors.

Life Insurance Plans:

Under Life insurance plans, ICICI Prudential offers plans under the following major

need categories:

Education Insurance Plans

Wealth Creation Plans

Premium Guarantee plans

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Protection Plans

Pension & Retirement Solutions:

The primary objective of a pension plan is to help you provide for your financial

needs in your post retirement years. You will find a Pension Planning Calculator on

the site, meant to make your pension plan review as simple as possible. The calculator

is the first step in your Pension Plan scheme, there are othe steps towards getting the

Indian pension policy you need.

LifeStage Pension

LifeTime Super Pension

LifeLink Super Pension

ForeverLife

Health Product Suite:

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Under Health Product Suite, ICICI Prudential offers plans under the following major

need categories:

Hospitalisation Plans

MediAssure

Hospital Care

Critical Illnessl Pans

Crisis Cover

Cancer Products

Cancer Care

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Diabetes Products

Diabetes Care Active

Diabetes Assure

Education Insurance Plans

One of your most important responsibilities as a parent is to ensure that your child

gets the best possible education that can be provided.

ICICI Prudential offers a wide portfolio ofeducation insurance plans that are

designed to provide peace of mind to you, as a parent, that your child's education will

be secure. These plans ensure that money is made available at the crucial junctures in

a child's education - Class X, Class XII, graduation and post-graduation - to fund

crucial commitments for the child's future.

Importantly, education insurance plans ensure that in the unfortunate event of

the death of a parent, the child's education continues unhampered.

Under the education insurance plans platform, ICICI Prudential brings the

following products to you. Please click on the product name to know more about the

plans.

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Wealth Creation Plans

Wealth Creation Plans give the customer the dual benefit of protection along

with the potentially higher returns of market-linked instruments. The most important

benefit ofULIPs is the flexibility they give the customer in choosing the premium

amount and also choosing the underlying fund in which this money is to be invested.

Wealth creation plans also offer the customer more liquidity options as compared

totraditional plans. As such,ULIPs are ideal for customers who want the protection

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Plan Name Plan Type

SmartKid New Unit-linkedRegular Premium

SmartKid New Unit-linkedSingle Premium

SmartKid Regular Premium

Unit Linked

Unit Linked

Traditional
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of a life cover to be allied to the returns of market linked instrument giving them an

unmatched combination of benefits.

Under the wealth creation platform, ICICI Prudential brings the following

products to you. Please click on the product name to know more about the plans.

Plan Name

Plan Type

ICICI Pru SecureSave

ICICI Pru Wealth Advantage

ICICI Pru LifeStage Assure

ICICI Pru LifeTime Gold

ICICI Pru PremierLife Gold

ICICI Pru LifeLink Super

ICICI Pru LifeStage RP

Unit LinkedUnit LinkedUnit LinkedUnit Linked

Unit LinkedUnit Linked

Unit Linked

Why ICICI Pru Secure Save

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Life is full of uncertainties and a safety net that will protect us from any fall is

what we always strive for. The same is true for our investments where we would

love to enjoy the upside of our investments while keeping our downside safe.

Presenting ICICI Pru SecureSave which aims to grow the value of customers

hard earned savings over time with an assurance of a minimum guaranteed maturity

amount to protect you from the downside of equity markets.

Features and benefits of ICICI Pru SecureSave

Guaranteed Maturity Benefit: The SecureSave Guarantee fund provides a

Guaranteed Maturity Benefit (GMB). It applies only at maturity, not on death, partial

withdrawal or surrender.

The GMB for the various policy terms offered under the policy are shown below.

Premium Payment Term 5 yrs 7 yrs 10yrs

Term of the Policy10

yrs

15

yrs

20

yrsGuaranteed Maturity Benefit

(As a % of Aggregate Investment

Premium)*

110

%

125

%

150

%

* This Guarantee is on the Investment Premiums, i.e., your annual premiums less the

Mortality charge

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Why ICICI Pru Wealth Advantage

There are a number of things you need to do regularly, to ensure that your life runs

smoothly. Things like. your bill payments, your childs school fees, EMIs and so on.

Keeping a track of all these is difficult indeed.

And there are those things that ask for your attention only once but reward you

with returns all your life, like ICICI Pru Wealth Advantage. This is our first whole life

ULIP that provides a long term cover with just a single premium and allows you to

stay invested throughout your life.

Features and benefits of ICICI Pru Wealth Advantage

Whole Life Plan

Single Premium

Automatic Withdrawal Plan

Automatic Transfer Strategy

Death benefit

Choice of 7 investment funds

Switch benefit

Why LifeStage AssureWell begun, they say, is half done. This adage holds true as much

to life as to your long-term financial planning. However, times have changed now;

markets have become volatile. Everyone knows for sure that the growth story of India

is intact for a longer term. Equity markets havent lost there charm as a long term

investment. Yet, everyone is waiting for a right time to invest. Since timing the

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market correctly is difficult for an average investor and capital preservation during

such volatile times is important.

Why LifeTime Gold

Gold has alway always retained its glitter through the ages. This precious yellow

metal, much coveted and valued, remains a symbol of class and an ageless asset.

The same attributes of gold - precious and valuable - are now yours to enjoy

with a policy that's simply pure gold ULIP.

Presenting ICICI Prudential's LifeTime

Gold, a regular premium unit-linked policy that offers potentially higher returns

through the Multiplier Fund that invests in the top 50 large cap companies.

Features and benefits of LifeTime Gold-

Flexible policy term

choices of premium payment

investment fund

Systematic withdrawal of money

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Why LifeLink Super

Well-deserved financial incentives, rewarding business profits and

even ancestral money are precious amounts that you should invest immediately so

they earn you potentially higher returns in the long run.

Invest in ICICI Prudential's LifeLink Super policy-a single-

premium unit-linked policy that works best for investors who have in mind long-term

financial goals, such as the education of a child or the purchase of a larger home.

Features and benefits of LifeLink Super

2 options of Sum Assured

Flexible policy term

Partial withdrawal of money

Attractive premium allocation rates7 investment funds

Switch benefit

Maturity benefit

Death benefit

Why Life Stage

We have different priorities at different life stages. With such changing

priorities, it is important to adopt Asset Allocation as an investment practice. It helps

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to strike the right balance by distributing your investments across different asset

classes like equity and debt. More importantly, it should also change according to our

life stage profile age, risk tolerance, etc. However, the discipline of making the right

Asset Allocation at various life stages in todays fast-paced life requires the expertise

and dedicated time of someone who can manage your money on a day-to-day basis.

Features and Benefits of LifeStage RP

Option to choose a unique and personalized life-cycle based portfolio strategy tocreate ideal balance between Equity and Debt

Option to change in chosen portfolio strategy 4 times in a policy term (CIPS -

Change in Portfolio Strategy)

Additional allocation of units at regular intervals to enhance your investment

Premium Guarantee Plans

The latest addition to thelife insurance product portfolio of ICICI Prudential is the

Premium Guarantee plan - InvestShield Life New. Premium Guarantee plans are the

ideal insurance-cum-investment option for customers who want to enjoy the

potentially higher returns(over the long term) of a market linked instrument, but

without taking any market risk.

Under the Premium Guarantee Plans platform, ICICI Prudential brings to you the

following products:

Plan Name Plan Type

InvestShield Life New Unit Linked

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InvestShield CashBak Unit Linked

Why InvestShield Life New?

InvestShield Life New is a one of its kind market linked policy that

gives the policyholder the chance of enjoying the potentially higher returns of a

market linked instrument. The underlying investment fund in InvestShield Life New

has up to 40% investment in equities and related securities.

Features and benefits of InvestShield Life New

As a market-linked plan with premium guarantee and enhanced life insurance,

InvestShield Life New offers a host of benefits to the policyholder.

Key Benefits

Premium Guarantee

Maturity Benefit

Death Benefit

Tax Benefits

Why InvestShield CashBak?

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InvestShield CashBak is a one of its kind market linked policy that gives the

policyholder the benefit of capital appreciation while maintaining a balance between

return, safety and liquidity. Moreover, InvestShield CashBak also has the added

assurance of a Premium Guarantee which ensures that in the event of the market

returns being negative, the sum of all premiums paid is returned to the policyholder

on maturity of the plan. In other words, InvestShield CashBak is a downside protected

plan.

In addition to this, the policyholder gets a life insurance cover for

protecting the family against the financial implications of the death of the

policyholder.

Features and benefits of InvestShield CashBak

As a market-linked plan with premium guarantee and enhanced life insurance,

InvestShield CashBak offers a host of benefits to the policyholder.

Key Benefits

Premium Guarantee

Partial Withdrawals

Maturity Benefit

Death Benefit

Tax Benefits

Protection Plans

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Why ICICI Pru Pure Protect

As the head of your family, you have always fulfilled your responsibilities

and given your family the comforts they wanted. You have always been there for

them. However, life is full of uncertainties. So, it is important to ensure that your

family is protected, should something unfortunate happen to you.

ICICI Pru Pure Protect is a term plan (Without Return of Premium)

which will be available in two variants:

ICICI Pru Pure Protect Classic: For Sum Assured of up to Rs. 25,00,000

ICICI Pru Pure Protect Elite: For Sum Assured of Rs. 25,00,000 and above

Invest in the plan that best suits your protection needs and guarantees lifelong comfort

and security to your family.

Read more about this life insurance policy at Pure Protect at a glance.

Features and Benefits of Pure Protect

Take a look at the features and benefits of the plan:

Death benefit

Maturity benefit

Additional Benefits

Accidental Death and Disability Benefit Rider:

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On death of the life assured due to an accident, the beneficiary gets the additional

Sum Assured under the Rider.

In case of death due to accident while the life assured is using, as a fare paying

passenger, authorized public mass surface transport, namely bus or train, operating

under terms of such authorization the beneficiary gets twice the Sum Assured under

the rider.

In the event of total and permanent disability, 10% of the Rider Sum Assured is paid

out every year, for 10 years.

Waiver of Premium Rider:

In case of total and permanent disability due to an accident, under this rider the

company will pay the remaining premiums till maturity.

Why LifeGuard

Protect your family with ICICI Prudential's LifeGuard. LifeGuard acts as a

shield that safeguards your loved ones from financial insecurity, at all times.

A cost-effective plan, LifeGuard comes in two variants: LifeGuard with

Return of Premium (life cover with maturity benefit), and LifeGuard Single Premium

(premium at policy inception, cover till policy matures). Invest in a plan that best suits

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your requirements and guarantee your family lifelong comfort and security.

Features and Benefits of LifeGuard

LifeGuard offers a choice of 2 life insurance plans: LifeGuard with Return of

Premium and LifeGuard Single Premium. Take a look at the features and benefits of

the plans:

Death benefit: Provide for your beneficiary to receive the Sum Assured should

something happen to you.

Extended life cover: Invest in LifeGuard with Return of Premium plan and safeguard

your family with an additional coverat 50% of the original Sum Assuredfor 5

years after your policy terminates.

Additional riders: Protect your family from accidents and disability by adding on the

Accident and Disability Benefit Rider (ADBR) and the Waiver of Premium Rider

(WOPR).

ADBR: The rider benefit amount will be paid to your family in the event of

death or disability due to an accident.

WOPR: In the case of total and permanent disability due to an accident, all

further premiums will be waived and policy benefits will continue.

Tax benefits

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Maturity benefit.

Why Save'n'Protect

Life Insurance Scheme

Assure your loved ones stay secure, even when you are unable to hold up the

protective umbrella yourself. Invest in ICICI Prudential's Save'n'Protect life insurance

scheme, and in addition to safeguarding your family, Save'N'Protect will enable you

to make regular, systematic savings, so you can effortlessly provide your family with

every comfort and meet your long-term financial objectives.

Learn more about the features and benefits of the SavenProtect

life insurance scheme, from ICIC Prudential, and start protecting the future of your

family and loved ones today!

Features and benefits of Save'n'Protect

When you invest in SaveNProtect, you give yourself the guarantee of safeguarding

your familys well being in addition to savings towards some important goals.

Take a look at the features and benefits of this plan:

Sum Assured: Choose your Sum Assured depending on the level of cover with which

you want to protect your family. The minimum Sum Assured is Rs. 50,000.

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3 premium paying modes: Choose to pay your premium in monthly, bi-annual or

annual installments. Your premium is determined based on your age and the Sum

Assured you choose.

Death benefit

Maturity benefit

Extended life coverAdditional riders

Tax benefits

Why Home Assure

Owning your very own home is a cherished dream. We want to ensure that

this dream comes true, irrespective of what the future holds. We are pleased to bring

you Home Assure. This extremely affordable Term Life Insurance Plan offers you

protection against your loan amount with complete convinience in application. In case

of an unfortunate event of death, the financial security of your family is not affected.

The family need not direct their savings towards paying off the outstanding loan.ICICI Prudential will pay the outstanding amount to the bank directly. Your family

will continue to retain the home purchased by your hard earned money.

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2. You will need to state in advance the expected under-construction period as 0,1, or2 years. This will be added to the home loan term to compute the total insurance

term.

3. You will be covered for the entire loan amount (santioned home loan + single

premium paid). The premium is very affordable and there will be a minimal increase

in the EMI due to the loan for the insurance premium.

4. The insurance cover would start from the date of first disbursement of the home

loan and ICICI Prudential shall accept risk from the date the premium is debited to the

account of the life assured.

5. The insurance cover would be as per the original loan schedule.

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6. On survival upto the end of term, no benefit will be payable.

Tax benefits: Premium paid for the policy and critical illness benefit rider will be

eligible for tax benefit under Sec. 80C and 80D respectively. Any amount paid to you

will be eligible for tax benefits under Sec. 10 (10D) as per prevailing Income Tax

laws.

Pension & Retirement Solutions:

The primary objective of a pension plan is to help you provide for your

financial needs in your post retirement years. You will find a Pension Planning

Calculator on the site, meant to make your pension plan review as simple as possible.

The calculator is the first step in your Pension Plan scheme, there are othe steps

towards getting the Indian pension policy you need.

LifeStage Pension

LifeTime Super Pension

LifeLink Super Pension

ForeverLife

Why LifeStage Pension

Retirementtime is the time to live your dream, dream that you have been putting offas you never had the time for it. But your retirement dream has a cost attached to it.

We call this your retirement number.0

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Fund options available with ICICI Pru LifeStage Pension

Pension Flexi Growth

Objective : To generate superior long-term returns from a diversified portfolio of

equity and equity related instruments of large, mid and small cap companies.

Indicative Portfolio Allocation Max (%) Min (%)Equity & Related Securities 100 20Debt, Money Market & Cash 80 0

Risk- Reward profile of the Fund: High

Pension Flexi Balanced

Objective : To achieve a balance between capital appreciation and stable returns by

investing in a mix of equity and equity related instruments of large, mid and small cap

companies and debt and debt related instruments.

Indicative Portfolio Allocation Max (%) Min (%)

Equity & Related Securities 60 0Debt, Money Market & Cash 100 40

Risk- Reward profile of the Fund: Moderate

Pension Protector

Objective: To provide accumulation of income through investment in various fixed

income securities. The fund seeks to provide capital appreciation while maintaining a

suitable balance between return, safety and liquidity.


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Debt Instruments, Money Market & Cash 100 100Risk- Reward profile of the Fund: Low

Pension Maximiser (This Fund shall not be available for investment to those

Policyholder whose application is received by the companys office after February 22,

2008)

Objective: To provide long-term capital appreciation through investments primarily in

equity and equity-related instruments.



Risk- Reward profile of the Fund: High to those policyholder whose application is

received at the Companys office after February 18, 2008)

Pension Balancer

Objective: To provide a balance between long-term capital appreciation and current

income through investment in equity as well as fixed income instruments in

appropriate proportions depending on market conditions prevalent from time to time.



Risk- Reward profile of the Fund: Moderate

Pension Preserver

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Objective: To provide suitable returns through low risk investments in debt and

money market instruments while attempting to protect the capital deployed in the

fund.


Debt Instruments 50 0Money Market & Cash 100 50

Risk- Reward profile of the Fund: Capital Preservation

Pension Multiplier (This Fund shall be available for investment to those

policyholders whose application is received at the Companys office on or after

February 23, 2008)

Objective: To provide long-term capital appreciation from an equity portfolio

predominantly invested in NIFTY scrips.


Equity & equity related securities 100 80Debt, Money market & Cash 20 0

Potential Risk-Reward profile of the Fund: High

Pension R.I.C.H. (This fund shall be available for investment to those policyholders

whose application is received at the Companys office on or after March 15, 2008)

Objective: To generate superior long-term returns from a diversified portfolio of

equity an equity related instruments of companies operating in four important types of

industries viz., Resources, Investment-related, Consumption-related and Human

capital leveraged industries.


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Object1

Equity & equity related securities 100 80Debt, Money market & Cash 20 0

Potential Risk-Reward profile of the fund: High

Pension Return Guarantee Fund (PRGF)

Objective: The fund seeks to provide guaranteed returns through investment in a

diversified portfolio of high quality fixed income instruments.

Portfolio Allocation Max (%) Min (%)

Debt, Money market & Cash 100 100Risk-Reward Profile of the Fund: Low

Health Insurance Products

ICICI Prudential offers health insurance plans under the following major need

categories:

Comprehensive health coverage:

Health Saver

A comprehensive whole life plan that covers you against hospitalisation expenses and

creates a health fund to cover any other health expenses.

Hospitalisation coverage:

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MediAssure

A reimbursement hospitalization plan covering hospitalization stay and treatment.

The claim payout is based on actual expense incurred.

Hospital Care Get free quote and buy online

A fixed benefit cashless hospitalization plan covering various stages of treatment and

over 900 surgeries.

Critical illness coverage

Crisis Cover -A comprehensive health insurance policy that covers 35 critical

illnesses, death and disability.

1.2 COMPANY PROFILE

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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's equity base stands at Rs. 11.85 billion with ICICI Bank

and Prudential plc holding 74% and 26% stake respectively. In the financial year

ended March 31, 2005, the company garnered Rs 1584 crore of new business

premium for a total sum assured of Rs 13,780 crore and wrote nearly 615,000

policies. The company has a network of about 56,000 advisors; as well as 7

bancassurance and 150 corporate agent tie-ups. For the past four years, ICICI

Prudential has retained its position as the No. 1 private life insurer in the country, with

a wide range of flexible products that meet the needs of the Indian customer at every

step in life

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CHAPTER II

ORGANISATIONAL STRUCTURE

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3.1 ORGANISATION STRUCTURE

41

General ManagerManagerAssistant ManagerAccountantAssistant

Accountant

Senior ClerkJunior ClerkAttenders


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Head Office

Branch structure Manager

Accountant (1) Accountant (2)

Assistant accountant Assistant accountant Assistant

Accountant

Senior Clerk

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CHAPTER-III

FUNCTIONING

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OF

DIFFERENT DEPARTMENT

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2.1 HUMAN RESOURCE DEPARTMENT

ICICI Prudential is having two types of employees direct and indirect. They are

recruited from employment exchanges. Except PF there is no other fringe benefit for

temporary employees. There are different types of fringe benefit for permanent employees.

All the service matters of the organization are under the control of this department .HR

Department is working under leadership.

STRUCTURE OF HR DEPARTMENT

46

General

Manager (HR)

Assistant

Junior

Senior Assistant

Junior Assistant


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Working period is from 10 am to 5 pm. Working days are from Monday to Saturday.

Production department, Quality control department work for 24 hrs So there are three shifts

per day. These shifts are from 6.30 am to 2.30 pm, 2.30 pm to 10.30 pm, and 10.30 pm to

6.30 am.

The important functions performed by the department are

Induction and Orientation

Training

Performance Appraisal

Promotion

Recruitment

Welfare Measures

Recruitment

Temporary recruitment is done through employment exchanges. The

duration of temporary employee is 180 days. For permanent recruitment they first

give notification in minimum three newspapers. From the approved applications,

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candidates are selected for written tests. Those who pass the written test are called

for interview. The company has both permanent and temporary employees.

Permanent recruitment is done by the head office.

Training

Training is given to the permanent employees, both off the job and on the

job training is given. HR department is in charge of providing training to the

permanent employee

Promotion

Promotions are of two types i.e. Seniority based promotion andperformance based promotion. Middle level employees are promoted on the basis

of their seniority and top level employees are promoted on the basis of

performance.

Welfare Measure

Icici Prudential has a welfare society. Most of the employees are the

members of the welfare society. The enrolment in the society is kept optional.

There is a separate committee, chairman and secretary for the welfare society. The

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Object1

members of the welfare society have to contribute an amount of Rs.50 every

month as a welfare fund. From this fund cash award is given to children of

employees who scored high mark in public examinations.

Moreover certain amount from the fund is given to the marriage

of the concerned member, marriage of the members children etc .Certain

percentage of the profit from the company is given as ex-gratia to all the

employees except to those employees who availed bonus. Employee shouldpresent 240 days in a year to get full ex-gratia. Housing subsidy is also given to

the employees. Loan up to 2 lakhs and 1% subsidy is given to all the employees.

Employee state Insurance (ESI) is given to employees whose salary

is less than 7500. Medical allowance of Rs.100 is given to those employees who

do not prefer ESI. Annually employee can take leave up to 33

days out of which 12 days are regarded as casual leave. If an employee is

physically present for 246 days he can enter in to Departmental PromotionalCommittee (DPC). For this minimum of 5 years service is essential.

2.2 MARKETING AND SALES

DEPARTMENT

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A product is anything that can be offered to satisfy a need or want.So, a

social and managerial process by which individuals and groups obtain what they

need and want through creating, offering and exchanging products of value with

others that is called marketing. Marketing starts with human needs, wants,

demands and human satisfaction. People satisfy their needs and wants with

products. Actually, selling is preoccupied with the sellers need to convert his

product into cash, but marketing is the idea of satisfying the needs of the customer

by means of the product and the whole cluster of things associated with creating,

delivering and finally consuming it.

Marketing concept has constructed mainly on four pillars:

Target market :-companies do best when they define their target market(s)

carefully and prepare a tailored marketing programme Customer needs:- Different

types of customers are in the market. They have different types of needs likes

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General

Manager

Assistant

Marketing Officer

Assistant Marketing

Officer

Marketing

Marketing

Object1

STRUCTURE OF MARKETING DEPARTMENT

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Object1

MARKETING RESEARCHMARKETING RESEARCH

Marketing Research is the systematic method of gathering, recording, objective,

search and analyzing of valid and reliable information relating to the marketing of

goods and services. Several factors are contributed to the growth of marketing

research. Those are,

To know the potential area of selling for the manufacturer, where his goods could

be marketed

To understand the buyer behavior

Increasing the usage of computers has further contributed to the growth ofmarketing research changes in the composition of population, particularly. The

shift from rural to the urban areas, has widened the scope for the marketing of

various types of goods and services in the urban areas.

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Object1

2.3 FINANCE AND ACCOUNTS

DEPARTMENT

An organization communicates its financial information to

the users through financial statements and reports. Financial

statements contain summarized information of the organizations

financial affairs, organized systematically. These statements

comprise the income statements or profit and loss account and the

position statement or the balance sheet.

To give a full view of the financial affairs of the undertaking it

is also necessary to include a statement of retained earnings, astatement of changes in the financial position and a few schedules

such as schedule of fixed assets and schedule of debtors.

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Object1

Income Statement the profit and loss account sets

out income as well as expenses of the same period and after

matching the two, the difference being the net profit or net

loss, is shown as the difference between the two sides of the

account. Thus, the earning capacity and the potential of an

organization are reflected by its profit and loss account.

Position Statement otherwise know as the balance

sheet displays the total resources of a business and the

owners and creditors equity in these resources. It indicates a

statement of affair of a business at a particular moment of

time and thus it is static in nature.

Statement of Retained Earning also known, as the profit and

loss appropriation account, is generally a part of the profit and loss account. It

shows how the profit of the business for the accounting period is appropriated

towards reserve and dividend and how much of the same is carried forwarded

as retained earnings.

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General

Manager (Finance)

Assistant

Junior

Senior Assistant

Junior Assistant

Object1

Statement of Changes in Financial Position also known as

the fund flow statement, summarizes the changes in assets, liabilities and the

owners equity between two balance sheet dates. Thus, it is a statement of

flows, i.e., it measures the changes that have been taken place in the financial

position of a firm between two balance sheet dates. It summarizes the sources

and uses of the funds obtained.

3.6.1 STRUCTURE OF FINANCE AND

ACCOUNTS DEPARTMENT

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FINANCIAL

STATEMEN

Object1

CHART SHOWING ANATOMY OF FINANCIALSTATEMENTS

56

Fund Flow

Statement

Position

Statement

Or

Cash Flow

Statement

Income

Statements

Statementof

Changes in Owners

Equity changes in

Statement of

changes in

Financial


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FINANCIAL ANALYSIS

Financial analysis is the process of identifying the financial

strengths and weakness of the firm by properly establishing relationships

between the items of the balance sheet and profit and loss account. The

purpose of financial analysis is to disclose the information contained in the

financial statements so as to judge the profitability and financial

soundness of the organization

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QUALITYCONTRO DEPARTMENT:

Quality control department as the name suggests this department takes care of the

quality of insurance policies offered by the company. Quality control department plays an

important role in the company. Quality control department sees that every insurance which has

been sold should not be based on fake promises and should meet the requirement of customers.

Structure of Quality control department

58

General

Manager (Quality

Assistant

Junior

Senior Assistant

Junior Assistant


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IT AND SYSTEMS DEPARTMENT:

IT and Systems department of icici prudential life insurance is responsible for all the

work related to information technology. In this company every department use different software

and different ERP. ICICI PRUDENTIAL use FIDELIO software to save their data like no. of

policies sold. Each department is connected through this software and according to their

requirement every department take information from that software. If there is any problem with

the systems, software or networking then system department staff is called.

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CHAPTER-Vi

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SWOT ANALYSIS

SWOT Analysis

Strengths

1. 200 years record of profitability

2. Entire range of products for corporate and retail customers

3. Market segmentation and products for niche segment

4. Significant presence in Credit cards, Insurance, Mutual funds,

Investment banking, Personal loans and SME sector

5. 54 overseas offices spanning 28 countries

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6. 21 banking and non-banking subsidiaries and associates

7. Over 80% of top corporate in India have strong relationships with SBI

8. Largest individual customer base in the country

9. Leading provider of financial services across retail and wholesale

segments

Weaknesses

1. Constrained by the norms of public sector status

2. Large size has its impact on swiftness of response

3. Comparatively large number of employees

4. Lack of innovation

5. Inability to implement proper individual reward schemes to motivate

and enhance productivity due to industry wide implications

Opportunities

1. Improvement in the economic conditions

2. Increasing purchasing power of large number of middle class -------------

3. Indias stature as leading IT power

4. Retail finance and insurance sector

5. Low penetration of credit cards

6. Cross-selling

7. Infrastructure development

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Threats

1. Asset Quality

2. Interest Rate risk

3. Operations risk in view of increasing use of technology in day to day

operations

4. Fleet-footed foreign banks and private banks

5. Pressure on margins

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CHAPTER-VI

FINDINGS, SUGGESTION AND

CONCLUSION

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90% of the respondents who hold ICICI Prudentials Life Insurance policy would

prefer to go in for another policy only from ICICI Prudential. The most important

reasons for this are brand name, wide varieties of policies to choose from and good

servicing of policies

6.2 SUGGETIONS

ACTION ORIENTED SUGGESTIONS

An intense AIDA model needs to be adopted the AIDA model (Awareness, Internet, Desire,and Action). Customers are aware of majority of products of ICICI PRUDENTIAL LifeInsurance Co. Ltd.To create the awareness regarding Product1. Print & Electronic Media Advertisement should be done (As we can see intense adcampaign of HDFC Standard Life and Bajaj Allianz.)2. After the initial promotional campaign the relative advantage of ICICI PRUDENTIALLife Insurance Co. Ltd. Over its competitor should be highlighted.

1. Hoardings at prime areas should be used.

PEOPLE ORIENTED SUGGESTIONS1. Creating offers like lucky draws for the users of Internet.

2. Giving free gifts for the customer.

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6.3 CONCULSION

There has been a tectonic shift in advertising the insurance companies. Till 2or 3 years back a typical Ad will showcase a small happy family enjoying their life. Then oneunfortunate Day the head of the family dies in an accident and the rest of the family is drawn torags. The ad ends up saying Insurance can help them against such calamities. People bought theidea and started buying insurance. But there was a basic flaw in the ad. It tells the consumersabout the advantages of having Insurance but nothing about buying insurance from aperticular insurance firm. So whoever casting such ad was helping the industry as a whole butnot their specific firm. If we see the recent ads they are talking about how SBI Life can helpsmoothen your oldage life or how ICICI Prudential can help you in receiving pentions etc.This sounds more logical. Each ad speaks about how their firms offers can help you instead oftelling how insurance as a whole can help you.

In concluding part of this project it shows that advertisement is very muchimportant for any business. A huge amount is paid by companies against advertisement. Thereare many ways available to give advertisement onwhich this amount is paid this are TV, Newspaper, Radio, Internet etc. The amountspent on advertisement over four year across the world is shown I table.At the initial phase of a company it is important that they give emphasis on corporate advertising because it helps in brand recall. At the later stage company can go for product classadvertisements. Well it is also found that during session that endorsement of celebrities is helpful

in ad recall. But giving advertisement in any type of media is not the only medium; there aremany other ways also like social service, by way of educating people.

Especially for Insurance companies if they want to capture rural marketthen they have to approach in different way. In my opinion rural market can only been capturedif we reaches to there heart. And this can be happen only if we solve there basic problem.

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6. BIBLIOGRAPHY

Below youll Find Host of Additional Resources That you should Find

Useful In The Course of Your study Research:

By Books:

Marketing management : Philip kotler,

JOURNALS : Company Annual report,

The Hindu Business Line,Market Research in Insurance.

Website

www.insuremagic.comwww.indiainfoline.com

www.bimaonline.comwww.expressindia.comwww.responsiveservice.comwww.agencyfaqs.com

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www.knowledgedigest.comwww.google.com

www.wikipedia.com

www. indiantelevision.com.
http://www.google.com/http://www.wikipedia.com/http://www.google.com/http://www.wikipedia.com/

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