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Bajaj Allianz ' Marketi ng Strateg ies
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Page 1: Bajaj Allianz' Marketing Strategies

Bajaj Allianz'

Marketing Strategies

Page 2: Bajaj Allianz' Marketing Strategies

Abstract

• The case highlights the strategies that Bajaj Allianz followed to market its life and non-life insurance policies.

• The case describes how restructuring, tie-ups with banks, etc., have improved the company's reach in the Indian insurance market.

Page 3: Bajaj Allianz' Marketing Strategies

Issues• Marketing strategies for insurance products• How tie-ups with banks can help in boosting

sales of insurance services• Importance of product innovation in

insurance industry• Role of a good distribution network in

marketing insurance services

Page 4: Bajaj Allianz' Marketing Strategies

Introduction

• Allianz Bajaj Life Insurance Co. Ltd. came into existence on March 12, 2001, whereas Bajaj Allianz General Insurance Co. Ltd. was formed on May 2, 2001.

Page 5: Bajaj Allianz' Marketing Strategies

Introduction

• Both the organizations came into existence when the German insurance company Allianz AG (Allianz) and Bajaj Auto of India (Bajaj) came together to form a joint venture in the Indian insurance market.

Page 6: Bajaj Allianz' Marketing Strategies

Introduction• Allianz of Germany is an insurance company,

which was established in Berlin in 1890. Over the years, the company was able to spread its operations across 70 countries worldwide...

Page 7: Bajaj Allianz' Marketing Strategies

• Bajaj , an asset management company, was the largest two-wheeler manufacturers in the world.

Page 8: Bajaj Allianz' Marketing Strategies

• Allianz had 110 years of rich experience in the insurance field.

Page 9: Bajaj Allianz' Marketing Strategies

Focus must be on

• Marketing policies • Study of Indian insurance policy market• Competitors• Company structure• Tie-ups• Innovative product• Insurance market status at formation of the

company and current status.

Page 10: Bajaj Allianz' Marketing Strategies

Questions for Discussion

1. Do you think Allianz has chosen the right partner for a joint venture to enter the Indian insurance market? Justify your stand.

2. Do you think Bajaj Allianz has given enough importance to marketing mix? Justify your stand.

Page 11: Bajaj Allianz' Marketing Strategies