8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
1/53
PROJECT REPORT
ON
MARKET POTENTIAL OF KOTAK MAHINDRA LIFEINSURANCE
FOR KOTAK MAHINDRA LIFE INSURANCE, PUNE
IN PARTIAL FULFILLMENT OFMASTER OF BUSINESS ADMINISTRATION
TOPUNE UNIVERSITY
Submitted By NITIN D. KAMBLE
Under The Guidance Of PROF. YUVRAJ LAHOTI
VISHWAKARMA INSTITUTE OF MANAGEMENT, PUNE. MBA(2004 -2006)
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
2/53
ACKNOWLEDGEMENT
No study is big or small can be undertaken all by oneself.Behind this project too
is guidance of those individual people to whom I will be always grateful .
I express my deep sense of gratitude to Kotak Mahindra Group for giving me the
opportunity of doing this project in their well-renowned organization which otherwise
would not have been easy.
I am deeply indebted to Mr Nikhil Shah, Sales Executive in Kotak Mahindra Life
Insurance who selected me as a trainee to work with him and guided me throughout the
project. I am grateful and would like to express sincere thanks to my guide Proff. Lahoti
Yuvraj for their valuable suggestion and guidance throughout this project.
This tremendously helped me in execution of the entire Project.
Mr. Nitin Kamble(MBA 2004 -2006)
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
3/53
DECLARATION
I undersigned Mr. Nitin Kamble hereby declare that the project report written and
submitted by me under the guidance of Proff. Lahoti is my original work. The empirical
findings and data collected in this report are based on the information collected by me
through fieldwork. I have not copied from any report submitted to any of the University/
Institution.
I understand that any coping is liable to be punishable by authorities.
Place:Pune
Date: Signature
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
4/53
CONTENTS
Sr.No Title
01. Executive Summary
02. Introduction to topic
03. Scope and limitations
04. industry profile
05. Com pany Profile
06. Research Methodology
07. Data Analysis And Interpretation
08. Findings And Suggestions
09. Annexure
10. Conclusion
11. Bibliography
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
5/53
EXECUTIVE SUMMARY
The objective of the project was to be Market research & find out the Market
Potential for Kotak Mahindra Life Insurance . For this we have to understand consumer
response, time frame, personality constraints and emotions for assessing the potential of
insurance sector. So specifically the target of the project is to focus of the high network
income groups and retailers for their investment portion.
Project involved a blend of marketing where we were to interact we all kinds of
retailers, wholesalers, real estate agents & other service group to gather information onsite and tell them what are the new opportunities that are with Kotak Mahindra Life
Insurance and tell them what are the benefits they will get if they insured with kotak
group.The main task of project involved carrying the fieldwork where we supposed to
visit all kind of retail outlets as well as non- retail business in major localities.
The first half of my project involved in Kotak is to carry the fieldwork along with
campaigning in different localities in Pune region. Data collected from fieldwork were
submitted to the company for future requirements and also to get back to the customers.
The study undertaken for two months. As I have to target specifically to retailers and
whole sellers who form the majority portion of the total market. We were given more
than one month for the collection of data and scanning of data. This report shows detail
work on following areas
- Pune Satara road
- Laxmi road
- Tilak road
- J.M. road
- Bibewadi area
- Market yard
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
6/53
For this purpose Feedback form was prepared which gave a broader picture of
the people about their existence investment segments. The form shows details regarding
current savings and planning for their future events. Through this form we got to know
what people think about private insurance sector and get the idea about different flaws in
the insurance sector because it is seen that during interview few people had a idea about
private players in the insurance sector and their developments. The questionnaire contains
various aspects like profession, education, current savings, number of dependants,
addres s etc.
Second part of the study contains scanning the form/questionnaire making proper
evaluation of given information and going back to them showing how they need to plan
their future and the direction to achieve their desired goals. Though, many respond ents
did not give all the details regarding current savings.
For assessing the customer response following market research process followed
Step 1:Define the objective:
First step is defining the objective i.e. Market Potential for Kotak Life
Insurance researcher covered most of the areas, which had been instructed by the
company.
Step 2: Develop research plan:
The second step was to develop the most efficient plan for gathering the needed
information.
i) Data sources: Both primary & secondary data are taken into consideration.
Primary data are data gathered from field for specific research project.
ii) Research approach: I have mainly collected the primary data through survey
& few cases by observations.
iii) Research instrument: Questionnaire is used to collect most of the primary
data.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
7/53
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
8/53
INTRODUCTION TO TOPIC
Life insurance is a contract between you and a life insurance company, which
prov ides you a predetermined amount in case of your death, accidents or any
uncertain events during the contract term.
Buying insurance is extremely useful if one is the principle-earning member in
the family and unfortunate premature demise, your family can remain financially
secured because of the life that you have purchased.
The primary purpose of life insurance is therefore protection of the family for uncertain
events for future. Life insurance is also seen as a tool to plan effectively for the future
years, your retirement, education of the children s and their future needs. Today, market
offers insurance plans that not just cover you and your family but at the same time it
helps to grow your wealth too.
Life wasn t designed to be risk free. The key is not to eliminate risk, but to estimate it
Accurately and manage it wisely.
Insurance sector have characteristic that give can boost to the growth of any
economy .it is due to the savings done at the individual level and at micro level itgenerates funds for infrastructure building as the cash flow is constant while the payout is
differed, so that the insurance companies are becoming biggest investors in long gestation
infrastructure development projects and hence have a great Importance to the developing
economy like India. Insurance sector 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.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
9/53
FIG.1 PREDICTED GROWTH SCALE OF INDIAN INSURANCE SECTOR
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 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. RNCOS s
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
billion by 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.
Introduction to the topic
The report discusses the work done by trainee Mr. Kamble Nitin student of
Vishwakarma institute of management. The purpose of training was to have practical
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
10/53
experience of working in an organization. So the fieldwork was essential to get exposure
to various management prac tices in the field of marketing.
The main purpose of the project was basically to find the market potential for kotak
mahindra life insurance pune. It included extensive market surveys and meetingsmainly with the retailers, whole sellers and other merchants from different regions of
pune. The project is divided in two parts, for the first half is contains period of 30 days
in which I did research, surveys and meetings with the people to collect data. In the
later part I met various retailer, whole sellers, real estate agents, stockiest and few
others to promote and make them aware about the company.
The survey also helped to provide details regarding various opportunities and
different plans and policies that are coming up in the company. This was useful
information for them to get the benefits and to know future growth prospects if they
join with the company.
Importance of the topic
The topic gives broader picture about who is the market leader among all the
insurance providers. The study is all about finding out the market potential of kotak
mahindra life insurance for the pune region.
Kotak group recently launched Kotak Mahindra Life Insurance along with old
mutual plc. as join venture. There are already 13 private insurance companies in the
Indian market & what is the present position of kotak mahindra life insurance could be
determined by market research and fieldwork.
This data will be helpful to determine what are the pros & cons kotak is facing in the
market, how do people perceive kotak group as life insurance providers.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
11/53
SCOPE AND LIMITATIONS
Scope of the study
The study of potential of insurance business is concerned with market study i.e
research and fieldwork. This study is going to help the Kotak Life Insurance to find out
market potential with other companies. The study will help the company to assess their
performance and improve it where it is lacking.
Research work is a basic function carried out by each organization. The study of
market potential of insurance is very helpful to find out who are the market leaders in
private companies as well as overall analysis.
Availability of time was also taken into account while decid8ing the particular
method to meet the objectives. The entire study programmed was for the period of two
months.
The subject of the study was selected by looking the necessity and importance to
find the market potential and give suggestions related to the topic.
Limitations:
- One of the major limitations of this study was lack of sufficient time as the
subject was required lot of time.
- The time limit permitted to cover the major areas of Pune but not all the
regions of the city.
- The study limits itself only to Kotak Mahindra Life Insurance.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
12/53
INDUSTRY PROFILE
Five years after the life insurance sector was opened up to the private sector,
market scenario for all these companies in not very much exiting. Already over Rs.15000
crore has been invested in the sector by major and their foreign partners. But that isobliviously not enough, a few thousand crores more will be need ed.
Because almost of the 13 private sector life insurance companies are incurring
substantial losses. Some estimate suggests that private insurers made a combined loss of
almost Rs 1000 crore in 2003 -04.Things haven t changed much since.
- Bajaj Allianz Life Insurance, the second largest private sector life insurer,
posted a loss of Rs 76.8 crore in the first nine months of the current fiscal.
- Kotak Mahindra Life Insurance registered a loss of Rs 41.22 crores over the
same period.
- Birla Sun Life Insurance, which claims to be among the most efficient users of
capital, posted a loss before interest and taxation of Rs 60.03 crore for the year
ended 31 st March 2005.And just in the October-December quarter of
2005,Indias largest private sector insurer, ICICI Prudential posted a loss as the
others have run up in the first nine months of FY 06.
The losses itself are not a major concern. Such under spread losses are neither
abnormal, nor expected in the initial years. In this business, companies have to bear such
losses if they want to reap the substantial long-term profits. But profits are still many
years away.
At the moment, private sector life insurers are at a stage where any growth will
only add to their losses. In fact the insurance sector is seeing a strong g rowth -in terms of
penetration. Life insurance premium to GDP has grown from 1.8 percent to 2.3 percentwhile the per capita premium paid has more doubled from Rs. 280 to Rs. 600.
However, there is one big reason for alarm. Insurers do need access to substa ntial
capital in order to keep up this growth despite their initial losses. But many private sector
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
13/53
insurers are struggling to raise the required capital. That s because the government has
not yet raised the ceiling for Foreign Direct Investment (FDI) in insurance companies
from 26 % of equity to 49 % as outlin3d by the previous government.
And because of 26 % FDI cap, the burden of funding the growth falls on theIndian promoter. The need for capital is even more crucial in the context of the (IRDA)
Insura nce Regulatory and Development Authority regulation on solvency margins. In
India, for every Rs 100 of claims payable to customers a life insurance company must
have assets worth Rs 150.
OPTIMISTIC INDIAN MARKET FOR INSURANCE SECTOR:
Indian market can be labeled as a untapped market, which in it s core holds immense
potential for growth. The hike in FDI from 26% to 49% .this increasing capitalparticipation of international insurers will accelerate the development of the Indian
insurance industry, through the greater deployment of technical competencies and
innovative products and processes .As
The purchasing power of Indian people is increasing, so we can predict that the no. of
customers who can afford to investment in health, life, disabilityand pension products is
going to increase up to great level.
According to SWISS Re Economic Research and Consulting.
0
50
100
150
200
250
300
1 2 3 4 5 619961998
2000
2002
2004
2006
2008
2010
2012
2014
Rs. Billion
Years
Fig. INDIAN INSURANCE GROWT FORCAST
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
14/53
AREAS OF OPPORTUNITIES
1) New Horizons of investment
Insurance companies have shown an unquenchable thirst to offer customized
solutions Based on individual risk appetite of customers rather than mundane, one sizefits all endowenment. Based insurance products. We have a good example of ULIP
(Unit links Insurance Plan) by LIC. It is a single largest innovation in life insurance
industry. Life Insurance products are similar to investment product with less or risk
coverage, signifying changing preferences of investors. ULP s score over mutual funds,
since they offer risk-cover, as well as returns by investing in stock markets, even out
performing equity returns in certain instances. We can have the same plans from other
private players like Bajaj-Allianze i.e. equity plan funds, ICICI Prudential maximizer,
HDFC standard life growth fund. Total premium under return for unit-linked plans in the
financial year 2004-2005 stood at Rs. 82.47 billion, and outstanding growth of 422% over
the previous year.
2) Indian Rural Market
A large number of Indians lives in rural India, so this market should be tabbed by
insurance companies and it require a different approach of sales services with respect to
meeting such challenges as low awareness, irregular incomes and geographical distances.
The focus has to beon simple coverage and return of premiums. Very few companies have plans for rural
India.
3) Customized Solutions
Competitive insurance market exploring the new customer segments, it includes
pension plans and children plans. By 2026 India will have 179 million people who wear
above 60 years of age. According to that insurance companies should have a marketing
plan. Special children plans are the current requirements, as the education is becoming
more important and expensive. So such plans must be introduced by all insurance
companies. ICICI Prudential and LIC have already done this.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
15/53
II. WHAT IS NEEDED TO BE EXPLORERED?
1) The industry in general faces the challenge of building the credibility of being a
financial service provider while meeting a customer s expectation of what it means to be
a financial services company. Financial service brands are based on insuring long- termfinancial security throw a broad range of inherently risky services and investment
options. In the insurance sector, branding has typically involved the concept of stability;
trust and protection from risks in time of crises, or even protecting from a crises throw a
standard set of products. It will help to establish what insurers stand for and promise and
will eventually help to give a industry new image.
2) The altered scenario of the insurance market in India has brought in new and
differentiated products and services offerings to the public and has opened new
challenges for insurance companies. Devising specific strategies to reach out to specific
segments of the market, different countries and across social strata has been one aspect of
the challenge. The other more complex one has entailed designing the products,
marketing them, ensuring the smooth selling of products, collecting premiums, managing
claims, managing & investing the funds and managing a vast enterprise. This has created
a need of strong Risk Management.
3) The core function of the marketing force of an insurance company is to generate
awareness about the insurance products among the target market.
4) Branding the marketplace is similar to branding on a cattle ranch, the purpose of a
branding program to differentiate our cow from the cattle of range.
According to an article in the insurance marketing magazine, Feb-March 2002, brand
strategy is one of the most critical parts of the underlying business strategy of any
organization. It will help to establish what insurers stand for and promise and will
eventually help to give a industry new image. This positioning helps to give credibility to
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
16/53
sell Risk-Free products design to help customers insure that their family and assets are
protected.
5) Branding is the new key challenge in the financial services industry. Life in the 21st
century will be longer with more choice in more fields of activity. The financial
consequences of an increased life span are particularly likely to be tough. Inevitably, this
will lead to more complexity, which in turn necessitates greater clarity and appeal from
the service providers. Branding is more relevant in the financial services market, which
not only faces the problem of securing and retaining customers in an increasingly
competitive marketplace but also experiences the need for heightened relevance of the
brand proposition in a world where brand has been termed the new religion.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
17/53
QUICK F ACTS:
- Second largest mobilizer of savings after banks.
- Constitutes 15 % of gross domestic savings after banks.
- Rs 400,000 crore of assets under management.
- Rs 40,000 crore invested in infer -structure
- Share of retail customers to total -92 %
- Agency force 15 lakhs
- No. Of policies in force: 20 crore
- Employees: 200,000
HISTORY
1912: The Indian Life Assurance Companies Act enacted as the first stature to regulate
the life insurance business.
1928 : The Indian Insurance Companies Act enacted to enable the government to collect
statistical information about both life and non -life insurance business.
1938: Earlier legislation consolidated and amended to by the Insurance Act with the
objective of protecting the interests of the insuring public.
1956: 245 Indian and foreign insurers and provident societies taken over by the central
government and nationalized.LIC formed by an Act of Parliament, viz. LIC
Act,1956,with a capital contribution of Rs.5 crore from the Government of
India.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
18/53
ENTRANCE OF PRIVATE COMPANIES IN INSURANCE SECTORS.
Insurance sector is seeing a strong growth in terms of penetration, life
insurance to premium to GDP has grown from 1.8 percent to 2.3 percent while the per
capita premium paid has more than doubled from Rs 280 to Rs 600.Despite the fact thatIndia boosts a saving rat of around 25 percent, less than 5 percent is spent on insurance.
The insurance landscape in India is undergoing major changes. Close to
foreign competition since nationalization in 1956,the life insurance industry had been
protected from competitive pressures.
Now with the re-opening of the sector, several new players have entered
the scene. Besides, Kotak Mahindra Life Insurance there are 12 other private players
working in insurance sector which are as f ollows.
1.AMP Sanmar Assurance Company Ltd.
Indian Promoter Reliance Group
Foreign Insurer None
2.AVIVA Life Insurance Company Ltd.
Indian Promoter DABUR
Foreign Insurer AVIVA,UK
3.BAJAJ Allainz Life Insurance Company Ltd.
Indian Promoter BAJAJ Auto.
Foreign Insurer ALLIANZ, Germany
4.BIRLA Sun Life Insurance Company.
Indian Promoter ADITYA BIRLA Group
Foreign Insurer SUN LIFE, Canada
5.HDFC Standard Life Insurance Company.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
19/53
Indian Promoter - HDFC
Foreign Insurer Standard Life, UK
6.ICICI Prudential Life Insurance
Indian Promoter ICICI Bank
Foreign Insurer Prudential, UK
7.KOTAK MAHINDRA Life Insurance
Indian Promoter - KOTAK Bank
Foreign Insurer - OLD MUTUAL, South Africa.
8.Max New York Life Insurance Company
Indian Promoter MAX India
Foreign Insurer NEW YORK LIFE, US
9.MET LIFE Insurance Company
Indian Promoter J & K Bank
Foreign Insurer MET LIFE, US
10.SAHARA Life Insurance Company Ltd Indian Promoter SAHARA INDIA Ltd.
Foreign Insurer NONE
11 .SBI Life Insurance
Indian Promoter SBI
Foreign Insurer CARDIFF, France
12.TATA AIG
Indian Promoter TATA Group
Foreign Insurer AIG, US
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
20/53
COMPANY PROFILE
THE KOTAK MAHINDRA GROUP
Kotak Mahindra is one of India s leading financial institutions, offering complete
financial solutions that encompass every sphere of life. Form commercial banking of
stock broking, to mutual funds, to life insurance, to investment banking. The group caters
to the financial needs of individuals and corporate.
The group has a net worth of over Rs. 1,800 core and employs over 4,400
employees in its various business. With a presence in 82 cities I India and offices in New
York, London, Dubai and Mauritius, it services a customer base of over 5,00,000.
Kotak Mahindra has international partnerships with Goldman Sachs (one of the
world s largest investment banks and brokerage firms) and Old Mutual (a large
insurance, banking and asset management conglomerate).
Mr. Uday Kotak Executive Vice Chairman & Managing Director Mr. Shivaji Dam
Mr. C. Jayaram
Mr. Dipak Gupta
OUR MANAGEMENT FOR LIFE INSURANCE
Mr. Gaurang Shah (Managing Director) Mr. G Murlidhar (Chief Financial Officer) Mr. Nandip Vaidya (Vice President - Sales) Mr. Arun Patil (Vice President - Sale s & Management Development) Mr. Eksteen de Waal (Head Sales Training)
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
21/53
OUR STORY
The Kotak Mahindra group was born in 185 as Kotak Capital Management
Finance Limited. Uday Kotak, Sidne A.A. Pinto and Kotak & Company promoted this
company. Industrialists Harish Mahindra and Anand Mahindra took a stake in 1986 and
that s when the company changed its name to Kotak Mahindra Finance Limited.
1986 Kotak Mahindra Finance Limited starts the activity of Bill Discouting. 1987 Kotak Mahindra Finance Limited enters the Lease and Hire Purchase market.
1990 The Auto Finance division is started.
1992 The Investment Banking Division is started. Takes over FICOM, one of India s
financial retail marketing networks.
1992 Enters the Funds Syndication sector.
1995 Brokerage and distribution business incorporated into a separate companyKotak Securities. Investment banking division incorporated into a separatecompany - Kotak Mahindra Capital Company.
1996 The Auto Finance Business is hived off into a separate company - Kotak Mahindra Primus Limited. Kotak Mahindra takes significant stake in FordCredit Kotak Mahindra Limited, for financing Ford vehicles. The launch of
Matrix Information Services Limited marks the Group s entry into informationdistribution.
1998 Enters the mutual fund market with the launch of Kotak Mahindra AssetManagement Company.
2000 Kotak Mahindra ties up with Old Mutual plc. for the Life Insurance Business.
Kotak Securities launches kotakstreet.com it s on-line broking site. F ormal
commencement of private equity activity through setting up of Kotak Mahindra
Venture Capital Fund.
2001 Matrix sold to Friday Corporation Launches Insurance Services.
2003 Kotak Mahindra Finance Limited converts to bank.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
22/53
KOTAK MAHINDRA
A Lifetime of Value
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
23/53
Old Mutual
Old Mutual was established more than 150 years ago and has developed
into an International services group w focused on asset gathering and asset
management. The old mutual Group offers a diverse range of financial services
geographics : South Africa, the United States and United Kingdom. The company is
listed on the London Stock Exchange capitalization of approximately $6 billon and is
member of the elite FSTS 100 index. In the 2003 rankings of the w corporations
Fortune magazine, Old mutual climbed 87 places to position number 366 and was
also listed 14th
company in the world.
Old Mutual is the largest financial services business in South Africa, through
its life insurance, asset management, and insurance operations. The company serves 4
million life insurance policyholders and employs over 13 000 South Africa
operations.
In the USA Old Mutual is one of the top ten fixed annui ty business offering an
array of specialist asset management. The company s US Life business recorded sales
of $4 billion at the end of 2002.
Operations in the United Kingdom are focused on wealth management,
through Gerrard as one the leading private busi ness in the UK.
The Old Mutual Group has the ability to cater for variety of consumer
segments and offers a comprehensive and in products for all income groups.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
24/53
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
25/53
RESEARCH METHODOLOGY
INTRODUCTION:
Marketing Research is an systematic and objective study of the problems
pertaining to the marketing of the goods and services. It may be emphasized that it is not
restricted to any particular area of marketing, but is applied to all the phases and aspects.
METHOD OF DATA COLLECTION:
- Primary Data;
The major source for collecting primary data has been the interviews held with
retailers, whole sellers, real estate agents, stockiest and few other segment of market. The
maximum prospects were visited directly at the shops and interviewed provided they had
time to spare. Some of them interviewed via tele calling and few were interviewed after
taking prior permission and appointment. The information given by them was satisfactory
and relevant to the subject.
- Secondary Data: The sources of secondary data are;
INSTITUTION:
- Business Magazines
- News Paper
- Annual Reports / Company Periodicals
REFERENCES:
- Internet, Company websites
- Telephone Directory (BSNL and TATA Indicom)
- References from company employees
- Annual Reports / Company Periodicals
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
26/53
QUESTIONNAIRE METHOD
This method is used to collect general information about the company like total
number of employees viz. agents, sales executive, management trainees, front line staff
etc. Sales executive provided this information. This information helped to know the basicknowledge about the company before doing the actual research.
RESEARCH DESIGN:
SAMPLING UNITS:
This combines all those respondents in the market who can be the future prospects
of being a part as an insurer of Kotak Mahindra Life Insurance. Some of them are
retailers, whole sellers, real estate agents, stockiest and few others from different
commercial areas of PUNE.
As instructed by the company - following are the few segments.
1.Business - Class
2.Agents General Insurance Agents
- Postal Agents
- Travel Agents
- Real Estate Agents
3.Service Class - Professor / Teachers
- Office Staff, Banks Staff
- Government Employees
4. Mutual Fund Agents
5.Tax Consultants
6. Investment Consultants
7. Share Brokers
8. Financial Advisors
9. Chartered Accountants / Company Secretaries
10. Others - House wife , Medical Representatives
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
27/53
STEP 2
Out of these various segments, the researcher targeted following
- Retailers
- Whole sellers
- Stockiest
- Real Estate Agents
- Others
Note: It was instructed by the company to target the people having net income between
15000 and above. The required data for above segments is to be such, which is helpful to
know the background & potential of the prospects. For all that researcher collected
information as there,
Name
Present Age
Address
Ph No. -
E-mail-
- Brief Information about family
- Personal Goals
- Retirement Plans
- Present monthly expenses
- Existing Investment Avenues
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
28/53
SAMPLE DESIGN
Sample size
(165 people)
Retailers (60) WholeSellers 43
Real EstateA ents 16
Stockiest (16) Others (30)
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
29/53
DATA COLLECTION TECHNIQUES:
- Questionnaire Method
- Telephone Interview Method
QUESTIONNAIRE METHOD
The individual questionnaire of the survey was designed for population between
age group of 18 60 years of age who can be the prospect of becoming Kotak Mahindra
Life Insurance clients from different areas of PUNE. In total 165 questionnaires were
completed who were the samples for research work.
SAMPLE SIZE:
The sample size of the respondents was taken as 165 considering the scope andconstraints of the study.
FIELD WORK:
The fieldwork was conducted for a period of 60 days in different commercial
areas of PUNE. Interviews were conducted from respondents across segments, above 18
years of age and as per their convenience. So as to contrive representative sample. Th e
interview and presentation mode by researcher were carried for the duration of 20
minutes.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
30/53
DATA ANALYSIS AND INTERPRETATION
1. Investment options preferred by respondents.
Respondents Investments
20
20
228515
75Insurance
Fixed Depos it
Post
PPF
Mutual Fund
Shares
Daily Collection
Out of total respondents, maximum i.e. 75 respondents think Insurance is a
safer option to invest the money. It gives them long-term benefits for not only
individual but for the entire family. Thus, people find insurance safe and better
option rather than investing in FD, Post, Mutual Funds, Shares etc.
Sr. No Investment Options No. Of Respondents1 Insurance 752 Fixed Deposit 203 Post 204 PPF 225 Mutual Fund 8
6 Shares 57 Daily Collection 15
TOTAL 165
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
31/53
2. Need of Life Insurance
Need of Life Insurance
Yes82%
No18%
Yes
No
Around 82 % of the total samples think that insurance is essential part of the life. But foreveryone the need for life insurance has different reasons.18 percent of the people think other options are better than life insurance . Following factors determine the need for lifeinsurance.
Still majority i.e. 82% people think that insurance is essential. However safety is major
concern when people see insurance as investment.
Yes 135 No 30 Total 165
Factors to determine need forL.I No. Of respondentsSecurity/Safety 55 Savings 15 Long term Investments 35 Tax Saving 30 Total 135
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
32/53
3.Awareness about the Insurance Companies.
Insurance Companies No. Of respondents ICICI Prudential 115 Kotak Mahindra 65 Bajaj Allianz 95 Tata AIG 75 Max New York Life 35 HDFC 105 Aviva 60
Total 550
Awareness about Insurance Companies
115
659575
35
10560
ICICI PrudentialKotak MahindraBajaj AllianzTata AIGMax New York LifeHDFCAviva
Among all the private players in the market ICICI prudential and HDFC Standard Life
are among the most popular and known brands in the market. These two brands are way
ahead of the Kotak Mahindra Life Insurance and others. These two Life Insurance
companies do effective advertising that made them known brands in the market
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
33/53
4. Reliable companies among the respondents.
Insurance Companies Respondents
ICICI Prudential 75 Kotak Mahindra 20 Bajaj Allianz 55 Tata AIG 40 Max New York Life 15 HDFC 60 Aviva 35 Total 300
Reliable Companies as per market
75
20
554015
60
35
ICICI Prudential
Kotak Mahindra
Bajaj Allianz
Tata AIG
Max New York Life
HDFC
Aviva
Among all the samples ICICI and HDFC are believed as the most reliable companies
among all the private companies in the market. Following are the factors that determine
why these two companies are preferred and believed by the people.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
34/53
Reliability Factors
18%
16%22%
26%
18%
Brand Name
Safety
Peer pressure
ROI
Previousexperience
People are positive about ICICI and HDFC as reliable companies because of their
Returns, Brand name, and Previous experience and also there is lot of peer pressure
among
Factorsdetermining
reliability Response Brand Name 45
Safety 40 Peer pressure 55 ROI 70 Previous experience 45 Total 255
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
35/53
5. Present Insurance holders
Yes 145
No 20 Total 165
Insurance holders
0
100
200
respondents
Series1
Series1 145 20
Yes No
Insurance Companies Market Share LIC 85 ICICI Prudential 20 Kotak Mahindra 15 Bajaj Allianz 10 Tata AIG 8Max New York Life 17 HDFC 5SBI 5Total 80
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
36/53
Market Share of each company
12%9%
5%
6%
10%
3%
52%
3%LIC
ICICI Prudential
Kotak Mahindra
Bajaj Allianz
Tata AIG
Max New York Life
HDFC
SBI
Among the total market share LIC still has majority share in market, holding 52% of the
total respondents. Among the private companies ICICI Prudential, Bajaj Allianz and
HDFCareleaders
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
37/53
6. Total Savings for Life Insurance.
Savings (Rs) Respondents
5000 -10000 47 10000 -20000 75 20000 -40000 31 >40000 12 Total 165
Savings
020406080
5000-10000
10000-20000
20000-40000
>40000
No Of Clients
S a v
i n g s
I n R u p e e s
Series1
Among the total respondents 75 people save anything between Rs. 10000 - Rs15000. Thus
we can say that still people are doing good amount of savings in insurance. It came to
know that all the respondents have some part of their savings in insurance.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
38/53
7.Benefits from Life Insurance Policy.
Benefits Responses Of Clients
Child Education 35 Personal Goals 90 Marriage 45 Retirement 85 Savings 75 Total 330
Benefit Factors
11%
26%
14%26%
23% Child Education
Personal Goals
Marriage
Retirement
Savings
Personal goals, retirement, savings are the prime benefits for which people usually invest
in insurance. The same response was found during the research work. It is good sign for
the insurance business, as people perceive insurance for achieving the different goals in
the life.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
39/53
8. Awareness about Kotak Life Insurance.
Awareness Response
Yes 70 No 95 Total 165
Brand Awarenes s
0
20
40
6080
100
Yes No
R e s p o n s e
Series1
Around 95 respondents i.e. 58% didn t have any idea about Kotak Mahindra LifeInsurance. This shows that there is lack of awareness in the market, which need to be
taken care trough advertising.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
40/53
9.Awareness about different plans of Kotak Life Insurance.
Kotak PlansAwareness Response Yes 20 No 145 Total 165
Awareness of Kotak Plans
0
50
100
150
200
Yes No
R e s p o n
d e n e s
Response
As there in lack of awareness, maximum respondents don t know about the plans and
policies of Kotak Mahindra.This Company needs to promote their different plans through
effective advertising to make people known.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
41/53
10.Future prospects for Kotak.
Response For Kotak
Yes15%
No
46%
Cant Say39%
Yes
No
Cant Say
15 percent of the total respondents said they are interested to buy the policy from Kotak
Mahindra Life Insurance. Out of the remaining respondents 46 percent didn t show any
interest in Kotak and others were not sure whether to buy the policy from Kotak or not.
Interested Prospects ResponseYes 25 No 75 Cant Say 65 Total 165
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
42/53
OBSERVATION AND FINDINGS
OSERVATION:
The researcher has taken interview of given various segments as Retailers, Whole
sellers, Real -Estate Agents, Stockiest and others and cam e to know the facts as follows.
RETAILERS:
Belief:
Retailers contribute to the major portion of any market. Therefore, retailers are good
prospects for insurance business. Normally it is believed that they spare very less time
with other people other than their customers. Retailers are quite busy with their customersand other related work.
Facts:
Though some beliefs are found correct but observation show other side of the curtain i.e.
- They were quite generous when they knew that they were getting some information.
- They spare good amount of time if one presented the company and himself
properly.
- Retailers give sufficient information if they believe in the work.
WHOLE SELLERS
Belief :
Whole sellers are believed to be among the busiest people in their work. They are
actively involved in loading, unloading, dispatching, billing etc.
Facts:
- Whole sellers are not ready when we approached spontaneously to provide some
information.
- They provide sufficient information if they contacted when they have free time.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
43/53
- Most of them were not really comfortable to give any sort of personal and financial
information.
- These people runs huge business so these are highly potential prospects for any
business. REAL ESTATE AGENTS
Belief:
These people are not so busy as they have selective and limited no. of customers. But
many of these agents are out with their clients on their sites thus it becomes really
difficult to meet them. They are believed, as they don t entertain others.
Facts:
- Appointments need to be taken before visiting to their places.
- These agents have very good contacts, which means good customer base. So they
give bigger and better clients for insurance business.
STOKISTS/COMPANY OUTLETS
Belief:
These are believed as high-class people and usually prefer to talk with senior executives
of any company.
Facts:
- These people should be given a call before visiting their place, as they don t
appreciate direct visits by any people.
- Good presentation is required to make them talk for a while.
- A highly potential customer if one makes them believe in company by providing
detail information regarding company its present and future growth.
OTHERS
These include house-wife, pensioners etc.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
44/53
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
45/53
FINDINGS:
A): BRAND Knowledge
1. It is found during research that 58 percent were lacking any sort of
knowledge and information about Kotak as life insurance provider.
2. From the total 165 respondents, 118 respondents save good amount of
money i.e. between Rs 10000 to Rs. 40000 in insurance. Remaining people
save anything between Rs 5000 to Rs 10000.Thus it shows as everyone has
some part of savings in insurance, which is good sign for insurance sector.
3. Majority i.e. 53% respondents have their personal goals and retirement pl ans
as prime concern for buying insurance.
4. Out of 165 samples, 145 respondents i.e. around 88 % of them have
insurance cover in different private insurance and government
organizations.
B): PRODUCT Knowledge
1. 42 percent had just heard about Kotak Mahindra but were lacking
knowledge about different plans. Out of these 42 percent only 7 percent
people were insurance holders of Kotak Mahindra Life Insurance.
2. It is found that still (LIC) Life Insurance Corporation of India rules when it
comes to trust for insurance providers, among private sectors its ICICI
Prudential, HDFC Standard Life, Bajaj Allainz are among market leaders.
3. Still 82 percent of samples think insurance is essential for various reasons.
4. Many respondents found saying HDFC and ICICI as being more reliable
insurance providers in terms of returns, peer pressure, previous experience
than their competitors.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
46/53
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
47/53
8. Feedback should be taken from the present clients to know whether they are
satisfied and if they have any problems regarding the terms and service. This will
certainly help to improve the overall performance of the company.
9. Special schemes like Lucky Draws, Trip to foreign countries; Attractive prizescould be used for promotion.
10. Should develop the plans that are attractive. Also they should develop new plans
that are not launched by any other companies to take first launcher advantage.
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
48/53
ANNEXURE
1.Personal detail:
Name:
Age(Yrs):
Phoen No.
Gender:
Office Address Residential Address
2.How will you rate follo wing investment options on safety as parameter on scale?
a) 0 -3 Poor
b) 3 -7 Average
c) 7 -10 Good
1.Insurance 2.Fixed Deposit
3.Post 4.PPF
5.Mutual Fund 6.Shares
7.Daily Collection
3.Do you think it is essential to have Life Insurance?
a) Yes b) No
If Yes, Why?
1.Safety/Security 2.Long term investment
3.Savings 4.Tax saving
4.Which of the following companies are you aware as insurance provider?
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
49/53
1.ICICI Prudential 2.Kotak Mahindra Life Insurance
3.BAJAJ Allainz 4.Tata AIG
4.Ma x New York Life 5.HDFC Standard Life Insurance
6.AVIVA Life Insurance
5. Which of the following companies you consider mast reliable to invest?
1.ICICI Prudential 2.Kotak Mahindra Life Insurance
3.BAJAJ Allainz 4.Tata AIG
4.Max New York Life 5.HDF C Standard Life Insurance
6.AVIVA Life Insurance
If Yes, Why?
1.Brand Name 2.Safety
3.Peer -pressure 4.ROI
5.Previous experience
6.Do you have insurance cover or policy?
1.Yes 2.No If Yes, which?
1.ICICI Prudential 2.Kotak Mahindra Life Insu rance
3.BAJAJ Allainz 4.Tata AIG
4.Max New York Life 5.HDFC Standard Life Insurance
6.AVIVA Life Insurance 8.SBI
7.Approximately how much money you invest in Life Insurance from your total savings?
1.Rs5000 -Rs10000 2.Rs10000 -Rs20000
3.Rs20000 -Rs40000 4.Rs > 40000
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
50/53
8.What benefits you avail for investing money in insurance?
1.Child Education 2.Personal Goals
3. Marriage 4. Retirement
5. Savings
9.Are you aware about the Kotak Mahindra Life Insurance?
1.Yes 2. No
10.Are you aware about diffe rent plans of Koatk Mahindra such as;
1.Kotak Flexi Plan
2.Kotak Retirement Income Plan
3.Kotak Capital Multiplier Plan
4.Kotak Easy Growth Plan
5. Kotak Child Advantage Plan
11.In the near future would you be interested to buy any policy from Kotak M ahindra
Life Insurance?
1. Yes
2. No
3. Cant Say
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
51/53
8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
52/53
BIBLIOGRAPHY
Company websites : www.kotak.com
www.kotaklifeinsurance.com
Research Methodology: C.R. Kothari
Marketing Management: Rajan Saxena
http://www.kotaklifeinsurance.com/http://www.kotak.com/8/8/2019 Market Potential of Kotak Mahindra Life Insurance by Nitin Kamble Marketing
53/53
This document was created with Win2PDF available at http://www.daneprairie.com.The unregistered version of Win2PDF is for evaluation or non-commercial use only.
http://www.daneprairie.com/http://www.daneprairie.com/http://www.daneprairie.com/http://www.daneprairie.com/